RockOrange Makes Trash Trend with Anti-Litter Campaign

Keep Us Fit, Pick Up Your…

Trash.

That was the call-to-action for the City of Miami Beach’s “Keep Miami Beach Clean,” the city’s first-ever anti-litter campaign, that RockOrange conceptualized and launched earlier this year.

Targeting the younger, millennial generation and regional day-trippers, the campaign was aimed at getting people to make a connection between keeping the city fit by exercising common sense and tossing trash and recyclables in the right place.

The Fresh Ideas

Using real people who live in, work on and love Miami Beach, as the models for a series of visuals showing people how to trash their trash and recycle their recyclables while keeping fit, RockOrange created shareable content with made-you-look-twice taglines including “Keep Us Fit, Pick Up Your…” and “Keep Miami Beach Clean AF (and fit).”

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The content was pushed out across multiple channels, online and offline, including: billboard style posters throughout Miami Beach, including buildings, bus shelters and on the back of buses; online via the City’s social media channels, and; in print and broadcast advertising spots.

Recognizing Miami’s diverse demographics, the content was produced in both English and Spanish language to make sure that the message was received loud and clear by everyone and that language wasn’t cited as a barrier to keeping the beach clean.
To amplify the campaign message further, RockOrange designed a character – Mr. MB Clean – that would personify and act as a visual spokesperson for the campaign. We took the character to a series of Miami Beach community events including Commissioner Michael Grieco’s Spring Break Cleanup, Winter Music Conference, Spring Break, Flotopia, Ciclovia and the Fire on the Fourth Festival and had him interact with the public for photo opportunities and to promote the campaign message.

The Solid Results

The campaign continues to be a huge success.

The ‘Clean AF’ semi-viral launch ads drove awareness, shares and heated discussions with over 200 thousand interactions in social communities. Overall sentiment was positive, with an article in Curbed Miami running a poll that gave the ads an 80 percent approval rating.

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And Mr. Clean proved even more popular. Photos from the character’s appearances, combined with snaps of the ad spots have driven over 780 mentions online and 8.2 million impressions to date using the campaign hashtag, #KeepMBClean. Additionally, through the event activations over 10,000 people have been exposed to the campaign.

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As Mr. MB Clean continues to attend events and the broadcast commercial rolls out on local and regional networks and during previews at South Beach’s Lincoln Road Mall movie theater, those numbers are only set to increase.

Smart PR or Dumb Celeb? #conspiracytheory

Celebrity influencer posts are going viral for all the wrong reasons. Celebs including Scott Disick and Naomi Campbell appear to have “accidentally” copy and pasted a little more than they should when promoting branded goods – namely the notes on ‘how-to-post’ as provided by the brand PR.

However, those “mistakes” are making the posts go viral and amplifying brand recognition even further which makes us wonder (#conspiracytheory) if this trend is ‘Smart PR or Dumb Celeb?’

 

Selfie Stick in Hand, Obama Reaches Millennials

By Miguel Piedra

Selfie stick. #YOLO. “Keeping it real.” That’s how this president rolls.

Since his election in 2008, President Obama has changed the game with a fresh approach when it comes to selling his agenda. From his “Between Two Ferns with Zach Galifianakis” appearance last year to delivering “The Word” on “The Colbert Report,” to his multiple visits to “The Daily Show,” the president and his team have shaken up the ways the presidential message is delivered.

And it’s paying off.

He’s fielded criticism for this unconventional approach. After all, he’s done everything from “Ask Me Anything” on Reddit, to Google Hangouts, to Twitter chats, and most recently he was interviewed by YouTube stars. It’s one hell of a diverse content marketing strategy. But at this point, the President has nothing to lose and can continue to take risks in marketing that could pay off in a big way.

Some call such tactics below the office, while others in the media establishment asked why he granted interviews to YouTube vloggers instead of more venerable journalists. But as Dan Pfeiffer, outgoing senior adviser to the president, told Bloomberg Politics, the president’s communication team understands that they “have to go where people are congregating.”

That’s today’s reality. Brands, just like the president, must search for platforms where their message is going to reach and connect with more people. BuzzFeed, for example, is one of most popular media platforms today, and Obama leveraged its power to get results for Healthcare.gov. Just hours after the grand debut of his latest viral hit — BuzzFeed’s “Things Everybody Does But Doesn’t Talk About” — the video has 21.3 million views and thousands of comments.

But it goes beyond that, too — the video has made Obama “one of us,” portraying him as accessible and relatable to the public. Putting him on a pedestal and distancing him from the people he represents won’t win people over or get anyone to sign up for health insurance.

That’s a lesson in how brands win. They have used intuitive ways to reach consumers. It’s all about authenticity and connecting with your audience where they are. In a society where the millennial mindset rules, you can’t try to sell anything to them. But here the president subtly sells his Healthcare.gov message. Obama’s video is an ad campaign that isn’t an ad campaign.

It’s the marketing machine of an administration that gets it.

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