From the desk of Patrick Ward...
We received word recently that our work last year with the online virtual
makeover service, Daily Makeover, had been nominated for a national SABRE award. That’s a nice accolade in the PR industry, especially
considering we are competing with sizable brands and other agencies that dwarf
that program and our shop. It is a testament to our account team
that worked on that program. We plan to attend the gala in NYC with fingers
It is also a ringing validation of the strategic work behind the Daily Makeover program, which we called “Beauty is Only Screen Deep.” When we started working together, we huddled with the CEO and management team to ensure the communications efforts reflected the true value proposition of the company. That value proposition was pointing more and more toward the underlying technology in its virtual reality tool that invited millions of women a month to see how cosmetics, hairstyles and other products looked on their uploaded photographs. The strategic objective of the program was to drive more engagement, which we achieved by curating and developing content like a survey which asked consumers whether Scottish singer and YouTube sensation Susan Boyle should have a makeover. That effort alone garnered thousands of unique visitors through social media, national press and original online editorial on dailymakeover.com.
Daily Makeover represented to us the first implementation of a theory that my old friends Sam Whitmore and Steve Wildstrom volleyed back and forth recently, calling for brands to understand that they have to develop their own content as a means to communicate with communities. There is a new journalism emerging that may be considered promotional by some or perhaps simply a recognition of how topsy-turvy the world has become. Journalists don’t own journalism anymore, just like brands don’t own their brand anymore. The community owns it all.
For us, this contemporary reality compels the development of a new marriage between content and the myriad of channels reaching our clients’ communities. The persistent channels of social media must supplement the consistent channels of traditional media. But that is not a fresh concept. The question revolves less around the distribution cart and more around the content horse. We have been counseling our clients, as we did with Daily Makeover, that curating meaningful content – both external and original content – translates into a new corporate asset that can contribute to the brand, attract and build critical community members and even provide new revenue opportunities.
We knew that our work with Daily Makeover represented an evolution of how we devised, developed and distributed content. But we were unaware at the time how it reflected broader new approaches to communications that have since been recognized by SABRE and by our other clients.