Category: Creative —
Can Package Design Make a Difference in Social Profitability?

Can Package Design Make a Difference in Social Profitability?

One more example of the social power that lies behind your branding

The arrival of November usually ushers in an onslaught of holiday décor and new seasonal packaging designs. November 1st is also when Starbucks traditionally reveals its annual red holiday takeaway cup. This year, things at Starbucks started off on a different note with a new green cup design, which has had some Starbucks patrons up in arms and responding with… Read More

The-Stronger-Your-Brand,-The-Greater-Social-Profitability

The Stronger Your Brand, the Greater Your Social Profitability

Start by putting smart, practical strategies in place

Is strategic planning any less important for a not-for-profit cause or organization’s brand than it is for a new startup or an established business? Not if you’re aiming for success and striving for Social Profitability! Building an effective strategy for a new or existing program or campaign takes more than just running with a good idea. It involves planning, insight… Read More

It’s Time To Get Creative For Social Profitability!

This is when the fun really starts and the ideas come to life.

We believe that it takes the combination of insight and creativity to make a positive impact for Social Profitability – and to break through the clutter on the competitive landscape. Your creative team is set to go with their Creative Brief in hand (see http://www.socialworth.ca/advertising/creating-standout-creative-for-social-profitability/), ready to unleash their ideas to begin conceptualizing your next branded campaign focused on your… Read More

Creating Standout Creative for Social Profitability

Not-for-Profits need to start with a standout Creative Brief

The Creative Brief is an all-important step in bringing your cause, company or brand to market. As a communications tool, it puts you and your agency on common ground, speaking the same language and working towards achieving the same goals. Without it, misfires and miscommunication can ensue. Get it right and it becomes your clear path towards Social Profitability. Before… Read More

Spread Your Message for Social Profitability

Create Consistency With a Brand Style Guide

Congratulations! You’ve worked hard with your agency and creative team to craft a brand identity that represents your cause or organization. Now you’re ready to spread your message to make the most impact for Social Profitability. Your internal team is excited by the possibilities and is geared to getting the word out to your network of supporters and beyond. Now… Read More

Iconic Office & Retail Property a Frontrunner in Social Profitability

Brookfield Place Toronto proves its Eco-Consciousness

“Are you Eco-Conscious?” That’s the question Brookfield Place is posing to its audience of corporate and commercial real estate tenants, and the over 100,000 people that pass through Toronto’s iconic office tower and retail concourse on a daily basis. The multi-channel campaign was designed to bring awareness and increase social activity during Earth Month, with an emphasis on the good… Read More

Using #BringBackTheBees for Social Profitability

Brands take action to raise awareness

‘Buzz’ went missing from Honey Nut Cheerios boxes. Burt’s Bees erased the letter ‘B’ on limited-edition lip balm packaging, advertising and from social media posts. Two new awareness campaigns came into market, designed to put the focus on the serious global decline of the honeybee population and other pollinator species facing extinction, which puts one-third of our food supply in… Read More

Plan Canada Uses Innovation to Achieve Social Profitability

#LiftHerUp campaign kicked off with a 3D hologram

When it comes to fundraising and cause marketing, we need to realize how technology can be harnessed to connect people and brands like never before. We need to find inventive and original ways to mesh strategic objectives, creative thinking and technical know-how. Plan International Canada recently demonstrated how it can be done with a new and innovative digital campaign that… Read More

exploitive-or-tactical-for-social-profitability

Exploitive or Tactical for Social Profitability?

Engaging the many by targeting the few

When is it o.k. to push boundaries? For Social Profitability… perhaps all of the time?!? I read in ADWEEK about a campaign created by an agency in Demark on behalf of Coca-Cola and its new brand, stevia- and cane-sugar-sweetened Coca-Cola Life. The kicker was that only about 5% of the population could actually see the message. The message was hidden… Read More

consumption-vs-co-creation-and-its-effect-on-social-profitability

Consumption vs. Co-Creation and its Effect on Social Profitability

New media models look at partnerships, not transactions

Over the past few years we’ve seen an evolution in the world of media as a new model, based on co-creation, has entered the landscape and caused traditional media to do an about face. The most successful marketing campaigns, especially for Social Profitability, are now based on shared values and true media partnerships. In the old-school view, brands shape people…. Read More