Showing posts with label Brand Engagement. Show all posts
Showing posts with label Brand Engagement. Show all posts

Brand Engagement



How to stay professional, but still create a personal connection to express your appreciation to B2B clients ?

Challenging isn't it ?

The key word here is Having an Attitude of Gratitude, and following will help :

1) Send a Handwritten Note
2) Invite Your Client to an Industry Event
3) Send a Personalized Gift
4) Make Them Laugh
5) Help Them Learn Something New
6) Pay It Forward with a Great Book
7) Reward the Socially Savvy
8) Remember Your Long Distance Relationships
9) Offer an Upgrade
10) Refer Customers

The Art Institute of Chicago and Airbnb

Have you even dreamed of walking into one of your favorite paintings? How about staying the night? In this creative campaign to generate publicity for the Art Institute of Chicago's Van Gogh exhibit in 2016, Art Institute of Chicago partnered with Airbnb to create a unique, immersive experience for art lovers.



MILKA - LAST SQUARE


Would you buy a chocolate bar with the last square missing? 

Well, Buzzman Paris has created a new campaign where it is putting the generosity of Europe to the test. They've taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. 

To bring life to Milka's brand promise (dare to be tender), Buzzman decided to use the chocolate bar itself as the main media of the campaign. All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or pc to visit www.LeDernierCarre.fr.There, they'll be able to choose what to do with their last square. 

If they decide to be tender and send their last square to someone they'll be able to accompany it with a tender personalized message. 

The campaign has been a year in the making, taking Buzzman and Milka a whole year to change the entire chocolate bar manufacturing process. Buzzman and Milka created a unique mould that allowed for the creation of 13 million chocolate bars for France and Germany with the famous square missing. 

The tablets will be available in all the participating stores for a whole month starting September 2013. 

Nivea Kids Sunscreen

Marc Jacobs| #CastMeMarc


Want to find fresh talent and build brand awareness at the same time? That's exactly what Marc Jacobs did when he sought out to find the face of his new contemporary label. For the chance to star in the fashion icon's next campaign, all you  had to do was share a photo of yourself on Twitter or Instagram with the hashtag #CastMeMarc.  Marc announced the winner of his online casting call from his personal Twitter page.

Airbnb| #treehousetuesdays



A great way to get people excited about your brand is to offer them the chance to experience something unique. With #treehousetuesday, Airbnb features photos of actual listings in their service that allow you to spend the night in a real-life tree house. Judging from the engagement on this photo, I'd say it's working well for them. 


Offbeat Bride| Altar Your Thinking

Offbeat Bride is a wedding website that brings high-quality content curation to social media -- pinning their own content and other useful content for their followers to explore.
Their Pinterest account is a must-follow for brides-to-be, providing ideas for engagement photos, wedding venues, dresses, and much more, along with some of the most creative wedding ideas you've ever seen.
While more of an every practice than a campaign, their sharing attracts a great deal of fan attention and interaction. 

Diesel| Road to Tokyo #forsuccessfulliving


To celebrate 30 years in Japan, this week, Diesel created a shoppable video that was shown ahead of its FW16 runway show in Tokyo.
The cinematic short, titled “Road to Tokyo,” follows several Diesel models around the capital as they prepare for their catwalk appearance.
In the film, icons appear over the models. Once clicked, these display the different items they are wearing. Users then have the option to save them to a personal “look book” or follow a link to buy on the Diesel store right there and then.
Part of its #forsuccessfulliving campaign, the video is unusual in that it aired ahead of the catwalk — meaning users had an earlier peek into the collection to “see-now-buy-now” before the press and attendees. This is a trend that’s featured heavily in New York Fashion Week.
A video posted by Diesel (@diesel) on

Oreo|


Oreo found a great way to engage their fans by posting DIY content on Vine. Fast tips like these do very well on the platform and it gave Oreo a unique opportunity to engage with their fans and see how they engage with their product. 

Pepsi | #LiveForNow


This might be difficult for most companies to pull off unless you have a large enough budget to make room for these special effects. As part of Pepsi's #livefornow campaign, they created this incredible bus shelter in London that's designed to get funny reaction from people. This is one you really have to watch. 

Urban Decay | Get Electric. Festival Style.

Urban Decay built a social campaign on Pinterest where users could submit their best recreations of makeup styles that they've seen at their favorite music festivals. Throughout the campaign Urban Decay gave away free festival tickets to Pinterest users that created the best boards featuring festival looks. 

Essence | Justin Bieber Believe Tour Sponsorship

The European beauty brand Essence made the most of their sponsorship of Justin Bieber's Believe Tour by creating social media events around each show.
They gave away free products at shows and offered various sweepstakes that highlighted user-generated content as contest entries for free tickets and other prizes.
Not only did they generate a lot of interest in their own brand, but they helped build buzz around each of the shows on the tour. The campaign resulted in 263 million brand impressions, 82,615 brand expressions, and 35 percent of on-site activation through social.


National Geographic | My Nat Geo Covershot

National Geographic launched a Facebook contest where their fans had a chance to have their own photo featured on the cover of the magazine and win two tickets for a free vacation. All the fans had to do was upload their photos and caption it and they were automatically entered to win.


Honey Bunches of Oats | 50 Million Smiles and Counting

Honey Bunches of Oats ran a campaign with the tagline “50 Million Smiles and Counting,” during which they shared the testimonial videos, images, and quotes from fans they had "made smile" across the country in exchange for a chance to win an all-expenses paid trip. By sharing the user-submitted content across Facebook and Instagram, they were able to add 162,000 new fans (a 721% increase) and increase engagement and traffic to their pages.


Qdoba | Queso Bliss Showdown


Popular restaurant chain, Qdoba, created a campaign where their fans could vote for their favorite queso, deciding which one the company would keep and which one would have to go.
The best part about this social media campaign was that the Qdoba team updated the results in real-time, keeping everyone engaged, and building suspense around the showdown. 

TD Ameritrade | #itaddsup

With this campaign, TD Ameritrade was able to capitalize on the 2014 Winter Olympics hype by comparing the accumulation of small investments over time to the practice and preparation that athletes go through to compete.
An entire staff created for the campaign stayed in Sochi to document the athletes' journeys with photos, videos, and other content. The campaign resulted in 78,000+ uses of the campaign hashtag #itaddsup, a 12% increase in overall social audience, and 97 million brand impressions.

Biltwell | Fan Helmet Art

Biltwell sells motorcycling accessories and does a great job of keeping their fans engaged and passionate about their brand using their Facebook fan page. 

One way they do this is by sharing fan-shared helmet art on their timeline. Fans get their 15 minutes of fame and Biltwell gets to show off the awesome things people do with their products and "delight" their fans in the process.



How to Measure Employee Brand Engagement

A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.
However, there’s another way that can help guide employee brand engagement efforts to actually create more brand champions to drive the business forward. This approach measures employees’ brand knowledge with specific questions about the brand, such as knowing what it stands for, and how committed they are to the brand and what it stands for.
With this methodology from, employees fall into four categories.
  • Brand champions: High knowledge + high commitment
  • Apprentices: Low knowledge + high commitment
  • Skeptics: High knowledge + low commitment
  • Disengaged: Low knowledge + low commitment
Apprentices are the low-hanging fruit for conversion to brand champions. Identifying where those apprentices are by geography or line of business, for example, can help target more learning activities to bolster their knowledge. Increasing opportunities for learning also impacts the knowledge measure for the disengaged.
Increasing commitment is a harder metric to move because lack of brand commitment can be caused by many things. But for a corporate brand, making more employees aware of pride-evoking reasons can help. 
Without engaged, knowledgeable and committed employee brand champions, even the best strategy alone can’t drive the business. This measurement approach can you help you tailor and target your brand engagement and enablement efforts to foster more.
You must arm your employees with the knowledge and resources they need to be effective brand ambassadors. They must know what your organization stands for and what makes it different from others in the marketplace; (they must) understand your brand promise and be able to explain the most important elements of your brand identity…

The Satire Revolution


Mainstream media is widely censored and controlled by the governments in the Gulf region. As a result, TV programming tends to be regressive and safe. So, for the 28 million Gulf national youths, who represent 65% of the population, it is a struggle to find content that speaks their language and feels relevant to them.

The significance of YouTube is revolutionary; it has become a window of free expression, a place where Arab youth are experiencing their own kind of uprising - a cultural revolution driven by satire - fuelling the appetite for locally produced content led by young Arab talent who are using humour to challenge the status quo by making fun of issues considered taboo by the mainstream.

Blackberry wanted to tap into this undercurrent and reinvigorate the brand by being part of their revolution so the strategy was to be an enabler of their satire movement and to help create spaces for youth to openly express themselves in a unique way.

This campaign features four times on the shortlist for the 2013 M&M Global Awards. Winners will be announced on September 5.

BlackBerry partners with Omar Hussein's 'HaroBnaro' YouTube show and gives Arab fans the chance to co-create content via an app.

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