Author: Clairemont Intern

Looking Back on 2020 Trends

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , ,

This year has undoubtedly been an eventful (ahem, crazy) one! Just like 2020, trends are hard to predict but vital to stay on top of as a communications professional. Changes in the marketing landscape can be influenced by huge global events (i.e. COVID-19) as easily as an unexpected effort to create a Broadway musical via TikTok (see Ratatouille the Musical).  

Check out these trends that made an appearance in 2020.

Lockdown, Laptops and Laying Low at Home

The COVID-19 pandemic kept most Americans behind closed doors and away from others throughout this year. Inevitably, this led to a widespread consumer shift to increased time online, with 39 percent of people polled saying that they spent more time on social media sites like Instagram and Twitter this year. 

Here are a few stats that show how marketers are handling the pandemic … and how consumers are responding: 

73 percent of advertisers held back campaign launches, with 52 percent anticipating to resume or increase their advertising budgets during the summer of 2021. 

87 percent of consumers have said they appreciate brands that make an effort to provide updated and important information amid the pandemic. 

37 percent of customers said they want advertising to make them feel safe and give them a feeling of normalcy, and 31 percent said they want ads that evoke positive feelings. 

76 percent of small- and medium-sized businesses have leveled up in SEO, social media and data analytics skills. 

Email marketing, websites and social media marketing are top tactics that businesses leveraged during 2020.

Incredible Internet Trends

From April’s Tiger King craze to TikTok’s sudden rise in popularity, 2020 has been a wild ride filled with interesting social media moments. 

Let’s dig into a few of them, shall we?

  1. TikTok tapped into popular culture, taking it from a Gen-Z-dominated app to something people of all ages enjoy. Starting in March, TikTok was downloaded onto people’s devices more than 115 million times, breaking the record for the most app downloads in a quarter. TikTok caused skates to be sold out almost everywhere and convinced almost everyone to attempt whipped coffee in April. Its users once trolled the president himself. 
  2. Instagram Live saw a 40 percent increase in usage, with brands figuring out new ways to tout their products and services. 
  3. This year, activism and political discussion took the limelight on social sites that previously prioritized light-hearted content. More than ever, users took to their socials to share their political beliefs and support causes they hold dear.

Yearning to read up on more of this year’s trends? Scroll through this site’s synopsis. 

Artificial Intelligence Yields Tangible Results

Amid an age of technology, artificial intelligence has proven to be a significant way to gain a competitive advantage this year. 

Why else have companies made the choice to incorporate AI into their business plan? A recent survey shows that 75 percent of respondents adopted AI because they believed that it will allow them to “move into new businesses” and be an incentive for new organizations to enter their market, among other reasons. From helpful chatbots to in-depth analyses on consumer behavior, artificial intelligence will soon be behind basic communication, product recommendations, content creation and so much more. 

According to artificial intelligence education site, Techgrabtye: 

“Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.”

Sounds pretty convincing! 

Curious about curating content to tackle every up-and-coming trend? Browse our top content creation resources here! 

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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How to Leverage PR in the Nonprofit Sector

Clairemont InternBlog, Marketing, Public Relations, , , ,

For many, the holiday season is a time to recognize charitable deeds in the community and focus on the power of doing good.

So naturally, there’s no better time of year to reflect on an area of PR that is dedicated to this work as well: cause communications – the sector that advances the efforts of foundations and nonprofits through media and marketing strategies. Communication is how nonprofits build trust and credibility, and their dependence on the generosity of others means that innovative PR is a crucial element of success. 

Mission statements can be one of a nonprofit’s most valuable assets.

Mission statements are a nonprofit’s most important public relations tool. A well-written mission statement will motivate key leaders and staff, keep board members on track, help set goals and effectively measure success.

The nonprofit space is a competitive market, and there are 78,000 nonprofits in North Carolina alone! It’s important for foundations to clarify their messaging and positioning to effectively connect with key publics and therefore reach development and fundraising objectives. 

In honor of the holiday season, Clairemont Communications would like to share a few tips for leveraging PR in the nonprofit sector:

  1. Set clear goals. 
It’s important to set goals to effectively measure success.

These can be big or small. Common goals include:

  • Increase brand awareness
  • Drive revenue (beneficiary and/or donor)
  • Increase engagement
  1. Always connect communications to metrics and goals. 

Use your strategy time to figure out what metrics and outcomes are meaningful for your nonprofit’s distinct needs. Once those items have been identified along with a timeline, then you can define your process for monitoring your efforts. 

  1. Develop a powerful mission statement.

A great way to start is by asking your client, “How will your work increase human potential or decrease human suffering?” A nonprofit’s mission statement will explain the issue that it’s addressing, why it’s addressing it, how it’s working to bring about change and show the impact of its efforts. If your client is still struggling to conceptualize this, try asking them “Your work is done when …”.

  1. Create the right narrative for a client’s brand story. 

The most important aspect of cause communications is inviting donors into the heart of the mission. One way to do this is to position donors as the “hero” of your brand story. Many nonprofits frame themselves as the heroes when, in reality, nonprofits must act as a guide –– motivating donors to fight for a cause. This can be accomplished by giving donors simple, straightforward CTAs and identifying a brand story antagonist. The “villain” is typically dependent on your cause. For example, Allstate Insurance personifies “Mayhem” as its antagonist: everything from bad drivers, that creaky tree by your house and even dryer lint. By framing donors as the hero of your brand story, you can create community and more meaningful donor experiences, ultimately, inspiring people over the long term. 

  1. Adapt to and overcome COVID-related (and other) obstacles.

Amid a global pandemic, things are going to look different; however, virtual events can create real results (and they don’t have to be your Plan B!). The reality is, pandemic or not, you might always need to rethink your strategy in an effort to provide donors with personalized, experiential and tangible ways to seek out and support your nonprofit. 

Need inspiration? Check out some examples of creative marketing campaigns here.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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Top 4 Content Creation Resources

Clairemont InternBlog, Marketing, Professional Development, , , , , ,

The data is undeniable: content is still king.

Statistics show that 82 percent of consumers perceive a brand more positively after viewing custom content, 47 percent of consumers connect with three pieces of content before buying, and strategic blogging can boost website traffic by 300 percent. Need more? Online searches for “content marketing” have skyrocketed 400 percent in the last 10 years. 

Compelling content serves as the bedrock of successful marketing and PR campaigns. Whether a snappy social media post or a full brand narrative, inspiring storytelling holds the power to forge a connection that compels consumers into action.

Top 4 Clairemont Content Creation Resources

Here are four resources that will help you and your organization craft powerful and appealing copy. Warning: These tools will improve your marketing flair and finesse. 

3 Tips to Creating a Compelling Story

Whether a tweet, a blog or a presentation, leverage this problem + solution approach to weave captivating narratives that pack a punch.

6 Tips to Create Magnetic Content

Brainstorming your next blog doesn’t have to be a dreaded task. Utilize these steps to create powerful print pieces that become “must-reads” for your audience.

Boost Your Blog

You’ve written an eye-catching piece. Now what? Build your blog’s reach, spark engagement and generate more traffic to your website.

Mightier Messages

How can you guarantee that your marketing efforts aren’t falling flat? Here’s a sneak peek: sometimes less is more when orchestrating meaningful messages. 

Want more useful tips?
Explore the public relations section of our blog!


By Clairemont intern Anna Beth Adcock, a senior at NC State.

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No Apologies: Authentic Brands

Clairemont InternBlog, Marketing, Public Relations, , , , ,

Today’s consumers are perceptive, able to keenly sniff out performative authenticity. Potential clients and consumers of a company seek to support cause-driven brands that align with their own values. According to an article by Entrepreneur, brands should cultivate consumer loyalty through originality, “find an angle that nobody has taken before, and develop an image and voice that are wholly your own.”

What original content do people want, anyway?

As the largest living adult generation with an estimated total spending of $1.4 trillion over the course of 2020, millennials make up a powerful part of the market. The youngest age group, Generation Z, has companies scrambling to secure its approval, since this generation’s buying power equals more than $140 billion. 

For millennials, here are a few important statistics to remember:

“Sixty-one percent of millennials are worried about the state of the world and feel personally responsible to make a difference.” – Huffington Post

“Eighty-four percent of millennials don’t trust traditional advertising.” –Hubspot

In addition, marketers should keep in mind that Generation Z is aware of obvious marketing pitches, wanting products that offer them an experience over a tangible item. Generation Z asks, “What experience will your product bring me?” According to an article by Mention, “Products are 25 percent of what you sell. The rest is an intangible feeling tied to the product.”

In the current marketing climate, consumers of all ages value brands that are socially responsible and authentic. Here are a few brands that have been originally and unapologetically authentic, earning the respect (and business) of their audiences. 

Burger King Shoutout

Burger King has been known to challenge the status quo with its advertisements, whether through humorous television commercials or with bold visual and verbal content. Burger King has perfected its brand voice to be cheeky, witty and unafraid of highlighting prevalent social happenings. Take a peek at a few of the ways Burger King “roasted” its competition with effective advertising. 

The latest Burger King ad went so far beyond blatant boldness that it didn’t initially seem to make sense. What was this advertisement? A big, detailed picture of a moldy, unappetizing BK burger, along with the caption, “The beauty of no artificial preservatives.” 

The message of this content was clear: Burger King’s burgers are made with fresh ingredients, so they get moldy if left out. Burger King’s global CMO, Fernando Machado, believes that in order to grab people’s attention, an ad needs to trigger an intense emotional response. During the recent EffWeek conference hosted by the Institute of Practitioners of Advertising, Machado said, “If you want to cut through the clutter and not rely on an insanely big budget, which most marketers don’t have, you need to do things that are bold and edgy and hit a nerve.”

This ad certainly hits a nerve. It avoids being labeled as a “typical ad,” and it promotes a certain idea of the type of food experience you’re getting by dining at Burger King. Check, check and double-check. 

Patagonia Shoutout

Patagonia is another example of a brand that is more concerned with the message and cause that it’s backing rather than focusing on the simple appeal of an aesthetic logo. 

While Patagonia loves raw advertisements using video content of real people using its gear to adventure in real life, one of its latest advertisements took an unapologetic social and political stand. 

Sewn into a style of shorts is the message, “Vote the Arseholes Out.” While not referring to any specific candidate, Patagonia is calling its consumers to vote out any candidate that rolls back environmental protection and does not actively attempt to control climate change. Patagonia’s European marketing director, Alex Weller says that making such an ambitious statement challenges the company to “rethink how it approaches business,” and shift its focus to being both sustainable and profitable. 

Patagonia has identified its company values, and its advertisements reflect this. The company’s goal isn’t to “fuel a superficial desire” for its products but rather to create intrigue about the effects of environmental impact through its brand voice. 

The best part?

People are taking notice.

Want to know how to make your brand bold and bodacious? We’ve got ideas. Shoot us an email!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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How Brands Get the Ha-Has

Clairemont InternBlog, Marketing, Wonderfully Random, , , ,

The way to a consumer’s heart might just be through his or her funny bone. Using humor in marketing breaks down walls and showcases a brand’s one-of-a-kind personality. When it comes to captivating comedy, what brands have landed the laughs with their target audience?

All About Brand Awareness

The driving motivation behind advertising efforts is to generate brand awareness with memorable campaigns that ultimately drive sales, of course. While some might say doing business leaves little room for humor, integrating a splash of silliness is proven to foster meaningful connections between consumers and a brand. The use of comedy not only serves to build brand identity, but humor marketing also gives a brand its own personality and air of authenticity. 

Which Brands Have Struck Their Audience’s Funny Bone? 

When a brand successfully leverages comedy to resonate with an audience, people take notice. In 2010, Old Spice made a bold decision that saved its brand during the Superbowl commercial break. A men’s grooming products brand, Old Spice advertised to the female partners of the men that would be the purchasers of Old Spice products. The viral marketing campaign, “the man your man could smell like,” garnered 220,000 YouTube views in a matter of hours after launching. 

The marketing genius behind this madness?

Humor, audience engagement and tons of quality content. Old Spice invited social media users on various platforms to submit questions to ask the “Old Spice Man” that would go live in an ad. People loved it, and the ads garnered attention, excitement and interest without relatively low cost and effort. Positive exposure for a brand because of a man cracking cool comments in front of a shower? That’s the beauty of humor marketing. 

What other brands have successfully dabbled in comedy? 

State Farm’s beloved Jake from State Farm, the quirky, potty-humored ads from the Dollar Shave Club and Clorox’s jokes about situations where you might need a Clorox wipe are all fantastic examples of the potential of humor marketing. 

Sarcasm Status: Trending

Twitter has normalized a casual, sarcastic tone for its users, giving brands an opportunity to capitalize on a casual marketing medium while showcasing a different part of their brands’ voices and personas. 

Wendy’s has earned a reputation on Twitter for being sassy, sarcastic and downright hilarious. While Wendy’s television and print advertising tactics might blend in with any other fast food joint, Wendy’s Twitter account has earned the brand a whole new level of awareness. From Tweets like, “Hey @McDonald’s, roast us.” to sassy exchanges with the Burger King Twitter account, Wendy’s has amassed a huge following, all because of its form of humor. 

Wendy’s isn’t the only brand to recognize the beauty of Twitter’s casual essence. Moon Pie has perfected the art of offhand hilarity with its tweets. This strategy has worked so well for its brand recognition that people who don’t even eat Moon Pies still give them a follow, including me!

The Impact of Empathy

Especially amidst a pandemic, humor in marketing can both boost a brand and serve as a much needed breath of fresh air. According to an excerpt from a Marketing Week article, “There’s an old Vaudeville expression that laughter is the shortest distance between two people.”

One of the main goals of marketing is to connect with an audience and to empathize with them. Humor can accomplish this, bridging the gap between a brand and its audience. Author Andrew Tarvin once said, “Both humor and marketing are about communication … If you get a consumer to laugh, you get them to listen. If you get them to listen, you get them to learn, and ultimately act.” 

If a brand can make an emotional connection by mixing compassion and humor together, it will establish itself positively in the mind of its audience. Here are a few brands that have managed to create content that does just that. 

Want to know more about marketing methods? Look at our blog about the magic of memes!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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