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Sarah Prince

Happy New Year

One of my favourite sessions at CM1, Toronto’s first conference for community managers, was led by Ryan Ginsberg from Twitter Canada. His talk focused on how social content strategists can plan ahead for and respond to big moments. This includes holidays and unexpected pop culture spectacles like Miley Cyrus twerking at the VMAs.

Last year, I wrote about how Oreo mastered social media when they were quick to post about the Super Bowl blackout. Oreo’s Super Bowl post was brilliant because their team quickly produced an image with a few words that effectively made millions crave Oreo cookies.

Likeable branded content is simple. Even though digital teams can plan for holidays like New Year’s Eve months in advance, I think a minimalistic execution is optimal. Essentially all you need to do is be engaging and say something to the effect of “Happy Holidays!” with copy and visuals that are aligned with the brand. When businesses create holiday greetings with too many CTAs, they risk appearing obnoxious, as ADP Canada’s Elizabeth Williams observes.

3 brands that understand the power of brevity when celebrating the holidays are Sharpie, Ben and Jerry’s and Holt Renfrew. Look at their Instagram posts to see what I mean:

Sharpie

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January 1, 2014 by

How Gastropost Unites Food Lovers

After hearing speakers from Mondelez and Starbucks at QMAC, I started thinking about how fun it would be to promote food and drinks as your day job. Chris Tindal, co-founder of Postmedia Labs, does the next best thing; he oversees the operations of Gastropost.

Since Gastropost’s Toronto launch in May 2012, it has expanded to Edmonton, Vancouver and Calgary, and it now has over 10,000 members. Recognizing its success, I was excited to hear Tindal speak about the content strategy behind Gastropost’s growth. Tindal explained that his team’s goal is to inspire people to love their city by encouraging community members to share their expertise.

Gastropost

Gastropost offers anyone with an internet connection and camera the opportunity to share pictures of food with a large audience. The main incentive to participate in Gastropost’s weekly missions is the chance to see your name and photo in National Post. Each mission has a different theme, such as holiday treats or Father’s Day BBQs. Some themes are created based on brand partnerships between Gastropost and CPG brands, such as Kraft.

Anyone can become a self-proclaimed foodie. Gastropost, however, differentiates amateur food photographers by featuring a selection of food lovers online and in the newspaper every week. 50 likes on your Facebook photo of a fancy appetizer doesn’t qualify as a claim to fame in the same way that being in the National Post does.

Gastropost proves that print newspapers still have value, authority and credibility. There’s no doubt about how exciting it is for a photo of your dinner to be featured in one of Canada’s most popular newspapers. Even though Gastropost doesn’t offer any monetary compensation, the personal validation members receive is evidently sufficient motivation to keep the #gastropost hashtag and community alive. “Every week we send people an email to do something and they do it,” said Tindal. How many email marketers can say that?

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December 9, 2013 by

Stock Up On Basics At American Apparel

If you’re looking for discounts on the basics, then you’ll want to check out American Apparel’s Warehouse Sale in Toronto’s Chinatown. American Apparel has embraced the opportunity to run a pop-up store during the holiday season, when wish lists tend to be long, while budgets are tight.

Before you head over to their temporary outlet, visit your nearest American Apparel store to try on t-shirts, pants and sweaters so you’ll know your size. There are no fitting rooms available and I don’t think you want to be that person awkwardly changing clothes in the basement.

AA Jeans

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December 3, 2013 by

Let’s Look For A Watch

Throughout high school, I worse a reversible red/navy leather Tommy Hilfiger watch. It was skinny and lightweight—the kind of watch that you forget is on your wrist. Eventually it wore out and I switched to a silver metallic watch, but after a few months, the silver started rubbing off. You know it’s time to stop wearing a watch when the band has nearly fifty shades of grey, but started out with only one.

Apparently I’m kind of picky when it comes to selecting a timepiece. I wanted a silver or stainless steel watch with a leather strap and markings for all 12 hours, without Roman numerals or crystals. Unfortunately rose gold has become all the rage, leaving less room in the display cases for watches I like.

During my trip to New York, I fell in love with Kate Spade’s Metro watch. I left it in the store because I didn’t want to impulsively buy something I would change my mind about later, but I thought about it for the next six months. Lord & Taylor wouldn’t ship it to Canada, so I brainstormed ways to import it.

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November 20, 2013 by

Behind The Scenes: The Extra Plate

Save the Children is an international NGO committed to advocating for children’s rights and supporting children in developing countries. When Save the Children Canada’s PR manager Kirsten Walkom tweeted that she needed an extra set of hands for a video shoot, I responded immediately and spent the day with their production team a few days later.

Many local celebrities donated their time to appear on camera, including fashion designers Adrian Wu and Jessica Jensen, nutritionist Joy McCarthy and Kiss 92.5’s Devo Brown. It was fun to hang out with them in between takes in Liberty Village.

Devo Brown (Kiss 92.5)
Devo Brown (Kiss 92.5)

Running into Madiha Aziz, a fellow volunteer and competitor at QMAC 2013, was a nice surprise! She says that helping out on set proved to be a good learning experience. “Before arriving on set, I did not know how much the impact of each dollar donated is to the children of Syria. I felt very blessed to get the chance to assist with the production of this video because it will create the much-needed awareness of the critical situation in Syria.”

Madiha Aziz and Wayne Smith (Toronto Argonauts)
Madiha Aziz and Wayne Smith (Toronto Argonauts)

Director Ian Barnett’s final product looks great, as it effectively captures stories about children’s fears to inspire viewers to support Save the Children. One key takeaway from the video is that donating only $40 to the charity can go a long way. Check out the video for The Extra Plate below and share your childhood fears on Twitter for a chance to win a prize!

 

November 7, 2013 by