A brilliant way to reframe how we look at our periods right from a young age. I love how this attempts to make young girls no longer fear their period rather they can feel feel empowered by it. 

"Your most unhappy customers are your greatest source of learning”

- Bill Gates

Think Small

Click to watch video (sadly not an embed-able YouTube video)

Sometimes (ok maybe more like all the time) us strategists feel the urge to come up with grand spectacular plans for brands. We want to devise something that will disrupt the market - changing the rules of our client’s verticals by revolutionising the way they serve their customers, distribute their products, etc.

But, there’s a lot of merit - no there’s a ton of merit in thinking small.

As Kleenex proves to us, a small idea to be in the right place at the right time simply by listening and reacting can drive massive impact for a business.

In case, you haven’t clicked the image to watch the video yet, Kleenex started using adaptive planning to ensure they were advertising their products exactly when they needed them. Here’s the bits you want to read:

Mindshare then built a model using this data that allowed them to predict relevant flu outbreaks at city level, in real-time.

The agency used the data to adapt the media weight and targeting accordingly, to ensure that media was delivered to regions with flu and that every £ spent worked as hard as possible.”

And the results:

96% of media spend went to regions of the country suffering a live flu outbreak.

Total sales increased 40% year on year in the first two months of the campaign - that’s a staggering 432,499 extra boxes sold”

I mean, examples like this, is what I love about technology today. Gone are the days where we have to rely heavily on building massive, loud, disruptive ideas to be heard by our audience (and unfortunately many other who don’t want to hear from us) to create heuristics to influence their purchase decisions when they finally go in store. Instead, we can help brands be on demand - be where we’re wanted when we’re wanted. Not only is this helpful to our audience and appreciated by those who fall out of our audience, but it also makes brands more efficient and effective with their budgets.

Sometimes it’s worth thinking small rather than grand…

"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change" - Charles Darwin

"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change" - Charles Darwin

A great reminder that we shouldn’t throw in hashtags to our campaigns just ‘cause

The same couldn’t be more true for brands.

Answer the Why Not the What

Now that EE has been in the UK teleco market for a bit now, all the other telcos are jumping on the 4G network.

At first I was skeptical of the O2 Be More Dog campaign, but it’s definitely warming to me. Creatively, I’m still not 100% sure I’m in love with it, mainly because I think the cating being a dog distracts from a clever strategy. And it’s this strategy that has made me warm to the campaign.

Over the last year EE has been going to great lengths to demonstrate the benefits of 4G with claims around speed, size, etc. all of which are good, but the difference between 3G and 4G is so subtle that it’s hard for people to wrap their heads around and, frankly, who cares. All customers want is a reliable connection that let’s them Whatsapp their friends, post photos to instagram, plan their underground journey, check their bank balance, see where they have to turn next to get to the new yoga studio and update their status on Facebook, all while they’re on the move.

And it is this reason I’m so impressed with O2’s Be More Dog campaign. Rather than talking about the benefits of the 4G network, they are focused on embedding the need for 4G data in people’s lives by encouraging them to use apps to do all your traditional mobile stuff, like making calls and texting, along with all the other cool things you can use mobile data for to make your phone a helpful tool in your life.

It may be stating the obvious, and it’s very similar to why the iPhone took off - forget that it was the first 2G smartphone…it had apps. But what O2 has done is sidestep the need to educate the nation about 4G, like what EE has been spending bucket loads of cash doing. Instead, O2 is simply driving demand for data with its progressive, unconventional ways to use smartphones eliminating people from wondering why they need 4G.

“Your audience are not targets. They are real people…put them in the centre of all that you do”
— Marc Mathieu, SVP Marketing Unilever

Sometimes recognising that your brand’s role doesn’t have to be deep and worthy. Rather it can be just as meaningful to realise that your brand’s role is to simply let people have fun…