Tag Archives: makeover

Usher confesses his love for Cheerios in new campaign

13 Nov

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There’s no denying that breakfast is big business. We’ve just seen fashion designer Anya Hindmarch give Kellogg’s Tony the Tiger a grrreat makeover and Shoreditch is awaiting the launch of its first Cereal Killer Café next month.

So, it’s no surprise that celebrities are chewing their right arms off to be associated with the most important meal of the day – becoming part of everyone’s morning routine in the process. And, the king of R&B, Usher, is no exception.

He’s partnered with Cheerios and Walmart in the US to give away his latest track – Cluelesswith every box of Honey Nut Cheerios.

Just add milk
On the outside looking in, this brand partnership doesn’t seem to make any sense. 36-year old Usher, who has come a long way from his You Make Me Wanna days, doesn’t fit Cheerios’ target market – a cereal championed by a bee called Buzz.

But, once you’ve swallowed this fact and digested the promotional video that accompanies the PR and marketing stunt (don’t knock it before you’ve tried it – it’s already secured 820,000+ views), it becomes the entire reason why Usher has taken this on.

With super fans downloading One Direction and Justin Bieber tracks left, right and centre, how does an ‘experienced’ singer steal back sales and kudos? By ending up in the hands of millions of young digital eagles across the country, giving them a unique code to download a fresh track of course!

No added sugar
Essentially, it’s a win-win situation. Usher gets the downloads he needs ahead of an upcoming album launch and Cheerios gets to negotiate premium shelf space with Walmart, while producing some crunchy content for its communications channels.

But, how could this partnership develop in the long-term?

Free gift inside
Some ways that Cheerios could maximise its partnership with Usher include subtle branding in his next video; utilising his 9m+ followers by hosting a Twitter takeover and running a competition to meet the star himself; or creating a series of educational videos on the importance of breakfast with Usher’s children, linking in with Cheerios’ Family Breakfast Project.

So, it’s a good start, but there’s lots more Cheerios could be doing to transform this fleeting stunt into a considered campaign.

What do you think?

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Instagram won’t be the same again after reading this blog

13 Jul

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They say a picture is worth a thousand words. Then, what’s the value of an Instagram? I guess it depends on what filter you choose.

One thing’s for sure – brands are boosting their presence on the photo-sharing site and I don’t just mean using hashtags. Clever companies are now using it to build entire campaigns.

Ikea
To launch its new PS 2014 collection, Ikea used Instagram to create a mini website by creating a profile for each piece of furniture in the range, and linking them together using the tagging functions.

This allowed users to scroll through the different items on the site, just like flicking through a catalogue, because every page was linked. It also encouraged people to add to the website by snapping their own pieces and tagging them – to show they were associated with the brand.

Sky Rainforest Rescue
A partnership between Sky and the World Wildlife Fund, the charity has launched an Instagram account and uploaded a blend of 60 images and videos – each tile representing part of a design created by an artist – giving users a unique interactive tour of the Amazon.

From unique illustrations to exclusive blogger content, every time a user follows the account and clicks on one of the tiles, they’re automatically entered into a competition to win a pair of sustainable VEJA trainers, designed by ‘eco-warrior’ model Lily Cole.

It’s pretty obvious that these innovative campaigns are changing the way we use social media. So, what can we do to give our own profiles a makeover?

1) What’s your strategy?
I don’t mean to offend anyone with my patronising nugget of advice, but if you don’t know what you want to gain from Instagram, you won’t achieve anything.

– Want more followers?
– Want to network?
– Want user-generated content?

Create a tick list and prioritise in terms of importance. Then, look at what content you have and create a plan to either drip feed it over the coming weeks, building momentum, or sync it onto the page in full as part of a bigger campaign.

Right, lecture over. Back to the quick wins.

2) Chill out
Don’t go for the tough sell. Instagram is the perfect platform for brands to show off their talent and personalities.

If you wouldn’t read your own updates, chances are no one else will.

Worried that no one will really ‘get’ what you do? Then stream Instagram on your website. Problem solved.

3) Press record
In reference to my opening line, surely videos are worth a million words.

Quality is important, but don’t make a meal out of creating a video. As long as the content is clear and engaging, with a relevant call-to-action, it’ll work.

Then PR your post by shouting about it on your other social media channels.

Not enough? If you’re a bit more creative, you could always explore capitalising on the filter craze by creating your own branded option and pitching it into Instagram. That should get you noticed pretty quickly.

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Fila gives Banksy a run for his money

5 Jun

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I was late to the party when the world-renowned ‘graff-art-i’ father Banksy first hit the scene. But, when I did, I went through the same stages we all did. From ‘is that legal?’ and ‘who is he?’ to ‘what’s he trying to teach us’ and ‘I wish he’d give my house a makeover’, love him or hate him, he’s making statements and hard cash.

So, it’s no surprise that people trying to get in on the action. Remember the masterpiece that was removed from a shop wall in North London? The point is, we’re used to people trying to remove Banksy’s to sell them on. And we know that brands, like Lego, will shamelessly piggyback off his success by making mock-ups. (For those of you new to Prime Time, I love to hate Lego. It’s stepped to its game in recent months and I just can’t keep up). But, we’re not necessarily used to brands adding to an existing piece of his artwork – cue Fila.

To me, Fila is an old school brand. Quite literally, the last time I wore a pair of its kicks was at school. So, I’ve already conjured up an idea that this vigilante brand has nothing to lose by slicing pairs of its trainers in half and strategically placing them at the foot of Banksy’s across London (as if to worship his approach).

But the story doesn’t end there. Here comes the science. Advertising agency GREYGermany used Google Ad Words to lead consumers, searching for answers to what this sporting statement actually meant, to shoe retailer Deichmann.
Nice touch, but I would’ve much preferred a link through to an ‘undercover’ (i.e. subtly branded Fila site) that encourages people to upload their Instagram pictures of the stunt for the chance to win a free pair of trainers.

The key is to convert your audience from interested consumers into brand ambassadors – and get them to tell you the next stage of the story. Who will they influence next? What do they want to see from the brand? What content do they need to share with their friends?

I just don’t believe a shoe shop can offer this because have to work twice as hard to a) assure people they’re involved in Fila’s PR stunt and b) keep people interested in the brand, rather than pushing them to buy.

But, I won’t be too hard on the Fila. It’s a great quick-win for the brand and, judging by the agency’s YouTube video, it has set the path open for others to hijack street art to create a new movement. But, I won’t get too excited until I hear that Banksy’s requested some more shoes for his next piece.

What do you think – is Fila running in the right direction?

Fila gives Banksy a run for his money.

Fila gives Banksy a run for his money.

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