Category Archives: Offerings

posted by Keely

May 08, 2013 @ 1:31pm

Social Media for Social Good: Top 3 Faves

Here at Riggs Partners, we appreciate corporations who invest in social responsible campaign strategies. Social good is in our DNA, and it’s apparently in these corporate brands as well. Kudos to L’Oreal, Secret, and Dove for these top 3 uses of social media for social good:

1. L’Oreal Paris Women of Worth

 

Social Media for Social Good

The Women of Worth program sponsored by L’Oreal Paris celebrates everyday women who follow their true passion to make a difference in the world. Each year since 2006, ten women are selected and recognized for their extraordinary community service efforts. L’Oréal Paris makes a $10,000 donation to each of the selected Honorees to support their work. Additionally, one Woman of Worth Honoree and her cause is selected by public vote as the Women of Worth National Honoree, receiving an additional $25,000 donation for her charity of choice.

Social Media Take-Away:

With more than 2 million followers on their primary Facebook page and 21,000+ followers on the Women of Worth official Facebook page, L’Oreal Paris is giving new meaning to their slogan, “Because You’re Worth It.”

2. Secret’s Mean Stinks

Secret's Mean Stinks social good campaign

Secret thinks that being mean stinks. That’s why they have ganged up for good to help end girl-to-girl bullying. The campaign includes a series of challenges, films, a gallery, tips and tools, and encourages girls to interact with each other online to stand up against bullying together.

Social Media Take-Away:

Mean Stinks integrates visual and multi-media content seamlessly across various digital platforms with fully branded channels on Twitter, Facebook, Pinterest and YouTube. Secret’s official corporate Facebook page with more than 1.6 million followers includes a Mean Stinks tab that hyperlinks to various interactive opportunities within the campaign. Twitter channels are integrated using hashtags such as #gangupforgood and #bluepinky, and visual content is shared through Pinterest while video content is shared through YouTube.

3. Dove Real Beauty Sketches

Dove social good campaign“Imagine a world where beauty is a source of confidence, not anxiety.” Women are their own worst critics with studies showing only 4% of women consider themselves beautiful. Dove decided to conduct and document a social experiment that proves to women something very important: You are more beautiful than you think.

Social Media Take-Away:

With over 45 million Youtube views, Dove’s commitment to building positive self-esteem has inspired women and girls to reach their full potential far and wide. Dove features a “Social Mission” tab on their Facebook page of more than 14 million followers where they encourage discussion about beauty, confidence and self-esteem. The “Self-Esteem Wall” includes downloadable tools and discussion guides as well as a nomination form to share a story about an unstoppable girl. You can even join the conversation on Twitter by following the hashtag #WeAreBeautiful.

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posted by Julie

Apr 24, 2013 @ 1:51pm

Monsterlicious.

I’d never heard of Stefan Mumaw before last week, but in the span of about an hour he crystallized what marketing has become and what it has the potential to be.

An ad agency creative director, Stefan is the author of a book called, Chasing the Monster Idea. His presentation focused on the seven characteristics of monster ideas. So just exactly what is a monster idea? Here’s his definition:

“The truly monster idea is more than just good; it transcends the boundaries of the problem to solve it so simply and so powerfully that it almost sells itself. It’s the campaign idea that grows on its own, powered by those evangelists who first discover its true value, and it forces everyone else to catch up with it—if they can.”

I’m not going to share his seven characteristics — he shares them in his book. You can download the first chapter free here or get the whole schmere here. Instead, I’ll share my biggest takeaway from his presentation.

In the past, marketers have tended to throw everything inside the kitchen sink and then throw it at a consumer hoping something — anything — might stick. Now we weren’t always quite that ham-fisted. Sometimes we presented them with one unique selling proposition in the form of a creative execution or campaign. Regardless, we told them what we wanted them to know. The goal was to sell them on something.

While we were busy deciding what we wanted them to know, consumers were being rewired. The Product no longer holds weight with them. What does is the other stuff: how that product makes someone feel or the problems it solves. They are not being sold to; they are buyers. Most important of all is the acknowledgement that the marketing universe has shifted into new territory: consumers recognize and often filter out push-style messages.

Stefan’s answer to reach this new breed of consumers is to pique their curiosity and then reward their effort with a good experience.

Marketing with the goal of making people curious? That itself is a monster idea.

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posted by Julie

Mar 27, 2013 @ 3:14pm

Get it right from the get-go.

Time has never been more precious in (insert what you do for a living here). It’s a universal theme in just about every marketplace today. Profits are razor thin. How quickly can we get it all done? How can we do it differently than (insert competitor who is breathing down your neck)? How can we make (name of widget, service, event) relevant?

A marketing world that once measured budgets in whole dollars now scrutinizes every cent under an electron microscope. Being seen matters. Getting consumer brains to slow down long enough to process why they need to pay attention to you matters.

All the budgetary gnashing adds up to one imperative that even the greatest tactic cannot overcome. Having an effective, sound strategy is today’s marketing imperative. The right strategy answers key questions down the road. Are the (photos, tactics, content or messaging) right on-target or are they off-brand? Should we (reallocate funds, stretch our neck out, pass) on this opportunity?

The right strategy is a both a guideline and roadmap. Without one, you’re certain to wander off course. Even worse? You have nowhere to find your way back to!

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posted by Cathy

Mar 19, 2013 @ 2:44pm

RP Welcomes Inbound Marketing Specialist Catherine Doyle

How pleased we are to (officially) welcome Catherine Doyle to Riggs Partners!  A protege of RP Inbound Marketing Director Keely Saye, Catherine is an Inbound Marketing Specialist who will work with RP clients on Cross Channel and Inbound programs.

A native of Tulsa, Catherine is a graduate of the University of South Carolina where she served on the executive boards of Zeta Tau Alpha, Mortar Board and Dance Marathon. She also wrote for Garnet & Black, Discover Carolina, InterCom, and served as writer and publisher for The Odyssey.

Bonus? Catherine is working toward certification as a yoga instructor. Needless to say her Zen demeanor graces the WECO in a most elegant—and calming—way.

Welcome, Catherine!

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