Inside The Periodic Table of Email Optimization and Deliverability: Q&A with Jennifer Cannon

What’s the most fascinating email marketing element to an expert email marketer? Keep reading to find out.

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Pro Tip: Partnerships are critical in securing your martech stack

It’s past time to solidify the partnership with IT and security in your organization.

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How to Stand Out in a Crowded Martech Landscape

Live Webinar: Thursday, October 3, at 1:00 PM ET (10:00 AM)

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Launching a new product? New Instagram tests launch day ‘Buy on Instagram’ reminders

The features are available to the small set of brands testing Instagram checkout.

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Vista Equity Partners acquires Acquia for $1 billion

The private equity firm is known for buying undervalued tech companies, centralizing operations and selling for a profit.

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It’s been 10 years… Builtvisible is celebrating our 10-year anniversary

Builtvisible (once known as SEOgadget) sprang to life in a bedroom in Mile End in 2009. Actually, there had been a blog for a year or so prior to this, but the business we know and love today was started 10 years ago this month. It seems crazy to write this: Builtvisible is celebrating its […]

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2 Key Factors that Distinguish Satisfying Content from Forgettable Ideas

Have you ever read a blog post, listened to a podcast episode, or watched a video and thought: “I kind...

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Competitor content analysis: Here’s what you can learn

Understanding your competitors’ content strategies will help you outperform them where it matters most, in the search results.

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How to Write Facebook Ads That Convert

Want your Facebook ads to move people to action? Looking for a framework to help? In this article, you’ll discover how to develop and compose Facebook ad copy that converts and sells your products. #1: Research Customer Needs and Preferences in Facebook Groups Marketers often talk about how hard it is to get accurate customer […]

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New Facebook Live Tools: What Marketers Need to Know

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore new Facebook Live tools with Luria Petrucci. Tune In to the Social Media Marketing Talk Show Listen […]

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Social Spotlight: Air Jordan or A/R Jordan

Welcome to the Social Spotlight, where each week we’ll dive deep into what we love about a brand’s approach to a specific social campaign. From strategy through execution and results, we’ll examine what makes the best brands on social tick — and leave you with some key takeaways to consider for your own brand’s social strategy.

How do you make a living legend come to life for an audience too young to remember what made him legendary? If you’re Jordan Brand, you augment the present with one of the most extraordinary moments from the past. Meet A/R Jordan.

Overview

Michael Jordan is, to many, the greatest basketball player of all time. While he consistently excelled throughout his career, there are a few moments that catapulted him to mythical status. One of those is the 1988 NBA All-Star Dunk Contest, when Jordan executed one of the most mind-blowing moments in the history of the NBA: the famous free-throw line dunk.

Many athletes have an eponymous shoe, but it’s feats like that gravity-defying slam that ensure one’s shoe line becomes a world-beating brand. But even Air Jordans must work to stay relevant, especially when the new generation of sneaker heads has never even witnessed the brand’s namesake lace up to take the court.

Enter Snapchat and its universally accessible A/R technology, which turns any user’s phone into an augmented reality viewer. By creating “the world’s first social commerce experience in augmented reality”– a Snap lens that superimposed Jordan’s iconic dunk onto a geofenced “court” outside the Staples Center during the 2018 NBA All-Star Weekend–new fans could experience the jaw-dropping awe of that moment for themselves. Oh, and also buy the brand new Air Jordan Tinker IIIs, which Virtual Mike just happened to be wearing in the A/R experience, straight from Snapchat through a partnership with Shopify.

Analysis

The A/R Jordan experience is widely considered the gold standard in social commerce. In addition to winning a slew of awards, including a Cannes Gold Lion, the program also incited a ton of social chatter and, oh yeah, sold a bunch of shoes.

• Goals: Speaking of selling shoes…that wasn’t the goal, as much as the Shopify partnership may have indicated that sales were top of mind for the Jordan Brand team. Make no mistake: This was an awareness play, through and through. How do I know? Because Jordan Brand declined to release sales figures for the promotion, even though it said the shoes available through the A/R experience sold out in 23 minutes (23! conveniently coincidental). What matters here is the exposure of the Jordan Brand as modern, savvy and cool as all get out. Mission accomplished.
• Offline connection: One of the most interesting touches was the e-comm partnership with Darkstore, a same-day fulfillment center network that delivered all the new Jordans ordered through Snapchat to their new owners within two hours. In an instant-gratification world, the brand story came to life in near-real time–I use the lens, I see the shoes, I buy the shoes, I’m wearing the shoes. All in less time than it takes to watch an NBA game.
• Key channels: Obviously we need to talk about Snapchat, especially because it’s proven a difficult channel for brands to create standout campaigns that go beyond a sponsored lens or filter. A/R Jordan broke the mold by first considering how Snapchat’s unique user experience–making A/R approachable for anyone with a smartphone–could be applied to Jordan Brand’s unique problem of making its namesake superstar relevant for today’s shoe buyers. The results? Uses of the A/R Jordan lens 4x’ed the engagement of the next most successful brand lens in Snapchat’s history. The lesson? Don’t sleep on what makes each social channel a unique experience.

Takeaways

Not every brand can orchestrate a multi-platform coup like Jordan Brand did with A/R Jordan. But the key learnings are applicable to any brand: lean into your proprietary assets, put your audience’s experience first and take calculated risks. After all, they have the greatest potential payoff and they’re usually the most fun.

TL;DR:

• • 1. Reinvent your brand experience for the world your audience inhabits. Thirty years ago, the world watched Michael Jordan redefine the slam dunk in one consistent way: TV. Today, audiences want to control their own experiences and A/R Jordan gave them the ability to live in a legendary moment in the exact way they wanted to.
    2. Bring in the right partners. The buzz about A/R Jordan was generated by the holistic experience, and that required the right partnerships with the right companies. From Snapchat’s A/R capabilities to Shopify enabling purchase right from the app and Darkstore delivering on the instant-gratification demands of the audience, the experience was impeccable from start to finish because Jordan Brand didn’t try to reinvent anything–it simply leaned on those that already did it well.
    3. You can teach new audiences old tricks. If you’re a legacy brand, you’ve got stories that could be reevaluated and repositioned for today’s consumer. It’s a hot trend for a reason.

This post Social Spotlight: Air Jordan or A/R Jordan originally appeared on Sprout Social.

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How to craft an effective social media content strategy

Customer Data Platforms vs. Data Management Platforms

What are CDPs and DMPs? How are they different? Can they work together?

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Analysis: New Amazon Echo wearables are more bad news for advertising

Transactions are a better fit than ads for the next generation of connected devices.

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App Annie picks up mobile advertising analytics provider

The deal will allow mobile marketers to gain insights from App Annie’s market data and analytics alongside mobile ad analytics.

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Social Shorts: Twitter Next, Facebook pushes Story Ads, Adobe’s latest consumer survey

The social media marketing week in review: A round up of news and announcements you may have missed.

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How we can restore trust in digital advertising?

The CEO of French “drive to store” marketing platform Teemo talks about how transparency can thread the digital needle between irrelevant and creepy.

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TikTok: What Marketers Need to Know

Are you curious about TikTok? Wondering how to use TikTok for your marketing? To explore what marketers need to know about TikTok, I interview Rachel Pedersen on the Social Media Marketing Podcast. Rachel is an organic social marketing pro and host of the Social Media Secrets podcast. Her new book is called, I Need Attention. […]

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The guide to winning social media for law firms

When to execute outreach

We’ve come to the final post in our outreach series. For the full journey, download our Complete guide to outreach. It’s no good doing all the prep work we’ve mentioned in previous posts if your email ends up getting buried in your recipient’s inbox because it’s poorly timed. Although there is no sure-fire way of […]

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Two Great Tactics That Work Great Together, B2B Social Selling and ABM: LinkedIn's Ty Heath on Marketing Smarts [Podcast]

Ty Heath, global lead of The B2B Institute at LinkedIn, gives a sneak preview of her B2B Marketing Forum session: "How to Combine Account-Based Marketing and Social Selling on LinkedIn." Read the full article at MarketingProfs

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How to Use Infographics as Effective Marketing Tools [Infographic]

Marketers publish infographics because they attract readers and because readers tend to share infographics on social networks. Those are marketing wins--in the form of backlinks, brand awareness, and website visitors. See how you can use infographics in your own marketing. Read the full article at MarketingProfs

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What do Charlene Li and Wayne Gretsky have in common?

They are both future focused and it is time we use future customer insights to inform our tech stack selection and embrace an agile marketing approach.

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Building housewares brands with brand response TV

It is time for marketers to take advantage of the DRTV expansion to solve some of their biggest advertising pain points.

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The Troubled Truth about a Certain Type of Storytelling

We all love to make predictions about the future, don’t we? Whether we think the outcome will be “good” or...

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Once you’ve defined your ideal customer, it’s buyer activity that matters most

By shaping actions around the activity in the market, we are better able to optimize resource allocations, deliver improved customer experiences and maximize revenue.

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