Blog Post

Move the Meter: Real Impact

Modern marketers must be authentic when addressing mission
June 27, 2018

Project Manager Kathleen Ryan:

Today, we see more and more brands creating a bigger story — and an element of mission — around their products and services.

Steve Stoute, an executive at social activism firm Translation, shared the importance of authenticity in mission-driven marketing in a recent interview in AdAge.

He explains: “The key is being all in. A brand shouldn’t be involved in social good if it can’t commit the time and resources it takes to drive a successful social initiative. Brands must be prepared to walk the walk, not just talk the talk. If the brand makes a half-hearted or inauthentic commitment, ultimately it will come back to haunt them, especially today on social media.”   

Senior Account Manager Lisa Alcorn:

While the reveal was a bit of a letdown, the follow-up was golden and a great reminder of the lighter side of social media.

When IHOP created a stir by announcing its new burger menu by (temporarily) rebranding as IHOb, restaurant chains such as Wendy’s — well known for its social media quips — and Burger King didn’t miss a beat. The world took notice. These national brands showed that great social media marketing can have legs if it’s timely and clever

Administrative Assistant Casey Allen:

Everyone’s on a budget, but that doesn’t mean your creative has to be limited to only a few channels. Google explores how print ads can easily and affordably be converted to 6-second videos.

Owned Media Strategist Laura Bernero

A recent Gallup study reiterated what millenials have been touting for years: Work that is purpose-fueled is more productive — and more profitable. When we feel a sense of purpose in our jobs, we are happier and produce better output. However, as a culture, there is still a lot of weight in the 20th Century American mentality that we only work because we have to — for income, for family welfare, etc. We still have a collective narrative that we’re all just “working for the weekend.” I wonder how long it will be before we see this narrative shift.

Graphic Designer Nate Balfour:

Publisher LADbible created a clever and innovative way to spark a serious conversation about the plastic problem in the world’s oceans. The company submitted all of the requirements to make “Trash Isles” a recognized country by the United Nations.

People could register as citizens online, create their own currency and design the flag. They also named actress Judi Dench queen. The campaign generated public dialogue around the issue and won the Cannes Grand Prix for PR.

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