FitBit have done the ultimate in non-targeted advertising with this advertisement, as seen on television and YouTube. Through not targeting FitBit products to a particular audience, or even advertising a particular product, they are emphasizing the brand is for anyone. In turn, this widens the awareness of the brand across multiple demographics, broadens the target audience and expands sales. It is encouraging to see brands transitioning away from tradition ‘target marketing’ and moving towards mass marketing.
FitBit should also be commended on the simplicity of the advertisement. With a relatively simple idea, a large audience is captivated and intrigued in what this product actually does. One will only hope subsequent marketing on the same medium will provide an explanation of the product.
It is stating the obvious to say social media has been on the rise in recent times however, still not all brands are utilizing social media efficiently. This week, Mashable reported on LY Lawyers exploring Facebook advertising to target first-time drug offenders who have been charged at music events. Numerous sites have reported on this advertising behavior including Sydney Morning Herald, vice.com and Weekend Sunrise regarding the ethical nature of this advertising. The advertisement in question depicted a person cutting lines of white powder and reads: ‘Busted with possession or supply of drugs at Field Day? Call Sydney’s best drug lawyers!’, featured as a sponsored post on Facebook.
Jaguar is launching the XE Sports Sedan on September 8th at a remarkable audio-visual event along The Thames in London. The anticipation of this event is building with the launch of the XE Forward Thinkers campaign, seeing Jaguar partner with British actor Idris Elba, British designer Stella McCarthy and British singer Emeli Sandé. Jaguar are asking the question ‘what defines exhilaration?’ Sandé is the focus of the first phase of the campaign, launched on July 30th. Sandé will release her new song ‘Exhilarated’ prior to the launch of the XE Sports Sedan at the audio-visual event. In search of inspiration social media users have been asked to use the hashtag #FEELXE on images, videos and status reflecting what makes them feel exhilarated. Sandé has reached out to followers on her personal Twitter and Facebook page along with Jaguar reaching out to users on Facebook, Twitter and Instagram. Idris Elba will be creating a project with his production company Green Door Pictures whilst Stella McCartney’s project will be similar to Sandé’s. These projects will be simultaneously launched prior to the XE Sports Sedan. Continue reading
Willi Footwear launched the Boomerang Plug on Indiegogo on the 22nd July. Willi are a Brisbane based Footwear Company, specialising in the iconic Australian footwear we know as ‘thongs’. Indiegogo is the largest global fundraising site for concept products. In the first hour, the Boomerang Plug raised $10 000 and within 24 hours, the company hit 45% of its fundraising target. The product aims to prevent ‘blowouts’. The Boomerang Plug is a new design of thong that preventing the straps coming away from the base, a problem all Aussies have experienced at one time or another.
So far the product has been designed, developed, tested and awarded patents in multiple countries around the world. Continue reading
When Virgin Mobile joined with OzHarvest, instafood turned into real meals. What we are talking about here is Virgin Mobile’s ‘Making Mobile Better’ campaign, which in its first phase launched #mealforameal. OzHarvest is a non-denominational charity whose mission it is to rescue food that would otherwise be discarded. The excess food is distributed to charities supporting the vulnerable in Australia’s major cities. For every photo of a meal posted on social media with the #mealforameal, Virgin Mobile will donate the funds for OzHarvest to provide a meal for someone in need. The initiative was launched on the 14th June this year and to date, Virgin Mobile have donated the funds for over 33, 000 meals. The aim is to provide funds for over 40, 000 meals for Australians in need.
One Green Bean, the PR company behind Virgin Mobile, are the catalysts for this idea. Continue reading
Always, an American based feminine hygiene company owned by Proctor & Gamble (P&G) launched #likeagirl on the 27th
June 2014, a social media catalyst. In its first 10 days, the viral sensation registered 30 million views on YouTube and since its launch, has been shared almost 55 000 times worldwide across a variety of social media channels. Continue reading