Author Archives: Kaitlyn White

The definition of busy

13th February 2012

Life in the agency world moves a million miles an hour. OK make that a bazillion. There are few days I spend more than a few hours at my desk and without my two monitors and mobile phone, I don’t know how I could juggle all of my open projects. You could say things around here keep you a bit busy.

Last week, I challenged myself to rid the word busy from my vocabulary.

Over the past few weeks, I’ve found myself stressing more about what I have to get done than actually tackling the projects in front of me with a smile on my face. The negativity leaves me dreading tasks rather than excited at the challenge. The truth is we are all busy, but what I’ve come to realize is we all have a different definition of the word busy.

A coworker and I had a discussion about this topic a few weeks ago while out for an afternoon run and came to the conclusion that you are really only as busy as you want to be. You can always make time for the projects you want to work on, the afternoon runs and the quick conversations that mean the most.

“If you are distressed by anything external, the pain is not due to the thing itself, but to your estimate of it; and this you have the power to revoke at any moment.”  – Marcus Aurelius

After cutting the word (and a few others) from my vocabulary and focusing on what I could accomplish and how to get there, I found myself not only a lot more productive, but also more positive and less exhausted at the end of each day.

Clearly just cutting a word from my vocabulary isn’t going to force action, but luckily, there are quite a few tools out there to help you along the way.

  • Wunderlist – I keep note of all of my ongoing projects and tasks with this desktop app
  • Evernote – How did anyone keep track of multiple notebooks before this one? My favorite extension – seamless sync across devices. This means even my grocery list ends up here as I think of things throughout the week
  • A good old fashioned technology break – I know, crazy. Sometimes I am the most productive when taking a break from work. Trying eating lunch outside for 15 minutes this week, it will change your outlook, promise

There are some days that can’t be helped. Sometimes you just need to vent and sometimes there really are not enough hours in the day, but what I’ve realized is talking, thinking or stressing will not to accomplish any of it. Guess what? Next week I’m going to learn a whole new definition of busy, so what better way to prepare than to avoid the thought of it all together.

How The Hunger Games is tapping social for teens

25th January 2012

1. I am mildly obsessed with the Hunger Games these days, having finished all three books in a two-week timeframe.

2. I geek out far further than I ever should admit over the ever changing mold of what communication means to different demographics.

OK, so those may not be the juiciest of secrets and I may be a total nerd for sharing both, but I love it even more when the things I’m in love with collide perfectly.

The Hunger Games, the first book of a wildly popular teen book series will make its film debut this March and, to no surprise, there is no shortage of promotion taking place. However, outside of your typical TV spots, product promos and sneak peak YouTube trailers, the team behind this blockbuster is building connections with their target teen audience through personal, whimsical content.

This week the film added Tumblr to its growing list of social and digital outreach, which already includes Facebook, Twitter and an interactive site to name a few.

By offering up content on Tumblr through a pseudo magazine, fans are taken directly into the world of the Capitol, the reigning government of the country of Panem, by sharing the fashions and culture of the society. I could go on about the wonderful behind the scenes clips and “articles” profiling the story’s main characters, but the true spark within this presence is the pure match that has been made to the film’s most valuable demographic.

According to Qantcast, nearly 50% of Tumblr’s visitors are under the age of 24 within the US. We also know the teen demographic does not view advertising the same way as their parents or grandparents once did. They want to make a connection, support things they believe in and share genuine content.

The Hunger Games is using Tumblr to do just that. Yes, they could share bland by comparison examples of products supporting the Hunger Games logo or a quick clip from the movie. Yes, it would still be shared 1000’s of times. However, by displaying a product as if it were a real ad in a real Panem government magazine or sharing a gif as if the paparazzi has spotted characters in real time, the content now embodies everything this generation seeks in the brands followed. The advertisements, brands and content featured within the posts to come will also bring a new air of whimsy, passion and sharability to the same content, which in a different voice may have been lost to this audience.

As we as marketers look to realign how we think of brand personality, consumption and real life translation, we must consider how this shift in the consumer mindset will not deter us from connecting messages for brands, but to think of new ways to create a build relationships with those consumers who desire them most.