We’ve already talked about the controversial Pepsi ad and the factors that contributed to its failure. To do cause marketing the right way, the campaign must be consistent with the brand and relatable to the target audience. Heineken has recently created a great example of a powerful cause marketing ad.

The international beer distributor created a four minute ad with the tagline “Open Your World.” The video shows strangers with opposing views working together and discussing their contrasting beliefs over a beer. The ad has received widespread praise and definitely works to bring people together, instead of tearing them apart.

Let’s examine these two beverage companies with two political ads — why did Heineken’s ad succeed and Pepsi’s ad fall short?

Continue reading to learn more about Heineken’s Worlds Apart experiment.

Instagram was one of the first major photo-based social networks when it launched in 2010. By the end of April 2012, there were already over 100 million active users.

After recognizing its success and the potential for competition, Facebook purchased Instagram in April 2012. They paid a total of $1 billion dollars in cash and stock and used "the power of Facebook" to help the member base grow by an additional 23% in 2013. Today, the two networks are linked, allowing users on Instagram to post photos or videos directly to both accounts simultaneously.

Today, Instagram has surpassed Twitter in user activity, with over 500 million registered profiles. It has evolved into a well-rounded platform, featuring video posts, 24-hour stories, and live streaming.

To learn more about Instagram and its growth, check out the following new research report from WebsiteBuilder.org.

Continue reading to learn more about the success of Instagram.

Jargon: special words or expressions that are used by a particular profession or group and are difficult for others to understand.

Those who work in PR are all too familiar with this term. How many times a day can someone hear the word “influencer” before they’re completely bored?  

No one – especially journalists and consumers -  likes buzzwords.  So why does our industry love to use and overuse them so often?

The good news is that there’s always time to unlearn the drab words that drag our copy down.    

Read more to unlearn these overused words.

You know by now that the precious resources trend puts water at the forefront of all things related to the garden. People are making small changes in the landscape that have a big impact on the Earth.

Here’s a look into the essence of what makes this trend popular. 

Continue Reading for a deep dive into Precious Resources. 

For today’s Trending Thursday post, we’re highlighting Precious Resources from our 2016 Garden Trends Report.

The resources that we depend on to garden, particularly water, are limited and need protection. Precious resources is a trend where necessity meets innovation.

New technologies and plants offer the opportunity to protect and conserve resources with small lifestyle changes that will make an evolutionary impact on the gardening experience.

Learn more about Precious Resources from our latest YouTube video.

It’s impossible to escape the hashtag these days. The tiny # symbol has successfully infiltrated most social media platforms and is used for a variety of difference reasons online.

Public relations professionals and social media managers alike use hashtags to garner attention to their brands and connect with like-minded consumers on the web. Hashtags are also a fast, easy way to communicate directly with customs and brand ambassadors.  

While the # may seem simple, there is a lot of strategic planning that goes into choosing the right hashtag and using it.

This infographic from the Huffington Post shows how to best use this powerful social media tool.

Read more to Harness Hashtag Power

You can create a social media account in no time. One thing you can’t build overnight? Your brand.

In this day-and- age anything from companies to apps to people can be considered brands, and it takes time and dedication to make your presence relevant on the web.  

This infographic from Lifehack offers a few simple steps for gaining traction online.

What does your brand say about you?

With a large variety of social media platforms available, businesses have some tough decisions to make about marketing themselves.

Which platform is the best for interacting with followers, and by what criteria? Which platform will reach the biggest target audience?

Instagram has set its sights on appealing to business owners. The company recently unveiled a series of updates that will help small and medium-sized businesses better explore what resonates with followers — and it’s a game-changer.

Continue reading to learn more about the importance of Instagram’s updates for businesses.

Instagram is a powerful marketing tool that helps connect brands directly with fans though the use of images. And particularly in the garden industry, Instagram is a powerful tool for sharing beauty. 

Five years ago, Instagram was simply an app allowing users to share pictures of pets, selfies and food.

Now, people call it the best social network for brands.

If you are not promoting your business on Instagram, you are missing a golden opportunity to connect with thousands of followers, influencers and industry leaders.

The key to any successful Instagram campaign is balance, as over promotion could deter your marketing goals. Overselling your products or posting unfriendly images can leave you with little to no followers or hinder your chances of connecting with your potential buyers.

Continue reading for tips on how to promote your brand on Instagram.