Yearly Archives: 2016

GABBCON Recap

I was fortunate to attend GABBCON (Global Audience Based Buying Conference & Consultancy) in Los Angeles in early November, with the day focused on “The Future of Television and Video.” In the company of other agencies, brands and sales reps from various sectors of the media world, it was an interesting day of debate, conversation and learning.

The long and short of things is that the world we live in continues to get more complicated for marketers − duh. With the proliferation and adoption of technology into our lives, we live in an on-demand world, and because technology allows us to live that way, advertisers are more and more able to reach the right consumer at the right time. People-based buying has been incredibly buzzy this year, and will only continue to be as brands continue to feel the ROI squeeze and demand more accountability for their spending.

In the morning sessions, it was a focus on television − linear, IP delivered, VOD, addressable, PTV, SVOD, FEP, CTV. Enough acronyms? TV buying has become increasingly complicated due to changing viewing habits. Traditional linear buying remains the mainstay, but advertisers are showing steady growth and interest in these more audience-driven buying methods. Overall, sentiment among the group was that traditional television still has its place, driving mass awareness, but augmenting with other buying techniques has shown an upside for various brands. The other universal truth − programmatic or any data-driven TV buying is not truly programmatic; there is nothing easy or automated as the name implies.

Columbia outerwear shared an interesting case study regarding its spring campaign in which the company had a reduced budget but raingear sales goals to meet. At a time of year when rain is prevalent nationwide, but a budget that cannot afford its national plus-18 market approach, Columbia employed a programmatic TV solution. It has defined PTV as a combination of addressable, high-index linear and DVR/VOD, and connected.

With strong distribution as Dick’s Sporting Goods, Columbia used credit card data to target those who had previously shopped at Dick’s, in addition to a weather trigger to most efficiently employ its budget. In the end, this was a more cost-efficient approach that increased (relevant) reach, drove lifted consideration, and increased rainwear searches and product page views.

One of the more thought-provoking parts of the conference was centered on the idea of attention. Sony Crackle posed the question: “Is attention the new currency?” Sony Crackle commissioned a study with Nielsen on the effectiveness of its Break Free product, where viewers have a lower ad load within their Crackle original series. The results revealed that buying the more premium offering drove greater attention; viewers were seven times more likely to recall the ad than in their traditional pod. Hulu has been operating with this mentality for a few years now with its product offerings of user-pick creative carousel, sponsored viewing (commercial-free after :60 spot) and interactive spots. While there is a premium for these deeper engaging units, Hulu has reported stronger results compared to its standard ad pods.

Over the last few years, I’ve become more critical of the value of an impression. When you look at a yearlong campaign and the total number of impressions purchased, how meaningful is that number?  Honestly, not much. With banner blindness, ad avoidance and multitasking, just how valuable is an impression if a consumer isn’t noticing you? While I don’t think we’ll ever fully transact on the metric of attention, as an industry, it’s time to take a harder look at our methodology of measurement and what kinds of impressions we really want to make.


Winner, Winner Cynopsis Star Dinner

While winning awards in communications marketing is usually a team effort, there are awards out there that more than deservedly shine the spotlight on one specific person. That standout is our own Kris Cichoski, R&R’s digital associate media director, who was recently named a winner in the 2016 Cynopsis Rising Star Awards. This awards program is meant to recognize the best and brightest rising media stars in the ad industry. Way to shine, Kris!

 


A Plea to Share Your Passion

Clark County Department of Family Services needed help getting more people to consider becoming a foster parent. So, how do you show everyday people what a rewarding experience fostering a child can be? You make it relatable by speaking to things they’re already passionate about.

      

We created a campaign that featured familiar hobbies and interests being shared with a foster child. These miniature stories tell how there’s nothing greater than experiencing a child discovering something new. Images simply captured how a hobby or interest can open up both foster parent and child to a whole new, unforgettable experience. The ultimate goal is that audiences might even find that sharing their passion becomes their new one as a foster parent.

              

Budget constraints can often complicate the creative execution of a campaign, but when people are passionate about the subject matter, amazing things can happen. Eric Klein, a photographer based out of Chicago, offered to waive his fee so we could afford to have the campaign shot professionally. He was happy and willing to do so because he was involved with the foster community himself. Which just goes to show the level of passion and dedication that fostering a child can bring.


Turning Bad Gifts into Something Good

Just in time for the holidays, R&R launches badgiftsforgood.com. Ever want to send an unwanted fruitcake to the great beyond in pieces? Now you can. And, for every bad gift you destroy, something good happens: R&R Partners Foundation makes a donation to Communities In Schools, a non-profit working to keep at-risk students in school and on a path to graduation.


Nielsen VR Study

Selling Vegas in a new reality.

If you build it, they will come. One of the great lines in movie history is a nice fit with our VR efforts over the past year. The team at R&R Partners has been busy developing virtual reality content for our Las Vegas Convention and Visitors Authority (LVCVA) client at an exhaustive rate, while consumers ate up the experience.

And while industry professionals have recognized our latest efforts in marketing the destination, most recently, the research community has taken notice. Early in 2016, we were approached by YuMe, a global audience technology company that was interested in using our VR content for a study being commissioned with Nielsen. The study was a neuroscience-informed research report based around emotional engagement across mobile VR and 360 video as compared to TV. Nielsen’s neuroscience team studied 150 people as they consumed VR content from Las Vegas and Disney across these three platforms.

The results were great and provided much needed insight for our industry on a new platform. Not only will this study help R&R Partners keep delivering impactful content, it will give guidance to the entire advertising industry.

A few of the key findings include:


  1. Likeability is higher for VR and 360 video.

 


  1. Guided exploration is key for brands and consumers.

 


  1. Emotional engagement in VR is up to 34 percent longer compared to 2-D.

A Great Place to Work

R&R Partners earned a spot on PR News’ list of Top Places to Work in PR in 2016! According to PR News, 2016 was one of its highest entry years ever and the competition was fierce, so making the list was no easy feat. We are included with an impressive list of winners, including Ketchum and Hill+Knowlton Strategies. PR News honored the selected workplaces at PR News’ Winter Awards Luncheon at the National Press Club in Washington, D.C., on December 6. Be sure to check out part of the Phoenix, Arizona office shown here!


 

Solid Work. Solid Foundation.

Throughout 2016, the R&R Partners Foundation has been on the move, continuing our work of transforming lives and strengthening communities. Of the great work being done for our Foundation clients, here are a few examples we just had to share.

Santuario De Luz

The first pro bono collaboration with our Mexico City office produced a beautiful and touching video for a hospital in Autlan, Mexico, which is supported by Carlos Santana’s Milagro Foundation. In addition, we produced a fundraising brochure for Milagro Foundation’s telemedicine program that will seek to provide the best medical care possible for patients of Santuario De Luz.


The Animal Foundation

We saw the completion of our two-year engagement with the Southern Nevada nonprofit that produced the award-winning “In-fur-mercial” campaign.


Flip the Script

Our anti-bullying initiative is alive and well, completing our first school year of working directly with local middle schools to create customized respect campaigns. Becker Middle School, Fremont Middle School and Greenspun Junior High School all had the opportunity to work with R&R employees to create their own student-led anti-bullying campaigns. All were a great success and have become works-in-progress as students continue with their R&R teams for the 2016-2017 school year. In addition, we have selected three new middle schools to work with this year: Brinley, Swainston and Findlay. We’re looking forward to launching their new campaigns in January.


Lastly, we’ve also made some exciting structural changes to our Foundation, including:

Our Employee Board

Because our Foundation is a reflection of the culture and generosity of R&R Partners, we created a board of employees to help ensure that our Foundation stays true to that culture. They have done a fantastic job this year! We wish to thank R&R team members Catherine Cole, Nick Vassiliadis, Piper Overstreet, Bruce Wilcox, Mark Sundermeier, Steve Wright, Monica McCafferty and Courtney Barrett for their service. We also want to congratulate and welcome our new employee board members – our chair, Jennifer Lopez, James Coleman, Melissa Keegan and Mandy Walsh.


Employee-Directed Giving Fund

This year, the Foundation established an employee-directed giving fund that matches the amount of money an employee chooses to donate to a charity, up to $100. We expect this fund will benefit some great causes that our employees care deeply about. Go R&R!

Final Presidential Debate Brings Fireworks and Priceless Vegas Publicity

Oct. 19 saw one of the most important events ever to happen in Las Vegas. It wasn’t CES, Garth Brooks at the T-Mobile Center, or the Mayweather vs. Pacquiao fight − it was the final presidential debate of the 2016 election. Regardless of how each candidate was seen as performing, and regardless of who will win on Nov. 9, the event is already a success for Las Vegas, both the brand and the community many of us call home.

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Las Vegas has never before been seen as a natural fit for this type of large political event. A U.S. president had never visited Las Vegas until 1935, when FDR opened the Hoover Dam. The area has been talked about as a host site for both the Republican and Democratic national conventions since at least the 1980s, but the city’s largest venue at the time, the Thomas & Mack Center on the UNLV campus, was considered not large enough.

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That all has started to change recently. Las Vegas hosted primary debates for both the Democratic and Republican parties. Nevada’s battleground-state status and diversity of economics, ethnicity and geography make it a valuable bellwether campaign stop and an attractive venue for candidates. While presidents are no longer a rare sight in Las Vegas, the debate was a unique event. It’s also the first collaboration between a university and a destination marketing body to hold one of these events. The LVCVA and UNLV partnered together throughout the process to secure and produce the Las Vegas debate.debate3

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Here are some key facts about the debate held on Oct. 19:

  • Two years prior to the event, potential host sites begin by getting their applications to the Commission on Presidential Debates, the nonpartisan body that organizes the general election debates. The criteria is incredibly strict and detailed, and the criteria for selection is 19 pages long.
  • 16 other communities applied for the privilege of hosting one of the three presidential and one vice presidential debates in 2016. Most of the debate sites have historically been universities.
  • Four host sites were chosen − The Wright State University in Ohio, Longwood University in Virginia, Washington University in Missouri, and the University of Nevada, Las Vegas. Wright State pulled out of the debates in July 2016, and Hofstra University in Long Island, N.Y., was chosen as a replacement.
  • Two of the 2016 hosts had held presidential debates before. Hofstra has held three consecutive presidential debates since 2008. Washington University has hosted five different presidential and vice presidential debates.
  • $85 million worth of worldwide publicity for Las Vegas was generated by September 2016, with the final number still being tabulated and expected to peak at well over $100 million.
  • 5,000 journalists from around the world traveled to Las Vegas to cover the final presidential debate, most staying for almost a full week. This was double the expected figure.
  • Three TV networks, CNN, Bloomberg and MSNBC, broadcast from the UNLV campus in the days leading up to the debate.
  • 6 million TV viewers watched the evening’s debate, the third most watched TV debate of all time.

The general feeling among political pundits and local observers was that the debate was a resounding success, and that the publicity value for both the university and the destination is priceless. With many experts predicting that we will be the site of a future national political convention − its further proof to what those of us who understand Las Vegas already know. Whether it’s the world’s best tourist destination, the center of most industries’ leading business events, or one of the most vibrant political scenes in the country − Las Vegas is always the right place to be.

Worldwide Partners North American Region Conference 2016

It was, yet again, refreshing to join 50 other independent agency executives in Portland last month at the Worldwide Partners North American Region Conference. Refreshing because we gained and shared so much knowledge, but also refreshing because it reiterated how special being an independent agency is, and the value that independence is to clients.

WPI president and CEO John Harris said it best recently in his op-ed in the Drum, “The operational freedom that independent agencies enjoy better positions them to support the requirements of speed, agility and accountability – without sacrificing creativity, innovation and scale – that brand marketers are demanding from their agencies today.”

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One panel at the conference stood out to me – a panel of search consultants and consulting firms – where they focused on what a client wants from an agency in today’s marketplace. Themes were: relationships, people, culture, value add, business adviser, social content understanding and nimble. I couldn’t agree more, and further, it is supported in R&R Partners’ recent re-publishing of our “Who We Are” statement and focus of our 2017 business strategy:

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I am proud to work for a fiercely independent agency and be part of the Worldwide Partners independent agency network, where all the themes discussed with this esteemed panel are paramount in everything we do.

Additionally, the WPI NAR Conference had other great topics that we covered, from Instagram to innovation in OOH to the Contagious guys who strive to keep us relevant to exceptional Women in Advertising:

Thank you to WPI for keeping us, independents, relevant, inspired and refreshed!

Cause Marketing 101

Social cause marketing—these are philanthropic buzzwords that appear to be sweeping companies and organizations in recent years. By the sound of it, it seems like something every organization should adopt. By the looks of it, it can do wonders for any business’ reputation.

But what is it exactly?

In short, cause marketing involves the marketing efforts of corporate entities, non-profit organizations, and other cause groups to achieve a mutually beneficial outcome. We’ve seen great examples of cause marketing in recent years with Dove’s Campaign for Real Beauty, Product (Red) for the Global Fund to Fight Aids, or Yoplait’s Friends in the Fight for Susan G. Komen.

So, what makes social cause marketing impactful? How does a group properly identify and adopt a social cause? How is it effectively marketed? I’ll illustrate three examples from R&R Partners’ Salt Lake City office that may help answer these questions.

Identify a need:

Utah Department of Public Safety – Highway Safety Office: Utah DUI Staycation Trolley Tour

Over the past 10 years, more deaths have happened on Utah roads on the 4th of July holiday than any other holiday. As Utahns began planning their Independence Day celebrations, we identified a need for our Utah Highway Safety client and began strategizing ways to position the “don’t drink and drive” message to best combat the deadly holiday. To encourage Utah drivers to make plans for sober driving, representatives from the Utah Department of Public Safety’s Highway Safety Office and the Utah Highway Patrol partnered with the Salt Lake Trolley Tour, a narrated sightseeing tour through historic Salt Lake City. We invited Salt Lake-area news outlets to join local law enforcement aboard the Utah DUI Staycation Tour and share the ride of lifetime—experiencing a DUI without the related costs.

The trolley tour took guests to various sites around downtown with a handful of out-of-the-ordinary stops. These stops included up-close and personal views of standardized field sobriety testing, the finest photo opps of a Blood Alcohol Testing vehicle (BATmobile), and a final stop at the jail administration building.

Our goal is not to stop people from drinking, but rather urge safe driving in situations where people might be drinking. If Utahans chose to drink on Independence Day, we encouraged them to make a plan—designating a sober driver or utilizing a ride share service. Otherwise, they could experience a summer staycation they wouldn’t soon forget.

http://www.good4utah.com/news/local-news/good-4-utah-experiences-dui-without-the-costs-penalties

Select an impactful partner:

Slow the Flow, Save H2O + Garbett Homes: Flip Your Strip

R&R Partners has developed a strategy for cause marketing called the “Theory of Reasoned Action” which highlights four steps for effective social change:

  • Raise awareness
  • Change attitudes
  • Change intentions
  • Change behavior

A crucial piece of the Theory of Reasoned Action pie includes community mobilization—or the process in which individuals or organizations carry out messaging or activities to accomplish an initiative. To mobilize a community, it often requires strategic partnerships to communicate messages via innovative ways.

Recently, we partnered with Garbett Homes—a Utah homebuilder committed to sustainable and innovative building—with our client Slow the Flow, Save H2O (from the Utah Division of Water Resources). Our shared goal was to extend Garbett’s efforts to the exterior of the home by promoting a Flip Your Strip initiative for residential landscaping. This initiative encouraged the conversion of neighborhood park strips (the area of yard between the sidewalk and street) from sod to an attractive water-wise alternative saving up to 10,000 gallons of water per year, per household.

The Flip Your Strip initiative aims to build awareness in the community and state, but also highlight Garbett Homes as a leader and advocate for water-wise, sustainable exterior landscaping. The summer-long project culminated in a media event to educate press and the community on the intended initiative. For additional community outreach, local elementary Daybreak Academy was invited to participate in the event. Speakers educated students about the Flip Your Strip project, the importance of conserving water, and ways they could help make a difference for Utah’s future water needs. Each student walked away with a t-shirt and water-wise plants for a hands-on application of the initiative for the academy’s schoolyard.

Build engaging content + creative:

Utah Department of Public Safety – Highway Safety Office: St. Patrick’s Day Saints of Sobriety

Many people like to celebrate St. Patrick’s Day by raising a pint of their favorite beverage, but some press their luck by getting behind the wheel. To remind St. Patrick’s Day revelers to never drink and drive, representatives from the Utah Department of Public Safety’s Highway Safety Office and the Utah Highway Patrol visited Salt Lake-area news outlets to reveal a DUI-prevention message that encouraged bar and pub patrons to take a cab or ride with a sober lad or lassie.

Additionally, on the evening of St. Patrick’s Day 2016, law enforcement representatives partnered with Salt Lake City bars where local actors transformed into living statues of the “Saints of Sobriety”, including: St. Haylor of Cab, saint of wise travelers; St. Cristyl O’Clearhead, saint of responsible drinking; and St. Alweis the Appointed, saint of designated drivers. Those who made the pledge to get home safely received a coin from law enforcement representatives that, when deposited in the statue’s hat, activated an interactive performance by the living saint statue. To assist in additional awareness, each bar also placed a stained glass display at their location to communicate the importance of sober driving on Utah’s roads. The message was interactive, hands-on, and entertaining..

For the first time, Utah experienced zero alcohol related crashes or fatalities on St. Patrick’s Day. By identifying a need and a timely message, while channeling impactful creative, our message came to life with a fresh and innovative platform and likely played a role in preventing crashes and fatalities this year.

By identifying a need, selecting impactful community players, and building engaging content, any organization can adopt, and shape, an impactful cause marketing campaign. R&R Partners holds the tools and expertise to take key moments like each of the above examples and turn them into critical successes for any client.