Instagram is my new favourite social media of late and it is super easy for businesses to get on board. The features including locations, hashtags and video capabilities result in the platform being under-utilized for businesses; whilst also being the easiest to communicate with consumers, clients and buyers. Most importantly, all it will cost is your time. Instagram functions exceptionally well without paid advertising making it accessible to all businesses, big and small. And it doesn’t need to be difficult – in fact with the latest update, it’s easier than ever.
There has been a lot written on this topic in the last year or so and to be honest, I have procrastinated writing about it for some time due to feeling truly conflicted on where I stand. However, after seeing an interesting partnership this week, I feel it’s time to bite the bullet.
It’s common thought when designing a product, you need to create something the consumer wants or has a need for. But what if a brand could work the other way around? Continue reading
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.
As 2015 comes to a close, I thought I would share what I consider to be the best campaign of 2015; Showpony Advertising ‘s “Keep your hands off our Ambos!” campaign. The very confronting, raw video translated into incredible results for SA Health; resulting in a very successful campaign.
The campaign focused on raising awareness for the violence Ambo’s face when performing their duties. Showpony were dutifully recognised for the campaign, rewarded with a elusive Gold Effie.
Utilising social media, the video went viral. Mass reach was achieved through unpaid organic reach, resulting in a cost effective campaign. The video was also shared by many paramedic pages on Facebook, along with being broadcasted by news and current affairs programs.
“Reaching over 2.3 million people across 13 different countries, our video has been viewed more than 800,000 times. With over 70,000 likes, comments and shares, the public has engaged with the video, not as an ad, but as a social issue.” (Jamie Scott, September 17 2015)
The campaign was incredibly effective, resulting in a 37% reduction in incidence of violence against Ambos, demonstrating changes in behaviour as a result of the campaign.
This article is part three of a three part series.
In the last two articles we have spoken about a few things that it takes to make advertising that works – well branded, effective advertising. This knowledge is based on research conducted by academics around the world (including at the Ehrenberg-Bass Institute for Marketing Science in Adelaide, Australia). So if this knowledge is available, when will we see it put into practice?
Creative agencies can have a reputation for creating advertising that is artistically beautiful and consequently wins industry awards (the majority of advertising awards being directed towards artistic and production talent, excluding the Effies). However these campaigns aren’t necessarily effective when it comes to changing the behaviour of the consumer.
In order for creative agencies to create effective advertising, two things need to occur: 1) the client needs to want it and 2) the agency needs to want to do it. I’ll now address these points independently.
Firstly, the client signs off on every campaign; at the end of the day they are the ones who pay for it and therefore must be happy with it. If the client appoints a new marketing manager and decides they need to change an existing distinctive asset, there is little the agency can do about it. The client needs to be educated on how to make advertising effective. But don’t forget the customer is always right! Brands often forget how little attention is paid to their advertising and don’t like to accept that, given how much they are investing. There is a level of education that needs to occur here and the agency isn’t always in the place to provide it.
Secondly, the agency needs to have a culture that stands by creating effective advertising. In a smaller agency (without a strategy team) this needs to come right from management at the top and down to the account management team writing the briefs. If the culture fosters effective advertising, effective advertising will be created.
Hopefully we see more effective advertising in the future.
This is part two of a three part series on effective advertising.
So from part one we know for advertising to be effective, it has to be well branded so we, the audience, knows who is advertising. But what is the best way to make an advertisement ‘well branded’?
In order for an advertisement to be well branded it must have both audible and visual branding or distinctive assets (assets that the consumer will subconsciously associate with your brand – think Nike and the tick). Audible and visual branding ensures those who are passively avoiding your advertisement may be accessed through the audible branding. Those who are muting the television can also be accessed through visual branding.
It must also be remembered in more cases than not, the consumer will not watch the entire advertisement with 100% attention. Therefore, branding needs to be in all thirds of the advertisement in order to reach as many people as possible.
Myer’s more recent 15 second commercials demonstrate better branding than their initial 60 second spot. Although this is a slightly longer advertisement, Coles have used both audible and visual branding exceptionally well.