Asda/Sainsbury’s – The next chapter of grocery disruption

After considerable speculation over the weekend we now know the details of the proposed merger between Sainsbury’s and Asda. Here’s Savvy’s initial view. While this partnership may have seemed unlikely a few years ago, the changing dynamics of the grocery …
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innocent Super Smoothies show drinkers how to live on the bright side

A new campaign created by experiential marketing agency specialists, Sense, for innocent shows drinkers how to live on the bright side by bringing the brand’s latest Super Smoothie ad to life in London and Manchester.

The interruptive activity featuring choreographed artists is a direct play on the most recent above-the-line campaign, which shows a woman dancing her way through a fountain.

“We wanted to show people the boost of energy our Super Smoothies give you,” said innocent Super Smoothie Brand Manager Heidi McDonald, “but it was important to us to do that with something tangible that lives in the real world, and not just a TV ad.”

Commenting on the activation, Senior Account Manager Joanna Wharton at Sense said: “By hosting something so playful and colourful in two beautiful locations, and handing out free super smoothies while we’re there, we hope to bring a bit of upbeat innocent charm to thousands of people.”

Activity took place at intervals throughout the day on Thursday 26th April and Friday 27th April in Granary Square, Kings Cross, London and Piccadilly Gardens, Manchester.

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Google Adds Length to META Descriptions

Post by Hayley Wolfcale, Content Director

Google has started displaying longer META descriptions again, showing snippets between 200 and 300 characters instead of truncating after about 160. While this offers an opportunity to craft more descriptive and useful META descriptions – and allows Performics to change its best practices – there are some caveats to this change.

Best Practices

Old: Maximum of ~155 characters

New: Between 200-300 characters, depending on client needs and constraints

Although Google is displaying longer snippets, most of these are not the pages’ coded META descriptions (Moz.com). Google has and will continue to generate what it feels is the most relevant snippet for a query by pulling in pieces of the page’s content.

So why change?

META descriptions are not about rankings but rather clicks; they provide context and information to the user. Our other best practices have been (and will continue to be):

  • Starting META descriptions with a call to action: Shop, Find, Explore, Learn, etc.
  • Using the primary keyword early: studies show that users are more likely to click through if some or all of their search term is represented in the snippet
  • Including the brand name once: not all users notice URLs on the SERP so providing the brand name offers further context and transparency

Historically, keeping some META descriptions at or below 155 characters has been difficult due to long brand names and sometimes long keywords. 200-300 characters will help us continue to include these vital pieces without sacrificing other details and valuable information that a searcher might desire.

To learn more about Facebook’s elimination of ‘Dark Posts’, contact Performics today.

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Wish you Could Create the Best Social Media Campaign in the World?

The Topline

 

Tasked with creating the retail giant’s 2017 Christmas social activation campaign, we set about making dreams come true, capturing people’s hearts and minds in the process.

 

Leveraging the tremendously successful #YouShall TVC, our digital fairytales were showcased on Facebook, Instagram and YouTube and reached 6 million people.

 

Creating and managing all aspects, from strategy to creative concepts and their implementation, Magnafi delivered real stories for real people with just the right amount of magic.

 

The campaign went to win the Best Social Media Campaign accolade at the World Retail Summit 2018.

 

The Mission.

 

Debenhams knew that they needed to go beyond the hard-sell with their Christmas strategy and required an inspirational content strategy that would roll out at crucial points during the festive build-up.

The “You Shall” campaign takes a modern twist on the classic fairytale Cinderella, with magic and discovery at its core. Debenhams needed a campaign strategy that would capture this concept, evoking an emotional response from customers as well as subtly showcasing their breadth of gifts and products in the process.

 

Wish you Could Create the Best Social Media Campaign in the World. Debenhams - You Shall Campaign - Magnafi

Magnafication.

 

We planned a multi-layered campaign encompassing Hero film to deliver against wide-ranging marketing goals. With the “You Shall” concept, Debenhams granted wishes and treated nominees to a fairytale Christmas surprise, all captured through the medium of film and impactive stills.

 

Debenhams - You Shall Campaign

 

After a call for nominations, there were 4 selected nominees, each with a clear message that tied back to Debenhams marketing objectives.

 

‘Deck the Halls’, focused on festive decorations, ‘Steal the Spotlight’, looked at beauty makeovers, ’Find the Perfect Gift’, explored people’s best and worst ever gifts and ‘Make their Christmas’ showcased a community group who received an unforgettable party with toys in abundance.

 

Wish you Could Create the Best Social Media Campaign in the World. Debenhams - You Shall Campaign - Magnafi

 

Each Strand rolled out with a Hero Video campaign across Facebook, Instagram and YouTube, followed by organic and paid social posts to drive engagement.

 

The Bottomline.

 

Following from the launch campaign, our community-focused message received an abundance of praise. With an impressive reach just over 6 million, the campaigns amassed 3.6 million views, nearly 500 times more than the forecast figures.

 

The competition element drove thousands of submissions and surpassed forecast reach by 500%. Engagement Rate was triple the benchmark, with clear brand advocacy and conversation among customers.

 

 

Best Social Media Campaign - Debenhams - You Shall

 

 

The campaign recently received recognition at the World Retail Awards 2018 winning Best Social Media Campaign. An incredible accolade, beating, among others, Marks & Spencer (UK), Tommy Hilfiger (USA) and Bobbi Brown (Turkey) to the punch.

The Feedback.

 

We tasked Magnafi with helping us bring our Christmas campaign to life on social and we are delighted with the results. Moving from brief to planning in a matter of weeks, they’ve made the complicated task of surprising competition winners with magical experiences look easy, managing the tight deadlines with professionalism, creativity and humour. It’s been a pleasure working with them to deliver such a fun and festive project that our customers have thoroughly enjoyed.

Sean McGinty, Head of Marketing Operations, Debenhams.

 

Hero Social Media Campaign Activation with Magnafi.

 

 

We work with brands that are hungry for smart, measurable video campaign planning that hooks their audience from the first click.  We combine the talents of a video production agency with the expertise of our straight-talking digital strategists who understand how to craft assets and messages that shine across all platforms.

 

Every decision made in the planning process is backed up with solid reasoning and geared towards getting the right results with a message that captures the heart and mind of your audience. If you’re looking for support activating your brand’s next Hero Social Campaign, look no further than Magnafi. Get in touch today.

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100 Brands, 7 Stories

According to author Chris Booker, every story falls into one of seven basic plots. From Quest, to Tragedy, to Overcoming the Monster, the UK’s biggest brands all have a story – and the potential to be bestsellers. Now in its fifth year, our Brand Storytelling Survey reveals the importance of a compelling narrative.

Voyage and Return

First up is well-loved crisp brand Walkers, with a tale of voyage and return. Starting off in our poll’s top five in 2013, the brand fell steeply, falling 25 places by 2016. However, last year Walkers made a dramatic comeback, and are now competing to reclaim top spot. In uncertain times, we seek comfort in the hands of brands we know and love.

Voyage_Post
Voyage_chart

Tragedy

Sadly, the next brand’s an out-and-out tragedy. After beating 93 other competitors to win 7th place in 2013’s survey, cereal giant Kellogg’s gradually sank to the bottom of the pile by 2017 – going from hero to zero in the space of four years. Like many FMCG brands, they’ve struggled to stay culturally relevant. A storyline that resonates with our increasingly health-conscious society is the way to turn things around.

Hero_360x360
Tragedy_Chart

Overcoming the Monster

Ryanair have slowly but surely defeated a monster, and it takes the shape of British Airways. After starting off 29 places below their rival, the budget airline made their killer move in 2016, overtaking BA. A modern-day David and Goliath. The question is whether their brand story proves strong enough to keep the upper hand.

Overcoming_Post
Overcoming_Chart

Comedy

Sometimes we just fancy a comedy – intentionally or not, McDonald’s fall into this genre. With scores that jump from top to bottom, and back again, customers clearly don’t know what to take seriously. A more singular vision would be useful in coming months, or the public might start laughing at them instead of with them.

Comdedy_Post
Comedy_Chart

Rags to Riches

Our next story is rags to riches, starring Co-op. Coming from humble beginnings in 2014’s survey, they’ve worked their way up the popularity ranks and achieved huge success. In an era of fake news, when consumers’ marketing radar is more sensitive than ever, authenticity cuts through the noise.

Rags_Post
Rags_Chart

The Quest

Aldi have spent the last few years on a gruelling quest. Going back and forth in ratings several times searching for customer approval, they’ve overcome every obstacle and finally made it to a safe place unscathed. Have they reached their peak, or is there enough of a narrative to continue pushing onwards?

Quest_Post
Quest_Chart

Rebirth

2017 marks the year of Fairy’s rebirth. After years of steady decline – hitting rock bottom in 2016 – the brand have emerged with a new lease of life. This sudden twist of fortune should be taken advantage of, with investment in new ideas that’ll change the story from traditional to progressive.

Re-Birth_Post
Re-Birth_Chart

So now it’s all over, this year’s Storytelling Survey showed some brands to have happier endings than others. With eight months to re-write, we look forward to seeing our leading characters take on 2018.

 

Research by Alfie Kingsley-Smith

What Does Consumers’ Increased Awareness of Sustainability Mean For Advertisers?

Although Earth Month is coming to a close, consumers continue to voice their passion for the environment. But do consumers really care about sustainability or is this just a phase that comes and goes with awareness?

 

The answer is yes. According to Nielsen’s 2015 Global Corporate Sustainability Report, 73% of Millennials are willing to spend more on a product if it comes from a sustainable brand. Moreover, the number of people adopting vegetarian and vegan diets for environmentally sustainable purposes has been increasing dramatically.

 

Companies are aware of this, and this has led to a surge in eco-conscious marketing. Unfortunately, this often takes the form of “greenwashing,” where companies pay lip service to the environment with their marketing but do not actually enact meaningful changes in their practices. The reality is that greenwashing can be more effective from an ROI standpoint than practices which are genuinely environmentally friendly. Most consumers who care about the environment do not do research on the brands they purchase, making them susceptible to shallow green messaging.

 

Then, there is the physical aspect of advertising. Paper advertising– like flyers and posters– will likely be on the decline as consumers start to focus more on sustainability. Digital advertising will increase, but it is difficult to emphasize the environmental friendliness of digital marketing as a differentiating factor. However, incorporating environmental friendliness directly into your creative, such as by making it part of a billboard, can set your brand apart. This can make consumers actively aware of how you prioritize the environment more than your competitors.

 

The challenge is straddling the narrow line between greenwashing and environmental friendliness. Brands must demonstrate how “green” they really are without sacrificing a competitive advantage by either underselling themselves or appearing hypocritical.

 

Altogether, as long as consumers continue to care about the environment, companies that are noticeably focusing on the environment will continue to win. The question is– will the public be able to differentiate greenwashing from true environmental friendliness?

 

Sources:

http://www.adweek.com/digital/study-majority-of-consumers-care-about-green-packaging-and-sustainability/

https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/#325b489d4990

Oops, Jack did it again!

Don’t mind us. We’re just rocking it in the awards category this year…and the season isn’t even over! Last week, at the ANA’s 35th Reggie Awards, we scooped up a total of FIVE wins.

Congrats to all of our teams that created some truly outstanding work for our beloved clients.

Here’s a recap of the winners:

CoverGirl‘s Rantin’ & Raven won GOLD for sponsorship and licensed property campaign and took home SILVER in the experiential marketing campaign under $1M category. Our Jack Chicago team partnered with Genuine to bring this one-of-a-kind, first-ever ALL FEMALE football pregame show to life featuring real women fans behind the sports desk discussing the sport they love.

Charmin Van-Go took home a SILVER award in the local/regional campaign category, coming in second to our very own Empire State Development (ESD) I Love NY mobile tour which clinched the GOLD.  Our Jack Chicago and Jack New York teams worked tirelessly to bring these campaigns to life. Charmin’s first-ever on-demand mobile bathroom allowed consumers in NYC to ‘enjoy the go’ and ESD’s I LOVE NY mobile tour experience put the “I” back into the slogan to inspire travel throughout New York State.

Liberty Mutual Insurance also brought home GOLD in the relationship/loyalty program category. Our team at Jack Boston developed a partnership with HowStuffWorks® to deliver MasterThis – a broad suite of products, resources and tools to address Liberty Mutual’s customers’ worries no matter the time of day.

Congrats to everyone that helped bring these awards home. You deserve it. We’re thrilled that our hard work continues to be recognized by the industry.

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First impressions and the connected experience

My takeaways from a 3 hour class @ BC

 

I stand in front of the class, place an apple, some hand-written notes, and my Adidas shoulder pack on the table.

“Given that you are all working on your personal brands this semester, this exercise will be easy — look at me, and give me your first impressions. What’s my brand?”

This is the BC’s Carroll School of Management’s class for integrated marketing. We are Jack Morton, visiting lecturers professing brand experience.

“Casual. Athletic. Relaxed,” comes back from an evening class of twenty-five.

I laugh when one student adds, “Old-school. Handwritten notes.”

We move quickly to a conversation about brands and the importance of making a lasting first impression.

“When do you think hotels live and die, in terms of the impressions that drive loyalty? What single touch-point determines if you will return?” I ask.

“Front desk?” one student offers.

As it turns out, while working with Holiday Inn we learned that the moment-of-truth isn’t the front desk, but when you open the door to your room. The smell, the bathroom, the overall cleanliness of the room.

We spend the next two hours debating Experience Brands, the conversation covers a range of factors driving brand admiration and scorn, like why Southwest’s humanity crushes Spirit on all levels, and Uber delivers, UBEReats, while Domino’s doesn’t, quality of za. Even Nike and Apple have lost luster they argue, focusing on lifestyle over passion and craft.

We also talk about hype brands like Tesla, and utility brands like Home Depot, offering that Elon Musk could sell ice to Eskimos, but hasn’t manufactured enough to go around.

I love teaching. As an agency, we do, teach, in spirit, professing brand experience as the next era, the Connected Experience ubiquitous to GenNow.

The Connected Experience is a seamless human existence of constant but relevant distraction, just watch any college student navigate human interactions while juggling devices. Look no further than this class we’re teaching. They are here, interacting and talking, but also communicating with others, playing games, texting and otherwise keeping their lives moving forward.

Our class covers a lot of ground, including our principles of an Experience Brand — user first design that adds value, drive participation in ways that inspires sharing.

To bring these principles to life, we feature case work — Charmin’s Van-Go and Covergirl’s Rantin’ & Raven. As well as work we all admire — Fearless Girl, REI’s #OptOutside.

We finish with a short workshop, students brainstorming ways to move brands into experience.

“We loved Natty Light’s green pull tab promotion, and wish we’d come up with it.”

“I want SUBWAY as the healthy affordable choice that feeds three over what SweetGreen charges for a single salad.”

I leave them with my twenty year-old son’s suggestion.

“Domino’s should run-up and deliver while I’m walking to class.”

He just might be onto something, a partnership with UBER and the college track team, a seamless experience for the distracted lives we are all living.

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