Higher and Higher

Higher & Higher is back

July 16th, 2012 · Higher & Higher, PR, Publicis, Social Media

Hey guys, after several months that were full with business trips, hard work and a 9-day holiday (me happy), I finally had the time to pay the hosting for the blog (it wasn’t available in the past 2-3 weeks).

And can’t wait to share with you this great article 25 signs you work in social media that a friend send to me and said that it was totally valid for me and my lifestyle. Quite logical to neglect personal social media profiles in the name of the clients, isn’t it? :) And what about you? Do you see yourself as described in this funny post? :)

And here’s a recent photo of me organizing an event for the launch of a new innovative product introduced by the Bulgarian beer brand Zagorka (owned by Heineken).

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#whatsbeautiful: an interesting campaign to keep an eye on

May 27th, 2012 · PR, Social Media

Initiatives that provoke and support women to expand their capabilities and develop themselves impress me. I really find such projects inspiring, outstanding and able to create experience and eventually build relationships in the future.

Here is an example of a campaign in which I find huge potential for further development. The new campaign of Under Armour Women is based on great communication strategy: the brand is empowering the women’s image as a whole and in particular in sports and yet seeking for a redefinition of the perception of the female athlete. The company launched a contest that will find out the new face of the brand. The mechanism of the contest requires women’s participation to demonstrate unlimited personal capacity and enthusiasm with videos and photos. And the one thing that I like mostly about the campaign is the opportunity to implement the core ideas with tools of both traditional and digital PR because it has the potential to be communicated via traditional media (press, magazines, radio, TV) and on the other hand is entirely based online.

Follow the campaign on Facebook or on Twitter or check the website.

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Is your logo memorable?

May 9th, 2012 · Creative

I liked this experiment that Adam Ladd did with his 5-year-old daughter. The video shows which logos are easy to remember and recreate. For example, by looking at the drawing of the little girl, I think that the two most outstanding and memorable were innocent and Chanel logos. And for me both of them are just like piece of art…

The conclusion: brands should form focus groups of children when testing their creative ideas :)

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The #viral success formula

March 18th, 2012 · Social Media, Youtube

48 hours of video are uploaded on Youtube every minute and only a small percentage of this content has the chance to reach more than one million views.

According to Kevin Allocca, Trends Manager at YouTube, viral effect depends on:

1. Tastemakers: Influential people who find your content interesting and then share it among their social graphs.

2. Community participation: People’s interactions with your content, their participation in the online community and what’s more their interpretations of it, help it to become a phenomena.

3. Unexpectedness of the content.