Our Account Director (also known as our drill-sergeant), Emily, has worked in the Big Apple on a number of digital and traditional campaigns. She was a Division One All-American Field Hockey player in college, loves candy, and is now a crucial and accomplished member of the Booje Media team. She sits down with us to talk about digital and traditional marketing and her advice on launching successful campaigns.
Could you give us a little run-down of your background?
I graduated from Boston College with a Bachelor of Science in Management and a concentration in Marketing. I know, it’s a mouthful!
In New York, I worked at Berlin Cameron United (part of the WPP Network) and Publicis World Wide. Some accounts I’ve contributed to are Stolichnaya Vodka, ING Direct/Capital One 360, Wyndham Hotels, Comcast Business Class, and Fairlife. I’ve also worked on two P&G CPG brands: Pepto-Bismol and Prilosec OTC.
After five years in the city, I decided I needed a change and came back to Vancouver. For a year, I worked at The&Partnership (also part of the WPP Network) and their key client, TELUS. I then found my fit at Booje Media, and have been here since May.
How do you see the change in digital marketing strategies apply to brands and their social media presence?
Now that we are able to cater to individuals, based on their interests and preferences, brands can tailor creative that will resonate with certain groups. They can become more connected with their audiences – encouraging people to convert and make informed purchases.
In the last few years, brands have also had a higher interest in getting to know their customers. Whether it’s face-to-face questions in focus groups, on road tours, or pulling analytics and demographic details on the back end, brands are investing in their customers and interests.
In the past, I have been part of client focus groups and road tours. Learnings from face-to-face conversations with brand loyalists and competitor users are hugely beneficial. Through these conversations, brands can collect the necessary information to target individuals – whether encouraging people to stay loyal, or nudging them to make a switch from another brand.
As a brand, you’ve always got to be on your toes. As much as you want to make a customer switch, you’ve got to keep in mind that other brands are targeting your loyal customers – providing incentives for them to jump your ship and hop on board their brand. Finding a balance of pleasing a current customer while earning new ones is not an easy task – but one that I am fascinated by.
What campaign has been your most memorable so far?
I’d have to say it was the Prilosec OTC (over the counter) 2014 campaign with Larry the Cable Guy. This was a favourite for multiple reasons.
Firstly, the metaphors that each component represented were so deliberate. All elements were studiously planned during the campaign’s strategy stage. It was fascinating to see and contribute to the calculation of each detail.
Secondly, we were preparing for Nexium 24HR (Prilosec OTC’s biggest competitor) coming over the counter. With situations like this, a brand must plan for a competitor’s mass campaigns and potential hits to your own business. So that’s what we did – prepared, strategized, and executed.
Lastly, the shoot and creative process was a transcendent experience. We shot in LA for two days, which is pretty amazing in itself… But to add to it, we had a stunt double on a jet ski go off a jump and fly through a ring of fire, extinguishing it as he flew through… That was more of a mouthful than describing my degree… The print, digital, and social projects all had cohesive elements that created consistency and flow – allowing all pieces to work together to tell a story.
What campaign has been the most effective so far?
Probably the same campaign as above. “You Can’t Beat Zero Heartburn” was our hard-hitting tagline. A phrase like this encourages an audience to think of life without an ailment (in this example, it’s heartburn). The quippy line helps associate a brand with a problem’s resolution. “1/24/0” was another one of our lines (1 pill each morning, 24 hours, 0 heartburn). These sorts of lines resonate with people – I don’t know if it brings us back to our first grade math classes, or what, but they do resonate. We successfully combatted the Nexium 24HR launch with this strategic and creative work.
Do you see brands shifting from traditional to digital marketing?
Absolutely! I believe this is a trend that will continue to grow. Today, everyone has a smartphone; so, if you don’t have a digital campaign that can live on a mobile device, you are missing a huge portion of a population. It’s important to integrate this form in your plans, and approach it tactfully.
On the other hand, I do think there is still value for brands (depending on who they are) in TV, print, and traditional marketing. These mediums will not evaporate. As long as your media plan is tight and efficient, I think the output for brands with a large enough budget still pays off.
The constant moving of parts and finessing of details challenges a brand; however, this is what makes our job so interesting. We love finding unique and informed solutions for each client – helping them project their best face on social media and print.