Secret’s Latest Stress Test Has a Transgender Woman in a Pinch Women Know Well, Welcome to a ladies’ room. http://www.adweek.com/news/advertising-branding/ad-day-secrets-latest-stress-test-has-transgender-woman-pinch-women-know-well-174294
By: Mardi Elwood
Secret, a deodorant brand, put out multiple television and online ads to promote their #StressTest Campaign. This strategy was placed to put out ads to support women to be confident and empower themselves no matter who they are. One of the most powerful video ad’s they put out was titled “Ladies Room”, where a transgender woman is in a restroom gaining the confidence to leave the stall and be who she always wanted to be. They put out multiple different spots that relate to what women may have to go through, like pitching an idea, or talking to a boss. These are put out there to show that women, no matter who, can do anything that they want to. This connection brings an emotional desire and connection to all women watching, and brings the value of inspiration to each one. These ads correlate to their brand purpose on Stress Tested for Women, because the company only sells women’s products, so this allows them to effectively reach that audience.
The desired audience that Secret is trying to reach are adult women growing and learning in modern society. The spots include a variety of different women from, entrepreneurs, a transgender woman, a sports fan, and even a woman gaining the confidence to propose to her boyfriend. This allows for a wide variety of women to be attracted and interested in their brand purpose, even if they haven’t been before. The problem that Secret is trying to solve is how they can personally reach and empower the average women on all different aspects. These ads were placed on YouTube and then shared throughout all of their social media outlets, making it a bottom-up model for sharing the message. The success can be measured by how many shares and responses the ads get on each outlet. The spots also offer a hashtag that women can share their responses on and see connections and success that way.
(owned, owned media, secret deodorant, stress test, empowering women)
Title: WWF Ecosystem Awareness Campaign. http://annettevee.com/2014fall_writingforthepublic/?p=434
By: Mardi Elwood
World Wildlife Fund released multiple different image that showed one side of having the animal and the second image is where the animal doesn’t exist. This strategy was placed to show the dangers of not having animals around, and how that could affect the world and how dangerous their ecosystems are at the moment. This connects the WWF’s brand purpose because they are highly focused on they are on animal rights and improving them. The audience that these ads are the general public and even those who don’t know what is happening to animal’s ecosystems at the moment. These ads also reach those who are concerned about the animal’s ecosystem to persuade them to continue to get involved.
The problem that WWF is trying to solve is on how to raise awareness on the ecosystem and the dangers they are facing at the moment. They are trying to find a way to advocate for safe ecosystems for the animals that are in danger. The ads started out as print ads to start talk and connect to reader who are looking in the publications. From this, since the ads were so simple and powerful, they started to create buzz on social media, making this a top-down model because it ended with social media. The success of the message can be measured by the social media buzz that it created. This can be measured by how many shares, likes, and responses the ads created.
(owned, owned media, animal rights, world wildlife fund, wwf, print ads. Horrifying vs. more horrifying)