Posts Tagged ‘pantene’

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Make it “Viral”

In Ads and other executions,Campaigns,Views and Reviews on February 26, 2014 by Jox Tagged: , , , , , , , , , , , , , ,

There is a Content bubble happening across brands. Stories have become the currency of engagement. It is quite surprising how Brands (and Brand Managers for that matter) have decided to take a back seat, patiently waiting for functional messaging to come out in the end or subtly along story lines.

VIRAL & MOVEMENT are words circling around in brainstorming sessions and client briefs. “Viral”, is a function of highly entertaining or moving stories that people “organically” circulate online.  Honestly speaking, I am way past “Viral” that if we keep on saying it, the marketing gods might just release the Kraken. My proposals have been consciously turned to, “Let’s make a viral video” to “Let’s make a good story that can potentially go viral”. No asset or campaign is inherently viral. If people like it (or hate it), it will be picked up. And now here’s hoping that the brand won’t be overshadowed by the story. DEBATABLE.

“Movement”, is when having triggered an idea, what then do you want consumers to do? To many movements out there that we’ve run out of words to call them. And consumers have become exhausted that we’ve been asking them so many things to do just to support our brands and tactical campaigns. “Isn’t a Facebook like enough?” No because now that you are our advocate, we need you to convert others. And then they just don’t like us anymore thus, the drop off. Then we resort to incentives just to move the needle conversion just a little bit. I am no expert and I have yet to figure out a new way to get out of the Movement mindset.

Brands have embraced Advocacy and assumed identities that ride on the signs of the times whether on diversity, animal rights, human rights, or what have you. For instance, campaigns with Feminist undertones (I, myself, have yet to fully grasp what Feminism really is) have invaded newsfeeds encouraging women to be “themselves”, stand up for what’s right and stand up for themselves. These are not exactly new it’s just that because of brands and commercial attempts, these topics have moved mainstream. After all, if you support a woman of character, a credible bra brand support her. I digress.

Here are some examples:

Pantene Whip It (Philippines): The first thing that I did as soon as I saw it was post on Lean In’s wall. This one was picked up by the right people who believe in the cause but was questioned by Brand advocates. “Where’s my brand?”, they asked. My honest take, at least that’s new news for shampoo vs. trying to convince women what Keratin is.

 

Wacoal My Beautiful Woman (Thailand): The Thais have done it again. They always manage to get reactions from me. Again, no new news for bras but this one just made me question what kind of support have I been getting from Victoria.

 

Budweiser Puppy Commercial (USA): Just pure love. And it doesn’t just apply on animals.

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