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Digital Digest #268: Baby Got Brands

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 MacgregorJill PastirikRob Small, Matt Beck and Erin Collett.

Because of short attention spans, consumers these days change brands like they change their socks. People are constantly switching their interests and attention, without giving brand loyalty much thought. This ongoing shift has caught the attention of certain companies and as they try to keep up, we have to stop and admire some of their tactics. By maintaining the same ideals and culture as when they first launched, brands of all kinds are changing up their marketing strategy and outreach to keep up with the times. Luxury brands are popping up on Snapchat, chatbots (what?) are delivering you the news, lyrics on a Coke can – these are just some of the things companies are doing to keep up with their ever-evolving consumer. This week’s Digital Digest explores the idea that brands can look different but deep down, remain the same.

Blink and you miss it
The discover section on Snapchat is filled with its usual publishers – Mashable, Buzzfeed, Vice – but you may have noticed a recent paid placement by Sony to support the launch of Spectre, the latest Bond flick. Missed it? No problem. Here’s another, for those less action-movie-inclined: Burberry managed to score a sweet spot as the first luxury fashion house to sponsor an entire channel through Snapchat. Their paid placement, live for 24 hours, featured a collection of sponsored articles, exclusive videos and interviews to support the launch of Mr. Burberry, the brand’s newest men’s fragrance. Want tips on how to wear the right fragrance, select a good suit, or perfect your morning routine? Burberry’s got you covered – they even threw in a behind-the-scenes film showing the making of the Mr. B. When it comes to haute-couture, Burberry has proven its worth as a digital powerhouse. It’s adapting to 2016 just fine, and doing so without losing its fundamental appeal – or in its own words, combining heritage status with innovation. And really, who couldn’t use a bit more Burberry plaid on social media these days? [DigiDay]

Say it with a song
You know when you can’t quite find the words (or emoji) that you need to express your emotions? So does Coke, which is why it wants to give you a hand. Followed by the massive success of the name generator extravaganza the “Share a Coke and a Song” campaign will include music lyrics to make your Coke experience an emotional one. There will be more than 70 lyrics on its cans and bottles, everything from “Lean on me” to “We are the champions.” With declining soda sales, Coke is trying to be a part of the special events in your life. Similar to the name generator, you can also go online and pick from a list of lyrics and customize bottles. Whether consumers end up drinking the pop or not, we definitely see them having a lot of fun with this campaign. Whether you’re going through a break up, getting married, having a rough day or having a baby, Coke wants you to grab a can to commemorate (or get you through) the experience – and if nothing else, get you talking about their brand. [Buzzfeed] Coca-Cola and Spotify, mentioned in this article are competitors to Edelman clients, PepsiCo and Pandora, respectively.  

Who needs friends…
…when you can talk to an app? This is apparently the mentality of most people these days (and that of most news publishers, it seems). The integration of chatbots (computer programs that simulate conversations with human users) into messaging apps appears to be the next great frontier, especially since services such as Kik and Facebook Messenger are always trying to find a way to monetize. The Washington Post is trying to integrate news into these social platforms and it’s definitely ruling out “texting people a banner ad.” Because chatbots deliver news through social media, the Post sees this as a way to develop personal connections with its readers. Brands should be especially happy with this development, since a challenge with traditional media (newspapers, especially) has been that it can be hard to build a personal connection with your audience. With outlets aiming to deliver news in more personal ways, the chatbot offers brands a personalized way to reach their audience through reputable publishers and everyday platforms. [Digiday] Microsoft, mentioned in this article, is an Edelman client.

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. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

April 8, 2016 by in Digital Digest | 0 comments

Digital Digest #267: Working for the Weekend

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 Caitlin StewartCharlotte Macgregor, Jill Pastirik, Rob Small, Lara Tutton and Erin Collett.

Forget the nine to five. For brands, the real opportunity to grab our attention lies in the hours between Friday and Sunday night. Whether your idea of a successful weekend involves ‘Netflix and Chill’, a whiskey on the rocks or a good old fashioned dance party, this week’s Digital Digest looks at brands who are appealing to consumers’ weekend lifestyles to shift their perceptions and earn their loyalty.

Read more »

April 1, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #266: Now That You Know Better, Do Better

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 Jill Pastirik, Sarah Botros, Rob Small, Charlotte Macgregor and Erin Collett

People can be kind of terrible. Over time, we have really done a number on our planet and others in our own interest. But it’s 2016 and #realtalk is happening over many of these issues. We’re already starting to see the effects of global warming and thinking of anyone as a second-class citizen is getting old and ridiculous. It’s great to see brands investing money to generate conversations that help educate people on these issues so that we can all do better. From bringing back the bees, to narratives about consent and proving stereotypes wrong, this week’s Digital Digest looks at brands who are doing what they can for social change through thoughtful campaigns. Read more »

March 18, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #265: Time After Time

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 Jill Pastirik, Caitlin Stewart, Charlotte Macgregor and Erin Collett. 

These days, it feels as though some brands have been around for ages. While this may seem like a walk in the park for advertising and marketing, these classics don’t always get a free ride. Brand loyalty is hard to come by when there are so many options available to consumers. This week’s Digital Digest focuses on those old time brands that we know and love, and how they’ve stayed relevant all these years.

Hug it out 
In their latest campaign, McDonald’s Canada stirs the pot between loyal fans of the Montreal Canadiens and their rivals, the Boston Bruins. What begins as a contest of dancing and pushups gets serious real fast when diehard Habs fans are asked if they would be willing to hug Bruins captain, Zdeno Chara for a free Big Mac. The real kicker? Chara comes out of hiding behind a curtain to put them on the spot. The reactions speak for themselves, but most of them end up hugging it out (reluctantly). It’s not easy to start conversations about something like a Big Mac, considering it hasn’t changed in almost 50 years, but this experiment shows that there’s no need to fix what ain’t broken. While hockey is usually at the top of most Canadian’s list of favourite things, it was all good fun (although we’d like to see the outtakes) and hey, it’s a free burger. We’ll take five, please. [MarketingMagMcDonald’s is a competitor to Edelman clients, Yum! Brands.

Engage me
Besides melting in your hands at the movies, M&Ms help serve as a prime example of a company managing to stay relevant for nearly a century. In an age where maintaining loyal followers is challenging (why did my latest Insta only get 29 likes?), their strategy has stood the test of time, building an unparalleled reputation in the candy industry. Starting as a quick, portable calorie ration for soldiers in World War II, M&Ms have always managed to adapt to the trends and keep their consumers buying their products. Despite the cutthroat world out there, M&Ms have kept their (rounded) edge by leveraging consumers and always looking for new ways to amplify the tasty little snack, even if it means making a chocolate spokesperson. The company may be old school, but their strategy isn’t; they’re constantly adapting to current trends and always bringing consumers something new. We’re looking forward to seeing what they’ll create over the next 75 years – maybe some M&Ms to go with our free Big Macs? [AdWeekMars and Hershey’s, mentioned in this article, are competitors to Edelman client, Mondelēz. 

Do it for digital 
Digital demand requires digital solutions – duh. That’s why Kohl’s is upping its online game with a customer-focused push, to reach its goal of becoming a digitally focused company by its latest app, making the Kohl’s shopping experience personal. When you scan an item in store or online, the price reflected depends on how many points, coupons and deals are on your account at the time – portraying a deal you won’t want to miss. Their loyalty program is also automatically activated across channels making the in-store to home experience seamless.  While not exactly revolutionary, it’s important that Kohl’s is realizing it’s a digital world and if you can’t compete in this space, you won’t last. Better late than too late. This new approach shows signs of further digital opportunities in the near future. [Digiday]

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. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

March 11, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #262: Back At It Again!

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, Jill Pastirik, Rob Small, Caitlin Stewart and Erin Collett.

We get it, you want Jennifer Lawrence to be your spokesperson and LeBron James to endorse your product on Twitter, but #notgoingtohappen. Instead, how about leveraging the everyday people who make your campaign a success – consumers. This week, we’re looking to the campaigns that didn’t spend the big bucks on a high-priced celebrity but instead, leveraged their biggest brand advocates to boost engagement and spark a genuine conversation. While it might be a little risky to crowd source your entire digital ad, or let something like #tindernightmares run wild, our inclination is that long term – it pays off. Read more »

February 25, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #261: Ain’t no Party Like an All-Star Party

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 Sarah Botros, Charlotte Macgregor, Matt Beck, Rob SmallJill Pastirik and Erin Collett.

Toronto experienced a frenzy of promotions and celebrities this past weekend with the NBA All-Star event. Followed by the Grammy’s, it was a star-studded couple of days. How do brands break through the clutter when there’s so much attention focused on celebrities? It can be easy to forget about everything else when we’re trying to snap a selfie with the 6ix god himself. This week’s Digital Digest explores the brands and people invested in timely events, and how their influence shapes viewers’ opinions and actions. Read more »

February 19, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #259: A Matter of Trust

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 Jill Pastirik, Charlotte MacgregorErin Collett and Emily Miller.

Earlier this week, we hosted our annual Trust Barometer event in Toronto, revealing that trust in all four Canadian institutions (business, NGOs, government and media) have climbed to their highest levels since 2012. With that in mind, Canadians still believe that leaders aren’t meeting expectations when it comes to transparency and acting ethically. Trust is tricky. As Warren Buffet so eloquently put, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Despite his wise words, we still see campaigns that make you go, “how did this get approved?” This week’s Digital Digest takes a look at some recent campaigns that may be compromising levels of trust and gentle reminders to sleep on some ideas before executing. Read more »

February 5, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #258: It’s January And I’ll Cry If I Want To

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 Sarah Botros, Jill Pastirik, Matt Beck, Charlotte MacgregorErin Collett and Emily Miller.

Congrats! You’ve made it past the most depressing day of the year – Blue Monday. In addition to battling harsh winter weather conditions and coping with less daylight, many of us give up on our new year’s resolutions right around this time. Brands are using this moody month as an opportunity to captivate viewers and listeners with emotively charged content that bolsters their key messaging (and maybe take slight advantage of your volatile mindset). Appealing to audience’s emotions has always been an effective communications marketing tactic, but it turns out January is the perfect time of year to deploy this approach.
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January 28, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #257: Duck, duck, duck, goose!

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 SmallCharlotte MacgregorErin Collett, Matt Beck,Jillian Pastirik and Sarah Botros .

The same, please, with a twist this time. Honestly, at this point, we’d rather seeanything on our newsfeeds than the scary Donald Trump and Sarah Palin duo or the shrinking Canadian dollar, so we’ll take what we can get. This week, we’re looking at some old-school brand digital spots and ads to determine if the approaches were tried and true, or if they should have been scrapped for something fresh. A few hits, a few misses, but the real moral of this story? Think long and hard about your brand’s 2016 resolutions – there’s no point in a full scale remodel if nothing’s actually changed.
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January 21, 2016 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #255: Back to the Future

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros , Emily Miller.

New year, new you, am I right? No. This week’s Digital Digest isn’t about getting up at 5:00 a.m. to hit the gym – after all, we’re aiming to be moderately successful people this year (see: the rule). We’re only a week into 2016 and we’re already seeing some really interesting trends emerge. Everything from fighting for Steven Avery’s civil rights, to saying “good riddance” to some of our previously faithful tools, this year is already shaping up to being an exciting one!  Read more »

January 8, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #254: Our 2015 Favs

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, Charlotte MacgregorErin CollettJill PastirikSarah Botros , Emily Miller.

Another year of Digital Digest has come and gone. This will be the last time you hear from us this year. We thought about delivering you a Digi on Christmas Day, but let’s be honest, we’d write about NORAD’s Santa tracker, have some egg nog and call it a day. So this’ll do. As is customary for end-of-year posts, we’re taking a look back at some of our favourite campaigns of the year. Certainly we’ve missed some, and some we’ve written about before. Social issues were abound all year, and there was no shortage of cool campaigns that caught our attention. Thanks to everyone who joined us this past year, and those who stuck with us. Happy holidays, and we’ll see you in 2016! Read more »

December 18, 2015 by in Digital Digest | 0 comments

Digital Digest #252: Forget Reinventing The Wheel

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 MacgregorErin CollettJill PastirikSarah Botros , Emily Miller and Kira Borys

With the holiday season in full swing, we’re all likely to get a bit misty-eyed at some touching campaigns. But whether it’s in the form of a sad-yet-heartwarming commercial, or using an iPad to help a kid getting cancer treatment stay in school, we can all agree on this: you don’t have to invent something new or revolutionary to hit home this holiday season. Repurpose your existing tech, idea or vision, and drive the campaign home with strong messaging instead.

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December 3, 2015 by in Digital Digest, Opinions | 0 comments

Digital Digest #251: But Why?

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 MacgregorErin CollettRob Small, Jill Pastirik, and Kira Borys.  

Earlier this week, one of our Edelman Ireland colleagues, Darragh, published a blog post on the importance of “why” in storytelling. Darragh was doing some research and was surprised by “how much of marketing had got lost in an abyss of bland content.” As a result, campaigns created temporary reactions instead of deeper connections – probably less than ideal. Given what he found, he urges all brands to ask, “Why do you do what you do? How are you different? And why do you matter?” This week’s Digital Digest touches on a few campaigns that got down to the why.  Read more »

November 27, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #250: Same, Same But Different

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 Caitlin StewartCharlotte Macgregor, Erin Collett, Matthew Beck, Sarah Botros and Rob Small

Consumers want to see authentic value in the products they purchase, which can be hard to convey in blatant product pushing. A way around this is to promote a certain lifestyle that your product fits into seamlessly, but how do you ensure your brand messaging doesn’t get totally lost? Finding the balance isn’t as cut and dry as it may seem. There are myriad ways that companies can show their audiences why they are the smart choice. From unconventional blind taste tests, to billboards made with fruit, to high-performance creativity, this week’s Digital Digest takes a look at a few companies who are taking a new approach to telling their brand stories.  Read more »

November 27, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest 249: Heart Of The Matter

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, Erin Collett, Caitlin Stewart, Jill Pastirik, Sarah Botros and Rob Small

It’s easy to get caught up in trends and other brands’ content that might be going viral – but it’s important to stop and ask, “Why are we doing this? Does it even matter to our target audience?” This week’s Digital Digest takes a look at a few campaigns that just got straight to what matters most to their audiences.  Read more »

November 13, 2015 by in Digital Digest, Our Ideas | 0 comments