行銷案例+翻譯練習 | Hamburger Helper的愚人節玩笑

選了一篇短的來翻
這個案例超白癡 有沒有那麼認真啦
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Hamburger Helper Dropped an Entire Rap Album For April Fools' , and It's Shockingly Good
 'Watch the stove' is fire by Kristina Monllos
Hamburger Helper 在愚人節這天出了一張饒舌專輯，成果意外的好
(Hamburger Helper是美國的一家食品公司，專門賣即食食品)

If you run down a list of brands that understand, appreciate and contribute to the hip-hop community, Hamburger Helper probably wouldn't make the cut. And that's probably why the brand just dropped a surprisingly good rap album about food for April Fools'. 

如果你細數那些真的懂嘻哈，而且懂得欣賞它的美，以及有所貢獻的嘻哈團體，Hamburger Helper大概不會是其中之一。這大概就是為什麼這個品牌在愚人節這天，出了一張饒舌專輯，以食物為主題，而且還出奇的好聽。

It's a perfectly confusing stunt to pull. If you listen to the five tracks, which have names like "Feed the Streets" and "In Love With the Glove," it'd be easy to forget that this comes from Hamburger Helper. 

這個伎倆超令人疑惑。「餵飽這條街」和「我愛上了手套」是專輯中五首歌其中兩首的歌名，很難不讓人聯想到Hamburger Helper。

The beats are solid, even catchy. But then you hear a lyric like, "Hamburger helper/ Eat it all and then we dip/ On the stove so long I burn my lip," and remember that this is the best (or worst, depending on your outlook) form of branded content. 

歌曲的節奏強烈又抓耳。但當聽到歌詞「Hamburger Helper/ 全部吃完然後我們沾醬/ 在爐子上久到我燒了我的唇」，你開始思考這到底是最棒還是最糟的品牌訊息，因人而異。

The album, which is called "Watch the Stove," is available on SoundCloud. That page is filled with delightful Easter eggs, like the album description that reads, "Doesn't have to be fancy to be good. Mission: feed the Internet. Trolling lame dinners since 1971." And then there's the parental advisory: "Delicious Content." (註1) (註2)

這張專輯「看好爐子」可以在Soundcloud上聽到。頁面充滿了討喜的復活節彩蛋，就像專輯的敘述寫的「不需要譁眾取寵才是好東西。任務: 餵飽網路。自1971就有的超爛晚餐。」上頭還有家長指導使用指南「好吃的內容」。

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原文出處
http://www.adweek.com/adfreak/hamburger-helper-dropped-entire-rap-album-april-fools-and-its-shockingly-good-170554
原文有專輯封面 推特反映 還有Soundcloud連結XD
-註1: Trolling- Urban Dictionary寫說註2: Parental Advisory不想要翻成那麼多字但又暫時想不到好的，這次看到這個字眼去Google才發現原來其實很常看到這個標籤耶

Being a prick on the internet because you can. Typically unleashing one or more cynical or sarcastic remarks on an innocent by-stander, because it's the internet and, hey, you can.

Guy: "I just found the coolest ninja pencil in existence."
Other Guy: "I just found the most retarded thread in existence."
是一個只能意會無法言傳的字啊

行銷案例+翻譯練習 | 上週八項啟發性的數位行銷數據

今天的行銷案例+翻譯練習來了～
Adweek的第一篇文是介紹Godiva，覺得昨天已經翻過一篇Purell了，今天就翻點別的
(而且Godiva那篇好長啊)
翻這篇數位行銷還蠻有趣的，頗為生活化
有些部分翻得不太好，等某天文思泉湧再想想要怎麼改。
個人覺得reaction功能粉不好用啊，不如PTT的推/噓/箭頭來得好用 哈哈

8 Enlightening Digital Marketing Stats From the Past Week - Facebook's reaction buttons fall flat By Christopher Heine

上週八則啟發性的數位行銷數據 - 臉書的reaction功能表現一般

The last several days were full of intriguing data points from the realm of digital marketing. Here are eight numbers that caught our attention:

過去幾天充滿了值得關注的數位行銷數據。以下是八個抓住我們眼球的數據：

1. Mamma mia, Instagram!

Last week, we found out women love social media. This week, Instagram revealed that 93 percent of moms access its network at least once per week, with 68 percent doing so daily. What's more, more than half of mothers on Instagram follow businesses.

1.媽媽咪呀，Instagram!

上個禮拜我們發現了女性對社交網路的迷戀。這個禮拜Instagram公開有93%的媽媽們一個禮拜至少會使用一次他們的帳號，其中68%至少每天用一次。不只這樣，超過一半的媽媽們會在Instagram上關注商家的帳號。

2. Facebook is still about likes

Unmetric, per The Social Times, looked at 10 of the top brand Facebook posts (based on the data vendor's proprietary engagement score) from Feb. 25 to March 5. The mission: to see how the social platform's new reaction buttons—such as Love, Haha, Wow, Sad and Angry—are performing for marketers.

Its research entailed posts from Nissan, Mini Babybel, Bertolli, Windex, LG Mobile, Giorgio Armani Beauty, Arby's, Rebel's Market, LittleThings.com 和 US Cellular.

The stats show that 93 percent of all interactions are still Likes, while Love is used 4.6 percent of the time.

2. 臉書還是按讚居多

Unmetric(美國軟體公司)和The Social Times(美國網路媒體)研究了十則大品牌從2/25到3/5在臉書上的貼文(根據數據販賣商的業主互動分數來選擇品牌)，他們要來看看這些新推出的愛/哈哈/哇/難過/生氣等reaction按鍵在行銷上表現如何。

這項研究包含了來自以下幾間公司的貼文：Nissan, Mini Babybel, Bertolli, Windex, LG Mobile, Giorgio Armani Beauty, Arby's, Rebel's Market, LittleThings.com 和 US Cellular.　

數據呈現所有的互動中，93%都還是按讚，4.6%的人會按愛。

3. Livestreaming comes of age

Periscope celebrated its 1-year birthday by revealing that it broadcasted 200 million livestreams, and that 100 million of those real-time videos were made in the last three months. 

3. 線上串流達到了新里程碑

Periscope慶祝公司成立一週年，同時公開他們已經放送了2億則串流，光是過去三個月就有1億則直播影片。

4. Bedside buttons 

On Thursday, Amazon said orders via its Dash buttons have increased 75 percent in the last three months. By pressing the Wi-Fi-enabled buttons, Amazon Prime members can quickly order household goods for home delivery. 

The Seattle-based e-retail giant released buttons for 78 brands Thursday, including Red Bull, Energizer, Illy Coffee, L'Oréal Paris Revitalift, Slim Jim, Clorox and Trojan, the condom company.

So now folks don't have to stand in line at the grocery store to buy rubbers—they can do it without getting out of bed.  (註1)

4. 除了按鍵

Amazon星期四宣布，來自Dash按鍵的訂單過去三個月成長了75%。只要在有無線網路的環境時按該按鍵，Amazon的Prime會員可以快速購買家用品，並享有送貨到家的服務。

星期四時，這家據點在西雅圖的電子商務巨人釋出該按鍵服務給78家品牌，包括 Red Bull, Energizer, Illy Coffee, L'Oréal Paris Revitalift, Slim Jim, Clorox 和 Trojan, the condom company.

現在民眾不用再到雜貨店排隊買保險套了，他們甚至不用下床就可以買到。

5. Official global hashtags

Trademarks specialty company Thomson CompuMark says that in the last five years 2,898 applications have been filed globally to trademark hashtags. And last year alone, 1,398 applications were filed worldwide to trademark hashtags.

5.全球官方標籤

商標專家Thomson CompuMark說去年五年來，全球共核准了2,898則申請註冊標籤商標，光是去年就核准了1,398則標籤商標。

6. The real social happens @work

The influencer marketing player Experticity, buzz-focused company Keller Fay and University of Pennsylvania Wharton School professor Jonah Berger teamed up to run a survey to suss out the volume and impact of recommendations from the average consumer versus an influencer. The study, which polled more than 6,000 people in the U.S., unearthed this interesting tidbit: 53 percent of influencers' recommendations happen while they are at work, compared to 19 percent of the general population's product suggestions.

6.真正的社交發生@工作

在行銷界占有一席之地的Experticity公司、著重於潮流的Keller Fay公司以及賓州大學教授Jonah Berger一起執行一項問卷調查，目的是要探究一般消費者和意見領袖們推薦的數量及影響力。樣本來自超過6,000名美國人，這份研究發現了一項有趣的事實:53%意見領袖的推薦文是他們在上班時間發的，而只有19%的一般民眾推薦文來自上班時間。

7. Is there a delivery bubble?

Last week, DoorDash announced it had raised $127 million in Series B funding led by Sequoia Capital, with Khosla Ventures and Charles River Ventures also participating. A report from The Wall Street Journal referred to the development as a "down round" that was a struggle to accomplish.

With DoorDash competitors like Postmates, Instacart and Favor also vying for investors' and consumers' dollars, one must wonder if there is a delivery startup bubble afoot. 

7.這一段我有看沒有懂，請容我先略過- -

8. What marketers think about

A study from Epsilon last week showed that millennials are receptive to emails from retailers like never before. The stat below from Salesforce shows that marketers already knew that.

8.行銷人在想什麼

上禮拜一份Epsilon的研究指出，Y世代現在對零售業寄來的email接受度比以前高。下面來自Salesforce的數據顯示，行銷人早就知道這件事了。

(下面圖片數據: 75%的行銷人認同email行銷帶來ROI成長，自2015年以來成長了50%)

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原文出處
http://www.adweek.com/news/technology/8-enlightening-digital-marketing-stats-past-week-170505

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註1: Urban Dictionary寫說rubber是保險套的意思 如果只是Google還以為是橡膠或輪胎

行銷案例+翻譯練習 | 普瑞來 (Purell)

想說藉由翻譯來認真讀篇Adweek的文章，順便練習一下翻譯
這篇其實和廣告沒有太大關係啊哈哈....翻完才發現
不過可以多認識美國品牌也是收穫
原文網址在文章最後，可以點進去看圖片，看了圖片應該就知道這個牌子是蝦咪，好像有時看電影或影集會看到人物在用這牌洗手液

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How Purell Became the Brand That's Kept Our Flu-Obsessed Fears at Bay
-And to think, it was a flop at first (註1)

普瑞來（Purell) 如何成為化解我們對流感的恐懼

In the Steven Soderbergh movie Contagion, a cook in Macau who's handled bad meat shakes hands with a traveling businesswoman named Beth Emhoff (played by Gwyneth Paltrow), who flies home and touches off a global pandemic that sickens and kills millions.

Steven Soderburgh執導的電影全境擴散中，一名澳門的廚師處理完壞死的肉後和來澳門出差的商人Beth Emhoff握了手（Gwyneth Paltrow飾），Beth帶著病菌一起飛回家，一場全球流行病也就此引爆。

That movie scared a lot of people—including Matt Damon, who played Mitch Emhoff, Patient Zero's husband. "There's a lot of Purell on the set," Damon laughed (nervously) in a 2011 interview. "And then a lot of conversations about investing in Purell."

這部電影嚇壞了許多人，包括Matt Damon，他在這部電影中扮演第一名病人Beth的老公，Mitch Emhoff。2011年的訪談中他有點緊張地笑著說：「拍攝現場有很多普瑞來，然後很多人在討論普瑞來的發明。」

A fine investment that would be, too. Nearly 70 percent of mysophobic Americans use some brand of hand sanitizer (42 percent more than once a day). And when you reach into your pocketbook or desk drawer for that reassuring little pump bottle, chances are it's Purell.
(註2) (註3)

可能也很多人在談論總共花了多少錢購買普瑞來。將近百分之七十有潔癖的美國人都用了有品牌的洗手液（其中百分之四十二一天用超過一次）。當你把手伸到隨身包包或是書桌抽屜要確認是不是有一罐小小瓶子，八九不離十會是在找普瑞來。

"People are more aware than ever of germs, and part of it is because we're all so busy and working so hard that nobody has time to get sick," said Amy Panos, deputy editor of Better Homes and Gardens, which recently selected Purell's sanitizing wipes as a best new product of 2016. "Using anti-bacterial gels and wipes is so easy, and Purell has become the generic term for the category. It's even become a verb. You can Purell your hands just like you can Google something."

「現在的人比以前更加意識到病菌的存在，而這部份原因是我們太過於忙碌，過於投入於工作，大家沒有時間生病」Amy Panos這麼說，她是Better Homes and Gardens的副主編，這本雜誌最近將普瑞來的抗菌濕紙巾評選為2016年最棒的新產品。「抗菌液跟抗菌紙巾很好用，普瑞來已經成為這個產業的代名詞。普瑞來還甚至可以拿來當動詞用，你可以說我普瑞來了我的手，就像你會說你Google了什麼東西。」


Indeed you can. "I Purell my entire body," Kristin Chenoweth revealed on NBC not long ago. Purell's been written into the scripts of Modern Family and The Big Bang Theory. President Obama reportedly used it after shaking hands—a practice President George W. Bush taught him. The U.S. Army incorporates Purell into basic training. And when the famously germphobic Howie Mandel decided to finally shake Jay Leno's hand, he did it with the help of Purell—a bowl filled with it.

你真的可以這樣用。「我普瑞來了我全身」不久前Kristin Chenoweth 在NBC的節目上這樣說過。普瑞來曾出現在Modern Family和The Big Bang Theory的劇本中，也有報導提到美國歐巴馬總統每次和人握完手後都會用普瑞來，這是一項布希總統教他的習慣。美國陸軍把使用普瑞來納為基本訓練。多虧一大堆的普瑞來，有細菌恐懼的Howie Mandel終於決定要握Jay Leno的手。

Purell's manufacturer, the family-owned GoJo Industries, enjoys revenue estimated at $286 million—which makes it all the more surprising that Purell was initially a flop.

普瑞來的製造商GoJo家族企業預期將賺進兩億八千六百萬美元，誰會想得到，普瑞來本來被視為是個賣不出去的失敗產品。

In 1946, Goldie and Jerry Lippman invented an industrial cleanser—GoJo—that would remove grease from auto factory workers' hands. The company came up with Purell in 1989 as a hand sanitizer for restaurant workers, but the product lost money for its first decade because, it was believed, only washing with soap and water could kill germs. Then in 2002, a CDC study concluded that alcohol-based gels were just as effective as washing with soap. Purell sales have grown steadily—helped along by terrifying flu outbreaks—ever since.

1946年的時候，Goldie和Jerry Lippman發明了工業用洗手液"GoJo"，它可以清除工廠員工手上的油汙。1989這間公司發明了普瑞來，一罐專門給餐廳員工的洗手液，但產品推出的前十年公司不斷虧錢，當時大家覺得只有用肥皂跟清水才能消除細菌。後來到了2002年，一份CDC發現含有酒精的凝膠的清潔力和肥皂加清水一樣好，加上數個流感爆發，普瑞來的銷量從此穩定攀升。

"People have known alcohol was a disinfectant for such a long time," said GoJo CEO Joe Kanfer, who explained that Purell is basically just ethyl alcohol mixed with moisturizers to keep skin from drying out. "This was a pretty simple concept," he added. "The challenge was opening eyes that something so simple could make a very big difference." 

GoJo的CEOJoe Kanfer解釋，普瑞來基本上就是酒精加上保濕成分，「大家一直都知道酒精的抗菌性，這是一個蠻簡單的概念。這其中的挑戰是如何打開大家的眼界，讓他們看到這麼簡單的東西也能為生活帶來很大改變。」

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原文出處
http://www.adweek.com/news/advertising-branding/how-purell-became-brand-thats-kept-our-flu-obsessed-fears-bay-170429

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註1：根據Urban Dictionary，flop的意思是"Something that fails miserably"
註2：mysophobic意指潔癖
註3：pocketbook指女用手提包，我本來還以為是口袋書，但好像也可以當電子書用