My Digital Insight

For marketers and advertisers, having creative skill is very important for our jobs. If we want consumers to love the brand and buy the product, we must show something creativity to inspire the audience. Yes, everyone is saying to be more creative. But, How? As adults, it may hard to be creative because we are not children anymore. We don't like to image; instead, we become to accept our realistic life. Is that fun? No! The Lego Group has launched Rebuilt The World global campaign to inspire children to nurture their creative skills. They want all children to open the wings of imagination. Who says "blue" must in blue? Fish revenge: Teamwork matters Everything is born in a purpose Anything is not realistic in the real world can be true in your Lego world. You can play alone to develop the problem-solving skill or you can play with friends to develop teamwork skill. All those creative, problem-solving and teamwork skills are extremely n...

In September, KFC launched a new game "I Love You, Colonel Sanders! A Finger-Lickin' Good Dating Simulator". Basically, at the beginning of this game, the players are students and learn cooking skills in the school. Then, they have to PK with competitors to enter the new level. Besides learning cooking, players will also develop complex relationships with all the 9 major roles in the game. Want to find true love or a true friend? It's up to you. Different stories will end differently. My Brand Insight: From a branding perspective, it seems that KFC wants to transform from "old grandpa" to a "dream husband". I could tell that KFC wants to look younger and fit in the youth market. This dating simulator game definitely targets the young female audience who love KFC and play video games. Those female audience, especially who are single, are more likely to addict to this game because they are seeking for a relationship and imaging to date...

Recently I purchased a facial mask from a Korean E-commerce website. This brand has been running that facial mask promotion via all the social media. Every time I check my Facebook and Instagram, the ad pops up. I see so many positive comments about this facial mask and the experiment in the ad looks super effective. I clicked the link and saw the promotion. The price looked fair, so I made an order. After a few days, I didn't receive any update. Then, I contacted them through email, Instagram, and Facebook to check my order status. However, no one responded. I checked its website, and all the products are out of stock. Excuse me? After over a week, they finally replied to my email and told me that the ship was going to be delayed. From a consumer side, this experience makes me re-think what things are matters for E-commerce promotion. Know Your Stock Limited For brands, promotion probably is the fastest way to boost sales in the short term. If you push promotion too much,...

Every time I go to Target, I prepare a shopping list and try to control myself because it is too easy to overspending at Target. There are too many different choices for only one kind of product, so it is hard to let us make a decision. What are the key factors impact our purchasing decision at Target? Product Quality For grocery shopping, consumers prefer to buy high-quality products if there is less difference in prices. According to First Insight  study, quality becomes more important than price to most consumers, as 53 percent rate quality as the most important factor when making purchases compared to price (38 percent). Image From First Insight The high-quality products are more reliable. For example, like fruit, meat, and vegetables, we always prefer to pick the fresh one.  Product Value (Price) For unfamiliar brand products for daily use purpose such as cups and cooking pots, we would like to compare the product value with its price. Does the product have ...

What could make our life happier? Probably candy is one good answer. Dum-Dums created a simple cartoon ad to show how lollipops could make our life pop. The "Make life Pop" ad doesn't have any words, but it clearly shows all the main benefits of the lollipops. Fulfill your energy. Express your sweet love. Make your family especially your kids happy. My Thought: This ad is very simple. Even though it doesn't have any words, it tells a good story about how Dum-Dums lollipop make our life pop.  The ad target audience could be anyone who loves to eat sweets. The lollipops could bring us energy, express love and make us happy. To make our life less stressful and more happiness is simple, just have some lollipops.  For products like candy, it is super competitive in the market. What could make people remember your brand? Make a creative ad is one way to raise brand awareness. We all know that the audience love creative ads, ...

One common way to celebrate the brand anniversary is to introduce the limited-edition product. How to make this limited-edition product even more special? Celebrity endorsement seems a good idea to raise brand awareness and promote the new product.  Can any celebrity be a good spokesperson for the brand? Most brands would like to invite celebrities or influencers who are similar to their target audience and have enough popularity. However, what if your product targets on almost everyone? Heinz Tomato Ketchup is for people who love ketchup. Ketchup is a very common and popular dipping sauce on the table. Many American restaurants put one bottle of Heinz Tomato Ketchup on each table. To celebrate 150 years anniversary, Heinz worked with Ed Sheeran to launch limited-edition ketchup, which is named "Edchup". This limited-edition bottle of Edchup features a variety of  Ed's tattoos and signature. There was a total of 150 bottles, and 104 of them had given away in o...

More and more Sweden drive electric cars, but research showed that 48% of drivers feel hard to find a car charger place.  McDonald already set up a car charging station in 55 restaurants. It is the largest fast-food chain that offers a car charging station in Sweden. However, many people are unaware of this. Therefore, McDonald borrowed the familiar gas station signpost design and made the biggest signpost to lead the way to highway stops. (image from Social Beta) In this signpost, McDonald that not only shows the price of the charge but also marks the price of Big Mac meal and kid meal.  (image from Social Beta) It is a smart way to attract drivers attention and increase their awareness, so it could cater to more and more electric car drivers in Sweden.  My Thought: I have to say that McDonald does really pay attention to Sweden daily life. They have seen the competition from the local gas station and also found out Sweden drivers’ pain point....

Many of my girlfriends started to change their hair color. A new hair color brings a new look which makes them feel different.  I never color my hair because I love my black hair. If one day I get white hair, I might change the color because I don't want to look old. See, white or grey hair means old. It is a very common thought in society. What if someone was born in grey hair?  Pantene found that 80% of Brits have grey hair, but 40% cover them because they feel less confident with grey hair.  So, Pantene launched "Power of Grey" Campaign to encourage people to embrace their unique trait: grey hair.  Yes, grey hair is different, but they are also beautiful the way they are.  The new Pantene hair care product is special for grey hair and will make them shiner. "Power of Grey" campaign turns the negative perception of grey hair to a positive view. As the Katharine Newby Grant commented: "We're committed to continui...

Being a parent is exciting but also challenging. The new Pampers Ad "Love The Change" tells the true story of being new parents and how a baby changes our life. As a new parent, we may feel fear and worried when the baby throws up. We may be still awake in the late night to hold our baby to sleep. We may forget to bring some baby care supplies when we need it. We may search for our concerns online to get help. No matter how difficult to deal with every trouble, once the baby smile, all we could feel is happiness.  As long as we are together, we want to accompany our baby to change and grow up. A baby brings surprise, happiness, and a wonderful memory. When I see this ad, I feel touchable and real. I am a new mom, too. All these scenes in the Ad I have been through. I was afraid when my baby was crying; I woke up every two hours to feed my baby every night, and I also search for a lot of weird questions on Google. Instea...

Coca-Cola launched a new Coke Plus Coffee in China this summer. It got a lot of attention from coffee and Coke lovers.  The Chinese Coke Plus Coffee ad expresses: "Three points incense, seven points cool, and ten points (very) energetic." It interprets that this new drink smells like coffee, tastes like coke, and feels like a refresh.  So is it a coffee-flavor coke or a coke- flavor coffee? According to Delish  food news, instead of simply being coffee-flavored Coke, the brand reformulated the drink to contain actual coffee, raising the caffeine quantity above regular Coke's 45.6mg. Some Chinese Coke fans created fun product reviews by comparing the regular Coca-Cola add instant coffee with Coke Plus Coffee. In one review, a fan described that Coke Plus Coffee has a strong coffee smell and taste, but the regular Coca-Cola plus instant coffee taste more like coke. Personally, this guy preferred the DIY one. It is an interesting experiment. Of course, even...

In the fashion world, the design is one of the most competitive elements. When people shop for brand clothing, design and style are the key points to make the final decision.  For the Z generation, pursing personality and creativity are common psychological needs. Being cool and different become their main fashion style. Vans catch those young consumer's pain point: to be no one and to be different. They allow consumers to customize their own Vans sneakers online.  I feel very interesting, so I visit the Vans Custom page  to check it out.  There are four categories to customize: men's, women's, kids, and backpacks.  There are eight parts of the shoes you can customize: vamp, quarters, heel counter, binding, collar lining, foxing, foxing stripe, and elastic gore.  I begin to try different colors and features on each part of the shoes.  If you don't like those online features, Vans also encourage consumers to upload an image and make...

Pepsi Cola, a global brand with over one-century-old, has always been at the forefront of global pop culture. They learn and create new way to activate enthusiasm of every generation.  Pepsi China launched the "Pepsi pop up Store" campaign in 2017. Consumers can come to the Pepsi pop up store with the CDK code inside the Pepsi bottle cap and have chance to win the special discount, lottery, and limited fashion product. This year, Pepsi pop up store offers limited bike, white sneakers, and Pingpong set.  image from loftooo.com Create Young Energy In order to fit in young consumer market, Pespi China create young energy by applying popular language and pop songs in the store and campaign ads. Those new energy theme make young consumers feel motivated and excited. From Social Beta Combine Offline Experience With Digital Experience By carefully observing young consumers shopping behavior and learning their psychological needs, Pepsi built the pop up store...

In the world of marketing, there are two main types of "people": brands and consumers (users). Just like definition of marketing, which is the brand to pass the right information to the right consumers through the right channels. What is KOL? As social media becomes one of the most popular channels to promote brands and reach the target audience, the third type of "people" stands out. They are KOL (Key Opinion Leader).  KOL, Key Opinion Leader,  are experts in a certain field, and they have their own fans, so  many brands love to cooperate with KOL to promote new products and reach more target audience.  For example, one of my favorite makeup  KOL on social media is Deepica Mutyala. She has 226k followers. Her makeup tutorials are very popular and fun to watch.  Therefore,  many cosmetics brands cooperate with her to promote the new makeup products. For example, Deepica always teach how to use lipstick to make beautiful and shin...