Author: uptown@adm

Written by Brittany Pratts

Edited by Allison Herrera⁣

Albert Einstein (supposedly) said that the definition of insanity is doing the same thing over and over again and expecting a different result. Honestly, we couldn’t agree more. That’s why no client or situation here at Uptown Girl Media deserves a cookie-cutter graphic or carbon copy campaign. 

Two snowflakes will never be identical, so think of your strategy in the same way. Let’s break it down. The strategy for a client in one field is not going to deliver the same results for a client in a totally different field. If we make a post for our own Instagram and it does really well on our page, that doesn’t mean it will do just as well on one of our client’s pages. When we create something for a client and it doesn’t do as well as we would have liked or expected, we change it to something that might work better. There are also millions of different vibes, font choices, and colors that might work for some businesses while not working for others. It is extremely important to figure out those branding aspects before you move forward. Your brand is your personality and expresses who you are before a conversation is even initially engaged.

Have you ever noticed that one post you made got a ton of engagement, while a separate post received close to no engagement? Try analyzing why that post did exceptionally well and figure out how you can include those elements more often. If something works, then it works. However, you have to realize that if something REALLY doesn’t work, then it may be time to try a new approach. Doing the same thing over and over again is only going to do one of two things: make your followers bored of the same content all the time or not get you the type of engagement you want. 

Here’s an example: 

One of our clients loves super fun, bright colors. Therefore, for that client, we create bright graphics and even IG Reels that show that they are young and fun. However, if we tried to do that same thing for a more serious business that likes more clean and simple vibes, then it just wouldn’t work. On the other hand, we also cannot expect something that looks very clean and professional to work for a company that does best with color splatters and fun fonts. Along with that, say we were to make a graphic for a company and it just does not perform how we expect. What do we do? Well, we re-evaluate it. We look at data, stats, artistic creativity, etc. We don’t just keep pushing our similar content – we figure out how we can adjust it and make it better for our clients. 

This is why we do something different for every client. No two clients look the same and no two strategies look the same. Your’s shouldn’t either. Even if you’re just a small business starting out, try a few things and see what works. Never get stuck on one idea. Just because you love it, think about if your audience will love it as well. Think about who you are…not what you are.

This is your reality check, babe. Try something new. If what you’re doing isn’t giving you the results you want, approach it in a different way…or give us a call. We’re happy to help!

Written by Anna Schutte

Edited by Allison Herrera

Customer Advocacy: What is it, and why is it important? 

In today’s world, there is no room for anything less than amazing customer support. Word of mouth remains the most common means of an endorsement. But, many companies overlook one helpful and effective thing: customer advocacy. 

So, what is customer advocacy? What role does it play? In this post, we’ll discuss everything you need to know – from the overall benefits to why we feel customer advocacy is an effective tool for any business. 

What is customer advocacy? 

Customer advocacy refers to the state of marketing in which a company focuses on the customer’s interest, and the customer serves as the spokesperson for your brand. By constantly focusing on consumers’ needs, one can be certain that future business developments, whether new products, new services, or new ways of providing a service, can be done with customers’ needs in mind. Customer advocates aren’t just repeated buyers, and they are the heart of the organization.

Why is customer advocacy important? 

Social media has changed the way brands engage with their consumers. Today, most consumers do not trust paid or placed advertisements. People are consciously seeking third-party validation. Word of mouth recommendation is a leading influence on a customer’s purchase decision. This means, having consumers promote your brand or products on your behalf will have a significant effect on your image. 

Today’s buyers are searching for brands that prioritize their customers and create brand advocates’ networks by rewarding loyalty. Companies that do not implement this could struggle against competition exceedingly difficult. 

Your customer represents a significant opportunity for your business. With consumer advocacy, the company is more likely to connect with new clients and establish long-term trusting relationships. Customer advocacy is a crucial approach towards building a brand community, where the consumer can openly share knowledge. It is essential to keep your customers involved in a community where they feel engaged. These user shots ranged from colorful landscapes to meaningful family photos. 

If you have any questions contact us at contact@uptowngirl.media. We’d love to chat with you!

Written by Jamie Hanzo

Edited by Allison Herrera

If you’re anything like me, understanding how typing words in search engines magically gets you to the page you desire has always been too much for my brain to handle — cue Channing Tatum figuring out the science problem in 21 Jump Street.

BUT, an article written in October of 2020 linked here made all of it a bit more clear for not so tech savvy-people like myself. 

The article written by Jase Rodley explained all the benefits of understanding and implementing keyword mapping to your business’s website. Keyword mapping is a concept that allows you to place certain keywords throughout different pages of your website so that the SEO can better track your site when these keywords are searched in Google.

Everyone wants to be that FIRST website that pops up when you type in the search engine. Well, that is possible if you use keyword mapping correctly. Keyword mapping helps you to:

1. Plan your content and brainstorm on relevant topics
2. Revise older content that isn’t ranking as well as it should
3. Organize your site navigation and URL structure

The first step I learned to do when wanting to implement keyword mapping is to think about a list of keywords that best relate to your article or page that you want to be found. For instance, if I wrote an article about different playgrounds around the Baton Rouge area, a list of keywords that I could think of would be: children’s playground, Baton Rouge activities, kid-friendly locations, swingset…the list goes on.

The second step I learned from the article is to “match your user’s intent”. This is basically a fancy way of saying “make your content for your readers, not the search engine”. You must start from the beginning of the process (writing your content). then make it to the end (mapping the keywords). Focusing on the search engine before the content would be backtracking. 

Your third step would be to create your very own keyword mapping spreadsheet — yay, nothing like a good spreadsheet to get your life together ! This will help you lay out and organize your team’s words that you have chosen to coincide with your article. Because of this spreadsheet, the structure of your article will be super easy to see and read. 

Now, you have a great grip on what keyword mapping is and how you can get the ball rolling. Interested in learning the next steps in keyword mapping to the next level? Look no further, friend. The article has MUCH more information to cover. As always, if you need any help from us over here at Uptown Girl Media, we specialize in all things website-related. Just shoot us an email at contact@uptowngirl.media. We’re always here for ya!

Written by Allison Herrera

Get in loser. We’re going shopping.

CNN Business wrote an article back in February (click here & read it) on how TJ Maxx hopes customers will “revenge shop” in hopes of making up for business lost over the past year from Covid-19. TJX (TJX), the owner of discount chains TJ Maxx & Marshalls, said Wednesday that sales at stores in the United States open for at least a year dropped 7% during the 13 weeks ending January 30 compared with the same stretch last year.

Crazy, right? But, wait…what is “revenge shopping”? The article quotes that revenge shopping is a, “theory that once the pandemic is over, people will go out and spend loads as revenge for being restricted from so long”. This theory is proposed by Neil Saunders, managing director at GlobalData Retail. Saunders also believes that as people return eating out for dinner, traveling & returning to work, shoppers may invest more money in clothes for these occasions. The article explains that…

• • • This is already playing out in China, where Saunders says there has been a surge in spending on luxury items. The trend helped create an uptick in sales last spring for several companies, such as Tiffany & Burberry.
    • The National Retail Federation forecasts retail sales to grow between 6.5% and 8.2% to more than $4.3 trillion this year. The group says that would mark the fastest growth since 2004.
    • “We are very optimistic,” NRF CEO Matthew Shay said in a news release. “Healthy consumer fundamentals, pent-up demand, and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending.”

So, what do we think about these predictions?

Remember the “Roaring 20s” – the explosion of lavish after WWI, the pandemic & economic slump The main reasons for America’s economic boom in the 1920s were technological progress; which led to the mass production of goods, the electrification of America, new mass marketing techniques, the availability of cheap credit & increased employment which, in turn, created a huge amount of consumers. I think this article is on to something in terms of predictions. History has a way of repeating itself – especially economic cycles. I think this pattern of technological progress, mass production of goods, new mass marketing techniques (*sough* TikTok *cough*), the availability of cheap credit (which we already see) & increased employment is potentially reflective for 2021.

This pandemic has restricted many people’s way of life, & stripped the need or ability for luxury items. We wouldn’t term this predicted economic boom for product wants as “revenge shopping”, but perhaps refer to it as “revitalized shopping”. As our “new normal” conforms into a version that feels like pre-pandemic, yet still focuses on safety, people are now celebrating life & vitality. We believe shopping will re-energize our economy by reinvigorating the idea of celebration, a state of great comfort & will glamorize extravagant living once more.

What does this mean for you? This is a free-market economy, babe, & only the best of the best will survive. Let’s up your marketing game, because this economy will only let the fit survive…one thing we learned from quarantine was digital is the king of sales & your business is only as strong as your marketing is. Let’s chat today, so we can get your sales & branding back on top, as more people are looking for ways to spend their money. Let’s show them why they need (not want) your products/services.

Written by Brittany Prats

Edited by Allison Herrera

This past year created a lot of uncertainty for marketers. Not knowing whether to create ads based on what’s going on in the world or whether to make something that can just take people’s minds off of everything for a minute, has become a real struggle for the industry. During Super Bowl LV, we saw funny, emotional, and just downright weird ads. However, there’s one category that stuck in our minds the most: the message of community. 

While this past year has definitely been a struggle for everyone, we came together as a community and helped each other through an unexpected pandemic, which has lasted over a year. Throughout Super Bowl LV, we saw many companies show that message of community through their ads displaying the encouraging feeling we should experience for coming together. No, the pandemic is not over. Yes, there are still injustices in the world. However, the amount of progress that we have made as a community is astounding, which is why these advertisers wanted to highlight those moments – the few bright moments in a very dark time for many of us. During a time like this, brands really have to be cautious of expressing their message in the right tone. They don’t want to make light of a very serious situation, but they also know that sometimes their viewers just need a little bit of hope. These ads aren’t necessarily meant to showcase their product, but, instead, their brand. Ads like these showcase a brand’s values and what they stand for while sprinkling in their products so that you will remember them. Sometimes, what sticks in our minds the most are the ads that made us feel a certain way and bring a smile to our face or a tear to our eyes. That’s what these companies accomplished.

Below is a list of eight ads reflecting positive messages during a time, which otherwise feels bleak.

• Michelob Ultra – Happy

• Stella Artois – Heartbeat Billionaire

• Chipotle – Can a burrito change the world?

• Ford – Finish Strong

• Logitech – Defy Logic

• Anheuser-Busch – Let’s Grab a Beer

• Doordash – The Neighborhood

• Jeep – The Middle

Of course, Super Bowl Ads aren’t for every brand. But, if you’re looking for a strong message showcasing your brand’s values while featuring services/products, contact Uptown Girl Media today! We would love to offer you a strategic & creative campaign.

Written by Brittany Prats & Lily Donegan

Edited by Allison Herrera

Growing up, I always watched the Super Bowl – not because I was a football fan, but because I was a fan of the commercials. Every year, I would look forward to new commercials while re-watching my favorite from the year before. This year, more than 102 million people watched the Super Bowl…that’s huge! The Super Bowl is one of the largest draws to the television all year. This got me thinking – how much do these companies spit out just for a 30-second spot during the Super Bowl?

The average price for a slot during the Super Bowl in 2021 was $5.5 million, which is lower than last year’s price, $5.6. Considering that’s just for the slot, you have to factor in the price of the commercial itself. The writers, directors, staff, sets/locations, etc…not to mention any animation, CGI or, most importantly, a cameo from some of the biggest stars of the time. We guesstimate that’s around another $5 million (give or take to say the least), which makes the total cost for a Super Bowl ad around $10.5 million. Spending that much money for just 30-seconds of screen time is absolutely mindboggling. But, his year, a couple of long time Super Bowl advertisers decided not to pull out of Super Bowl commercial spots.

Budweiser, Coke, Pepsi, and Hyundai all decided not to purchase ads during Super Bowl LV. Budweiser decided not to purchase an ad and, instead, donated the money they would have otherwise spent to families affected by COVID-19. Coke decided not to purchase an ad to make sure they were “investing in the right resources during these unprecedented times.” Pepsi itself did not have a commercial, but they did sponsor the halftime show. Finally, Hyundai decided not to buy a spot because their “marketing priorities” didn’t line up.

These big named companies taking a step back from the Super Bowl gave smaller companies an opportunity to get their names out there, such as Oatly, Fiverr, and Guaranteed Rate. This might have led to how lackluster a majority of the ads were this year. 

My three least favorite Super Bowl commercials:

1. Oatly – “Wow No Cow” 
   • Possibly the simplest commercial this year
   • The ad had the CEO of the company sitting in a field of grain playing a keyboard singing “Wow No Cow” for the duration of the commercial
   • Simply uninteresting
   • 
2. Rockstar Energy – Lil Baby is a Rockstar 
   • It was just to flex Lil Baby… nothing else, no entertainment, no comedy
   • They attempted to be inspirational but I think they missed the mark
   • 
3. Helman – “Fair Godmayo” 
   • So much love for Amy Schumer, but this ad was not it
   • It wasn’t terrible (like giggle funny), but not what I was expecting from a comedy queen like Amy Schumer
   • 

While many of the ads this year were not up to par, there were a few good ones; some touching, some reflecting on the COVID-19 pandemic, and some that just wanted to take our minds off the rough time we’ve all been through. They all displayed a message, even if many of them did not align with the brand exactly or didn’t portray it in the best way. With that being said, let’s talk about the few good ones. 

My top three Super Bowl commercials:

1. Toyota – Jessica Long’s Story
   • Toyota chose a different approach for their Super Bowl commercial this year
   • Instead of promoting their cars or showing why they are better than other car brands, they decided to push out the message that there are hope and strength in all of us
     • Jessica Long is a 13-time Paralympic gold medalist who had her legs amputated at a young age
   • The commercial displays her story by showing her swimming with an overlapping voiceover of the phone conversation from when her parents first found out they were able to adopt her
   • The commercial shows the strength that both Jessica and her parents have, and encourages the viewers to keep that same hope and strength because with that they can overcome anything
   • I particularly like this commercial because it made me cry. I love a good tear-jerking commercial that really pulls at the heartstrings of the viewer
   • I also thought that this commercial was well executed and while it wouldn’t have made me more likely to buy a Toyota, it definitely made their messaging and brand values clear
   • 
2.  Frito-Lay – ‘Twas the Night Before the Super Bowl
   • I don’t know about you, but commercials with football players are always my favorite
   • The whole idea behind this commercial is genius but having legendary NFL players made it even better
   • Everyone knows and loves the Manning family, so having them kick it off was probably my favorite part and the best choice Frito-Lay could have made
   • They weren’t pushing the chips down your throat but they were subtly mentioning them and bringing them into the story to make you remember them
   • Having the players wear pajamas with the chips on them and having them eat a certain one throughout the story was great for brand awareness and making sure the product is seen
   • No matter what team you root for, you could enjoy all of the well-known players in this commercial
   • I also just think that this was a super funny commercial that kept me wanting more
   • Frito-Lay always has amazing commercials, but this one really scored a touchdown in my books
   • 
3.  Cheetos – It Wasn’t Me
   • From the second the commercial started, I knew I would love it. How could you not love a commercial starring Ashton Kutcher, Mila Kunis, and Shaggy?
   • The commercial featured Mila Kunis eating Cheetos, but when Ashton Kutcher catches her she quotes the song “It Wasn’t Me”
   • This commercial had me non stop laughing and definitely aligned with the brand
   • The whole idea behind the commercial was that “Cheeto fingers” are hard to hide and because of that Mila had to hide her fingers and say it wasn’t her
   • This commercial honestly was just really funny and was a nice break from everything going on in the world right now
   • I think a big part of Super Bowl commercials is that they’re supposed to make you laugh
   • I don’t think Cheetos was really worried about explaining what their product is considering everyone knows Cheetos, so putting this spin on it was well done
   • 

After watching all of the Super Bowl commercials (some good and some not so good), there’s one that undeniably tops every list. Two Words: Vince Lombardi. The NFL used a unique Super Bowl commercial & paid special tribute to one of the greatest coaches in NFL history. Vince Lombardi led the Green Bay Packers to three straight Super Bowl wins, with a total of five Super Bowl wins in seven years. Lombardi had such an impact on the game that the Super Bowl trophy was named in his honor. He wanted to bring his team together to rise above hardships, which is appropriate if we fast-forward to today. Lombardi was best known for his several impactful speeches, which have been famously quoted since. The NFL displayed this through their incredible commercial that was uniquely integrated into the game as well. The commercial featured one of Lombardi’s famous speeches and shows him walking through today’s America.

Vince Lombardi passed away in the 70s, so seeing and hearing him in the present day was a shock for football fans across the country. With the use of CGI, the NFL was able to mirror his walk, his smile, the tip of his hat, and every other movement that portrayed him. The NFL used a mixture of past footage of Lombardi, along with proprietary face-swapping technology to create a lifelike image of the late coach. At the end of the commercial, it cuts to the present (as to when the commercial first aired) inside of the stadium, with players and fans inside. We see Coach Lombardi standing there, reciting his famous lines, “It’s not whether we get knocked down, but whether we get back up…as one.” The stadium went silent, as I’m sure the viewers watching from home did as well.

This unique ad gave a different feeling to the game and created some reflection within the fans and players, making everyone remember the real reason why the game is played. Hearing a famous speech from a beloved coach in the moments right before the biggest game of such an unprecedented season made everyone stop for a second and feel a certain way. At this point, it wasn’t about whether you were rooting for the Chiefs or the Bucs, but it focused on coming together to make the Super Bowl all possible.

We almost weren’t able to even have a football season, but because we rose above as one, as Lombardi would have wanted, we were able to come to this ending. This commercial without the in-game portion was touching and heart wrenching enough, but adding that in-game portion and bringing someone who is so loved into our living rooms was really unique.

This style of CGI has been seen before with musical acts like Michael Jackson and Prince at award shows, but never with something as impactful and shocking as Lombardi’s speech. The speech was so much more than a typical Super Bowl ad, it was a reflection of the time we’re going through now, and that connection to the present-day was an unexpected, but beautiful tribute to the late Lombardi and an on-brand message during the most important football game of the year.

Watch the ad here: https://www.youtube.com/watch?v=SilS_vq4XOw

Overall, the Super Bowl is a Marketer’s dream. The goal is to have ad spots that people will remember, and many companies did that. Some were good and some weren’t great, but overall it wasn’t a terrible year for Super Bowl ads. It was a weird year; and with not much preparation time, limited staff, and limited funds, we applaud those companies that got it done.

Written by Becca Miller

Edited by Allison Herrera

Continuing our TikTok series this week, we’re diving into all things business-related. That’s right, TikTok has gone professional! The app is now giving small businesses the tools they need to grow their business.

Some of these business tools include:

• Success stories from small businesses
• New creative tools to create ads
• Webinars
• Ways to measure & optimize your ads

Success Stories

Learn about other small businesses that have utilized TikTok’s resources to create engaging ads & successful returns on investments. They have case studies from industries like education, retail, food, & so much more. You’re able to learn about the company’s objectives & the solution they found within TikTok. Not to mention, they even share the results from the company’s campaign.

Webinars

We all have to start somewhere and TikTok has created webinars to help you learn from their experts on how to grow your business. Start with their “Getting Started” webinar to take your first steps into their ad manager. Then, learn more about the best practices & everything you need to know about running campaigns, holiday hacks, & more!

Ways to Measure & Optimize the Success of an AD

Auctions, bidding, optimizing, oh my! There’s nothing to fear with TikTok’s guides to success. Here, you are able to learn about the ins & outs of how their ad system works & how you can optimize the system to create the best outcome for your ads. 

Creative Tools

Not sure where to start creatively with TikTok ads? They’ve created great templates to help you get started. TikTok has 58 customizable templates to let you tell your brand story or promote your product. All you have to do is drag & drop your image (or video) into their template, then pick your music. Another great tool that TikTok has is their “smart video soundtrack.” This tool lets you upload your content, & the system will automatically select music based on your videos. What’s even better is that the music you select is free from copyright issues. 

Still creatively blocked? Visit TikTok’s creative center to find inspiration & insights to learn best practices & what other companies are creating – or, call us over at Uptown Girl Media! Although TikTok gives you the best guides & resources to grow your business, it’s always better when you have a professional marketing partner beside you. If you’re interested in learning more about ads & creating them, shoot us an email at contact@uptowngirl.media. We’d love to chat with you!

Written by Allison Herrera

Researched by Brittany Prats & Lily Donegan

Welcome to the second blog post in our TikTok series! Today, we’re chatting about the TikTok algorithm. According to TikTok, “The system recommends content by ranking videos based on a combination of factors — starting from interests you express as a new user and adjusting for things you indicate you’re not interested in, too”.

These factors include:

• User interactions
• Video information: this might include details like captions, sounds, and hashtags.
• Device & account settings

User Interactions

User interactions are how you (the user) engages with the app. So, this part of the algorithm takes into account the videos you like or share, accounts you follow, comments you post, & content you create. This feature in the algorithm even focuses on how long or how often you watch a video.

Video Information

Video information is a large factor in the algorithm. It includes details such as captions, sounds (music), & hashtags. For example, if you watch videos predominately with the hashtag #foodhacks, the algorithm will supply you with more videos pertaining to that hashtag. The same goes for the latest dance trends. If you listen to videos with the same song or sounds, the algorithm will cater to your feed with that latest fad.

Device & Account Settings

Device & account settings are equally unique as user interactions & video information. This is more culture-specific in the sense that the algorithm bundles language preferences, country settings, & device type. This provides to you with what is trending in your community or region.

TikTok’s algorithm is simply a formula that provides users with what they believe is the most valuable & entertaining content. If you’re interested in learning more about TikTok’s algorithm, shoot us an email at contact@uptowngirl.media. We’d love to chat with you!

Written by Allison Herrera

Researched by Brittany Prats & Lily Donegan

Over these next few weeks, we’re diving into all things TikTok, & what it means for the marketing industry. But, first, we’re introducing a little background information on the app. Keep reading as we cover the “Five ‘W’s” behind TikTok – who, what, when, where & why.

WHO

Who is TikTok? TikTok is a video-sharing social network platform. Although its audience greatly appeals towards GenZ, we are seeing a growing trend of millennials hopping on board after this pandemic. TikTok is best known for viral dance trends, challenges &, what it originally started off as, lip-sync videos.

WHAT

What content performs well on TikTok? TikTok is where you learn what’s hot, life hacks, new recipes, etc. It thrives on-trend culture, dictating what is popular in the world. Videos that do well feature trends, along with replicates, “fails” or spin-offs on an existing trend.

WHEN

When did TikTok evolve? In late 2017, ByteDance (TikTok’s parent company) purchased Music.ly, a social media platform that allowed users to create & share short lip-sync videos. This feature of singing to popular songs led TikTok directly to the U.S. teen market, with who we closely associate the app with today.

Let’s fast forward to 2020. At this point, TikTok sky-rocketed not only amongst teens but with users of all ages, as we mentioned above under “WHO”. During this pandemic, we found many celebrities, brands & others giving into this app’s hype by creating entertaining content during a time that felt boring. Many began focusing on TikTok during the pandemic, as it’s easy to use editing tools helped create content that made/makes people feel otherwise connected during a dark time, & caused many overnight viral successes. But before the pandemic truly went into full swing, TikTok was the most downloaded app in the world in January 2020, according to data from SensorTower.

WHERE

Yes, the rumors are true…IT ALL STARTED IN CHINA. ByteDance (TikTok’s parent company) first launched TikTok in China under the name of Douyin.

WHY

Why is TikTok a valuable platform for brands? As TikTok gains popularity across the board for all ages & grows in terms of audience, the app is experiencing a period of exponential growth. With little to no investments, brands experienced/are experiencing high brand awareness through TikTok.

Although most people are familiar with TikTok, we hope you learned a little bit more about this user-friendly & ever-popular app. We can’t wait to unveil more of TikTok with you, including the algorithm & how it’s helping small businesses thrive. Please reach out to us at contact@uptowngirl.media if you have any questions on this ever-growing app. stay safe & stay tuned!