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What Brands Need to Know About Millennials

First, I must disclose that I am not a Millennial. I like to think I’ve helped shape them but they are neither me nor I them. If you are going to successfully build a brand relationship with the next biggest consumer group, you’d better start understanding their needs, wants and desires. I have five key traits that brands need to know about Millennials.

Collectively, they spend about $800 billion annually on consumer goods in United States. And in five years, they will make up 50% of the workforce. In 15 years, they take over at 75%. Pew Research Center defines Generation Y–a.k.a. Millennials – as those born between 1981 and 1996, so today they’re 22-37 years old. By 2020, they are projected to spend over $1.4 trillion annually in United States.

Millennials are a technologically connected, diverse and tolerant generation. They have witnessed and experienced countless world-changing events that have shaped their lives, from acts of terrorism, catastrophic weather and environmental disasters, financial crashes, to international political upheavals – all brought to them in a media-saturated environment.

This group has been researched to death. Everyone is trying to figure them out from every possible business and marketing angle.

After muddling through all the information and misinformation, and Wikipedia was no help, I came up with five traits or trends that brands need to be aware of:

 

 

1. Like Me

Millennials have lived most (or at least half) of their life with a cell/smartphone around them, staying connected 24/7 with friends and family. Their ability to consume digital content (emails, texts, tweets, video chats, websites, apps, videos and images) while at the same time producing their own digital content is admirable; but what is truly amazing is they do this sitting in meetings, visiting with friends, eating, running, walking and driving a car. They sleep with their cell phone. Three-quarters of Millennials are signed up to a social network site like Facebook, Twitter, Pinterest, Snapchat, YouTube or Instagram, compared to only half of Generation Xers and less than a third of Boomers (Pew Research Center). They also account for about four in 10 digital video viewers. The Wall Street Journal reported that this is the first generation to also have tech savvy parents, who were always in contact with them via texting and online chat throughout the day.

As they consume services, products, food, beverages and entertainment, they are sharing their experiences, good and bad, via social media as photojournalists, comedians, critics, advocates and just plain participants. Boston Consulting Group reports, “The vast majority of millennials report taking action on behalf of brands and sharing brand preferences in their social groups.”

The top three brands that have millions of Facebook fans are Coca-Cola (107 million), McDonalds (78 million), and Red Bull (48 million).

Social and online reviews have supercharged traditional word-of-mouth and some brands live and die from these reviews. Not only do Millennials like to share but they like to feel informed, involved and in control, not just marketed to.

A great example is the fatal Kryptonite bike lock that was shown on YouTube being opened with a simple Bic pen. According to hotel booking Getaroom.com and ReviewPro, Millennials rely on user-generated peer reviews to help make their travel bookings. A survey by the market research firm Dimensional Research showed 90% of respondents said that positive online reviews influenced their buying decision. On the other hand, 86% said that negative reviews have a direct impact on shifting their purchase choices. One of Amazon’s cornerstones to its brand identity is its customer’s reviews. They even have a collection of the Funniest Reviews.

Alex Castellarnau at Dropbox, the popular file transfer service says “Millennials are a generation that wants to co-create the product, the brand, with you. Companies that understand this and figure out ways to engage in this co-creation relationship with millennials will have an edge.” Some brands that have figured this out is Uber, Airbnb, VICE, Red Bull Entertainment.

2. Me to We

Brother’s Craig and Marc Kielburger, both Millennials, made the “Me to We” famous with their international charity and youth movement called Free the Children. Their website describe their goal “to empower a generation to shift the world from me to we – through how we act, how we give, the choices we make on what to buy and what to wear, the media we consume and the experiences with which we choose to engage.”

In a survey done by the Intelligence Group, 44% of Millennials try to practice being green in their daily lives. “Millennials view social activism much more as it relates to their overall persona than the generations before them,” says Joe Kessler. “Our research indicates they are significantly engaged, but are less active in [individual] actions. [Their social activism] is insinuated in every aspect of their lives.”

Millennials have high expectations for brands to make the world a better place, like Toms shoes and Soapbox Soaps who have one-to-one giving models, or Starbucks with their C.A.F.E. sustainable coffee production practices, and even Ben & Jerry’s fair trade ingredients and farm sustainability program.

To read more about Millennials and social responsibility check out my article Six Reasons Why Brands Should Care.

3. Love Me

This is the generation that didn’t (or isn’t!) leaving home soon. According to Pew Research (2014), hours spent parenting have increased for both fathers and mothers, tripling for fathers by 180% since 1985 and increasing by 60% for mothers. What this means is parents are spending more time with their kids because they want to and their kids reciprocate that feeling. But there is also an economic reality that they can’t afford to live on their own because of the high cost of living and the lack of affordable jobs. For some, it could be that leaving home means leaving the comforts they can’t afford today. There is also the benefits of home cooked meals, laundry service and maid (mom) service.

Joeri Van den Bergh and Mattias Behrer authors of the book How Cool Brands Stay Hot: Branding to Generation Y, says that 85% of teens name one of their parents as their best friend, rather than naming a peer. And more than a third of millennials of all ages say they influence what products their parents buy, what shops and restaurants they visit, and what trips they take.

 

 

While they love to share they also trust the social online environment to show the world (quite literal) who they are – the good, the bad and the drunken. They share intimate details and show off where they are and where they are going. Millennials see themselves as friends and pride themselves when they have thousands of Facebook friends or Twitter followers – or better yet, when they get hundreds of “likes” on one of their posts. They want to surround themselves with brands they believe are friends, like Nike, Apple, Samsung, Sony and Walmart (based of the 2015 study conducted by Moosylvania agency).

“This is a group that will adopt brands,” says Norty Cohen, founder and CEO of Moosylvania. “If you can create a friendship with these consumers, you really take it to the next level. They will go to great lengths to support you.”

It is not surprising that Nike is a top brand for Millennials. This is a brand that has embraced technology and done a great job utilizing social across all touch points and engagements with its Nike+ digital ecosystem. Even more important, it prioritized selling directly to customers through its own channels, which include physical shops and, increasingly, digital storefronts such as Nike.com, the Nike app, and Snkrs. CEO Mark Parker dubbed the effort Nike Direct.

Millennials want to be loved and appreciated as an individual customer and if they have a problem they want the brand to fix it. In a study conducted by Edelman over 70% of Millennials said they would come back to brands they love.

4. Discount Me

 

This is a generation that entered the workforce during the most pronounced downturn since the Great Recession. At the darkest period unemployment rate for youth in USA was 13%. Other regions are still battling unseen rates of over 65% in Greece, 57% in Spain and 44% in Italy and 14.5% in Canada (with Ontario reaching 17%). Generally, they are more educated with over 60% of Millennials attending college compared to 46% of Boomers (1946 – 1964).

Millennials have been labeled “the cheapest generation” for their propensity to avoid large-scale purchases such as cars and houses. While this generation might be a price-conscious shopper, technology has allowed them to research every purchase, and has more options and pricing-models than ever before. Before they book a hotel online they generally check out at least 10 sites before booking, reading reviews, gauging price predictions, then cross-referencing hotels between myriad online travel aggregators.

In a survey conducted by Harris Interactive (2011) of Millennials over 77% participated in loyalty reward programs and 44% were willing to promote products or services through social media in exchange for rewards. Ipsos reported in a survey that 92% of Millennials said they use coupons either digital or paper ones. One of the favorite coupon websites for the latest deals is Groupon.

They can also see value in non-traditional business models such as Uber connecting riders to drivers replacing taxicab or Airbnb providing travelers with unique accommodations around the world replacing hotel chains. Other examples of disruptive marketing is the very popular Dollar Shave Club, a monthly subscription service for razors that rocketed to success with its “Our Blades Are F***ing Great” viral ad campaign starring 33-year-old founder Michael Dubin. Netflix has also changed the way movies and TV series are consumed.

I read an interesting posting on LinkedIn recently that stated: “In 2015 Uber, the world’s largest taxi company owns no vehicles, Facebook the world’s most popular media owner creates no content, Alibaba, the most valuable retailer has no inventory, and Airbnb the world’s largest accommodation provider owns no real estate.” Scary times for many traditional boomer brands.

 

5. Humour Me

 

Millennials grew up on entertainment starting from the early days of VCRs watching the full library of Walt Disney movies over and over, and sneaking in the odd National Lampoons reel. Then there were the endless Jim Carrey movies and video games. They had instant access to be amazed and distracted. World-renowned game designer Jane McGonigal estimates that a 21-year-old has spent 10,000 hours gaming — about the same amount of time they spent in school from 5th to 12th grade.

Tanya Giles, the executive vice president of Strategic Insights and Research at Viacom Media Networks says comedy is intrinsically intertwined with Millennials identities. A study of 4,000 Millennials by Edelman research confirms that 80 percent of Millennials like to be entertained by advertising – that is, as long as the brand is current and the offering is appealing or relevant.


Procter & Gamble’s Old Spice has been around for 70 years. I remember buying the stuff for my dad for Christmas. I have always thought of the brand as an old man’s product. But that all changed when they launched one of the most successful rebrands to young men in 2010 with the “Old Spice Guy”. Their video “Mom Song” has had over 3 million views on YouTube.

Millennials Are The Future

 

Boomers have changed the world. The jury is still deliberating on determining their positive and negative contribution. Their children, Millennials have the opportunity to move the world to a better place. Brands must listen carefully to adapt to this new world.

No generation is a homogeneous group and like any customer we are all different in some way. Technology allows brands to provide unique experiences one customer at a time. Millennials want to be treated like “me” – not a group we call “Millennials”!

 

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The Secret to a Successful Brand Starts with “Why”

Have you ever wondered why people line up for the latest Apple gadget, but not for a Microsoft one? Why do some brands become more emotionally connected to their customers than others? Why does a 149-year-old brand like Heinz Ketchup have over 84% of the market share in Canada and over 62% in the US? Why do people still want to buy the world a coke? The secret behind the success of these and many other beloved brands lies in the “why.”

An Apple a Day

Consumers don’t need complicated details about your brand, they just want you to make their life better. It’s that simple. Yet brands often want to tell their customers about all the craftsmanship and technology that goes into making their products. They can’t seem to help but talk about all the things that make their product superior, faster, and smarter. Brands that do this are serving their best interests instead of their customer’s desires.

Rest assured, consumers do care that you have the latest, greatest, best quality technology, but don’t bore them with the details. Apple understood this from the beginning. Their products inspire consumers because they’re idiot proof—all you have to do is turn them on.

Steve Jobs didn’t talk about how they built the iPod’s mercury-free, LED-backlit display, nor did he elaborate on its Mac: OS X v10.6.8 system requirements. Instead, he talked about the big “why” of changing the digital world forever. As he said, “the people who are crazy enough to think they can change the world are the ones who do.” I guess he was one of the crazy ones, because he and Apple changed the music and the smartphone world forever.

Brands led by a visionary, or who are focused on a specific cause, start from a level of passion for doing something that is both right for their customers and for the world. Not only do customers relate to this approach, they become emotionally invested in these brands.

 

Over 650 Million Bottles of Heinz Ketchup Consumed Every Year

The founder of Heinz, Henry J. Heinz, revealed the company’s secret to success as “doing a common thing uncommonly well.” He was adamant that customers should see what they were getting in every bottle, hence the clear ketchup glass bottle (which was more expensive to make). He insisted on strict quality control, providing their farmers with their tomato seed—6 billion seeds every year. This guaranteed firmer tomatoes that stayed riper longer to provide the ketchup’s trademark thick, rich taste. There’s even a quality specification on the speed at which the ketchup pours from the bottle, set at a maximum of 0.28 miles per hour. If it pours faster, it doesn’t make it to the store shelf.

Few people know the lengths Heinz goes to in the quest for the perfect ketchup to go with your French fries. That’s because Heinz doesn’t inundate you with these details to try to sell their product, they just deliver consistent results that drive consumer loyalty.

 

 

Esquire restaurant critic John Mariani describes Heinz ketchup as, quite simply, “one of the few things in the world brought to such an honest state of perfection.” This is all that people want to know—that the company cares enough to make sure every bottle is perfect.

As a side note, if you tap the bottle where the “57” is on the neck, the ketchup will come out quicker. Skip hitting the bottom of the bottle—that’s for amateurs.

Happiness in a Coke Bottle

Coca-Cola understands the magic in the bottle. They stay away from the product attributes, focusing instead on how their product makes you feel. They have successfully appealed to the consumer’s heart and not their stomach.

Jim Stengel, author of Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, said that “everything they do is inspired by this idea of, How do we promote, develop and create happiness?” They have never lost focus on why they exist, even when they introduced the failed New Coke. Stengel further explains that “they never forget why they started and where they came from, which means a lot to consumers.”

Richard Laermer, author of Punk Marketing, says the secret to Coca-Cola’s brand is its ability to transfer adults back to their childhood, “a time people relate to being happy and worry-free.” Every Coke can give you a sugar high, but Coca-Cola can also provide a feeling of warmth and nostalgia. They have successfully tied the brand to sentimental thoughts and stayed clear of being informative.

 

Gillette, Always on the Edge

Gillette has dominated the razor and blades market since 1901, with nearly 65% of the global market share in 2017. The brand started with the single safety razor and, over time, moved towards multiple-bladed razors. Gillette has been relentless in product innovations that are heavily patent protected, while pouring funds into sports marketing and advertising to justify their hefty price tag. From the beginning, Mr. Gillette understood the brand’s purpose was to transform men from prehistorical brutes to civilized males. As a 1910 advertisement eloquently stated, “The country’s future is written in the faces of young men.”

It wasn’t until the late 1980s that the Gillette brand decisively started articulating the brand’s why with the slogan “The best a man can get.” This purpose was brought to life by emotional images of men as devoted sons, fathers, husbands and boyfriends, all devoid of facial hair. For more on the Gillette brand voice, click here.

This doesn’t mean, however, that they haven’t occasionally fallen into the technology trap of explaining the “what” and “how” of their cutting-edge, stainless steel, micro, anti-friction, Pro-Glide, FlexBall razor that can cut hair one-fortieth of a millimeter shorter than its competition.

Today, the Gillette brand is under attack by lower-priced upstarts like Dollar Shave Club and Harry’s, but if they keep true to their follicle roots of “why,” they should continue to protect their competitive edge.

 

Dove Soap Floats Above the Rest

Since its launch in 1964, the Dove soap brand has always used its unique selling proposition of their 1/4 moisturizing cream formulation. It wasn’t until the late 1990s that the brand realized that the “what” wasn’t keeping the brand ahead of the competition. In 2004, Dove finally understood the importance of a higher purpose and launched the “real truth about beauty” campaign that targeted women. To get to this realization, they probed deeper into the emotional insights, surpassing the functional benefit of 1/4 moisturizing cream to a more inspiring discussion of what defines beauty. In the end, they started a movement about self-esteem. Advertising Age reported that Dove’s sales increased to $4-billion in 2014, compared with $2.5-billion just a decade earlier. Moving from “what” (¼ moisturizing cream) to “why” (beauty) is a beautiful investment.

Toms Shoes Firmly Planted in “Why”

“Start something that matters,” is Blake Mycoskie’s motto and the foundation to his shoe and accessories company, Toms. His business concept is firmly planted in the “why,” and has sparked many companies to adopt the buy-one-give-one business model. His advice is to “stay true to what you believe.”

“Why” is the Secret to a Successful Brand

Making a difference in people’s lives and explaining the “why” seems to be the starting point for all successful brands. To elevate the purpose beyond the functional wants and needs of a consumer to a higher-good of fulfilment, identity, affiliation and societal or environmental altruism is the ultimate key to success.

It is this passion of “why” that brands do what they do that gives customers a reason to embrace the product. In the book Starting with Why, author Simon Sinek explains that successful brands communicate the whys (beliefs, causes, visions) before they communicate what they do and how they do it. Martin Luther King, Jr. said “I have a dream” not “I have a plan.” It’s all about the why.

Allen Adamson, author of BrandDigital, BrandSimple, and The Edge, says “A company that looks at its brand and asks not simply what promise does it make, but what purpose does it serve, to its customers and its shareholders, and brings this purpose to life through every customer experience will be the company most likely to beat its competition. When an employee can answer the question ‘Why am I here?’ in a positively motivating way, everyone benefits.”

A brand purpose must be simple and clearly understood by everyone in the company, so they can emulate it every day. It must be single-minded in its focus, and speak with one voice. It also helps to have a leader who is passionate about what the brand stands for and keeps everyone focused on what matters.

Start asking “why” your brand should be above the rest, and results are sure to follow.

 

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The World Needs More Canadian Brands, and We’re Not Sorry.

The world is getting smaller as global brands get bigger, thanks in part to the internet, globalization, and worldwide trends. Where do the humble Canadian brands fit? Surprisingly, a few recognizable Canadian brands have burst out from the Northern Frontier. Canadian brands have been strongly linked to our natural resources and long, cold winters—which makes sense given we’re the second largest nation, encompassing 9.9 million square kilometers that reach three coastlines. While our southern neighbour brands dominate the world, most Canadian brands are happy to stay above the 49th parallel, building iconic brands that only live within the Canadian psyche. But there have been some brands that have ventured beyond.

 

True North Strong Brands

In true Canadian modesty, there are several brands that have made it big outside of Canada. You may be amazed to find an eccentric range of global brands that call Canada home!

Remarkably, most international Canadian brands go unnoticed in Canada, when measured against the mega American global brands. In Leger’s 2018 annual ranking of Canada’s Top 20 Most Admired Companies, only five are Canadian brands (Shoppers Drug Mart, Canadian Tire, Dollarama, Canada Post and Sobeys) and only reside in Canada. Level 5 Strategy Group’s blog post How Canadian Brands can Compete on the Global Stage concludes that Canadian brands understand the importance of articulating the rational side of the brand experience, but falter on the emotional side of brand building. WestJet, however, is a great example of a brand that has built an emotional brand promise on “We Care”. Yet WestJet’s reach is still limited to its Canadian audience.

Rupert Duchesne, past Group Chief Executive of Aimia (parent company to Aeroplan Loyalty Company), doesn’t think Canadian brands have a strong desire for international trade. “You see a [Canadian] product and you think to yourself, if you put it in a certain country it’d be a winner,” he explains. “But we have a national view that international trade should be south of the border.”

 

O’ Canada Brands

Here is a list of brands that you might not have realized were Canadian. These brands have built their image on the Great White North, tapping into the clean air, fresh mountain water, vast wilderness, and pristine winter wonderland.

 

Canadian Spirit Brands

Great multicultural spirit is what Canada stands for. Core to the Canadian culture is the freedom to express ideas and live in peace. Canadian are perceived as friendly, tolerant, and clever. We also need a sense of humour to endure 6 to 8 months of winter! Outside of beer, poutine, beaver tails, maple syrup and ketchup chips, Canadians like to be active, enjoy life, and express themselves.

 

Canadian Hospitality Brands

Canada attracts tourists from around the world because of its many natural wonders like the Rockies, Niagara Falls, Coastal Islands, and much more. Canadians are also known as the nicest people in the world, with unfailing courtesy and politeness. In the book How To Be A Canadian, Ian and Will Ferguson theorize that there are 12 Canadian “sorries”: simple, essential, occupational, subservient, aristocratic, demonstrative, libidinous, ostentatious, mythical, unrepentant, sympathetic and authentic. They say once you master saying “I’m sorry,” you will be a true Canadian.

 

Canadian Trusted Brands

Canada is known for being a relatively safe and ethical country with an effective government system and a Prime Minister who knows how to say “sorry.” According to Reputation Institute’s 2017 Country RepTrak survey of 55 countries, Canada was the world’s most reputable county—an honour we’ve enjoyed four times over the last six years.

 

Canadian, Eh!?

There are always those outliers—brands that don’t fit the Canadian psyche but that have captured consumers around the world.

The World Needs More Canadian Brands

I am [not] sorry to say most Canadian brands are happy to focus on the 36 million Canadians that reside within our borders. Brands like Canada Post, Canadian Tire, Hudson’s Bay Company, Tim Hortons, and MEC have been content staying within Canada for the last few decades. But the ones that have endeavoured beyond the great north have built formidable brand empires with little fanfare.

There seems to be a common thread weaved through these brands. They don’t wear their emotions on their sleeve, they are more concerned about their customers than projecting their self-interests, and their CEO isn’t a name or face that you know. These are well-established brands that have grown over time, meeting and surpassing customers’ needs. These brands have adapted to changes and have been around for decades, with a clear focus on the customer.

Jeannette Hanna, a marketing expert and founder of Trajectory Brands, says successful international brands from Canada are chameleon-like, successfully adapting to many markets around the world. “They can fly under the radar in an interesting way so that they look international, and they look stylish, and can appeal to a broad base without having to scream that they’re Canadian.”

CEO Bruce Flatt of Brookfield Asset Management would agree. He believes “keeping a low profile is good for business. It’s best to be under the radar.” All the better to stalk our competition.

Quietly and politely, Canadian brands bring more Canada to the world. Buy Canadian, eh!

 

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The Best 2017 Brand Campaigns

It’s that time of the year when marketing and branding experts determine which campaigns should be recognized as the best 2017 brand campaigns. For your convenience I have searched the internet for the “Best Lists” from such experts as Adweek, Marketingweek, Spredfast, Digital Marketing Institute, Brandwatch, AdAge and Forbes Agency Council.

My analysis isn’t terrible scientific as most of the lists are wildly subjective. Looking across the lists there are only a few campaigns that get repeated nominations among the experts. There was five campaigns that stood out above the rest.

Purpose over Profits

A common theme among many of these campaigns was a focus on a higher purpose and less about selling their brand. Many are recognizable brands that have successfully tapped into the global anxiety of uncertainty and unrest. A world without a clear future. There is a serious tone in all of these campaigns void of any humour except for Halo Top`s (The Perfect Pint) campaign.

Desire to Engage

These campaigned aren`t about a 30 second television commercial but a fully integrated campaign with social engagements in the millions that reached beyond most expectations. The secret ingredient in all of these campaigns was the social buzz or fire that they all created both positive and negative. A true sign of a campaign that matters.

Enjoy and have a very happy and prosperous New Year.

 

The Top 5 Best 2017 Brand Campaigns

 

1. Heineken – Worlds Apart #OpenYourWorld

This campaign resonated with a number of the experts. And I don`t disagree. I found this real-life social experiment riveting. Heineken brought together people from opposite ends of the spectrum and put them into various team-building activities, before unveiling their strong conflicting viewpoints. They then had the choice to share a Heineken and discuss their differences or leave the room. I won`t spoil the ending.

Heineken received plenty of free publicity including some negative backlash but they also saw sales volume increase 3.9% in the first half of 2017. The 4:25 minute video on Youtube has received over 14.6 million views so far.

 

2. The New York Times – The Truth is Hard to Find

Today, the newspaper business isn’t a happy place. If it’s not Donald Trump threatening journalism, it’s overall declining revenues. The New York Times launched a campaign to declare why journalism matters and its role in holding power accountable and ultimately delivering the truth (most of the time).

The YouTube commercial has over 15.7 million views since it first aired on the Academy Awards in February. But more importantly The New York Times has seen a record level of digital subscribers of over 300 thousand in the first quarter of 2017.

 

3. State Street Global Advisors – Fearless Girl

On March 7th  a small girl of just 4 feet appeared before the iconic Charging Bull in the heart of New York`s financial district which stands at 11 feet. The day before International Women’s Day. Courageously she stands in deviance against the beast that represents male capitalism.

Sculpted by Kristen Visbal, the girl statue was commissioned by agency McCann New York for State Street Global Advisors (SSGA) to symbolise the power of women in leadership. Planting this meek girl statue of 250 pounds against the beast of 7,100 pounds created an instant global media storm. Like any visceral campaign it comes with its detractors including a $5 million lawsuit settlement against parent company State Corp. for alleging it underpaid women and minorities. (Best to have your own house in order before you start pointing fingers as others!)

Fearless Girl won 18 Cannes Lions awards, including the Titanium Grand Prix in the Glass Lions, which honours marketing creativity that transcends traditional categories such as media, film or radio. It was also praised by the jury for advocating gender equality.

 

4. Halo Top – “The Perfect Pint” or “Eat The Ice Cream” (experts couldn’t agree on one)

AdAge describes Halo Top ice cream brand as a “consumer-driven brand based on a quality product, evangelical consumers and clever, grassroots marketing…” This young five year old company has built its brand on a focused social media strategy surpassing the ice cream giants of Ben & Jerry`s and Häagen-Daazs.  They are a true threat to the established brands with sales increases of over 2,500 percent in 2016 and 1,656 percent in the 52 weeks ended Nov. 5, to nearly $298.6 million, according to IRI, a Chicago-based market research firm. “The perfect Pint” was the first traditional campaign they launched just prior to Fourth of July holiday. This video has garnered over 14.4 million views since release.

More recently they launched a longer-format spot for theatre and online advertising. Tim Nudd, creative editor at Adweek describes the spot as a “grimly amusing, Kubrick-esque robot apocalypse” perfect as a horror-movie trailer. Halo Top Founder and CEO Justin Woolverton said his brand had “never done anything this off-the-wall before.”

The sales would indicate a double hitter but the jury is this out on understanding where the brand image is really going.

 

5. Nike – #Breaking2

Nike is a brand that urges its customers to push their limits, and this campaign does this in spades.

They sponsored and challenged three athletes: Lelisa Desisa, Eliud Kipchoge and Zersenay Tadese to run the first sub two-hour marathon wearing Nike`s new Zoom Vaporfly Elite racing shoe. The event took place at the Formula 1 racetrack in Monza, Italy on May 6th and was live-streamed on social media.

Nike also partnered with National Geographic to produce the Breaking2, a 55 minute documentary that has 1.5 million views. Unfortunately, Kenya’s Olympic champion marathoner Eliud Kipchoge missed the goal by just :25 seconds. Despite not beating the two-hour mark, #Breaking2 was a PR success, receiving worldwide media coverage generating almost 85,000 mentions on social media in two days.

 

Honourable Mention

  1. IKEA – Augmented reality app: Ikea Place
  2. Wendy`s – #NuggsForCarter (winner of four 2017 Cannes Lions awards)
  3. Airbnb – Super Bowl ad titled “We Accept”
  4. Heinz – Pass the Heinz a campaign directly from Madmen
  5. Patagonia`s – Brand activism in protecting public land

 

What was your most memorable 2017 brand campaign?

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Top Brands that Hit Home this Holiday Season

This holiday season, successful brands continued the tradition of wrapping themselves in a feel-good message, hoping consumers will be pleased with their “presence” (sorry, I couldn’t resist). As they should, considering the US retail industry generated over three trillion dollars during the holidays. This number is from 2013 and I am sure it’s even higher today.  This equates to about 20% of total annual sales – and for some brands the number is much higher.

 

Three Trillion Dollars in Christmas Shopping

That’s a lot of money (even if one-third is on credit cards). But how does a brand ensure it gets its fair share? The holiday season is the perfect time to tap into the human emotions of peace, love, kindness and hope. It’s beautiful, yet frightening. Consumers are vulnerable and have credit! And ironically, during this time of harmony, brands are busy fighting each other for attention and won’t stop until the last dollar drops. That might be the reality of retail, but good brands understand the true meaning—it is better to give than to receive.

The best way to capture the holiday spirit is through a highly emotional TV commercial or online video (a topic of a previous article “Why Great Brands Still Needs a Great Commercial”). In 2015, there were over 100 holiday TV ads airing on US TV, but so far this year, there have only been 47 holiday ads reported by research firm Ace Metrix. Holiday advertising seems to be big in Britain and Germany where brands produce run-away winners.

Ben Mooge, Executive Creative Director at Havas London an advertising agency which created the very successful ‘Heathrow Bears’ ad says brands have a responsibility to contribute to the Christmas spirit and not just overtly sell their products. He says “they need to contribute to Christmas, and not just ride on the jingly back of it.” If a brand is successful “they just help it feel like Christmas.”

 

Santa Brands

It’s all about giving sincerely and inspiring the feeling of the holiday season. For many families, traditions, like watching the Griswolds light up their house (Christmas Vacation), or witnessing Bill Murray get a second chance to get it right (Scrooged), take us to fonder times and helps to recharge the soul. So while we’re all killing ourselves giving, the reality is that we need to receive appreciation. It’s here where brands have a responsibility to help consumers by framing the holiday season and help us have an enjoyable Christmas (for a price). And when they strike a chord, I can hear those cash registers jingling all the way!

The very best brands who have seamlessly carved a place in our minds during the holiday seasons and continue to reap the rewards are such brands as: Coca-Cola, Macy’s, John Lewis, Marks & Spencer, Walmart, and WestJet, to name a few. But each year a new brand finds its holiday moment to shine and is rewarded by millions of views and likes from around the world.

Damon Collins, founder of Joint advertising agency in London who created the successful Amazon Prime holiday commercial ‘Imam and Priest’ says “There’s no time of year the spirit of human kindness is more relevant than Christmas. And there’s been no year in recent memory that the spirit of human kindness has been more needed than this one.”

 

Better to Give Than to Receive

The brands that are true to their values and avoid false sentimentality can build brand value during the holiday season. It’s more about sharing values and becoming part of the holiday traditions than trying to steal the show. As Cam Blackley, Executive Creative Director at BMF Advertising who developed the discount supermarket brand Aldi AustraliaMeet the Tinkletons’ ad explains that what doesn’t work is when “a brand cynically makes an ad riddled with fake Christmas sentiment devoid of an insight that is true to their values.”

 

Top Three Brands that Hit Home this Holiday

Without further ado, here’s my top three adverts for the 2016 holiday season:

  1. My favourite for 2016 is from Allegro, an auction site based in Poland. This commercial has all the ingredients for a wonderful holiday video including a dog.

(12,945,326 views)

 

  1. John Lewis, a UK-based department store, continues to hit the ball out of the park with their iconic holiday adverts. It too has a dog and other loveable animals.

(23,883,947 views)

 

  1. The top Canadian brand for me was WestJet. They continued to surprise and delight their customers, and focused this year on the people still recovering from the devastating fire in Fort McMurray, Alberta. A nice slice of Canadian values–giving.

(1,340,578 views)

Have a Merry Brand Holiday

If none of these have ignited the spirit of Christmas within your soul then I would suggest that you seriously consider becoming a member of the Ebenezer Scrooge Fan Club. Otherwise, I wish you all a wonderful holiday, sharing gifts and enjoy time with family and friends. Have a Merry Brand Holiday!

 

Honourable Mentions:

Heathrow https://youtu.be/oq1r_M5a6uI (4,802,852)

Apple https://youtu.be/aFPcsYGriEs (8,199,966)

ALDI https://youtu.be/aCZrWFrRgbQ (2,004,765)

Marks & Spencer https://youtu.be/V5QPXhStb5I (7,836,801)

Duracell https://youtu.be/iA7xYeiWg54 (17,651,693)

Please feel free to share your favourite advert for the 2016 holiday season and explain why.