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Tag : Selfifesto

Selfies That Change Things

Facebook is thirteen years old.

So it’s not exactly breaking news that we live in a direct-led and socially connected world. We’ve been living in it for over a decade now. It’s not going to change our lives; it already has. The way we talk. The way we think. The way we act. As people. As consumers. And, for those paying attention, as brands.

Even the line between brand and consumer is becoming blurred. With brands like Lyft and Airbnb, the platforms themselves have become communities where brand values and benefits are communicated through daily interactions, rather than through headlines. Actions, not ads, have become the coin of the realm.

46-inch TVs sitting in living rooms have become 7-inch smartphones constantly moving. From couch to desk to coffee shop to grocery store. From Facebook to Twitter to YouTube to Instagram to Snapchat. Seamlessly. “Word of mouth” has become “likes,” “shares,” “comments,” and “snapchat follows.”

People are literally carrying your brand around in their pockets. So it makes sense that marketing has become more personal. Now, more than ever, people want to be a part of the brand. They expect to have a voice.

And this is why we invented The Selfifesto® – a new and innovative co-creation process that puts your brand’s most devoted fans at the center of the process to bring the brand truths to life.

Tapping into today’s selfie-culture, we ask brand loyalists to record videos of themselves on their smartphones. Then we package the video into an ad where they become the stars. We provide the brief, strategy, concept, scripts, and editing, but each consumer is their own director, actor, and camera operator. An ad co-created between the brand and consumer.  It’s not just our campaign; it’s theirs as well.

In return, the brand develops a greater understanding of their target audience, increasing customer satisfaction through the back-and-forth interaction. A community is built, and engagement is only further intensified when the superstars themselves spread the spots online.

It’s an experiment we first tried with WeightWatchers a few months back, and then again with Affinity Federal Credit Union. Real customers with real stories… a celebration of their success with the brands, all for a fraction of typical production costs.

No one knows your consumers better than they know themselves, and when you give them the voice they want and invite them to join the conversation, some amazing things can happen. Remember, a brand is not what you tell people it is. A brand is what people tell people it is.

If you want to learn more about how we can do this for you and your brand, we’d love to talk. Email tom@digobrands.com for more on The Selfifesto®.

 

Building a Truly Social Brand

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A social world favors brands and businesses that are social to the core.

Too many marketers think of social as a channel, and others think of social as merely an opportunity or a challenge.

Social is more than that, as we’ve seen with the dramatically outperforming campaigns of a series of near-instant billion-dollar brands, from Dollar Shave Club to Warby Parker to The Honest Company. But social brand thinking can also relaunch, refresh and revive brands with their roots in the pre-social age.

We proved it for Memorial Sloan-Kettering when we shifted the center of its brand marketing from reiterating its superior care and outcomes to empowering and giving voice to heroic cancer patients through our “Talk Back to Cancer” campaign. The growth of Memorial Sloan-Kettering since the launch of that campaign has been phenomenal.

We proved it again when we helped Weight Watchers put its members in the center, using our patented Selfifesto® process, and helping to turn around recruitment.

Refreshing a brand for the social world means starting with reversed assumptions. Instead of thinking of a “target” whom we need to seduce, we think about how a prospect becomes a user and then becomes a brand-lover and loyalist.

We reimagine the brand from the user’s point of view. We realized that in a world of choice, what matters is people choosing to use our brand and our marketing as part of their own campaigns for themselves! If we become part of the user’s campaign to be more, better, happier … we win.

For us, the old way is anti-social thinking, and the new way is profoundly social thinking. Social brands just win.

We track all the KPIs on our brands, every single day. So, I can assure you that this isn’t some crunchy philosophy, but rather a key insight with geometric effect on the bottom line.

It’s simply the way brands outperform today.