Jennifer Healan’s Post

Had a blast at #AWNewYork23's session on how "Brand Mascots Get Social" and I'm thrilled to share some key takeaways from the event! 🌽 Established brands need to maintain relevance over awareness. Kristen (Brelowski) Thompson shared how B&G Foods Inc. modernized their iconic mascot through diverse content and embraced the power of TikTok. FUN FACT: Did you know that the Jolly Green Giant is celebrating his 100th birthday this year? 🥟 Turn internal gatekeepers into advocates for your brand by fostering a sense of belonging and authenticity. Bryan Waddell discussed how Nestlé's Hotpockets refreshed their mascot, Herbie, to better resonate with Gen Z and also dove into the paid ecosystem of TikTok. 🐦 Drive engagement towards gaming, while constantly enhancing your mascot's personality and expression. Ben Mattes revealed how Rovio Entertainment Corporation infused new life into Red through digital engagement on social platforms emphasizing tone of voice and community interaction. Remember, the key lies in engaging content, authentic voice, and strategic partnerships. Let's turn challenges into opportunities and keep brand mascots not just relevant, but beloved! 🚀 #marketing #branding #brandmascot

Have you ever had a #WotsitMoment? You know, when you're enjoying your favorite snack and as usual it gets stuck in your teeth, making you pull funny faces? (Like mine below 👇). Well, I had one of those moments while snacking on Walkers Crisps UK and it got me thinking - have they ever considered this topic? As a lover of good creative work in advertising, I find it fascinating how good ads manage to have a meaningful conversation with their audience. And let's be real, good ads can do wonders! So, here's a wild thought - a digital campaign showcasing funny faces of people trying to get that last piece of Wotsit out of their teeth and simply enjoying that last bit of their favorite snack! Imagine driving, eating Wotsits, and then it's stuck. It'll be so funny and everyone's gonna stare at you 😀🤣! This campaign will go fire, with fun Instagram and TikTok filters and stickers driving more UGC and engagement, running contests for customers to share their #WotsitMoments and be the face of the next digital campaign, the possibilities are endless! So, what do you say Nancy Croix Ramon Laguarta? Let's make this happen and give people a reason to smile while snacking on their favorite treats!

Burger King's Smart Ad Campaign Strategy: A Halloween Jab at McDonald's 🍔 Timely Relevance Released the ad during Halloween to align with a popular holiday for effective marketing. 🍔 Humor and Creativity Used humor and creativity with their mascot dressed as a McDonald's character. Employed a light-hearted and engaging approach to communicate their message. 🍔Competitive Edge Highlighted the difference between flame-grilled burgers at Burger King and McDonald's flat-top grill. 🍔Social Media Virality Leveraged social media platforms for the ad's distribution, aiming for quick virality. Understood the power of user-generated interest and social sharing. 🍔Minimal Investment Opted for a cost-effective strategy, relying on the ad's virality instead of heavy spending on traditional advertising. 🍔Engaging Audience Encouraged customer participation by offering free Whoppers to those dressed as McDonald's characters. Created an interactive and memorable experience for customers. 🍔PR and Media Coverage Attracted extensive media coverage, extending the campaign's reach beyond social media. Many news outlets and online publications covered the story, further increasing visibility. #digitalmarketing #halloween2023 #creativeagency #evolvedigitally #digitalpresence #marketingcommunity

I cannot stress this enough if you need someone to boast about a thing your brand did get creators to do it. Here’s why… For context, we did a thing a few weeks back on Kraft Heinz UK. We reacted to the huge hype for the rhode skin lip gloss phone case with a ketchup alternative (we made it happen 🍣 Rob Estreitinho 😉) and it kind of popped off. More on that here 👉🏼 https://lnkd.in/ev7H5Y4H But the shot I really wanted was a brand phone case side-by-side aka some people need lip gloss, some people need ketchup but both are united by their irrational love aka you always need it with you. But it’s a tricky legal space to get that shot… So we got creators involved. And here it is the money shot from mega influencer Olivia Neill. On top of that her audience poll puts Heinz’s case in front. It’s not a competition ofc, we love a Hailey Bieber gloss but it’s lovely to get a thumbs up. To the brilliant team that made this happen we did it and it’s loved ♥️ Casey-Jayne Grant Kaya Kaur Pedler Michelle Everingham Kayla S. Daniel Fox-Evans Martin So Alex Wade Jess Bullen Nicollette MacDonald Elianne Vermeulen Olivia Lennon Georgina Fotopoulou Thiago Sequeira Rapp #socialmedia #socialmediamarketing #heinz #brand #marketing

Evolving into a cultural phenomenon, Super Bowl ads are not just about hawking products during the game. They aim to etch brand identities into the public consciousness, creating a buzz around their high-profile commercials. Some key findings in the lead-up to this year's final: 🏈 Uber Eats and Kia America emerge as pre-game frontrunners, disrupting the traditional dominance of beer ads. 🏈 Inspired by the Taylor Swift effect, health and beauty brands like E.L.F. BEAUTY, NYX Professional Makeup, and Dove join the spotlight, anticipating an increase in female viewership. 🏈 Anheuser-Busch's shift from controversy to nostalgia is unmistakable, underscored by the return of Budweiser's iconic Clydesdale horses. Read the full analysis here: https://lnkd.in/edCVNfxQ #SuperBowlAds #MarketingTrends #CreativeStrategies #TaylorSwift #SuperBowl #Advertising

It seems like everywhere you look, the focus is on getting as many clicks, likes, and shares as possible. At what expense? Often at the expense of quality content. When clicks matter more than content, we're sacrificing creativity for the sake of chasing numbers. And that's not a trade-off we should be willing to make. Sure, viral content can generate a lot of attention in a short amount of time. But what happens when that attention fades?  What are we left with? If there's no substance behind the viral facade, then we're essentially building castles on sand. Think about it! How many times have you seen a flashy ad or a catchy hashtag go viral, only to forget about it a week later? That's because there was nothing memorable or meaningful about it. It was all surface-level hype with no lasting impact. In 2017, PepsiCo released an ad featuring Kendall Jenner. The ad attempted to capitalize on social activism and protests. The ad showed Jenner offering a Pepsi to a police officer during a protest. It was widely criticized for its insensitivity and lack of authenticity. It generated significant buzz, but it ultimately backfired. It tarnished Pepsi's brand image and demonstrated how chasing virality without considering the content's message can lead to negative consequences. Virality isn't the be-all and end-all of marketing success. Ultimately, what matters most is the impact we have on our audience. Are we inspiring them, educating them, entertaining them?  Are we building meaningful connections and driving real engagement? That's what truly matters in the long run. #viral #socialmedia #marketing

It seems like everywhere you look, the focus is on getting as many clicks, likes, and shares as possible. At what expense? Often at the expense of quality content. When clicks matter more than content, we're sacrificing creativity for the sake of chasing numbers. And that's not a trade-off we should be willing to make. Sure, viral content can generate a lot of attention in a short amount of time. But what happens when that attention fades?  What are we left with? If there's no substance behind the viral facade, then we're essentially building castles on sand. Think about it! How many times have you seen a flashy ad or a catchy hashtag go viral, only to forget about it a week later? That's because there was nothing memorable or meaningful about it. It was all surface-level hype with no lasting impact. In 2017, PepsiCo released an ad featuring Kendall Jenner. The ad attempted to capitalize on social activism and protests. The ad showed Jenner offering a Pepsi to a police officer during a protest. It was widely criticized for its insensitivity and lack of authenticity. It generated significant buzz, but it ultimately backfired. It tarnished Pepsi's brand image and demonstrated how chasing virality without considering the content's message can lead to negative consequences. Virality isn't the be-all and end-all of marketing success. Ultimately, what matters most is the impact we have on our audience. Are we inspiring them, educating them, entertaining them?  Are we building meaningful connections and driving real engagement? That's what truly matters in the long run. #viral #socialmedia #marketing #business

I find the desire to go viral to be so interesting. It’s exciting to see the engagements go up, it’s thrilling to watch your content spread, but is your organization ready for the repercussions for going viral? If not, it shouldn’t be a goal at all! I recently visited FAO Schwarz here in NYC and they’ve brought in a pop-up for Jellycat plush toys (which are very cute, by the way)! They didn’t expect a TikTok influencer to uplift the Jellycat Diner through social media. At one point, the line stretched through the entire candy section at the store. One of the employees told me that they’re burning through inventory much faster than projected and two exclusives on offer are already out of stock. They don’t know when more will be in. If you want a jolt, invest in a moka pot - stop chasing viral content highs unless you and your organization have a plan for when it happens. #socialmedia #socialmediamarketing #socialmediamanagement #brandmanagement #retail

Refreshing Connections Coca-Cola's decision to partner with Hulu's hit series "The Bear" for marketing purposes can be understood through several strategic lenses. The themes of family, chaos, and the pursuit of perfection in "The Bear" resonate with Coca-Cola’s branding efforts. Coca-Cola has long positioned itself as a brand that brings people together, much like the series portrays the dynamics of a family. This synergy strengthens the emotional connection with the audience. "The Bear" has captured public attention, making it culturally relevant. Associating with a trending series helps Coca-Cola stay current and relevant in the public eye. The series' focus on the highs and lows of family life can evoke strong emotions. By associating with such content, Coca-Cola can leverage these emotions to create a more profound and lasting impact with their branding. READ ARTICLE: https://lnkd.in/gkeTbP5F #CocaColaFamily #TheBearXCola #BrandingBrew #MarketingMagic #FamilyFizz

McDonalds made waves in the fast food industry with mini mock horror films. Here's how: Head of U.S. McDonald's marketing Jennifer Healan, spoke at Brandweek about how the brand went viral with their ingenious 'Grimace Wave' strategy and boosted business along the way. Grimace became a TikTok sensation this summer after a purple milkshake was unveiled to celebrate his birthday, and user-generated content of mini horror films of people trying out the Grimace Shake went viral. 🏆 The result? A 10.3% quarterly rise in U.S. sales attributed to the Grimace effect and the power of the brand’s marketing. What brands can learn from this strategy? 1. LISTEN TO WHAT PEOPLE SAY ABOUT YOUR BRAND Who would have thought that mini-horror vignettes would work for a family fast food brand like McDonald's? But they did! By analysing conversations and trends related to their brand, McDonald's could make informed marketing decisions. 2. TAP INTO YOUR 'FAN TRUTHS' McDonald's marketing is based on 'fan truths', i.e. consumer insight. These overlooked truths, behaviours and memories are golden nuggets that you can tap into to create emotional connections and resonant messaging. 3. TALK LIKE YOUR CONSUMERS DO Stop acting and talking like a corporation and close the gap between your business and your consumers. As Healan says, “We had to [...] actually talk like a superfan—fan to fan”. We love innovative and reactive approaches like the "The Grimace Wave." It's a testament to how creative thinking can redefine customer experiences and drive loyalty. What do you think of this strategy? 🤔 https://lnkd.in/e6N27DpF #mcdonalds #brandstrategy #customerexperience #foodandbeverage