Brands ambassadors -- fans of your brand who have significant social followings -- are an ideal way for marketers to boost organic awareness on social media, provide social proof to prospective customers and benefit from word-of-mouth, writes Refersion Chief Marketing Officer Raj Nijjer. Marketers can enlist brand ambassadors as creative partners by supporting their lifestyles and should give them creative freedom to get the best results, Nijjer writes.
Shake Shack President and Chief Financial Officer Tara Comonte talks in this interview about how the burger chain emphasizes diversity and inclusion and recently scored 100% on Human Rights Campaign's Corporate Equality Index. "Build a team that reflects the marketplace you're trying to address, and the community you're trying to engage," Comonte says, adding, "That will drive understanding and empathy and creativity, and the more successful you are going to be."
Slack Chief Marketing Officer Julie Liegl talks in this video interview about how the brand responded to the pandemic and what's next for its marketing. Liegl explains why the company's new campaign is about reinventing work for the post-pandemic era and how the brand plans to share customer success stories and best practice examples.
Business-to-business marketers can target and engage their most valuable prospects with account-based podcasting, writes Casted CEO and founder Lindsay Tjepkema, who explains how the strategy builds trust and encourages collaboration between marketing and sales. The strategy "enables marketing and sales teams to create genuine, lasting impressions, because audiences connect with real people who they feel can empathize with them through similar experiences," Tjepkema writes.
Ace Hardware plans to continue its quest to attract millennials and Generation Z by relying on organic and paid influencer strategies following tests with well-known brand ambassadors who posted DIY projects using the retailer's products. Influencers are "speaking the same language [as the audience we hope to reach] that the brand doesn't speak," said Jeff Gooding, Ace Hardware's vice president of marketing.
IHOP touted its new Steakhouse Premium Bacon with a daylong audio experience featuring the sound of sizzling bacon on its Clubhouse channel. "People have always talked about bacon in ultra-sensorial ways so to launch bacon that is bigger than ever, it made sense to play up a core part of the sensorial experience," a brand spokesperson said.
TikTok's upcoming promotional tools reportedly include Collection Ads that combine product catalogs with branded videos and Dynamic Product Ads that can retarget product offerings based on consumer app and website activity. The social platform reports that its advertising sector growth in the US exceeded 500% during the past year, and that nearly half its users purchased products they encountered while watching.
PR executives charged with organizing and executing virtual panels should focus on diversity instead of "manels" of white men, have backup speakers lined up and use polls and other engagement tools, writes Caroline Yodice.
Univision and Televisa are merging media, production and content business in a $4.8 billion deal in what they say will allow them to advance in the Spanish-language streaming realm. "This transformative combination brings together the leading network serving US Spanish-language audiences with the leading media platform in Mexico, powered by the most powerful Spanish-language content engine in the world," says Univision CEO Wade Davis, who will lead Televisa-Univision.
Universo's "Club Mundo Kids" is a an educational children's show debuting this month with Spanish and English content for first- and second-generation Latino children. Host Romina Puga says viewers "don't need to pick English or Spanish but they can celebrate and be proud of their multicultural identities," adding, "This whole show was built with them in mind and built for these kids so their stories could be told, and we could celebrate all of those identities that they feel."
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