Ohio University Strategic Social Media

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Rag-O-Rama and The Salvation Army join together for Spring Cleaning

According to Brand Bastion Incorporated, the role of social media in retail marketing has massively increased over the last 10 years. In an article, they found that social media drives more retail traffic than any other channel while building and maintaining brand reputation, while acquiring and maintaining consumers (Brand Bastion, 2014). Based on this information, our team created a social media campaign for our client Rag-O-Rama.

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Our client’s goal is to increase engagement among social media platforms. In order to create a clearer vision for the campaign, we construct the objective to increase posts of original user-generated content on social media platforms by 40% in 3 months. This gave us a clear and measurable time frame in order to create the most successful campaign. In order to achieve the goal and objective we created the “Spring Cleaning with The Salvation Army”. Over three months, Our client Rag-O-Rama will work with The Salvation Army to collect clothing in their store. Whatever cannot be bought back for money or store credit, they will ask consumers to donate them to the salvation army in return for 10% off their next purchase.

The campaign will utilize the top three social media platforms: Instagram, Twitter, and Facebook. Through this campaign we will use Instagram in order to drive sales by posting retail items and available merchandise. Through twitter, the goal is to create personal relationships with our clients and create positive relationships with consumers. Lastly, our campaign will use Facebook in order to gain reach, give information to consumers. and promote the campaign through ads.

 

Campaign Proposal Presentation:

Reference:

Brand Bastion Incorporated (2014).  Risks and Benefits of Social Media to Retailers.

(April 25, 2016). Retrieved from: https://www.brandbastion.com/risks-and-benefits-of-social-media-to-retailers

 

Best Use of Social Media/Digital 2015

 March 20, 2015 by PRWeek staff

Far surpassing the brand’s expectations, the effort garnered 76 million views on YouTube, making it one of the top viral videos of the year.

Winner

MSLGroup and P&G/Always
Always #LikeAGirl: Turning an Insult into a Confidence Movement

After 30 years in the feminine care market, Procter & Gamble’s Always brand struggled to connect with a new generation of consumers because it was still talking about pads. The brand’s challenge was to become more relevant in a girl’s life while remaining authentic.

Hoping to create an emotional bond with consumers, Always charged MSLGroup with launching a global campaign that would build a more meaningful brand message.

The agency’s research discovered that more than half of girls experience a drop in confidence during puberty.

Read more at http://www.prweek.com/article/1338192/best-use-social-media-digital-2015#4Zc40AuqdmDB6SOa.99

Ad Buying on Facebook Just Got More TV-Like

Social Media Company Introduces Tools Familiar to Broadcast Advertisers

By . Published on April 20, 2016.

Broadcast advertisers will now find familiar terminology when making video ad buys on Facebook.

That’s because Facebook wants to make ad buying on its platform more TV-like for broadcast advertisers. The company said Wednesday that target rating point video buys on Facebook or Instagram can now leverage day-parting and Nielsen DMA targeting, two features that were previously unavailable. DMA targeting allows marketers to home in on a specific local television market area while day-parting delivers advertisements during specific parts of the day.

The move is meant to provide marketers further brand building capabilities on mobile, as well as flexibility to extend TV and video campaigns on Facebook with a currency broadcast advertisers are all too familiar with. At the same time, the company is telling advertisers to rethink the way they deliver video on Facebook — particularly on mobile — as opposed to TV.

“The mobile feed has fundamentally changed the way people view and absorb information, and this is especially true with video,” said Matt Idema, VP of monetization product marketing at Facebook. “For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”

Read full article via Ad Age at http://adage.com/article/digital/ad-buying-facebook-tv/303631/

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