Home shopping network QVC is giving itself a makeover. The West
Chester, Pennsylvania-based brand has updated its logo with a
square and unveiled a new app, "Q Anytime," that delivers shoppable
videos in five-to-eight-minute segments. Mary Campbell, chief
merchandising officer for parent Qurate Retail Group says that 80
percent of QVC's new customers come to the company through digital
platforms. QVC's in-house team worked with Moxie initially,
and the project was then executed internally.
Olay wins digital, if not popularity
Olay's #KillerSkin Super Bowl spot may not have won popularity
contests–ranking 30th in USA Today's Ad Meter for
example–but it did far better on digital amplification. Olay
won Merkle's "Digital Bowl" because it "never stopped engaging on
social, updating Instagram stories, reposting user-generated
content, and leveraging influencers until the final whistle,"
according to the agency. The brand finished top three among
advertisers by creating a Super Bowl-focused landing page and
optimized YouTube video visible for campaign-related queries,"
according to Merkle. The brand also generated the fifth most
social-media likes among Bowl advertisers with nearly 288,000,
according to Engagement Labs, though the NFL won handily on that
front with 1.1 million likes worth an estimated $3.1 million in
earned media. Saatchi & Saatchi created Olay's ads, with Small
Girls PR handling PR.
Procter & Gamble Co. Chief Brand Officer Marc Pritchard says
in an interview that Olay's effort, including two videos before and
one after the game, have driven 17 million views to date, 4 billion
impressions. Sessions on the Olay Skin Advisor app doubled during
the game "and sales grew very high double digits online at
Dove's newest empowerment play
Unilever's Dove has enlisted seven-time platinum recording
artist Kelly Rowland to write and produce original song "Crown" to
help "break down the narrow definition of beautiful hair and
encourage girls to feel confident in wearing it how they choose,"
the brand says. The song draws on real-life stories of young girls
who've faced bullying or discrimination over their hair and who
star in the video. A recent Dove study found half of girls say
their hair makes them feel self-conscious. WPP's Ogilvy,
Paris, is agency behind the work.
Natural femcare gets love
One sure sign natural feminine products are big: The established
players are buying in fast. Procter & Gamble Co. announced
Tuesday it has agreed to buy This is L for an estimated $100
million. This follows the prior-week announcement that Combe,
marketer of Vagisil and Just for Men, has made a "strategic
investment" in Sustain Natural, marketer of "earth-friendly"
tampons, condoms, and lubricants. Sustain was co-founded by Meika
Hollender and her father Jeffrey, who previously founded Seventh
Generation, another player in natural feminine-care products now
owned by Unilever.
Conquering textile dysfunction
Menswear brand Mizzen + Main is hoping to bring awareness to
an-oft ignored affliction—textile dysfunction, or the
inability to maintain lasting performance in clothing due to
circumstances such as sweat. The seven-year-old company developed
its new TD-focused campaign through an in-house team helmed by
creative director Richard Ross. In one spot, a man laments, "Going
to the dry cleaners wasn't enjoyable for me… or my wife,"
before explaining that he now washes his Mizzen + Main shirts at
home. We get it.
Would you buy this?