Great copywriting is an art, but sometimes we fail to connect with the way people really talk about products and services. In this world of Google-dominated searches it’s now more important than ever to use the real language of the … Continue reading
There is no doubt that the power of celebrity sways people. Thousands of endorsement deals provide a long record of success. And when coupling celebrity with social media engagement, you can build two-way brand interactions at an exciting rate. We … Continue reading
We are also using social media to reach out to communities to source ideas. For example, our partnership with Filmaka, a global community of filmmakers, is helping us source marketing content and branded entertainment for Discover® and Unilever. We are … Continue reading
Some brands, believe it or not, have tight budgets. We are constantly looking for ways to leverage social media platforms to cost-effectively augment an idea that perhaps is under- funded. For Genny Light we created a radio campaign starring a … Continue reading
Probably the most powerful social media experience is reading a customer review on a retail site. I’m amazed at how credible these anonymous comments are, and I know many brands try to influence these assessments with planted reviews. I believe … Continue reading
Social media platforms work best when there is a naturally occurring community that exists whether it’s enabled by technology or not. And what these communities all want is to become better communities. In conducting social media work we have a … Continue reading
Social media monitoring tools (we like Radian6 and Scout Labs as well as others) and research analysts have helped us better understand the cultural norms and behaviors of target communities. Such “online ethnography” gives us deep consumer insights that allow … Continue reading
I played hooky last week while in NYC and took in the Marina Abramovic: The Artist Is Present show at the MOMA. Her contribution to the genre of performance art is humbling, as were the installations. The experience made me … Continue reading
Three days before the launch of the iPad, Apple once again struck a marketing high water mark with the best product placement I have ever seen. Somehow they found a way to effortlessly and dramatically weave the iPad into the … Continue reading
