Next Stop: The United Nations

It is our privilege to announce that RockOrange’s Miguel Piedra and David Naranjo have been exclusively selected to be official delegates at the 2nd Annual Media for Social Impact Summit, taking place at the United Nations this Friday. They’ll join some of the brightest minds in media and senior U.N. executives at the summit in New York, bringing their expertise in public relations, marketing and entertainment.

We’re truly honored to have Miguel and David attend this exclusive gathering on behalf of RockOrange! The summit, which is organized by the U.N. Office for Partnerships and the PVBLIC Foundation, showcases innovative campaigns through keynotes, interviews, case studies and roundtables, and will be an invaluable opportunity for us to exchange ideas and best practices with other delegates. But it’s also much more than that — it is the perfect chance for us to share and discuss insights regarding pressing global issues that affect us all.

We look forward to sharing Miguel and David’s experiences after the event!

Meet You At The Finish Line

We are still a little bit sore.

Last Thursday, the RockOrange team headed to Downtown Miami for the Mercedes Benz Corporate Run, joining more than 25,000 runners and walkers. It was hard not to be excited, considering we spent weeks getting ready by working out during lunch breaks and after work.

Before the race, the team spent some time in the RO tent, getting pumped for the main event. Our RockStars even got a bit of screen time on CBS 4! Sure, rain soaked us once the race started, but it was all worth it when we scored some hardware crossing the finish line. Check out our pics below!

RockOrange Named Finalist for SABRE Awards

After being honored with the New Agency of the Year award last year, we are thrilled to be named as a finalist once again in the 2015 Americas SABRE Awards, this time for the agency’s FRESH work for Cotton’s 24 Hour Runway Show, in the Fashion & Beauty category.

SABRE Awards finalists include around 300 campaigns — selected from more than 2,000 entries — in this year’s competition, which recognizes superior achievement in branding, reputation and engagement. It awards campaigns that demonstrate the highest levels of strategic planning, creativity and business results.

For Cotton’s 24 Hour Runway Show, we developed an integrated communications plan, elevating the show by leveraging top celebrity talent and creating continuous conversations with influencers and fashion trendsetters.

Not to mention, we help set a Guinness World Record as the longest fashion show in the world. The show in Miami Beach demonstrated what happens when fashion and our favorite fiber unite on the catwalk, and did it in an exceptional way.

Winners will be announced the night of the SABRE Awards event on May 5, 2015 at Cipriani 42nd Street, and we can’t wait. Wish us good luck!


RockOrange Gives Back on Global Day of Service

On Friday, April 17th, RockOrange participated in a day of service alongside one of our clients refurbishing Miami Edison Senior High School.

Ahead of the annual event, RockOrange provided the client with support, both on an internal and external front. The team was proud and excited not just to collaborate to make this happen, but to join hundreds of volunteers to help make the historic high school shine, applying fresh coats of paint and improving the landscaping.

While the whole campus got love, the RockOrange team focused our attention on the school’s theater. We painted the mezzanine level walls a fresh shade of Raider Red, and only made a minor mess doing it. Check out the pics:

While we had a lot fun, RockOrange also takes corporate social responsibility seriously. Giving back to the community is one of our value pillars; it’s something we do every year. It’s a moment we take to make a difference in our home city, to get closer to the people we share so much time with, and a moment that can make us better as a team and as people.

Most of all, we hope service days like this will inspire others to get involved in their neighborhoods and work to improve the communities they live in. Being of service to others is something that begins at home, in your own backyard, but it doesn’t have to end there.

Lilly Pulitzer: Simultaneously Hitting and Missing the Target

By Miguel Piedra

Target was hoping its latest designer collection launch, Lilly Pulitzer, would drop without a hitch. Instead, the collaboration between the big box retailer and brightly colored fashion label was more reminiscent of another Target tog team-up.

Remember back in 2011 when high-end Italian house Missoni launched a Target line? Back then, the retailer — which earned its spot atop the big box brand zeitgeist through sharp purchasing choices that allow it to appear just un-Walmart enough to retain chic cred — failed to stock its shelves with enough product to satisfy the out of control demand. crashed, items sold out and some stores weren’t stocked.

Fast forward this past Sunday when the Pulitzer-frenzy caused people to line up outside of Target’s across the country in a scene that seemed more Black Friday than April Sunday.

Within 3-5 minutes, the Pulitzer collection was sold out both in store and online, with many calling it more of a “flash sale” where consumers fought for the West Palm Beach designer’s signature shift dresses, swimsuits, home décor, etc. a la Hunger Games.

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The retailer garnered tons of press prior to the collection’s launch, building anticipation with its television commercials featuring celebrities, its social media campaign, and a remarkable activation at Bryant Park in New York last week. All this hype and yet many consumers were not able to purchase items. This type of bad experience tends to alienate consumers, and social media only helps to amplify their concerns.

Social media gives disappointed and angry consumers a microphone. Research indicates that customers typically tell twice as many people about a bad experience with customer service than they do about a good one.

The hashtag #LillyforTarget trended on Twitter on Sunday – both with positive and negative commentary. Consumers complained about Target’s website and how it had slowed down and crashed temporarily. They shared photos of empty racks at Target and the long lines they endured. To add insult to injury, many of the items became available on eBay for twice the price in a few hours.

When you look at the numbers, it was a success, not to mention all the great PR the brand is getting these days, but Target may have sacrificed customer satisfaction. It increases sales and it also continues to solidify Target’s cool, trendy and affordable positioning.

Target spokesman Joshua Thomas told Fortune in an e-mailed statement: “Due to heavy traffic, we experienced slowness to our site, resulting in an inconsistent experience for our guests. We realize there is an extreme amount of excitement around this collaboration, and we apologize for any disappointment this may have caused our guests.”

The question to be asked is: Do programs like this one, which create social relevance, end up alienating consumers? If so, will fewer shoppers brave the madness for the next Target collaboration, simply to avoid the disappointment?

Tidal: Jay Z’s Streaming Wipeout

By Sergio Claudio

On Monday, the world awoke to disrupted social streams courtesy of a new music app from Jay Z and friends called “Tidal.”

“We’re starting a revolution… change your avatar to blue in support. #TidalForAll!”

Instantly, all the cool kids were joining in. News spread that Kanye, Rihanna, Daft Punk, and Madonna joined the movement. For the musically curious, it was definitely worth a look (campaign mission accomplished).

To my utter disappointment, Tidal is yet another streaming music service that belongs in the “me, too” category of the app store. Claiming to be the ultimate listening experience with its revolutionary Hi-Fi streaming, the app adds hardly anything to the streaming space and comes off as a direct Spotify clone. And with a $20-per-month price tag (or $9/mo for standard definition), Tidal is basically telling fans to leave their tried and true streaming music experience for a nearly exact duplicate at double the price, because, why, HOV said so? (Oh by the way, the app and campaign were founded so that the multi-platinum artists can make more money? Jigga please.)

I’ve asked myself why I care so much. Admittedly, my reaction caught me off guard, but it must be driven by my inner-marketer. It’s hard to believe that a “business maaaaaaan” and his team of high-powered celebs would blow their influential load of social influence on a campaign for an app that does nothing new. And, furthermore, bastardizing a social strategy that has been effective for causes that people truly believe in, to try and force some prosthetic story about unity and Revolution down our throats all to support an app that is made to… make them more money? I call bullshit, and so did the rest of the Internet.

The Twittersphere quickly launched its digital tomatoes at the lackluster press conference that boasted a “follow me” celebrity lineup and awkward silences. With a keynote address from Alicia Keys replete with fluffy aspirational platitudes and misplaced Nietzsche quotes, the Tidal team made their attempt to rally the masses around a music concept designed to benefit the rich and famous while offering nothing of true value to their users. What were they thinking, that people will buy anything if they put their names on it? Now I’m sure there are those who can make the same argument about Dr. Dre and his Beats brand, but the difference is that people can get behind the idea that somewhere the good Dr. has “been in the lab with a pen and a pad” while wearing those headphones, or at least headphones with the same technology.

It’s all about the storytelling, the brand narrative, and the fact that people believe in brands that portray an image of some form of authenticity. While Jay may believe that he can sell water to a whale, when his pitch blatantly says “because you drinking this water will make me more money,” those whales would probably rather drink sand instead.

The lesson here is that we are living in a user-driven world where brands speak to more sophisticated, informed consumers. If you’re going to come out guns blazing with this much star power, do something that is going to disrupt the industry in a big way. Do something that truly flips the industry on its head. Create new music that will be licensed to platforms rather than pushed through distributors and labels. Release new albums for these influential artists exclusively on this platform. Come through with some serious innovation and fans will gladly pause their Spotify playlists to hear what you have to offer.

Otherwise, you’re just insulting their intelligence, and the Internet will respond by drowning your message in meme-worthy posts and illuminati propaganda.


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