My Digital Insight

As my last post said that we can set up multiple campaigns under one Google Ads account, so thinking about how to separate out campaigns is your first task to start with. Many brands like to create campaigns by advertising on products or services. Unfortunately, it is wrong because it is not effective. You want to start off thinking about the CORE GROUP  of services or products. They could be your best sellers or top-rated services. Concentrating on the core group shows what's the most important thing or the best products (services) directly to the users. You could also focus on LOSS LEADERS. Loss leaders are the products or services that might not generate profits on the first initial sale, but you know from your own data that typically those customers will come back and buy more later on. You have to build that into the lifetime value of your consumer calculations. There are different ways to set up campaigns.  The most simple way to separate out your campaigns is t...

No matter you are small or large brands, Google Ads is a very effective and popular place to run ad campaigns. Before you decide to run Google Ads campaign, there are three important questions you must ask yourself. Question One: "What's the max budget I can pay for a conversion?" When you run Google Ads, you need to make a budget plan. Are you going to run the ads for only one day or one week or one month? The longer you run the ads, the more money you have to pay. Moreover, you may also need to bid on some top search keywords which are another cost. Even though you run the ads, it doesn't mean consumers will buy it whenever they click the ad. Most time consumers click the ad, visit the shopping page, and leave. Maybe in a few days, they will come back to make the purchase or never come back. However, every time they click the ads, you have to pay for it no matter they take effective action or not. Therefore, it is necessary to make a thoughtful budget plan an...

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,...

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...

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...

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...

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness.   Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality.  Image From Memeguy Some customers also make fun with Starbucks. They come up with...

FaceApp is one of the most popular App right now. According to FaceApp Statistic , there are about 86 million people use FaceApp. It is clear that people have certain psychology needs to use this app. Therefore, it is also a good opportunity for some business to reach more potential customers who love to use Faceapp.  Image From Google What types of brands could turn those Faceapp fans to customers? Skin Care Brands For people who are afraid of aging, skin care brands can recommend people some effective anti-aging skin care products. In order to reach the best result, brands could teach people how to use these products correctly. Image from medicorx.com Brands can show some new Faceapp photos by comparing the faces "before use anti-aging cream" with "after use anti-aging cream" after people get older age. Of course, the one who use anti-aging cream will look better than the one who don't.  It is not only a way to promote the products but als...

As a marketer, we want to sell products in different ways. Nowadays, people love to shop online. They like to explore the products or services by reading some information or reviews. Therefore, marketers have to know how to write powerful Ads to sell more products. AIDA stands for Attention, Interest, Desire and Action. It is a powerful copy-writing formula that works for sales page, blog posts, Google Ads, Facebook Ads, and more. From Google Image Attention If you want people to take action on what they have read, the first thing is to get their attention. You can get their attention by creating a unique headline or subject line or video title.  Interest Once they start to read your content, it's time to turn that attention into interest. Why should them care? Why should them continue to read? How can your content help them? You should hold their interest in the first paragraph, or you will lost them. It is true because people don't have time and patie...