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.
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.”
Posted April 5, 2017 by Marina Ku @ 2:39 am
It has given the much-needed firepower to Snapchat to become the most popular platform for watching real-time content
Snapchat recently announced that it is restructuring the way its users search for stories like the daily photos and videos that individuals and brands post to their accounts. The ‘camera company’ which is how Snapchat classifies itself officially, also announced that it will be opening up a new advertising revenue stream. The app launched a search feature for stories that includes photos and videos that users collected at events and locations that appear for 24 hours and allows people to look up more than a million stories that were publicly shared on the platform.
The search function in Snapchat is presently the only way for finding accounts on the platform. You can either find the friends you interact with most, or search by account name for new people to follow. You can be a little more precise with the new search as it will allow you to search for accounts to follow or stories to watch, depending on the topics you choose which could be “Halloween masks” or “Thanksgiving trends.” Snapchat has launched the search feature for stories comprising the vast range of photos and videos. You can use the search bar at the top of the app to type in the keywords and see what people are sharing.
That’s not all because Snapchat also collects professional stories on its own. Recently Snapchat and Turner collected over 30 March Madness stories at different colleges. This is good news for you if you are a user as it offers you a new way to find information you are looking for, whether it’s something in your locality or any event across the country. For advertisers this offers newer places to display content. Snapchat hasn’t started allowing ads in search results but it won’t be long before it decides to do so. It could sponsor stories in the same way that Google does with its sponsored links in search results. Snapchat recently mentioned in a blog – “We’ve built a new way to understand what’s happening in Snaps that are submitted to Our Story, and to create new Stories using advanced machine learning.”
Posted April 3, 2017 by Marina Ku @ 12:20 am
The Ad is part of the ‘How New York Eats’ campaign designed by BBH, the Ad agency for Seamless
When New Yorkers think or talk about ‘Melting Pot,’ they not just refer to the cosmopolitan nature of their city but also praise it for the diverse food options that are available in every borough of the city. Seamless, the food delivery service has always spoken about the availability of great food all across the city but also underlined the long queues for restaurant tables in its ads, indicating that it has the answer to this problem. In its latest ad, Seamless tells New Yorkers about the best fresh pasta in Manhattan and delicious shawarma in Brooklyn and also that, they needn’t queue up outside a restaurant for that. They can get what they want without leaving home.
You are most likely to find piles of Seamless food bags lying in wait for hungry workers if you happen to walk into an office lobby in New York around noon on a weekday. The food delivery service, Seamless, has gone pan-America, across college campuses and workplaces in major cities including New York City, where folks are continuously moving around, working up serious appetites and looking around for good delivery services that can bring them their choice dish right where they are stationed. In the ‘Melting Pot’ ad, New York’s local flavor becomes obvious at the end of the spot, when the camera slows down on a city dweller, who in typical New York style, complains that it’s just too difficult to get a table at a good restaurant.
Seamless is easily accessible on its website and through a suite of apps and it is gaining in popularity with every passing day. In 2015 BBH New York was chosen by Seamless to handle its creative communications for its NYC business. Prior to that, Seamless used to manage its communication internally but as business prospects grew, the food-delivery company decided to focus more on its core function which was to deliver choice food to its customers. Soon BBH started the ad blitz across billboards and subways and bus kiosks all across Manhattan and before long New York came to think of Seamless as an essential part of its cuisine accessibility.
While talking about leveraging NYC’s cultural and culinary diversity, Dave Brown, creative director at BBH in New York, said “We always try to hit on some sort of cultural conversation that’s happening in New York City, and I think there’s an important one happening right now around diversity. We look at that and how we can express that and add that New York flavor to it.”
Posted March 31, 2017 by Marina Ku @ 12:30 am
The occasion was celebration of the release of Nike’s new Vapormax as well as the 30th anniversary of the Nike Air Max
The question then arises right at the outset – why would anybody pull off a stunt like that? Ned Lampert, creative director, Space150, said this was how his agency thought and acted, by experimenting on the move with a random idea and quickly turning it into reality. However, there’s more to it than meets the eye. It’s Nike that Space150 is servicing and Nike says “Just do it.” So, if it means tying a Nike shoe to a weather balloon and fly it for over two hours to a height of 117,550 feet above sea level, right up to the stratosphere, so be it – just do it.
Lampert came upon the idea to try something different for the release of Nike’s new Vapormax after working on a poster project for Nike’s Air Max Day. He called Nike and asked for a pair of the highly coveted shoes for what he had in mind. Within two hours of Nike asking him to just go ahead and ‘do it’, he was in action. “We’re really inspired by Nike,” he said, “inspired by their approach to technology, their approach to culture and trying to push the limit as much as possible, and we felt this was the perfect intersection of sports and culture to tell the story of the lightest shoe in the world.”
Lampert recalled, “And then two hours later, I was on the phone with a weather balloon pilot and buying him an airplane ticket on that call.” Although the pair of shoes didn’t arrive in Los Angeles until Saturday night, Lampert’s space odyssey was ready to take off. He along with the balloon pilot attached the shoe to the balloon along with two GoPro cameras to capture the feat. This was obviously the most critical part of the experiment – the world of sport shoes needs to see this stupendous feat. Never have a shoe, let alone a sports shoe, scale those dizzying heights. This was a first and Nike did it, thanks to Space150. The balloon eventually burst and the shoe parachuted down safely back to Mother Earth. “It looks fake. Everyone I’ve shown the video to said it looks fake, but it’s very much real,” Lampert summed up.
Posted March 29, 2017 by Marina Ku @ 12:14 am
If the user doesn’t like the products on offer, they can easily tap back to their home screen and scroll on to other pages
Instagram recently announced that it is in the process of testing a new shopping application on the platform. With this new application Instagram will be able to map most of the user’s actions right from search to purchase even though the eventual purchase takes place on the website of the advertiser. Users on Instagram can review, understand and look up items of interest across posts of 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker that will offer more depth in terms of information. Brands have very good reasons to add Instagram in their media mix because 32% of all adults who are active online and 28% of all Americans use Instagram. Brands targeting women need to note that 38% women users of internet are active on Instagram.
The user experience on Instagram’s new application is smooth and seamless. On the bottom left of a photo on every post, users can tap an icon to see a tag that will appear on up to five products and their prices. Once the user selects a tag he will see a new detailed view of the product. Importantly, the user won’t have to leave the Instagram app to search product information and this experience right at the beginning of the search makes it worthwhile. Thereafter, if the user chooses a product and taps the Shop Now link, he will land up directly on the advertiser’s website and complete the transaction. James Quarles, VP of monetization at Instagram explained that his company won’t ask for a share of the transactions but would implement plans to bring in ads on the Instagram advertising platform.
At the New York Fashion Week, Instagram became the preferred medium for marketing heads of various fashion brands. This is an acknowledgement of the fact that Instagram is the perfect platform for certain product segments like beauty and fashion. According to Mary Beech, EVP and marketing head at Kate Spade New York, Instagram allows her customers “to seamlessly tap and shop the product—going from inspiration to information to purchase in just a few steps—we’re excited to see where the feature continues to take us.”
Posted March 28, 2017 by Marina Ku @ 3:04 am
Old style head on clashes of the titans are over…startups, the new kids in town, play by a different set of rules
Old style brand wars were almost like ancient gladiators going at each other head on. While it made for exciting contest, there was also serious cash involved in playing such high stakes games where millions of dollars need to be pumped into promotion alone. As a result, the price of the products for which these brand wars were fought, always kept going up, apparently to meet the cost of the high stakes brand war games. Such brand wars are now outdated because a new set of players have arrived on the scene – the startups, who play by a different set of rules that resemble modern day guerrilla warfare more than the head on clash of titans, e.g. Coke vs. Pepsi, Crest vs. Colgate or Ford vs. Chevy, etc.
Take the case of Gillette which was the undisputed lord of the shaving segment with 71% of market-share. Not anymore, because it has dropped to 59% and could go further down, thereby ending Gillette’s monopoly of the shaving market. Over the years, Gillette focused intently on product innovation, its strength and leveraged it by launching new and presumably more efficient products at an ever increasing premium price. In a way, Gillette set the agenda and the rest followed because they weren’t able to move out of its shadow and think differently. Then came Dollar Shave Club in 2011 with a new game plan that targeted the only weakness in Gillette’s armory – its high price. This caught Gillette unawares and in just 5 years it lost over 15% of its share of the market.
In July 2016, Dollar Shave Club was acquired by Unilever for $1 billion, which pretty much gives an idea of how startups think and operate. They are driven by determined young entrepreneurs who start from the coffee shop or garage, with no hang ups about big business frills like up-market office, huge ad budgets, hot shot marketing team and so on. They do their research well, identify the gaps in the market where they can step in and then go for the knockout blow that momentarily stuns the biggest of the players in the market. They create assets worth hundreds of millions of dollars in the space of a few years and then sell it to a suitor before moving on to another project. Thanks to Dollar Shave Club, the shaving market has leveled out considerably and new startups will arrive with newer ideas to eat into the 59% market share of Gillette, which is still huge.
Posted March 27, 2017 by Marina Ku @ 5:15 am
Advertisements running over terrorist videos alarmed brand owners and annoyed them enough to begin avoiding YouTube
No advertiser spending hard earned money to advertise on Google would like his ad to run over terrorist videos on YouTube. There’s simply no scope for any rationalization here; such offensive videos just shouldn’t be on there on YouTube. So, what is Google doing about it? It has done almost next to nothing say the media agencies and the brands they service. The result – advertisers have begun moving away from Google and won’t return until terrorist and other offensive content is shut out. AT&T, Verizon, J&J and GSK are some of the major advertisers that have pulled out of YouTube and although it’s a trickle now, Google can’t afford to overlook their grievance because they have a strong case. Google can’t afford to wait till this trickle turns into a tide.
David Cohen, North American president of IPG’s strategic global media unit Magna, said, “This is not a new topic; I’ve been talking about brand safety in the digital space for 20 years.” Google had it all and it now seems determined to lose a huge slice of it with its bizarre inaction in shutting out terrorist videos. According to Melissa Lea, US managing director at global consultancy, R3, “Developments in advertising technology also played a key role. The programmatic world is evolving so quickly that tech is moving faster than humans can manage it.” And Denise Colella, Sr. Vice president, ads, at NBC Universal, reckons programmatic is “A double-edged sword and there is a lot of efficiency and automation to be had, but then there’s also the danger of open market places.”
While other platforms are tackling the problem as best as they could, considering the seriousness of the situation, Google appears to have adopted a defensive position. The best that Google could do so far is to issue unclear statements to media outlets, a couple of blogs aimed at pacifying advertisers and an email that it sent to industry stakeholders in which it tried to explain some policy changes that it had supposedly planned. Magna’s Cohen says, “Their post was pretty light in terms of details. I think, had they implemented these changes, 90 percent of the placement of ads in non-safe environments over the past month could have been prevented. We are pushing them hard to allow third party companies into the Google ecosystem—not to report after the fact, but as a preventative measure. That is not available today.”
Posted March 24, 2017 by Marina Ku @ 2:29 am
Adobe acquired TubeMogul and enabled an ad campaign across digital screen, television and other media from one platform
Cloud based services are now in demand as these are independent, transparent and pay-per-use services; so agencies and brands can plan, buy and optimize their global advertising from a single platform. Adobe is moving towards digitization and changing the world through integrating its media optimizer tools with technology and acquired TubeMogul in 2016 for $540 million.
According to Eadie, former CEO of TubeMogul most of the agencies and brands want to be in the association of those companies who offer them more transparent and independent platforms, where they can launch their ad campaign across several media like television, digital screen and out of home channel from one platform. During the annual Adobe Summit conference for customers in 2016, Adobe took the membership of “data co-op.” The idea behind being a part of data cooperative is to have shared data amongst similar retail segment businesses and build campaigns with more accurate content and personalized experience for their target customers.
Adobe marketing cloud is also known as experience cloud; it is a one-stop shop which gives complete marketing solutions to all businesses so that they can make more personalized campaigns and thereby impart amazing digital experiences that propel brand loyalty and growth of the company.
Using artificial intelligence and machine learning along with massive volumes of content and data assets, Adobe Sensei tackles most of the complex experience challenges today. As the intelligence layer in the Adobe Cloud Platform, it provides customers a unified AI and machine learning framework as well as intelligent services to help them work smarter and faster. Adobe Sensei already powers more than 100 intelligent capabilities including Intelligent Alerts, Automated Advertising Insights, Anomaly Detection and Lookalike Modeling, to help brands better understand and meet their customers’ needs.
Posted March 22, 2017 by Marina Ku @ 11:48 pm
To Make Livestreaming Easier Users can Also Plug into Periscope, Twitter’s Video Streaming App
The microblogging site, Twitter is betting big on video – it will offer an API or application program interface, as an advanced and simpler option over its live video app, Periscope. This new API will make it easier to stream video from cameras and other equipment. It remains to be seen in what way and how effectively the new API will help journalists and brand managers create new instant content. Twitter has been looking at live streaming of video in order to attract more users to sign up for newer accounts. It has signed deals with the National Football League, Major League Baseball and the National Hockey League which indicates its confidence about the API helping it get more users to sign up.
With the new API, users will now be able to stream live video right from Twitter, without even having to download its video app, Periscope which Twitter acquired two years ago. The new API has enabled Twitter to plug in streaming technology into hardware, software and cameras that allows users to broadcast videos live without using either the Twitter or Periscope apps. The API has Switchboard Cloud, Telestream, Teradek, BrandLive and Livestream. The Switchboard Cloud software allows users to stream videos to both Twitter and Periscope together; it also supports YouTube and Facebook. On the other hand, Livestream has a Mevo camera that uses Wi-Fi and LTE to shoot live footage that can be shared to the Livestream platform, Facebook and now on Twitter.
The investment in Periscope is not the first time Twitter tried to loop in video streaming. Prior to that, Twitter had acquired Vine, in 2012. It’s an app that allowed users to make 7-second looping videos but for reasons best known to Twitter it neglected the service, and eventually shut down the app. Thereafter, in late 2014, Twitter quietly acquired Periscope which was at that time a startup that had barely come out of incubation and was still some time away from releasing a product. Now, on Twitter’s new API, to broadcast live videos, tap “compose new tweet” then tap the “LIVE” button; this will bring up the pre-streaming frame. When you’re ready to shoot the video, tap the “Go Live” button. One very good feature of the new API is the interactivity it offers. Users watching your video broadcast can interact with you by sending comments and likes in real time.