Hello ELLO

Simple. Beautiful. And ad-free?

Ever feel like your social media feeds are completely overrun with advertisements for products that, eeriliy, you have recently searched for? It happens to the best of us – and it is no coincidence.

Ello wants to change that. The new platform was originally created by a group of seven artists and programmers as a private social media network, but when word got out (as it typically does in our fast-moving digital world) they decided to release it to the public. As of right now, Ello is invite only, and playing “hard to get” seems to be working for it – Ello is now one of the web’s most exclusive social networking sites.

Luckily, Ello has promised to never change its mission. It is a USA Public Benefit Corporation, which makes it impossible to ever sell ads or its users’ data. The best part of it all? Ello is completely free to use! It exhibits a more artistic, raw side of social networking that other channels don’t have, explaining in its manifesto that the creators believe in “beauty, simplicity, and transparency.”

It’s difficult to say this early on whether or not Ello will succeed as a social networking site without interplaying with advertisers. But let’s say Ello takes off, skyrockets into popularity, surpasses Facebook and Instagram, perhaps… Where does this leave the future of social advertising? What happens to social media marketing if our target audience is part of a club where no brands are allowed?

To see what the site is all about, request an invite by visiting the Ello Home Page. And then, tell us what you think!

ello

Image courtesy of Ello’s home page

Lululemon “Exercises” Good Judgment

Remember that controversial statement that propelled Lululemon from fame to infamy? Well, the dust has finally settled and the issue has been set aside and forgiven. More importantly, though, this has given the brand an enormous opportunity to redeem itself in the public eye. And, luckily for Lulu, we think they’re doing it.

Upon broadening its men’s apparel collection, the fitness and athletic wear company has opened its first menswear store in New York City’s SoHo neighborhood just last week. (In fact, in a daring move, the store opened on Black Friday. We pity its employees’ first day on the job!)

Lululemon has also recently launched a successful holiday campaign, #givepresence. The featured video shows popular figures in meditation, fitness, personal health, and more speaking to the power of disconnecting from technology and slowing from the fast pace lifestyle we’re used to. Check it out below.

With nearly 3.5 million views in under three weeks, the #givepresence campaign video has successfully spread its message. And as for the SoHo men’s store, it’s by no means excluding the Lulu-ladies: there is a womenswear store slated to open up across the street.

These two moves—the holiday campaign and menswear retail location—mark a positive direction for the brand. Moving beyond the backlash against last year’s criticisms from Lulu’s then-CEO, the brand is using its clout in the fitness lifestyle industry to convey encouraging messages to rejuvenate the public’s perception.

We think it’s safe to say Lululemon is no longer sweating the small stuff.

#BreaktheInternet

So what’s the verdict here, did Kim #BreaktheInternet? Well no, not really, but she certainly took full reign of it considering her racy Paper Magazine photos were hard to avoid last week. Top tier news outlets, blogs, social media channels flooded with chatter on the topic and, as always – marketers couldn’t resist joining in on the conversation.

In our fast-paced digital world, real-time marketing (RTM) has become extremely popular among brands. Though, as the conversations brands spring to participate in start to become more and more controversial (like, say, a nude photo shoot with Kim Kardashian), there marks a fine line between this risky tactic being effective and simply being embarrassing.

Last week, many brands took to Twitter (a leading channel for RTM) to join in on the #BreaktheInternet conversation. Here are some of our favorites:

JCLeRoux

SW

Nissan

Quiznos

 

Photos sourced from Twitter.com

Peeps Uses Obscure Holidays to Reposition their Brand

New York ad agency The Terri & Sandi Solution launched a campaign for Peeps earlier this year called “Everyday is a Holiday.” The Peeps brand has strong commercial ties to Easter, as this holiday brings in over 70% of its revenue.

In an effort to expand the product’s reach and transform it from it a seasonal confection to a year-round treat, the ad agency has been developing images of Peeps that relate to obscure holidays like “Make Someone Laugh Day.” They even created a commercial for Take Your Pants For a Walk Day with the tagline “Express your Peepsonality” at the end. The company recently got in the Halloween spirit by sharing some spooky and silly drawings to promote their ghost and pumpkin Peep Minis.

This clever, low-cost positioning strategy had one simple goal: persuade consumers to broaden their ideas about what the Peep brand represents. The images are cartoonish and funny, and perfectly capture the personality of their target audience.

The only set back? The images seemed to be shared only on Facebook, when they could have been used across all social media platforms, including Twitter, Instagram, and even Pinterest. The good news is that these social graphics, or “sharables”, seemed to garner some strong engagement for the brand.

We’ve compiled some of our favorite images from the brand’s Facebook page:

Caps Lock Dayblogg

Halloweenblogg1

National Candy Dayblogg2

Crazy Dayblogg3

Wear Something Gaudy Dayblogg4

 

 

 

 

Agency Rethink: The Need for Creative White Space

Advertising and PR agencies have been forced through some serious changes in recent years.  Some have transitioned better than others. One thing that hasn’t changed much is the tendency for creative agencies to work the heck out of staff. Nights, weekends and long hours are the norm, especially when the all important pitch or client presentation is around the corner.

But in an industry that relies on creative, nimble minds to succeed, does it make sense to beat our folks’ grey matter to a mushy pulp? (In case you’re too brain dead to answer, I’ll jump in here… Absolutely not.)

Cercone Brown CBC PR Advertising Agency Boston New York

Something’s Gotta Give: Ad & PR Agencies Need to Give People Time & Space

Read more

Power To….Doritos!

Yes, that’s a six-story tall vending machine. The larger-than-life structure, also known as the #BoldStage, was recently featured by Doritos at South by Southwest. Snacks weren’t the only thing you could find inside this machine, however. Doritos fans also completed daring tasks to watch performances featured on the #BoldStage.

Power to Old Spice.

Old Spice’s new campaign? Hilarious. From protein body spray to an illegal neck workout, Old Spice created websites for nine different, absurdly awesome products that actually link to short clips promoting Old Spice body spray. This comedic concept is sure to go viral in no time.. so hurry before it’s old news! Check it out here.

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Power to the PR Pros.

‘Tis the season for resolutions and self-improvement and where better to start than with your social media? Shawn Paul Wood at PR Newser has compiled a list of the top 5 ways that you can become a “Top PR Twit.” Just don’t forget to bring us along on your road to Twitter stardom… @cerconebrown. (Yup, we did it. Shameless plug.)  Check it out here!

Power to the Promotion.

In a world of up-to-the-second online stunts, this “shave off” promotion from Boston’s own Gillette Company where World Series MVP David Ortiz and Boston Red Sox teammate Shane Victorino shaved their 2013 season trademark beards for a $100,000 donation to charity is awfully great.  Check it out.

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Power to the Future.

The business of branding agencies is dangerous, indeed, in a world of changing clients, fees, shrinking and an unpredictable future.  Fee for service, alone, limits your agency’s future and a project-heavy client base is outright scary, according to Tim Williams at Ignition Group.  Own something.  Work together in surprising partnerships.  Try new things.  Check it out.

 

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Power to the Infographic.

Here’s a great idea.  Agencies have production houses for radio, television, video.  Now we have one for infographics.  Based in San Francisco, Visually (which cleverly uses the Lybian’s URL shortener “.ly” for its dotcom – visual.ly) is a one-stop shop for custom static and animated infographics.  Check out this infographic on Lego anger management.

 

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Power to “Uncomplicate.”

File this under, “Nice!”  Consumer insight company C/E/B/ Iconoculture included CerconeBrownCompany’s brand strategy for women’s retailer J.Jill as a trend to watch: “Boomer women want stylish ‘wearever’ fashions that make looking good second nature and leave time for the things that matter. In a word? ‘Uncomplicate.’”

 

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Power to the Experience.

Sometimes employee training is a major branding channel.  IDEO, the design agency responsible for shaping some of Apple Computer’s most enduring products, makes great food a perk and makes making food an important bonding ritual.  The company uses its kitchens as food labs for employees cook, laugh, compete and, yes, learn.  Check it out. 

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Power to the Juicy Refresh.

Our friends at Backyard Farms have just planted their 42-acre greenhouse in Maine, after a reboot of its tomato crop.  Grain Digital captured the momentous day perfectly.  Can’t wait to have our Backyard Farms tomatoes again!  Check it out.

Power to the Poster.

The humble poster has given a visual voice to all kinds of culture revolutions.  Our friends at ARTBOOK D.A.P. have launched a wonderful coffee table book celebrating the Colby Printing Company’s iconic fluorescent posters that promoted everything from punk bands to swap meets in Los Angeles and is a great example of the art form.  Check it out. (http://www.artbook.com/9781939799036.html).

 

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