Twitter says it will relaunch its account verification system in early 2021 with a revised process, including the types of accounts it will verify and criteria for when the blue verified check mark may be removed. The social platform will accept public feedback until Dec. 8 and plans to release its final policy Dec. 17.
Walmart will host a Holiday Drone Light Show in eight markets during December that feature 1,000 Intel drones creating a festive light show to bring holiday music to life in the sky. The brand will livestream a show on Dec. 5 via TikTok, Facebook and Instagram, and a spot gives a glimpse of what can be expected.
Marketers can capitalize on the popularity of mobile commerce by running personalized notifications highlighting special offers, using geofencing to localize promotions for various holidays and focusing on cross-channel engagement, writes MoEngage's Raviteja Dodda. He also urges marketers to be empathetic to individual challenges and to stay "focused on the needs and lifestyle changes of your customers" to boost engagement, conversions and revenue.
Cable news networks, which drew record ratings during Donald Trump's presidency, are pondering their future in the calmer atmosphere expected under President-elect Joe Biden. Executives hope that audiences will remain receptive to stories about politics rather than demanding a return to sensationalism.
Uncommon Creative Studio's new spot for Allbirds demonstrates the lightness of the brand's Wool Runners shoes by showing them held in the air by balloons on a custom-made installation, before one balloon pops and the shoes fall into their packaging as a sheep runs by in a nod to the brand's homeland of New Zealand. The spot is running across TV, digital and social.
Dentsu mcgarrybowen created American Express' 11th annual "Small Business Saturday" campaign, which features an anthem spot in 60- and 30-second versions set to a cover of "Auld Lang Syne" by India Carney. The ad shows how real small-business owners are adapting for a pandemic holiday season and will debut on TV during the Thanksgiving Day NFL game on Fox, and continue on TV, social media and streaming services during the holidays.
Wieden+Kennedy Portland's humorous 30-second spot for Kristen Bell's Happy Dance CBD skin care brand shows the actress encouraging moms to stay calm this holiday season despite family stress. The ad was directed by Ruckus Films' JJ Adler.
Brands seeking to maximize Facebook video engagement should consider adding 3- to 5-second trailers, creating content that's suitable for vertical viewing and participating in comment conversations, according to a company blog post. Additional tips include creating videos that are high quality, "spark meaningful interactions" and last longer than three minutes to drive viewership.
Hispanic and Black advertising executives discuss the American brand and what needs to change, including reputation and image. Luis Miguel Messianu, CEO and creative chairman of multicultural agency Alma, says that, while America has strong brand equity, he sees an opportunity for Brand USA to "better reflect its audience" and notes that representation matters as the minority-majority demographic rises.
ACH Communications' Arik Hanson examines how Ocean Spray demonstrated social savvy by turning a customer's TikTok video into a viral sensation, while Sherwin Williams fell short for firing an employee who posted online content using its paints. Ocean Spray reaped rewards in terms of impressions and positive media stories while Sherwin Williams "is stiff-arming a clear opportunity to generate awareness and engagement most brands would die for," writes Hanson.
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