Tag Archives: value

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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What a day for a lovely campaign!

13 Feb

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V… Va… Val… Valentine… No. I can’t quite finish that sentence but we both know what this blog post is going to be about don’t we? That’s right. Friday, 14th February.

You know the score. That time of the year where companies don’t just sell those holidays, razors or games. It markets love too. Here’s a round up of some of the best:

Virgin whistles for attention
Virgin is invading customers’ inboxes via a disruptive e-marketing campaign that uses flirty language and wolf-whistles when opened.

One word – amazing. Great job Lida. It complements the fun and cool appeal the brand has built up through TV campaigns. Compared to competitors, which are forced to focus on pricing and customer service, Virgin can afford to sit back and say ‘where can we take you?’ because it’s a brand consumers want to connect with.

The email’s tongue-in-cheek approach cements this and will hopefully see plenty of people take up its offer of a Caribbean holiday this Valentine’s Day.

But, if not, it can be sure the open rate will be high. I’d do anything to be on the receiving end of a wolf whistle. Virtual or not!

Freeview’s three in one romantic ready meal
With a recent survey revealing that 25% of couples will be shunning a session of public Valentine’s Day PDA for a night in on the sofa, Freeview has created a three in one ready meal.

The Valendines meal, by MHP Communications, is a quick and dirty PR stunt which will generate coverage but, arguably, it won’t be memorable. But, with a client like Freeview – for those who cant afford cable (not knocking, just describing myself) – it doesn’t need to be.

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Wilkinson Sword has a smooth approach to the big day
Unlike Freeview, leading razor brand Wilkinson Sword has really thought about its campaign.

With the tag line, ‘This is not the day to irritate her’, from far away an image of a man on a billboard looks as if he’s sporting stubble. But, on second look, it’s rose stems. It then disappears and the brand wishes people a smooth day.

This is a great idea that can work across multiple channels: advertising, marketing and social media. It has real shareability and should definitely have a hash tag.

‘I’m Game’ underwear
I know the point isn’t for Game to sell its his and hers underwear, which is currently on sale in its Stratford store, but I’d be interested to know how much it makes on it after the weeked.

The company developed the idea after its research revealed that one in four gamers will slink away this Valentine’s Day for a quick fix on a console.

It’s tacky and unnecessary but with coverage already on Digital Spy and Metro, it’s adding value to the brand at low cost.

Which of these lovely campaigns stand out to you?

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Jamaica’s bobsleigh team in the (cool) runnings to get to the Games

20 Jan

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Jamaica‘s motto is ‘out of many, one people‘ and it’s never rang truer than this week. The lush Caribbean island has qualified for the two-man bobsleigh event at next month’s Sochi Winter Olympics.

That’s right – Cool Runnings is becoming a reality (again). But one thing almost stood in Winston Watts and Marvin Dixon’s way – money. The funding was so tight they had to dip into their own pockets and even watched the final qualifying round from home with bated breath to see it they’d made it through to the next round.

But, once again, Twitter has proved itself as the key driver for crowd-sourcing success. @JamaicaOlympics backed its athletes by drawing attention to a unique crowd-funding initiative on the micro-blogging site moments after the pair qualified. And, although each tweet didn’t generate mass re-tweets or favourites, they’re being seen by the right people.

Most of those people used internet currency sensation Dogecoin to generate the much-needed cash – and in doing so it’s boosted the value of the crypto currency. So I predict we’ll be hearing more about it, and it’s rivals, in the coming months.

The great news is that tonight it was revealed that, thanks to a blend of individual and corporate doners, the team raised $25,000.

This flurry of national PR has meant that Watts and Dixon have dominated news articles as well as the sports pages – including The Guardian, Metro and the New York Times to name a few. And hopefully it’ll encourage the world to find the remaining $15,000 to get Jamaica to the Games.

The team’s fundraising success is testament to @JamaicaOlympics upping its game, while the sporting world was asking questions about the island’s novelty team. It’s gone from tweeting once a day to every hour; re-tweeting key stakeholders; and increasing its level of call to actions. Accompanied by a thriving website, team blog and Facebook page – Jamaica’s got the full social media package.

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