Right Brain, Left Brain Blog

45 posts categorized "Youth culture"

10 November 2014

How millennials think differently about brands

Say venn

Millennials are almost 75 million strong in the U.S. alone, and we spend $170 billion each year. But you’ve likely heard that we reject traditional advertising and instead prefer to create relationships with brands. Why? Because we’re wary of marketing, in general, but we’re not willing to give up the goods we need to make our lives run smoothly.

All of the brands we consume have to be “lifestyle” brands because consumption, for us, informs lifestyle. Part of our lifestyle is supporting and helping our communities. Part of our lifestyle is finding adventure and trying new things every day. And perhaps the largest part of our lifestyle is being connected to everything and everyone all the time. Those values have to be a big part of the brands we support, as well.

Millennials love to be loyal. We crave connections, relationships and mutual honesty. That’s why we love user reviews and online feedback loops. We love to tweet at a brand and have the brand tweet back, because we know that there’s someone writing that tweet, someone who cares and wants to keep us as a customer. When a brand seems to care about the needs and desires of its customers, we appreciate the concern.

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02 May 2014

Why Tinder’s move into native ads could challenge the social media elite

Tinder main

So the big news this week came from popular mobile dating app Tinder, with its parent company InterActive Corp (IAC) announcing during its earnings call that it may start to introduce native advertising in a bid to make money from the free app.

IAC chairman Greg Blatt said: “The nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”

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26 February 2014

How to make the most of Snapchat for your brand

Snapchat is the new kid on the block. Everyone’s talking about it. But not only is the app a fun, exciting and ‘snappable’ way for people to exchange visual messages with their friends and family, it’s actually proving to be a fantastic communication resource for brands to engage with consumers.

The problem is that brands are yet to really understand and utilise the platform that Snapchat offers. Take a leaf out of the likes of Taco Bell, Acura and MTV UK’s book and you too can get involved in the “selfie” trend rocking the mobile app world.

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14 February 2013

Valentine’s Day: the art of making consumers fall in love with brands!

By Cream Editorial

February 14 isn’t just a day for couples to express their love for each other – the festival day for love is also a day when brands vie for consumer love and attention! On the occasion of Valentine’s Day, we pick out Cream Global’s hot five case studies where love is the X-factor that helps a brand find the sweet spot with its consumers. Here they are:

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25 January 2012

A creative two-screen strategy

By Dan Machen 

As Charlie Brooker’s C4 mini-series ‘Black Mirror’ recently dramatised - we are a nation increasingly addicted to mobile devices. Just look up on any bus or train journey to see how many people are eyes down for mobile content.

 

Tv second screenTv the second screen

Recent research from the annual Childwise survey suggests this is only going to increase as digital natives grow up. Its survey of 2,770  5-16 year olds shows that not only are there now fewer TV sets in children’s bedrooms, but also amongst gadget use, the biggest growth area is mobile internet. This increasingly reflects an ‘on-demand’ culture that wants immediate access to information as a running commentary to what they are doing / watching / interested in buying.

This suggests that traditional 2 screen strategy – which typically sees the TV as primary and mobile devices as secondary – may become outdated. Mobile devices are becoming increasingly primary, with TV as initial stimuli, or as a backdrop for mobile-led interactive experiences.

So what should we do about this? We have proactively developed turnkey solutions to support interaction between existing broadcast campaigns and mobile devices - at the point of motivation. Below are 5 areas marketers should be focusing on today, to develop a 2 screen strategy fit for tomorrow...

1. Linking broadcast media to opportunity to purchase in a couple of clicks
2. Consolidating and adding value to social feeds around sponsored video content
3. Using broadcast to deliver inspiring promotional marketing – e.g. take Olympics tickets from the TV
4. Delivering updated content in real time, as a reaction to live events
5. Gamifying broadcast content - with home viewers competing/voting in real time

Dan Machen is head of innovation at Billington Cartmell !nvent. 

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11 January 2012

The danger of being a star-struck brand manager

Celebrity endorsements have long been a powerful marketing tool. Like all strategies, the idea of getting a famous person to act as a brand ambassador comes with its own unique pros and cons.  Lots of commentators covered this subject during the various indiscretions of Tiger Woods, which saw the professional golfer sacked from a number of lucrative ad contracts over his marital indiscretions.

But while some relationships do not end well, it is a sad fact of media that some partnerships are doomed from the start. Some are very successful and in some cases you have to wonder if it’s just a case of brand managers abusing their position to meet their favourite actors and pop stars.

Fiat and Jennifer Lopez

At the start of 2011, Fiat launched its new Fiat 500 campaign in the States, enlisting a dream spokeswoman in the face of Jennifer Lopez. After a few years in the pop wilderness, J-Lo was back in 2010 with a hit album and worldwide smash single. Her appearance as a judge on American Idol confirmed that her star was in the ascendant.

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14 November 2011

Video of the Week: Catvertising

By Mike Woods, Framestore

This week's video falls back upon a tested favorite - Cats.

Canadian agency John St. has made a marvelous viral video about a spoof agency called Catvertising. It’s the future!

 

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27 September 2011

Cream world tour presents New Zealand: Tuatara, Kit Kat, and Hell Pizza

Welcome back to the Cream world tour. We hope you enjoyed last week's trip to Mexico. This week, we are taking you to New Zealand where all eyes are currently turned to for the Rugby World Cup.

Cream is filled with great case studies from New Zealand. Here is a small selection of a few to give you a taste of what goes on down under...

New_zealand_en

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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