4 Awesome Mother’s Day Campaigns That Nailed It

Awards season is well and truly over. But we like to run our own little awards from time to time! Of course, we’re always on the lookout for inspiration and amazing campaigns within the social media, marketing and FMCG industries and Mother’s Day is fast approaching. Yep, better get those flowers ordered and that card written – it’s on Sunday 11th March!

We’ve had a search for some of our favourite Mother’s Day campaigns from recent years and we’ve given them all a very fancy schmancy award category, because, we’re professional like that. Enjoy!

1. Best For Powerful Message

Interflora’s campaign for ‘The Power of Flowers’ is all kinds of girl boss powerful and we love it. The aim was to convince the nation to reflect on the many reasons to send flowers to your lovely mum, not just Mother’s Day! Communications agency Home devised this campaign and their creative director had this to say; “Like mums, flowers can often be taken for granted and overlooked when it comes to what they stand for.” Bravo, guys.

2. Best For Content

Paperchase nailed the link between cute and useful content for their craft-loving market with their Mother’s Day DIY last year. By collaborating with a well known interior designer and crafter they gave their content even more authority as well as it being great to look at with click-through-ability! By showing their followers a quick DIY that they could whip up for their mum they showed their supportive side for penny-savers and creative side for their crafty followers. It’s the thought that counts and this DIY was really cute.

3. Best For Creative Idea

KFC are pretty much incredible for most campaigns but we really loved their Tender Wings of Desire parody of those saucy books! Because everyone’s dream guy is the Colonel, isn’t it?

 

4. Best For User Generated Content

Pandora have Mother’s Day wrapped up – they know they’re going to be uber-relevant for this holiday but they still try really hard with their campaigns and we love that. User-generated content is one of the toughest things to get right because, at the end of the day, people are lazy (Twitter) or overly proud (of their Instagram profiles). By incentivising their campaign with a competition and focusing it around an emotive subject, UGC was always going to be a great idea. They also dabbled in a Snapchat filter the year before so we’re looking forward to seeing what Pandora will come up with this year!

What do you think? Tweet us if you have any other favourites that we’ve missed off our (obviously not exhaustive) list!

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Kung Hei Fat Choi! Download our Chinese New Year Wallpapers

It’s Chinese New Year, and this year we asked our Jack Morton Greater China team to show us what these festivities mean to them. We are happy to see so many creative and talented individuals get involved and we just had to share them ALL with you! Special shout out to our youngest creative talent, 4-year-old Lok To, for his work on the “Love Me Puppy” wallpaper.

The wallpapers can be downloaded for your desktop computer, tablet, and mobile devices. Please share to your family and clients as well!

—Jack Morton Greater China

Year of the Dog Wallpapers

Instructions

To download an image for your device, click on the image size you want. If you’re on a desktop computer, right-click on the image to save it to your hard drive. If you’re on a table or mobile phone, press your thumb on the screen until the “Save Image” option appears, and select ‘Save Image”. Now that you’ve saved the image locally, click on your Settings app and select the design as your wallpaper.

We wish you all a healthy and prosperous Year of the Dog!

Download Cloud Dog

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Download Cookie Pup

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Download Full Belly

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Download Golden Paw

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Download Goodest Boy

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Download Have a Ball

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Download Hot Hot Dog

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Download Love Me Puppy

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Download Luck Dog

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Download Totem Dog

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Download Where is Aldo

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Promising start to 2018 Event Calendar with Valentine’s Day spending set to hit £726m

Savvy’s latest Valentine’s Day research (across 1,000 UK shoppers) reveals that 40 percent of UK shoppers are planning to get involved in Valentine’s Day this year. The research also indicates how much shoppers expect to spend along with the inside …
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The importance of live events

Time is currency and if your audience is willing to invest their minutes, you’re in. Put simply: experiential events offer a more authentic way to connect with people. This way consumers are way more likely to absorb your messages than through a billboard or an Instagram ad. The idea is to have a conversation and develop interest rather than ram sales pitches down their throats. Learn the gift of the gab and you’re golden.

 

Events work because they give the impression that people must act right away – the immediacy of them draws the crowds and sells tickets. Pop-ups have proven extremely popular for retailers as they close the gap between people and brands. They offer instant gratification for those pesky short attention spans. They’re seasonal and shareable; braggable and brazen. This also means brands can access wider, non-traditional audiences if they put the work in.

 

To pull this off successfully you need to discover where your market hangs out and follow them there. That way, you’re not begging them to come to you, you just kindly interrupt their day… Street corners, train stations and festivals are all prime spots for campaigns. And think big – shop takeovers and tube station stunts work well. Give out freebies but make sure the branding is subtle and the crap is actually useful. Neon sunglasses are a nono, but a handy tote bag is perfection. Pair branded swag with a social competition and Bob’s your uncle. Another technique is to teach them something – consumers are hungry for information so why don’t you feed their curiosities? Or let them create; encourage them to put their stamp on something and they’ll be dying to show it off. When it comes to online, the priority is incorporating a hashtag that is simple and instructions to share as easy as pie.

 

One of the reasons live events prove so popular is they put control back in consumers hands – they have the power to leave when they want. The public even leads the content, so marketing teams can sit back, relax and watch it roll in. Social platforms act as a hotbed for user generated content that the brand can use and recycle. Trust us: “98% of consumers create digital or social content at events and experiences and 100% of these consumers share the content” according to Cronin.

 

A perfect example of this was Krispy Kreme’s hole-in-the-wall dispensing Nutella flavoured donuts. Everyone went mad for it and all of the proceeds went to Teenage Cancer Trust. Another one was the vending machine that dispensed free Reebok trainers if you ran past it fast enough. And it’s scalable with social, unlike billboards where you can only guess footfall, you can monitor likes and engagement.

 

Don’t forget it is powerful for brands to exist in live, physical spaces as well as online. Dominating the digital realm is great, but we cannot forget that human touch to engage customers. Just how we did with Body Shop’s #PlayforPeace campaign; for one night only the flagship store was transformed into a Christmas wonderland adorned with cosmetics offering live makeup demos, board games and tastings. For every gift bought from the seasonal gift collection, The Body Shop made a donation to International Alerts Play for Peace Project. An unshakeable combination.

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Infographic: Valentine’s Day spending in the UK

Are Brits still crazy in love with Valentine’s? Is Valentine’s Day spending still on the rise? Or is it just one big cliché?

In 2018, it is safe to say that UK consumers are still willing to splash out on the ole’ classic chocolate box. We’re set to go chocolate box crazy as expenditure on confectionary increases by almost 16% compared to 2017.

While some timeless classics still remain, the dating scene has made its mark in the digital space. Online dating continues to make waves with 5% of users feeling dating apps allowed them to feel more comfortable and to be themselves in dating scenarios, plus a lucky 46% of dating app users met their current partner online!

Infographic Valentine's spending in the UK

Online dating has gone so far that over half of British singles having never asked someone out on a date face to face, only online – does any old school romance still exist? Astonishingly 46% of singles had never broken up with someone in person, but online or via texting.  🐍 🐍 

Luckily we’re not just using our phones to match (or break up) with each other. Media IQ state that over 25% of us use our phones to buy presents, while 17.8% rely on their phones to make a dinner reservation or for a hotel booking (17.2%).

Infographic Valentine's spending in the uk

 

So it’s a mixed bag. As loved-up couples run around trying to organise romantic dinners and couple retreats could this make 2018 the most expensive UK Valentine’s Day to date?

While Valentine’s spending appears to be on the rise, the singletons aren’t just going home to wish the day away. In fact, in 2017, 2/3’s of women planned to celebrate the day, even without a man by their sides. 💃

 

Sources

  • https://www.statista.com/statistics/511092/valentines-day-average-spending-great-britian-by-gender/
  • https://www.statista.com/statistics/803416/valentine-s-day-expenditure-change-by-category-united-kingdom-uk/
  • http://mediaiqdigital.com/wp-content/uploads/2017/02/of_Candy_and_Cupid.pdf
  • https://www.datingsitesreviews.com/staticpages/index.php?page=Online-Dating-Industry-Facts-Statistics
  • https://www.textmarketer.co.uk/blog/2017/02/mobile-marketing-infographics/valentine%E2%80%99s-day-2017-stats/
Related posts:

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Aesop named Best Corporate Storyteller

We’re proud to announce ourselves as the winners of Best Use of Video and Best Corporate Storyteller at the 2018 Corporate Content Awards.

The larger a corporation is, the more difficult it becomes to cut through the noise. Big companies can appear faceless, lacking in emotion. That’s why stories are vital when it comes to connecting with people.

For an organisation as sprawling as the NHS, and a subject as tough to tackle as organ donation, a story was needed more than ever.

Our video for NHS Blood and Transplant did just that. And we’re proud to say our success was recognised at the Corporate Content Awards. We came away with two additions to the mantelpiece: Best Use of Video and Best Corporate Storyteller. Here’s to more great stories to come.

 

How to create a content marketing strategy

As mentioned in one of our previous blog posts (describing some of the major trends to be expected in 2018), eight out of ten marketers believe content marketing is a key constituent of marketing success, yet only three out of ten within the same sample had a content marketing strategy in place. Setting a strategy isn’t hard, but it can be daunting to know where to start when it comes to working out what is needed – by whom, in what format, how often, why, and so on. That is why we recommend the use of the long-established SMART goals methodology (Specific, Measurable, Attainable, Relevant and Timely). For a bit of fun, in this article we have adapted this approach to fit in with some famous lines of verse from arguably one of England’s finest content creators, Rudyard Kipling.

‘I keep six honest serving-men:
(They taught me all I knew)
Their names are What and Where and When
And How and Why and Who’

Answer these six questions in relation to how you require your content marketing efforts to benefit your organisation as a whole, and you will have gone a large way towards setting a strategy. Unlike Kipling, though, it seems logical to address first the question of ‘Why?’ rather than as Rudyard has positioned it towards the end of the ode. Marketers believe content marketing is important, but why is that?

Why do we need content marketing?

The answer to this question of why we need content marketing is linked to how we have seen marketing develop with the rise in the importance of all the digital channels. Instead of aiming for a transactional relationship where one party sells and the other buys, and that’s pretty much it, marketers across the board are now aiming for deeper, lasting relationships. With the advent of social media and automated marketing, the use of which will only become more and more sophisticated as artificial intelligence picks up much of the legwork previously delivered by humans, marketing messages are becoming far more tailored and personal. Instead of using the blunt instrument of traditional mass marketing, customers can be wooed with messages tuned to their specific likes and dislikes. Therefore, rather than a sale being the ultimate goal, a long-term – ideally lifetime – relationship between brand and consumer is the new aim, as per our recent bowtie marketing blog.

These new media channels are already swamped with far too many intrusive sales messages, but savvy marketers know that what people really want is excellent quality information and – most importantly – not to feel sold to. Sometimes, that information will be specific to a product or service, but often it is information relevant to a problem that a customer has and wants to solve or a need or desire that they want to satisfy. Consumers trust people – and brands – which they perceive to be honest, transparent, reliable and helpful. They also trust independence, which is why consumers typically give more credit to reviews by peers in preference to a brand’s official marketing output, and explains why YouTube stars (aka vloggers) have quickly become huge influencers. In such a world, brands that build relationships by listening to and solving their customers’ problems will build the deepest relationships. They will have consistent, coherent narratives that their customers buy into – think Dyson’s championing of British inventiveness, or Aldi’s assertion that the named brands people love are good (cleverly leveraging the building of those brands) but their own brands are just as good, and much cheaper. The ultimate prize is to have such a good relationship with your customers that they do much of your marketing for you. Content marketing helps to deliver and/or amplify brand trust.

So that’s the ‘why’ at a broad level. In terms of a plan of attack, it’s worth asking the question of your own organisation. Why should your business have a content marketing strategy? Establish clear objectives – website hits, positive reposts, click-throughs leading to sales, etc. – for what you want to achieve in terms of engagement with prospects and customers. And once you have set a strategy down and are producing content, make sure you understand how each piece fits in with the strategy and why it will help build relationships with your target audience – this is also why it is important to map out your stakeholder needs and to have a good understanding of segmentation, so you can generate helpful personas and profiles for different customer groups.

HOW will your content marketing contribute to business objectives?

Answering this question is where the meat goes on the bones. Unless you have a clear idea of how you are going to attain them, strategic goals are just so many fine words. It requires a deep understanding of your own business and of your market. If either of these is missing, gaining such understanding should be an essential first step within the strategy. What are the key products or services on offer, and where do they sit in the market? Do all consumers have the same perceptions? A brand is often in reality far more a matter of how others view it than how the organisation would like it to be perceived. How will you build on your brand’s position, or change perceptions if this is one of your aims? An honest assessment is required to identify where strengths and weaknesses exist, in both your own organisation and within competitors. Which are the products/services that sell, and why? Analyse sales figures and other available data to form a picture based on objective information.

Each piece of content produced should advance your progress towards your goals and have a clear purpose – growing your customer database, raising awareness, provoking interest, building relationships, improving SEO benefits, generating sales. Quite possibly, each post will help boost several of these objectives at the same time. Each should carry a consistent tone of voice and add to the story of your brand; decide beforehand how your story will be developed as each additional item is posted, and how you will vary it according to your relationship with an intended recipient. The messages going to customers who have little or no awareness of your brand will be very different from those who are regular buyers or even advocates. They should also be adapted according to the segment (or – in the case of B2B – industry) being targeted, and perhaps also according to their location.

Also, be pragmatic. A successful content marketing strategy does not need to be that sophisticated to be successful. There are some key considerations you need to tick off if you want to have an impact – your content must be relevant, informative and interesting to your primary target audience. The important thing about content is that it hangs around for a long time in the eyes of the search engines if it is hosted in the right way. This is why SEO optimisation is so important. A well-optimised piece of content can appear on the first page of Google almost immediately, driving high quality traffic to your website.

WHERE will you post your content?

Not so long ago, ‘Where?’ would just have been a matter of your desired geographical reach, but now it applies to a host of digital platforms too. Which video platform will you use? YouTube is the obvious, but not only, choice. Facebook is still massive, but maybe Instagram might work better. LinkedIn is of course a big player in the B2B world. Once a piece of content is created, it is easy to modify it for a variety of platforms – the modifications and postings can even be automated using marketing platforms such as Hubspot, Marketo and the like. Of course, it will usually appear on your website too, and well-constructed emails still register great response rates – this year, a strategy should include measures to ensure your mailings are set up to comply with GDPR, which lands in May. We will be writing more about the implications of GDPR in a future blog.

WHAT content will you produce?

Set out what you want to post and when (presupposing, of course, that there is a satisfactory answer to the question ‘Why?’!). ‘Content’ embraces a multiplicity of different formats. All content must, of course, be engaging, so be aware of what your audience tunes into. Video has become one of the most effective mediums and this trend is sure to grow in 2018, so ignore it at your peril. It is of course just a part of a media mix that also includes blogs, whitepapers, webinars, newsletters, and so on.

WHEN will you produce your content?

When you post could be determined by when sales campaigns are planned, or in response to changes in market conditions, such as new laws coming in, a new craze, or even the weather – suppliers of fencing increase their activity in the wake of gales! If your market is affected by specific changes like this, your strategy should include the need to have content ready to roll as soon as opportunities arise.

WHO is involved in the strategy?

‘Who’ is the last of the Kipling questions and, in this context, it applies both to who within an organisation is going to be responsible for producing the content, as well as who the target recipients are.

Regarding the former, the strongest brands spread the production of content as widely as possible. The more employees who are involved in the process, the more authentic the picture consumers build-up of that company. ‘Marketing’ may be the primary responsibility of a specific group, but every employee is a brand representative whenever they interact with a customer. Obviously, guidelines are necessary to ensure the brand’s reputation is safeguarded and that a consistent message is maintained, but the more that individuals can ‘be themselves’ within such parameters, the more interesting their contributions will be. For example, ordinary members of staff don’t need to be great actors to take part in videos – these days viewers are likely to be more impressed by honest and credible amateurs than by slick professionals.

When it comes to audiences, we’ve already said that messages should be tailored to the people they are intended for. As well as identifying the intended recipients for your different messages, ensure content is focused on appealing to real individuals rather than abstract groups by creating realistic buyer personas.

Six honest serving-men

This is just one approach to creating a strategy, but it’s one that works. The six questions can be asked at every level, from the initial forming of the overarching strategic goal, through the subsidiary goals and tactics to use, right through to the creation of each piece of content. If each element of your strategy addresses ‘What, Where, When, How, Why and Who?’ you can be pretty confident you have covered all the bases. The only thing to bear in mind is to try to find ways to measure the effectiveness of your campaign on an ongoing basis against pre-determined goals. As a general rule, “if you cannot measure it, it’s not worth doing” – but of course measurement can be defined in any number of ways. It is not all about instant sales. It could be about building up long term value in your brand and/or protecting your position in the marketplace against aggressively advertising competitors. The good news is that you will tend to have the last laugh in this respect, as long as you create a well-thought out content marketing strategy that includes reference to search engine optimisation and social media marketing.

Retailers and brands continue to play catch up with the connected shopper in 2018

Here we look at another theme that is set to shape the shopper agenda in 2018: the rapid rise of the connected shopper. The importance of technology to the shopping experience continues to grow. Whether it’s improving mapping and social …
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