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Mallory A. Russell

Member since January 2009 Contact Mallory A.

  • Director of Content Visible Measures
  • 1550 Bay Street
  • B127
  • San Francisco California
  • 94123 USA

Articles by Mallory A. All articles by Mallory A.

  • The Dove Effect in Video Insider on 04/20/2015

    Last week, I proclaimed April to be the month of Dove. I wrote about how the brand had released a stunt video about female beauty standards every April for the last three years and how those stunts drove debate and conversation, which, in turn, generated viewership. This month we're seen three great examples of female empowerment campaigns that address body image and beauty issues, paying homage to Dove's legacy while pushing the genre forward. And, let's be clear: Female empowerment has moved from a trend to a genre unto itself.

  • April Is The Month Of Dove in Video Insider on 04/14/2015

    For the last three Aprils, Dove has launched a stunt-based video campaign about women's beauty issues -- with great success. In 2013, the brand had a huge hit with "Real Beauty Sketches," which generated 146 million views. In 2014, the brand released the much more controversial "Patches," which garnered 58.8 million views. And on April 6 of this year, Dove released its latest stunt campaign, "#ChooseBeautiful."

  • Why Brands Should Have Fun On April Fools' Day in Video Insider on 04/03/2015

    Video has proven to be a highly effective medium for brands' April Fools' Day pranks, especially since it's one consumers like to share. This year we saw a few trends emerge among the content.

  • Ad Council Campaign Embraces Diversity Through Love in Video Insider on 03/20/2015

    The Super Bowl is a huge event for advertising, and online video in particular. Campaigns associated with the 2015 Super Bowl have generated more than 460 million views. But brands don't need a major event like the Super Bowl to create major viewership. On March 3, the Ad Council released "Love Has No Labels," which aims to overcome bias and embrace diversity through love. It has surpassed all 2015 Super Bowl campaigns to be the most-watched campaign of the year, to date.

  • Intel Harnesses Viewer Interaction In Video Series in Video Insider on 03/13/2015

    On Wednesday, Intel released the trailer for the fourth installment of its Inside Film series. In this year's video, "What Lives Inside," Intel partners with Dell for the first time and dives into a new genre, fantasy.

  • A Natural? 'Fifty Shades Of Grey' Spoofs Promote Condom Brands in Video Insider on 02/26/2015

    There was a ton of buzz around "Fifty Shades of Grey" in almost every stage of its development, from the moment the cast was announced to the the film's first teasers (which have generated more than 380 million views.) Three brands leveraged the excitement around the film's release with their own content.

  • Super Bowl's Emotional Ads Echo Online Video Tactics in Video Insider on 02/10/2015

    You can't argue with the fact that Super Bowl ads were markedly different this year. The $4.5 million price tag for a 30-second spot deterred many seasoned advertisers from participating. There were fewer auto brands advertising, and since they often produce some of the most memorable work, the tone of the advertising shifted.

  • The Super Bowl Will Be Measure Of Facebook's Video Success in Video Insider on 01/27/2015

    When Facebook announced last fall that its video metrics would be made public, the media began to speculate. Would this data prove that Facebook had the potential to overtake YouTube as a video platform? We've learned a few things since then.

  • Why Is It So Quiet? It's Almost the Super Bowl! in Video Insider on 01/22/2015

    It's now less than two weeks before the Super Bowl, but it seems oddly quiet in adland. By Jan. 21, 2014, a total of 19 brands had released teasers and/or full Super Bowl ads that were driving viewership. This year, I can count on one hand the number of actual Super Bowl spots I have already viewed.

  • Newcastle Redefines Super Bowl Ambush in Video Insider on 01/15/2015

    No, there is nothing new about the brand ambush - capitalizing on an event without paying for TV time or sponsorship. Nike has built a reputation (and a strategy) as an ambush advertiser during both the Olympics and the World Cup. Nike's ambush creative never fails to drive viewership, buzz, and media coverage. The same cannot be said for most brands that try to ambush events, especially during the Super Bowl, when campaigns are generally artless and overplayed. But last year, Heineken's Newcastle Brown Ale showed us all what a proper Super Bowl ambush might look like with "If We Made It."

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