ENOUGH

Have you seen this spot from Nissan? I love it. It’s funny and it’s simple. They’re taking their new innovative feature and making you think how effective it would be in other situations, and they do so in a very comedic manner. It gets the point across and brings it home in a way that is relevant for many people. Enjoy!

Agency: TBWA/Chiat/Day Los Angeles

Did you enjoy this commercial? Why or why not?

Six reasons Nike is golden

The 2012 Olympics have come to an end and I’m sure sponsors are hoping that they have left lasting impressions in the minds of millions of viewers worldwide. Besides P&G’s “Thank You, Mom” campaign, when I think back over the past couple of weeks, the campaign that resonates most with me was not even from an Olympic sponsor.

Nike, who was not an official Olympic sponsor, launched its “Find Your Greatness” campaign on July 25th – just two days before the Opening Ceremonies of the 2012 Olympic Games. There are certain adjectives that should describe marketing efforts – which include simple, interesting and consumer-friendly – and I think that Nike definitely achieved all of these descriptions and more in this go ’round. The focus of the campaign was finding and celebrating the greatness that is within everyone, and operated off the premise that true greatness is not limited to a select few.

Image via Nike.com

The first video (see below) of the campaign features everyday people exhibiting ‘greatness’  in their lives, in their respective locations, which just happen to include places like a “London field,” “London gym,” and cities/towns called London in the US (Ohio, to be exact), Jamaica and Nigeria – “because greatness is not in one special place” – alluding to the soon-to-come show of athletic greatness at the Olympic Games which took place in London of the UK. Below I’m going to highlight the 6 reasons that I think Nike hit a homerun with this campaign.

1. Relevancy. Not only was the campaign relevant for the greatness that was obviously occurring at the Olympics, but it was relevant for and appealed very strongly to the everyday person looking at the Olympics with admiration and awe, and it helped them feel just as proud about their morning runs and marathons as would-be Olympians felt about their record-breaking, above-average abilities.

2. Timing. Not only did the campaign start just two days before the Opening Ceremonies, but its culmination was on the last day of the Olympics and sought out to make that day the most active day in history of Nike+, the name of Nike devices that measure a person’s activity and converts it into fuel which is able to be measured. The anticipated ‘most active day’ was given dramatic effect and Nike even displayed a countdown on its website.

Image via Nike.com

3. Social presence. From YouTube, to Facebook, Twitter and Instagram, the campaign was hugely present and marked with the #findgreatness hashtag, which was also featured on the website and on advertisements. A cover photo and numerous posts on Facebook, a YouTube profile background and spot playlist, a Twitter profile background and numerous tweets, and images on Instagram with the inspiring words from the commercial all helped tie the campaign perfectly together. The brand was able to get people involved and the #findgreatness hashtag was popping up everywhere.

via Nike’s Facebook Page

Image via Nike’s Facebook Profile

via Nike

Image via Nike’s YouTube profile

4. The message was so simple, yet so inspiring. I was a goner when I heard the monologue on the commerical.

5. Staying up-to-date. Although Nike wasn’t an official sponsor of the Olympics, they made it known that they were watching and cheering on Team USA. And while the “Find Your Greatness” campaign focused largely on everyday people, it also highlighted the accomplishments of the elite athletes participating in the Olympics.

Image via Nike’s Facebook

6. Tastefully tip-toeing. I think that Nike did a very tasteful job of tip-toeing around the Olympic rules that ban non-official sponsors from certain activity related to the Games. To me, it’s as if the campaign said, “Hey we’re watching the Olympics with you and we’re rooting on Team USA, but we’re also rooting you on and encouraging you to find your greatness, too.”

Nike is golden because the brand was able to take what was going on in the world and tell its story in a way that was appealing and relevant – because at the end of the day, although it’s not explicitly stated, the campaign demonstrates that Nike helps you find your greatness, after all, it is the company’s innovative Nike+ capabilities that allowing followers of the movement to measure their greatness (not to mention the shoes and athletic wear).

Advice for the job-seeker in MAC

Image via Daniel Stoica

MAC = Marketing, Advertising, Communications

I’m a couple of years out of college and fortunately for me, I haven’t had much of a problem with getting and keeping a job. I have had a couple of dry spells here and there due to the shaky economy’s affect on company budgets, but for the most part I can say that I’ve done very well. Unfortunately, some of my classmates or friends who have graduated with degrees in these fields have not been as fortunate, even those who have already gotten advanced degrees (unlike myself). Now, technically I guess you can say that I JUST graduated, but I still think I have some useful advice for those seeking jobs in the MAC realm. So here go a few suggestions, I hope they are helpful!

1. BRAND YOURSELF

A huge part of working in the MAC fields involves working, writing, designing, creating, strategizing, etc, etc, to promote a brand or product. Show your potential employers that you can do this from jump by branding and promoting yourself well.

What does this mean? Don’t just give them a flat, one-page piece of paper that lists your contact information, education, objective and related experience and expect them to be blown away. The field that you hope to work in is not just black and white, and neither should your resume be. Add some color, add a theme, add something to make a person who is sifting through hundreds of resumes stop and look at yours. Don’t just add color to the layout, add color to the text. I don’t mean add fabrications, I mean to add meaning and life to your experiences – put it in terms that your potential employer can appreciate. Don’t just tell them that you managed a social media account. Tell them how that translated into something meaningful for the overall company. How many testimonials did it garnish? Were you able to solve any customer service issues? How many new people did you bring to the brand? Use this mentality to beef up all of your entries on your resume.

2. Use multiple channels

Don’t just have a paper resume. This is the digital age and you’re applying to work in an industry that is all about keeping up with the times! You NEED a LinkedIn page. This is not an option, it’s a must. If you have room on your resume, I’d even go so far as to list it up near your contact information. If you can’t fit it on your resume, then definitely list it on your cover letter. If you have a blog that reflects your interest in the field you hope to pursue, then feel free to list that on your cover letter as well. Furthermore, if you have an online portfolio, let them know! Conclude your cover letter with something like, “For samples of my work, please visit my online portfolio at www…..” Don’t wait for a potential employer to ask for these things. You must approach your initial application process as if it will be your only opportunity to show them that you’ve got the skill set to contribute to their company.

3. Don’t be wordy

Your cover letter is the space to write out in long form why you would be an asset to the potential employer’s team. Be careful not to be repetitious when explaining yourself and try to stay away from words and phrases that may not hold any real value like, “hard-working” – this is should be a given.

When it comes to your resume, this is not a place to write out achievements/experiences in long form. Be as concise as possible.

4. Go to interviews armed and ready

Always have a copy (if not copies) of your resume when you go to an interview. Also, have something that you can let people see and feel that shows off your work. Even if you are looking for a more business-centric marketing position, prepare a mock strategy for the company you’re interviewing for to show them that you’ve actually thought about what you would do at their company. They won’t expect it to be perfect; but they will be looking at your thought process and they will appreciate the effort. Yes, as I stated before, this is the digital age, and your portfolio is probably online. However, you should always bring hard copies of your samples for a few reasons:

1) Everyone receives and stores information differently. If the person you are interviewing with processes information better by having something visual, then you should be prepared and make sure that you can find a comfortable place in his or her memory

2) Believe it or not, everyone has not embraced the digital age

3) Interviewers appreciate the thought and effort that goes into physically preparing something for them to look at

5. Always, always, ALWAYS do your research

Never ever go into an interview or do a phone interview without having done your research on the company that you’re interviewing for. Even if in your research, you find yourself unclear about a certain aspect of the company, write down your question. Take notes on the company and look at areas of the company that have to do with the position you’re interviewing for. If you’re trying to do social media, analyze and take notes on the company’s social media presence. Note the things that you think they do well and note the areas you think they could improve and be prepared to discuss these things at length.

 

Good luck and don’t give up! It’s a frustrating, discouraging process, but it will all be worth it!

What’s your cause?

Whatever you’re trying to do in life, professionally or personally, I think that one thing that you should always consider is how you’re going to make a difference and what you’re going to do to make the lives of other people better. It can be related to your profession or maybe it can be related to something that’s affected you personally. Whatever the case, you need to have a cause.

This is especially true for companies and brands (and don’t forget celebrities are brands, too). In fact, legend Harry Belafonte just publicly criticized power couple, Jay Z and Beyonce’ for a lack of social responsibility. Whether or not I agree with him is neither here, nor there. The point is that people pay attention to what companies are doing to give back. Sometimes companies start out with their own initiatives, and sometimes, something in society will happen that will spark a movement and a company can choose whether or not to take part.

A great example of a such societal happenings happened very recently, when 16-year old Matthew Walzer, who suffers from cerebral palsy, wrote an open letter to Mark Parker, CEO of Nike. The letter asked for Nike to consider making a shoe that would be easier to wear for those who are unable to lace their own shoe laces, which is a problem for many people with cerebral palsy.

After reading the letter, Matt Halfhill of blog Nice Kicks thought of a social media campaign that would make some noise and draw attention to the letter to ensure that not only would Mark Parker be made aware of the letter, but that he would be reminded of it over and over again. For every like, share and retweet of the blog’s post or video, Nice Kicks will send a a bright, Nike-orange post card to Parker and it will be signed with the name of the person who shared it.

Nice Kicks is likely to receive a great big round of applause for doing something to get this issue some shine. The fact that the cause is relevant to their brand is great as well and puts them in a position benefit from this campaign.

Check out the #NikeLetter below and share! Kudos to Halfhill and Nice Kicks for taking this opportunity to stand up for a cause.

Nike shows greatness in all forms

Many times, Nike ads show the intensity and dedication required to “Just Do It” by showing individuals who appear to have athleticism flowing through their veins. In this ad, Nike shows that greatness comes in all forms. This is another example of how a brand stays true to its core story, but shows it in a different light.

While Nike is not a sponsor of the Olympics this year, they managed to make themselves relevant, as Nathan Sorrell, the young man in the video, is running down a street in his hometown of London, Ohio. This adds even more meaning behind the ad, and shows how greatness can be in any form and can be found anywhere – not necessarily in the form of a teenaged or twenty-something year old Gold Medalist in London at the 2012 Olympic games, but just as well in the form of a twelve year-old, heavy-set kid running down a lone road in London, Ohio.

I think it’s absolutely amazing. This video is but a part of Nike’s #findgreatness campaign. Kudos to Wieden + Kennedy, the agency-in-charge for Nike.

Enjoy.

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