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Brave Brands - October 2016
Heineken released an interactive hiring site called "Go Places" that turns job interviews into an entertaining experience. Applicants complete a personality assessment based on the Enneagram model and submit their results along with their resume. The site provides insights into Heineken's culture. It shows the brand's attention to detail through localizations. The site helps Heineken identify strong candidates and gives applicants a sense of the company. Overall, it represents an innovative approach to hiring.
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Brave Brands - October 2016
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- 3. Heineken When a brandrevolves around the personality of its employees, they want to be sure they are hiring personalities that will thrive. To accomplish this, Heineken just released “Go Places.” The interactive site turns your average interview into something much more fun and entertaining. 3
- 4. Heineken “Go Places” isled by a musical video, asking job seekers to answer 12 questions based on the Enneagram of Personality model (What’s that you ask? http://bit.ly/2dkJSrN). Once you receive your results in “Go Places,” they must be submitted along with your resume when applying for a Heineken job on LinkedIn. The video itself features actual Heineken employees, and the site took over a year and a half to create. The experience is full of localizations—like the interviewer’s clock showing your local time, and local beers and food appearing during the video—which is a true testament to the brand’s attention to detail. 4
- 5. Heineken The results of“Go Places” are twofold at the very least. Heineken gets a personal profile on all potential candidates, making it easier for them to narrow down the field of applicants. And job seekers get a better idea about the culture of Heineken before they even apply for a job. Win, win. 5
- 6. Heineken The HR campaignrivals any creative campaign we have ever seen. Kudos to Heineken for going the extra mile to attract quality talent. #BeBrave. 6 Click to read more
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- 8. House of Cards Howdo you best announce the upcoming season of a political thriller on Netflix? Answer: Run a fake campaign ad during one of the biggest political debates in history. And throw in a memorable hashtag for good measure. 8
- 9. House of Cards Acleverly timed “campaign ad” for Frank Underwood’s reelection bid aired during a GOP debate in December 2015 and included the hashtag #FU2016 (for the “candidate’s” initials). The parody ad promoted the launch date of the fourth season of House of Cards on Netflix, which began in March 2016, and revealed the address for Underwood’s “campaign website”: FU2016.com. The site is complete with a downloadable media kit, campaign merchandise, and personalized “FU” cards to share via social media. 9
- 10. House of Cards The#FU2016 campaign overshadowed the actual GOP debate and became a top trending topic on both Facebook and Twitter (above the official debate hashtag). The commercial has been viewed nearly 2 million times on YouTube. What sets this apart from many other campaigns? It worked everywhere—TV, social, and PR. It was also bold, Brave, and in-your-face, which made it unforgettable. 10 Click to read more
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- 12. Snickers Everyone knows whathappens when you get #hangry. It’s not a pretty sight. So Snickers decided to do something about it. Through social listening and other insights, Snickers realized that there were a lot of conversations taking place around being so hungry, that you become angry. Hunger + anger = hangry. Their Hungerithm was created to capitalize on this theme. Launched as an addition to the brand’s “You’re Not You When You’re Hungry” positioning, the Snickers Hungerithm measures the mood of the internet and adjusts the price of Snickers candy bars at retail. The angrier the sentiment, the lower the price. 12
- 13. Snickers The Hungerithm isbuilt on a 3,000-word lexicon and measures approximately 14,000 social posts a day. The brand claims it even recognizes slang and sarcasm. For now, it is only available in Australia. “We’re hoping this shows consumers that Snickers is on their side during trying times, and we plan to satisfy even more hungry consumers by rolling the Hungerithm out globally in 2017,” says Renee Lexington, Snickers marketing manager at Mars Australia. 13
- 14. Snickers While most CPGbrands allocate countless resources to determine price positioning in their category, Snickers lowers its price around 140 times a day based on the needs of their consumers. That’s a very Brave brand. 14 Click to read more
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- 16. Land O’Lakes As anagency, there are very few scenarios in which we would recommend that a client encourage people to be “anti-social” on social media. But that’s exactly what The Martin Agency and Land O’Lakes did. The benefits of user-generated content and Instagram foodies is well documented. These influential users are often paid to post beautiful images from restaurants, bars, and food and alcohol brands on their Instagram channels. Ask these “foodstagrammers” to delete images from Instagram? ARE YOU CRAZY?!? Land O’Lakes is. And we love it. 16
- 17. Land O’Lakes Along withthe Martin Agency, Land O’Lakes created the “Delete to Feed” campaign aimed at helping Feeding America delete hunger. For every food image deleted from Instagram, Land O’Lakes will donate 11 meals to Feeding America, whose mission is to feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. The campaign is scheduled to conclude mid-October or when the brand reaches its goal of 2.75 million donated meals. 17
- 18. Land O’Lakes “Delete toFeed” is counterintuitive when it comes to social media, which is exactly what makes it Brave. We also commend Land O’Lakes for executing a fantastic “social good” campaign. 18 Click to read more
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- 20. Lowe’s Creating educational andentertaining content is difficult for most brands. Imagine if you’re marketing to millennials. Now imagine if you’re a home improvement store. 20
- 21. Lowe’s Lowe’s turned toFacebook video and Snap (formally Snapchat) to target first-time millennial homebuyers with do-it-yourself projects and spring cleaning tip videos. The brand’s “FlipSide” videos took advantage of a Facebook application that allows viewers to change the orientation of the video they were watching. The two-sided video showed simultaneously what can happen if a homeowner doesn’t do regular home maintenance versus what happens when they do. Viewers can decide which version they watch by tilting their phone. The videos ran on both Facebook and Instagram. 21
- 22. Lowe’s On Snap, thebrand launched their “In-a-Snap” series that encouraged young homeowners to tackle small home improvement projects. The coolest part of this campaign? It wasn’t a paid brand story or part of Snap Discover. Lowe’s simply used its own Snap channel to share the content. 22
- 23. Lowe’s In addition tousing content to grow sales, Lowe’s aimed to change the way millennials think about the brand by creating “House Love” about the relationship between two children and the relationship between their neighboring houses. The long-form video’s goal is to drive an emotional engagement. Lowe’s realized that millennials “want to know more about the companies they do business with and not just the products and services they offer. They want to understand the deeper meaning of what a company is trying to stand for,“ according to Lowe’s Chief Marketing Officer, Marci Grebstein. 23
- 24. Lowe’s Lowe’s created contentthat spoke to a specific target audience and ran the content on platforms where their target audience was spending the most time. This made Lowe’s smart and strategic. They also utilized innovative features on the platforms and dared to opened up about who the brand really is and what it stand for. This made Lowe’s Brave. 24 Click to read more
- 25. Brave Brands arebrands that we feel are doing innovative, fun, brave, bold, and downright cool stuff in the social sphere. These brands inspire and challenge us to be better and think outside the box. Heineken inspires us to stick with a great idea, even if it takes a year and a half to see it come to fruition. House of Cards shows us that sometimes pushing the envelope is a good thing, even if it’s a little scary. Snickers proved that doing things backwards can push you even farther forward. Land O’Lakes teaches us that sometimes we need to look at things from a different perspective. And Lowe’s shows the power and benefits of social listening. #BeBrave. 25
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