1980s saw the emergence of one of the most successful campaign in history. It was the turning point for Nike: a transformation from a sports to a lifestyle brand.
It all started in 1987, with Director Advertising Nike Scott Bedbury and Director of Marketing Insights & Planning Nike Jerome Conlon thinking and talking about the essence of the brand, and how it could address certain unmet consumer needs. Nike at the time had just faced its first sales contraction and laid off 20% of its employees. The new set of ads delivered by Nike’s Creative Agency, Wieden+Kennedy (W+K) were frowned upon by the senior management and rejected.
Scott and Jerome discussed the state of the brand, highlighting the challenge as catering to a small market of people involved in sports, whereas Reebok had successfully captured the fitness market. The fitness market had huge potential with growing obesity and recession concerns in the US. Nike needed to tap into segments other than mainstream sports, and make the brand a wholesome lifestyle brand. This mainly included fitness enthusiasts, but all kinds: hardcore as well as the ones who went walking and running every morning.
The appeal of the brand was housed in the experience of sports. The brand wanted to extend this experience into becoming a protagonist for all that was good and true about it. Nike wanted to show people through its communications the joy of being involved in sports or fitness. So far, Nike had focused on top sports players in the industry with an emphasis on hyper competitive sports. They needed to come up with something subtle to appeal to everybody who was involved in sports and everyday fitness routines.
After having this discussion, Scott, only three weeks into his job, presented a creative brief to W+K. The brief emphasized on widening the access point of the brand: talking to the masses involved in sports and fitness. After several discussions, in 1988, the Just Do It campaign was born. Dan Wieden is credited to have come up with the tagline. He is said to have been inspired by the last words of Gary Gilmore, a convicted murderer, — “Let’s Do It”.
This is a clear example of understanding the brand’s core positioning, its challenges, and goals. Just Do It captured the brand essence not only for the consumers, but internally for the company’s employees as well: everyone motivated towards a singular goal, with one brand purpose.
In 1988, Nike sales were at $800 million; by 1998, sales exceeded $9.2 billion.
So when trying to decide the best way to present your brand, make sure you understand the brand well enough to know the challenges it is facing, how they can be met, and how they can be best presented to the consumers. Just Do It is short, sweet, easy to remember, and represents the brand’s essence well. More so, it represents the consumer too. It is soulful in a way that it can easily connect to the consumers it is communicating with.
The Orchestra of the Age of Enlightenment (OAE) is the resident orchestra of the Southbank Centre, London, associate orchestra at Glyndebourne Festival Opera, and has its headquarters at Kings Place. The main musicians are Alison Bury, Matthew Truscott, Kati Debretzeni, and Margaret Faultless.
There is no particular person in charge, and the players run the orchestra. The OAE is different not only in terms of having no ‘leader’ but also because it claims that it is not a chamber or symphony orchestra. The orchestra’s size depends on the music they play, and since there is no leader, each player is a contributor while occupying his or her own individuality.
The orchestra does not spend a lot of money on marketing and is not hugely famous among the audience, but continues to grow in its familiar circle, based on its uniqueness and talent. However, it does prefer unique and efficient ways to promote its music. And so when designers Harrison & Co presented their ideas for the new 2012-13 campaign, the company took it up for its unique, interactive, and artistic nature, which the orchestra stood for as well. The idea is simple: featuring audience members with a strong or unusual look, alongside the players.
Harrison & Co has worked on design and creative communications for arts organizations for over nine years. Although arts are great to work with in terms of creativity, they require serious thinking because of tight budgets.
The 2012-12 OAE Campaign was inspired by Richard Avedon portraits; specifically the ones he made of the characters who hung out at Andy Warhol’s Factory in the 60s. This got Harrison & Co thinking about people and audiences. Taking the OAE tagline ‘Not all orchestras are the same’ to the next level, Harrison & Co decided to pair up an audience member with an OAE player. Not only would this be an unusual sight, the project would spark debates with about the players and the audience. All these would produce enough publicity for the campaign to meet its objective, the goal was.
The campaign got its viral thrust on social media. The OAE recruited audience members for the photo shoot via social networks. The response: success! Fans, all past, current, and prospective came forward, intrigued by the uniqueness and creativity of the idea. The photographs shot by Eric Richmond, are beautiful and capturing. The company hopes to draw some chatter around the photographs in social circles for publicity.
The campaign, the designer thought ‘was risky, and a bit scary, but that’s probably a good thing’. And he is right. Marketing, with or without a budget requires careful thinking, just more when you are looking to achieve larger awareness goals on small budgets. With OAE, Harrison & Co seemed to have nailed it!
Video is a fast growing media channel, and corporate animated video has gained some hype in recent times. This is not surprising, as it is predicted that by 2017 video will be responsible for 90% of all online traffic.
The reason for such popularity lies in the fact that video is processed 60,000 times faster than text. In today’s world, people are too busy to go through large copies of text. A typical internet user will only read 28% of written content on a web page. People seek instant and relevant content, which is easy to understand and access. This is exactly what video offers.
Animations and videos significantly boost conversion rates on websites and email marketing, with a 41% higher click-through rate as compared to plain text. An animated video on a landing page increases conversion by 70%. In addition video are reshared 12,000 times more than text.
Following the trend, corporations are increasingly becoming interested in getting animated videos to showcase their profile, outline procedures, or explain processes. They are looking for something, which is easy to access, understand and share. Here are some styles that are being used:
Corporate 3D animation allows you to show, describe and present benefits of your offering to your consumer simultaneously. This results in a powerful package that provides a commendable user experience. Animation is usually very successful in selling intangible products. It is often difficult to describe these products, for example insurance, and this where animation becomes very helpful. Animation also helps to explain the product in its most easy to understand, and yet comprehensive, form. Here is an example:
2D animation transcribes a friendly atmosphere which presents the information in a relatable manner. In doing so, this kind of animation proves very effective in conveying the benefits of many human services. An example:
The combination of raw video and animation can also be very effective, particularly when it comes to helping the user empathise with the product. A raw video combined with graphic overlays gives an honest effect to the information presented through the video. Here is an example, that also reiterates the importance of video:
When it comes to marketing yourself on the second largest reach generating platform, we have you covered. Although not as famous as Facebook, YouTube has its popularity not only in terms of reach, but as a search engine too: It is the second biggest search engine after its parent company Google. For marketers, it important to understand what can be done to expand reach and convert it into profitable business. For this purpose we collated a list of 10 things you can utilize, and make the most out of the video sharing platform. Here it goes:
1.You can create a link that starts a YouTube video at a certain time
Sometimes you want to show a certain part of a video to someone, not the entire video. Here is how you can do that:
Open up the video and click “Share” underneath the video title. Then under the first tab (also labeled “Share”), check the box next to “Start at:” and type in the time in hours:minutes:seconds you want the video to start at.
Soon, you will see a tag add itself to the end of the generic YouTube link. Simply copy that link and paste it wherever you like. But remember that you can’t embed a video for a certain time, you can only link it.
2. Editing or uploading a transcript can help you search results
A transcript is a kind of description that helps tell search spiders what your video is about, so it helps boost search rankings. To add a transcript to your video, open a video on YouTube, and click on the icon on the far right (under the video) for “Subtitles & CC”.
Set your language, and then choose among three different ways to add subtitles or closed captions (CC) to your video. You can upload a pre-written text transcript, paste a full transcript, or type them in.
3. You can create, share and collaborate on playlists
YouTube is not just the place to store and organize videos. You can keep playlists private, make them public, or even share them directly with others. Playlists are important for users to get related videos at one place. Take the example of albums! Playlists facilitate browsing and give consumers a better online experience.
To create a playlist, click on your account icon in the top right, and choose “Creator Studio”. Then click on “Video Manager” on the left. Next click on “Playlists”. From here click on “New Playlist”. To add a video to the playlist while you are watching it, click the “Add to” icon below the video title and check the box next to the playlist you’d like to add it to.
If you want to add a video to a playlist right from your playlists page, simply click “Add Video” and either paste in the video URL, choose a video from your uploads, or search a video on YouTube, and select the “Add to” menu from the video to add it to the playlist.
You can turn on the contribute/collaborate facility for your friends to add to your playlists. To add friends to a playlist, go to your playlists page again, and open the playlist you want to collaborate on. Click “Playlist Settings” and choose the “Collaborate” tag. Toggle on that, and from here, you can send them a link where they can add videos to the playlist.
Notifications to all collaborators will be sent when a video is uploaded.
4. You can create your own custom YouTube URL
A YouTube address must be memorable. You can create a custom one for ease of convenience and memory. But be careful, this is not reversible.
To claim a custom URL, open your YouTube account settings and click on “Advanced”.
If you are eligible, you will be prompted to claim your URL by clicking a link:
Agree to the terms and conditions, and then click “Change URL”. Be very sure!
Not everyone is eligible for a custom URL. You have to have 100 plus subscribers, and be at least 30 days old to claim for one. You must also have a photo as channel icon, and channel art.
5. You can add clickable links to your videos
Engagement is key when it comes conversions. YouTube lets you add clickable links called annotations to your videos. These could be anything from links to your website or social media networks, or calls to action like subscribing to your page. Here is how you can add some to your videos:
Make sure your YouTube account is verified for this to work. Also have external linking turned on for your account. With that clear, go to your Video Manager on YouTube. Then look for the video you want to add links to. Click on the arrow next to Edit; choose “Annotations” from the drop down menu.
Click “Add Annotation” to add a new annotation and choose from the five annotation types in the pull-down menu: Speech bubble, Note, Title, Spotlight, or Label. You can look for tutorials before if you are not sure what the annotations will look like.
After choosing annotation type, you can add text, choose your font, size, background color, and transparency. Below the video, you can choose the time you want the annotation to appear: start time and end time.
To add a link, check the box next to “Link” and choose what type of page you will link to. When done, click on “Publish”. Edit, if you are not satisfied with the result, by selecting the “Edit existing annotation” tool in “Edit Annotation”.
Note: Annotation will only appear on standard YouTube players. It may not show on chromeless players, or mobile, table and TV sets.
6. You can browse and access high-quality, royalty-free sound effects and music on YouTube
There is a whole library of sound effects and music you can use for free in your videos, or listen to. To add these to your video, open your Creator Studio, click “Create” in the menu on the left, and choose “Audio Library”. You can now search for sounds and music, toggle by category, or scroll through favorites you may have starred in the past.
Once you have found the track, download it, and do whatever you want to with it.
7. You can create photo slides shows with background music
Don’t have to use PowerPoint or Moviemaker for this! You can upload as many photos and videos as you like, and choose from hundreds of movie styles, transitions, and effects.
To create a photo slide show, log in to your account and click on “Upload” at the top right corner of your screen. Find the “Create Videos” module here and then click on “Photo slideshow”. Then click “Create”.
Now, choose your photos, on your Google drive or computer; rearrange, add more. Pressing “Next” on the bottom right will open a video preview. Here you can change transitions, slide duration, and slide effects. You can still select “Back” to rearrange photos and/or add more.
When you are done, click “Upload” on the bottom right and let the video process. Once that’s done, your photo slideshow is ready to be shared.
8. You can live stream videos to YouTube
You can live stream on YouTube from your desktop or mobile devices. But this feature is only available to a few.
To live stream from your desktop, log in to your account and click the “Upload” button at the top of your screen. Find the “Live Streaming” module on the right hand side of your screen, and click on “Get Started”.
Before you go live, YouTube will first confirm that your channel is verified and that you have no live stream restrictions in the last 90 days. Once that’s all set, you have two options for streaming: “Stream Now” and “Live Events.”
Stream Now is the default option for streaming. Looks something like this:
This is where you will need to open your encoder and start and stop streaming from there. More information on this can be found here
Live events give you much more control over your live stream. You can preview it before it goes live and you can start and stop the stream whenever you want. Choose live events from your live streaming dashboard once you have enabled it. Here is what it looks like:
Note that your live stream videos are automatically published as public as soon as you are done recording. You can select “Make archive private when complete” in the “Stream Options” of your live dashboard once done recording to make them private.
9. You can use YouTube as an advertising medium, pretty effectively
Like on Google and Facebook, advertisers help fund the YouTube experience in return for ad exposure. But just like its parent company, YouTube’s algorithms make sure people are not bombarded with advertisements while a video is playing. Here are 5 ad formats you can use and see on YouTube:
Display ads: show up next to the video, and only appear on desktops and laptops. The advertiser gets paid when someone sees or clicks on the ad.
Overlay ads: appear across the bottom 20% of the video window. These only appear on desktop and laptop computers. You can opt out of the ad anytime.
TrueView: supports in-stream, skippable, video ads. You can use them before, during, or after the video. Advertisers only pay if 30 seconds of the video ad clip is watched, or the full video is seen.
Non-skippable video ads: are longer (15 seconds or more) ads that you see before videos and cannot be skipped.
Midroll ads: are only available for videos over 15 minutes long that appeared among videos like TV commercials. You cannot skip these ads. These ads could be like TrueView, or can be charged at a per impression basis.
10. You can remove ads from YouTube videos
Yes, you can do this, but for a charge. With YouTube’s subscription service, YouTube Red, you pay $9.99 a month to watch ad free videos. In addition to that, you can save videos on your mobile, and watch them in the background or while offline. You can also use YouTube’s Music App offline, in the background or on audio mode. This is great for people who use YouTube for business purposes: to have 24/7 flexible access.
4 classic Marlboro Men died of smoking – why then does everybody want to be the Marlboro Man?
The most popular campaign in the history of tobacco advertising left millions of people influenced by the classic Marlboro commercial icon. The thinking behind the campaign must be appreciated, even though it was for cigarettes.
The Marlboro brand started off with targeting women. Yes that’s true. In the 1950s Marlboro targeted women with its filtered cigarettes brands. The brand image was largely feminine: a safer, lighter cigarette. ‘Mild as May’ was sold in white boxes with a lot of copy appealing to women and featuring special, red cellulose around the filter to hide lipstick stains.
In the late 1950s, Philip Morris decided to change this feminine image into a completely opposite one. With Leo Burnett, a Chicago based advertising agency, Morris came up with one of the most successful and long living campaign in history.
The Campaign: Marlboro Man
The Marlboro Man campaign made the brand a niche brand with a market share of 1% within a year. It topped the American cigarette brands. By 1972, the brand became the most popular brand in America, and remains so till date.
Leo Burnett, in the campaign decided to let go of the softer appeal of cigarettes. Instead it came up with a rugged, tough masculine image for the brand in the form of a cowboy. It was the most successful campaign in cigarette branding and advertising history.
The Marlboro Man was successful because it represented the American version of Homer’s Odysseus. He is a lone traveller. This represented the important marketing strategy of using archetypes. Burnett wanted people to connect with the icon, and it clicked. Burnett also used Semiotics – a science that analyses how a sign brings meaning to a reader. The Marlboro Man was presented as a sign of freedom, masculinity, independence and reason. These values made up the ethos of the 1970s middle-class American. The goal was for people to identify with the icon, and they did, and do till this day.
Today, the Marlboro Man is part of the popular culture. Long after the ban on tobacco advertising, the Man still reminds us of the Marlboro brand. That is the impact of strong brand icons.
Post World War II, the United States had emerged as a consumer superpower, with cars becoming a prominent statement of status and family. In the 1950s and 1960s, cars were fashion statements, and proof of the muscle, in terms of money and power, a person possessed in society.
At a time like this, when marketing of cars was about design, class, size, and comfort, selling a small, ugly, slow and ‘foreign’ car was close to impossible. What’s more the car was associated to the famous, but not so famous with the Americans, Adolf Hitler; it was the people’s car of the Nazis.
Tell me to sell this car to a society bitter with WWII stories. You must be crazy?
But they pulled it off, and with style!
The Volkswagen Beetle did exactly that with its 1950s campaign “Think Small”. It not only managed to increase sales, it changed a perspective, and so impacted a lifestyle! It was ranked as the best advertising campaign of the 20th century by AdAge.
The People Behind the campaign was Art Director Helmut Krone, and Writers Julian Koenig and Bob Levenson, at the Doyle Dane Bernbach (DDB) agency.
The Idea Helmut chose to be honest, bold, and different. The ads portrayed the exact opposite of what was expected in a car’s ad at that time.
Read the copy, it’s just strange – defying ideals and challenging people to think. Most of the ads described the characteristics valued in a car at those times, and then simply denied having them in the Volkswagen Beetle. Instead, the copy went on to describe and value simpler attributes that a car should possess. The ads were shocker – they caught attention!
If you saw such an ad in a newspaper, you will not only be attracted to it for its unique design, you’d be confused and so tempted to read and explore more. At this point, the marketers trying to promote a strange vehicle had won their first battle.
The marketing copy was genius. But they didn’t stop there. The design had to be complimentary!
The ads used a lot of white space, with small and yet prominent graphics, to emphasize the compact nature of the vehicle. The car is depicted as part of daily life; a car that can be owned by any individual or family.
On an empty background, the observer is forced to take in the car, focus on it, and appreciate its design and uniqueness. The design appealed to the people and paved the way for Volkswagen to becoming a lifestyle statement.
The campaign is proof of how simplicity in design can be rewarding. DDB changed the way marketers think today.