- Aug 03 2020
The pandemic could be making influencer marketing even more influential.
The pandemic could be making influencer marketing even more influential. COVID has certainly changed influencer marketing, but could all of the increased attention actually be making it stand out more in the advertising world? Across social platforms like TikTok, Instagram, Snapchat, and YouTube, some influencers have “very large” followings sometimes reaching into the millions. According to a survey from digital marketing firm A&E, ad prices are only moderately rising despite an increase in influencer engagement, higher social media use “bodes well” for the future of influencer marketing, and that the industry is offering better value and more targeted messaging. In fact, YPulse’s influencer marketing survey found that Gen Z is more engaged with online celebs than ever before. (Forbes)
- Jul 29 2020
Brands are experimenting with putting TV ads in console video games to reach young players.
Brands are experimenting with putting TV ads in console video games to reach young players. In a move to reach young viewers who are watching less traditional TV, brands are incorporating commercials into some console video games. While ads are common in mobile and social games, they have been far less common in console titles. Ad tests for brands like Turner, Experian PLC, and Unilever PLC’s Dollar Shave Club within Electronic Arts game UFC 3 rewarded players for watching 15 to 30 second commercials by being given points or other rewards for “in-game benefits.” Ads are creeping into consoles in other ways too: Earlier this year, Fortnite debuted exclusive trailers for Warner Bros. blockbuster flick Tenet. (WSJ)
- Jul 28 2020
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.”
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.” We told you how students and parents are feeling about back to school shopping this year and despite the uncertainty, retailers remain optimistic. But they are taking different marketing approaches, skipping “typically sunny seasonal fare” to address current issues affecting today’s teens. JanSport’s #LightenTheLoad campaign has been focusing on ways to support Gen Z’s mental health. Meanwhile, Old Navy launched a campaign starring young Black activists, while also promoting their tween-focused, gender inclusive apparel collection in collaboration with PopSugar. American Eagle also released a remotely produced campaign featuring TikTok stars, and created a new active lifestyle sub-brand through Aerie that is oriented around health, wellness, and body positivity. (Marketing Dive, Sourcing Journal, Glossy)
- Jul 28 2020
Young gamers want to see more brands tap into the “esports realm.”
Young gamers want to see more brands tap into the “esports realm.” According to a Mediahub survey, many consumers don’t think brands are taking the esports trend as seriously as they should be with. Over half say they would like to see brands put more money put into the esports category to help it grow, while 42% said video game-related ads are the best spot for brands to show up in these conversations. Since the start of the pandemic, the gaming industry has seen a significant boom in business from cooped up young consumers, and YPulse’s research has long found esports fans are open to brand participation. (Adweek)
- Jul 28 2020
Thanks to COVID, “omnipresent” virtual influencers are in high demand.
Thanks to COVID, “omnipresent” virtual influencers are in high demand. Sure, the pandemic has impacted influencer marketing and as brands figure out ways to adapt to the industry’s shifting landscape, virtual influencers just might be another solution for them. Many travel influencers have had to pause their partnerships and content due to lockdowns and restrictions, but companies that create computer generated influencers, like Brud, The Diigtals, and Genies, have seen a surge in business. Since these types of influencers can go “anywhere, anytime, without having to adhere to any social distancing and stay-at-home orders,” brands have been showing an increased interest in incorporating them into their marketing. For instance, notable virtual influencers Shudu Gram and Lil Miquela have been completing projects “as usual” teaming up with brands like Givenchy, Samsung, Prada, and Calvin Klein. (Digital Information World)
- Jul 27 2020
Gen Zs who “can’t afford real life yet” are into an “ironic brand aesthetic.”
Gen Zs who “can’t afford real life yet” are into an “ironic brand aesthetic.” According to retail data analytics company Edited, a new subgroup of Gen Z consumers are projected to heavily influence the fashion industry. “Carly” (i.e. those who “can’t afford real life yet”) has yet to gain spending power due to their young age, but love memes and believe they have the power to “make change.” They tend to gravitate toward brands with “tribe-like” followings like Kith, Madhappy, Parade, and Starface, and expect ethical transparency from them. They’re also very into bold, cheerful colors and the “ugly” aesthetic. Carly joins the ranks of other Gen Z subgroups like VSCO girls and the Cottagecore crowd. (Sourcing Journal)
- Jul 24 2020
Pandora is putting out voice-activated ads.
Pandora is putting out voice-activated ads. As smart speaker usage spikes among young consumers, brands are experimenting with voice controlled marketing. Now, Pandora is beta launching voice-activated ads that will allow listeners to “talk” and engage with ads when they’re driving or unable to use their hands. All consumers have to do is say “yes” when they hear the ad in order to listen to additional brand content. Unilever, Anheuser-Busch, and KFC are among the brands that have tested the interactive ads so far, while PepsiCo’s Doritos, Acura, Lane Bryant, Purex, Purple Mattress, T-Mobile, Volvo, and Xfinity are expected to participate. (The Verge, Mobile Marketer)
- Jul 21 2020
TikTok “skinfluencers” are emerging as Gen Z’s go-to source for all things skincare.
TikTok “skinfluencers” are emerging as Gen Z’s go-to source for all things skincare. Dermatologists, estheticians, and skincare enthusiasts on TikTok with millions of devout followers have the ability to “make or break” sales for skincare and beauty brands. The hashtag #skincare has 11.1 billion views, while #acne has 2.2 billion views. Perhaps the most popular is Hyram Yabro, who has 5 million followers, and has emerged as the “de facto ruler” of TikTok “skinfluencers.” The hashtag #skincarebyhyram, which users use to submit their routines in hopes of participating in his signature reviews and duets, has more than 971 million views. Skincare brands’ videos are often flooded with comments tagging him to see if the product has earned the Yabro “stamp of approval.” Peace Out Skincare’s pore strips saw a “fourfold increase” within 24 hours after they began working with Yabro, while CeraVe collaborated with him after he frequently praised the brand—turning into a “cult favorite” among Gen Z. (Glossy, CNN)
- Jul 21 2020
Cameo’s newest feature lets brands enlist celebrities to promote their products.
Cameo’s newest feature lets brands enlist celebrities to promote their products. Cameo initially launched as a way for celebrities to communicate with their fans, but it has quickly transformed into a marketing platform. With the new Promotional Cameos feature, companies can hire celebrities like Lance Bass to vouch for their homemade soda or IT software without the “legal hurdles” and expensive price tags of traditional celebrity endorsements. For example, a realtor agent recently hired Ice-T to attest to their work ethic, while streetwear startup Drillionaire Dreams tapped 2000s pop star Christian Milian to offer promo codes to her followers. With influencer marketing continuously changing, this could be part of the future of the industry. (Vox)
- Jul 17 2020
Old Navy’s latest campaign features young activists fighting for equality.
Old Navy’s latest campaign features young activists fighting for equality. To celebrate its commitment to equality and inclusivity, the apparel brand has launched “We are We,” a campaign that features five young activists. The spot will be narrated by Marley Dias, who founded #100BlackGirlBooks, and Ja’Mal Green, Sara Mora, Dawn Bozeman, and Sharene Wood are the other activists being featured. Along with the commercial, the brand will use its own social channels to amplify the voices of its “activist heroes.” YPulse found that 51% of 16-34-year-olds think brands can support Black Lives Matter by amplifying Black leaders and creators. (Campaign US, MediaPost)