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It's all about happiness this year for Coke. So, when an occasion like Valentine's Day comes along, it could become tricky. Happiness may be connected to love but those are still two different emotions. Any advertising agency will tell you that it is always better to stay within one message. The StrategyAlthough it is tricky, it's not impossible especially when you have great advertising agencies behind you that have consistently produced advertising ideas and materials that have kept your brand and product on top. However, Coke wanted to take it a step further. Understand that Coke's vision is for Coke to be within arm's reach for everyone in the world. They wanted to get closer to that vision by creating campaigns that allow people interact directly with their product. This time, instead of getting the advertising agency to come up with TV commercial for Valentine's Day, they reached out to independent filmmakers through crowdsourcing. They issued a creative brief asking for a Valentine's Day campaign that's still consistent with the brand value. The ResponseHugh Mitton, a 23-year-old director from New Zealand, picked it up. He wanted to do something simple, get those Coke cans to as many couples as possible simultaneously. The intention is to let them share love and happiness through a can of Coke. There was only way to do it, make it rain Coke. He came close. He tied a can of Coke to balloons and let it fly over the city. The balloons with a can of Coke landed in front of couples, allowing them to share a can. The ImplicationsCoke debuted the TV commercial in American idol last Feb. 14. This is not the first crowdsourced or user-generated materials that has been used by a multi-national brand like Coke. Back when the internet was still young, Nike came up the Kimewaza campaign in Japan. They asked people to submit videos of people or themselves doing any kind of "killer move". About 20 entries made it to the final TVC. However, what makes this one special is the fact that the material is going to be shown as is. Coke didn't re-shoot the material. It is not clear whether or not they re-edited it. Whether they did or not doesn't change the fact that this material has gone from the filmmaker to the TV sets. The Filmmaker's Vision and the BrandThe key in the success of this material is in the meeting of the brand vision and the filmmaker's vision. Neither was compromised. The filmmaker wanted a simple and romantic short movie to show how a simple thing, like a can of soda, can turn a couple's day from ordinary to extraordinary. The brand wanted to tell the story on how the brand can share love and share happiness. The filmmaker found a way to marry both. It's really the only way a project like this will work. A filmmaker can't expect a brand to sacrifice their vision just to promote their artistry. Original Post by Xath Cruz |
Le content marketing propose un véritable contenu de qualité et permet un bon référencement. La frontière est de plus en plus étroite entre le SEO et le content marketing. Le SEO ou « Search Engine Optimization » signifie référencement naturel. L'objectif est d'obtenir un bon positionnement dans les moteurs de recherches. Les deux sont corrélés et sont en synergie. La qualité du contenu est appréciée s'il y a une grande visibilité, donc un référencement grâce à l'optimisation du texte et justement pour être bien référencé par le moteur de recherche Google, il faut créer du contenu authentique et de bonne qualité. Un contenu pertinent est la base : « Sans contenu intéressant, pas de conversation ».
Changement également pour la partie située en-dessous de la photo de couverture des Profils Facebook. En effet, les vignettes disparaissent et laissent la place à un menu textuel qui permet de basculer entre les différentes parties du Journal Facebook : journal, « à propos », amis, photos, plus (une rubrique consacrée aux applications). Le nom de l'utilisateur figure à présent sur la photo de couverture.
Facebook explique que ces améliorations ont pour objectif de permettre à ses membres « d'exprimer ce qui est important pour eux».
Comme l'annonce LinkedIn, il vous est possible de cibler une audience précise :
