With ‘Anchors Up,’ Pacifico launches first national integrated campaign.

Campaign US – March 27, 2018

By Zoe Beery

Where some beers are all about the party, Pacifico wants drinkers to think a little deeper.

The Mexican brand, founded in 1900 and a favorite among California beach bums since the 1970s, is using its big-splash national debut to tell contemplative stories about living an adventurous life, inspired by the anchor floating out of water on its distinctive yellow labels. In this campaign, there are no grills firing up or white-sand ragers—more like beachside hikes and last-minute getaways with a few close friends.

“The beer has always been a part of surf culture and an independent, individual vibe,” says Bill Dow, VP, group creative director at Cramer-Krasselt, the agency of record for Pacifico’s parent company Constellation. “So, our idea was to simply speak the language of independent spirits out there who share the Pacifico mindset.”

His firm has worked with Pacifico since 2015, but until now, creative was limited to social. Still, that modest strategy grew sales 19 percent last year, totaling 9.2 million cases. There has also been significant organic growth in cities like Chicago, Denver and Brooklyn, which influenced the decision to give the beer a bigger push. Constellation hopes that “Anchors Up” will make it the top import beer in the U.S. within the next three years. There is certainly an opportunity—some competitors, most notably Dos Equis, have been sliding recently.

To land Pacifico on top, Dow’s team homed in on what makes Pacifico unique. For one, it’s from Baja, rather than the mainland, which hosts mega-brewery Cuauhtémoc Moctezuma, the maker of Tecate, Dos Equis and Sol, among others. As a golden lager, Pacifico also has a fuller flavor than the lighter style that most drinkers have come to expect from Mexican brews. But the biggest difference, says Dow, is the identity that Pacifico’s fans have given it over the years. “It’s got a history with surfing and the West Coast, outdoor lifestyle, which separates its roots from other Mexican imports.”

Next, C-K dove deep into their target market: millennial males, 21-35, “who seek real-life experiences,” Dow says. “They crave authenticity. They go out and do things according to their compass.” With these intrepid guys as guideposts, creative was informed by ethnographies, and then tested both pre- and post-production with qualitative research.

The result is two spots about men who undertake introspective adventures. They were developed through an intensive writing process that generated dozens of possible storylines—”You have to write them over and over until you start to get to the ones with some real truth in them,” says Dow. Each has voiceover urging drinkers onward to the next attraction: “The world is full of anchors meant to keep you in place, but the good news is that it’s also full of things that remind you not to let them.

The spots are airing nationally now, and when spring and summer roll around, buys will increase threefold, not just on broad-reach networks like ESPN but ones that attract the sort of adventure-seekers Pacifico wants, like National Geographic, the Travel Channel and Outside TV.

Joining video is a broad swath of OOH (including non-traditional executions like pedi cabs) in target markets including Denver, Boulder, LA and Seattle, as well as in-store, digital/social media and events. This year, Pacifico is sponsoring the summer X Games and will be doing executions at the Burton US Open of Snowboarding where, says Dow, “We’ll be inspiring people to pull up their anchors with our stories and calls-to-adventure.”

The post With ‘Anchors Up,’ Pacifico launches first national integrated campaign. appeared first on Cramer krasselt.

5 Must-Have Video Tools for Facebook Live

Since the release of Facebook Live in 2016, brands have eagerly added it to their marketing toolkit as a way to effectively engage with consumers and reach new audiences. Now, 1 in 5 videos on Facebook is broadcasted live.

We’ve already written about a few general tricks and tips for creating a successful Facebook Live video. But what about the necessary equipment and software?

With our latest project for Redbox, “ScreenPLAY Live,” we hosted a movie trivia game show in which fans competed via the comments section of a live video feed. This interactive series required a great deal of coordination and creativity — and more than a few essential video tools. Take a behind-the-scenes look at what we used to pull it off.

1. WireCast

This robust software seamlessly connects to Facebook and was key to our production. With Wirecast as our main control point, we were able to live mix all of our sources with premade video, graphics, and music to create a full-scope Facebook Live experience.

2. Mac Pro

A relatively powerful computer with a fast and reliable internet connection is essential for mixing many live assets. We used a Mac Pro with 16GB of RAM and a 3.7 GHz Intel Xeon E5 quad-core processor.

3. Cameras and Microphones

One of the most important tools for our production was a Sony FS7 connected to two lavalier mics. This allowed the output of a live HDMI audio/video signal to WireCast, ready to be broadcasted live.

4. Laptop and Photoshop/Tablet

To capture live digital sketches of movie scenes, we used a tablet connected to Photoshop to custom draw the clues. To then broadcast the Photoshop window, we used the laptop’s HDMI output to mirror the display of the laptop screen onto our Mac Pro using the essential piece of technology featured in the next step.

5. Blackmagic Design UltraStudio Mini Recorder

This handy device converted each HDMI signal to thunderbolt so that we could easily input the camera and laptop feeds into Wirecast (we used two recorders).

 

In addition to these tools, we also had our community management team on deck to monitor comments so that our hosts could communicate directly with the audience in real time. And, just as important, we were able to respond live in the video when the audience successfully guessed movies with graphics, sound effects, and a point counter.

This was our highest performing Facebook Live series to date, reaching more than one million people and earning an average of one comment per second during the live broadcast. By gamifying our content, we were able to drive fan engagement, promote title marketing initiatives, and show the industry that Redbox knows how to have fun.

Want help launching a Facebook Live video series for your brand? Get in touch.

 

 

 

Maximize Adobe Experience Cloud ROI with Digital Transformation Services

Consumers today demand personalized experiences across all channels and will not tolerate being fed the same cookie-cutter message. The consequences for failing to meet their expectations are significant: According to a research study, more than half of consumers said they’re likely to switch brands if a company doesn’t try to personalize their communications with them.  Furthermore, by 2020, digital ads will make up more than half of all ad spending. As digital budgets continue to increase, it’s more critical than ever that brands are capable of acquiring and engaging each consumer based on his or her specific journey and preferences.  And, to do this right, you need data that provides the context for each customer interaction and the fuel for personalized experiences.

Adobe Experience Cloud: Delivering Exceptional Customer Experiences

To tackle this challenge head-on, many marketers rely on Adobe Experience Cloud – an integrated set of solutions to build campaigns, manage your advertising, and gain deep intelligence about your business. Specifically, Adobe Campaign, a campaign management solution, works hand-in-hand with Adobe Audience Manager, a data management platform (DMP), to activate cross-channel experiences. Marketers use these solutions to address their most important use cases:

  • Acquiring new customers via paid digital media
  • Personalizing experiences on owned channels like websites and mobile apps
  • Engaging customers and prospects with omnichannel messaging campaigns, including email, direct mail, SMS and push notifications

Acxiom Digital Transformation Services for Adobe Experience Cloud

To maximize the value of their investment in Adobe solutions, marketers need services to ensure successful implementation and ongoing management.  Many organizations are challenged with a skills gap.  In a survey conducted by eConsultancy, 45% of organizations are holding back investments in marketing technology due to a lack of people and skills to effectively use the technology.  Furthermore, according to Forrester, “While DMPs are most often directly owned and managed by the marketing organization, running the DMP for day-to-day activities involves a significant amount of support from external partners.”

Given that need for support, Acxiom provides deep expertise in data and technology services and has launched a new set of offerings within its established customer engagement framework – Assess, Design, Implement and Manage – for Adobe Campaign and Adobe Audience Manager. Acxiom’s implementation and management service includes:

  • Assessing client needs and requirements
  • Designing a flexible and extensible architecture supporting these needs
  • Implementing the solution to ensure successful operation and connecting the technology to a unified data layer (framework recommended by Acxiom)
  • Managing and continually optimizing the solution(s), where needed

The Power of Acxiom Services and Adobe Solutions Together

With Acxiom and Adobe, marketers can ingest, orchestrate and activate all data sources for personalized experiences across channels and campaigns by leveraging powerful audience insights.  For brands seeking enterprise-caliber DMP capabilities, Acxiom’s data implementation and management services ensure advertisers and publishers gain maximum value from Adobe Audience Manager. Additionally, Acxiom offers expert support to help clients not only understand and build unique audience portraits but also activate these audiences across any digital touch point, leveraging a unified data solution approach for maximum impact.

For Adobe Campaign, Acxiom helps marketers plan, orchestrate, and execute powerful omnichannel campaigns that deliver business results. Marketers can leverage Adobe Campaign with their existing marketing CRM solution or take advantage of Acxiom’s next-generation unified data layer framework.

Fuel Adobe Solutions with a Unified Data Layer

Acxiom recommends that organizations establish a unified data layer that provides the foundation for a marketing/advertising ecosystem and the data to fuel Adobe solutions.

It brings together data from digital and offline channels, known and anonymous consumers, and customers and prospects into a single, foundational and privacy-conscious data environment. By using identity resolution capabilities, the unified data layer provides a complete view of the customer that can be activated with Adobe’s campaign management, personalization and audience management solutions to enable relevant, people-based campaigns.

Ready to leverage Adobe and Acxiom to supercharge your customer experiences? Learn more by visiting our website or reading our press release.

6 roles open at Together Agency!

We’re hiring …

There’s a lot to go through, so we’ll get straight to the point. We’re looking for really great people to join our team in the following roles: Senior Account Manager, Account Manager (middleweight), Senior Designer, Head of Social (maternity cover), Developer (middleweight) and a Social Media Executive. It’s mainly due to the growing demands of our clients, not an exodus. Just in case you were wondering!

You’ll be working with a tip-top team and some great clients including Fox’s Biscuits, Müller, Pukka Pies, MOR Sausages, MyHeathyKitchen, Mitchells & Butler, Licor43, William Davis Homes, Atos, Belvoir Fruit Farms, glh Hotels, Busy Bees Nurseries, National Trust and Care Fertility… we could go on, but you get the idea.

We have a friendly team full of awesome people that know their stuff. We have Tuesday breakfast meetings, regular away days, company socials twice a year, fun times on birthdays and a relaxed, modern office in Nottingham city centre. What’s not to like?

Take a look below at the roles we’re hiring for and if you think you’re perfect – apply!

Account Manager

The successful candidate is likely to have:

  • 3 – 5 years as an account manager working on consumer brands comparable to the scale and stature of Together clients
  • Good experience working as the lead on larger projects and supporting with strategy
  • Experience across at least two of the following areas: web build, digital advertising, brand development and one from the following: packaging, shopper marketing, print media
  • Some PR experience would be a bonus, but is not required.
  • A good degree in any subject

Senior Account Manager

The successful candidate is likely to have:

  • 5- 8 years account management experience working on consumer brands comparable to the scale and stature of Together clients
  • Good experience working as the lead on major projects and developing strategy
  • Some experience working with direct reports is useful but not essential
  • We are looking for people with experience across the following areas: web build, digital advertising, brand development, packaging, shopper marketing, print media, DM, PR.
  • Some PR experience would be a bonus, but is not required.
  • A good degree in any subject

Senior Designer

The successful candidate is likely to have:

  • 8+ years creative experience, of which 2-3 years should be at Senior Designer level
  • A portfolio that demonstrates strong capability in:
    • web design including UX experience, digital ads, app design
    • brand development with the ability to demonstrate an understanding of brand architecture and brand implementation
    • print showing work on leading brands
    • packaging experience would be a bonus, but we are not expecting a packaging specialist
  • Your portfolio must show a range of design styles, with an obsession for all aspects of design
  • The ability to think conceptually is essential and experience working in a team with a writer generating ad concepts is essential.
  • Persuasive when presenting to clients

Head of Social (12 months maternity cover, possible perm at the end)

  • 3-5+ years agency experience working in a dedicated social media role on consumer brands
  • A high level of social media knowledge across all the main platforms covering: Planning and strategy; Campaign implementation – organic and paid; Community Management and associated software/tools and Analysis and associated tools
  • Experience working with global accounts is desirable but not essential
  • Experience on paid social campaigns is desirable but not essential
  • Some time working client-side would be an advantage. If all experience is client side, you would need to demonstrate exposure to a wide range of platforms, campaigns, analytics, organic and paid.
  • An understanding of how social integrates with other media, in particular PR
  • Marketing and brands in general
  • Confident, articulate and persuasive when meeting and presenting to clients. Comfortable developing proposals for and presenting at pitches.
  • A good degree in any subject

Developer (middleweight)

  • Details to follow

Social Media Executive

  • We’re not moving on this one just yet, but if you think the job title suits you, keep an eye out here.

You must tick at least most of these boxes to qualify for an interview. All salaries and the package are competitive. All immediate start. No agencies please – we already have appointed agencies working on all these roles. Please send your CV and covering letter with the subject line ‘Vacancy: [job title]’ to hello@togetheragency.co.uk.

The post 6 roles open at Together Agency! appeared first on we think.

McDonald’s ‘Baby Bakwit’ video visits Filipinos displaced by conflict


When militants seized the Philippine city of Marawi last year, thousands of residents were forced from their homes to avoid the fighting. The government retook the city, but not before many lives were changedincluding those of mothers who gave birth while displaced. For an annual “National Breakfast Day” promotion in which it tries to showcase uplifting stories, McDonald’s Philippines and a journalist visited the evacuees, or “bakwit,” for a video that appears among promotions for shoes, smartphones and Persil ProClean on this week’s Viral Video Chart.

As always, the rankings below reflect both organic views initiatied by curious viewers and paid advertising online. Previews for movies and video games are excluded so they don’t overwhelm the chart.

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Continue reading at AdAge.com

McDonald’s ‘Baby Bakwit’ video visits Filipinos displaced by conflict


When militants seized the Philippine city of Marawi last year, thousands of residents were forced from their homes to avoid the fighting. The government retook the city, but not before many lives were changedincluding those of mothers who gave birth while displaced. For an annual “National Breakfast Day” promotion in which it tries to showcase uplifting stories, McDonald’s Philippines and a journalist visited the evacuees, or “bakwit,” for a video that appears among promotions for shoes, smartphones and Persil ProClean on this week’s Viral Video Chart.

As always, the rankings below reflect both organic views initiatied by curious viewers and paid advertising online. Previews for movies and video games are excluded so they don’t overwhelm the chart.

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Continue reading at AdAge.com

Google Ad Blocking Update: Implications for Advertisers

Google Ad Blocking Update: Implications for Advertisers

Post by Gordon Ferris, Vice President of Performance Media

The Coalition for Better Ads has developed initial Better Ads Standards for desktop and mobile web in both North America and Europe. To comply with the Coalition, Google Chrome is blocking all ads deemed out of compliance (i.e. intrusive, annoying, etc.), such as:

Desktop

  • Pop-up ads
  • Auto-playing video ads with sound
  • Prestitial ads with countdown
  • Large sticky ads

Mobile Web

  • Pop-up ads
  • Prestitial ads
  • Ad density higher than 30%
  • Flashing animated ads
  • Auto-playing video ads with sound
  • Posticial ads with countdown
  • Full screen scrollover ads
  • Large sticky ads

Additionally, the following rules also apply:

  • If one ad on a page is deemed out of compliance, then all ads on the page will be blocked
  • Violators of these standards will be included in the Ad Experience Report
  • These ad types are already the lower-performing ad types based on users’ distastes
  • The impact on other ads will be determined by the percentage of non-compliant ads in the space

The post Google Ad Blocking Update: Implications for Advertisers appeared first on Performics.

This Week: Instagram Recent Posts, GDRP, and Local SEO

Hello and Happy Tuesday!

This week we cover Google’s compliance with the General Data Protection Regulation, Instagram’s focus on feed recency, and tactics for local search visibility. We also cover design decisions impacting page performance and a tell-all guide for driving traffic to your WordPress blog.

Instagram’s Adding New Ways to Uncover Recent Posts, in Variance to the Current Algorithm

TWIM-Mar-27-Feature-01-min

Instagram users can celebrate a small win as the social media platform confirmed two changes to its feed, giving them a way to see the latest content as opposed to what the algorithm wants you too. The introduction of the “New Posts” button gives users control over when posts are loaded and refreshed. Tap on the button to be taken to new posts at the top of the feed or don’t tap to stay where you are. The second confirmed change is that newer posts will more likely appear at the top, a slight concession to the current algorithm. What these two changes mean for brands is that they will more strategic about the timing of content.

To Comply with GDPR, Google asks Publishers to Manage User-Data Consent for Ad Targeting in EU

The most significant change to data protection is going into effect in Europe on May 25th. The GDPR, General Data Protection Regulation, will require companies operating in Europe to gain opt-in consent for collection and use of personal data. Failure to comply can result in severe financial penalties. In a letter sent out last week, Google is asking their partners to manage the consent process on their behalf. In order to comply with the new rules, Google will manage the consent for their own properties such as Google.com and YouTube, but publishers and advertisers that use Google’s ad offerings will have to get consent from their own users.

Local SEO in 2018: 12 Tips to Build Local Engagement

Dana DiTomaso, President and Partner at Kick Point recently spoke about local SEO in 2018 during PeepCon 3.0. She explained how engagement will become a more significant factor for local SEO in the future and why businesses “need to focus more on optimizing for local search” and how they can get better online visibility through local engagement tactics. A few tips include checking your Google My Business Timeline, engaging people who talk about what your business does, using a review management system, and creating a trackable custom link for directions.

How To Drive More Traffic To Your WordPress Blog

With over 440 million blogs in the world, earning your share of traffic is no easy feat—it requires strategy and time. Lucy Barret of Search Engine Watch breaks down what you need to do to build your blog readership and be successful. 1) Make it fast—if your blog doesn’t load within 3 seconds, you’ve lost already. 2) Blog regularly—consistent delivery of content engages followers when they come back looking for new posts. 3) Incorporate internal linking—keep your visitors browsing your blog longer. These are just three of the many tactics she lists out in her guide.

 4 Tips to Improve your Page’s Performance

Web performance analyst Henri Helvetica offers his advice on boosting your site’s performance. Performance is finally becoming a bigger part of the conversation in web design and development. However, it can still be a challenge to get people to actually consume the content. The easiest issue that can be fixed is your page weight—images are one of the biggest culprits for slow loading pages. Take account of your page weight. Take account of your page weight and make sure your assets are small and optimized for the viewport. For example, you shouldn’t be able to see any desktop-size assets on a mobile device.

Check out these additional articles for more internet marketing news!

After a Week of Turmoil, What Comes Next for The Social Network?

Does Bounce Rate Really Matter in Content Marketing?

How to Create a Powerful Customer Experience Strategy

The post This Week: Instagram Recent Posts, GDRP, and Local SEO appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.