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All Posts In: Advertising


The Mother of Outdoor Campaigns

Posted: Thursday May 5, 2016 • Category: Advertising

Sometimes we forget about all the sacrifices our moms have made for us over the years, like not drinking for nine months or constantly picking up after us. Maybe she deserves more than just a card this year. Well, an agency in New York set the bar high with its latest Mother’s Day-themed outdoor advertisements.

Mother New York recently launched a sassy outdoor campaign featuring none other than, you guessed it, MOMS! The agency sent a survey out to all of its employees’ mothers to not only gather sage advice and great content, but also to honor all the moms out there since Mother’s Day is right around the corner. 
 
“Quite frankly just a bit of positivity, a bit of motherly love for New York and thinking that it can put a smile on people’s faces and remind them that it’s Mother’s Day coming up, that will be a wonderful halo effect for the campaign,” Mother New York CEO Peter Ravailhe stated. 
 

Some of the outdoor placements include billboards,

Click here to read more

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Place Video Facebook Ads More Like TV

Posted: Friday April 22, 2016 • Category: Advertising

TV has always been a powerful medium. You can see it, hear it, and reach a large amount of people with it. Over the last few years, the television market has become so fragmented—thanks to hundreds of channels and streaming devices—that it is getting increasingly difficult to reach a large target audience with your message. The good news is that there is still a medium you can see, hear, and reach a mass amount of people with—1.59 billion people to be exact—and that’s Facebook.

 
Video has been available on Facebook for a few years now and it continues to grow. In fact, the number of videos posted per person increased by 75% in 2015. Facebook now generates 8 billion video views a day. A DAY!! Because Facebook can see the opportunity this creates for broadcast advertisers who have been floundering to get the reach they once acquired via television, the popular social media site is introducing tools that will be all too familiar for traditional advertisers. 
 
Facebook has introduced two features that make video ad placements similar to TV ad buys: Nielsen DMA targeting and target rating point video buys that leverage day-parting. These new changes provide marketers with further branding capabilities on mobile, as well as flexibility to extend TV and video campaigns to Facebook. Though this is now becoming familiar territory for TV advertisers, Facebook is advising advertisers to rethink the way they deliver ads on Facebook as opposed to TV. 
 
According to Facebook, in order to adapt your video ads for the News Feed and to drive the best results, ask yourself these five questions: 
  1. Is it easy to understand without sound?
  2. Is it easy to identify the brand being advertised?
  3. Is the video ad’s message succinct without overloading on info? 
  4. Is the advertised product or service featured for the majority of the 30-second spot?
  5. Does the video ad contain narration or feature verbal communication to tell a message?
 
Marketers should make their creative concise, consider screen size, include captions, and experiment with different ideas. There is no universal method to creating video ads on Facebook. Create, test, and learn what works best for your brand while keeping the few key creative principles in mind. 
 
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Snickers Proves Fails Happen When You’re Hungry

Posted: Friday February 19, 2016 • Category: Advertising

The front cover of the latest Sports Illustrated swimsuit issue is generating buzz because it features a plus size model for the very first time. But it’s not the only part of the magazine that’s stirring up some chatter. The back cover is becoming the talk of the town as well — at least in the advertising world. Snickers pounced on the photoshopping fail fad and hit a home run with its perfectly timed parody. 
 
“Photo retouchers get confused when they’re hungry,” explains the headline.
  
 
They also placed the inside back cover with a similar hunger-driven malfunction. 
 
“Wind machine operators get loopy when they’re hungry.”
 
This is the second year Snickers has purchased the back cover of SI’s swimsuit issue. Last year’s back cover featured Medusa as part of their “You’re not you when you’re hungry” campaign.
 
 
 
 
 for being so clever.
(see what we did there!)
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Our Favorite Super Bowl Ad

Posted: Thursday February 11, 2016 • Category: Advertising

Over all, we feel this Super Bowl was a tad lackluster. Sunday night produced a low-scoring football game with a moody, alternative rock headline band for the halftime performance, and no real memorable commercials—except for Mountain Dew’s PuppyMonkeyBaby, which was so disturbing that it was almost impossible not to remember it.  

Budweiser didn’t pull on our heartstrings this year with the puppies and Clydesdales the way they have in the past, and even the Doritos commercials, which are usually ranked top 5, were underwhelming. That being said, we feel that the best—and cheapest— advertisement was when Peyton Manning mentioned the brand name Budweiser during his post-game interviews, not once, but twice! Peyton was in no way paid by Anheuser-Busch and those mentions were not sponsored. According to Apex Analytics, those two mentions generated an estimated $3.2 million in advertising for Anheuser-Busch, and the tally keeps growing as the buzz of his brand mentions continue. This was a huge score for the brand, considering companies were paying around $5 million for 30 seconds of commercial time. 
 
And, just behind Anheuser-Busch may just be Papa John’s Pizza. The Internet exploded after noticing that rather than seeking out teammates or family members right after the big win, Manning reached out to none other than the pizza chain’s founder John Schnatter for a hug and kiss on the cheek. With Manning already serving as a spokesman for the brand, we think Papa John’s won big with this extra attention that had fans buzzing. 
 
What was your favorite Super Bowl commercial? Which was your least favorite? We’d love to hear from you! 
 
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Coca-Cola Shifting Brand With New Tagline

Posted: Friday February 5, 2016 • Category: Advertising

There is an elite group of companies that have been around for over 100 years, and an even more elite group that have become iconic in our culture, like Coca-Cola. Since 1886, Coca-Cola has not only captured our hearts with its refreshing taste, but also its popular taglines.  With 46 different taglines over 130 years, the brand has gone from ‘Delicious and Refreshing’ to ‘Taste the Feeling.’

‘Taste the Feeling’ is Coca-Cola’s newest tagline replacing ‘Open Happiness’ after seven years. ‘Open Happiness’ was a successful campaign; it brought emotion to the product causing consumers to “feel something.” Even though it was considered a success, a few brand experts would say that it was a little too philosophical. The phrase ‘Open Happiness’ can be said about a variety of different things and doesn’t necessarily speak to Coke as a product. But the new tag line, ‘Taste the Feeling,’ connects with Coke not only as a product and with the physical aspect of tasting the product, but also with the more emotional, sentimental, or nostalgic aspect of Coca-Cola—the feeling it gives you.
 
“We want to help remind people why they love the product as much as they love the brand,” said Chief Marking Officer Marcos de Quinto. “We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness. We make simple, everyday moments more special.”
 
Geoff Cook, founding partner of Base Design, thinks drawing the focus back to product could land Coke in a sticky situation down the road. “Coca-Cola is in one of the more unique positions that I’ve ever seen: The brand is revered and the product is increasingly reviled,” said Cook. “Brand strategies or tactics can deflect from larger issues, but fundamentally, …there’s been a shift toward more healthful living. And until they actively change the product [to be healthier] and change the public’s perception of the product, the new brand initiatives will ring hollow.”
 
If Cook is correct, we may see a quick switch to another tagline, but only time will tell. Until then, take a stroll down memory lane with the last 130 years of Coca-Cola taglines.  
 
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