Marketers should leverage the increasing popularity of TikTok if they're seeking to engage Generation Z, are invested in social as a key channel, prioritize video and measure social success by engagement and reach, Chris Adams writes. Focus on entertaining users on the platform, partner with established creators, engage with relevant niche audiences and be creative with branded hashtag challenges, Adams recommends.
Facebook has agreed to settle a 2016 class-action complaint for an undisclosed amount brought by a group of marketers that charged the social platform inflated video view time metrics by as much as 900%, which led them to purchase ads based on inaccurate information. Facebook denies any claims that it knowingly inflated metrics, argues that ad rates were not impacted and established a "client measurement council" with Unilever, Nestle and other big brands to help figure out how to improve the system.
JetBlue has teamed with VH1's "RuPaul's Drag Race" for Pride Month with a plane that will carry the permanent name, Shantay Blue Stay, in tribute to RuPaul's catchphrase from the show. The campaign from Viacom Velocity includes an in-flight video, also running across social, which features former show winners Trixie Mattel and Bob the Drag Queen as flight attendants on the plane.
David Miami and MullenLowe U.S. created a new campaign for Burger King, in collaboration with Netflix and Coca-Cola, which introduces the limited-edition Upside Down Whopper to celebrate the new season of "Stranger Things," a burger that will only be available at 11 locations in homage to the show's character, Eleven. A 60-second video teases the new product with a take on the show's title sequence and the campaign includes icons on cups containing Coca-Cola that can be scanned by customers with Burger King's app to win daily prizes.
LinkedIn has unveiled its new look via a branding site, which showcases the brand's revamped logo, custom Community typeface, new shapes and color palette. The rebranding, which has been in the works for two years, includes a new focus on authentic photography with documentary-type visuals showcasing real people in workplaces.
MTV Studios will produce a series of spinoffs from its animated comedy "Daria," starting with "Jodie," which will feature Tracee Ellis Ross of ABC's "Black-ish". The series, which will focus on an African-American friend of Daria's, has no network commitment yet.
A recent Forrester report concluded that digital marketers are relying too much on big data -- including structured and unstructured data such as log files, transaction information and social media metrics -- to make informed decisions regarding strategy and execution. Instead, the report recommends that decision-makers take a balanced look at big and small data for a better view of customer actions and also need more cross-team collaboration to drive consumer engagement and marketing returns.
YouTube has been out front at previous Cannes festivals, but this year parent company Google is taking the spotlight and highlighting features such as Showcase Shopping and Discovery Ads. Google will emphasize its analytics tools and machine-learning capabilities in what one strategist describes as a challenge to Amazon.
Advertisers can now use Studio Resonate from Pandora to develop audio marketing and sonic logos. Ashley HomeStore is one of the pilot partners, and the new audio consultancy arrives as an increasing number of people are expected to own smart speakers and listen to podcasts.
Grey New York's new 30-second spot for Walgreens features people's shock as they are shown the hidden sun damage on their skin through UV imaging and ends with the line, "Save your skin today." The spot is running across US TV and social.
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