Samantha Dascher’s Post

Last week on July 3, I celebrated a year at Isabella Garcia International which has taken my marketing career to another dimension. I'm now in a field where I do not take no for an answer even from the fussiest of clients. Persuasion! Yes, marketing is the art of persuasion. Persuading you to believe in a product or service. This is a much need skill in marketing that IG allows me to hone everyday. Before joining IG, I was working as the head of Sales and Marketing at iWhiz where I spent a lot of my time interacting with our clients and market which came in the former of: District Directors, Circuit Managers, Teachers, Learners, Parents and School Principals - this was a journey I enjoyed walking (You can tell from the video). And so a year later, I continue to turn another page with a new company with continued hopes and desires to reach my ultimate goal of using media as a tool to Educate, Inform and Entertain - which are the three overall fundamentals of Media. In each piece of content I create, I am burdened with these questions: 1 - How will this video / text benefit the viewer? 2 - Is it necessary for me to post about this right now? 3 - How do I qualify my thoughts into factual information? The journey of using media for positive progress continues ❤️ ❤️

What role can advertising play in enabling brands to justify their price premium over own label alternatives?    Reminding people of what makes your brand special and different in an enjoyable, creatively original, and meaningful way is key. It plays an important role in predisposing people to choose your brand over other alternatives, giving them that ‘feeling of rightness’ that justifies paying more for you.    Looking for inspiration on how to get this right, then look no further than this fantastic ad from McVitie’s, it’s a masterclass in how to do this brilliantly, an ad that has the power to deliver both short-term sales uplifts as well as underlying longer term brand power.    Among other measures it falls in at least the top 2-5% of UK ads for;  Enjoyment  Emotive power (expressiveness)  Brand Affinity (meaningful)  Brand Power (long term branding building potential)  But it’s the audience talking about the ad in their own words that brings to life its impact.  "It’s funny and clever as it gives you the message that their biscuits are the original Chocolate biscuits and the best. l really enjoyed this ad very much. It was an innovative and new take on trying to get a message across but allowing you to become involved throughout."   "It talked about the various McVitie biscuits. It ended with an impressionist of Trevor McDonald before the real one came along. Genius. It makes me want some NOW" "I liked the analogy used of legends and GOATS. It’s relevant and actually McVitie’s is legendary." "I like the language, the voice of the speaker and the music is catchy and cool. I like the images of how it represents Mc Vitie’s biscuits, it makes you want to eat and buy them. It’s a very cool, young, catchy, entertaining, memorable and funny advert. I really like it" "I think it was distinctive particularly with Sir Trevor. There was humour and it felt very nostalgic."    Huge congratulations to Aslı Özen Turhan Matthew Punter, Anne Collard and all the team involved pladis Global and TBWA\London on this brilliant ad and a massive well done to the team at Insights by Kantar led by Katy Tysom for the important role you’ve played in informing key decisions about how to develop and optimise the campaign, including choice of ‘originals’, music, ad length and more… strengthening an already brilliant ad right from early stage to finished film! https://lnkd.in/eqRvVuNT Dom Boyd Rachel Evans Leonie Gates-Sumner Harley Knight Emily Davenport Eileen Molinari Ross Anderson Sabrina Holland Charlotte Lovell, Aimee Benson

Whew! Summer FLEW BY! Another month, another #ContentCalendar. Here is your #AugustContentCalendar to inspire you in these last days of #Summer. #DigitalMarketingAgency #DigitalMarketingTips #ExpertMarketingTips #ContentMarketing #IrisMarketing

The results are in!

Read all about it here:

Last week, we took our incredible Maddie Borge [@macerly] into the Billion Dollar Boy offices to deliver a lunch and learn on the power of storytelling 💫 Maddie is best known for her short-form life updates. From trying the weirdest ice cream in London, to money-saving advice - Maddie describes herself as 'always storytelling', often over the course of 1-2, or even 5 part videos So when we spoke about campaign best practices during this meeting, the whole room [including us!] somewhat smirked when we got to 'best practice' number one: Long-lead times However, this actually gave Maddie the chance to share a great example of why giving creators a few weeks to really sit and think on content strategy for a campaign does pay off... Having recently worked with Brita water, Maddie was given nearly a month to produce the content, and an excitedly open brief. With that, she seamlessly worked the product into an organic series she was already producing, sharing her kitchen renovation journey. In tandem with filming, editing and gaining approval on the branded segment, Maddie was also going out with regular organic updates that worked as parts 1-3 of this series. The branded segment jumped in as part 4, with Maddie able to play back to her viral organic pieces, marking Brita as a more integral part of this ongoing story. The ad currently sits at 375K organic views, with people showing clear intent to purchase in the comments: https://lnkd.in/eWYRZ7r8 Whilst we all know that tight timings are a regular occurrence in this industry, it's amazing to see what just a few more weeks of planning can do to elevate a product integration! 🚀

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It's Winning Wednesdays and I have two wins for you this week! Firstly, this is a huge brand awareness win by Alexander Wang, who captures the attention in a unique, cool and innovative way. With its ultra-realistic CGI drop, Alexander Wang has set a new standard in advertising, leading people to question the legal and ethical boundaries of what they're watching. Curious...what did you think when you first saw this? #winningwednesdays #winningwednesday #brandawarenessmarketing #alexanderwang

https://lnkd.in/edgU5H9J There are stories everywhere. The words we use are important. Stories have a beginning, a middle, and an end. The most memorable moment in a story doesn’t always appear at the beginning and sometimes doesn’t rely solely on words. Verbal communication may set the stage, however, the defining moment in a story may be conveyed with our eyes. And often it appears at the end. Pay Attention. #lesleyosbornposts #lesleyosborncanineconsulting #humancommunication #humaninteraction #bodylanguage #media #marketing #branding #storytelling #videostorytelling

Meet Max (Максим Чеховский), AIN's new Chief Business Development Officer. Besides being Barine's top dog dad, Max is a sports enthusiast and a perfume connoisseur. Max brings a fresh perspective with 8 years of advertising experience. He believes a successful campaign respects the audience's lifestyle and interests, steering away from the mundane. "Boring ads create bad creativity. And anyone who knows me knows I'm never boring 😂. Creativity should be fitting." Max is set to elevate AIN's advertising materials, focusing on reader engagement and brand effectiveness with a high ER (10% or more). It's a win-win strategy 🔥 "Native means 'organic,' not 'hidden.' Let your ad shine. In our upcoming YouTube formats, we're encouraging audience interaction." Excited to have Max with us. Get ready for a new era of engaging and impactful advertising at AIN ❤️