For the staff at Saint Luke’s, providing excellent care is more than a professional obligation – it’s a calling. To show what that means to people on a personal level, we brought some real patient stories to life.
Harold Camping predicted that the Rapture would occur in May 2011. And again in October 2011. And most recently in December 2012. So to help New Yorkers prepare, we created the NYC Rapture Readiness Committee.
It would be great if everyone had time to carefully select their own food right at the source. But since no one does, there’s FreshDirect. That’s the premise behind the “Grocery Shopping Perfected” campaign, which positions FreshDirect as the most convenient way to get premium quality groceries.
The twelve days of the DIGO holiday party continue… kind of like an adventvertising calendar.
In my e-book, DIGITAL@speed, I included a brief guide to business cursing, explicating in hard language and a light-hearted tone the various ways in which deftly deployed common swear words can speed up a process.
Well, I’ll be damned! Now, the Obama Campaign has come out with another proven use of tactical swearing to improve results – the email subject line! The campaign learned that throwing out minor profanity such as “Hell yeah, I like Obamacare” got big clicks.
But they had to use the tactic sparingly. The novelty would tend to wear out and over time the results would regress to the mean.
This tracks with a DiMassimo Goldstein principle for optimizing direct response results — Test Outside The Lines.
Test Outside The Lines means that we should always question our own certainties about what is appropriate and inappropriate, what is too cool or too hot, what is on or off brand. This is the humility of the direct marketer, which leads to the boldness of the highly successful brand-driven growth leader. We are provocative, because we remain humble. We test outside the lines and often find the goldmine just beyond the edge of the map.
Damn, it feels good!
Read the full article about Obama’s digital campaign here.
Lot’s of good stuff happening in the social world this past week. Enjoy!
1. See What You’ll Look Like Old With Merrill Edge’s “Face Retirement”
2. Social Media Use Leads to Real-World Actions
3. Sulia: “Subject-Based” Social Network
4. Twitter to Offer Photo Filters By End of This Year
5. YouTube Makes Distribution Deal With Virgin America
6. Half a Million People Voted Against Facebook’s Governance Changes
7. Ford and Jimmy Fallon Turn to Twitter For Help Writing Lincoln Super Bowl Ad
8. Subtexter Knows Why You Posted That Brunch Photo
9. Viral Content:
Kobe Bryant vs Lionel Messi Turkish Airlines Ad (over 22 million views in 5 days)
Jay Z Explains Who He Is To Woman On Subway
Jimmy Fallon, Mariah Carey & The Roots “All I Want For Christmas Is You”
My first day I sat down and I thought “I am a spy working for an advertising agency!”
Each week I am given a list of events for Double Cross Vodka. When I attend these events I make sure to write down how they set up, what the brand presence is and if anyone talks about the brand. I document the night by taking photos.
The following day I report back to DIGO and show them my findings. We discuss the events and try to see if there was anything that could have been done differently.
I have learned so much about the spirits industry. I have seen everything from fashion events to liquor store tastings to sales meetings. I truly have the best internship ever. And I get to be part of the agency in action – part of the team that takes all the intelligence I bring back and transforms it into great brand strategies, and gorgeous creative. Yup, I have a pretty cool internship.
We who email naturally worry about unsubscribers. We limit how much email we send for fear of wearing out patience and in the confident expectation of diminishing returns. That’s probably a good thing.
But there is evidence to suggest that, at least for certain brands, there is a better approach to optimizing email success. It comes down to sending as much as possible, while testing for diminishing returns. The Obama email team did this and found that, for them, there was no limit.
“At the end, we had 18 or 20 writers going at this stuff for as many hours a day as they could stay awake,” says Fallsgraff. “The data didn’t show any negative consequences to sending more.”
Read more about the Obama email team here.