tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-08-23T10:37:31+01:00 tag:econsultancy.com,2008:BlogPost/68212 2016-08-23T10:37:31+01:00 2016-08-23T10:37:31+01:00 How Lynx’s ‘Bigger Issues’ campaign helped reinvigorate the brand Nikki Gilliland <p>Recognising the fact that it was suffering from a lack of credibility (and more than a hint of sexism) it decided to scrap its tagline and launch a new strategy to coincide with a new premium range.</p> <p>As part of this re-positioning, Lynx teamed up with the charity <a href="https://www.thecalmzone.net/" target="_blank">CALM</a> – or Campaign Against Living Miserably – in a bid to target a wider audience and change brand perceptions.</p> <p>Here’s how the campaign succeeded in doing even more than that.</p> <h3>Collaboration with CALM</h3> <p>CALM is a charity dedicated to preventing male suicide in the UK, the single biggest cause of death among men under the age of 45.</p> <p><img src="https://assets.econsultancy.com/images/0007/8322/biggerissues.JPG" alt="" width="780" height="453"></p> <p>As well as being shockingly prevalent, the issue remains a huge taboo, with the trivialisation of depression often preventing men from seeking the help they need.</p> <p>With Lynx aiming to target the affected demographic, it teamed up with the charity to create the Bigger Issues campaign, running a series of outdoor ads to highlight how trivial topics are discussed more than male suicide.</p> <p>It was an inspired partnership, increasing awareness of the issue and the visibility of both brands.</p> <h3> <a href="https://econsultancy.com/blog/67137-social-monitoring-listening-what-is-it-and-do-you-need-it/" target="_blank">Social listening</a> to drive real-time messaging</h3> <p>During its two-week run, digital screens were set up to reflect topics of conversation that were dominating social media at the time.</p> <p>Including inane and trivial subjects from man buns to vegan meatballs, it aimed to normalise conversation about suicide. </p> <p>Utilising a real-time element, topics were specifically tailored to regional locations across the UK. The screens were also regularly updated to reflect the statistic that a man takes his own life every two hours.</p> <p><img src="https://assets.econsultancy.com/images/0007/8325/biggerissues_screen.JPG" alt="" width="638" height="417"></p> <h3>Trending on International Men’s Day</h3> <p>Like most <a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/" target="_blank">charity campaigns</a>, a hashtag was created to encourage sharing and increase awareness.</p> <p>However, instead of merely asking people to get involved there and then, it used a targeted strategy to get it trending on a specific day. </p> <p>By asking thousands of supporters the permission to send a single and synchronised message on their behalf, it climaxed with a ‘thunderclap’ on International Men’s Day, officially becoming the most-talked about subject on 19th November.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">MY VEGAN MEATBALLS ARE BIGGER THAN SUICIDE <a href="https://twitter.com/hashtag/BiggerIssues?src=hash">#BiggerIssues</a> <a href="https://t.co/xlCsU0lVxC">https://t.co/xlCsU0lVxC</a></p> — Professor Green (@professorgreen) <a href="https://twitter.com/professorgreen/status/661090309896593408">November 2, 2015</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We aren’t talking about male suicide enough. Let’s talk <a href="https://twitter.com/hashtag/BiggerIssues?src=hash">#BiggerIssues</a> <a href="https://t.co/LEetZXgLve">https://t.co/LEetZXgLve</a> <a href="https://t.co/VCDioKB8p0">pic.twitter.com/VCDioKB8p0</a></p> — TOPMAN (@Topman) <a href="https://twitter.com/Topman/status/667394466492252160">November 19, 2015</a> </blockquote> <h3>The results</h3> <p>Resulting in a social reach of over 13m and a 125% increase in traffic to the CALM site, the campaign was deemed a success.</p> <p>As well as shining a light on something that is often glossed-over, for Lynx it helped turn around the public’s outdated and negative perception of its brand.</p> <p>Commended for supporting such a worthwhile cause, it was even praised during a <a href="http://www.publications.parliament.uk/pa/cm201516/cmhansrd/cm151119/halltext/151119h0001.htm#15111929000001" target="_blank">live debate on male suicide in Parliament</a>.</p> <blockquote> <p>I think we should pay tribute to whoever it was who took the brave decision to link a men’s grooming product with this issue. Others perhaps looked at it and thought, 'The issue is a bit too touchy for us. We’ll leave that one alone.'</p> <p>Whoever was involved at Lynx, we should publicly thank them for being able to associate their brand with that particular campaign.</p> </blockquote> <p>By talking about male suicide, not only did the Bigger Issues campaign succeed in raising awareness, but it also helped to soften Lynx's brash brand reputation.</p> tag:econsultancy.com,2008:BlogPost/68111 2016-08-22T14:03:00+01:00 2016-08-22T14:03:00+01:00 Six brands that have made false health claims in advertising Nikki Gilliland <p>Recently, Kellogg’s UK <a href="https://www.theguardian.com/media/2016/jul/20/kelloggs-special-k-ads-banned-health-claims">was hit with a ban from the ASA</a> (Advertising Standards Authority) after making false health claims in its advert for Special K cereal.</p> <p>Since the ruling, it has apologised for the ‘error’.</p> <p>Just one in a long line of brands to falsely claim a product has health benefits, it seems to be a sad result of our quest for ‘wellness’. </p> <p><strong>Why do brands do it?</strong></p> <p>Well, consumers aren’t silly. We know chocolate is bad for us and broccoli is good.</p> <p>But when advertising is littered with words like ‘nutritious’, ‘healthy’ and ‘goodness’ – even when they’re not – we’re drawn in to the illusion that we’re making better choices.</p> <p>Here are six brands that have capitalised on this with some very sneaky marketing. </p> <h3>Special K</h3> <p>The aforementioned culprit – Special K recently claimed that its porridge was “full of goodness” and that its Nutri K Flakes were "nutritious". </p> <p>However, the company failed to back up this message with any specific health benefits or related ingredients. </p> <p>Interestingly, the branding on the Special K website is all about health and nutrition.</p> <p>Its latest range is called ‘nourish’, which surely promotes the idea that the products benefit your health. </p> <p>This time, it cleverly uses this disclaimer to back it up: "*Special K Nourish is a source of vitamin D and vitamin B2. Enjoy as part of a varied and balanced diet and a healthy lifestyle."</p> <p>In other words, that probably means you have to pair it with some kale to get the benefits.</p> <p><img src="https://assets.econsultancy.com/images/0007/7391/special_k_nourish.PNG" alt="" width="750" height="555"></p> <h3>Oppo Ice Cream</h3> <p>Another brand failing to provide specific examples to back up its health claims.</p> <p>The fact that Oppo Ice Cream is made with all natural ingredients means it doesn’s deserve quite as much wrath.</p> <p>However, using the words ‘super fruit’ and ‘superfood’ on its website, the company still failed to relate it to the ingredients spirulina, lucuma or baobab. </p> <p>Interestingly, the complaint was originally made by rival ice cream brand Perfect World, meaning that this was more of a case of brand-on-brand sabotage than consumer grievance. </p> <p><img src="https://assets.econsultancy.com/images/0007/7392/oppo.PNG" alt="" width="750" height="525"></p> <h3>Nurofen</h3> <p>Painkillers target all types of pain. This is basic common sense, and yet Nurofen would like to have us believe that its products are made to target specific pain-points. </p> <p>In a recent advert for Nurofen Back and Joint Pain, it suggested that the product had a special mechanism to target this area of the body... which it obviously does not.</p> <p>In a landmark ruling, the ASA banned the advert, but the best thing to come out of the case is that it is likely to spark a crackdown on other brands in the pharmaceutical industry who misleadingly market products based on specific ailments. </p> <p><img src="https://assets.econsultancy.com/images/0007/7393/Nurofen.PNG" alt="" width="750" height="399"></p> <h3>VitaminWater</h3> <p>One of the worst examples of false advertising in recent years, VitaminWater tried to market its (sugar-laden) product as a healthy alternative to soda.</p> <p>Using the tagline “vitamins + water = all you need”, it failed to mention or correctly highlight the eight teaspoons of sugar in every bottle.</p> <p>The US non-profit organisation, Center for Science in the Public Interest, has been battling for years to get a ruling against the brand.</p> <p>With the recent agreement that VitaminWater should add “with sweeteners” to its branding, it’s finally seen some success. </p> <p><img src="https://assets.econsultancy.com/images/0007/7394/vitamin_water.PNG" alt="" width="750" height="567"></p> <h3>Nesquik</h3> <p>Chocolate is a great start to any day, right?</p> <p>Granted, what it <em>isn’t</em> is a healthy start to the day. </p> <p>Kids' favourite Nesquik got itself in hot water last year with its misleading advert, effectively encouraging poor nutritional habits in children.</p> <p>Despite defending its 20.2 grams of sugar with the claim that most of this comes from the lactose in milk, the brand was rightly forced to remove the strapline.</p> <p>As you can see from the below snapshot, it’s still insisting on pushing the boundaries.</p> <p><img src="https://assets.econsultancy.com/images/0007/7395/Nesquik.PNG" alt="" width="750" height="470"></p> <h3>Pom Wonderful</h3> <p>Recently, Pom Wonderful lost its bid to challenge the FTC ruling that the brand deceptively advertised its products. </p> <p>While the previous examples claimed products were ‘healthy’ when they’re weren’t, Pom Wonderful went one step further and claimed that its pomegranate juice could treat or aid heart disease, prostate cancer and erectile dysfunction.</p> <p>It’s an incredible case, but its conclusion is certainly a victory for the consumer, with greater scientific evidence now a requirement for such bold claims.</p> <p><img src="https://assets.econsultancy.com/images/0007/7396/pom_wonderful.PNG" alt="" width="750" height="646"></p> tag:econsultancy.com,2008:BlogPost/68160 2016-08-22T10:08:45+01:00 2016-08-22T10:08:45+01:00 Five tips for creating a successful FAQ page Nikki Gilliland <p>Here are five tips for creating one.</p> <h3>Make it visible</h3> <p>If a user has a question in need of an answer, the last thing they want is to go hunting around for an FAQ page. </p> <p>So, it’s important for this section of the website to be noticeable on the homepage, as well as visible in other places where users are likely to need assistance.</p> <p>By labelling this section of its website as ‘Help’ and locating it to the left of the ‘My Account’ button, ASOS ensures the customer doesn't have to look very far.</p> <p><img src="https://assets.econsultancy.com/images/0007/7822/ASOS_FAQ.PNG" alt="" width="780" height="583"></p> <p>While the text is fairly small, it is simple and subtle, and transfers users to the FAQ section with just one click.</p> <p><img src="https://assets.econsultancy.com/images/0007/7823/ASOS_help_2.PNG" alt="" width="750" height="703"></p> <p>An FAQ page isn’t only visible to the user, of course.</p> <p>It is also a good place to include relevant (and a balanced amount of) keywords to help improve <a href="https://econsultancy.com/training/courses/seo-training/">SEO</a>.</p> <h3>Categorise correctly</h3> <p>One of the biggest challenges of creating an FAQ page is organising a large amount of information in a way that's easy to digest.</p> <p>Remember that users often <a href="https://econsultancy.com/blog/66920-why-visitors-only-read-20-of-your-web-page/" target="_blank">read just 20% of a web page</a>, with the majority scanning to find a specific piece of information. </p> <p>Ironically, the hallmark of a successful FAQ page is if the user reads as little as possible.</p> <p>If faced with a page that’s jam-packed full of jumbled copy, consumers are going to be put off. </p> <p>Questions need to be organised into distinct categories or groups, making it as easy as possible for the consumer to find exactly what they are looking for.</p> <p>Dropbox provides an excellent example of how to organise an FAQ page.</p> <p>As well as a visible search bar, the page is separated into twelve clear categories, each accompanied by a subtle illustrative design.</p> <p><img src="https://assets.econsultancy.com/images/0007/7824/Dropbox_FAQ.PNG" alt="" width="780" height="579"></p> <h3>Keep it customer-focused</h3> <p>Brands can be guilty of including irrelevant or biased information in FAQs, often using it as an extension or in place of an ‘About’ page. </p> <p>However, it's vital that questions are as relevant to the customer’s needs as possible, as well as answered within a positive or solution-based framework.</p> <p>Not only can this approach help to solve current problems (i.e. a returns query on an ecommerce site or a troubleshooting question relating to tech) – it can also be used to encourage the path to purchase.</p> <p>For example, if a user is uncertain about a brand, an authoritative and well-executed FAQs page can be enough to reassure and encourage them to stay on-site for longer.</p> <p>Take McDonald's - a brand that recognises consumers have a LOT of questions about its product.</p> <p>Consequently, it uses this to its advantage, creating an entire section of informative articles based on the most common concerns.</p> <p><img src="https://assets.econsultancy.com/images/0007/7828/What_makes_McDonalds..PNG" alt="" width="780" height="615"></p> <p>It goes even further with its customer-centric approach, here giving users the opportunity to ask a specific question if they can't find it on-site.</p> <p><img src="https://assets.econsultancy.com/images/0007/7829/McDonald_s_FAQ.PNG" alt="" width="780" height="734"></p> <h3>Point the user forward</h3> <p>An FAQ page should never be a dead-end.</p> <p>Like any part of a website, it is vital that the page prompt the user onwards in their journey. </p> <p>Of course, its main purpose is always to provide information, however it should also include calls-to-action and links back to the homepage or various category pages to encourage conversion. </p> <p>As well as including links in its answers, Lush’s FAQ section includes a sidebar which conveniently points the user in the direction of further information and help sections. </p> <p><img src="https://assets.econsultancy.com/images/0007/7825/Lush_FAQ.PNG" alt="" width="780" height="642"></p> <h3>Use personality</h3> <p>All copy on a website is a chance to convey a brand’s personality and values.</p> <p>On an FAQ page, where the information is usually quite dull and dry, the opportunity is even more pertinent.</p> <p>Whether it’s through engaging visuals or a humorous <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">tone of voice</a>, a creative approach can strengthen a brand's connection with consumers.</p> <p>By surprising and delighting the user with something unexpected, it will automatically be more memorable. </p> <p>It is a rather extreme example, yet Cards Against Humanity show how a brand’s tone of voice can stretch to the even most mundane parts of a website.</p> <p>The brilliant thing about this FAQ page is that it manages to actually give all the information the consumer needs, while being deliberatively subversive.</p> <p><img src="https://assets.econsultancy.com/images/0007/7826/CAH_FAQ.PNG" alt="" width="780" height="672"></p> <p>Similarly, there's the ever-so-divisive Innocent Drinks.</p> <p>The creativity here is undeniable, yet it appears to be far more self-indulgent than anything else, demonstrating that even the biggest brands can lose sight of the customer's needs.</p> <p><img src="https://assets.econsultancy.com/images/0007/7827/Innocent_FAQ.PNG" alt="" width="780" height="573"></p> <h3>In conclusion...</h3> <p>As the likes of McDonald's and Cards Against Humanity prove, an FAQ section is well-worth investing time and effort in.</p> <p>With relevant and well-organised information and an imaginative approach, it can be the difference between a disappointing user experience and a positive one.</p> tag:econsultancy.com,2008:BlogPost/68107 2016-08-19T11:17:00+01:00 2016-08-19T11:17:00+01:00 Q&A: TotallyMoney.com on its customer-centric approach to financial services Nikki Gilliland <h3>In one sentence, describe the product/service your company offers.</h3> <p>Essentially, TotallyMoney.com helps consumers get a fairer deal when applying for credit.</p> <p>We offer personalised search results, ranked according to what the best credit product is for them.</p> <h3>What sets TotallyMoney.com apart from other comparison sites?</h3> <p>Our company is driven by a passion for making the credit market fairer for consumers. We're independent and unbiased and on a mission to help every UK credit card holder save money.</p> <p>It’s amazing to think that 15m people have never even checked to see whether they're eligible for a better credit card deal - if they had the same attitude to comparing credit as they do to switching car insurance or energy provider they could be saving a fortune.</p> <h3><img src="https://assets.econsultancy.com/images/0007/7343/alastair_douglas.jpg" alt="" width="600" height="400"></h3> <h3>Without vast TV spend, how do you optimise your media mix to stay competitive?</h3> <p>We're a lean, agile business, and we take a data-driven approach to our marketing. We measure the performance of every campaign we build and follow an iterative cycle of improvement. </p> <p>We move quickly in the market to explore new opportunities across all channels - building, measuring and most importantly learning quickly is more important than whether individual ideas or campaigns succeed or fail. </p> <p>To stay ahead of the competition, we're starting to tap into the possibilities that <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">machine learning</a> and big data can offer.</p> <h3>You place a lot of focus on producing long-form content – how do you measure its success?</h3> <p>Our <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> is about building brand awareness and connecting with our target audiences.</p> <p>By taking a creative approach to the subjects of value for money and better decision making, we've overcome the inertia and resistance to personal finance topics. </p> <p>We've moved out of the personal finance sections and into the lifestyle pages of national publications. We measure success by the coverage we receive and the interest and interaction we see.</p> <h3>How is the business adapting to the rise in mobile use over desktop?</h3> <p>We adopted a mobile-first approach to product development and marketing over two years, and we first saw visits on mobile phones eclipse desktop visits in October 2014. </p> <p>Today, more than 70% of consumers use our service on mobile phones with another 10% using tablets.</p> <p>We've invested in understanding the challenges of context and interaction on mobile devices and refined the user experience accordingly.</p> <h3>What do you see as the biggest challenge in future for consumer-facing finance?</h3> <p>The internet is an unstoppable force that weights things in the favour of the consumer; it gives them direct access to all the information they need, rather than having to rely on self-appointed experts.</p> <p>Therefore, the biggest challenge for consumer-facing finance is to align themselves with what customers actually want, rather than focusing on short-term profits.</p> <p>This change is the biggest challenge because many businesses are not set up for it and stuck in the past.</p> <h3>How does regulation affect innovation in customer experience?</h3> <p>We support the FCA's drive to ensure that customers are treated fairly. Regulation exists to protect the consumer interest.</p> <p>We take a customer-centric approach to building better user journeys; we embrace regulation that makes the market more transparent and ensures a level playing field for all.</p> <h3>Finally – what’s the best thing about your job?</h3> <p>It's got to be the people I work with; it's a smart, energetic team that works hard, shares responsibility and celebrates success together. </p> <p>There's a great sense of unity that comes from everyone working together to change the credit market for the better.</p> tag:econsultancy.com,2008:BlogPost/68204 2016-08-19T10:29:29+01:00 2016-08-19T10:29:29+01:00 All the digital news stories you missed this week Ben Davis <h3>Olympics going well on Snapchat</h3> <p>In the first seven days of the Olympics, 49m unique users viewed content on Snapchat.</p> <p>That's an astonishing number, bearing in mind the platform has 150m daily active users.</p> <p>Live Stories is showing footage from international broadcasters, and Discover includes a channel using BBC, NBC and BuzzFeed created content.</p> <p>This Discover content is exclusive (see a still below from a video with Britain's gold-medalling synchronised divers).</p> <p>Advertisers have been running spots within Discover, with the revenue generated shared between the content creators and Snapchat.</p> <p><img src="https://assets.econsultancy.com/images/0007/8208/IMG_3093.PNG" alt="olympics snapchat" width="300"></p> <h3>Pinterest introduces Promoted Video</h3> <p>Pinterest ads now allow for video. <a href="https://business.pinterest.com/en/blog/introducing-promoted-video">The blog post announcing the move</a> stated that 'In the last year alone, we’ve seen a 60% increase in videos on Pinterest featuring everything from workouts and home projects to hair &amp; beauty tutorials'.</p> <p>Video ads are therefore an increasingly natural fit. Featured Pins sit below the video, for the user to engage with - the video below shows all.</p> <p><iframe src="https://www.youtube.com/embed/k7-6B3erKEk?wmode=transparent" width="560" height="315"></iframe></p> <h3>Tencent now worth more than Alibaba</h3> <p>Tencent (owner of <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a>) is now China's most valuable tech company.</p> <p>This comes in the wake of promising second quarter results for Tencent, 52% up year-on-year at $5.4bn. Monthly active users (MAUs) on WeChat were up 34% YoY to 806m.</p> <p><a href="http://www.cnbc.com/2016/08/17/tencent-overtakes-alibaba-as-chinas-most-valuable-tech-company-as-wechat-owner-posts-strong-results.html">CNBC reports</a> data from IG showing Tencent's market capitalization at $246bn on Wednesday morning, compared to Alibaba's market capitalization of $242bn. </p> <h3>Pepsi to be first Twitter Stickers partner</h3> <p>Pepsi will get prominence in the Twitter Stickers library across 10 countries as the first sponsor brand, a move that fits nicely with Pepsi's PepsiMoji campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Introducing Promoted <a href="https://twitter.com/hashtag/Stickers?src=hash">#Stickers</a> A fun way to express your brand and engage with consumers! <a href="https://t.co/wIIDHAC0KK">https://t.co/wIIDHAC0KK</a> <a href="https://t.co/usc4HRwrPU">pic.twitter.com/usc4HRwrPU</a></p> — Twitter Advertising (@TwitterAds) <a href="https://twitter.com/TwitterAds/status/765095632185032704">August 15, 2016</a> </blockquote> <h3>Instagram starts rollout of business profiles</h3> <p>Instagram has begun the rollout of the business tools it announced in May, across Europe.</p> <p>Business Profiles feature a 'contact' button so users can connect with brands.</p> <p>The other major feature is Insights, an analytics interface. See the video below for highlights.</p> <p><iframe src="https://player.vimeo.com/video/173675853?title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>McDonald's was giving out activity trackers in Happy Meals, had to withdraw the toy</h3> <p>As part of McDonald's increasing promotion of a healthy lifestyle (including sponsorship of the Olympics), the restaurant was giving away a pedometer with every Happy Meal.</p> <p>Due to complaints about skin irritation, the product has had to be replaced with a more conventional toy.</p> <p><img src="https://assets.econsultancy.com/images/0007/8196/activity_tracker.jpeg" alt="mcdonald's pedometer happy meals" width="615" height="377"></p> <h3>Nationwide first UK financial services brand to advertise on Snapchat</h3> <p>A-Level results were released yesterday, with <a href="https://econsultancy.com/blog/67682-a-look-inside-nationwide-building-society-s-new-cx-design-lab/">Nationwide</a> seizing the opportunity to promote its FlexStudent account.</p> <p>To do this, Nationwide became the first UK financial services brand to advertise on Snapchat, sponsoring both a Lens and a Geofilter.</p> <p>I'm not exactly a power-user of Snapchat, but below you can see a creepy picture of me pretending to be an ecstatic 18-year-old.</p> <p><img src="https://assets.econsultancy.com/images/0007/8188/IMG_3091.PNG" alt="snapchat nationwide" width="300"></p> <h3>Google Cloud Platform ready for enterprise use</h3> <p>On Tuesday Google <a href="https://cloudplatform.googleblog.com/2016/08/why-Google-Cloud-Platform-is-ready-for-your-enterprise-database-workloads.html">announced</a> that <a href="https://cloud.google.com/">Google Cloud Platform</a> is no longer in beta, and is effectively ready for enterprise use.</p> <p>Database management, machine learning and big data analytics are all now open to brands, putting the big G into Amazon Web Services' territory.</p> <p><img src="https://assets.econsultancy.com/images/0007/8195/Screen_Shot_2016-08-18_at_12.01.23.png" alt="google cloud platform" width="615"></p> <h3>Alipay accelerates push into Europe</h3> <p><a href="http://www.reuters.com/article/us-ingenico-group-alipay-idUSKCN10T0G9">Ingenico Group has signed a deal</a> with Alipay allowing the app to be used across Europe through the Ingenico payment gateway.</p> <p>Alipay has 450m active users. 10m Chinese visited Europe in 2014, with purchasing power of $21bn(!) according to Ingenico.</p> <h3>New Instagram Events channel</h3> <p>Instagram Explore now has a <a href="http://blog.instagram.com/post/149085463737/160817-eventchannels">new video channel called Events</a>, currently available in the US only.</p> <p>The content (sourced from users) will be personalized according to each user's interests and include videos from live events.</p> <p><img src="https://assets.econsultancy.com/images/0007/8214/Screen_Shot_2016-08-18_at_14.39.21.png" alt="instagram events" width="500" height="441"></p> <h3>Cisco cutting 14,000 of 70,000 jobs</h3> <p>The tech beast is pushing into software and the cloud, away from hardware.</p> <h3>Hike valued at $1.4bn</h3> <p>India's Hike messaging app (<a href="https://econsultancy.com/blog/68196-the-latest-messaging-app-unicorn-india-s-hike/">handy introduction here</a>) has announced funding of $175m led by Tencent and Foxconn.</p> <p>This points the apps valuation at $1.4bn.</p> <p><img src="https://assets.econsultancy.com/images/0007/8093/hike-messenger-L.jpg" alt="hike messenger" width="615"></p> <h3>Uber to use 100 self-driving cars in Pittsburgh</h3> <p>CEO Travis Kalanick <a href="http://www.bloomberg.com/news/features/2016-08-18/uber-s-first-self-driving-fleet-arrives-in-pittsburgh-this-month-is06r7on">revealed as such to Bloomberg</a>. Each car will have an engineer to take control where needed and monitor the drive.</p> <p>The rides will be free.</p> tag:econsultancy.com,2008:BlogPost/68177 2016-08-16T11:22:00+01:00 2016-08-16T11:22:00+01:00 Eight drool-worthy restaurant websites Nikki Gilliland <p>A way to showcase creativity and inspire cravings, a <a href="https://econsultancy.com/blog/62044-the-anatomy-of-a-perfect-restaurant-website/" target="_blank">good restaurant website</a> can enhance the dining experience before you’ve even sat down to eat.</p> <p>Here are eight examples to drool over...</p> <h3><a href="http://www.dinnerbyheston.co.uk/" target="_blank">Dinner by Heston</a></h3> <p>Known for his experimental take on food, Blumenthal's Dinner by Heston website evokes the serious business of gastronomy. </p> <p><img src="https://assets.econsultancy.com/images/0007/7916/Dinner_by_Heston.PNG" alt="" width="780" height="521"></p> <p>A full-page background video gives the site a sensory feel, while clever copywriting breaks down the name and concept.</p> <p><img src="https://assets.econsultancy.com/images/0007/7914/Dinner_by_Heston_2.PNG" alt="" width="780" height="527"></p> <p>Like with most celebrity chefs, it's likely that people visit the restaurant because of the famous name.</p> <p>Consequently, the personal voice of Heston is a nice touch, and offers further incentive to visit.</p> <p><img src="https://assets.econsultancy.com/images/0007/7915/Dinner_by_Heston_3.PNG" alt="" width="780" height="536"></p> <h3><a href="https://www.zizzi.co.uk/" target="_blank">Zizzi</a></h3> <p>One of the most creative chain restaurant websites out there, Zizzi is a colourful contrast to the above example.</p> <p><img src="https://assets.econsultancy.com/images/0007/7918/Zizzi.PNG" alt="" width="780" height="376"></p> <p>Zizzi is all about family and fun, and these characteristics are conveyed with playful visuals and interactive elements.</p> <p>Further reflecting the 'social eating' theme, there are also nods to the brand's social media presence.</p> <p><img src="https://assets.econsultancy.com/images/0007/7919/Zizzi_social.PNG" alt="" width="780" height="419"></p> <p>Like most chains, it also includes nutritional information and lots of calls-to-action on its bright, easy-to-navigate menu.</p> <p><img src="https://assets.econsultancy.com/images/0007/7920/Zizzi_menu.PNG" alt="" width="780" height="597"></p> <h3><a href="http://baolondon.com/" target="_blank">Bao</a></h3> <p>Bao's website is beautifully simple - a reflection of the restaurant's humble approach to food.</p> <p><img src="https://assets.econsultancy.com/images/0007/7923/Bao.PNG" alt="" width="742" height="796"></p> <p>Instead of a menu, there is merely an explanation of the main dish.</p> <p>With its less-is-more approach, Bao's website serves to intrigue more than entice.</p> <p><img src="https://assets.econsultancy.com/images/0007/7924/Bao_menu.PNG" alt="" width="780" height="577"></p> <p>Using social media to offer more information on the food and behind-the-scenes goings-on, it shrewdly plays up to the 'must-visit' hype.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Cod Black. New Bao at Fitzrovia <a href="https://t.co/PGmcR3CJ1s">pic.twitter.com/PGmcR3CJ1s</a></p> — B A O 包 (@bao_london) <a href="https://twitter.com/bao_london/status/762930293544280064">August 9, 2016</a> </blockquote> <h3><a href="http://www.phocafe.co.uk/" target="_blank">Pho</a></h3> <p>Like Zizzi, Pho uses bright visuals to bring its brand to life.</p> <p><img src="https://assets.econsultancy.com/images/0007/7928/Pho.PNG" alt="" width="780" height="623"></p> <p>Recognising that chains can feel overly-commercial compared to independent restaurants, it promotes authenticity by telling a personal story.</p> <p><img src="https://assets.econsultancy.com/images/0007/7929/Pho_story.PNG" alt="" width="780" height="671"></p> <p>With the contrasting nature of quirky illustrations and photography, the menu is both engaging and fun.</p> <p><img src="https://assets.econsultancy.com/images/0007/7930/Pho_menu.PNG" alt="" width="780" height="631"></p> <h3><a href="http://www.dishoom.com/" target="_blank">Dishoom</a></h3> <p>It's easy to assume that the pared-down nature of Dishoom's landing page is a reflection of the whole website. </p> <p>However, the subtle 'All Welcome' button leads the user to a surprising amount of engaging and valuable content.</p> <p> <img src="https://assets.econsultancy.com/images/0007/7931/Dishoom.PNG" alt="" width="780" height="400"></p> <p>Inspired by the old Irani cafe's of Bombay, Dishoom uses its digital space to bring to life the sights and sounds of the eating experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/7932/Dishoom_2.PNG" alt="" width="780" height="387"></p> <p>By calling what any other brand might call a blog a 'Journal', it cleverly evokes a sense of history and authenticity.</p> <p>Using storytelling to great effect, it means the user is likely to get lost in the website rather than check one page and leave.</p> <p> <img src="https://assets.econsultancy.com/images/0007/7933/Dishoom_3.PNG" alt="" width="780" height="391"></p> <h3>Jamie Oliver's <a href="http://www.fifteen.net/" target="_blank">Fifteen</a> </h3> <p>With its understated background and subtle typography, the food is what really stands out on Fifteen's website.</p> <p><img src="https://assets.econsultancy.com/images/0007/7935/Jamie_Oliver_Fifteen.PNG" alt="" width="780" height="501"></p> <p>Likewise, the decision to include all information on one-page (as well as the option to click on the header) means that it creates a pleasingly smooth scrolling experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/7936/Fifteen_menu.PNG" alt="" width="710" height="881"></p> <p>A simple design, yet it proves that restaurant websites don't always need to be jam-packed full of content.</p> <p><img src="https://assets.econsultancy.com/images/0007/7937/Fifteen_food.PNG" alt="" width="750" height="830"></p> <h3><a href="http://maxbrenner.com/chocolate-dessert-bar/" target="_blank">Max Brenner Chocolate Dessert Bar</a></h3> <p>Max Brenner describes its offering as a "chocolate sensory immersion that encourages you to open your mind about how you connect with chocolate".</p> <p>Unsurprisingly, its website is a similarly indulgent experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/7942/Max_Brenner.PNG" alt="" width="780" height="401"></p> <p>Chock-full of tantalising imagery, it showcases its main ingredient to great effect.</p> <p><img src="https://assets.econsultancy.com/images/0007/7943/Max_Brenner_2.PNG" alt="" width="780" height="403"></p> <p>With an added retail offering, it also promotes its products seamlessly thoughout the site.</p> <p>The only thing that's missing is the option to actually buy online.</p> <p><img src="https://assets.econsultancy.com/images/0007/7945/Max_Brenner_4.PNG" alt="" width="780" height="469"></p> <h3><a href="http://www.burgerandlobster.com/home/" target="_blank">Burger and Lobster</a></h3> <p>The website for Burger and Lobster is impressive in both design and attention to detail.</p> <p><img src="https://assets.econsultancy.com/images/0007/7946/Burger_Lobster.PNG" alt="" width="780" height="404"></p> <p>With all content built onto just one page, it works by moving the user onto different sections depending on where they click.</p> <p><img src="https://assets.econsultancy.com/images/0007/7947/burger_lobster_2.PNG" alt="" width="780" height="502"></p> <p>While there is no need to include a menu (with just two very obvious dishes to choose from), it replaces it with an FAQ section instead.</p> <p>It's rare for restaurants to experiment with a humorous <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">tone of voice</a>, so this makes for a refreshing approach.</p> <p><img src="https://assets.econsultancy.com/images/0007/7948/burger_and_lobster_faq.PNG" alt="" width="581" height="562"></p> <p>For more on topics like this one, check out the following articles:</p> <ul> <li><a href="https://econsultancy.com/blog/67785-why-restaurants-need-a-hyper-local-influencer-marketing-strategy" target="_blank">Why restuarants need a hyper-local influencer marketing strategy</a></li> <li><a href="https://econsultancy.com/blog/66045-ux-design-for-restaurants-leaves-a-bad-taste-in-the-mouth" target="_blank">UX design for restaurants leaves a bad taste in the mouth</a></li> <li><a href="https://econsultancy.com/blog/67411-how-zizzi-uses-gamification-to-boost-voucher-engagement" target="_blank">How Zizzi uses gamification to boost voucher engagement</a></li> <li><a href="https://econsultancy.com/blog/65214-how-london-s-favourite-restaurants-are-performing-on-mobile" target="_blank">How London’s favourite restaurants are performing on mobile</a></li> </ul> <p><em><strong>Food &amp; Drink is just one of the sectors covered at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68166 2016-08-11T10:00:00+01:00 2016-08-11T10:00:00+01:00 How Pets at Home’s omnichannel strategy is driving sales growth Nikki Gilliland <p>Here’s how it’s been keeping pets (and their owners) very happy of late.</p> <h3>Multichannel experience</h3> <p>Pets at Home was an early adopter of <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a>, giving customers the chance to order on its ecommerce platform and pick up in any of its 400+ stores.</p> <p>Recently, it has expanded this service, allowing customers free next-day collection if orders are placed before 8pm.</p> <p><a href="https://econsultancy.com/blog/68043-will-click-collect-be-killed-off-by-same-day-delivery/">With an increase in retailers launching same-day delivery services,</a> it remains to be seen whether Pets at Home will follow suit, but it'd certainly be another way to attract new customers.</p> <p><img src="https://assets.econsultancy.com/images/0007/7864/Click_and_Collect.PNG" alt="" width="780" height="485"></p> <p>Another success for Pets at Home has been its VIP club, and it's a great example of the brand’s customer-centric strategy.</p> <p>A membership scheme that offers rewards like exclusive savings and personalised advice - its data also allows the retailer to understand customer behaviour.</p> <p>With its new digital app, the scheme allows customers the opportunity to access features on a range of devices, as well as offering another place for pet lovers to explore content.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Don't forget to download our smart new app which puts your VIP benefits in your pocket! <a href="https://t.co/C22Sli80sF">https://t.co/C22Sli80sF</a> <a href="https://t.co/1iApjZ2RYu">pic.twitter.com/1iApjZ2RYu</a></p> — Pets at Home (@PetsatHome) <a href="https://twitter.com/PetsatHome/status/761879504700571648">August 6, 2016</a> </blockquote> <h3>In-store services</h3> <p>One of the biggest drivers for Pets at Home has been its in-store offerings.</p> <p>Capitalising on the nation’s tendency to pamper their pets, as well as the <a href="https://econsultancy.com/blog/67809-five-digital-trends-for-retail-in-the-next-five-years/" target="_blank">desire for a physical retail experience</a>, it has launched a number of successful services.</p> <p>The biggest is the Groom Room – a bespoke pet salon that’s now in 230 stores across the UK. </p> <p>Offering grooming, nail clipping and microchipping for pets, not only does it provide a useful service for pets, but its one-to-one service model enables the brand to build a greater connection with consumers.</p> <p><iframe src="https://www.youtube.com/embed/q1MUNSuVy0g?wmode=transparent" width="640" height="360"></iframe></p> <p>If a customer has a positive experience in-store, they are much more likely to order online and return again in future.</p> <h3>Valuable content</h3> <p>Since launching its ecommerce platform in 2008, Pets at Home has successfully built on its online content. </p> <p>As well as a large product range, its ‘Pet Advice’ section is impressively comprehensive.</p> <p>From keeping your dog healthy on holiday to creating a home for your pet tortoise – the range of articles online is vast.</p> <p><img src="https://assets.econsultancy.com/images/0007/7866/PAH_article.PNG" alt="" width="780" height="731"></p> <p>Similarly, the <a href="http://www.petsathome.com/shop/en/pets/pet-report" target="_blank">Pet Report</a> – a document full of expert insight on the role pets play in our lives – is a surprising bonus.</p> <p>Including visual data and engaging videos, it serves as a voice of authority and, in turn, provides the consumer with something of real value.</p> <p><iframe src="https://player.vimeo.com/video/141172427?color=20cc02&amp;title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>Interactive campaign</h3> <p>In conjunction with the PetPals workshops, where children can learn how to look after animals, the retailer has just launched a <a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/" target="_blank">DOOH campaign</a> in cinemas across the country.</p> <p>Designed to incentivise visits to Pets at Home, digital screens are located in 38 cinemas close to stores, allowing pet-lovers to feed animals for a chance to win vouchers. </p> <p><img src="https://assets.econsultancy.com/images/0007/7865/Interactive_campaign.PNG" alt="" width="615" height="404"></p> <p>A clever example of geo-locational targeting, with screens deliberately placed in locations where families are spending time together, it demonstrates the brand’s focus on using innovative technology in its marketing.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We attended a free pet workshop at <a href="https://twitter.com/PetsatHome">@PetsatHome</a> and I was so impressed. H had a great time and learned loads! <a href="https://t.co/6q98VINHes">pic.twitter.com/6q98VINHes</a></p> — Becky Day (@BeckyBrightSide) <a href="https://twitter.com/BeckyBrightSide/status/756752149124636672">July 23, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>Pets at Home is a great example of a retailer that understands the omnichannel experience.</p> <p>By connecting its online and offline services, it aims to provide a seamless service across all consumer touchpoints.</p> <p>As convenience, price and personalisation become priorities for animal owners, it's unsuprisingly leading the pack for pet retailers.  </p> tag:econsultancy.com,2008:TrainingDate/2961 2016-08-10T05:00:41+01:00 2016-08-10T05:00:41+01:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification - Singapore <h3><strong>Course benefits</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p>The double certification programme is uniquely positioned to deliver these benefits:</p> <ul> <li>Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers</li> <li>Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals</li> <li>3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides</li> <li>Short 8-week course with lesson once or twice a week</li> <li>Practical and real-life training by certified digital marketing practitioners</li> <li>Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning</li> </ul> <h3>Econsultancy's Reports (Complimentary)</h3> <p>FREE 3 Credits to download Econsultancy's reports from Econsultancy's <a href="https://econsultancy.com/reports/">portal</a> containing 500,000+ pages of digital marketing resources, reports and best practice guides.</p> <h3><strong>Course Details</strong></h3> <p>This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. </p> <p>This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p>The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing. </p> <p><strong>Start Date:</strong> 11 Oct 2016</p> <p><strong>Venue:</strong> Lifelong Learning Institute, Singapore, #04-02</p> <p><strong>Course Fee:</strong><strong> SGD 5,880/pax</strong><br>(SGD2,000 discount for Econsultancy’s paying subscribers at SGD 3,880/pax.)</p> <p>To find out more and register, click <a href="http://www.clickacademyasia.com/wp-content/uploads/2016/06/doublecert-brochure-sg-my-2H2016.pdf" target="_blank">here</a>.</p> <h4>For enquiries, please contact us<strong> </strong>at +65 6653 1911 or email<strong> <a href="mailto:%20apac@econsultancy.com" target="_blank">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:BlogPost/68127 2016-08-09T10:05:00+01:00 2016-08-09T10:05:00+01:00 A closer look at Dove's anti-sexism #MyBeautyMySay campaign Nikki Gilliland <p>It's an innovative and worthwhile campaign. Let's take a closer look.</p> <h3>The concept</h3> <p>In an <a href="http://www.multivu.com/players/English/7889551-dove-shawn-johnson-mybeautymysay/" target="_blank">open letter,</a> gold medallist Shawn Johnson explains how she received comments on her appearance from the very start of her career, resulting in the trivialisation of her athletic ability and an impairment of her own self-confidence.</p> <blockquote> <p>I was being told by the media, and the world, that I was “too muscular,” that I had “too much bulk,” that I was “too short,” that I “looked too young.” People even said that I had “big ears!”</p> </blockquote> <p>The name of this campaign, #MyBeautyMySay, highlights Dove’s belief that women should be able to define themselves however they choose.</p> <p>Including the story of such a high-profile athlete, it has a more personal and authentic tone than previous campaigns. </p> <p>Last year, the ‘Choose Beautiful’ ad <a href="http://fortune.com/2015/04/15/why-doves-choose-beautiful-campaign-sparked-a-backlash/" target="_blank">garnered criticism</a> for perpetuating narrow-minded standards of beauty and patronising women in the process. </p> <p>#MyBeautyMySay appears to be a deliberate move away from this dangerously condescending tone – instead, concentrating on a specific and time-relevant topic <a href="https://econsultancy.com/blog/68145-how-the-london-2012-experience-should-shape-your-rio-2016-social-strategy/">as the Olympic Games approach</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/7536/the-dove-mybeautymysay-campaign-teams-up-with-former-gymnast-shawn-johnson-1-HR.jpg" alt="" width="750" height="706"></p> <h3>Ads and creative hub</h3> <p>Part of the campaign launching this July, digital billboards in the US and Canada will be set up to broadcast sexist remarks about female athletes that have been made in the media.  </p> <p>As the comments appear, images of the women will start to disappear, highlighting how conversation about appearance obscures sporting achievements. </p> <p><iframe src="https://www.youtube.com/embed/wqOvcgzowA8?wmode=transparent" width="854" height="480"></iframe></p> <p>The billboards also prompt audience participation, encouraging people to tweet the media outlets who have promoted sexist commentary.</p> <p>In order to do so, Dove has set up a <a href="http://www.dovehaveyoursay.com/" target="_blank">dedicated hub</a> for the campaign, including the main advert alongside a selection of engaging visuals.</p> <p>When a user clicks on a quote, they are able to automatically send Dove’s tweet to the person or company it came from.</p> <p>This real-time consequence gives consumers an incentive, meaning they are more likely to get involved.</p> <p><img src="https://assets.econsultancy.com/images/0007/7532/Dove_tweet.PNG" alt="" width="411" height="585"></p> <p>The site also showcases data to great effect.</p> <p>Based on <a href="http://www.prnewswire.com/news-releases/new-dove-research-finds-beauty-pressures-up-and-women-and-girls-calling-for-change-583743391.html" target="_blank">The Dove Global Beauty and Confidences Report</a>, it uses in-depth research and persuasive stats to back up its message.</p> <p><img src="https://assets.econsultancy.com/images/0007/7533/dove_data.PNG" alt="" width="750" height="677"></p> <h3>Storytelling and social commentary</h3> <p>Alongside the main ad, Dove has also released a series of #MyBeautyMySay videos.</p> <p>Featuring girls like Jessica, who grew up being told that she'd never look good in fashionable clothes, each video tells a personal story. </p> <p><iframe src="https://www.youtube.com/embed/uqToVzu0iTc?wmode=transparent" width="854" height="480"></iframe></p> <p>This type of content is not unusual from Dove.</p> <p>During its ten-year long ‘<a href="https://econsultancy.com/blog/67626-17-marketing-campaigns-with-a-positive-message-for-women/">Real Beauty</a>’ campaign, it has used personal storytelling to highlight how society can negatively impact self-esteem.</p> <p>However, the difference with #MyBeautyMySay is that instead of merely being a social commentary, it is aiming to drive change. </p> <p>By having the tangible goal of changing attitudes and actions within the sports and media industries, there is a chance that it could win over those alienated by previous campaigns. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We can stop the media’s unfair coverage of female athletes. Have your say at <a href="https://t.co/0E2gNlMvsr">https://t.co/0E2gNlMvsr</a> <a href="https://twitter.com/hashtag/MyBeautyMySay?src=hash">#MyBeautyMySay</a> <a href="https://t.co/QfvyTIP0h7">pic.twitter.com/QfvyTIP0h7</a></p> — Dove (@Dove) <a href="https://twitter.com/Dove/status/758346934805344256">July 27, 2016</a> </blockquote> <p><em>Unilever's SVP Marketing, Aline Santos will be speaking at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a> 2016, October 5-6.</em></p> tag:econsultancy.com,2008:BlogPost/68147 2016-08-08T12:14:00+01:00 2016-08-08T12:14:00+01:00 Elizabeth Arden uses contexual data to drive DOOH campaign Nikki Gilliland <p>Using <a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/" target="_blank">digital out-of-home technology</a> and real-time data, it’s a clever example of contextual advertising. </p> <h3>Prompting passers-by to ‘outsmart the city’</h3> <p>A campaign to promote its latest skin-protecting product, Elizabeth Arden highlights the importance of shielding the skin from polluted air.</p> <p>Located in Oxford Circus tube station, the campaign will be displayed on digital escalator panels and on a dedicated digi-wall.</p> <p>Running for a period of two weeks, it will show pollution levels in the local area, using real-time data sourced from LondonAir. </p> <p>Alongside live readings, it will also display facts about the effects of pollution on the skin, as well as a call-to-action for consumers to combat the problem with its Prevage City Hydrating Shield.</p> <p><iframe src="https://player.vimeo.com/video/177067227?color=a3ff00&amp;title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>Using real-time data</h3> <p>Elizabeth Arden's campaign uses data to back up its core marketing message. A great way of getting consumers engaged, factual information automatically gives the campaign more weight.</p> <p>It's possible that informing consumers of the effects of polluted air on the skin could be enough to drive sales of the product, regardless of placement or location.</p> <p>But of course, by providing contextual information, the campaign does more than just plant a general idea about the issue or the brand’s relevance to it. </p> <p>Pointing out the effects of pollution that people are experiencing at that precise time and in their precise location will give consumers greater motivation to make the purchase.</p> <p><a href="https://assets.econsultancy.com/images/0007/7836/Screen_Shot_2016-08-08_at_16.23.15.png"><img src="https://assets.econsultancy.com/images/0007/7836/Screen_Shot_2016-08-08_at_16.23.15.png" alt="" width="700"></a></p> <h3>The beauty of DOOH</h3> <p>The beauty and skincare industry is geared around <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">word-of-mouth recommendations</a>, with social media and editorial content being increasingly important.</p> <p>This makes Elizabeth Arden’s decision to spend on out-of-home advertising an interesting one.</p> <p>While social media provides a one-to-one message, advertising is one-to-many. As a result, the latter is usually reserved for brands that want to get a message out to the biggest audience possible.</p> <p>With its DOOH campaign, Elizabeth Arden appears to be attempting to combine the best of both worlds. </p> <p>By placing a highly contextual and tailored message in such a visible and popular location, it is aiming to target the right customer at the right time. </p> <p>As many beauty brands focus their marketing efforts online, this campaign shows that DOOH isn't reserved for a certain type of industry.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The tube takes you everywhere... And dust and pollution won't be on your mind with PREVAGE® City Smart as a shield. <a href="https://t.co/HVP4ELw6XF">pic.twitter.com/HVP4ELw6XF</a></p> — Elizabeth Arden UK (@ArdenUK) <a href="https://twitter.com/ArdenUK/status/760739655377686528">August 3, 2016</a> </blockquote>