We are almost at the final trimestre of 2014 and behind the scenes at ModeMaison PR (aka MMPR), we have identified a few areas we are going to focus on for our main clients notably MAMA & AFRIMMA 2014 winner Stanley Enow as well as the newest rap queen in town CIANA.

The offline post release media tour for Ozeile Nchiengo continues with CIANA being booked on more radio and television shows within Cameroon. Her appearance on the Sky Rap show on Sky One Radio today was also a great turn out. Online, we will be launching a new initiative at the beginning of September to ensure that the public spends September with Ozeile Nchiengo in mind!! Watch this space 😉

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Following the campaign #MadeOfBlack launched by Guinness in Africa, Stanley Enow as a main influencer within the music scene has been chosen as one of the main campaign ambassadors representing Cameroon. The campaign concept celebrates “black” as a positive and influencing attitude rather than a colour with a negative connotation. More on this Stanley role will be discussed in another post soon. 

September also leads to new ideas we will be introducing for Stanley Enow to uphold his fan interaction and also to show his appreciation. Keep your eyes tuned and peeled to our online home for more updates about our clients.

One more day to go and September will be here, we are excited!! Whether you are looking to build your brand, reintroduce your brand or simply buzz your brand, do not hesitate to contact us via the contact tab above and we will be happy to assist you 🙂

Are you yet to watch the CIANA Ozeile Nchiengo video? Here it is!

Twitter/Instagram: @bestciana

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Twitter/Instagram: @StanleyEnow

Facebook: Stanley Enow Official



Last night saw another media round stop over for our star girl CIANA as she added her Cianic edge to the “La Maximale” radio show on Yaoundé based Kalak FM 94.5 hosted by the vibrant Eric Fopou-sy. The show was on point focusing on CIANA‘s  insight into her young music career as well as her favourite music genre not forgetting the hot topic of the moment – her debut video Ozeile Nchiengo. The show ended with a short and simple live rendition of the track to the listeners. Eric the host dubbed Cianaun grand talent” translated in English as “a great talent” and we are very thrilled. You can follow our tweets on the show by the hashtags #OzeileNchiengo and #LaMaximale.


So another media stop comes straight up tomorrow when CIANA will join Seraphdumic on the Sky Rap show on Sky One Radio at 4.30pm Camer time. Make sure you tune in!!

If you have just dropped on planet Earth from Mars, here is the much talked about viral video to Ozeile Nchiengo. Please share it on 😉

Twitter/Instagram follow Ciana: @bestciana

Facebook/Youtube: Miss Ciana

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Tomorrow evening is another show time for our star girl in the making, the new femcee, the current reigning queen of Cameroon hiphop – CIANA as she storms radio host Eric Fopou-sy‘s La Maximale show on Yaoundé based Kalak FM 94.5.


The queen is on a post release media tour since the release of her debut music video to second track Ozeile Nchiengo. Tune in tomorrow between 7.30pm and 9pm Cameroon time to hear her shed more light on her blossoming music career! See you soon!

If you are yet to watch the Ozeile Nchiengo video, catch it below and please do share it too 😉

Follow CIANA on Twitter/Instagram: @bestciana

Facebook/YouTube: Miss Ciana

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Today our focus is on loyalty marketing, a powerful driver of company growth and we look to Matt Holt associate director, digital strategy at OgilvyOne London as he gives us an insight as per below. Happy Reading!! 

cubes by Brian Yap FlickrAs performance marketers have known for decades, loyalty marketing, the act of increasing customer value by focusing efforts on your existing customers, can be a powerful driver of company growth. Research conducted by Bain & Co has shown that retailers with a loyalty programme are 88% more profitable, on average, than competitors without one.

However there is also evidence to suggest that, whilst loyalty marketing represents a massive opportunity, few companies are actually realising it. Forrester research shows that nearly two thirds of loyalty progammes for retailers are ineffective, and Aberdeen Group research shows that 74% of retailers report ‘partial to no tangible improvements’ from their loyalty programmes.

So what does this tell us? Is time up for loyalty marketing? Should marketers be focusing their attentions on other types of marketing? The answer is far from it – it seems that companies aren’t making the most of the potential because of poor execution.

In actual fact, the proliferation of new technology and shifting consumer behaviour means marketers have more tools at their disposal than ever before to execute powerful customer loyalty programmes. The result is that they are able now to drive previously untapped value and volume from their customer base across multiple dimensions.

1) Volume as a concept is no longer restricted to the number of products a customer has bought (i.e. their transactional volume) but also the number of product improvements they’ve suggested, the product reviews they’ve posted and the product recommendations they make.

2) Value as a concept is no longer restricted to the transactional value a customer has but also the value they have in influencing people within their networks to purchase your products and the value they have in improving the product and customer experience.

The different types of customer value that marketers can unlock all add up to, what we at OgilvyOne call, ‘total customer value’. And to unlock total customer value marketers need to view loyalty as 3D because it now has three dimensions:

Transactional loyalty – a customer demonstrates transactional loyalty if they buy your product and keep buying your product (and others in your product range) over time.

Social loyalty – a customer is socially loyal if they’re willing to advocate your product to their networks, either on or offline.

Collaborative loyalty – a customer is collaboratively loyal if they’re willing to invest time and effort in improving your product or experience.

By segmenting your customers against the three dimensions of loyalty, brands are able to create a customer loyalty map for the 21st century, one that plots clusters of individuals on a 3D map where the axes are transactional, social and collaborative loyalty. And plotting customers on the map gives different strategies as to how to unlock their value. For instance, we’d treat someone with high transactional value and low advocacy value very differently to someone with low transactional value and high advocacy value.

So which brands are already starting to harness the power of 3D marketing? There are a few notable examples:

1) Mobile network GiffGaff has actually built a business based on the advocacy and collaboration value of its customers. The model developed rewards active community members for running parts of the business including answering questions in the community, attracting new members or helping to promote GiffGaff.

2) Brands as diverse as KFC, Estonian Air, Neutrogena and Nestle in Thailand have all created social loyalty programmes where they reward a customer’s social behaviour with points that can be redeemed for products.

3) Starbucks MyIdea is a popular example of a brand trying to harness collaborative loyalty in order to improve its customer experience, one such crowd-sourced innovation being wifi availability in coffee shops.

So there we have it. Marketing is going 3D. Will you don your 3D glasses? Why not give it a try. You might see the world of marketing in a completely different light.

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Today we are going to focus on the hype that surrounds content marketing and reach out to Paul Marsden, a consumer psychologist for his take. Happy reading!!


Hype surrounding content marketing reached fever pitch in 2014. Heralded as the saviour of everything from digital display advertising to the 30 second spot, was there really any substance behind the content marketing spin?

If you talk to ten digital marketers, you’ll get ten different definitions of content marketing – we were all too busy relabeling whatever we did as content marketing to make much sense. But at its heart, content marketing is simple – it’s the use of publishing channels as opposed to advertising channels to achieve marketing goals. It’s about publishing YouTube content as opposed to advertising on YouTube; it’s about publishing apps, games and magazines as opposed to advertising in them.

Content marketing embraced a new macho mindset in marketing; real marketers don’t pay for audiences, they win them. 90% of consumer brands and 92% of business-to-business brands became converts to the content cause, spending $44bn on publishing content. These have been led with high profile ‘content spectaculars’ from big brands; the space-diving, sales-driving ‘Stratos’ live YouTube event from Red Bull; Unilever rocking the digital world with a massively popular feel-good short film ‘Dove Real Beauty Sketches’; and an ageing but buff Muscles from Brussels, Jean-Claude Van Damme on YouTube doing a full side splits between two reversing trucks for Volvo.

Content marketing was not only touted as the future of marketing creative, but also as the saviour of display advertising. Native content – advertising disguised as editorial content – made a neat ninja move to side-step the embarrassing fact that statistically speaking, we are now more likely to be struck by lightning today than click on a display ad. So if audiences won’t click around the content, be the content. And native advertising, formally known as the lowly advertorial, was reborn with big media companies selling editorial space for marketing content – Yahoo, The New York Times, The Economist, Forbes, Time, The Atlantic, The Huffington Post… And big brand owners – Unilever, Nestlé, Pepsi, BMW – started buying.

But there was one major problem with content marketing, based on simple mathematics. With brands contributing to the doubling of content on the web every few months, the amount of online content competing for attention has fast become – to all practical intents and purposes – infinite. But human attention is definitely not infinite; it is very finite. Any finite number divided by infinity is zero, and therefore the average attention captured by content marketing must trend to zero.

The only stop-gap solution available to marketers was to spend more of ever-more expensive content spectaculars that not only had to compete for attention with each other but with the best of Hollywood, HBO and the Huffington Post.

So did content clutter mean that the content marketing craze was just another short-term fad in the faddish world of digital marketing? Not necessarily. There is an alternative to content spectaculars; and native content. And that is to bake content into your product or service.

Take, for example, the latest generation of fitness bands from Fitbit, Jawbone and Nike. These exercise trackers are all exercises in pure content marketing; they generate content that is real-time, helpful and personal. For these products, content is integrated into the product; it’s not about the beauty of a Dove ad or the biceps or Van Damme, it’s about your beauty and biceps. By generating content, connected devices create shareable experiences worthy of buying and sharing. For Nike’s early FuelBand experiment, this virality resulted in an 18% sales jump for its equipment division.

Or take Domino’s Pizza; the fast food chain recently baked entertaining digital content into its pizzas – or rather pizza boxes – and sold out of pizzas across Japan. Simply point a smartphone at a Domino’s pizza box and one of Japan’s biggest popstars, Hatsune Miku – a virtual anime idol living in holograph form – appears on your screen and plays a personal concert for you. Here again, content is integrated into the product experience.

Even retailers, so long the laggards in digital marketing, are now incorporating digital content into their own product – the in-store retail experience. Through smartphone apps, digital screens and tablet stations, brands such as Burberry and Apple are reinventing retail with digital experiences that are both helpful and entertaining. Once more, content is integrated into the experience.

Such a vision of content marketing, where content becomes part of the product experience, is neither a craze nor a fad; it is the very essence of marketing excellence. Not interruptive messaging, but value delivery. Through digital content, brands can make their products and services better – more helpful, more entertaining – and more profitable. That’s why the future of content marketing is neither the content spectacular nor native content; the future of content marketing is the product.

Dr Paul Marsden, consumer psychologist at the Syzygy Group

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