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sifat
Feb 15, 2022
In Fashion Forum
Cameras at the ready! June 21st is National Selfie Day! To celebrate the longstanding popularity of taking self-portraits with a camera phone, we thought we would take the opportunity to see where the selfie came from and how it became so popular. From Ellen DeGeneres’ star-studded Oscars selfie to astronaut Chris Hadfield’s literally out of this world reflective space snap, the self-taken photograph comes in countless forms. Since the dawning of the social media age, the selfie has blossomed and in many ways, changed the way we approach photography, forever. But, when did it all start and how did it become so popular so fast? Is the selfie still relevant today, especially for marketers, or was it merely a passing fad? Let’s explore. The Story of the ‘Selfie’ and Its Impact on Marketing The sensational rise of the selfie Historians believe that the world's first-ever selfie was taken in 1839 on a daguerreotype camera by a Philadelphia native by the name of Robert Cornelius. While the selfie in its modern-day form is occasionally a scapegoat for our digital vanity, in this case at least, it appears that Mr Cornelius simply wanted to see what he looked like, using the new technology of photography to echo centuries of artists creating self-portraits. Proof that, as humans, we have always had a desire to take a snapshot image of ourselves. Fast forward to the smartphone era and the selfie earned itself an official entry in the Oxford dictionary in 2013 with usage of the term across the Web increasing by around 17,000% since then. The rise in self-taken photos was fuelled by the photo-snapping convenience of smartphones, spawning a craze that flipped the visual script, quite literally. The spread of the selfie grew globally with the advance Photo Editing Services of ever-cheaper international travel as well as the popularity of visual platform Instagram. Indeed, the platform spawned the first hashtag-based selfie trends, including, duckface and Iwokeuplikethis. “We enjoy opportunities to experiment with different identities—and the selfie allows just that. We all want to be able to 'try' on a new image and imagine how we would feel as that part of ourselves” Dr Pamela Rutledge, director of the Media Psychology Research Centre in Boston Clickworthy selfie marketing campaigns The advent of selfie-driven hashtag trends and the format's growing popularity offered a fresh angle for brands and marketers looking to connect with their audience on a whole new level. In 2013 alone, around 57 million selfie hashtags were released into the social media landscape. The visual splendor, sheer creative scope, and opportunity for engaging user-generated content (e.g. Dunkin Donuts’ 2014 Shark Week selfie campaign) offered by the selfie became irresistible to brands across industries. There have been countless selfie-centric digital marketing campaigns or ads in recent years—and here are a few hand-picked examples for your viewing pleasure: The Walking Dead: The Story of the ‘Selfie’ and Its Impact on Marketing The Walking Dead is one of TV’s most iconic zombie dramas. What started as a piece of cult programming quickly skyrocketed into a flesh-hungry global sensation—becoming one of the most-watched shows in TV history. Mainly because of the show’s epic content, but also because of its network’s savvy digital marketing campaigns. To create a buzz around the show, the AMC Network developed an app that transforms Walking Dead fans into flesh-eating zombies. By promoting its app across social media and encouraging fans to share zombified photos on Instagram using the hashtag , AMC earned a healthy level of engagement with truly terrifying user-generated content.
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sifat
Feb 15, 2022
In Fashion Forum
Without a doubt, when it comes to expanding your commercial reach, attracting fresh prospects and encouraging conversions, Father’s Day - celebrated in many parts of the world this weekend - is one of the most prosperous annual events for brands and businesses across sectors. It’s poignant, it’s popular, it’s emotive and it leaves an enormous amount of scope for creativity. Yes, a good Father’s Day campaign is very rewarding, indeed - if you get it right. In the US alone, Father's Day-based consumer spending reached the $15.3 billion mark in 2018. To help inspire your Father’s Day marketing efforts and gain your lion’s share of the success for future campaigns, here are five inspiring campaigns that you need to know about. While it's too late for you to launch your own campaign, you can have a look at our recent webinar on seasonal planning to get ideas on how to start planning ahead for other big yearly events. 1. Best Social Campaign: Michelob (US) On the lead up to events like Father’s Day, social media is a highly-engaged playing field for those looking for the perfect gifts or experiences for their father, or father figure. Based on this understanding, Michelob Ultra launched a light-hearted yet emotive video-based social media campaign to great acclaim. Focused around a concise, inspirational and endearing video based on the superhero-like perception children have of their fathers, Michelob Ultra captured real moments of dads, mentors and father figures reading tributes from those that cherish them the most. This campaign received an incredible response, gaining a notable reach via social media with the hashtag, #ULTRADAD across platforms. Micehelob increased engagement while doing something positive for a great cause by donating $1 to Up2Us Sports every time someone paid tribute to their father on social media. As a result of this wonderfully balanced Father’s Day marketing campaign, Michelob Ultra saw a huge increase in brand awareness with its original video alone receiving over 1.8 million views in addition to a wildly positive response. And the fact that the brewer raised funds for a sports coaching charity makes it all the more poignant. 2. Best Email Campaign: Harvest Box (Australia) 5 Father’s Day Campaigns To Inspire You Despite new promotional channels and touchpoints emerging from the digital woodwork constantly, email marketing remains an incredibly powerful marketing medium. In fact, 80% of business leaders believe that email marketing increases customer retention significantly. While there are a host of inspirational email marketing campaigns, efforts and initiatives out there, this savvy seasonal email from Harvest Box is visually engaging, humorous, lighthearted, and designed for success. Through fun, value-driven messaging, a visual representation of the product and a clear call to action, this campaign is a real winner. Although formal metrics on the success of this campaign are not available, Harvest Box’s international growth is a testament to the success of marketing initiatives like this. Bonus: For added inspiration, here is a hand-picked selection of effective Father’s Day email subject lines: What to Give on Father’s Day - Theory Save Dad From His Bulky Wallet - The Ridge Wallet Make Dad’s Day - Father’s Day Gift Essentials 20% Off - Levenger Create A Gift To Warm Dad’s Heart - Paper Source Gifts for the guy who’s always been there (Dad!) - AHAlife 3. Best Influencer: Lagavulin (US) Influencer marketing is a powerful tool for Philippines Photo Editor consumer engagement and brand growth. Father’s Day, without a doubt, is a prime time to harness the power of influencer marketing and it’s easy to see why with this inspiring campaign from Lagavulin whisky. As a brand advocate for Lagavulin and general whisky enthusiast, Parks and Recreation actor Nick Offerman helps to create brilliant influencer-driven content as part of the brand’s various marketing initiatives - and his 2018 Father’s Day effort is no exception. In this video Nick and his father Ric share an identical day, their mannerisms and actions almost exactly the same, before conversing on the telephone and disagreeing on the way they take their steak, and commenting on how different they are, before retiring in their chairs, simultaneously, a tumbler of Lagavulin Scotch in hand. The third instalment of his Father's Day campaign videos - Nick requested a little help from his dad to deliver a piece that is funny, emotive and driven by the message, 'the apple doesn't fall far from the tree.' This exemplary example of brand storytelling received droves of positive responses from consumers and publications alike. A campaign where brevity, creativity and influencer marketing meet.
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