Hasta La Creative!

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The latest news from Facebook is grim for brands and their online communities. Organic reach is down by at least 49% and is continuing to decrease. That community of fans you’ve worked so hard to build, that you thought you owned and were able to reach through earned media, is now only reachable through advertising. And those other branded communities on channels like YouTube, Twitter and Instagram? They’re likely to go the same way. The reality is, they’re not your brand’s communities. Those groups, along with their data, behavior and preferences, belong to the social networks.

And yet, those fans who say they love you are powerhouses, driving revenue through purchase and influence. A word-of-mouth recommendation is behind 20% to 50% of purchases, and customers referred by loyal customers have a 37% higher retention rate.

The promise of Facebook and other social networks was an army of advocates. Now, only a small portion of a brand’s social following, roughly 5% in Facebook, actually drives word-of-mouth results. Often, brands have no idea who these individuals are, nor do they have an efficient way to activate them. And, with increasing social fragmentation, marketers have to dedicate more and more resources to develop content for each social channel so it resonates and adheres to the unwritten rules of conduct for that specific network. And who knows what social network will emerge in the future?

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Coca-Cola GB has revealed that Bobby Brittain will rejoin the company in June to take up the role of marketing, strategy and activation director.

No ano passado, quando fui fazer novas tatuagens e retocar as antigas, percebi que meu tatuador prestou muita atenção às minhas pintas. É estranho pensar em como a gente se sente à vontade com um tatuador para analisar e tocar a nossa pele, mas sentimos um imenso desconforto quando é um dermatologista quem faz isso. É por isso que a sacada dos criativos da Ogilvy Brasil foi tão boa: convocar tatuadores para ajudarem no combate ao câncer de pele, ensinando-os a detectar sinais que ajudem no diagnóstico precoce.

Apoiada pela marca carioca de protetor solar Sol de Janeiro, a campanha Tatuadores Contra o Câncer de Pele tem oferecido palestras ministradas pelo oncologista João Duprat Neto, diretor do Núcleo de Câncer de Pele e Dermatologia do A.C.Camargo Cancer Center e consultor técnico do projeto – com a participação de mais de 450 tatuadores.

O curso também é oferecido online, e os resultados já começaram a aparecer, conforme podemos ver no vídeo acima.

Post originalmente publicado no Brainstorm #9
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Social video experts Be On review the latest viral campaign by Save the Children

As far as WPP and Dentsu Aegis Network (DAN) are concerned, the end of the prolonged pre-merger process between Publicis and Omnicom came a little too soon.

Le graphiste polonais Peter Tarka alias Grate Studio, s’est amusé durant les mois de mars et avril à expérimenter diverses utilisations de matières et de textures modélisées en 3D pour créer des compositions variées mais toujours mises en scène avec talent. Plus d’images dans l’article.

For the big soda companies, it’s become necessary to latch on to — and aggressively market — any bright spots. So when PepsiCo noticed Wild Cherry Pepsi outpacing the category, it set about creating a robust marketing plan to support the cola, even though it controls just shy of 1% of the soft-drink category.

“Flavored colas are having a good time. When you think about, look at the future of the cola category, they may be a more important part of the portfolio,” said Simon Lowden, Pepsi Beverages North America chief marketing officer.

According to Beverage Digest, Wild Cherry Pepsi grew 2.9% last year, compared to a 3% decline for the entire carbonated soft drink category.

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Airbnb is underway with its first global ad campaign, promoting the service in nine markets on three continents.

Developed by Airbnb’s agency of record Pereira & O’Dell, the campaign — dubbed “Views” — depicts scenes from the windows of hosts’ homes around the world. It will run in the U.S., U.K., Germany, France, Singapore, South Korea, Japan, Brazil and China on digital and mobile, as well as in-cinema, in-flight and in out-of-home placements, through early June.

It includes a 60-second spot, along with 30- and 15-second cuts, and display ads that link back to microsites where people can peruse bookable Airbnb listings in their native language. The ads will appear on publishers including AFAR, YouTube, Dwell, Lonely Planet, Buzzfeed, the BBC, Facebook and Twitter.

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Media, Direct Marketing, Design
Procto-Glyvenol

Advertising Agency:Wunderman, Sao Paulo, Brazil
Creative Vice President:Paulo Sanna
General Creative Director:Adriano Abdalla
Creative Director:Fernando Tomeu
Copywriter:Diego Ferrite
Art Director:Luis Paulo Andrade
Production Director:Rodrigo Cassino
Production Manager:Sandro Figueiredo