1. How social movements
affect the brand story
HUAHUA LIU FALL2020
ADVE 709 CREATIVE STRATEGIES
PROF. GAURI MISRA-DESHPANDE
2. 5 Brands Story List
Macy's: The Santa Project
Target: Back to college after-hours shopping events
Verizon: #WhosGonnaWin
American Express: #ExpressLove
Hulu: Her Story is Our Story - The Laws of Gilead
3. Macy's: The Santa Project
A NATIONWIDE RALLYING CRY TO OVERCOME INTERNET CYNICISM BY
PROCLAIMING BELIEF IN SANTA.
4.
5. Campaign details
Brand: Macy's
Brand Owner: Macy's Inc.
Lead Agency: Figliulo & Partners
Contributing Agency: Praytell
Country: United States
Industries: Department stores
Media Channels: Content marketing, Online video, Public relation, Search
marketing, Social media, Television, Word of mouth, advocacy
Budget: Over 20 million
6.
7. #SantaProject
In 2016, Macy's was losing its emotional edge in an increasingly competitive and
bargain-driven holiday season.
Looking to win back its relevance over the holiday period, the brand devised a
campaign to take down the Internet's pragmatism about Santa Claus' existence,
and avoid children from finding out the truth online.
A campaign film, a 2-minute research film and a 30-second spot were released on
TV, social media and online, calling for submissions of photos and messages
about believing in Christmas, alongside influencers' optimised stories which
became Google's first search topic results.
The campaign reached over 73 million people, and brand equity indicators for
Macy's increased.
8.
9. Marketing objectives
Brand: Strengthen our equity in "Believe" by increasing awareness and comprehension
of the platform.
Behavioral: Galvanize people on the internet to proclaim their belief in Santa - and the
spirit he represents, by making "Believe" the most talked about holiday campaign
among our competition.
Attitudinal: Reinvigorate optimism by restoring America's - and the internet's belief
during the holidays.
Brand insight: Our "Believe" platform is still widely known, but it has since lost
meaning.
Consumer insight: The Internet is the new definitive authority for all of life's questions.
Strategy: Invoke the power of the Internet to make America believe again.
11. Give people something
worth fighting for:
When brands highlight a real problem that people care about and give them the
tools to combat it, they'll embrace the cause wholeheartedly.
13. Target:
Back to college after-hours
shopping events
THE DISCOUNT RETAILER, CREATED A SERIES OF SOCIAL AFTER-HOURS SHOPPING
EVENTS TO ATTRACT US STUDENTS STARTING COLLEGE.
14.
15. Campaign details
Category: SME-Retailer: Seasonal/Event
Brand/client: Target / Target Corporation
Lead agency: Periscope
For the tenth consecutive year, Target is hosting private shopping events for
incoming college freshmen to gear up for the best years of their lives. Throughout
August and September, we bus nearly 155,000 students from 66 different
universities and colleges to their local Target store in style – on coach buses – for
a night of music, shopping and fun.
16.
17. Strategic marketing challenge
Target's marketing challenge was to increase number of college students
shopping during BTC at Target at a time when it had been decreasing for multiple
years in a fiercely competitive landscape in order to create brand affinity and
long-term shopping habits.
18. Objectives & KPIs - OBJECTIVE 1
Introduce students to their "new" Target near campus during move-in timeframe
and build affinity as the primary Back to College shopping destination through
unforgettable brand and multichannel experiences
Importance and Context: Because this guest segment has the lowest affinity of any
demographic, its critical to capture them as soon as they step foot on to campus
and begin to develop life-long shopping habits of their own, free from mom and
dad for the first time.
Measured through event attendance, % of freshmen class in attendance,
engagement at the events, increase in mobile engagement over prior year, and
student feedback
19. Objectives & KPIs - OBJECTIVE 2
Maximize sales and drive trips
Importance and Context: With traffic down at the retailer in general, it was both
critical to encourage additional items to increase basket size as well as provide
incentives that would bring students back to the store.
Measured through basket size, event sales increases, redemptions of gift cards
given out at the event, and total sales.
20.
21. Shopper insight
Millennials are savvy enough to know when they're being marketed to, and are
leery of brands trying to sell them something. Target needed to find a way to a
break through the clutter of marketing messages on campus in an authentic way
to ensure college students would think of Target for all of their future shopping
needs. Additionally, they are increasingly tech dependent, relying on their
smartphone as a literal extension of their being. Therefore, in order to become
that trusted, go-to retailer with this audience, it would be critical for Target to not
only get their attention and get them to the store, but to speak in their "language"
and engage them in a way that would resonate. It wouldn't be enough to just get
students to show up at the store if left to their own devices. Rather, they needed
to be exposed to helpful information and engaging activities that would directly
impact shopping behaviors.
22. The big idea
To create a truly memorable kick-off to the school year designed for college
freshmen in the form of an student-only, late-night live + digital event that was
primarily staffed and promoted by other students.
To speak to the students from within their own peer group and on mobile/social
channels that appealed to their existing habits, encouraging word of mouth
sharing.
23. Owned media & sponsorship
Target's Social Media team coordinated efforts with this program to send geo-
targeted Facebook posts through Target's brand Facebook page to students at
the schools where events were taking place. We also worked with partner schools
to promote the event and BullseyeU.com through their social media channels.
BullseyeU.com as described above was also a significant communication channel.
25. Verizon: #WhosGonnaWin
THE LARGEST WIRELESS TELECOMMUNICATIONS PROVIDER IN THE US, CREATED A
SOCIAL MEDIA CAMPAIGN THAT WOULD SHIFT BRAND PERCEPTION FROM A
MOBILE SERVICE PROVIDER TO A TECHNOLOGY INNOVATOR.
26.
27. #WhosGonnaWin
Agency: Wasserman
Year: 2015
Verizon's objective was to dominate the social conversation around Super Bowl
XLVIII and create PR-worthy buzz.
The campaign accomplished this by receiving 475,906 mentions to
#WhosGonnaWin, which reached a social audience of 791 million people.
28.
29. Background + Objectives
Verizon is one of the biggest sponsors of the NFL. With Super Bowl XLVIII taking
place in New York City, home of Verizon headquarters, he company wanted to
capitalize on this sponsorship to shift brand perception from a mobile service
provider to a technology innovator.
Champion Verizon's powerful brand
Cut through the clutter of social brand conversation in New York City leading up
and during Super Bowl XLVIII
Generate PR buzz through a social media driven campaign
30.
31. Strategy
Every year the NFL and Super Bowl garner more social media conversation than any
other property or event. Verizon wanted to introduce itself into this conversation
organically with a unique social media campaign. To celebrate Super Bowl XLVIII and
introduce its brand into the conversation, Verizon created the first social media driven
light show on the Empire State Building, powered exclusively by fan tweets. To stay
relevant to the Super Bowl dialogue, Verizon asked fans to tweet the name of the team
they thought would win, using the #WhosGonnaWin hashtag. Each day leading up to
the Big Game, Verizon initiated daily Twitter conversations encouraging fans to break
down the game's best matchups and guess which team would dominate the passing
game, own the running game, and win Super Bowl XLVIII. To determine the winning
team each night, an algorithm tracked Twitter conversations using relevant, Super Bowl
phrases and the custom hashtag, #WhosGonnaWin. The winning team was then
celebrated through a unique light show on the Empire State Building, showcasing the
live Twitter data and results.
32.
33. Execution
To maximize reach and participation, Verizon put the full weight of its marketing
resources behind #WhosGonnaWin. In addition to asking the fans daily questions,
it executed:
Nightly one-hour light shows on the Empire State Building throughout Super Bowl
week
Print, out-of-home, digital banners, mobile ads, radio, and mobile optimized
microsite
Paid integration across ESPN's flagship programs and ESPN.com
Social engagement driven by Verizon and paid influencers
PR outreach and media tours with NFL legends and players
35. American Express:
#ExpressLove
A GLOBAL FINANCIAL SERVICES COMPANY, INCREASED AWARENESS OF ITS PRO-
LGBT STANCE BY LAUNCHING ITS #EXPRESSLOVE CAMPAIGN ON THE
ANNIVERSARY OF THE LEGALISATION OF GAY MARRIAGE IN THE US.
36.
37. Product Description
American Express is a large global financial services company. They have a long
history of supporting the LGBT community, but it wasn't widely known.
#ExpressLove would be the brand's first integrated LGBT campaign, to
demonstrate the company's ongoing commitment to equality. The primary
audience was the LGBT community.
38. Objective of the Campaign
This multi-pronged campaign had to be a big, bold statement from American
Express. We chose a significant launch date: June 26, 2016 (the one-year
anniversary of the legalization of same-sex marriage in the U.S., and the day of the
New York City gay pride parade). While the primary target audience was the LGBT
community, the most meaningful way to demonstrate our commitment to equality
was to put the full weight of the American Express brand behind the #ExpressLove
campaign. This is why #ExpressLove appeared not only at LGBT pride festivals, but
also in the Sunday New York Times and on many owned brand and social
channels including americanexpress.com. It was important that the message was
directed at a wide audience, not just LGBT consumers.
39.
40. Target Audience
We took the quintessential brand truth, that a "Member Since" date is printed on
every American Express card, and reimagined it as a way to celebrate the historic
anniversary of marriage equality. All work featured real LGBT Cardmembers, the
classic blue logo was redesigned using rainbow colors, #ExpressLove appeared at
10 U.S. Gay Pride festivals, and we launched an activation that enabled people to
#ExpressLove.
41.
42. Significance of Campaign
The positive response in social media was overwhelming. #ExpressLove made 5.9
million social impressions on an audience that had near zero awareness of the brand‘s
pro-LGBT stance. #ExpressLove was seen by over 3 million people who attended Gay
Pride events in 10 U.S. cities. In these cities, #ExpressLove window decals reached 600
merchants. American Express made 228 million impressions from mentions in 65
outlets including mainstream media and LGBT media。 #ExpressLove was named one
of the top 6 LGBT campaigns of the year by the MDB blog. And, by advertising to 2.5
million New York Times subscribers, and sharing with millions of Facebook fans and
American Express Members who visit americanexpress.com daily, we were able to push
our message of love and inclusivity beyond the LGBT community. Our online activation
drew in a wide range of participants expressing love. Friends, partners and spouses,
both LGBT and non-LGBT, used the site and shared #ExpressLove posts on Facebook,
Twitter and Instagram.
44. Hulu:
Her Story is Our Story –
The Laws of Gilead
AN AMERICAN ENTERTAINMENT COMPANY, INCREASED AWARENESS AND VIEWERSHIP OF 'THE
HANDMAID'S TALE' IN THE US BY LAUNCHING A CAMPAIGN THAT SHOWED THE WORRYING
SIMILARITIES BETWEEN THE FICTIONAL DYSTOPIAN SOCIETY IN THE SHOW AND REAL SOCIETY.
47. Effie awards category context
In entertainment, dominating cultural conversation is the holy grail.
The Handmaid's Tale had a confronting and timely storyline, and Hulu needed to
leverage topics, touch points, and influential voices that would prompt discussion
with the target audience while ensuring sensitivity as a brand. Not only did we
need the right message, we needed to deliver it with empathy and authenticity.
By leading with true female perspectives and emotive touch points, Hulu's The
Handmaid's Tale not only became the most discussed new streaming original
during the campaign, but also achieved their highest daily subscription increase
by an original content premiere.
48. Audience
Based on Margaret Atwood's 1985 novel The Handmaid's Tale, the narrative is set
in a dystopian near-future United States where a religious fundamentalist group
has taken control. The fictional world of Gilead is plagued by infertility, and fertile
women, called "Handmaids", are used as breeding stock for society's elite male
commanders. Clothing defines their caste, reading is forbidden and reproduction
is their only hope for survival.
49.
50. Objectives and KPIs
The marketing challenge was to make The Handmaid's Tale "the most talked
about show of the year". To support this effort, the media campaign had four
specific KPIs:
Cultural conversation: The most important KPI was to become the most discussed
new streaming original during launch.
Awareness of the series – the results include the percentage of our goal that was
achieved according to Hulu's Brand Tracker.
Viewership – Series viewership is critical as it creates a conversation loop following
each weekly episode and correlates to customer retention.
Subscriptions – Hulu's ultimate business goal is driving new subscribers.
51. Insight
Amidst the 2017 Women's Marches, many female activists felt today's socio-political climate was eerily in
line with the laws of Gilead.
Through social discovery, we found that the restrictive laws in The Handmaid's Tale novel were being
referenced throughout the Women's Marches in January 2017. Pictures posted online revealed quotes
from the book were being used on protester signs and even as hashtags on social media.
The women's' rights movement was eerily in-line with The Handmaid's Tale but Hulu proceeded with
care.
Major brands had jumped at the chance to leverage the groundswell of feminism and female
empowerment; but many brands were seen as lacking authenticity and empathy, and the negative
backlash from consumers took a toll on their bottom line.
Although Hulu had a true role in the conversation, they risked being seen as another brand exploiting
socio-political issues for profit.
We decided to fuel to the conversation about the laws of Gilead, but to stay authentic and empathetic,
the discussion had to be led by women, not Hulu.
52.
53. The big idea
Working with female-focused partners we created over 20 custom content pieces
and experiences, driving conversation about THE LAWS OF GILEAD in the context
of today.
Bringing the idea to life: We juxtaposed the restrictive laws of the dystopian world
while also leaning into the hope and perseverance of the main character, Offred.
To ensure authenticity, we chose partners most relevant to each law and asked
them to illustrate the impact for their audiences.
54. Communication touch points
Branded content: Consumer involvement/user generated and WOM
Events
Guerilla: Ambient media and street teams
Interactive/online: Contests, digital video and display ads
OOH: Billboard and transit
Print: Magazine – digital and print
Radio: Program/content
Social media
Radio
TV
Paid media expenditures: September 2016 – August 2017 = $10-20 million
