Vans has followed up its International Women's Day campaign with another look at diversity and culture in its "This Is Off the Wall" series, which encourages people to get out and experience new people and places around them, then take photos. "All the stories within the series will include a call to action for anyone, anywhere to participate so that we can enable creative experiences and experimentation worldwide," said April Vitkus, senior director of global brand marketing and strategy at Vans.
Nike's Snkrs app engages superfans by alerting them to new limited-edition sneakers, and the brand is even using geographical data to notify certain fans in specific locations. The app is just one part of the strategy introduced by CEO Mark Parker to connect with mobile consumers and build a more direct relationship with fans of the brand.
HP aims to overturn stereotypes about the kinds of work Latinos do in the latest edition of its "Reinvent Mindsets" campaign. The video ad asks people on the street what types of jobs they think Latinos hold, then shows there are no limits by featuring Latino professionals talking about their careers in technology and media.
Political candidates have been hesitant to invest in Spanish-language ads, but evidence is mounting that they can be positive difference-makers. Cultural cues may be easy to miss, but a sincere effort to reach these voters in their own language is likely to pay off, writes Stephen Nuno.
Rep. Ileana Ros-Lehtinen, R-Fla., was the first Latina in the US Congress, but as she heads into retirement it's her ability to transcend her identity as a Cuban-American woman others remember. "Not only is she a Republican congresswoman, but she's been able to transcend the rigors of just being (known as) a Cuban American woman," said Eduardo Gamarra, director of the Kimberly Green Latin American and Caribbean Center at Florida International University.
Google has begun rolling out its mobile-first index, and Jim Yu explains how marketers can ensure their search engine optimization strategies are ready. Understand your prospects' mobile journey to identify intent signals and create relevant, mobile-specific content, and also make sure you've got the technical basics covered, he writes.
Peet's Coffee has positioned interactive mobile exhibits at the Coachella music festival to bring attention to its cold-brew drink. The company invited fans onto its branded bus to beat the heat, while its keg trike traveled the festival sharing samples of its Baridi Black Cold Brew coffee.
Altitude Agency CEO Sean Hakes discusses his company's talks with Amazon's Alexa.com to develop a search engine optimization feature that would enable business-to-business marketers to use a single dashboard to identify and disavow bad links -- thereby avoiding penalization by Google. "There's a possibility we'll see a tool like this sometime in the future," Hakes says.
Facebook has made changes to its algorithm that it says will make the user experience more rewarding, but what does that mean for advertisers? According to Facebook spokesperson Mike Manning, the company has been telling advertisers for years that as organic reach declines, the best way to reach targeted audiences on the social media site is with paid posts.
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