Archive for June 2012


Ad Fail – SheKnows.com Doesn’t Really Know

June 27th, 2012 — 3:14pm

SheKnows.com is a women’s content site that streams articles and information on a variety of information including entertainment, beauty, and home and garden. One revenue stream for the website comes from advertisements.

Panera Bread was an advertiser that sponsored a lot of SheKnows.com ad space. In an effort to maintain and “keep them happy,” editors at SheKnows.com sent out internal emails encouraging staff to repeatedly click on ads so that Panera would think their advertisements were generating a huge increase in traffic to their site.

“But we can help everyone out a bit if we get in the habit of clicking on any ads you see alongside your articles, on the site, in your section, ANYWHERE. Our advertisers are the reason we all have paychecks each month, so it’s important that they’re happy. Literally all you have to do is click on the ad—you don’t have to stay on their site for a certain amount of time and don’t have to buy a thing. Just click! Click 100 times if you want to!” – Joanie Segall, Editor

“We have a big sponsorship from Panera, specifically in the healthy cooking section. If you see it, click it! We want to keep them around.” – Alicia French, Editor

Of course, once Panera found out about SheKnows.com’s (poor) strategy, it pulled the sponsorship. According to Kyle Cox, president of SheKnows.com, the two editors are on suspension with the threat of termination.

What do you think of all this? Hit us back…

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Ad Win: Arctic Ready

June 22nd, 2012 — 9:01am

Greenpeace developed a mock Shell “Let’s Go” site, in which Shell fans could design their own advertisements. The idea was that fans would think that their ads promoted drilling in the Arctic, which was apt to upset a lot of consumers.

“As expected, no one was ‘pumped.’ So, instead, a series of anti-Shell ads have been created.”

The anti-Shell ads have a specific focus on Arctic animals and scoff at Shell’s drilling. The campaign has succeeded in its goal to push the impact that oil drilling has on Arctic animals into perspective – from the consumer’s point-of-view.

As a consequence, this campaign has disrupted Shell’s audience and has negatively impacted their brand. We are curious as to what Shell will do to monitor and respond to these ads. We’re thinking a huge pro-animal initiative will be in the works…

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Ad Fail- Harvey Nichols’ Pee

June 13th, 2012 — 1:01pm

Harvey Nichols is a department store located throughout the United Kingdom. Their new advertising campaign, highlighting an up to 70 percent off sale, is meant to “capture a near-fanatical spirit, because let’s face it, the thought of picking up brands at up to 70 percent off is enough to excite and overwhelm even the most composed shopper in us all,” says Press and Marketing Director, Julia Bowe.

Ok, she’s right on – 70 percent off sales are exciting, and so the tag line “try to contain your excitement” is appropriate… just not with wet pants.

Toilet humor is probably one of the funniest forms of humor there is, but even us lovers of “humeur de toilette” know that there is still a time and a place. And rest assured, neither should be incorporated into a retail clothing ad campaign – horrible representation!

Aren’t these ads supposed to make us want to buy the clothes? We can’t even look at what the models are wearing because the pee stain is so distracting! Final decision: we’ll catch the next sale.

Hit us back…

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Top 10 Tweets of the Week

June 8th, 2012 — 9:29am

Our top 10 tweets #frompopcultureandmarketing of the last week:

What Tweets made you smile lately?  Or what Tweets did you favorite, retweet, or just find shareable in some way? Hit us back at social@weltbranding.com or leave us a comment!

Post on our Facebook wall at Welt Branding
Tweet us at  WeltBrand
Or join our LinkedIn group at Welt Branding: Challenge Everything

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