Rebuilding a community while building brand partnerships

On January 26, I wrote about the importance of great partners when building a campaign or brandscape. I was encouraged to see a group of brands aligned to literally rebuild a community in an authentic manner, while also figuring a way to help themselves. ABC’s Extreme Home Makeover, along with Crate & Barrel, The Land of Nod, and the Red Cross worked to rebuild the homes of those impacted by the catastrophic tornado that ravaged the town of Joplin, killing approximately 160 people and destroying nearly 8,000 houses back in May 2011.

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Is Tiffany’s micro-site better than Pinterest?

Pintrest.com is generating a lot of interest and has even been sited as a leading traffic generator to retail sites, surpassing Google+ and growing at leaps and bounds. If it is the new coveted platform for gathering images based around topics of interest, then why did Tiffany’s decide not to use it for their “What Makes True Love” campaign but rather relay on their own platform?

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Build On Your Real-life Networks

We are just seeing the beginning of a marketing revolution. Forward thinkers like Chef Jody Adams who already see the value of a rising tide lifting all ships have unique opportunities ahead.

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The right partners can make or break a campaign

Google worked with their agency GOOD/CORPS to create a series of videos that promote small business. Not unlike the American Express Plum campaign, the idea is to showcase how Google properties enhance a business and allow it to grow. The challenge, and where the campaign seemingly differs from the American Express campaign and specifically the one with Pink Berry, is do all the partners in the campaign stand united?

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Is the Elle and Van Cleef & Arpels campaign one to remember?

Presented as an attempt to recreate the magic felt when falling in love, The Van Cleef & Arpels Love Stories campaign doesn’t evoke a modern day love affair feel. I am lost within it’s beautiful scapes and models but wonder what would make a young urban female (audience as defined for this campaign effort) to share the video with friends. By rethinking luxury marketing and opening up the campaign to a wider content creation and brand distribution approach, both Van Cleef & Arpels and Elle Magazine may have garnered a larger return.

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“One Track Mind”: Diverge the track for greater return

The traditional one advertiser, one media publisher relationship can hinder a campaign both from a content and distribution standpoint. Brands and publishers must think bigger about the content they create in a way that garners engagement, audience, and ultimately, results. Think about how creating ancillary campaign content created by the sponsoring brands as well as partnering with more than one advertiser, can bring drive interest and untapped eyeballs.

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A gem of an idea: JCK Rock Star

As a former marketing director at a New England based jewelry retail chain and as an avid watcher of Project Runway, I was smitten with JCK’s Rock Star series from the start. I think JCK is pioneering what journalism is becoming – which is certainly part entertainment, part talent scout, part branded content. As JCK starts to think about a second season of this show, I wanted to suggest some ways in which the distribution approach and the brand inclusion could evolve.

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Your Audience Isn’t Your Only Audience

With increased online capabilities, every brand is now a publisher. So how can you rethink your business relationships as publishing opportunities that will reduce costs or drive revenue?

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Jay-Z’s Offline Campaign Leads to Online Action

The Power of Transmedia Storytelling In a highly fragmented media market, more and more brands are turning to the art of transmedia storytelling†to turn online interaction into offline action. For those of you that aren’t familiar with the term, transmedia storytelling is the technique of telling stories across multiple platforms and formats

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Participation Creation: Finding Nemo & The Clownfish

When Disney released their feature film called Finding Nemo the environmental ramifications on the Clownfish population were stunning. How could Disney and Aquarium salesman around the world have mutually benefited from what’s referred to as the Dalmatian effect?

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