In our October Innovations report, we went through the marketing loop and identified our favorite examples from the month along the customer journey.
As expected, we saw a surge in all things mobile. Research from Gartner provided significant projections for the next two years in the growth of smartphone & tablet activity, and brands have jumped onboard, targeting consumers through in-app mobile ads and in-store consideration tactics. In our report, we highlighted the Honda campaign in Zynga’s Scramble With Friends mobile game, Target’s use of QR codes for secretive holiday toy shopping and Kraft’s experimentations with NFC in groceries across the Bay Area.
Also to note, we saw both DisneyStore.com and Rent the Runway refresh their ecommerce sites, just in time for holiday season, and Red Bull make a splash across the globe with one of the biggest brand moments of the year — Stratos.
Check back on our blog soon, as we’ll be recapping this year’s Black Friday and Cyber Monday research & news in our next report!
Tumblr was named a preferred • Union Metrics was announced as Tumblr’s ﬁrst and only preferred third-‐party analy<cs tool third-‐party analyEcs tool and released a new photo sharing • Tumblr also released a standalone iPhone app that applicaEon. allows users to group pictures together into photosets, which has diﬀeren<ated photo-‐pos<ng on Tumblr from Instagram, Facebook Camera and TwiEer • Photosets are assigned their own photoset.com unique URLs which can be used for sharing on social networks 3Monday, December 3, 2012
LinkedIn refreshed its proﬁle • LinkedIn users now have new photo, biography and edi<ng op<ons for user proﬁles pages and enabled users to “follow” industry leaders. • Users can “endorse” other users for a par<cular skill with a single click • Users can now like, comment on or share other users’ status updates • LinkedIn users can now follow 150 selected industry leaders, including Pete Cashmore, Barack Obama and former Merrill Lynch President Sallie Krawcheck, are now pos<ng original content to the site 4Monday, December 3, 2012
TwiLer to add photo ﬁlters. • TwiEer, which once tried to buy Instagram, is planning on launching a similar service, a range of photo ﬁlters that users can add to pictures uploaded to TwiEer • Instagram CEO Kevin Systrom has noted that he is not threatened by the move, given that Instagram “is a community and not a ﬁlter app” 5Monday, December 3, 2012
Facebook rolls out a new Pages • Facebook announced Global Pages, a new structure that allows global brands to provide improved structure for global brands. localized experiences • Brands will have one URL they can promote to their global audience; users will be automa<cally directed to the best version of the Page for them -‐-‐ with localized cover photos, Page apps, News Feed stories, proﬁle photos, milestones and “About” info • Brands can boast a cumula<ve fan count and PTAT (People Talking About This), and beneﬁt from a global insights dashboard AEen<on’s POV 6Monday, December 3, 2012
Pinterest becomes one of the • ComScore placed Pinterest in its list of the top 50 most-‐visited Web sites in the U.S. for the ﬁrst <me, top 50 most visited Web sites in with 25 million unique visitors the U.S. • Pinterest’s recently launched iPad app accounts for 55% of its mobile visitors • Bizrate asked consumers to list why they used speciﬁc social media plaaorms; Pinterest was listed four <mes more than Facebook as a channel used for inspiring purchases 7Monday, December 3, 2012
1 billion users to access social • Gartner predicts that, with the growth of smartphones and tablets, there will be 1 billion networks via mobile by 2014. people accessing social networks on their mobile devices by 2014 • Facebook already cites that 40% of its ac<ve users, or 400 million people, currently use mobile devices to access the site • Gartner also notes that pure-‐play mobile social networks like Instagram, Foursquare and Path, will con<nue to grow 8Monday, December 3, 2012
Case Studies: ALenEon 9Monday, December 3, 2012
Partnering strategically to gain awareness from • Zynga and Honda’s new mobile campaign will take an audience primarily found on mobile: place in Zynga’s Scramble With Friends, allowing players to earn prizes like in-‐game credits and virtual Honda partnered with Zynga goods upon interac<ng with the ads for the game maker’s ﬁrst reward-‐based mobile ad • Users play on a branded game board and locate words “Accord,” “luxury” and “new” to earn their campaign. rewards • The partnership is part of the 2013 Honda Accord “It Starts With You” program 10Monday, December 3, 2012
HosEng a stunt to generate global awareness: • Red Bull partnered with Felix Baumgartner to have the athlete skydive from the stratosphere (wearing a Red Bull sent an extreme branded suit, jumping from a branded space capsule) and break the speed of sound during the fall athlete to the stratosphere for a record-‐breaking skydive. • The stunt was broadcast on over 40 networks across 50 countries, 130 digital outlets and received an addi<onal 8 million views through the YouTube livestream (a record for the video site, as well) • Red Bulls Facebook post-‐jump photo gained 216k Likes, 10k comments and over 29k shares within 40 minutes; on TwiEer, half the worldwide trending topics were related to the event 11Monday, December 3, 2012
Engulﬁng users in the brand narraEve with • Pixar launched a fake, yet comprehensive, “college compelling content: website” to promote Monsters University, which is slated for release in summer 2013 Pixar developed a “college website” to promote Monsters • The working website features pages commonly University. found on college websites: admissions, courses, academics, campus life, store, alumni news, history • A password-‐protected sec<on called M.U. Net suggests more content will be added leading up to the premiere Site Link 12Monday, December 3, 2012
Engaging consumers in a creaEve execuEon • Coke Zero challenged unsuspec<ng commuters to that highlights both brand partners: play James Bond for a chance to win <ckets to Skyfall in a Coke Zero issued challenges to commuters for Eckets to • Commuters had to race up stairs, jump and duck out Skyfall. of the way of props and actors, and sing the 007 theme song to win • The video of various commuters comple<ng the challenge has received more than 9 million views Video Link 13Monday, December 3, 2012
Case Studies: ConsideraEon 14Monday, December 3, 2012
Rethinking product placement through digital • Target worked with Hollywood actors, including content creaEon: Kristen Bell, on Falling For You, where viewers can buy featured products without pausing the video Target featured Hollywood talent in a shoppable romanEc • As the ﬁlm progresses, over 100 Target items appear comedy ﬁlm. in a scrolling sidebar to the right of the video, where users can click to “favorite” items and buy them when the video ends • Users can also share the items from the home, apparel, accessories and beauty departments, onto Facebook, Pinterest and TwiEer Film Site Link 15Monday, December 3, 2012
Driving new sources of revenue through • Fancy Box is a monthly delivery service of curated crowdsourcing: goods, the top items that were “fancy’d” within the user’s favorite categories on Fancy Fancy launched a monthly subscripEon service, Fancy Box, • The service, similar to BirchBox, further deﬁnes that is curated by its own users: Fancy as the “Pinterest for shopping,” ac<va<ng users to purchase (versus compiling items on a wish list) • Monthly subscrip<on costs $30 and each box contains over $60 of products 16Monday, December 3, 2012
Case Studies: AcquisiEon 17Monday, December 3, 2012
Providing in-‐store convenience to shoppers • Further diﬀeren<a<ng itself from other big box who may have otherwise turned online: retailers and Amazon this holiday season, Target has tagged the top 20 toys of the season in its stores with Target used QR codes in aisles QR codes so parents can shop for their kids’ toys without ruining the surprise for parents to secretly shop for holiday toys. • Shoppers scan marked toys using the Target app and ship it for free to anyone in the US 18Monday, December 3, 2012
Delivering uElity and value to consumers at • Kraq partnered with News America Marke<ng, point-‐of-‐purchase through new technology: publisher of coupons in the U.S. and Canada, and thinaire to pilot a near ﬁeld communica<on (NFC) Kra_ piloted an NFC mobile program in ﬁve grocery stores in San Francisco markeEng program in grocery stores. • Shoppers who tapped their smartphones at the shelf were launched into interac<ve experiences, e.g. instant download of the Kraq i-‐Food Assistant app, interac<ons with the brand’s recipes • Engagement through NFC “taps” was 12 <mes higher than engagement with QR codes, consumer engagement <me at shelf increased to 48 seconds (from 5-‐10) and more than 36% of engaged shoppers converted it into ac<on 19Monday, December 3, 2012
Case Studies: Engagement 20Monday, December 3, 2012
AugmenEng the ecommerce experience with • Disney Store’s new ecommerce site allows shoppers user personalizaEon: to record and customize a “Disney Magical Message” video to send along with their giq purchases Disney Store launched a redesigned ecommerce site. • Recipients receive, with their giq, a card that provides a URL and personal ID for access to the personalized video • Social sharing tools have been enhanced so shoppers can share items across Pinterest, Facebook, TwiEer and e-‐mail, via desktop, tablet or mobile 21Monday, December 3, 2012
Leveraging user-‐generated content to provide • Rent the Runway’s “Our Runway” features user-‐ uElity to other users: submiEed photos of real women in dresses rented from the site Rent the Runway launched “Our Runway” featuring • Users can browse the site using the helpful ﬁlters consumer photos. (height, bust, size and age) to see how dresses looked on users similar to them • Users can also comment on other users’ photos to ask ques<ons about the dresses Site Link 22Monday, December 3, 2012