Category: Media —

‘Give & Take’ Pays it Forward for Social Profitability

Trade Secrets celebrates over 10 years of women helping women

Canadian beauty retailer, Trade Secrets/Glamour Secrets understands the value of Social Profitability and the impact of paying it forward in a big way. In the spirit of making a difference in the lives of women in need, Trade Secrets/Glamour Secrets, with 65 retail locations across Canada, have been giving back to those communities in a unique and quite beautiful way…. Read More

Social Media Influencers Engage Your Target Audience

Consider this tactic in your next media mix to see Social Profitability

There has never been a better time to break through the clutter of traditional advertising and reach your intended audience in a far more authentic way. This is especially true when you want to gain the interest and attention of millennials to achieve Social Profitability. The focus has shifted to social media, where people look to each other and their favourite personalities… Read More

Putting Your Campaign Front and Center for Social Profitability

Extending Your Reach to a Wider Audience

Fundraising campaigns take effort, time and money to build steam and reach enough supporters to see your donations or event registrations multiply. Of course, the connection to cause plays a strong roll in the success of any campaign’s achievement of Social Profitability. How can you guarantee that you’re in the game from the start? Firstly, don’t expect that your new… 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

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

sharing-versus-telling-benefits-social-profitability

Sharing Versus Telling Benefits Social Profitability

Engaging and activating others by sharing the experience

We have long known that there is a correlation between the message and the success of not-for-profit campaigns. We feel so much more engaged when we hear a narrative about events, rather than just receiving blanket statements. Why does one react in such a visceral way when someone shares a story of his or her experience? Understanding this is vital… 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

its-time-to-influence-the-influencers-for-social-profitability

It’s Time to Influence the Influencers for Social Profitability

Activate the network that will provide you with the greatest reach

We’re living in a peer-to-peer age where ideas are being telegraphed at lightning speed. It’s the individual who now controls the narrative. So, how do we influence the individual? In the realm of philanthropy, it’s time to unleash the power of the ‘influencer’. These are the people to play a key role in mobilizing the troops and activating their involvement… Read More