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Digital Digest #231: O Cannes-ada

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Melissa Vekil, Charlotte Macgregor, Kira Borys and Erin Collett.

It doesn’t take a marketing guru to know that the who’s who of the industry gathered in Cannes this week to celebrate the best we have to offer. Canada is winning big at Cannes this year, bringing home 23 Lions so far, and the festival isn’t over yet.  And after co-leading 2015 nominations for public relations agencies, Edelman took home six Cannes Lions for work on clients such as Adobe, Dove and the American Egg Board. We promise that’s our only shameless plug this week. From Tinder’s Cannes debut to a health-conscious Coca-Cola spoof and chic social strategies, this week we take a look at the brands that, in true-Cannes fashion, used creativity to change the course of communications.

Tinder swipes right at Cannes

Well, we must admit we have written about Tinder more times in Digital Digest than we ever thought we would. But we also didn’t think it would make a Cannes debut. We’ve written before about brands using Tinder to match with their fans thanks to ‘Promoted Profiles” that allow brands create profiles on Tinder and match with potential consumers. Bud Light has jumped on board posting profiles where more than 1 in 5 Tinder users swipe right, allowing it to open up a dialogue. Unlike television ads, Tinder has users’ (more or less) undivided attention, gives users control and allows them to make instantaneous connections. If they aren’t interested in what they’re seeing, they simply swipe left and brands are off to try and woo the next! [Adweek]

Not Soda-licious

While Cannes is celebrating the new, the Centre for Science in the Public Interest channeled its best inner 70s Coca Cola in its latest ad. The message? The classic beverage’s fuzzy ‘Hilltop’ ad may have been a hit in the seventies, but it looks like drinking pop in the 21st century isn’t cool. In this new and less-than-cheery spoof of the 1971 Coca Cola advertisement, the CSPI harshly criticizes the soft drink giants you know and probably love, accusing them of being the primary culprit behind diabetes, hypertension and so many other chronic illnesses. The cringe-worthy but creative clip leveraged a popular hit to create a satire for public interest – showing us that with some crafty thinking, any brand can reuse and recycle existing materials for their own benefit. [AdAge] Coca-Coca, mentioned, is a competitor to Edelman client, Pepsi&Co.

Fashion made accessible

It can be difficult for fast-fashion brands to effectively market their products when their inventory has such a short shelf life – mind you, it’s a good problem to have. It’s pretty unhelpful to post an outfit on social media, only for customers to come into the store and it’s no longer available. These brands could learn from H&M, who’s taking advantage of the Internet as a runway. Admittedly, its e-commerce offering isn’t as strong, but its fashion-forward following doesn’t seem to mind because its triple-threat digital strategy. First, its highly visual social platforms are leading the pack with the highest number of interactions with customers on Instagram. Secondly, H&M Life, its digital content hub for all things fashion beauty and culture, allows followers direct access to many icons such as Solange Knowles and Chrissy Teigen. This content hub aligns nicely with its IRL experiences. A long-time official sponsor of Coachella, this year it added a reality installation that allowed festival-goers to interact with the line and a 360 mirrored selfie station. Finally, budget-friendly picks don’t have to mean cheap or passé. The brand has collaborated with powerhouse designers like Alexander Wang and popular bloggers, who serve as hype girls/boys. Fashion followers are looking for inspiration on social media, not advertisements, so H&M’s holistic approach that includes lookbooks, tutorials, recipes and blog posts that translate into must-have experiences garners far more attention and success. [Digiday] J. Crew, Gap, H&M, mentioned in this article, are competitors to Edelman client, LOFT.

Tech Updates

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.

June 29, 2015 by in Digital Digest | 0 comments

Digital Digest #230: You Do You And, I’ll Do Me

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorRob SmallErin ColletMelissa Vekil, Adam Weitner, Meghan Sharp, and Lauren Gross.

This week’s Digital Digest went rogue. There were just too many interesting campaigns and lessons for brands that it would’ve been a shame to eliminate one due to the confines of a theme. It’s Friday afternoon, let’s jump into the good stuff to tide us over until the weekend. TGIF. Read more »

June 22, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #229: Some Food For Thought

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collet, Melissa Vekil, Victoria Neufeld and Caroline Dunnet.

This week, we’re serving up fresh strategy from creative foodie brands. Whether it’s appealing to those picky eaters with a make-your-own style meal, or making sure you nail that recipe through innovative digital features, these next brands are strategizing to ensure that both their name and their approach leave a good taste in your mouth. So, who’s hungry?

Read more »

June 11, 2015 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #228: Beauty And The Beast

Digital Digest #228: Beauty And The Beast

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Erin Collet, Charlotte MacgregorMelissa Vekil and Caroline Dunnet.

This week we’re taking a look at the good, the bad, and the beautiful. Yes – we said it, not the ugly. From wearable tech denim to dolls that require sunscreen, brands are shifting the way they communicate key messages to wow their consumers. So here it is… Read more »

June 5, 2015 by in Digital Digest, Our Ideas, Our Work | 0 comments

Digital Digest #227: Beyond Fun And Games, Digital Can Do Good Too

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Erin Collett, Charlotte Macgregor, Kira Borys, Melissa Vekil and Caitlin Stewart.

 

We’re increasingly demanding that technology give us the power to do good – that doesn’t necessarily mean something hip or fun, but it means using digital tech to make a difference. We’re seeing some brands called out for going against the grain on social issues, others are finding ways to turn fun technology into tools for social good, and others are using it to mobilize large groups to collective action. Regardless of the goal, we wanted to bring you some stories that reaffirm that brands are adapting to the idea that technology isn’t always a sales tool, but a also one for social good.

Using sex to sell too vanilla

The days where ads could include an attractive semi-naked woman, promoting a product with zero creativity and result in boosted sales for the brand, are over. U.S. burger chain, Carl Jr.’s/ Hardee’s has been using “sexy” female celebrities shown fake-eating their burgers to drive sales for years– and it’s been working so far. But according to Mark Duffy, ad critic and cheeky writer behind the blog Copyranter, this year, the (millennial male) consumer has apparently finally figured out that if bikini models happen to live in their hometown, they still don’t want to have lunch with the boys at Hardee’s/Carl’s Jr. Ouch. Gender issues aside, these ads are often lackluster, disconnected from the brand or product and, more often than not, just plain awkward to watch. After viewing Carl Jr.’s ad at this year’s Super Bowl in its usual vanilla template (juicy burger, semi-naked female celebrity), a third of the viewers surveyed felt worse about Carl’s Jr. As consumers, it’s clear that we want advertisers to spice things up (or down?) and exercise their creative juices to deliver relevant content in line with their values. After all, there’s not much sexier in 2015 than a brand that understands its social purpose. [Digiday] Carl Jr’s/Hardee’s, mentioned in this article is a competitor to Edelman client, Taco Bell.

An emoji is worth a thousand words

There are emojis for all kinds of happy things in life – monkeying around, pizza, birthday cake – but sometimes kids need different symbols to let their friends know how they’re feeling. In comes BRIS, a Swedish non-profit operating a kids help line.  The non-profit group created “Abused Emojis”, and they’re exactly what you think. Kids can download the same emojis we know and (probably over) use, but with bruises, parents drinking and a boy shown thinking of a skull – for suicidal thoughts.  This digital-for-good idea is spot on: kids need a way to talk about how they’re feeling, whether it’s good or bad, but they rarely want to actually say the words. And while Abused Emojis opens up the conversation, to truly make a difference, the app could benefit from some interactive additions – like click through help features for those in need. [AdWeek]

At the other end of the rainbow, a golden referendum

FOMO, or fear of missing out, was a non-issue in the recent Irish referendum on legalizing gay marriage this past week. The ‘yes’ side to the referendum did as many activist groups have done before, and took to social media to rally their cause. Recognizing that 60,000 of Ireland’s three million citizens were expats, out came the #HomeToVote campaign, encouraging voters to fly home to cast their vote. It took off: the hashtag was mentioned over 72,000 times, complete with photos of rainbow-decorated homes and airport selfies. The timely campaign underscored the impact social media can have on social justice issues, and with an overwhelming majority of the population checking ‘yes’ to marriage equality, it’s clear that #HomeToVote’s effectiveness wasn’t driven by a four leaf clover, but from the inspiration of a thoughtfully executed digital campaign. [Refinery 29]

Where’s the strategy, Red Nose Day?

NBC’s Red Nose Day telethon aired last Thursday, aimed at raising money for charities by airing a pre-taped 3-hour telethon featuring celebrities singing, dancing and performing. Launched by Comedic Relief UK in 1988 to generate poverty awareness, the charity has helped raise millions with the help of celebrity stars. While this year’s Red Nose Day event raised an estimated $10 million, it’s hard not to compare this fundraising deed to last summer’s infamous ALS Ice Bucket Challenge, which harnessed the power of social media and raised $115 million by connecting individuals across the globe. The difference between the two initiatives is that while a telethon is effective, it doesn’t allow room for interpretation. The Ice Bucket Challenge leveraged so many networks – YouTube, Facebook, Twitter – and allowed individuals to create their own experience while engaging in a global movement, resulting in good coming from the staggering power of social media. [Digiday]

Tech updates:

  • GoPro is working on a spherical camera rig for VR…and a drone!
  • Spotify is adding video and customizable features to draw in more users
  • HTC targets fitness fanatics with its first wearable, the HTC Re Grip. HTC, mentioned in this article is a competitor to Edelman client, Samsung. Best Buy is an Edelman client.

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.

May 29, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #226: I Wish There Was An App For That…

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin CollettKira Borys, and Caitlin Stewart.

Technology’s purpose has always, more or less, been to make our lives easier. Some argue that it makes us lazy, while others are grateful it allows them to get more out of their jam-packed days. This week’s Digital Digest showcases some new technology and digital campaigns that take convenience to a whole new level. Gourmet lunch delivery? A mirror that acts as a personal stylist? Don’t know about you, but we’re not complaining and that drool-worthy PNL burger is looking like a great way to kick off our weekend! Read more »

May 29, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #225: You know what they say about cliffhangers…

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin CollettKira Borys, Melissa Vekil and Caitlin Stewart.   

We may be full of (bad) jokes today, but we’re serious about this: brands shouldn’t be afraid to target all members of the family – kids and their parents, no matter the product.  Whether you’re on the market for a new stuffed animal or maybe something less exciting, like a bathroom fixture, you’ll come across brands that aren’t afraid to reach out to the family in ways you might not expect.
Read more »

May 15, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #224: Whoomp, There It Is

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Victoria Neufeld and Caroline Dunnet.

This week we take a look at how brands are breaking down barriers to reach consumers that they’re lusting for most. The lesson: inclusion will go a long way and can ultimately help your brand expand reach and profile. So, here are a few examples of how to make a slam dunk with your next big campaign.  Read more »

May 8, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #223: Once More, With Feeling

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Kaylea Forde and Melissa Vekil.

We get it, you’re not crying, there’s just something your eye…Don’t worry – we can hold your hand as we walk you through which brands are making us swoon, cry, or just get downright emotional. From the Pan Am games to local earth-friendly campaigns, these digital spots give us goose bumps with compelling, powerful emotional stories that anyone can relate to, but still feel deeply personalized. There won’t be a dry eye in the house after this week’s roundup.   Read more »

May 1, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #222: Laugh It Off

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Kira Borys, Charlotte Macgregor, Kaylea Forde, Melissa Vekil and Erin Collett.

For those who are shamelessly sobbing over last night’s episode of Grey’s Anatomy, we want to help dry your tears. This week’s roundup shows that a little humour can go a long way, especially when viewers don’t feel they are getting a product shoved in their face. From a webcam wedding to a PSA from PornHub (for real), let’s get your weekend started with a few giggles.    Read more »

April 24, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #221: Brand Loyalty or Cult Following?

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Kira Borys, Charlotte Macgregor, Lauren Gross, Caitlin Stewart and Erin Collett.

It’s hard enough for brands to attract loyal customers while facing several competitors with similar product offerings. Although there are best practices and certain things to avoid, brand loyalty is often unexplainable – most consumers can’t even pinpoint exactly what it is that attracts them to a brand. This can result in a cult-like following, and where exactly does that lead? Well, we know what can happen over an iPhone vs. Android debate, but let’s not get into that. This week, we take a look at what the outcome of extremely loyal fans is and how some competitors are responding in an effort to make fans switch teams.  Read more »

April 21, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #220: Spring has sprung

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob SmallKira BorysKaylea Forde, Charlotte Macgregor, and Lauren Gross.

Canadians have patiently awaited the arrival of spring, shedding layers and venturing out of hibernation. Similarly, changing of the seasons is often a time for brands to produce fresh content and hatch new campaigns. This week, we looked at some of latest work that’s blossomed this season. Read more »

April 10, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #219: All About that Brand

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Caitlin Stewart, Kaylea Forde, Caroline Dunnet and Melissa Vekil.

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April 2, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #218: Teaching An Old Dog New Tricks

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Matt Beck, Caitlin Stewart, Kaylea Forde and Erin Collett.

This week, what’s old is new again.  Established brands are making savvy moves with modern twists to create edgy and clever promotional campaigns that hope to revitalize their brand’s standard routine. In this edition, it’s not about how old your brand is – it’s how you play the game.
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March 26, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #217: We’ve Got Our Eye On You

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorCaroline Dunnet, Matt Beck, Melissa Vekil, Kaylea Forde and Erin Collett

Brands are continuously working to bring point-of-purchase quite literally to your fingertips at all times. New technology and social media are making it even easier for them to compile intel of consumers’ behaviors and interests. From shoes that can track your whereabouts to a Tinder debut, apps to measure Insta-ROI, and advertisers finding the sweet spot for March Madness commercials, this week we take a look at brands that are getting up close and personal to win you over.  Read more »

March 20, 2015 by in Digital Digest, Our Ideas | 0 comments