As we say, any lessons learnt will make you wiser. To start over the year, let’s talk about the 2014 failures and success, what should not be done again and draw some tips about the winning marketing strategies.
Sometimes a bit clumsy or cheeky, the way strategies have been done will piss you off for sure. But let’s be clear, we didn’t get everything bad last year.
Lesson n°1: Controversial subjects on the screen are avoided as humor can not cover sexism
Subway severly learned the lesson when the advertising «Ready for costume season» was controversial. The brand received complaints and was forced to remove the video online. In this case, we can tackle all the issues related to the relevant of the content. Is the risk worth it ? Is the subject relevant to the message of the video or is it consistent with the values of the brand ?
Or, has the content strategy been efficiently made? Nothing is more dangerous and insignificant than launching a video to launch a video!
Lesson n°2: Less apologizing, more acting
Target had difficulties to come in the Canadian market with large inventory problems and a lot of unhappy customers. Many were surprised by Target’s public apology video featuring employees of the company. It was a good video campaign but what’s next?
Video is an excellent tool to have a genuine dialogue and communicate more personally to users. But be careful of those who make promises in a hurry, your words and actions will remain engraved in the memory forever … and this is exactly what happened to Target.
Even after such a “mea culpa”, things were far from having changed and customers remained still unhappy. One has only to read reviews of the video on YouTube to realize.
Lesson n°3: In content marketing, everything is allowed but beware of suspected packages.
The content marketing is certainly a growing trend – a topical issue that gives way to increasingly ambitious projects and that users want.
But with so many possibilities, comes also many responsabilities. Coors Light Canada has forgotten some of them this year with a marketing, expected to be promising.
By launching the contest “Looking for + Rescue”, the brand didn’t expect the treasure hunt would turn into a bomb threat disrupting the tram system in the city of Toronto in a very busy crossing street during rush hours. In fact, the hidden briefcases by Coors Light quickly allerted the Authorities who, not having been notified by the brand , found these highly suspicious packages. This is a great content marketing initiative that turns sour because of a lack in the organization.
Lesson n°4: Do practice, the whole world is watching you!
Getting nervous on stage is a common and understandable thing . But when Michael Bay suddenly leaves the scene, unable to speak, users may have some difficulties to feel empathy for it.
Guest of honor of the CES in Las Vegas, the famous director had to introduce the latest TV curved screen from Samsung. Having troubles in reading the teleprompter, he was unable to keep up with his presentation and quickly left after only 70 seconds on stage. Michael Bay consequently apologized on his blog explaining that ” live performances are not his strength .” But the damage was already done. Thousands of scene videos have been spread on internet and the incident soon made the buzz.
One can draw some practical tips from that incident. First, notice the Tv host and put aside your emergency phrases. Also, do not be focussed only on technology. A good presentation should remain natural and flowing, regardless of the technical complications. So be comfortable with the text and feel comfortable to talk in front of stage. In short, always keep in mind that most of your presentation should have been done before going on stage. If you can never completely remove the technical problems or any other issues, at least get ready for them.
Lesson n°5: Nothing worth an brilliant video to stand out in front of the competitors!
Thankfully, 2014 offered also very good video campaigns, our favourite was launched by American Greetings in Mothers’ Day.
In only 48 hours and with more than 2.7 millions users later, the video called «The World’s Toughest Job» was critically acclaimed and has been sent all over the world.
The secret of such a success is a simple, brilliant and efficient idea. The staging as well as the turning point at the end helped out this production, enough to make it global. After all, who could contradict them? Moms are the best !
What to expect for 2015?
In short, 2014 was an emotionnal year, with ups and downs and we do not expect less for the coming year. If several marketing campaigns have enraged many of us, thankfully we also got some nice creative initiatives and inspiring video campaigns that have amazed us.
Your turn now! Tell us about your most memorable failure or success of the year. What have we missed?
