How does Kellogg's Special K make you feel? Emotions Sell

One country (Israel) is finally taking a stand against the false beautifying or photo shopping of models' images which decorate fashion magazines as well as banning those models who are below a BMI of 18.5. This is a bold move for any country to make against the 'glorifying of the skinny' and the question is how long will it last?

One of the main reasons behind this ruling is the self-esteem issues many young girls face which can lead to a variety of psychological and behavioural problems, so does the enactment of this law signal a changing trend in advertising for beauty products? 

Traditional advertising naturally positioned the products to reflect the benefits they could provide to the user. They could make them fairer, or skinnier and generally help them to be more attractive. But with an increasing amount of criticism against such advertising, which aimed to encourage sales purely on the fact that people's appearance needed improvement, some change would be in order. 

The latest campaign of Kellogg's Special K cereal reflects this change. It's not about how much you weigh, or what's your size. An individual should not be defined by a number, instead its about you feel. Confidence, pride, self - esteem this is what counts, and Kellogg's Special K can help you achieve that. So the product still makes you look better, but now also helps make you feel better. Emotions sell. 

Initially started by Dove's campaign for real beauty, which changed the advertising rule book, it seems likely that more products will adopt this positioning to garner a better public image and reputation, and eventually trust.

Branding in 2013

The New Year has dawned bringing with it a flurry of new resolutions and predictions, and this is not any different in the advertising and marketing world.

There has long been a shift towards digital marketing rather than traditional marketing, however 2013 may see a return back to the basics where traditional marketing will play a bigger role. Integrated marketing looks at using several marketing channels, be it digital or traditional, in co-ordination to spread a unified message. With an audience whose attention is being increasingly fragmented among multiple devices such as laptops, PC, mobiles & tablets, it is important that marketers utilise all the information they have about their customers to help target them better. 

This is where 'Big Data' steps in. Big Data aims to collect any information about customers from multiple sources, including social media, to track their behaviour, interests, friends, connections, what they search for, their buying behaviour etc to paint a complete picture of the customer. However this has to be implemented and utilised successfully by marketers to prevent it from becoming just another industry buzz word. Big Data is very useful in understanding customer behaviour and is not only restricted to digital marketing but can be used in traditional marketing as well to target them based on their social behaviour, such as where they shop, eat and socialize with their friends. In targeting customers in all areas there is an increasing chance of the message being sent across and received. 

However customers as well are becoming quite clever with the latest in marketing techniques and have a refined understanding of their own value. They know the price marketers are willing to pay and won't come cheap. Instead more browsers are offering a service to increase privacy options while online, so while marketers want to find out more customers want to reveal less, and the battle goes on.

And the new year would not be complete without the mantra of MOBILE, MOBILE, MOBILE. 

Mobile is the future, where customers want to carry all their information with them on the move, so mobile and tablets, usually synced with their laptops through could sharing services, is the future. People are constantly connected bringing increasing opportunities for targeting. It is an essential and integral feature which cannot be missed. So to re-iterate the main trends for marketing in 2013 are:

• The convergence of Digital & Traditional Marketing
• Big Data
• Customer Control
• Mobile
• Integrated Advertising

Ref: 'Branding in 2013: Convergence, Content, Gaming, Big Data and other trends' by Barry Silverstein for Brand Channel

Drunken Karaoke singers make the best advertisers

So here's a question: What is the best way of advertisers to spread their message?
By getting the consumers to spread it themselves!
If user generated content can work for the digital space, then why not in more traditional methods instead?
Your's Irish Bar came up with a classic way of ensuring that their inebriated clientele would spread the word of not drinking and driving.
Drunk people are usually the bravest when it comes to karaoke and building on this concept, popular songs were modified to include lyrics that advertised the fact that the singers were drunk, what better way to spread the word?
A simple and yet impactful campaign.
Have a look at the silliness below:

Greenpeace rise against 'the Capitol' Zara Hunger Games style

What would you do if protesting against a large organization seems to be rather in-effective?
Why make a video of course!
Greenpeace has been protesting against the harmful chemicals used in Zara clothing as part of their 'Detox' campaign. To aid their efforts, a video was put together in association with Free Range Media.
Video is the voice of the future and there is no better way to go viral with a message. So besides the big names in the game, how can can a video help?
The video created as part of the Detox campaign, was quite a creative venture. It borrowed the concept of the Hunger games, where a lone heroine from an exploited colony rises up against 'the Capitol' (Zara) to protest against the use of harmful chemicals and the pollution it causes all in the name of fashion, perpetuated by unknowing citizens. While the Hunger games is not directly referenced, any viewer who has seen the video can relate to it.
Done up in an anime style, the video is a fun watch and although not directly related to the campaign (or The Hunger Games) does get the point across via a feisty little heroine in her quest for justice.
Good thing Greenpeace won the protest.

Fifty Shades of a Book Delivery

It's the simple truth ... Sex sells. Marketers have often exploited this by incorporating suggestive and erotic themes into the visual element of ad copy to increase dwell time and engagement.

However this is the first time I have noticed an erotic theme to be used to sell books for a good cause.

Good Books have in their advert used extremely suggestive visuals (animated) and audio to promote their store while highlighting their charitable offering. While unusual, upon further thought it makes perfect sense.

The biggest readers of books, believe it or not are females, and in their lifetimes must have read plenty of fictional romances, which is still one of the most popular sections of any library and lets not forget the most popular book of the year Fifty Shades of Grey.

As this concept is popular and familiar with Good Books customers and readers, then utilizing an old theme in a fresh and un-conventional way is a rather unique method of introducing a fresh and unique brand concept.

And readers are still riding high from their last reading of Fifty Shades, so they are sure to get the reference. What do you think?

Donate a Condom

#1share#1condom is a great initiative by Durex for World Aids Day. For every person who shares a tweet with the hashtag #1share#1condom or share Durex's Aids image or video (seen below) on December 1st, Durex will donate one condom. The target set is 2.5 million  condoms representing the 2.5 million who were newly infected with HIV in 2011.

What I love about this campaign, is that it is a great initiative and generates awareness for a worthy cause. By encouraging people to tweet & share, not only are they encouraging people to spread the word, but it is being done for a good cause, making the task a little more easier and rewarding for everyone involved. 

While an excellent CSR program, it seamlessly combines offline & online marketing. By donating condoms, durex is increasing brand awareness through traditional methods, but by marketing through online and social channels, it is more cost effective, targeted and increases user engagement online, through increase in mentions, likes & YouTube views. 

Making it overall a very successful campaign across all fronts. #1share#1condom.

John St/ Buyral - Digital Marketing the effective way

When there are over 72 hours of video uploaded every minute on YouTube, it is not an easy task for a video to go viral. Just as competitive is the marketing & advertising industry, especially with new agencies being set up who specialize in digital. So how does an agency display its creativity and explain its offering, all while distinguishing itself from the competition?

The John St. way!

John St. are a talented marketing agency with a digital skill set. In order to position themselves as a creative and successful agency who pride themselves on customer satisfaction, they put together a campaign which not only displays their innovation but effectively communicates their competency as a digital agency with a result oriented approach.

I call this the 'clicking' campaign. The video, which is the central feature, and in uploaded on YouTube, their website and campaign microsite, displays employees of a fictional company 'Buyral' whose sole purpose is to click on videos to increase views and guarantee the virality of the video. The simple business model being the greater the investment, the greater the clicks, and the video goes viral.

This is true for any online distribution model, where greater the investment, the higher the chances of viewership, leading to an increase in company KPI's, but while this sounds rather dry and boring, John St. are able to communicate the idea in an extremely fun and engaging way, the video in itself being an absolute delight to watch.

So this translates to me as: If you want your marketing campaign to be innovative, creative, engaging and cost effective all while meeting company goals, then go with Buyral... oops I mean John St.