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Algida is the first ice cream brand in Italy, but it’s also known internationally by different names. Actually, you can see the same logo around the world and associate it to different brands. That’s because the Unilever Group (owner of the brand) opted for a globalized logo which identifies the company internationally and independently from the local name.

You may have heard about (and eaten) Wall’s or Frigo, but in Italy it’s Algida, a brand that was born in Rome back in 1945 and then acquired by the Unilever Group in 1974.

There’s a very interesting story related to Algida and another ice cream named Winner Taco. This half-moon ice cream was invented in the 1980s in the U.S. under the brand name of Choco Taco. It was briefly distributed in Italy from 1997 to the early 2000s, just long enough for many Italians to fall in love with the ice cream’s unusual shape and taste.

In 2011, two Italian men started an effort to bring back Winner Taco by launching a Facebook page called “Give us the Winner Taco back”. This act created a significant buzz and gathered a lot of protests, parodies anIl-ritorno-del-Winner-Tacod brilliant photomontages. The number of users grew to such a point that Algida completely lost control over the official Facebook page of the brand.

Whenever something was published tons of sarcastic comments followed; every initiative of the company on social media was boycotted and everything simply ended with the explicit request for the return of Winner Taco.

Their mission was to take the lost ice cream back, regardless of what Algida tried to do. In this way, the brand’s official page actually lost any kind of company value.

The brand found itself in a very delicate situation. They were between comedy and tragedy. On one hand, their rate of activity on social media was extremely high and it quickly became a successful case study. On the other hand, it could become a dangerous boomerang if not managed in the proper way.

In January of this year, Algida finally reacted by announcing on their Facebook page a “relished comeback” along with a picture partially showing a polSchermata 2014-11-06 alle 10.50.18ar bear, the Winner Taco’s mascot. At the same time, a new Twitter account was born, @ilWinnerTaco. And to push the news even further, Algida put a huge Winner Taco on Ponte Milvio, one of the most known and travelled bridges of Rome. The Winner Taco was officially back!








The web community that had developed around this issue felt empowered and considered the ice cream’s re-introduction a consequence of their pressure. This result created of a sense of ownership stronger than ever – something that wouldn’t have been easy to achieve with a traditional advertising campaign.

Algida was very clever. Even though it took them some time to understand how to respond they made the right move and were able to turn the situation to its advantage.

It’s true that this is a case in which consumers’ protests on social networks started a movement. But it’s also true that the brand listened and answered. Algida started from consumers’ commitment and created a campaign out of it. The brand had nothing to lose from the ice cream’s return on the market. And in the end, they capitalized on the spontaneous web buzz instead of lying down in the face of high interaction rates, some of which were negative.

Algida stepped forward and demonstrated that one of the greatest possibilities of the web is to create a direct connection between companies and consumers.

And the result was a happy ending. Winner Taco, son of the 1990s, the decade that had seen the birth of the internet, came back thanks to the internet itself.

Winner Taco

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The blogosphere abounds with thoughts and messages from the most diverse individuals, representing – theoretically – all the possible voices of the world. For some people it’s just a way to share their everyday reflections. For others it’s about diffusing their opinions on relevant topics related to their job and interests. And for still others, it represents the actual source of their livelihood.

Professional bloggers exist in several disciplines, from cooking to technology to cinema and fashion. And they’re able to live upon this form of expression. Read More→

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Content is the king of websites. It’s a point every company should understand. Most of the time, corporate websites are full of animations and cool software plug-ins, but they forget what consumers really want to see is content.

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Coca-Cola is probably the first brand to move in this direction. Last year it declared the death of its corporate website. The new website is called “Coca-Cola Journey”, and it looks more like an online news channel than a website of a company that makes soft drinks.

This “Journey” started three years ago, when the company, realizing the media landscape was changing very quickly, launched “Coca-Cola Content 2020”. The aim was to understand how to leverage the opportunities of the new landscape by exploiting the power of dynamic storytelling.

According to Ashley Brown, Group Director of Digital Communications and Social Media for Coke, this change happened because they looked at their data and realized that what they thought was good content wasn’t necessarily considered good by their customers. They looked at customer feedback to shape the creativity of the business. The needs and the will of the buyers became priority in the new scenario. Coca-Cola understood that social media and online engagement was too important a tool to be neglected.

This new approach is the new way to engage with the customer. And mentioning the brand is not the top priority. They realized the main goal is to build relationship and trust, not promote their products; what they share on this platform is usable, fun and emotional content. It’s often said that “content is social at the core, digital by design, and emotional”.

Coke’s content talks about a variety of topics, from food to sports, from jobs to innovation. The articles are not written only by the company, but also from a group of bloggers who are part of “The Opener”, an exclusive, invite-only contributor network that brings the best food, travel culture, and innovation writing to the pages of Coca-Cola Journey. Every article can be shared through various social networks.

Everything published on Journey is data driven. The website attracts an average of 1.1 million visitors each month; they drive the future content of the platform. In some cases, a topic that is highly appreciated evolves into a dedicated channel. The amount of content to be published is also determined by data; the first year they published more than 1,200 pieces of content. Surprisingly enough, even if the focus is not on the product, articles about Coke do incredibly well.

Coca-Cola is one of the most well known brands in the world. Therefore, it was obvious that their corporate website, even in this new innovative form, was going to require a focus on different countries, their issues and their will. Today, there are seven local Journey websites: Australia, Deutschland, Japan, Morocco (in France and in Arab), New Zealand, Russia and Ukraine. More countries should be introduced soon.

Despite all this good news, there are a few people who are not convinced of this new scenario for corporate websites. Mark Higginson, Social Media Manager at the University of Brighton, reviewed a sample of 87 posts on Journey to understand the real social interaction with customers. His results were not positive: “the average number of shares from a post to Facebook was 238, to LinkedIn, 103 and to Twitter, 42. Each post averaged eight comments and two-thirds of posts received no comments at all.” Of course this number of shares seems very weak since we are talking about Coca-Cola, one of the most well known companies in the world.

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There is no doubt that the direction of Coca-Cola has introduced a change to the role of the corporate website. Of course, a social media approach is not suitable for every kind of business, but everyone must understand that what is important is the customer and what kind of content they want to know.

And the promotion of the product must not dominate.



Categories : Engagement, Internet
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Get out a box of Kleenex, Budweiser has put another cute dog in their ad. After the overwhelming success of Budweiser’s “Puppy Love” spot during the 2014 Super Bowl, it’s no surprise they’ve once again harnessed the power of the puppy. But this time, it’s to send a very powerful and important message to consumers everywhere.

The ad was released in honor of Global Be(er) Responsible Day, which Budweiser created to talk to consumers about the dangers of drinking and driving. Their new ad features a golden lab waiting faithfully for his owner to come home after a night of drinking. Except his owner doesn’t return that night, causing the viewer’s heart to sink.

But fear not, he walks through the door the following morning after deciding to spend the night at a friend’s house instead of drinking and driving. Both dog and owner rejoice when he comes home safe and sound, ending with the copy: “Make a plan to make it home. Your friends are counting on you.”

Budweiser Tweet

This ad isn’t just a great example of corporate social responsibility, but it’s also a great tool to start a conversation with consumers. When Budweiser shared the link on their Twitter page, they invited consumers to the discussion about drinking and driving by including the Twitter hashtag #FriendsAreWaiting at the end of the commercial.

One look at this twitter feed and not only is it evident that people adored the conscientious ad, but that Budweiser is in fact accomplishing their goal of raising awareness about drinking and driving through their ad campaign. As of September 29, one week after the tweet was posted, it racked up 1,400 retweets and 940 favorites.

Fan Tweets

“Friendship, camaraderie and enjoying great times are at the heart of Budweiser’s most popular campaigns, and this video maintains that tradition but with an unexpected twist,” Brian Perkins, VP of marketing for Budwesier at Anheuser-Busch, told AdAge. “Budweiser is known for connecting with beer drinkers in memorable ways, and our efforts to promote responsible drinking through this video are no exception.”

The spot was released online prior to it being played on what is often considered the most popular media format: television. David Scott, author of The New Rules of Marketing & PR, emphasizes the importance of companies telling their stories and sharing their ideas online.

He notes that while television advertising was once the dominating way to communicate with audiences, things like Facebook, blogs, and Twitter allow companies to talk directly with consumer. He believes that “strong social networking ties lead to stronger personal relationships,” because of this one-on-one connection over something both the company and the consumer care deeply about (Scott 2013, p. 259)

Scott goes on to explain “what also fails (online) is an egocentric display of your products and services,” and Budweiser was smart enough to do the opposite by crafting a socially conscious message that aligns with their product (Scott 2013, p. 46). What’s critical to being successful online is creating information that people will want to share, and Budweiser did precisely that: To the tune of over 15 million online views of the ad..

As people continue to share the video through social media, Budweiser hopes that next time you pick up a beer at the supermarket, you’ll think of that cute puppy waiting for his friend and want to support such a responsible and insightful company.

What do you think about Budweiser’s new ad? How much of a role does the puppy play in the ad? Would it have been as effective as another pet? And is social media the most appropriate place for this type of corporate responsibility message?


There’s something in your Tweet!

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Do you think this new campaign is the perfect way to leverage social media and engagement too?


Earlier this week, news of Union Agency’s new Colgate Campaign “There’s Something in your Tweet” hit the internet as buzz circling this highly creative campaign reached many online ad publications. The campaign is simple, ever had anyone you know walk around in front of you with an embarrassing piece of food stuck in their teeth? Of course you have. And what’s the only thing worse than having food in your teeth? Having to tell someone else they have food in their teeth. By collecting a true reflection of what troubles regular Colgate consumers, Union was able to uncover this universal human truth which they could then leverage for a unique and relevant campaign.

The real challenge here however, was not to create a highly creative one-of print ad, but a campaign that would really engage their consumers, be highly “shareable” and keep Colgate in the consumer’s immediate recall set. This is when the creative department had a stroke of genius. They found a way to warn people and avoid the chore of having to tell people about their dirty chompers by using twitter or email to ANONYMOUSLY warn the victim. Not only that, the anonymous warning also comes with a handy coupon that will further drive the sales of Colgate. After all, even the most brilliant campaign is for naught if it does not produce revenue.

It seldom happens in advertising that an agency can hit all problems such as sales, engagement, and decent creative all in stroke. Union has managed to turn such a low involvement product and brand into one that solves a multitude of problems for consumers, is likeable/shareable and does so whilst remaining relevant and useful even outside their own product lines.

In the end, this campaign is truly a model and a benchmark for what all agencies should strive for when creating engaging, fun, and creative campaigns.



Warning: Serious Tearjerker

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Go find a box of tissues. You’re going to need a few to mop up some happy, nostalgic tears.

Last month, British Airways launched their “Visit Mum” campaign, which is an attempt to make traveling home a little easier for Indian ex-pats. From this campaign, BA highlights the increased number of daily flights from more North American cities to more Indian cities.

This 5 minute ad, crafted by O&M NY, builds on beautiful images of Mumbai, and moves into telling the story of a son who hasn’t been home in fifteen years.

Aside from the fact that the ad is beautifully shot, the core of the message is completely universal, yet genuine and thoughtful. The ad doesn’t have to mention anything about the services or promotions offered by the airline. It centers in on the value of the mother-child relationship, and the pure joy found when families reunite. As a whole, the ad plays on the deep emotional connection between a mother and son, which in turn, engages the viewer with its core message.

This ad is a perfect example of how good advertising works. David Meerman Scott explains compelling stories educate, engage, and entertain consumers. Good (and effective) advertising is the strategic fusion of communication, culture, and creativity. This amalgam of innovative messaging is what inspires action.

Kudos to British Airways and O&M NY for telling such a sweet story.

Oh, and the #visitmum website even includes Ratesh’s mother’s Bhindi recipe. Nailed it.

With social media becoming more and more important in effectively reaching out to consumers it becomes even more important to understand how to use it. Many companies still use social media as a tool to tell consumer about them, rather than ask consumers opinions or address problems.

When researching companies that use social media affectively I came across a handful of names, but then I thought about which companies use social media to enhance their customer service experience. My search lead me to an article written by Rachel Sprung titled 4 Examples of Excellent Twitter Customer Service. This article demonstrates how companies such as Jetblue, Nike, Seamless and Comcast affectively use Twitter to address any issue their customer are having.

Srpung sites an article called How Are Top Brands Doing With Twitter Customer Service? written by Allison Stadd, which covers an analysis by Simply Measured that conducted research over Interbrand’s Top 100 Brands and how they were preforming customer service on Twitter. The study concluded, “99% of brands are on Twitter, and 30% have a dedicated customer service handles (as of March 2013).”

Nike sets themselves apart from the other companies in Sprung’s article, because they have completely dedicated a twitter handle just for their customer to seek support with any Nike product. @NikeSupport as of 9/8/2013 has tweeted over 183,840 times to their followers and cover topics that range from website troubleshooting to product exchange.

In an article written by Nate Smitha from Simply Measured, he takes a closer look into @NikeSupprt’s Twitter account, which reveals that Nike has over 1,600 customer service tweets a day and manages more than 265 incoming customer service tweets with a 74% response rate.

David Meerman Scott author of The New Rules of Marketing and PR says that “the best way to think about social media is not in terms of the different technologies and tools, but, rather, how those technologies and tools allow you to communicate directly with your buyers…”

Nike is accomplishing this direct communication with consumers by being present when their consumers need them. In Smitha’s article Nike was only one of 23 Interbrand Top 100 Brands with a special handle just for customer service and had an average response time of 2.8 hour.

By having a separate handle completely dedicated to customer service Nike is able to maintain a quick response rate, provide support specialists when needed and do the best they can in keeping their consumers happy.

Which begs the question: If a company like Nike can affectively reach out to their consumers using social media and give help to dissatisfied customers, then why do so many large companies opt out of utilizing Twitter as a customer service tool?

Cause-related marketing is a popular term to throw around board meetings and stakeholder newsletters, but few companies can truly execute the concept well. Campbell’s has succeeded in creating a relevant, socially responsible, and forward-thinking campaign for the holiday season in their partnership with Feeding America. This is a great opportunity for a corporate and non-profit business to interact in a mutually beneficial relationship, while also creating awareness for a serious social issue. Feeding America states that an average of one in six Americans faces hunger and consistently goes without meals for several days.

Campbell’s follows the rules of creating a great cause-related campaign by  1) collaborating with an appropriate cause, 2) being very transparent about their donation intentions, and 3) gaining positive exposure by taking their campaign to the innovative digital scrapbooking site, Pinterest. Campbell’s has created a massive online version of their classic green bean casserole, where users can take part in adding to the visual impact of how many people could be fed simply by pinning and participating.

Other marketers could learn from Campbell’s positive example and create a relationship between their brand and consumers that is based on trust, respect, and a shared vision. Being honest with consumers is always in the best interest of the company because it leads to brand loyalty, which ensures a longer life of the brand and better business.

The Campbell Soup Foundation was initiated in 1953 and has a long history with philanthropy and donating part of their profits to worthy causes, as opposed to companies who have recently jumped on the bandwagon by treating a partnership like the cool or socially expected thing to do. Campbell’s is a leader in creating positive, wholesome messages that set an excellent example for other marketers in both their advertising content and partnership message by striving to create a positive difference in the community. They are a corporation with values that projects an image of warmth and heartiness which reflect not only their casseroles, but their goal of helping families in the holiday season through their donations to Feeding America.

Chevy's Holiday Contest using Dailybreak as a platform

Every year like clock work companies start to advertise for the holiday season even before Thanksgiving Day. More and more American’s every year take part in Black Friday and Cyber Monday. However this holiday season Chevy is taking a new approach by using the Dailybreak platform to target young adults through social media.

Chevy is asking consumers to register thought the Dailybreak platform, answer a handful of questions about driving conditions in the winter, specifics of economy-sized models and then create a virtual postcard. This virtual postcard contains a short message about why each consumer is excited for the holidays and are shared on social networks such as Twitter and Facebook. Then consumers ask their friends/followers to go vote for them.

In William M. O’Barr’s article What is Advertising?  He states that advertising is a “device for asserting attention inducing one to accept a mutual adventageous exchange,” and that advertising is “a part of the social fabric of society.” So by using the a platform that connects to the largest social media platforms, Chevy is trying to get participants to connections that may start a chain reaction by encouraging friend and friends of friends to participate in the Holiday Contest.

Other brands such as McDonald’s, Dunkin’ Donuts and Microsoft have used the Dailybreak platform for contests similar to this, but Chevy has already tried to utilizing social media outlets before. In August of 2012, Chevy tired to push awareness about their Chevy Malibu through LivingSocial.

By using the Dailybreak platform Chevy is trying to reach out to consumers who may not have considers Chevy for their automotive needs and take a more interactive form of advertising. Social media plays a large role in many young adult lives these days and Chevy’ recognizes that to gain brand loyalty they must start with a younger demographic and through the means in which they communicate.

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In a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.

An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.

The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.

Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”

Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.

As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.

Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.

This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.

In the case of Chipotle, this is truly marketing with integrity.

Chicago Tribune Original Article

Chipotle’s Webpage: Food With Integrity

Sustainable Table: The Daunting Techniques of Factory Farming

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