Archive for Betsy Farber

How a disruptive beauty brand is making its mark

Posted by Betsy Farber on November 21st, 2014 at 1:02 pm

If you're a brand looking to make a dent in a crowded marketplace, separating yourself from the competition is a good place to start. And that's exactly what founder Gregg Renfrew set out to do when she founded Beautycounter in March 2013.
As part of the first-ever NewCo LA event, Beautycounter hosted a presentation at its Santa Monica headquarters, and the chic yet cozy vibe seems to be a reflection of the brand itself. Its head of marketing, Tracy Crane, speaking on behalf of Renfrew, said that the company has created "unparalleled transparency and safety in the personal care industry."

Although the cosmetics and personal care industry sees $80 billion in global annual sales, it still remains a highly unregulated business in the U.S. in terms of what kind of ingredients are put into products. As an entrepreneur, Renfrew saw and jumped on the opportunity to create a skincare line that she felt safe using herself as well as for her children. The brand consists of body, hair, and skincare for men, women, and children as well as a cosmetics line -- a little something for everyone. To maintain the company's rigid standards, all products are tested and approved by environmental green... Read more

The story behind Coca-Cola's new social innovation

Posted by Betsy Farber on October 27th, 2014 at 12:23 pm

At the iMedia Breakthrough Summit in Atlanta, GA, Kevin Planovsky, principal and co-founder, Vert digital boutique agency led a fireside chat with Doug Busk, director, global social media platforms and strategy, Coca-Cola. The chat covered how the major soft-drink company's new internal social media HUB combined with its commitment to innovation is allowing for better leverage of today's consumers' ever-changing digital habits.

Planovsky first asked Busk to give some background about the inception of the social HUB.
Built over two-years ago, Coca-Cola Journey, the company's primary website is essentially a storytelling factory driven by a team of storytellers that brings excellent stories to life. "The site's mission is to drive stories to consumers, critics, stake holders and shareholders, both inside and outside the company," Busk said, "because there's so much going on at Coca-Cola that doesn't fall into traditional silos of brand marketing."
Originating from the company's unique content marketing came the HUB, which represents a set of platforms -- including a social media war room -- "that stitches together the good work that our real-time marketers are doing around the system," he said.
The sheer size and global reach of the major brand poses a huge problem for keeping up with the pace... Read more

7 trends shaping the future of mobile marketing

Posted by Betsy Farber on October 26th, 2014 at 4:08 pm

To wrap up the mobile bootcamp at the iMedia Breakthrough Summit in Atlanta, GA, David Hewitt, VP experience innovation and global mobile practice lead, SapientNitro, spoke to the power of mobility and how it's challenging both consumers and marketers.

Mobility has become  integrated into people's lives. And even though phones are now personal computers, it's no longer about one specific device or channel. Hewitt points out that although "it's in our nature to rally around things that are tangible," it's more important to focus on the more elusive entity at hand.
Hewitt would rather place emphasis on the challenge of what mobility can bring, and how brands and marketers can re-position themselves to transcend the space. The "traditional path to purchase" has exploded with increased mobility, and it's now about giving consumers the "confidence of being connected." And mobile is the gateway for marketers to tap into the things that matter most to consumers.
Mobility in the next five years will continue to be about a consumer-driven experience, Hewitt said. This means marketers must earn the right to be apart of a consumer's life and contribute value to its customer's social equity. One of the best ways for marketers to achieve this is to... Read more

How Waffle House used NASCAR and bacon to enhance its mobile experience

Posted by Betsy Farber on October 26th, 2014 at 4:02 pm

Besides Waffle House being synonymous with delicious breakfast, it's also a company that's known for not paying for advertising. But this strategy hasn't deterred it from keeping loyal consumers engaged -- both online and offline.

In a case study at the iMedia Breakthrough Summit's mobile bootcamp in Atlanta, GA, Shelby White, senior marketing manager, Waffle House and Dorothea Bozicolona-Volpe, principal, Social Espionage laid out how the popular diner is staying relevant by combining its mobile experience, social, and customer loyalty.
In what seems a natural relationship, Waffle House partnered with bacon company Smithfield Foods to create "The Race For Rewards" mobile app, with the intention to reward loyal Waffle House patrons. The campaign added NASCAR fans to mix, and the ultimate American mobile campaign was complete. The apps' main purpose was to engage loyal customers and race fans alike to win prizes, company merchandise, and unique outings, such as a driving experience at Charlotte Motor Speedway.
Here's what the campaign entailed:
Offline engagement included: all Waffle House locations posted a two-sided promotion window signs, table tents, juke box signage, and a life-size cut out of NASCAR hero Richard Petty, which White jokingly said, "Many of these cutouts walked out of the store with customers,"... Read more

Why the AT&T Stadium is a mobile game-changer

Posted by Betsy Farber on October 26th, 2014 at 3:22 pm

To kick off the mobile bootcamp at the iMedia Breakthrough Summit in Atlanta, GA, Gregg Heard, VP, Brand Identity & Design, AT&T, discussed how mobile technology has the power to change the way we live our lives.

AT&T has been reshaping the mobile experience not only through communication and how it conducts business, but also how consumers are connected to their homes, entertainment, cars, and more specifically, the way people can enjoy a football game. And sports, in general, provides the perfect metaphor to show how mobile is dominating the user experience -- now and going forward.
Starting with the development and design of the AT&T Stadium in Dallas (the home of the Dallas Cowboys) the brand is devoted to creating the ultimate, game-changing fan experience, which is heavily reliant on mobile technology. Sports data consumption is exponentially rising, and mobile is leading the way.  A few key stats: 73 percent of fans have their mobile phones on hand at stadiums, this year's Super Bowl brought in a whopping 12,233 tweets per second by the end of the game, and 32 million fans are playing fantasy football while at the games in U.S. and Canada. And just as important as having stadiums... Read more