Digital Collateral

For my third PR object, I have chosen to discuss the infographics that Jollibee has posted on their social media platforms amidst the pandemic. Like I have previously mentioned, I believe that posting on such matters gives their customers an assurance that the brand cares about them and would want to keep them safe as well. However, I have also mentioned the lack of engagement that the posts receive from their followers on Instagram. My objective for this new creation is to put in my perspective of what makes a more engaging and honest digital content while keeping the brand’s main message from the original post.

One significant thing that I have included in the digital content is adding an estimated waiting time for Jollibee’s food delivery when customers place their order. Even though, Jollibee hotline service informs consumers what is the estimated time when they order food, I believe that it is important to give an honest statistic to their customers.


Aside from the digital content, it is also important to match each post with an engaging caption that allows an interaction between the brand and the consumer. Where an engaging cation also allows the brand to better understand their consumer characteristics/attitudes/preference when they interact with them on the comment section. An ideal caption that could match the post that I have created is:

“Here’s a breakdown of how we are applying our No-Touch Delivery Protocol and how long each step takes us. Comment down below the things you do while waiting for your Jollibee favourites to be delivered.”

Overall, recreating this PR object is something that I have a problem with because I know that the post/content has merely any changes needed to it. However, I put myself in a consumer’s perspective, and I believe that as a consumer, that is something that I look for in a brand, which is a better interaction and connection with the brand. Besides this, I also put in my personal experience of waiting for my food to be delivered and sometimes wonder why doe sit take so long for my order to be delivered. And I am sure that I am not alone with this experience, and other people are also wondering about the same thing.

Media Relations

Jollibee Pinellas Park located at 4057 Park Boulevard North, Pinellas Park, FL 33781 opens Friday, January 17. (Photo credit: Jollibee)

For my second PR object, I have talked about how Jollibee announced the expansion of its stores in the US and China. This announcement was covered by the news website Reuters.com. Reuters have been covering updates for the fast-food chain for a long time because of the great media relation that both organizations share. Regardless of the amount of publicity Jollibee has received from the media, it is still an important factor for Jollibee to create a unique experience for journalists and create more media relations for different news websites.

For this PR object, I have chosen to create a new media relation tactic on how the announcement of Jollibee’s store expansion attracts or captures the attention of journalists. Media relation, as I have mentioned in the previous page, is the relationship that organisations develops with the mass media to reach out to its public. An effective media relation tactic is a crucial strategy that will help journalists write their articles, where they wrote based on their impression of the organization message or story they are trying to convey through the announcement (Specifically US).

Jollibee's Manhattan Opening Was Packed With Devoted Fans in Long ...
Taken from the grand opening of Jollibee in Manhattan

To give journalists a more newsworthy article or experience to write about, I have thought of creating a press party that will then unveil the announcement of Jollibee’s store expansions across the U.S. Given that Jollibee is a fast-food company, a press party is very suitable as press parties usually involve food. Jollibee is able to showcase their delicious food to their invitees and create an excellent first impression, which then gives a more first-hand experience for a journalist to write on.

This PR invitation will be sent out to different journalists regarding the event. The invitation includes the date of the event and a brief write up of the activities. The invitation will be included in the PR kit alongside the journalist badge, and Jollibee merchandise that will celebrate Jollibee’s expansion in the U.S. Creating a personalised PR kit will give an impression to the journalists that they are important to the brand and that the brand cares about them. It is also an excellent way to provide merchandise to show that journalists are part of the team.

Top 3 Journalists from different news/blog/media channels that are potential invitees for the press party:

1. Ethan Johns

Ethan Johns is a journalist from Food Network whose work mostly focuses on giving reviews on current Fast Food trends and also updates on what’s new in the fast-food industry.

2. Jelisa Castrodale

Jelisa Castrodale is a journalist for both Vice News and Food&Wine who previously have written an article about Jollibee’s expansion in the U.S.

3. Kate Krader

Kate Krader is a food editor at Bloomberg who writes about food economics, updates, and trends in today’s society.


In my opinion, the journalists that I have listed out are just a few of the greatest food journalists out there that Jollibee can have a media relation with. Them being invited to the event can create a significant impact with the announcement of Jollibee’s store expansion in the U.S. because of the large number of readers the articles can reach. This is an important factor as most of their readers most likely have a higher possibility that they do not have a clue what Jollibee is, therefore it will be a good exposure for the brand. I am aware that these journalists come from large companies, but then again, Jollibee has created good media relations with other companies as large as theirs. Therefore I see no problem inviting them into the press party and creating more media relations.

5P’s of A.I. – Performance

The fifth and final P of Marketing A.I. brings us to ‘Performance’. Performance helps marketers turn data into intelligence. Such as building a dynamic charts and graphs to visualise performance data, creating performance report narratives based on marketing data, monitoring and evaluating brand mentions from media influencers, and forecasting performance and writing a performance report.


Google Analytics Review | PCMag

Assuming that Sennheiser is like any other brands or companies in the industry, they will tend to rely on Google Analytics for their website or landing pages to see the performance of their online campaigns. Knowing how well the companies campaign’s performance is an important aspect will determine how companies should run their future campaigns. It will inform the planning team whether there are rooms for improvement or some strategies that need to be changed entirely.

Using Google Analytics alone for reporting and optimising purposes can be excellent and efficient for a team. However, there are some mistakes companies like Sennheiser are currently might be doing, and it is giving additional jobs for the department to do rather than minimising.

Firstly, Google Analytics does not have the capability of measuring the exact amount of e-commerce transactions that go on a website. Hence it will not be able to provide the right numbers in the back-end, which will give the team an extra job by double-checking the data before presenting it.

Secondly, Companies tend to be overconfident with the data that they received with Google Analytics. This is because the data Google Analytics provides merely gives the team an overall performance of their campaigns. Google Analytics will only show the number of foot traffic on your website or the number of people who opened the email campaign. Still, it will not inform the team about consumer behavior. For example, the data given by Google Analytics will not show whether the viewer read the whole landing page or exited immediately after seeing the headline. Lastly, creating promotional campaigns where the main objective is to create awareness on the social media platform, Google Analytics cannot evaluate or monitor the brand mentions from influencers and key opinion leaders. And evaluating and monitoring brand mentions is an essential aspect if a brand is looking for ideal influencers that can be a good prospect for future brand campaigns.

To solve these common problems Marketing Artificial Intelligence Institute has recommended an A.I. software that can perform what most brands are looking for and bring them in greater heights when measuring the overall performance.

What its PAVEAI?

PaveAI Reviews 2020: Details, Pricing, & Features | G2

PaveAI is a A.I. softwares that allows companies to integrate Google Analytics, Google Search Console, Google Adwords, Facebook Ads, Instagram Ads and Twitter Ads. Their platform then uses an AI algorithm and various statistical classifiers based on a business’s marketing data to trace back all the data they currently need that will help them make a solid decision. The reports that the marketers receive from the software even provide segments for consumers or readers and their probability to become a lead or subscriber.

Many business have sampled many softwares that converts Google Analytics into modern English and displayed some excellent reports. And many have still messed with a ton of dash-boarding tools out ther, but none of them were providing clients an overview of what they needed nor providing them some valuable insights they needed to make adjustments. However, PaveAI does both!

How can Sennheiser use this software in the performance stage?

Sennheiser can leverage PAVEAI through an effortless onboarding and integration of the companies’ existing data with the help of PAVEAI engineers who will work with the Sennheiser marketing team directly. This effort is possible because the machine intelligence PAVEAI has that allows data-driven results. Aside from this, Sennheiser can customise the insights they want to see when working with the software. Sennheiser are able to monitor and evaluate their brand mentions with ease, and with brand mentions, they can garner first-hand feedback from the public.

Lastly, Sennheiser has an opportunity to plan their next campaign with ease due to the available strategic insights the software provides based on the analysed data, showing what methods or tactics are performing well and help give improvement suggestions to tactics that aren’t as successful.

5P’s of A.I. – Promotion

The fourth P of Marketing A.I. brings us to ‘Promotion’. Promotion helps marketers to Manage intelligent cross-channel and cross-device promotions. Such as moderating comments at scale across social channels, pushing geo-targeted offers through mobile devices, scheduling social shares for optimal impressions and engagement, and lastly test headlines, landing pages, images and creative.


One of the most rewarding experience as a marketer is to see your campaign or project being shared across different social media platforms and receiving positive feedbacks about it. In todays digital age, we tend to gauge the success of a campaign based on how much likes it have gotten, how many times it has been shared or “reposted”, and the amount of comments we receive in a single post. Currently, Sennheiser have different social media platforms where they promote their product, campaign and general updates.

As seen from the photos above, Sennheiser is struggling to get likes or comments on their posts when promoting their products even though they have a high follower count. However, when they do get comments on their posts. Some are spam comments, where it talks about things that are not related to Sennheiser. An example of that comment can be seen below.

Based on my personal research, having comments like the one shown above can decrease the overall performance of a post because people will either be discouraged to post after that specific comment, and having that type of comment on social media will decrease its discoverability on users explore page. Aside from these types of comments, another bad comment that Sennheiser might receive in the future could be nonconstructive feedbacks that use foul languages as a way for them to express their thoughts or feelings.

Therefore, Sennheiser requires an A.I. software that will prevent coming across these scenarios, not only the comments on their social media page but as well as other social media platforms that mentions Sennheiser on their posts, such as Twitter. Hence, for preventive measures and to help keep their social media platform free from trolls, Marketing Artificial Intelligence Institute recommends SmartModeration.com.

What is Smart Moderation?

Smart moderation is a moderation app that offers a complete protection of the brands different social media and website by detecting detecting illegal and inappropriate comments, spam, and trolls. To go more in depth, Smart Moderation promotes a cleaner, safer online experience by using AI-based comment moderating technology. The technology that Smart Moderation uses helps automates inappropriate comment moderation strategy across various digital platforms including Facebook, Instagram, and YouTube by detecting inappropriate or profane comments, spam, trolls, and bullying. It automatically removes these from the platform in real time, without requiring any human involvement, which means that the team can solely focus on promoting their campaigns.

The thing that makes smart moderation different as compared to other A.I. solutions is that the social networks that they use provide keyword blacklist features to meet users’ basic needs by helping them, for instance, remove specific words from their platforms. Smart Moderation based their A.I. architecture on machine learning and natural language processing that read the meaning and tone behind a massage rather than relying on static keyword blacklists. This provides a unique, unmatched service not previously offered by any other company. It operates all day, everyday, in real time with self-learning technology that can adapt and customize past actions and preferences to itself.

Below would be the steps on how comment moderation works on social media by Smart Moderation:

1. CONNECT

Smart Moderation takes only three short steps to set up: sign up with a Facebook account; connect to social networks; and add profiles. All of this takes less than a minute!

2. MONITORING

Smart Moderation always maintains the most up-to-date integration with social networks and runs 24/7 comment listening in real time.

3. FILTERING

Smart Moderation uses sophisticated natural language processing and machine learning algorithms to detect toxic comments.

4. AUTO-HIDE

Smart Moderation keeps working 24 hours a day as your comment moderation assistant for social media protection.

5. PERSONALIZE

Unique to Smart Moderation is its machine learning based artificial intelligence that starts to understand what is inappropriate and what is not for you.

How can Sennheiser use this software in the promotion stage?

One of the Sennheiser project’s components is creating a post on social media and finding influencers or key opinion leaders that will help promote the campaign. How Smart Moderation can help in that aspect is that with the posts that will be created, Sennheiser can ensure a clean and proper engagement with their audience during the campaign period, which can affect the audience’s purchase decision. Aside from that, if ever the influencer or key opinion leader has something incorrect or goes against the campaign, Smart Moderation can help with the brand-damaging it has caused.

In addition, smart moderation not only keeps members safe from the social media crisis 24/7, but it can make marketers happy as they do not have to closely monitor every single platform that they use, which will save up to 80% of their time.

5P’s of A.I. – Personalisation

The third P of Marketing A.I. brings us to ‘Personalisation.’ Personalisation helps marketers to power intelligent consumer experiences. Such as recommending highly targeted content, answering voice and text questions, optimising email send time at an individual recipient level, and most importantly, helping to personalise content, offers, and web experiences with images, text, and CTAs.


As seen from the image above, Sennheiser creates a customer experience that will allow a more in-depth and better communication between the business and the consumer. The picture above shows two communication types of interaction: how the company can reach the customers and vice versa.

Sennheiser allows customers to reach them through a customer service tab on their website named “Have a question?” pinned in the navigation screen. The tab creates convenience for readers to ask their queries in any part or section of the Sennheiser website. Upon clicking the tab, it first generates the most frequently asked questions (FAQ) by readers. If the readers’ questions are not inside the FAQ, the tab then allows the reader to post their problems, so readers will feel that the company hears them. This process subsequently collects customer information (such as email address) so that Sennheiser can keep track of its customer, allowing them to analyse who their audience is.

There is then an option to sign up for a “Newsletter” for Sennheiser customers tossing up to receive the latest news about the release of a product, press releases, discounts, and many more. The agreement is shown at the bottom of the section, which explains what will happen upon the registration of their “Newsletter.”


Yes, I hereby agree that my personal data provided by me may be processed by Sennheiser electronic GmbH & Co. KG (“Sennheiser”). The purpose of the processing is the sending of e-mails by Sennheiser to the e-mail address I have provided in order to receive information about products, services, software updates, news, current offers, campaigns, events, competitions as well as for statistical surveys. My personal data will not be passed on to third parties. I can withdraw my consent at any time by using a link provided in the newsletter, by sending a message to Sennheiser, Am Labor 1, 30900 Wedemark, or by e-mail to contact@sennheiser.com. The withdrawal of my consent shall not affect the lawfulness of the processing based on consent before its withdrawal.*


However, most email marketing by companies tends to get overlooked because of its generic sense of appeal, and because of other emails that are being sent at the same timing. Uninteresting email marketing then leads to most customers unsubscribing from the newsletter, which decreases Sennheiser’s customer lead when they want to announce special occasions or any other happenings in the future, which will then cause a negative consumer experience. Therefore, for the release of the Momentum True Wireless 2, Marketing Artificial Intelligence Institute recommend A.I. softwares like Emarsys.com to create an optimise email send time at an individual recipient level, at the same creating attention seeking email campaigns.

What is Emarsys?

Emarsys platform is a great tool for email marketing and automation. The software is something most companies are looking that will combine CRM functionality and email automation. One of Emarsys unique feature is leveraging on customers’ digital footprint for perfectly timed, contextual experiences, on different types of channels. Emarsys help consolidates data and makes it accessible for companies so that they can create a customer-centric experience. Upon registering with Emarsys, all of the companies data sources are synchronised in real time, unified and transformed into personalisation variables, centrally accessible to be used consistently on any channel.

Omnichannel programs like Emarsys can branch out into an unmanageable number of campaigns, increasing the workload in a companies marketing department, since personalisation can be time-consuming as it requires manual work.

Emarsys reusable personalisation tokens increase a companies operational productivity. These out-of-the-box, reusable variables — such as loyalty status — fit a wide range of use cases specific to your industry.”

How can Sennheiser use this software in the production stage?

Given the human nature of ignoring things, we tend to overlook things that we do not find interesting nowadays. With the use of Emarsys as an A.I. software, Sennheiser is able to evolve their email communications with a specific focus on the timing and on being nimble and faster in their personalisation and segmentation efforts. Relying on internal resources, most of the time, can create a time delay due to the time-consuming process. If Sennheiser uses Emarsys for the email campaign to promote their Momentum True Wireless 2, they can expect an increase in scalability and ease of making changes for testing new concepts while maximising on the A.I. software technology. Emarsys is able to help the promote Sennheisers’ new product by creating an email campaign that will win consumers’ attention in today’s overcrowded inboxes.

5P’s of A.I. – Production

The second P of Marketing A.I. brings us to ‘Production’. Production helps marketers to create intelligent contents. Such as designing websites, landing pages and call to actions. Help predict content performance before deployment, and help analyse and edit content for grammar, sentiment, tone and style.


Sennheiser is, without a doubt, have a very aesthetically pleasing website, where they feature their new product launches and other new campaigns that they would want to introduce to their customers and new target audience. The site is fully equipped with pieces of information regarding different products, company press releases, company information, and upcoming events that can be easily navigated through different navigation menus or buttons. Each landing page of the website is concise to what the page is about and is relatively unique from one another but remains the same aesthetic.

However, younger audiences nowadays tend to skip the website and go straight to companies’ social media accounts to check the latest updates or product releases. For example, Sennheiser Singapore Instagram page currently has 2,967 followers on their Instagram page, which is impressive.

Looking at their contents, it still resembles Sennheiser aesthetics, from the graphics/videos/infographics and captions. But they do not receive many likes from their posts. Where some even have zero interactions with posts, such as comments from the target audience, which can be seen from the photos below.

Creating creatives, marketers tend to assume that it will always work, given that they have a considerable amount of followers and when they do not get much attention or achieve the overall performance that they aspired to have, it is very disheartening and worrying. Therefore, the use case that Marketing Intelligence Institute suggest is to find a AI software that will help predict content performance before deployment, which in this case Accrolinx.com is able to provide.

What is Accrolinx?

 Acrolinx is a content platform that takes care of the complete content optimisation process. Acrolinx typically brings the most value for organizations that are creating high-value content at scale. Accrolinx is currently being used by the all the major software companies in the world, as well as leaders in semiconductors, manufacturing and financial services. The 3 features that makes Acrolinx unique based on their Founder & CEO Andrew Bredenkamp is as follows:

  • Content Strategy made Actionable: Acrolinx is the only language platform that captures a companies content strategy, and makes it actionable. Taking all of the direct and nuanced aspects of your company’s use of language (formality, tone, terminology, personality) as well as the specific communication expectations of your target personas (education level, specialization), Acrolinx can then score your content against your strategy. The platform then provides a number of options to further align misaligned content. Strategy-aligned content has been proven to be more effective in meeting the top-level business objectives of customer acquisition and ongoing engagement, while eliminating legal and regulatory compliance issues.
  • Singular Enterprise Voice: Other solutions on the market allow individuals to write their content better. Acrolinx allows an enterprise to create tightly aligned content that helps the company is speaking with one voice. These two approaches are very different. 1000s of individuals writing clear content in their own styles doesn’t solve the enterprise problem of “too many writers with too many voices.” Only Acrolinx, through the consumption of the enterprise content strategy, ensures that all content represents the voice of the business.
  • Content Alignment At Scale: While other solutions provide tools that review individual documents, Acrolinx is the only platform that reads all enterprise content and measures it against one or many content strategies within the enterprise. Enterprises like IBM and VMWare are feeding hundreds of millions of words (184 million at VMWare, to be exact) through Acrolinx each year. No other language platform can come close to handling that volume of business-critical content.

How can Sennheiser use this software in the production stage?

I believe that Acrolinx does not only help ease out the work of marketers, but because of its unique feature of being able to ‘read’ contents, it can help improve future content through a unique scoring system that marketers can consider before posting. Sennheiser can also use the A.I. software to check the overall analytics of its contents, which can help with the production of content and captions through its message and tone. Soon enough, Sennheiser marketers will don’t have to worry about how the public will receive their contents because now they have Acrolinx that help analyse their posts and amend the changes needed with ease. Creating effective content to share with the public, which then leads to better attention and engagement on their social media pages.

To find out more on how Acrolinx can help Sennheiser future contents , watch the video below.


 

5P’s of A.I. – Planning

The first P of Marketing A.I. brings us to ‘Planning’. Planing helps marketers to build intelligent strategies. Such as determining goals, constructing a buyer persona, analysing existing online content for gaps and opportunities, building media, and influencer databases based on interests, audience, and intent.


Back in January 2019, Sennheiser selected Mullenlowe group to be in charge of its overall global marketing communication agency-of-record (AOR) for its consumer business. Sennheiser and Mullenlowe Group’s agreement includes the collaboration of global marketing strategies and creative development. Mullen Lowe Group has an objective of redefining Sennheiser’s approach to consumer marketing and bringing greater synergy to the company’s broad array of communications initiatives. Currently they are developing global consumer campaigns to help better promote new products, including Momentum True Wireless 2.

In my opinion finding a well trusted agency that is able to deliver beyond expectation is very important for the business, especially when building media that will create an awareness for the desired audience. However, the agency might be lacking on creating an influencer databases based on interest, audience, and intent. Which is a recommended used case by Marketing Artificial Intelligence Institute that will help the requirements given by Sennheiser for my group project.

Collaborating with an agency is the best way to help ease up the tasks of the marketing department, but with high cost and lack some of the main focus Sennheiser is currently is interested in. An alternative solution could be relying on a A.I. software. One recommended A.I. software by Artificial Intelligence Institute is Pathmatics.com

What is Pathmatics?

Pathmatics is a cloud-based digital marketing intelligence and marketing analytics solution designed for agencies, brands, and publishers. The A.I. software features Pathmatics explorer intelligence platform, Pathmatics connect data feed and Pathmatics custom data solutions. The platform helps the user have easy access to data visualisation, ranking reports, summaries, maps, charts, tables, and export functionalities, which could help plan a campaign faster and efficiently.

Not only that, but the platform also offers the users creatives, sites, devices & formats, and trends. This trends include an analysis of the most current influencer that is either in demand or have positive feedbacks when they work with brands and how they present themselves to their audience. With the extensive analysis of the software it can deliver real-time actionable intelligence that will help foresee analytics upon working with influencers and how the audience will receive their campaigns or messages.

How can Sennheiser use this software in the planning stage?

Pathmatics offers various strategies that can bring insights and give tools to marketers needs. In this case, Pathmatics is able to help Sennheiser create a influencer database that their desired customers currently interested in, through the sets of data they have compiled over the years, which I may add always updated. They are able to leverage on the datas collected from the influencer and see if their audience, message and purpose, matches what the company are looking for. With this feature, it eases up the planning stage of Sennheiser due to the different strategies that the software is able to offer based on their collected data from their target customers. May it be creative strategies, targeting strategies, social media strategies, and device strategies. Sennheiser marketers are able to discuss some of the creative ideas and see which one best fits their overall objective. Which will then speed up the planning process and have time to focus more on other parts of the campaign, such creating contents.

Below are some of the examples of the strategies and tools Sennheiser can leverage on if they use Pathmatics.

Level 4 (Right)

Virality

Everyday we will always stumble across one post on our social media pages that has a lot of views or reactions. May it be a funny post that involves someone being laughed at, a video where it gets people talking because of a persons misconduct or even a fake news that involves a celebrity. The point is today there a lot of ways to be viral nationwide or even worldwide. Virality is an interesting marketing skills that involves a viral video or a post from brands. But what makes it viral? Is it the product, the advertisement, the campaign or simply lucky, that makes something such a big hit. This is why I am keen on understanding more about what is Virality and its forms.

Viral content usually has a well-designed viral strategy behind it, but virality could also be due to luck, creativity and preparation. To break down this concept a little better, I am going to explain the definition of this concept with the help from different websites, on how a viral campaign works, the advantages of viral marketing and also some of my personal favourite viral campaigns as an example.

Based on MarketingSchools.org. Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. The basis of viral marketing is in the spread of information by word-of-mouth, but modern technology has allowed the viral effect to include many Internet-based platforms as well.

The list below are some networks on how a viral effect can spread through:

  • Word-of-mouth
  • Email
  • Social networking sites (Facebook, Twitter, LinkedIn, etc)
  • Video sharing sites (Youtube, Vimeo, etc)
  • Web forums

But why does something goes viral?

Talkwalker.com says that a viral content is sticky. It makes you want to watch it again. It makes you want to be a part of it. This is is why TikTok so addictive. The videos are short. They loop again and again. And in the case of things like #hashtagchallenges, TikTok makes it easy for you to join in on the fun and remix something popular to give it your own spin.

But there are over a million videos viewed on TikTok everyday. If you’re not on the app, but have seen something that originally went viral on there on a different platform, just know that you are seeing the very best of TikTok content. The video below will give 2 tips on how to make campaigns or advertisement always go viral.


Now that I know what virality or viral marketing is, here are some of its advantage, by cyberclick.es, that might help me consider creating a viral campaign when doing future group projects.

Advantages of viral marketing

  • Low cost. What characterizes viral campaigns is that the users do a significant part of the work for the brand, which drastically cuts down the costs of dispersion. It is unnecessary to buy advertising or media space. 
  • Potential of great reach. A viral video on the Internet has the ability to reach a huge international audience without having to invest a ton of money or make any extra effort. Due to this, a small company or even a private individual can go extremely viral. 
  • It is not invasive. In viral marketing, the social media user is the one making the decision to participate and share content, so it lessens the possibility of the brand coming across as invasive. Like this, the perception of the brand and the interaction are significantly better, compared to more classical forms of advertising. 
  • It helps build up your brand. If we really hit the bull’s-eye in terms of creativity, we are creating content so incredible that users themselves decide to share it and, hence create a personal connection with your brand. It is without a doubt an extremely powerful tool when it comes to branding and awareness.

Viral marketing might have some advantages but I know that it also has its cons. Which I need to consider before making something goes viral and find every possible outcomes that might happen, to prevent any backlash from it.

Some Of My Favourite Viral Campaigns

Dumb ways to die

Dumb Ways to Die is an Australian public service announcement campaign done by Metro Trains to promote railway safety. The campaign video went viral through sharing and social media starting in November 2012.

This campaign is something that went viral worldwide and even become a mobile game. The video received over $60 million in media impressions in 2013. But most importantly, the message of the video caused people to be more aware and act safer around trains, resulting in 20% reduction in rail-related accidents. Listening to this when I was young, it didn’t occur to me that it is a campaign video as I find it funny and entertaining.

Dove Campaign for Real Beauty

In 2004, Unilever’s research found that only four percent of women considered themselves beautiful. After working with Ogilvy and Mather, Unilever launched the Campaign for Real Beauty. This campaign became large and the message spread like a bush fire. The message was translated into many languages to get more women involved in the campaign.

Even talk shows, women’s magazines, and TV news began discussing modern female beauty standards and the campaign evolved into a series of viral videos, commercials, and print ads that changed how we all look at beauty. This was one of the most talked about campaigns and until now Dove continues with the campaign to reassure women for their real beauty.

Dollar Shave Club: Our Blades are F**king Great

In 2012 the razor subscription service, Dollar Shave Club, was looking for a simple way to explain why their product is so unique compared to the rest. After much consideration, they ended up creating this comedic yet practical video to explain exactly that:

After the release of the video, the previously unknown brand’s website crashed multiple times and ended up receiving over 12,000 new subscribers in 48 hours. The video currently has over 26.8 million views on YouTube.


Overall, learning Virality or viral marketing as a skill is an interesting way on how to help small businesses to be known to the public. Virality could be an excellent way to create attention from the public for the new Sennheiser MOMENTUM True Wireless 2. It could be in the form of a creative campaign that can attract the media’s attention.

Virality in my opinion, should be a skill that combines with content creation, whereas a post has the clarity of message and call-to-action at the same time it gets people talking and causes word-of-mouth online.

Level 3 (Left)

SEO/SEM

Internship is something that is necessary to go through especially now that I am in Year 3. Whilst looking for internship position in different companies in Singapore, I realised that most of their job description includes having the knowledge of SEO/SEM. And SEO/SEM is something that I am not confident in, I believe that there are still a lot of things that I do not know about with this certain set of skill. However, I have managed to obtain a certification for Google Ads Search which recognises my mastery of the fundamentals of building and customising effective Google Search Campaign.

What I have learned from this crash course is that many considerations go into the creation of company websites, paid advertisements on Google, email marketing, and many more. The primary key take away I had from this course is that keyword is the most crucial part of running an ad and increases the search engine optimisation of a business.

The reason why keywords so crucial in digital advertising is because the majority of people who search for products or services tend to use specific keyword phrases into the search box in Google. In digital marketing, keywords are what connects customers and businesses. It is the bridge between the two and having the right keywords are the determiner for a company that can get their desired results from their search engine optimisation campaign. This means that keywords are in the centre of a successful marketing campaign.

Aside from this, I have understood the need for the relevance of keywords to websites and Search Engine Marketing. In an era where internet marketing tools have created a more extensive space for business marketers to sell their products online. People rely on search engine results and keywords. Most people tend not to go far beyond the first page to look for a different option. If a customer is looking for a business, and the keywords they searched do not reflect on the business website, it is likely that the customers cannot find it. I watched the video below to better understand the importance of keyword search engine optimisation and how to choose the right keywords.


I am aware that knowing the importance of Keywords is not enough for me to say that I am proficient with Search Engine Optimisation nor with Search Engine Marketing. I am okay with that because it is why I would work harder to learn about SEO and practice it through the creation of this website. With this mindset, I have signed up for an online course with HubSpot Academy, which I believe will help me better understand the skills and practice it. I believe that having this set of skills will help me analyse company websites better and help them grow.


Upon signing up to the HubSpot Academy, I currently have completed 2 lessons about Search Engine Optimisation.

The lesson about “How to Find the SEO Strategy that Fits Your Business is the lesson that I am most interested about as it concerns ranking of a business content on a search engine like Google. So how does content rank in a search engine? Based on HubSpot Academy, there are two ways that you can rank:

  1. Build Discovery and Relevance by creating lots of high-quality content on the topics you want to be known for.
  2. Build Authority getting lots of high-quality links to your website.

The bold words are 3 steps how search engines rank a business content:

Discovery – Search engines starts by crawling, discovering web page and checking contents on different contents.

Relevance – They then check the relevance of the contents of a website or an ad by indexing ( this step is mostly based on keywords )

Authority – Lastly, search engines ranks through high-quality links or backlinks. Authority is like basically the number of sites or link in your website that you use as a reference that adds credibility.

Authority is the most important part of these steps, if a website does not have an authority there is no purpose for a high quality contents. Which means that having more authority in your website can result to a better ranking for yourself. Therefore, to have a better authority businesses have to make sure that they are creating a compelling, unique, high-quality content that people would naturally want to link to. Also, business should also make sure that they tell people about their content so that they can find and link it.

Overall, business does not need to worry to improve their SEO if there’s enough authorisation and should focus on the quality of their content. It is also important for business to find the balance that fits with their SEO needs. Mostly High Quality Contents = High Quality Backlinks. Therefore, to increase Purple Tea SG Social Engine Marketing creating a quality content would hopefully increase the page social traffic and engagements.

Level 2

Branding/Storytelling

Branding and Storytelling is a skill that I am familiar with, and enhancing my knowledge with this skill is an essential aspect for me to promote better a company I am going to work with or even promote my brand hopefully in the near future. The reason why I would like to focus on this skill is that branding/storytelling is what makes each business unique from one another. Furthermore, based on the Marketing Insider Group, Stories are scientifically proven to get a person’s attention. In fact, stories stimulate brain activity. When we read or hear plot points, our neurons start firing—and not just in the part of the brain that controls the language center. Brand storytelling is the process of creating your business’s narrative that helps connect the brand to your customers. With the brand story, businesses hope that customers can resonate with their values. 

What I would want to achieve after this research is to be able to use the Sennheiser brand story and understand it to create a unique experience for my group’s PR Plan for them. I believe that keeping Sennheiser’s vision in mind, we can create a PR plan that will suit the brand.

“We are shaping the future of the audio industry, based on our history, our culture of innovation and our passion for excellence.“

Sennheiser’s Vision

The video below summarizes and explains the book written by Donald Miller titled “Building a Storybrand.”

What I got from this video is that having an interesting or eye-catching brand story is enough because some do not care about it. Some people do not care about the values of a company at all. However, every human being wants to be invited by the story. They would want to be included in the story the company is telling. They would want to hear that the brand can offer them something much better, customers would want to know if the brand can provide them a better life, if the brand can help them overcome their struggles or serve as a guide to them. With this I finally understood that not a lot of company is doing this, not many companies talk about what they can do to the customers but instead they talk about their accomplishment and how they manage to reach where they are. Because of this, I compiled some brand stories that I feel are able to apply the fundamentals of creating a good brand story.


Tom Story

Brand Story: According to their website, founder Blake Mycoskie “witnessed the hardships faced by children growing up without shoes” while traveling in Argentina in 2006. “Wanting to help, he created Toms Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need.”

To date, Toms says it has given more than 50 million pairs of shoes to children in need, has helped restore sight to over 360,000 people, and has helped provide over 250,000 weeks of safe water in six countries. In addition, Toms launched its Bag Collection in 2015. With each bag purchased, the brand says it will help provide a safe birth for a mother and baby in need.

The Reason for Their Success: The reason why they became successful is because now customers look past the brand itself and see what benefits it could give to other people. Tom’s social media shows the different communities or people they have reached out too, which gives a customers a better view of the brand.

Go Pro

Brand Story: Aside from the video above, the founder and CEO Nicholas Woodman writes, “GoPro helps people capture and share their lives’ most meaningful experiences with others – to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun. The world’s most versatile cameras are what we make. Enabling you to share your life through incredible photos and videos is what we do.”

The Reason for Their Success: The company focuses on the community and sharing. What began as an idea to help athletes document themselves, GoPro has “become a standard for how people capture themselves engaged in their interests, whatever they may be.”

Airbnb

Brand Story: Airbnb says in their website that the company is a trusted community marketplace for consumers to list, discover, and book unique accommodations for unique travel experiences.

The Reason fo Their Success: Airbnb has challenged the hotel industry and totally redefined an experience, where there is a much better trust and connection with the owner to the customer. As a result, as noted in its brand story, it boasts a community of loyal users.


After this research, it has dawned to me that I still have many things to understand, that I have to look deeper into the company’s purpose and not only focus on their product that much. Moving forward, I believe that with my current understanding, I can brand not only a company but as well as myself. Speaking of branding myself, before I end this post, I would love to share one video that has resonated with me, and I would be using it as a guide whenever I brand myself or my business.