Browsing Tag

instagram

Guest

Is Digital Advertising Killing Traditional Advertising?

January 12, 2018

Guest Article By: Adam Dahan

When is the last time you watched a TV commercial, listened to a radio ad or read a newspaper? Now, you probably have done at least one of those three things recently, but ask yourself how many times you did in comparison to looking at Facebook, Instagram, Snapchat or Google? You are probably realizing now you spend way too much time on your phone. Well businesses are starting to realize this too, and so are marketers.

Why Traditional Advertising Is On the Way Down:

TV, Radio and Print used to be considered the most influential mediums in advertising (Out of Home is arguably bigger than print). However, in recent years these mediums have been losing their reach because of other alternatives. TV has Netflix, Radio has Spotify and you can get all your news or gossip from online publications. With apps and websites taking over, these traditional mediums are quickly losing the reach that made them so desirable to use.

What Are the Alternatives?

If people don’t have their eyes on traditional mediums anymore then where did their attention go? The answer is simple, “Social media”. Everyone you know is on at least one social media platform, even your grandmother. So how do you as a marketer reach those people on a large scale? Again the answer is simple, advertise on social media. Facebook, Snapchat, Instagram, Google and even LinkedIn all have advertising platforms. Not only are these platforms cheaper than traditional, they are able to create highly targeted audiences.

The Advantages of Digital Advertising:

Of all the advantages of digital advertising, the biggest selling point is the ability to measure return on investment (ROI). Unlike its counterpart, traditional advertising, all digital advertising platforms allow you to see how your budget is being broken down and what your ROI is. This is the real reason businesses are switching over. If you had the choice to spend $100,000 on a TV commercial and never know how much business it brought you or you could spend $20,000 and see that it made you $100,000, which do you choose? Most businesses just aren’t willing to take a shot in the dark anymore. Knowing where your money is being spent and knowing your ROI gives businesses more security when investing into advertising.

There are plenty of other advantages to digital advertising too, and each platform has its own unique functions. Another big selling point is the ability to create highly targeted audiences. Unlike traditional advertising where audiences are limited to a TV or Radio station, digital advertising allows you to make a custom audience however broad or specific you would like it to be.

Ok, so traditional advertising isn’t out for the count yet.

So maybe traditional advertising will still be around for long time. But, you can’t disregard the fast growth of the digital advertising industry. With the number of social media users increasing every year, the reach of these platforms has increased too. Digital Advertising is also pretty new so there is still plenty of room for businesses and freelancers to get in on the action. So don’t miss out on the digital advertising wave.

 

Adam Dahan is a managing partner at Clever Marketing Co, a digital advertising agency specializing in Facebook Ads and Google Ad Words. He studied Advertising and Marketing Communications at Humber College and went on to become one of the youngest digital agency owners in the industry. To connect with him follow Clever Marketing Co on Facebook or LinkedIn

Dakarai Turner

Fashion Nova: A Look Into the Viral Store’s Marketing Tactics

September 12, 2017

Can we just take a moment to talk about Fashion Nova? I almost feel like this brand doesn’t even need a set-up. Why? Because ever since 2016 I’ve seen a post about Fashion Nova jeans or their other clothing just about every day on my Instagram feed. Now I don’t follow the brand, but thanks to the thousands of social media influencers, their messaging will get to me one way or another. However, for those of you that don’t use Instagram, Fashion Nova is an LA based women’s retail company known for their low prices and social media domination.

The CEO of the brand has stated that they use anywhere from 3000-5000 influencers online, and this is where this domination comes from. Is the clothing great? YouTube reviews lead me to believe that the clothing feels relatively cheap and average, however, the crazy thing is I’ve never actually met anyone that has bought their pieces.

So let’s talk about the influencers. Fashion Nova has tapped into the audiences of Kylie Jenner (97M followers), Cardi B (9.5M followers), Amber Rose (16M followers), Nicki Minaj (83M followers), and literally thousands more with anywhere from 1K to 10M followers. The sponsored posts are fairly similar in their tone and content. They are all about letting the public know that Fashion Nova is the cheapest way to look great and to use their personal code for a discount. The brand offers $20 rompers, $30 jeans, and $50 dresses on top of a large amount of other pieces.

Richard Saghian, the founder and CEO commented on their strategy in an interview with Vice: “It’s kind of like this ripple effect. The more people shout us out, the more their fans shout us out. Kind of like a viral Youtube video. We’re a viral store”. Fashion Nova does a great job squandering the web for the latest trends and then reproducing them. In fact, as of this year the clothing brand has over 600 employees and is able to produce 500 new clothing designs each week. The numbers are astonishing and it was all primarily built off of the help of influencers. Why does this work? For the simple reason that you’re likely following the influencer (most of the time an Instagram model) because you like the way they look, dress, and their personality. If they were to promote designer brands with a designer price tag, the chances of you breaking the bank are fairly slim. Now if the influencer such as Cardi B is showing you that she wears $30 jeans on a regular basis, and provides you with the source for her clothing, you’re probably going to try it out. Am I right?

Fashion Nova has to be one of the best current examples of how brands can effectively use influencers on social media. Their network of brand advocates easily reachers over 100M people collectively and with the frequent posts, it has allowed Fashion Nova to truly become a viral store. Whatever that means.

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Dakarai Turner

#SnapMap – How Much Sharing is Too Much?

June 27, 2017

In the ever lasting battle between Instagram Stories and Snapchat it comes down to the point of difference. What can one platform offer that the other can’t? In the beginning Snapchat was a platform that was much more private. You followed your friends, and only watched their stories. A great feature with Instagram Stories is the ability to see other stories based on the location they were tagged in. For example, I can see all of the stories from random people that tagged their location at a specific event or city. Now I think the team at Snapchat thought: “how can we elevate this idea and make it slightly creepy?”. And this, this is how Snap Map came to be.

For those of you that skipped the video, Snapchat Maps is a new function that allows you to see the exact location of your friends worldwide. Yes, you read that right. You can quite literally zoom in on any street in the world and see the exact location of your friend with their Bitmoji. On top of this, you can see stories worldwide that were shared under the “our story” feature. Before you start to panic about people knowing your whereabouts, you should know that you have the option to disable the feature. You also have the ability to limit which friends can view your location.

As you can imagine, Twitter and Instagram had quite the field day with this new update.

The obvious joke is the invasion of privacy that’s being promoted. In a perfect world where no one is concerned about privacy, this would be a great idea. In the world we currently live in where that’s not the case, most people will not have this feature enabled. Now, that’s not to say there aren’t any benefits that come with this function. If you’re at a large event and you’re looking to meet up with a friend, seeing their exact location would be perfect. Checking out stories across the world through a map function is also a creative idea. Rendering yourself vulnerable and removing your privacy? Not so cool.

It will be interesting to monitor how consumers react with Snap Map, but my prediction is that most people will not want to use it for the simple fact that it feels unnecessary and “stalker-ish”. However, I see this being a huge hit with tweens and teens. Ironically, these being the groups that should be the last to have their exact locations broadcasted to anyone their friends with.

What do you guys think? Invasion of privacy or a great discover feature for Snapchat?

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Dakarai Turner

How to Get Rich Off Memes: A Look into Sponsored Content and @FuckJerry’s Empire

May 9, 2017

Memes – A form of communication, entertainment, and everything in between. Chances are one of your favourite past times are browsing through Instagram/Twitter and tagging friends in memes. Am I right? We’ve spoken about meme culture on this platform before, and it goes without saying that they are at the core of the millennial generation. With that being said, can they be monetized?

@FuckJerry, an Instagram account thats boasts 12 million followers has become nothing short of a franchise of its own. Expanding into clothing, a social agency, a card game, a video channel, and so much more, all sitting under the Jerry Media umbrella which has other accounts such as @pizza, and @kanyedoingthings. Now if you’re just as surprised as I am, you’ll be even more shocked to know that an account like @FuckJerry charges at least $30k for a sponsored post. To put this in context, the page offers 6 to 7 million impressions per post and this is not only attractive, but expensive for advertisers.

The above post was a piece of Burger King sponsored content that when I saw for the first time, the last thought on my mind was that it was paid material. This is the opportunity that brands have in partnering with meme pages such as @FuckJerry. Although the name isn’t the most PG, loosely based off of Jerry Seinfield, their sponsored content appears organic as long as it’s presented in an amusing fashion. Will they be partnering with a Shampoo brand for example? Probably not as their content is going to work better with an edgier brand such as Jack in the Box or Burger King. 2 of their dozen clients.

Brands are subjected to the style of comedy that these pages emulate as well as their fan base that browse the page daily and love to make comments. You’ll get an unfiltered and raw post that has the opportunity to reach over 6 million people and receive 30k comments in one day. Last year, the page earned over $2M in revenue and Jerry Media as a whole is expanding quickly. From launching @JerryNews to expanding on Snapchat and other platforms extending their reach.

So will we start to see more frequent sponsored posts appear on the meme pages we all know and love? Considering how you probably never noticed all of the paid material on the @FuckJerry page, it won’t even matter at this point. If the material “fits in”, then it will be consumed the same.

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (April 29 – May 5)

May 5, 2017

Written By: Malick, Dakarai, and Kathleen

As advertisers gear up for summer, you can expect a lot of action in the coming months. Not to worry, as usual The MAD Mix has you covered for the hottest trends, ads, and more. Check out the latest in the advertising and marketing world in our weekly recap below:

 

Nike-Breaking2 

M: If you follow this platform regularly, you’ll know that Nike is a favourite of ours. From quality production to delivering a solid product, they seem to do no wrong in their advertising. In their latest endeavour, Nike has spent time creating one of the most innovative running shoes they’ve created to date. The purpose? Tomorrow, Nike and people form all around the world will attempt to break the two-hour marathon running record. The shoe that they’ve designed has so much technology invested in it that they want to encourage people to do that feat using their new shoe titled “The Nike Zoom Vaporfly 4%”. This marathon is all apart of Nike’s constant desire to push the limits of human athleticism time and time again, and if there’s any shoe to do it, it’s this one. Check out the spot they’ve created for it below. Anyone else want to give it a go?

 

Spotify Awkward Family Moments

K: We all have a song that is attached to a moment or event that happened in our life. Whenever you hear the song it reminds you of that specific time that you will probably never forget. It can either make you happy or sad whenever you hear it. Spotify needed a way to promote their family plan, so what better way than to tie it with your emotions? Spotify decided to play on that but relate it to family moments, more specifically awkward family moments. Some people might find them too sexual but I think it is funny especially the second one. Check out the two videos below.

 
The Sunny Co Bikini Giveaway

D: If you live in the U.S, chances are your Instagram feed was absolutely covered with the same picture of a model in a red bikini. For those of you that are completely lost right now, a swimsuit company by the name of Sunny Co decided to announce a 24-hour giveaway on Instagram a couple of days ago. The now deleted post asked consumers to repost the picture of a model wearing the bikini and tag the brand in order to receive the usual $65 swimsuit for the price of only shipping and handling.

If you can’t already predict what happens next, tens of thousands of people reposted the image, and this ultimately revealed the lack of preparation behind the whole promotion. Following this, Sunny Co decided it would be a great idea to update the conditions of the deal on their website and included a note that stated the company “[reserved] the right to cap the promotion if they deem necessary.”. As you can imagine, they got torn a part on social media and hopefully this serves as a lesson for brands. The whole thing comes off as very “fyre fest-ish”. In the sense of complete unprepared bait and switch tactics or plain negligence. From unknown to hated in 24 hours. But hey, at least people know their name now right? Check out some of the best meme’s below.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter

Weekly Recap

Weekly Recap (March 18 – March 24)

March 24, 2017

Written by Dakarai & Malick

TGIF! We made it through another crazy week in the speedy world of advertising & marketing, but as usual, The MAD Mix has you covered for the hottest ads in this weekly recap. Check out some of our favourite ads, trends, and more below.

 

Chevrolet: Real People, Not Actors…yeah right

M: Ever see those Chevrolet “Real People Not Actors” ads that pop up everywhere? Chances are if you’ve seen them, you probably think they are extremely corny and in fact, not real. Well Ali Shahriari and Dave Irwin under the YouTube channel “ZebraCorner” have decided to take a stand and recreate the ads…if they had real people. While these aren’t technically ads, they poke fun at Chevrolet by depicting what a real life scenario would look like with an actual grumpy, annoying person. In my opinion, I think these are hilarious. I think ZebraCorner does a good job at highlighting the lack of authenticity that clearly exists within the Chevy spots. Check out my favourite in the series below:

 

Book Appointments Through Instagram

D: Instagram is adding a new feature to its platform in the next few months, allowing users to book appointments through company profiles. I mean this just only makes sense. Social networks are shaping up to achieve everything a website can, and even more. When you want to learn about a new business, chances are you check their Facebook or Instagram page right? In fact, Instagram boasts that 80% of its users follow at least one company page. By including a feature to book appointments, you can now scroll through Instagram models, memes, cat videos, and book a haircut all on the same app.

 

 

Samsung Gear S3 Smartwatch:

M: Despite being known for their exploding phones, Samsung stepped it up with this one. Tech-watches are definitely cool, but they don’t have the same style, appearance, or flair as a Rolex. This spot challenges that. Through a unique digital out of home transit shelter ad, they set up a live feed of a man who appears to be flexing his watch game to the max. As people sit down and wait for their bus, he interacts with them by reacting to their phone calls, playing music, and even having conversations with them-all while showing off that stylish watch that looks like something out of a Migos music video. The catch? The transit shelter ad is designed to look like its selling an expensive watch, but in reality the entire spot,through live interactions, is to show the diversity and style of the Samsung Gear S3 Smartwatch. It’s obvious that Samsung is trying to position their smartwatch to not only be technologically advanced, but it can be as stylish as a Rolex as well. Check out the spot below:

Facebook adds live feature to desktop

D: Facebook Live is now available on desktop. With this new feature finally arriving, it’s hard to not think that Facebook is taking a crack at the emerging live stream gaming market. With Twitch making a name for itself as a video streaming platform and subsidiary of Amazon, there is a clear defined market. Traditionally, mobile live-streaming is great because it provides access. You are able to move around and show others your current view, outside of your room or a static space. The opportunity desktop brings is instances that require stability. For example, an instance where a content creator wants to do a live Q&A without having to hold a camera to their face. It will be interesting to see where Facebook takes this feature, and whether or not they partner with content creators to really turn the platform into a broadcasting phenomenon.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our top Super Bowl ad picks. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter.

Dakarai Turner, Malick Ba, Weekly Recap

2016 Annual Recap – The Top 5 Highlights of the Year

December 30, 2016

It goes without saying that 2016 has been quite the year. We’ve witnessed a controversial new president become elected, a fairly high number of celebrity deaths, and of course a plethora of great memes. With all of this going on, we wanted to put together five key moments of the year in relation to advertising and marketing. Check out our recap of 2016 below.

Written by Malick and Dakarai.

 

Instagram’s Competitive Year

Instagram’s new logo introduced in 2016

M: Instagram made some serious competitive moves in 2016. As any frequent Instagram user would know, the ability to display a photo or video for a limited period of time on their profile (also known as a “Story”) was added into the photo sharing app this year. The addition of this allowed fun instances in time to be displayed to whoever is a part of your network. The significance of this more importantly shows competitive action to Snapchat (who basically invented the idea of the Story). From personal experience, a lot of people in my network use their Instagram Story to link off to their Snapchat handle which seems to be counter productive from Instagram’s standpoint, by adding this function in it allows for insight on Instagram’s development from a competitive point of view.

 

Recently, Instagram also added in the ability to “like” comments on someone’s photos which was not previously available. With the importance of staying competitive in the social media game, these additions have really allowed Instagram to develop into an all-purpose platform rather than strictly having the app used for photo sharing. That being said, it will be interesting to see how it develops further in 2017.

Pokémon GO Goes Global

D: If you had told me in 2015 that a year later I’d be walking around downtown staring at my phone and catching Pokémon, I probably would have laughed in your face. To the world’s surprise, this is exactly what happened this past summer. The augmented reality mobile game Pokémon Go was an instant success from the day it was released on the app store. It became quite normal to walk outside and see groups of tweens, teens, adults, and even your grand parents walking around with their phones stuck to their faces in hopes of catching that evasive Pikachu. Because of the games early success, we saw quite the phenomenon with large corporations and small businesses getting involved.

Over the summer, retailers began to offer incentives such as discounts, free WI-FI, and phone charging stations for Pokémon Go players. Fast-forward to the end of 2016 and the game is certainly not as popular as it was in the summer. However, the brand is still trying to figure out new ways to keep the game alive! It will be interesting to see what they do in the new year.

 
R.I.P. Vine

King Bach, Vine star

M: While we did talk about this in one of our previous recaps, Vine’s disappearance from the social media world was a hot topic in 2016. In 2013, Vine was the most innovative, interesting, and entertaining platforms that I’ve ever witnessed. Users could record short video loops of anything they wanted. This turned into what I like to call “YouTube on crack”. Internet personalities like King Bach (pictured right), Jerome Jarre, and Brittany Furlan figured out how to use Vine for entertainment and used those as extensions to their also popular YouTube channels. For me personally, Vine was a lot of fun but I didn’t get on it until years after it was popular. However, 2016 claimed the six-second social media innovation for its own. With a lack of staying current, the development of Snapchat, and the success of Instagram, there was simply no room for Vine. This is the first time that I was there for the development of a social media platform as well as its end, so for me it came down to one thing: Vine’s lack of progress in recent years goes to show that staying competitive in any sphere of advertising and marketing is a key for success.

 

The Meme Takeover

D: Every year we have our fair share of memes and viral hits, but for 2016 there were two that stood out. Although completely separate on the surface, The Mannequin Challenge and Harambe had similarities. For starters, they were “brand-proof”. Unlike, the “Damn Daniel” meme that was easily attached to Vans shoes, The Mannequin Challenge and Harambe were both created organically and didn’t carry a brand attachment.

The Mannequin Challenge started in November in a High School classroom, and quickly turned into a video fad where groups of people would pose in a typically funny way as if they were mannequins. Simple, funny, and cooperative were the driving factors for this meme’s success.

CHALLENGE ACCEPTED! #mannequinchallenge #GiantsPride

A post shared by New York Giants (@nygiants) on

 

The Harambe meme was one of those things that came as a surprise to everyone. Harambe, the Cincinnati Zoo Gorilla that was shot and killed after a child fell in its enclosure became idolized in 2016. All sorts of merchandise, songs, videos, and candlelight vigils were done in the honour of this Gorilla.

What’s important for brand’s to realize is that they don’t have to be involved in every single thing that happens in 2016. If you have nothing innovative or relevant to contribute when the next big meme comes out, it’s best to just not participate. Leave it for the people to enjoy!

The MAD Mix Won Big!

D: As many of you may know, we took home the “Student Marketer of the Year” award at the CAMP Marketing Awards in November. This was a tremendous accomplishment for us as we’ve done our best to grow The MAD Mix to new heights this past year. What started as a blog that Malick and myself wrote for, quickly extended to a platform that has welcomed over 30 different guest writers across North America. In 2017, we hope to continue to explore new opportunities with The MAD Mix through the addition of new features, team members, and hopefully another shiny award. Check out some of our photos of the event below!

 

That’s our recap of 2016’s best. You can check out all of our previous weekly recap’s here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy New Year!

Dakarai Turner

Is Instagram a Young Man’s Game or is There Room for Your Parents?

December 27, 2016

The holiday weekend: a time for family, presents, and heated debates around the dinner table. While some families may have been arguing back and forth about President-elect Donald Trump, or any of the other crazy events of 2016, the subject of social media came up at our dinner table. With a wide range of ages present, Instagram managed to makes its way in the discussion. It goes without saying that Instagram is primarily a ‘young persons’ platform, with the majority of their active users fitting in the 18-34 age range. But as we’ve seen with Facebook and Twitter, the older generations tend to catch on eventually and next thing you know you’re getting a follow request from your parents. This was part of the discussion over the weekend. Instagram is a young persons game and is of no interest to those of a 50+ age range. Below is a visual representation of me listening to the family discussion knowing that I will spin it into an article later.

 

So what makes Instagram look like the hip teenager in comparison to other social networks like Facebook and Twitter?

Instagram is visually appealing

I appreciate you reading this and all of our other articles that can be found here, but most of the time people simply want to see images and videos. Instagram is great for it’s appealing photos and minimal text. This is the direction Facebook has been leaning towards. However, we still all know at least a few people that put their whole lives into their status updates. Visuals are the preferred forms of communication amongst a younger audience and this is exactly why you see the GIPHY extension popping up everywhere from iMessage to apps like Tinder. Images are universal and don’t carry a specific language.

 

Instagram is a form of identity

From personal experience I can say that when meeting someone new nowadays, the phrase “what’s your insta?” comes up almost every time if you want to get to know the person further.

Facebook acts as a birth certificate, while Instagram is your passport.

Instagram is that visual representation of the life you have, aspire to have, or simply want others to think you have. It is personal branding on steroids whether you stop to realize it or not. We are living in a time now where we want to be seen more than ever, and the one thing more important than being seen is how you’re being seen. If I look at your birth certificate I will understand the basics of who you are. Now if I look at your passport (assuming you’ve traveled), I can get a sense of your character.

Instagram is ad-free

Aside from sponsored ads that millennials filter out anyway, Instagram as a platform reads as ad-free. Brands have learned how to speak the language and adapt in the ways that young people use it. This means that their posts will generally not have giant 50% stickers on them or even prices for that matter. They will use their profiles for branding purposes in a non-intrusive fashion. One that blends well with your friends posts as well. Check out Air Jodan’s Instagram for a representation of this idea below.

⬛️ + ⬜️ The #AirJordan III Retro 'Black / White' drops Saturday.

A post shared by Jordan (@jumpman23) on

 

So what do you guys think? Are there some other reasons that Instagram isn’t appealing to an older audience yet? I’d love to know your thoughts! Leave a comment below or simply reply to the Facebook post here. Oh, and make sure to follow me on Instagram.

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Guest

SickKids Is Back And Stronger Than Ever With ‘SickKids VS.’ Campaign

December 2, 2016

Guest Article By: Jocelyn Tran

Last year, SickKids tugged at millions of heartstrings with their emotional campaign:” Bettesick-kids-secondr Tomorrows”, a documentary-style videos of patients spending their days in the hospital for 45 days. The highly unprecedented campaign has raised 38-million of donations last year December. Though that number is a remarkable outcome for SickKids, they mostly came from their existing donors.

This year, SickKids targeted at the untapped audiences, which are younger people since their base donors are aging. Through previous researches and reactions, SickKids learned that younger demographics have now grown more interest and knowledge in donating to meaningful causes, and this “VS” campaign will be the first one that is aimed toward a much younger audience.

In order to attract this new audiences, the tone of this year campaign has been changed greatly. It has become the biggest, boldest and toughest campaign SickKids has ever run. With a solid $2- million marketing investment, we are expecting to see the next 3 TV spots, more streetcar wraps and cinema posters rolling out at the end of this year.

With a short but iconic title:”VS”, the video features the strong rap from the song Undeniable by Donnie Daydream visualizing hospital patients, kicking, punching, running and battling adversaries such as cancer, heart diseases, liver failure and cystic fibrosis. What differentiates this campaign from their previous campaign is not only the tone, but also the innovative idea: the inclusion of 50 SickKids patients, their families, 100 doctors, nurses and hospital staffs. Everyone has done their best to turn sickness and hospitalized kids into the real warriors who never give up. The fierce images, graphics and motions describing the diagnoses and dramatic footage of the life-or-death moments triggers the feelings from the viewers from the first few moments watching the video. The perfect choice of background music is a vital part that brings all the other elements together as a strong and united whole.

 

“The evolution is to a lot of empowerment. This notion that we are winning, but we won’t stop fighting until every kid is a healthy kid,” said Lori Davison, vice-president of brand strategy and communications.

In their VS campaign this year, SickKids has done right again by utilizing their social media platforms to deliver the most to its audience. To generate buzz around “VS”, SickKids posted a series of their patients posing as a warrior, a battler, a winner, and more on Instagram, with the caption describing their tough fighting journey, all topped with a call-to-action. As a person who has never been hospitalized before, this campaign really brought me closer into the everyday battle of the kids and their families and doctors. Moreover, the power of behind the scene photos has been revealed on SickKids’s Instagram latest post (featured below) to help their audience understand thoroughly how hard it is and how fierce these kids had been in the fight. With their huge budget that aligns within their annual spending budget, SickKids has impressed Torontonians with the billboards dominance for the past two months of October and November.

#SickKidsVS Undeniable – Behind the scenes We are incredibly thankful for the support our amazing staff and patient families have given to #SickKidsVS. Did you know more than 100 SickKids staff members helped out either in front of the camera or behind the scenes? And approximately 50 patient families agreed to be filmed. Being able to have #SickKidsVS: Undeniable filled with real staff, real parents and real patients not only allowed this very complex commercial to be shot authentically; it also added a very special component to the entire campaign. Volunteering to be on camera and working behind the scenes to make #SickKidsVS come to life goes above and beyond the call of duty, and for that we say THANK YOU. #SKBehindtheScenes #SKPeeps

A post shared by SickKids (@sickkidstoronto) on

 

Jocelyn Tran is a second- year student from Advertising and Marketing Communications program at Humber. After the journey of learning and practicing, Jocelyn is looking forward to becoming a Copywriter who writes witty, creative and valuable product copies. She’s also keen on doing food blogging and a foodie who are not afraid of trying new dishes. Meet her on her Facebook, Instagram, or check out her blog.

Weekly Recap

Weekly Recap (November 18 – November 25)

November 25, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Malick and Dakarai.

 

Instagram introduces new updates to Stories

D: Instagram StInstagram liveories, once the Snapchat-clone that is now taking steps towards individuality with a few new updates. Instagram has introduced two new features: Live Video and Disappearing direct photos/videos. Live video is the perfect step in the right direction for Instagram and their Stories platform, as it’s proven successful for both Facebook and Twitter. Some of your followers will receive a notification that you are streaming live, and it will display that you are live over your stories icon. You will likely see this function being used by celebrities, athletes, influencers, and brands. In terms of people in your actual network, one thing I’ve noticed is that none of my friends use Facebook Live. The reason for this is because if you really think about it, what can you be doing that’s so important everyone needs to see it in real time? Now who’s to say that Instagram won’t challenge that way of thinking and make the process of going live more appealing to the every day person that isn’t selling/promoting anything? We’ll have to stay tuned and see.

Instagram stories

 

Facebook Investigating Means to Exclude Fake News From Platform

M: Ever scroll through your timeline and see an article with a headline that makes you think “there’s no way that’s actually true”? Same here. Over the last year, Facebook has been under the spotlight for allowing fake news articles to be spread around the social media platform. Since the 2016 U.S election, fake articles have been spawning and spread around at a rate so quickly that Mark Zuckerberg himself had made the following statement: 

“Our goal is to connect people with the stories they find most meaningful, and we know people want accurate information. We’ve been working on this problem for a long time, and we take this responsibility seriously. We’ve made significant progress, but there is more work to be done.” (Source-Adweek 2016)

Zuckerberg went onto state that in order to limit the number of fake articles being spread, Facebook will be developing ways to label articles as verified or false. I guess that’s just a friendly reminder that sometimes a quick google search can ease your curiosity. Do your research.

 

Drake stars in new Apple Music spot

D: Drake, 6 God, Meme King, whatever you want to call him, he’s done it again. In Apple Music’s new ad starring the Canadian rapper, he does what he does best..look goofy and create hilarious content. The :60 second spot “Drake vs. Bench press” follows the rapper working out intensely while listening to his own music with a trainer. The second the trainer leaves, Drake flips through Apple Music, selects Taylor Swift, and what happens next is just one of those things it’s better if you watch. The tagline at the end refers to Apple Music as “distractingly good”, which aligns with the Taylor Swift spot from earlier this year. Check out both of the commercials below.

Digital Coffee

M: Smart phones…smart TVs…smart mugs? That’s right. Tech company Ember has joined forces with Starbucks to deliver its consumers the first internet connected mug that allows users to adjust the temperature of their beverage through the brands smartphone app. With Starbucks having exclusive selling rights, the mugs will be sold at over 100 stores as early as December at a price of $150. While that does seem like it’s a bit much for a mug, think of how you’ll never have to worry about burning your tongue first thing in the morning. Or just a quick reheat making sure that your morning cup of Joe isn’t too cold. I think this is a really unique display of innovation in technology-let’s see if it takes off!

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Weekly Recap

Weekly Recap (November 5 – November 11)

November 11, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Dakarai

Snapchat releases Spectacles in a unique way
snapchat-spectacles

Spectacles Billboard

Not too long ago, we spoke about the introduction of Spectacles from Snapchat. Essentially ‘Spectacles’ are glasses that you can wear and record/post snap pictures and videos with. Launching today, the wearable tech will be made available via bot-like vending machines. If this sounds a bit weird, it’s because it is. These unusual machines will be in sleep mode until someone walks by and essentially wakes it up via motion sensors. The hope is that the person will stop and interact with the bot to find that it is actually selling a $130 pair of Snapchat lenses (Spectacles). Now where will these bots be found? You can ‘find a bot’ at spectacles.com, Prepare to see a boatload of snapchats in the coming months of your friends locating and interacting with these machines. If you ask me, this is a brilliant move from Snap Inc. Well done. Below is a teaser video for the bot.

Instagram Stories steps outside of Snapchat’s shadow with new features

When Instagram Stories came out, everyone (myself included) saw the clear instagram-storiesrip off of the already established Snapchat. Months later, they have made some changes to the platform that Snapchat has yet to explore. For starters, you are now able to insert links into your Instagram Stories. This is extremely helpful for the brands using the platform, as it will replace the process of creating a shortened link and writing it over your story in hopes that your viewers take it upon themselves to jump on their browser and type in the site name.

You can also now use Boomerang in your stories. For those that don’t know, Boomerang allows you to create one second looped videos. The last addition is the ability to tag people in your stories. This is where Instagram and Snapchat completely differ. Instagram is all about discovery and finding new people, so this fits perfectly with their brand. With Snapchat, it’s frankly more private and exclusively seen by just your friends. This is most likely why Snapchat hasn’t bothered with this feature. Don’t forget to follow me @dakturner.

GoPro launches their first TV ad for global campaign

“Don’t stop what you’re doing, to capture what you’re doing” is a voiceover that perfectly described GoPro’s new 30 second ad. The brand shows moments we are all familiar with: holding your phone and taking a video of things from your kid going down a slide, a beautiful view, or a friend jumping off a cliff. GoPro then switches things up and shows that you can be involved in the action while still capturing it through using a GoPro. You can play with your kid, jump off the waterfall, run with fireworks, and more all while capturing the moment at the same time with a GoPro. This ad speaks well to the adventurous brand image that they have has established. This is not a camera for taking a video of a sunset. This is a camera for riding a jet ski on a beautiful day while capturing the sunset. Check out the video below.

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Malick Ba

The 2016 Election vs The Internet

November 8, 2016

This is it. Today is the day we find out who will be the 45th President of the United States. I’ve been following this election for quite some time and have written a few pieces on it thus far-so what better time to wrap up the trilogy than the night of the election? At this point in the game, your mind is probably made up. Clinton? Or Trump? Rather than focusing on the candidates themselves, lets take deeper diver into how the coverage of this election on the internet has made waves. With the adaption of quicker technology, social media, and trends lets take a final look at how this has gotten a larger conversation going about the Presidential race.

 

#ElectionFinalThoughts

There’s no question that with the amount of posts, tweets, and memes (especially), social media has had an enormous impact on this election. While admittedly, Twitter isn’t my go to social media platform, I think its capabilities in reaching a mass audience have proven very effective in this election period. The hashtag #ElectionFinalThoughts trending on Twitter,eleciton-tweet users are able to give their final weigh in on both candidates, their goals, and more with less than 24 hours to go. Users across multiple social media platforms have engaged with this hashtag-some for comedic purposes, some not.

 

Memes:watchingthis

Attracting the young voter can be extremely difficult but I think that with the development of the internet and social media giants like Instagram has made it a lot easier for youth to engage in some kind of political messaging. If you’re on Instagram, memes have almost become a way of communication procmaxresdefault-2ess and are very effective in engaging users on any topic. With any huge event happening in pop culture, news, or sports, you can always expect a plethora of hilarious memes to follow. With an extensive amount of coverage online and offline about this election, memes have gotten social media users actually engaged with what’s going on in the U.S. While no, they aren’t novels or textbooks, but more importantly they allow some sort of shared commentary about the election among users on social media (most notably-young people).

 

Donald Trump’s Twitter Account:

Ohhhh boy. Now I don’t really want to focus too much on the candidates-rather the impact the internet has had over election coverage, but I could not leave this one off. Donald Trump’s twitter account (and public relations department) completely outside of politics is straight up just bad. Everything I’ve ever been taught about professionalism and presenting yourself accordingly goes against anything that Trump has ever tweeted. His tweets provide an almost comical commentary on really anything that might cross his mind. I think this election has really only solidified Trump’s irrationality and spontaneity online which in turn can be entertaining in the end.352f3d8800000578-3637755-image-m-30_1465752175782

There is no doubt that the internet and social media have developed exponentially since current President Barack Obama’s debut in 2008. There are good parts and bad parts to this. The bad being that it allows for misinterpretation of information. False information travels so quickly on the internet that simply doing a fact check could change your mind on any political candidate. The best part about the internet concerning this election is that it gives everyone a voice. The internet grants the average person to provide commentary and effective communication on this election through the use of blogging, memes, tweets, and more. For all of our American readers-you have a voice, let that be heard through an effective vote. Oh…and one more message before you hit the polls…

 

 

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick works at an advertising agency in Toronto and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Dakarai Turner

Unlimited Updates: How Facebook Continues to Grow Its Messenger Platform

October 4, 2016

Can we take a moment to just talk about the powerhouse of Facebook Messenger? Over the last couple weeks, it seems as though there’s been a new announcement of upcoming additions to the platform almost every few days. Sweet old Messenger, remember the platform that everyone hated in 2014? Just two years ago, Facebook announced that Messenger would be a separate app that needed to be installed in order to message friends, and the internet went crazy (as usual). Something about “So now I have two apps on my phone to do the work of the one old app? Wonderful. I’d like to leave zero stars but it won’t let me,” which was a review left on the App Store 2 years ago on top of the numerous low ratings that it initially received. This all sounds ridiculous now since no one cares anymore, and Messenger is extremely convenient. Now let’s talk about these updates in the last few weeks alone and the ways they are elevating the overall Facebook brand. Below is my top three.

Facebook Introduces ‘Marketplace’

According to Facebook, 450 MILLION people per month already use Messenger as a platform to buy and sell products, so creating an official marketplace built in seemed only natural. Marketplace will allow users to post items for sale as well as buy items in their general area. Photos will be listed after clicking the icon, and it will show all sorts of items that are being sold, along with the prices and ways to get in contact with the seller. One thing that isn’t available yet is payment through the app, which I’m guessing will be something introduced later down the road as an update. Think of Messenger as the introduction, what happens after that is between the buyer and the seller. Check out Facebook’s video debuting Marketplace here.

facebook-messenger-marketplace

Facebook adds their spin on a ‘Stories’ feature

So after Instagram was criticized for copying Snapchat Stories, it looks like Facebook’s Messenger platform wants a piece of the pie as well. ‘Messenger Day’ will allow users to post photos and videos with fun filters that last only 24 hours…sounds a little familiar, doesn’t it? The platform is being tested out in Poland and I’m sure it won’t be long before it rolls out to North America if successful. According to The Next Web, the feature is being tested out in Poland due to the fact that Snapchat isn’t nearly as big as Messenger for residents. The crazy thing is, more so than Instagram, I can see Stories on Messenger working. One of the flaws concerning Instagram Stories was that no one ever really uses the DM option with their friends. Commenting on someones story would occur in the DM’s, and Yo Gotti has forever stapled a stigma to it. What’s different with Messenger is that people are already using the platform to have conversations with friends. 

Facebook Messenger Stories

Facebook Messenger brings polls to your group chats

Imagine this, you want to go to a restaurant with your friends and start sending recommendations in the group chat. If you’ve been in this position you understand that barely anyone will answer. Now what if there was a way to instantly create a polling system with options that your friends could vote on? Say no more, introducing Messenger ‘Polls’. If you’re anywhere else than the U.S. you may have to wait a little bit of time for this feature.

Facebook Messenger polls

This was just three of the countless announcements that Facebook has been making for messenger over the past few weeks, and as always you can count on us to bring you the latest. Facebook understands its audience extremely well and I don’t think that comes as a surprise to anyone. They are literally figuring out what their users are already using Messenger for, and optimizing it to better serve them. Apple could learn a thing or two from Facebook…although Apple isn’t really hurting right now. 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Dakarai Turner

The Battle of the Stories: Snapchat vs Instagram

September 6, 2016
Instagram Stories

Instagram Story

It’s been a little over a month since the introduction of the Snapchat copy/paste, Instagram Stories, and I think it’s fair to say that the platform hasn’t necessarily “blown” up yet. The social network carries an impressive 500 million monthly active users (as we spoke about in a June weekly recap), but converting people to ditch Snapchat is going to take a lot longer than they may have anticipated. I mean, we can’t all have the growth of Pokémon Go at the end of the day. Last week, the number’s revealed results that weren’t exactly too shocking if you’ve been observing your Instagram feed the last month.

“About a month into the launch of Instagram’s Stories feature, we are still not seeing a significant increase of time spent in the app versus Snapchat,” said by Danielle Levitas, the SVP of a research group in the U.S. that conducted a study on both platforms. Maybe it’s just me, but I follow almost 700 people on Instagram, and on any given day I don’t see any more than 15 Stories, which is mostly by public figures and brands. The majority of my friends just simply aren’t using it. One thing I did notice is that whenever I would post an Instagram Story, the amount of views I would receive would almost triple my Snapchat views. This is likely the case with most people. You have more followers on Instagram than friends on Snapchat. With that being said, this is the reason why we love Snapchat so much.

Snapchat is Personal

Instagram is your personal brand, while Snapchat is your personal life. By this I mean that we generally post things on Instagram that show us at our best, whether that’s some sort of accomplishment or simply the best possible picture of you at an event. Your Instagram feed is for capturing memories (in my opinion). Now Snapchat on the other hand, is for capturing moments. These are things that you want to share with people right now, and that won’t necessarily matter tomorrow. To some of you this may be incredibly obvious, but this is the reason why I don’t think Instagram Stories will be able to replace Snapchat. The two apps serve different purposes.

Although the reach potential is higher on Instagram, you don’t really post Stories to see how many people are going to view them, unless you’re promoting something or trying to create awareness. For brands, Instagram Stories works well because of the sheer size of the audience. For regular people posting funny selfies and embarrassing videos of their friends, Instagram probably isn’t the best platform.

With that being said, there are a lot of improvements Instagram needs to make in order to have people flocking towards it. For starters, distancing themselves from Snapchat would be great. As of right now it appears as the lesser exciting twin of Snapchat, and in order to grow, they’ll need to establish themselves as a separate entity. There needs to be clear features on Instagram Stories that can’t be done on Snapchat. Obviously this is easier said than done.

Instagram Stories

The fact is, it’s only been a month. I personally think that there will be plenty of interesting updates to come to Instagram Stories throughout the rest of the year. And as always, we’ll be talking about them here! For now, you can follow me on Instagram and look out for my amazing stories. Also, I’d love to know your thoughts on both platforms, so drop us a comment below!

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (August 27 – September 2)

September 2, 2016

With how fast the marketing & advertising world operates, its always good to keep up with the latest trends, ads, and innovations-which is what we’re here to do. Check out our weekly recap below.

 

Tim Hortons Expands to the U.K.

Just last week, the QSR that is synonymous with Canadian culture announced plans to open locations in the U.K, as well Scotland and Wales. With Tim Hortons being so heavily attached to what it is to “be Canadian”, it will be very interesting to see they brand themselves in Europe. The question will be whether or not Tim HortoTim Hortons U.K. Expansionns tries to bring a taste of Canada to Europe, or if they attempt to fit in with the other dominating QSR’s. A representative of the brand backed up their decision by saying: “Great Britain is an attractive QSR market with a strong and growing coffee culture so it is a natural fit for the brand.”. One thing that is for sure, it will probably take quite some time for anyone in Europe to realize that Tim Hortons is actually named after a Canadian hockey player.

 

 

Instagram Adds Zoom Feature to Photos and Videos

Now is this news? You be the judge, but it seems pretty outrageous it took Instagram 6 years to add a feature that is so basic in its nature. Now you can creep just a little bit better by zooming into whatever image you would like. With the introduction of this new feature, it opens up creative opportunities for brands. Check out a few examples of brands already utilizing the zoom feature in their posts. it goes without saying that these will be much more interesting if you’re on mobile.

 

Graffiti Alley Plays with VR

Graffiti Alley, the popular Toronto tourist attraction has pimped out their Instagram account to give people the experience of visiting the downtown location from the comfort of their phones. 800 images stitched together, and 1,300 Instagram posts has created a masterpiece. It’s a creative way to show off the visually stunning area, and entice people to visit the real thing. Check out their Instagram page here on mobile to get the full experience.

Graffiti Alley

 

Graffiti Alley

 

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed one? Let us know! Be sure to follow us on Facebook here

Malick Ba

Tasty Takeover

August 16, 2016

In the last year or so, I’ve gotten really into cooking. Straight up if you asked me what my favourite things to watch on TV it would probably be some Gordon Ramsay show or Chopped. I always liked those programs because there was something interesting to learn about food. But as an amateur (and by amateur I mean reeeaaally amateur) chef, watching these shows made me realize how advanced some of the dishes could get. I always tried to learn from the chefs from those huge TV shows, but could never even come close to making some of the dishes. After about my 27th screw up on some sort of eloquent Egyptian dessert, I thought that there had to be an easier way for me to learn about how to make some bomb food.

gordon ramsay gif

This is where Tasty came in. If you’ve been on the internet at least once in the last few years, you’ll notice these quick, quirky, and fun videos popping up all over social media on how to make simple dishes, really easily. But it’s become more than just that. They’ve tailored their content perfectly to capture a millennial audience and those who are always on the go. What I think has made Tasty to become one of the biggest “foodie” channels on the internet is the way that they market themselves combined with how they’ve really zoned in on their target audience.

tasty gif

Going beyond just watching their content, Tasty has blown up primarily to their successes with using Facebook optimization as their key to success. Rather than simply posting links to their website, Tasty builds their content with the purpose of posting directly to their social media platforms (Facebook, Pinterest, Snapchat, Instagram). In a way, they’ve really honed in on how to optimize towards a Facebook or Instagram page versus their own website. I didn’t even know Tasty was operated by Buzzfeed until months after I followed them. According to Fortune.com, Tasty has utilized Facebook’s algorithms in a way that keeps them actually on their page longer than having them go to a different website. Which is attributed to their insane success on their Facebook page versus their own website.  Facebook also allows you to simply tag your friends in a video of something like this:

 

Ok after seeing that, its right back to the content. Tasty’s content is so successful because of how fresh it is. Before Tasty, I didn’t know of any methods to broaden my chef skills other than watching Gordon Ramsay scream at someone because their scallops were undercooked.

tumblr_mn9ynt2VT31r36jpso1_500

Tasty gives people like me, someone who is constantly on the move and doesn’t necessarily want to look through a massive cookbook, a way to learn new and simple recipes while simply just browsing social media. Their visuals allow me to comprehend how to make something simple, very quickly. What started out to be a small project, but quickly became one of my (and over 30 million people) favourite channels to follow on Instagram and Facebook alone. The combination of using social media optimization and brilliant (and delicious) content has kept me hooked, but more importantly: learning in a fun way.  Lets be honest, who wouldn’t love being tagged in a video of mac and cheese?

 

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick works at an advertising agency and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (July 20 – August 5)

August 5, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our weekly recap.

Written by Malick, and Dakarai.

 

Instagram Introduces “Instagram Stories”

D: Earlier this week, the social media giant Instagram revealed their newest feature, Instagram Stories. You know the whole idea of Snapchat stories right? Pictures/Videos that last only 24 hours, with the ability to put text over over them, and add filters. Yeah, that is basically Instagram Stories. Moments after announcing this new feature, the memes began to roll in, as expected. Either Instagram thought people wouldn’t make such a big deal out of it being the same as Snapchat, or they are playing for the long-run, hoping they can evolve their Stories feature in a better way. Regardless, I wanted to share with you some of my favourite memes that have surfaced these past couple of days.

 IKEA Releases “Let’s Relax”

IKEA’s latest campaign is intended to remind us of the simple things in life, sharing time with one another cooking, eating, and being together. The brand released a short video that pokes fun at the “Photo First” foodies out there. In 2016, practically everyone knows someone that can’t eat a meal without taking a picture of it and sharing it first. IKEA decided to show just how ridiculous that idea is, using an 18th century setting. This is the first video to start the campaign, as there will surely be more that follows. Although the video is shot well, and is rather funny, is there really anything wrong with taking a picture of your food before you eat? Check out the video below.

 
Suicide Squad Opens Up Shop in Toronto

D: With the blockbuster movie arriving in theatres today (August 5th), a pop up fan experience came to Toronto to get the public in the super villain mood. Warner Bros. Pictures brought the fictional prison from the movie to the Downtown streets of Toronto, where fans could walk through a recreation of the jail cell of one of the movies characters played by Will Smith, named Deadshoot. They are also able to view props from the movie, and smash vases and bottles in a recreation of Harley Quinn’s “Smash Cell”. Basically a dream come true for any Suicide Squad fan. Check out Malick’s article about the promotion behind the movie here.

The Revenge: Pokemon Go-Basel Tourismus

M: Tired of Pokemon yet? Sorry. This one is too good not to share. Basel Tourismus (a Swiss Travel Agency) put together a Pokemon Go inspired video that went completely viral. While we all know that Pokemon are meant to be captured, what happens when they try and catch you? This viral video shows a bunch of people dressed up in Pikachu outfits running around Basel throwing giant pokeballs at tourists.  Personally I think this is not only a funny video, but a great way to combine a popular trend with your business. The video has obtained around 49 million views in the last few days…talk about viral…

Vroom VR Showroom

M: Virtual reality is soooo cool. Vroom-an online used car dealership-has adapted VR technology to bring a new perspective of buying cars. What they’ve done is basically eliminated the difficulties of moving from lot to lot trying to find the perfect car for you. They’ve adapted VR technology in a way in which users can step into a virtual show room in which they can view different models and costs at an almost video game like simulation. I think this is just the beginning of the way consumers can interact with different products of services. It’s crazy to think that this is just the tip of the iceberg for VR technology. It will be interesting to see how Vroom continues to further this technology. Anyone else feel like playing Need for Speed Underground 2?

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know! Check out last week’s special edition 2016 Olympic commercial recap , and be sure to like us on Facebook here.

Guest

Man Don’t Live off of the Hype – Behind the Instagram Frenzy “Sweet Jesus”

July 8, 2016

Guest Article By: Kavita Sonea

 

Like everyone else in the GTA, if you have Instagram, you’ve probably heard of Sweet Jesus. The derivative establishment of La Carnita opened last September as stated by an employee, and currently has 2 locations, one downtown and one in the east end. If you haven’t heard of the dessert restaurant taking Instagram by storm, the headlining attraction at Sweet Jesus are the incredibly decorated “Pimped Out Soft Serve” ice creams that come in massive portions. Naturally I had to sweet jesusinquire how many cones were being sold on an average day, and a staff member estimated approximately 1000.

The unique and memorable menu is part of the niche market being targeted that includes anyone looking for the perfect #foodporn pic. These artful cones are perfectly harnessing the power of user generated content, even though that’s not all Sweet Jesus has to offer.

While soft serve begins at 12, Sweet Jesus opens at 7 to serve drinks from their equally extensive coffee menu. The less-known part of the menu includes items such as paletas (Mexican popcicles), soft serve cones with dairy-free options, a coffee menu, and an assortment of hot and cold crafted beverages.

Before planning this visit I dove into some Yelp reviews in hopes of finding a recommendation through testimonies of other Torontonians who have tried the product. A shocking amount of reviews were showing disappointment with the quality and taste of arguably the most hyped up ice cream of summer sixteen. With an open mind I grabbed a friend and planned the visit to investigate the hype. Upon arrival at 12:30 we stood in line outside with 6 people ahead of us, and even more lined up inside.

Screen Shot 2016-07-07 at 7.38.09 PMOn nearby benches there were customers enjoying the sunshine along with their purchases (100% of customers had a Pimped Out Soft Serve). The lighting on this day was perfect to model your cone in one hand and aim your cellphone camera at it with the other hand.

We ended up handing over $7.35 per cup, and walking away with a “Red Rapture” covered in red velvet cake pieces, and a “Birthday Cake” covered in birthday cake pieces, topped with a candle. As much as I would like to be able to say the experience was lit, this was probably the most subpar tasting ice cream I’ve ever had. To summarize the experience, the pimped out cones are as flavourless as they are photogenic. #DidItForTheGram. Even with countless reviews on various sites advising against the ice cream at Sweet Jesus and recommending other parlours in the city, the hype for these cones is not looking like it’s going anywhere anytime soon. Judging by the comments on the Sweet Jesus Instagram page, there are hundreds of Torontonians and residents in the GTA still looking to line up and experience the beautiful desserts for themselves.

Happy birthday, Gemini! Make a wish, you're making us melt. 🎂

A post shared by Sweet Jesus (@sweetjesus) on

On that note – behind every great marketing campaign comes a great advertising firm. Perhaps one of the factors in relation to the explosion of this dessert restaurant can be credited to co-owner Amin Todai, who is also the President of the advertising firm – One Method.
Real ting eh?

 

Kavita Sonea is a part time foodie with a love for house music, Manchester United, and California Sandwiches. She is currently a first year marketing student at George Brown College with a background in Human Resources. Find her on Instagram, (unless you’re a Liverpool fan).

Malick Ba

Top 3 Rebrands of 2015-2016

July 5, 2016

Rebranding is never easy, but its something that companies can do every once in a while to stay fresh, modern, and up to date. The tricky part about rebranding is that while everything can change, your companies message needs to remain consistent and familiar with an audience. So for this week’s article, I’ve decided to look up some of the top 3 rebrands, or brands that have gone through big changes in the last year.

#3: Google

google

How can google possibly rebrand themselves with such a simple logo? Well while this is a subtle change, it keeps us familiar with the brand while adding a newer, more fresh feel. Rebranding doesn’t necessarily mean changing your audience, or message-but google arguably doesn’t have a huge message that they are trying to communicate to its consumers. Like I said, its simple, but I love how they kept it simple by adding in thicker letters but keeping the same colour tone. So I’d say they did a good job.

#2: Instagram

IG Rebrand

 

Does this count as a rebrand? Regardless, their new logo design has made waves. Some positive, some negative. In addition to their more colourful logo, they’ve made some significant changes to the features of the photo-sharing platform. For example, they’ve added in a “suggested” friends section, making it more accessible for their user base to add friends from other social networks like Facebook. Another big change is that they’ve added in a suggested viewing section right above their discover section, which allows viewers to access content that they might like. Whether or not this counts as a rebrand, some of the biggest changes that Instagram has done in the last year makes it worthy enough for a discussion.

#1: The MAD Mix

Screen Shot 2016-07-02 at 1.44.39 PM

Arguably one of the best rebrands of all time…ok maybe we’re jumping the gun a bit. But recently we’ve cleaned up our website and made some changes. Dakarai was in charge of the newer logo. We tried to clean up our logo to follow a more modern, minimalistic approach while keeping our same colour scheme.

We’ve organized our menu bar in a way that makes it easier for our audience to be able to access the articles that they want to read, by specific author (I.E Me, Dak, or our Guest article section). In addition, we’ve updated a section primarily just for our weekly recap articles so you can stay up to date with the advertising and marketing world more conveniently.

What are your thoughts and/or suggestions about the recent changes that we’ve made over the last week? We’d love to hear from you.

 

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick works at an advertising agency and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (June 18 – June 24)

June 24, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

Bentley uses NASA technology to take a 53-billion-pixel image

D: The luxury car brand took a seemingly normal photo of the Golden Gate Bridge for their site, encouraging users to zoom in. Once you zoom, you go from the once panoramic image of the bridge, all the way to the imprint of the Bentley logo on the seat of the new Bentley Mulsanne. Bentley used this image to show their “attention to detail”. The image uses 53 billion pixels which is 53,000 megapixels (the iPhone 6 takes 12 megapixel images). If printed out, a picture this big would be the same size as a football field, for comparison.

Panoramic image of the Golden State Bridge

Panoramic image of the Golden State Bridge

 

After zooming at 50%, you being to see the Bentley Mulsanne

After zooming at 50%, you being to see the Bentley Mulsanne

 

At 100% Zoom you hit the stitching on the passenger seat

At 100% Zoom you hit the stitching on the passenger seat

Instagram Reaches 500 Million Monthly Users

M: Instagram has easily become my favourite social media platform since I got it last year-and clearly I’m not the only one who thinks so. It’s been confirmed that Instagram has gained over 100 million users in the last 9 months alone to bring the total above 500 million! To scale, it has gained about 200 million users in the last year and a half. This is amongst the various changes made to the platform this year, including a new logo, change in interface, and general algorithm. Keep the selfies and food pics coming!Bottle With Popping Cork on Apple

 

Screen Shot 2016-06-24 at 1.53.05 PM

 

Independence Day Uses Google Maps to Simulate an Alien Invasion

D: Now I’m not usually one to go too crazy over film promotion, but this really caught my eye. My friend shared a website with me that is an interactive tool to promote the new Independence Day 2 movie that releases in theatres today (June 24)! The website prompts you to enter your address in the given field, and after doing so it will show a simulation of an alien invasion in your neighbourhood. Personally, I didn’t even know there was an Independence Day 2 movie coming out, so this was a great way to put it on people’s radar in an exciting way. Check out the site here.

Screen Shot 2016-06-24 at 1.32.27 PM

Screengrab of the Home Page

Screen Shot 2016-06-24 at 4.41.42 PM

Screengrab using the White House

2016 NBA Finals is the Most Watched Finals of the Century

GTY_Curry_James_jrl_160602_4x3_992

M: Back with the 2016 NBA finals. I can say that it was one of the best finals I’ve ever seen, but that has been solidified through the fact that according to Ad Week, it was one of the most watched games in NBA finals history SINCE the Michael Jordan era, surpassing the 30 million viewer mark. That’s huge. In this epic match up, it’s only appropriate that the man who was a part of this viewership spike, is also the same man who made a promise to bring the championship back to Cleveland: LeBron James. Just another comparison between him and MJ I guess…

Rhapsody Rebrands Itself as Napster

D: Rhapsody and Napster, two names you probably haven’t heard since grade school are making a comeback..sort of. In this world music streaming giants such as Spotify, Apple Music, and TIDAL, it looks as though Rhapsody wants a piece of the pie. The company recently announced that it will now take on the name of Napster, since they acquired Napster itself in 2011. The change of the name is clearly to appeal to those that once loved the platform..#Throwback. The question is, is it too late to be doing this? Check out a teaser of the change below.
Nap_Spin

 

Nike Salute’s the Cavaliers in “Worth the Wait”

M: This is the ad that I was waiting for. There’s no doubt that the NBA Finals was absolutely unreal, as mentioned earlier with the Finals hitting over 30 million viewers for the first time since the 90’s. In light of the celebration, Nike released a 60-second spot online that aired directly after the grand finale. The ad, “Worth the Wait” shows the deep emotion for new and longtime Cavs fans that finally get to witness their city winning the big championship. The ad features everything from a security guard watching the game while at work, a girl watching while riding the bus, and families watching together. Nike captures the nerves that the game brought to fans around the world (especially in Ohio) as it came right down to the final seconds. The Cleveland Cavaliers finally did it. Check it out below.

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know! Check out our recap of last week’s best, and be sure to like us on Facebook here.

Weekly Recap

Weekly Recap (May 27th – June 3rd)

June 3, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Shaq Goes Undercover for Lyft

M: Realistically, who wouldn’t love to get a Lyft from Shaq? Ride-sharing mobile app Lyft teams up with the big Artistotle to surprise riders in Atlanta. While he was disguised, I think it’s pretty obvious that riders knew right away that they were getting picked up by the ex-Laker superstar. Production company Alldayeveryday posted the sequence of videos on Youtube on Wednesday and already has over 1.6M views. Check it out below.

 

Instagram Announces More New Features

D: Instagram has been going through quite the amount of changes recently, and it’s pretty interesting to watch the once simply photo sharing platform turn into a whole other beast. Instagram anInstagram analyticsnounced that in the next few months they will be providing detailed analytics and promotional tools, that will aid businesses that use Instagram. As of now, essentially every account is the same, and that’s bound to change. Business profiles will be able to see further information than just how many likes, and comments their posts have received. Instagram starting to sound a little like Facebook now? Stay tuned.

 

 

Coors Light Uses 360 Degree Videos in a New Series of Ads

D: Virtual Reality..all the craze right now. Coors Light released a series of ads that put you in the outdoor sport action! From surfing, to Kayaking, to Mountain Biking, you can experience the thrill from home through the 360 degree videos on YouTube. The campaign lives off of providing an experience for the user, and it does a fantastic job tying it in with the brand in the end. After hitting a tough wave, there’s a cold beer waiting for you and your friends onshore. Check out one of the videos below:

 

Bud Light Partners with Ellen For New Spot Supporting Pride Month

M: First and foremost: Happy Pride month! In this ad, Budweiser teams up with talk-show superstar Ellen in a new ad in support of gay marriage. The ad features Seth Rogen and Amy Schumer, both of which who have been apart of the Bud Light Party campaign earlier this year. Starring two of the most relevant comedians, its hard not to see this advertisement do well-but having Ellen on board just takes it to another level. With over 60 million followers on Twitter, this is definitely a hit. Great cause, great celebrities, great marketing…what’s not to like? Check out the video below:

European Airline Seeking to Change the Way You Travel

D: In interesting tech news, we have the EasyJet #SneakAirs. If you’ve ever arrived in a new country, and got lost (everyone), this product is for you. European airline EasyJet is currently developing shoes that help you arrive to a chosen destination in a new city. Simply by buzzing twice for a wrong turn, buzzing on the left foot to turn left, the right foot to turn right and so on. The trainers work in connection with Google Maps. This is definitely a product to continue watching, and we will post any updates we find. Check out a video of the shoes below:

 

Snapchat Passes Twitter in Daily Users

M: Remember my article on how Twitter was getting phased out?Well maybe I was onto something. Snapchat has reportedly surpassed Twitter daily users reaching over 150 million. In an age of instant media transferring, I could see this coming. With all of the changes that Snapchat *link “how snapchat snapped back”* has gone through within the last year mixed with the combination of mobile application usage, its not hard to believe that Snapchat has become one of the largest social media platforms.

Screen Shot 2016-06-03 at 4.42.02 PM

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Weekly Recap

Weekly Recap (April 24th – April 30th)

April 29, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Monday 

Drake opens up a VIEWS Pop Up Shop in Toronto

D: Over the last two weeks, Drake has been opening up Pop-Up shops around the U.S. in promotion for his fourth studio album, VIEWS. All it takes is a simple tweet from the Toronto rapper, turned Icon to bring 1000 people to a location within the hour. It was only fitting that the last location would be in Drake’s hometown, and he let out a tweet on Monday, April 25th at 5pm for the opening of the pop up shop at 6pm. Now, I definitely considered checking it out, but due to the fact that there was hundreds of people lined up within minutes, I wasn’t liking my chances. Check out the tweet below:

 

Tuesday

The Toronto Silent Film Festival Creates an Escape Room out of Instagram

D: You have to love when a brand exposes a medium in an innovative way. This is exactly what was done with the Toronto Silent Film Festival. The @tsff2016 Instagram account uses the platform to challenge people to solve a mystery using just the account. Every time you click a video, it will open as a first-video clip that appears as if you are searching for a clue. Users have to continually do so until they find the necessary clues to escape the room. Check out the short video below, it gives you all the details of the innovative campaign.

 

Wednesday 

National Geographic’s Face Swap Campaign

M: This is a good example of a good idea in which the message just completely got lost. This print campaign developed by Y&R Sao Paulo was titled “Swap Prejudice for Knowledge”, in which the premise was to encourage empathy, equality, and fighting intolerance. The campaign features several images of a diverse group of individuals who have their faces swapped with each other. While the idea was kind of interesting, snapchat can expect the same sort of backlash received by the “Bob Marley 420” snapchat filter.

national geographic

 

Thursday 

Reebok introduces a new short film

M: Reebok introduced a minute-long film titled 25,915 Days as a part of their Be More Human platform. The film introduces a woman as the main character and shows her progress…but in reverse. The film shows the woman’s participation in a Spartan Race down until her birth. One of the things that I really liked about it was that it was a great way to tell a story. Brands are constantly looking for new ways to market themselves, and storytelling ads add an entirely different dimension of emotion in advertisements. Reebok did a good job on this one.

 

Friday

Speed Rapper

M: This one was my favourite of the week. Developed by SuperHeroes New York, this sequence of videos are titled Low Battery vs Speed Rapper. The concept revolves around speed rapper Mac Lethal in a supermarkets picking out items for dinner. The catch is that his phone is about to die and he’s trying to figure out what to pick up from the person on the other line. He does this by speed rapping in order to finish he conversation before his phone dies. This seems like it would be a lot of fun to shoot, so props to SuperHeroes for this one.

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Make sure to check us out on Facebook for post updates.

Guest

Engaging The Consumer Through Storytelling

April 15, 2016

Guest Article By: Brian Jones

It has often been said that millennials are brand evangelists. When we fall in love with a brand, we’ll tell everyone. While millennials are wearing brands on their sleeves, Gen-Z (21-25) and Gen We (14-20) are a whole ‘nother ball game. New research has shown that they have more household peope waking shomi robotinfluence than their millennial predecessors and that they’re passionate about brands that help enhance their own personal brand (Zeno Group, 2016). Increasingly common, there have been IMCs that truly involve the consumer into the overall experience. It’s not just creating content anymore that consumers actively seek out, it’s content that consumers actually feel a part of.

A couple weeks ago, ad agency Rethink launched an innovative new campaign for Shomi’s TV series Mr. Robot. The show, if you haven’t heard of it, is based on a young computer programmer with a social anxiety disorder that becomes lost in a world hacking and confusion. Sidenote: It’s an amazing show to binge-watch if you happen to find a little free time during your exam week. Anyways, the campaign involved the integration of social media with their outdoor media placements. The outdoor ads were “hacked” midway through the campaign, providing region specific hashtags that drove interested consumers to special instagram accounts that provided further clues as to where $50 envelopes had been hidden around the city.

Found some cash in Graffiti Alley #weareall1sand0s #toronto

A post shared by Kyle Floro (@kylefloro_) on

 

Moreover, a recent campaign for Coffee-mate titled The Sudbury Incident involves a story about a mystery that has happened in a Sudbury and a faux-documentary filmmaker has been hired to get to the bottom of it. It has been unfolding over the past couple weeks and will continue to develop right into the fall. While this target audience is set a little higher at 20 to 35 years of age, it’s all about providing content that the consumer wants to pursue and get them to figure out what happened in Sudbury. A teaser for the campaign has been created to stand out from traditional commercials and entice users to look into the mystery of #TheSudburyIncident. Nestle Canada’s marketing leader, Ryan Saunders, said that “Hitting people over the head with benefit messages doesn’t always work”. MacLaren McCann Canada, the agency behind the work, have really quite outdone themselves.

 

On one such post, Instagram user @itsevananduncan has commented “a coffee commercial sent me here. I’d like to know why lol”. @thesudburyincident then replied “Hi Evan, I’m working on figuring it out.” It’s clear this quirky campaign is taking an unconventional approach at getting their product in front of new users. It’s working to pull in the consumer and get them to truly engage with the brand in a way never done before.

brand consumer module

 

Moving forward, I’d imagine we’ll start to see more of these campaigns that involve a strong aspect of both storytelling and consumer engagement. 2016 will be the year that content marketing evolves into something that will be completely integrated across all the mediums. Everything will have a purpose and a sense of connection. It’ll be a fun journey in which, more than ever, we’ll see brands actively engaging with consumers on a newfound scale. If you’re interested in this type of stuff, there’s a really good book called Storyscaping by Gaston Legorburu, Chief Creative Strategist at Publicis.Sapient and Darren (Daz) McColl, Global Chief Brand Strategy Officer at SapientNitro. Storyscaping involves this new marketing approach in which brands can go about creating experiences that blur the lines between the brand story and the consumer’s story. I’d highly recommend it.

 

 

Brian Jones is a tech-savvy marketing strategist currently in the Advertising: Account Management Post-Grad program at Humber Lakeshore. Having graduated from University of Guelph in Marketing Management Honours, he works part-time as a content marketer, blogger and web developer for small to medium-sized businesses in various industries. Connect with him on LinkedIn today.

Weekly Recap

Weekly Recap (April 3th-April 9th)

April 8, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Sunday

Apple Launches New Campaign Starring an Austic Teenager Named Dillan

“Dillan’s Voice” a new campaign from Apple that follow a 16 year old non-verbal autistic child, that was launched over the weekend just in time for World Autism Day. The series of videos demonstrates a short glimpse into the life of Dillan and the struggles he faces communicating with his loved ones. The Apple iPad is Dillan’s way of letting you know how he feels. On it, he writes the following that is used as a voiceover:

All my life I wanted so badly to connect with people But they couldn’t understand because I had no way to communicate.

I get to experience the world in a very unique way. I could see the wind, hear the flowers. I can see incredible emotions flowing from those I love.

So many people can’t understand that I have a mind. All they can see is a person who is not in control. But now you can hear me. The iPad helps me to see not only my words but to hold onto my thoughts.

Having a voice has changed everything in my life. No more isolation. I can finally speak with the people that love me. I can say what I think and let them know I love them too.

Monday

Coca-Cola Remasters Iconic Hilltop Ad from 1971

If you love advertising and you haven’t seen the famous “Hilltop” ad, I don’t know what to tell you. It used Coca Cola to bring the world together for a brief moment. It didn’t matter what race you were, or gender. A bottle of coke was something that everyone could share and enjoy. Am I reaching a bit? Maybe, but nonetheless the “Hilltop” ad from 1971 is seen by many in the industry as iconic. Coca Cola released the remastered version of the ad Monday afternoon. Check it out below.

Tuesday

Gap Has Apologized for This GapKids Ad, but Did It Need To?

What is wrong with this picture? This one is tricky. This ad from GapKids blew up on Twitter that had claims of what is deemed passive racism from some viewers. What caused so much controversy is that the black girl was viewed as less superior because she was under the white girl. Some viewers saw that as the black girl being used as an arm rest for the white girl. While this has been a concern for some, was it appropriate for the Gap to apologize for the act?

gapkids-hed-2016

Tuesday

Taylor Swift Boosts Drake’s Sales in new Apple Music Ad

Last week on April Fool’s day, Apple Music released a 60-second hilarious ad on Instagram and Facebook. The 60-second spot features Taylor Swift listening to Drake and Future’s “Jumpman”, while running on a treadmill that she evidently falls off of. Picture that in your head and tell me that doesn’t already sound funny. Great thing about the ad is it shot up Drake’s iTune sales by 431% globally. Maybe it’s the fact that Taylor has 72.6 million followers on Instagram, maybe the song is just that good. You be the judge, and check out the ad below.

 

Wednesday

Domino’s Debuts Zero-Click Ordering in Latest Effort to Make Your Life Ridiculously Easy

Ridiculously Dangerous? Or Ridiculously convenient? Why not both? This week, the ever so popular Domino’s Pizza released their zero-click app. Basically how it works is that you download the app and link it to a specific Domino’s Pizza location where you have a pre-determined order saved. Once you open the app…boom, your order is in place. This poses a dangerous opportunity for someone to accidentally open the app and the next thing you know there is a delivery man at your door offering you a pizza you didn’t even know you ordered. However, Domino’s gives you a 10 second countdown in case you accidentally open it. If this isn’t the definition of selling convenience, I don’t know what is. Could this be the future of pizza delivery services? Time will tell.

Thursday

Uber Launches UberPitch, a Service That Connects Entrepreneurs with Investors for the First Time in Toronto.

The new Uber extension UberPitch arrived in Toronto on April 7th. The service allows entrepreneurs to share a free 15-minute Uber ride with one of Canada’s top investors. The ride will provide opportunities for entrepreneurs to get their big ideas out there in front of people that can take them to the next step. Dakarai wrote an article about UberPitch on Tuesday, that you can check out here.

UberPITCH_p8toox

Friday

Nike Just Made This Remarkable Farewell Ad to Kobe Bryant in China, Where He’s Revered

It’s no surprise that Kobe Bryant is a god amongst men in the Basketball community. Something that some may not know about the Los Angeles Laker’s superstar is that combined with Nike, he’s made a huge effort to reach out to Chinese fans over the past decade. With Kobe’s last few games coming up, Nike and Wieden + Kennedy Shanghai have created a heartfelt one minute tribute commercial titled: “Don’t Love Me. Hate Me.” The commercial features a provocative style (it’s Kobe, how could you not?), with a philosophy surrounding pushing yourself towards reaching super star status. It’s going to be an emotional period in the NBA when Kobe leaves and this commercial definitely captured what he’s all about. Check it out below:

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Guest

Try My Weight Loss Tea, It Really Works: The Influx of Instagram Influencers

April 1, 2016

Guest Article By: Nikki Sin

Social media can be an incredibly beneficial tool for marketers, users having the ability to not only filter what content they see on their timelines, and feeds but also create their own content. Typically loyal customers will follow the accounts of their favourite companies, but what are the smaller companies to do? This is where influencers come in; Influencers are social media celebrities, those with either a large following of fans, or those who hold an audience of followers who would represent a target audience for a campaign.

As someone who falls into the second category I promote select brands on my social media accounts based on the quality of the product, company values, and arrangement with said company. The typical influencer is reality TV stars, Youtube stars, and bloggers. More recently though, high list celebrities have made their way into the game. Kylie Jenner, Sarah Hyland and Vanessa Hudgens have both promoted weight loss/detox teas on their Instagram and Snapchat accounts.
The general readership of my website is the target demographic of the products I receive offers to promote, and the products I currently promote.

fit tea

The premise of the arrangement is always company based, I’ve received offers to promote several brands where I am expected to pay full price for the items, and then post photos of myself with said items, and a sale code. The general agreement is product for promotion, and then payment can be based on sales linked to your website/account i.e sales codes.

So how does it work? Generally a company will use social media to “discover” an influencer based on their followers, and content. Some companies will attempt to contact you via direct message but that signifies that they are not very familiar with the process, or marketing. An e-mail is usually the best route, it will outline the agreement of products for social media promotion, a “script” for postings, and a list of benefits for influencers. It seems like a pretty simple deal, and most of the time it can be, I have however encountered some shady deals. At one point I was offered a commission/percentage of each sale of an item on a Korean fashion site when a customer used the discount code NIKKISIN. I never saw a dime of any sales, and I watched a friend use the code so I knew it had been used. As well the company created a new offer where I would receive an item for every five posts/mentions, again I never received any items. So it is important to get everything in writing, and know the brand.

You’re probably laughing right now wondering why anyone would purchase a product just because a celebrity, or Z list blogger like myself posted a photo with it; Consumers trust the products because they trust the post from the influencer. The truth is that even posting a photo with a logo in it is advertising for a company, we all contribute to this mass machine of social media advertising, and click bait.


Nikki Sin

Pop Culture & Lifestyle Blogger- Marketing Student – Failing Actress- Unicorn -6Goddess
As a former writer, and film critic for The Wax Museum, Nikki Sin dove into the world of blogging on her own to create her own pop culture, and lifestyle website writing about music, low budget horror films, fashion, fitness and weekly interviews. Having graduated from Humber College from a media program Nikki decided to make her way to the business side of the industry by studying advertising and marketing where she met the guys at MAD Mix. Check her out on Instagram, Twitter, and Facebook.

Malick Ba

The Wild and Wacky Branding of Donald Trump

March 29, 2016

First let me start this off by saying in no way do I support this man in any aspect.  That being said, Donald Trump has seen massive success in branding himself and getting exposure as a result. I can’t remember the last time I logged on Facebook or Instagram and haven’t seen posts about the republican presidential hopeful.  However, he’s become someone that everyone loves to hate (with very good reason). His illogical, goofy, wild personality attracts negative publicity like bees to honey.  The other day I was having a conversation with a friend and we asked ourselves “how on Earth is this guy still even a thing?”, knowing well that we had been having that same conversation a year ago. But that’s exactly why he’s still relevant. The longer the US election period progresses, the more radical and wacky things are becoming when looking at Trump. He keeps opening his very large mouth, and we keep freaking out about it. Below I’m going to break down some of the reasons why I think Trump is a successful brand, but still a shitty person.

He speaks his mind

We’ve all heard this one. I have daily conversations about this clown, but one of the more recent ones with a friend (who I’ll call Steve) shocked me a little bit. Steve and I had been hanging out one night having a conversation about Trump. He told me that while he doesn’t tumblr_nsptouEpyC1sttla5o1_500agree with any of his ridiculous statements, Steve still appreciated the fact that he has the ability and image of power that he can just say whatever he wants. While I was pretty quick to disagree with Steve, I immediately connected that comment to hundreds of other people saying the same thing. People love confidence, and that is a huge part of branding.  Is his confidence and lack of filter (or “chill” for my millennials out there) really overriding the fact that he’s a monster and might actually ruin the world? Who knows, but his efforts in branding himself this way are proving beneficial in terms of exposure.

He’s easy to hate, and that gets everyone talking.

giphy (1)

Remember my Kanye West article? It’s the same kind of principle. While being two completely different people, some of the things that make these two guys easy to hate is their ability to get people to disagree with them. I personally don’t know anyone who supports Trump (thankfully), in fact almost everyone I know has something negative to say about him, and they have.He’s an easy person to hate because of the hateful things that he says. It’s so ridiculous that how could you not post on social media about it? I’m doing that right now! No publicity is bad publicity, and he’s structured his branding around that same sort of concept.

His ties to money.

dollabills-kenny-powers-donald-trump1991-Trump’s Taj Mahal (Atlantic City). 1992-Trump Plaza Hotel (Atlantic City). 2004-Trump Hotels and Casinos Resorts.  2009-Trump Entertainment Resorts. These are four times that Trump has filed for bankruptcy.   So why does everyone have the perception that he’s got money to blow? But more importantly that he is still swimming in it. While despite filing for bankruptcy on multiple occasions, Trump’s branding has positioned himself as a man who has an endless wallet.

While a few of these occasions were kept on the down low, the further his campaign comes along the faster people are doing their research. Unfortunately for the world, his tie to billions of dollars comes with the name. His past as a “successful” businessman mixed with his insane personality has combined to prove that if you have a strong brand that is connected to money and/or power, it will be hard to disconnect. This hype Rae Sremmurd track only reinforces this.

So despite the endless negative publicity Donald Trump gets on the internet, this might just be a part of his big plan. The articles, memes, and air time reserved for this man is getting him exactly what he wants: exposure. His personal brand has shown that time and time again, if you do or say outrageous things, there will always be repercussions positive or not.  But that’s not necessarily the point. What are your opinions on Donald Trump’s branding? Is it successful? Is he still the worst? Let us know.

Malick Ba is currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick is a senior at Humber College and is looking forward to how he can leave his mark upon the marketing world. Follow him on Instagram, and connect with him on LinkedIn.

 

Malick Ba

How Twitter Got Phased Out

March 9, 2016
Twitter

As a 90’s kid/millennial/20 something, a lot of my spare time is spent scrolling through social media on my phone (sue me).  Riding the up rise of smartphones within the last 5-7 years or so, it’s interesting to note some of the trends and changes that I’ve gone through with my mobile habits. In my experiences a few years ago, social media was concentrated into three platforms: Facebook, YouTube, and Twitter.  These were platforms that I relied on for entertainment, connecting with friends, building followers, and keeping up with current events. These platforms were the dominant players in the social media game back in the day, probably because of the lack of other platforms.  Flashing forward to 2016, the evolution of social media has changed so much and so quickly that one of these big platforms for me is quickly becoming harder to keep up with: Twitter.

Multiethnic Group of People Socail Networking at Cafe

Remember when Twitter was the most insane thing ever? I remember when I first heard about it and thought: “Wow, this is pretty stupid.” But after a year of peer pressure, I caved and immediately changed my opinion on it…drastically. I used Twitter for everything. Current events, world news, trends, social networks, you name it. But recently with the emergence and development of different social media platforms (Snapchat and Instagram most notably), I’ve had a harder time remembering that Twitter is still even a thing. Apparently I’m not the only one who thinks this way. According to Business Insider UK, since a peak in 2014 the number of tweets generated per day by Twitter users has fallen by more than half. With an active user base per month of 115 million people, Twitter has seen more than half of those people stop tweeting.Don’t get me wrong, I still know a lot of people who use Twitter on a daily basis. Its development over the years has seen some amazing success. But for me personally, I just don’t ever have the desire to tweet anymore, not like I had much interesting to say…for example:

A riveting tweet by me. No one responded.

A riveting tweet by me. No one responded.

I use Snapchat (malickba) and Instagram (@malickbba) probably just as much as I used Twitter a few years ago. This raises some questions: will we still be using these popular platforms with the same frequency a few years down the road? I think that with the emergence of so many fast paced, perspective based social media platforms (Periscope for example), will I phase out Snapchat and Instagram the same way that I phased out Twitter? I guess only time will tell. Until then, I’ll keep scrolling.

Malick Ba is a marketing professional living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick is a senior at Humber College and is looking forward to what he can provide to the marketing world upon graduation. Follow him on Instagram, and connect with him on LinkedIn.

Guest

Is Advertising Becoming Too Invasive?

January 1, 2016

Guest Article By: Brian Jones

 

When was the last time you scrolled through your Instagram feed without seeing an ad? It’s been getting pretty intense lately. While it may be seen as annoying or a pain to be further bombarded by advertisements where you didn’t use to see them, you have to think of it from their perspective. Large companies spend millions trying to position their product or brand in the right light and in front of the right audience. Social media applications such as Snapchat and Instagram have always recorded information about each user – their habits, simple demographic data, their likes, interests and more. It’s the perfect fit for targeted ads. Social media companies sell advertising space based on selective factors such as who each user is following, etc. Those that purchase the advertising space get their products in front of the right people and the social media companies turn a profit. Everyone’s happy. Or are they?

Increasingly, I have heard from friends that Instagram has been simply overdoing the ads. One user proclaimed that “they’ve stopped using Instagram altogether because there’s just too many of them”. Even twitter users are publicly denouncing Instagram’s advertising strategy:

As a user, whenever we use a free app, we should know that the app developers need to make a profit somehow. Advertising is the only logical answer — Unless of course said developer owns Clash of Clans and charges users real money for in-game “gems”, even if the end user doesn’t actually understand that they’re running up their dad’s credit card bill. Click the picture below for more on that mishap.

http://www.huffingtonpost.com/2013/07/23/3000-itunes-bill_n_3640842.html

What I personally think we’ll begin to see more of is personalized branded-content that you’ll actually want to see. While it sounds a little wordy, Snapchat does a really good job at this. They have a branded content section, but instead of just selling the space to the highest bidder, they’re very selective of who gets the space and who doesn’t. With the end user in mind, Snapchat makes sure the branded-content is as interesting and relevant as possible. They make sure that people will actually want to watch the content on their own. Many people in marketing and advertising right now are aware of the following saying: Content is king. You may not notice it unless you’re a marketer, but we’ll all begin to see more branded-content that’s so well produced you may not even notice that there is a brand behind it. This is exactly why Red Bull has such a high level of brand awareness. They do things that are cool. They create cool things. They make you want to watch their “advertisements”. Take this next TV spot for the new Audi Quattro for example. They know that their core target market has a sense for thrill-seeking adventure and beautiful landscapes. What they did next is absolutely goose-bump inducing. Check it out below:

What you can see here is the movement from advertising that consumers are actively avoiding to advertising that makes people actually want to watch it. The secret to being a well-liked company is to simply not tick off a happy customer. It’s really that simple. Instagram? Debatable. Snapchat? Check!

Don’t be the company that gets too invasive with their advertising. It’s not that hard to just develop branded-content that consumers not only enjoy viewing, but also earn an increased level of brand awareness for that particular company.. Customer satisfaction rates go up. Brand awareness goes up. The finance department is happy. Your VP’s give you a raise. All is good. It all starts with content.

 

 

Brian Jones is a tech-savvy marketing strategist currently in the Advertising: Account Management Post-Grad program at Humber Lakeshore. Having graduated from University of Guelph in Marketing Management Honours, he works part-time as a content marketer, blogger and web developer for small to medium-sized businesses in various industries. Connect with him on LinkedIn today.