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Sunday, January 17, 2016
Axe commemorates uniqueness with Instagram video series
By Brielle Jaekel
January 15, 2016
Unilever’s Axe brand is positioning itself as a component in males’s grooming habits with a series of 15-second videos providing fast styling tips, borrowing a page from the playbook for charm brands targeting millennial ladies. The male grooming brand is launching a video series on Instagram to promote its new Axe Advanced Collection, delivering answers to questions relating to primping for males, including pointers, tricks and tutorials. The content is tailored to encouraging males to concentrate on exactly what makes them special and to disregard rigorous masculinity rules of the past. Axing social pigeonholes Axe will be sharing a series of the 15-second videos on Instagram, which work as an online grooming guide series with recommendations on how men can develop their own specific appearance. The videos will answer common questions that males are looking for answers to online relating to fashion and pet grooming. Axe’s new video ad celebrates originality With each years comes brand-new fashion and grooming patterns
, and the popular pattern in modern fashion is to be yourself and express your very own special style. Axe’s’Instagroom’series is corresponding with this trend, as standard concepts of what is masculine have actually fallen by the wayside. The men’s item brand is also launching an online contest, available through mobile and desktop in which users go into to be discussed by
, dance moves or an intriguing fit rather than a stereotypical 6 pack that every man believes he requires. Axe mobile technique The brand likewise leveraged an in-store partnership with Walmart designed to draw in the brand’s young male audience with relevant music downloads on mobile as a reward for acquiring products( see more). Axe is moving away from titillation as a marketing method and its efforts to welcome mobile to win over a new
Saturday, January 16, 2016
Toyota sparks customized storytelling by means of 100,000 targeted video ads
By Chantal Tode
January 15, 2016
Toyota’s personalized video advertisements appear on Facebook
Working with 100 interchangeable clips, Toyota is reaching Facebook users with video ads for the RAV4 that are customized for each audience, leading to more than 100,000 various areas.
The campaign uses information to scale customization, with each area constructed from 3 clips pulled from the collection of 100 interchangeable clips to show a Facebook user’s particular interests while also highlighting the RAV4’s product qualities. The campaign is an example of how savvy online marketers are wanting to produce material that attends to the unique qualities of mobile and social.”Most of Facebook usage is done through mobile gadgets,” said Chris Pierantozzi, imaginative director at Saatchi & & Saatchi LA. “So we crafted a campaign that took into the considerations of not simply the platform, but likewise the delivery mechanism.
“Everyone is unique,” he said. “So why tell everybody the exact same thing.
“With this program, Saatchi produced custom-tailored material for prospective RAV4 Hybrid purchasers. Customizing material is the crucial to creating marketing that people react to, and there’s no social platform that comprehends their customers much better than Facebook.”
Custom-made storytelling
The RAV4 project, which likewise includes normally broadcast spots, was produced with Saatchi & & Saatchi LA and features star James Marsden.
The Facebook videos for the effort are constructed from a collection of 100 interchangeable vignettes, each between 15 and 25 seconds long.
To produce so many videos, Saatchi & & Saatchi LA partnered with Cloneless Media, a VFX and post-production platform business that has produced a technology that accelerates broadcast-quality post-production and automates creative versioning.
As a result, Toyota is able provide spots that share some elements while also resolving the interests of the audience with customized content based upon their Facebook history. Some of the styles obvious in the different areas consist of technology, experience and style and buying.
The copy accompanying the advertisements strengthens the personalization. For instance, the copy for one advertisement checks out: “You’re elegant and tech-savvy, similar to the brand new RAV4 Hybrid.”
Personalization at scale
The campaign likewise serves social videos on Twitter’s new auto-play video unit, positioning the RAV4 Hybrid as efficient in doing everything a driver would want it to do.
Personalized Facebook video ads are just the most recent example of how Toyota continues to press mobile marketing forward.
The new RAV4 project was a considerable effort from an operational viewpoint.
“It was a big endeavor to pull this off behind-the-scenes, however we had the ability to do it with the aid of our editing partner, Cloneless Media,” Mr. Pierantozzi said. “They were able to speed up broadcast-quality post-production and automate the various mixes of stories to wisely modify and deliver the areas.
“Then, through a comprehensive evaluation process, we chose the finest ones to go deal with,” he stated. “From a writing and production standpoint, we shot 100 scenes in one day to establish 100 interchangeable clips to obtain to the total 100,000 advertisements.
“The substantial script-writing was established in a manner that enabled a continuous and clear narrative through a large range of clips.”
Senior Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.
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Toyota sparks customized storytelling by means of 100,000 targeted video ads
Wednesday, January 13, 2016
Valio Video: Tribute video for Lemmy Kilmister
Valio and ad agency hasan & & partners have actually launched this fantastic video area just recently.
In memory of renowned musician Lemmy Kilmister, the brand has launched this humorous tribute video. It includes the ultimate rock ‘n’ roll star leave the bar and say to the electronic camera that he never drinks milk and he never will. By the way, the area promotes milk, of course. Valuable.
Enjoy the video and have an excellent laugh.
Credits
Agency: hasan & & partners, Helsinki, Finland
Creatives: Jussi Lindholm, Eka Ruola, Jussi Peso
Producer: Salla Tuomi
Director: Markus Virpiö
Production company: hasan motion
- Next Post: Nissan Commercial: Smarter →
Valio Video: Tribute video for Lemmy Kilmister
Sunday, January 10, 2016
SES London: Top Tips for Keyword Research [video]
Marketing Pilgrim contributor Gareth Davies was at the recent SES London conference, with camera in hand.
He sent out back 8 short video interviews, which we plan to share over the course of the week. In this video, Gareth asks Alyeda Solis of WooRank to share her top suggestions on keyword research study.
SES London: Top Tips for Keyword Research [video]
Saturday, January 9, 2016
SES London: @Fantomaster Explains Why Black Hat SEO Exists [video]
Marketing Pilgrim factor Gareth Davieswas at the recent SES Londonconference, with camera in hand.
He sent out back 8 short video interviews, which we prepare to share during the week. In this video, Gareth asks Ralph Tegtmeier (aka @Fantomaster) explains what black hat SEO is and why it’s needed.
SES London: @Fantomaster Explains Why Black Hat SEO Exists [video]