Guest Speaker

Having guest speaker Ana López come and speak to our class the other day about advertising and brand marketing was a really cool and interesting experience. I was able to learn an incredible amount about different types of advertisements and how they affected the company she works for, Estrella Damm. López studied journalism and worked for 3 years as a journalist at a communications agency. She has a masters in communications and marketing and currently works for Estrella Damm.

Estrella Damm is the first brewery in Catalonia and the third brewery in Spain. The brand advertises that drinking Estrella Damm will provide good moments and a mediterranean way of life. They advertise this through music videos, short film, music, culture, friendship, gastronomy, and party time. In 2009, Estrella Damm created a short music video, which increased their YouTube views and brand awareness by 225%. The music video, which worked with a not so well known Swedish band, ended up being the most downloaded song of the summer in Spain and Fromentera, the location of the music video, was the preferred travel destination that year.

In 2015, Estrella Damm created a 10 minute short film (shown below), featuring Dakota Johnson. After this video was published, their brand awareness increased by 5% in Spain and 30% in the UK. YouTube awarded Estrella Damm as the best campaign in Spain. Afterwards, more than 1 million people followed Estrella Damm on at least 1 social media platform. During this campaign, Ana López was leading a team of more than 30 people from inside and outside the company (agencies that work for Estrella Damm). The Estrella Damm budget increased from 100,000 euros in 2009, to 1 million euros by 2015. The way Estrella Damm advertised worked very well for the company and was able to successfully increase their brand awareness, not just in Spain but all over Europe.

After their huge success in 2015, the company began to look for the creation of growth and communities, they searched for campaigns that would fit in with every type of social media platform, not just YouTube. They also formed relationships with key partners, such as the media, Google and YouTube, Facebook, Twitter, and Instagram communities. In order to grow their comapany and grow digitally, they collaborated with partners from restaurants, to festivals and football teams. One thing that the company learned through all of their success is that it is so important to match the interests of the brand with the interests of your target audience. In order to achieve this, one must put the community first (find the motivations and beliefs of the company and its target), reach media influencers, advertise online and offline, and work with agencies that understand the companies needs.

 

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Marketing and Advertising

Nike is a well-known brand around the world that does a fantastic job with marketing and advertising their brand. Nike gets their name out into the world by sponsoring athletes, sports teams, and by advertising their sportswear to all types of people, whether they are an athlete or not. Recently, they became the first sportswear company to make a hijab so that Muslin athletes have comfortable apparel to workout in.

 Nike advertises their apparel to many people throughout the world. They successfully do this by sponsoring some of the most well-known athletes and sports teams in the world, so that their fans will see them wearing and using Nike gear, so they will want to buy Nike apparel also. Nike will have the athletes that they sponsor post advertisements on social media so that their fans can see what is new as well as the latest trends. Social media sites, such as Instagram and Facebook, are becoming more popular ways to advertise brands. Here is an example of Roger Federer, one of the greatest tennis players of all time, posting an advertisement for Nike on his Instagram.

Laced up and ready to take flight. #NikeCourt

A post shared by Roger Federer (@rogerfederer) on

Another way that Nike successfully markets and advertises their brand is by having catchy slogans. Nike is well-known for their slogan “Just do it”, which is meant to motivate people and help them to prove themselves that they can do it. Nike’s mission is to “bring inspiration and innovation to every athlete* in the world. *If you have a body you are an athlete*”. Nike does not only make their brand available to one type of person, but they consider everyone an athlete, so anyone is able to buy their apparel. They recently came out with their line of hijabs, which will be available next year. They are the first athletic brand to make hijabs for Muslim athletes so that they are more comfortable and have sweat wicking material when they workout. Nike wants to inspire female athletes who face barriers in sport by creating the hijab: “The garment is designed to tackle performance problems associated with wearing a traditional hijab during sports, taking into account its weight, lack of breathability and the potential for it to shift during action” as stated by Nike on The Independent.

Nike does a fantastic job of marketing their brand to all different types of people from all around the world. They have motivating and catchy slogans that help to attract people to their brand and they sponsor many of the most well-known athletes, causing their fans to want to buy the same apparel that their role models wear.