An inspired piece of YouTube advertising

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An inspired piece of YouTube advertising

Penelope Bettison - Thursday, November 03, 2011

This week I stumbled across a campaign developed by Dermablend cosmetics, a brand I had not heard of until now. Their YouTube video was released on 11 October 2011. An inspired campaign, not dissimilar to the Dove campaign a few years ago.

As of today, 3 November 2011 it has had 3,750,350 views. Dove has had close to 14 million over 5 years, so given Dermablend has had close to 4 million in one month, I'd say it's tracking pretty successfully.

No doubt the video has been integrated with a suite of other tactics and channels for this campaign (with an impressive budget no doubt), which I look forward to hearing more about.

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Top 5 marketing mistakes I see again and again

Penelope Bettison - Tuesday, January 31, 2012

1. Businesses don’t understand and leverage the true value of their brand

All too often I am surprised to discover hidden gems of amazing brand stories within organisations. Stories that the businesses overlook, take for granted and lose sight of due to being too close to their business which impedes their ability to be objective. They miss an opportunity to be inspired by the true authenticity of their brand.

Often the brand has never been defined, resulting in inconsistent activity and ineffective messaging.

SOLUTION: Align the team and create a culturally supported brand vision.

This can and should result in a significant forward progression throughout a business, not just in marketing but all departments from finance to operations to HR.

..

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