According to Hasbro, a giant in the toy industry, brands need to learn how to be better consumers. Victor Lee, the VP of Digital at Hasbro, sees a disconnect between what agencies are doing and what their clients, AKA the brands, need.
Digiday interviewed Lee recently on what he sees as the challenges in 2014. Here are some of the takeaways we found most interesting.
The Biggest Digital & Social Media Challenges for Hasbro
Lee says something that will definitely resonate with most brands, large or small. Hasbro is on so many different platforms and channels that it’s hard to know which one is the most effective. Their various sub-brands (like Transformers, Nerf, Monopoly, Play-Doh, and My Little Pony) are very different, and all tell their own unique story. They all have their own content, and their own accounts on all of the platforms. Hasbro therefore has the problem most of us wish we had: too much content, and needing to pull back. But, whether you have too much or too little content, every one has the same problem: knowing where to publish that content and how effective it is.
December 11th, 2013
‘Twas many nights before Christmas and hundreds of WestJet employees were preparing to surprise and astound their passengers. They bundled up a live feed of Santa with care and put him in the airport boarding area of two major airports. Passengers were asked to scan their boarding pass and then, a live feed of Santa would speak to them. Santa asked them what they wanted for Christmas and then, while they were flying to their destination, hundreds of WestJet “elves” scurried to the store to buy and wrap presents for their passengers. When the passengers arrived, the presents came out one by one via the baggage conveyor belt and Santa with elves in tow showed up to share the Christmas spirit with their passengers at the baggage claim.
December 10th, 2013
Gary Vaynerchuk, the best-selling author and “king of social media,” compares social media to boxing in his latest book, Jab, Jab, Jab, Right Hook. That’s right, boxing. He equates social media marketing with boxing and uses the metaphor to outline what successful social media is all about: Give Value, Give Value, Give Value, Make Your Ask.
The book tells you how to navigate the social media world and outlines some of the most common mistakes marketers make. Here are some of the top mistakes he outlines.
December 9th, 2013
Even Santa can’t escape the ever-watching eye of the Internet. Google and Microsoft are getting into the holiday spirit with competing website that track Santa’s whereabouts. Of course, “real-time” navigation can’t start until December 24. But, that’s not stopping the two websites from entertaining users every day up to Christmas. (According to Google’s location tracking, Santa’s been hanging out on a boat at sea and jet skiing at the North Pole).
December 6th, 2013
Ever wonder what apps are performing the best in any given month? If you’re in the digital marketing world, you most certainly do! We were excited to come across this article on Distimo, which outlines the top apps from November 2013. These apps show that games, entertainment, and social media apps are the growing trend (definitely important if you’re considering mobile app development or mobile advertising).
Without further ado, here are the top apps!
December 5th, 2013
2014 is fast approaching, which means trendwatching.com has released an exciting Trend Briefing about consumer habits to run with next year. We’re so excited about these trends that we just had to share!
Here are some of the trends the Trend Briefing outlined, and our take on what’s coming in 2014.
Guilt Free Status
As we become more globally connected, it’s becoming much harder to ignore that our consumption causes harm: to people, the environment, and even ourselves. We’ve seen a rise in trendy brands that are doing good in the world. It’s likely that these “guilt free” indulgences will become even more popular.
December 4th, 2013
Technology permeates our lives in a way we couldn’t have imagined even 20 years ago. The first thing most people reach for in the morning is their smartphone, and we’re constantly connected via text, email, social media, Snapchat, and more. These technological innovations obviously affect our personal lives in both positive and negative ways. Our professional lives are no different.
Researchers and executives alike are constantly debating whether or not digital technology will influence workplace innovation for better or for worse. Fast Company recently featured evidence on both sides of the debate, courtesy of business scholars Greg R. Oldham of Tulane and Nancy Da Silva of San Jose State. They highlight four reasons technology will boost innovation and four ways technology will hinder it.
December 3rd, 2013
For years, marketers have been clamoring for a way to use smartphones to connect consumers’ online activity to their real life habits. Google claims that they now have a way to track consumer activity offline by tracking smartphone locations at all times, even if the consumer isn’t using a Google app.
How can Google track consumers’ locations, even if they don’t have a Google app open? Google is beta testing a new program that uses smartphone location data for consumers when they’re in stores. Google connects these store visits to Google searches conducted on smartphones in order to prove that mobile ads work.
Sound a little creepy? Maybe that’s why Google has declined multiple requests for comment from news organizations. Apparently, Google employees briefed agency executives on their plan and these execs leaked the info to the media.
December 2nd, 2013
Everyone is talking about the future of mobile, and how it’s probably already here. We’re no exception. We’ve been talking about mobile commerce, mobile apps, and mobile advertising as much as the next agency. When it comes to mobile, everyone has an opinion, and many of those opinions have become unofficial gospel. This phenomenon is especially true of mobile advertising, the newest advertising frontier.
Here are some notable mobile urban legends and an analysis of whether or not they’re true or false, courtesy of Digiday.
November 27th, 2013
On November 1st, Michael Kors launched the first Instagram ad. The ad created a lot of engagement, obviously the goal, though not all feedback was positive. Levi’s, Lexus, and Ben and Jerry’s have also launched ads and attracted a lot of likes and comments.
But Instagram and its advertisers aren’t focused on likes and comments. It’s tempting to zero in on those metrics. Followers, likes, and comments are easy to see and they definitely do indicate how well a brand is received. If you just look at those numbers, then Instagram ads have done well already.
Michael Kors’ first ad attracted 218,000 likes in 18 hours, 370% more likes than the designer usually sees on posts in its regular feed. The brand also received 33,000 new followers in those 18 hours (16 times more than usual). Lexus’ first ad received 172,320 likes in 3 days, and gained 10,000 new followers in one day (they usually get 200 new followers on any given day). Ben and Jerry’s first ad got 248,348 likes, while a similar organic post received just 24,000 likes.
November 26th, 2013