Category Archives: Viral Marketing

The Heartfelt Ad You Can’t Understand (But Can Feel)

What makes a good ad campaign? Is it humourous? Is it entertaining? Is it catchy? I believe the best ones are the ones that are lasting. Not only are they viral and well shared and talked about, but they also leave a lasting impression in our minds for a lifetime.

While doing research on a project I’m working on I came across this video by chance. Just out of cutiosity I clicked and watched. My initial thoughts were “this is nice”, but then close to the end of the video I was so moved that tears came to my eyes, and all I could think was “WOW!”

Take a look for yourself…


How POWERFUL is that!!

How powerful is it that even though you may not speak the language, and couldn’t necessarily relate to the experience of the characters that the campaign still had such an emotionally intense impact?

By the end of the ad I didn’t care what they were selling because I was ready to buy, and THAT my friends is the power of an impactful ad campaign.

It can:

  1. Get your audience to not only buy into your product/service, but also you as a company

  2. Create a lasting impression in the minds (and in this case the hearts) of your audience

  3. Cut across race, creed, culture, and even defies the very definition of logic to touch the very thing that makes us human and connects us all…our soul

My biggest takeaway from this ad sometimes the best ad campaigns are the simplest. They don’t need to be fancy or elaborate, they just need to connect with each of us and be memorable.


Share your thoughts, what was the biggest takeaway for you?

The Ranter


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Is Donald Trump A Marketing Genius???

I just had a very interesting thought, and that thought is reflected in the title…could Donald Trump be a marketing genius? Really! It’s a serious question!

Before I go any further let me first say I do not support or endorse him, or any politician for that matter. I am in no way interested in politics of any kind, of any country (I’m just being honest).

Now with that out of the way…

I haven’t paid any attention whatsoever to the 2016 US elections since it started. However, even when I try to ignore it, I still get overwhelmed with news of Donald Trump this and Donald Trump that. I turn on my TV it’s Donald Trump. I go on social media it’s Donald Trump. I probably go into my bathroom right now and see Donald Trump (no bathroom is safe from him!). Say what you will about him and I’ll probably agree, egotistical, narcissistic, overbearing, loud and obnoxious, the devil reincarnated…the end of the free world as we know it!


Donald Trump’s Marketing Brilliance (and what you can learn)

Still, you can’t ignore his presence (as much as we may try to), and this is the reason he could be more of a genius than we really think or want to give him credit for. When you think about when a brand wants to market its products, services, business, idea, vision, there are a few things they have to do:

  1. Market in a way that cuts through noise and confusion of a very loud digital and distracting world we live in, and get the attention of your audience

  2. Get your audience talking about your product/service/business/idea/vision

  3. Win them over and get them to buy into what you’re selling (and oh boy Donald is a sellin’)

I would say based on these criteria Donald Trump is doing a phenomenal job at getting others to buy into him (even if he sucks at being a presidential candidate). If you are truly honest and objective you would see that he is truly a genius. His over the top, down right ridiculous and crazy approach to politics is turning heads and getting attenion. I haven’t seen this much marketing brilliance since Charlie Sheen’s crazy.

So whether you want to admit it or not we can all learn a thing or two from Donald Trump when it comes to Marketing (PLEASE restrict learning to Marketing):

  • Stand out from the crowd and the norm

  • Don’t be a afraid to be a sprinkle of crazy to get your audience’s attention

  • Sell a message people will buy into

  • Add value to the people who buy into you (I know, I know, I’m saying YOU do this even if he isn’t)

I’d love to know, what do you think: criminally insane or genius?

The Ranter.


Just in case you doubt my theory I did a Google search for ‘US 2016 Elections’ (not Donald Trump) this is what came up at the top of Google…trump post


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Why Claro Failed to Beat Digicel

So by now everyone should have gotten the news that Claro has sold their Jamaican division to Digicel Jamaica. I do not know the real reason why Carlos Slim decided to sell, since I wasn’t in presence of the negotiations as it happened. Furthermore, I do not know why he decided to enter the Jamaican market in the first place. Some say it was to prove a point as Digicel Group had entered their territory after an informal agreement not to, so they simply decided to return the favour by coming to Jamaica…or so it said at least.

However, I’m not here to discuss why Carlos Slim decided to establish Claro in Jamaica or why he sold, I’m here to discuss why Claro failed to beat Digicel. To be honest I can’t say that I’m surprised at this action.  I have been observing Claro from the very beginning when they entered the Jamaican market, and they were doing things wrong from the very beginning in so many areas. They entered the market under the impression that Digicel’s success was merely due to great marketing, and therefore if they could enter the Jamaican market and ‘outmarket’ Digicel then they could take Digicel’s dominance in the marketplace. Sure Claro can easily outmarket Digicel in terms of  dollars and cents, I mean it is owned by the richest man in the world. Therefore, this not only means more money-spend on better marketing, I reiterate: in terms of dollars and cents, but also a lot could be spent on R&D for the latest technology that Digicel may not have access to, and also they could offer lower rates than Digicel could, I mean they could afford it.  So the plan was simple, outspend DIgicel. Sounds like a fairly reasonable and logical plan, more money for marketing and better tech, and lower rates. Business over the years has taught us that if you offer a better product at a lower price then you’re sure to beat the competition. Except they left out the fundamental, core, at the heart reason why Digicel was successful in Jamaica in the first place…the people.

Let’s not take into consideration the other guys that had a monopoly once upon time who digged their own grave in the past, making it all too easy for competition to set in and take over the market. Let’s ignore the fact people wanted a change, and like Obama Digicel brought that change…let’s ignore that fact. That only made it easier for Digicel to successfully penetrate the market, but it is its connection to the people that made them successful, more importantly the young people. The young people who are pretty much the ones who spend the most on the latest tech in the first place.

Digicel came to Jamaica during a time when it was next to impossible for young adults, especially those just leaving university, to get a job. There was always the painstaking fact that no one wanted to hire employees with no prior experience (but then you ask how are they suppose to get experience if they have no job to begin with? But that’s something for another time). Digicel took in all those unemployed university graduates and said “Hey come work for us, we can relate to what you’re going through.” Not only that, Digicel pretty much made it look cool to work for somebody else back in the day, everybody wanted to work at Digicel. It was overrun with university graduates which added an element of fun and hipness to the work scene. So then the virality effect took over, a friend told another friend who told another friend and soon enough Digicel was the had more than their share of university graduates working for them. Digicel was where it was at. Digicel went a bit further to offer exceptional customer service, something that was/is pretty much non-existent in most Jamaican businesses. So through that mere act they were able to differentiate from every other Jamaican business. Then guess what, not only were the staff talking but now the customers were talking, and Digicel’s snowball effect grew even more instantly propelling them to dominant market share and to being the Bigger Better Network (I’ve been waiting for the chance to put that in).

Digicel made a connection with the Jamaican people, and I think that is what Claro missed out on and failed to realize. They tried to buy out the people instead of making an emotional connection with them. Instead of first trying to build their brand into something that everyone wanted to be associated with, which is what Digicel did. They tried the traditional, bully tactics thinking it would work and it failed. Why did it fail? Because today the power is with the people not the brand. The people decide who they want as their representative, not the other way around. I only hope Digicel recognizes this and does not become too complacent and comfortable in their possession of success to realize they need to maintain that connection if they want to continue having the success they currently are.

This only proves in today’s marketplace, Jamaican or otherwise, it is not about who has the bigger budget but who can make the greater connection. Digicel made that, established it, and put their stamp of approval on it, the Marketing simply helped to reinforce their brand and remind the people why they chose Digicel in the first place.

Take a page all you other competitors out there, Digicel is here to stay.

The Ranter.


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Charlie Sheen Tweets Worth Big Bucks

I find it both ironic and convenient that in my post yesterday Charlie Sheen: Insane or Brilliant? I mentioned how Charlie Sheen’s antics may be a strategic Marketing move on his part to increase his virality on a level that is unprecedented, whether intentionally or not.

Well it seems my hypothesis has proven to be correct, and maybe he isn’t as insane as he may appear.  Apparently now Sheen has been inducted by as one of the top celebrities whose tweets could be worth anywhere between US$1000-US$10,000 per tweet. Celebrities who have made the list are ‘Keeping Up With the Kardashians’ star Kim Kardashian and Pop superstar Mariah Carey.

In two days Sheen’s Twitter following has grown to 2 million and continues to grow with each insane act. Suffice to say his Vial Marketing seem to have pulled it off, and he is now being paid for his insanity, or brilliance, depending on how you look at it.

I don’t know if I can consider this one to be a great Marketing move, but what I will say is right now it seems his tweeting antics will be keeping him in the minds and media of a lot of people for a bit longer than we expected.

In case you’re interested here’s the article that goes into greater detail of the lucrative potential of his tweets Behind Charlie Sheen’s tweet lies a new world of social media advertising Thanks Mirna Bard for this.

What do you think about this? Leave a comment below.

The Ranter.


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