The Blog


What makes a hit?
— How do we succeed in the age of digital distraction? —

The fundamental variables of hits can be broken down to include the following: familiarity, surprise, emotional resonance, and distribution strategy.

These are not fixed variables — for example, the property of familiarity changes every year. The sound of guitar-led rock ’n’ roll in the U.S. was considered weird in 1950, mainstream by 1960 and old-fashioned by 1970.

In our desperate search for simplicity, people want success to work like a garage door opener, where a 4-number code springs the lock.

But culture is not a keypad, and people are not doors. Our codes are ever changing in reaction to our environment. Just like Chimes, forever changing in their reaction to their environment.

There is no universal formula. But we do know that it all begins with a big idea. And through our wealth of experience — and always staying in tune with our environment to pick up on the latest trends — our creative track record shows that we know how to create content that moves others. We know how to make people feel.

As we like to say: leave the emotion to us!

Let’s get creative. #LetsMakeAHit

– Chime Digital and Diabetes Canada launch spring cleaning campaign –

Have you started clearing out your cupboards of all of your unwanted items yet? This is the question posed to Canadians through Diabetes Canada, in partnership with Chime Digital’s new marketing campaign encouraging Canadians to let go of whatever used clothing and small household items they can, just in time for spring cleaning! Diabetes Canada will go to the residences of Canadians and collect unwanted items for FREE. Got an old rice cooker laying around that’s cluttering up your kitchen? Donate it, advises Diabetes Canada.

The Chime Digital and Diabetes Canada campaign challenges Canadians to meet a goal of 5 million pounds in donations. Proceeds raised by the program support world-leading diabetes research, education, programs, services and advocacy.

Continue Reading..

Another year—and more breathless change for us to learn about! We’re seeing a faster trend evolution than ever, given the pace of technological change these days and the global nature of our digital networks. Brands and marketers are now navigating an increasingly sophisticated consumer landscape.

After attending the 2018 Marketing Evolution Summit recently, here is just a small snapshot of a few of the most interesting trends, themes and phenomena to keep on your radar:

  1. Here come the Xennials

What will adulthood look like in 2020? A new generational cohort is emerging – one that marketers can’t ignore. Xennials, also known as New Adults, are a micro-generation, aged 30 to 45. They are older than typical millennials, but younger than generation X.

In advertising’s rush to woo millennial consumers, their older counterparts often feel overlooked, or alienated. An article featured in New York Magazine discusses: “For the good of both us old millennials and our young millennial siblings and friends, let’s stop acting like we’re all in the same boat.”

Having spent the last decade on the roller coaster started by the financial crisis, New Adults are now upending all the traditional markers of adulthood. The generation that popularized much of today’s hipster culture still seeks brands that are edgy and relevant but, today, they increasingly want a more refined and “adult” experience.

Continue Reading..

Turn a crisis for other brands into an opportunity for yours.

On January 11, 2018 Facebook announced a major change to its News Feed algorithm that will profoundly impact brands’ ability to reach people on Facebook through organic distribution. The change prioritizes interactions between friends and family over company-generated posts, meaning that content consumed directly from business pages on Facebook will shrink and content that is shared & talked about between friends will grow.

In particular, posts that generate “interactions” such as comments and shares will be weighted more heavily than posts that generate just likes or reactions. In addition, posts with longer comments will be weighted more heavily than those with short ones.

We believe that the January 2018 update to Facebook’s News Feed algorithm is good news for brands who are engaging with their customers and producing quality content. Based on what Facebook is saying, we can expect “click bait” posts to decrease in volume, which frees up space for higher-quality content that generates interactions to be surfaced. This means that fewer brand posts will be seen overall, but the ones that are seen will be the ones that generate more meaningful interactions between people. Although more difficult to create, the upside is that these types of posts are of higher value to both the person and the brand.

Continue Reading..

In today’s day and age, “cause marketing” has become both a norm and an expectation – potential customers who visit your website and see your advertising want to know that you share their desire to make this world a better place. Studies show that more Canadian consumers than ever care about how companies are supporting social causes.

In fact, when quality and price are equivalent, social purpose is the number one deciding factor for shoppers. The high volume of consumers who say that they would switch from one brand to another if the other brand were associated with a good cause has climbed to 87%.

Continue Reading..

Did you know that 48% of people cite a website’s design as the number one factor in deciding the credibility of a business?  To these people, it doesn’t matter how good your business is or how much better your products or services are than your competitors. If your website doesn’t look the part, they probably aren’t going to give you a second glance.

That’s why it’s so important for all business owners to keep up with modern web design trends. You don’t need to jump on every trend that arises – but staying informed will help you determine whether your website’s appearance could be causing it to lose potential business. We’ve put together a list of trends to keep a close eye on. Check them out below, and get inspired to tackle your web design projects with style.

Continue Reading..

Did you know that the single most important predictive factor for the success of Super Bowl ads is the degree to which they tell a complete story? While this reassures the power of a strong narrative in marketing, it also elicits the question “How do I tell a story with my advertising?”

Since the early days of storytelling, with poets weaving together epic tales of heroes rising up to defeat monsters, stories were meant to compel action in us. They have continued as a preferred means of communication over the years because they draw on empathy – they are relatable and they are engaging.

Good content marketing should do one the following:

  • raise awareness
  • increase conversion
  • boost customer loyalty

Great content marketing can do all three at once.

Continue Reading..

We live in a digital world – one where marketers are continually on the lookout for more and more innovative ways to grab a consumer’s attention. In today’s digital landscape, online video marketing continues to skyrocket – and for good reason. According to a recent study, 84% of people expect brands to create video content that provides solutions, experiences or entertainment. Here are just a few of the latest stats about the power of video:

  • 90% of customers report that product videos help them make purchasing decisions.
  • A third of all the time people spend online is dedicated to watching videos.
  • Including video on a landing page can increase conversion by 80%.

Continue Reading..

Yesterday was International Women’s Day and it made me take pause for a moment to reflect on my career path. I thought about the start of my career in sales at Citytv at the tender age of 20. Back then, I was the first and only woman on the team. I still vividly remember how the fella in charge of my training took me on some sales calls for a day and pulled me aside for what I thought would be a mentor-to-student inspirational chat. I waited with anticipation for what I thought would be words of advice and encouragement. Instead, he warned me that I would most certainly make a fool of myself if I persisted. Apparently, just by being a girl, I was automatically classified as not tough enough for the role. With authority and force, he strongly suggested that I would be better off quitting as soon as I could — so I could leave with my dignity still intact.

Continue Reading..

A jingle writer has done their job well if whenever you think of a particular brand their catchy tune immediately springs to mind. If you were brought up watching television or listening to the radio in Ontario, you’d be surprised to realize just how many of these jingles have become so ingrained in our memories!

The Alexanian jingle is one of those unique iconic jingles that everyone knows and loves. Without fail, every time we mentioned working on a new video with Alexanian, we’d hear “♪, ♫, ♪, ♫, ♪… Alexanians!” sung back to us right away.

Given the memorable status of their jingle, we decided to center our latest video project around it, playing on the heritage of the popular tune but re-vamping it to make it more fresh and modern for today’s digital world. Check out the video here at AlexanianTV!

Continue Reading..