IMC Hawks Blog

Tag: brands

  • #DamnDaniel

    Have you heard “Damn Daniel” yet? If you haven’t, hop on any social media platform and experience the video that has captivated readers and brands. The hilarious 30 second video made its appearance on many social media outlets and has taken Twitter by storm. The video starring Daniel Lara with a voiceover repeating “Damn, Daniel” and “Back at it again with the white vans” has been made into memes, brand advertisements, remix, and re-makes throughout social media. The 30 second video was uploaded on February 15th and has been retweeted more than 120,000 times and liked more than 145,000 times.

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    Many people are saying the “Damn Daniel” video is the new version of the “What Are Thoooose” video. This is a trend that we see as consumers throughout social media. We can all remember the picture of the dress. People could not agree if it was blue and black or white and gold. I’m sure everyone remembers the Target worker Alex that someone uploaded onto Twitter. #AlexfromTarget became viral and he appeared on the Ellen Degeneres Show. These videos go viral due to their humorous content and amount of viewers that watch on Vine, Twitter, Instagram, Facebook, and YouTube. However once famous, marketers use these videos to capitalize on the popularity of the product.

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    As shown above, Zappos was quick to use #DamnDaniel as an advertisement shown on Twitter. Other brands such as DSW, AXE, Clorox, Denny’s, and even Liverpool FC all took part of the #DamnDaniel meme. The one brand that should have stood out on social media was Vans. But, other advertisements were more effective. Clorox and AXE seemed to capitalize on #DamnDavid showing more creative approaches with the meme.

    Screen Shot 2016-02-22 at 11.26.40 PMThis is why it’s important for companies to stay relevant on all social media accounts. These videos are outlets where companies can reach a younger audience simply through social media. It is important to reply quick, be relevant and humorous. This is where brands can either make or break how consumers view them on social media platforms. It is important for companies to embrace these opportunities the right way.    

    What is your opinion on videos and memes and how they over take our social media accounts? What is your view on the situations? Do you think Vans advertisement was good or did other brands beat them with creativity?

    Feel free to comment below with your take on the world of memes!

    -Erin Fouhy, Sarah Garner, Caitlin Rodermund, and Megan Suggs.

     

  • Who is Emily Schuman?

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    Emily Schuman, better known as Cupcakes and Cashmere, captivates audiences with her unique approach to fashion, food, and everyday living. The now 32-year-old began Cupcakes and Cashmere in 2008, becoming one of the first bloggers to partner with a major brand. Cupcakes and Cashmere provides, “luxe yet achievable looks and refreshingly genuine style of writing,” making Emily Schuman a very popular blogger and known social media persona. Cupcakes and Cashmere includes popular brands of J.Crew and TopShop, while adding the “less-achievable” wardrobe items of Louboutin shoes and Celine bags.

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    Emily Schuman transformed Cupcakes and Cashmere into two books, clothing line, and home-goods line, while maintaining a large social media presence.

    Cupcakes and Cashmere: The blog allows fashion and food fanatics to explore Emily’s top picks, morning routines, favorite recipes, and her weekly outfits. Incorporating DIY aspects into a fashion-forward blog.

    Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease: Emily Schuman’s first book, follows the same outline of style, beauty, home, food, and entertainment. Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease became available August 1, 2012.

    Cupcakes and Cashmere At Home: Emily Schuman’s second book offers readers DIY tips and projects, party-planning tips, design ideas, and how to “mold your space into something you’ll love.”

    Cupcakes and Cashmere Fashion Line: Her Fall 2015 Collection will be available at Nordstrom.com and Shopbop.com. She combined her favorite pieces (shown in her blog) and her personal style, making 60 pieces of clothing anyone can wear. The price tag is on the higher end of $85-$200, including a few pieces around $400.

    Cupcakes and Cashmere Home-Goods Line: She expanded her product line into semi-affordable home decor.

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    Creating and obtaining an audience for a personal brand can be tricky. The engagement approach is one theory in IMC to help explain how a brand reaches a wider audience. Emily Schuman engages with her audience through multiple channels and collaborations. Reaching out to an audience through social media and popular brands are examples of the engagement approach. Essentially it is a technique to attract an audience through different methods.

    Social Media

    • Facebook– Emily Schuman’s Facebook presence is very high, with over 400,000 likes. Sharing links and pictures to her newest blog posts.
    • Twitter– Emily Schuman maintains a “light and easy” Twitter- with links to Instagram and blog posts.
    • Instagram– Her account includes the blog features of style, beauty, home, food, and entertainment but on a more personal level. Sharing pictures of family, friends, and her everyday activities with fans and fellow bloggers.
    • Pinterest– Over 200,000 likes on Pinterest, Emily Schuman pins her favorite beauty secrets, fashion pieces, home decor, recipes, and DIY projects.
    • YouTube– Showing fans videos of makeup, hair tutorials, and a Q+A with Emily Schuman.

    Collaborations

    Birchbox: The partnership of Birchbox and Cupcakes and Cashmere is like many we see nowadays with the advent of modern social media marketing. The low-cost partnership allows both parties to benefit through increased exposure. Birchbox paired with Cupcakes and Cashmere to create the May 2015 box. It included her favorite beauty secrets. The Birchbox collaboration is a prime example of the engagement approach, where Emily Schuman can spark an interest in a wider audience.

    Estee-Lauder: Four-years after Emily Schuman started Cupcakes and Cashmere, Estee-Lauder and Emily Schuman collaborated on a guest blogger feature. Emily Schuman created content for Estee-Lauder’s site on a weekly basis, sharing beauty, fashion trends and sneak peeks at upcoming collections.

    Coach: Emily Schuman became one of the first fashion bloggers to partner with a large brand like Coach. Emily Schuman of Cupcakes and Cashmere designed a pale-cotton candy handbag, sold out within days.

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    Back in 2012, Emily Schuman stated, “I want to diversify the brand and ultimately design a Cupcakes and Cashmere product line.” Do you believe Emily Schuman completed her goal? Do you follow unique lifestyle bloggers? Let us know your thoughts below!

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • The ‘One Tree Hill’ Gang

    This past year, Wilmington was home to two exclusive One Tree Hill reunions, where the TV show once took place. Hundreds people came out to interact and reminisce with their favorite characters from the show. Commuters traveled from all over the nation and even overseas to Wilmington for the three-day event. Tickets started at $35 and increased up to $795 for a VIP experience. Fans who were willing to pay these high amounts obviously have a deep connection with the show or the characters.

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    However, this is not surprising. Cultivation theory tell us that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. We can understand the One Tree Hill phenomena as it was one TV’s most popular shows for eight years. The viewers create a strong bond to the show and the actors that portray the characters.

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    Brands that cultivate a culture around their product and are able to build a lasting relationship with their consumers. The creators of One Tree Hill are able to continue the brand without producing a product. This benefits not only the show, but allows consumers to identify and participate with a culture that shares their common interests.

    What other brands have cultivated their image to go beyond their product?

    – Nick, Melanie, Mary & Patrick

  • Snapchat: A New Social Trend For Brands?

    Today, brands dominate social media. It is almost impossible to find a company without a Facebook or Twitter account. Even newer platforms like Instagram and Vine are being taken over, but there is one social network that has yet to be fully explored—Snapchat.

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    Snapchat is a mobile app that allows one to share pictures and videos. The special component of this network is that the captioned picture is deleted after 10 seconds; this is much different from the “out for the world to see” social media we are used to.

    The majority of Snapchat users are between the ages of 13-25. This age, as James Twitchell reminds us in his book Lead Us Into Temptation, is the “number one focus of almost every marketer”. Why? Younger demographics are still choosing what brands to align themselves with. A survey sent out by Sumpto, a marketing group that works to gather information about the “most difficult to reach demographic”, found that 77% of college students use Snapchat once per day. Their findings also concluded that 70% of respondents wouldn’t mind adding a brand as a friend on Snapchat if they already followed them on another social network.

    So, why haven’t brands jumped onto this platform? Unlike other social media Snapchat is more intimate and personal— like a text message instead of a public wall. This very direct connection leaves brands with a problem. What type of content could they send via snap? Would people be interested in interacting with them this way?

    DoSomething.org, HBO’s TV show Girls and the Association of Surfing Professionals (ASP) have all been using Snapchat in a variety of ways. DoSomething.org described in an interview with Mashable that their strategy is to make interactive Snapchat stories that are ridiculous and fun. They see Snapchat as a tool for “opening up more options for brands”. The Girls Snapchat account has been used to remind fans of the upcoming season premiere date and give exclusive insider looks.  ASP says Snapchat is a way to “bring fans closer to the athletes and events”. They also point out there is “lots of room for experimentation and innovation”. Click on the image below to learn more about how Snapchat is being used by companies.

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    Patrick deHahn from CNN Money stated that Snapchat “has more funding and a higher valuation than Instagram and YouTube when they were at Snapchat’s stage in their startup lifespan”. So it seems Snapchat itself is a viable platform and with a growing 350 million snaps per day, brands should consider its possible benefits.

    Would you follow brands on Snapchat? Do you think Snapchat is a worthy social media investment? How do you think brands will begin to use Snapchat?

    –Caroline Robinson

  • Branding Through Your Speakers

    Nowadays it is almost impossible to escape the sounds of music. Beginning with your morning alarm, music can be heard throughout the day whether through a ringtone, car stereo, speakers, or even advertisements. Many companies are harping on this trend by finding ways to integrate particular artists, bands and up-and-coming music groups into their brands.

    The use of music is a strategic marketing tactic because it helps to bridge the gap between companies and consumers by allowing them to share similar lifestyles. If the music used in advertisements positively resonates with the audience, then it is likely that the product will, in-turn, be portrayed positively. According to Simmons and Simmons, “Consumers who live part of their lives through music are passionate people who care about the content they chose to engage in.” This is why the use of music must match the purpose of the message in order to be memorable and thus successful.

    The Uses and Gratifications Theory can also be incorporated into this idea of music and branding. This theory deals with how people use media to their advantage, either to gain something or form some sort of image/relationship with something else. Consumers are also able to use the media for reference to gain knowledge about a brand and their products.  In this case, brands are using music to help form their image and how they want to be seen by their publics.  By purposefully incorporating artists that they think will further their particular commercial, campaign or even runway show, brands can use music to solidify their message and image.

    Taco Bell’s commercial for Doritos Locos Tacos incorporates the use of music by featuring “Take a Walk” by Passion Pit. The commercial features the quick paced song along with multiple snapshots of tacos piling up on top of each other while moving across the screen.  At the end of the ad, the voiceover says “Taking tacos where no one thought they would go.”  This is a small but memorable connection to the title of the song played in the background and would be noticeable to anyone who knew the title or heard the lyrics.  The message Taco Bell was trying to send their audience was that their tacos are easy to take on-the-go and are able to be eaten everywhere.

    Can you think of any examples of how a brand has used a popular artist in their commercial?  How has the music affected the way you think of the brand or company?

     -Aaron Love, Kara Zimmerman, Rachel Clay, Rebecca Hobbs

  • Artichoke Buttercups, Anyone?

    October 31st is the one day of the year that kids get the chance to dress up in their favorite costumes, carve pumpkins, trick-or-treat, and most importantly eat excessive amounts of sugar. This Halloween season, Crest and Oral-B have teamed up to make a commercial that portrays a child’s greatest nightmare- a Halloween without candy. This innovative and hilarious commercial titled, “Halloween Treats Gone Wrong,” is an unofficial experiment that captures how kids act when they find out healthy treats are replacing candy. This playful scare-tactic is one that parents are sure to appreciate as they attempt to find ways to motivate kids to brush and floss this Halloween.

    Companies consider many different appeals when creating advertisements to grab the attention of current and future consumers. Appeals are often used to influence consumers to purchase a product as well as speaking to their interests.  One appeal that is used often, and in this particular advertisement, is humor. If applied correctly, humor can be extremely successful in marketing a brand. Humor is used in this commercial through the use of children and their innocence and tendency to be blunt regarding their own opinions. The appeal to humor is effective at gaining and retaining the attention of audiences because humor results in better recall. Crest and Oral-B do a good job of effectively keeping their audiences engaged in their commercial while marketing their brands at a time of the year when you would least expect it.  By turning this campaign into a positive and laughable viewing experience, Oral-B and Crest have kept themselves relevant during Halloween and have shown that they too can relate to what parents everywhere are thinking.

    By establishing humor in their commercial, Crest and Oral-B have possibly widened their potential customer bases by creating a memorable narrative to leave with audiences. This emotional link that Crest and Oral-B created with their audiences increases the intent for consumers to purchase their products for themselves and their children. Some appeals to humor are not as successful as the Crest and Oral-B campaign have been.  While this commercial is being shared not only on television but also on social networking sites, other marketing attempts have not been as lucrative. If the humor is not received well by the audience the ad can backfire and create a negative image surrounding the brand.

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    Have you seen any other examples of brands using the holiday season to promote their products? Do you think the use of humor in this ad was successful? What are some examples of humor used in ads that have resulted in you purchasing their product(s)?

    -Aaron Love, Kara Zimmerman, Rachel Clay, Rebecca Hobbs

     

     

  • Thankful for Thanksgiving Brands

    Thanksgiving means lots of different things to different people.  For some, it is a chance to celebrate all that we are thankful for, for others it is an opportunity to reflect upon our nation’s beginning. Most people use the occasion to reconnect with family and friends but there is one unifying factor that drives the anticipation for all: the food.

    From the first Thanksgiving in 1612, dinner has been the highlight of the event.  While it’s not likely that our founders dined on what is now considered to be the “traditional” Thanksgiving feast, they were no doubt thankful for the bounty. Today, it is not only the food that drives the holiday, but the brands that continue to supply our Thanksgiving favorites through the years. Thanksgiving staples include: stuffing, green bean casserole, mashed potatoes, cranberry sauce, rolls and, of course, Turkey! And don’t forget to leave room for the Pumpkin pie.

    (picture credit to UVA.edu)

    Most would agree that it’s just not Thanksgiving without a turkey, and Butterball has been providing the Thanksgiving bird since it was founded in 1940. Today, Butterball is the largest turkey producer in the U.S, providing 20 percent of the total turkey production in the country. Another brand essential to Thanksgiving dinner is Kraft. Kraft, which was founded in 1903, not only provides the Stove Top brand stuffing that complements the turkey so well, but Kraft also makes the French-fried onions that no green bean casserole would be complete without. Ocean Spray serves as the go-to brand for anything cranberry, including the cranberry sauce on your Thanksgiving table, and when you need something to soak up the extra gravy on the plate, chances are you’re reaching for a Crescent Roll – courtesy of Pillsbury. Finally, the Libby’s canned food brand has been around since 1869, and Thanksgiving chefs all over the country swear by their canned pumpkin in the perfect Pumpkin Pie recipe.

    Just thinking about this tried and true combination of Thanksgiving brands is enough to make most people’s mouths water! So abandon your diets, put on your elastic-waisted pants and cut another slice of Turkey, Thanksgiving only comes once a year!

    Happy Thanksgiving and Bon Appetite!

    – Lauren Habig, Ally Walton, Hannah Eure, Gene Lee, Erin Kiffmeyer