OlaView: Brands Are Capturing Millennials on Their Way to Work
Unfortunately, you won’t find any Pokémon in this post (though we did write about the phenomenon earlier this week). Instead, in this iteration of OlaView, we discuss how new companies are engaging millennials using offline channels, which brands succeeded in capturing attention during Euro 2016, and how Barbie has taken a huge step toward authenticity and inclusiveness (Yep, we cover it all!). Read on to learn the latest in visual marketing and earned content news.
OlaView: July 15th, 2016
As consumers, we are used to being bombarded with ads anytime we search, shop, or land on the internet. Brands are constantly trying to create experiences to entice us to interact with whatever product or service they are selling. Recently, some brands have been taking these experiences offline and have tried to capture people’s attention in the real world, specifically, within the tunnels of the New York City subway.
Brands like: Casper, Think, TaskRabbit, Gett, Streeteasy, and Lyft are among the few fighting for the attention of an increasing population of public commuters. With attention-grabbing (sometimes controversial) ads, which contain suggestive imagery and in-your-face copy, these ads are going viral. The goal of an ad is no longer the sell, it’s the conversation, whether around a social taboo or a simple question like, “what’s for dinner?” Advertisers are hoping their media investments create enough stir that commuters spread it throughout their social media outlets; reaching an even wider audience with no additional cost.
Corri Love, Senior Manager, Enterprise Marketing NA, Olapic
This has been a tremendous month for sport in Europe with the Euro 2016 Championships for football, Wimbledon 2016 Championship for tennis and the Tour de France for cycling, all taking place simultaneously. While cyclists are still navigating France until the 24th of July, the football and tennis championships finished last weekend. In analyzing the marketing effectiveness of the events, it appears brands that took a “fan focus” in their strategies had the most success.
The Brand Agility Index by PR firm Waggener Edstrom revealed that the online engagement for the major brands sponsoring the two sporting events was topped by Orange and Hyundai for the Euro 2016 and by Häagen-Dazs for Wimbledon. Although the campaigns implemented by the three brands were all very different, there was an interesting common factor to all – they were all focused on the individual.
Hyundai’s idea involved creating football ‘viewing areas’ entitled ‘Hyundai fanzones’ where fans would come together to watch their favourite matches. Fans appreciated the option to have such spacious areas to watch the games and they took the conversation online referring to and tagging themselves at the ‘Hyundai fanzone’.
Another great fan-focused initiative came from Orange which involved lighting the Eiffel Tower with the colours of the team most mentioned on Twitter every day after each match.
At Wimbledon, Häagen-Dazs involved fans by encouraging them to post photos of themselves at the game whilst having an ice cream.
Whilst these campaigns may not have resulted in the highest level of posted content, they did secure the highest levels of online engagement, particularly when compared to brands that targeted celebrity endorsements. Interestingly, more than ever, customers want to get involved with the brands they find helpful, and are happy to become engaged in brands’ efforts.
Ana De Jesus, Marketing Manager, EMEA, Olapic
If any marketers remain that are not looking at Instagram as an important channel, well, what are you waiting for? 500 million users, 300 million of whom are daily users. In this video, Instagram Co-founder Kevin Systrom talks about the brand’s new controversial new logo, which sent classicists reeling across the web, as well as more significant business matters like the impact of changes to their algorithm, and the increasing threat of Snapchat. Change remains constant at Instagram, but the numbers speak louder than anything else. And those numbers say Instagram is a powerful channel with a tremendously valuable user base.
Justin Berger, Director of Demand Generation & Marketing Operations, Olapic
How Barbie Got Her Groove Back [Washington Post]
Olapic isn’t the only one who got a rebrand this year. Mattel has given Barbie a brand new identity after watching their market share dwindle year after year since 2009. Not only did Mattel address the physical issues of unobtainable beauty standards, they gave Barbie a life that was more real world than ‘Real Housewives.’ Millennial parents were interested in providing their children toys that had more purpose and meaning, rather than just keeping them occupied. Mattel has rolled out a game developer Barbie and just in time for the upcoming presidential election – President and Vice President Barbie dolls. While a President Barbie is not new, it’s new that she comes with a female running mate. Mattel has gone a step further and teamed up with a nonprofit group called She Should Run, which encourages and empowers women to run for public office.
As someone who had a showcase full of limited edition Barbies in her bedroom as pure decoration, I am happy to see the Barbie brand has transformed from focusing on appearance & beauty to brains. Don’t worry, my brothers shared their Legos and GI Joes with me sometimes (right Travis?). Mattel’s new marketing and rebrand has increased their earnings and I’d say they are succeeding in making Barbie relevant again.
Justine Winkler, Customer Marketing Manager, Olapic
Check back in a couple of weeks for the next OlaView, and have a wonderful weekend!