3 Brands Who Challenged Gender Stereotypes Way Before Gillette

Consumers’ feelings are mixed about brands making social and political statements, but there is evidence that younger generations like millennials and Gen Z, will tend to buy from brands who apply socially-conscious marketing.

This past week Gillette released a new ad campaign and it created a significant conversation via social media and mainstream outlets. The spot titled “We Believe,” tackles the idea of toxic masculinity and referenced the #metoo movement. Despite the commercial’s message against reinforcing traditional negative male behavior, it was met with some backlash. Some people started throwing out Gillette razors—posting videos on social media—and other warned they would boycott the brand. But, Business Insider reported a recent survey that hows the spot made a positive impact on 61 percent of 2,201 adults who were surveyed.

However, Gillette wasn’t the first brand to create marketing that pushes back against the idea of gender norms and stereotypes. Here are a few recent past examples.


Burger King’s ‘Proud Whopper’ Backs LGBT Community

In 2014, Burger King launched ‘Be Your Way’ campaign during San Francisco’s Pride Parade to support LGBT rights. The commercial, titled “Proud Whopper,” begins with a man on the street interviews asking about the proud whopper. One person—face blurred out—griped “Do gay people even eat fast food? Really?” Others praised the idea.

The thrust of the campaign was that the proud whopper was no different than any regular whopper, it just had a different wrapping. An allegory for differences between people.

Fernando Machado, now Burger King’s CMO, was the senior vice president of global branding at the time. In a 2014 interview, he told TIME, “We felt that [the Proud Whopper] could bring to life a message of equality, self-expression, authenticity and just being who you are.”

Machado continued, “As with anything in life, there will be people who will like it, there will people who will dislike it. We just hope that people will understand that the message is a beautiful one.”

According to a case study, the spot generated 7 million views, 1 billion impressions and $21 million in earned media.

In 2014 Arkansas and Oklahoma judges ruled its ban on gay marriage was unconstitutional. But in 2015, the Supreme Court ruled gay marriage legal for all 50 states.


Always’ #LikeAGirl Video Praises The Strength In Women

Always’ #LikeAGirl spot premiered in June 2014 and was viewed as a huge shift in for feminine care product messaging. In the ad, Always chose to begin a conversation of what it means to be a woman, rather than focus on the product. The three-minute video simulated a casting call and starts with a female director asking the actress, “Show me what it looks like to run like a girl?” the woman’s immediate response was to skip lightly, almost like she can’t run. The same question was asked to young girls and they had a different response; they ran with diligence.

The commercial has over 66 million view on YouTube and 42,000 comments. Another YouTube user wrote, “I fight like a girl because I am one. But I’m also a top student in taekwondo; gender doesn’t define you. You define you.”

Always continued the campaign and debuted a 60-second spot during the 2015 Super Bowl. The Huffington Post claimed it “stole the show.” Always made a series of more #LikeAGirl videos and they continue to repost them on their Twitter feed.

According to a case study by D&AD, “prior to watching the film, just 19 percent of 16-24s had a positive association toward ‘like a girl’. After watching, however, 76 percent said they no longer saw the phrase negatively. Furthermore, two out of three men who watched it said they’d now think twice before using the ‘like a girl’ as an insult.”


Dollar Shave Club’s ‘Get Ready’ Ad Is The Epitome Of Honest

Last year, Dollar Shave Club shifted brand messaging with the ‘Get Ready’ campaign. The honest, yet funny commercial shows an intersectional group of people and includes LGBT people. It highlights how we all struggle with our morning routine, including shaving, no matter who we are. In the ad, one balding man tries to fix the little hair he has, a dad reads on the toilet to take a break from the kids and one woman stares into her mirror as she shaves her head.

Michael Dubin, founder and CEO of Dollar Shave Club, told Adweek, “When you are getting ready in the morning, this is a moment when you see yourself at your most vulnerable. This is a time when you have to deal with your insecurities and your trouble zones. It’s also a time where guys come up with creative and unique solutions in their own personal care or grooming regimens.”

The company, based in California, was founded in 2011 as a disruptor brand for the razor and grooming industry. Dollar Shave Club was acquired by Unilever in 2016 for $1 billion.

Dollar Shave Club also supports original branded content an independent publication called Mel Magazine; its coverage challenges gender stereotypes and norms. In 2016, a trans person wrote an article “How To Be A Guy,” a raw analysis of the male experience and learning masculinity as an adult. Another, more recent article is titled “What It’s Like To Come Out As A Guy Who’s Going Through A Divorce.”

In an interview with Fast Company, Dubin explains the magazine isn’t for done for monetary reasons, but to actually connect to customers. “We are hoping to make a meaningful contribution to the evolution of men.”

Taco Bell Canada Discusses Their Latest, Cheesiest Campaign

Cheese fans rejoice. A billboard dispensing nacho cheese will come to life, thanks to Taco Bell Canada. The billboard nicknamed the ‘Cheesiest Billboard’ promotes the new Nacho Cheese Naked Chicken Chalupa. On Saturday, January 19, the quick-service chain’s fans can come to the flagship store on Queen West in Toronto to pour endless nacho cheese on their favorite foods.

This isn’t the first cheeky marketing stunt by Taco Bell Canada. In December, they launched Crunchwrapping paper to advertise the company’s Triple Double Crunchwrap. The holiday wrapping paper was available for purchase on Amazon Canada and promptly sold out.

Last summer, when Canadians finally got Mountain Dew Baja Blast added to their Taco Bell menu the marketer team launch a mobile hair salon called the Taco Bell Baja Blessed Salon. Consumers could get their hair dyed a Baja Blast blue made by Manic Panic—popular for their variety of bright hair color.

This latest OOH campaign offers free food and attendees can make it as cheesy as they want. Taco Bell Canada marketer Nathan Maddock spoke to AList about the upcoming activation.

Can you describe how the billboard activation will work?

I guess the best way to describe it is that it will be built around a tasting event. It’s very simple. The fans will get a chance to come, get a chalupa and they’ll be able to line up at the billboard and use the dispenser themselves to deliver as much nacho cheese as they want.

Are you worried it might get too chaotic?

We always love to think of new innovative ways to show our fans a good time. So, for this unexpected experience, we’ll have a team in place. It should be pretty organized, but we are expecting a good group out there.

Were there any reservations during the creative process?

No, I don’t think so. We had to do our [due] diligence to make sure that we could execute the event. The idea was so great [and] we knew we wanted to try and make it happen. We have all the partners and teams in place to be able to pull it off. As long as we could keep everything food-safe and keep our partners in quality assurance happy, then we were always really excited to make it happen no matter what.

How was the idea conceived?

The way things typically come to life is the team on our brand side will put a brief into place for a specific product. In this case, knowing the Naked Chicken Chalupa is a big fan favorite is the fact that we’re bringing it back with nacho cheese on it.

With that said, we had our creative agencies, PR agencies, really wrapping their heads around how we are going to bring this to life. The sentiment that we liked about this idea is that everything is better with nacho cheese. We evaluated a lot of different ways to bring to life, and this is truly the idea that we fell in love with. It’s picking up some steam, and people are very excited about it, asking us a ton of questions. We are super excited about the time when we get to deliver the experience on Saturday.

Your team has had other humorous campaigns like Crunchwrapping paper. Do you feel like these elicit a better response from consumers?

All of these are fan-driven. At Taco Bell we think about ourselves as a category of one, so we don’t necessarily compare ourselves against the traditional quick-service food brands. We believe we have an advantage in that our fan-base is so passionate.

Whenever we are launching new products and bringing the brand in front of people, we try and incorporate our fans to give them the most epic experience as possible. This is just another example of whether we are sending them CrunchWrapping Paper or bringing them the world’s cheesiest billboard, it’s all fan-driven. And we think about the fans before we think about anything else.

Can you explain what you mean by being “fan-driven”?

We spend a lot of time and energy on social listening. So just being involved in the local communities, social media and using the data that’s happening right in front of us. Our fans are very vocal and we love that. It really helps us to make decisions with them on top of mind. We also have quarterly advisory boards, where we invite our fans in to have them taste our products before we launch them and to see advertising before it goes out.

It’s also an opportunity to get engaged with our ever-changing consumer and to make sure that the decisions we are making from the brand end have them at the top of our mind because it’s always our goal.

Do you think Taco Bell Canada is any different than Taco Bell U.S.?

We are always staying close to our partners in the U.S., only because they have so much more resources than we do, but it’s essential that we understand the Canadian consumer. Every decision we make is very fan- and consumer-driven that it’s important for us to make that distinction. It’s not merely a U.S. idea trickling its way into Canada, but that the Canadian arm of the brand is making key decisions regarding how they are going to put activations in front of consumers.

Shutterstock CMO Lou Weiss On New Brand Campaign: “The Story Hasn’t Changed”

Lou Weiss, the CMO of Shutterstock—and former president and CMO of meal kit brand Plated and chief marketing and merchandising officer at The Vitamin Shoppehas a lot to say about the role of creative assets and visuals in today’s business arena.

According to Datanyze, Shutterstock has 52 percent of the market share in stock images but they also offer music, video and editing tools. In the third quarter of 2018, the company celebrated a 4.9 percent increase in paid downloads and 7.5 percent increase in revenue YoY.

With that said, the company hadn’t released a brand campaign in six years—until this month.

Weiss sat down with AList to discuss Shutterstock’s new marketing campaign, “It’s not Stock, It’s Shutterstock,” and revealed how the company’s message and mission haven’t wavered.

Why is this the first campaign in 6 years? Why now?

One of the things that we see going on in the world in our business right now (which is a good part) is that creativity is becoming more mission-critical for many businesses of all sizes and shapes more than it has ever been before. Creative businesses used to stand out from the pack. But today we got to the point, where, if you are not creative, then you start to stand out from the pack because the consumers’ and the customers’ expectations are so high.

Many businesses know that they need to be creative, but don’t necessarily know where to start. We thought this was a wonderful time to remind people who we are and let those who didn’t hear about us know what an amazing creative recourse we are. The amazing photos, videos and music sounds, created by over 550,000 of our contributors are now used in all matters of marketing and are the great way to tell the brand story all over the place.

Is this part of an extended campaign?

Absolutely. We think this campaign is a platform-type opportunity for Shutterstock that can be kept fresh, current and relevant for years to come.

What was the process like?

It was like the process of generating a great campaign. We thought a lot about the customers and the prospects, what their pain points and opportunities are. We generated a bunch of different concepts and chose the one that seemed to really show and not just tell what makes Shutterstock so unique.

Can you talk a little about the creative assets you used?

The campaign was created entirely with the art from our contributors. And the cat and the dog images chose us more than we chose them. They are radiant images with a lot of stopping power that demands attention. It’s kind of like the billboard that says, “If you’re reading this then your advertisement should go here,” proving that billboards work. They also serve as wonderful examples of the kind of creative assets you can find large piles of in our database of 225 million images and 12 million video clips.

And the new categories?

The six new categories we are adding to the site give people who don’t know us a sense of the range and depth of our [media library] and prove that we’ve got what you’re looking for, even if you don’t know what you’re looking for. We offer great search and discovery tools, and great ability to [inspire], not just assets for people who know what to look for. When people hear “stock” sometimes, they think of pretty staged stuff, but what we are showcasing with this campaign is the magic of our 550,000 contributor network and the artists who make the amazing creatives that our customers can be inspired by.

Since joining Shutterstock in 2018, what have you changed in the company?

The business has continued to thrive and grow. We’ve only integrated the marketing a little bit. The brand’s positioning, however, has not changed at all. It’s been true for a very long time. The only thing that’s changed is how we will be expressing it through this campaign.

What are some marketing trends you see developing in 2019?

We have actually [recently] put out our Shutterstock trends report, and some of the highlights are “zine culture” designs and the “’80s opulence” come back, and “yesterday’s tomorrow,” or incorporating retro-versions of what people thought the future will look like back in the day. These are the trends that we really see growing [in 2019], but there are many others.

Can you talk about trying to control the brand narrative?

We don’t control the brand narrative. Even in the era of social media, [marketers] are the voice of the table, but at the end of the day, the customer, the market, the social media audience, the consumer–they control the brand narrative. We try to direct and guide it because we are already inside and we know what we are doing and what we are trying to accomplish, but marketers don’t have control over brands like they used to. And I think [being in control] was a scary thing for many marketers. But now it has become a wonderful thing because we have an interactive dialogue with our fans and our customers about what the brands stand for. And that only makes us stronger.

What is your approach to brand safety?

Protecting the brand is not principally about the advertising campaign. It’s principally about doing business with the brand. Brands are three-dimensional things that live and breathe and those experiences that you have [with the brands] is what really defines the brand. The advertising campaign is the promise of how it’d feel to do business with us, but then we deliver on that feeling, and that makes us a strong brand. When companies make promises that they can’t keep, that’s when they get into brand protection theft.

That’s why it was so much fun making this campaign. Shutterstock has a strong position in the market. All we are doing is that, telling the story, [and] the story hasn’t changed it at all.

Super Bowl 2019: Brand Campaigns And Commercials Round-Up

Super Bowl LIII is on Sunday, February 3 in Atlanta and although we still don’t know which two teams are playing, we do know some of the ads we will be watching on game day. Slowly, brands are revealing campaigns and advertisements that will premiere during the big game.

We will be updating as brands announce more details and release teasers, full spots


Serena’s Bumble Collaboration Debuts

Bumble announced its debuting their year-long marketing campaign with Serena Williams on Super Bowl Sunday. The campaign “The Ball is in Her Court” wants to send a big message of women’s empowerment and after 2018’s #MeToo movement it’s no coincidence the premiere is on a male-centric event.

Bumble has not revealed how the ad will appear, but we do know it’s a multi-platform campaign.


Toyota Will Show Its Redesigned RAV4

Toyota’s RAV4 got a makeover and it will get a lot of attention during one of the biggest events of the year. Ed Laukes, head of marketing for the Toyota Division told Automotive News the car has the marketing budget to promote itself on a mainstream platform like the Super Bowl.

He added the campaign will feature teasers released on and before game day.


AB InBev Hitting The Super Bowl

Bon & Viv Spiked Seltzer, an alcoholic carbonated drink by Anheuser-Busch InBev, is one of the five brands the brewery will feature along with Bud, Bud Light, Michelob Ultra and Stella. The company told Adweek this decision is part of maximizing their time during the game to “capture consumer attention at the right time.”

AB InBev has exclusive alcohol advertising rights during the game and will air four 45-second spots, three 30-second spots and one 60-second ad. Anheuser-Busch will also have four billboards and four bumpers during the Super Bowl.


TurboTax Returns To The Super Bowl

As part of the deal Intuit struck with the National Football League, TurboTax Live will be the presenting sponsor of the championship games on January 20. The first time the football organization has signed on a sponsor for both AFC and NFC championship games. Intuit is also the official NFL sponsor for financial and accounting software along with tax prep services. This will be the sixth year in a row TurboTax has advertised during the event.


Pizza Hut Hurries To Broaden Its Beer Delivery On Game Day

The pizza company knows most spectators are watching from home so they’ve decided to expand its beer delivery to about 300 restaurants in preparation for the Super Bowl. It launched the service in Arizona in December 2017 and aims to have it in 1,000 restaurants this summer. The official pizza sponsor of the NFL says 86 percent of Super Bowl parties combine pizza and beer.


PepsiCo Will Run Three Super Bowl Ads 

This year PepsiCo will debut three 30-second ads featuring Pepsi, Doritos and Bubly. The beverage giant will also get 10-seconds of ad time during the pregame and PepsiCo will also sponsor the halftime show. Details on the Super Bowl spots haven’t yet been revealed, but PepsiCo did mention it’s been difficult to book talent for the show because many of them stand by Colin Kaepernick.


Bubly Partners With Bublé

PepsiCo’s bubly will air an ad starring Michael Bublé, because bubly = bublé. Sort of.

In the press release, Bublé says “I might be Canadian, but I’m a big fan of American football… I had a blast doing my very first Super Bowl commercial with bublé – I mean bubly. Because of our similar names, the brand and I share a special bond. I love how the cans are bold, bright, and full of personality. They’re perfect for any Super Bowl viewing partés you might be having.”


Audi Wants To Push Their All-Electric Cars

The German automobile company is spending big money to show Super Bowl fans their full electric line of cars. Last year, Audi came out with the eTron followed by the eTron GT. The company wants to continue promoting the car and they felt the Super Bowl a great platform for it.

Loren Angelo, vice president of marketing of Audi of America, told CarBuzz “We’re returning to the biggest advertising stage to let America know that electric has gone Audi.” Audi will debut a 60-second spot during the second quarter and but haven’t disclosed how much they spent.


M&M’s Comes Back After Last Year’s Success

Mars, Inc. announced they will air a 30-second M&M’s spot on game day during the first commercial break. Last year’s spot featuring Danny DeVito was voted #6 in USA Today‘s Ad Meter top 10 list.

“We’re excited to bring M&M’S back to such an iconic stage as the Super Bowl,” said Allison Miazga-Bedrick, brand director of M&M’S, in a press release. “You’ll see the return of fan-favorite spokescandies, along with big news from the brand that we know fans will love.”  This is the fifth commercial M&M’s has done for the Super Bowl.


Colgate’s Commercial With Comedian Luke Wilson

It’s the third year Colgate decides to run an ad during the big game. They made their Super Bowl debut in 2016 with a 30-second ad about saving water—with no mention of their products. This year, the 30-second spot features Luke Wilson as a ‘close-talker’ to demonstrate how good Colgate Total works. The campaign tagline is ‘Do More For Your Mouth,’ and the commercial is set to air during the third quarter’s second commercial break.


Kia Returns For Its 10th Consecutive Year

Kia comes back to Super Bowl LIII after a decade of advertising during the event. AdWeek confirmed the news back in December. In 2018, their ‘Feel Something Again’ spot with singer Steven Tyler made headlines because of its nostalgic concept. Tyler races a Kia Stinger backward and he’s transformed into his younger self through CGI special effects.

Kia hasn’t released any other details for their commercial this year.


Hyundai Is Back To Play Hard 

The Super Bowl ad veteran is going to air a 30-second spot during the pregame show and a 60-second commercial during the game’s first quarter. The auto company has placed spots in 11 of the past 12 Super Bowls. Hyundai has been extremely successful during the Super Bowl, research shows they’ve aired top-10 ads in each of the past seven games.


Kraft’s DEVOUR Will Debut Its Super Bowl Ad

The frozen food brand will make it’s first Super Bowl ad appearance. The 30-second spot will appear during the third quarter and the campaign focuses on DEVOUR’s history of making decadent frozen meals. The brand keeps growing and its the first from Kraft Heinz Springboard platform to get a commercial for the Super Bowl. No word on what campaign will feature, but the company mentioned it would be “edgy.”


Mercedes-Benz Is The Name Of The Game

Mercedes-Benz will be back this year after an on-again-off-again relationship with the Super Bowl. They also own the rights to Mercedes-Benz Stadium in Atlanta, where the game will be played this year.


Avocados From Mexico Sees Major Benefits With Super Bowl Ads

According to Avocados From Mexico, they plan to place a 30-second commercial during the second quarter for its ‘Always worth it’ campaign.

“Before we were advertisers in the Super Bowl we had an issue because after the date, usually, the sales went down pretty fast,” said Alvaro Luque, president of Avocados from Mexico to AdAge. “Now it’s been a very, very good month for us in sales.”


Persil’s ‘The Professional’ Returns To The Super Bowl

Adweek reports Persil ProClean is making its Super Bowl comeback for the fourth year in a row.  Last year’s “Game-Time Stain-Time” spot features the recurring pitchman who loudly points out a viewer’s guacamole stain. It was directed by the comedic duo Tim Heidecker and Eric Wareheim. The detergent brand didn’t reveal any details about the new spot, when it will air during the game or how long it will be.


Skittles Is Producing The First-Ever Broadway Show

The Mars-owned candy brand announced it will air a live Broadway musical instead of a traditional commercial during the big game. The show simply titled, “Skittles Commercial: The Broadway Musical” is written by playwright Will Eno. The show will feature a 17-member cast ensemble and a celebrity—not yet mentioned—performing live in front of The Town Hall in New York City at 1 p.m. EST.


Turkish Airlines Continues Its Super Bowl Presence

Turkish Airlines returns with its third Super Bowl ad. The 30-second commercial will air in the first quarter; no other details have been released. Last year, they aired a commercial ‘Five Senses with Dr. Oz,’ and in 2017 actor Morgan Freeman performed in the Turkish Airlines spot inviting with travelers to ‘bridge worlds’ with his one-of-kind voice.


Olay To Debut Its First In-Game Super Bowl Ad

The Skincare brand will run its inaugural game day commercial during the first half of the game. As part of its new campaign, Olay will give away two tickets to the Super Bowl to promote its Skin Advisor platform. Consumers can only enter by filling out the Skin Advisor survey online. There are not many details on the new ad, but Olay says its “unexpected and humorous.”


Planters Makes A Comeback With Mr. Peanut

Kraft Heinz-owned Planters will air a 30-second ad slated to air during the game’s second quarter. It’s Planters come back Super Bowl ad after being absent for over a decade.  It will feature the iconic mascot Mr. Peanut and a celebrity guest. Officials told Variety Mr. Peanut would ride on a “nut-mobile,” and the tagline is, “Always there for you at crunch time.” The company says they will slowly reveal more commercial details as the game approaches.


Doritos Teaser Features Chance The Rapper And Backstreet Boys

Doritos revealed through Twitter saying, “Our prediction for the big game? There’s a chance things are going to get hot. Stay tuned 02.03.19. #NowItsHot” with a picture of Chance the Rapper holding a bag of Flamin’ Hot Nacho Doritos. We now know the ad will be about Doritos’ new Flamin’ Hot Nacho flavor and will feature not only Chance but also Backstreet Boys. The 15-second teaser doesn’t off much more outside of quite of bit of denim, and some humor.

According to the press release: “The Super Bowl ad scene is turning hot thanks to Doritos, one of the flagship brands from PepsiCo’s Frito-Lay division. Back in the game once again with a :30 TVC, Doritos is dropping a never-before-seen collaboration between hip-hop star Chance the Rapper and pop icons the Backstreet Boys.”


Hotels.com Is Offering a Free Room For Baby Makers

The hotel company took the “Super Bowl babies” concept—that the birth rate in winning cities goes up nine months after the game—for a few of its former Super Bowl spots. However, this year they’re offering free hotel rooms to 53 fans of the winning team to continue the tradition. Fans can visit www.BigGameBabies.com and enter for the chance to win a $250 gift certificate. They’ve also partnered with Spotify to create a playlist called Big Game Babymaking.


WeatherTech Brings Back ‘Made In America” Message

WeatherTech, a car mat and accessory manufacturer, will run a 45-second ad during the game. This makes it the sixth time they’ve appeared during the Super Bowl. The company is known for their patriotic theme and last year some viewers saw the ad as a political message.  The spot shows American workers building the new WeatherTech factory.  It ends with “At WeatherTech, we built our new factory here in America. Isn’t that the way it’s supposed to be?”


Expensify Debuts Its First-Ever TV Ad During Super Bowl

The expense management platform announced its airing its first TV commercial during the big game. Expensify released a statement saying the 30-second spot will feature “two notable talent putting an entertaining and elaborate twist” on the boring task of filing expense reports. The upcoming Super Bowl ad is part of Expensify’s multi-channel marketing campaign ‘You Weren’t Born To Do Expenses.’ The press release added the campaign officially launches next week with unconventional pieces of content and assets.

Sotheby’s Realty Hires Chief Marketer; MillerCoors’ New CMO

This week’s executive shifts include Sotheby’s International Realty appointing their first CMO, Serta Simmons Bedding hiring a chief marketer, Virgin Experience Days appointing a chief marketing officer, Vegolutionary Foods hiring a CMO from Ogilvy, MOD Pizza finding a chief marketing officer and Ericsson losing a chief marketing officer.

Check out our careers section for executive job openings and to post your own staffing needs.


Sotheby’s International Realty Announces CMO

Sotheby’s International Realty has appointed veteran marketer Johnson Goh as the company’s first chief marketing officer.

Goh said of the appointment, “…we hope to build on the digital capabilities of the company, to better understand the changing needs of today’s consumers when it comes to buying a house. We will continue to develop an integrated real estate marketing ecosystem to facilitate the buying and selling process and, at the same time, offer a personal touch to our customers.”

Prior to joining Sotheby’s International Realty, Goh was chief operating officer of the Singapore Real Estate Exchange.


MillerCoors Hires First Female CMO

After the departure of chief marketing officer David Kroll in June 2018, MillerCoors has hired the company’s first female chief marketing officer in Michelle St. Jacques.

St. Jacques comes to the brewing company from Kraft Heinz, where she had the role of global head of brands and capabilities. At Kraft Heinz, St. Jacques famously helped bring to life the ‘Pass The Heinz’ advertisement created by Don Draper and rejected by a fictional Heinz in the show Mad Men.

MillerCoors released a statement saying St. Jacques “[will] inherit a portfolio of brands from the nation’s second-largest brewer that are embarking on an aggressive marketing campaign in 2019 amid massive changes in media consumption patterns. MillerCoors is ramping up its marketing investment this year with a growing focus on digital and non-traditional media as it seeks to reach a group of consumers no longer tethered to their living room TVs. It is upping its advertising investment on streaming platforms, digital and social media, long-form content and experiences to broaden its reach.”


Serta Simmons Bedding Adds Chief Marketer

Serta Simmons Bedding has appointed Melanie Huet as the company’s chief marketing officer. Huet joins the company from Kraft Heinz where she was vice president of marketing. Before that, Huet held marketing roles at both Unilever and Kimberly-Clark.

SSB CEO Michael Traub said, “With the growth of the DTC segment and increasing competitiveness in traditional retail, the need to differentiate and build brand awareness across our house of brands has never been greater. I am excited to have Melanie join SSB and lead this effort. She will strengthen all our great brands and evaluate new opportunities to reach customers more directly.”


Virgin Experience Days Picks CMO

Virgin Experience Days has picked ex-Ticketmaster marketer Dan Pearce as the company’s chief marketing officer, according to The Drum. Pearce completed his tenure at Ticketmaster as SVP of marketing and had been with the company since 2012. Pearce had also held high-level marketing positions at West End Theatre Bookings.

He said of the appointment, “The Virgin Experience Days team has delivered some of the strongest digital campaigns in the experience gift sector and I’m excited to be joining at this stage in the company’s incredible growth story. The generational shift to valuing experiences over material possessions will continue and the business has strong growth and transformational plans in place. I’m excited to be working with the brand and bringing the Virgin values to life in the experience category.”


Garage Brewing Co. Appoints VP

Garage Brewing, a Temecula based brewery, appointed Allan O’Neil as the company’s marketing VP. He most recently served as the general manager of Bonanza Beverage Company. According to his Linkedin, O’Neil was the vice president, Western Region at Heineken from 2005 to 2012.


Ogilvy’s Executive Partner Decamps To Food Startup

Stuart Smith, an executive partner and global CEO at Ogilvy, is leaving the agency for Vegolutionary Foods, best known as the parent company of CAULIPOWER.

Smith had been with Ogilvy for the past seven years and still serves on the board of both USC’s Annenberg School of Communications and the New York Stem Cell Foundation Research Institute. Smith was also CEO for Edelman UK from 1999 to 2007 and served as a jury president at Cannes Lions in 2018.


MOD Pizza Picks Chief Marketer

MOD Pizza has chosen Mark Shambura as the company’s new chief marketing officer. Shambura joins the pizza chain after five dynamic years at Chipotle. Shambura was apart of a Chipotle marketing team that weathered quite a few crises over the last few years.

Prior to Chipotle, Shambura worked at home furnishings company One Kings Lane and was a marketing executive at CAA.


Ericsson CMO To Depart

Helena Norrman, currently the chief marketing and communications officer at Ericsson, will depart the company no later than June 30, according to a press release from the Swedish telecom giant. Normann joined the company in 2006 and was appointed to the executive team in 2010,

Börje Ekholm, president and CEO at Ericsson, said in the press release, “Helena has been instrumental in reshaping and modernizing Ericsson’s global marketing and communications strategy and function. With a deep understanding of the company’s priorities, she has helped Ericsson navigate through periods of both massive change and considerable challenges. Helena has been a valued member of the Executive Team and I wish her all the best in her future ventures.”


Nonesuch Records Promotes Marketer

Nonesuch Records has elevated the title of Dan Cohen to senior vice president of marketing, according to Variety. Cohen takes the place of Peter Clancy, the longtime head marketer at Nonesuch.

Cohen started marketing at Astral Werks in the ’90s and worked his way through marketing positions at Capitol Records and Republic Records.


Harvest Health & Recreation Appoints CMO

Kevin George has been appointed chief marketing officer of cannabis company Harvest Health & Recreation Inc. According to their website, Harvest Health “holds medical cannabis licenses in nine states and participate in a variety of ways for each facility, from full ownership and operation to design-build expertise and operational consultation.”

George comes to the company with quite a bit of experience working for Fortune 500 companies. Before his new position, he was the president at Mosaic and currently serves as a board member for New Belgium Brewing and BrightLine. George was the global chief marketing officer at Beam Suntory from 2009 to 2016, and before that, he was VP and general manager at Unilever.


PayPal Hires Former Apple Marketer As CMO

Allison Johnson has been named chief marketing officer at PayPal. Johnson’s last eight years have been spent as a strategic advisor and as the founder and managing partner until March 2018.

Before that, Johnson led worldwide marketing communications at HP and then Apple.


Sallie Mae Picks Up CMO From JP Morgan Chase

Donna Vieira has been named Sallie Mae’s chief marketing officer. Vieira comes to the company after seven years at JP Morgan Chase, culminating in chief marketing officer role for the company’s consumer banking division.

Before that, Vieira held marketing roles at Merill Lynch, American Express and Dow Jones.


Torchy’s Tacos Hires New Marketing Exec

Torchy’s Tacos, a taco chain born out of Austin, TX, has hired Scott Hudler to be the company’s chief marketing officer. Hudler comes to Torchy’s after just over a year at Dick’s Sporting Goods, where he was SVP and chief marketing officer. The company has chains in Texas, Oklahoma and Colorado, and brings Hudler on with expansion in mind.

Hudler previously ascended the marketing ranks at Dunkin’ Brands, leaving the company in 2017 after 10 years and culminating in a SVP and chief digital officer title.


Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, January 11. 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 

Executive Director, Chief Marketing Officer Lenovo Chicago, IL
Global Head (CMO) of Print Marketing HP Palo Alto, CA
Vice President, Marketing Strategy and Project Management Paramount Pictures Hollywood, CA
Vice President, Consumer Marketing, Origins North America Estée Lauder Virtual, USA
Head of Marketing Uber London, UK
VP Marketing Analytics DISNEY New York, NY

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

Snapchat’s ‘Stay Tuned’ Gets 25M Views; Protected Tweets Were Public

This week in social media news, Snapchat’s Stay Tuned show gets 25 to 35 million views, Twitter’s private tweets were public, Pinterest interviews bankers for its IPO, Facebook claims the 10-year challenge isn’t to collect data, new data shows Instagram is still plagued by fake followers and Snapchat loses their CFO.

Snapchat’s Show ‘Stay Tuned’ Gets NBC A New Audience

Snapchat’s original news show Stay Tuned averaged between 25 million and 35 million viewers per month last year.

Why it matters: NBC News gained a new audience from Snapchat and they want to attract them to other platforms.

Details: In 2017, NBCUniversal invested $500 million in Snap during the company’s IPO and have since made original content for the platform. According to Digiday, Comscore’s data found around two-thirds of Stay Tuned’s audience is only found on Snapchat and only a third of those viewers also “watch, read or listen to NBC News content on other platforms including Apple News or Google AMP.”

Twitter’s Private Tweets Could’ve Been Exposed

Twitter announced private tweets by Android users became public because of a bug.

Why it matters: It’s another statement revealing how social media platforms aren’t completely secure in regards to privacy.

Details: The company said users that had protected tweets turned on in their settings and changed the email address associated with their account between November 2014 and January 2019 were vulnerable to the privacy issue. Twitter apologized for the defect and suggested users check their privacy settings. They also informed people affected by the issue.

Pinterest Interviews Bankers In Preparation To Go Public

Pinterest interviewed a few bankers last week to find one that will underwrite its IPO.

Why it matters: Some believe that Goldman Sachs is the leading choice to underwrite Pinterest’s IPO. The social media site was last valued at $12 billion in 2017.

Details: According to Recodesome people close to the company” say Pinterest is interviewing bankers. If Pinterest selects one in January, it could go public during the second quarter.

Facebook Says 10-Year Challenge Isn’t To Mine For Data

Many social media users have jumped on the 10-year challenge, however, some question its innocence and if its real intention was to harvest user data for facial recognition.

Why it matters: Users want privacy and the idea that the meme is to train Facebook’s algorithms isn’t helping to change its image from its former data mining scandals.

Details: Some critics suggested the 10-year challenge might have been created by Facebook so it can generate photographs to train an AI that would be able to calculate people’s age. WIRED editor Nicolas Thompson tweeted his speculation on the meme. Facebook said they have nothing to do with the challenge and the user-generated meme is just for “fun.”

Instagram’s Fake Influencers Still Have Followers Despite Crackdown

A report found Instagram accounts with mostly fake followers are still going strong and the numbers haven’t really changed even after the site’s war against these inauthentic followers.

Why it matters: This new information shows filtering fake followers and regulating it could be much harder than expected.

Details: Points North Group, a social measurement company, gathered data on 500 influencers who “showed signs of having inauthentic followers and engagement,” and they discovered nothing has really changed and their numbers remain the same. Instagram responded by saying the data isn’t indicative of their progress.

Snapchat’s CFO Resigns

Snapchat lost their chief financial officer after less than a year on the job.

Why it matters: Tim Stone isn’t the only resignation Snapchat has experienced in the last year and their stock took a hit following the departure news—down more than 8 percent in after-hours trading.

Details: On February 5, Snapchat is expected to announce fourth quarter results and they expect revenue to be between $355 million and $380. Things weren’t going too well under Stone. During his time at the company, Snapchat’s stock price has dropped more than 35 percent. However, the filing confirmed Stone’s resignation wasn’t due to any sort of accounting or financial disagreement with the company.

Android Users Can Switch Timelines

On Tuesday, Twitter announced to Android users—via a tweet—that they can now switch between latest and top tweets.

Why it matters: In October, Twitter disclosed the site creates “filter bubbles” and recognized that they needed to offer an option to avoid them. This was formerly a feature on Twitter before it was taken away. Twitter rolled out the “best tweets” option back in 2016…  nine months before the election.

Details: Android users now have the choice of seeing tweets picked by an algorithm or chronological ones from the accounts they’re following. In order to switch Android users can tap sparkle icon to shift between the latest and top tweets.

Facebook Extends Its Ad Rules To Other Countries

Facebook will broaden its political advertising rules to Nigeria, India, Ukraine and European Union before their elections begin in 2019.

Why it matters: Facebook wants to control election interference to avoid another election scandal.

Details: In Nigeria and Ukraine only advertisers located in the country will be able to run electoral ads. In India, Facebook will place electoral ads in a searchable online library starting in February. It will contain contact information for some ad buyers or their official regulatory certificates. The European Union will get a similar system as the other countries.

Pinterest Wins With Boards And Luxury

Pinterest is finding value in not just being a board for images, but it’s finding success as a luxury ecommerce site according to Seeking Alpha.

Why it matters: The company is expected to go public this year and the growth of Pinterest selling luxury goods could make it more attractive to premium advertisers.

Details: A survey by SharePost found the percentage of respondents who sold products valued greater than $10,000 jumped to 58 percent in 2018, up from 37 percent in 2017. The company doesn’t get money from transactions but should help attract luxury advertisers.

Facebook Launches Its First U.S. Podcast

Facebook announced its new podcast Three and a Half Degrees, focusing on entrepreneurship and diving deep with business leaders to “share values, visions, experiences and ideas.”

Why it matters: This is probably another way Facebook is trying to “give back” after a flurry of bad press and consumer backlash.

Details: The podcast is hosted by David Fischer, Facebook’s VP of marketing and partnerships. The first episode “The Power of Social Good” features Bradford and Bryan Manning from Two Blind Brothers and Blake Mycoskie from TOMS.

Facebook Is Investing $300 Million In Local News

Facebook announced it’s investing $300 million over the next three years. It’s their response to the demand for more local news and supporting local newsrooms.

Why it matters: News is always shared on Facebook and some of it has been inaccurate or fake. This move shows Facebook’s support for legitimate news organizations—an industry that has been struggling.

Details: Facebook will invest $300 million over the next three years to news programs, partnerships and content. One of their plans is to give the Pulitzer Center $5 million to launch ‘Bringing Home Stories,’ for local newsrooms with reporting grants to better cover local issues.

Pinterest Creates Various Travel Personas To Help Brands

The pinning social platform is focusing on its most popular category travel by creating terms for different types of travelers.

Why it matters: The specific personas will help brands market to their audience better by understanding more of what they want.

Details: Pinterest commissioned a study by comScore to find these personas. About 2,000 respondents—between the ages of 18 and 64—participated in the online survey. From the data, Pinterest created five personas: Group Vacationer, Culture Chaser, Spa Sojourner, Adventure Lover and Eating Explorer.

Survey Finds Most Americans Don’t Trust Social Media Sites

Taptalk, a mobile platform to easily access forums, released a survey showing Americans are having a hard time trusting information on social media sites.

Why it matters: This isn’t necessarily surprising, but will distrust in these social media platforms begin to hurt user retention?

Details: Taptalk’s social consumer survey polled over 1000 Americans to analyze how people use mainstream social media sites and also decentralized forums. Around 74 percent of respondents agree or strongly agree that social media’s integrity has declined. About 80 percent of respondents said that “they would trust responses on a specialized forum more than those on Facebook.”

Facebook Will Combine Its Events Feature With Stories

Facebook announced is taking its next step with Stories with its most popular feature, Events.

Why it matters: For Facebook users, Events is still the go-to for creating a birthday party invite or details for a concert or backyard BBQ. While Facebook Stories hasn’t quite caught on—at least in comparison to Instagram’s version—combining it with Events could help boost use of the feature.

Details: Users will be able to share event details with their friends through Stories. Your friends can toggle themselves as “interested” or “going” and there will be a link to the event page built in. Users can also start a group chat on Messenger with those who responded. The new feature will be available to both Andriod and iOS users.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, January 18. 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.

Gillette Generates 1.5M Mentions From New Campaign

This post was updated with social media statistics on January 16.  

Gillette is taking on several important and difficult topics associated with “toxic masculinity.” The Procter & Gamble-owned razor brand revisited its 30-year-old tagline “The Best A Man Can Get” and modernizes the concept with a bit of purpose-driven marketing.

The company announced its new marketing campaign by launching an almost two-minute ad titled “We Believe” on YouTube. It features a compilation of men facing current issues, like the #metoo movement, along with traditional societal pressures of what it is to be a man.

“Gillette believes in the best in men,” said Gary Coombe, president of P&G global grooming in a press release. “By holding each other accountable, eliminating excuses for bad behavior and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

The spot shows men of different ages and ethnicities looking into a mirror as the sounds of various TV news reporters say “Bullying,” “The Me Too movement against sexual harassment,” “masculinity,” while the narrator poses the question “Is that the best a man can get?”

The commercial ends with a call to action, “It’s only by challenging ourselves to do more that we can get closer to our best. We are taking action at thebestmencanbe.org,” to encourage viewers to click on their mission website.

Gillette is donating $1 million per year for the next three years to non-profit organizations creating U.S. programs to help men of all ages achieve their “best.” They want to promote and encourage respect between all walks of life, accountability for inappropriate behavior and groom role models for young boys to look up to. Their first partnership is the Boys and Girls Club of America.

“In our last decade of work on the theory of masculinity in modern America, we’ve sought to understand both the internal and external forces that shape men’s attitudes, beliefs and actions,” said Drs. William Seymour, Ramel Smith, and Hector Torres of the Building a Better Man Project in the release. “We’re honored to partner with Gillette as they seek to champion causes that can make a positive impact on men and boys.”

According to analytics company Talkwalker, as of 8:30 a.m. on January 16:

  • Gillette has 1.5 million social media mentions since 1/14 compared to less than 10,000 for the same period last week
  • 1.1 million of these mentions happened in the last 24 hours
  • The hashtag #TheBestMenCanBe was used 187,400 times over that same period
  • On Twitter, the brand’s original tweet has been shared over 167,000 times
  • The video within the post has been viewed 19.7 million times
  • Gillette’s YouTube video of the ad has been viewed 1.3 million times with 104,000 interactions

 

 

This Week’s Exec Shifts: Disney+ Hires Marketing Head; SodaStream CMO Departs

This week’s executive shifts include SodaStream’s marketing chief departing the company, Warner Bros. picking up an EVP from 20th Century Fox, Target’s CMO taking on a new role, Land’s End naming a new brand marketer, Subway’s chief marketing officer retiring, a new CMO for Kum & Go, a marketing boss for Disney+, Roar Digital picks a new head marketer, Avon adds to its marketing team, Tourism Australia’s CMO leaves for Coles and new chief marketing officers for YETI and Mitsubishi North America.

Check out our careers section for executive job openings and to post your own staffing needs.


Disney+ Finds Marketing And Operations Lead

Disney+ has announced the hiring of Joe Earley, who will be the SVOD service’s head of marketing and operations. Earley comes to Disney from The Jackal Group, where he served as president since 2016. The Jackal Group is a joint venture with Fox (now owned by Disney) to develop original scripted programming.

Before that, Earley was Fox’s COO and president of marketing and communications. Earley also had a stint as co-chair at PromaxBDA.

Disney’s $52.4 billion acquisition is expected to go through by March 1.


SodaStream Marketing Chief Departs

Former Weigh Watchers chief marketing officer, Maurice Herrera, who joined SodaStream last August, left the soda company after only four months on the job. According to Herrera’s LinkedIn, the marketer departed SodaStream in December and quickly landed at Avis Budget Group as SVP, head of marketing.

PepsiCo completed its acquisition of SodaStream in early December.


Former Coke Exec, Subway CMO Retires

Current Subway chief marketing officer Joe Tripodi announced his retirement. Tripodi joined Subway three years ago after spending almost a decade as the top marketer at The Coca-Cola Company.

Before Coca-Cola, Tripodi held the CMO title at several companies including Allstate, Bank of New York, Seagram’s and Mastercard. The interim CMO at Subway will be Ampersand’s Roger Mader.

Tripodi spoke to Marketing Week about his time at Subway, “This was one of the most challenging jobs I’ve ever had because it was a privately held company that had lived in a little bit of isolation for many years so I had to drive some significant transformation. The transformation at Subway was the business, the brand and the culture. The business is changing so much that it was just time to let other people come in and run it from there.”


Warner Bros. Hires Intl. Marketing EVP

Julien Noble is being to Warner Bros. Pictures marketing team as executive vice president, international marketing.

Noble comes to Warner Bros. after five years in worldwide marketing at 20th Century Fox, where according to Deadline, he worked on campaigns for Deadpool and Bohemian Rhapsody. Before Fox, Noble work for many years at Disney.


Target’s Changes CMO’s Title

Target announced a few leadership changes sandwiched between the company’s November/December sales report.

Rick Gomez, currently serving as Target’s chief marketing officer, will now hold the title of chief marketing and digital officer. Gomez will lead the digital team, guiding them in personalization and customer shopping experience. See Target’s full announcement here and more information on Gomez’s appointment below.

“Chief marketing officer, Rick Gomez, has been named chief marketing and digital officer and will now lead Target’s Digital team, focusing on its important role in personalization, loyalty and the overall shopping experience. Gomez joined Target in 2013 and was named CMO in 2017, with a focus on strengthening Target’s brand positioning and driving the business. Before Target, Gomez held various positions at MillerCoors, PepsiCo and the Quaker Oats Company.”


Land’s Ends Names Brand Marketing Head

Land’s End has named Rosalind Drisko as VP, public relations and brand marketing. Drisko comes to the company from Nautica, where she worked over a decade and most recently held the title of vice president of global marketing.

In a statement, Land’s End stated “Drisko brings a wealth of industry experience in progressive leadership roles and most recently was at VF Corporation, Nautica Apparel Brand as vice president of global marketing, where she led marketing and creative services. Drisko will lead the public relations, social media and brand marketing teams, which will continue solidifying the brand’s unique point of view in the marketplace and push awareness through partnership and collaboration opportunities.”


Kum & Go Picks CMO

Kum & Go, a convenience store chain, has hired TJ Freeborn as the company’s new chief marketing officer.

According to the company’s press release, “[Freeborn] has served in progressively advancing leadership roles for national category leaders, such as Wells Fargo and Discover, and most recently served as Senior Vice President of Branding and Customer Experience for loanDepot.”


Rubica Hires Chief Marketer

Consumer cybersecurity company Rubica has hired Emily Carrion as the company’s first chief marketing officer.

Carrion comes to the Rubica having been a former VP of marketing at both Textio and AnswerIQ. She currently serves on the board at the Seattle University Entrepreneurship Center.


Roar Digital Finds Marketing Chief

Roar Digital, a joint venture from MGM and GVC, has hired the company’s first chief marketing officer in the form of Matt Prevost.

Prevost comes to the company from Avon, where he joined in 2017 and served as chief digital officer. Prevost also served as chief marketing officer at Coral Interactive, from 2011 to 2015.


Deliveroo Hires Chief Marketing Officer

British food delivery service, Deliveroo, has added to their c-suite team with a new chief marketing officer. According to The Drum, Inés Ures will join the company.

Ures will join Deliveroo after spending the last three years at Treatwell as chief customer officer and chief marketing officer. Ures also served as CMO at Groupalia.


Tourism Australia Ex-CMO Joins Coles

Tourism Australia’s chief marketing officer Lisa Ronson will be leaving the organization in March for a position at Australian retailer Cole’s, where she will retain the same title. Ronson famously led Tourism Australia’s Crocodile Dundee campaign that premiered during the Super Bowl in 2018.


Avon Adds To Marketing Team

Avon added to its marketing team by picking a former Weetabix shopping marketer. Victoria Westwood will become Avon’s global senior brand manager, a newly created role according to The Drum. Westwood’s new role comes after restructuring and multiple executive appointments came late last year at Avon, including hiring Diageo N.A. vet James Thompson as chief beauty and brand officer.


Entercom CMO Departs

Entercom, a broadcasting company with a network of over 235 radio stations, will see their current chief marketing officer step down this week. Ruth Gaviria joined Entercom three years ago after many years at Univision. No word yet on what Gaviria will do next.


Kraft Heinz Canada Hires CMO

Kraft Heinz Canada has named Dana Somerville as their next chief marketing officer. Somerville was previously Kraft Heinz Canada’s VP and head of brand build, innovation and R&D, according to Strategy.


Mitsubishi N.A. Picks Up Chief Marketing Officer

Mitsubishi Motors North America has announced the hiring of Kimberley Gardiner as the company’s first vice president and chief marketing officer.

Gardiner comes to the company after spending some years at Kia Motors America as the company’s director of marketing communications. She also spent several years in marketing positions at Toyota and Lexus.

“Kimberley brings an enviable blend of analytical prowess, digital foresight and traditional advertising experience. Mitsubishi Motors North America is coming off its best sales year since 2007, and our company is on a roll. New vehicles are coming quickly to our showrooms and our dealer partners are engaged and investing in their customers’ experience; now is the time for creative, data-driven ways to tell our special brand story,” Mark Chaffin Mitsubishi N.A.’s CEO said of the appointment.


OCBC Bank Names Head Of Marketing

Singapore-based OCBC Bank has named Yvonne Low as chief marketing officer of the consumer financial services division.

Low most recently worked for a consulting firm and prior to that, she held the role of senior director, marketing, menu and digital innovation McDonald’s in Singapore. Low also spent a number of years at DDB Singapore.


Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, January 11. 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 

Executive Director, Chief Marketing Officer Lenovo Chicago, IL
Global Head (CMO) of Print Marketing HP Palo Alto, CA
Vice President, Marketing Strategy and Project Management Paramount Pictures Hollywood, CA
Vice President, Consumer Marketing, Origins North America Estée Lauder Virtual, USA
Head of Marketing Uber London, UK
VP Marketing Analytics DISNEY New York, NY

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

Instagram Ousts TV; YouTube To Remove Twitter Auto-Sharing

This week in social media news, Instagram beats TV as the main platform to advertise to young people, YouTube will remove built-in Twitter and Google+ sharing options, Instagram will see its digital ad share double, Twitter will start streaming NBA games, Instagram will allow users to post to multiple accounts at once, Twitter is working on new publisher tools and Snapchat introduces end-to-end encryption to protect user privacy.

Move Over TV, Instagram Is The Top Way To Advertise To Young People

A study by Cowen, a financial firm, surveyed U.S. ad buyers and revealed they would pick Instagram over TV for new branding campaigns.

Why it matters: TV is losing its importance. The future is in social platforms.

Details: The financial firm surveyed 50 ad buyers to “to identify the primary platform they would use for a new branding campaign.” Business Insider reported that 61 percent of respondents targeting consumers ages 13 to 34 chose Instagram as the primary platform first, then YouTube/Google Video followed by Snapchat. For the demographic 35 and over, TV is still the choice platform for respondents to launch their new campaign.

YouTube Plans To Drop Twitter, Google+ Sharing Options

The major video sharing platform announced YouTube users will not be able to automatically share their content on Twitter and Google+ after January 31.

Why it matters: Users will need to find other ways to post automatically or do it manually.

Details: A Team YouTube employee wrote a post disclosing the removal and pushed the feature @mentions as a better way of social sharing.

Instagram Shows No Signs of Slowing Down

Facebook is struggling, but Instagram is its golden child. A study by Cowen—the same one that found Instagram is the main way to advertise to young demographics—also finds the photo-sharing platform’s ad share will double from 2018 to 2020.

Why it matters: Even though Facebook owns Instagram, consumers still see them as separate entities.

Details: Bloomberg reports Instagram’s “Stories” was a vital feature to make the app popular for campaigns. A representative from Cowen noted more ad buyers allocated some money to Instagram Stories last year compared to 2017.

Twitter Will Begin To Stream NBA Games

Twitter announced it signed a partnership with the NBA to stream parts of the game and they’ve come up with an innovative way to get viewers involved.

Why it matters: Sports personalities and news became a huge part of the Twitter ecosystem years ago. Companies like Twitter, Amazon and Yahoo continue to compete for these deals as we reinvent the way we stream TV and sports.

Details: To differentiate themselves from traditional channels like ESPN, Twitter is only streaming the second half of the games starting at the All-Start Game in February. Also, don’t expect to see the full court, the camera will only focus on a single player. During the first half, fans can vote at the @NBAonTNT Twitter account for the player they want the camera to follow.

Instagram’s ‘Self-Regram’ Allows Posting To Multiple Accounts

Instagram launches a new feature that lets users post to multiple accounts at the same time.

Why it matters: It’s a time saver, especially for high-volume brands and influencers.

Details: Instagram told TechCrunch the feature, called “self-regram,” will appear when a user is about to share a post. It will be in the same section where users can tag people and point location. The option will be labeled “Post to Other Accounts” to easily switch to another account. The feature will initially be available to iOS users, There is no word when it will roll out.

Twitter Works On New Publisher Tools

At CES 2019, Twitter announced its working on two new features—an events dashboard and activity tracker—to assist marketers.

Why it matters: The goal is to allow marketers to see who is interacting with their content on Twitter. Marketers will get topical information in real-time instead of after-the-fact.

Details: TechCrunch broke the news reporting Twitter is looking for more ways to monetize beyond traditional advertising. The events dashboard will show major events and breaking news in real-time and give insights. The new activity tracker brings the function in-house with access to direct data. There is no word when these features will roll out.

Snapchat Adds End-To-End Encryption to Secure Users 

In an effort to prevent videos and photos from being seized by outsiders, Snapchat adds end-to-end encryption.

Why it matters: In a climate of constant data theft and fraud, it’s a move by Snapchat to protect user privacy.

Details: Snaps were originally unencrypted and would be stored on servers for around 30 days. Now, Snapchat’s content will be less vulnerable to hackers or security services. The Telegraph also reported this new encryption is only for snaps and not group chats or messaging.

Twitter Will Start Testing New Features To Promote ‘Healthy Conversation’

Twitter told Engadget at CES this week it’s going to start the beta program of its updated conversation features in order to get users to talk to one another.

Why it matters: The changes will not only switch-up Twitter visually, but how we use it.

Details: Twitter is experimenting with new features, one of them will indicate when users are online and it might include a current status setting under your username; another feature is the “icebreakers” a prewritten tweet in order to initiate conversation. Twitter has also dabbled with the idea to let users pin the icebreaker to the top of their profile. Another feature being tested is an easier way of responding to threads and individual people.

Snapchat Brings Joy To Users Study Finds

Snapchat commissioned Apposphere to study around 1,000 users between the ages of 14 and 44 to get more information on their emotions, which apps they use and how much time they spend on them.

Why it matters: Snapchat hasn’t been super successful retaining users, but new information that Snapchat makes users “happy” could boost their appeal to advertisers.

Details: Brand commissioned surveys should be analyzed with a healthy dose of suspicion, but according to Mashable this one is similar to other independent studies. Per the study, about 95 percent of users feel happy using Snapchat compared to other apps. It also emitted feelings of silliness and playfulness.

Samsung’s Facebook App Is Just A Placeholder

Samsung users received news from Bloomberg that they couldn’t permanently delete their Facebook app, but it turns out to be just a disabled shell.

Why it matters: People like the freedom to chose the apps they download on their phone and feeling like its been forced upon you isn’t good from a brand perspective.

Details: Bloomberg reported Samsung owners couldn’t uninstall the Facebook app from their phone, but thankfully you can. Reverse-engineer wizard Jane Manchun Wong clarified the pre-installed app isn’t active until you decide to update it. In fact, it’s just the Facebook app manager/installer.

Twitter Impacts Financial Markets

Finding Trump’s tweets cause declines in the stock of certain companies, Barron’s went further to examine how much Twitter affects global markets.

Why it matters: Twitter impacts the news and markets, more than traditional news outlets do.

Details: The study compared Twitter with traditional news outlets in how they impact the euro zone’s sovereign bond market. They analyzed the Greek debt crisis because of its global interest and tracked the word “Grexit” to examine Twitter’s power.

PGA Tour Renewed Deal With Twitter

The association announced it will stream via Twitter, offering around 140 hours of free viewing during the 2018-19 season.

Why it matters: PGA Tour’s chief media officer Rick Anderson said the partnership with Twitter has led to “extraordinary feedback” from fans. They also saw an increase in sponsor enthusiasm and buzz around the sport.

Details: The live coverage will feature 28 tournaments and additionally a ‘Fan Vote Fridays,’ where viewers can vote via Twitter on the two featured groups showcased on Friday coverage. Viewers can also get pre-tournament access from the driving range weekly.

Bloomberg Media Plans To Broaden TicToc

The one-year-old news brand has proved its success, getting over 500,000 followers and around 2.2 daily views.

Why it matters: Bloomberg Media has plans to expand TicToc to other platforms like dedicated apps and TVs. The news site geared at millennials wants to be the main news outlet for younger generations.

Details: At the start of 2019, Bloomberg is getting ready to launch TicToc’s video platform and the outlet will be aired on TV screens in major airports due to a new partnership with Reach TV.

Instagram Causes Anxiety Compared To Other Platforms

Psychology of Popular Media Culture found Instagram affects our mental health in a bad way and those who use it for work like Influencers can suffer the most.

Why it matters: The author of the study believes Instagram can confuse our social comparison radar because we naturally compare ourselves to gauge social standing. Influencers are on Instagram all day long and many of those interviewed for the study revealed they feel “tied to a static, inauthentic identity.” Keeping Instagram realistic helps to turn the negative feelings around to more positive ones.

Details: The research found it increases depression and anxiety in users when they spent too much time on it. Additionally, viewing a stranger’s profile causes more anxiety than ones of people you know.

Facebook Rejects GRIS Ad For Being ‘Sexually Suggestive’

Devolver Digital, game publishers of GRIS, don’t understand why an ad for the game’s trailer was rejected, being deemed “sexually suggestive.”

Why it matters: Facebook made the promise to crack down on inappropriate, hateful content, but it seems there is some overkill. A Devolver representative told Kotaku “This is stupid” and that their appeal was also rejected.

Details: The ad, featuring a statue of a woman crumbling, doesn’t seem sexual even for the most critical of puritans. See for yourself.

Facebook Users Leaving To Other Social Media Platforms

Facebook’s market share is falling, while other ones like Pinterest and Twitter grew. Last year, Facebook’s market share dropped from 76 percent to 66 percent globally.

Why it matters: According to Forbes, Facebook is still king of social media with about 30 percent of the world still actively using the platform. However, if something drastic doesn’t happen to help Facebook’s image, we might just be seeing its demise.

Details: Facebook is still far ahead from other social media platforms, but the scandals are definitely making an impact on their numbers. In June, they reached an all-time low market share of 63%. Last year, YouTube’s market share grew 4.8 percent, Twitter rose 8.2 percent and Pinterest grew its market share the most by 16.3 percent.

Instagram Is Full Of Fake Influencers

Authenticity is a big priority in marketing, but some brands are paying out over $200 million on phony Instagram influencers.

Why it matters: As the primary influencing platform, Instagram’s strength lies in its focus on ecommerce. But, some influencers are buying fabricated followers in order to charge more for their product reviews. Neither marketers nor consumers like to be swindled by these influencers toting fake comments. Vetting should continue to get stricter as brands look to combat fraud.

Details: A report released by Captiv8 revealed about 11 percent of reactions on influencer channels are fake. The company believes this shows how the system isn’t perfect when spotting out real and automated engagement. Recently, Instagram and Facebook tasked themselves with removing millions of fraudulent accounts.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, January 11. 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.

Disruptor Brands Are Growing More With Facebook, Insights Suggests

Facebook might have encountered a few road bumps in 2018, but the social media platform announced it has been essential for DTC brands. Facebook, in collaboration with Ipsos, debuted its new research during the first day of CES.

The study revealed roughly three in four disruptor brands have grown more compared to non-disruptor brands and about nine in 10 of those online companies reported that Facebook assisted with reaching customers. Most importantly, the research shows disrupter brands are more inclined to build their business on Facebook. Around 72 percent of those brands report fast or steady revenue growth.

“Our success on Facebook pushed us to think about international expansion for earlier than we would have otherwise,” said Dan Rosen, Hubble Contacts’ head of creative, in a Facebook blog post.

“I would urge companies not to underestimate Facebook’s depth; if you think a little bit harder, you can probably find more efficient spend opportunities on the platform.”

Hubble Contacts has always been pretty transparent with their investment in Facebook. In 2017, co-founder Jesse Horwitz told Forbes their marketing is mostly digital and noted they spent 95 percent of their ad dollars on social media giant. Co-founder Ben Cogan added there was no content lens spend on Facebook, so they had little to no competition.

The new research highlighted the use of Facebook and Instagram is good for consumers too. Customers are more likely to get more perks and incentives. Around 39 percent of the disruptor brands offer lower prices versus 23 percent of other brands, 33 percent offer free shipping versus 16 percent and 32 percent offer increased payment options versus 24 percent for non-disruptors.

Peloton, the at-home digital cycling platform, launched in 2012 and since then it’s been a game changer for the fitness world. It’s even been described as “Netflix for fitness.” In 2017, the startup made around $400 million in sales and it was recently valued at $1.25 billion. Despite its fast and large success,  Peloton admits social media is the most valuable way of interacting with consumers.

“In our first year of sales, when no one had heard of Peloton, Facebook was the only marketing channel that drove results for us at any scale. Five years later, Facebook and Instagram are still among our top methods for engaging with current and future Peloton Members,” said Graham Stanton, co-founder and SVP, digital sales & marketing for Peloton in a Facebook blog.

The study also noted how these disrupter brands support each other. Around 73 percent have collaborative connections with other companies on Facebook and nearly 80 percent share business information to others. See the rest of Facebook’s report here.