#NoMakeupSelfie Cancer Research Campaign

The #NoMakeupSelfie has been a huge consumer-led campaign to raise money and awareness for Cancer Research UK this week. This campaign involved consumers uploading a picture of themselves with no makeup on to social networking sites (such as Facebook, Twitter, and Instagram) to spread the word and donate to Cancer Research UK. The campaign grew organically as Cancer Research didn’t officially start the campaign themselves. However, the #NoMakeupSelfie stemmed from the #DareToBare campaign that Cancer Research launched where women would be sponsored to go without makeup for a certain amount of days. The campaign so far has raised £8 million for Cancer Research. So how did the #NoMakeupSelfie become such a successful campaign when it was started by consumers?

Cancer Research UK

Firstly, the campaign utilized viral marketing as everyone shared their pictures and information about the campaign using the hashtag. The use of the hashtag in this campaign made the #NoMakeupSelfie trend so that people from all walks of life could see this and find out about it. It is widely known that people like to feel as though they belong and are apart of things; therefore, this would work as a motivation to donate and take part. Research has found that for charities to raise awareness, media exposure is important (Cone, 2010). This campaign was talked about a lot in the media and even celebrities started to share their pictures and donate; thus, this could be another reason why the campaign was so successful.

Secondly, the #NoMakeupSelfie campaign may have been so successful as it was so easy to get involved. Consumers didn’t have to spend much time or effort to take part in this campaign as you could simply text ‘BEAT’ to 70007 to donate. Therefore, consumers could take part from anywhere and get involved which is a lot easier than other charity campaigns where you have to get sponsors and do something.

Finally, research has found that feeling close to a charity can facilitate giving (Smith & Schwarz, 2012). Cancer is such a common disease as 1 in 3 people will get cancer (Cancer Research UK, 2014). Therefore, it is likely that the majority of people will know someone who has had cancer, making the charity close to many people. Consumers will have more of an incentive to get involved if they know someone who has had cancer. Contradictory to this, research has also found that awareness-raising campaigns of charities that are already well known can have negative consequences (Smith & Schwarz, 2012). However, as this #NoMakeupSelfie campaign was not officially launched by Cancer Research UK, maybe this is a reason why it was so successful.

Sensory Marketing and Coca-Cola

Sensory marketing is a growing concept in the consumer psychology world. It can be defined as “marketing that engages the consumers’ senses and affects their perception, judgment and behavior” (Krishna, 2012). Companies are trying to create subconscious triggers using the five senses to characterize consumer’s perceptions and ideas about a particular product. These five senses that companies can use are sight, sound, touch, taste, and smell. Research has found that a total sensory experience would double the chances of the consumer being able to memorize a particular brand (Lindstrom, 2005). Coca-Cola are a good example of a company that use this sensory marketing technique to get inside, and stay inside, the heads of consumer’s. Below is linked a video of one of Coca-Cola’s advertisements that has used sensory marketing.

So, how does Coca-Cola utilize sensory marketing? Firstly, they depend massively on the sense of sight. Within the advert linked above, they use a delicious-looking, bubbly glass of coke being poured. Just seeing the product would reinforce the image of coke that is already in the consumer’s minds. The use of the corporate colors (red and white) and the Coca-Cola logo is also creating/reinforcing the ‘coke image’ to consumer’s and making them associate these colors with the Coca-Cola brand. Research has found that we are 80% more likely to recall a brand if it is printed in color than in black and white, which also demonstrates how important brand colors can be (Khanna & Mishra, 2013).

The sounds used in this advert also help to create a five dimensional image of Coca-Cola in the consumer’s brains. They cleverly use of the noises that coke makes, for example, the sound it makes when you unscrew the cap, the fizzing noise, and the sound it makes to pour and drink the coke, as they are aiming to make the consumer’s associate these noises with coke. Coca-Cola have done a good job at this as they have featured these noises in many of their advertisements making these noises iconic to coke.

The use of touch is hard to portray in an television advert as the consumer’s can’t actually touch the product and get an idea how it feels. However, as coke is such a well-known brand, the majority of consumer’s would know how it feels to hold a coke. Therefore, the use of the woman in the advertisement picking up the iconic glass of coke and drinking it, would make people’s mirror neurons fire, meaning they would feel as though they were picking up the glass and having a drink in their brains.

Finally, the taste and smell of coke is also hard to portray in an advertisement, but the majority of consumers would have already experienced this. Therefore, the distinct taste and smell of coke would enter the consumer’s minds when watching this ad as they relive the experience of drinking a coke. Research has also found that Coca-Cola’s brand is most identifiable by the taste and the logo (Khanna & Mishra, 2013). Thus, coke do not necessarily need to portray the taste of coke as this sense is already strongly represented in the consumer’s heads. Therefore, Coca-Cola is successful in creating this five dimensional image of their brand in the consumer’s heads through the look, sound, taste, smell, and feel of the product, making it an extremely memorable brand.

Dove’s ‘Real Beauty Sketches’ Campaign

 

            Dove’s ‘real beauty sketches’ campaign was one of the most shared advertisements of all time, with it being shared approximately 3.74 million times according to Unruly’s data. The internet-only advertisement (as linked above) shows a forensic artist drawing women by how they describe themselves in comparison to how other people describe them.

            So, why was this campaign so successful from a consumer psychology point of view? Firstly, Dove is widely known to be a consumer-centric organization, which means that the company puts the majority of their resources into satisfying the consumer. This is demonstrated within the campaign as it is actively trying to increase consumer’s self-esteem and confidence. The advertisement creates problem recognition that women need to see themselves as beautiful, and also has a high-level of involvement with the consumer, as it is an issue that affects millions of women all over the world. According to The Purchase Process Model, the more involvement a consumer feels towards a brand, the more likely they are to make a fully-planned purchase.

            Although this campaign is not informative about the products that Dove provide, it creates a good brand image as a caring company, which is extremely important in creating a good marketing mix. This results in the consumers developing an emotional attachment with the brand.

Another example as why this campaign was so successful is due to the target segmentation. The segment that Dove are trying to advertise to is women and this advert is centered around an issue that women all over the world can relate to. Dove published on their website for this campaign that “only 4% of women around the world consider themselves as beautiful”. Therefore this issue addresses the vast majority of the segment, which is why it is successful. The advertisement also demonstrates that Dove have a good insight into their consumers and sides with the consumer to boost their self-confidence. The campaign also suggests that Dove have empathy with the consumers, which would also work in their favour.

The ‘real beauty sketches’ campaign also used viral marketing as it became one of the most viral adverts of all time with more than 114 million views. The advert was also uploaded to Dove’s Youtube channel in 25 different languages and was viewed in more than 110 different countries. This demonstrates the magnitude the campaign reached as it used word-of-mouse communication to spread the word. But why did the campaign become viral? It used peoples emotions as it elicited a strong emotional response which created a social motivation for sharing the advert. This may be a reason as to why the video was shared and viewed so much. (Statistics retrieved from Business Insider)

Therefore, this campaign was extremely successful in putting across Dove’s brand image. This caring image should in turn result in more people buying their products as the consumers will have an emotional bond with the brand.

Consumer Needs & Motivations

In order to have a successful marketing strategy, companies must create consumer motivation in order for people to want to buy their product. Consumer motivation stems from the drive to satisfy certain needs, whether they be physiological or psychological ones, via product consumption. According to Maslow’s hierarchy of needs (1943), people prioritize low-level needs, such as physiological and safety needs, before they can satisfy higher-level needs, such as social and self-esteem needs, and finally self-actualization. Therefore, this is relevant to consumer psychology as companies should try and advertise their products or services by applying to people’s lower-level needs initially.

An example of an advert that appeals to many different consumer needs, including lower-level needs, is the SEAT Alhambra 2014 advertisement below.

Firstly, this advert targets the consumers’ safety needs by displaying that the car has ‘emergency break assist’ and ‘7 airbags’. This would satisfy consumers’ need for safety by reassuring them that their friends/family/children would be safe in this car. This is an important point to get across as it plays on peoples fears due to the amount of car accidents that happen on the roads (185,540 estimated road casualties in 2013). Therefore, reassuring the consumer that this car is safe is an important need to satisfy.

Secondly, this advert applies to peoples love and companionship needs as it shows a family sharing experiences together. The advert also displays that this car is ‘family friendly’ and that it has ‘7 seats’ so that you can share the experience with the whole family. The advert also shows the family having a picnic next to the car having fun, this would satisfy the consumers need for pleasure as they would think that if they had this car it would enable them to have fun with their family.

This advert also satisfies peoples need for information as throughout the advert, there is a lot of information displayed about the car for example, ‘up to 2430 litres of space’ and ‘eco-friendly’. This also satisfies the consumer’s social image needs as if people are concerned about being ‘eco-friendly’, this car would enable them display their social image of caring for the environment.

Therefore, this advert is successful in advertising by motivating consumers as it targets many different consumer needs; the more needs and motivations you satisfy, the more consumers will be motivated to purchase the product (info retrieved from here).

Three’s ‘Sing It Kitty’ advertisement

For this weeks blog I decided to look at an advert that has caught my attention this week (not necessarily for good reasons!). The advert I am talking about is the mobile network Three’s new advert. Said advert involves a young girl riding a bike down the street, with a singing kitten in the basket miming to the 80’s hit ‘We Built This City’ by Starship (video link below).

 

Now, this advert is very entertaining and it did capture my ever so important attention but for the wrong reasons. I saw this advert several times and I still couldn’t remember what it was trying to advertise. Despite the entertainment value of the advert, the link between it and the brand just isn’t there. I am going to explore why this is…

Firstly, at the end of the advert the campaign slogan ‘We all need silly stuff’ is displayed. This was the perfect opportunity for Three to make the link between the advert and their company, however, I can’t see how it links to a mobile network company. Although it may portray that Three is a fun-loving company, it doesn’t necessarily make me want to go and take out a contract with them. The Three logo is only displayed at the very end of the advert and only appears on screen for 2 seconds; this is one of the reasons why I think they do a bad job of linking the advert to their company. In order to make this link stronger, they should have placed the Three logo throughout the advert.

Another criticism of this advert is that it mentions absolutely nothing about Three as a company or creates a need recognition for the consumers which is a vital aspect in increasing sales. They have simply created a very entertaining advert that does not advertise their company, contract deals, or tell the consumers what they have to offer.

However, although I feel this advert is unsuccessful in promoting Three as a company, the video has aimed to use viral marketing which may be a successful tactic. Viral marketing is when companies aim to make an advertisement that will be talked about and shared on the online community via consumers. I think this is a successful aspect of this campaign as I have noticed the increase in people talking about the ad and sharing it on social networking sites the past few days. Therefore, it has succeeded in getting people talking about it and sharing the advert (I’m not sure how many people have actually noticed it is suppose to be advertising Three though and not just a funny ad!) The use of the #SingItKitty is a good tactic for encouraging the consumer to talk about the advert via social networking sites.

Three have also shared that consumers can go online to their website and upload a picture of themselves to star in their own kitty rocking, face-morphing music video. This may also be a positive aspect of the advert as it will no doubt get people on the Three website; which suggests they will be more likely to browse around the website looking at what Three have to offer.

One last aspect of this advert that I thought was quite successful is that the advert makes people smile. Research has suggested that if a company can put you in a good mood, you are more likely to remember the company in a positive light (Knowles, Grove, & Burroughs, 1993). Therefore, if the advert made the consumers smile, they should see the company in a positive light, suggesting that they would be more likely to buy from them. Thus, although this advert is relatively unsuccessful at promoting Three as a company, many aspects of the campaign may actually be successful in getting people talking about Three.

Impressive Star Wars Lego display

For this weeks blog I decided to find the most impressive point-of-purchase (POP) display. As you can see from the video linked above, this POP display is a holographic window display in a toy store in Norway using Star Wars Lego. I was extremely impressed with this POP display simply because of the effort and money that must have gone into creating it. Here are some other reasons why I think this certain POP display was successful.

Firstly, a POP display is stimuli that is designed to capture attention and stimulate a purchase within a retail environment and can be anything from a picture, price display, product display etc. POP displays can be extremely successful due to the fact that research has suggested that 80% of buying decisions are made at the display and in less than 10 seconds (info retrieved from week 4 lecture slides). Gagnon & Osterhaus (1985) also suggested the success of POP displays when they found that a well designed and well placed POP display can increase the sales for an entire product category (retrieved from here).

I think that this Star Wars Lego display was particularly successful as it is extremely attention grabbing due to the use of flashing lights and the atmosphere is creates. The use of motion in POP displays has been found to also be attention capturing due to the fact that stimuli in motion is more likely to grab attention in comparison to stationary ones (Franconeri & Simons, 2003). Therefore, it fulfills one of the main purposes of a POP display- to capture attention. It is important to capture consumers’ attention in today’s market due to consumers being bombarded with advertisements and product information.

A final reason why I think that this POP display was so successful is due to the fact that it is entertaining and would appeal to, and capture the attention of, many different people. Not only would it capture the attention of children (whom the product is aimed at), I think it would also have the same effect on the parents (whom would probably be purchasing the product) due to its impressive nature. Therefore, I believe this POP display would also stimulate purchase, as the consumer would think that if they had this product, they could also create something as impressive as this.

Iconic iPod Ad

For this week’s blog I have chosen to look at the iconic Apple iPod silhouette adverts, as they are very memorable. I think these adverts were so memorable for many reasons, but firstly because of the colours used in the ad. The bright backgrounds used are extremely attention grabbing and create a fun feeling to the ad. This would help to create the image in the consumer’s head that the iPod is a fun and enjoyable product. The upbeat, energetic music used in the adverts also adds to this fun image and aims to make the consumer want to get up and dance. (I think this is very successful as these adverts always make me tap my feet and get the urge to put my iPod in and have a dance!) These adverts also have a real mix of music genres such as hip-hop, rock, and dance, which means that the adverts would appeal to everyone’s music tastes – suggesting that the iPod is appealing to every type of person.

Finally, the most clever aspect of these adverts is the use of the dancing silhouettes. Mirror neurons are a certain type of cell within the brain that fire when a human sees someone else acting out an action, and when they are actually acting out the action themselves (Info retrieved from here). Therefore, if you were to observe someone dancing, the brain activity within the mirror neuron system would be exactly the same as if you were actually dancing. Thus, the use of these dancing silhouettes would get people’s mirror neurons excited making their brains feel like they wanted to dance.

The use of black silhouettes instead of using actual people take away any distractions so all you focus on is the product. The contrast of the white iPod against the black silhouette also makes the product stand out so that you remember it.

Therefore, these adverts were extremely successful as they are iconic, attention grabbing, fun, and memorable.

‘Share a Coke’ Campaign

As we learnt in our first consumer psychology introduction lecture this week, consumer psychology has changed massively over the years. From the wholesalers being the most influential in the late 18th and early 19th century, to the manufacturers and then the retailers in the 20th century, to the consumer’s orientation in the 21st century. The consumer orientation is referring to the sellers need to appeal to the consumers as they are exposed to so much choice with regards to todays market.

‘Share a Coke’ campaign

Coca-Cola commonly focuses on appealing to the consumer and making us feel involved with their product. Their recent ‘Share a Coke’ Campaign saw personalized bottles of Coke on the shelves (and not only on the shelves but all over social networking sites!). This illustrates the consumer involvement movement; making us feel valued as a customer with a personalized product with our names on it. Mugge, Schoormans & Schifferstein (2009) found that personalized products are effective in increasing sales as the consumer is more likely to create an emotional bond with this product. This theory may be correct as Coca-Cola actually released a thank you video to the consumers for the success of the ‘Share a Coke’ campaign.

Cokes sales also increased by 2.75% in the UK as a result of this campaign. Not only did the sales increase, but Coca-Cola’s index score (made up of how people perceive the brand e.g. their impressions, quality, reputation, & satisfaction) increased from 9.6 on the day the campaign was launched (30th April 2013) to 12.4 on the 10th September (Statistics retrieved from here). Therefore, the ‘Share a Coke’ campaign was extremely successful in appealing to the consumer, increasing sales of the product, and increasing people’s perceptions of the brand. Good job Coke!