I have to preface this weeks post with an admission that I've secretly feared Veet (previously called Neet) ever since I was 13. And it's not because of some misguided teen hair removal exercise. One of my friends had Neet put in her hair during a high school initiation day, and clumps of it fell out in her hands. This image, as an insecure adolescent, is still vivid in my … [Read more...]
Disruptive “first kiss” content marketing: taps emotion, vulnerability & voyeurism
This week Melissa Coker did what most advertising industry folks would have thought impossible. On a budget of $1,500 (and she only actually spent $1,300), she created a content marketing viral video sensation for the fall line of her LA based fashion label, Wren, that as of March 24 had achieved well over 69 million views on Youtube. The 3-minute video, shot artistically in … [Read more...]
Location & behaviour based targeting: When does it get creepy?
Location and behaviour based marketing holds great promise for marketers. The wealth of customer data being collected online via social media use, combined with the ability to data crunch and layer in predictive analytics, plus the rapid growth of personal device use such as smartphones and tablets, renders the possibilities dizzying. This is virgin territory and I fear … [Read more...]
People don’t choose brands, they join them
People don’t CHOOSE brands, they JOIN them. That’s a pretty powerful statement if you pause to think about what it actually means. “Choosing” is about making a selection for now. It’s transactional and it may or may not be repeated. “Joining” is about commitment, now and into the future. It’s about being with others who share you interests and values. The notion of … [Read more...]
Hotel overstay policy that challenges convention: A brilliant transparent promotion
Good relationships are based on honesty, and building relationships is at the core of a strong business. Yet for some companies, true transparency, and by default, apparent honesty, can seem lacking when guised in corporate policy. We now seek out brands that are honest, flaws and all, because it feels like we can trust them more. For a brand, being transparent and … [Read more...]
