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Archive for Hope


Can We Pinpoint Loyalists?

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Pinterest is known amongst its users as being a platform where they can dream about their ideal lives, closets, and homes. The site offers various images of rooms, clothes, furniture, and other items that help people think of resourceful ways to improve their own lives. Though many of the products are out of reach for most users, especially when the Pinners are unaware of where to purchase or even the cost of the desired product. If the site is designed to focus on people’s aspirations than the question must be asked, how can a company that is built on the idea of showing people what their lives could be like able to gain loyalists? Pinterest may have become aware of this problem because within the past two years Pinterest has become more active with their members to try and create a community of loyalists.


In 2014, the company decided to reach out to their most popular Pinners, those that have a high community following. These members have a substantial influence on the site.  These five individuals were asked to pick a room within a New York City apartment to decorate by pinning various types of furniture and room layouts. Once the Pinners had selected their favorite products, Pinterest allowed everyone on the site to vote for their favorite pieces. The winning product was placed into the New York City apartment. The slogan of this campaign was, “The First Apartment Pinterest Built.” (Pinterest, 2014) The concept of this campaign was to make the Pinterest community feel as if they had a hand in the process.  The Pinners were able to make their dreams a reality.

In 2015, the company decided to make price and brand information available to their Pinners.  A rather bold move for a site that’s members most likely don’t want to know the shoes they pinned are almost $300.  The price markers could take away from the appeal of Pinterest.  The biggest error Pinterest made with this update was that the company did not make a connection to their previous campaign, Apartment CB2.  The theme of Pinterest, making your dreams a reality might have been tarnished, especially since the company did not introduce the update as adding benefits to their consumers’ lives.  Instead, Pinterest wanted to focus their attention on improving their relationship with their partner brands, in order to be perceived as a “commerce generator.” (Slefo, 2015)  Pinterest in hindsight should have attempted to make a connection with both their brands and their members. This could have been done by framing the new pricing marker in a positive light.  Pinterest should have advertised the function as offering their Pinners a goal to achieve.  If they are able to save up a certain sum of money, than they would be able to afford their dream product. Pinners could also get excited when they realize that they are able to afford one of their desired products. This positive spin on a feature that could have left negative impressions on the minds of their members now provides them with motivation or the feeling of accomplishment. A theme that was present within their Apartment CB2 campaign. Brand recognition will increase because the item that the Pinners are interested in buying have a location and a price point, which the initial Pinterest update lacked.  These products are now within the Pinners consideration set.


In summary, Pinterest should continue to create innovative strategies to gain the attention of their members. However, the company must be aware that great ideas do draw attention but they do not create loyal consumers.  If Pinterest would like to be seen as a “commerce generator,” than the company must be willing to stay active within their community and build relationships with their members. (Slefo, 2015) This could be through gamification tactics, such as rewarding consumers with badges for pinning 20 images in a day.  The company must also remember to maintain a set image within the market.  If the company would like to be known for making their consumers dreams a reality, than the future advertising campaigns and site updates should reflect that same motto.

One of the most popular brands is striving to make a difference in the world.  Coca-Cola recently placed specially made vending machines in India and Pakistan.  These machines are called ‘Small World Machines’ and actually serve as a live communication portal between people in the two countries.

India and Pakistan have been enemies for over 50 years and no one has been able to establish peace between these two countries.  Coca-Cola has taken a novel approach to attempt to bring the people of these countries together.

Coca-Cola used a special technology that allowed people to make direct eye contact and touch hands.  The machines were placed in shopping malls in Lahore in Pakistan and New Delhi in India in March.  “When the machines came on, there was just this really powerful energy – laughter, smiles, cheers,” said Jackie Jantos Tulloch, Coke’s creative director.  Afterwards, they were rewarded with a free can of Coke.

Following the warm exchanges between Indians and Pakistanis, Coke-Cola produced a video showing what happened.

It’s admirable that Coca-Cola made such a bold move and really tried to make a difference in the lives of others.  There are opportunities for brands to reflect greater diversity and equality all around the world.  More brands should lean in to make a social stand and help make the world a better place.


Tropicana Brighter Mornings

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On January 8, 2010, Tropicana, with BBDO, brought sunlight to the town of Inuvik, Canada for the first time in 31 days. The Florida orange juice company lit up a helium balloon with 100,000 lumens over the entire town, creating an artificial sunlight. The event coincided with Tropicana’s new campaign “Brighter Mornings for Brighter Days”.
This commerical is inspiring. Being from sunny South Florida, I can’t even imagine what it would be like to live in a place that goes without sunlight for months. The reactions on some of thes people’s face are uplifiting and it brings about such a great feeling about the brand.
Such an awesome idea, and I’m sure Tropicana brightened the lives of people from Inuvik, Canda.

I have found this great Advertising Age article above regarding the media campaign “Help the Honey Bees” by Haagen-Dazs. Through the website, the company raises awareness and educates the public about the mysterious epidemic of hive collapse, called Colony Collapse Disorder, and its threat to global well-being.

I personally think that this is a great initiative and is very memorable and involving. The website is structured in very personal way where real people share their stories, experiences and confessions. It also challenges the people to eat healthy thus promoting healthy living. It is a great cause-related marketing campaign which gives the opportunity both to the company and its customers to show they care.

Of course, there are people who can argue that at the end of the day, it’s all about money, about products and marketing. And they are right, but I will pose the question: so what? Of course companies need to care about profits, if they didn’t, then they could go bankrupt and thus the consequence will be severe – with many jobless people. I don’t think that there is anything wrong with a company trying to be profitable – after all that is why companies exist. It is the means to achieving this profitability that I believe matter. If companies are concerned with profits only and are ready to do anything to meet the quarterly sales (and by anything I mean without consideration for the people, environment, and society), then I see a problem. However, when companies show that they care about social issues and try to help social causes such as the honey bee crisis, then go ahead!!! It is a win-win situation for the companies, people, society, and environment. And furthermore, if the execution of the marketing cause is done in a creative and involving way such as the website Haagen Dazs developed, then I believe that the company has truly managed to make a difference and has made the world a better place.

What do you think?

I am Second

‘I am Second’ is a great example of cause marketing intended to promote God as the source of a purposeful life. Norm Miller, CEO of Interstate Batteries initiated the campaign with the help of partners from e3 Partners Ministry in Dallas. Rather than pushing religion on people who may see the ads, Miller and partners from e3 say that the campaign uses personal testimonials to offer direction and choice to those who may be seeking God’s help. features personal stories from well known athletes, actors, celebrities and regular people who each believe they are second to God and stronger because of the strength they seek from Him.

‘I am Second’ specifically uses testimonials in a way that influences others through the use of celebrity as well as normative influence from regular people sharing stories. I think the campaign shares a fundamental message in a unique and highly interactive way, giving active and interested consumers a way to initiate change and gain insight into the important message the campaign stresses: put God first. In my opinion, an effective and truly virtuous example of advertising for a solid cause. 

On another level, could more campaigns like ‘I am Second’ affect what society thinks about advertising as an institution? Yes. Maybe with more campaigns like this, people would view advertising in a more positive light. 


Bring Change 2 Mind

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“1 in 6 adults and almost 1 in 10 children suffer from a diagnosable mental illness. Yet, for many, the stigma associated with the illness, can be as great a challenge as the disease itself. This is where the misconceptions stop. This is where bias comes to an end. This is where we change lives. Because this is where we Bring Change 2 Mind” (

The “Bring Change 2 Mind” Campaign

Headed by Glenn Close and three mental health organizations, this campaign’s goal is to remove the negative stigma and misconceptions associated with individuals suffering from mental illness.

Directed by Ron Howard, the first PSA features Glenn Close and her sister who suffers from bipolar disorder. As people walk through Grand Central Terminal, their shirts reveal what others fail to see at first glance, their mental illness. What makes this ad effective is not the label on the person suffering from a mental illness, but the person standing next to them. For instance, one man’s shirt says “Post traumatic stress disorder,” while the shirt on the person standing next to him says, “Battle buddy.”

This ad parallels our discussion on attitudes, specifically forming and changing these attitudes. The goal of this campaign is to change the stigma linked to individuals suffering from a mental illness. Since these attitudes are primarily built around negative cognitions or beliefs, the objective of the campaign is to inform the public about mental illness, thus stimulating more positive associations with these individuals.

I don’t know about you, but I’m sick of hearing every, single news reporter and politician (including our President) bemoan the state of the U.S. economy. They ring their hands and pat us on the head as they suggest the ONLY solution is for the government to jump in and save us. Yeah… whatever. Last I checked, we’re Americans–we have a long and distinguished heritage of saving ourselves.

What happened to leaders who inspire… who understand that we are the most resourceful and productive society in human history?? Where are their words of inspiration?

Guess Southwest Airlines, like me, got tired as waiting…

Thank you, Southwest Airlines, for reminding us who we are.

Levi  Strauss & Co just recently launched the “Give them hope Now” Campaign. This campaign is to raise money for the Hetrick-Martin Institue, which is a non profit organization that that supports the Harvey Milk High School. As you can imagine the Harvey Milk High School is dedicated to support and help gays, lesbians, transgenders, and bisexuals during there time of need. They like to think of themselves as a school that is there for them when their family isnt. When their family kicks them out of there houses and wont support them. The school provides after school support groups and support services. At first when i viewed the ad i was unclear of what the message was for…Here is one of the commercials… What are your thoughts can you tell what it is for?? Also with Levis supporting a messsage like this do you think that people that are againt gay marriage and are homophobic may stay away from a company like this and stay away from purchasing their products? they have gone about delivering this message in a very modern way Rob Toledo, senior account director, Razorfish, Seattle says “We’ve put together a very impactful social media outreach strategy. We’ll be reaching out to bloggers and like-minded organizations and people in the LGBT community,” Do you think they did this because this topic is more of a modern issue and traditionalist might not agree and therefor they figured they could reach more of there target market? or because it cost less to get the message out??



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picture-5Earlier in the semester I introduced TOMs shoes to AdVirtues, a shoe company with a mission, to provide shoes to people all over the world. For every pair of TOMs shoes you buy they donate one pair to a person in need in a third world country. While most may not picture-4think that providing someone with shoes is that important, think again. Cuts and sores on feet can lead to serious infections, allow entry points for parasites living on the ground and even cause diseases that cripple you, all of which are preventable by wearing shoes. Because of this, people all over the world in developing nations are dying daily because of a parasite that entered through the soles of your feet. In order to raise awareness, TOMs declared today, “bare your sole

day in which they called people all over the nation to leave their shoes at home. Walking on the SMU campus barefoot was a new experience and gave me a glimpse into the lives of those less fortunate. It hurts and little pebbles seem to find a way to lodge themselves into your soles. It taught me a great deal of what life might be like in places like these and taught me the value of shoes so go outside, walk around and


and together we can change the fate of people halfway around the globe.


This is a really neat billboard ad from the Foundation for a Better Life. It shows surfer Bethany Hamilton “rising above” an obstacle to continue pursuing her passion for surfing. Not only is this ad inspiring, but it also symbolizes the values of hope, dedication, courage, and ambition.

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