Jaclyn Hansberry

@jaclyn-hansberry, I really enjoyed your post about the Blackboard transition to Managed Hosting. As a professor at Temple, I have received email notifications telling me where to find my Summer 2 course site, but really no indication as to how the rest of my courses are going to transition (if they are at all) and when. The Summer 2 site was also created automatically for me which has never been done in the past. Where does one find information about the schedule of the transition process?

Jaclyn, great post. Wow this is so cool, I think that Uber is brilliant for this. I wish they did this when I was an undergrad and living on campus. This is a great idea to have College student as their target audience and partner with Blackboard. This will make life easier for College students to get to where they need to go. My sister is an undergrad and she uses Uber to get to class, so i know that she will love this. Haha. I think this partnership with Blackboard will definitely increase Uber’s revenue and think that College students is the perfect target audience to go after.

I heard about this legislation before. I think it will be very interesting to see how it plays out. I think consumers will also be affected in a big way. I highly doubt European consumers have not become accustomed to have things customized for them because of the way companies are using their data and if people begin to opt out of giving their consent to companies to use their data I think some people will be upset with the results.

Hi @Jaclyn-Hansberry,

I find the award winning Nivea ad campaign fascinating. I am beginning to believe that we can over-think the Five Step data approach. When working with creative and children, I actually feel that your second bullet is the key. With that said, targeting children with no buying power is a risk however they are influencers. Therefore, I believe it is a risk worth taking. Nivea approached the subject of sunburn masterfully with their appeal directly to children. I would be interested in what research among parents reveals.

Hi Jacyln,

I must say, I agree – this is a great example of brand activation. By targeting children, Nivea are creating a culture of sun health awareness that will stay with the brand for a generation to come. As well, they activate parents who may have otherwise overlooked this aspect of their child’s well being. As a brand that is dedicated to overall skin health, they are creating an emotional appeal to children and parents who will spend more than the average amount of time outdoors running around and playing while the children are young and active.

In regards to effectively meeting all 5 steps of the brand activation strategy, since this is such a new campaign, it will be interesting to see how Nivea will continue with this initiative and spread it across their other channels in their brand.

Jaclyn,

I think this is an incredibly smart initiative taken on by Nivea. As mentioned in the AdAge article, successful activation happens when a company is able to not only establish a relatable connection between a consumer and the brand, but to motivate them to WANT to take action. What better way to do so than by targeting the very group that most parents put before almost anything else — their children! Nivea is tying their products to a larger effort, coupling innovative technology with the ability to educate and emotionally drive the consumer to see the need for change. I don’t think this was exactly risky, because, while the video is about educating kids, it’s the parents that Nivea is really targeting. Tug at the heart strings and look at the bigger picture, and you’re showing the consumer that you care more about selling bottles of lotion, but the actual well-being of their families, which will make them actually want to support the products you’re pushing.

Great post!

Hi @Jaclyn-Hansberry,

The Nivea Doll seems to fall perfectly into the brand activation category. It can be enjoyed by adults and children, helping raise sun exposure awareness to families and increasing sun care purchases. However, the AdWeek Article was posted almost a year ago and the doll is still not available for purchase. Going to show that the product marketing campaign was better then the actual product. This can end up causing more animosity between the consumer as they watch the video and can see ads for the product yet cannot actually get their hands on it. It will be interesting to see if Nivea revives the campaign for this summer and if the doll is actually released. But until then I will be sad that this awesome concept is not an actual product.