Tag: viral marketing

Digital Branding

5 Famous Rebrands and What We Can Learn From Them

At some point in time, every company is faced with the decision to rebrand. Rebranding isn’t easy. Changing your message, mission, culture, or target audience is guaranteed to alienate part of your customer base. Many rebrands are unsuccessful. It takes more than a new slogan to create a successful rebrand. A successful rebrand must win over the minds and hearts of customers to be successful. Changing how people think of you is no easy task. However, by taking the initiative to do things like engage in creative marketing, focus on the consumer, develop a quality product, and address public concerns, successful rebranding is possible. Take a look at how these five companies have rebranded successfully.

Old Spice

old-spice

Clever marketing revolutionized the Old Spice brand and gave a big boost to their bottom line. Old Spice’s sales were slowing down and they needed to take a fresh angle to rejuvenate their brand. After realizing that females made up over 50% of their customer base, they started a viral marketing campaign that sold directly to women, instead of men. Old Spice’s first over-the-top commercial starring Isaiah Mustafa went viral and generated millions of views on the internet. But, they didn’t stop there. They went on to release 186 video responses to online comments on their YouTube channel from celebrities and bloggers to drive engagement. It worked. Within the first six months of the campaign their sales increased 27%.

Creating clever, viral advertising and using social media to reach your customers directly can pay huge dividends. Old Spice was once only seen as a product for older generations and now has become a staple of a younger audience.

Harley-Davidson

harley

In 1982, Harley-Davidson was in debt $90 million and no banks wanted to lend them money. The motorcycle company had a solid customer base and brand but they were failing to generate any profit because they didn’t have a quality product. The company almost went bankrupt in 1985. Instead of going under, Harley-Davidson started focusing on providing a better product to their customers. They improved the reliability and quality of their products and it paid off.

Focus on your customers. Make sure you’re providing them a great deal of value and it will pay off.

Lego

lego

Danish toymaker Lego was facing bankruptcy in the late 90’s and was forced to make a change. Lego dropped hundreds of different products and was able to successfully turn itself around. Lego took the approach of marketing to an audience that had fond memories of their brand (adults) and then used that connection to establish a bond with a younger generation (their children). Lego uses a lot of social media and user driven content. You’ll routinely see customer creations on Lego’s social media accounts. They focus on engaging with consumers.

Remember that your customers are actual people. People want to engage with brands that they admire so make sure that you give them an opportunity to do so.

Apple

apple

In the 90’s, Apple nearly went bankrupt and was facing tough competition from its competitors. The company needed to revamp its image. Steve Jobs launched the “Think Different” campaign to turn the Apple brand into a lifestyle, rather than just a computer company It is now estimated that Apple will soon be worth more than $1 Trillion. But it wasn’t just an ad campaign that brought Apple back from the brink. The company focused on producing reliable, quality products that are beautifully designed. They have also instilled their core values in all of their employees and make sure that their message is communicated to their consumers as well.

What can we learn from this? Don’t just sell customers a product or service. Sell them your core values. Customers who share your beliefs will turn into loyal fans. Also, you can’t go wrong with investing in creating quality products and keeping your customers happy.

McDonalds

mcdonalds

McDonald’s has been a juggernaut in the fast food industry for quite a while but they have had their fair share of bumps and bruises along the way. McDonald’s has been criticized for being a cheap, unhealthy restaurant with products that promote obesity. To avoid this, McDonald’s has focused on providing healthy options such as salads. In its advertising, the slogan “I’m Lovin’ It” has been coupled with images of young people and families enjoying their meals. The company has also been able to reach the coffee crowd with their premium coffee product line McCafé. These initiatives have worked and have driven a rise in sales.

What we can learn here is that it’s important to listen to your customers, the public, and the media. But, don’t just brush off negative comments. Take a look inside your company and see how you can address these concerns.

Conclusion

Your brand is vital to your business and should be protected like your first born. Rebranding, when done properly, can pay off in a huge way. However, a hasty rebrand can have adverse effects so make sure that you tread carefully.

Digital Branding

The Top 5 Best Ad Campaigns of All Time

What makes people buy? The best advertising campaigns are able to invoke an emotional response from consumers, connect, and engage with them at their core. A product rarely achieves advertising success based solely on merit. The best marketing and ad campaigns psychologically and emotionally create a response in all of us. With the growth of the internet and social media, brands are constantly fighting over the attention of consumers. To make your product or brand stand out you must get creative. Here are four brands that created insanely successful ad campaigns.

Dos Equis – The Most Interesting Man in the World

Dos-Equis---The-Most-Interesting-Man-in-the-World

In 2006, Dos Equis took a drastically different approach to selling beer. Instead of positioning their product as a must-have for getting the attention of attractive women, Dos Equis turned their beer into something that promoted distinction and curiosity. Played by actor Jonathan Goldsmith, the character “The Most Interesting Man in the World” says the following tagline at the end of every commercial: “I don’t always drink beer. But when I do, I prefer Dos Equis.” The ad campaign was so successful because it didn’t feel like a commercial. It felt more like a comedy short. Viewers became enamored with the character’s experiences and the character has even been turned into an internet meme. This unique positioning by Dos Equis opened the company’s product to a wider, more youthful audience.

California Milk Processor Board – Got Milk?

California-Milk-Processor-Board---Got-Milk-

California milk sales rose 7% in one year thanks to this clever ad campaign. The interesting part of this campaign is that it wasn’t created to target non-milk drinkers, but those who were already drinking milk. This is important because it’s not always beneficial or cost-effective to try and reel in a new audience. Sometimes, it’s better to market to your current audience and get them to not only start buying your product more, but become fans that promote your product to others as well.

Old Spice – The Man Your Man Could Smell Like

Old-Spice---The-Man-Your-Man-Could-Smell-Like

You usually don’t see a lot of overnight successes in online marketing but Old Spice’s “The Man Your Man Could Smell Like” campaign is an exception. In February 2010, ad agency Weiden + Kennedy launched the first commercial in the campaign, featuring actor Isaiah Mustafa, and it was a viral sensation. Later that year, Wieden + Kennedy devised a social media video campaign in which Mustafa made 186 video responses to viewer comments online. Wieden + Kennedy creative director Jason Bagley described it by saying, “We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis…No one expects to ask a question and then be responded to. I think that’s where we broke through”. The video responses made this campaign extremely successful. Weiden + Kennedy capitalized on the momentum of their initial TV spots and engaged with followers and fans. Through all of this, sustaining the brand’s new image and voice were always kept as a high priority.

Dove – Campaign for Real Beauty

Dove---Campaign-for-Real-Beauty

In 2004, Unilever discovered that only four percent of women thought of themselves as beautiful. So, with the help of Edelman Public Relations and Ogilvy & Mather, the company launched a campaign that challenged people to rethink how they perceived female beauty. The campaign gained a flood of attention from the media and discussions of female beauty started taking place on talk shows, in magazines, newspapers, and online. One ad features a sketch artist who first draws a woman’s face based on the woman’s description of herself. Next, he does a sketch of the same woman but based on someone else’s description. Once complete, the sketches are both posted side-by-side and the subjects look at them. In every case, the drawing based on a description from a 3rd party is more flattering than the woman’s own description of herself. This video went viral and contributed in a big way to the success of this ad campaign. This campaign was successful because it touched people emotionally and allowed people to realize that “normal” standard for female beauty isn’t always attainable and that just being yourself is enough.

Progressive – Flo

Progressive---Flo

It’s not easy to make insurance interesting. With the help of stand-up comic Stephanie Courtney, Progressive launched an ad campaign that featured an upbeat, perky sales agent named Flo. In these commercials, Flo talks to customers about Progressive’s features in a sitcom style setting. Viewers loved the ad campaign so much that Flo has appeared in over 100 commercials since 2008. Progressive was able to successfully break away from the negative public perception that people have of insurance companies by creating a fun and interesting character.

Conclusion

Creating amazing, viral marketing isn’t easy. For every incredible success, there are many more failures. However, if you focus on engaging with your customer and creating a psychological and emotional connection with them, you’ll be well on your way to creating a successful campaign.