How does a brand recover from serious damage?

There’s no mistaking the Samsung brand suffered significant damage when they were forced to recall the Samsung Note 7. This caused significant brand damage as consumers trust was damaged. Trust in a brand takes a long time to build as it is developed through countless interactions with the brand. But trust can be broken overnight.  Further, consumers are now reminded of  this incident every time they fly on an aeroplane as they are reminded not to take the Samsung Note 7s on their flight. However, Samsung deserve praise for the messaging in their latest campaign.

When devising a campaign, there are multiple angles that can be taken, just like writing a story.  Samsung have taken the angle that despite what happened, safety has always been their priority and as a result of recent incidence, they have introduced an 8-Point Battery Safety Check which is enforced through their innovation message. In this campaign, the innovation message is the umbrella message the safety message sits under, which is very clever as innovation is something Samsung has been known for long before the Note 7.  Consumers associate Samsung with innovation and therefore it is a familiar quality of  the brand to them which they still trust.

Further, Samsung have acknowledged the incident which is very important as this restores trust in the brand. If they had of ignored the issue or brushed over it, the campaign would have come across as deceptive and ignorant.  Instead they have chosen a humble tone which I believe was the right path to take.

Bullying Spellcheck…tick!

Earlier this year Headspace, in conjunction with Leo Burnett Melbourne, created some impressive, innovative technology to prevent bullying.

Parents, prepare to be introduced to Reword.  Reword is a free tool which can be downloaded here.  What Reword does is offer users the chance to rephrase bullying messages before they are sent on social media platforms; working on the proverb ‘prevention is better than cure’ when preventing mental illnesses associated with bullying, as the damage is done once the message is sent.

The best thing about this campaign is the testing has shown success with 79 per cent of young people (12-25 years) willing to reword their message or post when prompted.

A great example of technology as a force of good in the world!

Timely Sponsorship…

This season of the Big Bash League is the first year Zooper Dooper have become a sponsor of the series, presenting a perfectly timed opportunity to reach a wide audience.  Zooper Dooper have curated an arrangement of match-day signage, including umpires shirts and boundary ropes.

The opportunity to sponsor such an event is perfectly timed for Zooper Dooper as the series begins in December and concludes in January.  Zooper Dooper struggle to achieve top-of-mind awareness due to the seasonal nature of their products.  However with a low price point, they are accessible to all.  The games are affordable to attend resulting in sell out crowds and wide television audiences, and consequently wide reach of the sponsorship.

Such sponsorship is exceptional in raising awareness, especially when coupled with in-store promotions.  Zooper Dooper have done this exceptionally well with specialty Big Bash packaging in Coles and Zooper Dooper holders in Woolworths, along with in-store displays and price promotions. These increase the purchase propensity as the consumer finds it easier to recognise the brand in-store.

Who did it better: AFL vs NRL?

Last weekend was a battle of the codes for social media engagement during the biggest games of the year.

AFL: Along with Twitter, Facebook and Instagram being active, the AFL partnered with Snapchat to record the day with an official Snapchat Story, available to nearly 100 million daily active users for a 24-hour period.  This medium allowed the sport to expose itself to Snapchat users worldwide who had little to no exposure to game.

NRL: The NRL opted for a more traditional social media strategy with Facebook, Twitter and Instagram all active during the game.  With such an exciting game, it can be anticipated engagement would have been high, however it is doubtful reach would have been the same as the AFL Snapchat story.

Where have the golden arches gone? Has anti-branding paid off?

McDonald’s released its ‘Create Your Taste’ menu with obvious anti-branding – how very un McDonald’s. Anti-branding is a marketing concept whereby a brand will “play dress up” to attract consumer’s who are not necessarily attracted to the brand.  In this instance, McDonald’s can be seen to be jumping on the bandwagon of the burger craze – think Grill’d and the like.  There is however considerable risk with anti-branding.  Continue reading