tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2017-11-23T11:36:08+00:00 tag:econsultancy.com,2008:BlogPost/69597 2017-11-23T11:36:08+00:00 2017-11-23T11:36:08+00:00 10 deliciously creative Domino's Pizza marketing campaigns Nikki Gilliland <p>Today, Domino’s is the second-largest pizza chain in the world, reporting total revenue of $624.2m in early 2017. With an improved supply chain and a strong digital presence, its turnaround is likely due to a number of factors. </p> <p>However, a delightfully offbeat marketing strategy is certainly one of the biggest. With this is mind, here’s a run-down of some of the best (and daftest) examples.</p> <p><em>(And remember that Econsultancy subscribers can download our <a href="https://econsultancy.com/reports/digital-marketing-templates/">Digital Marketing Template Files</a> for guidance on campaign planning)</em></p> <h3>1. Pizza turnaround</h3> <p>Let’s begin with the ad campaign that kicked off a change in brand perception. </p> <p>On the back of negative customer reviews bemoaning the brand’s cardboard-like crust and ketchup-tasting sauce, Domino’s decided to come clean with an honest and self-deprecating series of ads to announce a new and improved recipe.</p> <p><iframe src="https://www.youtube.com/embed/AH5R56jILag?wmode=transparent" width="854" height="480"></iframe></p> <p><a href="https://www.econsultancy.com/blog/66380-how-brands-can-say-sorry-like-they-mean-it" target="_blank">Admitting mistakes</a> is a risky move for any business, but with sales and consumer favour at rock-bottom, Domino's didn’t have much to lose. Luckily, its transparency paid off. </p> <p>It even went so far as to expose common photography tricks it had previously used to make its pizzas look bigger, successfully reinventing itself as a surprisingly honest brand.</p> <h3>2. The wedding registry</h3> <p>Forget silverware. What better way to celebrate the start of a marriage than with a chicken feast or a tandoori sizzler? This is the basis of a rather ingenious campaign by Domino’s, which allows soon-to-be-married couples to create their own pizza wedding registry.</p> <p>It might sound like a stunt, but it’s actually a shrewd example of Domino’s ecommerce strategy. With more than half of its sales generated through digital channels, it’s yet another way for the brand to ramp up both engagement and sales online.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://t.co/VxNdZ9AqTa">https://t.co/VxNdZ9AqTa</a><br>Domino's Wedding Registry</p> <p>First date included Domino's so just makes sense to include DOMINO'S at your wedding <a href="https://t.co/LGij6iYe4q">pic.twitter.com/LGij6iYe4q</a></p> — UNCC Domino's (@UNCCDominos) <a href="https://twitter.com/UNCCDominos/status/877681888105771008?ref_src=twsrc%5Etfw">June 22, 2017</a> </blockquote> <h3>3. The power of emojis</h3> <p>One reason Domino’s has become such a popular brand (particularly with a younger demographic) is its ability to tap into current social trends. </p> <p>So, recognising that emoji had become a <a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">language of its own</a>, it decided to provide digitally-savvy consumers with the height of convenience – a service that allows you to order merely by tweeting the pizza emoji.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Now you can order Domino's by tweeting . Find out how at <a href="http://t.co/Rwt1tJUmXS">http://t.co/Rwt1tJUmXS</a><a href="https://t.co/Cs5f3JJyni">https://t.co/Cs5f3JJyni</a></p> — Domino's Pizza (@dominos) <a href="https://twitter.com/dominos/status/601037837635428353?ref_src=twsrc%5Etfw">May 20, 2015</a> </blockquote> <p>Is it a gimmick or a truly valuable customer tool? That’s debatable, but it has certainly generated a fair amount of brand awareness, and perhaps furthered its reputation as a youth-focused brand.  </p> <h3>4. The autonomous pizza robot</h3> <p>Domino’s already promises both fast delivery and innovative technology. Its Pizza Tracker tool allows customers to track their order every step of the way. However, the brand has strived to differentiate itself from its competitors with even more investment in this space – one of the most notable examples being its autonomous pizza bot.</p> <p><img src="https://assets.econsultancy.com/images/0009/0613/Domino_s_Robot.JPG" alt="" width="760" height="439"></p> <p>In partnership with Starship Technologies, it built a number of robots that could deliver pizzas within a one-mile radius in select German and Dutch cities. It also launched a similar initiative in Australia, where DRU (Domino’s Robotic Unit) navigated his way to customer’s homes via on-board cameras and sensors.</p> <p>Unfortunately, there’s been no word as to whether Domino’s will unleash the technology on the mean streets of UK towns and cities.</p> <h3>5. Reindeer delivery</h3> <p>It’s not only bots that have been delivering Domino’s Pizza. In one of the brand’s biggest and silliest PR stunts to date, last year it announced that it would be employing reindeer to deliver pizza in Japan.</p> <p>Naturally, with the reindeer’s proving less than co-operative, the plan was rapidly abandoned. That’s after the brand achieved a fair amount of exposure, of course, which rather conveniently coincided with a time when most of us are more <a href="https://www.econsultancy.com/blog/68447-12-examples-of-early-christmas-marketing-from-online-retailers" target="_blank">concerned with mince pies</a> than pepperoni.</p> <p><img src="https://assets.econsultancy.com/images/0009/0611/Reindeer_delivery.JPG" alt="" width="717" height="469"></p> <h3>6. Pizza Legends</h3> <p>Domino’s added personalisation into the mix for its 2015 Pizza Legends campaign, launching a micro-site to allow consumers to create their own unique pizza.</p> <p>Customers could choose the name and occasion, as well as make it extra special by choosing from a variety of toppings like ‘stardust’ and ‘peace’.</p> <p>There was a competition element too, with the chance to be featured in the ‘League of Pizza Legends’ creating an incentive for people to get involved and share their creations on social. With consumers still entering their own Pizza Legend, it has become one of the brand’s biggest campaigns in terms of engagement.</p> <p><img src="https://assets.econsultancy.com/images/0009/0615/Pizza_Legend.JPG" alt="" width="780" height="405"></p> <h3>7. Dom the pizza bot</h3> <p>From Sephora to Channel 4, a whole host of brands have <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots" target="_blank">integrated chatbots</a> into their marketing strategy. Many have failed to live up to the hype, mainly due to the technology being far too limited to provide users with much more than a basic decision-tree.</p> <p>That being said, <a href="https://www.econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger">Dom the Pizza Bot</a> was one of my favourites of last year, and not because it was sophisticated, but because it was one of the most on-brand examples. </p> <p>With an irreverent and cheeky tone of voice, the bot sends out humorous replies, cleverly anticipating that many users are likely to try and undermine or be cheeky in return.</p> <p>So, while Dom is unlikely to provide much value in the long-term, it is still decent enough to provide a bit of entertainment for loyal Domino’s customers - perhaps acting as a sign of further innovation in social ordering. </p> <p><img src="https://assets.econsultancy.com/images/0009/0612/Dom_the_Pizza_Bot.JPG" alt="" width="659" height="444"></p> <h3>8. Lost for words</h3> <p>Last year, Domino’s once again tapped into digital trends, this time celebrating our fascination with Snapchat face-swapping.  </p> <p>Starting with social research to determine the emotions people feel when eating pizza, the resulting GIFs, snaps and emojis were then incorporated into an ad campaign, demonstrating how Domino’s leaves us ‘lost for words’.</p> <p>One of the brand’s most social campaigns to date, it also included bespoke Snapchat Lenses and a dedicated Giphy channel to let us all express how we feel about stuffed crust. </p> <p><iframe src="https://www.youtube.com/embed/9zJthAk_cVk?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. Masterpizzas</h3> <p>Alongside integrating social elements into large-scale campaigns, Domino’s also uses social platforms to promote new menu-items or exclusive ranges. </p> <p>To coincide with the launch of its new Italiano range in the UK, it specifically turned to Facebook to give users the chance to win a year’s supply of pizza.</p> <p>Dubbed ‘Master Pizzas’, it held a <a href="https://www.econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live" target="_blank">Facebook Live</a> auction whereby users could bid using emojis. Domino’s also auctioned off some of the work Renaissance-style artist China Jordan had painted especially for a number of its UK stores.</p> <p>With over 71,000 comments, the auction successfully created a splash, ramping up engagement and reach on the platform.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fvideos%2F10157732571795453%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>10. Tummy Translator</h3> <p>Finally, in one of the brand’s most off-the-wall marketing stunts, Domino’s launched ‘Tummy Translator’ – an app designed to offer food recommendations based on stomach rumbles.</p> <p>It involved users positioning their mobile phone next to their tummies to allow the ‘gastro-acoustic-enterology’ to translate rumblings into pizza cravings. The app would then recommend a specific pizza, and provide users with unique offers and deals.</p> <p>Sure, it was an overtly elaborate way of promoting the brand’s extensive range of pizzas, but it’s also a nice example of how Domino’s – in its own words – provides ‘little moments of joy’ to its customers every step of the way.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Trust your tummy to tell the truth. Download the <a href="https://twitter.com/hashtag/TummyTranslator?src=hash&amp;ref_src=twsrc%5Etfw">#TummyTranslator</a> now.<a href="http://t.co/qHEkhs0ogr">http://t.co/qHEkhs0ogr</a> <a href="http://t.co/KoOmbXTf5m">pic.twitter.com/KoOmbXTf5m</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/581879947972743170?ref_src=twsrc%5Etfw">March 28, 2015</a> </blockquote> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative" target="_blank">10 examples of great IKEA marketing creative</a></em></li> <li><em><a href="https://econsultancy.com/blog/63032-10-brilliant-digital-marketing-campaigns-from-mcdonald-s" target="_blank">10 brilliant digital marketing campaigns from McDonald's</a></em></li> <li><em><a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns" target="_blank">10 examples of great Disney marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:Report/4653 2017-11-13T17:17:00+00:00 2017-11-13T17:17:00+00:00 Lush: A Fresh Approach to Customer Experiences <p>This report considers handmade cosmetics business Lush. It focuses on how the company’s <strong>embrace of social</strong>, new tech and <strong>ecommerce platform</strong> have enabled its rise and established it as one of the UK’s most loved brands.</p> <p>The brand is characterised by its commitment to making beauty products with natural, ethically sourced ingredients that are not tested on animals. This approach has resonated with a <strong>new generation of customers</strong>, resulting in increased sales and profit. </p> <p>For a business that reportedly doesn't invest in global advertising, this is an impressive accomplishment. How did this independent brand reach such heights in such a short amount of time? This report considers Lush's <strong>'un-marketing' philosophy</strong> and takes a look at what lessons retailers can learn from the brand's approach to content and social.</p> <h2>What you'll learn</h2> <ul> <li>How Lush maintains its strong brand identity and engages a new generation of shoppers with social media</li> <li>Lessons retailers can learn from Lush’s ecommerce platform and content strategy</li> <li>How the brand’s investment in new technology aims to bridge the gap between the online and offline customer experience.</li> </ul> tag:econsultancy.com,2008:BlogPost/69570 2017-11-13T10:59:43+00:00 2017-11-13T10:59:43+00:00 How higher education providers are marketing to new students Nikki Gilliland <p>So, how are higher education providers grabbing the attention of prospective students? Here are four examples and the reasons why they work.</p> <h3>TV partnerships</h3> <p>A recent <a href="http://www.channel4.com/info/press/news/c4-reveals-results-of-biggest-ever-tv-sponsorship-effectiveness-study" target="_blank">study</a> by Channel 4 found TV sponsorship to be one of the most trusted forms of advertising. In a survey, 89% of people said brands that sponsor TV shows are more trustworthy when compared to other forms of advertising, while 76% of viewers see it as a more expensive (and therefore premium) form of advertising.</p> <p>Perhaps this is one of the main motivations for the Open University, who recently announced a six-month marketing partnership with the broadcaster. It has created a number of 60-second ads for <a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4</a> (which will also be broken down into 30-second spots for both TV and online channels), with each one detailing the experience of an Open University student.</p> <p>The campaign is part of its ‘Student First’ marketing initiative, which aims to widen reach and increase the number of students of all ages enrolling in courses. The aim of the content is fairly self-explanatory - by highlighting the stories of students and what they have achieved on the back of an Open University course, the ads effectively use social proof to inspire and engage viewers.</p> <p><iframe src="https://www.youtube.com/embed/D_faN57Lxhc?wmode=transparent" width="743" height="419"></iframe></p> <p>But why television, and why specifically Channel 4? </p> <p>It mostly looks to be part of the Open University’s initiative to connect with a certain type of viewer – one who might be more likely to be interested in the organisation, and whose values align with it. It does this by broadcasting the ads before and in the middle of select programmes, such as the Last Leg and Crystal Maze. While these shows are not necessarily educational (compared to Countdown for example), they typically attract a younger and fairly switched-on audience – which is exactly the market Open University is hoping to target.</p> <p>In this sense, sponsorship could be more effective than regular TV advertising, allowing for a more laser-targeted approach – and the brand-broadcaster partnership resulting in increased authenticity and kudos.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Loving <a href="https://twitter.com/hashtag/BluePlanet2?src=hash&amp;ref_src=twsrc%5Etfw">#BluePlanet2</a> and want to learn more about the oceans? Try this free OU course: <a href="https://t.co/zAyYg7tdNE">https://t.co/zAyYg7tdNE</a> <a href="https://t.co/UJG9VdIobN">pic.twitter.com/UJG9VdIobN</a></p> — The Open University (@OpenUniversity) <a href="https://twitter.com/OpenUniversity/status/927274095363928064?ref_src=twsrc%5Etfw">November 5, 2017</a> </blockquote> <h3>Events and expert advice</h3> <p>Universities regularly hold open days to attract new students, however for distance learning and other higher education providers – these events are not so easy to facilitate. This is often because of the absence of campuses or one central location, or because students live too far away to attend.</p> <p>That being said, it’s still possible to harness the power of event marketing. Get Into Teaching, which is a government-run initiative that provides help and advice on entering the sector, largely uses this strategy to increase exposure and connect prospective students with education-providers.</p> <p>It does this by holding events in schools and universities nationwide, offering in-person help and advice to attendees in various key locations across the country. The biggest benefit of this kind of marketing is that it creates a much deeper connection with consumers, allowing them to ask questions and raise concerns – something that online content or advertising does not facilitate. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Questions about your Teacher Training Application? Come and have them answered in Leeds today! <a href="https://t.co/GypaDf6ZXP">https://t.co/GypaDf6ZXP</a></p> — Get Into Teaching (@getintoteaching) <a href="https://twitter.com/getintoteaching/status/926770242537144320?ref_src=twsrc%5Etfw">November 4, 2017</a> </blockquote> <p>With practising teachers there to answer these questions, the events also create positive endorsement and advocacy, transferring the kind of social proof often seen in TV and online advertising into real life. As well as engaging with students, these events can also be beneficial for providers, with schools and universities able to promote their courses at the same time.</p> <p>Lastly, a slight side note on how Get Into Teaching uses Twitter to great effect, promoting its events and reassuring and encouraging users to get involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">No! You'll have tremendous transferable skills and experience. Also the assumption you've been there, done it, will help! <a href="https://twitter.com/hashtag/getintoteaching?src=hash&amp;ref_src=twsrc%5Etfw">#getintoteaching</a></p> — Get Into Teaching (@getintoteaching) <a href="https://twitter.com/getintoteaching/status/925086397844910081?ref_src=twsrc%5Etfw">October 30, 2017</a> </blockquote> <h3>Video content</h3> <p>According to research by Hobsons, 83% of prospective international students typically use social channels to research universities, which is an increase of 19% since 2016. This shows how much of an impact social media can have within the sector, and with platforms like Instagram and Facebook dominating usage - how video content can be particularly effective at driving engagement.</p> <p>One university that effectively uses video content is Birkbeck – a University of London college that offers evening classes, as well as options for part time and higher education courses. </p> <p>Its YouTube channel largely separates content into different academic disciplines like Humanities, Law, Science etc. But while this in-depth style of content seems geared more towards existing students, its Facebook channel is much more focused on attracting new ones, using the platform to post videos showing the benefits of studying at the university.</p> <p>One effective tactic is how Birkbeck uses video during key times of interest, such as clearing or when new students are typically registering or applying. This, combined with the short and concise nature of its videos, allows the university to reach people on the social platforms they already use – rather than wait for users to seek out information elsewhere.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBirkbeckUniversityofLondon%2Fvideos%2F10156451975166102%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Mobile apps and memes</h3> <p>For US students hoping to further their education, choosing a university or college isn’t the end of the decision-making process. Often, choosing a major (i.e. the main focus of study within a degree) can be even trickier, leading to a reported 50% of high school students entering college without declaring it.</p> <p>In order to combat this problem, the University of Kentucky developed a mobile app in partnership with Up &amp; Up – designed to help young people feel confident about their choices.</p> <p>Instead of making the process an entirely active one, whereby students would need to trawl through information about each course, the app asks multiple choice questions such as “I’d like to… work with my hands/help others/be creative” – in order to find a major that’s most-suited to the user.</p> <p>As well as being of great value to prospective students, this example also uses gamification elements to make the process more fun and unique, which in turn is likely to stick in the minds of students considering more than one university.</p> <p><img src="https://assets.econsultancy.com/images/0009/0255/Kentucky.JPG" alt="" width="780" height="502"></p> <p>Up &amp; Up, which is a marketing agency specifically for higher education, has also used similar creativity in its work for University of Louisiana at Lafayette – this time in the form of blog content. Recognising that most university blogs feel quite stale and academic, it aimed to refresh UL Lafayette’s content hub to appeal to young, digital and socially-savvy users. </p> <p>By integrating GIF’s, infographics, and <a href="https://www.econsultancy.com/blog/69519-memes-in-marketing-seven-memorable-examples-from-brands" target="_blank">memes</a> into blog articles, it managed to make its content much more clickable, resulting in a 94% increase in application soft conversion rate, and 117% more visitors to the application site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0256/Lafayette.JPG" alt="" width="780" height="446"></p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing" target="_blank">Four examples of brands using educational content marketing</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69369-why-marketers-need-to-consider-the-difference-between-training-and-education" target="_blank">Why marketers need to consider the difference between training and education</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3370 2017-11-13T04:14:31+00:00 2017-11-13T04:14:31+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3369 2017-11-13T04:11:00+00:00 2017-11-13T04:11:00+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3361 2017-11-13T03:34:20+00:00 2017-11-13T03:34:20+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3360 2017-11-13T03:29:19+00:00 2017-11-13T03:29:19+00:00 Advanced Content Marketing Masterclass - Singapore <p>People have learnt to avoid the massive amount of content launched into their digital orbit – screening out a nonstop barrage of sales messages. How can Content Marketing effectively engage and build trust with people online?</p> <p>This two-day Content Marketing Masterclass will enable attendees to build deeper customer relationships, loyalty, and commercial success through content marketing.</p> tag:econsultancy.com,2008:TrainingDate/3357 2017-11-13T03:13:38+00:00 2017-11-13T03:13:38+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/69550 2017-11-02T09:48:00+00:00 2017-11-02T09:48:00+00:00 A close up look at Maybelline’s brow-raising success with visual content on social media Nikki Gilliland <p>So what’s behind Maybelline’s <a href="https://www.shareiq.com/blog/cosmetics-brands-glitter-but-who-wins-the-social-media-gold" target="_blank">success on social</a>? Here’s a deep-dive into its strategy, and how it has mastered the art of visual content.</p> <h3>1. Digital influencers become brand ambassadors</h3> <p>While <a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">influencer marketing</a> is now commonplace for cosmetics brands, Maybelline has gone one step further by embracing the new trend for using influencers as brand ambassadors.</p> <p>Instead of merely paying them to post content on Instagram, this involves featuring influencers in campaigns on a mainstream scale and across multiple channels. </p> <p>This shows the extent to which influencers have infiltrated the industry, with beauty brands capitalising on the authenticity and credibility of make-up bloggers and vloggers. Alongside this, Maybelline also uses influencers to expand its focus on diversity. Earlier this year, it enlisted Manny Gutierrez (or ‘Manny MUA’) as its first-ever male brand ambassador, capitalising on his 3m Instagram followers and 2.1m YouTube subscribers.</p> <p>To mark the campaign, it released two commercials on its YouTube channel, with each one generating over 8.3m views. </p> <p><iframe src="https://www.youtube.com/embed/PfJD5i3yIdM?wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, influencer content continually drives engagement on Instagram, with the brand also reaping the benefits of the influencers' large and active audiences. Model Adriana Lima often posts using the hashtag #maybellinegirls, with one post in particular generating 290,000 engagements.</p> <p><img src="https://assets.econsultancy.com/images/0009/0059/Adrian_Lima.JPG" alt="" width="760" height="456"></p> <h3>2. Hyping product-releases</h3> <p>As well as using influencer-driven content for continual engagement, Maybelline also uses visual platforms to create spikes of interest in the lead up to new product releases. </p> <p>It recently launched a new make-up range in collaboration with Gigi Hadid – a partnership that in itself is sure to generate interest. However, with the hashtag #GigixMaybelline, it has cleverly built up anticipation for the launch, with Gigi dedicating the majority of her entire Instagram to it for the month of October.</p> <p><img src="https://assets.econsultancy.com/images/0009/0039/GigiHadid.JPG" alt="" width="550" height="471"></p> <p>Maybelline is particularly focused on making platforms like Instagram a place for interaction and involvement. While the platform can offer a largely passive user experience (with some users simply scrolling rather than ever stopping to like or comment), the brand often asks questions or encourages followers to tag friends in order to prompt real engagement.</p> <h3>3. Creating platform-specific content</h3> <p>With Instagram offering up huge potential for reach, many beauty brands fail to utilise other platforms like Pinterest or Facebook, or if they do, roll out the same or similar content.</p> <p>In contrast, Maybelline takes a channel-specific approach, creating high quality and bespoke content for various different platforms. <a href="https://www.econsultancy.com/blog/69234-six-consumer-brands-with-picture-perfect-pinterest-strategies" target="_blank">On Pinterest</a>, it uses visual content to deliver helpful and informative tips and make-up how-to’s, with its ‘Get the Look’ feature proving popular.</p> <p><img src="https://assets.econsultancy.com/images/0009/0040/Pinterest.JPG" alt="" width="760" height="446"></p> <p>It takes a more entertaining approach elsewhere, creating a challenge-themed series with influencer NikkieTutorials specifically for YouTube. This allows the brand to reach consumers looking for this kind of content online, giving them a reason to subscribe and return.</p> <p><iframe src="https://www.youtube.com/embed/UmdXrjiCfhY?wmode=transparent" width="854" height="480"></iframe></p> <p>Of course, YouTube is another hotbed for influencer engagement, which is why Maybelline previously focused on the platform for its Nudes Palette campaign. It worked with 13 beauty vloggers to roll out content, plus enlisted a number of models to star in a short video made by Vice's fashion culture magazine, i-D.</p> <p>Data from <a href="https://www.thinkwithgoogle.com/marketing-resources/content-marketing/maybelline-new-york-go-nude-youtube-campaign/" target="_blank">Google</a> suggests that the campaign was a success. It resulted in a 2.4x to 2.9x lift in brand awareness, with the initial i-D trailer garnering more than 1.8m views, and an average play-through of 54%. Meanwhile, the 13 YouTube vloggers are said to have accounted for 58% of overall watch time for the entire campaign.</p> <p>Not only does this prove the benefits of visual content in general, but also how a platform-specific approach can yield the best results.</p> <h3>4. Putting consumers centre stage </h3> <p>Finally, Maybelline ensures the cycle of engagement continues by involving its online audience as much as possible, particularly encouraging <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated content</a>. One way it does this is by sending out free samples of its products to consumers in order to encourage them to post reviews or product-related content on social media.</p> <p>These consumers do not always have a large online presence, which means they don’t necessarily count as ‘influencers’. Maybelline recognises the power of everyday consumers in this sense, specifically when it comes to promoting the brand to a larger audience. While influencers can promote the glossier, perhaps slightly more high-end aspects of the brand, user-generated content tends to be more authentic, showing others that it can be accessible and affordable for everyone.</p> <p>Maybelline largely creates this type of content via brand-related hashtags, which it also sets up in relation to events and occasions. For example, during New York fashion week and BeautyCon (a festival-type event for brands and beauty fans), it uses #MNYFashionWeek and #MNYBeautyCon – with the now-recognisable formula being repeated by online users. </p> <p><img src="https://assets.econsultancy.com/images/0009/0058/Maybelline_USC.JPG" alt="" width="780" height="368"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67839-how-l-oreal-uses-personalisation-to-increase-brand-loyalty" target="_blank">How L’Oreal uses personalisation to increase brand loyalty</a></em></li> <li><em><a href="https://econsultancy.com/blog/69241-three-reasons-to-admire-glossier-the-best-online-beauty-brand-you-ve-never-heard-of" target="_blank">Three reasons to admire Glossier: The best online beauty brand you've never heard of</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69545 2017-10-31T13:20:00+00:00 2017-10-31T13:20:00+00:00 Intriguing brand partnerships: From Tinder to Star Wars Nikki Gilliland <p>So, alongside Topshop, what others have we seen - and do they always succeed? Here’s a run-down of some of the best (and perhaps slightly misjudged) examples.</p> <h3>Ford and Tinder</h3> <p>Occasionally, brands come together purely for promotional purposes. This was the case for a recent campaign by <a href="https://www.econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce" target="_blank">Tinder</a> and Ford, whereby the latter created a competition to appear on the popular dating app. </p> <p>Ford added its own profile to the platform, asking users to “swipe right if you fancy a blind date in a Ford mustang”. 1.5m users are said to have interacted with the promotion, leading to just five being selected and subsequently filmed for a follow-up promotional video. </p> <p>This campaign was all about reach. With 50m active users, Tinder gives brands like Ford the opportunity for mass exposure, particularly when it comes to engaging with a millennial audience.</p> <p><iframe src="https://www.youtube.com/embed/55uCGbEDbT8?wmode=transparent" width="730" height="411"></iframe></p> <h3>CoverGirl and Lucas Film</h3> <p>What does make-up have to do with <a href="https://econsultancy.com/blog/69374-star-wars-uses-ar-experiential-campaign-to-drive-people-in-store" target="_blank">Star Wars</a>? Not very much, however CoverGirl couldn’t resist the chance to attract the spending power of Star Wars fans, launching a range of make-up inspired by the film in 2015.</p> <p>As you can see from the below image, it’s all a bit odd, with no real link between the movie and the brand other than the rather tenuous ‘light side’ or ‘dark side’ theme. </p> <p><img src="https://assets.econsultancy.com/images/0008/9987/Covergirl.JPG" alt="" width="470" height="351"></p> <p>But apparently, CoverGirl was one of seven promotional partners chosen for their “creative excellence within their fields as well as their collective diverse global reach”. In this sense, it’s clearly more of a strategy by Star Wars to attract and engage a younger, female audience, with the benefits for CoverGirl perhaps being less obvious.</p> <p><img src="https://assets.econsultancy.com/images/0008/9988/Star_Wars_2.JPG" alt="" width="730" height="294"></p> <h3>BMW and Louis Vuitton</h3> <p>Both BMW and Louis Vuitton are brands that share a focus on quality craftsmanship and sophisticated design. In 2014, they found a way to work together, with Louis Vuitton creating a collection of bags and suitcases perfectly designed to fit in the boot of a BMW i8. The bags were also made from the same carbon fibre material as the car’s passenger compartments.</p> <p><img src="https://assets.econsultancy.com/images/0008/9984/BMW.JPG" alt="" width="700" height="380"></p> <p>This partnership effectively ramped up the exclusive nature of each brand, undoubtedly appealing to fans of both.</p> <p>For Louis Vuitton in particular, which is well-known for its luggage, the opportunity to experiment with new technology enabled it to further its reputation in the travel category.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The luxury carbon fibre <a href="https://twitter.com/LouisVuitton?ref_src=twsrc%5Etfw">@LouisVuitton</a> luggage set fits perfectly into a revolutionary vehicle: the <a href="https://twitter.com/hashtag/BMWi8?src=hash&amp;ref_src=twsrc%5Etfw">#BMWi8</a> <a href="http://t.co/HO4gELxIKm">pic.twitter.com/HO4gELxIKm</a></p> — BMW i (@BMWi) <a href="https://twitter.com/BMWi/status/515162260269182976?ref_src=twsrc%5Etfw">September 25, 2014</a> </blockquote> <h3>Spotify and Uber</h3> <p>Asking the driver to turn up (or down) the volume was once the only musical control we had during a taxi journey. This changed when Uber partnered with Spotify, allowing passengers to personalise their ride by syncing Spotify playlists with their Uber accounts. </p> <p><img src="https://assets.econsultancy.com/images/0008/9985/Spotify_Uber.JPG" alt="" width="650" height="378"></p> <p>While it’s the perfect fusion of both brands, this example shows that not all partnerships are a guaranteed win-win. Recently, it’s been reported that Spotify is concerned about its association with the increasingly controversial Uber, following on from yet more scandal hitting the company.</p> <p>However, despite Spotify refusing to participate in a press campaign about an update to the Uber app, the partnership still continues - perhaps indicating Spotify's hope that Uber’s reputation will turn around in the long-run.</p> <h3>Apple and Hermès</h3> <p>According to reports, sales of the Apple Watch have increased 50% since 2016. This success is perhaps one reason why Hermès was keen to extend its partnership with the tech giant, specifically to design a second range of straps for its wrist device. </p> <p>The release of the new collection, which builds on the three original straps it created in 2015, was timed to coincide with that of the third Apple Watch. </p> <p><img src="https://assets.econsultancy.com/images/0008/9986/Hermes.JPG" alt="" width="400" height="362"></p> <p>Of course, another brand that deserves an honorary mention is <a href="https://www.econsultancy.com/reports/nike-engaging-customers-across-multiple-channels" target="_blank">Nike</a>, as its own version of the Apple Watch was released in 2016. </p> <p>However, Hermès is perhaps a more interesting example, as it demonstrates the power of a brand like Apple. Despite being a less-obvious or naturally aligned partnership (after all, there are already Apple strap options), the luxury fashion brand clearly couldn't resist the potential clout that comes along with an Apple-association.</p> <p><iframe src="https://www.youtube.com/embed/0vYhbNywbmw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Unicef and Target</h3> <p>In 2015, Target partnered with Unicef to launch a new range of wearable fitness brands for children (along with an associated app), which challenged kids to reach fitness goals in order to help malnourished children.</p> <p>According to reports, the daily fitness activity of people using the app has since led to 8.2 therapeutic food packets being sent, which in turn has saved the lives of 52,000 malnourished children.</p> <p><img src="https://assets.econsultancy.com/images/0008/9989/Unicef.JPG" alt="" width="730" height="235"></p> <p>Alongside the aforementioned benefits for Target, Unicef recognised that it would be able to use the initiative to help two ongoing issues. The first being that one in four children globally suffers from malnutrition – the second that one in four Americans are underactive. </p> <p>By creating a wristband that would simultaneously tackle both problems, the brand partnership proved to have a positive impact on both the children buying it (and those receiving the related donation).  </p> <p><iframe src="https://www.youtube.com/embed/sjCunCuaYpE?wmode=transparent" width="854" height="480"></iframe></p> <h3>Levis and Google</h3> <p><a href="https://www.econsultancy.com/blog/69030-why-has-wearable-tech-failed-to-catch-on" target="_blank">Wearable technology</a> is one of the biggest vehicles for brand partnerships, allowing the worlds of fashion and tech to perfectly align. </p> <p>Another recent example is from Levis and Google, who have partnered to create an innovative ‘smart jacket’ for commuters. Essentially, it allows bike riders to control various functions on their phone, such as answering calls and adjusting volume, by touching sensors on the jacket’s cuff.</p> <p><img src="https://assets.econsultancy.com/images/0008/9990/Levis.JPG" alt="" width="630" height="232"></p> <p>But is this technology as slick as it sounds? Apparently not quite, as the Levi's website stats that the jacket can only be washed 10 times (with the snap tag removed from the cuff).</p> <p>It’s not entirely clear what will happen on the 11th wash… but it sounds like the sensors will stop working. Considering the $350 price tag, this is likely to be a big negative for consumers. </p> <p>Again, this shows that not all high-profile partnerships guarantee big sales. When it comes to technology products in particular, quality as well as the ability to solve a problem tends to be the real key to success.</p> <p><img src="https://assets.econsultancy.com/images/0008/9991/Jacquard.JPG" alt="" width="300" height="555"></p> <p><em><strong> Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69182-a-complete-guide-to-partnership-marketing-part-one" target="_blank">A complete guide to partnership marketing: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/69190-a-complete-guide-to-partnership-marketing-part-two" target="_blank">A complete guide to partnership marketing: Part two</a></em></li> </ul>