Extremely innovative use of social media as a medium to reach out to fans and engage consumers. Especially found it smart that at his book signing David Beckham used a stylus to sign straight onto his fans timelines - In turn branching out into the wider society through various cultures.
Communicating more than just a scent, Old Spice’s Wild Collection markets the man! P&G’s advertising campaign for their new line of Old Spice scents aims to show men that not only will the Wild Collection make you smell great, but also invoke immeasurable confidence, offering success and sex appeal. The available TV advertisements utilize a “Fantasy” executional framework to lift consumers out of the real world and appeal to ones emotions. The advertisements show men winning poker matches through intimidation or confidently whisking a woman off her feet at a gala. Using a peripheral route to persuasion, the campaign plays heavily on the sex appeal ones deodorant offers and is specifically targeted at men ages 18 to 24. Moreover, unlike other deodorant brands, Old Spice wants to inspire confidence among an age group that is now trying to figure out life, not just girls, as they progress through college and into their careers. The ultimate objective though is to effect preference and conviction among their target audience to influence their evaluation of alternatives and purchase decision. Deodorant consumers have such an array of options that brands must differentiate themselves and fill unmet needs both within their own lineup of scents, but in comparison to other brands as well. Despite this challenge, The Wild Collection campaign is on its way towards effectively meeting the needs of consumers who have previously been unable to find a scent that met their needs and did not remind them of their grandfathers or their pre-pubescent selves.
Sean Connacher | 0599-5347 | COMM 335-2 | Article, Advertising, Old Spice, Emotion, Fantasy
Old spice effectively tries taking on central routes of persuasion as they approach the needs of their consumers, appealing to their insecurities and trying to connect with their feelings offering a mature solution.
Interesting look into how Nike looked at "the Big Idea" and targeted a gender despite cultural barriers, and united females on a common ground. It shows us how Nike by understanding their audience, being female runners, they were able to construct a message around improving their consumer experience by uniting them together.
Volvo Truck sales continued to rise in November, although it's too early to tell how well its recent round of attention-grabbing YouTube ads will convert into new customers.
In December 2013, the Wall Street journal published an article on a sudden 31% rise in sales of Volvo Truck in November compared to the same period last year. Considering the economic times that remain challenging in the EU, this increase is significant for Volvo truck.
The company is uncertain whether the increase in sales has been influenced by new stricter European emission taking effect in 2014 or if the sale is associated with a series of six viral videos launched on YouTube, one of which including Mr. Jean-Claude Van Damme featuring an “Epic split” between two trucks to demonstrate Volvo new Dynamic Steering viewed by more than 60 million in less than three months.
Insightful look into different approaches within various different industries and their take on what tactics work. Brett Markinson's take illustrates to the marketers in retail that they should invest switching to an intergrated commerce focus so that they are able to keep up with their consumer behavior and in turn have better results, as consumer behavior in the retail industry has changed to mainly online purchasing.
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