written by Patrycja Olszewska

To lick the dirtiest places in Europe? Who will do it and more importantly – Why?

A Finnish company ‘’Valio’’ launched in 2016 a gut-shocking sponsored documentary on TV.

Ian Wright’s – international travel presenter – challenge is to find and lick (yes, yes) the dirtiest locations in Europe.

He travels with bottles full of ‘’Gefilus’’ yogurt with good bacteria in it. He also uses a luminometer to measure the bacteria count.

He licks the most disgusting places like airplane toilet, Russian public telephone box, toys in a Finnish kindergarten, water from a filthy Swedish river etc. – all this to prove that when being exposed to all kinds of microbes, he can survive thanks to the ‘’Gefilus’’ probiotic yogurt drank every day.

The 22-minute video is full of funny and repulsive moments enriched by the interviews with scientific people. Good educative entertainment, if you don’t mind the visual ‘’tortures’’ of what’s being licked.

The whole promotional campaign of ‘’Gefilus’’ with Ian Wright is well presented on the company’s web-site as well as on Facebook, YouTube, Vimeo and even some blogs written by people influenced by this campaign. One can even find 2 well-structured infographics.

There are many interesting articles about this campaign and ”Gefilus” yogurts on the company’s web-site which seem actually to be blog articles. There is news which looks more corporate in style, infographics and even a press release concerning the event. All these elements are written in a funny but educational way that is very consistent.

Facebook commercials are informative, captivating and engaging, redirecting to the company web-site. They are created as they were Frequently Asked Questions usually placed on companies’ web-site. For example:

‘’Did you know that your gut is the size of a tennis court?’’

‘’Did you know that intestine is called our second brain?’’

‘’Would you know that your gut has a length of 10 meters?’’

There are contests (call to action style) to win their products or an iPhone.

One can find ‘’The lick-hiker’s guide to inner strength’’ video.

There is information about new packaging too.

This video and the whole campaign are designed to draw attention to the link between the intestine, our inner strength, and our well-being and, of course, to promote the benefits of the product. It shows what the company can do for their clients thanks to their probiotic yogurts.

Ian Wright does show us how important are the good bacteria in our everyday lives. The way it’s presented may be shocking for some people but definitely, it draws the attention of those who decided to keep watching the documentary and follow the campaign with all fascinating messages on Social Media. Mission accomplished (according to myselfJ


“Let’s Talk” about a successful social media campaign

by Louise Chagnon-Bucheit


What does it take for someone to open up about a very personal issue? A socially stigmatized subject? Often it takes the courage of just one individual sharing their story for others to feel safe enough to share theirs. Can an online community where people feel safe and accepted be the launching pad for a national discussion? Bell’s Let’s Talk campaign hopes so! Harnessing the power of social media to help destigmatize mental illness Bell is creating a community where Canadians can talk openly about a subject, which is still for far too many considered taboo.

Bell’s Let’s Talk campaign is all about empowering Canadians to talk about a tough issue. Through their Website, Facebook page & Twitter account Bell gives Canadians the power, support and the tools to open up about mental illness and lead those who are suffering to where they can find help. Built around a well written and cleanly designed website, Bell’s Let’s Talk campaign message and goals are carried through to their other social media platforms.

The call to action is clear and in addition to supporting open dialogue and sharing throughout the year, Bell has anchored the campaign around the Bell Let’s Talk day. On this one day of the year, each text message ( for Bell customers), post or tweet using the #BellLetsTalk will be matched with a 5 cent donation by Bell to mental health initiatives in Canada. Consumer engagement is key in this campaign and Bell does a good job at incentivizing Canadians to use social media to help an important cause.

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Bell’s Let’s Talk website makes great use of celebrity testimonials but also testimonials of everyday people finding the courage to open up and share their own experience with mental health issues. Information is broken up into key topics with easy click through to additional details. Links to Facebook & Twitter make it easy for the consumer to further engage. Overall the website has a very straightforward feel to it which in itself destigmatize the subject matter.

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Bell’s Let’s Talk campaign continues to connect with its community through strategic & timely Facebook posts.  Sharing related stories, sharing comments from the community and engaging directly by responding to comments, Bell’s Let’s Talk keeps the conversation going. On Twitter tweets are written in an active voice and they encourage their followers to get involved, reach out and connect.

Bell’s Let’s Talk social media campaign is successfully creating a safe haven for Canadians to open up about a difficult topic. On January 25th, 2017 will you join the conversation? #BellLetsTalk



Why and how a social media campaign can be successful.


10-mil-tcl-1404x778-c-default-blog-pictureImage source

By Claire Couzinie-Holmière

Do you know the concept of Left and right brain?

Right brain people are emotional people they focus on feelings and anesthetics, and according to my experience and studies, these people are also more emphatic than left brain. Therefore, to address their needs or engagement you should show feelings. Patagonia campaign for the environmental engagement resonated with me because the message was well disseminated, impacted on my right brain and was crystal clear.

I will show you why and how the Patagonia social media campaign on the Black Friday was so successful among people just like me.

  1. Promotion platforms and volume are key words

First, a successful campaign is promotion, SEO, and sheer volume, according to Mark Schaefer, as per a recent comprehensive piece by Steve Rayson, “you can get more social sharing through volume compared to companies focusing on fewer, quality posts”. A strategy for when late for content marketing or I believe when this is for a specific event (held only one day) that needs to standout.

As per my teacher, Scott Ross, at McGill “one platform does not make a complete SMM Campaign” Patagonia has promoted its campaign on many social media platform, namely: Facebook, Twitter, Instagram, LinkedIn, and on the website, and kept the same constant message on these social media platforms. Quite a success if we consider the $10 million in sales.

Patagonia Campaign: ‘100% today, 1% every day.’

  1. Clear – concise – authentic

Facebook platform

“100% today, 1% every day. Today, we’re donating 100% of sales to grassroots environmental groups”

However, from my point of view, it is missing the sound element in this video.

Patagonia strategy/objective in this campaign was to engage and convince people to experience the feeling of a duty accomplish and a genuine involvement for our future generations.

The numbers “100% today, 1% every day” was a good teaser, quite intriguing to prompt the customer to try to understand the analogy between 100% and the 1% every day and curious enough to learn more for the non-followers like me – not anymore. This campaign persuades me; they won a new follower. Patagonia manages to connect with customers by being altruist on the Black Friday  – one of the biggest sales day for all companies. Patagonia appeals to the feelings of people, and making them proud to be part of a big project for the community.

In Mark Schaefer blog, we are told that in this automated world we should be more emphatic and that an Empathic Marketer, “sees a realistic view of how their brands play a role in the real lives of their customers.” The $10 million that will be distributed to hundreds of local environment organizations working around the world is an example of a realistic view.

Twitter platform

The twitter platform is the preferred platform for customer service connection. In a campaign such as this one, on the Black Friday, one-single day event, Twitter is the platform for responding to practical questions or seeking for feedback. One effective tweet on November 25 among the 7 tweets that day, was appealing to the generosity of people

“And as people think generously about family and friends, we also want to help our customers show love to the planet”.

Customers on a conversational way replied with encouraging words “Thanks for helping protect the planet”, “great idea”. A great use of the hashtag #BlackFriday, very appropriate and certainly effective to share.

Media Release

They also did a great Media Release on November 21, short and sweet and straight to the point.


For each platform they change slightly the words of the campaign, but still with the same message of a green company, engaged toward small environmental groups, often underfunded who work on the front line.

We see unquestionably every day the effect of the climate warming. We need to act now, or by the end of the century from now, Southern Europe (I am afraid South of France will too) will look like the desert areas of Morocco according to a recent study.


Even though I knew I was taking a chance by choosing a brand that no longer existed for my presentation, I simply had to do it. Daily Candy was so awesome, and even though it has been gone for a long time, I had to feature it. I still miss it.

Few other platforms have impressed me as much as Daily Candy has, exceptions would be the DAVIDsTEA website and email campaigns, all of Patagonia’s platforms, and the Movember website. Although, even Movember is not as good as it was a few years back. Daily Candy’s Parachute In style appealed to me immensely. Who wants boring and long-winded when you can have short and punchy?

Daily Candy, to quote the Wall Street Journal (April 13, 2001), “… is the story of a company that knew their audience, knew how to inform it, and most definitely knew how to keep it.”

I subscribed to the Daily Candy newsletter for many years. I remember receiving the emails and thinking, each time, how can it be so clever? Each and every single headline was always so darn amazing. I’m sure the founder, Dany Lavy, made it a priority to hire the most brilliant writers she could find. I read an article this week that said her group was so tight, and got along so well, that they still vacation together even though they have not been colleagues for over two years.

The more I researched Daily Candy, and the more I read their old posts, old articles, etc., the more I realized their headlines, tag lines, and writing had everything we learned was essential for successful Social Media campaigns.

Daily Candy adjusted their communication style very well to each platform. Their website answered the Who am I? What can I do for you? And What can you do here? questions extremely well, and cleverly, I may add. They broke everything up in small bites. Their headlines and sentences on the home page were short. Navigation was über easy. Their newsletters (my favourite) were so much fun. All the information was always clear, concise, correct and extremely compelling. There was never too much text, and I don’t feel there was too little either.

The October 2nd 2003 issue of MarketingSherpa had this to say about the writing in the Daily Candy newsletters: “Daily Candy is beloved by its readers and sponsors because the design and writing are so infused with style. Each issue of Daily Candy would be incredibly quick to read, with just one brief story in large eye-friendly type per day.”

Their Facebook has hilarious and punchy headlines. Just like the website and newsletter, it was easy to navigate and find what you wanted on their Facebook pages. Instagram was fun, the photos certainly told the stories, and you could really sense they catered very well to their audience (mostly females). Last, but not least, the Pinterest platform was also a huge winner. Daily Candy definitely wrote for the right brain. No doubt about that.

Dany Levy sold Daily Candy in 2008 for $125 million to Comcast, and the wonderful story of Daily Candy ended in 2014 after the new owners (NBC) failed to sell it. Crain’s New York Business website (March 27, 2014) had a wonderful headline about this story: “NBC Mismanaged DailyCandy to death, former adviser says. NBC’s failure to turn a profit destroyed a vibrant brand.”

10 key elements for a successful charity campaign

by Ivette Maakaroun

What’s better than quenching your thirst with a cup of fresh clean drinking water? Could you imagine yourself thirsty for hours or even days, or having to go through long walks to for dirty non-potable water? Sadly, that’s what millions of people in developing countries endure due to clean drinking water shortages. Scott Harrison, a former club promoter, decided to tackle the water crisis during his 31st birthday in September 2006. The “September Campaign” and NGO charity:water were born.

Curious to see how it all started? Take a look here.

I have always been passionate about the charity world. In today’s digital era, fundraising is super challenging. We stumble online upon thousands of different brands and NGOs. Yet, very few do it well and succeed in grabbing our attention. Charity:water did grab my attention 3 years ago on a Facebook friend’s wall. On her 27th September birthday, she shared the fundraising campaign asking for donations to charity:water in Rwanda in lieu of gifts. What a great initiative! Every year, the September campaign targets a specific region to get them access to clean water. Since 2006 until today, results were phenomenal as below!


What’s more phenomenal is that charity:water is rarely the ringleader! Hundreds of people around the world initiate their own campaign, charity:water shares success and real life stories and provides guidance into starting a campaign. That’s all it does.

Author and blogger Bernadette Jiva once said:

In our carefully curated, photoshopped and filtered world, we are more drawn to the genuine than ever. It’s important to create content that is worth the time, attention and money of the audience we hope to serve.”

I believe charity:water to be the perfect example of a good storytelling technique. They do it differently than most NGOs across social platforms. Their unique and heartwarming stories succeed in reaching the right target audience. Why would I get my wallet out for your cause or campaign? That’s the question most millenials and audience members ask today. People need to feel somehow connected to the cause and real world impact.


  1. Unique and consistent content across all platforms
  2. Beautifully-written and inspiring copy
  3. Eye-grabbing visuals and heartwarming videos
  4. Positive tone that calls to action without emphasizing the word “DONATE”
  5. Robust archive of stories based on: 80% cause, 20% fundraising
  6. charity:water goal and mission drive content
  7. Fundraisers and storytelling at the core of all campaign communications
  8. Authentic and genuine content: project timeline and proof of results
  9. Fundraisers share their success stories and act as charity ambassadors
  10. Email communications: simple, short, straightforward with powerful headline and active writing tense


Whether it is on Facebook, Instagram, Twitter, Youtube, Snapchat, or even their official website, charity:water shows continuous appreciation and recognition to fundraisers which gets them motivated to spread the message and invite others to make a change.

Their latest 2015 “#nothingiscrazy September Campaign” is a big example of a successful campaign that puts the supporter up front by inviting him to make an impact through daily life activities while surrounded with friends and family. Charity:water turns fundraising into a cool and fun experience. For any charity out there wishing to make a real life impact and wanting to up their communications game, charity:water could be the perfect model to refer to…


If you wish to contribute or start your own campaign, the steps are really easy, click here for more info!


Say “Hello, Again” to the Lincoln Motor Company

by Linsay Philippe-Auguste

Remix a play. Show a sonnet how to dance. Help a lost film find a new voice. Give a one-hit wonder a second chance. Make vintage vogue. These are some of the affirmations that make up the manifesto for the “Hello, Again” campaign created by The Lincoln Motor Company in 2013.

Lincoln is known for being an icon of luxury design in the American automobile industry. The brand has a bit of an antiquated feel, given its vintage allure and long history (going over 90 years). With such an image, how could the Lincoln brand appeal to the new generation of consumers?

Storytelling | Poetry in Motion

Enter the genius behind the “Hello, Again” campaign. Proud of its rich legacy, the Lincoln Motor Company decided to celebrate its past, to use it as a springboard to innovate and create new designs for the 21st century.

The campaign is storytelling at its best. The 3-minute brand film and 60-second TV ad unfold as artful interpretations of the company’s continuing influence in the automobile industry. The videos are composed of motion graphics and images of Lincoln cars, past and present:

  • The Zephyr
  • The Continental
  • The Sunshine Special
  • The Navigator
  • The MKZ

Every automobile tells a story. There’s a powerful sentiment attached to every model, to the way it was crafted and engineered.

The content also shows clever quotes from influential figures (such as Frank Lloyd Wright, Pierre Cartier and Edsel Ford) written in elegant typography, reflecting the aesthetic of Lincoln’s timeless designs.

The social media posts on Instagram, Twitter and Facebook embody the 4 Cs of writing strong digital content: the copy is clear, concise, compelling and correct. The creative visuals entice the senses whereas the historical elements engage the left side of the brain. Packaged beautifully, the campaign gives new life to the brand.

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Inspiration | Imagination | Innovation

“…We all have a magnificent story and magnificent knowledge. I think we just need to figure out ways to package it more effectively so that others will want to hear it and that we’ll be passionate to share it.” –John O’Leary

In his latest podcast on The Portfolio Life: Stop Running Away From Your Story, blogger Jeff Goins interviews John O’Leary, author of On Fire: The 7 Choices to Ignite a Radically Inspired Life. During a near-fatal explosion at age 9, John suffered third-degree burns on 87% of his body. After surviving multiple rounds of surgeries, including the amputation of his fingers, he longed to be “normal”, to fit in. It was, ultimately, the unhealthy decision to fit in, which caused him to hide for 30 years from his scars and from the beauty of his personal story.

With hindsight, the author realizes that by undermining his past, he almost missed out on a unique opportunity to be inspired by his own journey and to inspire others. Taking a second look at his story of survival allowed him to witness the strengths of his past.


In the same fashion, “Hello, Again” allows The Lincoln Motor Company to give its past a fresh look and to take in all its accomplishments. The brand’s story feeds the audience’s thirst for imagination and innovation. It’s an invitation to embrace boldness and to step away from the “norm”.

“Rules were broken; risks were taken. Sometimes it worked, sometimes it didn’t, but it was always a step in the right direction. This year, we’ve said “Hello, Again” to the power of design, the way art is made, and given a forgotten song some new life.” (Hello, Again: The Last 90 Years)

Are you Beautiful?

By Rosanna Perri

What is beauty?   Confucius said “everything has its beauty but not everyone sees it”.  This ancient philosopher was on to something.   Dove is a company that for over a decade has fostered the notion that beauty comes from within by promoting self-confidence and positive self-esteem.  Steering away from the false notion depicted of beauty in popular culture today.

Changing society’s perception of beauty is not viable in this day and age!  Dove recognized this and after much research they chose to campaign real women, real beauty in the mid-2000s. Over the years they evolved their campaigns from featuring real beauty to real women to different age beauty. Their product/brand was and continues to be promoted subliminally. Small logos of the brand appearing in obscure locations of their advertising, promos and their website.  Their primary message has been constant and unwavering by relating to the ‘normal’ everyday woman and telling their story. Brilliant!  That’s what makes them one of the leading advertisers this century.


Choose Beautiful is a campaign launched in April 2015 which encourages positive self-esteem and confidence thus choosing to be beautiful. Their video “Choose Beautiful” has gone viral and has attained 7.7 million views.  A google search yields 293 million search results. Successful?  Heck, ya!


Dove did their homework. They surveyed 6,400 women around the world on perception of beauty and over 95% did not see themselves as beautiful. Dove believed that choosing to feel beautiful was a confidence and happiness booster.

Dove set up a social experiment and launched the video to depict the choice women make.  This was setup in 5 cities worldwide, San Francisco, Shanghai, London, Sao Paolo and Delhi.  It features women making a choice to walk through specific doors.

Care to watch….


Simple motivational posts on Facebook and twitter reinforces that beauty is a state of mind.  The power to choose rather than be told what beautiful should be.



By using cause-related marketing, they are promoting natural, real people of all colors, shapes, sizes and ages.  This approach raises self-esteem.  Whereas Victoria Secret ‘The Perfect Body’ campaign featured one body type, tall and skinny.  This campaign expresses a false sense of beauty that contrary to Dove’s campaign lowers self-esteem.  Very demotivating for the majority of women today.

Dove has inspired women to choose what makes them feel beautiful everyday creating confidence and happiness.

Bernadette Jiwa in her The Story of Telling website clearly states that a successful brand is built on relating to the audience. “People don’t buy what you do, they buy how you make them feel and the story you give them to tell.”