Learning with Logan: April 25 - May 2

May 2, 2017 Logan Kazman

Do you know what it means to be a social butterfly?

It's not that person you envied in high school who could talk about anything with anyone.

It's the person who can hang with the hashtags, be in the know on which social media giants owns which app and navigate the all the tiny (or huge) feature updates that you had no idea about.

Oh and this all happens well before her first coffee, we might add. 

Logan Kazman, The Tite Group's own social media specialist, is just that person around here. Every Tuesday, she'll be sharing "Learning with Logan" where you'll get the inside scoop on the top social media news of the week. 

All in point form too. Phew!


Roots Canada plays into their roots

  • Roots Canada just released its latest spot, a video montage celebrating 150 years of “being nice.”

  • That’s not all the brand did. In addition to the video, Roots updated its web page to feature personal stories of “Nice” Canadians ranging from famous comedic talent to Canada’s aid and support for Syrian refugees.

  • Hit or Miss: A hit! This entire campaign from Roots is a well-constructed video that really left a mark. The video was so powerful because it played into common truths, explored our past, all the while creating hope for Canada’s future. Above all, this campaign really epitomizes what the Roots brand is all about – connecting Canadians from coast-to-coast.

Twitter’s Emoji Search Function

  • Twitter just recently updated the platform to support emoji in search. Users can now type their favourite emoji into the search bar and browse for tweets featuring it.  

  • Hit or Miss:  While the update seems minor it actually has large implications for brands, marketers, and agencies as it allows for a deeper and more precise dive into user habits and subsequently, their tweeting patterns. Emoji use in branded messaging has always been a delicate matter, especially in terms of how many are appropriate to use or when they are appropriate to use. Now that brands can get this better insight courtesy of Twitter, they will be able to better judge how to communicate with their audiences.

84 Lumber Aims High in New Spot 

  • Who remembers 84 Lumber’s Super Bowl spot? The powerful 90-second ad focused on the story of immigration and the Trump administration. This time, they’re back in a new recruitment commercial.

  • The 30-second post highlights the need for unique and qualified candidates (quite similar to NASA astronauts) to help build homes on planet Earth.  

  • Hit or Miss: This spot falls flat in its 30 seconds. Frankly, comparing NASA astronauts to management positions at 84 Lumber is a loose tie-in. We get that 84 Lumber was trying to go for ambition, but it just feels off to link an astronaut to a manager at a lumber company. Unfortunately, this is what makes the boldness fall flat. What do you think of the spot? Share your thoughts with us by tweeting to @TheTiteReport.


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