IKEA have released their new 'There's no bed like home' campaign which features a sentimental story about a husband who works away in the Arctic and has a pregnant wife at home who misses him dearly. You can watch it below:
Showing posts with label youtube. Show all posts
Showing posts with label youtube. Show all posts
Tuesday, 2 June 2015
There's no bed like home- IKEA's new campaign
Storytelling marketing is literally everywhere and with so many brands trying to compete for customers' attention on the ridiculously long videos they produce- say goodbye to the short and snappy ads of the past.
IKEA have released their new 'There's no bed like home' campaign which features a sentimental story about a husband who works away in the Arctic and has a pregnant wife at home who misses him dearly. You can watch it below:
Don't get me wrong I think it's a lovely video, but for me it lacks a bit of substance and the same emotion runs throughout the whole four minutes. Even at the end when the couple are reunited, I didn't feel happy or relieved or any type of emotion really. I think a lot of brands are trying to create these heart wrenching adverts and I'm afraid to say there are a lot better that IKEA's attempt.
The ad is a spin off to their wider campaign- but to me it really doesn't feel IKEA. The IKEA brand is friendly, budget, accessible to all and down-to-earth. This ad seems a little pretentious, dull and lacks energy and enthusiasm. I really do not believe it fits in with their brand image and I'm not even sure really how it fits in with what they are trying to sell. The idea of his uncomfortable beds and then coming home to his own bed is fair enough- but I'm not sure how it appeals to the majority of the population who sleep in their own beds every night any way.
I'd love to know your thoughts on the ad- tweet me with your opinions on IKEA's latest ad.
Steph
@stefclarkx
IKEA have released their new 'There's no bed like home' campaign which features a sentimental story about a husband who works away in the Arctic and has a pregnant wife at home who misses him dearly. You can watch it below:
Friday, 3 April 2015
The BEST and WORST of April Fools Day marketing campaigns
There isn't an event in the calender that marketers can't highjack nowadays and April Fools Day was no exception. This April 1st (before 12pm of course) swarms of marketing teams launched their clever tricks on to their consumers, attempting to catch them out and all in all gaining some coverage of their brands. Here are a few of my personal favourites from this year's jokers:
Playstation Flow
Playstation released this video launching their new Flow product:
I am going to be the first to shamefully admit I only realised it was a wind-up about 30 seconds in after I'd been cringing at the ladies over cheesy tone-of-voice! The video was funny, in line with their brand without being too out there or tacky and presented some great characters! Playstation even created a website surrounding the hoax product here which actually indicates the Flow was a joke- however a great new virtual reality product titled 'Project Morpheus' is actually in production!
What a great way to create a buzz around the product and display Playstation's innovation without showing off- also a great way to get traffic to their website! Hats off Playstation!
Microsoft Lumia
Microsoft came up with this video announcing their new phone will go back to their original operating system: MS DOS a.k.a the operating system we all knew from those ancient PCs we had in the 90's that took ten minutes to boot up....
I'm not sure who Microsoft were trying to amuse here, but I doubt I'm the only one who didn't find this funny. The video wasn't easy to watch nor do I believe it will appeal to all of Microsoft's target audience- I'm not even sure the majority of them will get it. Are Microsoft just trying to make techys laugh here? If so- OK.... but therefore it can't really be considered as a mass marketing campaign.
I'm just not sure about the whole thing! Microsoft's marketing annoys me full stop- sorry but I think it's crap despite actually liking the brand! They don't indicate their own capabilities and display any competitive advantage despite them losing customers to competitors on a daily basis! Up your game please MS!!
Carlsberg Drone
How many guys wish this one wasn't an April Fool's Day joke?
Really simple, yet funny and made every guy who watched dream of a beer drone I reckon!? I really like the video and I actually think it will have caught some people out! However, what I don't understand is why Carlsberg teamed up with the Northampton Chronicle to deliver them a bit of PR? A slightly ludicrous article which I'm not sure fits in with the Carlsberg brand whatsoever!
I would love to have seen a bit of experiential marketing to coincide with the ad- something really low budget- maybe some surprised customers unexpectedly receiving their Carlsbergs! The ad almost looks as though it was thrown together a bit last minute and there's a lot more the brand could have done in extending the reach of the campaign.
Costa and a Kip
I don't know about you but I really want an ostrich pillow! Costa released this April Fools video announcing their new napping pillows to be trialed in store:
Costa are one of the last brands I would have expected to bring out such a humorous video- which is maybe why this prank works so well! I almost see the brand as slightly pretentious and therefore this shows a much lighter side to Costa and I think it works really well! The video is super short and therefore leaves you with a really puzzled look on your face!
I don't think I've seen much Costa advertising before- but I would love to see more from you Costa!
Tweet me with more of your favourite April Fools marketing campaigns and let me know what you think of mine!
Stephanie
Playstation Flow
Playstation released this video launching their new Flow product:
Friday, 16 January 2015
Using social media 'fame' in advertising
We have all seen the people who are famous just from being on the internet? Believe it or not there are hundreds of 'celebrities' who have risen to fame just from publishing content on the internet... from Jenna Marbles, Zoella and Tyler Oakley, the Youtube 'vloggers' who have risen to fame, to Brittany Furlan and Dapper Laughs who created entertaining Vines to instagram stars like Amalia Ulman and Kordale and Kaleb Lewis.
Whether they create videos, blogs or images, these content creators have all been able to capitalise on their social media channels and become idols in their followers' eyes.
Brands often struggle to create viral content themselves and therefore why not take something (or someone) that is already viral and associate yourself with it. These so-called 'stars' have allowed brands to be represented by people who consumers look up to, associate with, are already engaged in a two-way conversation with and mostly who they consider to be real people.
Celebrities can be fantastic endorsers of brands however, as in a previous blog post, I spoke about the credibility of using movie stars/ singers with consumer brands... who actually believes said Hollywood actress actually shops at *insert low-cost store here*. However with these online social media content-creators, the idea that they are similar and relatable to by the target audience is a real selling point in the eyes of consumers. I think this article sums it up nicely.
The concept of gay marriage is highly debated and this will allow strong messages from both the couple and Nikon and in my opinion is a fantastic move for both parties. They created this brilliant ad:
Whether they create videos, blogs or images, these content creators have all been able to capitalise on their social media channels and become idols in their followers' eyes.
But what does this mean for brands?
Brands often struggle to create viral content themselves and therefore why not take something (or someone) that is already viral and associate yourself with it. These so-called 'stars' have allowed brands to be represented by people who consumers look up to, associate with, are already engaged in a two-way conversation with and mostly who they consider to be real people.
Celebrities can be fantastic endorsers of brands however, as in a previous blog post, I spoke about the credibility of using movie stars/ singers with consumer brands... who actually believes said Hollywood actress actually shops at *insert low-cost store here*. However with these online social media content-creators, the idea that they are similar and relatable to by the target audience is a real selling point in the eyes of consumers. I think this article sums it up nicely.
How have brands been doing this already?
Sponsored videos/ blog posts/ tweets
Brands can pay those who they believe to be influencial/ have a viewing demographic which matches your target audience, who then review products or talk about their benefits and share the review with their users.
However, this can come across as inauthentic and consumers/ viewers are very aware of what is paid and what isn't. However, it certainly gets the brand out there and creates awareness. Brands also have to be conscious of how well the sponsoree can communicate their brand values/ product benefits.
However, this can come across as inauthentic and consumers/ viewers are very aware of what is paid and what isn't. However, it certainly gets the brand out there and creates awareness. Brands also have to be conscious of how well the sponsoree can communicate their brand values/ product benefits.
Add to the quality of what they already produce
I believe this is an extremely effective tool, as you are no longer asking the endorser to do something they wouldn't usually, you are actually aiding them to achieve what they usually would and for the reason their subscribers/ followers like them so much.
A great example is Nikon, who teamed up with gay couple Kordale and Kaleb Lewis who's Instagram snap below went viral:
This was a great chance for Nikon to associate with great role models and ambassadors, who the spotlight is on at the moment. I also believe the collaboration is a great move, the digital camera industry is dying due to the use of smartphones and it is a great chance for Nikon to move into the 21st century and relate to hot topics.
The concept of gay marriage is highly debated and this will allow strong messages from both the couple and Nikon and in my opinion is a fantastic move for both parties. They created this brilliant ad:
Social media fame is on the rise
I believe all brands should ensure their marketers are active enough on social media to notice and understand who these people are, and what their stories are so that they can understand their value and relevance to the brands they work with!
Sunday, 19 October 2014
Cough drops advertised in Finland- a little different!
Check out this epic ad from a Finnish cough drops brand by ACTIVEARK JWT agency.
A great example- I doubt anyone could have guess what was being advertised before the cough drops appeared!
I love this ad as it brings a story to life, thinks outside the box and creates something shareable, memorable and funny! It breaks all boundaries of standard 'pharmaceutical' advertising- we should take a leaf out of Finland's books when it comes to advertising!
Tuesday, 10 December 2013
Brands who did it BADLY
I'm often talking about brands who use their social media channels and advertising well, but 'they' say "by seeking and blundering we learn.” and in the marketing world, we can also learn from others mistakes...
and I guess they are more interesting to read to!
So here we go.... Marketing Flops!
This was followed by many angry tweets;
Well followed up considering the consumer response. However- what can we learn from SpaghettiOs mistake?
Never make it about yourself- a quote from Mack Collier "You don't ask others to remember a military tragedy by putting the focus on your brand mascot. NEVER make it about you."
The fact is- in order to bring brand value, make the tweets personal and empathise with people, make your tweets seem human!!
What can we learn from Kmart's mistake?
a) Marketing isn't just about the communications you portray and publish i.e. advertising, direct marketing etc. it is also about Corporate Social Responsibility and how you treat your staff is a big part of this- as is fair competition. By opening on Thanksgiving- Kmart were demonstrating their lack of ethical standards for both, this was clearly pointed out by their customers. By publicising this fact, Kmart allowed themselves to be exposed to a storm of dismay.
b) Don't post the same response to every tweet!!! Re my above comment on SpaghettiOs make your tweets personal! If customers have an issue or complaint they want to feel valued and understood, not dumped in the pile with everyone else and given a phony excuse!
The message behind it could have been enforced in so many better ways! The pictured they posted was from a plane crash in 2005 in which there were fatalities which included a 6-year-old boy.
Way to show your insensitive side?? I don't think this example needs much explanation as 'what not to do'...
As a vegetarian I can't say I am highly offended by this advert, however I can imagine how, especially in the US Culture, some people would be. The fact that Red Robin suggests that "vegetarians are just going through a phase" is poking fun at peoples' beliefs and I believe as a brand anything which ANYONE could find offensive should be avoided!
What can we learn from Red Robin's mistakes?
a) Understand the culture of your target audience and make sure you respect, inhabit and encompass it into your consistent branding themes. Make their culture, your culture....
b) I feel like Red Robin could have completely turned this around with a good recovery strategy and clever PR. When you make a muck-up- recover, recover, recover. They could have offered vegetarians a free burger, introduced new vegetarian options or even created a new ad campaign to turn this one on it's head! However, the disaster recovery wasn't effective and the video and it's angry responses went viral....
Check out these video responses on YouTube:
Uh oh..... major fail! Be careful about your own publicity!! Pretty sure thats the No1 Rule of Marketing....
Let me know if you enjoyed this post! I may do more like it!!
All opinions are my own!
Stephanie
and I guess they are more interesting to read to!
So here we go.... Marketing Flops!
1.
Firstly, a US brand, SpaghettiOs posted this tweet in commemoration of the anniversary of Pearl Harbour:
This tweet will live in infamy / @SpaghettiOs Take a moment to remember #PearlHarbor with us. http://t.co/C9dTJSDGF5
— David Clinch (@DavidClinchNews) December 7, 2013
Uh, brand. You're doing it wrong RT @SpaghettiOs: Take a moment to remember #PearlHarbor with us. http://t.co/bsfQPgNKkJ
— Shawn Reynolds (@WCL_Shawn) December 7, 2013
The tweet was deleted and replaced with an apology.
Never make it about yourself- a quote from Mack Collier "You don't ask others to remember a military tragedy by putting the focus on your brand mascot. NEVER make it about you."
The fact is- in order to bring brand value, make the tweets personal and empathise with people, make your tweets seem human!!
2.
In the US, the supermarket Kmart tweeted to reveal they would be open on this Thanksgiving and would stay open on Black Friday. Customers complained about the ethics of the decision by the masses:
What can we learn from Kmart's mistake?
a) Marketing isn't just about the communications you portray and publish i.e. advertising, direct marketing etc. it is also about Corporate Social Responsibility and how you treat your staff is a big part of this- as is fair competition. By opening on Thanksgiving- Kmart were demonstrating their lack of ethical standards for both, this was clearly pointed out by their customers. By publicising this fact, Kmart allowed themselves to be exposed to a storm of dismay.
b) Don't post the same response to every tweet!!! Re my above comment on SpaghettiOs make your tweets personal! If customers have an issue or complaint they want to feel valued and understood, not dumped in the pile with everyone else and given a phony excuse!
3.
So far we have seen American brands failing on social media, but here's a British brand who make it in to the ranks! This one comes from Facebook on Luton Airport's page:
The message behind it could have been enforced in so many better ways! The pictured they posted was from a plane crash in 2005 in which there were fatalities which included a 6-year-old boy.
Way to show your insensitive side?? I don't think this example needs much explanation as 'what not to do'...
4.
This little gem from Red Robin....As a vegetarian I can't say I am highly offended by this advert, however I can imagine how, especially in the US Culture, some people would be. The fact that Red Robin suggests that "vegetarians are just going through a phase" is poking fun at peoples' beliefs and I believe as a brand anything which ANYONE could find offensive should be avoided!
What can we learn from Red Robin's mistakes?
a) Understand the culture of your target audience and make sure you respect, inhabit and encompass it into your consistent branding themes. Make their culture, your culture....
b) I feel like Red Robin could have completely turned this around with a good recovery strategy and clever PR. When you make a muck-up- recover, recover, recover. They could have offered vegetarians a free burger, introduced new vegetarian options or even created a new ad campaign to turn this one on it's head! However, the disaster recovery wasn't effective and the video and it's angry responses went viral....
Check out these video responses on YouTube:
5.
Just read this article on Food Beast: 14 Ways To Ruin Your Restaurant Business and Lose FriendsUh oh..... major fail! Be careful about your own publicity!! Pretty sure thats the No1 Rule of Marketing....
Let me know if you enjoyed this post! I may do more like it!!
All opinions are my own!
Stephanie
Subscribe to:
Posts (Atom)