The Drum published an article about The Drum awards for B2B, and showed all the winning campaigns. The #1 winning campaign was done by The Trade Desk & BBH called ‘As Explained by’. The campaign was designed to “boost awareness and build consideration for The Trade Desk by demystifying the digital advertising market. Built around two humorous, jargon-busting videos, it established the value of The Trade Desk and the open internet by explaining the limitations of walled gardens in layman's terms.” I thought this campaign was worthwhile and very smart by having kids explain the company and what they do, showing how simple it is because if kids can explain it you can understand it. The Chair’s Award of the Best Social Good Campaign done by Intuit, was for a campaign called, ‘Ask the Expert‘. Intuit transformed its social media output during Covid-19. ‘Ask the Expert‘ is an “interactive live-streamed Q&A video series, hosted by a different expert every day. Tackling topics such as government support and regulatory changes, wellbeing, parenting and business continuity, it provides free, reliable advice in an easily accessible format.” I thought the first campaign was the best because it was creative as well as informative and helpful, and really had a clear message.
The Trade Desk: https://www.youtube.com/watch?v=qtYRKW7ClXA&feature=emb_logo Intuit: https://www.youtube.com/watch?v=oqFj7GjV0nU&feature=emb_logo
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Adweek points out in “No Matter Who Wins, the 2020 Presidential Election Won’t Drastically Shift Brand Strategy”, that “consumers don’t anticipate changing their spending habits based on the results of the election. Eighty-one percent of self identified liberals say their habits would stay the same while conservatives came in at 78%. And 52% of those surveyed said they “expect brands to vocally support and uphold the values of U.S. democracy.” But should brands shift their strategy? Should brands start to be more politically inclined for gain? Emarketer lays out which winner would affect certain things in the marketing world. The article says that “the Trump administration would likely continue to apply existing antitrust legislation against large tech companies”, while a Biden administration would do almost the opposite. “Biden could include efforts to expand internet access and regulate data privacy, both of which Biden has embraced either in public comments or on his campaign website”. Overall, the election outcome will affect how we are able to market, if Tik Tok will still be around, and if the country will explode in fear again.
https://www.theatlantic.com/health/archive/2020/09/brands-are-marketing-right-vote/616532/ KFC is trying out some new PR for the month of november, showing their support for testicular cancer. The drum reports that “On 1 November, one of the most famous mustachioed spokesmen, Colonel Sanders, decided to raise awareness for the Movember movement by shaving on day one” KFC France replaced its famous logo with a shaved one on all its media for one day, inviting KFC fans to be part of the Movember initiative. This interactive media stunt, that also supports a cause was a great move on KFC’s part, and will show that they do care and want to help give back. They could've also created a Movember deal for customers who shaved for the month or a charity donation deal. But overall it’s a cool campaign that will probably do well and bring attention to the cause. Other brands should pay attention to what KFC is doing and try and combine a monthly cause with advertising their brand. Taco Bell could use Nov. 6: which is National Nachos Day, to have free nachos, and in turn get a lot of customers. Or a better example would be a bra company, like aerie during breast cancer awareness month to give a discounted bra to students and moms, and maybe donate old bras to homeless shelters. Overall, meaningful PR is usually the marketing that sticks out the most, and that customers will learn to love a brand for. https://www.foxnews.com/food-drink/kfcs-colonel-sanders-shaves-movember https://1075koolfm.com/kfc-has-shaved-colonel-sanders-for-movember/ |
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