Talking About a Little Place Called Aspen: CBC Aspen Experience 2018

Aspen is an iconic American ski town for a reason.  With sun shining overhead and powder underfoot, champagne flowing like water and cowboy hats always on trend, there really is no other ski destination that can match it.

This March, CBC hosted a group of eight editors at our Aspen Experience, immersing them in the non-stop action of America’s chicest mountain town. Check out our travel guide below to see where we stayed, what we did, and how we ate and drank our way through Aspen, Colorado.

Where to Stay

Our group of travel, food and fitness editors were hosted for the weekend by The Gant, a luxurious condo resort located steps away from the center of downtown. Everyone took advantage of the on-site fitness center and breakfast café, while fully embracing the cozy mountain lifestyle in beautifully furnished condos complete with wood-burning fireplaces.

Pro Tip: Recover from a day of crushing black diamonds with a soak in The Gant’s outdoor hot tub.

 

 

While The Gant served as our home base, editors were also able to check out The Limelight Hotel for an evening of fireside appetizers and drinks, as well as the iconic Hotel Jerome’s breathtaking Living Room bar.

 

 

What to Do

Day one on the slopes kicked off with an early morning stop to the Obermeyer headquarters.  After previewing the upcoming season’s line of outerwear and a lively tour with living legend Klaus Obermeyer, everyone was inspired to push themselves to the limit on the mountain – Klaus’ energy and passion for snow was contagious!

 

 

Next, the group headed to Snowmass to be fitted for rental skis and snowboards, outfitted in the latest gear from Obermeyer, Hestra, Zeal, Krimson Klover and Sportube.

 

 

Over the course of the next three days, our group took in everything that Aspen’s peaks had to offer, from experiencing lessons with expert ski instructors, taking park laps on Snowmass, and slashing powder turns on Highlands. Our final day was picture-perfect with access to first tracks on Aspen Mountain’s meticulous groomers.

Pro Tip: Find Picnic Point on the trail map at Highlands for the ideal setting for a private champagne apres. The views can’t be beat!  And let us know if you need a lesson on how to saber a bottle of bubbly with a ski.   

 

 

Where to Eat

 

The only thing that can rival Aspen’s epic mountains is its dining options. Any calories that were burned on the mountain were quickly replaced at the area’s best restaurants:

  • La Creperie du Village – Nestled in the center of Aspen, La Creperie du Village had us thinking that we were transported to the French Alps. Everyone enjoyed the bubbling cheese fondue and hearty entrees, perfectly paired with wine and delicate crepes.  Food Network even went Live on Facebook while we were there to show off how to make the perfect crepe, straight from the crepe experts of course.

 

 

  • Mi Chola – It was time for a fiesta when the group hit Aspen’s favorite Mexican restaurant for margaritas and tacos! The previous night’s fondue experience kicked off a weekend-long cheese obsession that was supported by Mi Chola’s creamy queso dip.
  • Velvet Buck – Located in the upscale St. Regis hotel, Velvet Buck is a new addition to the Aspen dining scene. Paying homage to the 19th century Rocky Mountain lifestyle, the restaurant focuses on local ingredients and primal cooking techniques.

Pro Tip: Don’t miss the cheese-curling fun of the “Tete de Moine” and the mouth-watering s’mores skillet from the Velvet Buck.

 

Where to Drink

It’s not a full ski day until you’ve had apres, and our weekend featured the finest brews and spirits Aspen could offer.

  • Woody Creek Distillers – Our group of media were treated to a behind-the-scenes tour of Woody Creek, a craft distillery based just outside of town in Basalt, CO. With a Moscow mule in hand, editors were taken through the intricate start-to-finish process of vodka, whiskey and gin production.  Of course, straight-from-the-barrel tastings were necessary to fully understand the importance of aging!

 

 

  • Hops Culture – Igloo Coolers was on-site to treat the group to a St. Patrick’s Day apres at Hops Culture, a gastropub in the heart of Aspen. After learning about the technical construction and full range of Igloo’s Legacy collection of growlers and tumblers, editors enjoyed hands-on product testing while sampling local beers.

 

 

This year’s Aspen Experience was one for the books and certainly a trip we will never forget. Drop us a line to let us know your favorite hot spots in Aspen, CO and maybe we will see you on the slopes in 2019.

 

 

Looking to see more from our Aspen Experience? Check out our Instagram or #CBCAspenExperience.

To Snap or Not to Snap

In 2011, Snapchat, created by three students at Stanford University, became a huge digital phenomenon. The O.G. live social media platform. Since its release, it has garnered more than 150 million daily users and was growing faster than most iPhone apps… or so we thought.

In the past few months, Snapchat has been on the decline losing loyalty from both brands and users. We can attribute this as a reaction to a recent update that has changed the overall function and design of the application. Rather than separating branded Snapchat stories from personal, the update has meshed all content into one, unchronological queue.

With the Instagram Stories competitor on the rise, and an aggressive one at that, Snapchat seems to be having a hard time keeping up. Instagram users already have a following here and adding Insta Stories to their strategy only helps strengthen the connection to their audience. The authenticity offered by Instagram Stories is enticing to individuals who want to increase their following and enhance their online persona, therefore making Snapchat seem like an unnecessary channel to maintain.

 

The audience has spoken, and they are saying: WTF

This Snapchat update has received some major criticism from users, and has led many to delete the app from their devices altogether.

A petition on Change.org was created with the goal of convincing Snapchat to go back to how it was prior to the 2018 update. To date, the petition has over 1 million signatures. Nic Rumsey, the Australian man who initiated the petition, says that “there is a general level of annoyance among users and many have decided to use a VPN app, or are using other risky apps or steps, to go back to the old Snapchat.”

 

One man’s trash is another man’s Snapchat success

While the public may be in an uproar over the update, some brands have found success on the app. NASCAR reported that its story viewership has increased by 80% since the change.

 

 

Nike has been using the Snapchat update to its advantage by tapping into it during live events. Nike’s Jordan brand, Darkstore, and Shopify teamed up to pre-release the Air Jordan III “Tinker” on Snapchat with same-day delivery. After the big game, those that attended the Jumpman All-Stars after-party had the chance to scan exclusive snap codes, leading them to Snapchat where they could purchase the sneakers (which sold out in 23 minutes).

 

 

Under Armour also creatively used the tool to increase viewership, by creating 5-second ads. The message loops through twice, giving users the opportunity to see it more than once within the ten second ad limit set by Snapchat.

Under Armour also uses the QR type codes on Snapchat to show special lenses. During the NBA Slam Dunk contest, users scanned codes that allowed them to take pictures with a 3D version of Dallas Mavericks’ Point Guard, Dennis Smith Jr, Smith (wearing Under Armour shoes). According to Under Armour, users spent an average of 79 seconds playing with the lens.

 

 

NASCAR, Nike, and Under Armour are strong examples of how brands are taking advantage of this “downtime” for Snapchat and utilizing it successfully to engage consumers in a creative way.

Is it possible that Snapchat could go back to its golden days? Is there still a future for Snapchat? The verdict on this is out, however one thing is clear: brands are still using it to engage the audience that is still there for brand awareness and now, ROI opportunities.

Who is Gen Z?

For years, the focus has been on Millennials: how do we figure them out and predict their behavior? Millennials have been seen as early adopters of innovation and new technology, thus driving powerful shifts in consumer behavior and the economy. Now that the youngest Millennials are nearing their mid- twenties (where did the time go?!), we need to look at what’s next: Gen Z.

 

Who is Gen Z?

Gen Z is defined by those born between 1995 and 2011 and is slated to be the largest group of consumers worldwide in the next 5-7 years. This generation came of age during the recession and the tech-fueled society created by Millennials. iPhones, tablets, and home pods have become second nature and Netflix, online shopping, and social media are the standard.

Gen Z is the ultimate consumer of quick content (think Snapchat and emojis) and can be seen multitasking across 5 screens on a daily basis, making it clear that brands need to adjust their marketing tactics in order to reach this new generation. But where to start?

 

Be Authentic

Gen Z is savvy. They know precisely when they are being marketed to and place a high value on sincerity. They want to experience brands on a deeper level, with influencers that are relatable yet accessible and content that is engaging and genuine. This is where influencer marketing comes in:

“Gen Zers are acutely aware of native content and in-app marketing, and they don’t mind, as long as the brand is speaking their language and is genuine and unfiltered,” Katherine Power, Clique Media Group CEO, told Adweek. “Specifically, these young minds want a one-to-one connection to an individual instead of hearing from a brand.” (WGSN)

While many brands have already tapped into influencer marketing & branded content to reach Millennials, they are going to have to find the right influencers to reach Gen Z. Influencer marketing is not a one-size-fits-all solution and campaigns will only be successful if brands are able to align with influencers that produce original content.

 

Money Matters

Growing up in a post-recession era, Gen Z is aware of finances in a different way than the generations before them. This tech savvy generation rarely uses cash and relies heavily on technology (i.e. Apple Pay). Gen Zers will spend more time researching and comparing prices before purchasing, and they expect this process to be seamless and efficient.  Sephora, known for its user- reviews, now bridges the gap between mobile and instore purchases, allowing shoppers to check inventory, create a wish list and use Apple Pay. In order for brands to succeed with this new-age experience, the shop-to-buy procedure must be user-friendly, timesaving, and effortless.

 

Leverage the “Learning Moment”

Gen Z has grown up with access to information at their fingertips via smartphones and tablets. Researchers are finding that Gen Z is exiting modern childhood closer to age 9 rather than the previous generations’ age 12. This group is evolving to be, “smarter than ever before, with high IQs and a strong business sense.“ A recent study found that 63% of Gen Zers are interested in learning about entre­pre­neur­ship upon entering college. Gen Z grew up watching DIY and video tutorials on the Internet, accessing branding tools such as website templates, and using­­­ entrepreneurial applications such as Poshmark and Ebay. So, what does this mean for brands? Gen Z craves education. Brands need to leverage this by giving users an experience that teaches and advises how to better one’s self.

 

 

With the oldest part of Gen Z in college and the youngest in elementary school, we all still have a lot to learn about this generation and the impact they will have. The reality is, Gen Z is enormous ­and intelligent and in order for brands to stay relevant, they must start paying attention to them now.

 

 

Whitney Ocko
Sr. Brand Specialist, Brand Integration

 

 

Need help with branding or your content approach? We use consumer insights to inform campaigns and content strategy. Shoot us a note here to start the conversation.

Why I Love Olympic Commercials

 

Our own Jen Newberg writes about why the TV spots during the Olympics should be recognized and which ones stood out.

 

Passion. Tears. Excitement. Energy.

I love the Olympics. No, really, I LOVE the Olympics. I love the comradery, the sportsmanship, the joining of nations and people to compete in something they are all so passionate about.

This year, though, there was something besides the actual events that really stood out – the commercials. This year’s commercial line-up caused me to do something very rare. I wasn’t switching channels when they came on, or running to do housework, or getting up for some other reason. I was glued. Why? Simply because they told stories.

 

 

Tugging the world’s heartstrings

I remember when P&G first launched its “Thank you, Mom” series, there were tears. Lots of them. And they didn’t stop this year. Their #LoveOverBias spots still have the “Thank you Mom” message but were slightly more edgy, and despite some controversy, they still had America crying. As Adweek wrote, this campaign truly championed the importance of diversity.

 

 

The journey of an athlete

Then there were the ads that focus on the athletes and their personal journeys. The fast-paced, documentary-style ads with powerful music and emotional stories had me glued. The ones that show athletes never give up and fight to be where they are. These are my favorites this year:

 

 

Despite NBC’s statement sharing the network hit record highs for ad sales, some of its biggest advertisers cut back this year and found other more efficient ways to spend their money, including digital.

 

The rise of storytelling

Since CBC launched its SIDEBAR Studios, I have had the opportunity to understand what makes content really impactful. This year, more than ever, the commercials that stood out was because of the storytelling they were doing. The blur between content and advertising. But, my question remains, will brands start putting more dollars against digital content (like what we’ve been doing at CBC) or will commercials and big-budget ads start to wane away? If the ads continue to have a storytelling approach rather than a selling approach, then they’ll continue to be engaging, inspiring, and successful.

 

 

Jen Newberg
Director of Business Development

Not Your Average Ski Trip: CBC Deer Valley Experience

The difference between an average ski trip and a phenomenal ski trip is what happens beyond the slopes. You can cruise groomers and snap the perfect chairlift selfie on any mountain, but when you’re shredding it up by day at one of North America’s best après ski towns and doing donuts in a horse-drawn sleigh by night, you’re doing it right.

This February, we invited a squad of nine editors to our Deer Valley Experience to be fully immersed in the culture at and surrounding Deer Valley Resort in Park City, Utah.

 

Where to Stay:

Our group of travel and lifestyle press were welcomed into their palace for the next four days at the Montage Deer Valley. With a tunnel of beautifully lit evergreens at the hotel’s entrance, mountain views from every room, and a gourmet s’mores bar out back, it’s difficult not to be blown away by the Montage’s grandeur.

Pro-tip: Swing by the Montage lobby around 11am and 3pm to meet the hotel’s fluffy Bernese Mountain Dog mascot, Monty.

 

The Montage even has a ski on/ski off Après Lounge sponsored by Veuve Clicquot!  A yurt turned majestic den, the slope-side lounge was the perfect setting to be welcomed by the Montage team. The endless supply of Veuve Clicquot and truffle oil popcorn didn’t hurt either.

 

What to Do:

With everyone well-rested and decked out in the best new gear (shout out to The North Face, Scott, Native, Krimson Klover and Swiftwick!) it was time to hit the slopes. Skies were blue and trails were groomed, as everyone headed off with Deer Valley’s expert mountain guides and ski instructors.

 

 

Even though the weather did not provide us with any fresh powder during the trip, the Deer Valley Resort is consistently ranked as one of the best when it comes to grooming and trail maintenance. Translation: we were skiing on the good stuff, despite Mother Nature’s lack of cooperation.

 

 

After a day on the slopes, the group stretched their ski legs during a yoga session with Altra (recently dubbed the best running gear of 2018 for men by Men’s Fitness).

 

 

Later that afternoon ski boots were swapped for Uggs as the group made its way into downtown Park City to experience some delicious meals.

 

Where to Eat:

The best part about staying at Deer Valley Resort? There are so many delicious food options right at the resort. Here are some of the hot spots we visited with our group of editors.

  • Royal Street Café: Having skied up an appetite, the group rendezvoused at Royal Street Café for lunch. A step above your standard ski lodge lunch (no offense, chicken fingers), Royal Street served up some gourmet offerings including a fresh Dungeness Crab tower, fish tacos dressed with mango-avocado salsa, and award-winning Blueberry Mojitos.

 

 

  • Fireside: Fireside lived up to its name as each of the four courses were cooked and served from, you guessed it, a fireplace. Favorites included freshly melted raclette paired with a variety of cured meats and to the end the meal, a fondue station. Oh, and to loop back to those horse-drawn sleighs mentioned earlier, Fireside offers complementary sleigh rides during dinner. Food Network even broadcasted their experience in real-time via Snapchat (screenshots below!).

 

 

  • Yama Sushi: For an “eat until you can’t eat no more” option, try a dinner at the Montage’s Yama Sushi, where guests are treated to an array of delicious dishes, paired with a special selection of sake.

Pro-tip:

Step 1: Order the Wagyu Beef Hot Rock.

Step 2: Dip you’re A-5 grade beef in the garlic-soy butter

Step 3: Sear to the temperature of your liking

Step 4: Devour

 

 

  • The Brass Tag: For a more low-key dinner option, head to the The Brass Tag. The perfect environment to cap off an experience at the Deer Valley Resort, The Brass Tag offered avocado fries and chocolate chip cookie skillets!

 

 

Brand Experiences at Deer Valley:

Our CBC Deer Valley Experience also included various experiences from brands looking to tap into the Deer Valley lifestyle. We enjoyed an interactive brunch held by Nancy’s Petite Stuffed Bagels, during which editors sipped on mimosas, munched on cream cheese-stuffed mini bagels, and channeled their inner Martha Stewart by building succulent centerpieces.

Side note: Jalapeno stuffed bagels + guacamole = heaven on earth

 

 

Halos and POM Wonderful teamed up and created a local culinary experience at a local favorite restaurant, Riverhorse on Main. The group enjoyed custom dinner and drink menus incorporating Halos and POM Wonderful into the meal like the Durham Ranch Buffalo Short Rib or Macadamia Nut Crusted Alaskan Halibut.

 

 

Sabra even treated our group to a whiskey tasting at High West Distillery followed with a whiskey and snack pairing with the wide variety of Sabra dips and hummus.

Pro-tip: Blended into a cocktail or simply enjoyed neat, High West’s American Prairie bourbon is as smooth as they come.

 

 

We came, we saw, we skied, and we definitely ate our way through Deer Valley. This year’s CBC Deer Valley Experience was one for the books. Don’t believe us? This Men’s Journal article from one our attending editors, Brittany Smith, really says it all.

 

 

Hungry for more? Check out our Instagram and #CBCDeerValley

CBC Talks… Emojis

Every month we ask our fellow CBC employees a question so we can get to know more about each other. (And so you can get to know us better too.)

This month we challenged our co-workers to take a look at their phones and check out which emojis were logged under “frequently used.” You can really tell a lot about a person by the emojis they use. So this month’s question was (*drum roll please*)…

 

What is your most-used emoji and why?

 

“Laughing and crying at the same time, because it makes sense in a lot of situations! Laugh it out.”

– Erin, Senior Digital Marketing Specialist

“Lately it’s been this one because people have been so nice to me!! (Just got married)”

– Kerryn, Senior Manager, Brand Integration

“…Because of my ‘condition.’”

– Robin, VP of Brand Integration

“The salsa dancer girl. Because I’m just a girl, dancing my way confusedly through life.”

– Kelsey, Digital Marketing Specialist

”The fist bump. It’s a quick way to say “I agree”, “thanks”, and about ten other things…AND it’s more sanitary than a handshake.”

– Len, CEO

”The smiley face with smiley eyes. I try to be a positive person and have a lot of people help me achieve that. It’s my way of letting them know.”

– Jamie, Intern

”Eyeballs. Because I’m usually saying something sarcastic or punny and am waiting for a reaction…”

– Gina, Digital Marketing Strategist ”Either the hands up emoji or the laugh until you cry face. It’s a party/celebration or really happy that I’m crying… and I love both those things.”

– Annie, PR Specialist

”Shaka. Because it’s basically the dad joke way to say ‘okay’”.

– Jess, PR Manager

”Smiley face. Basic, but sometimes I just need people to know that I’m smiling.”

– Franny, Senior Brand Specialist

”The surprise hand/face one. I feel like it resembles my actual expressions/animation.”

– Blair, PR Specialist

”Laughing/crying emoji… I’m hoping because I’m laughing so hard that I’m crying… what could be better?”

– Noelle VP, Experiential PR

”Laughing emoji with tear. No matter what mood I’m in, humor always tends to make things better. I also like to think I’m a funny guy although my girlfriend might tell you otherwise.“

– Jared, PR Associate

”Two ‘OK’  hands and twinkle stars. It’s my way of saying ‘great, love it, okay’. It’s an Adventure Time reference and form of approval from a character.”

– Alex, Senior Graphic Designer

“The sparkly emoji! Because why not add sparkle to absolutely everything! (It can only make things better.)”

– Andi, Brand Associate 

”Because I’m always suggesting crazy things and don’t know how people are going to respond!”

-Jen, Director of Business Development

“It can be used in so many scenarios… also a good one to break up any awkward situations.”

– Whitney, Senior Brand Specialist, Brand Integration

 

“Emojis are too much effort.”

– Marie, Director of Finance and Operation

 

What are your frequently used emojis? Tweet us at @cerconebrown!

 

Be Our Guest: In the Hamptons for Hosting House

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Doesn’t it seem like in every group of friends there is always one that stands out of the bunch when it comes to entertaining? An expert in building a comfortable space for guests whether it’s a stack of magazines on the nightstand, a vase of fresh lilacs, or a fridge full of delicious snacks.

Prior to holiday hosting season to learn all about the art of entertaining, we packed our bags and traveled to the Hamptons in November with 20 editors for CBC’s first Hosting House – an edition of our HOUSE programs that highlights all of the best brands in home decor, entertaining and gifting.

Jackson Family Wines prompted our holiday planning with a lesson on wine and pie pairing, featuring its aromatic La Crema line.

Pro tip: Pair Pinot Noir with berry-based pies and save your Chardonnay for the apple.

Garnet Hill invited the group of editors to their boutique in Bridgehampton to give them a sneak peek at their spring home collection as well as provide a fun tutorial on beautiful holiday gift wrapping. (An added cool factor of this experience was that social engagement tagging #StJudeShareaGift donated $10 to St. Jude Children’s Research Hospital.)

Pro tip: Incorporate natural elements into your gift giving, for a unique twist on traditional wrapping.

Omaha Steaks hosted a delicious, savory dinner cooked by their executive chef to showcase the quality of their easy to prepare, frozen meals. Who knew Omaha Steaks was the secret to holiday dinner success!

Early risers the next morning, Leesa treated the editors and influencers to a yoga class and delicious breakfast a Hampton’s gem, The Topping Rose House. Morning yoga was particularly enjoyable after a restful night’s sleep on our Leesa mattresses!

Pro tip: Comfy mattresses = happy guests.

Cabot Creamery hosted an extra-special edition of “how to craft the perfect cheese board.” New York Times food stylist Judy Haubert taught us all how to make Instagram-worthy cheese boards. Editors from Family Circle, Lonny, and Real Simple magazines all broadcasted these cheese board tips from their outlet’s Instagram channels.

Pro tip: Use Cabot’s effortless cracker cuts to trick your guests into thinking you’re a cheese board genius.

Overstock then hosted a game night in the house’s stunning Great Room – a room they gave an impressive floor-to-ceiling makeover and completely outfitted in Overstock furniture and home décor.

Rubbermaid hosted breakfast showcasing their newest line of storage containers which was followed by a cooking demonstration and lunch with Dyson. Dyson brought in two food and wellness influencers Candice Kumai and Rachel Mansfield to cook healthy, yet aromatic, meals to show off the power of the Dyson Air Filters.

Pro tip: Did you know that indoor air 5x dirtier than outdoor air? Investing in a purifier may be the best decision you could make for your guests and yourself.

In three days, we transformed from gracious guests to hosting experts. At this point, we feel like the Duchess herself – although we certainly wouldn’t say no if Kate Middleton wanted to dish out her tips during next year’s Hosting House!

Curious to know more about our HOUSE programs? Check out our Instagram for an insider’s look.

If you’re a home entertaining brand interested in participating in this year’s Hosting House in November 2018, contact us!

3 #WINNING Super Bowl Ads

Super Bowl ads are a national phenomenon. As an advertising agency, we had to make sure we gave our POV on this year’s lineup.

Get this: throughout the year, people actively avoid watching ads on T.V. and online, and now with On Demand, Netflix, and Hulu, most people are less likely to watch broadcast television at all. But on Super Bowl Sunday, that norm is flipped. Even people who aren’t interested in the football game gather round their T.V.’s, if nothing else to just watch the ads. With over a million-dollar price tag on these commercials, brands tend to take risks to make sure they stand out. Below are our three stand-out picks:

 

1. This UGC ad was krafty, to say the least.

Kraft started its campaign by airing a preliminary ad asking people to send in pictures and videos of their families and how they “family on game day.” We saw ads popping up on Twitter and Instagram asking for submissions with the hashtag #FamilyGreatly and #KraftEntry.

In the third quarter, the 30-sec spot was aired, displaying those real-time pictures and video submissions with the message “there is no right way to family” and all families are special. There were no celebrities; no stunts; just real people. And for us, it was pretty cool to see that Kraft was able to drop its ego and shine the light on the consumers in this one-of-a-kind branding opportunity.

The general sentiment was that the ad was well-intentioned, but some didn’t feel it was as heartwarming as expected. For us, we championed the real-time marketing attempt knowing all too well it’s 1) risky not knowing what kind of pictures you’ll receive, and 2) a lot of pressure on the brand to curate the posts, select the ones it wants to air, and piece together a Super Bowl commercial by the 3rd quarter. And with the rise of “real” content, we think it was OK that it didn’t look as polished as the other commercials. Bravo Kraft.

 

 

2. The tides have turned on funniest brands at the Super Bowl.

Just when you thought you recognized the ad you were watching, Tide swept in with a plot twist using Stranger Things star David Harbour to poke fun at the most stereotypical Super Bowl ads over the years.

From Old Spice to Mr. Clean to Budweiser and more, Tide mimicked these famous Super Bowl ads and got a laugh when it consistently reminded the viewers they were watching a “Tide ad”.

Perhaps the most important takeaway here was that Tide successfully managed to take attention away from the PR nightmare that came out of the “Tide-Pod Challenge”, a new social media experiment in which people are consuming poisonous detergent pods. But leading with humor seemed to work, as everyone came out of Super Bowl Sunday saying, “Did you see those hilarious Tide ads?”. Watch all of them here on the Tide YouTube channel.

 

3. Tricked ya, mate!

Did anyone else fall for the Australia Tourism movie trailer trick? In a genius approach to hook the viewer, Austraila Tourism set up its ad like a movie trailer for a new Crocodile Dundee film starring Danny McBride and Chris Hemsworth. The trailer displays funny clips of the actors, all while simultaneously showcasing some of the best things Australia has to offer such as wineries and beaches. The ruse is revealed when Danny McBride says, “Hold up, this isn’t a movie. It’s a tourism ad for Austraila”. The mix of humor and imagery was well-executed and resulted in a memorable ad for Australia Tourism.

But seriously, let us know if this does become a movie, we would definitely go see it.

What are your thoughts on this year’s Super Bowl ads? Tweet us with your top 3 picks!

 

What’s the Story with Instagram Stories?

Did you know an average Instagram user misses 70% of the content in their feed? Since the implementation of feed algorithms, Instagram Stories have become an essential tactic for brands to ensure they are actually reaching their Instagram audience.

Some brands have perfected Stories and are using them to broadcast live events, share visual content, or leverage Instagram Story ads to drive site traffic. Let’s take a look at three brands who we feel have optimized their Instagram Story strategy to achieve their goals.

 

MADEWELL

The denim and apparel brand prides itself on being artful, cool, effortless, and unexpected. It comes as no surprise that its approach to Insta Stories reflects this mindset.

1. Madewell thinks about Stories in a series rather than just one image. This is an example of Madewell’s holiday gift guide, tempting the audience to click-through until the end and expose itself to more products.

 

 

2. Here the brand is adding Stories to the “Highlights” bar on its profile. This keeps the content viewable longer than the normal 24 hours and pins it to the top. A great way to create more visibility for a new collection or seasonal items.

 

3. They utilize a shop instagram link accessible via swipe-up in their Stories or in the bio. Viewers can shop their Instagram content whenever they’d like – which is a total win!

 

 

APARTMENT THERAPY

Apartment Therapy is a lifestyle blog and publisher focused on home design and décor. Its use of Stories reflects purpose in a simple, refined way.

1. Simple is always better. The simple text over the photo provides context without complicating it. Insta-addicts who are constantly tapping through their Stories don’t want content that doubles as a brain teaser. Digestible, Visual, and Informative.

 

 

2. Swipe-up for success. Through Stories, viewers have quick access to referenced web content on ApartmentTherapy.com. Other brands should be using Stories to drive traffic to their own blog content as well. Viewers are more likely to swipe up and visit the brand site when it’s suggested and easily accessible.

 

 

ANTHROPOLOGIE

Anthropologie is a women’s clothing brand built on the pillars of creativity, free spirit, and design. This is how the brand was able to stay in touch with its target audience and express that free-spirt lifestyle via Instagram Stories.

1. On its Instagram Stories, Anthropologie designs their content for the appropriate vertical specs. The creative is careful to leave space near the top or the bottom, so as not to interfere with the account icon, exit icon or sharing icon. If you don’t plan for spacing, the content looks cluttered and unappealing.

 

 

2. Time-sensitive content goes directly to Stories. In releasing its new arrivals, the brand skipped the static posts and went right for Stories. This move is an easy way to spread news to a larger audience and provide the CTA and link to shop right there.

 

 

3. Videos are distributed via Stories. Videos are a natural thumb-stopper on Instagram, encouraging the viewer to stop the mindless clicking and actually view the content. So live footage from events or vertical video footage can be great to leverage in your Stories.

At CBC, we are utilizing our Instagram Stories to showcase what makes us unique. During our recent HOUSE destination experience in Deer Valley we made sure to share our journey eating, drinking, and skiing through Park City, UT via Insta Stories. To create a story that was interesting to our Instagram audience, we curated our favorite local spots into a Deer Valley travel guide. Pictures and captions were kept simple and we applied the new font feature to make sure our text stood out.

 

 

With all the content clutter on Instagram, Stories are getting more important to leverage for your brand exposure every day. So take the time and learn how to leverage them to make sure that your content is both seen and engaging.

Have any tricks for Stories up your sleeve? Or need help with your own social media strategy? Drop us a line or tweet us @cerconebrown.

Everything You Need to Know About the New Facebook Update

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If you’re a marketer, by now you’ve heard about the new and “improved” Facebook algorithm that Zuck so casually dropped on the world a few weeks ago. For us that work in digital and social media, it was pretty similar to the fake ballistic missile alert that went out to the entire state of Hawaii, but instead wasn’t followed with a “jk lol.” But I digress…

Seriously though, it’s not the end of the world. It’s just the end of Facebook as we know it. So here are the SparkNotes for what you need to know about the new Facebook News Feed algorithm:

  • Yet another decrease in organic reach for brands and business accounts in your News Feed. Though if you’re like me, this was merely eye-roll-worthy news since Facebook has been gradually decreasing this for years now.

  • Facebook is planning to remove your organic brand posts from your News Feed and curate them into a new feed called the Explore Feed. Okay, so this is where everybody in the marketing world starts to get nervous. Ultimately, this will result in less visibility to the consumers, less traffic driven to sites, less engagement for your page. The list goes on.

  • The only way to get your branded posts seen by your audience in their News Feed is to boost or sponsor the post. Open your wallets people, Facebook is about to consume more of that social media budget since you will now have little to no chance to get in front of your audience without paying for it. This will become a huge challenge for small businesses without social marketing dollars.

  • The News Feed algorithm will be altered to favor “meaningful interactions between people”. Qué? Come again? Facebook defines “meaningful interactions” as comments, back-and-forth exchanges, and long-form posts. These types of posts from your friends and family will now be prioritized in your News Feed over public content. I’ll let Mark Hull, Director of Product Management at Facebook, further explain in this video.

  • Facebook just wants you to be happy. Yep, that’s the reason for all of this. There has been extensive research on how the digital-first world we live in now is affecting our well-being. Facebook, a large contributor to this issue, is now trying to shift the focus of how its platform has evolved over time to bring it back to its roots – a place to connect with family and friends. Remember what it used to be like before it became cluttered with all the advertisements, the click-bait headlines, and the disturbing viral videos that you don’t want to watch but you can’t look away from? An innocent time when people called it The Facebook? (OK, maybe that’s going too far back, but you catch my drift.)

“We can feel more connected and less lonely,” Zuckerberg said, “and that correlates with long-term measures of happiness and health.”

 

Implications for your 2018 Strategy

So there you have it. Facebook is changing and, as marketers, we need to be able to adapt.  Here are some things we should be thinking about as part of our brand’s 2018 social media strategy:

  1. Influencer marketing will become even more important to your marketing strategy. 70% of millennial consumers are influenced by the recommendations of their peers. And get this, the most influential channel for influencers in 2017? Facebook. [SOURCE] So now that most branded posts will be removed the News Feed, we should be using other influential people – influencers, duh! – to continue to spread those messages. And their third-party credibility is key, considering 92% of consumers trust peer recommendations over branded advertising. It’s a win win.
  1. Decrease the frequency, but up the creativity. I bet the first thought that went through every social media managers head was: “Sweet, now I don’t have to post as often because no one will see it anyway!” Well yes, that is kind of true, but really we should be thinking of it in terms of the whole strategy. Frequency will go down, but quality will need to go up. For example, Facebook Live is a great tactic to continue to get in front of consumers. Even though this type of live broadcast may take a little more time, effort, and resources to plan, it’s worth it to maintain that visibility to your audience. (Don’t abuse it though, even your most loyal customers don’t want to see you go live 3X a day.)
  1. Be strategic about boosted content. Despite all these updates, we are at least grateful Zuckerberg threw us bone by not altering the ad algorithm (for now), but unless you’re among the Pepsi’s and Nike’s of the world, you likely don’t have unlimited funds to spend on social advertising. Therefore, I think brands need to now be more strategic than ever as to what type of content they are boosting to appear the News Feed. Here’s my theory: I expect the overall vibe of your News Feed to completely change. You’ll start to see more personal posts and more meaningful interactions happening. It will start to feel more like a backyard BBQ where people who haven’t seen each other in awhile will be catching up and sharing stories. So as a brand, if you don’t enter the arena with a “content first approach” and simply try to sell, sell, sell to these people, they ‘re going to turn you away like a door-to-door cutlery salesman. The CBC recommendation? Continue to work towards blurring the lines between content and advertising. Hook them with a solution to their problem, a how-to, a new idea, a value add. Then hopefully it will intrigue that savvy Facebook user enough to click-through to your site to read more or to shop.
  1. More “meaningful interactions” vs. likes. This brings me back to the first time Facebook first shifted its algorithm’s focus. I felt like a broken record with all our clients constantly harping on the fact it didn’t matter how many followers your page had, it mattered how engaged your community was. Likes, comments, shares – those are the metrics that mattered. Now, we’re going one step deeper. That engagement needs to be more “meaningful” than just clicking the like button. You can’t just dangle some engagement bait in front of your customers anymore (LIKE this if you agree! COMMENT below! SHARE this now!) to maintain your metrics. Facebook actually called out the fact that engagement bait posts will continue to be demoted in your feed. Your posts will need to ignite meaningful engagement: a back-and-forth conversation, a long-form comment, shares with friends who also add meaningful comments. The content that generates conversation among your community is the type of content that will continue to thrive. So going into this year, brand social media managers need to a) be invested in maintaining that strong community by actively engaging with their fans, and b) continue to post meaningful content to garner meaningful engagement from your community.

That’s all I got for ya. Thanks for letting me nerd out!

gina-uttuaroGina Uttaro
Strategist, Digital Marketing & Content
@g_uttaro

 

Need help with your brand’s social media strategy, social campaigns, digital presence, or influencer marketing efforts? All that interweb stuff you don’t really understand? CBC’s got you. Shoot us a note here.

Fall House in Santa Barbara

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Three sessions, twenty editors, bottomless wine. This fall, we traded the East Coast autumn for a few days of Santa Barbara sunshine in our annual Fall House – one of the original destinations in our series of HOUSE Programs.

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POM Wonderful kicked off the program with a poolside cocktail hour before the group took off to a sunset dinner at Cambria Winery. Talk about a taste of some of California’s finest!

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UGG organized a paddle-boarding excursion in the Pacific where the editors got to experience UGG’s true surfer roots.

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Paddle-boarding worked up quite an appetite so we headed back to the house for lunch. Fan of dessert for lunch? Great, so are we.  Halo Top let the editors a taste of all of their new delicious dairy-free ice cream flavors – including some new flavors before they hit the stores!

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Next we traveled to downtown Santa Barbara to hit up Parker Clay, a local boutique stocked with leather bags and other goods handmade in Ethiopia. There the owners, a husband and wife duo, provided us with the beautiful story of the brand’s origin and the mission behind the product, all the while we enjoyed traditional Ethiopian coffee brewed right in front of us.

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Time to call in the Navy SEALs! The daunting task of an authentic Navy SEAL workout with Luminox turned into one of the most epic team building experiences.  Former Navy SEAL, Rob Roy, powered us through an intense, but insanely awesome, workout.

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And last but not least, one final adventure: Cold Springs Canyon for a hike with Mountain Designs. The editors really put their gear to the test.

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Interested in seeing more from this year’s Fall House program? Check out all of the social buzz on Instagram at #CBCfallhouse.

Our 5 Fav Food Influencers & Why We Love Them

If you’ve grown up in the digital age and love to eat, you likely have favorite food influencers that you devotedly follow on your channels. Whether they’re strictly food or perhaps a fashion, travel, or home influencer, it’s like you know them personally.

We know the feeling, especially when it comes to the foodie influencers. Photography of sweet and savory dishes, creative recipes up for immediate grabs – our feed is chock-full of mouthwatering content. Below we share five of our favorite food influencers with an extra scoop of details on why we love them.

1. Lindsay Ostrom, @PinchOfYum

How bout when I made that ✨LIFE CHANGING 30 MIN MASALA SAUCE✨ and put it on everything ever including … meatless meatballs? Here’s how it goes: onions, garlic, ginger, spices, lemon juice, cilantro, and some almonds in a food processor to make a paste. Small amount of paste + tomato purée + coconut milk simmered together for a while. Result: Lush masala sauce ready for you to put on anything you like // masala paste for your freezer for later // life changed 4ever. Heavily inspired by the beautiful work of @nourish_atelier http://pinchofyum.com/life-changing-30-minute-masala-sauce #beautifulcuisines #masala #curry #tikkamasala #indianfood #recipe #homemade #feedfeed #f52grams #spicy #buzzfeast #thatsdarling #bhgfood #todayfood #lifeandthyme #vegan #vegetarian #plantbased #plantstrong

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Lindsay Ostrom’s Pinch of Yum stole our hearts (and stomachs) at first recipe. You can almost smell the food on her Instagram, and you never have to suffer from insatiable cravings because she features the recipe either in the caption or a how-to video. This elementary school teacher-turned-foodie whips up anything from vegetarian dinners to mouth-watering chocolate chip cookies.

WHAT TO MAKE: 30-Minute Vegetarian Meatballs

2. Molly Yeh, @MollyYeh

Molly Yeh’s My Name Is Yeh has any and every recipe your heart desires. From cakes to casseroles, Molly makes and tastes each delicious dish on her blog. And if you can’t tell from her Instagram, she definitely has a sweet tooth and a knack for baked goods. Inspired by her Jewish and Asian roots and midwestern farm-life surroundings, Molly’s recipes are always seasonal, unique, and absolutely second-helpings worthy.

WHAT TO MAKE: Hawaij Apple Pie with Cardamom Whipped Cream

3. Matthew Flores, @BitesonBytes

Next on the Menu: Matthew Flores’ Bites on Bytes. He’s a chef, food blogger, and food stylist covering cooking tips, kitchen equipment, recipes, and most of the food-related concepts you’d usually ask your mom. For Matthew, it all started with tasting a tomato from his grandparent’s garden. Now, his food photography skills combined with his cooking skills makes him a must-follow food influencer.

WHAT TO MAKE: Stonewall Kitchen’s Springtime Lemon Dijon Chicken and Asparagus Salad

4. Adrianna Adarme, @ACozyKitchen

In addition to being an influencer, she is an author, photographer, corgi mom, and most importantly, a food fanatic. Adrianna Adarme’s A Cozy Kitchen transports us to, well, total coziness. Her Instagram looks sweeter than honey and serves as food inspiration for all your comfortable, hygge night-in plans. Her must-have cookbook is filled with recipes from her blog  – seasonal delights, savory appetizers, pastries, dinners, dog treats, and so much more.

WHAT TO MAKE: Ombre Chocolate Cake with Mexican Chocolate Frosting 

5. Justine Dungo, @PrettyinPistachio

Lastly, we have Justine. This creative food influencer’s blog, Pretty in Pistachio goes beyond the kitchen and peeks into life and style as well. This self-made curious chef never studied culinary, but followed her intuition (and tastebuds) to a blog filled of delicious foods, places to eat, drinks to make, and life and style tips.

WHAT TO MAKE: Soft Baked Pretzels with Parmesean Cheese

All five influencers employ similar tactics that have made them successful influencers: how-to videos, captions full of recipes, and clean colorful photography. The blogs follow classic, chic layouts designed to make the natural colors of the dishes pop, and many have their own cookbooks. These food influencers make it easy to follow their recipes. And if you’re a picky eater or have a dietary restriction, don’t worry – they have it covered. Bon appetite!

CBC invites editors to annual Charleston destination experience

We love nothing more than exploring some of the country’s most beautiful destinations, and we have to say: Charleston, SC really takes the cake as a must-visit destination experience in the South. This September, we gladly packed our bags and boarded our flights alongside a group of food and travel editors for the second annual CBC Charleston Experience – a destination experience part of our larger PR experiential HOUSE programs.

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This city is the epitome of southern charm; equipped with incredible eats, stunning waterfront views, and old-timey activities that will give you all of the nostalgic feels. With an intimate group of eight editors and journalists, we embarked on a journey that proved why Charleston is a favorite American destination experience.

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Trading bustling city life for luxurious countryside, our home for the weekend was the Belmond Charleston Place. Located in the heart of the city, the hotel was close to main attractions while still holding on to a bit of countryside serenity. And we got the royal treatment during our stay – pastries and tea time, rooms on the club level, and a spa day!

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DAY 1

We ventured over to Minero for the the best margaritas in the city, followed by dinner at the historic McCrady’s Tavern. Both restaurants’ mouthwatering menus were created by the Chef Sean Brock, a James Beard award winner.

Fun fact: George Washington dined here after he was elected the first President of the United States. And rumor had it he was quite the lady’s man, as he used to have women waiting for him lined up down the brick alley.  

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DAY 2

We wandered the cobblestone streets and crooked shops found ourselves at Bay Street Biergarten, a favorite spot for beer lovers complete with a whole self-serve beer wall.

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Next stop was Boone Hall Plantation, one of the oldest working farms in the country and the setting to one our favorite movies…

Hint: If you’re a bird, then I’m a bird.

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Following the tour we enjoyed a magical dinner under the oak trees, complete with a live bluegrass band.

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DAY 3

We set sail with Vineyard Vines on a boat cruise to Caper’s Island. On the way, we were greeted by dolphins and were able to hold a collection of blue and stone crabs.

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DAY 4

On the last morning in Charleston, we attended a yoga class at Reverb studio followed by a classic southern brunch at Hominy Grill, complete with fried chicken and biscuits.

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We are counting down the days until next year’s Charleston Experience. Until then, we are dreaming of magical dinners under twinkle light oak trees and southern sunsets. To check out more of the experience, explore our Instagram or #CBCCharlestonExperience.

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Len on SIDEBAR Studios, CBC’s New Content Production Solution

One of our favorite times during the week happens on Thursday at 4pm, when CBC employees shut their laptops for the day and come together as a team to uncork a bottle of wine (or two). This week, the hot topic around the table was CBC’s new initiative called SIDEBAR Studios, our mobile content studio that travels alongside our HOUSE Programs to some of the most beautiful places across the country.

We poured a glass with CEO Len Cercone, who gave us the inside scoop on all things content production.

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What is SIDEBAR Studios?

Len: Our “mobile” content studio is a way for brands to create editorial content from probably some of the best destinations in the United States, in a way that costs them a fraction of the price if they tried to do it on their own. The idea came as a natural outgrowth of CBC’s signature HOUSE Programs but in a way that can reach thousands and thousands of people. Brands sign up and we already have all the necessities to shoot incredible content for them: influencers, photographers, location connections, everything.

How has the landscape of advertising changed?

Len: We were hearing from brands that many have a hard time creating quality editorial content. There’s been a shift from traditional advertising to focus more on digital, and that’s where we come in! From the beginning, CBC has specialized in editorializing advertising and applying it to existing assets. It’s the future and it’s perfectly suited to how we think.

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What is SIDEBAR Studios’ greatest strength?

Len: SIDEBAR Studios is rooted in the same concept as CBC’s signature HOUSE Programs and accomplishes two major tasks: guaranteeing coverage and expanding the transformational experience of HOUSE attendees beyond the real-time event to a digital experience. SIDEBAR is just an extention of that providing content to share on a consumer facing level, rather than the media.

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What most excites you about SIDEBAR?

Len: SIDEBAR Studios takes experiential marketing and storytelling one step further – we help brands create aspirational, lifestyle content from experiences. By combining the SIDEBAR Studios with our HOUSE programs, brands can expand their reach through influencers and exceptional digital content while directly interacting with their consumers.

There you have it, folks. The brands spoke, we listened and created a way to produce content that is accessable and cost-effective. If you’d like to hear more about SIDEBAR Studios and our content production solution, contact us! We’d love to hear from you.

Or follow along on our Instagram channel (@cerconebrown), where we periodically broadcast live from our HOUSE Programs and SIDEBAR shoots.

Until next time.. or our next bottle of wine. Cheers!

Brands Turn to Experiential Retail in Response to New Generation of Online Shoppers

As consumers continue to favor the convenience of online shopping, brands are turning to experiential retail as a way to repurpose their store’s space.

And we’re happy to report that brands have really taken the concept of experiential retail and run with it. Particularly, beloved department store Nordstrom.

On October 4, Nordstrom opened its first concept store in West Hollywood, California called “Nordstrom Local”. The store will employ retail experiential tactics tailored to the customer including individual consultations, styling sessions, and alterations – even a fully-stocked bar and beauty salon. Even more interesting, instead of merchandise, the store will sell to consumers via personal stylists who will order inventory for clients based on his/her personal taste.
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This streamlined experiential retail strategy is a response to the growing demand for convenience. 50 years ago, department stores were valued for offering a one-stop shop; however, the times have changed, and today’s consumers seek more efficient alternatives to digging through a 140,000 sq ft department store.

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Other retailers have experimented with experiential retail tricks too. Target recently opened small format stores that cater specifically to their respective locations and demographics (i.e. college campuses and urban communities). Instead of stocking all of the customary Target product, these small format stores stock specific items such as extra dorm room accessories and school supplies.

CBC has been an advocate of experiential retail for a while now. In August 2016, we launched apparel brand Garnet Hill’s mobile boutique, an 880 sq ft converted shipping container that showcased Garnet Hill products and hosted lifestyle events.

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Another CBC client, Stonewall Kitchen, prides itself on experiential retail as a way to ensure that its York, Maine flagship location is more than just a shop. In the Stonewall Kitchen Company Store you are able to taste any of the brand’s jams before buying, and it even has a one-of-a-kind cooking school onsite intended to inspire customers with confidence in the kitchen.

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The road has not been easy for brands. Today’s consumers expect the best of both world: a fusion of the convenience of online and the tangible experience of in-store. For apparel bands, experiential retail goes a long way.