Marketers have an opportunity to amplify their brands with addressable connected TV advertising that boosts influence and emotional connection at an individual and household level through ad relevancy and interactivity, writes VDX.tv CEO Dilip DaSilva. "Heightened relevancy magnifies a brand in the minds of consumers by making them feel that the brand is talking directly to them," DaSilva writes.
Gap's back-to-school "Individuals" campaign features a 30-second spot starring Memphis, Tenn., elementary school teacher David Jamison, known as "The Dope Educator" via viral videos, greeting his class with handshakes and dances as they chant their mantra: "Who are we? The Rockets! The Rockets are? Respectful and responsible, optimistic, collegiate, knowledgeable, engage with enthusiasm, trustworthy and striving for success." The push is running across social and streaming TV, billboards at schools and in Times Square, and on the windows of the retailer's stores.
MotionCue CEO and founder Osama Khabab offers a guide to business-to-business video marketing, covering creative tips, best distribution and hosting platforms, and best practice examples from brands such as Cisco, SAP and HubSpot. "Your company values and your B2B relationships are dictated by your video ads, content and consumer experiences," Khabab writes.
Beauty brands are responding to the "skin positivity" movement on social media with more realistic promises and acceptance messaging, writes Kati Chitrakorn. Unilever removed the word "normal" from promotions and packaging and is refraining from excessive model editing, while Venus and Animal Crossing teamed up to create avatars with diverse body and skin features such as vitiligo, stretch marks and prosthetic limbs.
Mering is encouraging responsible tourism for Mammoth Lakes in California with a campaign that centers around a humorous folk-style song, "Don't Be A Bleephole." The campaign features QR codes that unlock tips on how to enjoy the area responsibly and a roadside billboard reads, "Are You A Bleephole? NoBleepholes.com."
Aircover Communications' PR consultant Caroline James discusses the role networking and becoming a board member of PRSA Silicon Valley played in her career journey following her job loss in 2020. "The past year was a bumpy road, but the community, care, leadership and counsel from PR colleagues ... helped keep me on track, leading to new adventures and eventually helping me land my current role."
Second-quarter earnings reports show social commerce efforts paying off for Facebook, Snap, Twitter and YouTube. Shopify noted product sales via Facebook and Google were much higher than the revenues retailers generated via their websites, and LightShed Partners' Rich Greenfield predicts more brands will join the trend.
Thought leadership is a powerful way for business-to-business companies to not only raise awareness, but to become top-of-mind for trusted information, writes Atlas Renewable Energy's Diana Castellanos. B2B brands looking to attain the title of thought leader must also become societal and industry leaders through corporate social responsibility, the sharing of best practices and demonstrating "an extreme generosity of spirit," Castellanos writes.
Brian Rowley, vice president of marketing at Panasonic, talks about the company's business-to-business marketing and how it shifted to become more focused on the agenda of customers using thought leadership, podcasts and virtual events as some of its tactics. "Know where your strengths are, stay in that space and deliver quality around that and the content that you're providing," Rowley says.
Demand-side platform Simulmedia is trialing its video game ad platform PlayerWon with 25 brands for placement within Hi-Rez Studios' Smite and other free console and PC games. As part of one test, Dave & Buster's Pete Thornfield says the brand is seeing a view-to-completion rate above 95% for a campaign that launched in early June.
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