This came out back in November, but I missed it then. But it is a neat story and you might like to show it in class. Surprisingly, at least to me, this Pantene ad came out of the Philippines. There is some great advertising work going on in developing countries. The ad speaks to Pantene’s core target market, women with aspirations. Of course it also speaks to this father of three girls. Below the ad is a brief expert commentary on the ad. You could show both in a class dedicated to segmentation and targeting, advertising, or viral content.
We have all enjoyed the ALS Ice Bucket Challenge over the last few weeks — with their attention on social media, many of our students have seen more buckets dumped than us. But I have wondered what lessons we can take away from this viral smash hit.
It would be a great discussion starter to ask your students “What [they think] Marketers Can Learn From the Ice Bucket Challenge” (AdAge, August 20, 2014). I am sure that you and your students have a few ideas beyond those offered by AdAge but this article is a good start. Plus it gives the background and history of the Ice Bucket Challenge — which was news to me. One of the early videos that launched the phenomenon is shown below (see article for more details).
While the Ice Bucket Challenge has been wildly successful in helping ALS raise awareness and money — it may also be interesting to discuss how ALS might leverage this success going forward as well as what opportunities it might have missed. The article suggests an in-post donation button in Facebook might have generated even more money for ALS. What other ideas can your students think of?
The Thai Life Insurance Company has produced a video that is beginning to take the Internet by storm. It has jumped the 1 million view mark in just a few days. You can get ahead of the curve by showing this to your students. It is a great example of what can make a video go viral. This clearly demonstrates two qualities Jonah Berger suggests are important — emotion and story. It also provides a valuable life lesson that all of us might want to share with our friends, family, and students. We have also posted this at Learn the 4 Ps.
We respect Advertising Age’s opinions on advertising. So when they write “2013 Ads We Loved: See Who Cracked Us Up, Blew Our Minds” (December 31, 2013, non-subscribers may need to click here) we pay attention. The article describes 10 ads (I guess that longer form viral videos count as ads now). We featured a few here on Teach the 4 Ps. Check out the article and pick a video or two to show in your next class. One ad that was new to me was the ad below for Google Maps.
A lot of firms try to sell products and “do good” (think Ben and Jerry’s, TOMS, Plum Organics — and many more). A company you can add to this list is UK smoothie and fruit juice bottler Innocent — which donates 10% of its profits to charity. While some of these companies toot their own horn, others leave it to their customers and supporters.
This raises questions: How actively should a company promote its corporate social responsibility efforts? Or should they be promoted at all? If so, how? These might be questions you can ask your students. Then you could show them the advertising that Innocent is running right now to promote the “Chain of Good” that is started when a consumer buys an Innocent drink.