Hi All,
No doubt you are all aware of the changes that have happened in Google over the past two weeks. If not I suggest you take a look at a webinar that Krishna De carried out last week about Google Instant and the impact it can have on online marketing.
Krishna De is an expert in online and digital marketing and we have been fortunate enough to confirm her as a guestspeaker for our alumni event "Developments in Digital Marketing: A leadership mindset for a turbulent times". The event will be held on the 21st of October so stay tuned for further updates. I suggest you all take a look at her blog aswell as taking a look at the video below.
Kate Flanagan
Monday, September 13, 2010
Thursday, September 9, 2010
Lessons on Leadership
All,
Recent trawling of the blogosphere has lead me to discover another blog, other than The Blue Sky Board, to take notice of. Simon Oates a UK based blogger has set-up a blog called Leadership Expert, it is a blog for aspiring leaders featuring articles, tips and the sharing of ideas.
In particular I like this video on lessons on leadership featuring Richard Stengel, author and managing editor of Time Magazine and David Remnick, author and editor of The New Yorker. They discuss the interesting topic of whether you are born a natural leader or can develope the talent through time and experience.....
Recent trawling of the blogosphere has lead me to discover another blog, other than The Blue Sky Board, to take notice of. Simon Oates a UK based blogger has set-up a blog called Leadership Expert, it is a blog for aspiring leaders featuring articles, tips and the sharing of ideas.
In particular I like this video on lessons on leadership featuring Richard Stengel, author and managing editor of Time Magazine and David Remnick, author and editor of The New Yorker. They discuss the interesting topic of whether you are born a natural leader or can develope the talent through time and experience.....
Born leader, either you have it or you don't. What are your thoughts?
Kate Flanagan
Thursday, August 19, 2010
The Man Your Man Could Be: Old Spice Online Success
I'm sure you've all aware of the Old Spice campaign at this stage, if not click here to see it.A huge number of ads that we look at are really interesting and provocative but at the end of the day the end goal of most ads is to get the consumer to purchase the good. I'm sure most people would probably agree that Old Spice was quiet a dated brand and this new campaign has really reinvigorated their brand by looking at who they were targeting and who is actually doing the buying when it comes to body wash. Much like Brylcreem did in the late 90s they've sought to move away from their traditional older loyal users and attract younger men to the brand(as well as their girlfriends).
Recently Old Spice have come out with a video to show how successful their campaign has been. Here are some of the stats shown in the video below:
Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010.
• Half the conversations came from women.
• The YouTube/Twitter social media response campaign was "the fastest-growing and most popular interactive campaign in history."
• Total video views reached 40 million in a week.
• Campaign impressions: 1.4 billion.
• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.
A lot of the stats shown in the linked video are a little fuzzy and while they may show a heightened awareness of the brand the stats that I think really matter are those at the end of the list. Old Spice have managed to find a way to transfer online interest in the brand into sales and I think that that is the real success of this campaign.
Recently Old Spice have come out with a video to show how successful their campaign has been. Here are some of the stats shown in the video below:
Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010.
• Half the conversations came from women.
• The YouTube/Twitter social media response campaign was "the fastest-growing and most popular interactive campaign in history."
• Total video views reached 40 million in a week.
• Campaign impressions: 1.4 billion.
• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.
A lot of the stats shown in the linked video are a little fuzzy and while they may show a heightened awareness of the brand the stats that I think really matter are those at the end of the list. Old Spice have managed to find a way to transfer online interest in the brand into sales and I think that that is the real success of this campaign.
Monday, June 21, 2010
The Age of Event Sponsorship is over
One of the main points I sought to get across in my progress this morning was that the age of huge corporate sponsorship of sporting events like the World Cup is well and truly over. Associations like FIFA can no longer guarantee exclusivity to its partners. This World Cup has in my opinion proven that a well-timed ad or the ambush of a major event is far more effective than sponsorship of the actual competition.
Dutch brewer Bavaria hijacked to great effect the Holland v Denmark game last week. However the consternation which FIFA have kicked up has played into the hands of Bavaria, giving them a massive amount of prime time media coverage. Paddy Power are even happy to hijack an event which they themselves sponsor, such as the Cheltenham Festival.
Official sponsors of the World Cup have been fairing very poorly when it comes to association with the competition. A study by Nielsen found that Nike has created a significantly bigger "online buzz", based on an analysis of blogs, message boards and social networking websites, and association to the World Cup than any other brand.
Nike, which is not an official sponsor of the World Cup, had more than twice as many references in relation to the World Cup than official sponsor Adidas.Adidas had the second highest level of mentions, and therefore share of World Cup buzz, with official sponsors Coca-Cola, Sony and Visa filling out the top five slots.
Carlsberg, which recently launched its own star-studded "best team talk in the world" TV campaign, ranked sixth. The brewer is not an official World Cup sponsor. Official beer sponsor Budweiser did not appear in the top 10 in the report.
Adidas recently struck back with a TV ad featuring celebrities in a remix of the famous cantina scene from the 1977 Star Wars film. The ad launched on 5 June and given Nielsen's research only covers the period 7 May to 6 June the German sportswear giant will be hoping its digital buzz factor has significantly increased since the report.
These examples show that compelling, savvy marketing can establish this sort of connection in the eyes of consumers without having to write that expensive sponsorship check
Gavin McCarthy
Ad of the Week
Dutch brewer Bavaria hijacked to great effect the Holland v Denmark game last week. However the consternation which FIFA have kicked up has played into the hands of Bavaria, giving them a massive amount of prime time media coverage. Paddy Power are even happy to hijack an event which they themselves sponsor, such as the Cheltenham Festival.
Official sponsors of the World Cup have been fairing very poorly when it comes to association with the competition. A study by Nielsen found that Nike has created a significantly bigger "online buzz", based on an analysis of blogs, message boards and social networking websites, and association to the World Cup than any other brand.
Nike, which is not an official sponsor of the World Cup, had more than twice as many references in relation to the World Cup than official sponsor Adidas.Adidas had the second highest level of mentions, and therefore share of World Cup buzz, with official sponsors Coca-Cola, Sony and Visa filling out the top five slots.
Carlsberg, which recently launched its own star-studded "best team talk in the world" TV campaign, ranked sixth. The brewer is not an official World Cup sponsor. Official beer sponsor Budweiser did not appear in the top 10 in the report.
Adidas recently struck back with a TV ad featuring celebrities in a remix of the famous cantina scene from the 1977 Star Wars film. The ad launched on 5 June and given Nielsen's research only covers the period 7 May to 6 June the German sportswear giant will be hoping its digital buzz factor has significantly increased since the report.
These examples show that compelling, savvy marketing can establish this sort of connection in the eyes of consumers without having to write that expensive sponsorship check
Gavin McCarthy
Ad of the Week
Saturday, June 5, 2010
McDonalds "Come as you are" Campaign
Following on from this mornings discussion in progress about McDonald's latest ad campaign "Come as you are" I would like your opnions on other ads featured in the campaign. The first ad below features two "silver-surfers" adopting new identities online and interacting with one another. The second ad features a mother and daughter and illustrates the similarities between the two as they both manage to lose their bags in the same day. The campaign sees its brand move away from its usual focus of the traditional family set-up to recognizing a wider clientele. Is this a good move in the right direction or should McDonalds revert back to the likes of it's happy easygoing "I'm Loving it" campaign??
Monday, April 12, 2010
Cadbury's Chocolate Charmer
On Friday 9th April at 7.45pm, Cadbury Ireland launched its latest Dairy Milk advertisement for their Chocolate Charmer campaign. It follows previously successful Cadbury ads – Gorilla, Eyebrows and Airport Trucks - and cost them €500,000 to make. The campaign will include TV, experiential marketing, online and PR. It shows the chocolate charmer at work, using his magic to whip the milk and chocolate together. A Cadbury spokesperson announced that the aim of this ad is to show people the joy of creating chocolate.
Saturday, April 10, 2010
Tiger Woods Ad
Here is the new Tiger Woods advertisement for Nike with a recording used from his late father Earl. One quote underneath the video on Youtube stated, "Totally exploitive. Tiger woods just sold himself and his father out at wholesale. Its obviously a money thing for him. The guy has no integrity." On the other hand, it's being hailed as a great idea that has sparked a lot of interest for both Nike and Tiger Woods. The question is have they gone too far or is it marketing at it's best?
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