Top Brand Campaigns of The 2018 World Cup

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[dropcap]F[/dropcap]útbol teams from all over the world have battled for the chance to go head to head and be forever known as national treasures. While all this has been going on though, some of the biggest brands across the globe have been battling all summer for your attention. View our top Brand Campaigns of the 2018 World Cup video or skip it for the full list below.

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“The Collaboration Hub For Work”
Source: Slack

The Premise is pretty simple; slack implies that the entire World Cup was organized on their platform. Now if an event as complex as the World Cup uses Slack to stay organized then you should too, right? Well, that was the company’s premise during this 2018 World Cup. Slack touts more than 8 million daily active users. There are more than 3 million paid users, and its 70,000 paid teams include 65 percent of Fortune 100 companies. Now, Slack is focused on attracting more enterprise customers amid competition from Facebook’s Workplace and older workplace communication software options.

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“Create The Answer”
Source: Adidas

Adidas is already the sponsors of Match Balls, team cleats and kits all of which change on the Adidas website homepage as games are played. Adidas has recruited their star-studded cast of sporting figures and musicians to speak directly to the futbol community; while online asking people to post their own content using and engaging with the hashtag #HereToCreate. The entire brand is tied into the world cup as a lifestyle event. There’s also a clever personalization element to the campaign: in addition to the main promotion viewers in six different prime Adidas cities (New York, London, Shanghai, Tokyo, Paris and Los Angeles) will consume custom content tailored to their regions. Each different version will feature “creators” that are shaping sport culture in their city.

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“We’re With You”
Source: McDonald’s

Best campaign and longest head start on others. The United States Commercials are based around ‘the everyman’ who is at Mcdonalds learning about and enjoying the FIFA World Cup games. Online reach was simple through their already existent partnership with Coke; the two formulated a #ShoutShare social share campaign. McDonald’s has served as an Official Restaurant of the FIFA World Cup since 1994. By the companies own words “As a Sponsor, we bring the world’s passion for football (soccer) to life for millions of fans” McDonald has it all for this world cup including special creative promotions, contests and in-store activations in more than 100 countries around the world. The centerpiece of their FIFA World Cup sponsorship is the McDonald’s Player Escort Program. Through this initiative, more than 1,400 children ages 10 and under have the once-in-a-lifetime opportunity to live their dreams of walking onto the field hand-in-hand with their football heroes at the start of each World Cup match.

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“Jump on The Wagen”
Source: Volkswagen

The ads are well timed and they play perfectly without the US team being in the World cup. The premise, which evokes feelings of being a “citizen of the world”, ask Americans who are you pulling for because it’s time to jump on the Wagen. The multi-media campaign done in collaboration with creative agency Deutsch, features fans from different teams making the pitch to Americans to root for their teams during the tournament. Additionally, Volkswagen worked to release a Spanish language campaign “Súbete a la Pasion” on Telemundo featuring fans from several Hispanic nationalities inviting others to celebrate their shared passion for fútbol.

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“That’s Some Kind of Power”
Source: Powerade

Great job of connecting and transitioning their current campaign directly into the World Cup. Powerade is in a wonderful space overall they already benefit from McDonald’s sponsorship as well as from parent company Coke’s partnership with FIFA. Powerade was able to resonate with the casual futbol fan by simply adding a World Cup element to their already existent marketing spots.

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See the power of Wish as well as more World Cup hits and misses here with our full list of top Brand Campaigns of the 2018 World Cup.

Don’t forget to @timbrtech on social so we can hear your thoughts on your favorite World Cup 2018 campaigns.

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Marketing Collateral Made Simple and Plain

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[dropcap]M[/dropcap]arketing collateral is a vital and integral component of a brand’s marketing strategy. What is marketing collateral? It is content. Every piece of print and digital media used to support a company’s primary advertising message. The collateral often aims to communicate important information via various channels about a company’s products or services. Online engagement and traffic have given rise to new forms of digital media enabling marketing collateral to assume formats beyond the traditional marketers wildest dreams.

Questions to ask before reading further:

  • How is your collateral to be used? For example, is it consumer or business collateral?
  • What is the message you want to deliver?
  • What is the most effective media format to deliver that message?

According to Forrester, the average consumer engages with 11.4 pieces of content prior to making a purchase.

Collateral Damage

Who is The Collateral For

Great collateral or content gets the attention of your targets and quickly explain the benefits of your offerings. The biggest guiding light for a brands collateral is knowing who it is for and the basic difference between the most common content. Business-to-consumer or B2C end-user marketing collateral is commonly used after a company has made initial customer contact through advertising, cold calling, or other means. Effective consumer-oriented collateral has an emotional appeal that communicates a unique and richly-rewarding user experience gained from buying the product or service. Business-to-business collateral or B2B collateral typically has a rational appeal. It provides persuasive nut-and-bolts information about how your company’s products or services, as well as brief snaps of advertising and promotions.

Solving The Problem

These days marketing strategy, as well as collateral, has to find its balance. It is just as much about the brand as it is about the audience. We are here to help solve a problem for the audience. Given that, we need to think about our collateral material differently. The messaging focuses off of ourselves the brand and onto the consumer or client. Take stock of what’s needed, and of the quality of the collateral that you have in place. If you don’t already have a comprehensive marketing strategy to help you to build brand equity and generate leads, you may need to backup and start there. Thought and planning are required before you start creating collateral with an intended purpose. Make the process easier and resolve the basic issues relating to target audience, collateral purpose, and delivery format.

Collateral Damage

Make it Easy

Marketing collateral frequently runs parallel with and tries to communicate a brand’s primary message. Whether your audience is consumer or B2B, keep it short and sweet. Make it easy for preoccupied eyeballs to scan your material. Effective design and flawless copy can drive home the most effective reasons why your targeted audience should consider doing business with you. It usually supports or echoes the end-user benefit found in your company’s main advertising message, and should include a compelling call-to-action. Assume your collateral is fighting for attention with audiences that may be constantly preoccupied with other matters. Use complementary, aesthetically pleasing visuals to draw in your audience. Make whitespace your friend when it comes to design; use it abundantly. Effective collateral material also includes action steps more often than not.

Focus on Your Audience

Remember, keep the focus on your audience. If it is a consumer audience, communicate great user experience — product or service benefit — and a call-to-action. If it is a B2B audience, communicate the benefit using a rational appeal and a call-to-action. marketing collateral combines clearly presented information with compelling graphics to engage and successfully communicate your message. Doing the footwork to build the foundational pieces of a solid brand is well worth the time. Below are some marketing collateral ideas and places to get you started.

  • Brand Guide
  • Business Cards
  • Website
  • Social Media Platforms
  • Blog
  • Email Templates
  • Newsletters

Once you have your marketing collateral materials in order, you can focus more effectively on a successful marketing plan. Review your marketing strategy and the tools you need to help tell your best brand story.

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10 Tips to Jumpstart a Video Marketing Program of Your Own

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[dropcap]E[/dropcap]very brand needs a video marketing program of its own. Video is dominating most of the content we see in social media feeds, email marketing, and blog posts. It is a key content marketing channel to communicate your brand story, explain your product or service, and build meaningful relationships with your customers.

The statistics are pretty impressive. By 2021, video will make up 82 percent of all internet traffic, according to Cisco’s annual Visual Network Index (VNI) forecast. This includes consumer and business traffic.

Small businesses are increasingly using the power of visual mediums to attract, convert, and retain new clients—and seeing hugely successful results. Youtube is not only a social network; it is the second largest.

Below are some tips to help you find your niche. If you would rather read it in list form; feel free to skip the video, but who does that?

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Jumpstarting a Video Marketing Program

  • Change how you think about video. Many of us are still stuck in that old “network TV” style. Online video can be super-short, highly interactive, incredibly creative and powerfully engaging.
  • Divide and conquer the video content. Divide videos into categories: Splashy pieces that show off your business. Working videos explain important products and services. Longer videos delve deep into special topics.
  • All video doesn’t need to be amazing. Focus on one or two polished pieces that can be an attention-grabbers on your website or at a trade show booth. For this, you might consider hiring a video production company.
  • Share work videos often. Work videos should have a super-clear message and a well-defined audience. The kind of informative, authoritative video that people like to pass along. These don’t have to be slick, but they must be clear, focused and true.
  • Go for a deeper dive video. Answer frequently asked questions, provide detailed data or feature yourself or others in your business as subject-matter experts. Talk about specific solutions and customer needs.
  • Make bite-sized pieces. Don’t cram too much into one video. Break it up into a series of educational mini-segments that take on one piece at a time.
  • Create a template you can replicate. Try a simple 60-second video following the same format to showcase individual products. Once the mold is set, such videos are cheap and quick to produce. For this, you might also consider hiring a video production company as they may provide a more efficient model.
  • Create videos with text and still images. Videos don’t need to have moving images. Many highly effective videos consist of a simple series of slides with text and photos. Some have audio; some don’t. Think about how often you are watching a video on social without the sound.
  • Make it local. Some businesses are having great success creating videos that feature impromptu “interviews” with people on “Main Street,” or in recognizable locations in the community.
  • Marry your video content with a call to action. New updates to social platforms allow for adding interactive polls, surveys, live forms and other lead generation CTA’s. There is absolutely nothing worse than a prospect watching your video and then asking, “What now?”

Does your brand use any of these tips in its video marketing program? Which have you found to be the most useful?

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How To Talk About Your Brand

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One of the most difficult questions to answer is “Who are you?”. Most likely, you’d reply with your name, a description of yourself, and what you do. But that doesn’t really answer the question, does it? You’ve said what you are, but I still don’t know who you are. This question doesn’t get any easier to answer when it comes to your brand. Some would usually give a rundown of the features that their product or service provides, but that’s not what your prospects want to hear. They want a story.

Every Brand Needs A Story

A story is an effective method to sharing information from one person to another. Every brand needs a story — an authentic one. Without a story, you and your brand will easily get lost in the thousands of pages in the Google search results. Without a story, you’re no different from the competitor above and beneath you on the list. It’s that important.

A story is an effective method to sharing information from one person to another. Every brand needs a story — an authentic one

So who are you?, I need to know. Your brand story goes beyond what’s written in the copy of your website, the catchphrase in an ad, or even the rehearsed presentation pitch. It’s about who your brand connects with and how it resonates with them. Jeff Bezos, the founder of Amazon, summed it up perfectly. “Your brand is what other people say about you when you’re not in the room.” Beyond the mechanical transaction of product or service for compensation, you’re providing a customer experience; you’re building a relationship.

Reflect The Story In Every Aspect Of Your Business

Every element of your business or brand, from the layout of your website to your industry partners, affects your brand story. For example, a brand that targets an environmentally conscious market should reflect that value in every aspect of the company with green initiatives like using recycled paper and motion-sensored lighting.

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A speaker at a conference will never get on stage and sell, sell, sell. They tell you a story and take you on a journey, all while demonstrating their core values and the knowledge they have about the problems their company solves. They live their brand.

Good Stories Give Big Voices To Any Business

So while you’re building your brand, ask yourself ‘why should people care about what I have to say?’. Who are you? I want to know. What sets your brand apart from your competitors? Telling your brand story is a powerful technique for building a meaningful relationship with your customer base. It’s a proven concept that inspires people, connects them, and keeps them engaged. It doesn’t matter where in the world you’re based or how much funding your startup has. Good stories give big voices to any business — big or small. That’s why it’s paramount that you fully develop your brand and the story behind it.

So who are you? Because you need to know.

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How To Talk About Your Brand

Talk About Your Brand

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How To Talk About Your Brand
Who Are You?

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One of the most difficult questions to answer is “Who are you?”. Most likely, you’d reply with your name, a description of yourself, and what you do. But that doesn’t really answer the question, does it? You’ve said what you are, but I still don’t know who you are. This question doesn’t get any easier to answer when it comes to your brand. Some would usually give a rundown of the features that their product or service provides, but that’s not what your prospects want to hear. They want a story.

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A story is an effective method to sharing information from one person to another. Every brand needs a story — an authentic one

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How To Talk About Your Brand
Every Brand Needs A Story

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A story is an effective method to sharing information from one person to another. Every brand needs a story — an authentic one. Without a story, you and your brand will easily get lost in the thousands of pages in the Google search results. Without a story, you’re no different from the competitor above and beneath you on the list. It’s that important.

So who are you?, I need to know. Your brand story goes beyond what’s written in the copy of your website, the catchphrase in an ad, or even the rehearsed presentation pitch. It’s about who your brand connects with and how it resonates with them. Jeff Bezos, the founder of Amazon, summed it up perfectly. “Your brand is what other people say about you when you’re not in the room.” Beyond the mechanical transaction of product or service for compensation, you’re providing a customer experience; you’re building a relationship.

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How To Talk About Your Brand
Reflect The Story In Every Aspect Of Your Business

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Every element of your business or brand, from the layout of your website to your industry partners, affects your brand story. For example, a brand that targets an environmentally conscious market should reflect that value in every aspect of the company with green initiatives like using recycled paper and motion-sensored lighting. A speaker at a conference will never get on stage and sell, sell, sell. They tell you a story and take you on a journey, all while demonstrating their core values and the knowledge they have about the problems their company solves. They live their brand.

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How To Talk About Your Brand
Good Stories Give Big Voices To Any Business

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So while you’re building your brand, ask yourself ‘why should people care about what I have to say?’. Who are you? I want to know. What sets your brand apart from your competitors? Telling your brand story is a powerful technique for building a meaningful relationship with your customer base. It’s a proven concept that inspires people, connects them, and keeps them engaged. It doesn’t matter where in the world you’re based or how much funding your startup has. Good stories give big voices to any business — big or small. That’s why it’s paramount that you fully develop your brand and the story behind it.

So who are you? Because you need to know.

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