Wingstop Restaurants Promotes CMO

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This week in marketing moves, Wingstop promotes Christina Clarke to chief marketing officer, Wenny Katzenstein is named vice president, marketing strategy at Sony Pictures Television’s Funimation and JustFab taps new CMO.

Christina Clarke Named Wingstop’s Marketing Chief

The chicken chain announced today the promotion of Christina Clarke from SVP of marketing to CMO. 

Clarke joined Wingstop as vice president of marketing in October 2018 and was promoted to interim CMO in September. 

Clarke played an important role in the Wingstop’s national advertising strategy, helping to spearhead the brand’s “Where Flavor Gets Its Wings” campaign in February. 

Previously, she served as senior director of marketing, Portfolio for PepsiCo and was a field merchandising leader at Pizza Hut.

MAC Cosmetics Hires First Global Marketing SVP

MAC Cosmetics tapped former Coty’s CMO, Ukonwa Ojo, as the brand’s first senior vice-president, global marketing, effective December 2. 

In her new role, Ojo will oversee the consumer marketing and product marketing teams and will report directly to MACs senior vice-president and general manager, Philippe Pinatel. 

Pinatel said: “Ukonwa is a true brand builder who imbues a fast-moving entrepreneurial spirit and truly embodies the brands that she works on.”

TechStyle Fashion Group Appoints Chief Marketing Officer 

The global fashion retailer, TechStyle Fashion Group, appointed Daria Burke as chief marketing officer of JustFab, the company’s shoes and accessories brand.

In her new role, Burke will oversee JustFab’s global brand awareness and positioning and will be in charge of all marketing functions across channels and locations. 

Prior to joining JustFab, Burke was Head of Beauty Strategy, Innovation and Experience at CVS and was a part of Facebook’s Global Business Group, Beauty, Luxury and Fashion Retail.  

“Daria is a veteran digital strategist who brings to JustFab extensive experience leading integrated marketing programs within the retail and fashion industries,” said Laura Joukovski, president of Global Fashion Brands at TechStyle. 

UKTV’s Marketing Chief Steps Down 

Zoë Clapp, the first chief marketing and communications officer at UKTV, will exit the role on December 13.

Clapp spent 15 years with the BBC-owned broadcaster and before being promoted to CMO in 2016, she held several executive marketing roles. 

“I’m exceptionally proud of my bright and talented teams who have made my work so rewarding, and I give them heartfelt thanks for being such brilliant colleagues,” Clapp said about her departure.

Wenny Katzenstein Joins Funimation As VP,  Marketing Strategy

Sony Pictures Television’s anime brand, Funimation, has hired former NBCUniversal marketing exec, Wenny Katzenstein, as vice president, marketing strategy. 

Katzenstein is filling the newly created role of VP of marketing strategy and in this position, she will be in charge of Funimation-specific brand campaigns. 

Katzenstein joins Funimation from NBCUniversal Media, where she served as director, marketing strategy and analytics. She also spent 20 years at the Walt Disney Co., holding several executive marketing roles. 

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, November 22. 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 

Vice President, Global MarketingShiseido Americas CorporationNew York, NY
Vice President, Creative MarketingFOX CorporationNew York, NY
Chief Marketing OfficerForresterCambridge, UK
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing StrategyParamount PicturesHollywood, CA

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

J.C. Penney’s AR-Enabled Campaign Lets Brides-To-Be Virtually Try On Rings

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J.C. Penney is launching an augmented reality-enabled mobile ad campaign that lets brides-to-be virtually try on engagement rings to promote the retailer’s “Modern Bride” collection. The campaign is in partnership with Verizon Media, the phone company’s advertising and content unit, and will run through the end of the year.

When consumers click on ads that appear on HuffPost Life, Yahoo Sports and other Verizon Media properties, they’ll activate the AR ring try-on feature. Brides-to-be can also discover their wedding personality through ad formats that deliver a quiz about their lifestyle and fashion preferences. The experience then directs them to the J.C. Penney site featuring engagement rings that match their tastes.

The campaign also includes an ad sponsorship on HuffPost Life’s “The Look of Love” section to highlight J.C. Penney’s “Modern Bride” collection.

According to data from J.C. Penney, nearly one-fifth of wedding proposals occur in December. Aligning an interactive campaign with the holiday season could put J.C. Penney ahead of other competitors in the wedding jewelry space, which has seen more brands transition to direct-to-consumer models lately in order to fit millennials’ shopping behavior. 
The 117-year-old retailer has been struggling to turn things around amid declining sales and foot traffic. It hasn’t reported a quarterly sales gain since the 2017 holiday season and reported a decrease in annual sales of 6.6 percent last year.

Tupperware Opens Pop-Up In Effort To Enter Direct-To-Consumer Market

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Tupperware has opened its first-ever temporary store, a pop-up in New York, as part of its strategy to redefine the brand and launch its revamped shoppable website. Reduced dividends in the final quarter of 2018 and consumers’ shifting behavior led the brand to enter direct-to-consumer (DTC) retail. The kitchen and household products have historically only been available for purchase directly from sales reps or at Tupperware parties.

The Soho pop-up includes displays showcasing the original Tupperware items consumers still appreciate today in addition to microwavable grills, wine bottle openers and pull-cord food processors. Attracting shoppers of the anti-plastic generation has also encouraged the brand to use the pop-up as a place to educate consumers on Tupperware’s stance on single-use plastics. 

To coincide with the opening of the pop-up, Tupperware also launched an updated website, where customers can communicate with sales reps and learn more about hosting a Tupperware party.

Tupperware’s chief executive, Tricia Stitzel, said of the brand’s new direction that there’s a need for “greater engagement, access, updated business models and relevance.”

Given the brand is actively pursuing different ways to connect Tupperware products with consumers, a pop-up is a smart place to start. Vice-president of global brand engagement, Chip Reingold, said the pop-up gives Tupperware the opportunity to try experiential marketing and test the waters on reaction to the brand and the product mix. After building more access points, Tupperware’s mission is to promote awareness then roll ecommerce out across all markets as it currently operates in under 100.

YouTube Attracts Ad Dollars From Television With New Nielsen Data Integration

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This week, YouTube announced the addition of Nielsen television data to its audience planning tool, Facebook gives brands more in-depth control over ad placements and Amazon is rumored to launch its own cloud gaming service.

YouTube Integrates Nielsen Television Data Into Its Audience Planning Tool 

Google is adding Nielsen data to “Reach Planner,” its audience planning tool within Google Ads that launched last April.

Why it matters: Knowing that brands are using Google data from Reach Planner to help find audiences ditching traditional television, it’s likely that Google wants to control additional YouTube inventory within its auctions and borrow familiar television buying practices to attract big brand advertisers. 

The details: YouTube’s US director of video, Kristin MacGregor, said that many ad agencies use Reach Planner to estimate unique reach for large campaigns. With integrated Nielsen television demographics, brands can now compare YouTube and television reach on an apple to apple basis.

Facebook Gives Brands More Control Over Ad Placements

Facebook’s new brand safety tools will enable businesses to better control where their ads appear across the platform’s various ad delivery networks.

Why it matters: In 2017, YouTube lost millions of dollars in revenue after major brands pulled their spend due to concerns that their ads were displayed alongside extremist content and hate speech. Facebook’s new brand safety tools, which enable brands in-depth control, are the platform’s efforts to avoid the same issue. 

The details: Facebook is adding a new, dedicated section where brands can create blocklists, receive delivery reports and set account-level inventory filters. Facebook is looking to give advertisers the ability to white-list forms of content they appear on for in-stream video ads. Facebook also has a new brand safety partner, Zefr, who will join DoubleVerify, Integral Ad Science and OpenSlate to improve brand safety tools. 

Amazon’s Rumored To Launch Its Own Cloud Gaming Service Next Year

According to The Verge, job listings have given some evidence that Amazon is, in fact, launching a cloud gaming service.

Why it matters: Cloud gaming has become a popular new battleground for tech companies. With an already massive infrastructure and streaming know-how in place, Amazon is equipped to launch its own cloud gaming service and understands the huge potential for such a service.

The details: Amazon has experimented with cloud gaming before, with a game made by its own Amazon Game Studios in 2014. A report from The Information said Amazon’s new cloud gaming venture wouldn’t launch until 2020 at the earliest.

Snapchat Will Pay More Than $750,000 To Top Augmented Reality Stars

According to AdAge, Snapchat will triple what it paid out to augmented reality (AR) creators in 2019.

Why it matters: Snapchat saw a boost in downloads following the launch of its gender-swap and baby lenses. Still, the platform’s growth has been slowed by Instagram. Leading innovation on new AR tools will help Snapchat remain relevant and keep its users engaged.

The details: Snapchat’s commitment to pay AR creators more than $750,000 is significant considering it’s on track to generate about $1.2 billion in ad revenue in 2020. Snapchat’s ultimate goal is to iterate its Spectacles video sunglasses into fully functional AR devices.

Facebook’s New “Whale” App Lets Users Make Memes

The meme-making app is Facebook’s latest attempt to stay hip among Gen Z and millennials.

Why it matters: Whale could gain traction with younger users if the app continuously offers the latest meme templates. The app is in line with Facebook’s strategy to woo young users as it also recently launched music app AUX—meant for sharing music—and chat app Bump—which connects students through Q-and-A-style messaging. 

The details: Whale is available to Canadian users via Facebook’s experiential app division called NPE Team LLC. The app lets users make their own memes via simplified templates and tools without “hidden subscription pricing or distractions.”

Snapchat Says Political Ads On Platform Will Be Subject To Review

Snapchat’s CEO Evan Spiegel said the platform fact-checks all ads including those from political candidates.

Why it matters: Snapchat’s taken a different approach to political ads than Facebook and Twitter. Snapchat says it will allow political ads but also limit misinformation via fact-checking. Facebook will allow political ads that are exempt from fact checks whereas Twitter will ban all political ads, but will allow certain “issues” ads.

The details: Spiegel said that Snapchat tries to create “a place for political ads on our platform” especially because “we reach so many young people and first-time voters.”

Twitch Launches Free Streaming Software For Newcomers

The platform launched Twitch Studio, an all-in-one streaming app that takes the guesswork out of setting up a stream.

Why it matters: Twitch debuted the app in August to a select group of users. Now available to everyone, Twitch Studio will encourage those who aren’t sure how to get started with streaming to get on board.

The details: Twitch says the software is primarily geared toward new streamers. While most streamers use third-party streaming programs such as Xsplit or OBS, Twitch Studio is purpose-built for streaming on Twitch. When downloaded, the software starts a guided setup process that detects hardware and adjusts stream settings to optimize for connection speed. The app comes with starter layouts and overlays to help personalize streams as well as integrated alerts.

Facebook Is Testing An In-App Feature Similar In Feel To Instagram

TechCrunch spotted Facebook testing a feature called Popular Photos that mimics the experience of scrolling an Instagram feed but within Facebook.

Why it matters: Given Facebook has most of the same features as Instagram, it’s only missing an explore tab and a dedicated media feed now. Popular Photos could provide users with a more passive browsing experience that omits having to click links and eliminate the need to read updates.

The details: Popular Photos affixes a scroll of algorithmically selected pictures beneath the full-screen view of a photo opened in Facebook’s news feed. A Facebook spokesperson confirmed that Facebook was running a small test of Popular Photos in October.

TikTok Tests Shoppable Video Links For Influencers

According to Adweek, TikTok is running beta tests that allow influencers to embed social commerce links in videos on the app.

Why it matters: TikTok currently allows brands to run shoppable ads, but this would mark the platform’s first foray into social commerce where users can shop directly from influencers. The feature would also enable influencers to make their content more shoppable.

The details: TikTok’s social commerce links were first spotted by a TikTok engineer on a Chinese web forum. TikTok confirmed to Adweek that it is, in fact, testing a social commerce functionality.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, November 22. 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.

Everything You Need To Know About YouTube Influencer Marketing

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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.)

Thirty-six percent of brands utilize YouTube for influencer marketing. That figure is low when you consider 79 percent of brands predominantly use Instagram for influencer activations. Instagram influencers might be in popular demand, but brands looking to convey a message or promote a product and have it linger in consumer’s minds would be wise to test the YouTube waters. On the Google-owned video platform, influencers have more time to genuinely connect with consumers and actually have their messages be heard—unlike on Instagram, one could argue, where just 60 percent of stories are viewed with the sound on. 

With no centralized YouTube influencer marketplace in place, however, marketers are often unsure how to manage successful influencer activations. For a better understanding of the best practices for YouTube influencer marketing, we spoke with Alex Gross, SVP of Audience development and digital Strategy at Mars Reel. Ahead, Gross sheds light on when to use YouTube for influencer marketing and how to get the most return on investment (ROI).

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

Two popular types of influencer activation are direct response (DR) and brand awareness. My campaigns are generally a mixture of the two.

It’s a rite of passage for many YouTubers to start producing direct response campaigns. YouTube makes these campaigns especially easy due to the handy inclusion of the “Link in Description.” Creators can ask their audience to click on the link to achieve the brand’s conversion goal. These DR campaigns can be placed further up the marketing funnel when used to generate leads or newsletter sign-ups. They can also be bottom of funnel when the influencer specifically asks the viewer to buy the sponsor’s product/service. 

Brand awareness campaigns get new fans to enter the top of your funnel. Brand awareness campaigns can be great as fans have a personal connection with their favorite creators. Aside from the influencer being required to disclose the sponsorship, the creator’s brand awareness ad can feel more like one friend recommending something to another. 

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

I’ve had the most success with campaigns that blend direct response and brand awareness. Some best practices for sponsorships include: 

  • Tailor the idea and video creative to fit the influencer’s channel
  • Make sure the influencer’s audience is a fit for your product/brand
  • Do your research on the influencer to help understand his or her audience 
  • Get the creator passionate about the project

While I was Crypt TV’s SVP of audience development and distribution, my most successful sponsorship was a five-video series with Dead Meat, a popular horror YouTuber who counts the kills in horror films. My goal in the sponsorship was to grow Crypt TV’s YouTube audience. 

There was great synergy as Crypt TV films are famous for their kills and Dead Meat is famous for counting them. When Dead Meat’s first video was released, Crypt gained over 25K subscribers in a single day. Subscribers and views nearly doubled upon campaign completion. 

Beyond subscriber growth, I’ve also seen huge success in direct response while consulting for Algebra Media. They’re a brand-to-creator agency that builds out direct response and social sponsorships for brand clients. 

How do you scout influencers or determine which ones have pull on the platform?

I scout influencers using a plethora of YouTube tools and search strategies that I’ve developed over the years. I first identify the sponsor’s target audience and decide on which channel niches to mine. 

I like to mine out a genre on YouTube before making offers or beginning outreach. By mining niches, I mean finding as many influencers as possible that fit within the niche. You need to throw a wide net when planning. Not all cold calls turn warm. 

When assessing influencers, I recommend: 

  • Watch their content to see how I would categorize it and what niche it best represents
  • Assess their brand fit and brand safety
  • Note their expected view performance
  • Identify creative collaboration/sponsorship opportunities 

How do you measure the success of the activation or campaign on this platform?

At the end of the day, check if the value generated was worth the budget, time and effort spent. Essentially, based on the cost per conversion, would my time and money have been better spent elsewhere? Could I have gotten more conversions by spending the resources elsewhere? 

Success can be defined very differently depending on the goal and objective one is striving to achieve. Brand awareness is more intangible and difficult to measure than direct response. 

I always suggest setting expectations before launching campaigns. You should have an idea of what results would make you ecstatic, depressed or just merely content. Some basic metrics to track include:

  • Views on video
  • Number of promo codes used
  • Number of clicks on branded link
  • Subscribers gained
  • Sales and visitor uplift

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

It doesn’t hurt to have your brand promoted on Twitter, Instagram, Facebook, TikTok and other social platforms in addition to YouTube. I generally see these posts as added value. I’m most concerned with YouTube performance as that’s where I see the most ROI. 

The value of cross-promotion will likely fluctuate hugely depending on what the sponsor is promoting. The sponsor’s niche and the engagement on the influencer’s other social channels will also be a huge factor. I don’t work in retail or beauty, but I imagine an influencer manager in that field would see huge value in Instagram posts/stories. 

Where’s the most growth potential for influencer marketing?

In my opinion, influencer marketing has a much more difficult learning curve than other forms of media because it’s so disjointed. Having a central, organized marketplace for YouTube influencers would be very helpful. Many companies are trying to do this, but I’ve yet to find one that adds enough value to justify their high costs. I think Google creating its own ads platform for influencers is the most likely scenario. 

Getting started in influencer marketing can be too daunting for marketers unfamiliar with YouTube and influencers. Influencer marketing on YouTube is still very much the Wild West. Many business owners have yet to run influencer marketing campaigns because it’s too complicated or they simply don’t know where to begin. There’s no set process in setting up influencer sponsorships. This can make it very inefficient for marketers and business owners compared to when they run Facebook and Google ads.  If you want to run paid media on those platforms, the set-up process is guided and relatively straight-forward. 

How does influencer marketing on YouTube compare with influencer marketing on TikTok or Instagram Stories?

TikTok and Instagram are much more ephemeral than YouTube. YouTube videos are significantly longer. YouTube creators have significantly more time to genuinely and authentically relay to their audience why their fans should buy/use the sponsor’s product/brand. With Instagram, you can’t guarantee that videos will even be watched with sound. 
Another big benefit of YouTube is that creators can tell their fans to click the link in description which allows for immediate action to be taken. Also, YouTube videos have evergreen value as they continue to accumulate views over time. To give an example, a sponsorship I ran with Bat in the Sun while at Crypt TV had only 1 million views after its first 30 days of release. One year later, it’s gained an additional 2.5 million views worth of added value.

Samuel Adams Launches Feel-Good Holiday Campaign Amid Declining Beer Consumption

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Samuel Adams is launching a campaign called “Toast Someone,” to encourage consumers to honor a simple gesture: a toast. In an effort to inspire drinkers to show their gratitude to someone who’s made a meaningful impact on their life, the American brewer has employed a glass raising social media challenge meant to drive awareness—and ultimately get people to drink more beer. 

Samuel Adams is asking fans to document themselves raising a glass to someone with a bottle of Samuel Adams Boston Lager then post the photo to their Instagram, Facebook or Twitter using the hashtag #ToastSomeone. Participants are also encouraged to tag @SamuelAdamsBeer and the recipient. A bespoke augmented reality (AR) Snapchat filter will accompany the campaign. 

The campaign follows a survey conducted by the brand that shows 84 percent of Americans don’t express appreciation for others as often as they should, and 58 percent are more likely to do so during the holiday season.

Given 49 percent of survey respondents also said that feeling awkward was the biggest barrier to expressing appreciation, Samuel Addams has created a limited-edition “Toast Someone” two-pack carrier that fits two Boston Lagers and includes space for a written sentiment. Starting this week at retailers nationwide, while supplies last, the two-pack carriers will be available free of charge with any Samuel Adams purchase.

To demonstrate the power of a toast, Samuel Adams called on popular comedians like Brendan Schaub and Whitney Cummings to thank someone with a toast as opposed to a roast.

A feel-good initiative ahead of the holidays is an organic way to stand out from the crowd this season, especially amid US beer brands’ declining sales. Between 2012 and 2017, Bud Light saw its sales decrease 17 percent. Other beer brands such as Budweiser, Miller Lite and Coors Lite have also lost market share.

In its second-quarter results, Samuel Adams’ parent company Boston Beer noted, “We are disappointed with our Samuel Adams brand trends and continue to evolve our brand messaging.” Perhaps a touch of cause-marketing will help the brand bounce back.

Coca-Cola Great Britain Fuses Experiential, Cause Marketing To Launch Biggest Holiday Campaign

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Coca-Cola Great Britain is re-launching its “Holidays are coming” campaign with the biggest media plan to date including out-of-home, a new global television ad, digital activity and experiential activations at UK travel hubs.

Interactive moments around the campaign will include surprise karaoke takeovers in central London. The Piccadilly Lights will live-stream popular Christmas songs on its screens for 90 minutes each time, accompanied by a choir who will encourage the public to sing along.

To celebrate the return of Coca-Cola Zero Sugar Cinnamon for a second year, Coca-Cola is infusing the Oxford Circus Underground train station with the scent of cinnamon. Starting December 9, consumers can also enjoy a cinnamon-inspired igloo experience at London’s Winterland in Fullham.

Coca-Cola partnered with Snapchat to create a bespoke lens to drive social engagement. An activation with Waze will also guide people to the nearest store where they can buy Coca-Cola products while on the go.

Lastly, Coca-Cola has created a new television spot for this iteration of the “Holidays are coming” campaign, set to air in December. 

The campaign, which kicked off with the brand’s annual Christmas tour truck on November 15, is tied to a charitable cause. As part of its partnership with homelessness charity, Crisis, Coca-Cola will help reunite unsuspecting friends and families on board for 19 stops nationwide. The brand will also donate 10 percent for every Coca-Cola can sample and recycled on the truck tour.

Coca-Cola Great Britain has continued to expand its recycling efforts since September when it launched the “Round in Circles” campaign. The multi-brand ad campaign was meant to raise awareness about its 100 percent-recyclable packaging initiative, which it supported by turning the Coca-Cola London Eye green for Recycle Week.

Kim Feil On Aspire Healthy Energy Drinks’ Rapid Growth And Women In Business

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During this 180th episode of “Marketing Today,” I interview Kim Feil, chief marketing and strategy officer at Aspire Healthy Energy Drinks. She spent a number of years as a manufacturer, retailer and consultant in the industry. Most notably, before turning to board service and fast growth start-ups, Feil served as CMO at OfficeMax, Walgreens and Sara Lee.  

Feil discusses the importance of key mentors in her life, specifically the influence her Dad had on her. She also addresses the impact of the Network of Executive Women, an organization focused on empowering women executives and inclusion in the workplace. On the hard road to inclusion and diversity in the workplace, Feil shares, “it’s 2019 and the last Fortune 500 company not to have a woman, finally, put a woman on its board.”

Feil gives insight into the startup world through the story of Aspire, a healthy energy drink company that is quickly gaining traction in the industry. Their consumer passion is exceptionally high, and they have been able to move into major markets quickly. Aspire is on track to more than triple again this year and is currently in 4,600 stores. Feil shares more about their growth plans and “endgame” options.

  • Kim’s background in journalism and path into marketing. (02:19)
  • Mentors and their importance in your career. (03:28)
  • The Network of Executive Women, “More of a group that’s been mentors to me.” (03:50)
  • How to get to the CMO level and stay there. (05:12)
  • Combating Imposter Syndrome: “It comes down to how, especially for marketers, it’s such a combination of art and science.” (06:57)
  • Kim’s career shift into board service, startup and entrepreneurship. (08:04)
  • The story of Aspire. (10:40)
  • What’s the “endgame” for Aspire? (14:58)
  • The difference in marketing at a large corporation vs. a startup. (15:45)
  • The importance of Sampling: “Our number 1 marketing strategy.” (16:09)
  • The biggest challenges and opportunities for big brands and fast-growth companies. (17:58)
  • Discussing the goal of Naturally Network. “Their intent was to create an ecosystem of natural and healthier food products.” (19:50)
  • An experience from Kim’s past that defines who she is today. (22:21)
  • What three things fuel Kim day-to-day? (25:05)
  • Brands, companies or organizations to take note of. (26:44)
  • The future of marketing. (29:13)

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.

Adidas Highlights Sustainability With XR Experience At Flagship Paris Store

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Today, adidas announces the launch of the eco-focused extended reality (XR) pilot project to bring attention to the sports brand’s ongoing sustainability efforts. The experience will be offered to customers at the adidas flagship store at Champs Elysees in Paris and will run for six weeks during the holiday season. 

Customers who have the adidas app on their mobile devices can enter an Augmented Reality (AR) Ocean World while visiting the flagship store. There, they’ll witness the impact of consumption and plastic waste on the environment. Accompanied by a giant whale, users will be tasked with collecting ocean garbage, while observing how it breaks into microscopic plastic particles, spins into a thread and transforms into the latest shoe in the new adidas collection, based on recycled plastic waste gathered on beaches and in coastal regions. 

As part of the adidas Platform A program, the cause marketing campaign aims to improve brand and sales growth, as well as stress the positive impact of digital innovations on retail. The initiative was created in collaboration with the creative agency MONOCHROME and eyecandylab, a tech company, specializing in developing interactive video-based AR experiences. 

Robin Sho Moser, CEO at eyecandylab said in a press release shared with AList: “Through our cooperation with adidas, we again demonstrate how Augmented Reality is disrupting a wide range of areas and how our technology plays a key role. Augmented Reality is very effective as a medium for storytelling because it completely integrates the user. Our project not only serves to position adidas as an innovator but also highlights the company’s environmental and sustainability activities.” 

As the project integrates the existing digital video screens in the Champs Elysees flagship store, it raises awareness of adidas’ sustainability efforts through powerful storytelling, evoking strong customer response. 

“Storytelling and [creating emotions is harder to do with consumers these days]. A brand always comes to life through emotions–and with more immersive content, it’s easier to pull the consumer into the story and create emotions with them. It’s a new approach in storytelling we would like to test and see the consumers’ feedback,” Florian Fiedler, senior manager Innovation and Trends at adidas told AList.

The Data Anomaly Effect: Finding Errors and Opportunities In Data Haystacks

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Originally published at AW360 by Alex Igelsböck.

Anyone who has ever forgotten where they left their car at an airport car park or tried to search for a particular face in the crowd at a football stadium understands the meaning of the phrase “looking for a needle in a haystack.”

Yet these people do have one significant advantage; they know what they are looking for. The owner of the lost car knows the color, make and registration number of their vehicle, while the person looking for a face in a crowd can look out for clothing color, approximate height, or their likely companions. Even the proverbial needle seeker knows the difference between a sharp metal object and a piece of dry grass. Imagine how much harder these tasks would be if the individual didn’t have any information about what they were searching for.

The same principle applies to marketing data analytics. Analysts spend huge amounts of time trawling through data to identify patterns and trends, even when they have a good idea of what they are seeking and are expecting to find. If they don’t know what they are looking for, effective manual analysis of today’s vast and complex data sets becomes almost impossible, with vital threats or opportunities easily missed.

Fortunately, automated data discovery technology now exists to take over the tedious task of manual data analysis and identify hidden trends. Powered by artificial intelligence, machine learning and advanced statistics, these technologies can manage and analyze data from multiple cross-channel campaigns. They can employ specialized techniques such as anomaly detection to intelligently augment analytics with precise insights that would otherwise have remained invisible.

The anomaly detection capabilities of augmented analytics have widespread benefits for marketers, particularly in identifying expensive errors and valuable opportunities.

Identifying costly errors and hidden threats 

A blunder that costs millions might sound like the stuff of nightmares but it is entirely possible, as Google’s “Night of the yellow ads” aptly demonstrates. A small mistake by a programmatic training team led to a large sum of money being wasted on plain yellow display ads across the US and Australia. Although the mishap was rectified quickly–within 45 minutes–Google was estimated to be out of pocket by $10 million. Luckily, Google identified the error quickly, most likely by having some sort of anomaly detection technology in place, but for smaller businesses, it would have been catastrophic.

Having technology like augmented analytics with data discovery and anomaly detection in place today can make the difference for marketers, by enhancing the reaction speed to critical business events. These technologies spot errors or unusual patterns in data that may look completely normal to the untrained eye. Mistakes of this magnitude are rare but if it can happen to Google it can happen to anyone. Technology that identifies errors and anomalies of any size can prevent businesses from wasting money and increase marketing efficiency.

Proactively uncovering new opportunities

In addition to identifying and mitigating risks, augmented analytics and anomaly detection can positively help marketers uncover and optimize opportunities. Marketers don’t necessarily make the best use of their budgets, wasting around a quarter on ineffective channels and strategies, but this can be improved by finding the right insights and optimization potential.    

Augmented analytics and anomaly detection present marketers with meaningful updates on significant developments within their data that would otherwise go unnoticed. For instance, they may discover a particular creative is resonating unexpectedly well with a specific audience segment, or that a certain type of ad is generating greater response in one environment than in another. Blind spots that occur in manual analytics because of time limitations – or human assumptions and experiences – are avoided, allowing marketers a complete understanding of what is driving or hindering success.

Based on pre-defined campaign goals and KPIs, augmented analytics not only identifies opportunities but also makes spend recommendations that allow marketers to optimize these opportunities. Machine learning algorithms calculate how to meet desired goals, such as revenue or conversions in the most efficient way, delivering recommendations to optimize marketing spend within and across all marketing channels. This precise insight enables marketers to maximize in-the-moment impact and align campaign strategy with audience preferences and requirements.

Much like looking for a lost vehicle in long-stay parking, or a single face in a packed stand, finding anomalies in marketing data is time-consuming and tedious. And, when analysts don’t even know what they’re looking for it becomes unfeasible. Through automated data discovery and anomaly detection, marketers can benefit from insights they never knew existed, finding invisible insights in the data haystack that allow them to avoid costly errors and optimize opportunities.