Brand Marketing

Consumers like Brands That Share Their Social Beliefs

Posted June 22, 2017 by Marina Ku @ 1:21 am

Edelman study of consumers from across the world reveal that customers are more likely to ignore brands that ignore social causes

Solid-Marble case

The third Earned Brand report from public relations firm, Edelman reveals some interesting data on the kind of relationships that brands ought to forge with consumers. Brands should note that their position on a social or political issue, is likely to impact the purchase decisions of about 57% of their customers. Edelman surveyed 14,000 people across 14 countries to find out about the relationships that brands had with their customers. Mark Renshaw, global chair of brand at Edelman, said, “People really are buying on belief, and brands have a huge potential to gain if you do share your belief and act out on those beliefs. We really think this is an opportunity for brands, and it’s something that all brands should be looking at proactively versus reactively.”

A brand’s stance on a touchy social issue will influence purchase decisions of 67% of the respondents while 50% of the respondents said they would decide to buy products of a brand because of its beliefs. Brands should beware of keeping silent on specific issues that their customers care about because 65% of respondents say if a brand doesn’t talk about a social issue that they feel it should talk about, they wouldn’t buy products of that brand. As much as brands stand to lose by remaining silent on specific issues, they also stand to get rewarded when they choose to be vocal about a specific issue the customer cares about. Nearly half (48%) of the respondents would defend the brand while 23% said they were willing to pay 25% more for the brand’s products; around 51% said they would buy it exclusively and more frequently.

Edelman’s Renshaw clarified that the survey wasn’t meant to push brands into politics. He said, “We don’t believe it’s about politics. In fact, we would say stay away from politics. But the issues that are being discussed in society are things like the environment, equality and immigration. Obviously, sometimes issues have a political aspect, but the issues themselves are what brands should be focused on—not the political sides of those issues.” Referring to the Hieneken ‘Worlds Apart’ campaign, Renshaw explained, “So it’s not just weighing an issue in society right now but actually putting the product as a core part of bringing people together.”

Filed under: Brand Marketing

Now iPhone Cases Made of Solid-Marble Add a New Dimension to Smartphone Accessories

Posted June 14, 2017 by Marina Ku @ 3:42 am

The iPhone accessories industry is expected to grow to $107 billion in 5 years time and a large part of that comprise phone cases

Solid-Marble case

A search for ‘iPhone case’ in Amazon will produce around 6.5 million results including covers that are simple and functional to those that are amazing and extravagant. There are also those that are somewhat bizarre e.g. cases shaped like perfume bottles or those that are made of fake fur or even made of Swarovski crystals. Then there are cases that can hold prescription pills and those that offer other minor conveniences. Finally, there are cases that are more expensive than the phones themselves such as those that are made exotic material like crocodile hide or ones that feature 24-carat gold trim.

There is one particular material that iPhone case-makers hadn’t tried till now and that is – stone. Maybe it is because of the perception that nobody would want to walk around with a slab of rock in his pocket, making the phone a lot heavier. However, iPhone users have been using covers that are imitations of stone textures mostly made of plastic. That is no longer the case. A San Francisco based iPhone case maker, Mikol, has crossed this frontier and is now selling iPhone cases made from genuine Italian Carrera marble. That’s not all; they’ll even make a phone case from other kinds of rocks, including amethyst, rose quartz and sodalite, although they are more expensive.

Mikey Wu, founder of Mikol, said, “There were a lot of marble prints. Everybody buys prints of marble, (but) I figured, I’d want the real thing instead of plastic.” Over the last couple of years, he noticed a growing number of iPhone cases on the market that imitated stone. Wu is a construction industry entrepreneur and knew how to make the real thing. He had been working on ways to use lasers to cut the marble to its thinnest possible slice and finally managed to get it down to 0.7 millimeters, which was equivalent in thickness to a stick of chewing gum. Presently, Mikol makes around 10,000 such phone cases in a year and sells them for $99 each.

Filed under: Brand Marketing

In the Era of Fake News One Great Option for Brands is to go for Trust Marketing

Posted May 30, 2017 by Marina Ku @ 2:49 am

Research shows reliance on peer opinion is still high as most brands offering customer review tools for feedback are doing well

Fake News

With fake news appearing in the media on a daily basis, it won’t be an exaggeration to say that this is the age of distrust. Social media is where this monster breeds; inundating scores of social sites with feeds and tempting readers with the irresistible click bait headlines. Initially it turned out to be a gold mine for marketers but it is now increasingly becoming clear that there’s a heavy price to pay for such crimes – the cost of trust and consumer confidence. Now, that’s a marketer’s worst nightmare because it can spell doom for any business. As history shows, necessity has often been the most potent reason behind most innovations, the fallout of fake news, has in a way provided brands to make the necessary adjustments and investments on peer review or what is commonly known as customer reviews.

It’s not that customer reviews are a new innovation that has arrived on the market. Rather, it was present since the early days of eCommerce although in a much smaller scale than what it is now. According to Pew Research Center, half of all adult shoppers now regularly check online reviews before making a purchasing decision. Another finding by an agency named Report Linker revealed that almost four-fifths of the customers, who read online reviews, find them reliable. For marketers, it’s time to focus on the voices, opinions and beliefs of existing customers, because this now says much more about a brand than anything else, including traditional advertising.

This is a clear indication of how marketing dollars should be spent in the present day and especially under the looming shadow of the monster called fake news. While it goes without saying that a smooth and seamless customer-feedback mechanism should be an integral part of every ecommerce site today, brands have to overcome the trust barrier on a much larger scale and gain traction with a much larger audience. This is where social media offers the most obvious platform to get customers to talk about the brand which will not just outwit the impact of fake news but also help in winning back customers’ trust and confidence in the brand.

Filed under: Brand Marketing

Mike’s Hard Lemonade Targets Millennial Men with a Cool New Campaign

Posted May 23, 2017 by Marina Ku @ 3:40 am

“Authentic” work by The Annex, a division of Chicago-based ad agency Havas, that has millennials doing the creatives

digital marketing

It’s a real challenge for Mike’s Hard Lemonade to reach out to millennial male customers and the main reason is that, most millennial men don’t know about this beverage. The brand therefore, decided to team up with The Annex, the millennial division of Chicago-based ad agency, Havas, to create a happy and bright new campaign titled, “Drink on the Bright Side.” This is Mike’s effort to capture the attention of millennial men between the ages of 25 and 29, in a campaign that includes a combination of social, digital, TV and print as well as out-of-home advertising.

According to Jason Peterson, chairman and CCO of Havas Creative, the agency engaged The Annex to work on the campaign to ensure the ads have “an authenticity of what is cool and what is relevant.” However, it were insights from the team at Mike’s that came in handy for the campaign, that suggested, drinking Mike’s Hard Lemonade makes folks happy. “The core belief for us as a brand is Mike’s is about your favorite happy times. The reality is that sad people don’t drink Mike’s, so for us we wanted to make our creative campaign reflect that moment of happiness in what increasingly feels like a negative world,” said Sanjiv Gajiwala,vp, marketing, Mike’s.

The shorter spots like “Rocket Shoes,” and “Arcade” actually reflect the millennial spirit in a nice, yet somewhat crazy way but they’re funny and have what it takes to hit millennial men. The spot titled “Arcade,” for instance, shows a millennial youngster riding a cool little “super” puppy that’s shooting lasers. Gajiwala explained, “For us the insight was this group of consumers, these 25-30 years old, they have their own language which is not always a spoken language or a linear language, they don’t have a lot of time and they want to communicate quickly and for us that meant shifting our creative approach to reflect that and reflect what we think Mike’s Hard Lemonade is and what it’s role is in their mindset.”

Filed under: Brand Marketing

Delta Airlines Will Thank all its 80,000 employees by Name in Unique Facebook Live Event

Posted May 18, 2017 by Marina Ku @ 4:00 am

Ad agency Moxie is partnering with Delta in managing this mega event that will be streamed live for over two days

Delta Airlines

Delta Airlines is running one of the longest live events on Facebook – a 50-plus hour event on the platform that started at 9:00 a.m. ET, yesterday. Moxie, the Publicis Media agency, is handling the event together with Delta. During the course of the marathon digital event Delta will identify each of its 80,000-plus employees by name and thank them for their efforts. Delta and Moxie even thought through a situation where employees would have to wait for their name to appear during the 50 hour-long event and might find it difficult to kill time. They created a microsite where employees can find out when their name will be announced among other things.

This is truly a landmark event with a global dimension wherein every Delta employee will cherish it as a memorable occasion in his or her career. The airline went around the world, mainly across its travel hubs from places as far between as Atlanta and Seoul among many others in order to choose celebrities to participate in this event. So there are now more than 430 actors, athletes, comedians and Delta business leaders participating in this event dedicated to Delta employees. These celebrities will add vibrancy and value to Delta’s efforts in thanking its employees and some them include actress Naya Rivera, Notre Dame football coach Brian Kelly and Coca-Cola chairman Muhtar Kent.

There are also other famous and highly talented showstoppers and performers who added momentum to the show that spanned across more than 50 hours. Along with the special note of thanks to all the employees, performances by a balloon animal artist, mime, domino artist, jugglers, ice sculpture artists, puppies and champagne among others things, sustained the momentum of this special event. Joanne Smith, EVP and Chief HR Officer, Delta, said, “Taking care of our employees is one powerful way to ensure the 180 million customers we serve every year enjoy their Delta experience. We’re proud of our employees and excited to dedicate 50-plus hours to honor each and every one of them.”

Filed under: Brand Marketing

“This bud’s for you” – Budweiser salutes Derek Jeter as the Yankees Retire His Number

Posted May 15, 2017 by Marina Ku @ 4:58 am

An emotional video on how New Yorkers honor their captain who served his team for over two decades

This Bud’s for 2

Budweiser, the sponsor of MLB (Major League Baseball) has come out with what it calls an “emotive new video,” titled “This Bud’s for 2…” to honor the legacy of legendary Yankees shortstop, Derek Jeter and the retirement of his jersey. The two-minute video, which went live Friday (May 12), shows Jeter hitting a walk-off RBI-single against Baltimore in his final at-bat at the Yankee Stadium. Nearly two and a half years after Jetter played his last game for the Yankees his shirt has been retired, making him the 22nd player in team history to gain this honor.

The video then goes around New York City, replacing the number two across different locations with Jeter’s 2 in pinstripes – on the Subway, a deli awning, a road sign, a chalk-drawn 2 in a fast food outlet, a fire truck, a neon 2 on a shop window and a taxi, among others. Jeter had reportedly communicated to Budweiser, “I’m honored MLB and Budweiser chose to celebrate my jersey retirement this way, and I’m really looking forward to being back at Yankee Stadium this weekend.” On Sunday, May 14, which was also Mother’s Day, the Yankees honored Jeter during a pregame ceremony with the retirement of his uniform number and the unveiling of his Monument Park plaque.

According to Brandwatch, the social media monitor, #ThisBudsFor2, with over 11.7 million impressions, had over 1,400 mentions till May 12. In 2014, after Jeter retired, brands like Nike and Gatorade had also created videos to honor the Yankee captain. He had founded Players’ Tribune in 2014, which he says, is a “new media company that provides athletes with a platform to connect directly with their fans, in their own words.” In response to the outpouring of emotions from Yankee fans, Jeter posted his own thank you to New York on the Players’ Tribune.

Filed under: Brand Marketing

Coca-Cola Focusing on Healthier Drinks with Its Traditional Soda Fast Loosing Fizz

Posted April 21, 2017 by Marina Ku @ 2:34 am

Coca-Cola Now wants to be known as a ‘Total Beverage Company’ even as it reduces sugar in 500 drinks and develops other beverages

Coca-Cola has been forced to transform its profile from that of the world’s biggest soda drink maker to one that is now making soft drinks with much less sugar and even adding a range of beverages that would be considered healthy. Coca-Cola’s compulsion arises from what every marketer, howsoever large and powerful, fears – consumer rejection of its products, especially its signature product. The largest ever beverage brand has been witnessing steady and growing rejection of its sugary soda by an ever more health-conscious market which now favors healthier alternatives that offer some tangible benefit. This stark reality was acknowledged by none other than Coca-Cola’s new chief designate, James Quincey, who hasn’t wasted time in altering the megabrand’s business strategy that balances a new marketing message with newer and healthier products to suit consumer preferences.

Coca-Cola’s soda sales in the US dropped for the 11th consecutive year in 2015, and fell to a 30-year low which alarmed the incoming head of the beverage major. He now believes that the future of his company rests on its ability to quickly transform itself into a “total beverage company.” Earlier this year, he introduced “Coke’s Way Forward,” plan which includes expanding offerings like organic tea, coconut water, dairy, coffee, juices and water, globally. Coca-Cola owns brands like Dasani, Smartwater, Minute Maid, Honest Tea and Fairlife milk among many others in different parts of the world. This portfolio non-soda healthier drink is expected to increase in time and this is how Quincey sees the future.

Even though Coca-Cola’s “traditional sparkling” soda makes up 70 percent of the company’s value, the new market trend with consumers bypassing soda drinks for healthier alternatives is fast pushing that percentage downhill. This segment of the business is growing at a meager 2-3% while other newer segments like water, juice and tea are growing much faster. Katie Bayne, SVP of global sparkling brands at Coca-Cola, said, “We’re organizing the company to be the leader in every one of those categories.” The beverage major is now reducing sugar in more than 500 of its drinks, and it’s investing serious money to carry this message across to its audiences across the world.

Filed under: Brand Marketing

Pepsi Finally Decides to Withdraw its “Live for Now Moments Anthem” Ad After Massive Criticism

Posted April 12, 2017 by Marina Ku @ 3:39 am

If anybody had doubts that “customer is the king” PepsiCo, whose global turnover equals the GDP of many mid-sized developing countries, has decided to respect that motto and pull out its latest ad themed “Live for Now Moments Anthem,” which stirred a huge controversy. Importantly, this was a timely course correction before the damage to Pepsi’s reputation could take a serious and unnecessary turn. A statement issued by the brand clarified that, “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further roll-out. We also apologize for putting Kendall Jenner in this position.”

This two-and-a-half minute ad was created by Pepsi’s in-house design team, Creators League Studio and it was released toward the end of last month. It wasn’t long before the digital media picked it up and Pepsi began facing a relentless blitz of adverse criticism for releasing this ad. The ad tried to leverage the present environment of discontent across the country against the government, showing Hollywood icon Kendall Jenner getting mixed up with protestors. Most people felt the ad was in poor taste as they thought Pepsi was trying to ride piggyback on protest movements of marginalized people.

Pepsi ad campaign was seen by many as ‘trivializing’ the protest movement with an own value proposition that most people thought was in poor taste. The protest movements are trying to convey a serious message to the government and for those participating in the demonstrations across the country such ads are all but sensitive. PepsiCo didn’t clarify anything more than the apology note and neither is there any information about what this huge embarrassment would mean for Creators League Studio’s future.

Filed under: Brand Marketing

Pepsi Makes a Grave Mistake by Walking into Uncharted Territory of Politics

Posted April 6, 2017 by Marina Ku @ 3:57 am

Pepsi’s latest ad campaign starring Hollywood icon, Kendall Jenner, tried to play with the politics of the day and is ending up in a mess

If politics is not what you do for a living, it is better not try and use it for non-political gains because it is a double-edged sword and can cut both ways. This is what beverage major Pepsi is learning the hard way after it ran its latest campaign starring Hollywood icon Kendall Jenner getting mixed up with protesters. The protest movements has a seriousness of their own for those participating in the demonstrations across the country and Pepsi’s attempts to what many see as ‘trivializing’ the protest movement with its own value proposition didn’t go down well with most people.

The campaign did push up digital content engagement around Pepsi sharply by 366 % just within a day but most of it came in with a torrent of negative reactions – around 43% spoke of the way it supposedly affected the Black Lives Matter movement, while 31% were blunt enough to label the ad as “tone-deaf;” And about 10% of the reactions were outright hostile, tagging it as the “worst ever” they saw. There are all kinds of reactions in relation to different aspects of the ad that seems to have upset a cross section of people but out of all this, one aspect is coming across quite clearly – Pepsi shouldn’t have underplayed the seriousness of the protests.

How did Pepsi land up in this mess? Needless to say that it overlooked some basics of the issue it sought to leverage. Feminista Jones, writer, social worker and activist, observed, “Pepsi should have consulted people who have actually been on the front lines of protests these recent years. The organizers, protesters, educators…all of those who have been instrumental in bringing about these recent movements for justice. Brands should never make light of social issues related to people’s suffering; they should, instead, focus on selling their products in ways that don’t exploit the pain and suffering of marginalized people.”

Filed under: Brand Marketing

Your first campaign is on us

New Accounts get a $100 credit towards your first Cross-Channel Advertising campaign.

Get Started

Contact Us

We can set everything up in minutes

Give us a call and we'll find the right solution for you!

  • Phone: (800) 296-7104
  • Email: info@admedia.com
  • Office: 901 W. Alameda
    Ave., Suite 102 Burbank, CA 91506
Connect with Us Contact Us Media Kit

Advertisers

Reach More Customers

AdMedia can set up compelling and targeted campaigns that are proven to grab the attention of users and turn them into paying customers.

Read more

Publishers

Earn Extra Revenue

Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

Read more