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  • Old Spice Launches Hardest Working Collection

    The new Hardest Working Collection, from Old Spice, offering the most powerful Old Spice anti-perspirants and body washes in the world, makes smelling legendary iconic with a campaign # Smellegendary. Old Spice line up includes Odor Blocker Anti-Perspirant and deodorant and Sweat Defense Anti-Perspirant and Dirt Destroyer body wash. The products are backed by 1-800-PROVE-IT money-back guarantee, that allows for a full refund.

    “Old Spice has a proven track record of delivering unrivaled protection,” said Janine Miletic, Old Spice Brand Director at Procter & Gamble. “Guys have come to know and love Old Spice for the premium scents we offer and our current lineup delivers performance on parity with competition. With the launch of the new Hardest Working Collection, we’ve taken that performance up a notch. Truly delivering Legendary Protection for Legendary Men.”

    The online video advertising pivots around the concept of a legendary man with a foreign accent. The spots are created by the advertising agency Wieden+Kennedy (Portland).

    A series of humorous digital infomercials hosted by The King of Products Bob Giovanni – “Odor Blocker and Sweat Defense” and “Dirt Destroyer” – reinforce this performance satisfaction pledge, and communicate the product innovation claims of the new Hardest Working Collection.

    Old Spice has partnered with Tough Mudder to co-brand and partner for distribution of Old Spice products at Mud Mile 2.0.

     

  • Twitter Introduces Conversational Ad Units

     

    LifetimeTweetMock“We are thrilled to join forces with Twitter as a partner to launch the conversational video tool for the upcoming premiere of our new series, ‘Pitch Slapped’ on January 5th. The Tweet features voting buttons encouraging fans to engage with our creative and is a perfect match for this campaign.”
    Marissa Vinciguerra, Director of Social Strategy for Lifetime

     

    Twitter introduced Conversational Ad Units that allow users to engage with Tweets to start a conversation with a hashtag and participate in conversations real-time. The conversation that is Tweeted is posted to the followers’ user account with a brand message that lets the followers of the engaged audience view the brand conversation. The audiences who engage  will receive a message from the advertiser with a link to the brand site. The conversations on Twitter allow users to follow brand conversations and at the same time allow advertisers to post brand content in the users’ followers native feed. This gives brands free earned media with the messages that are posted for free in the Twitter users follower feed. The amplification of messaging that brands earn through posting of the messages to followers native feed earns brands free ad impressions and makes for a more acceptable advertising experience, with over 20 percent users reportedly using Ad Blockers.

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    Brand Messaging Amplification and Consumer Activation

    Twitter in partnership with The Advertising Research Foundation, FOX and DB5, conducted a study called “Discovering the Value of Earned Audiences — How Twitter Expressions Activate Consumers”, and found that Twitter Users take action linked to the Brand Conversation on and off account. Brands posting to users account followers earn media impressions that often lead to consumer actions, with as high as 54 percent on average taking actions after exposure to Brand Earned Media. With Brands posting directly to users account as high as 45 percent reportedly take action, while 63 percent take action if the post is from non-brand sources.

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    Five Ways For Advertisers To Use Twitter’s Conversational Ad Units

    Advertisers that are looking at building a real-time engagement with audiences can use Twitter Conversational Ad units with hashtags that let users participate in the conversation surrounding a topic or an event. A good example will be the use of hashtags to let audiences vote for their favorite teams. As revealed by “Discovering The Value of Earned Audiences Study”, Brands can achieve a better ROI  by joining forces with publishers as higher actions are reported from non-brand source Tweets.

    Advertisers can also use Twitter Conversational Ad units for voting in a Co-created Consumer contest that allows audiences to choose the theme that they would choose to co-create for.

    Advertisers looking at engaging audiences with an influencer campaign,  can use conversational ad units to encourage participation from Twitter user’ followers.

    Advertisers can make a customized packaging offer for users who prefer a certain style over another.

    Advertisers can promote a certain type of reward  and allow users to prefer one reward over another with a choice of Hashtag.

     

    Also see, Twitter TV Activity Impacts Engagement and Brand Affinity. 

  • Ten Steps For Influencer Content Marketing Campaign

    Priming your content for the Omnichannel customer requires marketers to map out all possible content marketing touch-points and points of Influence for your audience. Influencer Marketing as seen from data shared by Tomoson is seen as one of the most effective Content tactics for online customer acquisition.

    03_Most-cost-effective-online-customer-acquisition-method

    omni-channel-content-strategy

    Your influencer marketing campaign requires a strategic view of programs and channels that work for you. According to eMarketer research has shown Influencer Marketing campaigns provide an average value of USD 6 across categories and for certain categories value can be as high as USD 14 for every dollar spent on Influencer marketing. The lead channels for Influencer marketing identified by Tomoson are Blogs, Facebook, YouTube, Instagram and Twitter.

    06_Most-effective-platform-for-influencer-marketing

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    Influencer Marketing is all about making Brand Content interesting for the user. The engagement of Influencer content is based on the interest of the user for the context that you are engaging the user with.

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    Ten Steps For Influencer Content marketing Campaign
    Define your Influencer Content Marketing Campaign Goal

    Some if the content marketing goals are in the Infographic below. The goals can vary from awareness, creating preference, increasing brand affinity, engagement or brand loyalty. The campaign goals can help you arrive at specific objectives such as reach, follower and fans growth, shares on social media, posts, conversions and referrals.

    IMG

    Identify the Context that Resonates With Your Audience

    Influencer Content that is contextual is likely to resonate better. Influencers that are pertinent for the core brand value proposition can make your posts more engaging with a higher likelihood of being discovered. Start with identifying broad level interest groups such as Sports, Music, Automotive, Reading, Equestrian, Eating-out. To identify broad interest clusters, it is important to look at the customer journey and top mentioned keywords for your lookalike audiences on social networks and your existing customers.

    Once the context and top interests are known you can go with possible influencers and their rankings for different channels.

    Decide The Influencer Marketing Campaign Design

    Zero in on the campaign design depending on your campaign goals. With the campaign goal that is built around acquisition and awareness, a campaign design that builds in offers featuring influencers is likely to work better. For campaigns that are targeting audiences with a campaign that build brand preference then a campaign design that uses influencers for endorsement with testimonials is likely to work better. Targeting audiences with broad -based campaign designs that do not require purchases a campaign featuring influencers that are relevant within the context can build awareness and increase participation as seen for McDonald’s and NFL GameTime Gold Sweepstakes.

    Choose The Content marketing Channels

    You may choose to go with more than one content channel i.e., you may use a blog or publisher network influencer program in cohesion with more than one social media channel i.e. Instagram or Facebook. While certain Influencer campaigns perform better on one channel for a category another set of Influencers on a different channel may work for another category. The channels and platforms that are likely to generate maximum trust and at the same time engage users better for your category are likely to get the best impact for your campaign.

    Martha Stewart is an influencer for The Home Depot and features exclusive tips on all that is required to designing interiors and making your living spaces state-of-the-art with a link on Martha Stewart Living.

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    Another Influencer post on Instagram featuring products from Beauty care works with an assorted collection that lets users choose the right products from an assortment that is right for the season.

    Influencer Content Marketing Tactics

    Influencer Content Marketing Tactics require that the brand messaging and content marketing impact gets amplified. A social media post from an influencer that gets amplified across other networks is likely to create greater impact for your campaign. An Influencer campaign has a greater amplification campaign that is intrinsic to the Influencer equity. Choosing the right tactic requires Influencer campaign to leverage the equity associated with the Influencer by way of messaging and content. One of the tactics could be co-promotion as seen for Under Armour and HTC campaign for UA HealthBox.

    Influencer Content Marketing Content Formats

    Decide on the Content formats that are likely to work for your campaigns. You can choose from different formats such as long form posts, Video haul, product catalogs or Instagram posts that provide sneak previews or a featured digital property.

    https://www.instagram.com/p/_CgNy_RJI7/?taken-by=burberry

    Decide on Campaign Discovery keywords

    As Influencers build on the affinity for your brand, for your influencer campaign to be amplified, it is critical that you go with Keywords that will get your campaign discovered by target audiences. Content Amplification that takes place through post sharing is correlated with referral links according to a BuzzSumo study. For your influencer marketing content to be amplified, keywords for targeting should be matched to search queries for the target audience. Depending on the channel that you choose for your Influencer campaign and the design, you can build on campaign effectiveness by articulating the search keywords.

    Advertise Your Influencer Marketing Campaign

    It is important that you promote your Influencer Marketing campaign with Native Advertising formats so that your content appears seamlessly integrated with the users viewing experience. Publisher posts can help you achieve your reach goals for Influencer campaigns. Search Engine Marketing can be another way for your campaign to be discovered.

    Promote The Influencer Marketing Campaign Outcomes

    For an Influencer marketing campaign based on interactions, promote any outcomes for amplification such as winners of giveaways and contests.

    https://www.instagram.com/p/-CY-g5EKl6/?taken-by=macys

    Key Measurement Metrics

    Develop a performance measurement metric grid that measures campaign performance for the different objectives.

     

  • Under Armour and HTC Step Up The Health Wearables Game

    Under Armour in partnership with HTC has unveiled UA HealthBox that makes consumers concern about Health and Fitness the focus of attention, with connected devices termed as the Fitness System. The UA HealthBox comes ready with a fitness tracker, chest strap and an app that lets you track your fitness for different goals. All devices connect to UA Record an app hat lets the user record health and nutrition data, giving consumers the goals achievement in a snapshot.

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    Health and Fitness wearables are high on the priority of Internet Users with a survey highlighting a high purchase intent for Health and Fitness tracker and Smart apparel, with nearly three-quarters of respondents planning to purchase a Health or fitness Tracker in the next 12 months. According to eMarketer, The Consumer Technology Association (CTA), formerly the Consumer Electronics Association (CEA), surveyed 1,001 US internet users.
    Wearables

    More than one-third of that group said they plan to buy a smart watch and 30 percent said they intend to purchase fitness apps in the next 12 months. Nearly  27 percent of health and fitness device buyers said they expect to buy wearable fitness devices, and the same percentage said they plan to purchase smart apparel.

    The penetration of smart devices is likely to double by 2018. The number of wearable users is likely to increase by 61 percent in 2016.

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    UA HealthBox can be preordered in the US and is priced at USD 400.

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    Under Armour has mobilized significant buzz with tweets from Influencer Dwayne Johnson with over 9 Million Followers on Twitter and 38 Million followers on Instagram. The tagline Exercise Smarter. Feel Better. Live Longer positions the UA HealthBox as an answer to the anxieties surrounding the consumers about Health and Fitness.

     

    Next Up, Under Armour Connected Sneakers.

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