Marketing to Women

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

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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?

The weekly recap - February 10, 2014.

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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?

The weekly recap - February 3, 2014.

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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.

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

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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.

The best superbowl commercial was not on the superbowl.

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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?

The weekly recap - January 27, 2014.

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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.

Marketing to women insights just got more personal.

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As marketing to women experts, we don’t rest on our chromosomes. Which is why we started a new research effort targeting women called “Brogan Talks to Women.” Every month we are sending out a survey to understand factors that influence women’s wants, needs and behaviors. Currently, we have a newsletter called “What women want in social media” and this survey will help us answer that question and many others. The questions in our survey will be modeled on our 360 Connectivity Process to help us understand women in a holistic way through society, technology, economics, environment and politics. It will be a snapshot that will help us uncover trends that will give us important marketing insight that we can apply to our current clients and potential clients.

Our database of women in the survey are of all different demographic, psychographic and life stages, but we are continuing to promote and grow our database. If you are interested in becoming part of our survey group, you can register here. We will even give you a fun treat for signing up. Women will also be entered in a monthly drawing for their continued participation.

We are very excited to launch “Brogan Talks to Women.” Getting real-time marketing to women insights tailor made to our creative process will be a huge advantage for our clients and our agency.

The week in review - December 30, 2013.

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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.

3 Social Media Trends You Should Know About
To find out what the experts are saying will be big in social media this year, read on.

Study: Women Love Social Media More Than Men (Unless It's LinkedIn)
Women use every major social media channel more than men—except for LinkedIn—according to a Pew Research study released today.

5 Awesome Branded Twitter Plays of 2013
It was a big year for social media. Twitter made its successful debut on the stock market while Facebook recovered from its troubled IPO a year earlier.

How to Use Twitter Ads for More Exposure, Leads and Sales
Are you interested in learning more about advertising on Twitter?

Learning From The Top Posts, Tweets, And Search Terms Of 2013
Every year the top social platforms and search engines publish a list of items that made the needle jump on their respective websites.

The week in review - December 2, 2013.

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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.  - See more at: http://www.brogan.com/blog#sthash.sUq3z099.dpuf

The Social Advertising Cheat Sheet Every Marketer Needs
So you’re a marketer with good content—text, graphic, images, video—and you’ve decided to use paid social promotion on Facebook, Twitter or LinkedIn as part of your campaign’s distribution strategy.

Facebook Adds More 'News' to News Feed to Become More Twitter-Like
Facebook acknowledged in a blog post that it has tweaked its news-feed algorithms to expose more links to articles from media organizations, which will be particularly evident on mobile devices

4 Pinterest Tools to Grow and Measure Your Pinterest Presence
Do you need help measuring your Pinterest activity?

3 Strategies That Helped LinkedIn Dominate Professional Networking
Conceived during the summer of 2002 and launched in May 2003, LinkedIn now boasts 238 million users and has made great strides to become the world's largest professional network in its decade of existence.

YouTube and Snapchat Are Key to Millennial-Focused Retailer's Holiday Plan
Karmaloop is a streetwear fashion e-retailer that not all marketers know about but should probably start studying if they want to learn how to connect with millennial consumers.

Facebook Admits Organic Reach Is Falling Short, Urges Marketers to Buy Ads
Facebook is being more blunt about the fact that marketers are going to have to pay for reach.

Give back after Black Friday and Cyber Monday with #GivingTuesday.

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You waited in mile-long lines on Black Friday, got bombarded with retailer’s e-mails on Cyber Monday, and by now you may be thinking, is this really what the holiday season is all about? While I appreciate a great deal just as much as the next gal, I love the newest day of this shopping-centric week – #GivingTuesday.

#GivingTuesday – The Tuesday after Thanksgiving (Yes, that’s today for those of you still in a shopping daze) – is a day for giving back. The Mission Statement – “#GivingTuesday is a campaign to create a national day of giving at the start of the annual holiday season. It celebrates and encourages charitable activities that support nonprofit organizations.”

It’s a simple idea. It’s a day for families, communities, companies and organizations to come together to help make an impact for good. Using social networks and the handle, #GivingTuesday, givers around the world can share how they are celebrating this day of giving. With over 8,300 official partners, this is a movement with momentum.

The holidays can be a stressful time. In a few weeks we’ll look back and wonder where the time (and money) went. But today is a day we can all feel good about. There are no requirements or limits. Only the idea that a little generosity can make the holidays a lot brighter.

Need help finding a charity that speaks to you? Our staff at Brogan & Partners put together a list of charities that are near and dear to our hearts to help.

Bear Hug Foundation

Caroline Tiger Rescue

Facing Our Risk of Cancer Empowered

Food Gatherers

Friendship Circle

Humane Society of Huron Valley

JARC

Jewish Family Services

Michigan Lupus Foundation

Our Lady of Good Counsel Parish

Scleroderma Foundation Michigan Chapter

St. Benedict Monastery

The Rainbow Connection

The University of Notre Dame Annual Fund

What charity will you support on this #GivingTuesday?

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