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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
A couple of weeks before the tournament began, I took a rather sceptical look at some of the brand campaigns airing during Euro 2016.
With the honourable exceptions of Adidas, Hyundai and Carlsberg, the marketing action was slightly disappointing.
In this post, I look at some more of the current campaigns and see who has hit the mark.
Social content is – or at least should be – entirely driven by a brand’s tone of voice. And that tone of voice should be driven in turn by the brand’s target audience and the image it wants to achieve.
Betting companies are interesting because they get away with stuff that a lot of other brands wouldn’t (everyone remembers the ‘last one to sign up to a Paddy Power account is a t***’ banner ad).
I thought I’d look at three of the top UK betting sites to see how they handle social content and what other brands can learn from their success.
Last week, thousands of marketers attended our Festival of Marketing at the Tobacco Dock in London.
It was a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Marks and Spencer, Coca-Cola, Buzzfeed, KLM and many more industry experts sparking discussions in a unique mix of Q&As, debates, case studies and workshops.
Although it would be impossible to condense one session into a single quote, or even cover every single session in each strand (there were 10 stages featuring approximately 120 sessions plus five keynote speeches), here’s a quick round-up some of the key takeaways from our event.
As a new month begins it’s time to look back and round up some of the most noteworthy social campaigns we’ve seen in the last 30 days or so.
This time it includes Burberry, Topshop, Peugeot, Paddy Power, Stonewall, Grant's Whisky and new Instagram ads.
Paddy Power is among the brands that will be speaking at Econsultancy's Festival of Marketing in November. The two-day celebration of the modern marketing industry also features speakers from LEGO, Tesco, Barclays, FT.com and more.
Irish bookmaker Paddy Power thrives on its reputation as a controversial and, dare I say it, disruptive brand.
The company's marketing strategy is built around headline-grabbing stunts that always sail close to the wind and occasionally verge on being a bit distasteful.
To find out more about how these stunts are put together, I spoke to Paddy Power's mischief champion Harry Dromey.
Dromey is one of the speakers at Econsultancy's Festival of Marketing in November. The two day celebration of the modern marketing industry also features speakers from LEGO, Tesco, Barclays, FT.com and more.
Before you disregard this post as a promo for the Festival of Marketing, be aware I've included handy links to brilliant brand blog posts within.
From Airbnb to BSkyb, Barclays to B&Q, Paddy Power to the NHS, check out the wealth of speakers at this year's Festival.
Another month has passed, so it’s time for us to round up some of the more noteworthy social campaigns we’ve seen in June.
This time around we’ve got examples from Coors Light, Wilkinson Sword, Porsche, Paddy Power, Burberry and Spec Savers.
Twitter is entertainment, so it goes without saying that a humorous Twitter account is going to get followers, reach and engagement.
Here are some of the brands that have decided to navigate (or not) the governance needed to keep a funny and risqué Twitter account in check.
Although these companies are often in industries where rules of taste are fairly relaxed, all have done well in using belly laughs or sass to their benefit.
Which campaigns have you seen recently that are defining the digital marketing landscape?
Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).