Image Courtesy of Business Insider
In 2014, “overnight-sensations” have evolved to “insta-sensations” thanks to Instagram, Twitter, Facebook, YouTube… the list goes on. “Insta-sensations” can also instantly disappear as we saw just a few hours ago with photogenic Belgian teen, Axelle Despiegelaere. (Business Insider)
Just this past Tuesday, Despiegelaere was offered a contract with L’Oreal after photos of her gorgeous locks went viral at the World Cup. L’Oreal had already released a promotional “hair tutorial” video starring Despiegelaere (which has already gained 2 million news). Today (Friday… a mere 3 days later), Despiegelaere “completed” her contract with L’Oreal after Despiegelaere’s social media history revealed her past interest in hunting which of course conflicts with L’Oreal’s beliefs in no animal testing.
As brand marketers in this “always on” digital age, the idea of crowd sourcing a new brand ambassador stood out as a smart move. At the same time, moving so quickly on such a partnership didn’t leave much time for background checks on Despiegelaere (or anyone for that matter!) to ensure she embodied all that L’Oreal stands for as a leading beauty company. For Despiegelaere and consumers around the world as well as brand marketers such as ourselves, it is a friendly reminder that we need to be mindful of what we’re posting on our social media channels… because anyone and EVERYONE can see it.
At MMC, it’s part of our job to create smart social media guidelines for our brands and their spokespersons (which we always keep in mind for ourselves as well), so here’s what you need to remember – whether you’re a major brand or a college student looking for an internship the next time you post to social media:
- Do post engaging content; don’t post objectionable content (definitions of objectionable content vary by subject). Whatever your passions might be (in the case of Despiegelaere, she’s a fan of hunting), you should embrace them in your personal time. However, be mindful of posting as your boss or other influentials could be watching and taking note of those actions. As for brands, anything that might irritate your community or rub them the wrong way should be avoided. (Mashable)
- Do share; just don’t solely rely on privacy settings. Your profile’s private? Great! What is it exactly “private” from? There’s so many nuances to privacy settings these days. Unless you’re 100% certain that what you’re posting is private (because you want to keep it private), keep it private and offline. Brands don’t have the luxury of “private” pages and therefore, must always feel great about the content they’re putting out there. (Mashable)
- Don’t think you’re not an influencer; everyone can be an influencer. How you show up in real life is just as important as how you show up on social media. One of the top rules of social media is to understand everyone is an influencer. Despiegelaere had great hair at the World Cup and was recognized for it. (PR Daily)
As more social-sharing apps and sites pop up, providing more ways to share, get noticed and go viral, it’s important to remember the basics of social media. You never know, your great hair could land you a spokesperson deal.
Nancy Lowman LaBadie
Nancy Lowman LaBadie, EVP of MMC’s Consumer Practice, is quoted in a Marketing Daily story about campaigns that feature strong women.
In the story, LaBadie notes that the revitalization of conversations about feminism has been re-energized since Sheryl Sandberg published Lean In last year:
“Brands are looking to empower women more, and create a stronger emotional connection.” And while those messages appeal to women in every demographic, they’ve inspired many Gen Y women to share them. Pantene is a great example, she says, “not just because the message of empowerment fits so well with its strength and shine positioning, but because there is a real call to action, to challenge yourself and others not to apologize as frequently.”
She also notes that the feminism message appeals to Millennials because “Young women are wondering how they can move into roles with more leadership.”
For more about this topic, you can read the story here.
Image Courtesy of Its.me.Bert Photography
MMC won a PRSA Silver Anvil Award for its work on the U by Kotex Generation Know program in the Consumer Marketing Products – Packaged Goods category. The Silver Anvil is the industry’s most distinguished honor recognizing the very best in PR.
U by Kotex, a feminine care product line dedicated to challenging accepted norms, created Generation Know – a new generation of young women armed with the facts about their bodies and comfortable with their periods and vaginal health. MMC and U by Kotex encouraged hundreds of thousands of women to get and share facts about vaginal health, learn from experts and participate in projects designed to create social change. In turn, women showed their support for U by Kotex where it really counts…at the cash register! Positive brand sentiment also rose 200% and there was a 186% increase in web traffic as a result of this integrated campaign.
For a full list of PRSA Silver Anvil winners, click here.
MMC Names Deputy Directors in Consumer, Health & Well-Being Practices
Hires Senior Digital Strategist in Creative Catalyst Group
New Deputies Strengthen Senior Client Leadership, Counsel across Robust Business
New York – Marina Maher Communications (MMC) today announced newly created roles for two veteran agency Managing Directors to practice-wide Deputy Directors. Amber Meredith has been named Deputy Director in MMC’s Consumer Practice and Michele Schimmel has been named Deputy Director in MMC’s Health & Well-Being practice.
MMC also announced a significant addition to its digital roster, David Richeson, who joins the agency as Managing Director, Digital Strategies in the Creative Catalyst Group.
Meredith has been with the agency since 2008 and currently manages a number of large Procter & Gamble brands. She is highly respected for her expertise in strategic and creative brand building and her client management skills. Recognized by her peers as an insightful collaborative leader on integrated agency teams, she has a passion for developing high-impact programs with paid, earned, owned and shared components that support business objectives.
Of note, Meredith orchestrated the communications program that reinvented COVERGIRL for a new generation of consumers, sparking engagement that put the brand at the center of social conversations.
Since joining MMC in 2010, Schimmel has helped build the agency’s Health & Well-Being practice, overseeing a number of key pharmaceutical franchises. She is recognized as a creative force in health marketing, with a passion for developing programs that drive health consumers to take action. She recently led an award-winning pharmaceutical-sponsored education campaign on maternal health that turned a low-awareness issue into a 90,000-member online community that is larger and has more engagement than any other devoted to the topic.
Meredith and Schimmel will take on expanded responsibilities across their respective practices, including providing senior client leadership, contributing to business building strategies and creative program development and leveraging program and staff efficiencies. Meredith and Schimmel will continue to report to their respective practice leaders — Nancy Lowman LaBadie, EVP of MMC’s Consumer Practice and Diana Littman Paige, MMC’s Health & Well-Being EVP.
“As agency business continues to grow, we want to ensure clients have the same access to the trusted, high quality senior-level counseling they have come to expect from MMC,” said MMC CEO Marina Maher. “These new positions, which recognize Amber’s and Michele’s excellent track record in brand building, client service and staff development, ensure MMC will continue to over-deliver and provide value across the agency.”
Richeson joins MMC from Fenton Communications where he was Chief Digital Officer, developing digital and social media programs for the Bloomberg Foundation and DC Entertainment, among others. His previous experience includes developing social media strategies for large consumer brands such as Unilever, Target and CVS as Managing Director and Chief Digital Officer at Kaplow Communications.
At MMC, Richeson will lead social and digital strategy for integrated campaigns across some of the agency’s largest accounts. He reports to Kim Stokes, who heads MMC’s Digital Leadership Team.
MMC and its integrated partner agencies for U by Kotex, Depend and Secret took home a Gold, Silver and two Bronze Effies at last night’s Effie awards.
- The U by Kotex “Generation Know” was awarded a Gold Effie in Youth Marketing and a Bronze in the Goodworks-Brands category
- Depend “Guard Your Manhood” campaign won a Bronze in the Personal Care category
- Secret Clinical Strength “Helping Women Combat Everyday Stress” won a Silver Effie in the Single Media Company Activation category
For a full list of Effie Winners and to see the list of partner agencies, click here.
MMC has won a Social Media Icon Award for its, Season of the #Whiff campaign for Head & Shoulders in the Twitter/PR Campaign category. Head & Shoulders, which won a Big Apple award last week for New Media/Social Media for this campaign, worked with 30 MLB clubs to take ownership of the strikeout conversation all summer long, linking its new scent-based product, Head & Shoulders with Old Spice, with America’s favorite pastime. The campaign netted over 2 billion Twitter impressions, 1+ billion media impressions and increased brand loyalty.
The Social Media Icon Awards honor programs that “took chances, made incredible strides and understand the power of social media in public relations.”