GoPro understands IMC.


“What is integrated marketing really?  There are many definitions, but a really understandable version comes from Steve McKee, a writer for Bloomberg Business:

Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity”.

Integrated marketing is tricky, because it is not as simple as matching fonts and tag lines. Great integrated campaigns take a message and tailor it correctly for every marketing discipline, and relate everything back to their desired message”(lonleybrand).

While we are all taking courses to become better marketers and communicators, I wanted to discuss a company that successfully creates integrated marketing communications campaigns, GoPRo.

GoPro helps people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun”(GoPro). GoPro creates the world’s most versatile cameras.

GoPro uses the theme “Be a HERO” to connect with its target audience in a meaningful way. Using brand-related sponsorships and endorsements, outdreal-life-firefighter-saves-kitten-from-certain-death-in-latest-gopro-adoor ads, SEO, web, and heavy social media, GoPro integrates all of their marketing efforts with plenty of user-generated content.

GoPro users can submit their original videos or photos to win Video or Photo of the Day on GoPro’s social media channels. The brand was able to score one of the top ads of the year by using a firefighter’s original GoPro video, proving that when you have a strong brand message, even user-generated content will represent your campaign and make it successful”(lonelybrand).

By the way, even though we’ve watched it countless times, we can still revisit this GoPro ad all the time:

Fireman saves kitten

-Katherine Gonzales


(n.a.). About Us. (n.d.).

Quintana, J. (2014, January 15). 3 Companies Who Are Doing Integrated Marketing Right. Retrieved from

One of the Best Advertisement Campaign of 2015


I always love to see an advertising campaign that positively impacts the lives of thousands of people. In my opinion, feel free to dispute, but one of the best advertisement campaigns is known as Penny the Pirate.

Idea: 1/4 of children’s vision problems go undetected because they are not taken to the opticians often enough. OPSM — an Australian optometrist — wanted to address this, so it made a free interactive child’s book, “Penny the Pirate,” which allowed children to get their eyes tested by reading.

Strategy: It used a well known illustrator, Kevin Waldron, and scientists from the University of Melbourne to create pictures that contain subtle eye tests within them. To make sure the idea was picked up, OPSM partnered with Australian schools in the testing stage.penny-kids

Effectiveness: The book “is on track to screen over 500,000 children leading to 125,000 OPSM appointments,” according to the report”(BusinessInsider).

Watch the backstory below:

Penny the Pirate Video

-Katherine Gonzales


Helper, W. (2016, February 13). Inside the world’s 8 best advertising campaigns of 2015. Retrieved from


Marketing Trends of 2016.

Word Cloud "Big Data"

Marketing is a constantly changing industry. Social media and technology have altered the way marketers and consumers interact. To stay relevant in the marketing industry it is important to keep up with marketing trends, and in today’s society that primarily means mobile marketing trends.

“Few things have had such a profound effect on the way we live, work, play and socialize as mobile devices. From sending emails and texts to incorporating cameras, GPS navigation, menu ordering and entertainment, no one could have predicted that the humble “brick” would evolve to become such an integral part of our digital lifestyle.

2015 was the first year that mobile traffic exceeded that of desktop users. As marketers, this opens up a whole new field of ideas to try and avenues to pursue in order to reach these customers, create dialogues and forge relationships with them in a way that makes our offer irresistible”(kissmetrics).

There are 4 hot mobile marketing trends to watch in 2016:

“1.Customer-Centric will become Customer-Obsessive-

It sounds like the makings of a horror stalker film, but the fact is, in our race to become more customer-centric, we, as marketers, are already bordering on obsession. We’re finally at the point where we’re not being swallowed up by wave after wave of big data, and can start using it to create more meaningful interactions.

Mobile is the vehicle that makes this happen. Few other things are as pivotal to sealing the deal as a device that the customer carries with them everywhere. Figuring out how to make that impact is something that companies are still working on, but you can bet it will be the customer, not the corporation, that powers how these decisions are made.

2.Search Engine Results Will Display More than Pages-

Google already displays videos in search results, but they’ve recently been experimenting with video ads as well. Other search engines, as well as other platforms like Facebook and Twitter, already leverage these types of ads in the form of auto-playing videos and Vines respectively – but at the moment Google is still testing the waters to determine how audiences respond to video-based ads.

Assuming users are receptive of the idea, don’t be surprised to see apps also sharing a place at the SERPs table. Sure, we already have app directories and recommendations, but apps as part of search results will take these directories and stores to a whole new level.


3.Brands will Blur the Lines Between Apps, E-Commerce and Social-

2016 will be the year of even greater innovation from apps we already know and recognize. More seamless integration between those apps and their corresponding e-commerce and social outlets will become commonplace. Many social platforms are already tying e-commerce features into their networks. From Instagram’s “Shop Now” to Pinterest’s “Buyable Pins”, today’s hottest platforms are looking for ways to blur the lines between web, social, app and e-commerce.

As you might expect, the rallying cry from marketing has been “people don’t shop on social media!” but as mobile, social and e-commerce become more integrated, the possibilities open up to hit the right combination of buying and browsing buttons to turn that notion around.

4. Apps Become Reflections of our Lifestyles-

Expect apps in 2016 to become less about individual features and more about becoming an integral part of your life – a fitness journal that displays the weather before your run and reminds you when it’s time to get the kids. Sound a bit far-fetched? Not to app developers. As long as there are forced restrictions on how much you can download, apps themselves play a pivotal role in position themselves as more of a lifestyle attachment than a usable “thing” that can quickly be uninstalled in favor of the next big thing. There’s only so much bandwidth that will fit in a mobile plan – better make sure your app is making the most of it”(kissmetrics).

-Katherine Gonzales


(n.a.).4 Hot Mobile Marketing Trends to Watch in 2016. (n.d.). Retrieved from


Social Media Shaping the Way Marketers Engage.


“Marketing is constantly changing. That’s one of the challenges for AdShark: a strategic digital marketing company and digital content is created constantly.

“Basically in a day now more content is created than all the content that existed before the year 2000,” said Rick Berg of AdShark.

The website Qmee says that 15,000 songs are downloaded from iTunes, 216,000 photos are posted on Instagram and 1.8 million posts are liked on Facebook every 60 seconds.

Although digital media can be a great medium for marketers, the amount of content can be taxing.

Digital Trends says people in the U.S. check social media accounts 17 times a day, which is more than once every waking hour. It also says people spend an average of 4.7 hours each day on their phones”(WDay).

Because there is  an abundance of information being created and readily available for the public, there are man benefits for marketers.

“According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers are currently participating in social mediathinking-small-about-social-media-marketing

Here’s a look at just some of the ways social media marketing can improve your business:


1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers.

2. Improved brand loyalty. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.”

3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.

4. Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels.

5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users.

6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor. 450394_b942_6

7. Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course).

8. Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines, but the requirements for success are always changing. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.

9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.

10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening“(Forbes).

-Katherine Gonzales


DeMers, J. (2014, August 11). The Top 10 Benefits Of Social Media Marketing. Retrieved from
Wilson, K. (2016, February 21). Amount of time on social media sparking marketing companies to think of new ways to engage. Retrieved from

Instagram’s new feature is a #gamechanger



I know this is crazy, but I actually don’t have an Instagram. When applying to grad school and law school it was simply a lot easier for me to just stick with one social media site. The less there is about you on the internet, the less there is for schools to search for. Now that I’m in both programs, I’ve been thinking about getting my own.

While I don’t have a personal Instagram I still know how they work. Working on my Integrated Marketing Communications Masters means that I have to have insight into the strategies of social media.

Recently, Instagram announced that they are changing the way you get “likes” on photos. As everyone on Instagram may agree, you post a photo with the intention of getting likes, I mean who doesn’t want to be Instafamous? Well up until recently until you got 11 likes on an individual photo it showed the names of the people who liked your photo. Well now that has changed. The names are no longer there, just the amount of people who like it.

“Some are reporting that the names disappear after three likes instead of 10. Perhaps you no longer have to wait for 10 likes to appear cool on social media!

Instagram confirmed to Mashable that they are testing out this new feature, though they didn’t reveal when they will roll it out for all users.

So will this make you feel less like a loser to see a number next to the heart, or will it looks worse to see the phrase “2 likes” under a photo or your latte?”(E).


-Katherine Gonzales


Mullins, J. (2016, February 19). Instagram Might Be Changing That 1 Thing You Really Hate About Getting Likes. Retrieved from

Nike #BetterforIt Campaign.

nike-margo-lilly-hed-2015In 2015 Nike launched its largest Women’s Campaign to date, #Better For It. I’m going to share Adweek’s excerpt of the new campaign because I don’t believe there is a better way to capture the details myself. “It was mostly traditional in its format—commercials, print ads, digital, etc.—if not in its message, which refreshingly acknowledged the average athlete’s insecurities and other obstacles on her way to self-improvement and empowerment through sport and fitness.

Now, for 2016, the brand is putting that more modern message in a more modern format, rolling out an eight-episode scripted YouTube series—a first for Nike—that follows two sisters who become involved in an unusual competition with each other, with fitness (and Nike products and services) at the center of it.

Lily, who lives in Manhattan, is a budding YouTube workout star. Margot, who lives in Brooklyn, is a slacker who has recently lost her social media job at an accounting software company. But in some ways, each wants to be like the other. Lily, despite her growing audience of fans, has no real friends, and envies Margot’s social life (if not what seems to be a mild drinking problem). Margot has plenty of friends but doesn’t exercise and (grudgingly) envies Lily’s discipline and healthy living.images

So, they hatch a plan: Margot starts her own (unconventional) online workout show, and they begin to keep score: Can Lily add friends or can Margot add followers the quickest?

Adweek previewed the first four episodes this week, and as branded content series go, Margot vs. Lily is sure-footed and entertaining. The premise is fun, the actresses are perfect for the roles, and the plot—while cartoony at times—will ring true to the experiences of young single women, particularly those living in major cities.

It also goes fairly light on the Nike branding. There is plenty of Nike merch on display, from sneakers to workout gear, and also glimpses of Nike digital products in action, like the Nike+ Training Club app (which Margot uses, with somewhat disastrous results, in one of her first workouts). But for the most part the integrations are seamless.

That’s not to say the project isn’t pointedly commercial. The episodes point to, which will feature, among other content, vlogs highlighting specific Nike+ workouts seen in the show. The goal is to get women everywhere to ignite their own “Better for It” journeys, using Nike products and services—continuing the brand’s ongoing evolution from inspiring athletes to improve to enabling them to do so through a digital ecosystem of engagement, building a worldwide community of users in the process”(Adweeek).


I absolutely adore this new campaign. I think it resonates with women today. The campaign is witty, funny and realistic. It incorporates all Nike Media platforms that anyone, primarily women would utilize as well as their products. I also enjoyed that the tied to social media, primarily Youtube.

This is a new type of campaign in my opinion for Nike. I wasn’t overwhelmed with perfectly fit men and women or athletes trying to sell Nike products. Instead I was subliminally being shown Nike products with relatable characters. I cannot wait to see how the public interprets this campaign.


-Katherine Gonzales



Nudd, T. (2016, January 28). Nike’s ‘Better for It’ Women’s Campaign Gets Brand’s First-Ever Scripted YouTube Series. Retrieved from



Famous NZ Beauty Vlogger Shaaanxo.

I decided to follow up with my discussion from last week about digital emerging media revolutionizing the beauty industry and give a specific example of a beauty Youtube Vlogger.
Shannon Harris known as Shaaanxo on the Internet is a leading New Zealand beauty and fashion YouTuber known for her channel Shaaanxo. She also has a more personal channel called ShaaanxoVlogs. She created her Shaaanxo channel in early 2010 and created her second channel on July 19, 2011.


Almost five years ago Shannon Harris picked up a camera and started talking. With more than two million YouTube subscribers to date, she has become ingrained in the social media video blogging, or vlogging, sphere and has created for herself the household name Shaaanxo. She’s one of New Zealand’s most popular YouTube stars.

Because of her popularity almost all makeup, beauty, and lifestyle companies want to send their goods and services to Shannon to market in her videos. Some of the companies who market through Shannon include Marc Jacobs, Mac, Too Faced, Anastasia Beverly Hills, and Elizabeth Arden. Shaanxo receives hundreds if not thousands of dollars worth of free merchandise every day.


“Blogging as a trend on the Internet has become extremely popular during the last decade. People all over the world have begun writing on a variety of topics—music, news, education, cooking etc. Basically, anyone who finds himself/herself experienced in an area can easily share their knowledge on the Web. For many people such efforts have become something much more than a hobby. Successful authors may quit their “normal” jobs and make money as full-time “professional” bloggers while others may supplement their “ordinary” income with revenue generated by their written or video content”(blogspot).


-Katherine Gonzales



Emerging Media’s Impact on the Beauty Industry


“Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile marketing, e-mail marketing, rich media and paid and organic search all the way to offline trends in discovering the power of word of mouth marketing (WOM) techniques and strategies that become a part of integrated media and marketing campaigns”((e)merging (me)dia).

Millennial’s are known as the YouTube generation, and society has seen YouTube thrive over the past ten years, and much of that credit it due to social media, but for me personally, the beauty industry. “YouTube has emerged as a dominant source of referral for major cosmetic brands. Marketers of cosmetics can no longer simply rely on the photo-shopped models of billboards, lifestyle magazines, and urban murals to secure market share. A vast new world of beauty-centered content has opened on YouTube, with literally billions of beauty-focused videos uploaded to the social site. Getting in on the YouTube action is a marketing mandatory”(digitalsurgeons).

Here are 3 reasons Beauty Industry leaders pay full attention to YouTube (and why you’d better pay attention, too):

  1. “YouTube Users Are Obsessed With Beauty

There are currently 14.9 billion beauty-related video views on YouTube, according to the data software company Pixability. Every month YouTube registers more than 700 million views of beauty-related content. And you thought cat videos were trending.

Your future customers are engaged with YouTube and the big beauty brands do not own this space. Their videos represent only 3 percent of total views. Individual “vloggers” control a stunning 97 percent of all beauty topic videos.


“These beauty vloggers have by all means become celebrities in their own right,” says Lauren Sherman in Cosmopolitan. “They have agents (many of whom still represent actors and musicians in Hollywood), product lines, and crazed fan followings. Each day, millions of viewers tune in to YouTube to watch these beauty gurus’ videos, which are filled with makeup tutorials, skincare tips, and straightforward confessions.”

The demand for beauty related videos on YouTube is real, or as a beauty maven might put it, “like, literally really real.” Create videos for your beauty products and get them on YouTube asap!

  1. Cosmetics Customers Crave Benefits, Not Fantasies

The Devil may wear Prada skirts and rock Urban Decay lipstick, but on YouTube no one cares. Cosmetics customers are not looking to project themselves onto 30-second lifestyle fantasies concocted by the heirs of Don Draper and his Mad Men brethren, according to Pixability.

Customers want longer-format content that discusses what’s new and what’s trending. They want to know how to achieve different looks, coordinate outfits creatively, and look good from desk to date. And they’re more inclined to purchase products presented to them by independent vloggers.

The vloggers are the new gatekeepers. You can’t just directly post your own content. You must engage wthe vloggers. Getting them to review new product lines and mention your cosmetics as they discuss all things beauty is key to connecting with customers.

Dulce Tejeda, dubbed “Beauty Blogger of the Moment,” by TeenVogue, has 1.3 million subscribers for her YouTube channel, DulceCandy. “The web-savvy twenty-four-year-old first gained thousands of followers with her adorable—and informative—makeup and hair tutorials, but now chats on camera almost daily about everything from budget shopping hauls to spring fashion trends,” says TeenVogue.

According to Cosmo, Tejeda is raking in up to $500,000 a year, while the highest paid beauty vlogger, Michelle Phan, is taking home $5 million each year. Customers closely follow these YouTube beauty celebrities Get your products in their makeup kits.

  1. L’Oréal Is Cashing In (Yes, So Can You!)

Have you heard of L’Oréal Paris? Yeah, thought you might have. Well, they’ve been leading the way in getting products featured in YouTube videos, according to Cosmetics Design, This is no small task. Pixability reports less than 25 percent of all beauty related YouTube videos even mention a brand name cosmetic.


L’Oréal achieved success by gifting its products to top beauty vloggers and by placing ads within their videos. This allows it to drive traffic to its many labels’ websites. You can do the same. Connect with top vloggers, such as Michelle Phan and Dulce Tejeda, get them talking about your products, and then place ads within their videos that connect to your website(s).You don’t need to drop millions on Manhattan billboards and the coveted back cover of Vogue. You can compete with the biggest cosmetic brands effectively and efficiently. Digital Surgeons has pioneered digital marketing. We hit the full-spectrum, from YouTube to beyond.”( digitalsurgeons).


-Katherine Gonzales


(n.a.). (e)merging (me)dia. (n.d.). Retrieved from

Kito, B. (2014, March 31). How YouTube Has Drastically Changed The Beauty Industry. Retrieved from