While the current turmoil in Cairo may obscure the post-revolutionary optimism that pervaded the city last winter, that mood was powerful at the time. Despite the chaos in the virtual absence of government, the metropolitan region of some 14 million was taken over in January by an Arabic pop music video urging people to "go crazy" by committing acts of kindness to spread happiness. The film, produced by Coca Cola, features street scenes of people being kind and happy in well-known Cairo locations. Locals say it perfectly reflected the hopefulness and optimism of Egypt's people as they embarked on the difficult path of building a new democracy.
This past weekend my beloved New England Patriots, a team in the U.S. National Football League, lost in the conference championship game, falling one game short of the Super Bowl. I was devastated and inconsolable, and even as I write this I sadly consider what could have been.
Up until what ultimately became the Patriots’ final game, their season was fantastic. They won 12 out of 16 games and earned the second seed going into the playoffs. But against a motivated Baltimore Ravens team, the wheels came off and the Patriots were handily defeated, at home no less. I wholeheartedly expected the Patriots to at least make the Super Bowl, if not win it. I never expected this.
I had a similar surprise as I watched Coca-Cola’s two-minute spot addressing the obesity problem, which is often blamed on the soda industry and high-fructose corn syrup. If you haven't seen it, take a look.
Every once in a while, the editorial team at Post-Advertising is so impressed by a brand’s work that we share it with each other. Just the fact that we enjoyed the content so much that we were compelled to share it with the rest of our team proves that it’s worthy of a post-advertising nod.
The most successful brands on Facebook Pages aren't the ones you'd think. If I told you that Coca-Cola’s Facebook Page has an engagement rate of less than one percent, would you believe me? Well, it’s true. After calculating the ratio of Coke’s total Likes to total engagement (“Talking About This”), the Page clocks in at a meager score of 0.7%.
But this is not unusually low for Facebook Pages; in fact, it’s quite average. Most brands are very successful in generating Likes but fail to keep their fans talking. When it comes to real success for a brand on Facebook, in the end, engagement numbers mean a lot more than total Likes—a number that often speaks more to the size of the brand’s media buy and not to the quality of their content. As such, Talking About This is actually a far more valuable metric and tool than total Likes are. Here’s why.
While we’ve seen some brilliantly executed, forward-thinking work this year, a few strategies remain stuck in the ol’ days of advertising. Product placement—usually seen as a very inauthentic tactic—still haunts much of today’s media. Do brands really think it accomplishes much more than ten minutes in the public spotlight? Puh-lease.
While many media-conscious brands have engaged Twitter in some form, others have stuck to inefficient strategies. Bad Twitter usage—either through mass spamming or one-way messaging—makes any brand look out of touch. Twitter’s real power is sown when it’s used in supporting roles or as a base to amplify consumer-brand relationships. But some are doing it right. Take super-brands like Universal and Coca Cola.