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Digital Digest #238: It’s Opposite Day

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, Erin Meagher, Emily Miller, Lauren Gross and Caitlin Stewart

We spend our weeks working within the rules. Dot every I, cross every T. In marketing, the chiefs tell us to be authentic, to stick to our branding guidelines and to follow some digitized version of the Seven Commandments. But it’s the end of summer and clearly the heat is hitting some brands pretty hard. This week we’ve featured a few brands who are doing things a little differently, defying some of marketing’s time-tested tenants. Target allied with a troll, Stoli’s Instagram content is the plain white T of the social realm and an NFL team is marketing to fans too young to even work part time. Confused? Give it a read and let your boss know it’s opposite day so you have to take the rest of the day off.

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

Digital Digest #237: The Power of Social

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 Erin Collett, Caitlin Stewart, Rob Small, Emily Miller, Kira Borys and Melissa Vekil.

It’s tough to decide which social media platform(s) a brand should invest in. At the end of the day, they need to think about which one(s) will best express their brand and reach their audience. Fashion and beauty brands kill it on Instagram, whereas food companies are still loving Pinterest. Regardless of the platform, social media is a powerful tool, both as a soapbox for brands and a way for consumers to hold them accountable. But with great power comes great responsibility. From the latest viral meme to America’s leaders on Snapchat, this week’s Digital Digest explores social media’s different powers, for good and evil. Read more »

August 14, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #236: Tipping Point

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, Rob Small and Emily Miller.

 P.O.P.: Three little letters, one giant goal for brands. Digital point of purchase is rapidly becoming one of the most talked about aspect of launches and new platforms – if you can’t drive consumers to a site and make the sale, what’s the point? Strategically placing carefully timed ads, leveraging social media and digital platforms wherever and whenever you can, and planning your launch timing to ensure relevance are just some of the most important takeaways this week. We won’t try to sell you anything this week, but we can’t promise you won’t be tempted to click-through at least once or twice…

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August 6, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #235: Change is Good

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, Caitlin Stewart, Charlotte Macgregor, Kira Borys and Erin Collett.

Sometimes, you have to step back and take a good look from a different angle. Easier said than done, right? Especially considering the time you’ve invested in your current approach. But this week, we’re serving up some brands who are, well, showing up differently. Whether you’re a classic beer using your storied past to brew up a new tale, a shorts retailer that’s gunning for the title of class clown or a tech company embracing a new approach to social media, we’ve got something for you. It’s a long weekend, so stop with the step-counting (yes, you), crack a cold one, read what was happening in digital this week, and enjoy the sun!

Who wears short shorts?

Shorts retailer Chubbies is looking for young guys who like to have fun on weekends with their friends (and long walks on the beach?). If that sounds too easy, it’s because it was. Over the past few months, Chubbies has transitioned its video content from YouTube to Facebook and is seeing exponentially more views. That’s not all – but engagement is up too. The strategy? Chubbies wants its followers to have a good time and laugh a little. And sure enough, once a piece of content begins to do well, Chubbies boosts it with paid amplification, targeting similar audiences and people who have previously checked out its content. The budget for this marketing feat is almost all digital – Chubbies is looking to figure out how to make the integrated campaigns stand out amongst a sea of traditional. Over the past three months, the brand has accumulated 12 million Facebook views and is adding 10,000 new fans per week. And as a bonus, we won’t deny that it looks like fun. So guys, it’s almost the long weekend. Turns out, size does matter – grab those short shorts and swim trunks and make the most of it! [AdWeek] Red Bull, mentioned in this article, is an Edelman client.

If you build it, they will come

We’ve said it before and we’ll say it again: Employees are some of brands’ most valuable advocates and credible spokespeople. And with the term “employee engagement” becoming overused (maybe even to the point of losing all meaning), companies are looking for fresh ways to get their employees truly excited and involved. Hint: It’s not a newsletter. Lenovo took engagement to the next level in creating its own internal social network, “Lenovo Social Champions” to empower its people to create and share content throughout its new brand rollout. The platform includes external news and internally curated content, like videos from company events, giving staff a tool to celebrate being part of the company. This corporate rally cry has had a profound impact on engagement. Since March 2015, 2,000 employees have gotten on board. The moral of the story? Never settle for good enough. If the right vehicle or channel doesn’t yet exist for your message, create it. [Digiday] LinkedIn, mentioned in this article is an Edelman client.

It’s 5 o’clock somewhere

Reshaping your brand doesn’t always mean you need to build a brand new one. So Guinness, a brewery that has served the same beer for 256 years (seriously), is reshaping itself through the ‘Brewers Project’. The new ads build excitement for the beer brands’ foray into new brews while telling the story of the people, places and heritages of one of the world’s most iconic beverages. One of the first ads, “Gates”, takes us behind the scenes of the St. James Gate brewery, telling the story of local brewers experimenting with new beers and dusting off old Guinness recipes. It also includes captions of each of the brewers from second and third generation families taking over from their mom or dad. So if you’re brewing beer, selling clothes or serving up a tasty snack, with this kind of history, a simple refresh can go a  long way. [Ad Age]

Digi health: So hot right now

We get it, you had a Fitbit before they were cool. But in 2015, it seems everyone is jumping on the digital health treadmill to stay ahead of the competition. To keep consumers engaged and up to speed on all the latest trends, fitness brands of all kinds – Nike, Zumba, Jawbone, among others –  are teaming up withvirtual reality companies and creating apps to showcase their products, demonstrate what a workout class or routine might entail, and even ease the nerves of those just starting to count their daily steps. . These brands have the right idea – the mobile fitness and health apps market grew at a rate of 87% from 2013-2014. When it comes to fitness and lifestyle, remember one thing: you don’t need to rebuild yourself in order to be successful – adapt to the changing digital landscape, take the time to understand what your consumers need and flex those creative muscles to reshape what you can offer. [Mashable].

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

July 31, 2015 by in Digital Digest | 0 comments

Digital Digest #234: Avoid Being Put Behind the Eight Ball

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 Stewart, Rob Small, Charlotte Macgregor, Kira Borys and Erin Collett.

It’s never good to only hear from brands when they’re in a moment of crisis; it ruins their credibility and public trust. People are generally in disbelief of their messaging because it is assumed they are just saying whatever will get them out of hot water. It’s important to proactively communicate with key stakeholders, including the general public on an ongoing basis to establish how you want to be perceived and build a rapport. Giving the public a behind-the-scenes view of your operations or commenting on what’s happening in the news helps to keep brands on the forefront of consumers’ minds. BUT – and there is almost always a “but” – brands must assess whether it is truly appropriate for their company to be commenting and any potential risks to avoid being put behind the eight ball.  Read more »

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

Digital Digest #233: Tweet Tweet

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, Victoria Neufeld, Melissa Vekil, Kira Borys and Matt Beck.

Today’s the day: it’s time to straighten out your love/hate relationship with social media.  It can do magical things for your brand if you just learn to use it well!  This week’s picks single out the brands on either end of the social success spectrum to teach us all some serious lessons in digital engagement.  The takeaway this time? While you should obviously strive to stay strategic, always keep the “what’s next” factor in mind to best reach and impact your target consumers and fan base. Looking ahead can help maximize reach, build a strong brand presence and prove this final point: It’s no longer enough to just show up.

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July 9, 2015 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #232: For The Love Of Pride

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 Victoria Neufeld, Rob Small, Charlotte Macgregor, Lauren Gross and Erin Collett.

Last Friday history was made. The U.S. Supreme Court finally legalized gay marriage and while not everyone was in favour of this decision (ignorance is bliss?), we couldn’t be happier for our neighbours south of the border. It couldn’t have aligned more perfectly with the end of Pride Month, creating a social media explosion. We couldn’t help but dedicate this week’s Digital Digest to our LGBTQ friends, family and colleagues – this one’s for you! Read more »

July 3, 2015 by in Digital Digest, Our Ideas | 0 comments

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. Read more »

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?

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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.
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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