5 survival tips | Piktochart Infographic Editor
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3 Beauty Youtubers – French, Mandarin and English
“Content Marketing is the Only Marketing Left”. According to our MarketingGuru Seth Godin.
On the other hand, we also know there is no secret that Influencer marketing works! especially for the brands heavily dependent on Instagram, Pinterest : from food, health to beauty and fashion. Why shouldn’t we tag along the internet celebrities who have more than millions of loyal audience in the segmentation we try so hard to appeal?
What if you can keep your content marketing and influencer strategy aligned? and even better co-create engaging posts? Inspired by 6 Ways to Integrate Social Media and Influencer Marketing from SocialMediaToday, I am comparing 3 youtubers francophone, Mandarin speaking and english speaking I follow. What are the commonality and differences from 3 languages?
Marie is a 21-year-old French girl living in Lyon. Started at her 15, she is now an internet Celebrity in France with 2,5Million francophone followers.
- 2,548,426 subscribers
- 313,504,519 views
- Joined Oct 14, 2010
Her vlog is in French. With an approachable and positive tone, Marie talks about her favorites Makeup products just like your high school besties, the most fashionable one in a group who is recognized by everyone! Friendly and light, no wonder the video can attract adolescent girls from her age.
Cute design and bright pastel colors as main tone, her channels have extended from Makeup/ hairstyle tutorials to some any useful lifestyle tips, to her recent apparel purchase, to random Whisper challenges with her boyfriend or bestie.
2. WenWen.Z
Wenwen, the first Mandarin speaking beauty vlogger on Youtube. 75000 substribers are not so impressive compared to others but given the Youtube not accessible to mainland China and Wenwen’s main focus channel is SinaWeibo and Wechat, it is still a great achievement.
This channel has a great video montage support, everything looks like professional production. While Wenwen talks like your girlfriend, sharing her best makeup tips with a friendly tone.
Her main focus is achieving different styles of makeup/Hair, the ones Asian beauty junkies want to get, example : Harajuku style, mix-blood beauty, small-face tricks… She also has very original content such as the 1st video, she compares the “cheap” makeup with “luxury makeup” on her face; the 2nd video link below: my boyfriend guesses the price of my makeups. A boyfriend who has is clueless about girls little makeup secrets is a fun object many young girls can relate to!
- 75,622 subscribers
- Joined Dec 4, 2013
Lisa is a Mother and renowned professional make up artist working with many of the worlds top A-list celebrities, models, magazines and brands. Jan 2015, Lisa signed with Lancome Paris as Makeup creative director. Before that, Lisa is a London-bound iconic makeup guru on Youtube.
- 1,506,648 subscribers
- 127,746,472 views
- Joined Jul 3, 2008
Lisa’s tutorials, compared to above 2 vloggers, are more traditional and authetic given the fact that she is a professional makeup artist.
She addresses the BIG and Classic makeup How-To questions : no-makeup makeup, first date, first day at work etc.
A more formal and mature tone, Lisa is great for the young women to follow.
Are you addicted already as well? All the traditional and new cosmetic brands are all trying hard to figure out their influencer strategy. How to be authentic, educative and fun? How to drive sales? One important thing before that is to understand your target audience and find the influencer who caters to their tastes!
When wearable meets fashionable
Every New Yorker has a “collection” of MetroCard. I had to “collect” almost 10 MetroCards last year because I forget it when I struggle to remember other important things like phone, keys, wallet etc. The most frustrating moment has to be forgetting it the day after you purchased a 116.5$ monthly pass…Oh well I could write a whole post complaining how inconvenient New York subway payment, today’s post is about Wearable makes our-lives easier or even fashionable !
This is a short clip about these press-on nails that work like an Oyster travel card for the London Underground where smart tech is married stylishly to our daily commute.
100% inspirational! British Jewelry design student Lucie Davis is the designer, who used the nails pack in the same radio frequency identification (RFID) chip that’s commonly found in Oyster cards and contact less payment credit and debit cards.
We have been told for a few years now that the day of microchip implant is coming. Many of us are still not ready for this scary future which Sci-fi movies had already prepared for. Invisible wearable sounds like a perfect transition. Together with Mobile, wearable payments are expected to triple by 2018 hitting 100 Billion $. So far we have seen great examples of NFC payment (Near field communication), where wearable meets fashionable and convenience.
- Mastercard + WIsekey + Hublon Bulgari : classic Swiss watch world steps into wearable payment
2. Barclaycard + bPay Loop + Topshop : cute wearable accessories staring at £15 makes tech fashion mainstream
From Luxury to fast fashion, from tech giants Samsung with S2 gear or Apple with Apple watch to wearable pioneer FitBit, everyone is eager to join this fierce battlefield of NFC wearable payment. Fashionable or design is by all means a key factor, along with security, functionality other traditional concerns, the other factor to win is convenience. Does the product add complexity to consumers’ life, meaning is the wearable an additional thing that consumer need to remember to charge? As consumers are already overwhelmed by their phone, tablet, desktop, do they view the smart watch as an additional or a replacement? After all, people start to realize the meaning behind LESS IS MORE and we really need less addition but more subtraction in life!
A 13M£ Magnum campaign – Release your beast
With temperature keep climbing, here comes July, the international month of Ice cream. A 13,000,000£ campaign from Magnum ( the Well’s, Unilever Company) is no doubt the most captivating digital advertising of this summer.
This beautifully shot spot has been released on April 9th 2016 in the Britain and rolled out across Europe continent. 30s, 60s and 120s cuts have been uploaded to YouTube by Magnum, collecting almost 1 million views in the past 3 months. The AD agency behind this enormous success is LOLA MullenLowe, who spent 9 months on this project since brief received back in Oct.2014.
Let’s take a look at the new variant itself: Magnum double is an extension of Magnum chocolate line, leader of Ice cream chocolate segment. I have to argue that this is a totally opposite move of nowadays mainstream ice cream trend: less milk/sugar/calorie. While apparently, according to IRI, Grand’s whole milk ice cream has witnessed a sales increase of 10.8% in the last 12 months in feb 2016 while its Slow-Churned has decreased by 4.8%. Perhaps the true is consumers will never compromise the pleasure for their health when it comes to ice cream, an impulsive purchasing category. Magnum captured this sweet spot of pleasure seekers, using Beauty and Beast to appeal to everyone’s inner desire. Wild, Daring, and unapologized!
If we think the Beauty and Beast drama is too old school, Magnum also surprised everyone with their partnership with Shazam, the free App to instantly identify music that’s playing and see what others are discovering. Very addictive bluesy instrumental from Jack White’s High Ball Stepper, the ideal soundtrack for this spectacular AD.
More than just the music, this Shazam-enabled campaign can be Shazam-ed either through visual recognition on print and OOH ads, or audio-recognition-enabled TV and cinema commercials, adding a novel interactive dimension to its digital context.
The experience is seamless, once the campaign is recognized by Shazam, there is direct link to take you to Magnum’s official website to reveal more on the new products. Who wouldn’t be curious to find out which ‘Beast’ lurks within us? The quiz on MyMagnum can get winners a trip to the film city Cannes where the campaign was filmed.
Yes, people will think a 1.3M pounds budget for 3 new ice creams is a bit exaggerating, however we can’t resist to the tension this powerful video has to offer and all the digital ideas they put together to make the Magnum so desirable and fun.
Whether it is priced at Autoplay or Skippable, nowaday’s video ADs have to be creative to capture video watchers’ eyes within the first 5s on either Facebook or YouTube. According to AdAge, Facebook’s tool offers a fixed cost per thousand impressions and estimated impressions per day, while YouTube asks the brand to enter the maximum it would pay for a completed view. YouTube then estimates the average cost per view and how many views a day.
If it is enjoyable, people will watch over and over or share to their friends. Myself have collected 3 great commercials below, they make ice cream sexy, cute or a bit scary :
To App or Not to App – Häagen-Dazs’ 2 mobile Apps
Häagen-Dazs a big name in Ice cream industry, especially for anyone who lived in Asia (Mainland China, Malaysia, HK etc.) in recent years. You might have been surprised by its reputation locally, instead of getting a 3.99$USD pint at supermarket you tend to spend easily 30$USD for a romantic date OR an ice cream tea time at Häagen-Dazs. “If you love her, take her to Häagen-Dazs” served as slogan for China in 2008, the brand witnessed a huge success in its retail chain by providing premium in store experience.
Not quite a fan of its flavors, but I have always been amazed by its advertising all these years living in different continents France, China and US. From the TV commercial starred charming Bradley Cooper in 2013, to its incredibly pricey Moon-cake ice cream dedicated to Chinese Mid-autumn festival, to recent new print AD on New York subway embracing a Minimalist new look in 2016, Häagen-Dazs ADs always been engaging and eye-catching.
Expensive ice creams <=> Expensive ADs
The brand is also very active on social media with 1.3 likes on Facebook and 35000+ followers on Twitter ( US account). Based on above marketing strategies, I automatically assumed there must be a great Häagen Dazs app. In the age of “we must have it all” in terms of social media mix, is Haagen Dasz just keeping up with the Jones, or they are the pioneer in food retail industry? let’s take a look below 2 Apps I have found.
1. Häagen Dazs – launched in 2015, Apple store US
Contrary to Häagen Dazs previous daring, innovative and luxury style, this App with main focus on reward and loyalty is a bit disappointing to my taste. Classic design, black with a golden touch, the APP provides very basic functions such as collecting points, finding nearby shops and getting deals. Easy yet not so fun to use, there were merely 5 ratings from users. Emmm..this Apps risks of being 1 of 4 apps users open once and never return, according to Principles of Retail App google March 2016 by ThinkwithGoogle
2. Concerto Timer – Augmented Reality App in 2013
I actually couldn’t believe that the 1st App was the only thing the Ice cream giant has to offer so I dig into its efforts on social media in the past years. I am surprised to find this Concerto Timer App launched back in 2013 (but I could not find it in Apple store now), which was meant to provide consumers with a virtual violin concerto while they wait for their ice cream to reach an ideal temperature and consistency. Yes, just like your fine wine from Côtes du Rhône, Häagen-Dazs suggests it takes 2 min for ice cream to achieve an ideal creamy texture. The virtual violin can be activated by using the application to scan the lid of Häagen-Dazs products.
How fascinating! Beautiful and sophisticated, it was an unique innovation to leverage the premium image of the brand, but at the same time it also sounds ridiculous to me to download an app so I can wait for my ice cream to “breath”. I can imagine the App has won earned media for the brand while as an user, I would probably have shown it off to my friends at a home party, but how long it would be able to stay on my screen? According to ThinkwithGoogle, the App had only 4000 users. The fact that I could not find it anymore in store is probably a sign that it did not work well.
To App or Not to App is now the question to many brands, Starbucks or Dunkin’ Donuts convinced us that they deserve a spot on our screens by being our daily caffeine fix, while other brands like Haagen Dazs in retail or food industry must have a purpose to serve before they invest in an App. To end this week’s post with a fun fact : with a Sweden-ish name, Häagen dazs was established by Reuben and Rose Mattus in the Bronx, New York, in 1961. Yes, a authentic New Yorker!
To turn on or turn off? – Instagram feed algorithm
Have Millennials left Facebook ? No or at least not yet according to the 2015 U.S. Mobile APP report by comScore. It is by far exceeding other platforms in terms of total time spent and user base, I would argue that users behavior and attitude evolved drastically since 2004 when Facebook was a genius idea to catch up with friends and to meet new ones.
With sponsored ADs, shared links/articles, followed by concerns on personal data and the “death” of organic reach, we somehow started to use it to read news while we overthink whether we should share our own lives up there. When it is all about Media and not so much about Social, it is a turning point for users to opt for a more intimate, less noisy and less mainstream platform. Instagram was my exit, where stories are told in a simple picture and I could enjoy them with a “full screen” attention. The rules were simple: be spontaneously creative and everyone can do it.
As many others, my morning ritual of scrolling Instagram between 2 alarm snoozes has been disturbed by firstly the sponsors ADs now by the algorithm. On March 15 2016, via a blog post titled “See the moments you care about first”, Instagram first announced feeds would soon no longer be chronological and would instead be generated by algorithms, which causes major panics among its royal fans and anyone who paid to promote products in their Instagram posts.
The fear of being the bottom of its followers’ feed, #turnmeon was the reaction of many influencers and brands. I personally don’t think it will work as there are already so many push information on our phones, more “turn on” need to be manually done means actually a “turn off” for many of us. It is not surprising to see over 300,000 Instagram users signing a petition asking the company to reconsider this change.
Instagram told us to calm down :
Nothing else have been officially communicated until a month ago, when people were surprised by its new logo on May 28th. Together with some others who suspected the new logo was to distract people from algorithm, I noticed my feed is no longer in chronological order; posts are all over the place, from 9h ago, 1oh ago and then 15mins, I don’t have any clue when I compared the likes of posts or if it mattered that’s a brand or a friend of mine. Oh well, I am a human and I am not an algorithm.
Can the crisis be avoided? No, it is not a secret that Instagram will follow its parent company Facebook in terms of ADs or organic reach. In a more general sense, we all get it that all these new tech companies, Facebook, Instagram, Ubers, Airbnbs, Wechat etc they provided free or convenient services to recruit users and then they have to find a way to justify the investment and make money. It is not surprising, but maybe the Marketing and PR teams together could have done a better job. Yes PR because until now there is no official updated announcement and Marketing because it is about the product and the strategy of the company.
As the new logo being abstract, flashy and a bit fake, I am a little disappointed to see the craftsmanship seems to fade away. Fast beautiful photo sharing has become the best spot to reach millennial women. Users should have at least have the freedom to decide whether they believe chronological feed is good for them, because we are all adults, we don’t want to be told who we should be friends with, by a robot.
Why can’t we simply turn off things we dont want to see? without having to turn on the things?
Will millennials start to leave Instagram the way they attempt to leave Facebook as mentionned in the beginning? Let’s see together how Instagram reacts.
5 tips for a happy brand-buyer relationship
Attention please, relationship question! How do you come up with better gift ideas each year for Christmas, Valentine’s day, birthdays, anniversaries etc.? 80% of Americans said last year in November, according to a survey from Travelzoo (NASDAQ: TZOO), they do prefer to receive an experience versus a physical gift.
It is all about experience! Same applies to the relationship between a brand and its buyers. Do you know that creating unique user experience (UX) for your buyers is the key for a happy brand-buyer relationship?
Coolhaus is a great example, who demonstrates following 5 tips at each stage of relationship. This LA bound hip ice cream brand started from ice cream truck at Coachella music festival and found its inspiration from architecture.
1. Make it clear
“Before I fall for you and stalk you all over social media, I do not have time to guess your intentions behind your Instagram post.”
Be straight forward. Tell us who you are and what makes you special in a logo and stick it to the top left of your homepage while making sure it is happening for laptop, tablet and mobile.
2. Make it appealing
“Appealing looks really matter when a new relationship is about to get kicked off!”
As one of the 8 Million bitter New Yorkers, I found this LA-style gourmet ice cream really desirable. The vivid colors remind me of parasol, bikini and drinks on a summertime beach. The chill and fun persona comes out naturally, just like that trendy LA friend of yours who knows the best party in town.
Meanwhile, a website is not a showcase. The purpose need to be served. With “Gourmet, Unique, Hand-crafted ice cream with an architectural twist”always occupying the central part of the page, our eyes can focus on the slideshow background, which shows Coolhaus’ services as well as a clear Call to Action at lower level, which indicates what to do next!
3. Make it fun
“Surprise is key when a relationship gets stable.”
GIF is definitely a hip element for web design to create little surprises, while being entertaining and cute. Coolhaus uses it to deliver fun ideas such as making a soda float with ice cream (below 4th GIF). How to stand out among 89 Million foodporn hashtags ( Wow and yes! 89,464,536 as I write …), people really can’t resist to like an alluring food picture, how about you also keeping it inspiring and fun?
4. Make it all about the user
“He doesn’t care about me as he used to” is a sign of relationship crisis.
To make a relationship last, a brand need to consistently put its users in the center and make itself accessible at their finger tips. Coolhaus'”where to find us” page is very visible at the top banner of home page. The search function takes merely 3 seconds for an user to locate the nearest location, and a click further takes the user to more useful information such as whether all products are available at that location or how to get there from users’ current location, making their experience seamless.
5. Make it convincing
“Do you still love me?” all-time classic pops up in every relationship.
How about writing down your love for your buyers in a blog? Accumulated posts along the years are strong proofs of how much you care about them. Fuel the love with great content, be there with them at each special occasion. Charm them with what you do best, innovation and passion are the secret weapons of Coolhaus, how about yours?
Okay tell me your thoughts on this week’s tips for keeping a happy relationship with your buyers. As we know, “buyers stay royal to your brand ever after” is not so common in nowadays competitive marketplace. Only by keep creating meaningful and memorable experiences for your buyers at each touch point, can you hope to keep their hearts to your brand.
3 tips to fascinate from a trilingual
Over the past 10 years, I was lucky enough to have lived, studied and worked in 3 different countries and languages, experiencing different cultures. I get this question from time to time : how did I get along with (sorry, just talking about stereotypes) French arrogance , Chinese chaos and most recently NYC insanity !
Speaking 3 languages helped me a lot but I thought had some other tricks. Today I took this test How To Fascinate offered by my digital marketing class at NYU. The result really helped me sort out clearly my communication style into these 3 powerful phrases:
Expressive, Stylish, Emotionally intelligent.
I am impressed by how accurately a short test could reveal on my communication style and how the world sees me. It inspired me to write this blog about the tricks I have been using unintentionally in various circumstances, from socializing in a party to my daily corporate work.
- Respond unexpectedly
Everyone who enjoys socializing actually hates it : small talks. My solution to boring introductory questions, is to come up with something unexpected and even better witty. Example, Where are you from? Instead of replying ‘China’, I could say’ I am made in China’,’ i am from the country where everything is made, except human beings (made by God).’ Another example could be ‘I am software Engineer during the day, DJ at night’. Give some hints so others can come up with more questions, something fun or debatable. Any answer is better than expected standard one.
2. Be passionate
Oh you remember that girl who is crazy about skydiving, vintage jeans, truffle oil etc. No matter how big or small you think you passion may seem, guess what : that’s how people remember you. So talk about your passion and talk with passion. Even in professional circumstances such as a confrontation, I found passion can empower us. Textbooks taught us westerners tend to be more straight forward and Asians tend to avoid confrontation at all cost, I say nobody likes to deal with it. Internal as well as external stakeholders can fight endlessly over arguments, analysis and numbers, while the passion is not something people would fight against, because it is engaging and persuasive.
3.Smile and be quiet.
Even though i started to label myself tri-lingual to impress when it s necessary, sometimes i found the magic lies in silence and smile. This kind of smile demands practicing, you do not want to look too nice, because if nice is the first adjective occurs to people’s mind, it probably means they cannot remember anything else about you. (For more interesting founding, please refer to the book Nice is just a place in France.)
The smile wanted here is to express that you are at ease in the given social situation, you are interested in the conversation and encourage the people you just met to talk more about themselves.Yes, people normally would have a good time with you talking about themselves.
Also at negotiation moment, your smile and silence will let others know in a polite way that the deal is not acceptable. Disturbed by the silence, others naturally fill in more information that you can use or make some compromise if they want to continue the negotiation.
Alright let me know what you think about my tips and if you try them in the near future please give me some feedback. Like said by Sun Tzu, the ancient Chinese author of the art of war, If you know your enemies and know yourself, you will not be imperiled in a hundred battles. We normally do a good job researching about others before important interviews or meetings, now it is also time to discover and re define our own strengths and weakness. Highly recommend this tool, check it out!
LCDM 