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Entries from Digital Intelligence tagged with "brands"

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Facebook and fitness apps- a social success story?

Facebook is touting the success of a number of fitness apps, including Nike, as social networkers go digital to track and map their work out sessions. The site’s developers blog Wednesday highlighted four applications that have taken advantage of Facebook’s Open Graph to find success on the social network. With these apps, users can post a map of their run, gain a personal trainer in their pocket, count calories burned and share successes.

31/08/2012  |  Full story...

5 characteristics of winning TV ads

With 38 ads on average airing per minute across national TV, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.

28/08/2012  |  Full story...

Microsoft debuts multi-channel ad units

Microsoft has launched a series of new ad unit types intended to help brands coordinate their campaigns across Microsoft's Web, mobile, Xbox and Skype platforms. The units include interactive video ads, units with responsive design features, and ads that swell or reveal 3D effects when users hover over them. Microsoft claims that marketers spend around $8.4 billion quarterly on online media ads. The ad units like VPAID ads, Mindmap, Magnetic Canvas ad, Swell ad and Polymorphic Ads vary in size and function.

24/08/2012  |  Full story...

Reckitt Benckiser picks Syncapse to manage social media for 20 brands

Reckitt Benckiser has hired Syncapse to manage the global social media presence of its 20 brands including Clearasil, Durex and Lysol. Under the deal, Syncapse will use its platform to create integrated social-marketing programs across Facebook, Twitter and Google+.

24/08/2012  |  Full story...

YouTube runs skippable ads on mobiles

YouTube has introduced skippable ads on its mobile site, letting viewers choose whether or not to watch a video ad, and only charges advertisers if the ad is watched. This type of ad, which YouTube calls TrueView, has been available on computers since late 2010. With TrueView, viewers can skip ads they don’t like after five seconds. Advertisers only pay if a viewer watches it for 30 seconds or completion, whichever comes first.

23/08/2012  |  Full story...

Starbucks Vs Costa: Who is winning the London check-in wars? (infographic)

Despite Starbucks having eight times the number of central London outlets, the chain secures less Facebook check-ins on average than rival coffee group Costa, according to new research. Socialbakers has released Facebook data which compares the social campaigns Starbucks and Costa have run over the past few weeks, measuring Facebook Check-Ins, likes and comments. This reveals how two competitor brands drive brand engagement through social media.

23/08/2012  |  Full story...

Judge rejects Facebook’s settlement offer for putting users’ faces in ads

A US judge has rejected Facebook's proposed legal settlement to resolve allegations that the social networking company violated its members' rights through the its 'Sponsored Stories' ad feature. The lawsuit follows complaints that Facebook was using people’s photos in ads without their permission. The feature took users' photos and used their faces in Facebook's in-site ads for brands after they had merely clicked the "thumbs-up" button and "Liked" the company.

21/08/2012  |  Full story...

Digital campaigns ‘boosted by Olympics’

Brands running online advertising and social media campaigns experienced an uplift during London 2012, with search volumes being higher than those seen during the Beijing Olympics in 2008, Google has found. One company that benefitted from the Olympics was Visa with its 'Go World' campaign, which invited consumers to show their support for Team Visa athletes in the form of virtual cheers across social media.

21/08/2012  |  Full story...

Average brand marketing budgets revealed: UK brands ‘have significant digital strategy failings’

Whilst the majority (71%) of UK brands have a digital strategy in place, more than half (56%) do not have a roadmap for the next three to five years, according to the results of a new survey of marketers. The report, from Amaze, found that 37% of respondents admitted to not measuring the ROI from their digital activity and 52% say their social media initiatives do not meeting their objectives.

20/08/2012  |  Full story...

Facebook tests controversial newsfeed ads for non-fans

Facebook is testing a new ad format that lets brands aim their advertising toward the newsfeeds of users who are not already a fan of the brand page. Previously, a company could only advertise in the newsfeed of its fans. Now Facebook is stepping out from limiting brands to only connected users. The plan is to show adverts for products or brands that users have not previously ‘liked’ on the site, pushing the ad reach for brands out to the site’s 1billion users.

17/08/2012  |  Full story...

Google takes patent search tool to Europe

Google has rolled out its patent search across Europe, along with a number of new features to help budding inventors, entrepreneurs and brands check if their ideas have been copyrighted. The tool was initially launched in the US back in 2006, but the revamped service now includes ‘prior art search’. "Prior art" is a legal term for records of innovation that preceded a specific patent claim.

17/08/2012  |  Full story...

Olympics 2012- how did the sponsors fare online?

The Olympics offers three levels of sponsorship to brands- worldwide, London-based and athlete-based. Social media app Wildfire (recently acquired by Google) has tracked the main sponsors’ activity on social media over the duration of the Olympics and looked at whether they have seen an uptake similar to that of the athletes.

17/08/2012  |  Full story...

Google+ debuts customised URLS... without plus sign?

Google+ is now offering custom URLs to profiles and pages, similar to the vanity URLs provided by Facebook and Twitter. The move also suggests the internet giant is looking to integrate the service as a 'social spine' into all its services. Google+'s custom URLs is currently available to a limited number of 'verified' profiles and pages. The service will be soon rolled out to more brands and individuals.

16/08/2012  |  Full story...

Non-sponsors win social Olympics- Nike takes gold ahead of Adidas

Nike was the most engaging brand on social media during the Olympics despite the fact that it was not an Olympic sponsor, according to new data. The findings, from Socialbakers ‘cheermeter’ tool, indicate that it’s not the Olympic sponsors who are winning the race for brand engagement. From the 27th of July to the 2nd of August, Nike’s Facebook fan base grew by 166,718 - more than double the growth of its sporting rival, Adidas, who despite core sponsorship deals, netted just 80,761 new fans over the same period.

16/08/2012  |  Full story...

IAB clashes with regulator over Facebook fan comments ruling

Online trade body the Interactive Advertising Bureau (IAB) Australia has criticised a regulator's decision to hold advertisers responsible for content on social networks. The organisation representing online advertising has questioned the decision by the advertising watchdog to make businesses liable for comments made on their Facebook pages claiming the ruling will be a burden and “hurt” the development of social media.

15/08/2012  |  Full story...

Video viral of the week: Little Printer causes big internet buzz

Little Printer has taken the Internet by storm, and it’s largely down to this simple but hugely effective YouTube video. Potentially the world's cutest printer, the device lets users print Tweets, photos and receipts without the need for bulky machines and expensive ink. See why it’s our video viral of the week below…

15/08/2012  |  Full story...

Most recognised logos in the UK- Microsoft, Apple and Intel lead tech table

Among UK shoppers, the top three most recognisable logos for technology brands are Microsoft, Apple and Intel. They were identified with certainty by 92.7 per cent, 86 per cent and 85.6 per cent of consumers, respectively. The study, from WPP brand Ogilvy Action, indicates that social media brands filled up the remainder of the top five: 78.8 per cent of shoppers were certain that they recognised the Facebook logo (81.8 per cent of women vs. 75.7 per cent of men), while 73.9 per cent (again, more women than men) identified the Twitter logo.

13/08/2012  |  Full story...

Case study: How Orabrush got 16m YouTube views on a $500 budget

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In this case study, Orabrush made smart use of YouTube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online

More on this Case study
Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video

View the first YouTube commercial | View the case study 'How they went to Walmart' | View the infographic | Read the Google Blog

11/08/2012

Digital Vs TV spend: Cadbury's online video advertising gets 4 times more ROI than TV

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Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.

More on this case study:
Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

11/08/2012  |  Full story...

Case study: Strepsils and Lemsip unleash ‘online grandma’ to cure man flu

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Reckitt Benckiser has teamed two of its brands - Strepsils and Lemsip - to defeat 'Man-Flu' via an interactive video and social media campaign. Using social media data to provide personalised care and attention for customers, the flu medicine Strepsils took an interesting approach. The microsite is a little tongue and cheek, but definitely bears a great sense of humor to cheer up the sickly.

More on this Case Study:

Reckitt Benkiser | Media: Viral, Video, Social media | Country: Australia | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Agency: Holler | Format: Video, social mmedia »

11/08/2012  |  Full story...

YouTube Case Study: Coca-Cola ‘security camera’ ad gets 5m YouTube views in one month

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This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. Historically, Coca-Cola has understood better than most that if you make people feel good while watching your advertising, it rubs off on your brand. The video has racked up over 5.4 million YouTube views and 44,500 ‘likes’.

More on this Case study …
Brand: Coca-Cola | Media: Video, YouTube | Country: Global |Sector: FMCG | Agency: Landia

YouTube case study

11/08/2012  |  Full story...

The shortest ad ever- OCD ‘1 second’ videos create YouTube buzz on a $0 budget

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The International OCD foundation reached tens of thousands of people with a series of one second long videos, aimed at helping viewers experience the symptoms of obsessive compulsive disorder (OCD). Rather than explaining the effects of obsessive-compulsive disorder at length, they used a 1-second text-only ad to demonstrate the frustrations people with OCD experience first hand. The ad is too short to read in one viewing so, as the title explains (and even challenges) “You may have to press play more than once …”

More on this Case study …

Brand: NHS |Media: YouTube ads | Country: Israel |Sector: Healthcare | Agency: McCann Digital | Format: YouTube Video

YouTube video Video Case Study

11/08/2012  |  Full story...

Case study: Ace uses soap-opera style mystery to create awareness and triple sales

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The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.

More on this Case study …

Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made

Facebook case study | YouTube advert

11/08/2012

Video viral case study: P&G’s ‘Olympic Moms’ ad gets over 4m YouTube views

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Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.

More on this Case Study:

Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »

11/08/2012  |  Full story...

Viral marketing case study: TNT’s ‘dramatic surprise’ becomes second most shared YouTube ad of all time

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In April 2012, Belgian TV channel TNT posted this ad on YouTube, getting 23m views in just one week and becoming the second most shared video on the website. Published on April 11, the 'A Dramatic Surprise On a Quiet Square' video campaign has clocked a whopping 30m views and 250,000 likes with a fortnight. This case study takes a look behind the success...

More on this case study:
Brand: TNT | Media: YouTube, TV, Social Media | Agency: Duval Guillaume Modem, Belgium | Country: Belgium | Sector: TV, Media

11/08/2012  |  Full story...

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