These consumers tend to be more averse to traditional advertising than older demographic groups.
Evolving from a product to a brand at speed through digital content. Super Coffee's Senior Manager of Content and Influencer Marketing, Hilary Lemonick, shares how the healthy coffee brand doubled its
email and social media engagement rate in less than 6 months.
The report is from Stagwell's MMI and Harris Poll, which found that 98% says its important to work with brands that align with their values.
As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this
smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around
recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
Influencers with less than 10,000 followers have seen the most growth in paid collaborations with brands.
Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG
clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for
Influencers with engagement rates of more than 20% make up a tenth of the creators on the social video app.
A quarter of those executives said misinformation about their brands and industries was the biggest risk to brand reputation.
Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
Insights agency Opinium found that 17% of users hold social media companies responsible for managing users' mental health on platforms like Instagram, and 79% say social media companies should take
action to address the negative mental-health effects their products have on users and 55% called for social media companies to do more to remove offensive and toxic content.
Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of
Merkle, a data-driven tech company owned by Dentsu, has released its 2022 Q1 Media Insights Report analyzing recent research on consumer trends.
The study revealed that a 29% pay gap currently exists between white and BIPOC influencers and an even higher pay gap of 35% exists between white and Black influencers.
A third of social media users engage with organic content from brands regularly by clicking on ads, visiting a brand's site or purchasing products. Not all sites perform the same, according to Model
B, a tech company with roots in AI, and Opinium, a New York-based agency.
From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new
normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while
As the importance of influencer marketing grows, especially in the fashion industry, how can a brand approach the space in a way that's driven more by technology and community than celebrity and the
number of followers? The womenswear brand Adore Me's solution? Build their own community. VP of marketing, Ranjan Roy, tells us how their "Creators" community allowed micro influencers to seamlessly
connect and create authentic brand content that outperformed prior traditional influencer campaigns.
WARC interviewed both jurors and Creative Effectiveness Lions winners and analyzed the metadata from all entries and found four themes that led to commercial success.
To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women,
affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG
side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media
mix to elevate and leverage their message well beyond social.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just
that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same
audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its
trailer, posters and red carpet events. Each puzzle was coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the
$250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to
every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to
engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching
media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
While America's obsession with reality TV may go back decades, our beloved national fixation undoubtedly has intensified since March, climbing by 6.5 billion minutes. Where did these additional
viewers come from?
Theatrical ticket data showed gamers comprised 25% of the audience. Historically gamers have proven to be more likely than the general online population to purchase media and entertainment products.
Given this, Sony Pictures Entertainment set out to reach this lucrative segment on Twitch; the gamers go to social channel. This was no easy task, since gamers are a tight knit group filled with
habitual ad blockers, typically impervious to traditional advertising.
How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination
marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that
align with the interests of its target audience, the "creative class".
The tool business landscape has been growing more and more competitive each year. With sellers like Amazon and Walmart crowding the market; Craftsman needed to come up with a strategy that put their
products front-and-center with shoppers during the competitive holiday season. With a very limited budget, Craftsman leveraged influencers and social media...
Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his
co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.
"Brands need to have a balance, but we see campaigns today skewed too much toward performance marketing because this gives them immediate payoff," Kantar Managing Partner of Brand and Marketing for
ROI Satya Menon said.
Micro influencers were already growing in importance, but in lockdown they are a new hot trend, Warc research identifies.
Brands can get their messages boosted by celebrities who, like the rest of us, suddenly find they have time on their hands.