Ogilvy Gets Potholes to Tweet, Asking to Be Fixed, Every Time They’re Run Over

As I mentioned previously, I love campaigns that have the element of “human stake” aka there is a participation of those in the campaign that aren’t a part of the company or paid actors.

Ogilvy in Panama make a statement that through advertising there would be change.

A large problem in Panama City are the potholes. With there being so much damage to the street of Panama City, P4 (a local agency) and Ogilvy came up with a brilliant idea to place a device in the pothole that would automatically tweet annoying messages to the local Department of Public Works whenever a driver hits one.

In an effort with Panamanian TV station, they drew attention and put the spotlight on public works minister Ramon Arosemena.

While this isn’t a product of service, it’s a brilliant way in which advertising can entice change. And because of the change it is one of the most effect campaigns because, the Panamanian government did in fact, fill those potholes. They targeted specifically the Panamanian government officials by using the drivers and citizens of Panama to hit those potholes in order to tweet for change.

The video below show why this is one of my ALL TIME favorite campaigns.

Heineken | Worlds Apart | #OpenYourWorld

Heineken | Worlds Apart | #OpenYourWorld

I recently had a pretty intense interview for a very large Ad agency. As I was preparing myself for it, I went over the most impactful campaigns I’ve seen over the past year and Heineken’s Worlds Apart campaign in an effort to start a conversation with people of polar opposite perspectives was BEAUTIFULLY done. Pepsi tried (and notably) failed at doing this. The campaign asked the question: “can two strangers with opposing views prove that there’s more than that unites us than divides us?”

I used to live in Germany, close to a Heineken factory, so the beer was always top of mind when I choose what kind of beer I would like to drink. However, what this campaign did for me was make me proud to be a Heineken beer drinker. I wasn’t ashamed and it gave me a strong brand to stand next to, which is a trend that millennials in particular seek brands that stand for something. It was effective because this was a real demonstration of different people, rather than as Rory Sutherland put it, trying to show their culturally awareness bra strap that makes people cringe.

The target had to be obviously for those who are older than 21 but also for those who are young thinkers, in an ever-changing work. They target people who travel and have to encounter a myriad of different personalities.

I think this is one of my favorite and more effective campaigns I’ve seen in a while.

Campaign Video

JYM - a new kind of Gym?

Did you notice how much you hear about exercise and nutrition all the time? It is all over from food, to exercise to a healthy diet. Today, you see a lot of stores all over, boutique style, large corporate stores and smaller chain operations. Like most everything else, you can also now check these companies out online and order what you want online. Easy right?

Not so much... ads are everywhere and it can be hard to figure out where to start. Here is a good start and answer for many people, start using the GYM with JYM!

JYM? What is it? JYM Supplement Science is a revolutionary supplement company founded by Dr. Jim Stoppani. What makes JYM so unique and revolutionary is the science and quality that go into each and every single supplement, as well as the fact that that Dr. Stoppani stands behind every single product that is formulated. AND? Dr Stoppani is here to personally answer any questions that you may have. Yep, you can tweet him your questions and get an answer! Also check out the blogs and videos on the website. Most of the support you need to get started today are at your fingertips. 

Fully backed science, research and results to you get the healthy life you want! Clean, pure ingredients measured for effectiveness, the entire JYM line is a great foundation for all male and female, ages 18 - 55. Whether you are active now or want a more active lifestyle, or a fitness enthusiast, beginner to advanced, JYM can help!

Full line of products to help achieve maximum results! Check out the website here 
http://jymsupplementscience.com/

See you in the JYM!

Capital One Jobs on Facebook??

Help Wanted on Facebook

Recently in the last year or so, I have noticed different Federal agencies post employment openings using Facebook. A few days ago I noticed that Capital One was also posting employment opportunities on Facebook. The campaign felt out of place but as I thought about it further, it seemed like it was  great place to post positions.

The reason of it attracting people being that maybe people spend alot of time on social media sites. Many people spend quite a bit of time on Facebook. But the idea I thought about was that those who are at work ussually jump on Facebook at work, then it dawned on me. Why do employees spend time on Facebook while at work? The answer is that they are unhappy with their jobs or bored not feeling challenged enough or just do not care.

The adds give those individuals an opportunity to make a snap decision and take advantage of that add. While we are at work and say we are unhappy. It is still time consuming and or can be difficult to look for another job, but if the job comes to you how likely are we that we would take the opportunity and apply.

I can see this to be an effective campaign targeting those who are unhappy with their work and looking to make a change as well as those who do not  have employment. Their target audience range is probably 18 to 40 year old male and or female individuals with High school diploma but college degree preferred. If I was in the actively seeking target group I feel that I would take advantage but I do have to admit that it makes alot of sense.

Ali

Recently, I received an email from Dollar Shave Club, of which I am a member. It is a really innovative company that has a strong online presence. The brand has a cheeky personality and creates a lot of original content based on bathroom humor and personal grooming. It is clear that the brand's target audience is millenial men, because they are tech savvy, concerned with their physical appearance, usually looking for a deal and appreciate a good life hack. The email I received was not my monthly invoice or their e-newsletter, that I have come to expect regularly. It was actually asking about me and my passion with the the subject line "What's Your Thing?"  Through the #DSCYourThing campaign, Dollar Shave Club is expressing interest in their consumer and offering support in the form of a $1,000 grant contest for entrepreneurs/nonprofits/hobbyists. They are encouraging members to share their own story on Instagram while bringing attention to the company's brand and creating a new level of trust through charitable giving. For three months, followers will be watching to see which cause will win a weekly award.
This campaign does not make me more likely to purchase from Dollar Shave Club because I have an existing account that I use regularly. It is a good product for a third of in-store purchase price. Not only is it a great deal on a good product (shipping included) but, the service is where the value is at. I pay $3.00 a month to not have to think about buying new razors. Before I even need a refill, they arrive in my mailbox. This service, to me, is so valuable that they do not even have to sell it. It sells itself to anyone that hears about it. Once you do the math, it is a no-brainer.
For this campaign, the target market are engaged citizens that have already built or are actively building a social media following for their own cause. Once they post the story of their cause with the #DSCYourThing, their followers will learn of Dollar Shave Club and are almost guaranteed to become instant customers if they recognize the value of the service offered, not to mention the positive impression charitable giving leaves. Of course people will want to do business with a company that donates to an organization they are personally interested in. That is why Dollar Shave Club's social media campaign is so effective.
However, I feel that Dollar Shave Club could be more effective in this campaign if they opened it up to additional social media channels. As they say, "cast a wide net, catch more fish"

Navy Federal Credit Union

Navy Federal Credit Union 

The Credit Union is the world’s largest Federal Credit Union. They have been around for 85 years and currently service more than 7.5 million members. They weren’t always as big even though they were the largest for quite some time.

The credit union serves a specific membership charter that is Department of Defense oriented. Military members, retirees, DoD civilian employees and its contractors, veterans and immediately family members of anyone eligible for membership.

With over 320 physical branch locations around the world, mobile banking and online banking, shared free ATM’s and mobile check deposits are all perks of offered to every member without charge. The credit union is prime competitor to many of the big box banks in the United States.

They are free to have and free to keep and once a member always a member. They offer great rates all around whether its savings products or lending products. They are pretty much unbeatable with their service excellence. One particular savings product they offer is a 3% one-year CD (Certificate of Deposit), to open the account you need an initial $50 dollar deposit and then a minimum of $15 dollars a month in allotments are needed to keep it growing. One can place up to $3,000 dollars into this account for 12 months. The rate is unheard of and better yet in case you have an emergency you can access the funds without penalty.

Navy FCU has increased its marketing campaign over the years as it grew as well as its use of social media, televised and radio ads to target its potential members. If you look at its target and all who can join, this can give you an idea that most of everyone in the country is can be a potential member, I joined the credit union in 2013 as an employee and member.

After working and seeing the development of their marketing campaigns I joined their team of 9 who travel the nation to conduct my outreach and relationship building endeavor. Their use of social media has increased awareness nationwide. They continue to have growth as they have not had a layoff in the 85 years of its existence.

The campaigns overall are effective because of the word of mouth of how great they are and their continued support for those who serve and who have served. The fantastic rates, amazing caring service to its members has stayed consistent of that of a small hometown financial institution without the fees. The growth of the organization is reflected on its service and the effectiveness of its marketing and reach. 

When I joined the Credit Union in 2013 the membership was just at 4 million members, $72 billion in assets and 280 branch locations globally. Today we are over 7.5 million members and over $90 Billion in assets. A 5 year plan from back in 2016 is looking at 10% growth year after year to reach $120 billion in asset by the end of 2020.

Overall the marketing campaign, service rates and all that the organization offers is attractive in my buying into the organization but the offers of low rates on lending and great return on savings has made them my one stop shop for everything. Mortgages to credit cards, savings to car loans.

#Navy Federal Credit Union #our hometown Credit Union Everywhere

AMEX Celebrates Adulthood

American Express had suffered a big loss with Costco terminating their partnership in 2016 but that didn’t seem to affect them as much as expected. I believe a part of that has to do with their effective marketing and social media campaign with Tina Fey. In it, they promoted their “Blue Cash” AMEX card with congratulating people on doing “Adult” tasks. I believe this made it enjoyable for people to share videos doing things that most people may not be interested in unless they were directly involved. They’ve been able to take people’s successes, such as a promotion or other favorite adult topics (another example used is a dinner party) and turn it into a social celebration with Tina Fey filming clips about them. The videos were so popular among viewers, they had over 30 million views. As far as making me want to purchase the product/enrolling in their credit card, I found it enjoyable and I like Tina Fey. However, I try to be responsible with opening credit cards, but it did tug at my emotions a bit. I found it to be effective because it’s inclusive. It makes me want to share videos of my little successes and be more involved. It’s effective because it makes it about the customer and not about them. Their target market appears to be females from 35 and up as they make most of the purchasing decisions and Tina Fey is relatable to that demographic.  The videos are hilarious!  As far as being more effective, I don’t believe so. AMEX cards are usually targeted to a specific income bracket as well so unless they want to completely change who they target, I think they do a great job. It’s clearly worked for them.

Highland Park High School Charity Drive on Social Media

Social Media Marketing – Highland Park High School Charity Drive

Today it seems everywhere you look, companies are putting their marketing stamp out through social media campaigns.

I work in aHighland Park High School, a community of over 2000 students. Each year in February the school community picks an organization and works to raise funds.  Known as Charity Drive, it now has a bigger presence than ever on Social Media.  It is not just the students who are putting it out there, but the families, community businesses, teachers, and staff.

Walking through the high school each day you see social media addresses on posters, painted on windows, hung on classroom doors, even in the Principals office, highlighting ways to access and support the drive on Social Media.  Students and staff get daily email updates, highlighting what is happening that day and how to support the cause. Most often a link is included for a Social Media site that has the latest news.

Walking out in town, you will see signs on local businesses with the Charity Drive hash tag and Facebook address, as they support Charity Drive too.

In such a large and diverse high school, using different Social Media to engage different parts of the community is a very good idea. Student groups, teachers, staff, all can reach out in a way that “hits” their audience.  A financial goal is set, and everyone hopes to beat that goal, so they work hard to share the information, getting it to the most people possible. Student groups have a Facebook page or Twitter Account that details what is happening and when.

The school community works hard to get the word out about Charity Drive. The campaign is likely to get more donations and attendance at events, because they are reaching  the school and the city.  Parents, grandparents, alums of the school, all are seeing the news and may see a way in which they can support the cause.

If you think of the question, “Who is the target audience?”, the answer is, and always has been, everyone in the community. Charity Drive has been around for 25 years, residents and businesses know about it, and it has a positive reputation, helping those in need. Bringing it to Social Media has only increased the awareness of the events and keeps people informed. 

Could the school be more effective?  I am going to say that I think they have done an amazing job in getting the word out.  With as large a population as this school is, there will always be those who are more involved and supportive than others, so keeping their ideas open on how to attract certain parts of the community will always be important.

If you are interested in finding out more, go to these links:

https://www.dist113.org/domain/162

https://www.facebook.com/CharityDrive2017/

https://sites.google.com/student.dist113.org/hpstudentsenate/charity-drive