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Inspiring Innovations
Introduction
As we welcome 2015 and with it possibilities for a new era of marketing
communications, a few questions become more relevant today than ever
before:
How can businesses create more lasting value for their consumers?
Why should brands and corporations focus their energies on being more
socially relevant with their businesses?
Here are five companies that are tapping the mobile and app market
cleverly:
1. Under Armour - Sports apparel giant Under Armour acquires apps in
the health and fitness market, giving it an enviable edge of being in
the possession of large amounts of relevant data from its target
audience.
2. SAPs TwoGo - With its carpooling app for working professionals, SAP
takes a strategic step towards more meaningful relations with its
customers.
3. Bellabeat - There are more pregnancy-related apps in use today than
from any other category. Launching aesthetically pleasing pregnancy
monitoring products with mobile apps, Bellabeat aims to redefine
prenatal care.
4. UberChopper - A case study in reputation rebuilding as international
car service company Uber launches chopper services via its app in its
city of shame, New Delhi.
5. Snapchats Literally Cant Even - This young app, with its innovative
original video series on the mobile, sets the ball rolling for newer
ways of content marketing.
Despite all its benefits, the mobile, due to its association with the selfie
stick the gadget of the hour is currently in trouble with museums across
the USA. An increasing number of museums are banning the use of selfie
sticks in their premises. Will this move affect visitor footfall?
Doing Good
It isnt enough today to talk to audiences about your brand; they want their
brands to be more than the products and services they represent.
Millennials, especially, demand sustainable and responsible growth from
organizations.
In the Peoples Insights report The Future of Business Citizenship, we found
that 83% of the 8,000 Millennials surveyed expect businesses to be at the
forefront in addressing social issues and being active agents of social change.
72% of them want businesses to place as much importance on their social
impact as on internal profits.
Here are three examples of organizations that are going beyond traditional
CSR to make a bigger impact.
1. Carlsbergs Green Beer Bottles Beverage giant Carlsberg ups its
green quotient with its plans to create a fully biodegradable woodfibre bottle for its beverages, moving towards a circular economy.
2. The UAE Governments Drones Project The UAE Government
establishes itself as a thought leader with its Drones For Good Award
an initiative to change the perception of drones and find more positive
use cases, by inviting ideas from across the world.
3. United Nations and Their 805 Million Names The UNs World Food
Programme gets its message across with its thought-provoking new
campaign the 805 Million Names Project. A well-executed and
innovative collaboration with soccer star Zlatan Ibrahimovi makes it
one of the WFPs most buzz-creating campaigns.
Inside
TwoGo by SAP
10
Bellabeat
13
#UberChopper
15
17
19
21
23
26
29
Marriotts Workspring
31
#MobileHealth
Sports apparel giant Under Armour
has been on an acquisition spree
buying three Health and Fitness
communities in the past two
years.
In November 2013, Under Armour
acquired Texas-based app
MapMyFitness. Now with the
acquisitions of Copenhagen-based
connected fitness firm Endomondo
and San Francisco-based
MyFitnessPal, the athletic apparel
company has established itself as
the player with the worlds largest
digital health and fitness
community.
What do these numbers mean for Under Armour and its acquisitions of these
successful companies?
Valuable Data to shape its Business Strategy
These apps and their websites thrive on real-time data making them a
combined repository of big chunks of data from Under Armours prime target
audience athletes, coaches and fitness enthusiasts. Analysis of this data can
enable the brand to create customized offerings for its audience.
This plays to Under Armours favour as it looks to transform the way athletes
train, perform and live.
What This Means for the Competition
Under Armour may not be the sole player in the booming fitness apps market,
and it isnt the first sports apparel brand to invest in apps or wearables. But
with its acquisition of the three major fitness communities all with their
established user base and data - it has a significant advantage over its
competition.
Nike has invested heavily in its own family of fitness apps and achieved quite
some scale: the Nike+ community is 30 million strong, and individual apps
like Nike Soccer are available in 46 counties and 19 languages.
Women's apparel giant Tory Burch tied up with Fitbit to create its own line of
bracelets that fit over Fitbit devices. The North Face has two very popular
apps in the sporting category Mountain Athletics and Snow Report.
Such apps will only flourish in the future at present, about 50% of mobile health
related data traffic comes from personal fitness apps.
At a time when marketers are experimenting with connected devices to innovate
and enhance user experience, Under Armours strategic acquisitions are welltimed.
Click here to read more about the growing popularity of mobile health and fitness
apps
TwoGo By Sap
#MobileCarpooling
Carpooling also known as ridesharing, car-sharing and lift-sharing
is a World War II practice from the
United States that has become
widely popular across the globe.
While carpooling has been around
for a while, the number of websites
and mobile apps offering ways to
search for and book ride-sharing
options have risen in the past
couple of years.
The latest in the market is the
TwoGo app by SAP. Available as an
app as well as on a website, its an
interesting consumer-focused move
from an otherwise enterprisecentric corporation.
Photo: TwoGo
Several corporations register with carpool services for the benefit of their
employees. At present, there are dozens of carpooling apps on Android and iOS.
Why Carpooling ?
A Green Practice
Carpooling is highly fuel-efficient fuel-wise, 85 million gallons are saved yearly
by carpooling - and co-workers sharing a ride eliminates the need of a parking
space for every employee, thus leading to a more efficient utilization of land.
This also directly translates to a lesser carbon footprint for the organization,
promoting growing through sustainable practices.
Conducive to Employee Productivity
While carpooling has been known to be fuel and cost-efficient, it also provides
opportunities for increasing employee productivity through better internal
communication.
Co-workers who carpool together get that much more time to get acquainted
with each other. This communication outside of the workplace can lead to them
being more receptive to each other, which can result in a better exchange of
ideas while working as a team.
Photo: TwoGo
Bellabeat
#MobileNursing
The market of health and fitness apps is
huge, and pregnancy-related apps are
one of the most popular categories.
On average, 47% of subscribers using
one or more health apps use a
pregnancy-related app.
Bellabeat entered the market with a
fetal monitor. In 2014, Bellabeat
unveiled its cutting-edge collection of
three new products for expecting
women.
Called Balance, Leaf and Shell,
Bellabeats new products are aimed at
making pregnancy and motherhood a
trackable journey.
Balance is a smart scale, Leaf is a smart
health tracker and Shell is a smart
pregnancy and baby monitor.
Photos: Bellabeat
All three products are connected to corresponding apps which monitor the
activity of the wearable/useable products.
There are similar pregnancy-related apps in the market, though none with an
interactive app-and-product feature like Bellabeat.
What makes Bellabeat unique is their aesthetic quality both with the app as
well as the products. The products have been designed to look chic and
appealing. So much so that one of the products the Leaf monitor can be
worn as a bracelet, necklace or brooch.
Bellabeats strategy is a good example in how seemingly techie products
like health monitoring devices can be made more appealing to consumers
by
(a) engaging them with the product (interactive apps)
(b) implementing innovative product design
Pregnancy guide apps for the dads. Click here to know more
#UberChopper
#UberChopper
As a brand, international car
service company Uber is known to
be innovative in its communication
efforts, and it has been pushing
the boundaries with each
campaign.
Teaming up with EuroCopter, Uber
provided chopper services for
couples on Valentines Day, in New
Delhi, India. This comes on the tail
of its hugely successful chopper
service to the Hamptons in the
U.S.
Though a first in New Delhi, Uber
had similar services in Mumbai
and Bengaluru over Fathers Day in
2014.
The US-based taxi service has been in the news recently for the alleged
misconduct with a female passenger in New Delhi.
The brands new offering, in the wake of this incident might seem like a
gamble, but it seems to be working in Ubers favour. Consumers (men and
women) are beginning to welcome back the brand:
Banned on the roads, Uber has taken to the skies in New Delhi to win its
consumers back, and its a bold move that may help repair its reputation.
Itll be interesting to watch how this affects the brands long-term image
with old as well as potential consumers.
#SnapchatDiscover
Consumer attention spans are getting
shorter and shorter, and Snapchats
latest venture into video content drives
home this very point.
Called Literally Cant Even, the social
networking sites new original web
series is a part of Snapchat Discover a
digital property set up for creative
content promotion.
What makes it unique is the length of
each episode (4 and a half minutes) and
that they self-delete 24 hours after
their release.
The scripted show, written by and
starring Sasha Spielberg and Emily
Goldwyn, daughters of legendary
filmmakers Steven Spielberg and John
Goldwyn, follows the lives of the two
protagonists around Los Angeles.
Only two episodes into its release, the series is already a topic of discussion.
While reviews range from applause to disappointment, Snapchat seems to be
confident in its content marketing venture.
Most of the active Snapchat community is made up of teenagers and women,
and the brand is targeting their content directly to them. Its split-screen
presentation, meanwhile, is an unprecedented step in mobile content
marketing, giving it an almost pioneer status.
Negative reviews notwithstanding, this attempt at in-house content creation
is a smart step by Snapchat, making it future competition for bigwigs like
Hulu, Netflix and Amazon.
2015 will see several apps revolutionizing content marketing, and Snapchat
seems to have set it in motion.
Click here to know more how major organizations are changing their approach
to Snapchat
Read reviews for Literally Cant Even, or click here for a video review
#MuseumSelfies
The list of dos and donts have a latest
addition in the museums of the USA No
Selfie Sticks.
An increasing number of museums
across the country are banning the
ever-present photography aid that
consumers have taken a particular liking
to.
While photography (including selfies) is
encouraged in these museums, its the
use of the selfie stick that has museum
management worried.
As users of the selfie stick wave around
their phones with gusto, its the
potential damage to exhibits that
museums fear.
Im worried about visitor safety and
protecting our art, says Sree
Srinivasan, Chief Digital Officer at the
Met.
With good reason too in January 2015 alone, the camera equipment
company iStabilizer claims to have sold over 15,000 selfie sticks. And thats a
conservative figure considering the number of companies who sell this
accessory worldwide. The actual figure could be closer to hundreds of
thousands.
Waving goodbye to free word-of-mouth?
While visitor and exhibit safety is a valid concern, it raises one question are
museums saying no to instant and free advertising, as people upload their
selfies to their social networks?
Selfies have taken over popular culture, and equipment that lets people take
clearer and more defined selfies is here to stay.
It rings true especially for museums as more and more tourists carry selfie
sticks to capture their moments at tourist attractions. Selfies tend to spill
over to multiple platforms. A quick search on Instagram shows more than 200
million photographs with the #selfie hashtag.
With the reach of user-generated content today, the selfie has the potential
to be a free advertising tool with a lot of power. Such voluntary endorsement
by people carries more value for the general public.
Instead, a middle-ground that lets visitors use their selfie sticks with some
boundaries could be advantageous for museums in the long run.
Read here about how brands on Facebook are using selfies as a marketing tool
#SustainableInnovation
Carlsberg, as a participant on Wasteless
Supply at the World Economic Forum in
Davos, announced that it will be
developing the first ever fully
biodegradable bottle for its beverages.
Partnering with packaging specialists
ecoXpac, Innovation Fund Denmark and
the Technical University of Denmark,
Carlsberg hopes to bring the product to
the market in the next three years.
This is a significant step for the
company towards a commitment to
sustainable development.
Called the Green Fiber Bottle, it is
proposed to be made from sustainably
sourced wood-fiber.
#DronesForGood
Since their invention, drones have been
associated with warfare, espionage and
other undercover military operations.
People the common man and those in
the government alike have been wary
of drones.
While drones, also known as Unmanned
Aerial Vehicles (UAVs), are most used in
combat today, they also have the
potential for making human lives less
complex and more efficient.
Theres a need to bring about a shift in
the current perception about drones.
And thats what the UAE Government
attempted to do with its Drones For
Good Award.
Launched in October 2014, The UAE Drones For Good Award was a contest
run by the UAE Government, calling innovators to submit working prototypes
of drones that could be developed into fully functional systems within the
next three years.
This social innovation campaign initiated by the UAE Government aims to
raise awareness about the positive benefits of this cutting-edge technology,
and to collaborate with the brightest minds for groundbreaking innovation.
We want to reach to people before they reach us. We want to save time, to
shorten distances, to increase effectiveness and to make services easier.,
said Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime
Minister of the UAE and Ruler of Dubai while launching the award.
The mention of drones usually raises red flags concerns about privacy and
safety of civilians and governments. Theres no denying though that these
machines in the sky will become a common sight in the coming years.
According to one estimate, there could be as many as 30,000 drones (small
and big) in the American airspace by 2020.
Drones can be used to provide real-time aid to areas affected by
international crisis. It can also benefit daily human lives in unprecedented
ways.
E-commerce giant Amazon, for example, is looking into ways to use drones
for quicker deliveries to customers an astounding 30 minutes from placing
the order!
See: Zephyr the drone that broke records for the longest high-altitude flight
#805MillionNames
805 million people are suffering from
hunger today. Make sure the world
knows.
With a call-to-action like that, the
United Nations World Food Programme
(WFP) strikes the right chord in its
brilliant new 805 Million Names Project.
Partnering with soccer star Zlatan
Ibrahimovi, striker for Paris-SaintGermaine and captain of the Swedish
national team, the WFP unveiled the
campaign during a match Ibrahimovi
was a part of, which also happened to
be on Valentines Day.
Whats made the campaign stand out is
the advertising medium Ibrahimovis
body which was tattooed with 50 names
a symbolical representative of the
estimated 805 million people affected
by hunger globally. And his Twitter
account which is followed by 2.47
million people.
#EvolutionofSearch
The data shows it more and
more, people are going online to
learn about their health, sickness,
symptoms, treatments and so on.
1 in 20 searches on Google are
related to health - thats about 175
million searches on health every
day.
Its easy to understand why its
quick, convenient and cheaper
than visiting the doctor, and there
are millions of web pages offering
answers.
The trend is continuing, but raises
worries about the quality of
information people are using to
self-diagnose and self-treat.
Marriotts Workspring
#InspiredWorkspace
A day at the office today looks a whole
lot different than it did decades ago. As
professional lives see shifts from the
mundane to the more interesting,
workspaces arent left behind.
As the trend is veering towards
alternative workspaces, cubicles are
being replaced by more innovative
designs.
Catching up to the need for workspaces
that offer more flexibility, Marriott
Hotels & Resorts, the signature brand of
Marriott International, has introduced
Workspring - a new-age meeting space
for small and large business groups as
well as individuals.
Peoples Lab
Peoples Lab is MSLGROUPs proprietary crowdsourcing platform and
approach that helps organizations tap into peoples insights for innovation,
storytelling and change.
Peoples Lab helps organizations build and nurture public or private, web or
mobile, hosted or white label communities around four pre-configured
application areas:
1.
2.
3.
4.
Our community and gaming features encourage people to share rich content,
vote/ comment on other peoples content and collaborate to find innovative
solutions.
Peoples Lab forms the core of our insights and foresight approach, which
consists of four elements: organic conversation analysis, MSLGROUPs own
insight communities, client specific insights communities, and ethnographic
deep dives into these communities. The Peoples Insights reports showcase
our capability in crowdsourcing and analyzing insights from conversations and
communities.
Thank You!