Posts Tagged ‘Niamh Lawlor’

An Innocent Rebrand?

March 18, 2020

Innocent’s social media team is back at it again, with their genius PR stunts.

After their ‘Pancake Tuesday‘ craze encouraging the public to use their lemon and lime sparkling drink rather than lemon on their pancakes, Innocent have hit us with a branding stunt. In terms of social media engagement and key messaging innocent hits the nail on the head with this stunt.

Innocent rebranding

Posting on their social media platforms, the juice brand announced new shiny labels for their smoothies, claiming the drinks are now boosted with even more vitamins than before. What looked like packaging created from WordArt, followers were left rather confused about their new, unoriginal designs.

As the online community often does, individuals quickly became critical of the new packaging, pointing out obvious errors.

Between the misuse of upper and lower case letters and simple spelling mistakes, not to mention the use of the comic sans font, the new labels were a complete disaster.

However, Innocent used the increased engagement to their advantage. Responding to one commenter ‘We wanted a fun font with a lot of energy. It might not be for everyone, but we think it really packs a punch, like the extra vitamins in our drinks.’ They were promoting their key messaging in their replies.

As more opinions flowed in, Innocent continued to announce more rebrands and new labels, exaggerating the comments they had received. When one individual said there weren’t enough pictures on the labels, Innocent came back with packaging with only pictures. Several joked that there wasn’t enough comic sans so Innocent went full throttle with the font and so on.

Innocent rebranding

Innocent re-branded a total of 12 times within 24 hours, with each rebrand as ridiculous as the next. 

While Innocent’s designs continued to receive a bashing, followers were delighted their opinions were being considered. The social media team continued to respond to their audience and made fun of the rebrand in the process mentioning over and over that their smoothies contained more vitamins, again reiterating their key messaging.

The stunt was completely genius! 

Some LinkedIn followers also copped on to their clever strategy “Looking at their Twitter, the Innocent team are responding to the hate with even more terrible designs, generating even more engagement. They know people love a moan and are quick to share their dislike so well played, as always innocent drinks! Great way to showcase the brand and flavours and get people talking!

Both rebranding and PR stunts can be risky business and are often open to backlash however, Innocent executed this stunt perfectly using the wit and satire, they are typically known for as well as running a clever experiment that showed them how people felt about their brand!

Niamh 

Niamh Lawlor is an Account Executive with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

Why Video is essential in your 2020 Communication strategy

January 18, 2020

Mojo - Mobile journalism Fuzion Communications

Videos have saturated online content and all of our social media channels in recent years so it’s no revelation that the use of video as a content marketing tool has been top of the list in business strategies and I believe 2020 will be no different.

The use of video is incredibly powerful and effective as a communication strategy and it’s never been easier with Mobile Journalism (mojo). Mojo means you can simply record and edit videos straight from your mobile device.

If you haven’t already, here are three reasons why you should consider video content as a valuable marketing tool in your organisation.

 1. Increased engagement

With the introduction of IGTV on Instagram, Watchlist on Facebook and the emergence of Tik Tok, video content has never been so popular.

Nowadays, the quickest and best way to reach an online audience is through video content. In 2017 Hubspot.com carried out research in which they asked what content would consumers rather see from businesses, a whopping 54% of 3,010 consumers said videos. (Content Trends: Preferences Emerge Along Generational Fault Lines).

Give the people what they want!!

People are going to engage with your business if you’re posting popular and quality content.

It’s also been proven that infographics and visuals get processed quicker by the brain than text so why not give your audience the necessary information they need faster? 

Mojo training Fuzion Communications

2. Business Personality

Not only is video a great way to inform your audience about who you are and what your business is about, it’s also a great way to give your audience a feel of the unique personality of your businesses.

Depending on the content, videos can set the tone of your business and provide an insight, which may give the audience that likeability factor that motivates them to invest in your product or service.

SEO Dublin, Cork, Ireland

3. Search Engine Optimisation

If there’s one reason to add video to your communication strategy this would be it: Search Engine Optimisation.

(SEO) is the foundation of your business’s online presence (if you can’t be found you are not in the game!) and with a saturated online market it’s necessary to help drive people to your website.

Google’s algorithm prioritizes web pages that have content other than text, so put simply, search engines will increase your page ranking if you have rich content like videos. This will optimise your visibility to consumers who are searching and therefore boost the traffic to you website. 

Here at Fuzion, we’re experts in mobile journalism and offer specific ‘mojo‘ training to those who are interested in creating great videos themselves. 

Action ….. as they say in the movies!

Niamh 

Niamh Lawlor is an Account Executive with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

 

How Innocent was the ‘Conker’ publicity stunt?

November 11, 2019

Innocent Conkers

The Coca-Cola owned brand Innocent, famous for its smoothies and juices, is a great recent example of how a communication’s team careful management of a publicity stunt gone wrong can save the reputation of the brand.

Running a very satirical social media narrative, Innocent have a habit of coming up with some “fake news” or stunt products such as ‘100% bits orange juice’ and ‘Marmite Smoothies’, however their autumn themed drink didn’t have the same success.

Innocent came up with the idea to poke fun at dairy free products by creating ‘Conker Milk’. They quickly received backlash as horse chestnuts are poisonous and could seriously harm those who consume them. Although they disclaimed they used edible chestnuts rather than horse chestnuts, people still didn’t really get the stunt.

They responded quickly announcing on Twitter their intentions for a clever advertisement and how it didn’t go to plan, tweeting ‘‘Hello everyone. Yesterday we made a mistake. Now we’re trying to put things right. Long story short: PLEASE DO NOT EAT OR MILK CONKERS

People forgave the brand rather quickly, responding lightly to their blunder, asking whether they should take the conkers out of the oven or if they should use acorns instead.

Innocent turned it into a campaign, urging people not to consume Conkers!

‘CONKERS. Don’t eat or milk them. In fact, avoid them at all costs, creating videos on how Conker Milk isn’t real and posting a fake campaign poster by the ‘Conkervatives’.

They made their message very clear. Innocent’s witty responses to their mistake and reiteration to not eat conkers, resulted in greater publicity than they previously imagined. This gave the brand the opportunity to shed light onto their very real and edible nut-based milk products.

Publicity stunts can be great to get people talking, to draw attention and create news but when they go wrong it’s crucial to handle it effectively. The results of a publicity stunt can be unpredictable so it’s important to take calculated risks every step of the way.

At Fuzion we love to push boundaries and be brave, and have done some stunts to create awareness of taboo subjects such as this Maxi Zoo stunt from their #ScoopThePoop campaign. However we always do a risk assessment (promise!!) before a stunt and we plan for the unexpected.

Innocent’s transparency and ability to make light of a situation, overshadowed their lack of thought and research behind the faux product. While their slip could have been detrimental, the bursting personality of their social media team saved the brands blushes and reputation.

Niamh 

Niamh Lawlor is a PR intern with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

 

3 Ways LinkedIn Learning can help your career

October 21, 2019

LinkedIn Learning

LinkedIn Learning is the ‘new thing’ in terms of building professional skills.

After its acquisition of “Lynda.com” in 2015, LinkedIn Learning has become one of the biggest online educational platforms that nobody seems to know about.

From business to creative to technology, the website has over 15,000 courses available to help individuals build their personal knowledge and professional skills.

Here’s 3 ways in which this learning solution can help your career:

1.Learn New Skills

LinkedIn Learning is a great tool for upskilling as it has an extensive library of videos that can help you in all areas of business and technology. 

The platform customises your experience by making recommendations based on your interests, skills and job role. It also showcases trending, most liked and newly released videos. 

Providing you with a course description, information on the instructor and some courses offer a preview option to give more insight into the course before you fully invest in it.

LinkedIn focuses hugely on skills and helps highlight the essential skills that you may be missing. From tutorials on the latest software updates to tips on personal development, LinkedIn Learning covers all areas to ensure success in your career, including a feature which allows you to set weekly goals and track progression.

2. Looks Good For Employers. 

LinkedIn Learning is perfect for those on the job hunt or looking to further their career.

These courses offer the opportunity to earn a badge or certificate at the end of it, which is great for your LinkedIn profile or CV.

While it’s technically not third party recognised and does not have the same credibility as a third level degree or an educational institution’s certificate, Employers will love the fact that you are eager to learn and are taking the initiative to improve your skill set.

This will also eliminate ‘imposter syndrome’ that most people feel when starting a new job as you’ll already have a knowledge or at least some insight into the industry or role you’ll be working in. 

3. More positive work environment. 

In a 2018 study by Talent Works International, there was a 31% higher productivity rate by employees who are happy. Confidence and Innovation has also been proven higher in happier employees. 

LinkedIn Learning includes videos that offer advice on workplace practices, ethics, improving industrial relations and resolving conflicts. By offering solutions to problems in the workplace or how you deal with them LinkedIn Learning can help create a more positive work environment and happier employees. 

This platform will offer you the tools that will help you use your time effectively, more healthily and ensure you carry out your work in the best way possible, whether you are looking to develop in your current job role or for the job you want, LinkedIn Learning has endless videos and courses available to assist you in your career.

Happy learning!

Niamh 

Niamh Lawlor is a PR intern with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.


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