MAKING A NOISE IN A CROWDED MARKETPLACE MAY BUY YOU ATTENTION BUT ALLEGIANCE IS BETTER.

CONSUMERS ONLY CREATE LASTING RELATIONS WITH BRANDS THAT HAVE THE SAME VALUES AS THEY DO AND HAVE THE CONVICTION TO EXPRESS THEM.

WE CAN HELP DECODE THE CULTURE OF YOUR BRAND AND CONSUMERS AND ENGAGE PEOPLE MORE RELEVANTLY, MORE DISTINCTIVELY AND MORE PROFITABLY.

Gather. Deep learning of consumer and brand culture

Create. Decoding the core story of your brand, it's cultural conviction

Connect. Using your cultural conviction to bolster your reputation and build tribes

See how DeVries Global can work to build
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Beginning of content

The Loop Vol. 3 No. 1
Featuring Kylie Jenner, UK Influencers & KFC!

WINS

SORRY KYLIE, YOU'VE BEEN BEATEN BY AN EGG

Kylie Jenner Egg

Instagram is a highly visual platform. Influencers and celebrities painstakingly curate their posts for maximum impact and interaction. Until this week, Kylie Jenner's post announcing the birth of her first child, Stormi Webster, was the most liked picture on Instagram with 18MM likes. But there's a new record holder in town - a post by @world_record_egg, with almost 48MM likes (and counting). The image? An egg. The person behind it? No-one knows. The brands capitalizing on the moment? Many! From Cosmetics brands to beers, TV shows, charities, tourist boards, fast food outlets and everything in between. Social media managers around the world went into overdrive to leverage the moment, to varying degrees of success. Our top pick is beauty brand Foreo. They regularly hover around the 1k - 4k likes-per-post mark, however their timely post that turned their popular product into the egg received over 27k likes! Keeping an eye on internet culture really can pay dividends. READ MORE >

Pepsi looks to Chinese space program for successful scientist ambassadors
READ MORE >

Tourism New Zealand uses WeChat to drive Chinas high spending travelers to middle earth
READ MORE >

 

FAILS

UK INFLUENCERS UNDER FIRE

UK influencers are under increasing scrutiny from the Advertising Standards Authority

UK influencers are under increasing scrutiny from the Advertising Standards Authority, with the ad watchdog reporting that as much as 300 social media influencers have been warned about breaking rules regarding paid for posts in the last few years. While rules differ from country to country, in the UK brands and influencers *must* disclose when content has been paid for. Even reality TV stars such as Made in Chelsea's Louise Thompson have been warned - despite likely having agents and management helping to manage their channels. The resounding advice for influencers and brands alike is to always err on the side of caution – with research even showing that while millennials don't trust traditional advertising, they're more open to it coming from influencers. READ MORE >

Kinder accidentally make a KKK-referencing toy
READ MORE >

 

WEIRD

KFC BOWLS US OVER

KFC offered consumers free bowl cuts

We all know 90's nostalgia is making a comeback - but this is too far! To promote new Famous Bowl offerings, including $3 promo pricing and a new Spicy bowl, KFC offered consumers free bowl cuts – or what they called, “stylish, modern-day takes on the bowl cut hair style”. Men and women alike visited their Brooklyn pop-up last week and chose from five branded bowl cut hairstyles, including “The Original Recipe”, aka a classic bowl cut, and “The Gravy Fall”, which literally resembles gravy dripping off of one's head. Or how about some “The Colonel Stripes” sideburn bowl cut action - that looks…hm, nice. KFC's CMO Andrea Zahumensky summed it up best – “I can't believe we are actually selling a pound of delicious food for just $3, and I also can't believe bowl cuts are making a comeback, but here we are.” Well said, Andrea, well said. READ MORE >