Tag Archives: brands

Trust Me and I’ll Trust You

I was first introduced to Amanda Mooney through her blog, We Are the Digital Kids. In the time that I have followed her, Amanda has gone from working with Edelman Chicago (including co-founding  Edelman’s global millennial agency 8095) to now working in Shanghai, China managing Eldeman’s digital team. Her insight, understanding and natural submersion in digital life is inspiring and I have no doubt she is a face to watch.

The following video is from her talk at the 2011 PICNIC Festival where she talked about how brands mobilise and engage, and how the evolving dynamics of trust influences strategy. Amanda steps through how to evolve a brand to be a catalyst instead of a traditional marketer.

You can check out other videos from PICNIC here.

Yours in brand strategy,

Justine.

Pinteresting Brands

 

Earlier this year I came across Pinterest – an online  ‘scrap book’ that lets you organise and share images (and now videos) you find on the web. It instantly appealed to me as a ‘digital hoarder / collector / curator’ as a way to visually organise and display ideas for events, work presentations, home decoration ideas, even destinations I wanted to travel to in future.

As with any new online service the next question and thought that runs through my mind is “How will brands begin to use this?”. I could see there would be certain brands that would fall into Pinterest easily and would be a natural fit amongst the growing online community. Australian stationery brand kikki.K, who was the first brand I noticed using Pinterest, is one such company that was made for a community like Pinterest.

kikki.K was always going to fit in seamlessly. Take a look through Pinterest and you’ll soon see why – if it is twee, crafty, street style, decor or design focused it will be on Pinterest. kikki.K took their product and gave it to a community that was going to adore it (as they do in many other channels already) and opened themselves up to a global audience – many of which are obsessed with “pretty” stationery.

kikki.K owner and founder Kristina Karlsson said the team instantly fell in love with Pinterest’s ease of use and clean visual layout and wants kikki.K’s presence on the site to be visually inspiring, motivating and useful.

“Our brand values are very consistent with Pinterest in that we both are passionate about helping people organise their ideas and inspiration in stylish and creative ways,” she said. “We noticed that Pinterest users were already pinning kikki.K products and styling images to their boards, so it just made sense for us to start contributing to the community and adding to the conversation.”

“Pinterest has given us the opportunity to start building a community around people who share the same passions we do and participate in those spaces in a strikingly visual way. We’ve integrated the Pinterest ‘Follow’ and ‘Pin it’ badges onto our site, to encourage stationery lovers to experience and share our brand in a fresh way. It’s interesting for us to track those products which are being pinned more heavily than others to see which products and interests will rise in this space.”

Brands that could be instantly pinteresting

Like any social media network it isn’t “one size fits all”. Just because everyone is jumping on the Facebook and Twitter bandwagon doesn’t mean your company/brand/business has to as well. It is about what is going to work for you. That’s why for some Pinterest will be the best fit, for others it won’t. So what kind of brands will be a duck to water in the land of Pinterest?

  • Fashion
  • Beauty
  • Homewares / Interior Design
  • Food / Restaurants
  • Graphic design
  • Travel / Tourism
  • Architecture
  • Event service providers (weddings, christenings etc)

Of course, it is still a new online community and is going to be used in many ways. How it is used is up to the individual and the potential is only as good as the idea!

Who else is doing it well?

  • TED. That’s right – TED as in TED Videos. They are using the service to curate examples of Ads Worth Spreading. In a digital sea of ‘pins’ of highly stylised photos, motivational quotes, photos of food, puppies and everything cute it was refreshing to see Pinterest being used in this way.
  • Traveller’s Point – This travel guide is using Pinterest to curate lists of desired destinations and exotic locations.
  • Project82 - hand-selected interior design store

Stay tuned for the next installment where I’ll chat about Pinterest 101 – How to get started and “what is pinning?”

Yours in happy pinning,

Justine.

 

 

The Greatest Brandversations

Here’s an interesting project about brands by Romania-based Stefan Asafti.

“There have always existed disputes among the competing parties, divergent opinions, while the fans of each brand were convinced that theirs was the best product. Last, but not least, the rivals have even conducted ad campaigns against the competing brands. This project mostly approaches the visual ‘conversations’ between the company logos and the ways that they influence each other, hence the name of the project, Brandversations. It is a parallel between the modern and the old, some of the slogans dating back to the 40s and 50s.” – STEFAN ASAFTI

More Brandversations on Stefan’s Behance profile.

Yours in Brandversations,
Tanya

The Ultimate Pleasure Hunt

 

While checking the latest news on ninemsn the other day an advert on the side caught my attention. The words ‘Pleasure Seeker’ and ‘Streets Magnum’ made me think “yummy, let’s check this out”. What I encountered was the latest global campaign for Magnum, an engaging online game that takes you on journey across the internet in search of the ‘ultimate pleasure’.

In this online game you control a girl with your keyboard, as she runs and jumps through a series of websites, interacting with them and the brands within. Highlights of this include her ‘gate crashing’ a fashion show on YouTube, grabbing a hang-glider from a ski resort to fly through the sky and driving off in a luxury Saab.

The creative is great and had me gasping out an audible ‘WOW’ or amazed laugh every now and again. I can only imagine the time and effort it would have taken all parties involved to collaborate with all the brands and build this fun interactive experience.

The interactivity then follows through with the ability to submit your score, share on Facebook and challenge your friends to beat your score. First round for me was a score of 2,411, ranking me 1,185. Maybe you can beat mine when you check it out at pleasurehunt.mymagnum.com.au

The end result is an effective, fun and inspiring campaign that will have people talking about and sharing their experience with people all over the world, just like me.

Yours in pleasure hunting,

Dawn