5 Power brands that are stepping up
their digital game
The human race longs for deep and meaningful interaction and its taking place on digital. 2020 will be the year where the world took an accelerated leap to digital. For some, it took a health and economic crisis to move and embrace change. We are all for breaking out of the comfort zone, and these brands are too.
Digital is big right now, and it's not going anywhere. Cisco's annual internet report stated that video ad spending is expected to reach $17 billion in the coming years. Digital is our future, and most brands are aware of it already, you could say it's written in the stars. Content for social and e-comm is what brands are in desperate need of, and agencies can't produce it fast enough!
Having a social distancing economy is forcing us to come up with better ways to stay together. Even events are going virtual, and companies are taking note of it. Webinars are the hype of today.
Up next, five brands that are just killing it on their online platforms innovating and coming up with new ways to engage and share content with their consumers. Great content doesn't feel like advertising, and that's where the magic lies.
1. Lysol
Apart from its parent company RB selling stratospheric volumes of disinfectants and a variety of other CPG's, the Lysol brand has always been an avid investor in digital assets. Being #1 doesn't come cheap. RB is constant in allocating advertising budgets on outperforming content. Because of all their advertising efforts, Hilton has recently partnered up with the disinfectant brand in an attempt to keep its Hotels virus-free.
As Lysol is flying off the shelves, CEO Laxman Narasimhan remarks that as a result of the company's increase in earnings, they will definitely be spending more on digital ads in the foreseeable future. Dettol, another brand from RB, recently reached around 18 billion views thanks to a video showing a handwashing dance on TikTok.
2. R3set
Beyond managing to relieve you from stress, since its launch, R3set has focused in a big way on social and E-comm. From partnering up with influencers, having giveaways, to sharing digital assets constantly. R3set has found an effective way to connect with its current users and potential customers through Instagram and commissioned a nicely dressed Amazon A+ page with first quality content and a spark of millennial energy so that they can deliver the best customer journey.
3. Gillette
According to Euromonitor, Gillette currently ranks No. 4 in global sales. They really know who to partner with, they have recently prioritized promoting health and wellness through their social channels. CrossFit is one of the sport they have recently chosen to support. It has worked for them to be associated with training and the desire to become your better self. They are always sharing tips and tricks on how to improve your home workout routine, hygiene, and overall advice for you to transform into your best self.
They have approached self-care, especially among these times, to remark how important it is to take care of ourselves and prevent burnout.
4. Air Wick
It said that 75% of our emotions are generated by scent, and Air Wick masters it. As a top player in the market. They also released their product line Botanica. Besides continually innovating in the home fragrance sector, they are keen to make content flow through their social stream. Who knew scents could be so influential?
They recently launched a new Connected Smart Diffuser with Bluetooth Technology to link smartphones to their fragrance diffusers. It's essential to dabble into mobile-first consumers.
They are refreshing up the brand's social constantly. The home fragrance market is expected to reach almost 8 billion by 2026.
5. Old Spice
For Procter and Gamble, speed-to-market is always a concern. Their marketing teams are still up to finding new ways to personalize and engage consumers online. "Hello, Ladies," Old Spice's famous campaign "smell like a man, man" celebrated this year its 10th anniversary, and they went all-in on the digital span, social, and influencer ads. They are taking advantage of Inexpensive rates to release constant campaigns.
Leveraging Tik Tok to make a difference
P&G is the parent company to a range of household brands, as a company they chose to turn to social to contribute and generate donations to aid pandemic-relief efforts. P&G is turning to TikTok because of its potential to spread. Their algorithm enables content that's trending to rank higher and spread faster.
To advocate for safety amid the COVID lockdown, they came up with the "Distance Dance Campaign" Thanks to a friendly request from Ohio's Governor Mike DeWine to P&G CEO David Taylor. To launch, they turned to Charli D'Amelio, who's currently Tik Tok's most-followed creator in the world. According to PR Week, the challenge amassed a whopping billion views and 1.7 million imitation dances from numerous celebrities, influencers, and athletes.
The future is digital
We'll soon be seeing a lot more of AR-powered campaigns, drones, blockchain, and other disruptive models. Modern brands have to understand and address UX multiple touchpoints. No need to rely on traditional retail, its time to shake things up.
We are proud to say that we are a dependable partner to all the power brands we mentioned before. 121 approves of integrated social and e-comm campaigns as the best way to make your brand a genuine power brand. Its no use having an outperforming product if your target doesn't know you or wants to interact with you. Creativity must be leveraged to prevent companies from withering.
Today's ads must live on the most popular platforms. Think A+ Content for Amazon, Bumper and TrueView rolls videos for YouTube, Song-stopping ads for Spotify, and Integrated video production for TikTok and Instagram.
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Last Edited on May 25, 2018