How do you make sure that your service is heard, recognized, and distributed around social networks, media, and generally around people? How do you create brand awareness that gives a return on your investment. A lot of services are actually supported by web campaigns that make it possible for brands to service a lot of people who initially did not know or recognize the brand. For example, Heinz did a pretty good job of promoting itself by releasing their Get Well Soup campaign, the third of its kind since they started it out three years ago. You can personalize the can and share it with someone. As the copy on the promo material says, Heinz is inviting everyone to cheer up a loved one who’s feeling under the weather with a personalized can of soup, saying there are limited cans available, and that each purchase will be donated to charity. As we’ve seen with Coke, personalized products really are hugely popular. Adidas recently rolled out a really good ad from their team. Sports is usually characterized to generate a large amount of vitriol and hatred so they focused on footballers and their lifestyles with a provocative tone using the hashtag #therewillbehaters. Finally it seems SnapChat’s service came up on top by launching Discover, which is a result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first. Their claim is “Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.experience different perspectives through Snaps, Stories and Our Story.” thereby coming up with one of the greatest content plans we’ve seen in the first quarter of the year.
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