Research brainstorm

Since our project is to create an online campaign for our client, we looked at how other businesses caught people’s attention online through their campaigns. The examples we found were rather interesting due to their approach. We are looking at how they used their approach and possibly gain some inspiration and ideas as how we could create our campaign.

Quizzes used to engage and interest users:
http://www.outbrain.com/blog/5-examples-of-brands-using-quizzes-in-their-content-marketing

Summary:
Outbrain.com is addressing a variety of cases that included quizzes within their campaigns. These include growing a customer base, assessing leads, driving engagement/enrolment, raising awareness and cutting cost for leads. Our launch campaign falls into several of these categories. Therefore, quizzes are a great idea to make an ad more playful and get shares across social media channels.

Takeaway for our task:
Our client is already utilising quizzes on his page. He has got around 50 different quizzes around grape varieties and growing regions. However, these quizzes are very specific and even people from within the industry hardly get 80% right. Taking the idea of his hard and very information-rich quizzes to create shorter and easier ones for beginners might be a great approach. The only downside here would be that people previously exposed to his hard quizzes might skip it because it did not give them a positive/successful experience.

Opportunity:
Creating a set of questions where there is no wrong answer. Picking up on the comparison of wines, several statements can be true and the reveal could explain why all answers are correct. This way we are encouraging people to take a quiz, they always achieve a perfect score and can learn more about what they are drinking.

Emojis
http://shortyawards.com/7th/ballantines-campaign-for-a-whiskyemoji

Summary:
This particular campaign was pledging for a whiskey emoji and reached more than 7 million people with an ad spend of 5,500 English Pounds. Ballantine’s was the company responsible for it and was raising awareness for their brand as well as their consumer’s.

Takeaway for our task:
Everyone wants to express themselves, everybody is an individual and everybody uses some sort of instant messenger that includes a set of emojis. The idea is great and does not prioritise on the brand itself. It actually focuses on the individual, their habits and their way of communicating with like-minded people.

Opportunity:
In regards to wine, there are already emojis in most programmes that have a glass of wine. But maybe in our case, we should take the idea and slightly alter it. There used to be ASCII art on the internet. Images consisting of hundreds and sometimes thousands of symbols that would make up a big picture. In regards to comparing wines, we could make the same ASCII art with different symbols and create the same big picture but with a slight tweak of using different elements to create it.

Post-it note banners
https://www.youtube.com/watch?v=60wEl4lM04U&feature=youtu.be

Summary:
The post-it campaign has a unique feel to it and uses remarketing campaigns to support a user’s journey through the internet.

Takeaway for our task:
Our critique on it is that the actual interaction with a banner is usually quite limited. People expect that clicking on it will take them to a page where they find more information about a product. Also, remarketing campaigns require setup and data collection for specific criteria long before the actual campaign can begin. In our case we do not have that time to prepare and the budget to spend on large-scale campaigns.

Opportunity:
The take-away from this campaign is to create a use-case that users can instantly gain by looking at our posts and landing pages. Maybe weather related wine suggestions or food pairing ideas.

Global online interactive campaign
https://sites.google.com/site/awardsnarcoss1banners/

Summary:
Narcos, a hit-series on Netflix has created a toolkit for global coordinated and mediated content in context to territories. Their campaign used various rich media production techniques that then could be changed and dispatched to certain areas while in other locations different variations of the same ad could be played.

Takeaway for our task:
As great as a campaign this has been and the elements featured in the summary, we are not having the means to shoot material to that quality. Also, out target audience will mainly focus on New Zealand and gain more traffic within the national borders.

Opportunity:
We think that the greatest lesson out of the example for Narcos is the mixed media implementation. Looking at the campaign at hand, we should utilise video, imagery and write-ups to offer a variety of elements to get more visitors and make it a success.

Changing history
http://creativity-online.com/work/ddb-international-womens-day/51202

Summary:
A DDB campaign that looks at vintage ads and re-writes the copy on the actual posters. This has an effect and highlights what many people do not perceive with the original advertisement. The campaign triggers thought and thinking across both illustrations to come to an agreement that the original message is less important today than the re-written alternative.

Takeaway for our task:
Having this campaign sink into the mind, it triggers a lot of points that create parallels with our launch campaign. We are taking one product, but will have to explain that there are variations and it is not all the same. Along the journey, we must convince consumers that it is worth knowing what is going on behind a label and that the differences can increase your well-being, enjoyment and social appearance.

Opportunity:
Looking at promoting a campaign that is focussing on pointing out the difference in wines of the same grape variety will see us having to explain it with different parallels. Maybe we need to look at setting up different environments and scenarios to illustrate better what these subtle, yet distinct differences mean a more familiar setting.

Utilising the Journey as the goal
https://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=6be617c1-a1d4-4b18-9402-146a0ab72e56&CID=A100317&PUB=CAANZ

Summary:
Boundary Road Brewery needed to stand out within the by now well over-saturated craft beer market. To achieve this, they utilised the journey and experience of creating a beer to draw their audience. An unpaid internship for an international craft brewer would generate into a line-up of unique and distinct products that then will be available on the shelf.

Takeaway:
People are always interested when they or at least their opinion can be heard. By being able to apply for the internship at the brewery, they felt included and achieved a greater sense of knowing the product.

Opportunity:
By involving people and setting up scenarios that are familiar to them with brands they already know, it is easier to reach their attention. Going forward, we should utilise the new feature category on the wineguy website and put it more into everyday context. This way we can paint a picture at our users’ homes, favourite places and scenarios that apply to them privately and at work.

Put people in their favourite scenario
https://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=459bc77e-1f4a-42e6-aa4f-7f321f6ad0e0&CID=A98217&PUB=WARC-CASES

Summary:
Pepper Jack (Australian Wine Label) started a campaign to make sure that their entry level wine is enjoyed at most BBQs throughout the lengthy and hot Australian summer. They utilised social media and a voting website to give the consumers a voice and opinion.

Takeaway:
Similar to the Boundary Road campaign, it was the ability to voice themselves and the depicturation of a familiar scenario that ensured the great success.

Opportunity:
Looking at the two previous examples which were focused on New Zealand and Australian audience, it seems important to connect alcohol with a situation or a way of life (Think of Corona or Bacardi). To facilitate the consumer to imagine a familiar situation even improving with a product will drive attention and eventually sales. Now, we are just looking at an educational website, but this seems an important fact that we will look at implementing.

Modularizing Content
http://atomicdesign.bradfrost.com/chapter-1/#modularizing-content-im-on-team-chunk

To ensure that content can be consumed by the appropriate platform it is viewed on, it is important to modularize content and be able to serve the most appropriate part to individual content outlets (Facebook, Twitter, Landing pages, etc..)

Brad Frost talks about the whole process of not only creating content, but also the processes and terminology in creating websites. For us the modularization is important to be able to break up the quite lengthy and terminology-driven content on the client’s blog and make it more accessible and easier to understand for the average user/visitor.

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3 thoughts on “Research brainstorm

  1. Brands use quizzes to gain audience’s attention. http://www.outbrain.com/blog/5-examples-of-brands-using-quizzes-in-their-content-marketing

    Balantines campaigns for #whiskyemoji. the way they have used emoji’s (which are popular between young adults) to bring attention to their whisky. http://shortyawards.com/7th/ballantines-campaign-for-a-whiskyemoji

    Creative use of banners by post-it. https://www.youtube.com/watch?v=60wEl4lM04U&feature=youtu.be

    Online Interactive Campaign for Netflix tv show Narcoss. https://sites.google.com/site/awardsnarcoss1banners/

    Great use of International Women’s Day to announce the agency’s first female female copy chief. http://creativity-online.com/work/ddb-international-womens-day/51202

    Like

  2. Quizzes used to engage and interest users:
    http://www.outbrain.com/blog/5-examples-of-brands-using-quizzes-in-their-content-marketing
    Outbrain.com is addressing a variety of cases that included quizzes within their campaigns. These include growing a customer base, assessing leads, driving engagement/enrolment, raising awareness and cutting cost for leads. Our launch campaign falls into several of these categories. Therefore, quizzes are a great idea to make an ad more playful and get shares across social media channels.
    Our client is already utilising quizzes on his page. He has got around 50 different quizzes around grape varieties and growing regions. However, these quizzes are very specific and even people from within the industry hardly get 80% right. Taking the idea of his hard and very information-rich quizzes to create shorter and easier ones for beginners might be a great approach. The only downside here would be that people previously exposed to his hard quizzes might skip it because it did not give them a positive/successful experience.
    Thinking forward: Creating a set of questions where there is no wrong answer. Picking up on the comparison of wines, several statements can be true and the reveal could explain why all answers are correct. This way we are encouraging people to take a quiz, they always achieve a perfect score and can learn more about what they are drinking.

    Emojis
    http://shortyawards.com/7th/ballantines-campaign-for-a-whiskyemoji
    This particular campaign was pledging for a whiskey emoji and reached more than 7 million people with an ad spend of 5,500 English Pounds. Ballantine’s was the company responsible for it and was raising awareness for their brand as well as their consumer’s.
    Everyone wants to express themselves, everybody is an individual and everybody uses some sort of instant messenger that includes a set of emojis. The idea is great and does not prioritise on the brand itself. It actually focuses on the individual, their habits and their way of communicating with like-minded people.
    In regards to wine, there are already emojis in most programmes that have a glass of wine. But maybe in our case, we should take the idea and slightly alter it. There used to be ASCII art on the internet. Images consisting of hundreds and sometimes thousands of symbols that would make up a big picture. In regards to comparing wines, we could make the same ASCII art with different symbols and create the same big picture but with a slight tweak of using different elements to create it.

    Post-it note banners

    The post-it campaign has a unique feel to it and uses remarketing campaigns to support a user’s journey through the internet.
    My critique on it is that the actual interaction with a banner is usually quite limited. People expect that clicking on it will take them to a page where they find more information about a product. Also remarketing campaigns require setup and data collection for specific criteria long before the actual campaign can begin. In our case we do not have that time to prepare and the budget to spend on large-scale campaigns.
    The take-away from this campaign is to create a use-case that users can instantly gain by looking at our posts and landing pages. Maybe weather related wine suggestions or food pairing ideas.

    Global online interactive campaign
    https://sites.google.com/site/awardsnarcoss1banners/
    Narcos, a hit-series on Netflix has created a toolkit for global coordinated and mediated content in context to territories. Their campaign used various rich media production techniques that then could be changed and dispatched to certain areas while in other locations different variations of the same ad could be played.
    As great as a campaign this has been and the elements featured in the summary, we are not having the means to shoot material to that quality. Also, out target audience will mainly focus on New Zealand and gain more traffic within the national borders.

    Changing history
    http://creativity-online.com/work/ddb-international-womens-day/51202
    A DDB campaign that looks at vintage ads and re-writes the copy on the actual posters. This has an effect and highlights what many people do not perceive with the original advertisement. The campaign triggers thought and thinking across both illustrations to come to an agreement that the original message is less important today than the re-written alternative.
    Having this campaign sink into the mind, it triggers a lot of points that create parallels with our launch campaign. We are taking one product, but will have to explain that there are variations and it is not all the same. Along the journey, we will have to convince consumers that it is worth knowing what is going on behind a label and that the differences can increase your well-being, enjoyment and social appearance.

    Liked by 1 person

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