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 Sharp, Jeff Lang-Weir, Alison Fleming, Erin Collett and Courtney McNamara.
Creating consumer digital content can seem a bit frivolous, but coming up with Facebook posts about cookies or playful tweets about an energy drink ranks pretty high on the “fun jobs” scale (your editor speaks from experience). It’s not all unicorns and giggles, however. The most fun consumer campaigns have strong elements of discipline, restraint, and strategy. The Red Bull Stratos drop, for example, is one of the best examples of a disciplined content strategy, with its creators sitting on an amazing piece of content for over a year. Restraint is about knowing where you’re welcome and relevant and where you’re not. That said, being too restrained can lead to boring content.
The moral of the story: be brave, and show up differently, but restrain yourself enough to look (at least briefly) before you leap.
Read more »
Edelman Toronto and Dx3 would like to invite you to an exclusive discussion on the case for B2B social: Looking Above the Bottom Line. Held on February 19, 2014 , it will feature Steve Sharpe, head of communications, Small Business, at Intuit; Jen Evans, co-founder of SqueezeCMM; and Dave Fleet, senior vice president at Edelman Digital. Additional panelists will join the discussion. Read more »February 7, 2014 in Our Ideas
Edelman Toronto is in search of a senior level B2B digital and social media expert to join our rapidly growing Toronto team. The right candidate is always looking for the cutting edge of communications, social media marketing and customer engagement, …
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 Sharp, Jeff Lang-Weir, Erika Strong, Erin Collett and Courtney McNamara.
With the Grammy Awards behind us, and the Super Bowl quickly approaching, marketers have been pulling all the stops to develop creative and compelling content. In this week’s Digital Digest, we take a look at which brands are on their game – whether that means using social to extend the reach of ads, capitalizing on real-time events or figuring out some interesting workarounds.Digital Digest, Our Ideas
On January 30, the Canadian results of the 14th annual Edelman Trust Barometer were revealed. This year’s Barometer showed a trust decline in government and an opportunity for business to lead, and also showed that engagement and integrity are key motivating factors for building trust.Our Ideas
Edelman Montreal’s office is currently seeking for a Senior Account Executive for clients in corporate communication practice in Montréal.
As a senior account executive, you have at least two years of relevant experience in public relations and/or …
Edelman Montreal’s office is currently seeking for an Account Executive for clients in Consumer practice.
As an account executive, you have at least one year of relevant experience in public relations and/or related fields including research, advertising, management …
January 30, 2014, Toronto – Globally, the 14th annual Edelman Trust Barometer – the world’s preeminent study of trust – reveals the largest gap (14 points) between trust in government and business since the study began. That disparity is similar in Canada (11 points), with trust in business measured at 62 per cent. Read more »January 30, 2014 in Our Ideas
Now in its 14th year, the Edelman Trust Barometer is the preeminent worldwide study of trust. Surveying 33,000 respondents, ages 25 to 64, across 27 countries, including Canada, it takes an in-depth look at trust in Business, Government, NGOs, and Media.Our Ideas
In early 2012, Microsoft surpassed the one-million-fan mark on Facebook. To celebrate the milestone, the company wanted to introduce a highly innovative, social-centric program. Edelman answered the challenge, creating A Year in the Like.
Relying heavily on social media, A Year in the Like took advantage of the then-new Timeline feature, delivering an interactive and integrated experience that generated personalized and shareable content. It was a ground-breaking program.
A Year in the Like was comprised of two parts. First, the app started with “The Journey” – an interactive road trip through the last year which compiled users’ most popular status updates, photos, and videos. Secondly, “The Movie” generated short films using their most memorable moments, all choreographed to music. Users could even produce bespoke movies with custom filters and starring select Facebook friends.
A Year in the Like was a collaborative production between Edelman Digital in Canada and San Francisco. In the first month alone, the app led to:
– 120,000 visits
– 100,000 unique visitors
– 250,000 page views
Facebook still features it as an example of platform innovation in the Facebook Studio.
Although heart disease is the number one killer of women, awareness around it is still limited. The American Health Association (AHA) has made it its mission to change this with initiatives like Go Red for Women. To spread the message, the AHA turned to Edelman to develop and deliver a more impactful website: www.goredforwomen.org.
The new website was designed to educate and inform women and save lives in the process. The site was re-architected to provide daily content updates and personalized content based on the needs of the audience. The goal was to create an easy-to-use website for not only the consumer but for the clients on the back end as well; and all of this needed to be completed within a very brisk schedule. With a tight timeframe, we set the process in motion in earnest.
Realizing that a custom-built Content Management System (CMS) made little sense as it would be slow to develop and difficult to maintain, we determined that WordPress would provide the optimal solution, allowing the client to easily upload and manage content on a daily basis. Also, plug-ins allowed for easy scalability and future updates. The site launched in December, 2012 in preparation for Heart Month in February. It was an instant success and is strongly positioned for now and the future.
A lot goes into the JuicePlus Company’s eponymous Juice Plus+. The whole food-based nutrition includes juice powder concentrates from 25 different fruits, vegetables, and grains. While it combines many components into a single, compact package, its online content was surprisingly spread out. Edelman was asked to help change this.
The Edelman Digital team’s main objective was to simplify a complex user experience by consolidating a number of different websites and content management systems. Using Adobe CQ5, we brought all disparate elements together in the new www.juiceplus.com, which ultimately led to an unprecedented rate of conversion of visitors to actual customers.
Highly collaborative, the project mobilized resources from across the network, including our Canadian offices as well as help from the United States, the United Kingdom, and our client’s Information Technology Team. With its fact sheets, reports, polls, and slides – all of which can be accessed and viewed on mobile devices – the JuicePlus Company enjoyed a huge spike in online efficiency.
Telling the story of one of Canada’s most iconic brands is a major responsibility, and we don’t take it lightly. In 2012, Edelman Digital was asked to help launch and manage the JELL-O Canada Facebook page. The goal was simple: reconnect with consumers by spotlighting the endless possibilities of JELL-O and engaging them with content that is spontaneous, fun and includes playful recipes.
Since beginning our community management mandate, and with little paid media support, the JELL-O Canada Facebook page has seen tremendous growth, quickly garnering over 130,000 highly-engaged fans thanks to an effective creative content strategy that showcases recipe creations and positions the brand in fun, exciting ways. High-performing content includes:
- JELL-O Stop Motion Videos: In Fall 2013, we developed a series of stop-motion videos that brought JELL-O recipes to life and demonstrated, through the playful style, how easy it is to create with JELL-O
– JELL-O 1-2-3 Posts: We developed JELL-O recipes separated into three stages, which resonated deeply with the community and became our most popular monthly content series, receiving thousands of social engagements per post
– JELL-O Mold Breakers: The page has recently begun recognizing community members who share their JELL-O creations and recipes as “JELL-O Mold Breakers” and publishing their work to the page for the rest of the community to see
Additionally, thanks to our rigorous Facebook metrics analysis and insights, our program continually evolves, which helped to garner a further 4.51 million earned impressions in Q3 2013 alone.
David Parker of the Calgary Herald focuses on areas of economic development, specifically business growth, commercial real estate and executive profiles. In a recent column, he profiled Edelman Calgary’s General Manager, Laurie Stretch, highlighting her career path and experience working with many oil and gas clients and discussing the growth that Edelman has enjoyed in the Calgary market.Our Ideas