Sometimes it takes more than the written word to really get the consumer excited about your brand. In today’s culture of You Tube and reality TV, people are used to getting up close and personal with everyone from celebrities and socialites to the girl next door.
Video presents a unique opportunity for brands to showcase their products in a way that’s not possible through print or the in-store experience. At Creative Concepts, we partner with brands to help them create engaging and informative videos that tell a story and draw the viewer in.
Our client Ecover recently hosted an Earth Day event in a jaw-dropping New York City penthouse, teaching guests how to make sustainable choices inside their homes. Attendees were taken on a tour of the penthouse and given tips on how to make healthy living choices for each room. Celebrity interior designer Robin Wilson along with Ecover’s Kipling Wagner brought the event to life on video for all to see.
When Ouidad threw a curly party, our cameras were there to record the effusive guests who were ecstatic about their gorgeous new hair styles. Their enthusiasm was contagious–something that definitely would not have come through had it been only in writing.
Video has the ability to turn something static into something dynamic. It brings the brand into the context of real life and helps people interact with the brand. The recipe for a successful video? Feature people who are passionate about the brand, add an expert who can teach the public something interesting about the brand, keep it exciting and easy to watch. Then put it on You Tube and get ready for the hits!
This year, to mark Earth Day, Creative Concepts‘ client Ecover hosted “Bringing Earth Day Home,” a chic yet homey cocktail event in New York City, designed to showcase the products and the brand with a larger overriding theme of showing how the attendees could live a sustainable and stylish lifestyle. Guests mixed and mingled with Ecover’s Kipling and with eco-celebrity interior designer and host of the event Robin Wilson while sipping organic wine and noshing on organic hors d’oeuvres and desserts and locally-sourced cheeses. Various experts shared tips on greening home life, and Ecover sent guests home with re-usable goody bags full of cleaning products.
Goody bags from the Ecover “Bringing Earth Day Home” event
Real-life meet-ups personalize a brand by putting a face and a voice with the product. Events like “Bringing Earth Day Home” are invaluable to brands; they allow consumers to see how products and services can be part of their everyday life. They also offer brands — or, more specifically, the people behind them — the opportunity to interact with their target audience in a genuine, spontaneous way. Forging that real-life, face-to-face connection is key to building brand recognition. Social media offers brands an invaluable way to connect with consumers outside of a brick-and-mortar store — in their own homes, in fact, or in the car or wherever they are connecting with their networks. Ultimately, though, nothing beats a face-to-face meeting with customers and clients.
Ecover Products featured at the “Bringing Earth Day Home” event
“We so believe in the power of social media,” says Valorie Luther, founder of Creative Concepts. “Our clients get to reach out to their customers and make a difference whether they are sharing expert information or answering questions. But we also believe in meeting customers face to face, which our clients are doing with interesting intimate events that build off of what has been established online. The event we just produced for Ecover was all about sharing sustainable and stylish tips with the guests (which included great food and wine). Attendees walked away with full size Ecover products in their goody bags which we know from experience makes an impact. When you combine the online efforts with offline meetings, a brand has made a difference!”
Taking the time to meet face-to-face with clients and consumers is key to building a successful brand. Creative Concepts is committed to the idea that social media allows companies to connect with consumers on a daily basis, but we also believe that going the extra mile and hosting an in-person event is the final step in connecting with the very consumer who has helped you build your business. It’s a thank you….and the perfect way to say how much you appreciate their support.
Have any event stories to share? We want to hear from you so please share you thoughts via the comments.
The phrase “you’re doing it wrong” has long been the cause of many social media arguments. When one of the basic principles of social marketing is to “just be yourself,” how can you be wrong at being yourself?
While the merits of that question can be debated endlessly, we here at Creative Concepts do know one thing for sure: whatever “wrong” happens to be, it sure feels good to know we’re doing something right!
Sometimes, validation comes from metrics. Social media can be unpredictable, so when the numbers prove that our theories (and campaigns) are bearing fruit for our clients, we feel good because they feel good.
Other times, validation comes directly from the clients themselves. We’ve been working with some of our clients for more than 5 years, which means our methods are working for them. And every time we sign a new client, or expand our responsibilities with an existing client, we know that we’re all moving confidently forward in a positive — and profitable — direction.
And then there’s the validation from our peers. For example, when we read Mashable’s recent list of 10 Tips for Posting on Your Brand’s Facebook Page, we digitally high-fived ourselves because we already do each of these things for our clients. (See for yourself on their Facebookpages.)
Client love, new work and metric boosts are what keep us active and engaged, but there’s still nothing like reading a major advice column and realizing we’re already ahead of the curve. (And we haven’t even had our coffee yet!)
Wondering what else we know? Follow us onFacebook andTwitter!
Ouidad, backstage with the curly models of NYC Fashion Week 2011
When your brand is well-known in your field, you have a story worth telling. But how do you find new audiences to share that story with?
You find something everyone has in common.
For example, it’s no secret that the fashion world has invested heavily in the social media market. Tools like Twitter and Facebook, which are built to fuel conversations, are a perfect match for an industry that thrives on opinion. And while not every brand is necessarily fashion-forward, a forward-thinking brand can always find ways to bridge that gap.
During this year’s Fashion Week in New York City, two of our Creative Concepts clients learned just how exhilarating the fashion world can be.
Ouidad (the best friend a curly girl could ever have) was live-tweeting backstage from several Fashion Week shows and shoots, sharing photos and channeling buzz as the fashion magic was happening. Why? Because, as a hair care expert who’s focused on empowerment and education, Ouidad knows that surrounding yourself with beauty is a key building block in your lifelong quest to feel fabulous!
Another of our clients, the eco-cleaning innovators Ecover, were thrilled to support Study, a sustainable fashion brand from Tara St. James that proves the fashion world sees “green” as more than just a color. And since Ecover and Study are each using social media to communicate their passion for a cleaner, greener world, Ecover’s sponsorship provided the perfect opportunity to give each brand a common talking point which they could share with their own audiences.
So, how can your brand find new ways to share its expertise and passion with a new audience that might be a step or two removed from your existing fanbase?
First, find common ground — or a common enemy. Then, reach out. Be valuable. Be interesting. Be supportive. Be worth knowing.
(And if you can do it while looking amazing in Armani or Burberry, there’s nothing wrong with that either!)
When our client Ecover celebrated their 30th anniversary in 2010, we at Creative Concepts helped them develop a related 30 Under 30 contest to celebrate the innovative ecological ideas from young people across the country. During their celebration, they asked everyone a question:
“Where do you think sustainability will be thirty years from now?”
After all, for a company who designs every aspect of their cleaning products with the environment in mind — from their ingredients to their facilities to their packaging — the future really is their business.
This question may have initially been asked of some of the country’s top eco-bloggers and entrepreneurs, but that’s was just the tip of the iceberg. Who Ecover really wants to hear from is you.
(Yes, you.)
They’ve opened the discussion to everyone, because they believe everyone has a stake in our planet’s future. And Ecover is listening — on Twitter, on Facebook, and on their blog. They want to know what you think about sustainability, and what concerns or suggestions you might have.
Because reaching a business milestone is certainly something to celebrate, but if there’s one lesson Ecover has learned in their thirty years of creating eco-minded cleaning products, it’s that tomorrow is what really counts.
When you’re the top specialty tea company in the United States, you reach a lot of tea lovers. Our client Bigelow Tea is using social media — from Bigelow Tea’s Facebook (and, yes, MySpace) pages to their YouTube channel, Bigelow loves to share their tea knowledge with the world. (After 65 years in busiess, they know a thing or two about tea.)
But how often do their customers have a chance to share what they know with each other? Normally, it’s not easy. Fortunately, we at Creative Concepts are helping Bigelow Tea bridge that gap.
Last month, the Bigelow Tea Twitter account asked its followers if they had any tea tips worth sharing. The results were instructive, and they formed the basis of a helpful blog post that allowed Bigelow’s fans to learn from one another.
This isn’t Bigelow’s first foray into customer connectivity. Earlier this year, they hosted their first Bigelow Tea Social in New York City, where bloggers and foodies alike came together to talk tea (and get their fill of free samples). How was that live event conceived of and managed? Why, on Bigelow’s blog and Twitter account, of course!
And while tea is obviously a communal drink to begin with, Bigelow Tea isn’t the only company finding new ways to bring their customers together. Our client Ecover celebrated their 30th anniversary of creating ecological cleaning products with a live event that united green bloggers, media-makers and innovators, all of whom swapped stories and tips until the party ended. How did we at Creative Concepts help Ecover organize this event? With a Facebook contest hosted on Ecover’s blog!
Social media: bringing companies and customers together — with the emphasis on together.
Ecover’s 30th Anniversary party in NYC. Photo by Kate Eisemann
Despite the impressive track record that comes with being a 30 year-old international brand, our client Ecover is still facing one big hurdle when it comes to increasing audience awareness in the United States:
They weren’t here first.
While Ecover was establishing their brand of ecological cleaning products in Europe before they ever crossed the pond, competitors like Method and Seventh Generation were becoming the common names that people in the US tend to think of as “clean and green.” And although Ecover has effective partnerships with retailers like Whole Foods, they’re still seeking new ways to connect with potential customers who might not even know that they exist (yet).
So, yes, Ecover is on Twitter. And yes, Ecover is on Facebook. And yes, Ecover has a blog.
But when Ecover celebrated their 30th Anniversary in November, they saw an opportunity to connect with those bloggers, tweeters and Facebook fans in a whole new way: in person.
We at Creative Concepts helped Ecover create a “30 Under 30″ contest to celebrate the contributions of America’s young eco-innovators. The contest’s winner, Ryan Arnold, was announced live in New York City on November 10th at Ecover’s 30th Anniversary party, held live in the Environment showroom in Manhattan. Ecover also partnered with EcoStilletto, who organized a green blogger panel during the event which focused on the future of sustainability.
The result?
Increased brand awareness, compelling conversation and positive post-event coverage on blogs and Twitter alike. Plus, Ecover CEO Mick Bremans got to meet dozens of young eco-minded entrepreneurs and media makers who are passionate about the future of sustainability which was a great opportunity for him and the finalists!
This kind of personal connection can be started online, and we certainly expect it to continue online long after the event is over. But no matter how electrified your Facebook community is, nothing replaces the power of face-to-face communications to build tangible relationships.
Are you building relationships that bridge the gap between the online and offline worlds?
Need help building those bridges? Join us on Twitter or Facebook!
Our client, Ouidad, has been helping women take control of their curls for over 25 years. After one mind-blowing appointment, when they finally see how great their hair can look, many of these women say “I wish I’d known all about this when I was younger!”
So, naturally, we helped Ouidad find a way to scale their hair care tips down for kids! (Or, in this case, for moms, who sometimes feel like a straightening iron or a ponytail is their only recourse for getting the kids to school on time.)
Wondering whether your content might scale to kids and parents? Ask yourself these questions:
What are your brand’s core beliefs / offerings / products?
Do the problems your brand solves also occur for kids?
How would your products’ implementation change in the hands of kids (or parents)?
How could your packaging or marketing change to appeal to kids (or parents)?
Are kids (or parents) reachable via your current messaging channels? If not, where are they reachable — and how would your message need to be adapted?
In Ouidad’s case, their core products solve a universal problem: “How do I look good without taking forever?” Their products improve their customers’ self-esteem and self-awareness. And these same needs and impacts are just as valuable (and maybe moreso) to kids and parents.
It helps that Ouidad has a line of KRLY Kids products specifically designed for kids’ hair. But even if that weren’t the case, the same basic principles of content scaling apply. Once you’ve identified your brand’s core values, adapting them for kids and parents is a great way to expand your customer base while simultaneously endearing your brand to a whole new generation.
And if your content (and your products) could be useful to children and parents, who else should you be reaching?
For example, our client Bigelow Tea has been doing some great contests, with prizes that range from free tea to free tickets for Wayne Gretzky’s annual hockey camp. The cost of entry? Simply liking Bigelow Tea on Facebook. Who wouldn’t trade the few seconds it takes to click a button in exchange for a chance to meet The Great One? (For all you non-hockey fans, that’s Gretzky.)
When Bigelow recently gave away the herb plus tea gift set on Facebook, the one-week contest earned them more than 400 new Facebook fans. That’s a 7% increase in their total number of fans, which rose from 5720 to 6162. If they did that every week for a year, they’d nearly double their fanbase in 12 months.
And what’s their investment in this venture?
A prize (obviously, the more interesting the prize, the better)
Time (planning, designing & promoting the contest)
Shipping the prize to the winner
What would your company be willing to invest in a year-long doubling of their marketing reach?
Because you can rest assured that your customers are willing to invest the time to click.
Back in February, we at Creative Concepts were scheduled to film a video for our client, Ouidad, better known to curly-haired fashionistas around the world as “the queen of curl.”
The video was supposed to be simple: a before-and-after interview with the winner of Ouidad’s “If These Curls Could Talk” contest, including a glimpse of her fabulous post-makeover ‘do, live from Ouidad’s New York City salon.
But we had one problem: the East Coast had just been buried by a blizzard.
In fact, the winner herself lived in Baltimore, which had just set a snowfall record. Amtrak wasn’t running, the highways were shut down, and there was a very good chance the shoot would have to be canceled.
And then, miraculously, everything came together.
Trains and buses began running mere hours before the shoot was scheduled, and the winner arrived just in time…
… and with straight hair.
For those of you who don’t spend your lives in a hair salon, this is the equivalent of winning free tickets to a hockey camp and then showing up with a broken leg. Whatever the camp intended to teach you, they suddenly realize they’ll have to heal you first.*
So Ouidad and her stylists set to work, not only to give their contest winner the curls of her dreams, but to help her understand why straightening her hair wasn’t the best idea in the first place. We’re pretty sure their advice worked, because the contest winner was awestruck by her new look and her newfound understanding of how to best care for her curls.
So remember: in social media, there’s no such thing as a true negative. Every stumbling block is really an opportunity for improvement, and another positive just waiting to happen — and when it does, you end up with an even better story to tell!
(Speaking of improvement, for more helpful haircare Q&As, visit Ouidad’s info-packed website. If you’re not curly by nature, you’ll wish you were!)
* And speaking of hockey, enter this Facebook contest from Bigelow Tea — who is also our client — and you could win tickets to Wayne Gretzky’s hockey camp in 2011! (But be careful about that broken leg. Seriously.)
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