tag:www.econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-10-25T14:12:51+01:00 tag:www.econsultancy.com,2008:BlogPost/68433 2016-10-25T14:12:51+01:00 2016-10-25T14:12:51+01:00 Newsjacking the US election: Six brands playing the Trump card Rebecca Baines <p>Amidst the ongoing throw downs, exposures and slew of controversies, a number of brands have been using the combined power of the press and political fever to piggyback the US election.</p> <p>It’s refreshing to see brands dipping their toes into this arena, with many usually shying away from the contentious world of politics.</p> <p>The rules of engagement are seemingly changing and brands aren’t as afraid as they have been in the past to get involved in the conversation.</p> <p>While we wait with bated breath to find out the USA’s fate, here’s a number of successful brand campaigns that have hijacked the 2016 election.</p> <h3>Make America Pancakes Again, by Bisquick</h3> <p>Brains at the all-American brand have whipped up a fresh batch of creative with the <a href="http://bisquick.tumblr.com/">‘Make America Pancakes Again’</a> presidential campaign.</p> <p>Rather than Clinton vs. Trump, it’s a head-to-head match with pancakes pitted against waffles in the ultimate American breakfast showdown.</p> <p>Both breakfast favourites have launched their own attack ads against each other, with the parody campaign creating a little fun among the serious political noise.</p> <p>The campaign has trickled into social too, with #VotePancakes and #VoteWaffles used across Twitter and Facebook, plus a Tumblr page bursting with content.</p> <p><img src="https://assets.econsultancy.com/images/0008/0513/bisquick.png" alt="" width="683" height="300"></p> <h3>Captain Obvious Runs for President, by Hotels.com</h3> <p>Hotels.com has put a humorous spin on its integrated politically-tinted campaign, fronted by brand mascot Captain Obvious.</p> <p>He’s taken a literal 50-state tour of the USA (including stops at hotels, of course) with a number of puns and baby-kissing gags thrown in, all in a bid for the presidency.</p> <p>This isn’t just a surface campaign though; it’s been rolled out across multiple channels, with a <a href="http://www.captainobvious.website/">dedicated website</a> full of content, including video, GIFs and even memorabilia.</p> <p><img src="https://assets.econsultancy.com/images/0008/0514/hotels.png" alt="" width="683" height="300"></p> <h3>How Trump are you? By 888</h3> <p>The controversial candidate has been digitally transformed by 888 into the form of an interactive quiz.</p> <p>Users are being invited to test themselves against the <a href="https://www.888casino.com/blog/trump-quiz/">Donald Trump-O-Meter</a> to identify how much they have in common with the Republican candidate – from their chosen shade of tan to their favourite hat.</p> <p>It’s a nice example of shareable social media content, though I am not sure how many people will be proudly admitting they’re 100% Trump on their Facebook page.</p> <p>I’m 0%, if you were wondering...</p> <p><img src="https://assets.econsultancy.com/images/0008/0515/888.png" alt="" width="683" height="250"></p> <h3>No Choice, by Doritos</h3> <p>Crisp giant Doritos is throwing its hat into the political ring with a <a href="https://www.doritosredvsblue.com/vote">campaign</a> that targets students, encouraging them to take part in this year’s election and make their vote count.</p> <p>How? In partnership with Rock the Vote it has created a limited edition of crap crisps that boast no flavour or crunch and are packaged up in lack-lustre fashion, made for the 62% of young Americans who didn’t vote in 2012.</p> <p>Taglines rolled out with the campaign include ‘if you’re not registered to vote, you get no choice’ and ‘the boldest choice is making a choice’.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0516/doritos.png" alt="" width="525" height="576"></p> <h3> <a>Reach Across the Aisle, by JetBlue</a><a name="_msoanchor_1"></a> </h3> <p>This light-hearted stunt was designed to lift the mood of election season.</p> <p>150 unsuspecting passengers were filmed for the campaign from JetBlue and invited to take part in a competition to win free air travel to one of 20 destinations.</p> <p>The catch? They’d only get their hands on the prize if as a group they could agree on a single destination by unanimous vote.</p> <p>The group managed to compromise on Costa Rica, with the key takeaway being that if everyone works together, all parties can win.</p> <p>The successful social experiment was <a href="https://www.youtube.com/watch?v=EPurzKVTlU4">filmed</a> and shared across JetBlue’s social channels and has earned more than 1m views since.</p> <p> <img src="https://i.ytimg.com/vi/EPurzKVTlU4/maxresdefault.jpg" alt="" width="683" height="300"></p> <h3> <a>Vote Rump, by GBK</a><a name="_msoanchor_2"></a> </h3> <p>Across the pond, UK-based burger chain <a href="http://www.gbk.co.uk/">Gourmet Burger Kitchen</a> is poking fun at Donald Trump with its new ad campaign, Vote Rump.</p> <p>The restaurant's latest burger has sparked a series of outdoor ads that compare the candidate to a hamburger, with taglines such as ‘Vote Rump – it’s a bit of an arse’ and ‘Vote Rump – it’s really rich and incredibly cheesy’.</p> <p>Simple marketing at its finest.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0521/GBK2.png" alt="" width="683" height="382"></p> <h3>In summary...</h3> <p>The key takeaway from these various campaigns?</p> <p>Brands can insert themselves into relevant political culture, without taking themselves too seriously.</p> <p>Rather than trying to ignore one of the most talked about subjects of the year, these brands have managed to embrace the conversation without taking sides.</p> tag:www.econsultancy.com,2008:BlogPost/68436 2016-10-24T11:19:53+01:00 2016-10-24T11:19:53+01:00 A closer look at the re-brand of Abercrombie & Fitch Nikki Gilliland <p>Abercrombie &amp; Fitch has also relaunched its website, advertising approach and overall image, just in time for its Christmas campaign.</p> <p>Here’s a closer look at how (and why) the US retailer has done it.</p> <h3>A new era</h3> <p>On the back of <a href="http://www.reuters.com/article/us-abercrombie-results-idUSKCN0T91MP20151120" target="_blank">falling sales and dwindling share price</a>, last year Abercrombie &amp; Fitch appointed a new vice president of design and creative director.</p> <p>It had been suffering from the stiff competition of ‘fast-fashion’ retailers like Urban Outfitters, Zara and H&amp;M, but even more so, the brand had been rapidly falling out of favour with youngsters.</p> <p>Why?</p> <p>As well as having a reputation for sexualised advertising, Abercrombie &amp; Fitch has previously been criticised for being elitist. </p> <p>The CEO, Mike Jeffries, was even quoted in a 2006 interview saying that the brand brazenly targets a certain type of consumer.</p> <blockquote> <p>In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids.</p> </blockquote> <p>Looking at the old website (see below image), it’s not difficult to see why the brand might have put off many young consumers. </p> <p><img src="https://assets.econsultancy.com/images/0008/0545/A_F_old_2.PNG" alt="" width="700" height="477"></p> <p>With other retailers like <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">H&amp;M celebrating diversity</a> in their advertising, Abercrombie &amp; Fitch’s ‘all-American’ image was doing more to alienate rather than engage.</p> <h3>An inclusive approach</h3> <p>Now, Abercrombie &amp; Fitch is taking an entirely different tack.</p> <p><iframe src="https://www.youtube.com/embed/QiormpYQMGU?wmode=transparent" width="854" height="480"></iframe></p> <p>Speaking about the rebrand, Fran Horowitz, the company’s CMO recently said: “Rather than buying clothes that symbolize membership in an exclusive group, today’s consumer celebrates individuality and uniqueness.”</p> <p>Everything about the new website reflects this new all-inclusive approach.</p> <p>Using words like ‘evolving’, ‘reinventing’ and ‘welcoming’ – the brand is reassuring both old and new consumers that change is a positive thing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0546/A_F.PNG" alt="" width="700" height="553"></p> <p>Likewise, there are more hints towards the brand’s heritage and established history, as well as the quality and premium nature of the product.</p> <p>Instead of high-fashion style editorials, the imagery is much more laid back. </p> <p>Gone are the moody shirtless models, and in their place are happy, smiling and laughing friends (wrapped up nice and warm for Christmas).</p> <p><img src="https://assets.econsultancy.com/images/0008/0547/A_F.PNG" alt="" width="700" height="389"></p> <h3>Rebooting on social media</h3> <p>In order to underline the new brand image, Abercrombie &amp; Fitch decided to start its social media channels from scratch.</p> <p><img src="https://assets.econsultancy.com/images/0008/0544/Capture.PNG" alt="" width="500" height="470"></p> <p>Since doing so, it has slowly populated its Instagram and Twitter accounts with snapshots from its latest campaign, using the hashtag #thisisabercrombie to highlight the change.</p> <p>The question is – will consumers be happy to embrace it?</p> <p>By removing the negatives, it is definitely easier for the brand to move forward, however it does not mean its past reputation will instantly be erased.</p> <p>What’s more, the decision to start again on social is a marketing stunt we’ve also seen before. </p> <p>Earlier this year, Yves Saint Laurent completely wiped its Instagram account after creative director, Hedi Slimane, was replaced.</p> <p>The move was labelled as childish and immature by many in the fashion industry.</p> <p>Of course, it’s not fair to tar Abercrombie &amp; Fitch with the same brush, as the reboot is just one part of its wider, large-scale change – and one that certainly needed to happen.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Character is a trend that never goes out of style. <a href="https://twitter.com/hashtag/ThisIsAbercrombie?src=hash">#ThisIsAbercrombie</a> <a href="https://t.co/VoHd9YL9zc">https://t.co/VoHd9YL9zc</a> <a href="https://t.co/saHHrJYE1r">pic.twitter.com/saHHrJYE1r</a></p> — Abercrombie &amp; Fitch (@Abercrombie) <a href="https://twitter.com/Abercrombie/status/787035257585405957">October 14, 2016</a> </blockquote> <p>With sales in continued decline before the relaunch, it remains to be seen whether or not it’ll help the brand regain its former glory.</p> tag:www.econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:www.econsultancy.com,2008:BlogPost/68403 2016-10-19T14:12:50+01:00 2016-10-19T14:12:50+01:00 Pharma company Novartis taps Facebook Live event to promote heart failure drugs Patricio Robles <p>Take for instance Novartis, which teamed up with the American Heart Association and actress/singer Queen Latifah as part of their <em>Rise Above Heart Failure</em> initiative.</p> <p>Queen Latifah's mother, Rita Owens, experienced heart failure 10 years ago, prompting lifestyle changes that have enabled her to manage her condition, and inspiring her daughter to get involved with helping others who are dealing with heart failure or supporting a family member who is.<br></p> <h3>A better way to tell a story</h3> <p>The <em>Rise Above Heart Failure </em>initiative, which includes events, media outreach and digital content distributed on the American Heart Association's <a href="http://www.heart.org/HEARTORG/Conditions/HeartFailure/LivingWithHeartFailureAndAdvancedHF/Rise-Above-Heart-Failure-Queen-Latifahs-Story_UCM_477792_Article.jsp">website</a> and through social media, was a natural fit for Novartis.</p> <p>The company is behind Entresto, a heart failure drug that was approved by the FDA in 2015, and while it hasn't yet produced the sales expected, possibly due to its price tag, Novartis will have spent hundreds of millions of dollars on marketing and development.</p> <p>Initially, some of its marketing of Entresto drew significant criticism.</p> <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/pharma/novartis-sponsor-queen-latifah-push-for-heart-failure-awareness-inspired-by-her-mom">detailed</a>, Novartis's first attempt at direct-to-consumer ads for Entresto "sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper."</p> <p>That ad was pulled in the face of the criticism.</p> <p>Aligning itself with the <em>Rise Above Heart Failure</em> initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">storytelling</a> using digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Nearly 1,000 people tuned in to <a href="https://www.facebook.com/events/1659479787696400/">the event</a> on Facebook Live, which Queen Latifah hoped would help others who have dealt with heart failure.</p> <p>"I really just want the millions of Americans who are touched by heart failure to share their story – and their 'red steps’ – and to speak up about the condition," she said in <a href="http://newsroom.heart.org/news/on-world-heart-day-american-heart-association-recognizes-role-of-patient-provider-relationships-in-managing-heart-failure">a press release</a>.</p> <p>According to Novartis spokesperson...</p> <blockquote> <p>We were drawn by the potential of Facebook Live to reach a wide audience in real time, to facilitate live engagement, and to allow on-demand viewing.</p> </blockquote> <p>The company, which expects Entresto sales to hit $200m this year, obviously can't rely exclusively on sponsorship of Facebook Live events to spread the word about its drugs.</p> <p>But <em>Rise Above Heart Failure</em> shows how pharma companies can facilitate and be a part of more meaningful discussions that are personal, emotional and provide tangible value to consumers.</p> tag:www.econsultancy.com,2008:BlogPost/68426 2016-10-19T10:41:59+01:00 2016-10-19T10:41:59+01:00 A brand that loves you: How Buzzfeed uses empathy to connect with its audience Nikki Gilliland <p>When previously asked how he maintains a strong relationship with his fans, Snoop said that the key is not to view them from on top of a celebrity pedestal, but rather, to lift them up to join him.</p> <p>At the recent IAB Digital Upfronts event, I heard how this sense of empathy - the ability to step into the shoes of the audience - is at the core of Buzzfeed’s strategy.</p> <p>Here’s a summary of the talk, with further insight into how the brand uses this core emotion to drive its content.</p> <h3>A brand that loves you</h3> <p>Buzzfeed believes that content created by brands can be just as meaningful as that found on any platform.</p> <p>Likewise, it can also be just as relevant and enjoyable to the person that is consuming it.</p> <p>However, in order to get a consumer to connect, or to think ‘I love that brand’ - they need to first feel as if the brand loves them.</p> <p>According to Frank, this is done through empathy - or the ‘the ultimate brand-building super power’ as he called it. </p> <p><img src="https://assets.econsultancy.com/images/0008/0435/See_me.JPG" alt="" width="750" height="493"></p> <h3>Buzzfeed is built with empathy</h3> <p>By feeling empathy with the audience, Buzzfeed is able to create content that helps people connect on a personal level.</p> <p>A great example of this is its true crime series, Buzzfeed Unsolved.</p> <p>Unlike shows like Serial or Making a Murderer, which were created from the point of view of the expert, Unsolved is created from the perspective of the viewer.</p> <p>The stars of the show are the fans themselves, and by including both a sceptical opinion and a conspiracy theorist, the majority of people watching are also able to relate.</p> <p><iframe src="https://www.youtube.com/embed/j2KKUcxAdjc?list=PLVAvUrL_VQiNZYyMnmzLZs8_W9l-WBqm-&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, Buzzfeed’s new food platform, Proper Tasty, is a world away from the idealised view of cooking that we see on television shows or films.</p> <p>Instead of the quest for the perfect meal, Proper Tasty aims to create relevant and realistic recipes for everyday people and their friends.</p> <p>In other words, it uses food as the connector - not the spectacle.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbuzzfeedpropertasty%2Fvideos%2F1754452048100801%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Another example of Buzzfeed using empathy to create a connection is the series ‘Weird things that couples fight about’.</p> <p>The video garnered a huge response, but this was not necessarily due to its relevancy - it did not set out to depict all relationships.</p> <p>Instead, what it aimed to to do was create a sense of intimacy with the viewer.</p> <p>Essentially, it sparked a conversation, giving people the permission to talk about their own relationships, and encouraging them to share the video in response.</p> <p><iframe src="https://www.youtube.com/embed/SRMXzq3bN_8?wmode=transparent" width="854" height="480"></iframe></p> <h3>How brands can create human connection at scale</h3> <p>So, how can brands emulate Buzzfeed’s ability to connect with consumers?</p> <p>During his talk, Frank cited three ways to create a human connection on a large scale.</p> <h4>See your true audience</h4> <p>Instead of seeing the audience as a single demographic, based on factors like age and socio-economic background, it is helpful to start from an individual perspective. </p> <p>By using empathy as the foundation of their content strategy, brands are much more likely to create content with momentum, which in turn trickles out to a wider audience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0437/See_your_true_audience.JPG" alt="" width="750" height="511"></p> <h4>Think about the storytelling</h4> <p>Authenticity is incredibly important to Buzzfeed's audience. </p> <p>Unlike traditional media outlets, it is rooted in the everyday reality of its users, whereby humour and hard-htting topics go hand in hand.</p> <p>Let’s take the recent example of when Buzzfeed partnered with Facebook Live to hold a debate on the EU Referendum.</p> <p>A live segment of a girl offering her opinion (complete with profanities) garnered 7.5m views - more than coverage of interviews by both ITV and Sky News combined.</p> <p>It's not difficult to see why.</p> <p>With its raw human element, it was far more relatable that the filtered depiction offered elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/0439/Buzzfeed_debate.JPG" alt="" width="617" height="405"></p> <h4>Be agile and adapt </h4> <p>Lastly, Frank suggests that the key to creating quality and empathetic content is to test and test again.</p> <p>Instead of jumping in head first and making big changes, it is more helpful to make small bets, over and over again.</p> <p>From tweaking headlines to moving the position of embedded videos, making tiny changes can actually have the biggest influence over time.</p> <p><img src="https://assets.econsultancy.com/images/0008/0438/Adapt.JPG" alt="" width="750" height="562"></p> <h3>In conclusion…</h3> <p>Like the legendary Snoop Dogg himself, Buzzfeed’s ability to relate to its audience is fundamental to its success.</p> <p>The approach might not be particularly ground-breaking, but in a world where most media outlets talk down to the audience, it is surprisingly underused.</p> <p>For brands eager to create a more meaningful connection with consumers, it's the best place to start. </p> tag:www.econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:www.econsultancy.com,2008:BlogPost/68411 2016-10-18T13:21:21+01:00 2016-10-18T13:21:21+01:00 The doctor is always in: Baidu to launch medical chatbot Patricio Robles <p>For example, digital health startup HealthTap created a bot that allows Facebook Messenger users to seek out answers to their health questions.</p> <p>HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of 100,000 doctors.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>And now <a href="https://econsultancy.com/reports/baidu-search-best-practice-guide/">Baidu</a>, China's largest search engine, is getting into the act with Melody, a chatbot that is integrated into the company's iOS and Android Baidu Doctor apps.</p> <p><img src="https://assets.econsultancy.com/images/0008/0429/baidu-melody.jpg" alt="" width="432" height="384"></p> <p>Melody, which is available to Chinese patients and doctors, uses artificial intelligence and deep learning to gather information from patients related to the medical questions they ask.</p> <p>The bot does not dispense medical advice.</p> <p>Instead, it presents the information collected from the patient to doctors, who can then respond after the information has been reviewed and validated.</p> <p>"It's not our role to diagnose - it's the doctors' role to diagnose. We try to assist the doctors," Andrew Ng, Baidu's chief scientist, <a href="http://venturebeat.com/2016/10/11/baidu-launches-medical-assistant-chatbot-to-help-doctors-collect-patient-information/">told</a> VentureBeat.</p> <p>Melody was trained on health data from a number of sources, including medical textbooks and health websites, which assists the bot in asking patients the right questions and collecting the right information that doctors can use to make a diagnosis.</p> <p>Over time, Melody will get even better as its artifical intelligence learns from its own interactions.</p> <p>While Melody doesn't dispense advice, Ng sees the technology as being critical to healthcare going forward.</p> <p>There is a widspread shortage of doctors around the globe, and this problem is only expected to grow in the coming decades.</p> <p>As Ng sees it, "I don't know how else to solve this problem other than to use AI."</p> <p>While Melody is currently only in use in China, Baidu is in talks with organizations in the US and Europe and Ng says the technology is "resonating well with physicians around the world."</p> <p>That suggests that if chatbots truly go mainstream and Melody proves successful at helping doctors and patients interact more efficiently, chatbots could become a fixture in the healthcare industry in the not too distant future.</p> tag:www.econsultancy.com,2008:BlogPost/68421 2016-10-18T09:44:00+01:00 2016-10-18T09:44:00+01:00 VisitBritain and Expedia launch campaign to target US travellers Nikki Gilliland <p>This also happens to be the motivation behind a new partnership from VisitBritain and Expedia. </p> <p>Aiming to raise an additional $165m of visitor spend for the UK economy, it is launching a multi-phase campaign in order to tempt Americans to our fine shores.</p> <p>Here’s a closer look at how it’s doing it.</p> <h3>Showcasing the best of Britain</h3> <p>Part of the UK government’s Tourism Action Plan – the partnership between Expedia and VisitBritain was actually established before Brexit. </p> <p>However, since the value of the pound has dropped, the campaign is putting a positive spin on the current situation – targeting US travellers for whom visiting Britain will now be more affordable.</p> <p>Titled ‘365 days of OMGB’, the campaign is centred around a bespoke content platform designed to showcase the hidden treasures of the UK. </p> <p>Aiming to dispel the London-centric bias of travellers from overseas, it will promote various locations up and down Britain, from Sussex to Edinburgh and everything in between.</p> <p><img src="https://assets.econsultancy.com/images/0008/0416/365_days_of_OMGB.JPG" alt="" width="780" height="626"></p> <h3>Encourages planning</h3> <p>Divided into four sections - #OMGB, Discover, Trip Planner and Calendar – the microsite is designed to both inspire and spur on travellers to start planning their trips.</p> <p>It enables visitors to search for events based on interests, e.g. Food &amp; Drink or Relaxation, or by calendar month. </p> <p><img src="https://assets.econsultancy.com/images/0008/0415/Discover_Britain.JPG" alt="" width="780" height="651"></p> <p>Browsing on the website certainly makes Britain look and sound incredibly appealing.</p> <p>The imagery promotes the country’s historic buildings and stunning countryside, and the wide range of activities makes a refreshing change from the standard London sights – even for those who already live here.</p> <p><img src="https://assets.econsultancy.com/images/0008/0417/Walk_with_Wolves.JPG" alt="" width="780" height="676"></p> <p>The event pages include lots of helpful information, such as nearest stations and airports, maps and similar events. </p> <p>Combined with the inclusion of the Expedia search tool, it's effective in encouraging users to browse and plan.</p> <h3>Personalisation and social </h3> <p>As well as showcasing various locations, the hub can also be used as a handy planning tool. </p> <p>It allows users to save events in their personalised ‘Trip Planner’ – enabling them to browse and search around before committing to a booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/0414/Trip_Planner.JPG" alt="" width="780" height="690"></p> <p>This nicely ties in to the personal and individual nature of the campaign, with its main video highlighting the beautiful ‘moments’ that occur in Britain each day. </p> <p><iframe src="https://www.youtube.com/embed/UD7s4wW2A6o?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>From ‘classic cars in the Cotswolds' to ‘sleeping giants in Cornwall’, it promotes the beauty of small, undiscovered moments. </p> <p>In order to further emphasise this notion, VisitBritain has also produced a series of short videos, which it is using on its various social media channels to promote the campaign.</p> <p><iframe src="https://www.youtube.com/embed/eGuqKGqp2MA?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Twitter in particular looks to be a big focus for promotion, with the hashtag #OMGB used in conjunction with the brand's image-heavy tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The stunning medieval city of <a href="https://twitter.com/hashtag/York?src=hash">#York</a> is a must-visit for history buffs. <a href="https://twitter.com/hashtag/OMGB?src=hash">#OMGB</a> <a href="https://t.co/Qg2OYssK9G">https://t.co/Qg2OYssK9G</a> <a href="https://t.co/B09wjgEIXt">pic.twitter.com/B09wjgEIXt</a></p> — VisitBritain (@VisitBritain) <a href="https://twitter.com/VisitBritain/status/787428095619919873">October 15, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>By partnering up, VisitBritain and Expedia has managed to combine their biggest strengths. </p> <p>VisitBritain’s inspirational imagery and evocative language is certainly effective in stirring the emotions that underpins the travel industry. </p> <p>Meanwhile, Expedia’s functional search tools and personalised planning capabilities ensure users are one step closer to booking.</p> <p>Whether or not it is effective in bringing more American tourists to the UK, it’s certainly a nice example of how a brand partnership can elevate a marketing campaign.</p> <p><em>Related posts:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/68331-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-two/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part two</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68410 2016-10-17T11:16:32+01:00 2016-10-17T11:16:32+01:00 How Nationwide is using Tumblr to target a younger generation Nikki Gilliland <p>What’s more, a third of young people believe they won’t need a bank at all in future.</p> <p>While it might be true for some, surely this perspective sidelines those that actually do desire help and advice on financial matters? </p> <p>Nationwide is also keen to ask this question, recently launching a new campaign designed to educate rather than alienate.</p> <p>I explored a little to find out how it is using social media to do just that.</p> <h3>A customer-first approach</h3> <p>In contrast to Viacom, new research from Yahoo has found that 45% of millennials are actively looking for resources to help them with a financial situation, yet 37% say there aren’t enough of these educational resources online.</p> <p>Yahoo is partnering with Nationwide on a year-long campaign in a bid to fill this gap.</p> <p>Targeting young people aged 13 to 24, it is not only aiming to engage youngsters about the topic of money, but to help them actively take control of their finances.</p> <p>Focusing on how to make money as well as manage it, it is definitely a refreshing change from the aforementioned ‘millennials hate banks’ approach.</p> <p>I also think that the concept of age is a little beside the point.</p> <p>By providing something of real value to consumers, whether the target consumer is 18 or 84, people will be much more likely to engage.</p> <p><img src="https://assets.econsultancy.com/images/0008/0233/Nationwide.jpg" alt="" width="600" height="399"></p> <h3>Targeting youngsters on Tumblr</h3> <p>This recent campaign is an extension of Nationwide’s ‘Money Stuff’ YouTube channel, which was first launched last year.</p> <p>On the back of the channel’s success, the bank has chosen Tumblr as its platform of choice, using it to house even more money-related content including videos, long-form articles, GIFs and photos.</p> <p>As well as being shareable, the bite-size nature of the content means that it is more accessible and appealing to youngsters who already use the platform.</p> <p>With three-quarters of Tumblr’s user base being under the age of 35, it is one of the only social media platforms that is still largely dominated by young people.</p> <p><img src="https://assets.econsultancy.com/images/0008/0230/Yahoo_Storytellers_Nationwide_Money_Stuff_desktop.png" alt="" width="780" height="442"></p> <h3>Playful, not patronising tone</h3> <p>Despite being well over the target age range (sad times) – I can definitely appreciate the fact that Nationwide is trying to avoid sounding patronising.</p> <p>Like most advice, it can either come across as incredibly obvious or helpful, depending on the person reading it. </p> <p>It’s definitely a tricky balance, so Nationwide’s conversational, playful and honest tone of voice is well executed.</p> <p><img src="https://assets.econsultancy.com/images/0008/0226/Money_Stuff.jpg" alt="" width="555" height="297"></p> <p>By focusing on the worries and concerns young people have as opposed to delving straight into the nitty gritty of what an ISA is or how to set up an account – the audience is likely to relate.</p> <p>While some of the content is more on the side of humorous than helpful, at least it's not dull.</p> <p><img src="https://assets.econsultancy.com/images/0008/0227/MoneyStuff_GIFS.PNG" alt="" width="705" height="355"></p> <h3>Inclusive and interactive approach</h3> <p>Finally, Nationwide cements its customer-focused campaign by encouraging users to ask questions.</p> <p>While this recognition that young people might be embarrassed or shy about raising financial concerns is positive, the actual feature on Tumblr fails to provide real-time help.</p> <p>The box encourages users to ‘ask anything’ along with promise of an answer ASAP.</p> <p><img src="https://assets.econsultancy.com/images/0008/0228/Ask_Us_Anything.jpg" alt="" width="500" height="474"></p> <p>Sounds good. But when I asked a question anonymously, and despite reassurance that my question was received, there was no indication how or when they would actually get back to me. </p> <p>A more prominent link to the content on the main site, or its 'Ask Nationwide' Twitter account should be given here at the very least.</p> <p><img src="https://assets.econsultancy.com/images/0008/0229/Money_Tips_Nationwide.jpg" alt="" width="780" height="619"></p> <h3>In conclusion…</h3> <p>Despite the failure of its feedback tool, there’s still a lot to appreciate about Nationwide’s Money Stuff campaign. </p> <p>With a customer-centric approach and canny use of social, it could help the bank broaden its appeal among younger customers.</p> tag:www.econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul>