Archive for Lizzie Serber

iMedia and Burnham Marketing partner to "clean the world"

Posted by Lizzie Serber on September 9th, 2014 at 12:48 pm

On Monday, September 8, iMedia Brand Summit attendees gathered to assemble over 500 hygiene kits consisting of recycled soap, shampoo, washcloths, toothbrushes, toothpaste, razors, and more to benefit the Veterans Village of San Diego. VVSD assists homeless veterans who have substance abuse and/or mental health issues, including men and women who have recently returned from Iraq and Afghanistan. The kits also included handwritten notes of encouragement and gratitude to veterans thanking them for their service. Rick Ochocki, development manager at VVSD, said these notes in particular let their clients know that their service is appreciated, and that there is hope for the future.

This CSR Activity, the Clean the World ONE Project, is an important initiative to help offset the hospitality waste frequent industry travelers produce. Clean the World's mission is to prevent the millions of deaths caused by hygiene-related illnesses every day in two ways: collecting and recycling products discarded by the hospitality industry everyday, and distributing hygiene tools and products to those in need by partnering with companies like iMedia and VVSD.
Attendees were able to participate in this program at the iMedia Brand Summit thanks to a partnership with Burnham... Read more

Case study: How Upper Deck learned to "think different"

Posted by Lizzie Serber on September 8th, 2014 at 1:12 pm

How can you leverage the power of your brand to improve lives? How does giving back benefit a company's bottom line? During a poignant case study at the iMedia Brand Summit in Coronado, CA, Chris Carlin, senior marketing and social media manager at The Upper Deck Company, shared his firsthand story of how the company underwent a paradigm shift in marketing because of iMedia.

The touching story is encapsulated best in this video, produced by iMedia's David Zaleski:
The most difficult part about this campaign (and similar campaigns launched by The Upper Deck) was selling it into the executive team, as it didn't immediately drive the bottom line. Carlin's advice to those looking to implement similar programs in their own organizations: "Show them the dirty. Instead of deleting and ignoring the negative comments, organize them and use them," said Carlin. When the business owners wanted to make customers feel good about the brand, the #TeamJack campaign became easy to sell. The results may not be billions of dollars rolling in, but Carlin saw a major shift in brand perception, which creates sustained loyalty for The Upper Deck. Demonstrating his point, Carlin shared the following sentiment from a Twitter follower: "While other card... Read more

em michelle phan wins big by breaking omni-channel rules

Posted by Lizzie Serber on September 8th, 2014 at 12:57 pm

At the iMedia Brand Summit in Coronado, CA, L’Oreal and Tag Creative took the stage to deliver a case study about em michelle phan, a revolutionary new line from the iconic cosmetics giant.

The em michelle phan brand story is one of innovation, experimentation, and collaboration. L’Oreal, the world’s largest cosmetics company, partnered with Tag Creative to launch the truly modern e-commerce line born out of millennial shopping habits and preferences. “em michelle phan is breaking all of the rules of omni-channel by going digital only, which is not without its challenges,” said Julia Mavrodin, director of digital marketing for em michelle phan, a L'Oreal Luxe division.
Leveraging their powerful existing partnership with Tag Creative, L’Oreal was able to break away from traditional marketing models to create content that is truly tailored to its audience: ethnically-diverse, tech-savvy trendsetters who embrace new and emerging technology and welcome the opportunity to actively engage with the brand. All of the images on the em michelle phan site are currently shoppable, and the brand is looking forward to introducing shoppable video soon.
“This is a beta test for L’Oreal, but leveraging owned media, events, and strategic partnerships, we’ve seen great results,” said Terry Rieser, partner and COO... Read more

Forrester offers 5 ways to win at utility marketing at ThinkLA Social Media Breakfast

Posted by Lizzie Serber on September 5th, 2014 at 10:53 am

On Thursday, September 4, at the Ritz-Carlton Marina Del Ray, hundreds of social media experts, explorers, and enthusiasts gathered to discuss Evolving Social: Taking a fresh, innovative and human approach to social. The inaugural ThinkLA Social Media Breakfast, sponsored by Sismek and tumblr., centered around keeping social media human and organic - no easy task for companies like McCormick seasonings and Ajax cleaning products, which are not social by nature. How did brands like these win using utility marketing?
Kim Celestre, Senior Analyst, Marketing Leadership at Forrester Research explored the "5 primary ways to offer utility," with the following examples of brands that embraced utility marketing with (mostly) successful results:

Become a trusted agent. Rather than simply expecting consumers to trust you by touting your brand's excellence, help them trust you by providing something of value. McCormick seasonings did this by creating the McCormick FlavorPrint platform, which allows users to customize a profile, and browse user-generated recipes based on personal flavor preferences. This may not make users run to the grocery store for copious amounts of McCormick seasonings, but it does create trust and foster interaction with the brand, leading to a stronger relationship and greater brand loyalty.
Solve a problem. Consumers can... Read more

ThinkLA wins big with 2014 ThinkLA Interactive Idea Awards

Posted by Lizzie Serber on June 9th, 2014 at 3:44 pm

The 4th annual ThinkLA Interactive Idea Awards hit the Beverly Hilton Hotel with fanfare fit for the Oscars on June 5 in Beverly Hills, complete with red carpet, tuxedos, and ballgowns. The awards gala, anchored by What's Trending co-founder and host Shira Lazar, celebrated Southern California's marketing and advertising leaders in categories like Best Mobile Campaign, Campaign of the Year, Agency of the Year, and Sales Person of the Year.

ThinkLA is a nonprofit organization dedicated  to connecting, inspiring, and educating the Los Angeles media, marketing, and advertising community. ThinkLA organizes a wide variety of events, from philanthropic volunteer activities to panels and networking events. Membership is open to students, professionals, and corporate entities.
Congratulations to all of this year's winners:

ThinkLA Innovator: Deutsch LA (Inventing New Ways to Enjoy Movies – Pop Secret Labs by Pop Secret)
Best Social Campaign: RPA (Project Drive-In)
Best Mobile Campaign: Deutsch LA (Never Burn Another Bag of Popcorn Again – The Perfect Pop App by Pop Secret)
Best Video Campaign: Content & Go (The 4 to 9ers)
Best Visual Campaign: Fire Station Agency (Discover Earth's Finest Water)
Best Experiential Campaign: Deutsch LA (The Threshold Dollhouse, presented by Target)
Campaign of the Year: 72andSunny (The Next Big Thing is Here... Read more