Hasta La Creative!

It’s probably the inevitable next step in an age of selfies and personalization — beauty ads that feature you as the model.

While almost every cosmetics brand wants to expand its digital and e-commerce presence, Slate Cosmetics is taking the concept a step further with an entirely digital launch. To do that, it’s turning to Looking Glass, a technology that lets people sample cosmetics virtually by uploading their photos into online display or native ads.

Marketing Director Gentry Ford said Slate is the first cosmetics brand to try an entirely digital launch, with distribution, at least initially, only through e-commerce. L’Oreal’s launch of Em by Michelle Phan, backed by the YouTube video-blogger, came close, but it had a Manhattan store as part of its launch plan last year.

Continue reading at AdAge.com

Dell is the latest legacy software company to set its sights on marketer dollars, joining Oracle, IBM and others.

The company will soon introduce a “digital transformation” business offering, which includes consulting services and technology tailored to organizations revamping their digital operations. Dell is expected to reveal the new offering at its Dell World conference this week in Austin, Texas.

“It isn’t just a marketing buzzword,” said Dell CMO Karen Quintos of digital transformation. “But it really is the practical ramifications of how we are learning, selling, buying, engaging in a digital type of way.”

Continue reading at AdAge.com

Rémy Martin has handed DLKW Lowe lead agency status on its global advertising account following a competitive pitch.

Le studio de design allemand WertelOberfell a collaboré avec Panasonic pour imaginer la collection « Epochs » : des appareils photos Lumix DMC-GM1 dont le design a été conçu grâce à une imprimante 3D. Révélé à la Photokina 2014 à Cologne, ce projet a suivi les inspirations de différents mouvements artistiques tels que l’art nouveau et le modernisme ou encore l’influence de la culture technologique et digitale.

Les toits des villes sont souvent des lieux inanimés, des espaces sans vie auxquels le Studio Aisslinger, dans le cadre de son projet « LoftCube », a voulu rendre une âme. L’idée est d’avoir placée sur le toit de l’hôtel Daniel à Graz, en Autriche, un loft en forme de cube. Totalement vitré de part et d’autre de ses quatre faces, le loft offre une vue imprenable à ses occupants. A découvrir en images.

Marks & Spencer is the latest retailer to blame “unseasonal” weather for a sales fall, after like-for-like clothing revenue fell for the 13th consecutive quarter and by 2.2% in the six months ending 27 September, a period that saw its marketing spend leap 20%.

Since its early tweet-walks, Burberry has been a trailblazer on social, bringing its consumers closer to the action. Its celebrated fashion shows are watched online around the world by thousands, and the online coverage of these events helps to drive a huge spike in mentions that Burberry then uses to drive traffic to its online store. Most recently, the brand has latched on to the hot marketing topic of the day, personalisation, by running the #MyBurberry campaign.
The activity, with ads starring Kate Moss and Cara Delevingne, promotes Burberry s monogramming service. This follows on from customisable bags and appears to be another step in bringing the customer closer to the brand, presenting them with a one-of-a-kind experience and product. The brand s status as the darling of both the digital and fashion worlds looks assured.
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86% of commentary on the customer service and shopping experience at Burberry was positive. Good service in a range of its stores, coupled with a standalone Twitter account created solely for cust omer enquiries, were among features greeted positively by commentators.
22% of commentary about Versace focused on its online portal. A significant propor tion complained about poor response times, while the customer service offered did little to rectify the situation. The favourable comments related to cust omers who were pleased about being able to purchase Versace goods online.
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July
Burberry shareholders voted against an obscene 28m pay package received by chief executive Christopher Bailey. Labelled one of the biggest revolts in British boardroom history , the news quickly filtered through social and led to a high volume of negative discussion.
August
@Superdrug piggy-backed on the brand s popularity, offering its followers a chance to win Burberry Brit Rhythm body lotion and body wash in an effort to publicise a half-price promotion. The retweet to win update was retweeted 852 times and favourited a further 96 times.
September
From a star-studded front row to an incredible performance from James Bay, fashion line Burberry Prorsum s The Birds and The Bees spring/summer 2015 show was a hit online.
It streamed live and viewers could buy the nail-polish colours worn on the catwalk after-wards via Twitter s new buy button.
October
#SaveKimi, a campaign asking Chris-topher Bailey to make Burberry a fur-free company , launched on World Animal Day (4 October). In just one week, it attracted 80,000-plus signatures on befurfree.org, after video footage from Finland highlighted the grim truth about Saga Furs, a Burberry supplier.
Produced from human analysis of 2500 pieces of user-generated content (UGC) from 10 September to 13 October 2014
Social Tracker is powered by Yomego and Human Digital.
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Et si un pneu de vélo pouvait servir de tampon à encre pour réaliser des illustrations ? C’est chose faite avec les 3 prints réalisé par Thomas Yang, passionné de 2 roues. Les affiches représentant des structures de villes emblématiques ont été créés avec les bandes de roulement de pneus de vélo et de l’encre Pantone. Elles sont disponibles sur le magasin en ligne de l’artiste.

Authenticity and trust are at the heart of successful content marketing, says Anna Watkins.

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