Campaign for the Affordable Care Act Highlights Everyday People
Video Credits
Client: Covered California
Colleen Stevens, Michael Brennan
Agency: Weber Shandwick
Co-Lead: Matt Robson Account Director: Marta Alonzo Account Supervisor: Elsa Caceres Chief Creative Officer: Josh Rose Executive Creative Director: John Avery Executive Creative Director: Peter Sanchez Creative Director/Copywriter: German Libenson Creative Director/Copywriter: Marisa Esteban Associate Creative Director: Kim Beylin Copywriter: Matt Shevin Senior Art Director: Juan Benitez Art Director: Marco Vides Senior Broadcast Producer: Nick Miller Broadcast Producer: Mariana Mucci
Production Company: The Cortez Brothers
Director/DP: Joe Murray Producer: Dolly Tarazon-Billinger Executive Producer: Ed Rivero
Editorial Company: Stitch Editorial
Editor: David Checel Assistant Editor: Adam Wood Senior Producer: Chris Girard Executive Producer: Juliet Batter Online/Finish Artist: Mitch Gardiner
Music Company: HUM Music
Composer: Jimmy Haun Creative Director: Scott Glenn Executive Producer: Debbi Landon Producer: Chanel Scott
Executive Producer
Michele Lu Kumar
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More