Posts by Helen Nguyen

Background: Business degree in Marketing and Economics, plus Master of Communication and Media Studies. Strong passion for the art of communication. Love Marketing, Food, anything pretty and Travel.

#HeforShe campaign

HeForShe is a solidarity movement for gender equality that brings together one half of humanity in support of the other half of humanity, for the benefit of all.”heforshe.org


HeForShe (also He For She) is a campaign led by United Nations Women, in which men worldwide are encouraged to speak out against the inequalities faced by women and girls. This campaign was launched on September 20, 2014 at the headquarters of the United Nations in New York City, by Emma Watson, a UN Women Global Goodwill Ambassador,  and is co-led by Wolf Blitzer. The campaign is known as a “solidarity movement for gender equality that brings together one half of humanity in support of the other of humanity, for the entirety of humanity”. Let’s look at this campaign from a perspective of a Marketer and treat it as a Marketing campaign in this post.

This campaign is spreading globally through social media, Facebook, Twitter, website and news.

Screen Shot 2014-10-03 at 10.10.20 pm

Screen Shot 2014-10-03 at 10.11.11 pm

Screen Shot 2014-10-03 at 10.13.29 pmScreen Shot 2014-10-03 at 10.13.44 pm

Since the rumor that Emma Watson could be the next victim of nude photos when the campaign first launched, people around the world and famous celebrities are supporting her with their strong emotions and angers.

MmQ0ZjkyZTE5ODE1_15923

images (1) images

However, how funny it is when the end the “nude photos” scandal turned out to be another marketing campaign belongs to a Marketing Agency. We can’t deny that this scandal contributed to widespread #heforshe campaign for a couple days and push it to a higher level of awareness with strong emotions among social media users. But then come to the question, “What should we do next?”. With a long term campaign like #heforshe, the organization is prepared to fight for it, get plans to raise awareness and be ready to face negative publicity. One scandal with Emma Watson is enough, not able to go with a long term marketing strategy.

Recently, the Channels Fashion Show happened during Paris Fashion week 3 days ago raised the wave of digital news and online world because of #heforshe.

On dazedigital.com, Zing Tsjeng wrote:

“The show invitation promised a ticket to Boulevard Chanel, with the Grand Palais transformed into a wide Parisian street like the ones that saw student rioters battling police in ’68. But the real meaning behind the reference only became clear when Cara Delevingne led the walk-out with a speakerphone, shouting “Come on!” like a call to battle. Fellow AW14 campaign star Binx Walton followed with the rest of the models, armed with placards unveiling Chanel’s political intentions behind SS15: “Make Fashion Not War”, “Ladies First”, “Feministe Mais Feminine” (“Feminist But Feminine”) and the slightly more arch “Be Your Own Stylist”. Roaming photographers leapt from the sidelines and onto the runway to snap Karl’s freedom fighters.”

Screen Shot 2014-10-03 at 11.00.33 pm

We enjoyed a Channel Fashion show with all beautiful designs and gorgeous models who look so bright and shine to fight for female, catching attention in the most comfortable ways. This is very smart and surprising! Every one Tweet about it. Every news mentions about it. The campaign is well supported by one of the biggest, strongest brand and best well known around the world. What else can be better?

The guardian.com stated in their article on 1st Oct, “It would be naive to take this show too seriously. But a well-meaning joke is surely a far better thing than a nasty one.”

After this event, the question for UN is again “What to do next?”. I believe we are expecting some digital wave and trend called #heforshe will wipe out social network in a short period of time. What you think about these 2 current events that rising awareness about #heforshe through social media? Please leave your comments below to share your thoughts. And if you are a gentleman, please don’t forget to join #heforshe. Details on http://www.heforshe.org/

Screen Shot 2014-10-03 at 10.09.29 pm

 Sources: 

http://www.heforshe.org/ 

http://www.theguardian.com/fashion/2014/sep/30/karl-lagerfeld-chanel-show-paris-fashion-week 

http://www.dazeddigital.com/fashion/article/22002/1/karl-lagerfeld-stages-a-feminist-revolution-at-chanel-ss15 

#NEOrunway campaign

images (4)

https://www.youtube.com/watch?v=5uulz1Yt0So

https://www.youtube.com/watch?v=8duIWGXhJPI

“We break all the rules. This is a fashion show created by you and for you!” – Selena Gomez 

Adidas NEO Label just hosted a different kind of fashion show in New York on Sept 3rd 2014. While most fashion brands carefully control their runway looks, Adidas NEO Label instead asks their fans and followers, young fashion bloggers around the world voting to create the show with outfits they liked best. Adidas’s NEO clothing line knows this and has taken things a step further, inviting its teen fans take this beauty ritual from their bedrooms to the stage through the world’s first tweet-powered digital fashion show. And Selena Gomez, the global  brand ambassador, opened and closed the show and went through the final looks, backstage to the team of teen fashion bloggers. The fashion show also marked the launch of the Adidas NEO Label Spring “Live Your Style” Campaign, fronted by Selena Gomez.

selena-gomez-adidas-intro

According to digiday.com, the actual content of the show was crowd-sourced to the core, chosen by fans who voted on every detail — from lighting, to music, to makeup, hair and outfits, and even set design. Fans of the edgy-yet-affordable fare used Twitter’s in-card voting mechanism to choose between several options, contributing to a total of 116,735 votes, out of which 8,940 votes were gathered on the day of the show itself, including for the first look on the runway and the first song to play. With the spreading on the Addidas Neo Twitter account and Facebook page (more than 321k followers), Addidas Neo Facebook account (more than 2.3M followers) and Selena Twitter account (more than 23.2M followers), this campaign went viral on social media. Thousand young teenagers and followers who love fashion and spread out this campaign by using hashtags and voting and encourage their friends to vote for the runway.

Screen Shot 2014-09-27 at 12.40.20 am

Screen Shot 2014-09-28 at 9.12.40 am

Claire Midwood, VP, Adidas NEO Label, said: “We’ve given teens unrivaled access to the inner workings of the NEO Label. It was their show, a celebration of the hearts and minds of NEOLovers all over the world.” While fans across the globe participated virtually, a team of young global fashion bloggers worked behind the scenes to bring the show to life. These #NEOrunway interns worked backstage with industry experts, managing styling, photography, videography and social media reporting on the show (digiday.com).

The campaign is reaching to young fans and customers, gone viral in a short period of time and bring the NEO runway show to a different more successful level where not only professional stylists and designers, but also young wonderful talented teams from around the world and teens fashion bloggers contribute to it.

Did you hear about this campaign and have you ever voted for this? Do you think Addidas should expand this fashion runway model in the future to attract customers and young talented people to work for the brand? Is there any disadvantages in this case? Please share your comments below to discuss further.

 Source: 

http://www.selenagomez.com/media/videos/18031/47691

https://twitter.com/adidasNEOLabel

https://twitter.com/selenagomez

http://digiday.com/brands/adidas-neo-hosts-worlds-first-tweet-powered-fashion-show-nyfw/

 

What’s hot on Vevo this week?

10404334_10152690066070768_2864501654311717835_n J.Lo and Iggy unveiled a 30-second teaser earlier this month that just about guaranteed a steamy clip primed to Nicki give Minaj‘s “Anaconda” a run for its money. On September 18, Jennifer Lopez released her new video. Have you watched this?

Jennifer Lopez – Booty ft. Iggy Azalea

https://www.youtube.com/watch?v=nxtIRArhVD4

It had more than 500,000 plays on YouTube just after midnight Friday morning. And after 2 days, more than 8 million views on Youtube.

JLo ran a campaign for her new video by efficiently using hashtag #jlobooty or #jlobootyonvevo on her Facebook page with 43,552,048 followers and her Twitter account with 29.2 million followers. The campaign has gone wild with all excitement and expectation from fans and publicity about this new product. 10460296_10152690362100768_3187206170344712996_n10659327_10152690520020768_7809007061370815994_n

I did a bit research on socialmention.com and here is the result:

Screen Shot 2014-09-20 at 10.55.23 am

93:0 sentiment. Can you believe that? 93 positive feedback, not even 1 negative feedback for this #jlobooty. Average 17 second, someone mentions this on social networks. JLo done a good job! Not only because she is a big brand, she uses her brand name and resources well, but has also maintained her relationship with followers and fans and social media to promote her new product. Has any big company can achieve this much positive feedback for their product before?

However, my research on socialmention.com did not tell me the whole story. Look around JLO Youtube Channel, fans’ Tweets and News the last 2 days, you will realize there is something not right with 93 positive feedbacks. More than 33% negative feedback on JLo Youtube Channel.The Mirror from UK even has an article about her new video “Pop star or porn star? Jennifer Lopez and Iggy Azalea’s raunchy Booty video comes under fire”

http://www.mirror.co.uk/3am/celebrity-news/pop-star-porn-star-jennifer-4287685#ixzz3DocIyNUB
Other News such as The Time also raises their disappointment about this “twerk trend” starting by Miley Cyrus now spread out to other famous female singers http://time.com/3403975/jennifer-lopez-iggy-azalea-booty-video/ and NY Daily News http://www.nydailynews.com/entertainment/music/jennifer-lopez-iggy-azalea-shake-booty-video-article-1.1945307 engaged few comments from readers, but mostly are negative comments about this video. In addition, lots of tweets against JLo and this video.

Mirror UK said “Many social media users tweeted things which just aren’t printable about the women and sexual fantasies. However the general feeling seems to be one of unsettledness.”

Screen Shot 2014-09-20 at 11.42.58 am

Screen Shot 2014-09-20 at 11.43.06 am

Screen Shot 2014-09-20 at 11.43.10 am

If this negative percentage keep increasing, do you consider this as a “brand crisis”? Would you be happy if your new product launched get this much successful but also lost its brand image at the same time? Should JLo considers about all publicity’s feedbacks to producing her videos in the future? If you are a JLo fan, do you like or dislike this video? Please leave your comments below, tell me what you think.

P/S: Don’t rely too much on socialmention.com when you do your research, the information is changing all the time and differentiated with different keywords.  Screen Shot 2014-09-20 at 11.53.49 am

Screen Shot 2014-09-20 at 11.53.30 am

“Buy Button” – Would you buy?

9th Sep 2014, Scarlett Kilcooley-O’Halloran wrote on Vogue News about a new “buy button” just released by one of the most powerful social media channel nowadays: Twitter. “TWITTER has launched its first foray into e-commerce by unveiling a new “buy now” button – and Burberry is one of the first big-name brands to sign up”. It seems like compare to “like” and “follow” button on Facebook, “buy button” may be more powerful, encourage people to buy at the moment, easier and fast. Come along with this function, Twitter developed a new protection for customers personal information. When somebody clicks “buy”, he/she is asked to enter address and credit card information, that information will be encrypted and saved on Twitter so that they can buy things again without re-entering their inform. People are buying or donate money without living Twitter page.

BuyNow_FINAL_IMAGE_3030839b

This is the first time Twitter users experience the “discover and purchase” products they want or need. According to news.com.au, Facebook, which has more than 1.3 billion users, already started testing its own “Buy” button in July this year. Beside, some statistics show that companies want to increase customers base and revenue through advertising, in specific, “low cost social media advertising”. The online shopping competition environment is getting hot again.

At the moment, this “buy” feature will only be available to a small percentage of users in the US, but Twitter says that this will “grow over time”. Retailers like Burberry and The Home Depot are trialling the feature, as are a range of musicians including The New Pornographers and Megadeth. Twitter says that more artists and brands will be signing-up “soon”.

Marketers and users are expecting about a new fun online shopping experience on one of the strongest digital marketing channel of the world. Karen Stocks, managing director Twitter Australia said “While it’s only a limited test in the US for now, we are excited to see the consumer response and will be watching very closely to see how this new feature develops”.

Please leave your comment below tell me how do you feel about this new function on Twitter. Consider the security issue online these days, would you trust Twitter with your personal payment information?  Would you click “buy”?

http://youtu.be/dEGk5LRumJM

Sources: 

http://www.vogue.co.uk/news/2014/09/09/twitter-launches-buy-button-with-burberry

http://www.news.com.au/technology/online/twitter-introduces-buy-button-for-shopaholic-social-media-users/story-fnjwnhzf-1227052448142

http://www.telegraph.co.uk/technology/twitter/11082086/Twitter-becomes-an-online-shop-with-buy-now-button.html

https://twitter.com/onlineshopping

Dear Apple fans…

Dear Apple fans, 

Are you already sick of “i” products or just getting ready for whole new world of “i” technology that would change your life? 


Are you owning an iPod, iPhone, iMac, iTV? Are you queuing for iPhone 6 coming in this month? Forget about these few years old technology. The iWatch is coming! 

Apple-Watch-sensitive-tap

The iWatch is Apple’s forthcoming smartwatch to compete with the Samsung Galaxy Gear. Some says this is surely one of the worst kept secrets in the history of consumer electronics. But it is certain that Apple will release this product very soon, despite the fact that this company still has not confirm or deny of this product existence. At the moment, researches show that Apple is under pressure to produce new product lines or true innovation to gain revenue in the short term future, which makes me believe that the launch of iWatch from Apple is coming, very soon. Even some analysts are already speculating on what form and shape this much anticipated Apple products will take.

Apple-Watch-draw

The iWatch would be a base for Apple to move into the wearables market, a potential innovative and benefit market that some big brands are already in:Google Glass presents itself as a high-end wearable accessory and Samsung’s new Gear S, Sony smartwatch, etc. 

Apple-Watch-iPhone-6-track-fitness-progress

But wait, have you heard about iWallet? Apple Pay?

Apple-Pay-benefits-2

Last month, a new rumour leaked, people spreading that Apple’s iWallet, which could work closely with Visa’s Digital Solutions sometime in the next year or so. Sterling Wong reports for Minyanville wrote on Friday, May 10, 2013: “And for all the talk about the iWatch or Apple TV being the next game-changing innovation, it might be software innovation in the realm of mobile payments that proves to be Apple’s future stock catalyst”. Now that comes true. Here it is.

According to ValueWalk article in August this year, it is not that long ago that Apple launched its iBeacon location awareness technology, which is intended it to be a rival to the established Near Field Communications (NFC) system, and offer similar functionality to Apple users. If Apple could couple this technology with TouchID fingerprint scan capabilities then it could become a very attractive system for developers. Today in iPhone 6 launch, this company already introduced the new iPhones support Apple-branded mobile payments service called the Apple Pay. Apple Pay takes advantage of the iTunes billing system and your credit card on file. This feature requires NFC so it’s only supported on the new iPhone 6 and iPhone 6 Plus which have an NFC chip. Imagine how wonderful it is!

Apple-Pay-in-action

Are you imagine this time next year you would be using your iWatch which be coupled with iWallet mobile payment platform to create a payment system which is truly hands-free? Do you feel excited already? Now forget about iPhone and iTV for a sec, Apple Watch and Apple Pay are your new product-to-own. 

To all Apple fans, I think you would have some hopes to your favourite brand that is it growing and maintain strong, stronger than ever. Beside, I think Apple loves rumours, rumours about their products, leaking photos of iPhone 6 when it was not released yet,… All of these are creating customer excitement and spreading out the news faster then any marketing campaign that they would have. Maybe this is their unique marketing strategy. And when the time comes to their new product event, the news are boom like dynamite.

Please leave some comments and tell me what you think. Are you in or are you not in the “excitement stage” and “waiting to buy” before their products launch? 

Sources: 

http://macdailynews.com/

http://www.valuewalk.com/2014/08/iwatch-to-couple-with-iwallet/

http://www.thedailybeast.com/articles/2014/09/07/iwatch-iphone-6-and-more-what-apple-has-up-its-sleeve.html

 

Hashtag Facebook

images

Everyone knows how to use hashtag on Instagram, how about Facebook? Have you ever tried to hashtag something on Facebook? If not yet, you should read my post below.


Using hashtags in your Facebook posts will make your content easier to find when people search for you or want to share the same interests. Hashtags on Facebook work quite similar with Instagram hashtag and as they do on Twitter.When click on #superhero, it will take you to a feed of public posts that contain the same hashtag. The hashtag feature is now accessible to Facebook users, and will appear as clickable links in your timeline and throughout Facebook.

facebook-hashtags-01

As you can see, now Facebook allows this function to help Facebook users expand their research, which is an advantage for marketers to reach larger number of customers, sharing same values and ideas, more chances that people will look at your posts in same topics if they are interested. By including a hashtag in your post, you can possibly get in front of people who may not have seen your post otherwise.  But you’ll have to monitor this in your Facebook Insights. Make sure you watch your Reach and Engagement Numbers to see if your hashtags are making a difference in your posts.

av-reach-insights

Most of big brands on Facebook would have their own special hashtags, such as their brand names #cocacola #chanel  or marketing campaign #oneforone (Toms shoes campaign) or event #worldcup #nyfashionweek (New York Fashion Week) or brands of destinations#melbourne #hawaii to specific product/product category #iphone6 #lipstick

Just like photos on Instagram, every post on Facebook could include more than one hashtag with any keyword. This is bigger chance for marketers as when Facebook reached 1 billion active users on mobile devices, Instagram only reached 200 million users in this year. Imagine you are a Clothing company, would you want to promote your clothes at such a huge event like New York Fashion Week? However, you are a small brand with new business, how can you do that with little money in your pocket? #usehashtag

0f8de1f6-e369-4c5e-9ee7-d76be2164332

You can hashtag anything as long as it related, #clothing and #fashionweek, #jeans and #ootd (outfit of the day), #food and #delicious etc. These keywords would bring your Facebook posts to other millions Facebook users within one click. Is that sound great?

If I tell you now that hashtag on Facebook could bring your post cross social platforms, is it even better?

av-starbucks

Brands could be amplify. Marketers must be sensitive enough to catch up with new trends (good and bad) and try to use it to relate and somehow promote to their products/services through social media #hashtag, that’s the key point. Or they can even promote their own special event by create unique hashtag such as #safemistake . But be careful, if it’s too “advertising” and lack of value, you could lost your potential customers. In addition, if your brand is suffering a brand crisis, hashtag may turn to be the other way around: really bad for your brand.

hashtag-ereputation

Abercrombie & Fitch scandal only got worse through hashtag.

Hashtag was made to support media platforms, special characters, express tone, voice, emotions and now helping marketing online. There is no book or guideline for marketers to the best uses of it, you only need to practices. Be specific, simple and give some values/content in it. The more practices, the better (as usual).

Even there are few articles argue that Facebook hashtags don’t bring much effects or impacts to business, but it’s become more popular now. Facebook competitors such as Twitter and Instagram are leaders in this area, but I believe all Facebook users will soon join the hashtag trend on Facebook and until then, we, the marketers need to be one step before the time.

When_Social_Media_Giants_Collide_hero_image

Sources:

http://www.cnet.com/au/news/facebook-hashtags-said-to-have-zero-viral-impact/

http://www.socialmediaexaminer.com/facebook-hashtag-marketing/

http://mashable.com/2013/10/08/what-is-hashtag/

 

Can you handle “One day without shoes” ?

images (5)

Have you ever heard about the brand Toms, a eight-years-old shoe company in US and a pioneer in the “one for one” spirit? Have you ever joined an event called “One day without shoes”? Have a read on this post and see if you will decide to join this event in 2015.


Toms is a for-profit company based in California that operates the non-profit subsidiary, “One for one” (originally called “Friends of Toms”, a program recruited volunteers to help in the shoe distributions in foreign countries). To describe its unique business model, Toms decided to trademark the phrase “One for one” for itself. When Toms sells a pair of shoes, then a pair of shoes will be given to a child who needs in Argentina, Ethiopia, Guatemala, Haiti, South Africa, Rwanda and the US. “One for one” is the business model that Toms has built since the very first beginning day of this company and this works so well. The company uses word-of-mouth, social media and events to promote its sales, and its business focus on social responsibility as well at the same time.

In year 2007 was the very first time when Toms launched their campaign called “One day without shoes”, one day event where participants do not wear shoes throughout the day. Contributors of this event involved AOL, Flickr, the Discovery Channel, parents, university students and staffs, over 500 retailers globally (in 2011), volunteers and young target customers.

 

images (2)images

 

 

images (1)download (2)images (3)

 

 

 The company aims to raise awareness of the impact of shoes to children in developing countries and bring customers to closer social responsibility and interaction with the brand. Their target market is young people, male and female, age 18-34, students or employed people and actively spread out the campaign. This is not an easy task but Toms had done so well in high profile events, university campuses marketing, temporary pop-up stores and social media. However, there is one more (smart) contribution via technical devices.

Understand that most of young people spend their time in front of computers, phone, laptops, Xbox and games, Toms Shoes partnered with Microsoft Advertising in 2009, a “Multi Screen Campaign” which is perfect fit for Toms target market. Microsoft Advertising developed a multi screen campaign that would allow TOMS to connect with its target consumers wherever they were online with technological devices or games or through any screen that consumers preferred. Microsoft allowed Toms to access to 2 important channels: Xbox Live and Massive in-game advertising.

Screen Shot 2014-08-27 at 12.25.18 am

The Multi screen campaign went so well that its success satisfied both companies: connecting with target audience and driving awareness and registrations for the Toms event. The campaign not only gained awareness but also allowed Toms to reach 55% of all young residents in the US, where the main target market of Toms located.

Screen Shot 2014-08-27 at 12.29.18 am

 

Ad recall and ad awareness increased rapidly. Specially the percentage of people who saw ads at 4 channels were 444% more likely to be familiar with “One day without shoes” event than people who were not exposed to the ad. And even people who were disposed to the ad at 1 channel were 78% more likely familiar with this ad.

Screen Shot 2014-08-27 at 12.29.36 am

 

The first launched campaign was exceptionally successful. In the following years of 2010 – 2014, the company continue running more meaningful events and encourage thousands people joined in different cities. To go outside the online world, Toms encourages people to go without sandals, boots, sneakers, etc. for one day. The intention is still raising awareness and social responsibility, but in real experiences, to feel how children feel without shoes.

In 2010, 1600 events were held with 250,000 and more people joined: “One day without shoes in London”, “One day without shoes in Philippines”, etc. On a TV program, Demi Moore took of her shoes, then Jonas Brothers, Kristen Bell, and also lots of Twitter feedbacks on Toms live feed, YouTube Bloggers promoted for the campaign on their video blogs.

https://www.youtube.com/watch?v=BitShRujoeA#action=share

twitter

 

We can see that Toms has done beautiful marketing campaign, building brand awareness and brand recall so strong to their target customers. Using social media, events, Microsoft devices and YouTube channels helps them to spread out their reputation and encourage people to join the campaign for good cause. Also the long-term partnership with Microsoft Advertising is very wise decision based on their well understanding their target market. The key lessons that marketers should learn from Toms are:

  • Consistency between brand identity and brand messages
  • Understand target market well in order to choose the best digital communication channels to communicate with customers
  • Make uses of all available online tools such as social media, videos, blogs, ads on technological devices such as phones, laptops, Xbox,…
  • Encourage customers to join the company events by promoting values of the organisation/products/campaign such as for social responsibility and sympathy with children in developing countries
  • Touching customers feelings by using music in video clips, right music with the meaningful lyrics to spread a viral video online.
  • Encourage customers actively participate in social media to spread the campaign (similar with “The Dark Knight Rise” campaign in my previous blog post).

Personally, I already bought 5 pairs of Toms and I am so into “One for one” campaign that I would keep buying not only I love the shoes but also for good purpose that I could donate one or more pairs of shoes to children in needs. Hope you guys enjoy this post and keep sharing your thoughts about Toms campaign or any good marketing campaign that you know.

 

https://www.youtube.com/watch?v=7MV3HWQHl1s&index=2&list=PLCD08A1C9A7C33632

download

 

 Sources: viz.dwrl.utexas.edu 

en.wikipedia.org 

globalcommunities.org

Microsoft Case Study: Toms – Multi screen campaign

whosyour.com

atvn.org

toms.com  

The role of music in advertisements

Have you ever wondered if your favourite ads would be different if we re moved or replaced their background music? What if Heineken commercial was not with “Happy Together”? What if Jeep commercial replaces “Don’t hold back” with “Feel this moment – Pitbull”, would you feel different?

I don’t know if you watched these 2 ads before, but if you haven’t, these are worth watching now.

https://www.youtube.com/watch?v=8uK-mCxVl84

https://www.youtube.com/watch?v=8ywO8DR-5NY

I believe that music in advertising plays a huge part for the ads to be success. The electronic media advertisement is too familiar with us; everyday ads on YouTube, everyday ads on Facebook and twitter, ads on TV and radio, ads on big screens at movie theatres. Electronic media advertisement not only includes images, sounds, music, entertainment but could also rise customers’ emotions at specific moments. Music plays multiple tasks in these public announcements. The better music, the more attractive those ads are. Music is a powerful tool to catch the audiences’ attention, strengthen their memories about the commercial and the products. The two ads (links above) that you just watched, do you think with a faster beat, different music instruments, they could still create that feeling in your heart? Did the lyrical language, the rhythm catch you from the beginning? I almost cry when I watched the commercial “The best job in the world”. How about you?

I still remember that few years ago I watched Pepsi commercial “We will rock you” hundred times just because I love the song and the performance even I am not a big fan of Pepsi. However, after watching it few times, I have a stronger connection with this brand, easier to recall and recognize the brand, certainly. I love the song; I love all the singers so there is a very high chance that I love the brand too!

images

 

Clearly those ads should target the company’s target customers. Therefore the music can be altered. Choosing the most appropriate music for ads could be the most difficult decisions for marketers. Music could speak for the meaning of the brand. For example, we all remember the rhythm of 007 movies; we all could recognize and recall the movie in our minds through this song. This rhythm represents the 007’s brand. And of course, music can speak for any story behind the advertisements; any messages need to be sent to customers. Take the “Dumb way to die” campaign from Metro as an example, we cant deny the power of music in this commercial that transforms it into a memorable ad with a song that remains for a long time in people minds. “Dumb way to die. So many dumb ways to die. Dumb way to die. So many dumb way to die…” Did you just sing along the song when you read these sentences? Now you see what I am talking about.

Nowadays, lots of music companies own copyrights for music in the ads, music in movies or even music in music ads. In some cases, the famous songs create the hit of the movie even before its release: Transformer: New Divide – Linkin Park; or commercial created based on popular movies or popular songs such as Coca Cola – Unlock the 007 in you. There is more than one way to use music to move customers’ feelings and compete with other brands.

According to David Huron – “Music in Advertising: An analytic Paradigm”, there are 6 way to defined in which music can contribute to an effective broadcast advertisement:

1/ entertainment

2/ Structure/Continuity

3/ Memorability

4/ Lyrical language

5/ Targeting

6/ Authority establishment

I suggest marketer should consider all these 6 attribute to choose a good music background and increase effectiveness of the ads. However, the order of these could be reflexible based on type of products/services and brands. For example, Insurance ads should memorability and targeting; movie ads should be entertainment and lyrical language; government ads should be authority establishment etc. Creating your own music/lyrical to match with your ads is currently a new trend. Metro was successful with their “Dumb way to die” song and Coca-Cola was successful with Ahh song.  However, it is always difficult to choose the right music for ads to touch customers’ hearts.

In the meantime, let’s watch this bonus video clip. Hope you guys enjoy! Please leave comment below and share your favorite ads with songs!

https://www.youtube.com/watch?v=nnp-FYRXIR0

 

 

Source: David H., “Music in Advertising: An analytic paradigm”. Musical Quaterly, Vol. 73, No. 4 (1989) pp. 557-574.

What I learnt from “The Dark Knight Rise”

Batman_The_Dark_Knight_Rises_Wallpaper_1920x1080_28TDKR29_-_025

Friday night, I was sitting on my couch watching The Dark Knight Rises…again.

There was a scene, my favorite scene, a conversation between Selina Kyle and Bruce Wayne.

Batman_And_Catwoman_Get_Close_New_The_Dark_Knight_Rises_Stills_1341603117

Selina: I started out doing what I had to. Once you’ve done what you had to they’ll never let you do what you want to.
Bruce Wayne: Start fresh.

Selina: There’s no fresh start in today’s world. Any twelve-year-old with a cell phone could find out what you did. Everything we do is collated and quantified. Everything sticks.

Selina is right! With the modern technology, it’s no wonder that people find out tons of information about others just in one click, or in my case with my cell phone, in one touch screen. For example, start fresh for Malaysian Airline may be impossible after all of the scandals in last few months. The fact is all brands in the world are worried about what people know about them. A brand could represent an organization or a person. Brands are at unknown risk unless we manage them, not avoid them. It is true that all information is recorded, collated and quantified.

Suddenly I wanted to find out more about this movie. What made it a storm hit all the box office since March 2012 when the movie released in May same year?

And I “googled” it. Surprisingly how technology brings to us all the information in the past and the present in the most convenient way.

 Here is what I found. They had a whole campaign for social media ready for the launch of this movie! There are 5 concepts on how to promote this movie on Twitter, Facebook, Instagram, official website for one purpose: get the audiences, the fans engaged and actively participate in the marketing campaign, step by step!

The campaign focused on Twitter as the main platform. Facebook was planned but not even needed. Weekly discussion posts; vote for your favorite battle; tweeting and sharing movie’s photos; hidden images and trailers; sharing Batman graffiti; they were creating a viral “The Dark Knight Rises”.

Twitter BuzzThe DarkKnight Rises Prologue copy

From the beginning, the official website of the movie was a pure black screen, came with a cryptic audio file and source code, which was deciphered and lined up to a Twitter account. This account then linked to another with an encrypted photo. Twitter users were prompted to tweet the hashtag #TheFireRises. When this was tweeted a number of times Bane appears on the official website.

Six pictures were leaked onto Entertainment Weekly’s site, images of Catwoman and Bane.

The latest in the line of marketing trickery came in the last week of the campaign: Batman graffiti. A photo scavenger social media campaign asked fans to find the hero of the movies.

Warner Brothers then decided to give the public the 300 addresses of the graffiti on its site. Fans found these addresses, took the pictures of the graffiti, sent to an email or tweeter account name: Gotham Police Department.

batmanTheDarkNightRises

The campaign went viral within a few months. People got excited to see images and trailers every week. This is brilliant success! The movie was so hot before it was released!

The whole idea of this campaign is so wonderful and it makes me excited reading this after the movie was released. I am not the biggest fan of Batman but I have watched this movie at least 3 times. This just reminds me about another favourite quote in this great movie:

Selina Kyle: There’s a storm coming.

Bruce Wayne: You sound like you’re looking forward to it.

Selina Kyle: I’m adaptable.

The storm of “The Dark Knight Rise” wiped out tickets internationally; the movie had made more than $1 billion in worldwide box offices.

In general, the storm of social media has been and is still hitting on all brands and companies in today ‘s marketing world. New rule: use it and gain from it, or be beaten by online world. We all need to be adaptable. Or we are out of the game. Warner Bros. adapted social media. How about other brands? This may be another interesting topic that I will discuss next time on my blog. In the meantime, please share your ideas, leave some comments and tell me what you think.

download

Coca-Cola and The Premier “2nd Lives” Campaign in Vietnam

First, I want to state that I am not a fan of Coke but I am a fan of the Coca-Cola marketing team.


In June 2014, Coca Cola first launch “Share a Coke” campaign in Vietnam with over 150 most popular Vietnamese names on 130,000 Coca Cola bottles. This campaign hit Vietnamese social networks so hard that consumers in Vietnam could not stop buying and talking about it for months and still increasing. But there was another campaign; another marketing wave comes from Coca Cola about to hit Vietnamese customers even more. That’s “2nd lives Coke”!

Untitled

In May 15, 2014, Coca-Cola first time introduced a whole new idea to re-use Coke bottles in Vietnam on Coca Cola website.

Starting with a simple question: “What if they had a life after a coke?”, Coca Cola revealed “2nd lives” video on its Youtube channel. The key of this video is giving inspiration to Vietnamese people reuse used Coke bottle for good purposes in normal life. The engineers created 16 red screw-on caps that can easily transform any empty Coke bottle to a usable and fun in the most creative way. These fun caps transform empty used Coke bottle to a spray bottle, a pencil sharpener, a paintbrush, a water gun, a whistle, etc.

I cannot deny this is a very smart campaign of Coca Cola in this period of time that this brand is at risk with bad reputation around tax evasion and in between the successful of Share A Coke. This innovation defuses attentions to bad news, and contribute to society by encouraging reuse bottles. Selling or giving away a kit when you purchase Coke, all tools in the kit were create to encourage Vietnamese people recycle plastic bottles and hopefully starting new recycle habit in this country. This introductory1:30mins clip has reached nearly 4 million views in 2 months. Very soon, this clips goes viral spreading out on local and global. Millions views and reviews on Coca Cola official channel on Youtube, Facebook, Twitters,… and even more after “Share a Coke” bring this brand to international social networks. Coca Cola mostly gets what they want.

Untitled

U2ntitled

Untitle1d

If you are from Australia, a country with developed garbage collection system, you will be shock as you get to know the waste and recycling system in Vietnam. Providing different bins for recycle, organic, non-organic; paper/can/bottle; waste hardly exists. In Vietnam, one bin is for all!

Many people just put their garbage in plastic bags and leave at the front door by the end of the day. A dumpster trolley will pass and collect all the garbage and sent to a local central waste centre. Even in big city such as Ho Chi Minh city, many men and women, sometime children browse through the garbage at waste centre to find something reusable and recycle such as bottle, papers, cardboard and sell them back to some dealers who could find a way recycle these and get some cash. The government is still struggling in finding a solution for garbage systems for years. Somehow, that’s “income” for many people. If you live in this country long enough, you will see this is a surprisingly different garbage system compare to developed garbage system in Australia. Some people just feel so strange and it’s hard to get use to.

Untithled

Ungggtitled

Udttyntitled

As the fact is calling for recycling issue, Coca-Cola is smart enough to introduce “2nd lives” campaign as a Social Project to strengthen the connection between this brand and Vietnamese customers and society. In 2012, Coca Cola announced that this company invest US $300 million for strong and sustainable growth in Vietnam in the next 3 years to capture growth opportunities. Coca Cola sees Vietnam as one of the world’s major emerging consumer markets, an important growth market in Asia. This company has made few significant changes in manufacturing systems and created more jobs for Vietnamese people. Coca Cola is working hard to build Coca Cola culture in Vietnam. Economists have seen this as an effort to gain its image in Vietnamese customers in order to gain market shares and take control in this potential market. However, their plan may be in trouble. After 2months since the video clip released, Coca Cola still not get this project into real. No kit has produced to sell or give away with bottles of Coke. Vietnamese customers have doubt about the realistic of this campaign and tired of waiting for it. Every newspaper has a title about their tax evasion rumour and low wages for employees, their lies about their lost as reported in annual reports for years despite of the fact that they just invest US$300 million dollar in this country.

With the successful “Share a Coke” campaign is running at the same time with “2nd lives” in June 2014, Coca Cola is the most common topic on social media and newspaper, tv news. However, there are good and bad sides. A lot of facbookers are persuading friends and family to stop supporting Coca Cola, not sharing the campaign on the Internet, spread out the bad information. At the end, still lots of people believe that Coca Cola is just unhealthy beverage and the company is a fraud. But there is one fact that we have to admit, Coca Cola has the best marketing team for its products and the company has not failed customers with their recent campaigns. They are all simple but brilliant, and meaningful as well.

I rank this campaign 9/10. As I know, “It is always the simple that produces the marvellous”.

P/S: What do you about this campaign and Coca Cola strategy in Vietnam? Leave your comment below and we can start some interesting conversations. 

Screen Shot 2014-08-07 at 10.41.44 pm

Sources: http://www.coca-colacompany.com ; http://www.vietnamonline.com/living/garbage-and-recycling.html