Friday, September 23, 2016

Would a cold Heineken taste good right now?



Last year Heineken ran a promotion called "Spark Your Holiday."  The real-time campaign, which ran in digital, mobile and out-of-home media, targeted consumers at the exact moment they were making food and beverage decisions.  Discounts and incentives were offered and in-store sales increased by 4.3%. (Sullivan, 2016)

Impressive.  And a bit Minority Report. 

So what do you think?  Have you observed any ads that have been particularly well-timed or well-placed?  Did they make you want to buy something?  Did they creep you out?  Or are you willing to trade some privacy for convenience?


Sullivan, L. (2016, September 21)  Heineken Finds 4.3% In-Store Sales Increase Through Intent Targeting.  mediapost.com.  Retrieved September 23, 2016, from,
http://www.mediapost.com/publications/article/285179/heineken-finds-43-in-store-sales-increase-throug.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=96609

Friday, September 16, 2016

Prudential vs. New York Life; which will resonate more with Millennials?



Tomorrow New York Life will launch their new campaign aimed at maturing Millennials, i.e. Adults 25-34.  As they have noted this group is entering some of the life stages that typically lead to insurance purchases - marrying, buying a home and having children.  So it is time for them to begin outreach. (Gazdik, 2016)

They have chosen to take a humorous approach, with video spots featuring Demetri Martin.  You can check the first one out here.


Last winter Prudential launched their new Millennial focused campaign with an entirely different strategy, focusing on Millennials' competitive spirit and need to belong.  Here is a blog that I wrote about it , with comments from last year's class.


Do you think either effort will be successful?  Why?  Is humor a good approach?  What about creating challenges?  Can you think of a different approach that might be more successful?


Gazdik, T. (2016, September 15)  New York Life Targets Millennials.  mediapost.com.  Retrieved September 16, 2016, from
http://www.mediapost.com/publications/article/284740/new-york-life-targets-millennials.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=96397

Friday, September 9, 2016

If Sun-Maid focuses on baking will their sales increase?



Sun-Maid Growers of California has completed their agency reviews and selected new marketing partners.  They are now in the process of developing an integrated marketing campaign featuring custom recipes to support their tie-in to the "Trolls" movie and the holiday baking season. (McClellan, 2016)

I wasn't aware that there still is a holiday baking season. 

Which makes me wonder - does anyone bake anymore?  If so, who?  Why not focus on snacking instead?  The product does come in those convenient little boxes after all.

So what do you think?  Who is the target for this effort?  Do you think it will be successful?  Or do you think a different target and strategy would work better?


McClellan, S. (2016, September 6)  MXM, MBMG Win Agency Assignments From Sun-Maid.  mediapost.com.  Retrieved September 8, 2016, from

Friday, September 2, 2016

Will Marriott's connecting with Create & Cultivate connect with Millennials?



Marriott hotels is developing a six-part content series targeting Millennial career women.  Called "Create & Innovate" it will be featured on both companies' websites.  The series spotlights the hottest female entrepreneurs and offers see and do tips for various cities.

Create & Cultivate is known for their one-day conferences, which attract Women ages 21 - 35, with an annual median income of $75K and a purchasing power of $405 billion. (Gazdik, 2016)

Wow.  Sounds like a good fit to me.


Gazdik, T. (2016, September 1)  Marriott Targets Millennials With Content Series.  mediapost.com.  Retrieved September 2, 2016, from http://www.mediapost.com/publications/article/283862/marriott-targets-millennials-with-content-series.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=96012

Friday, August 26, 2016

Will wanting to be part of the tribe get Millennials to compost?



Research has shown that while Millennials talk about being environmentally correct, it's actually the Baby Boomers who are the greenest.  So how to convert the non-doers to doers?  How about using peer pressure?  It seems to be particularly effective for this social media driven demographic.  As someone noted - they can't buy anything without checking with their friends first.

Moreover there was some intriguing research done on the topic of reusing hotel towels.  Remember that little card you found in your room the last time you traveled?  What exactly did it say?  Research has shown that the more specific the message, e.g. 65% of the people who stayed in this room reused their towels, the more effective it is.  Clearly social proof is playing a role.

Since so many people these days are self-described foodies, it makes sense to see if identification with that sub-culture can be used to change behavior.

Enter the city of San Francisco, which has apparently run out of landfill space and the "Real Foodies Compost" campaign.  The heart of the campaign is this video which is available in multiple lengths - :15, :30, and :40.  It will run on the microsite "realfoodies.com" and on pre-rolls and social media.  



Out-of-Home, online banners, native advertising, and interestingly direct mail -- yes old-fashioned postcards - are being used as well.

I like the strategy.  Connecting to a sub-culture is a powerful way to persuade.  But I think the execution falls short because it does not exploit social proof.  I believe that if communications focused more on composting as a route to belonging to the group the campaign would be far more effective. 

My students would agree.  Here is a link to a blog posted previously about the topic, with their comments.  I have to admit that I was surprised when they suggested requiring proof before people could claim to be green.



Lukovitz, K. (2016, August 12)  San Francisco Campaign Aims To Make Composting Aspirational.  mediapost.com.  Retrieved August 26, 2016, from
http://www.mediapost.com/publications/article/282421/san-francisco-campaign-aims-to-make-composting-asp.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=95507