Facebook changes continue to impact brand’s ability to reach fans

This week, Facebook announced through their blog yet another change to the News Feed algorithm. The changes directly impact how often fans see brand posts and restrict non-fans from seeing their friends’ interactions with brands. Two big adjustments that are part of a series that started three years ago when Facebook went public on May 12, 2012.

Facebook was once considered a FREE marketing platform.
Prior to the public offering, brands scrambled to attract fans (or likes) in hopes that this perceived “free” platform was the most economical way to recruit and retain customers. It was a “low cost” way to have a two-way conversation with customers. For Conscious Consumer brands, it was the perfect David platform competing against Goliath marketing budgets.

Plus the process was somewhat easy:

Post content (the more interactive, engaging, eye-opening, the better).
Attract fans.
Get likes.
Post more content.
Increase engagement.
Attract … Read More »

The importance of transparency with Conscious Consumers

Patagonia, the high-end outdoor clothing company, has been having an open and public conversation about consumption since it debuted the “Don’t Buy This Jacket” campaign in the fall of 2011. The ad generated a lot of attention and allowed Patagonia to start to have a dialogue with Conscious Consumers about the environmental impact its own products have with the takeaway being “don’t buy what you don’t need.”

At the time, the initiative was branded as the Common Threads Initiative pledge, encouraging consumers to work with Patagonia.

Recently, Common Threads has evolved and rebranded as Work Wear, showcasing stories from both consumers and the company on their blog and in this video.

All of this work is great and does resonate with Conscious Consumers, but at the same time Patagonia is a business and they need to sell products to grow. The tightrope that Patagonia is walking … Read More »

The wearable fitness tracker: A Conscious Consumer badge of honor

The first time I heard of a wearable fitness tracker, I was working on an anti-obesity campaign. We were showcasing the stories of real people who had lost weight successfully and kept it off over time using a combination of healthy eating and physical activity. We shied away from featuring people who used programs like Weight Watchers because we didn’t want people to let finances be a barrier.

During casting, one woman (I’ll call her Pam) kept attributing her success to a device called the Bodybugg. We asked a lot of questions, trying to figure out what the role of the device was. Was it necessary to have a Bodybugg for people to experience a similar weight loss success? If so, we would not have featured Pam’s story. Ultimately, we realized that the device helped Pam track her steps, much like … Read More »

Protecting lifestyle brands

Today’s American consumer is relentlessly bombarded by brand iconography. It is no longer just an arena of print ads in newspapers and magazines, but has evolved to include TV, billboards, online, social media, interactive displays, events, product placement and even official brand ambassadors. Having such breadth in the media brands use to engage their consumers has made the opportunity for them to become true lifestyle brands possible.

So what exactly does a lifestyle brand do? A true lifestyle brand delivers strong social benefits. It allows its consumers to automatically know the type of people they are relating to when buying it, thereby creating a sense of belonging. In a nutshell, a lifestyle brand should be a reflection of you and make you feel like you are part of a community of like-minded individuals with the same passions. A premiere example of … Read More »

How marketers are making boring but healthy ingredients fun again

One of the best ways to improve one’s health is to go back to the basics – whole fruits and vegetables, whole grains and lentils, simple proteins like eggs, milk, etc. For many people these ingredients lack excitement for our taste buds and therefore it becomes difficult to be motivated to eat a carrot versus a Cheeto. The basics can be perceived to be kind of boring especially for people who are used to highly processed but flavor-packed all-in-one meals.

As we uncovered in our THINK Report, Half-Hearteds and Test Drivers, segments that encompass 45% of the U.S. adult population, are looking for tools and techniques to help sustain or begin their efforts to keep a healthy lifestyle. As their segment names imply, Half-Hearteds can loose hope quickly and Test Drivers need a reason to believe.

Herein lies the battle. Unhealthy food … Read More »