August 2013 - CRAFT Media Digital - PR News 2017 Digital Agency of the year

We are excited to announce that CRAFT | Media/Digital has been named a 2013 Google Engage All-Star.  Digital Advertising and Marketing Specialist, Andrew Burk, managed the online advertising campaigns during the length of the contest. This win represents CRAFT’s ability to achieve growth for our clients by both meeting and exceeding specific online advertising and marketing goals.

The Google Engage program helps to enhance companies that offer online planning and strategy, website design and development, digital engagement and search engine marketing. Once a year, Google gives 14,000 leading agencies worldwide the chance to compete to show the most growth for their clients using the search engine’s marketing platform, of which only 200 agencies are invited to attend. In order to be selected as a winner, CRAFT had to reach specific pay-per-click goals across all active marketing and advertising campaigns.

Partner Matthew Dybwad and Andrew Burk, will represent CRAFT at the summit in Google’s California headquarters August 12th. At the Engage event, the pair will receive insights about market trends, one-on-one consultations with Google managers, a tour of Googleplex and more.

Expect the two to share what they learn and their experience right here on CRAFT Framework and for live updates be sure to follow them on Twitter: @mdybwad and @AndrewABurk

Using GIF’s Effectively

You’ve probably heard the word GIF thrown around lately. GIF is the acronym for graphics interchange format. They’ve made a comeback online in the past few years thanks to online channels such as tumblr, reddit, and even Twitter. Once a forgotten relic of the dot com boom, gifs now present an interesting marketing and communications opportunity.

It is not hard to find examples of gifs widely used in communications shops. Brands such as Adidas use gifs to share great moments in sports. Coca-Cola’s “12 Days of gifs” campaign made a big impact on tumblr during the holiday season. Nike has been known to place gifs in their press releases. Even journalists have begun to embrace the medium: the 2012 presidential debates were live-gif’ed. We now live in a time in which people use gifs to narrate complicated issues or processes, a task that Buzzfeed has successfully conquered.

Uses for gifs

Why are gifs all the rage around town? Because they can be leveraged in a number of different ways.

1) Gifs serve as calls-to-action. Use an animation that conveys an emotion and overlay it with a call-to-action. In advertising, it’s important to tell the user exactly what to do or how to feel.

2) Gifs can have an emotional impact. Use a gif that relates to your audience. Whether it’s a scene from a popular movie or a famous line, your audience is more likely to relate better to an issue or article if it is juxtaposed with recognizable elements.

3) Gifs tell a story. Find ones that thoroughly explain an idea or a narrative. While a picture can provide context and enhance content, a gif can linearly explain a complex idea.

4) Gifs bring life to boring facts. If you are struggling to highlight dry statistics in an engaging manner, consider utilizing gifs to animate your illustration and show active progression.

Depending on your communications goal, you can either use a pre-made gif, or make your own.

Using pre-existing gifs

Hundreds of “reaction gifs” can be found online, and utilizing the right ones can help convey emotion or make your audience laugh, cry, and huff along with you. Even the Heritage Foundation jumped on the Buzzfeed Community/gif bandwagon, realizing that complicated policy topics are often more easily digested in gif format.

Making your own gifs

Contrary to popular belief, you don’t need to be proficient in Photoshop to make a quality gif. For example, YT2GIF can convert a YouTube video to a gif without any software. If you’d like to convert a set of still images into a gif, you can use Make a Gif or Picasion. If you’d like to take video on your phone and convert it to a gif, we recommend GifBoom (available on iOS and Android).

A closing thought: earlier this year, a battle erupted over the pronunciation of gif. The inventor of the file format, Steve Wilhite, tried to settle the debate once and for all, declaring it was pronounced “jif.” The Obama e-campaign team responded by saying, “f— that s—.”

Glad that’s settled.