Archive for the ‘Social Media’ Category

simplehuman soap + pumps = made for each other

Thursday, November 10th, 2011

simplehuman soap

simplehuman soap

simplehuman soap

Announcing the launch of made for each other, an integrated campaign we created to introduce simplehuman’s new collection of soap and sensor pump systems that are crafted and designed to work in harmony, like milk and cookies.

simplehuman soap

The made for each other campaign includes an online experience, videos at retail point of sale, and a Facebook game and contest. The online experience features a soap shuffle interface that allows users to mix and match different pairs of soaps and pumps and buy them together with one click.

We also directed a series of product videos that are displayed across retail, online, and social media to highlight all the benefits and features of the new simplehuman soap lineup. All the soaps are optimized to work hand-in-hand with the high-efficiency pumps and the no-drip valve, ensuring no messy drips or clogs.

simplehuman soap

The made for each other site has a customized design to run on both mobile and tablet devices, allowing users to swipe through the soap shuffle interface.

simplehuman soap

The Facebook game gives users a fun way to learn about the products and a chance to win them. Players are timed on how fast they can uncover all the pairs, with the quickest users featured on a leaderboard that shows which simplehuman products they are eligible to win. Prizes are only up for grabs for a week, so give the game a go and test your memory skills here.


Get Grillin’ with Tillamook’s Cheese’wich App

Tuesday, August 30th, 2011

Tillamook Cheese'wich App

We just released Cheese’wich, a Facebook app built for Tillamook that grills your face (or any image) onto a hot, gooey, grilled cheese sandwich.


To build buzz prior to launch, we targeted 100 social media influencers and tweeted sandwiches with a personal message from “Loafy,” Tillamook’s cheese loaf mascot. Celebrities like Drew Carey retweeted, James Beard award-winning chef, Laura Werlin, turned her Cheese’wich into her Facebook profile and maybe -just maybe, President Obama made himself a grilled cheese sandwich that night.

Resulting in a lot of chatter and an influx of Cheese’wich requests from fans, we eventually opened up for orders on Tillamook’s Facebook wall. Friends of Tillamook went wild.

We asked Scott Arenstein, Account Director, how this cheesy strategy was cooked up:

What was the thought process behind the Cheese’wich launch?

It originated out of wanting to start a conversation with people. What better way to say “Hi, we’re Tillamook” than to grill someone’s face on a grilled cheese sandwich? Additionally, a lot of apps are built and released on a daily basis so we wanted to launch this in a special way. By connecting Tillamook with celebrities and chefs, we brought Tillamook into the pop culture conversation.

What was successful about the strategy?

When we were testing the app and grilling faces, one of our designers grilled the cast of Jersey Shore. When others saw it they couldn’t help but give a little chuckle. Seeing your face on a grilled cheese sandwich just makes you smile. I think this playful approach is what really made the strategy effective. And it really reflects Tillamook–an approachable, happy brand.


What was your favorite part about this project?

It was fun to watch the project come to life and see the responses from both celebrities and Tillamook fans. My favorite fan comment was “I love it when the different segments of my life collide! @TillamookCheese @ConanOBrien.” – @ValZwald

Visit Tillamook’s Facebook page to get your own Cheese’wich.

Journalist as Curator

Monday, March 21st, 2011

journalist asa curator

Social media has taken the power of citizen journalism to another level with real-time posts, conversations, photos and video. As print news sources take on digital form, we are observing how the role of a journalist is evolving from being an on-site reporter; capturing news from the second it happens, to more of a curator. The everyday person with a smartphone is already out there recording or announcing news as it happens. Instead of rendering journalists obsolete, we see their value evolving into a trusted source that can put together the best, most credible news and filter out the junk that is constantly added to real-time feed.

Part of the value in social media channels like Facebook, Twitter and even Quora is that an individual’s experience is curated personally by the user. People don’t want to or have the time to read all the news. They want to read news that matters to them, which usually happens to be news from people they know, people in their industry and people with similar interests. Success lies in an engine that can deliver that information most effectively, but still give a window of opportunity to suggest new topics or people that could be of interest given the trends of a user’s actions on a platform.

We see news reporting heading in the direction of curated reporting. There are sites out there that are already beginning to curate content such as CROWS NEST, Sign Off and recently LinkedIn’s new feature, LinkedIn Today. CROWS NEST is a Twitter aggregator that uses a mix of Twitter, Topsy, Typekit, and jQuery to pull the top 10 URLs shared by ad/tech/design Twitter users. Sign Off is a site and email newsletter that delivers relevant news based on your city. LinkedIn Today curates news most relevant to your industry, pulling from the career information each user provides in a LinkedIn profile. While browsing through articles, a user is able to see who shared the article, where they are located, and what they said about it even if the person is not a connection or contact. LinkedIn Today demonstrates the beginning of new journalism where news is delivered based on the industry a person is in and the person’s interests. Due to this growing need of trusted curators, we see the trend of journalism headed for better standards as more advanced tools are built to filter good content. Instead of a team of reporters, we might see teams of curators being formed as the way news is delivered continues to grow more and more personalized. We see this trend as a beneficial mechanism in building audience platforms for our clients. As we continue developing social media strategies for branded initiatives, we’ll be looking into incorporating curated content as we build experiences to engage targeted audiences.

Coupons or Check-ins

Wednesday, January 26th, 2011


With the Google + Groupon deal off the table, it’s just been announced that Google’s releasing its own coupon competitor, Google Offers. Groupon has been rapidly growing and making headlines this past year so it was only a matter of time before Google joined the group-buying fray and appealed to local business advertisers.

However, group buying and location-based services are still in the beginnings of development and are definitely not deemed mainstream yet. By throwing in a bit of game mechanics like reaching a target number of votes to score a deal, or being awarded for the number of check-ins, a wider audience is targeted outside the tech geek circle, including moms. However, the real value lies in, well, value. Sites like Groupon and Living Social are valuable as coupons, but more so as experiences. People might not go bungee jumping or macaroon making until the experience is set before them with a decent price tag.

We’re expecting to see group buying sites and check-ins become much more personalized with applications like Geoloqi, where automatic check-ins and functions like your grocery list popping up as you enter the market are set in place. If group buying and location-based services become staple tools for the everyday person running errands, retailers can tap into a real-time database where sharing your location and what you buy becomes mainstream. If it becomes useful enough, people will adopt it, influencing long-term mainstream consumer behavior.

How do you prefer getting your deals?

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Twitter in Flux

Friday, December 10th, 2010

Adweek Twitter Redesign

In this week’s Adweek feature, we were given the chance to redesign one of four iconic logos: Facebook, Google, YouTube, and Twitter. As avid tweeters, we decided to go with Twitter and design a dynamic logo that changes based on user behavior, altering from followers’ tweets, to trending topics, to tweets from people you follow. Our logo represents a social network of connections between followings and shared interests that make up the 140-character communication tool that 100 million people use today. See our logo redesign here.

140 Character Photography

Wednesday, November 24th, 2010

Helms District

Helms Art District across the street. Photo taken with the Instagram app.

We’ve now reached an age where professional grade cameras can be purchased for as little as under $2000, which people are referring to as the HDSLR movement. As manufacturers continue to produce high quality tools, creatives and enthusiasts alike are empowered to invest in professional equipment and create compelling content of their own. This content then takes on various forms digitally as people tweet, blog, or post their work on Facebook, tumblr, Flickr, or YouTube.

Not only are professional cameras getting a facelift, but companies are also investing in photo applications for mobile devices, sometimes developing for a mobile app before the website. Letting mobile take priority makes sense as sharing and real-time become more and more important. Many users enjoy taking on-the-spot photos conveniently with their phones because it integrates being part of a social network. Many photo apps alter mobile photos with functions like color pop where users can apply certain “actions” to make their phone photos look better.

Applications like PicPlz, Path, and Instagram have a lot of potential to become powerful tools because they create better quality photos incorporated with real-time sharing and a geolocation tag. By combining location, real-time, and quality media these applications are in a different league than older players like Photobucket or even Flickr. Because the users of today are interested in getting information instantly and all the time, these photo applications are following in the footsteps of social networks like Twitter, where a constant stream of feed is being processed, but is ripe with high quality photos. People are now given the opportunity to share their stories in a rich, interactive way, even if they are told in short snippets of 140 characters or a photo taken with a phone.

Poll: Short

Friday, November 12th, 2010

In order to comply with Twitter’s 140-character limit, there are hundreds of URL shortening services out there to choose from. Dan Zarella’s Science of Retweets study shows how users can be strategic about which shorteners they use. The study revealed that Twitter shorteners,, and receive the most retweets out of all the other services, while the old player, tiny.url, receives the least.

Which URL shortener do you use?

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Tout Your Klout

Tuesday, October 5th, 2010

Even with the ample number of individuals and companies engaging in social media, questions arise about how valuable social media is. While there isn’t an exact formula to crack the equation, success rate ultimately depends on what you define as value, and whether or not your initiative created a call to action.

Sysomos released a study with statistics revealing just how short the lifespan of a tweet is: approximately one hour. Out of the 1.2 billion tweets sent out, only 1.63% are retweeted within the second hour. The same numbers apply to replies, which doesn’t make an individual’s tweet seem very significant.


However, that doesn’t mean many brands aren’t taking notice of people in the Twitterverse. A person’s profile and influence on Twitter is being more seriously regarded than ever before. Companies such as Virgin America and the Palms Hotel in Las Vegas have loyalty programs where highly influential tweeters get special amenities and perks in hopes that they will tweet about the great experience to their many followers. The influence rate of a user is determined by services such as Klout, that measure the influence and reach an individual tweeter has. This practice has been done long before social media entered the picture, but the dynamic of what brands are basing their loyalty programs on has changed. What is being said online now influences actions in real life, which is how a brand can more clearly measure success. This is of course, varied on a case-by-case basis. However, the ultimate goal is to have the conversations and actions taking place around your brand online cause a purchase to be made or a service to be bought. The power of a strong voice online should not be overlooked, and most brands certainly aren’t.

Poll: Getting Social

Friday, September 17th, 2010

In the realm of social media giants, Facebook is the champ with over 500 million users. Foursquare and Twitter are neck to neck with about 200 million each. Foursquare, upon realizing virtual badges and titles would only interest users for so long, has boosted user engagement by partnering up with big players like Domino’s and Jimmy Choo to offer tangible incentives. Although the increase of user growth in social media channels is steady, there are still arguments on whether some applications are here to stay or temporary trends.

Which social media channel do you spend the most time updating?

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All in Real-time

Monday, September 13th, 2010

trend cloud

Real-time search is one of the hottest new tools in the digital space, further cemented by Facebook’s jump onto the social search bandwagon with real-time search engine company, Wowd and Google’s new destination for real-time search. Although real-time web is an exciting new movement that has redefined the landscape of search, it doesn’t come without its flaws.

Twitter has had to implement “trend curation” to keep an influx of buzz tweets on topics like Justin Bieber or the Jonas Brothers off their trending list by changing their trends algorithm. Trending’s purpose is to deliver the latest news on the most talked about topics, not topics of teenage obsession.

Facebook’s new search collaboration with Wowd gives users the option to construct custom feeds, game spam blocking, one-click summaries, favorite friends, and social search. Categorization is an important feature that could prove to be the success of Wowd + Facebook search; however, it is meant to be a specific search on the friends you care about. Twitter, on the other hand, pulls topics from all across the Twitterverse making the power of trending topics much greater, given that they monitor and curate the feed with relevant information. In removing topics that show up just because of constant mention in tweets, such as LAX or train stations, new hot spots could be revealed such as restaurants or a new gallery. If Twitter implements more categorizations as well, trends could become the number one go-to guide for a live feed of the hottest people, places, and news in a city furthering evolving the landscape of real-time search.



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