A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing
Other Items of note from Marketing:
Facebook asked six Canadian brands to be the first to advertise on Instagram, its mobile photo sharing service. American users have seen ads for some time, but last week saw the first spots show up for users in Canada. Facebook asked Hudson’s Bay, Target Canada, Sport Chek, Air Canada, Mercedes Benz Canada and Travel Alberta to be part of the first wave, in part based on the fact that each of them already had a substantive presence on Instagram:
These brands were hand-selected by the company, based on the quality of their current presence on the platform, according to Helen Pak, creative strategist at Facebook Canada (Facebook owns Instagram).
One of the first ads Canadian users will see will be a sponsored photo post from Sport Chek that shows a father and son skating on Lake Louise. Frederick Lecoq, senior vice-president of marketing at Sport Chek said the brand chose to advertise on Instagram because it offers a chance to make an emotional connection with consumers.
While other digital marketing formats, such as Sport Chek’s digital flyer on Facebook, are likely to trigger purchases, Lecoq said he sees Instagram as a “shopping trigger,” meaning it helps pique interest in items consumers may later purchase, or in the store more generally.
In an effort to make the rollout as “seamless and high-quality as possible,” Pak said Facebook chose brands that are “great members of the Instagram community that have a demonstrated history of understanding how Instagram operates and how people use the platform.”
See the first Instagram ad in Canada here: Instagram rolls out ads in Canada »
The Canadian Press recently held a presentation aimed at brands that want to get into publishing as a direct way to reach consumers. Here’s what CP’s director of marketing, Thuy Anh Nguyen, had to say about the finer points:
…though some marketers are looking to build content around their brand, others are looking to build a community by curating content their audience finds relevant. She gave the example of Huggies sharing articles from Health Day about new parents’ health issues. Even though the content itself doesn’t mention the brand or product category, it helps define what the brand’s values are and build its audience’s identity.
She said it usually helps for the brand to explain why it posted a particular piece of content. “[As a consumer] I like that because I’m getting the best of both worlds — I’m getting reliable third-party content from Health Day that I know wasn’t influenced by Huggies, but I’m also getting an intro or sidebar from Huggies making sense of why they’re sharing it with me.”
See “5 Tips for Thinking Like a Publisher: CP’s advice for brands that want to be publishers »
Finally, Sears Canada is hoping to persuade Canadians that it’s not about to disappear by talking about its trouble head on. It’s debuted a new spot starring Mike Myers, as he pays a visit to his brother, Peter, a Sears Canada employee for 32 years. It’s… strange. Watch it here.