KCSA PUBLIC RELATIONS, INVESTOR RELATIONS BLOG
Posted by Stephanie Stuchin on December 20th, 2013
As we approach the holidays and the beginning of a new year, I thought it would be fun to take a look back over 2013 to see what brands and campaigns stood out with a real marketing moment. It seems that 2013 was all about content and how brands used that content in different channels to connect with their core audiences. Here are a few of my faves…
Dove’s “Real Beauty Sketches”
I loved this piece and thought the brand message was spot on. In this video you see an artist sketching different women without actually seeing them. The sketches are based on how the women describe themselves to the artist. The artist then creates a second sketch of each woman by hearing a description of her by a friend. It’s interesting to see the differences between the two images because boy, are we women hard on ourselves! It was emotional and heartwarming and really draws upon Dove’s ultimate brand message that real women are beautiful. The overall message it leaves viewers with is one of empowerment, inspiration and confidence, all attributes you associate with the Dove brand. Way to go Dove, #WeAreBeautiful.
DiGiorno Live Tweets Sound of Music
I love musicals and therefore was sucked into watching NBC’s The Sound of Music Live along with nearly 19 million other viewers a few weeks ago. Maybe it wasn’t quite as many viewers as the Super Bowl, but it was still a touchdown for NBC and a great opportunity for brands to take advantage of this captive audience. DiGiornio Pizza jumped on this opportunity and began live tweeting during the show with catchy tweets integrating The Sound of Music with pizza. Some of my favorites (no pun intended) include:
- “Dough, Ray, Me = Pizza party with me and a guy named Ray.” #TheSoundofMusicLive
- “So long, farewell, the Pizza’s gone no reason to be here anymore.” #TheSoundofMusicLive
And the list goes on. It reminds me of Oreos taking the blackout situation at the Super Bowl and turning it into a marketing opportunity when they tweeted “You can still dunk in the dark”. Both examples show not only the power of social media for brands but the power of being nimble, showing relevancy and connecting with your audience. As a result, DiGiorno picked up about 4,000 new followers and their first tweet got approximately 550 retweets. Not bad!
Got a new job? Get some free underwear from Fruit of the Loom
Even the most mundane brands need to find ways to use creativity to connect with their audiences and build awareness with consumers. Fruit of the Loom did this recently by partnering with LinkedIn, offering free underwear to every LinkedIn member who either changed jobs or got a new job for a 30-day period. Why? They said “Great fitting underwear can help you start your workday in a great mood.” The box of undies for new employees said “Fresh Fruit for your Fresh Gig”. Apparently the campaign has helped sales and new employees are feeling happy. Everyone’s a winner here!
The list could go on and on as so many brands delivered incredibly creative and thoughtful campaigns and content this year. We saw this in the examples above as they drew us in, kept us engaged and ultimately impacted our brand awareness and perception. I look forward to seeing how brands capture our attention in 2014.