Tag Archives: YouTube

Great Brand Campaigns Pay Dividends

26 Dec

Recently, we discussed two aspects of branding. Purpose-Driven Brands’ Marketing Lessons. And Top Authentic Global Brands — Credibility Pays. Today, we look at how great brand campaigns pay dividends.

In particular, this is an important topic. Especially given the present environment of price shoppers and distrust of mass media and .com Web sites.

Great Brand Campaigns Pay Dividends

As Kayla Matthews reports for Marketing Dive:

“Unsurprisingly, digital media dominated brand campaigns in 2017. But the most popular efforts added an extra pop in key areas that have emerged as trends to watch. Better tying together real-world and social media channels. And catering to the ever-shorter attention spans of consumers. How? Through extra-short video ads. Or quick-hit visual formats like GIFs.”

Now, let us examine three great brand campaigns discussed by Matthews.

First, Bud Light and the NFL: “Beyond TV ads, Bud Light is tackling NFL marketing by linking packaging to Snapchat. In doing so, it offers dedicated football fans exclusive content and more. With Snapcodes on product,  users can scan with smartphone cameras. And see behind-the-scenes videos from their favorite teams. As well as enter sweepstakes.”

Great Brand Campaigns Pay Dividends: Bud Light and the NFL
Second, Duracell’s use of short video clips: “A big marketing challenge marketers is the short attention span of consumers. A oft-cited statistic suggests most people are more easily distracted than a goldfish. This matters more now that the internet gives users more control over media views. To combat this, some brands use super-short video ads that are hard to skip. Duracell’s six-second spots for YouTube became a major success.”


Third, Converse GIFs with Millie Bobby Brown: “Converse teamed up with the star of Netflix’s ‘Stranger Things,’ Millie Bobby Brown, for a timely back-to-school campaign in August. For the ads, Brown acts out 32 different emotions teens feel heading into the first bell. They were made into GIFs. Converse pushed the ads on its social pages.”


Click here to read more. And to see three other top brand campaigns.


Small Business Saturday 2017. Support Local Businesses.

24 Nov

Thanksgiving weekend is a big selling time. Consider that for firms of any size. But, most attention focuses on larger firms. Yet, tomorrow, we encourage you to participate. Small Business Saturday 2017. Support Local Businesses.

As we know, small businesses need all the help they can get:


What Is Small Business Saturday?

In 2010, American Express founded Small Business Saturday. The goal: To stimulate local shopping:

“It’s 2010. And small businesses hurt from an economy in recession. To support these firms, American Express launches Small Business Saturday. And schedules it on the Saturday of Thanksgiving week. By one year post-launch, local officials across the nation took notice. And they promoted the day. In 2011, the U.S. Senate passed a resolution for Small Business Saturday.”

“By 2012, officials came from all 50 states. And it got a shout-out from the U.S. President. In 2013, 1,450+ people and entities entered to be Neighborhood Champions. They rallied their communities with events and activities. By 2016, that number increased to 6,700+ Neighborhood Champions. They represented all 50 states. In addition, business groups, nonprofit trade groups, cities, towns, and others engaged. To that end, they formed a Small Business Saturday Coalition. And 100 corporations lend their official support.”

In sum, as we noted before. Nestled between Black Friday and Cyber Monday lies “Small Business Saturday.” And it generates billions of dollars in revenues each year.


Small Business Saturday 2017. Support Local Businesses.


Small Business Saturday 2017. Support Local Businesses.

Small Business Saturday has come a long way. To start, check out the Facebook page. Click the image.


The U.S. Small Business Administration participates. “Saturday, November 25, 2017 is Small Business Saturday®. On that day, celebrate and support small businesses. And all they do for their communities. Please join the SBA and others across the country, Support local small business by shopping there.For shoppers, find small businesses in your area.



Holiday Advertising 2017: John Lewis Features Moz

22 Nov

John Lewis is a British retailer that operates department stores, home goods stores, supermarkets, and online and catalog businesses. Each year, it starts the Christmas season early. Let’s look at holiday advertising 2017: John Lewis features Moz.

Two weeks ago, we posted about Building Social Media Marketing Strategies. This is a more “fun” post.


Holiday Advertising 2017: John Lewis Features Moz

For Christmas 2017, John Lewis features Moz the Monster. It is described below.

As reported by Alexandra Jardine for Advertising Age:

“This year’s much-anticipated John Lewis Christmas spot is the story of a huge, friendly monster who hides out under a child’s bed and becomes his best friend. The story concerns Joe, a little boy who first hears the snoring, farting monster under his bed and crossly puts up a sign on his door saying “No Monsters Allowed.” However, he comes to be friends with the seven-foot creature, playing with him every night — although when his father looks in, all he can see is Joe alone in his bed.”

“The nighttime fun takes its toll when he starts falling asleep in class and even during a soccer game. On Christmas morning, he finds a badly-wrapped gift under the tree — could it be from the monster? It’s a night light, which has the miraculous effect of making the monster disappear and letting him get some sleep — although he can still get his friend back in a second by switching the nightlight off.”

John Lewis posted a YouTube video on November 9, 2017. Within 10 days, there were well over 8.2 million views! Here’s the video.


In addition to the video, John Lewis operates a dedicated, interactive Moz the Monster Web site. Click Moz’s image to create your own monster, play with the monster, and take a selfie. This is really fun — for any age group.

Holiday Advertising 2017: John Lewis Features Moz. A fun campaign.


Hofstra Marketing: Exciting Times Ahead

15 Sep

The The Hofstra University Zarb School of Business at Hofstra University will be opening its new state-of-the-art building in fall 2018. The School’s Department of Marketing and International Business is especially excited. This short YouTube video featuring two department professors shows why. 🙂


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