The Swoosh Shift

Photo by Kristian Johansson.

Fascinating article from Fortune on Nike’s new marketing mojo.

Key takeaways? Let’s put it like this. In a discussion on meaningful brands, Michel A. Jansen once said that “the right to exist” is only granted when a company continuously adds value for its customers.

Over 200 million people have given Nike that right to exist. The sports brand understands the cardinal rule to survival in this cluttered, digital era: make connections. This translates into doing things that reach people, that touch people, that convince people, and most of all, add value.

Nike has shunned the usual top-down approach to campaign releases (via traditional mediums such as TV or print) and now favors the reverse approach, where it leverages all digital touch points and creates products that form intimate connections with its target audience. Its media mix is more heavily reliant on digital and ‘non-traditional’ tactics than any other brand in the top 100 advertisers.

And the strategy is paying off. Nike now has an engaged Superbowl-sized audience 365 days a year. Which in turn translates to over $21 billion in sales — a 30% lead on its closest rival.

For more insight into Nike’s innovative brand model, check out the full article here.

 

February 17, 2012
share

New on Shop Talk

Our talented tech team at Blast Radius has been busy. Fortunately, they’ve had time to share some interesting insights.

Amsterdam developer Topher Johnson and technology architect John Cavacas share their experiences building the NIVEA augmented reality app (featuring Rihanna) here.

Chris Tan, a QA lead in Vancouver, talks us through a new testing tool called Kryptonite here.

Read all Shop Talk blog posts here.

January 25, 2012
share

Embracing the Unknown

Simon Neate-Stidson, our Senior Strategy Director in Amsterdam, wrote his first in a series of articles for creative community forum ihaveanidea.org. In it, he talks about embracing the unknown, and the exciting solutions borne of  less rigidly defined projects. Read it here.

Simon also shares some wisdom for aspiring strategists on Junior Strategy. Watch a sample below or view all five here.

Simon Neate-Stidson: Great Briefs from Junior Strategy on Vimeo.

January 3, 2012
share

The Case Against the Viral Video

It’s that time of year – the time for year-end “best-of” lists. As in previous years, one popular category is the viral video. While it’s encouraging to see evolving metrics in this space – forward-thinking companies are tracking most-shared videos as opposed to most-viewed – it is, frankly, discouraging to see such a heavy reliance on an old-school way of thinking.

Yes, the concept of a viral video – something created for and shared online – is  relatively new. But the ideas behind it as a campaign focal piece are based on an outdated model of communication and distribution.

The viral video is the Super Bowl ad of our decade. Yes, it generates a lot of impressions, and since there is no media buy, brands assume it’s ‘cheap’ – but it’s often, in fact, the opposite.

This year’s top 5 contenders include a 9-minute stunt bonanza in which a 600 HP rally car that bursts into flames careening through sharks, Bollywood dancers and zombies. There is also a stylized 3D-animatedpost-apocalyptic music video starring hamsters, and a choreographed dance routine featuring meticulously cast Royal Family lookalikes.

What products were we advertising again? Oh right – sneakers, a car;, and a cell phone carrier, respectively.

It’s somewhat telling that one of the few videos that relates to the product it’s shilling is a viral short for a movie –  because that’s what viral videos are: the blockbuster model of advertising. A ‘big idea’ broadcast at an audience by a brand for, primarily, entertainment. They don’t ask much of a viewer, besides a few minutes of time, and they don’t provide much in return – very little information; very little reward or enrichment… in fact, very little in the way of true engagement.

Digital channels offer so many opportunities to build your brand and connections with your customers. Resorting to an old (arguably, broken) model won’t do you any favors. It’s like hitching a horse to a Model T; bastardizing the old and new invention, and rendering them both impotent.

It isn’t to say that a viral video is never the right move – but it shouldn’t be your only move, and certainly not a core focus. Re-direct your time and money into marketing that matters to business, brand and the customer. Otherwise, you’re wasting everyone’s time.

Article by Heather Stoutenburg, Marketing Strategist in Vancouver

December 28, 2011
share

Social Skills For Brands

Social isn’t a silo and nor should it be treated as such; a good social strategy integrates with your current brand ecosystem and cross-channel efforts. With that being said, social is a great magnification tool — but like any marketing effort, it needs to be disciplined.

Because Twitter is a blank slate, people who use it forget their business goals. They try to do too much – customer support, formal announcements, fan stuff. There can and should be a thoughtful approach to what seems like casual conversations.

Approach social with the same rigor you’d apply to any other channel strategy – with careful analysis, as well as creativity, insight, intuition.

But recognize the differences – in traditional marketing, branding was about defining how you’re going to present yourself. Hair, makeup, clothes. The first thing out of your mouth as you’re shaking hands. That was brand strategy.

Now, brand strategy is “what’s the next thing I’ll say, after the handshake? How will I respond to what the customer says next?”

They key, of course, lies in research and planning. With both,  brands have the raw ingredients to shape that conversation.  Use social listening to discover the common ground between the presentation of your brand in traditional channels and what customers really think about you, and you will be able to craft voice, tone, frequency and creative.

Tips for conversation:
1.     Write a list of goals then cut it in half. Keep the rejected half as reminders..
2.     Base your social voice on the existing role your brand embodies for customers.
3.     Validate that role with a bit of research (resist the pull of wishful thinking).
4.     Hire people who can play that role authentically.
5.     Don’t think of it as tweets or status updates. Think of it as brand programming.

December 16, 2011
share
WPP — Leaders in Advertising, Digital, Relationship Marketing.