Archive for the 'Best of' Category

23
Jan
14

Dove proves you are more beautiful than you think

If someone asked me if I thought I was beautiful, I would say no. After Adweek released the “10 Best Ads of 2013,” (http://bit.ly/1ebFAYG) featuring Dove’s “Real Beauty Sketches” as their number one ad, I learned I am not alone in my answer.

According to Dove, only 4 percent of women worldwide think they are beautiful – a mere 4 percent (http://bit.ly/1c3lO3j). The viral ad, done by Ogilvy Brazil, created an astonishing perspective on beauty that is hard to ignore, with results even harder to believe.

The ad shows an FBI forensic artist sketching women (sight unseen) as they described themselves, and then as others described them. The differences in the final sketches are heart wrenching, and give “real” women, a reality check about self-perception – how we currently see ourselves, and how we should strive to see ourselves. Watch full ad here or below: (http://bit.ly/1aoEqho)

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With the overwhelming results of this social experiment, it is hard not to wonder who is to blame for the low self-esteem of women worldwide? Is it the advertising industry itself, or possibly the media, who constantly shoves photo-shopped, perfect-skinned, bronzed beauties down consumers’ throats? Whoever is to blame for the lack of self-esteem in today’s women, ads like Dove Real Beauty Sketches are impossible to ignore – and it has the “viralability” to prove it.

According to businessinsider.com (http://read.bi/1fXInvA) the ad garnered more than 114 million views total and more than 3 million shares, making it the most viral ad of all time. Dove was able to create content that viewers wanted to see, but more importantly, they wanted to share.

Dove’s “Campaign For Real Beauty” first launched 10 years ago, and has been helping women realize the real meaning behind beauty ever since (http://bit.ly/1bkFcXb). Ads like “Real Curves,” “Evolution,” “Pro Age” and most recently “Selfie,” have brought to light the qualities that make women beautiful other than looks such as confidence, intelligence and happiness. Dove has increased sales by 1.5 billion since Real Beauty’s launch, proving the campaign is aging well.

What do you think about the most watched viral ad of all time? Tell us here and on our Facebook page – and, remember ladies – you are more beautiful than you think.

02
Jul
10

Adidas: The Model for Integrated Social Media Campaigns

As a part of ‘Every Team Needs a Fan’ campaign, Adidas is teaming up with recognizable athletes Reggie Bush, New Orleans Saints; Dwight Howard, Orlando Magic; BJ Upton, Tampa Bay Rays; and Dale Earnhardt, Jr. of NASCAR to engage sports fans across the U.S. for the 2010 FIFA World Cup. Adidas is the provider of the World Cup game ball and is extending their awareness at the global event with these four brand ambassadors.

Reggie Bush traveled to South Africa, in addition to conducting interviews with multiple media outlets, he shared a picture (right) on his twitter account with U.S. player Jozy Altidore (also an Adidas athlete) minutes after the U.S. beat Algeria.

Each ambassador is posting Facebook updates, they are tweeting during and between World Cup games. Each one has shot YouTube videos. (Dwight Howard’s is the most entertaining.)  To get people even more engaged, there is a competition for the ambassadors to get the most fans and Dwight Howard is hosting a watch party in Atlanta for one winner that signed up through Facebook.

Here are many of the locations the integrated social media campaign appears:

Twitter

Facebook

YouTube

Individual Websites

Adidas has done an exceptional job of extending their brand presence through athletes they have endorsement deals and having them cross-over into different sports which exposes fans of these other sports to these athletes and Adidas.

BJ Upton’s participation has been limited in this promotion, however he recently became embroiled in controversy and it is possible that Adidas downplayed his role in this campaign.  This shows Adidas flexibility to adjust the campaign on the fly and the flexibility of social media as a marketing tool to enable such adjustments.

Let Weise Communications on Facebook know about the best thoroughly integrated social media campaign you’ve seen.

16
Oct
09

Musical stairs – A potential way to lower obesity rates in US?

Can transforming a flight of stairs into an oversized piano keyboard decrease obesity rates in the U.S.? Probably not, but I’m sure they would add a few more smiles to the faces of commuters!

I was looking for a hip viral and found a Web site that ranks viral videos by popularity. The site, aptly named Viral Video Chart, has ranked one from Volkswagon No. 1 in the last 24 hours. The English version of the video is titled “Piano Stairs – The Fun Theory.” The creators of the staircase were successful in enticing people to take the stairs versus the escalator, increasing use of the stairs by 66 percent. Pretty good results in my book.

Great viral. I would like to see some executions like this in America centered around healthy lifestyle choices. Any ideas?

29
Sep
09

what is your blog serving today?

HubSpot, an Internet marketing software company, has a great Webinar available to B2B professionals looking to step up their blogging game. The Webinar focuses on three topics; why your business should blog; the five keys to a successful blog and how to measure your blog. I’d like to focus on one of their five keys to a successful blog, creating a mix of posts.

Create a Mix of Posts:

I really liked how HubSpot broke this section up using food to represent different types of posts. Who doesn’t love food?!

Raison Bran – How-to posts. These are rich in keywords and require minimum time commitment to create.

Spinach – Healthy posts you put time into. These posts are designed to establish your blog as an industry thought leader.

Roasts – Just like making a roast during a cold Minnesota winter takes all day, these posts will require a lot of time. They will be extremely “meaty” and have immense amounts of content. Because these posts require ample amounts of time, choose your “roast” carefully.

Tabasco – This one is pretty self-explanatory. These posts are ones that will spark heated discussions due to bold statements.

Chocolate cake – My favorite! Chocolate cake posts are synonymous for fun-loving posts heavily laden with videos, pictures and links.

I was thoroughly impressed with HubSpot’s Webinar, and I encourage you to visit their site and watch the full presentation.

The full list of the five keys to a successful blog are as follows:

1. Pick Your Target Personas

2. Create a Mix of Posts

3. Write Great Posts

4. Sustain It

5. Spread It

22
Sep
09

don’t make these blogging mistakes

Josh Catone from Mashable recently wrote a blog post titled, “Top 5 Business Blogging Mistakes and How to Avoid Them.” Weise has a number of clients currently considering entering the blogosphere, so we thought we would repost Catone’s how-to guide and provide some of our own advice and experiences.

Business Blogging Blunders:

#1 Treating Your Blog Like a Press Center

Long story short of this section, don’t use your company blog to toot your own horn. This doesn’t mean you can’t mention a recent newsworthy event, usually reserved for the traditional press release, just make sure you add a personal touch to the post. Express how excited you are for a new company program or a new partnership.

One of the “ground rules” Weise established prior to launching The Side Note, was to avoid promoting the agency. We prefer to be contacted directly by readers who find our content interesting, rather than constantly using a push-messaging strategy about how great an advertising agency we are. If readers like your content, they’ll find you. (Having a link to your Web site on your blog doesn’t hurt, though.)

#2 Not Blogging Regularly

Now that you have started blogging, don’t lose steam! There is no benefit to gaining loyal readers and then not posting for a week, two weeks, etc. Catone’s point in this section is to commit to posting on a regular schedule.

“If you plan to put out new posts every Tuesday and Friday, for example, try not to start writing Tuesday’s post on Tuesday morning.” I agree completely with this suggestion.

#3 Not Enabling Conversation

This is one of the easiest mistakes to avoid! Enable commenting on your blog, reply to comments in a timely manner, and comment on industry blogs. Do these things to retain your readers and attract new readers to your business blog.

#4 Making New Content Hard to Discover

Josh offers four suggestions to make it easier for readers to discover new content on your blog.

  1. Include your blog’s link in you email signature, business cards and collateral.
  2. Make your “subscribe to RSS” feed easy to find.
  3. Use Twitter and Facebook to inform your followers/fans of new content. (Both allow you to automate this process!)
  4. Integrate into your blog posts and titles relevant key words that your audience would search for.

#5 Expecting Too Much, Too Soon

Cantone says it best, “Blogging isn’t a sprint, it’s a marathon. Your blog won’t be an overnight success, and for the first few months it might feel like you’re writing for no one. It can take time to build up your readership and have a regular community of people who participate on your blog. Don’t expect immediate returns from your blog and do expect to put in a lot of hard work.”

Good luck bloggers!

15
Sep
09

SEO best practices

Tom Pick, a B2B marketer with 17 years of experience, recently authored a posting on The WebMarketCentral Blog expressing his opinion on SEO best practices.

The post is a response to an article written by Adam Audette titled, “SEO ‘Best Practices’ Are Bunk.” Pick feels that the phrase “best practice” has lost its meaning and become another marketing buzzword. I agree.

After addressing Audette’s definition of “best practices,” Pick provides his own definition and then applies it to outline best SEO practices. I was elated to see that our agency is following almost all of these best practices and thought you would benefit from reviewing them.

According to Pick, SEO best practices would include but not be limited to:

  • Conducting keyword research to identify high-volume, low-competition search terms.
  • Producing clean code (e.g. CSS and HTML, minimal Flash, Javascript in separate files, descriptive navigation, minimal use of tables).
  • Optimizing title tags.
  • Crafting URLs with keywords included.
  • Including (but not over-doing) keywords in content and heading tags.
  • Incorporating keyword links in page text.
  • Basic link-building—social media sites, directories, business partners etc.
  • Advanced link-building—blogging, commenting, content marketing, guest posting, blogger outreach, interactive PR, etc.

Is your business approaching SEO in the abovementioned fashion? What can you do to improve where your SEO is now to get it where you would like it to be?

I enjoyed Pick’s closing statement so much that I wanted to end with it.

“For the best companies, and SEO consultants, continuous innovation is the best best practice of all.”

31
Aug
09

real women in advertising

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I was reminded of Dove’s Campaign for Real Beauty last week when a flurry of commentary hit over the photo of a nearly naked woman in Glamour magazine. She has a bit of a belly, and I love the photo of her. LOVE IT. I applaud Glamour magazine for using it. Like Dove, the magazine is embracing what women really look like.

When Dove’s campaign launched several years ago, it did something no other beauty brand had done before — it used real women to promote its brand instead of paid models. When interviewing its target audience about which celebrity model they could relate to, Dove found that most women were intimidated and depressed by the “stick thin” model, and in no way felt that these models represented the majority of women. Instead of Dove saying, “Here’s this woman whose beauty is unattainable — let us help you look like her,” their messaging was, “Beauty is natural, and you’re beautiful because you’re natural — let us help you maintain it.”

image23

This is the message more health and beauty companies need to send, and it’s the message more advertisers need to encourage.

Of course, I am biased. This blog entry is being written by a mother of two who is closer to 40 years old than 30, and is painfully aware that her 20-year high school reunion is soon to be here. But, now thanks to this photo, my body looks like something you may see in Glamour magazine rather than in People magazine’s “Worst Of” edition.

These days, I want to focus on my daughter growing up with a healthy and happy body image and not with the insecurities of many women my age who didn’t have anything but unattainable skinny models to emulate.

As a professional in the advertising industry, I hope to have the opportunity to work on a campaign like Dove’s or select photos like the one in Glamour magazine. These are the images of women that make me proud to be an almost 40, still-haven’t-lost-the-baby-weight, woman.




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