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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

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

Digital Digest #216: It’s All About 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, Caitlin Stewart and Erin Collett

Established brands are becoming increasingly aware of the need to adapt, especially when it comes to holding the attention of their target audiences. This week, some tried and true content-outlet combos show us that they can get back in the game by adapting their strategies in order to create content consumers want, delivered through platforms consumers use the most. Read more »

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

Digital Digest #215: Show Us What You Got

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 StewartErin CollettCharlotte Macgregor, and Melissa Vekil.

This week’s Digital Digest tells us that brands simply aren’t paying consumers enough. Taco Bell wants to know how badly Canadians want the Dortitos Cheesy Gordita Crunch (or DCGC, if you will), Converse is displaying consumers’ Chucks as works of art and Apple’s new camera allows us all to be professional photographers. With the help of some awesome user-generated content, these brands are hitting a sweet spot.

How do you shoe?
Converse is celebrating its trademark shoe – the Chuck Taylor – by leveraging some seriously cool user-generated content. The digital showcase, titled “Made by You”, displays over 200 pairs of its classic design, customized and personalized over the years by iconic names including Andy Warhol and Patti Smith. The campaign launched through the brand’s strong social platforms, and hopes to show people what they’ve created and to generate stories, rather than launch a boxed marketing effort. Though the shoes have been around for 98 (!) years, this campaign comes on the tail of the brand’s strong recent growth, proving that while everyone may own a pair, they’re still your very own work of art. [Ad Age] Nordstrom, mentioned in this article, is a competitor to Edelman client, LOFT.

#Proveit
To build awareness for the launch of its Doritos Cheesy Gordita Crunch in Canada, Taco Bell challenged its fans to show off their loyalty to the brand. When DCGC was first introduced in the U.S., Canadian fans were outspoken about wanting to be able to buy it here. The #proveit campaign was launched exclusively on social media and invited fans to share evidence proving just how excited they were for the DCGC’s arrival. Many submitted text message screen shots and the more hardcore supporters even asked stores for security footage to prove they were ahead of the DCGC crowd. Taco Bell chose three lucky winners to visit its headquarters in California, including its famous test kitchen where the DCGC idea was born. This campaign can teach brands an important lesson about engagement; do you have a passionate and engaged fan base? Use them! Give your audience the opportunity to be part of the conversation and show them you care about what they have to say. You might just earn your brand supporters for life. [Marketing Mag] Taco Bell mentioned in this article is an Edelman client and a competitor to Edelman client, Arby’s. 

Hit me with your best shot
Apple is asking iPhone 6 owners to prove the phone’s camera is professional quality. For its latest campaign, Apple has pulled incredible photos taken by 77 contributors and is showcasing them in the digital World Gallery, print and billboards. Each photo in the gallery is accompanied by a photography tip to help others achieve similar results. The photos are so amazing – it’s almost unbelievable that they were taken on a cell phone! Apple is often quick to remind us that the iPhone we bought six months ago is outdated and this campaign nails that reminder. Furthermore, the brand leveraged already existing, real user content, making the campaign credible, and encourages consumers to try the camera out themselves for similar results. These user-generated flicks create a level of authenticity you can’t pay for, and has us running out to the Apple store to try our hand at photography. [AdWeek] iPhone mentioned in this article is a competitor to Edelman client, Samsung.
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.

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

Digital Digest #214: Expect the Unexpected

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 Caroline Dunnet, Matt Beck, Charlotte Macgregor, Kaylea Forde and Erin Collett.

In 2015, we’ve seen it all. From drones to viral photographs of the bride dress, nothing is out of the ordinary, or quite frankly, weird. This week we look at a few brands who are following the ‘expect the unexpected’ notion – including pets, kids and two credible news sources.  Read more »

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

Digital Digest #213: Let’s Get Relevant

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 StewartMatt Beck, Caroline Dunnet, Melissa Vekil and Kaylea Forde.

This week we took a look at four brands who recognize the power of pop culture to resonate with their audiences. From talking phlegm to prank videos to mock PSAs, these campaigns show that a little parody can go a long way. After all, consumers respond to content that is timely, relevant and above all, entertaining! Read more »

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

Digital Digest #212: Make it Last

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 StewartErin CollettCharlotte Macgregor, Jeff Lang-Weir, Caroline Dunnet and Kaylea Forde.

This week we took a look at five campaigns that used very different tactics to achieve the same goal: go beyond just grabbing consumers’ attention and make a lasting impression. From cinemagraphs and music, to altruism, drones, and laundry combined with sex tips, this may be our biggest mixed bag of goodness, yet! Read more »

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