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167-0043
東京都杉並区上荻4-22-13 202
TEL: 080-7039-5010
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projects@gonos.jp

 

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代表者ブログ

Tips to Use Pop Culture Marketing for your Brand

On 11, 9月 2012 | No Comments | In 代表者ブログ | By Gonos Studio

今日は、Socialmedia today から記事をふたつ。ひとつは、ソーシャルメディアにおけるブランディングの話しで、事例を挙げながら、
「サプライズがあって話題に取り上げたくなること」「シェアしやすい手法を用いること」の重要性を説いています。 

In the social marketing world, this pop culture strategy has been proven effective.  Take a look at Oreo for example: do you think they managed to attract 150,000 likes and 20,000 comments on their Facebook post just because they make cookies that taste delicious?  Not at all. It’s because they’ve built a simple marketing strategy on today’s most-talked about issues.  Which — surprise — makes people want to talk about them. The focus of each marketing campaign is to present the popular events and issues in a simple, visually stimulating, and most importantly, shareable way.

引用元: Social Marketing that Pops – Tips to Use Pop Culture Marketing for your Brand | Social Media Today.

では、事例はというと、OreoやMTVなどが紹介されています。

Be Recognizable:

When Oreo decided they wanted to associate their brand with pop culture, they created a very long series of ads that people could slowly begin to relate to.  Each individual ad had to be recognizable and stand out while maintaining exposure for the brand.

Here’s an ad that garnered a lot of social activity because of the recent events surrounding the Curiosity Rover Landing on Mars.  The Nabisco brand created a visually appealing image with nothing more than one of their red Oreos.  It illustrated tire tracks running over the icing.  It was immediately recognizable and easily associated to the current events.

This creativity allowed the event to be integrated with the brand and allowed Oreo to become a part of the social conversation.

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Oreo also managed to add to this series reflecting on the events that occurred in the 100 years since the company began.  They utilized instantly recognizable landmarks of our history to become associated with the brand.  We all remember what prohibition was right?

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Be Timely:

MTV was similarly successful as it took the opportunity to receive some brand exposure in memorial of the death of music icon Michael Jackson. However, any time advertising surrounds a death, time sensitivity is crucial.  If the ad were published too late, it wouldn’t have received the same appreciation or would have missed out of the majority of the social conversation.

At a time when the entire nation took a moment to stop, and reflect on the life and career of a renowned musician, MTV sought the opportunity to create a tribute to the musician and become a part of the conversation.  And being a part of that conversation meant a lot of social power.  On the day in which Michael Jackson died, the public flocked to social networks to share their thoughts. Twitter crashed at around 5,000 tweets per minute.

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いかがでしょうか?
やはり画像には、ビジュアル的なインパクトはもちろんのこと、ブランディング戦略に準じたビジュアルコンセプトとクリエイティブ ・ワークが必要であることがおわかりになるのではないでしょうか。

なお、この記事ではいかがポイントと書かれています。

  • Be Recognizable(認識しやすく)
  • Be Timely(適切なタイミングで)
  • Be Controversial(議論をしやすく)
  • Give Something Back – Be the Source of News(見返りがある、ニュース源になるように)

いわれてみれば、簡単ですがなかなかこのようなコンテンツ作成は難しいもの。

Gonos Studioでは、ブランディング戦略ソーシャルメディア活用戦略ビジュアルコンセプト提案クリエイティブ・ワーキングなどを一貫してお手伝いいたします。

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