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Advertising

#LikeaGirl

Written by Elle-Kaye Terry

One advertising campaign that has stuck with me for quite some time now was the Always #LikeAGirl campaign. I still remember the initial time I saw this campaign when I was 14 at an all-girls camp. The message was so inspiring to all of us at that time and still is today. When the campaign was first released, ‘Always,’ had been falling behind to competitors and needed to revamp its strategy to reach younger girls. The brand released a few statements about the campaign that said, “We set out to champion the girls who were the future of the brand,” and, “Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence.” The campaign showed that many women lose confidence as they go through puberty and tend to forget what it means to be a girl. Always wanted to change the way it means to do something, “Like A Girl,” and take the negative connotation away from it. The response to the ad was more than Always would have ever thought. They received over 85 million youtube views from countries all over the world. The campaign won numerous awards and even went on to become a halftime segment at the Super Bowl. The fact that the ad came out in 2014 and is still being talked about today shows just how relevant it is in our lives and just how much of a hit it was. This ad was extremely cool and unique to me because it showed just how important the creative team behind the production was. The creative team came up with the idea, supported it the entire way through, and executed the idea successfully in the end. #LikeAGirl is an ad that, I believe, will continue to be shown for years to come.

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The Future of Advertising

Written By: Eighmy Dobbins 

Experiential advertising has become the new way to create memorable connections between a brand and their consumers. Over the past few years, more and more companies are turning to experiential ads instead of traditional digital advertising. According to Rich Ord, Digital advertising has become over saturated and boring to consumers.  Many consumers claim it has become too invasive into their search history or past clicking habits (Turow, 2009). Others do not like the fact that they can’t get on social media without seeing multiple advertisements each minute (and usually the same ones over and over again). Advertisements on YouTube are also ineffective because viewers press “skip ad” as soon as possible. Advertisers are realizing the struggle of digital advertisements as well. The human attention span is  only about six seconds, which makes it harder to create a memorable advertisement that will stick with consumers. Now, experiences are becoming the trend companies are investing in.

            Experiential advertising creates a natural relationship with consumers by recognizing the memory of their personal experience with the brand and their product. This, in turn, creates a high level of loyalty and gives brands  an edge over their competitors. It’s impersonal and does not have much impact when someone scrolls by an advertisement on a page. When a consumer goes to an event and gets to see/taste/smell a product, it creates a memory and they will be more inclined to buy the product in the future. Consumers get to talk with brand employees and influencers and engage personal dialogue about the product, as well as get their questions answered. The same goes for brands, because they get feedback from consumers about what they like or dislike about their product.

            One of the first advertisement experiences I remember was the Red Bull “Stratos” jump. This advertisement took place in 2012, but to me, it feels like yesterday. Red Bull is notorious for partnering with extreme sports athletes, but they took this event in 2012 to the next level. Red Bull  hired skydiver, Felix Baumgartner, to do the world’s highest skydive. The entire event was live streamed on YouTube and had the highest viewing traffic ever with over eight million people watching. Although viewers didn’t skydive with Felix, they felt like they were in space with him as he jumped.

            South by Southwest (SXSW) in Austin, Texas has more and more experiential advertisements each year. This past year, two of my favorites were: HBO and Casper. HBO created themed escape rooms for SXSW goers to try and solve. The escape rooms were themed as some of HBO’s hit shows, like: Veep, Silicon Valley and Game of Thrones.

Casper is a mattress company and they partnered with an app called One Night, which lets travelers book a hotel room after 3 p.m. for that night. Consumers who downloaded and used the app received a discount price at the Austin Motel, one of Austin’s trendiest hotels. On top of that, Casper had refresh rooms on site with Casper beds and pillows. Visitors signed up for a time slot and spent 45 minutes of relaxation on a Casper mattress. This experience was my favorite because consumers had the opportunity to sleep on the product before investing in it. Now the next time they are in the market for a new mattress, Casper will pop into their heads. There is a new wave of advertising approaching us, and we will see more brands allocating their budget to create experiences for consumers instead of the same digital advertisements we are accustomed to now. 

Ord, R. (2018, August 28). Experiential Advertising - Where Live Advertising is Exploding. Retrieved from https://www.webpronews.com/experiential-advertising-where-live-advertising-is-exploding/

 

Turow, J., King, J., Hoofnatle, C. J., Bleakley, A., & Hennessy, M. (2009). Americans Reject Tailored Advertising and Three Activities at Enable It. h ps://doi.org/10.2139/ssrn.1478214l

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How Posts Go Viral

We all remember the 2007 YouTube sensation of Charlie’s poor baby brother crying after getting his finger bitten. Since then, it seems the Internet has only gotten more infatuated with babies, puppies, ice buckets and crazy 13 year-olds on Dr. Phil.

Wouldn’t it be nice if virality could be as simple as A + B = YouTube fame? Unfortunately, a secret formula doesn’t exist to help your content go viral. The rule of thumb for viral viewership used to be that a post would be considered viral once it received over 5 million views within a 5 to 7 day span. Now, the number of views a video gets no longer constitutes virality. There are, however, a few commonalities between viral videos. Keep reading to check them out and decide for yourself what videos you’ve seen fit into each category.

1. Emotional Tug

Content has to connect. If the audience doesn’t emotionally identify with what they are watching, the post isn’t going anywhere. Posts must elicit some sort of emotional reaction from the viewer. In general, people like to share things that make them feel good. A heartwarming video that moves you to tears or makes you roll on the floor with uncontrollable laughter is much more likely to be shared by viewers. Furthermore, if a video containing certain political beliefs or social issues you identify with crosses your path, you are more inclined to share it because it reaffirms your beliefs and lets others know them too.

2. Buzz, Buzz and More Buzz

Virality goes beyond viewership. A post may be getting shared, but is it the talk of the town? The notion of buzzworthy content is evident on social media through the use of hashtags. Does it become a trending topic on Twitter? Are a bunch of your friends commenting about it on Facebook? The engagement that a video gets on the web goes beyond the screen and continues through word-of-mouth. If you’re obsessed with a video or article, you’re definitely going to want to talk to friends about it, which only increases its virality in the real world.

3. The Test of Time

Although content rarely lasts a lifetime, longevity is still a significant element of virality. Videos come and go, but every so often one seems to “stick.” Even after the video itself becomes outdated, you’re still left hoping your eyebrows are “on fleek” and you can still “cash me ousside.” While the videos themselves may not be around in five years, or even five months, their phrases become ingrained in the minds of society and continue to flow from our screens to our mouths for years to come.

How bou dat?

Our Take on Super Bowl LI Ads

With  Super Bowl right around the corner, the ads are already being released. Some brands have released their ads in full while others have released teasers. We sat down and watched as many as we could, ranking them as we went. Below are our top five.

Wix- The one for millennials

Our team thought that this commercial was targeted more towards millennials because of how relevant Wix, the free website builder, is among our age group. The commercial is fast-paced and demonstrates how quick and easy the Wix website is to use. Now more than ever, people are blogging, vlogging and showing people what they enjoy doing and what they think is interesting in their daily lives, and the commercial shows that Wix is a great way to do that through their user-friendly templates.

https://www.youtube.com/watch?v=7jIA3eFtSOM#action=share

Snickers- The one we're most anticipating

Snickers is branching out this year and doing something we’ve never seen before. Instead of pre-releasing their ad, or even giving us a prequel, they’ve decided to announce that their Super Bowl commercial will be live. We don’t know what exactly it is that they’re up to, but we can’t wait to find out.

https://www.youtube.com/watch?v=AqDtSW7u48Q

Turbo Tax- The one that made us laugh

Viewers will see the universally-known character Humpty Dumpty in the new Super Bowl ad for TurboTax. The familiar figure is a source of comedy while still making the point of how easy filing taxes can be when using TurboTax. The humor is in the details: egg whites stuck to Humpty’s shell, yolk dripping out of his mouth and Humpty receiving top-notch medical care while being airlifted for his treatment. The playfulness of this ad stretches beyond generational barriers and probes into the minds of anyone looking for a simple and inexpensive way to file taxes

https://youtu.be/wgh6K1TXw28

Mr. Clean- The one that surprised us

“You gotta love a man who cleans.” For years Mr. Clean was the Jolly Green Giant of cleaning products - the face of a mess’s rescue. We’ve seen companies attempt to bring the face of their brand to life, but the efforts  have seemed mediocre at best. This year, however, Mr. Clean broke the barrier in his Super Bowl debut. The in-house Procter & Gamble ad features Mr. Clean “sexxing up” the cleaned floor as a woman sizes up the mess of her home. As his seduction continues, the ad ends with Mr. Clean turning into the woman’s husband and a tackling public display of affection.Is the ad cheesy? Of course. But we couldn’t help but be amused by the “50 Shades Darker” similarities...and for a cleaning product. We kept grinning throughout the ad and ended things in laughter - a successful debut in our book.

http://www.superbowlcommercials.co/mr-clean/

Intel- The one we keep replaying

Fitting to the name, Intel’s 360 replay ad was one we watched over and over again. Intel, known for their Michael Phelps ad from last year, makes an “epic” reappearance in the ad world with their spot starring Tom Brady. By casting one of this year's Super Bowl quarterbacks, Intel has the perfect set-up to reach football fans and a younger audience. It’s also always fun to see how new technology is incorporated and introduced to the masses. Our team liked the ad because of the exaggeration and humor used to convey a point. A football star making pancakes with his dog - who wouldn’t replay this ad?

https://youtu.be/nTw7eten1no