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Creative B2B | Lions | Awards | Cannes Lions (2023)

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Ad Review 1 - 'Is That Heinz?' campaign 

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Ad Review 1 - 'Is That Heinz?' campaign 

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BIG IDEA -

The uniqueness executed from the campaign ensures it will be memorable for the target audience!

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Creative B2B | Lions | Awards | Cannes Lions

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The Creative B2B Lions celebrate game-changing creativity and effectiveness in work for products and services that are purchased by professionals on beh…

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Earned media of 100k shares on social media, post campaign reflecting the effective marketing by creating a solution (ensuring the product is genuine for loyal consumers) towards the pain point.

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Uniqueness + Call to action -

Redeveloping the original packaging by displaying the correct shade the sauce is in order to protect the brands reputation, advertised in a unique way to initiate emotional reflection and remain memorable.

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Heinz is reputable worldwide, Ketchup being the highest ranked product within Great Britain (12,500 users for 2023). 197,92 million Americans alone are loyal the brand in 2020.

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2D illustration ad which portrays unique yet effective visuals and copywriting.

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The playful hand drawn illustration portrays a diverse collection of charcaters all relaxing on the mattress devleoping a sense of comfort and inclusivity for all. The ‘fun and playful’ atmosphere constructed allows the audience to become in touch with their emotions developing the desire to essentially apart of the visual.

‘$50 off with code ’SUBWAY’ the copywriting promotional offer is clearly targeted to subway riders, the discount encourages immediate action to the relevant audience.

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Who knew when Instagram launched in 2010 it would garner 1 million users just two months later? Today, it boasts over a billion. The meteoric rise of Instagram is just one example of the magnetic pull of visual content. It's not just about photos - it's also about the stories, moments, and emotions captured.

Yet, while Instagram is primarily a photo platform, that little bit of text below can connect audiences with deeper narratives and even drive engagement through calls to action, hashtags, and compelling storytelling.

A quick Google search shows how valued captions actually are. There are millions of results like 300+ Best Instagram Captions for Your Selfies in 2024 , and 101 Best Winter Instagram Captions for the Chilly Months .

Visual content and text each have strengths that become even more powerful when combined. So, let's explore the symbiotic relationship between visuals and text and how the right imagery can elevate your narrative.

The science behind visual perception

Our brains are primed to process visual information with exceptional speed and efficiency. We process visuals 60,000 times faster than text . That means that in our digital age, where attention spans are ever-decreasing, visuals offer a quick way to communicate complex messages.

Tweets with images receive 150% more retweets than those without, suggesting that visual content dramatically boosts engagement even on platforms traditionally dominated by text.

Now, you're not here for a biology lesson, but it's worth noting that we're hardwired to image processing, and that's partially down to our waning attention spans.

We can trace this propensity to our evolutionary history, where rapid interpretation of visual cues was crucial for survival - detecting predators, finding food, or navigating environments. While we're unlikely to encounter any sabre-tooth tigers while popping down to Tesco, we're still hardwired to think like that.

Half of the human brain is involved in visual processing, and although we have five senses, 70% of our sensory receptors are in our eyes . Our eyes are so good that it only takes us 1/10 of a second to make sense of a visual scene.

The integration of visuals in advertising and copywriting

The integration of visuals in advertising and copywriting has a rich history that has evolved with technological advancements and changing consumer behaviours.

The earliest advertisements in newspapers and magazines were text-heavy. However, with improvements in printing technology, visuals emerged. Brands incorporated hand-drawn illustrations to make their ads stand out.

Pears Soap provides a classic example of newspaper advertising from the late 19th century, which included detailed, picturesque illustrations.

Post-WWII saw a boom in consumerism. Television became a household staple, paving the way for commercials. Advertisers began to understand the power of combining visuals with compelling narratives - iconic campaigns like those for Coca-Cola leveraged imagery and catchy jingles to build brand identity.

The advent of the Internet ushered in new advertising opportunities. Banners and pop-up ads became prevalent. However, they were often criticised for being intrusive. This period saw the beginnings of integrating visuals into a digital copy, emphasising user experience.

With the rise of social media and video-heavy platforms, brands began prioritising visually appealing content that could be shared virally. High-quality images, infographics, and video clips became the norm.

Remember when the internet became obsessed with cats? While this advert from Fiskers is classed as advertorial content (rather than a straight-up ad), it's one of my favourite examples. To date, it's racked up over 20 million views.

Moving on from our beloved feline friends, augmented reality (AR) and virtual reality (VR) are opening new frontiers. Advertisements are no longer passive; they're highly visual, interactive experiences that engage consumers in novel ways.

Practical tips for melding visuals with copy

From aesthetic alignment and thematic consistency to the subtleties of visual psychology and narrative coherence, there are many aspects to consider when harmonising visuals with copy. However, here are some essential tips to incorporate into everyday projects.

Work closely with the designer

Consultation between copywriters and designers at the onset of a project is crucial. Copywriters bring an understanding of tone, voice, and narrative structure, which can significantly influence design choices. Conversely, designers offer insights into visual trends, user experience, and the emotional impact of various design elements. Early discussions can highlight potential challenges and opportunities, allowing for a more integrated approach.

Kick-start things by swapping sources of inspiration. Copywriters should consider what's suitable for visualisation and what's not. For example, an infographic might help if there are facts and figures to convey. While the designer will likely have their ideas, giving them some starting points can be helpful.

Align visuals with brand identity and messaging

Aligning visual elements with brand identity and messaging is vital for a few reasons.

First, it creates a cohesive and recognisable brand image - essential for building brand awareness and recall in a cluttered market. When visuals consistently reflect the brand's identity and core messages, they reinforce its values and personality, helping to establish a solid emotional connection with the audience.

Furthermore, consistent visual branding across all platforms and touchpoints enhances credibility and trustworthiness, key factors in consumer decision-making. Brand guidelines are a typical place to start with this.

Known for its minimalist design and clean aesthetics, Apple's brand guidelines emphasise simplicity, innovation, and usability.

Understanding the target audience is also crucial. Tailor your visuals to resonate with their preferences and cultural contexts. Furthermore, ensure that the visuals reinforce your messaging. Every visual element should serve a purpose: to evoke emotion, highlight a key message, or guide the viewer's attention. Consistency across platforms and materials is critical to building brand recognition and trust.

Balance between text and imagery

Avoid overcrowding. Too much text or overly complex visuals can overwhelm your audience. Aim for a balance that captures attention without causing confusion.

Let the visual and text complement rather than repeat each other. Use visuals to illustrate or emphasise points made in your copy.

Consider hierarchy and emphasis

Visual hierarchy refers to how visual elements are arranged and presented to influence the order in which the human eye perceives what it sees.

This concept is especially crucial in advertising because it guides viewers through the ad in a way that ensures they receive the message as intended. Effective use of visual hierarchy makes an advertisement more engaging and memorable. Canva explains more in this guide .

Use high-quality visuals

While many websites have exceptional brand messaging, poor visuals can let them down.

Quality matters, especially in today's competitive landscape. Use high-resolution images and professionally designed graphics. Poor-quality visuals can undermine even the best copy.

Known for its environmental activism, Patagonia uses striking natural imagery in its campaigns, accompanied by succinct, powerful messages about conservation and sustainability. The visuals capture the beauty of nature that the brand is committed to protecting, while the text succinctly conveys its mission, creating a robust and cohesive message about its values.

Keep it simple

Simplicity is key, and that applies to both copy and imagery. Avoid using overly complex language or complicated visuals that could detract from your main message.

Your copy and visuals should quickly convey your message without requiring too much effort from the viewer.

Don't overlook accessibility

Web accessibility allows all visitors to use a website regardless of their abilities. Unfortunately, there are still lots of websites that need to comply with best practices.

To make your website accessible, ensure it's inclusive for everyone, including details like alt text for images and easily readable fonts and colours for text.

Final thoughts

Visuals are a powerful tool in the modern marketer's toolkit, and you don't need to be a neuroscientist to learn how to harness their potential to captivate audiences, communicate more efficiently, and create lasting impressions in the minds of consumers.

The most important thing is not to overthink things. Overall, the simpler your visuals and message, the more likely the reader will engage with and remember it.

As the saying goes: "a picture is worth a thousand words", and there's a lot of truth in that.
Ready to Elevate Your Copywriting Skills? CIM's Digital Copywriting for Social & Content training course can help! Whether you're crafting Facebook ads, articles, or long-form thought leadership, this one-day course will empower you to create persuasive content that truly resonates. Sharpen your brand voice, generate fresh ideas, and optimize your copy for maximum impact
Digital Copywriting for Social & Content

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Beyond words: the impact of visual content in copywriting | CIM Content hub

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Our brains are primed to process visual information with exceptional speed and efficiency. We process visuals 60,000 times faster than text. That means that in our digital age, where attention spans are ever-decreasing, visuals offer a quick way to communicate complex messages.

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‘Lighter colours tends to project a stronger positive emotional response in comparison to darker and have found to increase brand engagement along with product desire’

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It is evident the brand caters towards a younger market not only from the youthful playful visuals in the presented subway campaign, their social media platforms incorporate trending memes as forms of advertising in order to resonate to the target audience.

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Ad review 3, online video - 'Perspective' by Apple

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Ad review 3, online video - 'Perspective' by Apple

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BIG IDEA - Embrace innovation and foster creativity through reinforcing individuality and connecting deeply with an audience who celebrates Apples motto ‘Think Different’

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Perspective  driven visuals - The ad initiates quotes which are not fully comprehensible until portrayed through a different angle throughout the ad, implying the visual metaphor of seeing beyond the obvious.

Subtle storytelling - encourages the audience to have to engage and think critically while subtly projecting the idea that creativity requires exploration and new viewpoints

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Stay true to brand identity

Simplicity can be more effective

Celebrate innovation and individuality

Perspective is important

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Ensure to expose core values in order to stay true to brand identity and engage with the target audience, utilise simplicity in order to develop impact for the audience.

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Ad Review 4 - What is O2O (online to offline) marketing? 

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Ad Review 4 - What is O2O (online to offline) marketing? 

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Strategic marketing which bridges the gap between physical and digital business channels in order to achieve business goals which include enhancing foot traffic, engagement and increasing sales across all domains.

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Authors

I Ping Chiang National Taipei University

Chia yi Lin National Taipei University

Chih Hui Huang National Taipei University

Keywords:
Online-to-offline (O2O), E-commerce, E-marketing, Internet marketing, Omni-channel retailing.

Abstract Due to the competitiveness of the e-commerce environment and the emerging usage of mobile devices, companies have found a new e-marketing strategy, that is, online-to-offline (O2O) marketing, to integrate both channels more efficiently. The rapid rise of the O2O market in recent years has changed the way people consume and become an important issue. However, there are still very few studies focusing on O2O marketing issues. Hence, the purpose of this study is to develop an analytic model to explore how consumers adopt O2O commerce models. In this study, we collect 1,267 samples of valid Taiwan-based internet users who intended to adopt multi-channel retailing, using a web survey of consumers through InsightXplorer's CyberPanel. We use EFA and CFA to confirm search factors (information availability, search convenience, enjoyment, media richness and tangibility) and purchase factors (service quality, price and promotion, purchase convenience, risk perception, immediacy and product quantity) in keeping with past research. We also conduct a multinomial logit model to analyze the relationships among search factors, purchase factors, and adopting multi-channel purchasing behavior. The results indicate that the main reason consumers choose to purchase through physical channels is that they could provide better sales service quality and have a lower shopping risk, however, if consumers care about prices and promotions, they tend to lean towards the Mobile path. At the close of this paper, in-depth discussions and conclusions are provided to inform further research and future practices. To cite this document: I-Ping Chiang, Chia-Yi Lin, and Chih-Hui Huang, "Measuring the Effects of Online-to-Offline Marketing", Contemporary Management Research, Vol.14, No.3, pp. 167-190, 2018. Permanent link to this document: http://dx.doi.org/10.7903/cmr.18462

How to Cite

Chiang, I. P., Lin, C. yi, & Huang, C. H. (2018). Measuring the Effects of Online-To-Offline Marketing. Contemporary Management Research, 14(3), 167-189. https://doi.org/10.7903/cmr.18462

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Measuring the Effects of Online-To-Offline Marketing

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I Ping Chiang National Taipei University Chia yi Lin National Taipei University Chih Hui Huang National Taipei University Online-to-offline (O2O), E-commerce, E-marketing, Internet marketing, Omni-channel retailing. Abstract Due to the competitiveness of the e-commerce environment and the emerging usage of mobile devices, companies have found a new e-marketing strategy, that is, online-to-offline (O2O) marketing, to integrate both channels more efficiently.

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The campaign established successful O2O marketing as customers were encouraged online and in store to go into Victoria secret stores and take a mirror selfie of themselves and post it using the hashtag #VSTEASE and #VSGIFT in order to receive a free gift for the participation. This campaign understood the target audience is interested in selfies and social media therefore this campaign was effective in social media engagement and in store visits, exemplifying how blending digital and physical touch points increase customer experiences.

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Victoria’s Secret puts Selfies in the spotlight with new campaign

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Victoria’s Secret puts Selfies in the spotlight with new campaign

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Unified message, the hashtags used remain the same across all media online and in store.

Interactive and relatable content, implementing selfies aligned with the target market due to popular social media behaviour

Consistent incentives, allowing opportunities to receive a free gift for participation across both forms of media

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This campaign is relevant towards the target market as 84% of adults age 18-29 use social media, Anderson and Auxier (2021) states on average women spend 16 more minutes per day on social media than men. this indicates young women are actively engaging with social media therefore an interactive campaign as such will attract the aimed consumer.

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A majority of Americans say they use YouTube and Facebook, while use of Instagram, Snapchat and TikTok is especially common among adults under 30.

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Ad review 5 - One great social media campaign - Spotify Wrapped 

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Ad review 5 - One great social media campaign - Spotify Wrapped 

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Spotify wrapped is a successful social media campaign which runs annually towards the end of the year. Spotify provides a personalised recap of the music each individual listens to.

This campaign skyrocketed the brands social media engagement levels as the population was intrigued to see their previous listening habits, with the ability to share with others.

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Spotify Wrapped Success Through Clever Marketing Tactics | Brand Vision

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As the year draws to a close, Spotify releases its annual Spotify Wrapped, transforming a simple year-in-review into a viral marketing powerhouse.

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Consumer Insight and Fear of Missing out (FOMO)

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Consumer Insight and Fear of Missing out (FOMO)

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Spotify wrapped has an immediate sharing features to Instagram allowing consumers to express their personality to their viewers. This also stems from the concept of FOMO and exclusivity, as more and more individuals share their Spotify wrapped their mutual followers most likely will feel influenced to do the same in order to avoid FOMO. 40% of Americans admit to overspending just to eliminate FOMO, this establishes the power of effect inclusivity and status develops (Goldman, 2018).

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Presented through slideshow format, developing a feeling of 'a journey' Spotify is partaking in with the audience

Visuals include an extensive use of bright colours to boost audience mood, create a feeling of excitement and remaining intrigued

Copywriting is successfully personalised, using the individuals name consistently and resonating specific music towards emotions or particular moments within the year

Great visuals gain 94% more engagement than solely text.

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Visual Content Marketing Statistics: 52 Must-Know Insights

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Unlock the power of visual content marketing statistics with our comprehensive statistics. Gain valuable insights for your content marketing strategy.

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Spotify understands each person has their own music taste, therefore each user acquires access towards their unique data driven summary of their music habits over the past year. Individuals are interested in their past activity and behaviours as it allows them to reflect on past music which affiliates them with previous nostalgic memories, allowing them to view what specific music was relevant to them at particular timeframes.