Fresh on the heels of actress Jennifer Lawrence’s Golden Globes win for “Joy,” the real Joy Mangano is rolling out “Joy Meets Word,” an ad campaign meant to waltz her mops, steamers and hangers into the retail universe. Mangano, who started with Miracle Mops, has been a Home Shopping Network fixture for decades. The new national ad campaign, created by Red Tettemer O’Connell + Partners, heralds her distribution in such retailers as Bed Bath & Beyond, Macy’s, The Container Store, and Target. “The big mission here was that while Joy is famous on HSN, we needed to introduce her to the world beyond that,” says Steve Red, chief creative officer. And while Mangano’s core HSN audience is between 35 and 55, the new effort is also intended to appeal to a slightly younger crowd. The commercials make no reference to the movie itself, which chronicles Mangano’s rise from struggling single mom to mop magnate, and earned a “Best Picture” nomination at the Globes as well. But the campaign was timed to break with the award show, “and we are referencing it in our social media efforts, too,” he tells Marketing Daily. He says the campaign, which stars choreographed crowds dancing with the innovative mops, steamers and hangers Mangano is best known for, was meant to “distill Joy’s infectious personality into, as much as possible.” The idea was also to reflect some reality. Many of the performers aren’t model-thin, for example, nor are they even perfect dancers. “That was very intentional,” he says. “This isn’t mechanically synchronized. We wanted to cast the kinds of real people you see every day.” Social and digital activations are running nationwide, and the TV spots are running in major markets, including New York, Philadelphia, Boston, Chicago, Minneapolis and Los Angeles. And for the next round of the campaign, RTO+P says it is introducing specific product spots.
Last year, for the third year in a row, Amazon had the highest perception ranking within the U.S. market as measured by YouGov BrandIndex's Buzz score. For the Buzz scores, BrandIndex tracks 1,400 brands daily, asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" The scores range from 100 to -100, with a zero score equaling a neutral position. Netflix ranked #2 in the U.S., with a 30.2 score, bumping YouTube down one place, to #3. Amazon and Netflix were the only brands in last year's top 10 to improve their scores this year compared to last; the others were even or dropped a few points. Rounding out 2015's top 10: Google; Cancer Treatment Centers of America (newly added to the YouGov BrandIndex database along with other hospitals in early 2015); Apple and Samsung (tied at #6); iPhone (new to the top 10); and Lowe's and Walgreen's (tied at #9). Walgreen's was also new to the top 10. Subway, Ford, Cheerios Drop Out of Top 10 Three brands that were in 2014's top 10 didn't make it in 2015: Subway, Ford and Cheerios. Subway, hit by the child pornography and sex-with-minors scandal that sent its longtime brand rep Jared Fogle to prison, dropped from #3 among all brands (across categories) last year to #20 this year, as its Buzz score dropped from 24.9 to 17.2. Still, being #20 among 1,400 brands remains impressive—and Subway also remained the #1-ranked brand within the QSR category (followed by Wendy's, Chick-fil-A, Pizza Hut and Sonic). Ford's overall ranking slipped from #9 to #11 (though it remained #1 within the automotive category), as its score declined from 22.1 in 2014 to 19.5 in 2015. Cheerios' overall ranking declined from #10 to #17, as its score dipped from 21.8 to 17.9. Biggest U.S. Perception Gainers The brand realizing the largest gain in average Buzz score in the U.S. last year was General Motors—which has rebounded remarkably quickly from the major engineering safety cover-up scandal that came to light in early 2014. Although GM's perception hit bottom that April, its car sales hit records only two months later, notes YouGov.) GM's score rose 14 points, from -13.2 in 2014 to 0.8 in 2015. Chevrolet—the GM brand that took the brunt of the faulty ignition crisis—saw its Buzz score rise by 7.6 points last year, from 7.4 to 15. Target—still on the comeback trail from the huge data security crisis identified during the 2013 holidays—saw the third-largest gain in Buzz score: up 6.7 points, from 9.3 to 16. In addition to being the second highest-perceived of all brands, Netflix ranks #4 in perception gain: Its score rose 4.2 points, from 26.1 to 30.2. At this point, the 2011 furor over Netflix's jacking up its fees seems to be long forgotten, as it wins new customers and existing customer loyalty with original, award-winning content. In fifth place: Trivago, which saw its score rise 3.6 points, from 8 to 11.6. On the way, it passed Priceline, Expedia, Travelocity and Hotwire to become the highest-perceived brand in the travel booking category. YouGov attributes the quick rise in no small part to awareness-building via the ubiquitous "Trivago Guy" (Tim Williams) commercials. Carnival Cruises—recovering from its stranded ships crisis of 2012 and 2013—is at #6. Its score rose 3.5 points, from -3.5 to 0. Flonase is #7, with a gain of 3.1 points, from 4.4 to 7.5. "Thanks to a very bad allergy season, Flonase generated almost $100 million in sales in its first 16 weeks on the shelf, to become the category best-seller," sums up YouGov. Amazon Instant Video/Prime Instant Video gained 2.7 points (rising from 8.9 to 11.6) on the strength of its expanding streaming content and unlimited access/storage for music and photos, as well as its two-day shipping. Its July "Prime Day" promotion may also have helped, although many consumers weren't impressed by the prices offered. Facebook—which grew from 1.39 billion to 1.55 billion active users in last year's first three quarters (and in August saw 1 billion users on the same day, for the first time)—also saw a point gain of 2.7, from 10.9 to 13.6. This was Facebook's first appearance on the annual perception gainers' list. Rounding out the gainers: Amazon, with a 2.4-point increase, from 29.7 to 32.1. Its aggressive services and capabilities expansion yielded more share and revenue this year (and even some profits). YouGov notes that of every additional $1 Americans spent for items online this year, Amazon captured 51 cents, according to a recent estimate by analysts at Macquarie Research. The annual perception rankings, viewable in a dedicated area on the firm's site, also include U.S. rankings by industry categories and demographic segments, as well as brand rankings by countries.
Although they have been tagged as one of the bright spots for the coming year in the consumer electronics sector, makers of smart home devices need to be concerned about user-friendliness if they want them to truly take off. According to a survey conducted by Support.com, which provides tech support and support center services, nearly a third (31%) of smart home system owners struggle with the complexity of setup. In addition, 43% of potential smart home device buyers are concerned about how complex setting up the system might be. “Complexity is starting to impede adoption,” Alex Polous, Support.com’s vice president of marketing, tells Marketing Daily. “If we want to increase adoption, we need to look at the user experience and not just the flashy features.” Still, 37% of current smart home device owners installed the devices themselves, and 61% want to attempt to fix the issues on their own. Providers, then, should offer an array of support options for different customers and for different stages of ownership, he says. “You need support that will guide you through setup and the on boarding process, and then use the system that will help you use it to its full potential,” Polous says. “People increasingly want to solve problems for themselves.” About half of potential buyers (49%) are inclined to use a single providers to purchase, install and offer support for their systems (compared with 40% of current owners). Among potential buyers, 43% would be willing to pay a one-time fee for professional installation, though a similar percentage didn’t know which company is responsible for the support. “Brands need to be very clear about what support is available and who will provide it,” Polous says.
Heineken is launching an integrated global marketing campaign today geared toward Millennials that focuses on the responsible consumption of alcohol. “Moderate Drinkers Wanted” includes a TV spot showing frustrated women using public transportation to make their way home, leaving their companions (drunken men) behind at the bars. Created by Publicis, the spot features the iconic 80s song “I Need A Hero,” originally sung by Bonnie Tyler and featured in the movie “Footloose.” Emmy award-winning director Nicolai Fuglisg shot in Los Angeles bars and the subway. The voices of the female stars in the campaign are used to sing the track. At the end of the spot, a man charms the woman serving him drinks in a bar when he turns down a second bottle of Heineken and leaves with his faculties intact. The spot will air across 30 markets worldwide. The goal of the campaign is to encourage men to drink responsibly during their nights out by showcasing how potential partners may find those who practice responsible behavior more approachable. Heineken enlisted Canvas8, who surveyed 5,000 premium beer drinkers ages 21-35 in five countries. They found that Millennials prefer to enjoy their beers by drinking responsibly and in moderation and that 75% of Millennials limit alcohol consumption a majority of their nights out. “This study shows responsibility is becoming an active -- and attractive -- choice for a motivated generation who want to stay in control,” said Nuno Teles, chief marketing officer, Heineken USA, in a release. “Drinking responsibly enables Millennials to shape their own reputation and to make the best of every opportunity that comes their way.” The new campaign builds on Heineken’s commitment to use its flagship brand to convey the “Enjoy Responsibly” message, first launched in 2004. In addition to investing 10% of its media spend in dedicated responsible consumption campaigns, the brand delivers its responsibility message through its sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events around the world. Well over two-thirds of Millennials (69%) cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out. More than a third of those surveyed (36%) admit they have suffered “social shaming” after appearing to be drunk in a photo on social media. The x-factor for a great night out is shifting, with Millennials prioritizing good food and friends over excessive alcohol consumption. They are also searching for "new experiences" (49%) rather than the same old "great entertainment" (39%). When it comes to finding "the one," nearly all (97%) believe that drinking excessively is not conducive to meeting someone and falling in love. The vast majority of survey participants (88%) accept that they are responsible for how their life turns out. Nearly three-fourths of those surveyed (71%) believe that their life is better when they moderate their behavior. Nearly seven out of 10 (69%) feel they have to work harder for career success than their parents.
The National Automobile Dealers Association (NADA), an auto dealership trade and lobbying organization, has completed a rebranding. The group changed its corporate logo and those of its sub-brands, including NADA Academy, NADA Convention and Expo, and NADA Retirement Program. NADA’s redesign faces an audience not only of dealers, but of OEMs/partners, politicians, the media, and, probably to a lesser degree today than a few months ago, the public. "A strong and recognizable brand is critical to the individual success of each of our dealer members, just as it is critical to the success of the manufacturers of the vehicles our dealers sell and service," said NADA president Peter Welch, in a statement. "It's no different here at NADA." The group is also changing the name of its powerful lobbying group to NADA PAC from the Dealers Election Action Committee. NADA PAC is the third-largest trade association action committee by contributions. There are some 16,500 dealerships in the U.S. challenged from several sides, including new companies, Tesla and beyond, that are not likely to embrace franchised dealerships. If Tesla’s model becomes a social change agent, the franchise model could be in deep trouble. And then there’s technology, a force majeure for the business. About 80% of car buyers go to third-party sites to shop, and in a study in 2014, McKinsey found that half of millennials who bought cars used mobile devices. No doubt that number has growth rapidly since then. NADA, which is getting out of the consumer info business, having last year sold the NADA Used Car Guide to J.D. Power, is focusing on dealer advocacy on the Hill, per Welch. “Enabling NADA to better focus on its core mission of enhancing America's new-car dealer network, and advocating on behalf of our dealer members in Washington, D.C., has been one of my primary objectives as president of NADA," said NADA president Peter Welch, in a statement. "Whether we're talking about mobilizing our grassroots network, testifying before Congress, or the sign on our door, if it's going to benefit America's franchised new-car and truck dealers, then NADA is going to do it."