Panera Seeks To Highlight Transparency With AR-Powered Mobile Ad Unit

Panera Bread launched an augmented reality (AR) ad unit for mobile devices that lets customers rotate a menu item and share the content across Snapchat, Instagram and Facebook. 

Given the AR experience utilizes OS-level frameworks in iOS and Android, it requires no app download, making it the first of its kind in the food space. This new technology allows a user to place Panera’s Mediterranean egg white breakfast wrap anywhere in front of them, enhanced by interactive buttons that animate in the menu item name, nutritional information and ingredients list. 

Panera’s interactive ad unit is running exclusively on sports site Bleacher Report and can be reached by clicking on an ad. When visitors encounter the ad, they’re encouraged to, “Play with your food, open in AR below.” Unlike other brands utilizing AR ads, Panera gives users the option of sharing the AR banner assets across three different social media platforms. 

Compared to an online menu, this kind of ad allows consumers to find information fast and help Panera push an overall category innovation, according to Panera VP of marketing, Scott Nelson. Nelson added that measurement of the ad’s success will be determined via shares and engagements. The company has plans to expand the ability to a variety of menu items.

Highlighting food transparency through AR technology could be Panera’s attempt at ameliorating the public backlash caused by a leaked video last month. The video, which was posted by a Panera employee to her personal TikTok account, showed her dipping a frozen pack of the chain’s white cheddar mac and cheese into hot water then removing it and emptying the bag’s contents into a bowl before serving. The clip received 950,000 likes on the app.

Earlier this year, Panera’s first foray into AR arose in conjunction with South by Southwest in Austin, Texas. There the company launched four Snapchat AR lenses that let users create “hacks” of Panera’s soup offerings, visually adding other menu items to customize their own.

Kohl’s Pull Out All The Stops For Omnichannel Holiday Campaign Centered Around Snapchat

Kohl’s has launched an omnichannel campaign called “New Gifts at Every Turn,” that includes a pop-up in New York City which Snapchat users can shop from nationwide with a dedicated lens. 

Kohl’s will host the pop-up for the public from November 7-November 10, and for the first time, targeted Snapchat users nationwide can attend the event with a Snapchat portal lens. The portal lens will replicate the pop-up event space in 3D and allow users to shop featured products. Attendees can also take photos with an avatar of bridal fashion designer Vera Wang through a Snapchat marker lens.

Kohl’s has also extended its partnership with Snapchat through a lens that lets users fill their cart with Kohl’s gifts within a football-themed game.

Rounding out the campaign’s social media component is activations on Twitter and Pinterest. Consumers can receive on-demand same-day product delivery during key holiday moments when they engage with Kohl’s on Twitter.

In-store shoppers can also source gift inspiration via Kohl’s Pinterest pincodes. To do this, customers can open their Pinterest app, scan a pincode on Kohl’s “Jammies for Your Families” hashtags and in-store signage using their camera. Doing so will direct them to the Kohl’s Pinterest board. 

New to Kohl’s holiday initiative this year is the option of Amazon Returns in all stores nationwide, enabling Amazon customers to return eligible Amazon.com merchandise to their local Kohl’s store. The move is part of the brand’s growing partnership with the ecommerce giant and Kohl’s effort to increase foot traffic.

Kohl’s is also boosting its product discovery and checkout processes. A tool called “Snap and Shop” allows customers to take photos of products anywhere and find similar items at Kohl’s. Also, new this year, shoppers can pay for their items in the Kohl’s mobile app. 

Further complementing the campaign is Kohl’s online-only Black Friday flash deals and 20 days of thematic daily deals, two new opportunities consumers can take advantage of throughout November and December.

An array of curated displays will line Kohl’s stores including those showcasing beauty and fashion brands loved by millennials such as LC Lauren Conrad, Levi’s, POPSUGAR and Nike.

Kohl’s holiday campaign takes an invigorated approach to activations that will appeal to Gen Z and millennials. The campaign is aligned with Kohl’s previous holiday strategy which utilized “Kohl’s Cash” emojis on Twitter and a snow globe-inspired Pinterest gift finder that helped source gifts when shaking your phone. 

For Q2, Kohl’s reported a net sales of $4.17 billion compared with $4.3 billion the previous year. Sales at Kohl’s stores open more than a year fell 2.9 percent, wider than Wall Street’s estimates of a 2.5 percent decrease.

Why Brand Marketers Should Take Cues From Fashion’s ‘Drop Culture’

Originally published at AW360.

AW360 had a chance to sit down with Liz Aviles, VP of Market Intelligence at Upshot to discuss the myriad ways brand marketers can (and should) benefit from emulating “drop culture–” one of the fashion industry’s most successful modern tactics.

Please introduce yourself and tell us about your background.

I’m Liz Aviles, VP of Market Intelligence at Upshot. In this role, I’m a member of the research and strategy team at the agency working across all of Upshot’s businesses. In this multi-category and multidisciplinary role, I’m especially interested in the blurring of influences across varied parts of the marketplace. Identifying how trends and consumer behaviors in one sector can inspire innovation for brands in other categories has always been a focus of my work at the agency.

How do you define drop culture and what is its history in marketing?

Drop culture marketing developed with the rise of sneaker culture (catalyzed by Nike’s introduction of the Air Jordan in the mid-eighties). Drops are characterized by product releases with little or no warning, in limited quantities via limited retailers. They now increasingly incorporate collaborations (or collabs) with other brands or designers. Today, they also rely heavily on social media as a vehicle for brands to announce a drop and as a platform for consumers to showcase their achievement in acquiring the scarce and coveted product that’s been dropped.

How can fashion’s drop culture be co-opted by other consumer brand categories for product marketing purposes?

Marketers can leverage the timing tactics, the language, visual style, and social tactics of fashion drops to better drive traffic, test new products, and create excitement about a brand.

What are the differences between traditional LTOs (limited time offers) and “drops” in today’s marketplace?

While brands have long utilized LTO’s to spur interest in their offerings, drops amplify the excitement, aka the hype, with an element of surprise, a greater emphasis on collaborations, a heavy reliance on social media, and most importantly, a recognition that Gen-Z and Millennial consumers are driven by a desire for continuous innovation and novelty from brands. Drop culture brands recognize that drops feed that desire for what’s new and ephemeral most especially in passion categories such as fashion, music and gaming.

What are some examples of forward-thinking brands that are reaching Gen-Z and millennials via drop culture strategies?

Nike continues to rule the drop, but the streetwear brand Supreme is typically credited with mastering this form of hype and influencing the broader fashion industry. Luxury brands like Burberry and Gucci among others have also embraced drop tactics, as they’re no longer beholden to the dictates of a traditional seasonal fashion calendar.

In music, streaming with its untethering to a physical product has also facilitated artists’ use of drops creating the surprise album dynamic. But, what’s been especially fascinating is the embrace of drop tactics in other less expected parts of the marketplace like in the QSR channel. Yes, LTO’s are standard fare for these brands, but we see them using geographic scarcity, surprise and a bolder social approach to generate desire for their new items.

You talk about “brand excitement” as a method to build consumer affinity.  What are some ways brand marketers can use drop culture tactics to build brand excitement?

While most brand categories can take inspiration from the drop playbook, it’s in passion categories that these types of tactics are most likely to move the marketplace. However, with brand loyalty challenged by today’s fickle consumers and fragmented product environment, most brand marketers should be considering how their brands can leverage scarcity, surprise, clever social media marketing and collaborations to appeal to Gen Z and Millennial consumers today.

Brands Can Now Run Ads On YouTube’s Home Feed, Search Results

This week, Google announced it will display ads on YouTube’s home feed and in search results, Tinder’s in-app video series is going international and Facebook gives creators and publishers greater access to brand partnerships and engagement insights.


YouTube Is Bringing Shopping Ads To Its Home Feed, Search Results  

According to Search Engine Journal, Google is letting brands tap into users’ shopping intent.

Why it matters: Google says nearly two-thirds of shoppers use online video as inspiration for their purchase and more than 90 percent of those shoppers say they’ve discovered new products and brands via YouTube.

The details: Users will now see visual shopping ads, tailored to their interests, on YouTube’s home feed and when conducting searches.


Tinder To Launch New Swipe Night In-App Series Outside The US

The move comes after the in-app video series drove double-digit increases in matches and messages.

Why it matters: The interactive video series was a departure for the dating app that resonated so well with Gen Z users that Tinder will take it international in 2020.

The details: Tinder’s “Swipe Night” allowed users to swipe on a story, the narrative for which they could customize, a style format popularized by Netflix. The in-app series led to a 20 to 25 percent increase in likes and a 30 percent increase in matches. Additionally, the series boosted female engagement on the app.


Facebook Announces Expanded Access To Brand Collabs Manager

Initially, the “Brand Collabs Manager” tool was only open to a limited set of creators.

Why it matters: With greater access to partnership opportunities and deeper insights, creators and publishers alike will be able to make content that resonates with their audience.

The details: Introduced last year, “Brand Collabs Manager” is a database of potential Facebook and Instagram users that businesses can connect with to arrange partnerships. Now, creators in over 40 countries can apply for access to “Brand Collabs Manager.” To qualify, creators must have at least 1,000 followers, and either have 15,000 engagements on their posts over the last month or have 180,000 minutes viewed. Facebook also rolled out new data insights to its Creator Studio, called “Traffic Source Insights,” with the goal of helping publishers and creators better understand their content’s engagement. 


Twitter To Personalize Users Experience Based On Interest In Topics

Social Media Today reported that Twitter’s new feature will enable users to follow specific topics.

Why it matters: Twitter is looking to simplify the way users stay in touch with conversations of interest and boost engagement on the platform.

The details: Twitter will present prompts to follow topics and personalize users’ experience based on their interest in the specific topic. The platform may also match users with other topics they think they’re interested in based on their profile and activity, such as the tweets they view or like. Twitter has curated listings to cover over 300 topics of general interest. These listings will be formulated via a combination of machine learning and human creation. 


Twitter Exploring Major Changes To Retweets And Mentions

According to The Verge, Twitter is testing new anti-harassment features that could impact the very nature of the platform.

Why it matters: The ability to disable a retweet on specific tweets gives users protection against misinterpreted tweets going viral. Additionally, another potential feature that would prevent other users from mentioning you without permission, however, counters the call-out culture that’s foundational to Twitter.

The details: Twitter’s vice president of design and research yesterday tweeted a list of features he’s looking forward to in 2020 including an option to remove yourself from a conversation, the option to disable a retweet on a tweet, the option to not let people mention you without your permission and removing a mention from a conversation.


WhatsApp Announces New Group Privacy Settings 

The new invite system gives users more privacy.

Why it matters: Before today, the group privacy setting was only available in India. The now globally available privacy feature will help reduce spam.

The details: WhatsApp is giving users three levels of group invite privacy options including “Everyone,” an option that allows any users to add you to a group, “My Contacts” an option to let anyone in your phone’s contacts add you to a group and “My Contacts Except” which lets certain contacts add you to a group. Should someone not from any of the aforementioned categories try adding you, the group admin will be prompted to send the user an invite via a private WhatsApp message.


Facebook To Implement Limits On Number Of Ads Each Page Can Run

The update will start rolling out in mid-2020.

Why it matters: According to Facebook, running too many ads could lead to poor overall ad performance, which would, in turn, reduce overall ad spend. 

The details: Facebook said it will limit the number of ads each page can run at the same time, a change that will “impact just a small percentage of advertisers.” It explained that when running many ads at the same time, “fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance.”


YouTube Launches Animated “Super Stickers” For Creators

The stickers will give creators more ways to earn money and connect with fans. 

Why it matters: With new stickers, YouTube is giving creators more ways to deepen their connection with their fans and make more money at the same time.

The details: YouTube’s new stickers were inspired by its “Super Chat feature,” which allows fans to purchase messages that stand out within a live chat and premieres. The super stickers’ initial release come with eight distinct sticker packs including translated packs for English, French, Japanese, Korean and Portuguese. 


Pinterest’s Q3 Report Shows 47 Percent Increase In Revenue

The platform’s latest performance update reveals increases in both revenue and usage for the third quarter of 2019.

Why it matters: Though it saw a 47 percent increase in revenue, Pinterest’s growth is slower than previous quarters. Its commitment to expand on-platform buying options will allow it to capitalize on its capacity as a product discovery and purchase engine for consumers. While Pinterest’s double-digit growth in international monthly active users (MAU) reflects the platform’s potential for ongoing expansion.

The details: This quarter, Pinterest added 22 million more MAU, making its total MAU 322 million, a 28 percent increase year-over-year. Comparatively, in the same period, Snapchat added 7 million additional daily active users while Facebook added 36 million MUA. Pinterest’s international MUA saw a 38 percent increase and its revenue grew to $280 million.


WhatsApp Lets iOS Users Watch Netflix Trailers Directly In App

Engadget reports insights into the new feature which hasn’t officially been announced yet. 

Why it matters: The feature gives users added incentive to remain within WhatsApp while communicating with friends and family about new Netflix shows or planned viewing events. 
The details: This feature only pertains to trailers. WhatsApp users who want to stream a full movie or show will still have to do so in the Netflix app.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, November 8. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

US Consumers Likely To Source Holiday Gifts Via Social Ads

New research shows that consumers are taking a liking to holiday shopping on social media, giving marketers an opportunity to incorporate more paid social into their holiday campaigns. A Smartly.io survey found that 48 percent of US consumers are considering purchasing products seen in social media ads for holiday gifts. 

The findings indicate that consumers are extremely influenced to buy gifts online after seeing them in social advertising. Smartly.io found that 57 percent of holiday shoppers feel social media ads help them source new gift ideas. Among the 48 percent who said they’re considering purchasing from an ad on social media this year, 40 percent said they’re likely to spend at least $50. 

Brands that create social ads that combine video and static images will see the most return, as 35 percent of consumers said a compelling or engaging video, animation or image mattered most to them when asked about top factors influencing their decision. Other factors that influence decision making include customer testimonials (32 percent) and influencer participation (26 percent).

The apparel and beauty categories have traditionally thrived on paid social given their ability to convey items’ top selling points, however, Smartly.io found that electronics are also finding success via social ads. Seventeen percent of shoppers said they’re most likely to shop from apparel and accessories followed by electronics (15 percent), beauty and wellness (11 percent) and home goods (10 percent).

It comes as no surprise that of those who have purchased holiday gifts via social media ads, 76 percent have done so via Facebook or Instagram, and 60 percent expect to see the most relevant holiday ads on Facebook or Instagram followed by YouTube (15 percent). The brands that stand out from the pack will include those that design ads to be as unobtrusive to the consumer and conform to the native content each placement has. Shoppers have the highest expectations for Facebook and Instagram with 57 percent expecting the platforms to deliver top-quality holiday ads. Consumers said that they’re least likely to find gifts on Twitter and Snapchat this year.

Planet Fitness Appoints Jeremy Tucker As CMO

This week in marketing moves, Jeremy Tucker joins Planet Fitness to lead marketing; Pernod Ricard North America’s CEO steps down to give way to SC Johnson Global’s former chief marketer Ann Mukherjee.


Jeremy Tucker Named Chief Marketing Officer For Planet Fitness

The company announced today that the industry veteran will join marketing team as CMO effective November 20. 

At Planet Fitness, Tucker will be responsible for leading the company’s national and local marketing, branding, creative development and media, digital and social media, brand partnerships and sponsorships, communications, as well as corporate social responsibility. He will report to Chris Rondeau, chief executive officer of the fitness centers’ chain. 

Tucker joins Planet Fitness from Nissan North America, where he served as VP, marketing communications. He was also a VP, strategic marketing for The Walt Disney Company and held a number of leadership positions at PepsiCo. 

“I am thrilled to join Planet Fitness at such an exciting time in its history and to have the opportunity to further elevate this highly relatable and recognizable brand that so many consumers love. It’s clear that the Company has a substantial runway ahead and I’m eager to partner with Chris and the leadership team to help fuel the brand’s next phase of growth,” Tucker said in a communication shared with AList.


Ann Mukherjee To Become CEO Of Pernod Ricard North America

Former SC Johnson Global chief marketing officer, Ann Mukherjee, has been tapped for the role of CEO for Pernod Ricard North, as the company’s current chief executive officer announced his departure. 

Mukherjee has over 30 years experience in marketing and sales functions and most recently, she served as chief global commercial officer at SC Johnson. She also served as the president at PepsiCo Global Snacks and was CMO for Frito-Lay North America.

Pernod chairman and CEO Alex Ricard said about Mukherjee’s appointment: “I am very pleased to welcome Ann to our executive committee. Her comprehensive marketing and commercial expertise will not only undoubtedly contribute to furthering the transformation of our ever-more consumer-oriented company, but to achieving our first and foremost objective: to accelerate our growth in our number one market, the United States.”


David’s Bridal Names New CMO

David’s Bridal announced today the appointment of Kelly Cook as the company’s chief marketing officer. 

Cook brings over two decades of marketing and ecommerce experience to David’s Bridal. 

Throughout her career, she held several leadership marketing roles at Pier 1, Kmart and DSW, and in her role at David’s Bridal, she will be tasked with leading the company’s marketing, ecommerce, advertising, CRM, communications, creative, events and strategic partnership divisions. Cook will report directly to the CEO of David’s Bridal, James Marcum. 

“I’m so proud and honored to say, ‘I do’ to the team at David’s Bridal. This is an iconic brand with a unique value proposition that no one else in the business can touch. My focus will be on creating a seamless experience, from website to store, for every bride as she plans for one of the most important days of her life, and beyond,” Cook said about her appointment. 


Dean Evans Appointed Executive Vice President At Cars.com

Hyundai’s Dean Evans, who left the CMO position at the company in October, accepted an offer to become executive vice president at Cars.com. 

In his new role, Evans will be responsible for creating new marketing tools and will report directly to Cars.com CEO Alex Vetter.

“The company is sitting on an amazing foundation of first-party data and technology solutions, which, combined with the media platform of Cars.com, will enable powerful growth and profitability for the industry,” Evans said in a press release, announcing his appointment. 


Papa John’s Names New Commercial And Marketing Officer

The pizza chain welcomes Max Wetzel as chief commercial and marketing officer. 

Most recently, Wetzel was VP consumer brands and chief transformation officer with PPG Industries and spent nearly 10 years at The Kraft Heinz company before that. At Papa John’s he will be tasked with overseeing marketing, menu strategy, product innovation and a new project management office.


Ex-Marketing Exec At TD Bank Joins Walgreens As Marketing Chief 

This week, Walgreens appoints Patrick McLean as CMO, effective immediately. 

Previously, McLean served as VP, Digital Brand Strategy at Capital One and was previously the head of Interactive Marketing and ecommerce at Verizon. 

McLean said about his appointment: “It’s exciting to join Walgreens at this pivotal moment when modern marketing can serve as an architect of end-to-end customer journeys and experiences.” 


Smart Energy’s Gavin Sheppard To Leave Company 

Gavin Sheppard, Smart Energy chief marketing officer, will step down after six years with the government-backed company. 

“After a wonderful and rollercoaster six years at Smart Energy GB, I am stepping down at the end of the year. It is a wonderful team, of whom I am enormously proud. 15 million households have adopted smart, with millions more on waiting lists. It’s one of the most successful product adoptions and behavior change initiatives ever.”

Sheppard wrote in the LinkedIn post, announcing his departure. At Smart Energy, Sheppard developed the marketing function from scratch, designing and appointing the entire internal and agency team and oversaw the creation of the proposition and brand and launched it into the UK consumer market.


Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, November 8. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

Chief Marketing Officer ThirdLoveSan Francisco, CA
Vice President, Film MarketingNew York UniversityBrooklyn, NY
Chief Communications And Marketing OfficerUC San DiegoSan Diego, CA
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, MarketingNew Arena at Seattle CenterSeattle, WA

Make sure to check back for updates on our Careers page.

A 100-Year Success Story With Justin Parnell

During this episode of “Marketing Today,” I interview Justin Parnell, the head of Oreo brand marketing and senior director at Mondelez. He has over 15 years of experience building some of the most iconic global food and snack brands. 

Parnell shares with us not only how to survive but thrive in the center-store grocery aisle. He talks about how to maintain relevance as a 100-year-old cookie when culture and your consumer base continues to change over the years. He then discusses what brand leaders can do to innovate and also shares how to be successful in zero-based budgeting (ZBB).

Finally, Justin discusses the importance of staying relevant in the demanding environment of consumer package goods (CPG). “The brands that do well place a premium on being distinctive.” Modern-day marketers have to focus on being able to execute great strategies in a way that makes them distinctive. Parnell shares the necessity for marketers to make an impact on the world in setting the tone for greater inclusivity.

Highlights from this week’s “Marketing Today”:

  • Justin’s background and path towards Mondelez. (01:45)   
  • Pivotal twists along the journey. (03:46)  
  • How does a CPG brand thrive and grow in a challenging environment? (06:51)   
  • The importance of being distinctive and willing to evolve. (07:41)  
  • How Oreo has maintained its relevance as a 100-year-old cookie. (09:56)   
  • Successfully incorporating diversity and inclusion in your brand story. (15:42)   
  • Re-defining the “multi-cultural” market. (19:36)  
  • The latest in digital marketing and how marketers should be using those tools. (21:31)  
  • Tips on taking marketing “24/7.” (24:42)    
  • What’s working to track the younger demographics? (26:20)   
  • The variety of sources for ideas. (30:03)   
  • How to quickly capitalize on shifting your product to the culture. (33:00)  
  • The philosophy for Mondelez on how to approach zero-based budgeting. (35:58)   
  • An experience of Justin’s past that defines who he is today. (38:18)   
  • What drives Justin day-to-day? (39:32)  
  • Brands, companies or organizations to be aware of. (40:50)  
  • What does Justin have to say about the future of marketing? (43:46)   

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Everything Brands Need To Know About Snapchat Influencer Marketing

Originally published on ION.

(Editor’s note: AList is published by a.network. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

With Instagram and TikTok at the forefront of influencer marketing, there’s one app that gets lost in the shuffle: Snapchat. Misunderstood by many brands, the app beloved by Gen Z is also an underutilized trove of influencer activations. For a better understanding of how to incorporate Snapchat into your influencer marketing strategy, we spoke with freelance marketing consultant Kate Talbot, who’s also the author of, “Oh Snap! You Can Use Snapchat For Business,” about best practices on scouting Snapchat influencers and measuring campaign success.

What kind of influencer activations should marketers leverage on the platform and what purpose does each activation play in the funnel? 

Marketers should leverage all types of influencer activations from events to product releases and contests. The best type of influencer activations on Snapchat include taking followers behind the scenes on adventures when working with large brands like Disney or at user conferences like those held by IBM. By utilizing Snapchat’s filters and unique tools, and making the content fun and light, influencer activity should target top of the funnel activity, helping brands gain more followers and increase awareness. 

Because Snapchat also allows for shopping and links, you can have influencers talk about products and focus on conversions as well. Ultimately, those activities should come after influencers demonstrate trust and authority and show their human side so followers will want to purchase what they are selling. 

Additionally, with Lens Studio, brands should connect with AR Lens Creators so that they can highlight user-generated content (UGC) and create Snapchat filters that are built by creators. 

Which influencer activations are marketers having the most success with on the platform?

Snapchat differentiates itself with community-built augmented reality (AR) filters that are available to the public. Brands can also work with AR Snapchat influencers to create branded campaigns. An example of a successful influencer leveraging the space is Cyrene Q. She most recently worked with Charlie’s Angels movie and Grubhub. 

In this Snap, you can see how she created a special filter for Grubhub and here is the special QR Code to unlock it.

How do you scout influencers or determine which ones have genuine pull? 

There are many ways to scout influencers depending on your budget and goals. On the “Subscriptions” and “For You” area, Snapchat highlights influencers that you can reach out to. Those are usually more popular, so you might have to work with influencer agencies, marketplaces or find their contact information and email them directly. 

For Lens Studio activity, Snapchat highlights creators on the website and features their QR codes.

How do you measure the success of the activation or campaign?

Each campaign will differ. You might look at views and interactions like screenshots to measure brand awareness, or if you are focusing on conversions or promos, you can see how many purchased through Snapchat communications. 

Should the activation be cross-promoted on a brand’s other channels or social platforms?  

Yes! Right now, many users are more focused on TikTok and Instagram. If you’re creating great content then post across the channels so that it is viewed. However, always create and post content that fits right into the channel itself—be mindful of that. 

Where’s the most potential growth?

The biggest growth potential is creating AR Filters with Lens Studio. Snapchat just had their second Augmented Reality Creator Summit with over 100 attendees. AR is going to be a huge part of their strategy moving forward, and they’ve always been first to market in this aspect because they look at the world through a different lens. Hence, influencers on the space are thinking about content in a different light compared to Instagram or YouTube

How much of their influencer marketing budget should marketers be prepared to spend on Snapchat influencer activations? Are Snap influencers as expensive as Instagram influencers? 

It all really depends on goals and where their followers are. If a company is focused more on Gen Z, Snapchat might be more important. However, as I’ve worked with many influencer agencies and marketplaces, brands are focusing their budgets on Instagram. It’s easier to see data on Instagram and negotiate off of ROI. Additionally, with the rise of Instagram nano-influencers, you can get a larger amount of influencers at reasonable prices.

I would create an influencer budget and then delegate certain amounts to each platform depending on your product and audience. 

How does influencer marketing on Snapchat compare to influencer marketing on TikTok or Instagram Stories? 

Right now, content creators are focused a lot on Instagram and TikTok. Instagram has done a great job creating beneficial relationships with influencers. TikTok is the hottest platform right now, so creators are trying to build their brand and content on the channel.

Snapchat has taken a while to give influencers access, and it has hurt their influencer marketing growth. In my opinion, it will be hard to keep creators producing content on Snapchat if they don’t increase their data analytics and API capabilities so that agencies and marketplaces can better determine the ROI of campaigns.

UK’s National Trust Teams With Smart Energy GB To Demonstrate Impact Of Climate Change

UK government-backed campaign Smart Energy GB has launched an immersive activation in partnership with the National Trust called “Travel to 2050” to shine a light on the impact of climate change. Smart Energy GB enlisted a creative agency to design six installations at National Trust sites across the country that allow visitors to time travel to the year 2050 to see climate impact. 

The installations use augmented reality (AR) and computer-generated imagery (CGI) technology to recreate the National Trust properties through time in order to show what a low carbon, energy-efficient future might look like in 30 years versus what the country could face should people ignore the current climate emergency. Inside the high-tech installations, visitors will be shown a stark look at each National Trust property in the midst of a polluted environment followed by a rejuvenated look at the wildlife if they act now to cut carbon emissions. Each installation, standing at eight-feet tall, resembles a mirrored structure made of sustainable and recycled materials. 

To spread awareness of the issue, the National Trust will run a multichannel campaign encouraging people to visit the installations and take small steps in protecting the environment. This includes a bespoke advertorial feature in the latest edition of the National Trust magazine. Smart Energy GB will also be activating a series of co-branded advertorials in local and national newspapers to support the partnership.

Smart Energy GB introduced smart meters across England, Scotland and Wales with the intention of helping consumers understand how smart meters could make their energy use more efficient. Data gathered from these smart meters about household energy consumption enables the system to plan for and balance out the peaks and valleys in demand, making it easier to integrate sustainable sources of power.

The National Trust has pledged to reduce its energy use by 15 percent and generate 50 percent of its energy from renewable resources by 2021.

Ketel One Espresso Martini Garden Highlights Coffee Sustainability

Ketel One Vodka is partnering with Bourne & Hollingsworth in London to host a month-long indoor garden pop-up focused on sustainability. By turning used coffee grounds from Bourne & Hollingsworth’s espresso martinis into compost for an indoor garden, Ketel One aims to educate consumers about the alternative ways to reuse and recycle their coffee grounds.

The Ketel One Espresso Martini Garden will feature a cocktail menu highlighting a variety of quirky takes on the espresso martini. It’s Ketel One’s goal to raise awareness of the 500,000 tons of spent coffee grounds that are sent to landfills each year. 

Those who attend the pop-up can also attend masterclasses hosted by gardener and sustainability expert Julius Roberts. He will share tips on repurposing spent coffee grounds while Ketel One brand ambassador Kate Jackson will demonstrate how to mix up sustainable cocktails at home. All remaining spent coffee grounds from the pop-up will be donated to natural and organic skincare brand UpCircle for use in the brand’s products.

The martini garden pop-up is open for free to Londoners now through the end of November.

Capitalizing on millennials’ concern for the environment and love for immersive experiences are central to Ketel One’s strategy. A Harris Group study found that 72 percent of millennials prefer an experience over a material item. Similarly, in a survey from Cone Communications, 87 percent of millennials believe that companies should address urgent social and environmental issues.

Ketel One, a Diageo-owned company, said it grew sales grew by 22 percent in North America in the six months through December 2018. Diageo CEO Ivan Menezes recently told investors that the brand’s Botanicals line has brought new consumers into the franchise.