tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-10-27T10:15:00+01:00 tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:BlogPost/68447 2016-10-27T07:13:37+01:00 2016-10-27T07:13:37+01:00 12 examples of early Christmas marketing from online retailers Nikki Gilliland <p>Here’s a look at how 12 online retailers are currently promoting Christmas on-site, via email and social.</p> <h3>Boots</h3> <p>Boots is well-known for its Christmas '3 for 2' offer - who <em>hasn't</em> bought their nan/mate/niece a fail-safe boxset of smellies?</p> <p>The health and beauty retailer has been teasing out its 'Gift of Beauty' tagline early this year, promoting it on its homepage and in conjunction with offers on Facebook.</p> <p><img src="https://assets.econsultancy.com/images/0008/0686/Boots_Christmas.JPG" alt="" width="760" height="638"></p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBootsUK%2Fvideos%2F10154613175348832%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>Soap &amp; Glory</h3> <p>Another retailer that traditionally takes things up a notch at Christmas, Soap &amp; Glory is already promoting its 'Glitzmas' campaign.</p> <p>Boots benefits too, with the inclusion of a link back to the site's aforementioned '3 for 2' offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/0696/Soap_and_Glory.JPG" alt="" width="760" height="737"></p> <h3>ASOS</h3> <p>While ASOS prefers to keep it current with a greater focus on Halloween and Autumn, it does point users towards Christmas with this subtle on-site promotion.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/">What makes ASOS's online customer experience so enjoyable?</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0688/Asos_Christmas.JPG" alt="" width="760" height="435"></p> <h3>Ikea</h3> <p>Likewise, Ikea includes a small promotion for its Christmas shop alongside half term and Autumnal features.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative.</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0690/Ikea_Christmas.JPG" alt="" width="780" height="486"></p> <p>Having said that, it has already included 'Christmas' as the top category in its drop-down navigation menu.</p> <p><img src="https://assets.econsultancy.com/images/0008/0691/Ikea_Christmas_2.JPG" alt="" width="750" height="407"></p> <h3>Debenhams</h3> <p>Debenhams is one of the only retailers I've seen sending out a dedicated Christmas email in October.</p> <p><img src="https://assets.econsultancy.com/images/0008/0692/Debenhams_Email.JPG" alt="" width="367" height="102"></p> <p>Highlighting the fact that its Christmas shop is now well and truly open, it is an early sign that seasonal promotion will be big again this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0693/Debenhams_Christmas_email.JPG" alt="" width="500" height="754"></p> <h3>House of Fraser</h3> <p>Unlike Debenhams, House of Fraser has been taking more of a restrained approach, including small promotions at the bottom of its recent emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/0708/HoF_email.JPG" alt="" width="750" height="681"></p> <p><img src="https://assets.econsultancy.com/images/0008/0709/HoF_email_2.JPG" alt="" width="700" height="527"></p> <h3>Jo Malone</h3> <p>Unlike more subtle examples, Jo Malone is one retailer that is already going all out for Christmas.</p> <p>It is already using a site-wide banner to promote its seasonal range. </p> <p><img src="https://assets.econsultancy.com/images/0008/0694/Jo_Malone_Christmas.JPG" alt="" width="760" height="390"></p> <p>Further to this, it is also ramping up efforts with events, nicely promoted on Facebook to encourage customers to get into the spirit.</p> <p><img src="https://assets.econsultancy.com/images/0008/0695/Jo_Malone_Christmas_Event.JPG" alt="" width="760" height="816"></p> <h3>The White Company</h3> <p>Another retailer that has already decked out its halls with Christmas deccies is The White Company.</p> <p><img src="https://assets.econsultancy.com/images/0008/0713/White_Company_Christmas.JPG" alt="" width="760" height="700"></p> <p>As well as its entire homepage being Christmas-themed, it has also published a seasonal edit on its blog to kick off consumer interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/0714/White_Company_Christmas_Blog.JPG" alt="" width="760" height="693"></p> <h3>Lush</h3> <p>Its stores are currently filled with sparkly pumpkins and goth fairies, but Lush has been hinting that the famous Santasaurus is on his way.</p> <p>With teaser posts on Snapchat and Instagram, <a href="https://econsultancy.com/blog/68308-four-things-to-appreciate-about-lush-s-new-app/" target="_blank">it has been using mobile</a> and social media to engage with loyal fans.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you go down to Lush today you'll be in for a <a href="https://twitter.com/Snapchat">@Snapchat</a> surprise. <a href="https://twitter.com/hashtag/Lush?src=hash">#Lush</a> <a href="https://twitter.com/hashtag/lushchristmas2016?src=hash">#lushchristmas2016</a> <a href="https://t.co/7O83tD6DmW">pic.twitter.com/7O83tD6DmW</a></p> — LUSH Cosmetics UK (@LushLtd) <a href="https://twitter.com/LushLtd/status/782212868871684097">October 1, 2016</a> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/0710/Lush_Christmas_Instagram.JPG" alt="" width="760" height="563"></p> <h3>Urban Outfitters</h3> <p>Urban Outfitters has also been using Instagram to promote its popular gift guide, giving users an extra nudge by including the number of days until the big day.</p> <p><img src="https://assets.econsultancy.com/images/0008/0711/Urban_Outfitters_Christmas.JPG" alt="" width="760" height="502"></p> <p><img src="https://assets.econsultancy.com/images/0008/0712/Urban_Outfitters_Gifts.JPG" alt="" width="760" height="603"></p> <h3>John Lewis</h3> <p>Forget the Coca Cola advert - it's arguably not Christmas until you've seen <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">the John Lewis ad</a>.</p> <p>While we're still waiting for it, the department store is currently ramping up the excitement with the launch of its online Christmas shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/0715/John_Lewis_Christmas.JPG" alt="" width="760" height="746"></p> <p>There's a tonne of related content here, including extensive gift guides and planning tools.</p> <p>The below countdown planner helps consumers prepare for the festive season with weekly jobs and to-do lists.</p> <p><img src="https://assets.econsultancy.com/images/0008/0716/John_Lewis_Countdown.JPG" alt="" width="760" height="544"></p> <h3>GHD</h3> <p>Lastly, it looks like GHD is bringing back its successful #sendahint campaign, including the same feature in its dedicated 2016 Christmas category page.</p> <p><img src="https://assets.econsultancy.com/images/0008/0717/GHD.JPG" alt="" width="850" height="554"></p> <p>Allowing users to send an email hinting at the GHD product they'd most like to receive, it's a great example of how to build excitement and increase customer engagement as we head into the festive season.</p> <p>It's also good for data capture...</p> <p><img src="https://assets.econsultancy.com/images/0008/0718/GHD_Send_a_Hint_email.JPG" alt="" width="400" height="771"></p> tag:econsultancy.com,2008:BlogPost/68433 2016-10-25T14:12:51+01:00 2016-10-25T14:12:51+01:00 Newsjacking the US election: Six brands playing the Trump card Rebecca Baines <p>Amidst the ongoing throw downs, exposures and slew of controversies, a number of brands have been using the combined power of the press and political fever to piggyback the US election.</p> <p>It’s refreshing to see brands dipping their toes into this arena, with many usually shying away from the contentious world of politics.</p> <p>The rules of engagement are seemingly changing and brands aren’t as afraid as they have been in the past to get involved in the conversation.</p> <p>While we wait with bated breath to find out the USA’s fate, here’s a number of successful brand campaigns that have hijacked the 2016 election.</p> <h3>Make America Pancakes Again, by Bisquick</h3> <p>Brains at the all-American brand have whipped up a fresh batch of creative with the <a href="http://bisquick.tumblr.com/">‘Make America Pancakes Again’</a> presidential campaign.</p> <p>Rather than Clinton vs. Trump, it’s a head-to-head match with pancakes pitted against waffles in the ultimate American breakfast showdown.</p> <p>Both breakfast favourites have launched their own attack ads against each other, with the parody campaign creating a little fun among the serious political noise.</p> <p>The campaign has trickled into social too, with #VotePancakes and #VoteWaffles used across Twitter and Facebook, plus a Tumblr page bursting with content.</p> <p><img src="https://assets.econsultancy.com/images/0008/0513/bisquick.png" alt="" width="683" height="300"></p> <h3>Captain Obvious Runs for President, by Hotels.com</h3> <p>Hotels.com has put a humorous spin on its integrated politically-tinted campaign, fronted by brand mascot Captain Obvious.</p> <p>He’s taken a literal 50-state tour of the USA (including stops at hotels, of course) with a number of puns and baby-kissing gags thrown in, all in a bid for the presidency.</p> <p>This isn’t just a surface campaign though; it’s been rolled out across multiple channels, with a <a href="http://www.captainobvious.website/">dedicated website</a> full of content, including video, GIFs and even memorabilia.</p> <p><img src="https://assets.econsultancy.com/images/0008/0514/hotels.png" alt="" width="683" height="300"></p> <h3>How Trump are you? By 888</h3> <p>The controversial candidate has been digitally transformed by 888 into the form of an interactive quiz.</p> <p>Users are being invited to test themselves against the <a href="https://www.888casino.com/blog/trump-quiz/">Donald Trump-O-Meter</a> to identify how much they have in common with the Republican candidate – from their chosen shade of tan to their favourite hat.</p> <p>It’s a nice example of shareable social media content, though I am not sure how many people will be proudly admitting they’re 100% Trump on their Facebook page.</p> <p>I’m 0%, if you were wondering...</p> <p><img src="https://assets.econsultancy.com/images/0008/0515/888.png" alt="" width="683" height="250"></p> <h3>No Choice, by Doritos</h3> <p>Crisp giant Doritos is throwing its hat into the political ring with a <a href="https://www.doritosredvsblue.com/vote">campaign</a> that targets students, encouraging them to take part in this year’s election and make their vote count.</p> <p>How? In partnership with Rock the Vote it has created a limited edition of crap crisps that boast no flavour or crunch and are packaged up in lack-lustre fashion, made for the 62% of young Americans who didn’t vote in 2012.</p> <p>Taglines rolled out with the campaign include ‘if you’re not registered to vote, you get no choice’ and ‘the boldest choice is making a choice’.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0516/doritos.png" alt="" width="525" height="576"></p> <h3> <a>Reach Across the Aisle, by JetBlue</a><a name="_msoanchor_1"></a> </h3> <p>This light-hearted stunt was designed to lift the mood of election season.</p> <p>150 unsuspecting passengers were filmed for the campaign from JetBlue and invited to take part in a competition to win free air travel to one of 20 destinations.</p> <p>The catch? They’d only get their hands on the prize if as a group they could agree on a single destination by unanimous vote.</p> <p>The group managed to compromise on Costa Rica, with the key takeaway being that if everyone works together, all parties can win.</p> <p>The successful social experiment was <a href="https://www.youtube.com/watch?v=EPurzKVTlU4">filmed</a> and shared across JetBlue’s social channels and has earned more than 1m views since.</p> <p> <img src="https://i.ytimg.com/vi/EPurzKVTlU4/maxresdefault.jpg" alt="" width="683" height="300"></p> <h3> <a>Vote Rump, by GBK</a><a name="_msoanchor_2"></a> </h3> <p>Across the pond, UK-based burger chain <a href="http://www.gbk.co.uk/">Gourmet Burger Kitchen</a> is poking fun at Donald Trump with its new ad campaign, Vote Rump.</p> <p>The restaurant's latest burger has sparked a series of outdoor ads that compare the candidate to a hamburger, with taglines such as ‘Vote Rump – it’s a bit of an arse’ and ‘Vote Rump – it’s really rich and incredibly cheesy’.</p> <p>Simple marketing at its finest.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0521/GBK2.png" alt="" width="683" height="382"></p> <h3>In summary...</h3> <p>The key takeaway from these various campaigns?</p> <p>Brands can insert themselves into relevant political culture, without taking themselves too seriously.</p> <p>Rather than trying to ignore one of the most talked about subjects of the year, these brands have managed to embrace the conversation without taking sides.</p> tag:econsultancy.com,2008:BlogPost/68430 2016-10-25T11:40:37+01:00 2016-10-25T11:40:37+01:00 Social selling: What it is, and what it definitely isn't Maz Nadjm <p>This is just one of the many indications that show how hot of a topic social selling is right now.</p> <p>With so many people talking about social selling and its “powers”, there is also a lot of (often uninformed) noise to cut through.</p> <p>Large conversations usually carry the risk of huge misunderstandings, a little like Chinese whispers.</p> <p>The more people get in contact with soundbites about social selling, the less clear it becomes what this strategy is all about.</p> <p>For instance, it is not uncommon to come across the misconception that social selling is all about blasting product updates and marketing campaigns on social media through sales reps’ personal channels, in the off-chance that one of their connections may be interested in it.</p> <p>Another misconception I have heard more than once is that social selling programmes require a dedicated team of millennial social media gurus and huge budgets to put together ad hoc content packages.</p> <p>Trust me, if that is what you have been told, forget it.</p> <p>Having trained thousands of sales professionals in real social selling best practices, I have come to realise it is needed to take a step back and differentiate between what social selling is and what it definitely isn't.</p> <h3>1. Social selling is a customer-centric way of reimagining sales</h3> <p>Starting with an accepted definition of social selling (in this case, Wikipedia’s) can help in this case:</p> <blockquote> <p>Social selling is the process of developing relationships as part of the sales process.</p> </blockquote> <p>The key concept here is “developing relationships” with your prospects and existing customers.</p> <p>Through a proper social selling programme, companies can empower their sales teams to become more effective in understanding their clients’ needs and challenges (existing and prospective), and offer products and services they can truly benefit from.</p> <p>When that happens, results follow (a Forbes study found that salespeople using social media as part of their sales techniques outsell 78% of their peers).</p> <h3><strong>2. Social selling is the best way to align sales and marketing</strong></h3> <p>As I wrote in <a href="https://econsultancy.com/blog/67617-bridging-the-gap-uniting-marketing-and-sales-with-employee-advocacy/">a previous article</a> for Econsultancy, factors like low digital confidence, lack of time and poor quality control are frequently stopping sales teams from engaging effectively on social media with their prospects and clients.</p> <p>But when a social selling programme is in place with a defined framework (from training, to enablement through adequate tools, all the way to performance reviews), what happens can be extraordinary.</p> <p>In one of his articles, Jason Burrows writes that “sales and marketing won’t exist as separate functions in a business. It’ll be the same department.”</p> <p>Without going as far, there is no doubt that an optimised channel of communications between the two departments can really benefit both by aligning their goals and improving performances and ROI for both their daily activities.</p> <p><em>(For more on this topic, see Econsultancy's report on <a href="https://econsultancy.com/reports/the-convergence-of-marketing-and-sales/">The Convergence of Sales and Marketing</a>.)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0471/The_Marketing_and_Sales_Funnel_2.png" alt="" width="567" height="566"></p> <h3><strong>3. Social selling is an assessable strategy</strong></h3> <p>When it comes to social selling, real results will show especially when companies set up a programme with defined objectives, onboarding and KPIs.</p> <p>When marketing and sales collaborate to put together a structure that can benefit all the stakeholders involved (whether by helping marketers showcase the ROI of their content better, or by supporting salespeople with the content they need to grow their pipeline faster), that’s when magic happens.</p> <p>Please note that when the right tools are in place from the start, assessing the success of social selling is not a costly or time-consuming effort.</p> <p>Marketing can monitor which content is being shared the most by their colleagues in sales, while sales reps can quickly share posts and see which ones are most engaging for their prospects on an on-going basis.</p> <p>It is a learning process, but one that shows results straight away if there is a good framework in place.</p> <p>Now that we have seen what social selling <em>is</em>.</p> <p>Let’s clarify a couple of misconceptions around it that it is not unusual to run into, especially online.</p> <h3><strong>1. Social selling is not something completely new</strong></h3> <p>Wait, what? Didn’t I just spend the last few paragraphs describing how innovative and effective social selling can be?</p> <p>Yes, and I stand by that.</p> <p>But what I think is essential to remember when we talk about social selling is that a lot of its guiding principles are very much in line with human good practices in general.</p> <p>Let me share an example: trying to sell to someone as soon as you connect with them on LinkedIn without nurturing the relationship or trying to understand their needs won’t do you any good, in the same way that 100% “cold” calling has a very low success rate compared to better targeted campaigns.</p> <h3><strong>2. Social selling is not blasting content on social media</strong></h3> <p>If the plan is to simply use your sales reps as human billboards, asking them to blast promotional content about your latest products on their social media channels, then it probably won’t work.</p> <p>It is universally acknowledged that people are getting more impatient with being “sold to” indistinctively and expect brands and salespeople to tailor offers to their specific needs.</p> <p>Proper social selling focuses on the prospects, building a long-lasting and customer-centric relationship, which makes it the perfect strategy for the times we live in.</p> tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68403 2016-10-19T14:12:50+01:00 2016-10-19T14:12:50+01:00 Pharma company Novartis taps Facebook Live event to promote heart failure drugs Patricio Robles <p>Take for instance Novartis, which teamed up with the American Heart Association and actress/singer Queen Latifah as part of their <em>Rise Above Heart Failure</em> initiative.</p> <p>Queen Latifah's mother, Rita Owens, experienced heart failure 10 years ago, prompting lifestyle changes that have enabled her to manage her condition, and inspiring her daughter to get involved with helping others who are dealing with heart failure or supporting a family member who is.<br></p> <h3>A better way to tell a story</h3> <p>The <em>Rise Above Heart Failure </em>initiative, which includes events, media outreach and digital content distributed on the American Heart Association's <a href="http://www.heart.org/HEARTORG/Conditions/HeartFailure/LivingWithHeartFailureAndAdvancedHF/Rise-Above-Heart-Failure-Queen-Latifahs-Story_UCM_477792_Article.jsp">website</a> and through social media, was a natural fit for Novartis.</p> <p>The company is behind Entresto, a heart failure drug that was approved by the FDA in 2015, and while it hasn't yet produced the sales expected, possibly due to its price tag, Novartis will have spent hundreds of millions of dollars on marketing and development.</p> <p>Initially, some of its marketing of Entresto drew significant criticism.</p> <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/pharma/novartis-sponsor-queen-latifah-push-for-heart-failure-awareness-inspired-by-her-mom">detailed</a>, Novartis's first attempt at direct-to-consumer ads for Entresto "sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper."</p> <p>That ad was pulled in the face of the criticism.</p> <p>Aligning itself with the <em>Rise Above Heart Failure</em> initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">storytelling</a> using digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Nearly 1,000 people tuned in to <a href="https://www.facebook.com/events/1659479787696400/">the event</a> on Facebook Live, which Queen Latifah hoped would help others who have dealt with heart failure.</p> <p>"I really just want the millions of Americans who are touched by heart failure to share their story – and their 'red steps’ – and to speak up about the condition," she said in <a href="http://newsroom.heart.org/news/on-world-heart-day-american-heart-association-recognizes-role-of-patient-provider-relationships-in-managing-heart-failure">a press release</a>.</p> <p>According to Novartis spokesperson...</p> <blockquote> <p>We were drawn by the potential of Facebook Live to reach a wide audience in real time, to facilitate live engagement, and to allow on-demand viewing.</p> </blockquote> <p>The company, which expects Entresto sales to hit $200m this year, obviously can't rely exclusively on sponsorship of Facebook Live events to spread the word about its drugs.</p> <p>But <em>Rise Above Heart Failure</em> shows how pharma companies can facilitate and be a part of more meaningful discussions that are personal, emotional and provide tangible value to consumers.</p> tag:econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68421 2016-10-18T09:44:00+01:00 2016-10-18T09:44:00+01:00 VisitBritain and Expedia launch campaign to target US travellers Nikki Gilliland <p>This also happens to be the motivation behind a new partnership from VisitBritain and Expedia. </p> <p>Aiming to raise an additional $165m of visitor spend for the UK economy, it is launching a multi-phase campaign in order to tempt Americans to our fine shores.</p> <p>Here’s a closer look at how it’s doing it.</p> <h3>Showcasing the best of Britain</h3> <p>Part of the UK government’s Tourism Action Plan – the partnership between Expedia and VisitBritain was actually established before Brexit. </p> <p>However, since the value of the pound has dropped, the campaign is putting a positive spin on the current situation – targeting US travellers for whom visiting Britain will now be more affordable.</p> <p>Titled ‘365 days of OMGB’, the campaign is centred around a bespoke content platform designed to showcase the hidden treasures of the UK. </p> <p>Aiming to dispel the London-centric bias of travellers from overseas, it will promote various locations up and down Britain, from Sussex to Edinburgh and everything in between.</p> <p><img src="https://assets.econsultancy.com/images/0008/0416/365_days_of_OMGB.JPG" alt="" width="780" height="626"></p> <h3>Encourages planning</h3> <p>Divided into four sections - #OMGB, Discover, Trip Planner and Calendar – the microsite is designed to both inspire and spur on travellers to start planning their trips.</p> <p>It enables visitors to search for events based on interests, e.g. Food &amp; Drink or Relaxation, or by calendar month. </p> <p><img src="https://assets.econsultancy.com/images/0008/0415/Discover_Britain.JPG" alt="" width="780" height="651"></p> <p>Browsing on the website certainly makes Britain look and sound incredibly appealing.</p> <p>The imagery promotes the country’s historic buildings and stunning countryside, and the wide range of activities makes a refreshing change from the standard London sights – even for those who already live here.</p> <p><img src="https://assets.econsultancy.com/images/0008/0417/Walk_with_Wolves.JPG" alt="" width="780" height="676"></p> <p>The event pages include lots of helpful information, such as nearest stations and airports, maps and similar events. </p> <p>Combined with the inclusion of the Expedia search tool, it's effective in encouraging users to browse and plan.</p> <h3>Personalisation and social </h3> <p>As well as showcasing various locations, the hub can also be used as a handy planning tool. </p> <p>It allows users to save events in their personalised ‘Trip Planner’ – enabling them to browse and search around before committing to a booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/0414/Trip_Planner.JPG" alt="" width="780" height="690"></p> <p>This nicely ties in to the personal and individual nature of the campaign, with its main video highlighting the beautiful ‘moments’ that occur in Britain each day. </p> <p><iframe src="https://www.youtube.com/embed/UD7s4wW2A6o?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>From ‘classic cars in the Cotswolds' to ‘sleeping giants in Cornwall’, it promotes the beauty of small, undiscovered moments. </p> <p>In order to further emphasise this notion, VisitBritain has also produced a series of short videos, which it is using on its various social media channels to promote the campaign.</p> <p><iframe src="https://www.youtube.com/embed/eGuqKGqp2MA?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Twitter in particular looks to be a big focus for promotion, with the hashtag #OMGB used in conjunction with the brand's image-heavy tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The stunning medieval city of <a href="https://twitter.com/hashtag/York?src=hash">#York</a> is a must-visit for history buffs. <a href="https://twitter.com/hashtag/OMGB?src=hash">#OMGB</a> <a href="https://t.co/Qg2OYssK9G">https://t.co/Qg2OYssK9G</a> <a href="https://t.co/B09wjgEIXt">pic.twitter.com/B09wjgEIXt</a></p> — VisitBritain (@VisitBritain) <a href="https://twitter.com/VisitBritain/status/787428095619919873">October 15, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>By partnering up, VisitBritain and Expedia has managed to combine their biggest strengths. </p> <p>VisitBritain’s inspirational imagery and evocative language is certainly effective in stirring the emotions that underpins the travel industry. </p> <p>Meanwhile, Expedia’s functional search tools and personalised planning capabilities ensure users are one step closer to booking.</p> <p>Whether or not it is effective in bringing more American tourists to the UK, it’s certainly a nice example of how a brand partnership can elevate a marketing campaign.</p> <p><em>Related posts:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/68331-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-two/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part two</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68410 2016-10-17T11:16:32+01:00 2016-10-17T11:16:32+01:00 How Nationwide is using Tumblr to target a younger generation Nikki Gilliland <p>What’s more, a third of young people believe they won’t need a bank at all in future.</p> <p>While it might be true for some, surely this perspective sidelines those that actually do desire help and advice on financial matters? </p> <p>Nationwide is also keen to ask this question, recently launching a new campaign designed to educate rather than alienate.</p> <p>I explored a little to find out how it is using social media to do just that.</p> <h3>A customer-first approach</h3> <p>In contrast to Viacom, new research from Yahoo has found that 45% of millennials are actively looking for resources to help them with a financial situation, yet 37% say there aren’t enough of these educational resources online.</p> <p>Yahoo is partnering with Nationwide on a year-long campaign in a bid to fill this gap.</p> <p>Targeting young people aged 13 to 24, it is not only aiming to engage youngsters about the topic of money, but to help them actively take control of their finances.</p> <p>Focusing on how to make money as well as manage it, it is definitely a refreshing change from the aforementioned ‘millennials hate banks’ approach.</p> <p>I also think that the concept of age is a little beside the point.</p> <p>By providing something of real value to consumers, whether the target consumer is 18 or 84, people will be much more likely to engage.</p> <p><img src="https://assets.econsultancy.com/images/0008/0233/Nationwide.jpg" alt="" width="600" height="399"></p> <h3>Targeting youngsters on Tumblr</h3> <p>This recent campaign is an extension of Nationwide’s ‘Money Stuff’ YouTube channel, which was first launched last year.</p> <p>On the back of the channel’s success, the bank has chosen Tumblr as its platform of choice, using it to house even more money-related content including videos, long-form articles, GIFs and photos.</p> <p>As well as being shareable, the bite-size nature of the content means that it is more accessible and appealing to youngsters who already use the platform.</p> <p>With three-quarters of Tumblr’s user base being under the age of 35, it is one of the only social media platforms that is still largely dominated by young people.</p> <p><img src="https://assets.econsultancy.com/images/0008/0230/Yahoo_Storytellers_Nationwide_Money_Stuff_desktop.png" alt="" width="780" height="442"></p> <h3>Playful, not patronising tone</h3> <p>Despite being well over the target age range (sad times) – I can definitely appreciate the fact that Nationwide is trying to avoid sounding patronising.</p> <p>Like most advice, it can either come across as incredibly obvious or helpful, depending on the person reading it. </p> <p>It’s definitely a tricky balance, so Nationwide’s conversational, playful and honest tone of voice is well executed.</p> <p><img src="https://assets.econsultancy.com/images/0008/0226/Money_Stuff.jpg" alt="" width="555" height="297"></p> <p>By focusing on the worries and concerns young people have as opposed to delving straight into the nitty gritty of what an ISA is or how to set up an account – the audience is likely to relate.</p> <p>While some of the content is more on the side of humorous than helpful, at least it's not dull.</p> <p><img src="https://assets.econsultancy.com/images/0008/0227/MoneyStuff_GIFS.PNG" alt="" width="705" height="355"></p> <h3>Inclusive and interactive approach</h3> <p>Finally, Nationwide cements its customer-focused campaign by encouraging users to ask questions.</p> <p>While this recognition that young people might be embarrassed or shy about raising financial concerns is positive, the actual feature on Tumblr fails to provide real-time help.</p> <p>The box encourages users to ‘ask anything’ along with promise of an answer ASAP.</p> <p><img src="https://assets.econsultancy.com/images/0008/0228/Ask_Us_Anything.jpg" alt="" width="500" height="474"></p> <p>Sounds good. But when I asked a question anonymously, and despite reassurance that my question was received, there was no indication how or when they would actually get back to me. </p> <p>A more prominent link to the content on the main site, or its 'Ask Nationwide' Twitter account should be given here at the very least.</p> <p><img src="https://assets.econsultancy.com/images/0008/0229/Money_Tips_Nationwide.jpg" alt="" width="780" height="619"></p> <h3>In conclusion…</h3> <p>Despite the failure of its feedback tool, there’s still a lot to appreciate about Nationwide’s Money Stuff campaign. </p> <p>With a customer-centric approach and canny use of social, it could help the bank broaden its appeal among younger customers.</p> tag:econsultancy.com,2008:BlogPost/68395 2016-10-13T11:10:44+01:00 2016-10-13T11:10:44+01:00 The Colouring Cafe: How Ribena used influencers to engage with millennials Nikki Gilliland <p>However, during her talk at the <a href="http://www.festivalofmarketing.com/" target="_blank">Festival of Marketing</a> recently, Emmeline Purcell, Senior Brand Manager at Ribena, explained that this doesn’t quite reflect the truth.</p> <p>During some research on who was consuming the product, the brand found that many 16-to-34 year olds were actually enjoying the famously fruity beverage.</p> <p>As a result, Ribena wanted to reach out to this demographic in order to increase engagement and drive a change in brand image.</p> <p>Here’s how it did it:</p> <h3>Reminding the audience </h3> <p>Instead of promoting its product to mums or children, Ribena wanted to reach out to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">those elusive millennials</a> – those who actively seek out positive, fun and silly experiences on a daily basis.</p> <p>In order to do this, it created a pop-up ‘colouring café', inviting around 120 fans and followers of the brand to come and experience it.</p> <p>Partnering with artist Alex Lucas, the café embodied the quirky and positive spirit of the brand.</p> <p>Visitors were asked to contribute to a ‘colourful experience’ by colouring in one of the illustrative wall tiles.</p> <p>Alongside a new television advert, the aim was to get a new generation excited about the brand, also tapping in to the recent trend for adult colouring-in books.  </p> <p><iframe src="https://www.youtube.com/embed/m6UqXLHHigY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Partnering with influencers</h3> <p>With most of the campaign’s online content coming from <a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">paid social</a>, Ribena decided to work with <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">influencers</a> in order to help build credibility.</p> <p>Instead of choosing those with the biggest number of followers, it went beyond face value and asked those who particularly share the philosophy of the brand.</p> <p>Its lead influencer was Giovanna Fletcher – a personality whose online presence is built around spreading positivity and empowering young women. </p> <p>Confetti Crowd, a group of girls that share the creative and colourful spirit of the pop-up event, also got involved.</p> <p>Lastly, Ribena worked with 30 <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/">micro-influencers</a> on Instagram to build on its presence on the platform and align with the visual nature of the event.</p> <p>Each influencer created content based around the campaign, which they then shared with their respective audiences.</p> <p><iframe src="https://www.youtube.com/embed/u3mfXKF_bas?wmode=transparent" width="854" height="480"></iframe></p> <h3>Going the extra mile</h3> <p>As well as working with influential figures, Ribena also wanted to add extra value for consumers as well as those that visited the pop-up.</p> <p>As a result, it created an entirely separate website dedicated to the Colouring Cafe, including a web-based tool that allowed users to ‘colour in their own time’.</p> <p>Lastly, the brand had the pop-up’s coloured illustrations framed and sent out as a way of saying thank you to everyone involved.</p> <p>By extending the experience in this way, this meant that the brand would stick in the mind of consumers long after the campaign had ended. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Luxurious lime green colouring by <a href="https://twitter.com/ConfettiCrowd">@ConfettiCrowd</a> -colour your own in <a href="https://twitter.com/RibenaUK">@RibenaUK</a> special app: <a href="https://t.co/J1g4QnLsJ5">https://t.co/J1g4QnLsJ5</a> <a href="https://t.co/NHJpH8VsuN">pic.twitter.com/NHJpH8VsuN</a></p> — Alex Lucas (@LucasAntics) <a href="https://twitter.com/LucasAntics/status/760878552296423428">August 3, 2016</a> </blockquote> <h3>The results and key takeaways</h3> <p>With influencers creating 120 pieces of coverage over the course of the campaign, there was some buzz around the Colouring Café online.</p> <p>There were 66,000 visits to the website and 5,000 uses of the colouring tool. </p> <p>What’s more, brand perception shifted, with relevance scores going up 10% and Ribena Light sales increasing by 6%.</p> <p>So what can we learn from Ribena’s <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential campaign</a>?</p> <p>Throughout her talk, Emmeline emphasised the need to create genuine and authentic experiences, purely for the value of the consumer.</p> <p>Likewise, she highlighted how important it is to use influencers who intrinsically understand and enhance brand values, as well as give them creative trust.</p> <p>By the end of the campaign, creators like Giovanna Fletcher had created even more content than was agreed at the start.</p> <p>This shows that if influencers are passionate about a concept, consumers are much more likely to be engaged too. </p> <p>With Ribena seeing a favourable shift in the way young people perceive the brand, it also proved the power of positivity.</p> <p><em>For more on this topic, check out our two research papers:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of the Influencer</em></a></li> </ul>