The Blog and Pony Show

Archive for August, 2017

Alecia Jurado - 4:06 pm August 11, 2017

Social Media: Brands rooted in friendship

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Working in social media exposes me to a lot of information… constantly. From viral videos and celebrity news, to politics, memes, and #InsertNationalSomethingDayHere, I see it all.  And that’s not including the posts about my neighbor getting engaged, cousin Susan’s twins on the first day of preschool, and a funny video of that guy from college who was in my sorority sister’s finance class.

There’s no doubt we live in the age of information sharing, most of which we owe completely to social media. New ideas and opinions can be found every time you log in. Social Media is an amazingly powerful tool – so why is it so beloved, yet so hated? So exciting, yet so overwhelming?

To understand social media in the advertising world, we have to stop looking at is as solely a form of media. Before business pages, sponsored posts, and ads that interrupt viral videos like commercials interrupt a TV show, Social Media was built for the everyday person as a virtual form of friendship.

Though terms like “friending” and “unfriending” have been replaced with “like” or “unfollow”, the core concept of social media still exists. Everyone is on social media to stay connected – to the news, to celebrities, to trends and, ultimately, to the people we care about.

Our instinctual addiction to human connection is what made social media the sharing superstorm that it is. So really, brands/companies shouldn’t strive to represent themselves on social media, but instead should represent a human personality that their target audience would want to be friends with. Sometimes this social media personality looks a lot like their current brand, and sometimes it looks completely different.

Schifino Lee - 12:05 pm August 3, 2017

Creating a stylish new way to shop for authentic Italian products

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Schifino Lee’s latest creative initiative for long-time client Alessi Foods was to dramatically spice up their website with new design and functionality. Thanks to the strategic success of Alessi’s social engagement over the past year, both among millennials and our core target audience, the need for an update to their existing website had become a priority. Our social media efforts have delivered a huge increase in visits to the Alessi website and doubled their online sales, so it made sense that a new and improved web experience would drive time spent on the site, and online sales, even further.

Our web solution features a visual look and brand voice that syncs up nicely with our social media presence and other digital media tactics. We also cooked up a much improved consumer e-commerce experience with new features like a quick cart, more convenient product and recipe suggestions, and a series of helpful how-to videos. And just as importantly, the new site is more mobile-friendly to appeal to the younger audiences which make up a growing part of Alessi’s target market.

So now everyone can easily shop on the go and still experience the authentic Italian qualities Alessi is known for.

Read more about this case study.