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Digital Digest #214: Expect the Unexpected

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 Caroline Dunnet, Matt Beck, Charlotte Macgregor, Kaylea Forde and Erin Collett.

In 2015, we’ve seen it all. From drones to viral photographs of the bride dress, nothing is out of the ordinary, or quite frankly, weird. This week we look at a few brands who are following the ‘expect the unexpected’ notion – including pets, kids and two credible news sources.  Read more »

February 27, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #213: Let’s Get Relevant

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 Caitlin StewartMatt Beck, Caroline Dunnet, Melissa Vekil and Kaylea Forde.

This week we took a look at four brands who recognize the power of pop culture to resonate with their audiences. From talking phlegm to prank videos to mock PSAs, these campaigns show that a little parody can go a long way. After all, consumers respond to content that is timely, relevant and above all, entertaining! Read more »

February 20, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #212: Make it Last

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 Caitlin StewartErin CollettCharlotte Macgregor, Jeff Lang-Weir, Caroline Dunnet and Kaylea Forde.

This week we took a look at five campaigns that used very different tactics to achieve the same goal: go beyond just grabbing consumers’ attention and make a lasting impression. From cinemagraphs and music, to altruism, drones, and laundry combined with sex tips, this may be our biggest mixed bag of goodness, yet! Read more »

February 13, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #211: Old Platforms, New Tricks

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 Caitlin StewartErin CollettCharlotte Macgregor, Lauren Gross and Victoria Neufeld.

Let’s be honest, the selfie trend is getting tiresome, Canada’s Twitter launch received mixed reviews and consumers are continuously getting harder to reach. But, there’s still hope! This week’s Digital Digest takes a look at a few brands who put a new spin on old tactics.  Read more »

February 6, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #210: Big players hit the field for Super Bowl Sunday

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 Caroline Dunnet, Caitlin Stewart, Erin CollettKaylea FordeCharlotte Macgregor and Lauren Gross

As we gear up for the biggest game of the season, Super Bowl Sunday, we’re also taking a look at some first-string brands and even a few benchwarmers to see how they are going to capture the clear eyes and full hearts of all football fans this weekend. Game on. Read more »

January 30, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #209: A Matter of Trust

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 Caroline Dunnet, Caitlin Stewart, Erin Collett, and Kaylea Forde.  

With the launch of Edelman’s 15th Trust Barometer survey results this week, we’ve got trust on the brain. This year’s findings show just how critical building trust is to successfully bringing new products to market and to building consumer loyalty. But how can companies build and maintain trust? This week’s Digital Digest looks at how trust is earned and lost, and at brands who have focused on developing meaningful relationships with key stakeholders in unique ways, helping to establish trust in the process. Read more »

January 22, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #208: Pushing The Boundaries, One Brand At A Time

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 Caroline DunnetCaitlin StewartErin CollettLauren GrossKaylea Forde and Victoria Neufeld.  

Brands are pushing the boundaries and aiming to stand out from the crowd in a BIG way. What makes people talk about your campaign? One way is having your audience be either ‘wowed’ or shocked by your brand and their strategy. This week’s Digital Digest takes a look at brands who are shocking the socks off of their consumers – and they will surely grab your attention too. Read more »

January 15, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #207: New Year, New You

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 Caroline Dunnet, Caitlin Stewart, Jordana Levine, Erin Collett, and Erin Meagher.

As we’re all making our personal New Year’s resolutions (that will likely drop by the wayside come February), brands are also executing their digital strategies for 2015. From one of the very first campaigns and coolest technology trends of the year to a couple surprises that snuck in at the end of 2014, this week’s Digital Digest takes a look at brands who are already making an impression. Read more »

January 9, 2015 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #206: Editors’ Picks

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-Weir, Adam Weitner, Erin Collett, Caroline Dunnet, Victoria Neufeld, Erin Meagher, Scott Tavener and Lauren Gross.

Each year we reflect on how quickly it flew by, wondering what the next will bring. As the Edel-editors for Digital Digest convened one last time in 2014, we shared campaigns that continue to resonate in our minds as the year’s best. From viral videos to creative new ways to explore digital conversation, we share some of our favourite campaigns and hold our glasses high as we toast to 2014 and welcome the New Year. Read more »

December 23, 2014 by in Digital Digest, Our Ideas | 0 comments

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 by in Digital Digest, Our Ideas | 0 comments

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 by in Digital Digest, Our Ideas | 0 comments

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 by in Digital Digest, Our Ideas | 0 comments

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 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #200: Pass the Mic

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 CollettMeghan SharpLauren Gross, Jeff Lang-Weir, Alison Fleming and Matt Hayles

Note from the (former) editors: In celebration of this, the 200th edition of Digital Digest, we thought it would be a good time to let you all know why we have put our pixilated hearts and souls into this little piece, week after week. “The Digest”, as we affectionately refer to it, allows for us digi-nerds to come together once a week and discuss our professional passion. It’s also completely led by junior staff, and we’d like to give a big thank you to Erin Collett for carrying on the torch. We hope you continue to enjoy our output. –Matthew and Alison.   

We are very excited that this is our 200th Digital Digest! We started this blog back in 2010 and as the digital world evolved, so have we. Going forward, Digital Digest is going to Show Up Differently, moving our publication to Thursdays of each week. To mark this change, what’s more fitting than a #TBT: Digital Digest #1 (where we mull over the concept of an app called ‘UberCab’ and discuss Calgary’s new mayor, Naheed Nenshi).

In light of this bi-centennial milestone, we decided to highlight a few campaigns showcasing one of our favourite art forms – storytelling. But enough about us, let’s take a look at some notable campaigns that passed the mic over to the consumer and gave them a platform to share their story.

Read more »

October 16, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #199: Up in My Space

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by, Meghan SharpErin MeagherLauren Gross and Erin Collett. 

Brands became our friends long ago. Connecting with us on every platform, engaging us and understanding our temperaments, just like our ‘real life’ BFFs. As a marketing tool, this works. If brands are part of our inner circle, we accept them with open arms, tout them to others and support them with passion. But can they get too close? Become the clingy friend that never lets up?

This week we examine the complexity behind brands (and apps!) that market themselves as our friends, but have perhaps become a wee bit too close for comfort… Read more »

October 3, 2014 by in Digital Digest, Our Ideas | 0 comments