How Digital PRs can Overcome the Ad Blocker and Engage Consumers Who Hate Sponsored Content
Abstract
Global brands including Starbucks, Ben & Jerry’s and GoPro use UGC within their campaigns. As a result, these organisations have a huge online following of opinion leaders, who advocate them across the globe, on platforms such as Instagram.
Full Text:
PDFReferences
AdWeek., 2014. Why Pay for Creative When Selfies Will Do? Coke plants the flag [online]. Available from: http://www.adweek.com/news/advertising-branding/why-pay-creative-when-selfies-will-do-158178 [Accessed 15 April 2016].
AdWeek., 2015. This Top 10 List of Sports Content Creators Shows a Major Consumer Shift [online]. Available from: http://www.adweek.com/news-gallery/advertising-branding/top-10-list-sports-content-creators-shows-major-consumer-shift-165731 [Accessed 13 April 2016].
Austin, S, & Newman, N., 2015. Attitudes to Sponsored and Branded Content (Native Advertising) [online]. Available from: http://www.digitalnewsreport.org/essays/2015/attitudes-to-advertising/ [Accessed 15 April 2016].
Bazaar Voice., 2016. User-generated content has unrealized brand building potential [online]. Available from: http://www.bazaarvoice.com/ugc-impact-on-brand/[Accessed 13 April 2016].
Brandchannel., 2015. Why User-Generated Content Should Be Part of a Brand’s Marketing Strategy [online]. Available from: http://brandchannel.com/2015/08/10/user-generated-content-081015/ [Accessed 23 April 2016].
Burger King., 2016. Chicken Fries [online]. Available from: http://www.bk.com/menu-item/chicken-fries [Accessed 27 April 2016].
Business Insider., 2011. Public Relations Advantage Over Marketing & Advertising: Image Is Everything! [online]. Available from: http://www.businessinsider.com/public-relations-advantage-over-marketing-and-advertising-image-is-everything--2011-10?IR=T [Accessed 28 April 2016].
Business Wire., 2014. Nielsen: Consumers Crave Real Content When Making Purchase Decisions [online]. Available from: http://www.businesswire.com/news/home/20140325005396/en/Nielsen-Consumers-Crave-Real-Content-Making-Purchase [Accessed 13 April 2016].
Calvin Klein., 2016. Explore [online]. Available from: http://explore.calvinklein.com/en_GB/page/mycalvins/ [Accessed 21 April 2016].
Campaign., 2016. Creating Experiences [online]. Available from: http://www.campaignlive.co.uk/article/creating-experiences/1392001 [Accessed 21 April 2016].
Cheong, H.J, & Morrison, M, A., 2008, 'Consumers' Reliance on Product Information and Recommendations Found in UGC', Journal Of Interactive Advertising, 8 (2), 1-29.
CIPR., 2016. What is PR? [online]. Available from: http://www.cipr.co.uk/content/careers-advice/what-pr [Accessed 24 April 2016].
CNN Style., 2016. Calvin Klein on why sex still sells...and the power of Justin Bieber [online]. Available from: http://edition.cnn.com/2016/04/10/asia/calvin-social/ [Accessed 21 April 2016].
CNN Style., 2016. Calvin Klein on why sex still sells...and the power of Justin Bieber [online]. Available from: http://edition.cnn.com/2016/04/10/asia/calvin-social/ [Accessed 21 April 2016].
CNN., 2015. Five years on: Untangling Instagram's growing web of influence [online]. Available from: http://edition.cnn.com/2015/10/22/fashion/instagram-is-changing-the-world/ [Accessed 13 April 2016].
Content Marketing Institute., 2015. Get Your Fans to Share Their Love: What Every Brand Can Learn From GoPro. Available from: http://contentmarketinginstitute.com/2015/09/brand-learn-from-gopro/ [Accessed 21 April 2016].
CrowdSource., 2015. 3 Ways User Generated Content Can Make or Break a Brand's Reputation [online]. Available from:http://www.crowdsource.com/blog/2015/06/3-ways-user-generated-content-can-make-or-break-a-brands-reputation/ [Accessed 23 April 2016].
Doorley, J, & Garcia, H.F., 2015. Reputation Management: The Key to Successful Public Relations and Corporate Communication. Third Edition. Taylor and Francis. New York.
Earl, S, & Waddington, S., 2013. Brand Vandals: Reputation Wreckers and How to Build Better Defences. Bloomsbury. London.
Falcow, S., 2016. UGC and Social Hubs: #DigitalPR Chat with Alicia Whalen [online]. Available from: https://www.proactivereport.com/ugc-and-social-hubs-digitalpr-chat-with-alicia-whalen/ [Accessed 21 April 2016].
Falcow, S., 2016. UGC and Social Hubs: #DigitalPR Chat with Alicia Whalen [online]. Available from: https://www.proactivereport.com/ugc-and-social-hubs-digitalpr-chat-with-alicia-whalen/ [Accessed 21 April 2016].
Forbes., 2015. How Brands Can Make User-Generated Content Work For Them [online]. Available from: http://www.forbes.com/sites/onmarketing/2015/04/29/how-brands-can-make-user-generated-content-work-for-them/#67a868284f10 [Accessed 13 April 2016].
FT Magazine., 2014. The invasion of corporate news [online]. Available from: http://www.ft.com/cms/s/2/937b06c2-3ebd-11e4-adef-00144feabdc0.html [Accessed 28 April 2016].
Grimes, T., 2013. What the Share a Coke campaign can teach other brands [online]. Available from: http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands [Accessed 24 April 2016].
iDigitalTimes., 2015. #StraightOutta: ‘Straight Outta Compton’ Meme Generator’s Funniest Twitter, Instagram And Tumblr Reactions [online]. Available from: http://www.idigitaltimes.com/straightoutta-straight-outta-compton-meme-generators-funniest-twitter-instagram-and-465972 [Accessed 26 April 2016].
Independent., 2014. Coca-Cola 'Share a Coke' campaign boosts US sales for first time in a decade [online]. Available from: http://www.independent.co.uk/news/business/coca-cola-share-a-coke-campaign-boosts-us-sales-for-first-time-in-a-decade-9759739.html [Accessed 27 April 2016].
ITunes, 2015. Straight Outta Meme Maker [online]. Available from: https://itunes.apple.com/us/app/straight-outta-meme-maker/id1028920046?mt=8 [Accessed 27 April 2016].
Kaplan, A, & Haenlein, M., 2010, 'Users of the world, unite! The challenges and opportunities of Social Media', Business Horizons, 53 (1), 59-68.
KeyNote., 2015. Social Media Marketing [online]. Available from: https://www.keynote.co.uk/market-report/media-marketing/social-media-marketing?full_report=true [Accessed 13 April 2016].
Marketing Week., 2015. Marketers should embrace user-generated content [online]. Available from: https://www.marketingweek.com/2015/09/24/marketers-should-embrace-user-generated-content/ [Accessed: 21 April 2016].
Mintel., 2015. Social Media: BPC - UK - June 2015 [online]. Available from: http://academic.mintel.com/display/740998/ [Accessed 13 April 2016].
PR Newswire., 2016. 5 Steps to Unlocking Successful User-Generated Content [online]. Available from: http://www.prnewswire.com/blog/5-steps-for-wildly-successful-user-generated-content-marketing-16249.html [Accessed 13 April 2016].
PR Newswire., 2016. 5 Steps to Unlocking Successful User-Generated Content [online]. Available from: http://www.prnewswire.com/blog/5-steps-for-wildly-successful-user-generated-content-marketing-16249.html [Accessed 13 April 2016].
PR Week., 2014. Study: Consumers prefer credible, third-party content over branded content [online]. Available from: http://www.prweek.com/article/1286769/study-consumers-prefer-credible-third-party-content-branded-content [Accessed 21 April 2016].
PR Week., 2015a. What is the new PR agency? [online]. Available from: http://www.prweek.com/article/1344552/new-pr-agency [Accessed 29 April 2016].
PR Week., 2015b. Storyful helps brands discover user-generated content for campaigns [online]. Available from: https://www.marketingweek.com/2007/08/30/ugcs-untapped-potential/[Accessed 13 April 2016].
PR Week., 2016. Ryanair CMO plans to replace in-flight magazine with targeted, digital content [online]. Available from: http://www.prweek.com/article/1385312/ryanair-cmo-plans-replace-in-flight-magazine-targeted-digital-content [Accessed 13 April 2016].
PRNewser., 2015. 10 Ways Brands Leverage User-Generated Visuals [online]. Available from: http://www.adweek.com/prnewser/10-ways-brands-leverage-user-generated-visuals/108405 [Accessed 13 April 2016].
Racked., 2015. Unpacking Calvin Klein's Wildly Successful #MyCalvins Campaign [online]. Available from: http://www.racked.com/2015/10/15/9534325/calvin-klein-mycalvins-justin-bieber-kendall-jenner [Accessed 21 April 2016].
Smith, A, Fischer, E, & Yongjian, C., 2012, 'How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?', Journal Of Interactive Marketing, 26 (2), 102-113.
Smith, A, Fischer, E, & Yongjian, C., 2012, 'How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?', Journal Of Interactive Marketing, 26 (2), 102-113.
Smith, N.D., 2015. 10 Stats That Show Why User-Generated Content Works [online]. Available from: http://www.dmnews.com/direct-line-blog/10-stats-that-show-why-user-generated-content-works/article/444872/ [Accessed 13 April 2016].
Smith, N.D., 2015. 10 Stats That Show Why User-Generated Content Works [online]. Available from: http://www.dmnews.com/direct-line-blog/10-stats-that-show-why-user-generated-content-works/article/444872/ [Accessed 13 April 2016].
Social Media Today., 2015. Content Marketing Minds: The #MyCalvins Marketing Campaign [online]. Available from: http://www.socialmediatoday.com/content/content-marketing-minds-mycalvins-marketing-campaign-5 [Accessed 21 April 2016].
Wallblog., 2016. Burberry and Calvin Klein tap into user-generated content before London Fashion Week [online]. Available from: http://wallblog.co.uk/2016/02/19/burberry-and-calvin-klein-tap-into-user-generated-content-before-london-fashion-week/ [Accessed 21 April 2016].
Watson, T, & Noble, P., 2007. Evaluating Public Relations. A Best Practice Guide to Public Relations Planning, Research and Evaluation. Second Edition. Kogan Page. London.
Refbacks
- There are currently no refbacks.
ISSN 2516-9157