OlaView: Budweiser Gets Patriotic for the Summer
In this week’s special “Friday the 13th” OlaView report, we promise not to scare you too much [Bad joke, I know]. Instead, our team will focus on marketing stories that made us think over the past couple of weeks, including a new name for an iconic product, some important updates from our partner Instagram, and steps to help you “humanize” your brand. Without further delay, here is issue #3 of OlaView!
OlaView: May 13th, 2016
Recently, Instagram has been encouraging users to increase the creation of video on the platform. Clearly, it views video as a critical component of Instagram’s future, and this is especially true for brands and advertisers. Last week, Instagram announced that it will begin to roll out video carousel ads, allowing advertisers to share up to five separate videos with a single ad purchase, with each video allotted up to 60 seconds in length.
It’s no secret that beyond the IG empire, video consumption across all outlets and channels continues its impressive growth. In fact, according to eMarketer, the US digital video advertising market is on pace to double by 2o19, led by a shift toward mobile viewing. Remember, Instagram is a mobile-first platform, meaning it is poised to benefit (and likely already is) from this behavioral shift. From Olapic’s perspective, it will be interesting to see how brands are able to engage content creators on Instagram and beyond to source real, authentic video content in service of this advertising capability.
Bill Connolly, Director of Content Marketing, Olapic
7 ways to Humanise Your brand Through Content Marketing [Econsultancy]
This article reflects on seven important content marketing characteristics to help humanise your brand – including: the use of buyer personas; considering the people rather than search engines; storytelling; engagement; thinking like a journalist; creating experiences; listening and responding to your customer. These are all important, no doubt, but as I read this article I felt there was one very important characteristic missing – which is the application of user-generated content. It is true that this article refers to text-based content and not visual content, so I’m not going to refer to visual at this stage. However, even within text, if the goal is to make your brand more human and in touch with the consumer, then incorporating your consumers’ own content as part of your brand communications should be a priority.
User-generated content such as reviews and Q & A have become an important part of the buyers’ journey. In fact, according to Forrester Research, ratings and reviews are the most impactful type of product information for consumers. Therefore, when the brand is open to including these types of open communications between customers, not only are they trusting that their customers have positive things to say about their products, but they are improving the level of customer engagement with the brand, and creating more powerful and human relations with the consumers.
Ana de Jesus, Senior Manager, EMEA, Olapic
Budweiser Renames Its Beer “America” [Fast Company]
There are many things branded as acts of “patriotism” – flying an American flag, voting in elections, joining the military, and in Budweiser’s case – rebranding your beer to be named “America.” Budweiser has officially propelled its tradition of patriotic packaging to the next level.
Founded in 1876, Anheuser Busch’s success is linked to their ability as marketers to emotionally connect customers to their products. With any brand, they have had some hits and misses. However, beer drinkers everywhere know Budweiser’s memorable slogans “This Bud’s For You” and “Make it a Bud Light.” They also have been the toast of Super Bowl commercials for as long as we can remember, though recently with the rise in popularity of craft beers, it’s been more difficult for the iconic brand to connect to its intended audiences.
For what it’s worth, I’ll be doing my part this summer by drinking Budweiser (I mean, “America”) at Yankee Stadium – drinking America’s favorite beer while enjoying America’s favorite pasttime [and my favorite team].
Justine Winkler, Manager, Customer Marketing, Olapic
This past week Instagram made a big splash in the marketing world: From its recently announced new logo and changes to UI, to last week’s announcement that brought carousel ads to the platform, the social network is following Facebook’s suit to align itself, more so, with e-commerce.
According to research from Facebook & Instagram, 60 percent of Insta-users say they discover new products on the platform, while 75 percent say a post has even inspired them to take action. This doesn’t come as a surprise when people spend about 54 percent of their time using mobile apps.
We know that the marketing space has shifted from brands telling consumers what they want, to consumers dictating the conversation. This change in marketing has come, largely, from customers’ shift to mobile. Matt Idema, Facebook’s VP of monetization product marketing, comments on how consumers’ mobile-centric attitude has challenged advertisers: “We can’t just use the same tools in other mediums in mobile, and that’s particularly true for driving sales.”
Facebook has been on the dynamic ads train since February 2015, and has seen 2.5 billion unique products uploaded into their ad system with around 440 million people in the past few months having seen these types of ads.
With the Instagram stats quoted above, it makes sense why dynamic ads were the next logical step for the platform. Additionally, these ads are already proving to have a significant impact for brands and are giving marketers yet another channel to increase ad spend and ROI.
The key for success in retargeting on Instagram is going to come in the form of visually stunning content. Idema explained that Instagram’s philosophy is to consistently provide advertisers information they can use to understand how the creative is performing.
As dynamic ads become more popular, we predict user-generated content will be a key component to supplementing in-house creative content. Brands will need to rapidly learn which images work for what audience, and which don’t. UGC offers the opportunity to quickly test different types of images across different audiences to see how authentic content fares with a brand’s customers. After all, 71 percent of consumers prefer personalized ads, so we’re likely to see dynamic ads with UGC popping up sooner than later.
Rachel Brown, Content Marketing Associate, Olapic
Check back in a couple of weeks for the next OlaView, and have a wonderful weekend!
Image Source: StockSnap.io / By: Huney Co