Weber Shandwick Scoops Best in Show at the 2018 EMEA SABRE Awards

Last week, Weber Shandwick teams and clients across five locations were awarded a total of seven honours at the annual EMEA SABRE and In2SABRE award galas hosted by The Holmes Report at The National Maritime Museum in Amsterdam. In addition, the #toocoolforplastics campaign developed for Iceland Foods by Weber Shandwick in Manchester, which came top in the ‘Retailers’ category, was also named Best in Show with the prestigious Platinum SABRE Award.

In the agency categories, the Weber Shandwick MENA team, led by regional CEO Ziad Hasbani and headquartered in Dubai, was selected by The Holmes Report as the Middle East Consultancy of the Year.

Tim Sutton, Chairman, EMEA & Asia Pacific, Weber Shandwick, said: “We are delighted with this success; many thanks to the jury and to Arun, Paul and team for another amazing showcase of world-leading, inspirational campaigns demonstrating that the work being carried out in the EMEA region is amongst the very best in the world. Thanks also to our teams for their tireless focus, passion and creativity and to our clients, without whose vision and determination none of this pioneering innovation would be possible.”

Here are the details of the category winners:

Gold SABRE
Category: Retailers
Campaign: #toocoolforplastics
Client: Iceland Foods
Office: Manchester

Gold SABRE
Cat‎egory: Product Media Relations (Consumer Media)
Campaign:‎ ManFran
Client: Virgin Atlantic
Office: London

Gold SABRE
Category: Employer Branding
Campaign: Serve your Country
Client: McDonald’s Sweden
Office: Stockholm

In2 SABRE
Category: Best in Digital/Print Consumer Media (Earned)
Campaign: 72 Hour Cabin
Client: Visit Sweden
Office: Stockholm

In2 SABRE
Category: Best in Digital Marketing/Advertising
Campaign: Sleep to Snow
Client: Caledonian Sleeper
Office: Scotland

weber-shandwick-winners

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Make it Instagramable; a new world of social selling

There is an area in Miami called Wynwood. Wynwood has been, for many years, a part of town that you don’t walk through, ever. Not even in broad daylight. Even most South Florida residents wouldn’t walk through Wynwood. It’s a rough area with high drug and crime rates, and there’s always a story of someone who just got killed in Wynwood. However, there is one main street in Wynwood, and maybe three other side streets that are safe to walk down and are known for their beautiful graffiti murals. It also houses the Wynwood Walls, an outdoor museum that came later, showcasing large-scale works by some of the world’s best-known street artists.

Just about every inch of the Wynwood Walls are an Instagram bloggers dream. Bright colours, incredible patterns, potent messages are fashion bloggers answer to dull brick backgrounds. Once a few fashion bloggers discovered the walls, word spread, hashtags were added and suddenly, Wynwood is described as ‘the most happening’ area in all of Miami. Artisan coffee shops have sprung up, whole food bakeries and every type of craft beer imaginable suddenly has a home in this particular, once avoided, part of Miami. Derelict warehouses have been turned into bakeries, art galleries and stylish bistros, not to mention late-night bars and craft breweries, while every new start-up is vying for real estate. Once upon a time you could easily drive down the main street, however, the queues of traffic and throngs of people have made driving through Wynwood a myth.

Of course, there’s multiple factors at play, but so much of the success of this particular area is down to its fame on Instagram and as the need for beautiful backdrops rises, the masses flock to Wynwood. As consumers spend more and more time on the platform, hoping to find cool spots, great views and recommended products from their favourite influencers, social selling on Instagram becomes more and more important for brands. People will look for holiday destinations on travel blogger pages like Gypsea_lust and Doyoutravel before deciding their next holiday. Interior design ideas are garnered from bloggers like Alyssa Kapito and young millennials get life advise from the likes of Caroline Calloway. No matter what it is, we want to see it on Instagram before we buy it, the social platform becoming the new try before you buy.

The coffee shops and areas of London that suddenly become Instagram famous because of a cool light instillation or a bloom of flowers around the door tell brands and businesses that if you want to attract crowds, make sure that your setting is Instagram worthy. Make sure the walls are painted, preferably in bright colours, the unattractive elements covered up and everything so picture worthy that it can’t help but attract hordes of people who are living that #gramlife.

It’s easy to roll your eyes and logically think it’s ridiculous behaviour, and it absolutely is, but that doesn’t detract from the fact that it’s happening every day. Entire areas of cities are making money, and having money poured into them in business development and real estate projects, and all because enough people on Instagram liked it.

The post Make it Instagramable; a new world of social selling appeared first on Live & Breathe.

It’s About Time! Views from Time’s Up Advertising’s first community kick-off by, the Time’s Up Advertising event team

When Gloria Steinem has something to say, you listen. That was the first takeaway of many during the first Time’s Up Advertising kick-off event. Sixteen locations around North America gathered sisters of advertising agencies to simultaneously share experiences and discuss strategies for the future. It was a powerful moment and one that Jack was proud to shepherd, as the host for the Boston event.

After an inspirational Facebook Live keynote featuring THE Gloria Steinem letter and Nina Shaw, one of the founders of the global Time’s Up movement, each host city launched into an intimate panel discussion. An impressive group of women participated at our Boston event – Sandra Sims-Williams the Chief Diversity Officer for Publicis Groupe (also part of the Time’s Up Advertising steering committee); Kelly Fredrickson, President Mullen Lowe U.S.; Monique Kelly, SVP Weber Shandwick, and our very own, Liz Ha, Art Director at Jack Morton. Each shared their own POV as urged by our adept moderator Mia Roberts, Vice President of Strategic Partnerships at Big Sisters of Greater Boston. Our women discussed personal experiences with harassment and exclusion, the true meaning of a diverse organization and what today’s woman can do to set the stage for tomorrow’s women. The overall consensus was clear: IT’S TIME TO BREAK THE MOLD.

The inspiring discussion led to breakouts where attendees were encouraged to share stories and come up with a list of next steps – actions that will create change. We loved hearing the feedback because at Jack we’ve already established a task force of women to encourage more open dialogues and inclusion efforts. The more inspiration, the better our work as an agency can be.

A few key takeaways emerged that could benefit any agency:

  1. Women must speak up and find their voice. Many women on our panel and our audience shared the fact that women tend to blame themselves when they are harassed, discriminated against or not included. They don’t advocate for themselves or say how they feel. Two of our panelists provided examples of how they have started to normalize behaviors once seen as uncomfortable or unacceptable. Both cited examples of crying in front of their CEO. Another talked about confronting a team of male colleagues to demonstrate the value they could add to an account by offering a female POV. Conclusion: We can normalize awkward issues if we talk about them and bring them out into the open.

 

  1. Mentorship, genuine connections, and support networks are needed. Many women shared the need for a stronger support network, particularly in the form of mentors. Pairing females in the industry with those with similar experiences and challenges can be a huge asset. The breakout teams discussed the need for allies they can trust and rely on as advocates. Many suggested that HR can be helpful in this role – ensuring that everyone in an organization is matched up with a mentor. Mentors can also help women learn how to advocate better themselves too – for salaries, promotions, inclusion. At Jack, we’ve set up a specific Time’s Up Advertising task force that is looking at more ways to boost our mentor program. Conclusion: Mentor programs can add value to any organization especially in helping women advance and campaign for themselves.

 

  1. Agencies must demonstrate that they have women’s backs. Many of the women felt that management could take a stronger stance on harassment – reinforcing zero-tolerance policies – especially with clients. Some said they would like to see agencies take a stronger position to encourage women to have families. Kelly Fredrickson cited a statistic that said “79% of college educated women have children but only 39% in advertising,” and she added that we need to do more to change the perception that for women to succeed they must sacrifice family. Many women agreed that HR should take the lead on this but they also expressed the need for a liaison or advocate outside of HR – from management or their department. Our Jack task forces are working to bolster the support systems we offer our women especially new moms. Conclusion: Agencies need to create a cohesive support system for women across multiple disciplines.

It was a powerful afternoon to share insights from within our industry. Our business has the power to show the world what diversity and equality really is. We can change perceptions through our work. We can set the tone for our clients, we can create diverse teams that reflect the reality of today’s consumers, we can give our women more support.  This meeting was only the beginning – but our event attendees left energized and excited. After a glass of champagne to celebrate where we were headed, one attendee summed the day up by adding “now is the time to own our awesome.”

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Thought piece: 5 steps to success for brand partnership campaigns

 

Thought piece:

5 steps to success for brand partnership campaigns

Written by Laura Martin, Senior Client Executive, Capture.

There are several reasons why partnering with another brand is a great idea for a shopper campaign. Increased visibility, reduced media costs, out of aisle exposure and the potential to reach a new audience to name but a few. However, the implementation of brand partnerships is notoriously tricky, and various hurdles must be over-come to ensure a campaign is delivered successfully and with all brands involved benefitting.

Our vast experience in brand partnerships means we’re well equipped for bringing brands together collaboratively, and we’re true believers in the power of a partnership. Below, we’ve compiled our knowledge and put together a shopper brand partnership step by step guide.

 

#1: Choose the Perfect Partner

As apparent as it may seem, ultimately the success of a partnership rests on the idea and reason behind brands coming together. We’d always recommend partnering with a brand that has similar brand values to yours, or, when brought together becomes a natural pairing. Tea & cake, bacon & ketchup, or gin & tonic are all synonymous to a usage occasion. A partnership doesn’t always need to be as obvious as this, but always make sure you’d consider your brand to be in a similar market to your own, with comparable brand values, target audience, health credentials and price. This way, it’ll be an easier job to grow incremental sales for both brands. We like this pairing between Kleenex & Piriteze, two brands you wouldn’t automatically associate together, but, through a simple idea and clever creative the pairing makes obvious sense.

#2: Understand the shopper media guidelines

Understand guidelinesWith so much on offer within shopper, navigating the many options can prove tricky for just one brand, let alone two. Extra considerations must be made due to the rigid retailer templates and creative guidelines brands must adhere to; not all touch-points can feature more than one brand and we typically see POS only allowing room for pack-shots and minimal information. Choose touchpoints at relevant points along the shopper journey that allow for higher share of brand voice to effectively communicate a brand partnership. Tanqueray Gin & Fever Tree did exactly this with their experiential activity. And remember, online shouldn’t be forgotten either; bundle deals (online multi-buy promotions) are an option for partnering brands and some retailer sites offer fully branded touch-points too.

 

#3: Align on promotions

Capture would always advise aligning partnership activity to promotions, however with some retailers offering different promotional timings across different categories, this isn’t always achievable. If this is the case, price call outs aren’t recommended unless activating as a bundle. Initial partnership conversations should take place as early as possible to try and align promotions, with both brands engaging with relevant trading teams to get foresight of promotional plans. Lead times are key, and as a golden rule, brands should allow for more time than you would as a solus brand to get bookings confirmed.

#4) Use bespoke creative

Shopper creativeDeciding on creative can be the most turbulent part of a brand partnership campaign process, and so to allow for this, brands should lay the groundwork early. Creative vision and a single-minded message should be decided from the outset, and the actual uniting idea should take priority over individual brand values. With FMCG brands, the most popular messages often centre around meal solutions and usage occasions, although some clever creative has been seen to use the brand names as part of the campaign copy too. We’d recommend using bespoke creative which is designed from scratch. This ensures brands are more likely to have an equal share of voice, and the creative will sit independently of anything that has been done before. A good example comes from Homepride & Happy Egg’s recipe inspiration; the message is clear and concise, with both brands having similar feature.

#5) Understand effectiveness of the campaign

Here at Capture, we believe understanding whether a campaign has been successful is crucial for any activity that has taken place. But when brands have invested time and resource into a partnership, it becomes even more paramount. Where possible, evaluating touch-points is the most accurate and efficient way of understanding the full impact a campaign has made. One of our standout partnership campaigns achieved a total ROI of £1.85 across retailers, and because of this have had ongoing partnership activity since. With any of our partnership campaigns that are evaluated, we’ll always ensure we use learnings to optimise future activity with existing or new partners; understanding whether it’s right to repeat again, or whether improvements could be made.

Following these five steps is a great place to start when considering a brand partnership and we think it’s vital to consider each one carefully when managing a campaign through. Deciding on the perfect concept and clinching the ideal partner to share it with can be an exciting prospect, but unless key steps are adhered to a campaign may not land the way initially imagined. Creative and promotion aligning can be the most difficult obstacles to overcome, but with dedicated time, the right team, and a shared vision, partnership greatness can be achieved.

To hear more about landing a fantastic partnership campaign or even to work with a relevant FMCG brand within our network, please get in touch via hello@capturemarketing.co.uk or call us on 0203 553 5555.

 

 

The post Thought piece: 5 steps to success for brand partnership campaigns appeared first on Capture.

Jack Morton West Coast Creates Opportunity for First Generation Students

Born to two immigrants from El Salvador and Turkey, when you’re a first generation child like myself, you live in two worlds. The outside world is American – you speak English, you talk about American culture – you assimilate. But then you have your inside world where your parents don’t speak English, you’re the translator, you’re talking about the old country and your parents tell you what you should aspire to be because  you are the valued investment that your family doves “the American dream”.

Most recently Jack Morton did a cross-cultural diversity and inclusion event with the San Francisco Unified School Districts Chinese Education Center (CEC). With our diversity and inclusion team, our goal was to create an event that would require our office to step out of our comfort zone and into a different cultural mindset, one of an immigrant.  It truly was a social experiment since no one in the office had done an event like this before, and honestly, I was afraid what type of reaction it might spur. Luckily I enlisted the help of my Hong Kong colleague Cara Au who helped fill in some cultural gaps for me to bring this vision to life.

The Chinese Education Center has a special purpose: assimilate all new comer Chinese students into American culture and studies so that they can succeed in main stream schools. The principal Victor Tam said, “These students are uprooted from all that they know … As a consequence, many of the older students struggle, neither wanting nor feeling like they need a sense of belonging to San Francisco.   While our school provides an environment wherein the students can connect with and relate with their peers, even then, the relationships are fragile.”

When planning the Chinese Education Center event, I learned from my colleague Cara and Jane Ou, a teacher at the CEC, that in China, creative careers like advertising/marketing are mostly unheard of. Most jobs that you’re “expected to study” are medicine, engineering and business. Another interesting point was that in China, when you’re a student, you’re often expected to work alone. You’re told what to do and you do it.

Here in America, most school environments are centered on creativity and collaboration. However, for the CEC students, the idea of creative and collaboration is new, and can often times be a hard adjustment.  Jane stated,” the expectations in those (Chinese) schools tend to be teacher centered where one teacher lectures over forty students in rows. Therefore, our students find collaborative group work and project-based learning a challenging experience.”

Taking that experience to heart – the #jackwestside diversity and inclusion team had the approach to do an information “exchange” and teach the CEC about marketing and experiential work, and in return the CEC students would teach Jack Morton about Chinese Characters and make Chinese scrolls with us. Our hope was to illustrate to the students that collaboration and creativity is actually a good thing.

I realized quickly that having this diverse perspective in the office opens up different type of D&I dialogue –  not just speaking about race but really seeing how different communities react to the industry. On the day of our event, there was a child whose first day in an American school was coming to the Jack office. They were shown work we did in their own country alongside work in their new country. Knowing that our agency was able to impact a student, and make it known that they too, can do this – is the most impactful live experience our agency could create. Who knows, maybe we have a future Account Director in that classroom.

Not only are the CEC student’s first generation, most often the students will come from low-income communities where career options are slim. Most often, unless agencies go outside of the recruiting norm, underrepresented communities may never know that an advertising or creative career is an option for them. When asked about the importance of external partnerships, Victor Tam and Jane Ou from the CEC stated, “This experience was REAL. When the community connects with our students, it broadens their perspectives on where they can reach and how far they can go.  The experience opens up their vision of something more that they might be able to do in the future.  For our students who come from working class, low-income families, this opportunity is very significant.”

This event was so meaningful to me I was able to do this in partnership with my colleagues, locally and globally, we created an extraordinary event that was truly moving. As we continue to have diversity and inclusion as a pillar supporting our Jack Morton values, I encourage everyone to explore communities like the CEC and try to make an impact. Who knows, you could be the reason why in 10 years someone says “I am in advertising because someone took the time to show me that this career was an option.”

To learn more about our event and learn more about our D&I initiatives, feel free to reach out to me: Michele_Karakas@jackmorton.com

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We’re hiring: Creative Motion Designer

We’re after someone pretty special to create stunning visual content for our social media clients, including Fox’s Biscuits, Pukka Pies and Belvoir Drinks. If you’re a brilliant designer and skilled animator, read on. You could be just who we’re looking for.

Requirements

We want someone with at least 5 years’ experience who has worked in agencies. To fit the bill, you’ll definitely need to be…

  • Experienced in After Effects and Premier
  • Able to design and animate concepts from start to finish
  • Adept in Illustrator and Photoshop (you should know both like the back of your hand)
  • Experienced in creating content for social media
  • Organised and motivated

It’d be a big bonus if you were also…

  • Handy with a camera
  • A talented illustrator
  • Interested in social media

 

Responsibilities

Your main role will be to create beautiful content, both static and animated, for social media. But it won’t always be social; aside from designing attention-grabbing graphics, GIFs and videos for Facebook, Twitter and Instagram, depending on your portfolio you’ll also design for packaging, print and digital. We work for a huge range of household-name clients, which means you’ll always be kept on your toes.

 

Why apply?

For one thing, we’ll pay you a competitive salary and give you a decent chunk of holiday to boot. But as well as that, our agency is genuinely a brilliant place to work. Our team is close knit and super friendly and we’re set slap bang in Nottingham City Centre, so it’s an easy commute – and even easier to find a spot for after-work drinks.

 

Ready to send your application? Great. Email hello@togetheragency.co.uk with your CV and a brilliant portfolio and/or show reel, with ‘Vacancy: Creative Motion Designer’ as the subject line. Or, if you want to know more, give us a call.

The post We’re hiring: Creative Motion Designer appeared first on we think.

Our work: TRIBE X MOR Case Study

User-generated content is the holy grail of marketing these days, especially on social media. Social validation comes from people believing what they are seeing on social and that comes from real people, really enjoying products and really honestly sharing it. So how do you get this? Isn’t it really hard? It was logistically a bit of a nightmare and very time consuming before great platforms such as TRIBE came along. We have run some very successful influencer Instagram promotion campaigns via TRIBE, check out our most recent one below!

What is TRIBE?

TRIBE is a self-serve Instagram influencer platform where brands are in total control of the content that is created. Create a brief including which hashtags to use, the messaging for the campaign and anything else for the influencer to mention. Sit back, relax and wait for the submissions to appear in the inbox. Approve or reject the posts and only pay for the posts that are chosen to be published with a small fee per post from TRIBE.

Hands up if you’re craving brunch? 🙋🏻‍♀️🙋🏼‍♂️ We’re talking about fresh sausages topped with a fried runny egg in a toasted focaccia… mmm! 🍳🌭 • We’re so happy to have discovered these Mor Chicken, Sundried Tomato and Basil sausages. These sausages are gluten free and packed full of veggies. They’re also lower in fat than usual sausages. Can you believe they are only 76kcal per two sausages?! 😄 They are loaded with flavours and eating them you could definitely tell only high quality ingredients are used. They taste absolutely fantastic. Think we’ll also be using these sausages for dinner too now 😁 @mortaste #mortaste #morsausages #glutenfree #ad ———————————————————- 📍Two Hungry Peas’ home sweet home, London @twohungrypeasinapod • 🍴Homemade sausage with fried egg in warm focaccia. • • • • • • #foooodieee #breakfasttime #infatuation #thefeedfeed #fryup #brunchtime #breakfast #lefooding #noleftovers #londonsbest #londonfoodie #breakfastofchampions #dailyfoodfeed #foodbeast #bestfoodworld #eatfamous #eater #sausage #breakfastlondon #londonfood #eatmunchies #brunching #friedegg #eeeeeats #breakfastlover #homecooked

A post shared by LONDON & NYC | FOOD & TRAVEL (@twohungrypeasinapod) on

Why is it awesome?

    • Firstly, the influencer will already own or want to buy your product as TRIBE does not provide the samples. Therefore, the influencers are naturally an advocate for the brand or the product.
    • Influencer will be confident that they can create the content that is needed and has not been specifically approached for the job so will be more likely to make an effort with the image in order to be chosen by the brand to work on the campaign. Basically, you know that the influencer really wants to work with your brand.
    • No expensive sampling costs, influencers will factor the cost of their product into the whole fee for the post.
    • Full approval of posts before they go live. No nasty shocks!

What did we do?

We worked with our FMCG client MOR to receive 45 submissions of which 20 became approved and published posts with engagement rates of up to 9% and over 11,000 engagements. The combined reach for the Instagrammers that we worked with was over 380k and the whole campaign was complete from start to finish within 10 days.

The brief

“UK food & lifestyle influencers. Showcase how delicious and versatile MOR sausages are. Use any (or all!) varieties of our 4 sausages in a recipe post on Instagram. Breakfast, brunch, BBQ, lunch or dinner – go wild! The visuals must look delicious, be colourful and well shot. Videos, stop motion & Boomerang would be awesome but static images are just as fab.”

And that’s exactly what we got!

What did we do?

We worked with our FMCG client MOR to receive 45 submissions of which 20 became approved and published posts with engagement rates of up to 9% and over 11,000 engagements. The combined reach for the Instagrammers that we worked with was over 380k and the whole campaign was complete from start to finish within 10 days.

The brief

“UK food & lifestyle influencers. Showcase how delicious and versatile MOR sausages are. Use any (or all!) varieties of our 4 sausages in a recipe post on Instagram. Breakfast, brunch, BBQ, lunch or dinner – go wild! The visuals must look delicious, be colourful and well shot. Videos, stop motion & Boomerang would be awesome but static images are just as fab.”

And that’s exactly what we got!

The post Our work: TRIBE X MOR Case Study appeared first on we think.

Be a cheat to win

 

Thought piece:

Be a cheat to win

By Duncan Campbell, Senior Client Manager, Capture

The human brain is an ignoring machine. It’s fundamentally lazy and will do anything it can to make life easy for itself and not use too much energy. That’s not because it doesn’t want to think about things, it just has so many things to think about that it would take hours to perform a small task if it went through the taxing, rational process of imagining every scenario possible. So it simply tries to ignore as much as it can.

Imagine walking into a supermarket without knowing what food you’re going to have for that evening. Now, think how long it would take to consider every product in the shop to decide what you’ll have, before you eventually choose spaghetti bolognaise. Your brain needs to ignore almost all of the other products in order for you to make a relatively simple choice about your evening’s nourishment. It therefore resorts to automatic processes for filtering out this information, based on everything you’ve experienced in supermarkets previously: knowing what is food for dinner and therefore what is suitable, which aisles to avoid, which products you think are good quality etc.

Further to this automatic process, the brain needs to find answers to questions it doesn’t have experience of, in the fastest possible time. It takes shortcuts, it cheats, it does anything it can not to expend too much unnecessary energy. What should be very interesting to any marketer/brand manager is that you can become one of these cheats and bypass your competitors in a relatively simple fashion.

One of the most important of these to marketers is how the brain will automatically want to default to the easiest solution. In the store environment, one of the most common defaults is price. (Stephen Lomax, Weetabix). Supermarkets now have a whole range of complex messaging, from nutritional information, variations of the same product and multiple points of difference. If a shopper can’t tangibly decipher this they will typically default to promotions, or base cost, to make their decision. Not a great thing when you’re a cheese brand, not on promotion in a category where a high percentage of products are only purchased when on deal.

The idea of defaults has prompted numerous trials to measure its effects. One of the most well-known is the organ donation rate in Austria: compared to the UK, Austria has a donation rate of 90% versus the UK’s of c.15%. Why? Because Austria requires its citizens to opt-out of donating their kidneys when they die, as opposed to England who requires them to opt-in. The brain is happy to stick to the easier option of choosing the default, even in a situation as emotionally charged as donating pieces of your body. It’s powerful stuff.

This behaviour translates to when a shopper is buying a product. Brands have started to manipulate shoppers’ behaviour by becoming a default product. There are several ways in which they can do this: from the simple act of getting their products into a shopper’s online Favourites list, so it’s one of the first products they see when starting their shop, to the more advanced technique of subscription models where a shopper receives their product before they even have a chance to contemplate a competitor.

Gillette’s Shave Club is an excellent example of removing all competitors and becoming the default. They make the process simple by requiring a shopper to select their model, the retailer they’d like it delivered from and then letting them relax, as razors are delivered while they sit at home and make no further decisions. Perfect for the lazy brain and even better for Gillette who win the hard earned razor cash by only having to convince a shopper to subscribe once (maybe twice if they’ve needed to test the razor first). Graze have been doing a very similar thing in the snacking world for years, which works with equal effect.

 

Unsurprisingly, Amazon are at the vanguard of letting brands pay to become a default on their site with their Amazon Dash option. These physical default buttons are a good concept to help make a process of auto replenishment as easy as possible when the consumer is in the right mindset.  There are still some flaws in that having buttons placed around your home is unsightly and (ironically) not always practical – what happens when you can’t find your dash button at the bottom of the cleaning cupboard? Amazon have recently made these virtual so a shopper can have easy access to their defaults on any device which makes for quick, simple links to help their brains not work too hard. There’s still a way to go with this concept, but Amazon make it very easy for a brand to buy into becoming the default option.

To become a default isn’t an easy task: it requires hard work to get on default lists, or encourage shoppers to subscribe to your product, but the reward is well worth it. Playing to the human brain’s natural desire for ease will ensure they never want to think of any of your competitors: a genuine solution to that common problem of standing out in store.

Thank you to Richard Bradford of Wavemaker and WARC, for the talk that inspired this piece and for some of the examples listed.

If you’d like to understand more, give us a shout at hello@capturemarketing.co.uk

 

 

The post Be a cheat to win appeared first on Capture.