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Velveeta's skillet mom gets women in a way the Enjoli Woman never could.

Lori Bahnmueller's picture

Remember the Enjoli Woman?

She was the every-woman of the 80s. She could bring home the bacon, fry it up a pan, and never let you forget you’re a man. She could work ‘til 5 o’clock, come home and read the kids tickity-tock.

 

Career woman. Hot wife. Caring mom. She cooked too, all while wearing a smart business suit and heels. That is, except for those times when she was slinking around in a silky dress giving her man the shivering fits.

The Enjoli Woman was a response to a new breed of wives and moms: Women who worked outside the home, but were still expected to manage the home and family as well.  Enjoli was the magic elixir that held her together. 1. Spray liberally. 2. Conquer the world.

Marketing to women? Hardly.

My career mom of five harrumphed indignantly, shaking an imaginary skillet at the TV (and my dad) every time the commercial dared interrupt her 60 minutes of relaxation.

It was a rough time for brands that marketed to women. The female consumer was gaining economic strength, and becoming all the more elusive. In fact, Brogan & Partners was founded around this time and worked with dealerships to connect with the new female breed of car buyers.

Marketing to women remains as challenging as it is lucrative today.Market estimates about their total purchasing prowess varies, ranging anywhere from $5 trillion to $15 trillion annually.Fortunately more brands have discovered how to connect more effectively with her.

Have you seen the new Velveeta skillets campaign?

Now, here’s an every-woman we can relate to.  She doesn’t waste time dancing around the kitchen with a cast iron skillet, a la Enjoli Woman. She puts it to use until she finds its true utility, making her life easier. Not prettier. Not sexier. Not more glamorous. But more manageable.

Marketing to women? Velveeta’s campaign is liquid gold.

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The week in review - March 3, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Facebook News Feed Update Gives Brands More Reach
A new change to Facebook's News Feed algorithm means brands will have greater reach than ever.

Your Next Job Application Could Be Via Smartphone
Serious job seekers should be ready to apply for a job at any moment’s notice — even if that means resorting to unconventional methods such as applying via mobile devices.

Your Twitter Search, Now Served With a Side of Ads
Twitter is getting into the search advertising business — sort of.

You Won't Believe How Big TV Still Is
As the upfronts approach and the NewFronts try again to imitate them, expect to hear a lot about the twilight of traditional television with the rise of digital video.

How to Create Visual Social Media Content
Creating compelling visuals for your social media marketing can be challenging.

6 Ways Twitter Chats Can Help You Connect With Your Audience
Twitter chats are a great way to boost your marketing results.

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The weekly recap - February 24, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

This Cheat Sheet for Content Marketing Will Make Your Day
Today's marketers think a lot about producing great content for their audiences.


18 Social Media SEO Resources to Improve Your Search Ranking
Do you know how social media impacts SEO?

Why Digital Is Grabbing a Bigger Share of Consumer Product Budgets
If there were any doubts that the age of digital marketing has fully arrived for packaged-goods companies, the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week should put them to rest.

Twitter's Movie Play Could Show Whether All Screens Are Social
Twitter and National CineMedia (NCM) are looking for a brand to buy into a one-year exclusive deal that will entail social-media-anchored advertising on the big screen.

Teens Press Play on YouTube
For teens and millennials, Facebook is the top platform for communicating with brands.

 

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The weekly recap - February 17, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

6 Ways to Make People Love Your Brand
In order to gain customers — and keep them for life — you've got to do more than introduce them to your brand, business, or product. You've got to make them fall in love with it.

5 Social Media Trends for 2014: New Research
Based on new research, here are five areas you should start paying attention to right away in social media marketing.

5 Ways to Offer Social Customer Service With Facebook
Discover five tips that will make you a customer-service superhero on Facebook.

How to Increase your Social Media Following by Over 700%
Are you looking for creative ways to grow your social media following

This Report Shows Why Brands Should Embrace Instagram (If They Haven't Already)
A newly released report considers the photo app the best media acquisition of the last five years.

Facebook to Marketers: Get Smarter With Your Creative
The days of brands expecting high user engagement on Facebook from posting a blurry event photo or a stock image in a wall post are quickly coming to an end.

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How P&G won gold in Sochi by connecting with mothers.

Steve St. Germain's picture

It's never easy to stand out at a major sporting event, let alone the Olympics. This year in Sochi with 98 events in 15 different sports the Winter Games are bigger than they’ve ever been.

A recent report from Kantar Media estimates the cost for one 30-second ad unit during the 2014 Winter games to run at about $100,000. NBC has over 5,500 planned ad minutes for the games that run over the course of 17 days, effectively earning the network over $1 billion, that's just in ad revenue. So the big question agencies and advertisers are asking across the globe is “How can we break through the clutter?”

Even after spending millions of dollars, for an advertiser at the games there’s no real guarantee that your message will be received or that goals will be met. Similar to the athletes at Sochi, the lead up for advertisers is all about preparation and planning. While every 4 years the Winter games bring in new athletes and new sponsors, there is one thing always stays constant: emotions will be high.

Following up from the “Thank You, Mom” campaign at the 2012 London Summer Olympics (and with help from creative powerhouse Wieden + Kennedy) the consumer goods conglomerate Proctor & Gamble is continuing its creative strategy which surrounds athletes and mothers in 2014 at Sochi.

The brand’s 2014 campaign under the same name, “Thank You, Mom” kicked off in early January when P&G released a 2-minute short on YouTube entitled “Pick Them Back Up”. The company created 3 variations of the emotionally driven spot to run in traditional and digital spaces over the course of the Winter Olympics. If you haven't seen the spot yet, you can watch below (you might want to grab some tissues).

 

   

 

  Since January, the brand video has earned over 18 million views and 39.5K likes on YouTube. Its hashtag #BecauseOfMom has been mentioned in more than 5,800 tweets with 96% positive sentiment (second highest among brands at Sochi, next to Coca-Cola) . The campaign also boosted P&G’s “Brand Affiliation Index” (BAI) which the Global Language Monitor uses to measure brand association with the Olympics Games. P&G was found second amongst all brands.

Additionally, TV and video analytics firm AceMetrix crowned P&G the title of “Most Effective Winter Olympics Sponsor”.

P&G wins Gold at Sochi by connecting with Mothers

   

 “P&G was able to effectively take action based on what they learned in 2012 and build upon its engaging, well-executed ‘Thank You Mom’ campaign as well as extend those lessons into the creative for its individual brands.” - AceMetrix CEO, Peter Daboli 

To put things simply, P&G won gold for finding a way to into the hearts and minds of consumers by creating an emotional connection around their most valuable customer: Moms. Not surprisingly the ad campaign has also made its way on to its own dedicated Facebook page which has garned over 833K likes. For those counting at home that’s over 5 times the number of fans on P&G’s own corporate brand page.

P&G which is the world’s largest advertiser now spends roughly 30-35% of its total marketing budget in digital spaces according to the Wall Street Journal. If the success of this campaign is any indication of what’s to come in the future, we’ll likely see deeper digital mixes from global brands, many I presume will surpass 50% by the time the Summer Games come to Rio, Brazil in 2016.

What big trends in media do you see coming for the next Olympic games?

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The weekly recap - February 10, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Getty Images, Sheryl Sandberg Team Up to Make Stock Photos of Women More Empowering
Stock photography is easily accessible and way cheaper than hiring a photographer to produce images for a brochure or an ad or a website, but it is rife with stereotypes.

LinkedIn: 81% of Small and Medium-Sized Businesses Use Social Media
New research from LinkedIn found that the majority of small and medium-sized businesses (SMBs) are turning to social media for growth.

5 Ways to Increase Fan Page Engagement With Facebook Games
Have you considered adding games to your Facebook page?

How to Speed Up Your Content Curation Process
Do you want to share helpful content, but don’t know where to find it?

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The weekly recap - February 3, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Brand Apps Need to Provide a Utility to Stay Visible
A basic tip Yauch plans to share: “You have to think like your users.”

These Brands Scored Big on Sunday Without Expensive TV Spots
Another year, another conversation dominated by the biggest spenders.

The best superbowl commercial was not on the Super Bowl
Watching the commercials during the Super Bowl was definitely more exciting than watching the actual game.

3 Ways to Boost Your Lead Generation With Social Media
Are you looking for new ways to generate leads with social media?

Not One and Done: The 10 Super Bowl Brands That Grew Most in Fans, Followers and Likes
Budweiser, everybody knows by now, won the Super Bowl in terms of the social buzz and online views that its adorable horse-and-puppy commercial racked up.

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Marketing to Women Insights: Insight #1 - Advertisers need to get it more often.

Lauren Zuzelski's picture

We launched our first Brogan talks to women survey last month and were intrigued by the answer that the majority of our female respondents noted in the question “Do you feel advertisers understand women?”  Of our sample, 77% said that they felt advertisers only understood women “sometimes.”

Do you feel advertisers understand women?

We knew from our marketing to women experience that the majority of women are the primary decision maker for grocery shopping (of our respondents, 78% confirmed our thoughts).

So, why haven’t advertisers figured it out yet? A fresh example that comes to mind was the Oikos commercial that featured John Stamos that aired during the Superbowl.  (Remember that; on top of the cost to produce the spot, hire John Stamos and the other Full House goofballs, they spent over $4 million to air in the Superbowl).

Don’t get me wrong, John is very nice to look at – I mean look at those lips. BUT – really!? Is that how you think women make a decision on a purchase?  It didn’t provide me with any benefit of buying. Does it taste good? Who knows? Do they have all natural ingredients? Who knows. Will it save me time in my day? WHO KNOWS!

Women want answers to those questions. Tell them how you can help them get 20 more minutes in the day, to spend more time with their family or even themselves.
To close – just a little humor from Giussepe Balsamo.

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The best superbowl commercial was not on the superbowl.

Laurie Hix's picture

Watching the commercials during the superbowl was definitely more exciting than watching the actual game. But the most strategic play of the night was made by Newcastle Ale. Adweek asked female creative directors to tweet their opinions of the commercials with the hashtag #3percentsb during the superbowl, so I was doing my own pre-game and discovered the Newcastle video with Anna Kendrick.

The idea is an anti-superbowl commercial.  It's brilliantly inspired.

  1. Ride on the coattails of the superbowl hype
  2. Save $4 million plus dollars by not even buying media on the superbowl game
  3. Make a video with Anna Kendrick about not having the money to make a superbowl commercial
  4. Watch it go viral
  5. Drive consumers to the micro site ifwemadeit.com with more content (storyboard of fake spot, focus group response, and spoofs on the real superbowl spots with a Newcastle twist)

If We Made It website

This is truly groundbreaking stuff. It reinvents the way we can approach mass media events. And it shows that while superbowl ads usually blow a lot of money blowing things up, doing cgi effects,  making animals talk, and gratuitously throwing celebrities in the commercials, a good idea is infinitely better, stronger and can give more bang for the buck. Newcastle saved money and leveraged social media to be the winner of the #brandbowl.

Who were your winners and losers of the superbowl?

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The weekly recap - January 27, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes

18 Ways to Improve Your Facebook News Feed Performance
Are you frustrated with Facebook’s frequent changes to the news feed algorithm?

Women Are the Dominant Media Voice During the Super Bowl
Of the 20.9 million Super Bowl-related tweets sent during last year’s game, nearly 30 percent were about the ads.

Good News for Facebook About Its So-Called Teen Problem
Some younger teens may be leaving Facebook, but overall, teens actually became much more "reachable" on the platform in 2013, according to new research from Socialbakers.

Infographic: Will Super Bowl Advertisers Put Hashtags and Facebook URLs in Their Spots?
Remember when including a Facebook URL, Twitter hashtag or branded website was all the rage with Super Bowl advertisers (and TV marketers in general)?

Facebook Posts $1B-Plus Mobile Revenue
Facebook’s mobile business topped $1 billion in revenue last quarter (its Q4) and accounted for more than 50 percent of the social network’s ad dollars for the first time.

Social Media Center to Help New York Deal with Super Bowl Mayhem
The NY/NJ Super Bowl Host Committee will lean on social media to deal with the 400,000 visitors coming into the Greater New York City this week.

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The week in review - January 20, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

5 Ways to Decide If Your Business Needs a Mobile App
In the digital era, a mobile presence is critical for businesses to attract, retain and communicate with customers.

Pinterest Is Experimenting With GIFs
You may soon be pinning GIFs alongside your favorite meals and workout photos.

How the Feed Changed the Way We Consume Content
The RSS feed — or as we now know it, "the feed" — organizes the world into a series of neat, clickable, constantly updating bits of information.

How to Create Engaging Content That Will Build Your Brand
When it comes to content these days, everyone’s a curator.

How to Network with Influential People Using Twitter
Do you want to use Twitter to promote your business?

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Google AdWords case study Health Management Associates.

Morgan Eberle's picture

As we reported in November, Health Management Associates (HMA), an independent, national research and consulting firm focused on publicly funded healthcare, named Brogan & Partners as its agency. One of the first things HMA challenged us to do was to build up its website traffic and help drive qualified leads.

Based on HMA’s overall goals and objectives, we started with broad Ad Groups to begin testing what would work and what wouldn’t. We launched their AdWords campaign in mid-October, and in just two weeks, we saw increased traffic to their site by over 71% for unique visitors, and 51% for overall traffic. In November, the numbers were even higher – unique visitors increased by 16.14%, overall traffic was up 12.36% from October and up 70.44% from September.

With a pretty safe daily budget, we were able to not only increase traffic overall, but also help to increase leads for HMA during the campaign. We are firm believers that it is more than just the amount of traffic, but rather the amount of qualified traffic.

With the success of the current campaign, HMA decided to extend the campaign into 2014. We continue to refine and optimize the campaign, and we look forward to seeing where it can take HMA in the next few months.

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