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Digital Digest #278: The Other Guys

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorRob Small, Jillian Pastirik and Erin Collett.

No matter what, there are always groups on the outside looking in. In marketing, we don’t typically pay much attention to those guys. But what happens when all that changes and the outsiders are the cool kids on the block? This week’s Digital Digest looks at marketing campaigns that caters to the outsiders. Whether it’s breaking the impenetrable Reddit community, praising Nike’s homage to Cavs fans or getting dudes to drink fruity cocktails – we’ve got you covered.
Highway to the danger zone
Reddit has always been a dangerous place for marketers. It is impossibly deep; a place on the Internet where there truly is something for everyone. But it has also repelled corporate reach and brands while the rest of the Internet, specifically content aggregators, are coming to rely on it. The most vocal of Reddit’s 51 million users are staunchly anti-brand. However, in January,  Reddit began building an ad tech platform to entice brands to flock to the platform. While there have been many failed attempts by brands to engage Redditors, particularly by way of AMAs, some brands—like eBay and their Star Wars campaign—are finally starting to get it right. Getting it right on Reddit requires an understanding of how the communities work and how users respond to content on the site. While Reddit might be a tough community to crack, it’s integral that brands learn how to navigate the “front page of the Internet”. Why? Well, as a Coca-Cola executive put it, campaigns good or bad will end up on the site one way or another. [AdWeekCoca-Cola, mentioned in this article, is a competitor to Edelman client, Pepsi. Procter & Gamble, mentioned in this article, is a competitor to Edelman client, Unilever. EBay, mentioned in this article, is an Edelman client. 

I’ve got chills, they’re multiplying
And you will too after watching this clip. To celebrate the end of a nearly fifty year drought as NBA champs—nay, a fifty year championship drought for Cleveland professional sports—Nike put together a seriously heartwarming tribute to the fans who have stood behind the Cavaliers, patiently waiting for this moment. The clip runs with a similar theme that Nike often plays up – the emotional, pump-up background music, mixed with fast paced clips of athletes, but this one just feels different (or so we think). Instead of featuring the Cavs themselves, the video is almost only fans, sitting on the edge of their seats, wishing and hoping their underdog team rises above when it counts. And of course, it shows the celebration alongside the players; speechless and teary-eyed as their team is crowned NBA champions. The clip, titled “Worth the Wait”, is a seemingly perfect tribute to the loyal fans of Cleveland – and a strategic move on Nike’s behalf, as it recognizes the potential for an emerging market in the NBA. What’s more, the video shows that Nike can remind brands to never forget the little guy – if these fans are so loyal to their team, consider how loyal they might be to a brand that recognizes their victories. [AdWeek]

TGIF – Thank god it’s fruity
It’s Friday night and you’re looking for some fun. For a lot of people, this includes hanging out with your friends and enjoying a favourable alcoholic beverage. Whether this is a cold beer or a glass of Pinot, everyone deserves to treat themselves. But what if you’re a macho man who really wants a blue Hawaiian? You can’t possibly order that! Your friends would laugh you out of the bar – that drink is forgirls. Well, Stoli wants to turn this around for those guys who really just want a fruity cocktail because – TGIF, baby. In their latest campaign, they hope to break millennial men away from the harsh stigma that manly men only drink beer or whiskey. You should #DrinkWhatYouWant, no matter your gender. The hashtag connects men all over the world who are truly living out their cosmo-drinking dreams. The easy-going videos are shareable and relatable, allowing men around the world to laugh together in unison at those other guys stuck with a whiskey on the rocks. Move over ladies, this vodka commercial is #FTB (for the boys…duh). [AdWeekStoli, mentioned in this article, is a competitor to Edelman client, Corby.

Tech Updates

  • Adobe invests in stock imagery, VR support for Creative Cloud [Adobe, mentioned in this article, is an Edelman client].
  • Facebook signs deal with media companies, celebrities for Facebook live [RBC, mentioned in this article, is a competitor to Edelman client, Scotiabank].
  • Facebook adds more tools for branded content in instant articles

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

June 24, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #277: Reality Check

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Matt Beck, Sarah BotrosCharlotte Macgregor, Rob Small, and Erin Collett.

There’s more to life than buying things (although you wouldn’t be able to tell from looking at our bank accounts). When we think of ads and marketing campaigns, we often think about selling tangible products (we’re looking at you, Apple) or sales conversions but this week’s Digital Digest looks at campaigns that bring much-deserved attention to social issues. From water riddled with bacteria to using VR to evoke empathy for debilitating diseases, and Donald Trump becoming increasingly close to becoming the next president (not that he needs any more attention, but he is a problem), these campaigns remind us of things we take for granted.

Murky waters ahead

We’ve all seen those incredible, moving campaigns where a woman is holding a water canister over her head, walking long distances to retrieve water that she’ll likely have to treat once she returns to her village, only to do the three mile trek again the next day. We get touched and maybe a tad emotional. But as with everything we experience online, the feeling is short-lived and we quickly forget that we are lucky to go about our days without another thought to disrupt our carefree lifestyles in the western world. Not only do we not even think twice about the water coming out of our taps, we waste a lot of it. So why in the world were we so disgusted when Buzzfeed released their usually amazing Tasty videos, featuring murky, polluted water? In an attempt to shock their viewers, they did just that. As we happily scroll through our feeds, mouths watering at another chocolate almond braid ormozzarella-stuffed meatballs, we stop and think that we are part of a unique population that has it quite easy. If these videos were trying to highlight this disruption as a #firstworldproblem, we think they’ve succeeded. [AdWeek]

Welcome to Canada, eh

With a certain Republication candidate inching closer to US presidency, an increasing number of Americans are publically announcing their desire to pack up and move to Canada. Can’t exactly blame them. Air Canada recently capitalized on this growing sentiment by calling out celebs planning their move and responding to their tweets with playful videos. The customized video responses to stars like Lena Dunham and Raven-Symone recommend that before they go all in and book a one way ticket, they should #TestDriveCanada first. The videos were personalized to each celebrity, and found unique connections to Canada for each American looking to move north. By keeping a pulse on online trends and patterns, Air Canada jumped in at the exact right moment, accurately predicting the next spike in “I’m moving to Canada” activity (*cough* the California primary). They were then ready with a full production team to respond with more than just a simple tweet. Elevating real-time social responses with a full suite of creative services is a knock-out way to get notoriety, and in this case, Air Canada managed to weave in their offering – not a bad bonus. [Ad Week] Air Canada is a competitor to Edelman client United Airlines. Tim Horton’s is a competitor to Edelman client Starbucks.

Walk a mile in their shoes

Ever wondered what it would be like to live as someone else for the day? How about performing a few seemingly simple tasks with a degenerative disease, like Alzheimer’s? With VR experiences popping up for fun activities like skydiving, racecar driving and traveling to exotic places, these U.K. charities decided to jump in on the trend on a more serious note, to show users what it would be like to live for a day with a few added challenges. Alzheimer’s Research U.K. launched “A Walk Through Dementia”, leading the user through symptoms of the disease beyond memory loss (and drawing more than 25,000 visits to the site during the first week), while Samaritans – a 24-hour helpline – leveraged its latest campaign #WeListen to launch an interactive 360 video to demonstrate the difference between listening and hearing. Whether it’s sensory overload for a child with autism, the overwhelming fear of not being able to complete the task at hand or needing a friend to listen when it matters, 360 video and VR are both helping to bridge the gap between people all over the world, leveraging a traditionally happy-go-lucky digital experience to promote empathy, engagement and understanding. [DigiDay] Honda, mentioned in this article, is a competitor to Edelman client VW Group. Samsung is an Edelman client.

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

June 17, 2016 by in Digital Digest, Our Ideas | 0 comments

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