Is product placement right for your brand?

Remember that epic selfie Ellen DeGeneres took at the 2015 Academy Awards ceremony with the Samsung Galaxy Note 3? That tweet not only broke the record for retweets previously set by President Obama, but also caused Twitter’s servers to crash.

At this year’s Golden Globes, Fiji Water attempted a similar stunt by hiring model Kelleth Cuthbert, who spent most her time photobombing stars on the red carpet while holding a tray of Fiji Water bottles. The stunt worked: the hashtag #FijiWaterGirl trended on Twitter, and earned 98.9 million impressions on the platform.

As far as product placements go, Samsung is still the one to beat – but there’s no one-size-fits-all approach for successful product placement. Brands are often torn between seamlessly integrating products into the broader narrative, or making it apparent enough to trigger a viral moment on social media.

So, how do you decide what’s right for your brand?

Start with a goal
The goal of any product placement is to reach your target audience, but having precise goals is key to ensuring success. Do you want to drive brand awareness? Is it higher recall you’re after, or are you aiming for greater brand loyalty? Answering these questions will not only inform your strategy and approach, but also help identify the metrics you use to measure success.

Whatever your objectives are, public relations can play a crucial role in reaching your desired audience, and then sparking and shaping conversations with them. There are many ways a strong PR strategy can do this – and tied with a content marketing approach it can go beyond awareness and actually drive leads for your business that you can track and measure.

Make it believable
Pulling off a product placement tie-in is only successful if it is believable. When deciding on a partnership, brands need to identify whether it’s a good fit and in line with its own tonality and values.

Don’t force your brand into a piece of content where it doesn’t feel right – because you will get called out. Reebok’s association with Jerry Maguire is a great example of product placement gone wrong. Reebok paid production company Tristar $1.5 million to feature its products, but the company somehow ended up being portrayed as a villain because of its refusal to sponsor Cuba Gooding Jr’s character. After some legal back and forth, the two companies reached a settlement, which included an ad for Reebok in the film’s credits.

Consider different content types
For most marketers, TV shows and movies are obvious product placement choices. But increasingly, we’re seeing brands experimenting with other formats, only to reap rich rewards. Coca Cola and Subway have both used video games to promote their brands, while musicians like Lady Gaga and Kanye West have seamlessly included brands in their music videos. For instance, brands such as Miracle Whip, Polaroid and Virgin Active made conspicuous appearances in her “Telephone” video, while West’s video for “Wolves” doubled as a promotional ad for fashion house Balmain.

As a marketing tactic, product placements can work incredibly well or backfire spectacularly – so be savvy and cover all your bases when considering a new association.

Want to put some cool products in your ad? We’ll tell you how to go about it when you email us at hello@mutant.com.sg

 

 

 

 

 

 

 

 

Why Brands Should Consider Being Woke

Of late, brands have woken from their corporate slumber to take stances on socio-political issues. Diversity, racial and gender inequality, LGBT rights are just a few of the issues which companies have been addressing and incorporating into their brand—from marketing campaigns to core business values and beliefs.

Leading this politically aware pack is rebellion’s poster child Nike, which succeeded in raising eyebrows doing what other sports brands wouldn’t dare to do–courting the controversial Colin Kaepernick in its latest ad campaign. Nike is not alone in receiving heat for its marketing campaigns. Citibank became the first Wall Street Bank to restrict firearms sales by its business customers – a move both lauded and criticised by people on either sides of the gun control debate.

Enter purpose-driven brands, the latest entities to dominate today’s saturated, hyper-politicised media landscape. While maintaining an opinion used to be a right enjoyed solely by humans, the companies of the 21st century bear little resemblance to their corporate cousins from the previous century. Today, companies who fight the good fight resemble a sentient humanoid with well-rounded, coherent, and informed views on sensitive socio-political issues.

By right, the phenomenon of corporations being politically aware is not new — there have always been some who considered activism to be as important as their bottom-lines, if not more. In the Eighties, ice-cream company Ben and Jerry’s went against the grain by extending health benefits to same-sex couples–almost unprecedented in a time when homosexuality was deemed unnatural. The Body Shop’s Anita Roddick dedicated her entire life to being a vocal advocate for animal rights and environmental causes also while also managing a multi-million-dollar skincare and beauty business.

When firms assume positions on sensitive issues, they transcend their status as capitalist entities and resemble full-fledged humans. In short, by espousing the views of their consumer base they become just like the person they serve, or hope to serve.

Of course, brands with a global reach are likely to have a customer base diverse in thought and belief. Choosing a side in any hotly-debated political topic means alienating some customers on the socio-political spectrum–but also winning the endorsement of several others.

Down with the Youth

Many young people of today no longer view corporations (or capitalism, for that matter) as a positive force. Social media has made it much easier to document and scrutinise in detail the shortcomings of corporate entities. As millennials are one of the biggest consumers of online content, they have no difficulty in accessing vast amounts of information about the companies they patronise. More and more youngsters are taking time to educate themselves on critical socio-political and economic topics, and expect the same from the entities providing them with goods and services.

There is plenty of research to suggest that more young people resonate strongly with “woke” brands than other generations. Gen-Zs are a force to be reckoned with and command considerable financial influence. As a result, companies must work harder to retain relevance with those aged 16-35–and not just perform lip service in the form of rainbow filters and themed merchandise. Levi’s, American Eagle, and Converse are examples of companies who talk the talk and walk the walk–in addition to selling LGBT merchandise, they work with and donate to several organisations which support marginalised communities. Conversely, several consumers have boycotted fast food chain Chick-Fil-A, which reiterated its stance against gay marriage.

Look Beyond Yourself

The relationships brands share with consumers can no longer simply be transactional. Nowadays, people make informed choices regarding products, taking into account not only their own selves but also the wider ecosystem. For instance, consumers are turning to “ethically/responsibly sourced” or “cruelty-free/vegan” products (clothes, food, make-up) which are not environmentally detrimental. When a company goes out of its way to do good, it usually wins the unwavering support of loyal consumers.

If the corporations they patronise do not share their value system or do not make good on their promises, consumers will simply find another company whose actions resonate with their belief system. Consumers in the 21st century seek affirmation through the products and services they consume, and consider factors such as sustainability, inclusivity, and quality to be an integral part of their purchase and consumption journey. Urban Decay Cosmetics, Fenty Beauty, Patagonia and H&M are companies which put sustainability and inclusivity at the core of their businesses.

Court Quality Employees

The implications of a socially conscious brand extend not only to consumers, but also to employees. More millennials and Gen Z-ers are gravitating towards companies whose political stances and actions echo their own. Employees are likely to be happier and more productive in a socially-conscious firm. As an employer, if attracting the next generation of talented changemakers is a priority, then it’s time to start speaking to them in a language they understand.

Of course, purpose-driven brands are not without their naysayers. People proclaim that by latching themselves onto pressing issues, companies are distracting the gullible from considering their “dark deeds”. Keen observers of pop culture have been quick to point how the patterns of brands suddenly becoming social justice warriors is nothing more than late-stage capitalism — a ploy where companies use emotionally-charged marketing tactics to get tongues wagging, generating traction for themselves. In the case of a sports brand whose hard-hitting rebranding campaign proved to be highly profitable, netizens brought to light its unethical and inhumane business practices in foreign countries.

Picking a side is a risky move, both socially and financially. While established companies can weather consumer boycotts and other controversies, smaller firms struggling to establish themselves might not fare so well–unless they have very clearly defined goals and visions from the get-go.

Brands who wish to embrace a meaningful cause in addition to their business endeavours must be consistent in their efforts. For instance, a brand which champions gender equality while underpaying its female employees is clearly faking its wokeness to exploit the emotions of liberal youth. Its cause of choice must be relevant to the history or culture of the brand–if not, its efforts will appear to be shoehorned in and insincere.

Need help crafting an assertive voice? Talk to us at hello@mutant.com.sg

How Brands Can Stand Out With Content Personalisation

With attention becoming one the most valued commodities in digital marketing, content personalisation is key to making heads turn. While the term ‘personalisation’ has become a buzzword among marketers, there is research that shows users love it. According to a report by Adobe, the demand for personalised content is higher than ever before – 67% of respondents said they think it’s important to view content that is automatically adjusted to match their preferences – and a study by Demand Metrics found that personalised content is actually 80% more effective than ‘un-personalised’ content.

But what is content personalisation, really?

Generally speaking, it’s a content marketing strategy that leverages data insights and aims to deliver relevant content based on the preferences and interests of readers and viewers. It’s essentially compelling storytelling that is targeted to its audience.

How does content personalisation work?

This personalised approach isn’t entirely new. In fact, the roots of personalisation don’t stem from data, but rather from the re-emergence of the ‘bespoke experience’. Like an old-fashioned tailor who only created custom clothing for clients, offering a bespoke experience makes a user feel as if they have something special, rare, and made specifically for them. In fact, according to recent Epsilon research, 80% of consumers are more likely to purchase from a business that offers a personalised experience.

In this digital age, personalised content is often a merger between creative idea and data analysis. But adding a personal touch for readers is more than just a newsletter that knows your name, and it ranges from Amazon and YouTube suggesting relevant products and videos to breweries offering personalised craft beer.

With emerging technologies transforming digital marketing, both AI (artificial intelligence) and VR (virtual reality) are leading to new ways of creating and viewing content. There are plenty of opportunities for personalised and gamified content, such as for learning services. With the immersing ability to transport people into another reality, VR will continue to impact the way brands tell stories. However, understanding the audience’s content consumption habits will remain crucial to make personalisation a success.

How to incorporate content personalisation

However, surely not every brand has the possibility to leverage VR technology to create personalised stories and products. While understanding the needs of consumers and collecting the right signals (aka data) is crucial to crafting a personalised approach, a brilliant creative idea can do wonders. One such example is Trouble Brewing in Singapore, a newly launched brand that crafts unique experiences for businesses and events.

While personalisation sounds like a straightforward approach to making customers happy, there are challenges, including not having enough data to customise content or not gaining any insights. Here is a set of questions that will help you to get started with launching personalisation:

  • Are you collecting any data?
  • Are you able to gain insights about user habits?
  • What do you know about your audience?
  • What are they interested in?
  • What do you want to achieve with personalised content?
  • How does your approach support your business goals?
  • What do you want to personalise? (Products, services, stories, marketing, etc.)
  • Is your personalisation scalable?

A prominent example of how to successfully and creatively personalise a product that generates content is Coca Cola’s Share a Coke campaign, which originated in Australia in 2011. For instance, to increase consumption and get Australians talking about Coke again, the soft drink brand printed 150 of the country’s most popular names on its cans and bottles. By doing this, they increased sales by 7% among young adults and hit over 18 million media impressions; additionally, they also generated a huge wave of brand enthusiasm. Due to the campaign’s success, Coca Cola has adopted it across other markets.

Another, more sophisticated example is Spotify’s ‘Discover Weekly’ playlists are based entirely on data collection, analytics and automation. Similar to Amazon’s product recommendations, the Swedish streaming service aimed to increase content consumption, turning the volume up for its users. Based on individual listening habits, an algorithm curates a series of personalised playlists each week. The result is a mix of songs that will match a person’s taste profile with previously unplayed songs. By offering this, Spotify managed to not only increase the time spent on the platform, but the personalised playlists are also a value-add service, even for non-premium Spotify members.

content personalisation

Here are some more ideas for personalised content:

  • Recommending products based on browsing behaviour
  • Personalising search results
  • Geo-location targeting (personalised directions)
  • Personalising emails based on interest
  • Suggesting complimentary services and products
  • Upselling related, relevant product or service of purchase
  • Reminding (retargeting) potential customers about viewed products or abandoned carts
  • Offering personalised style guides (for ecommerce)
  • Personalising offers for returning visitors based on their interests

To deliver personalised messages to individuals at scale, brands need to combine relevant data insights with a creative approach – it’s their synergies that can enable brands to generate a strong performance. While data helps to identify the right audience and their behaviour across devices and channels, a creative idea can lead to a personalised experience that’s enforced with every brand interaction over time. It’s this approach that will help marketers tailor the brand experience and speak directly to its customers.

Especially in today’s ever-shifting marketing landscape, efficient and effective marketing strategies are crucial. Considering that personalisation, such as product recommendations, can generate 68% more revenue for ecommerce platforms, this type of targeted content will continue to be a strategic pillar in the content marketing strategies of leading brands and offer growth opportunities for smaller companies.

Want to create personalised experiences and stories for your audience? Reach out to hello@mutant.com.sg.