Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Tiffany Bey

Brothers Drake #EntertainWithMEAD

Through our Social Media Campaign Proposal, the primary goal is to increase the bond between Brothers Drake Meadery and the community, as well as the consumers around them. Brothers Drake Meadery cares about the community in Columbus, and wants to give back to them the freshest mead made from locally grown ingredients.

Team Brothers Drake from left — Riley Carlton, Jillian Barcia, Tiffany Bey, Erica Stonehill

Team Brothers Drake from left — Riley Carlton, Jillian Barcia, Tiffany Bey, Erica Stonehill

With hopes of increasing social media engagement across three platforms (Twitter, Facebook and Pinterest), Brothers Drake can create more buzz marketing and word-of—mouth advertising. We want the consumers to create user generated content that can not only give tips to Brothers Drake, but to other community members as well. Through this, we will use #EntertainWithMEAD and #HelpMEAD hashtags to track the engagement rates and therefore create conversion rates of how well our user content increased from start to finish.

Across the three social media platforms we chose to implement for this campaign proposal, we want to increase the content in which Brothers Drake publishes as well as its consumers. We hope to make Brothers Drake more than just a local hang out with the freshest mead in town. In addition, we hope to have Brothers Drake’s social media accounts be a hot spot for entertaining tips including cooking and drink recipes, partying tips and overall tips for when you’re hosting an event. These tips can be shared and people can then give their impact and feedback. Customer satisfaction is an extremely important objective for us to keep track of, therefore the feedback being conducted throughout the three month period can influence any new flavors or recipes served at Brothers Drake in house facilities.

Brothers Drake Meadery is a unique brand because they have a strong social media presence currently. They keep themselves immersed in the community through their social media platforms of Twitter and Facebook, but there is even more that they can do. We are determined to make Brothers Drake be a one stop shop for both locally made drinks and food as well as a place to find tips and ask any question including mead.

MTV Goes Way Too Far This Time

Tiffany Bey

 MTV launched a campaign titled, “Look Different” sometime in July of 2015 during the Video Music Awards. The campaign released a commercial titled, “White Squad” and it is one of the most disgusting things I have ever seen on television.

They released a commercial that “posits a Geek Squad-style team of chalk-hued, corporate-consultant types eager to assist people of color with stuff like hailing cabs, renting apartments and courtroom appearances”. The spokesperson made statements such as, “Is your skin color holding you back? Are you tired of systemic prejudice ruining your day?” and many other extremely offensive.

I wish I could come up with a rational “purpose” of why they would release something so offensive, but I can’t come up with anything. Ratings? Media attention? I have no idea, but I’m not at all surprised MTV did release it. MTV has always been known to do some crazy things on their network. Therefore, I don’t really know what their motive was for making up this sort of thing. However, many media sites reported that they think their purpose was to be “satirical” and funny, but there is a fine line when it comes to speaking on specific issues, especially race.

Source: Twitter

Source: Twitter

I think this campaign was a social fail because it didn’t connect with the viewers at all. Of course Twitter went in an uproar, and it was tweeted so much that it trended in the #1 trending spot. Most of the tweets that I came across were outraged, from both white and black people. I think that if MTV truly wanted to make a stance on how African-Americans experience injustice on a day-to-day basis, they could’ve done it in a tasteful way. I read this quote that mirrors my exact feelings on the situation. It says, “It kind of came off as though it was making fun of the issue,” one person wrote, “as opposed to actually putting it in a way that says this needs to stop.” I don’t think a person or persons’ injustice is something to be joked about, especially with everything that has been going on in the media; police brutality etc. Maybe MTV did want to make a stance against microaggressions, we will never know, but I do know that next time they want to launch a campaign/commercial they should be more aware of how they’re going to make certain people feel first because as a regular MTV watcher, this campaign made me anti MTV for awhile.

References

Ad of the Day: People of Color Finally Get White Privilege on Demand With White Squad. (n.d.). Retrieved February 15, 2016, from http://www.adweek.com/news/advertising-branding/ad-day-people-color-finally-get-white-privilege-demand-white-squad-165948

Dailymail.com, C. S. (2015). ‘It’s ignorant garbage’: MTV under fire from viewers over ‘spoof’ video about racism and white privilege – which it claims is meant to highlight and combat discrimination . Retrieved February 15, 2016, from http://www.dailymail.co.uk/femail/article-3170851/MTV-fire-viewers-spoof-video-racism-white-privilege-claims-meant-highlight-combat-discrimination.html

Jenkins, N. (n.d.). New Spoof Ad Takes Controversial Jab at White Privilege. Retrieved February 15, 2016, from http://time.com/3960382/white-squad-privilege-look-different-mtv-ad-spoof-commercial/

MTV’s Look Different. (n.d.). Retrieved February 15, 2016, from http://www.lookdifferent.org/whitesquad

White Squad. (n.d.). Retrieved February 15, 2016, from https://www.youtube.com/watch?v=U6JrJFJs0GA

Dove: Love Your Curls Campaign

 

Tiffany Bey

Dove Campaign Video

Source: Huffington Post

 

 

 

 

 

 

The company Dove is known for their amazing skin care and beauty products such as soap, lotion, shampoo, and etc, but for the last couple of years they’ve also been known for their empowering campaigns. Dove established a campaign titled, “Love Your Curls” in November of 2015. The campaign conducted a number of things to raise awareness about different hair types. For example, Dove established an app of emojis (a small digital image or icon used to express an idea, emotion, etc., in electronic communication) for users to use on their Android phones or iPhones. “The emojis were images that contains twenty-seven curly hair designs along with selectable skin tones and hair colors”. The purpose of this campaign is to raise awareness of diversity and uniqueness. The regular emojis that are already present on Android phones and iPhones have girl emojis with long straight hair, but Dove wants to change this stigma that all girls have long straight hair because its not true. I think it’s amazing to know that there is a company that actually knows that there is a such thing as different hair types. As an African-American woman, my hair is not naturally straight, so I think its so cool that I can relate to something as small as the girl emoji that has brown skin and curly hair like me.

They developed an awesome video for the campaign. They shared statistics about what girls really think about their curly hair and it showed that 4 out of 10 girls think that their hair is beautiful. With that being said that means that not even half of the girls have confidence in their curly hair. The interviewer asks a number of little girls ages from 5-9 their opinion on their curly hair, and all of them say that they don’t like it or they don’t think its beautiful. Then at the very end, they start to feel more confident about their hair because they see a room full of other women with curly hair just like them.

They also incorporated discussion on the campaign through their Twitter account. The twitter account developed statuses frequently to get their followers engaged in the conversation. A tweet that I came upon stated, “Curl Confidence is Contagious! Who inspires you to #LoveYourCurls? Tag a curly girl who inspires confidence in your curls.“ I love this interaction because not only is it spreading hair awareness, but it is also starting conversation between people. I love love LOVE that Dove’s purpose in doing the different campaigns is to build up confidence and self-esteem.

I definitely think this campaign is a #SocialWin because the campaign shows that Dove is open-minded to diversity and change. I think it’s so easy for brands to stay in a comfortable place that is convenient for them but they didn’t. I’m sure they knew that they would get scrutiny or controversy over the campaign (because there is always a hater) but that didn’t hinder them from developing the campaign anyway, and to me, that’s awesome. I also think this was a very smart and strategic marketing strategy as well. As a customer, I want to buy a product that has values and that stands for something, so for Dove to do this campaign, it makes me want to support their company even more! Customers always want to see something that they can relate to, and this campaign hits home to just about everyone, curly hair or not, I think everyone wouldn’t mind seeing more positivity in the world!

References

Dove Gives The Emoji Keyboard A Curly Hair Makeover. (2015). Retrieved February 08, 2016, from http://www.vibe.com/2015/11/dove-love-your-curls-emojis-gif/

Dove. (n.d.). Curl confidence is contagious!Who inspires you to #LoveYourCurls? pic.twitter.com/NPm8PNApAX. Retrieved February 08, 2016, from https://twitter.com/Dove/status/663720722905219072

Read & Share The. (n.d.). Retrieved February 08, 2016, from http://promo.dove.us/loveyourcurls/

Roiz, J. L. (2015, November). Finally! Curly-Haired Women Get Their Own Emoji. Retrieved February 08, 2016, from http://www.latintimes.com/pulse/love-your-curls-curly-haired-women-get-their-own-emojis-thanks-dove-351905

Oliver, Dana. (2015, November) Dove Launches Curly-Haired Emojis For ‘Love Your Curls’ Campaign. Retrieved February 08, 2016, http://www.huffingtonpost.com/entry/dove-curly-hair-emojis-love-your-curls-campaign_us_5638cdb9e4b079a43c0494d7