McDonald's US // food-sourcing a key theme.

Responsible food-sourcing is becoming an increasingly common theme amongst the big brands. Fast-food chain McDonald's US is one of those getting on board this year, and they've found a beautiful way to do it.

With increased pressures and a growing awareness around environmental issues that 'affect us all' brands are being called into a new light. One where the quality of their product cannot be separated from its roots; increasingly consumers want a product that is not only good quality, but also fits in the basket of being guilt-free to consume because it considers the health of our environment.

Brands are building stories around themselves, becoming more transparent and creating more depth to the brand experience of the consumer. It's an exciting trend and one that I believe will continue. 

Morrisons has also put responsible food-sourcing at the centre of its recent advertising. Though for me, I understand the message but the honesty and authenticity isn't there to the same degree. What I love about the McDonald's videos is the way they tell the story of the little people, giving them a moment in the light.

Don't tell me, show me.

Pinterest // the power of sharing.

In social media it can often be difficult to prove ROI and this challenge continues to affect the uptake of social media campaigns by businesses. In this post, however, I'm more interested in looking at creative ideas around how to use Pinterest to gain attention and word-of-mouth.

  

The key behind creating a campaign that will get traction in any social media is understanding how and why your target market uses a particular social media platform; tapping into this in a way that they choose to include your brand in this experience.

  

Kotex have found a way to do this very well, creating a women's 'inspiration day', at the heart of which is uniqueness, expression and individuality, tied together with the concept of a gift. All capturing ideas that seem to have allowed this brand and campaign to effectively integrate and build widespread impressions.

  

  

Guess also had a similar idea in encouraging their consumers to share their favourite fashion pics and items, with the campaign being drawn on the theme of spring colours. The notion of a contest or competition is also a popular form of engagement in recent social media campaigns.

  

  

Finally, confused.com managed to bring attention to the issue of safety when driving, utilising Pinterest as the means to reach their target market of young women - a primary segment of Pinterest users. The prize itself did not require a big investment and yet the outcome makes this more than worthwhile. The great learning here is that you don't need to put in a great investment to see results - and in this respect your ROI is just about guaranteed!