Archive for May, 2011

Digital Digest #204: Cold front

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Erin Collett, Victoria Neufeld, Alexandra Fahmey and Lauren Gross.

We can’t even remember fall season now that holidays and snow are upon us. This week, we examine some cold weather campaigns, along with the most recent internet hashtag sensations. Read more »

November 13, 2014 in Digital Digest, Our Ideas

Recruitment Coordinator, Contract

Edelman is the leading independent, global marketing communications firm. We push the boundaries of traditional communications, using the latest social media and digital tools to establish a new era of public engagement between organizations and their constituents.  With offices in …

Senior Account Executive, Healthcare Professional Communications

With perceptions of health shifting from something that needs to be fixed to something that should be developed and improved within each facet of people’s daily lifestyle, Edelman believes health today is everyone’s business. As the world’s largest agency and …

Richard Edelman and Edelman Toronto’s Dave Fleet have been named to Communications Degree Guide’s list of ‘The 30 Best Communications and PR Blogs 2014.’ Richard Edelman recently celebrated a decade of blogging, with his blog  6 a.m., and took the top agency blog spot on the list. Dave Fleet, senior vice president, Canada east digital, was recognized for his personal website, davefleet.com, and for his post “15 Top Tips for a Successful PR Career.” Read the full Communications Degree Guide list here.

 

 

November 10, 2014 in External posts, Our Ideas

Account Director, Health

Overview:

With perceptions of health shifting from something that needs to be fixed to something that should be developed and improved within each facet of people’s daily lifestyle, Edelman believes health today is everyone’s business. As the world’s largest agency …

Nothing Little About This Give

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jeramy on their way to the Kiwanis Boys and Girls Club.

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jaremey en route to the Toronto Kiwanis Boys and Girls Club.

I joined Edelman three weeks ago and was quickly struck by the talent that exists on this team. Individually, everyone brings impressive levels of expertise drawn from seemingly endless skill sets, and collectively this expertise gives our clients a 360° view of how we can best support their brands.

There are many ways we come together on a daily basis to show up differently for our clients, but I was floored by how this mindset is amplified during The Little Give. This annual 48-hour corporate social responsibility initiative, which took place in Toronto this year from October 23-25, is intense (to say the least), but what each team is able to accomplish during this very limited timeframe is astonishing. Read more »

November 7, 2014 in Our Ideas

Digital Digest #203: Let’s Get Fresh

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Caitlin Stewart, Victoria Neufeld, Erin Collett, and Jeff Lang-Weir.

The first step to creating great content has always been about understanding your audience and what they’re looking for (particularly if they don’t yet know they’re looking for it). But what happens when the ways that you reach those audiences change, while the goals, and those watching, stay the same? This week, we look at some of the ways brands are tailoring their content to new platforms or shifting their approach to cut through the clutter and deliver the same message in new ways.

Tech Updates

Instagraphics

Instagram’s impressive growth is turning heads and marketers are taking note. Brands are now utilizing the mobile app to enhance their visual marketing strategy, and for good reason. Engagement on Instagram during Q3 2014 has risen 415 percent compared to the same period 2012 and now that Instagram is going to roll out paid advertising support, the game is only going to get more competitive! This shift has marketers thinking about how best to position content to drive quality results. Simply Measured crunched some numbers and Adweek provided some helpful tips for success, including:

  • Using @mentions in the caption results in 56 percent more engagement
  • Using at least one #hashtag drives 12.6 more engagement
  • Tagging a location results in 79 percent more engagement

[AdWeekStarbucks, mentioned in this article, is an Edelman client, Michael Kors and H&M are competitors to Edelman client LOFT, Mercedes-Benz and BMW are competitors to Edelman client Volkswagen

Risky business

Conventional wisdom has long held that brands should distance themselves from controversy, but recently some brands have become more willing to stake out a position on social issues. For example, Apple CEO Tim Cook became the first openly gay Fortune 500 CEO last Thursday in an essay in Bloomberg Businessweek. He linked his announcement with Apple’s corporate values and respect for equality. As well, Starbucks has released a video in partnership with OutTV filmed during World Pride 2014 in Toronto. The video featured contestants from Ru Paul’s Drag Race. OutTV Chief Operation Officer Brad Danks said that public interest was so high that Starbucks had to move the shoot to avoid disruptions from fans and cited positive reaction from the gay community. While brands still run the risk that not all of their consumers will agree with their positions, more and more are finding it to be a risk worth taking.  [DigiDay] [Marketing MagStarbucks, mentioned in this article, is an Edelman client, Apple and Sony are competitors to Edelman clients Samsung and Microsoft

If you can’t beat em…

Last week, we talked about Facebook’s push for brands to host their content in-platform and while many publishers are resistant, the decline in homepage visitors are forcing them to look for more efficient ways to deliver content. This week, we’re watching the ways different brands are testing the waters. Buzzfeed, for example, has created a new division that will strictly on producing content for social media. Interestingly, we’ve also seen traditional news outlets embrace social media publishing. CNN Politics created a series of videos for the United States elections. It has recognized that content needs to be tailored to each platform and made these videos for those who may not be as invested in political content as the average CNN viewer (or are wondering how many Pumpkin Spice Lattes could be purchased with campaign spending. Hint: A lot.) For years, various outlets have suggested best-practices for content length. Recently SumAll and Buffer have published an infographic with character and time limits for brands to use as a guideline when publishing online content. While content should definitely be tailored by platform, at the end of the day, the most important factor is the content. The infographic advises that YouTube-style videos be 3 minutes but CNN Politics get to the point in 15 to 30 seconds. No brand wants to concede to Facebook taking their publishing rights but some brands simply can’t afford to miss out on those engagement opportunities. [Digiday] [Ragan]

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Thursdays. 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. 

November 7, 2014 in Digital Digest, Our Ideas

Edelman Digital Canada Strengthens Digital and Paid Media Offering with Seven New Hires

November 6, 2014, TORONTO – Seven new hires will help bolster Edelman’s continued expansion in the coming months following several new business wins in the firm’s digital and paid media specialty offerings.

“We are keen to welcome these talented new hires to the team,” said Tristan Roy, managing director, Edelman Digital Canada. “Over the last two years, Edelman Digital has experienced significant growth in all areas of our Canadian business and will continue to do so, as the combination of our digital expertise and our investments in paid media and creative talent have allowed us to create even more cutting-edge work for our clients.” Read more »

November 6, 2014 in Our Ideas

Digital Digest #202: The Monster Mash(up)

We were working in the office late one night, when our eyes beheld an eerie sight: a Monster Mash(up) of this week’s best reads in digital marketing and strategy. Today, we share some scary good Halloween content, look at how brands are thinking outside of the box to drive app downloads and explain the latest from Facebook.

Read more »

October 31, 2014 in Digital Digest, Our Ideas

What New Privacy Rules in Canada Mean for Your Business

Blog repost

This post is part of a series on Cybersecurity. It was originally posted on Edelman.com.

On July 1, 2014, the Canadian government introduced Anti-Spam Legislation (CASL) – a new law designed to regulate certain forms of electronic contact – including emails, texts, social media messages or any other form of electronic communication to a recipient. The underlying principle behind CASL is that such activities can only be carried out with consent from the recipient, under an “opt-in” approach.

If you are doing business in Canada, or planning to do so, it’s good policy to employ best practices and engage with your stakeholders by following the new rules. Furthermore, you also need to familiarize yourself with CASL and its implications given that violations can carry significant monetary penalties. The law also applies to electronic messages originating outside Canada. Companies can be fined for up to $10,000,000 per violation. In addition to monetary penalties, companies could also potentially face criminal charges. Read more »

October 29, 2014 in Our Ideas

Senior Account Director, Corporate Communications

Edelman Toronto is looking for an SAD to lead a research-driven, multifaceted and global client account, while also supporting the leadership of Edelman’s Corporate Practice.

Reporting to our Deputy General Manager, you will bring 10+ years agency experience which includes …

Digital Digest #201: Move Over Baby Boomers, There’s a New Kid in Town

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Victoria Neufeld, Caitlin StewartErin Collett, and Jeff Lang-Weir.

As the largest demographic, baby boomers, without a doubt, largely influence consumer trends but there’s another group that shouldn’t be forgotten. Millennials are climbing up the ranks and, not to mention, driving social media. This week’s Digital Digest looks at brands that zeroed in on their millennial followers and how they benefited.

Read more »

October 23, 2014 in Digital Digest, Our Ideas

Living in Color: We Day

20,000 students and educators pack the Air Canada Centre for We Day Toronto on October 2, 2014.

20,000 students and educators packed the Air Canada Centre for We Day Toronto on October 2, 2014.

As a part of Edelman’s Living in Color program, I joined my friends at Free The Children as they launched the 2014-2015 We Day tour. The first location of the 14-stop tour was Toronto, at the Air Canada Centre.

We Day is stadium-sized youth empowerment event that celebrates the actions young people take in their local and global communities

We Day not only brings together passionate young change-makers and educators, but it also rallies world leaders and entertainers who take the stage at each event to inspire the audience.  This year in Toronto we had speakers and performers including Katie Couric, Big Sean, Joe Jonas, Kendrick Lamar and many more. Read more »

October 23, 2014 in Our Ideas
Feature Image MiOsquirtCar

MiO Squirtcar

Kraft MiO set out to make a meaningful impact on its target audience – millennial males – as the title sponsor of Toronto music festival, North by Northeast (NXNE). The challenge given to Edelman was relatively simple: turn the sponsorship of NXNE into something newsworthy and original that everyone will talk about.

NXNE – much like its American cousin, South by Southwest (SXSW) – is a fertile yet crowded place for marketing opportunities. Throughout the week of films, panels and five days of concerts from more than 650 bands, festivalgoers were looking for the best gigs, which often take place in pop-up and secret spaces. So we took over a Toronto Transit Commission streetcar and reimagined it as the most original venue the festival had ever seen – The MiO Squirtcar – moving (literally) concerts along the city’s hippest stretch: Queen Street West. Partnering with NXNE and Much, The MiO Squirtcar was an official venue filled with an incredible lineup of acts (Reggie Watts, Macaulay Culkin’s The Pizza Underground, Dragonette, and many others).

This massive undertaking entailed navigating countless logistics, and coordinating a huge creative effort, including naming, designing and illustrating the streetcar’s exterior and much of its interior, producing artwork, and even outfitting staff members. All of this was unprecedented.

The team worked tirelessly in under two months, considering every detail, conducting vigorous media relations, and planning for the unexpected. Ultimately, The MiO Squirtcar ran for four wildly successful nights of shows, with onlookers staring agape as it passed by, music fans running alongside it to get on, and riders dancing and partying throughout the night.

The results of this truly cross-team effort more than exceeded client expectations. The MiO Squirtcar in conjunction with other festival activations secured 31.6 million social media impressions, 30 million paid impressions, and 403 earned media impressions, greatly increasing brand relevancy with millennial males, dominating social media, and making a gigantic impact with media.

Check out some of the highlights in The National Post, Toronto Star, Yahoo, Now Magazine and The Globe and Mail.

CAO Feature Image

Canadian Association of Optometrists

In 2011, Canadians spent approximately $4.1 billion on vision care. Optometrists across the country are facing unprecedented and accelerated competition from many players who want to access the vision care market, particularly from online vendors and optical chains. To help Canadians better understand the importance of eye health and need for regular eye exams, the Canadian Association of Optometrists (CAO) and the 10 provincial optometric associations invited Edelman to produce a strategy and execute a three-year national public education campaign.

The goal of the campaign is to increase public awareness of the importance of eye health and to help optometrists maintain and grow their market share in eye exams and dispensing verticals. The first thing Edelman did is develop a brand and tagline for the campaign, branding the doctors themselves: Doctors of Optometry Canada or DOC for short, with the tagline, Healthy Eyes. Doctor Delivered. Over the first year of the campaign, we produced and distributed more than 2.5 million pieces of branded collateral – including multiple brochures, rack cards, window decals, posters and branded signage – to approximately 4,500 Doctors of Optometry across the country.

We also developed a mobile-friendly national website, with 10 provincial sub-websites and a search tool with mapping functions that enabled visitors to easily find a Doctor of Optometry anywhere in Canada. The site features an online eye health library containing the most comprehensive information and resources on eye health. Other digital assets included an ‘Ask a Doctor’ Facebook page, and branded YouTube content with patient video stories, which helped amplify the message.

Edelman depended on earned media to drive traffic to online channels and maximize message exposure.

In its first year, the campaign garnered more than 128,000 unique visitors to the website, with one in four visitors using the Find a Doctor tool. DOC’s Facebook following includes 65,930 fans, with a weekly average of 357,000 Facebook users seeing content associated with the DOC page. Patient and doctor videos on DOC’s YouTube site have garnered 233,600 views. Across several platforms, we have achieved over 109 million paid and earned media impressions via Rogers Media online and print magazines.