What do you do if you’re the original men’s grooming brand and want to encourage men everywhere to be – and look – a little better? You step in front of the mirror and give yourself a makeover. That’s what AMP Agency and Just For Men accomplished together with this week’s launch of the Be The Better Man brand platform and campaign. For more than 30 years, Just For Men has been letting guys know it’s not only OK to care about their appearance, but to do something about it. And over the decades, Just For Men has been innovating and refining hair care solutions that make it easy for men to achieve the natural look that lets them feel their best. And as their portfolio has expanded to include beard care and hair regrowth (and more to come), it was time to reinforce the brand’s leadership role in the men’s grooming conversation it started in 1987. Be The Better Man stems from the idea that it takes a good man to know he can always be a little better. The notion applies to both their daily grooming routine and the way they go about their lives. We are calling on guys everywhere to take the small steps needed to look their best—and do the little things that make the lives of those around them, well, better. The campaign launched on CBS NFL Game Day this past Sunday. With the broadcast buy comes a fully integrated brand push. It started with a re-imagined website, email and social channels and will continue with an omni-channel paid media campaign within outdoor and digital. We’ll be on TV screens and in locker rooms at the hottest gyms in our key markets. Digital will focus on partnering with the web’s leading experts on grooming (GQ), dating (Match), business travel (Conde Nast Traveller), and parenting (Fatherly) through custom content and ambassador/influencer programs to reinforce the message of being better in all aspects of life. We’ll ultimately push product via direct-to-consumer tactics within programmatic and social channels through efficient reach and continuous frequency in the Better Man messaging against our male audience. Check out the following coverage to learn more about the campaign: Ad Age MarketWatch Marketing Dive Marketing Communications News
In early 2018, the AMP Boston Media strategy, buying and planning team was tasked with planning and executing Spindrift’s first national, multimillion dollar campaign with the goal of increasing overall recognition of the brand. In a sea of clear “natural flavors”, Spindrift is the first and only sparkling water in America to be made with real squeezed fruit. I mean, when was the last time you saw a clear raspberry?! On top of that, the fruit used in Spindrift is sourced from local farms and made in small batches so it’s a drink that you can truly feel good about. Flavors include Grapefruit, Lemon, Orange Mango, Strawberry, Blackberry, Raspberry Lime, Cucumber as well as two newer flavors, Cranberry Raspberry and Half & Half. Yum! The goal of the campaign was to target both male and female sparkling water drinkers and educate them on Spindrift’s real ingredient difference. The media strategy approach was rooted in strong preliminary audience research, determining the best mix of digital and traditional channels to reach this target. The media team did a deep dive into not only the audience’s media habits but also their attitudes toward things like grocery shopping, health and wellness, and overall lifestyle choices. Giving the Spindrift consumer a personality helped us envision where they were on a day to day basis and how they consume media, resulting in a strong, strategically rooted media plan designed to drive business results. The campaign is a multi-channel approach, which launched first w ith search, social and programmatic display in May and then expanded to Print, OOH and Digital Content partnerships in June and July. The campaign will run for the remainder of 2018, with the majority of the spend condensed in the summer months. OOH units are focused on five key markets – Boston, Los Angeles, New York City, San Francisco and Chicago. The creative, led by Mistress Agency out of LA, highlights the simplicity of the ingredients in Spindrift and the tag line “yup, that’s it”. Recently, Kristen Bell was tapped to promote Spindrift through a series of videos that are currently being promoted through programmatic, YouTube, paid social and our direct content partnerships. When Kristen is a superfan of the brand, you know it must be good! Check out the following coverage to learn more about the campaign: https://www.mediapost.com/publications/article/322201/spindrift-launches-first-national-ad-campaign.html http://www.thedrum.com/news/2018/07/11/superfan-kristen-bell-touts-spindrift-sparkling-waters-first-national-campaign https://www.prnewswire.com/news-releases/spindrift-sparkling-water-taps-kristen-bell-to-launch-first-national-campaign-300678950.html https://marketingindustrynews.com/2018/07/11/superfan-kristen-bell-touts-spindrift-sparkling-waters-in-first-national-campaign/ Happy reading and grab yourself a delicious Spindrift – real squeezed fruit and sparkling water, yup that’s it!
As media and marketing professionals, how do you tap into the ever expanding landscape of multi-screen, multi-tasking, multi-engagement devices/screens that are ubiquitous in our world today? This question results in a domino effect'evoking many more questions: How are we best equipped to deliver a brand's message, value proposition and ultimately elicit conversion? How do we utilize the various screens to effectively engage the fragmented consumer who simultaneously use these devices? How do we gauge the duplication of reaching the same users vs. gaining necessary reach into the right target that may not be downloading a mobile app but is a regular visitor to a website via their laptop? Why is Multi-Screen Marketing Important? Our target audiences are multi-tasking across devices. Even among those with just a television and computer (two screens), 52% of users report that it's somewhat or very likely that they're using another device while watching television. With each screen added to the mix, that percentage rises, 60% of smartphone users (3 screens) and 65% of tablet owners (4 screens) say that multi-device use is the norm while watching TV (source: eConsultancy, May 2012) Planners must understand the impact that multi-screen usage is having on their clients' brands as the stats derived by recent studies highlight the importance of creating a multi-screens strategy: According to a report conducted by Videology, a video advertising technology, brands who implement multi-screen marketing experience 9x brand lift An eMarketer study of TV and online video found brands achieve a 7% reach increase when adhering to a multi-screen approach A co-authored study with Google and Nielson found multi-screen users have 17% more ad recall What Should Media Planners Consider When Creating a Multi-Screen Strategy? Time of Day Whether it's a TV ad to launch to increase awareness followed by that person searching for more info on their work desktop, then targeted by a location based incentive on mobile or longer brand engagement via a tablet in the evening, day parting is key to making this a continuum of messaging not just singular efforts. Consumption Habits We need to understand the consumption habits of our audience in order to maximize how we weight each channel in the overall media mix, so we can reach them in the right place at the right time. We should take advantage of what these different screens and their particular experience 'opportunities'? offer. When developing a media strategy, marketers need to consider all screens, what their audience consumes on each screen and when the audience consumes the content. The era of the connected consumer has just begun. To succeed, marketers must adapt media planning and buying strategies to fit the needs of the multi-tasking mavens.