Bringing "How To" Videos to Vine and Instagram

After an extremely successful Black Friday Vine program, Lowes continues to evolve the campaign using consumer behavior and insights to drive creative, and effective, work. 

In the new campaign, Lowes:

• Evolves the “Fix in Six” campaign from small hacks to larger projects
• Showcases seemingly hard-to-do tasks in easy, digestable, 6-15 second videos
• Leverages existing user experience and platform functionality with a “Tap thru” engagement
• Breaks projects into steps that viewers can pause turning the quick video into a tutorial
• Educates audiences on how to use the feature and videos

Now, with the influx of the use of the mobile app and utility of the Vines, there is an opportunity to take this in-store and purchase the items needed for this DIY project. 

To learn more about the new campaign, see Lowes on Instagram, Vine and within this article.

Twitter Evolves Advertising Opportunities

During Twitter’s first Analysts Day in mid-November,  Twitter announced and alluded to new updates to the ad platforms that further compete with Facebook and even search giants like Google, particularly with mobile and video solutions.

Some of those updates include:

• Twitter Offers:
• After slowly allowing brands to sell on the platform, Twitter is further showing its devotion to eCommerce via an Offer Card
• Users can add the offer to their credit/debit card in a few taps and redeem in real time via their card
• Attribution will be easy to track directly on Twitter campaigns to further measure ROI for offers
  
• App install tracking
• Answers is now available as a free mobile measurement tool to track promoted and organic app installs driven by Twitter
• Native Video coming to Twitter by Summer 2015
• Beyond native uploading, the platform will allow for record, edit and sharing video directly on the platform
• SEO for Local and Logged Out Users
• Will provide a stronger experience for logged out users when searching content
• Google search keyword data may play a larger role in Twitter content

For more information see below:

Twitter Offers

Answers App Install Tracking

What’s Next: All Inclusive

Nielsen to Track Amazon and Netflix

Streaming content has shifted the way we as consumers, and marketers, consume television and syndicated content. To show the staying power of streaming content, Nielsen announced that they will begin to measure premium streaming video TV programming from Netflix and Amazon starting next month.  The Nielsen tracking of SVOD (subscription video-on-demand) programming will be done through audio. Plus, it will not be accessible on mobile.  

With this integration, advertisers and content creators will be able to look at their programs and see how streaming content is impacting viewership. This means, that until next month, networks and content creators did not have true understanding to how their videos performed across these platforms.

Some details on this update are below:

·         Nielsen will analyze this content without the cooperation of streaming services.

·         The programming that is measured will come from, and be available to, existing Nielsen clients.

·         To date, subscription video-on-demand services have declined to publicly disclose their viewership.

For more information, click here and here.

Kate Spade, Anna Kendrick and Cinematique Give "Window Shopping" a New Meaning

Holiday shopping is upon us as retailers push new promotions and advertising at consumers across platforms.

But, following up on a successful Google Display Network campaign during Holiday 2013, Kate Spade pushes digital video even further with a new shoppable video via Cinematique, giving "Window Shopping" a new meaning in the digital video sphere.

And, if you haven't seen the new video starring Anna Kendrick, then you should watch it now:

The Cinematique technology on this video is outlined below:

• Users can watch the video and click products they like
• The video aggregates your clicks/products via a secondary page within the player (found when clicking the Cinematique logo "Q" on the player)
• Users can then be taken to the product page to purchase the images selected
• Via the screen after clicking "Q" users can also log-in to the Cinematique experience via email or Facebook for future updates and information on your products
• Cinematique not only allows shoppable information, but also can provide more details about an actor, location or any item within a video
• Touchable video is enabled on mobile via the App Store

Beyond Kate Spade, retail has led the way in interactive video campaigns. For more, see these campaigns below:

Juicy Couture Shoppable Annotations
Gap Back-To-School with Cinematique

Top Holiday Retail Stats

Image from AdWeek

Mobile news doesn't end after reports project that mobile will push digital ad dollars past TV by 2019. Mobile continues to lead holiday trends as well.

As we approach the 2014 holiday season, mobile will continue to see an increase in usage and commerce. Previously, mobile (smartphones specifically) were thought of as the utility-based device, but now, commerce can occur just as you're watching TV or in between doing the dishes.

Smartphones and tablets will account for $1.6 billion in sales on Thanksgiving, Black Friday and Cyber Monday combined, according to Adobe. Some additional stats to note are below, with the full article found here.

• Holiday shopping will lift 10% compared to last year
• 25% of US consumers surveyed will consult Social Media before purchasing gifts
• This increases to 40% of consumers aged 18-34
• There will be 5 times as many out-of-stock messages on Cyber Monday compared to usual
• Cyber Monday sales expecting to be $2.6billion, increase of 15% YoY

Urban Outfitters Launching Beacons In-Store

The millennial focused retailer is loading up 15 stores with beacons, Bluetooth technology that communicates with smartphones,  that will ping messages and notifications to shoppers who have downloaded the UO App.

Image from AdWeek.com

The company is rolling out the beacon technology to Android users first, as they state more of their customers use the Google-powered devices. 

What will the beacons do?

• Plug into the Urban On loyalty program, which delivers shoppers rewards and exclusive access.
• Focus around the checkout line, fitting rooms, and the entrance.
• When a user enters the store they will be prompted to check in via social to unlock an offer.
• By the fitting rooms, users are encouraged to share photos of themselves wearing products with #UOonYou for a chance to be featured on their website.
• While at checkout, they may be prompted to show their loyalty card in-app to earn digital badges.

However, the beacon technology will not aggressively push coupons and offers.

This is a big effort to extend their loyalty and social experiences in-store with mobile. You can learn more about the beacon roll-out here. 

Always Going Viral #LikeAGirl

A new video has us all asking ourselves, “What does it really mean to run, jump, throw Like A Girl?”

This video, similarly to the success of other branded female empowerment campaigns like Dove’s “Real Beauty” ads, has gone viral with over 34 Million YouTube views to date.  As part of a larger #LikeAGirl campaign, Always is looking to empower females by sharing a social experiment caught on tape. Brands alike can learn from this campaign’s initial success in hope of creating future viral success, online.

Some learnings brands can take from this campaign:

• Creating Opportunities to Expand Brand Loyalty

o   While this video is advertising to women and adolescent girls, they are also directly talking to younger girls who may not buy their products for a few years. Without calling out their products, Always does a great job creating an authentic and emotional connection with young girls which is critical to brand awareness and affinity for later in life.

• Work produced from a key consumer insight should be authentic and emotive, so consumers feel connected to the work

o   In a study from Research Now, sponsored by Always, found that more than 1/2 of the girls surveyed claimed to experience a drop in confidence at puberty

• Integrated Media Campaign

o   As a result of using paid search, paid social, YouTube Ads as well as PR and social sharing to help capitalize on the potential for the video to go viral.

• Incorporate a hashtag

o   Using an overarching hashtag, #LikeAGirl, helped generate and aggregate conversations around the campaign

• Using influencers to help spread the word

o   Influencer outreach via earned media played an important role in gaining momentum and exposure around the video being released, including highly viewed publications like The Washington Post.  

When strategically used together, a powerful consumer insight, great work and key influencers, can transform one video into a social movement gaining momentum from consumers who are viewing, sharing and talking about the work.

This culmination of these items can be used together to initially gain exposure and conversation around a creative campaign and increase the potential of going even more viral.

To learn more how this video is making waves, click here.