BUS 116 - PR Theory - CC
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PHOTOS: White Sox poncho giveaway goes horribly wrong | theScore

PHOTOS: White Sox poncho giveaway goes horribly wrong | theScore | BUS 116 - PR Theory - CC | Scoop.it
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Classic

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Has Facebook cracked f-commerce? - Inside Facebook

Has Facebook cracked f-commerce? - Inside Facebook | BUS 116 - PR Theory - CC | Scoop.it
“People don’t come to Facebook to shop” is the common belief. A number of companies have given up on f-commerce and thousands more haven’t even tried because of this axiom.
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Great article that digs into the issue of using Facebook and a direct selling platform. Explains how organizations and businesses can use Facebook and their "Gift to Friends" strategy to successfully shop of items that are relevant to the wants/needs of people they know, while helping to avoid the tension that can occur from shopping online.

 

Another great article to help illustrate the use of Facebook as a selling platform for Old Spice, and how they can target their intended audiences.

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5 Best Practices of Facebook eCommerce Stores

5 Best Practices of Facebook eCommerce Stores | BUS 116 - PR Theory - CC | Scoop.it
Part of the reason that Facebook has outpaced MySpace as the largest, most important social networking site in the world is that Facebook has opened
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Article provides different examples of how brands are using Facebook as a platform to connect with consumers while providing them the ability to shop online. The article explains that being interactive with customers, offering incentives and understanding trends will help in attracting consumers to shop on Facebook.

 

Understanding your target audience is a key element of the marketing and promotional mix for a company, which will also help determine the layout implemented on a Facebook page. Engaging and attracting the attention of the audience is another element of the mix that managers need to consider, so Facebook pages need to be able to entice their viewers/followers with product offerings and promotional messages.

 

Great examples and information in this article to help expand on the final segment of the major assignment. This article brings to light many of the social media tactics that companies sometimes fail to see when implementing social media into their promotional strategy.

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The f-commerce FAQ [Download] All you ever wanted to know about Facebook commerce but were afraid to ask

The f-commerce FAQ [Download] All you ever wanted to know about Facebook commerce but were afraid to ask | BUS 116 - PR Theory - CC | Scoop.it
Well, here it is, the downloadable f-commerce FAQ - all you wanted to know about using Facebook as a platform for facilitating and executing sales transactions. We've distilled our analysis of f-co...
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Great article to talk about the future of social media and how it can become a “transactional social platform” for many online businesses.

 

Article goes into detail about what F-Commerce is and how it is evolving into a new method to reach consumers and increase the potential for sales.

 

The concept of using Facebook stores, or F-Stores, is that a company could turn the action of liking and following brands and products into actual purchases, thus shifting the role of social media in the business world, specifically the advertising department.

 

Article discusses many of the advantages and limitations of using these F-stores, and further explains how a firm can begin the transition into this new marketing trend. There are a few examples of how Old Spice has used this concept during their campaign, but Old Spice needs to provide more effort and become an advocate for this upcoming trend to reach their intended audience.

 

One great tip from this article: Think of Facebook as an operating system, not a social network. This principle explains that firms should identify the goal of f-commerce is to turn social data into social value for their consumers.

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How Old Spice reminds ad folk what they forgot | We First Blog

How Old Spice reminds ad folk what they forgot | We First Blog | BUS 116 - PR Theory - CC | Scoop.it
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Very critical article about the Old Spice advertising campaign and its use of social media.

 

Author explains his view on the campaign and how he feels it isnt a new form of advertising, just a very creative one. The Old Spice brand used social media as a new communication platform to reach their target audience, just as many firms did when the television was first introduced or even mobile browsing became available. Old Spice simply went with a new cultural movement to grab the attention of their audience.

 

Great line: "..., the future of advertising is just as it has always been: Be human, trade in emotion, listen well, get out of the way."

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Old Spice, The Dark Knight and Other Transmedia Pioneers

Old Spice, The Dark Knight and Other Transmedia Pioneers | BUS 116 - PR Theory - CC | Scoop.it
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Another great article that expands on the previous topic of transmedia and its application to the Old Spice campaign.

 

The brand leveraged the power of social media and engaged viewers by having them ask questions to the Old Spice Guy, [which he answering in record-time].

 

Celebrities engaged in this tactic, most notably was the response from Alyssa Milano, who challenged Old Spice [and ultimately P&G] to donate to the Gulf Oil Spill Fund. This story helped generate buzz about a social cause, while also contributing the the increase in brand awareness of Old Spice.

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Old Spice Social Campaign Demonstrates the Future of Marketing

Old Spice Social Campaign Demonstrates the Future of Marketing | BUS 116 - PR Theory - CC | Scoop.it
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Another great summary article about the Old Spice campaign and their transition to the social media realm.

 

Article discusses how the brand wanted to shift from television commercials to other forms of communication (i.e. social media) to become more relevant to their target audience, which was younger and technologically-savvy men.

 

The tactic of bringings fictional character, the Old Spice Guy, to life helped reach their audience, all while repositioning the brand to match the expectations of this audience.

 

The interactive messages spoke directly to the audience, and viewers felt as though their opinions and comments were being heard by the brand, which payed-off for Old Spice and the increase in awareness about the brand.

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The Selling Office: Advertising and Consumer Protection

The Selling Office: Advertising and Consumer Protection | BUS 116 - PR Theory - CC | Scoop.it
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Informational advertising is the concept that Old Spice used when developing their campaign around the new brand. Although humour and extravagant imagery showered the commercials and YouTube videos posted by the company, Old Spice attempted to rebrand the company and create a persona that would be relevant to the young male target audience.

 

The article talks about how the campaign used information in the messages delivered to the audience to entice purchase intent and imrpove the reputation of the brand. Most of the information found in this article has already been discussed throughout other articles posted, but the article reinforces these claims about the Old Spice campaign and their brand.

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Lessons Learned From The Old Spice Campaign & Its Imitators

Lessons Learned From The Old Spice Campaign & Its Imitators | BUS 116 - PR Theory - CC | Scoop.it
The success of the Old Spice campaign inspired many businesses to crib ideas from the ads and apply them to their own marketing efforts.
Candice Korecki's insight:

Great article that talks about the video responses that Old Spice used to engage with its audience and the lasting impact this tactic has had on delivering messages to the masses.

 

Article talks about President Obama and his use of YouTube to asnwer questions during the State of the Union Address. This broadcast generated questions from major social media platform Twitter, where Obama responded to these "tweets" via a YouTube video - A twist on the Old Spice campaign tactic.

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Before You Buy Our Product, Can You Help Us Sell It To You?

Before You Buy Our Product, Can You Help Us Sell It To You? | BUS 116 - PR Theory - CC | Scoop.it
by Matthew L. Schafer In 2006, Jeff Howe told the indelible website Wired that there was something in the air.  What was it?  Crowdsourcing or the outsourcing of labor, creative processes, sweat eq...
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Article about crowdsourcing, the idea that an audience contributes to the production of content, and how this concept has been on the rise in advertising. Article uses the Old Spice campaign as an example of how the company used crowdsourcing to generate ideas and engaged their audience into a conversation. Later, Old Spice used the information gathered from these interactions to target their audiences with viral content and commercials.

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Old Spice India Launches Milind Soman As The Mantastic Man - Business 2 Community

Old Spice India Launches Milind Soman As The Mantastic Man - Business 2 Community | BUS 116 - PR Theory - CC | Scoop.it
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Additional article on the Mantastic Man campaign and its success in India. Campaign bombarded YouTube with videos and commercials that featured Soman, shirtless atop a throne. The ridiculousness of the videos went viral, as was expected, and has had amazing success in the Indian marketplace.

 

Proves that the tactics that Old Spice used when first introducing Mustafa as the Old Spice Guy were not by chance.

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Old Spice Marketing: Still Riding on the Man Your Man Could Smell Like? - Business 2 Community

Old Spice Marketing: Still Riding on the Man Your Man Could Smell Like? - Business 2 Community | BUS 116 - PR Theory - CC | Scoop.it
Candice Korecki's insight:

Interesting article to analyze how the brand is operating after the initial Old Spice rebranding.

 

Love how the article provides statistics and diagrams based on how the brand used social media and the audiences' reaction to their creative efforts. I also found a unique feature in the article in how it compares each celebrity endorsers that has been used in their new brand campaigns.

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PR Study – Saving Tylenol | Marketing Degree

PR Study – Saving Tylenol | Marketing Degree | BUS 116 - PR Theory - CC | Scoop.it
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Fantastic article that gets into a lot of detailed information about the Tylenol crisis case. Particular section of interest is how Johnson & Johnson dealt with the crisis, including the two-phase strategy approach the company used.

 

Phase One Key Point: Johnson & Johnson is highly recognized for their social responsibility, and ability to build relationships with third party agencies. This has helped them to instill trust and sincerity with their customers.

 

Phase Two Key Point: Developed a new advertising vision for Tylenol that would bring the brand out of this crisis and back into the hearts of their consumers.

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Fan shown sleeping on broadcast suing Yankees, ESPN | theScore

Fan shown sleeping on broadcast suing Yankees, ESPN | theScore | BUS 116 - PR Theory - CC | Scoop.it
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Public relations at its finest - Defamation Case

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Is F-commerce a Flop? Why Retailers Aren't Sold on Facebook

Is F-commerce a Flop? Why Retailers Aren't Sold on Facebook | BUS 116 - PR Theory - CC | Scoop.it
F-commerce seems on the decline among big brands, as major retailers forego selling through Facebook and redirect budget to their own e-commerce sites. Is F-commerce a fad and how can Facebook help e-tailers succeed in their social space?
Candice Korecki's insight:

Very critical article that examines the use of social media as a direct selling platform for firms.

 

Providing insight information and statistics for the use of F-commerce for big brand businesses, like Old Spice, and how some companies were able to implement these trends, whereas others were not.

 

Talks a great deal about small business pages (SMBs) and how these organizations are able to connect more effectively with their target audience than big brands.

 

Great article to help examine the use of F-commerce for Old Spice, and whether or not this would be a successful venture for the brand.

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The Six Pillars Of Social Commerce

The Six Pillars Of Social Commerce | BUS 116 - PR Theory - CC | Scoop.it
Ever heard about F-commerce? Yes, you probably have: Facebook Commerce was supposed to be the future of e-commerce.
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Great article from Forbes Magazine that discusses the use of social commerce and what this tactic can bring to a business operating online. The article digs deeper by describing the six elements of social media that can transform your business into one that is successfully profitable:

 

1. Visibility: helps extend your company’s reach to those you are targeting.

2. Reputation: online conversations are an effective method to building brand image and awareness.

3. Proximity: enables a company to connect with potential customers faster and easier.

4. Contextualization: helps to reach the right customer at the right place and moment in their search for products/services.

5. Recommendation: chose a platform that it relevant to your audience and strategic for your business.

6. Customer Care: customers use social media to inquire/complain about goods and services, so companies need to engage in these conversations to help improve their brand in the market.

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The Future of F-Commerce: P&G Facebook Campaign Store for Old Spice [Screenshots]

So P&G are developing quite a taste for f-commerce - selling on Facebook.  In the UK, with their Amazon-powered Facebook store for the makeup of makeup artists brand Max Factor, and in the US, ...
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Interesting article that digs into the idea of Facebook Campaign Stores, which P&G used in their UK division of the Old Spice brand.

 

The article talks about how a company can capitalize on their campaign and advertising efforts through these temporary and short-lived websites: targeting merchandise directly to those consumers who are advocates, loyals and/or brand enthusiast.

 

These “f-commerce” stores are a great option for companies because they are cheap, easy to set-up and they help engage consumers, which has been an advertising dilemma for many firms.

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Transmedia Storytelling, Fan Culture and the Future of Marketing - Knowledge@Wharton

Transmedia Storytelling, Fan Culture and the Future of Marketing - Knowledge@Wharton | BUS 116 - PR Theory - CC | Scoop.it
The current multi-channel, multi-screen, "always on" world is giving rise to a new form of storytelling, dubbed "transmedia," that unfolds a narrative across multiple media channels, including television, movies,  comic books, video games and...
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Love this article! Help the viewer picture exactly what transmedia is, in simple and straight-forward words. Transmedia is:

... a narrative across multiple media channels. A single story may present some elements through a television series or a motion picture with additional narrative threads explored in comic books, video games or a collection of websites and Twitter feeds.

 

Article explains that the use of transmedia depends on the level of interest of viewers, which would explain the engagement of the story being told and how the audience can follow all of the vehicles being used in order to fully understand/appreciate the entire story.

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Old Spice and the Return of Ad-Power: Are

Old Spice and the Return of Ad-Power: Are | BUS 116 - PR Theory - CC | Scoop.it
Silver Fish Hand Catch!As the social web’s echo chamber is gushing about Wieden+Kennedy (W+K)’s masterful Old Spice campaign (actor and former football star Isaiah Mustafa wowing viewers with his smooth-talking delivery in video...
Candice Korecki's insight:

Great article that talks about future advertising for the Old Spice brand. Article discusses and describes the concept of "transmedia" and"transformats" in the presentation of advertisements.

 

Transmedia is the process of using multiple presentation methods to demonstrate and extend a story to the audience, in which they participate in the development of the story. Transformants are the agents of these stories that engage with the audience.

 

In the case of the Old Spice campaign, Mustafa is considered the transformant as he engages the audience in telling the story of how a man could be percieved as a man [through the use of their product]. The various media vehicles that Old Spice used (i.e. print ads, television commercials, social media platforms) is considered the transmedia of the campaign as the company used a similar story concept and message appeal between all of these communication channels.

 

More research about this topic will help aid in the final report and my recommendations/suggestions for the future of the Old Spice brand.

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Old Spice: The Archetype of a Successful Social Media Campaign

Old Spice: The Archetype of a Successful Social Media Campaign | BUS 116 - PR Theory - CC | Scoop.it
"I'm setting the example, and it's going to be puzzled over and studied and followed, from now on." - John Doe, Seven. Although Wieden + Kennedy had a very different aim than th...
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Article goes in-depth about the social media used to promote the campaign, focusing on how Old Spice did not force the brand onto consumers and made the entire experience enjoyable to watch/engage.

 

The importance of engagement from celebrities and influential individuals on various social media sites helped engage the target audience of Old Spice, which was a creative tactic that marketers and advertisers will continue to use for the duration of the "social media boom."

 

Great article to summarize my previous findings when helping to write how the campaign impacted the advertising and social media world.

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Advertising - Old Spice’s Message - Smell Good. It’s Not Unmanly. - NYTimes.com

Advertising - Old Spice’s Message - Smell Good. It’s Not Unmanly. - NYTimes.com | BUS 116 - PR Theory - CC | Scoop.it
Using creative videos, Old Spice aggressively markets to women shower gel made for men. But will real men abandon bar soap for body wash?
Candice Korecki's insight:

Great article that talks about how Old Spice changed the perception of body wash to the male consumers who would use the product. Although research was conducted to explain that women tend to purchase a majority of the hygiene products for men in typical households, Old Spice developed a campaign that would appeal to women as the purchasers, but also to men who would consume the product.

 

Talks a lot about the marketing elements of the campaign, but the message appeal is relevant to public relations and how Old Spice delivered this funny, but forward message to its audiences.

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Ad Rant: Old Spice knows what women want: a man on a horse! - DailyFinance

Ad Rant: Old Spice knows what women want: a man on a horse! - DailyFinance | BUS 116 - PR Theory - CC | Scoop.it
Normally we feature ads we hate, but this one deserves a different tune. Freud first asked the question, and now Old Spice answers it with their
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This blog article discusses how the Old Spice brand that manufactures products for me, know what is it that women want in a man. Although this blog is one-sided and illustrates the author's opinion of the brand, there is one key point that was raised about the "Man Your Man Could Smell Like" campaign: The campaign turned a relatively "stale" brand into one that is modern and comical, to appeal to the younger market.

 

The use of humour, exciting and "manly" elements helps turn this brand into a mainstream product line that generated fantastic brand recognition and recall in a number of audiences.

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How to Dominate A Boring Industry with Content Marketing

How to Dominate A Boring Industry with Content Marketing | BUS 116 - PR Theory - CC | Scoop.it
It's difficult to admit that you work in a boring industry but it's okay if you do. In fact, if your industry is considered boring by most than it's probably an
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Very intteresting article that digs into the idea about content marketing and how it can turn a boring brand into one that is full of meaningful messages that target an audience. The article goes into detail about how a brand develops a unique and compelling story that can target and influence an audience.

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.@OldSpiceIndia Sets Benchmark for Brands by mastering Twitter Conversations #MrMantasticSays

.@OldSpiceIndia Sets Benchmark for Brands by mastering Twitter Conversations #MrMantasticSays | BUS 116 - PR Theory - CC | Scoop.it
Old spice has built the equity of its brand around “The Old Spice Man” across geographies including the immensely successful campaign in North America.
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Interesting article about how the Old Spice brand has expanded its "manly" campaign on the international level. Article talks about the use of the Mantastic Man, who is Milind Soman, a male model in India.

 

The article helps to illustrate the reach of the "manly" campaign efforts that Old Spice has employed for its rebranding efforts.

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How Old Spice showed us what a social media campaign is all about.

How Old Spice showed us what a social media campaign is all about. | BUS 116 - PR Theory - CC | Scoop.it
Has there ever been a more dramatic example of the right and wrong of how to do social media campaigns than what we've seen in the last week?

Two campaigns, one great, one not so ...
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Great in-depth article about how Old Spice used social media, but more importantly word-of-mouth, to deliver their new image to their audiences.

 

The list of how the campaign was "SO RIGHT" outlines many of the positive attributes that made the viral feed so successful. I agree with the idea that the campaign gave something to its viewers (i.e. funny and clever videos) without forcing them to provide something in return. The commercials and YouTube video responses did not pressure their target audience into buying the Old Spice product; the audience was simply aware of the brand and their creative direction.

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