2019 Marketing Pulse|系列報導part1

Cindy Y.
Cindy Y.
Mar 21, 2019 · 3 min read

“Be more bad ass!” 美國行銷界最具影響力女性之一Bozoma Saint John對談紀錄

Image for post
Image for post

2019 Marketing pulse上週在香港盛大展開,這次論壇中最令人興奮之一就是Bozoma Saint John的訪談,以下請見這位大咖簡歷:

Image for post
Image for post

Bozoma Saint John一登場的背景音樂是who run the world,一身華麗紅色禮服和頂著一顆爆炸頭,再搭配Endeavor歷年廣告影片,那一刻讓我覺得她根本就是行銷界碧昂絲!

動人廣告背後的思維 — 人與人的連結、情感的聯繫、文化的互動

Bozoma Saint John分享了兩個案例,Uber & Apple Music

(1) Uber

為了強調搭乘Uber的安全感,廣告中創造了一個空間,讓Lebron James在搭乘Uber時可以談論自己的內心世界,當一個籃球巨星肯於Uber中談論自己想法,無疑是個話題,對Uber來說除了有曝光外也達成原本想要傳遞“安全感”的目的。

(2) Apple Music

廣告中我們看見三個黑人女星談論自己的愛情史,這絕對是女生最愛討論的家常話題,且女星們使用Apple Music歌單來訴說自己的故事。結合了音樂愛情黑人女性,是一支大膽又細膩的作品。

Bozoma Saint Johh 不斷強調在這個資訊世代中,我們更應該去強調人與人之間的連結和互動,文化之間的互動,去勾起觀眾的情感。

除了分享案例以外,以下的觀眾問答也值得行銷人作思考。

Image for post
Image for post
Image for post
Image for post
Image for post
Image for post

最後,Bozoma Saint John 也分享了一句話給所有的行銷人,那就是

Be more bad ass!

圖片來源:

https://www.recode.net/2017/6/6/15747310/apple-uber-bozoma-saint-john-brand-culture-crisis

https://www.wired.com/2016/06/bozoma-saint-john-badass-long-apple/

odot.com.tw

安德網路- 值得信賴的社群行銷專家

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store