Pick a Side: Android vs. Apple
Pick a Side: Android vs. Apple
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Thanks for subscribing to Work the Funnel, a newsletter by marketer Chantelle Marcelle (me!) that highlights best practices and trends in marketing.
Today's issue:
1. Google takes a swing at Apple
2. Other interesting stuff from around the web
An example of a marketing campaign that channels customers’ negative emotions in a smart way.
Our ultimate goal as marketers is to get customers to act.
Creating or finding the right emotions to spark that action are the key.
Google uses a common pain point – crappy texting experience between Android and Apple phone users – as the basis for the #GetTheMessage campaign.
I hate the blue versus green bubble jokes.
And I hate that I can't text images or video to my family because we all use different types of devices. Every video ends up looking like surveillance camera footage.
Google takes a big swing -- pointing the blame for this toward Apple.
It revolves around a fairly technical matter, Apple not adopting industry standard tech for messaging.
But the campaign presents this in layman's terms, focusing on the pain caused rather than the matter itself.
They also give the campaign prime real estate on the search home page to create awareness.
Influencer marketing via social media has helped give this even more legs.
Industry leaders, other big brands, and influencers (Google’s CMO, Qualcomm’s CEO, Vanessa Hudgens, multiple journalists) move the needle with social media buzz.
This campaign is smart for several reasons:
They focus on a pain point that is well known and makes people passionate. (It’s been a heated Internet debate and meme topic since forever.)
They introduce both pain + solution. There’s a clear fix.
They introduce a villain for the story. ("You can be the hero if you stand up to this selfish, big tech company!")
They provide simple education about a pretty complex technical issue.
The campaign creates more unity among their own community and looks for ways to include the competitor’s community, too.
Varied, even experimental channels to create awareness. Definitely never would've thought Vanessa Hudgens would be weighing in on mobile phone tech standards.
As a consumer, I’m rooting for this campaign to take off.
I’d love to get rid of the stupid Apple vs Android messaging issues. It’s become a weird status symbol.
But I’m not holding out much hope knowing how Apple tends to respond to these kinds of campaigns (remember the issue w/ the Fortnite folks? How about Facebook’s ongoing struggle?).
If you like quick snapshots of cool campaigns like this, join me on Instagram.
I created an account that’s basically a swipe file for marketing and ads.
Other Interesting Things From Around the Web
Another day, another weird way companies are mining our data. If you want to be as spooked as I am about yet another way your privacy has been eroded in the digital era, check out this article on how companies know who’s pregnant or not.
Author and marketing executive April Dunford gives a free masterclass on brand positioning and storytelling that you don’t want to miss. Here’s the stream.
TikTok flipped the music industry on its head and now often decides which songs appear on the charts. If you’re curious about what happens to a trending track once it becomes big on the social media platform, this report offers a peek into some insightful data.
This video is the cutest damn thing I saw on the internet this week. A mama bear tries to corral her babies across a road. How well those of us who have had to navigate outings with little ones can relate!
Thanks for reading again this week!
Before I go…
I removed the job openings section of my newsletter because I wasn’t sure how helpful it was, but here’s a cool job opening if you’re looking. The Amazon Prime Video team is looking for a Senior Creative Director.
Until next time, friend!
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