Ocean Spray Partners With Ripley’s, Debuts 500-Pound Can Of Cranberry Sauce

Ocean Spray wants to remind consumers that cranberry sauce plays a “big” of a part in holiday traditions, so it unveiled a very big can of sauce in Times Square. For the next three weeks, visitors to Ripley’s Believe it or Not! can take a photo and join a social media conversation about their holiday feasting habits.

The giant can of Ocean Spray cranberry sauce debuted on Thursday at the Ripley’s Believe it or Not! Museum in New York. Prominently displayed in the lobby, this colossal can weighs in at 500 lbs and stands three feet high by two feet wide. Guests are invited to interact with the can by stepping onto the platform and taking photos.

The attraction is made of real cranberry sauce and was assembled in Kenosha, Wisconsin with the rest of Ocean Spray’s products. The brand says that it could feed over 3,000 guests and boasts 57,000 individual cranberries inside.

Canned cranberry sauce is a staple of American holiday cooking. Ocean Spray cited an unknown study in which 76 percent of Americans serve store-bought cranberry sauce at Thanksgiving instead of homemade. Nearly three-quarters prefer their sauce served in the shape of the can and just over half use the imprinted can line as a slicing guide.

Ocean Spray is inviting consumers to share their holiday dinner traditions on social media, especially details about how they consume their signature berries. The brand is asking whether consumers use the can lines embedded in their jellied sauce as a slicing guide or if they just scoop it. Fans can answer #CanLines or #CanScoop on Facebook, Twitter or Instagram. The “winner” will be announced by Ocean Spray on Thanksgiving.

Google recently released a visual trends about which holiday foods are searched for most often by US state. When it comes to cranberry sauce, New York is #20 on the list, making this activation a timely one for brand awareness. Cranberry sauce is most popular in Alaska, North Dakota, New Hampshire, Delaware and Kansas, at numbers one through five, respectively.

California Dreamin’ VP Jonathan Bishop On Regulation And Big Soda’s Cannabis Ambitions

Cannabis is poised to become a $50 billion industry in the US over the next decade, but as start up California Dreamin’ soon learned, marketing their low-dose cannabis soda isn’t as easy as one might think. Strict, yet vague regulations prevent the brand from using traditional marketing techniques or tech stacks that many take for granted—forcing its VP of marketing, Jonathan Bishop, to get creative.

Though his official title is vice president of marketing, Bishop does a bit of everything at California Dreamin’ from recruiting talent to design and even a little coding. He sat down with AList to discuss the challenges and opportunities of launching a cannabis brand at the time when the industry is young but booming.

You have some background in B2B. How was the transition to B2C with this new start-up?

I tend to be a consumer that always pays attention to different marketing campaigns in general, it’s just something I’m passionate about. The whole B2B to B2C thing wasn’t as much as a shock. In previous start-ups, we’ve had to move fast, it’s very competitive, [you work] long hours, crazy things happen and you have to adapt. It’s nothing compared to this job. I’ve had to re-learn all that and adjust my limits just to be able to handle all the changes I come across [such as regulations].

The harder transition has been going from a non-regulated industry to one that is very much regulated. They have these strict rules [about cannabis] but they’re also very vague. There’s a lot of gray areas to deal with.

How do you market with the restrictions?

There’s what you’d expect in a regulated industry, like restrictions on marketing to people who are under 21. We have to have channels that have 70 percent or above users that are 21 and over. That shuts certain things off.

Advertising out of state is problematic, though. When we look for different options, especially in advertising, there are certain tools like geofilters that we have to have otherwise we can’t consider that channel.

Outside of that, the regulatory environment is changing. Next year we’ll have a lot more solidified and a lot more permanence which will be great because I can build off that. But certain things are happening like next year, it looks like it will be illegal not only to hand out free product samples but free anything. Our current campaign includes a free shirt, so if that regulation stays in place, I have to figure out something else. Maybe it would work to charge them a dollar to satisfy the requirements, but that does change the nature of the campaign.

How does regulation impact personalization?

It makes it hard. We currently maintain retail relationships so we’re only selling through licensed retailers in California like dispensaries and delivery services. They own the customer relationship, however. It’s actually very hard to get any kind of data out of these retailers. A lot of times we’re just waiting for them to place an order again before we know if something’s actually sold, as ridiculous as that sounds.

We’re looking at direct to consumer next year. That’s where I think we’ll have a lot more opportunities for personalization because we can capture email addresses, our website experience will be more personalized, etc.

Your current campaign targets Baby Boomers. Why did you choose this demographic?

Our main audience is millennials and we’re not deviating from that focus, but boomers are very friendly as a group to cannabis. Their usage is increasing every year and a lot of them have better attitudes around [cannabis] because they grew up around it.

But the products today are very, very intense so it’s kind of a scary thing. There’s still that stigma with dispensaries. For us, [having a low dose product] it’s a valuable market to work with. It’s also super valuable for these dispensaries that don’t do much boomer marketing if any.

Where do you find marketing inspiration?

The industry still has a lot of growing up to do—it’s still not very professional in many ways. There are different things I wouldn’t look at [for inspiration] but at the same time, these are people who know the rules. It’s almost a head start. If I see a tactic I like outside of the industry, I’m not sure if that’s going to fly legally.

A lot of inspiration does come from outside the cannabis industry. Diet Coke actually has an interesting new campaign—this tagline that “I drink Diet Coke because it makes me feel good.” It’s such a nice, simple way to say what we’re trying to get across. We talk about getting high, but the problem is that people equate that with being drunk or wasted. There isn’t this gradient in terminology between “I was kinda high” and “I was really stoned.” Trying to find that balance is important.

Speaking of Coca-Cola, what do you think about big brands jumping into the cannabis market?

It’s good and bad. The good stuff is that it validates things and helps normalize and gets people talking about cannabis. One of the things about the industry is that there are a lot of people that helped build it up and I worry that a lot of them will get pushed out when a big company comes in. I’m not exactly sure how to deal with it except for the regulations being set up to give these smaller shops a chance to get solidified before the bigger companies come in.

CBD is another thing that’s blowing up. If Coke doesn’t do it, I expect another big brand to get into it soon.

Facebook Releases TikTok Competitor; Snapchat’s Cheaper AR Tier Attracts Brands

This week in social media news, Instagram updates three shopping features, Facebook expands its career offerings and cancels its connected TV ads, Twitter considers an edit function and Snapchat gets creative with Bitmoji.

Also, Snapchat celebrates friendship and Instagram tries its hand at pop-up shops. Pinterest handles friend activity more like Instagram, Facebook woos teenagers with an imitation of TikTok and thanks to a lower price tier, more brands can take advantage of AR ads on Snapchat.

Facebook Releases Lasso App To Compete With TikTok

Facebook quietly launched a new app this week called Lasso.

Why it matters: Apparently determined to have a finger in every social media pie on the planet, Facebook isn’t about to ignore a popular app like TikTok. The lip-syncing video creation app may also help Facebook win back favor with teenagers.

Details: On Lasso, users can record themselves dancing and lip-syncing to music and create short clips similar to Vine. The app’s launch makes sense, considering Facebook’s ongoing commitment to engagement through video.


Snapchat Lures Smaller Businesses With $50 AR Tier

Once $500,000, Snapchat Lenses proved too expensive for most brands. As Digiday reports, lowering the price has opened the platform to a much wider range of marketers and their agencies.

Why it matters: Snapchat introduced a new $50 tier that includes a 10-second AR ad sandwiched between Discover content. Ever since the more affordable tier was introduced, more brands have been able to afford the lucrative product.

Details: While not all AR campaigns have proved successful, a number of creative agencies told Digiday that the lowered price point creates new opportunities.

“500K stills gets you a national slot on the carousel, but not everyone has that money,” Frank Shi, co-founder of agency Paper Triangles. “The difference is huge. It allows us to sell marketing plans and ideas to our clients who before might have ignored Snap because of price.”


Facebook Patent Would Serve Ads By Analyzing Family Photos

A new patent filing by Facebook would allow the site to gather more in-depth information about a user’s entire family by analyzing photos and targeting subjects as a group.

Why it matters: The patent description is fairly vague, but the idea is that Facebook could better deduce the size of your household, marital/parental status, etc. to better serve ads. Facebook can already deduce a lot based on what a user uploads, such as relationships people list on their profiles, shared life events, etc. The company frequently files patents, but it doesn’t necessarily mean the technology would be put to use.

Details: As reported by The Verge, Facebook filed a patent last May that describes an algorithm for discerning families based on photos. In one example, a man posts multiple pictures or appears in multiple posts with the same two females. Based on one of his own captions, “My angel,” the algorithm deduces that the younger female is his daughter and the older one is his wife.


Instagram Adds New Ways To Shop And Save Wishlists

Just in time for the holidays, Instagram has introduced three new ways for users to browse and purchase items from brands on the platform.

Why it matters: According to the National Retail Foundation, US consumers are poised spend record highs this holiday season, to the merry tune of up to $721 billion. Instagram has done a steady rollout of ecommerce features, but these new ones are timed just right for impulsive spending.

Details: Three new features have rolled out to Instagram: Shopping collections, shopping on business profiles and shopping in feed videos. Shopping collections work much like a wish list, in that users can save a product tag to their collection for later. Instagram is also testing a redesign of the Shop tab on business profiles that displays all items for sale in one location. Brand videos are another way to spend this holiday. Users can tap the shopping icon on a video to reveal featured products and learn more about them.


Facebook To Shut Down Connected TV Ad Network

Facebook will stop selling ads inside OTT apps by January of 2019, Digiday reports.

Why it matters: Smart/connected TVs will account for 70 percent of the television segment in 2018, according to IHS Markit. As there are no shortage of connected TVs, Facebook shutting down the program after just two years indicates a lack of interest from marketers or other, underlying problems.

Details: Publishers using Audience Network began to notice that Facebook had stopped filling their OTT apps’ inventory in the last month. A Facebook spokesperson confirmed that connected TV ads will be discontinued.

“We worked with a small set of publishers to test monetizing their connected-TV apps with ads from Audience Network and ultimately decided not to move forward with the concept,” a Facebook spokesperson told Digiday.


Facebook Takes On LinkedIn With Education Portal, Mentorships

Facebook introduced “Learn with Facebook,” a portal for career-based education courses similar to (although much smaller) than LinkedIn.

Why it matters: Facebook says that a million jobs have been secured through its platform and that not to be fooled by the humble beginnings of its learning modules. It previously committed to training 1 million people and small businesses in the U. in digital skills by 2020. The site has “more ambitious” plans for Learn with Facebook, but for the entire platform as well. As evidenced by its VR, dating and video efforts, Facebook is diversifying with the hope of longevity.

Details: Learn with Facebook debuted with 13 modules designed to teach career-based skills such as social media marketing. In addition, the company has expanded Mentorship and Jobs features. Would-be mentors can now make their own matches and employers can now post jobs on Groups where they are members.


Twitter Hints At Edit Button

Twitter CEO Jack Dorsey admitted that they are considering an edit button for tweets, but it would have to be done right.

Why it matters: Twitter users have long asked for a way to edit tweets, if not only to correct grammatical errors. While Dorsey conceded this function would be nice, he has been “rethinking” the entire way Twitter works and so it’s probably a low priority.

Details: During a talk at the Indian Institute of Technology in New Delhi, Dorsey told the audience: “We have been considering [an edit button] for a while,” but added that it needed to be done “in the right way.”


Snapchat Announces Bitmoji Stories, Merchandise

Bitmoji, the custom characters users display on Snapchat and connected apps can now be used to create Stories in the style of an animated webcomic. In addition, these characters can be printed on merchandise such as t-shirts, bags and even shower curtains.

Why it matters: According to Apple, Bitmoji was the top-downloaded app of 2017. Snapchat may not be profitable yet, but it certainly has one thing going for it—users love those Bitmoji. Offering them on merchandise and in custom Stories will leverage the characters’ popularity, encouraging users to share their custom avatars in even more places, including IRL.

Details: Snapchat is rolling out a new feature this week called Bitmoji Stories. Available on the Discover Page, these animated pictures insert a user’s cartoon likeness and customizes the scene based their activity in Snapchat. Bitmoji is already available to use in a number of apps outside of Snapchat, but now users can have their characters printed onto merchandise in the Snapchat store. The selection is similar to what you’d find on a site like Zazzle or Cafepress, ranging from apparel to phone cases and home decor.


Snapchat Rolls Out ‘Friendship Profiles’

Friendship Profiles will allow users to access a collection of saved messages, images, etc. in one place.

Why it matters: Snapchat was born out of the idea that messages disappear, but users can save elements of those chat sessions like links, images and video. Being able to access them as they relate to a certain Snapchat friend allows the platform to associate itself with lasting relationships instead of fleeting conversations.

Details: Snapchat users will be able to tap on a user’s Bitmoji to see a Friendship Profile. Here they’ll find all the elements they’ve saved over time. The feature will “slowly” roll out to global users in the coming weeks.


Instagram Hosts London Pop-Up Shops

Last month, Instagram invited six small businesses to participate in a pop-up shop in London.

Why it matters: Facebook and Instagram are experimenting with the idea of taking small businesses into the physical world. Even direct-to-consumer brands are opening stores to be where the consumers are, so it makes sense to test the waters for its more popular online partners.

Details: Instagram invited Rixo London, Never Fully Dressed, Haekels, Scamp and Dude, Carrie Elizabeth Jewelry and Oh Squirrel to London, where the small businesses were treated to a pop-up shop experience and a panel to discuss finding success on the platform.


Pinterest Friend Feed Updated To Mimic Instagram

The latest update to Pinterest’s mobile app includes a redesigned friend feed that trades a grid of images for a single column of posts.

Why it matters: When it comes to following friend activity on social media, copying Instagram isn’t the worst idea. The main app functions the same, but the redesign allows users to get a bigger, closer look at what their friends are doing on Pinterest.

Details: Pinterest’s friend activity feed has been streamlined down to one scrolling column. The update mimics Instagram’s format but otherwise works the same. Users can still tap on a red “Save” button below an image to save it to a board or tap on the image directly to be linked out to a piece of content.


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, November 16. 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.

 

This Week’s Exec Shifts: Formula E Names CMO; Postmates Hires Pinterest Brand Leader

This week’s executive moves include a new SVP for Postmates, a CMO for Formula E and Poshmark appointed the company’s first chief marketing officer. Also, a former NFL wide receiver heading Jordan’s global sports marketing efforts and StarHub’s VP of digital transformation finds himself taking on the brand’s marketing duties.

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

Formula E Appoints Chief Marketing Officer

The ABB FIA Formula E Championship has appointed Jerome Hiquet as chief marketing officer. Hiquet most recently served as a board member of the New York Hub of the Marketing Society and the CMO of Tough Mudder, an endurance event series. He brings nearly two decades of experience in marketing and event planning to the position. In his new role, Hiquet will lead Formula E’s mission to introduce more consumer-facing activities.

Alejandro Agag, founder and CEO of Formula E, said: “It’s with great pleasure that I welcome Jerome as chief marketing officer and the newest member of the senior management team at Formula E. The ABB FIA Formula E Championship continues to attract top talent across each aspect of the business—both on and off the track. Jerome has an abundance and array of experience—matched with equal levels of ambition to help drive the sport forward.”


Pinterest Veteran Becomes Postmates SVP

Eric Edge, formerly of Pinterest, joined Postmates as senior vice president of brand and communications. Edge’s appointment came back in September according to his Linkedin. At Pinterest, Edge served as head of global marketing communications for just over two years.

We interviewed the marketer back in June at Cannes Lions, you can see his interview here. Edge brings over two decades of marketing experience to the delivery brand, having worked previously at Facebook and Instagram.


Unilever Veteran Joins Renault As VP Of Marketing

Renault has appointed François Renard as global marketing director. Most recently, Renard served as vice president of marketing for personal care at Unilever, where he had previously worked 20 years in both directing and management roles. In between, he became the CEO of Kate Somerville Skincare.

In this new role, Renard will be responsible for strengthening brand awareness of the automaker’s brands, products and services while accelerating digital transformation.


Blue Apron Chief Marketing Officer Exits

Direct-to-consumer meal kit brand Blue Apron announced that around 100 employees would be laid off amid profitability struggles. Chief marketing officer Jared Cluff has also exited. In a filing, Blue Apron said that it was terminating its chief marketing officer but in an interview, the company’s CEO Brad Dickerson said Cluff left to pursue other opportunities.


Poshmark Appoints First CMO

Poshmark, an ecommerce company that provides a social platform for consumers to buy and resell clothing, has appointed Steven Tristan Young as the company’s first chief marketing officer. Young comes to the company from GrubHub where he was the VP of growth, having worked his way up from director and senior director of customer acquisition and brand marketing. Prior to that, Young worked for a number of years at DIRECTV and American Express.

Manish Chandra, founder & CEO of Poshmark, said of the appointment, “We’re thrilled to welcome Steven, who stood out as a seasoned and passionate marketer with a proven track record of scaling high-growth companies, and we look forward to his leadership and expertise over the coming years.”


Pure Global Cannabis Names VP, Sales And Marketing

Ross J. Hendry has joined Pure Global Cannabis as vice president of sales and marketing. Hendry brings over a decade of alcohol beverage industry experience and most recently served as commercial director of International Canadian spirits at Corby Spirit and Wine.

“I am delighted to welcome Ross on board at such an important stage of market development,” said Malay Panchal, CEO of Pure Global. “Ross brings with him years of experience and leadership in market strategy, innovation, and brand advocacy, and he will invigorate Pure Global’s ability to deploy our growing range cannabis consumer products for the nutraceutical, and health and wellness segments to meet the needs of the emerging Canadian and expanding international markets. Ross is the final foundational pillar for our team, on which Pure Global can continue to build a scalable customer-centric business.”


Jordan Appoints Global Head, Sports Marketing

Nike’s Jordan Brand has named Anthony Dicosmo its global head of sports marketing. Dicosmo has worked for the last 11 years at Nickelodeon, where he most recently served as senior vice president of sports marketing and development. Prior to that, he served as manager of special projects for Spike TV—spearheading strategic partnerships with local government and community organizations, as well as minor league baseball to generate local market promotional events and screenings.

As a former NFL wide receiver, Dicosmo brings a wealth of insider knowledge to his new role at Jordan.


Crankbrothers Appoints Global Marketing Director

Crankbrothers has hired Megan Tompkins as its new global marketing director. Tompkins was most recently the publisher of Bicycle Retailer and Industry News, where she led the magazine’s expansion into digital publishing. She also served in sales and marketing roles at Shimano and Specialized. She currently sits on the board of the Bicycle Product Suppliers Association.

In her new role, Tompkins will be responsible for developing the global marketing strategy, managing brand communications, and overseeing PR, sponsorships and events.


William Hill Appoints Global Brand And Marketing Director

Bookmaker William Hill has hired Charlotte Emery as its new global brand and marketing director.  Emery fills the role left by Kristian Welch who exited the company this past summer. Prior to joining William Hill, Emery served as British American Tobacco (BAT) brand director for just over six years. Her career spans over a decade with marketing leadership roles at Bacardi, Twinings and Premier Foods.


Fox Searchlight Exec Becomes Bron Studios’ New CMO

Cassandra Butcher has been appointed chief marketing officer for Bron Studios. Butcher joins the studio from Fox Searchlight, where she served for over 10 years as vice president of national publicity. She was a producer on Sony’s Front Runner, starring Hugh Jackman. Prior to that, she was a unit publicist and publicity consultant for multiple studios including Fox, Lionsgate, Screen Gems, MTV Films and Paramount Pictures.

Speaking on the new hire, Bron Studios co-founder Brenda Gilbert said: “[Co-founder] Aaron [Gibert] and I and the entire Bron team are thrilled to welcome Cassandra to the company. She will further cement our position as a strong partner to filmmakers and with distributors. She brings so much experience and vision to Bron, as well as a work ethic and passion that’s exceptional.”


Tourism Toronto Names EVP, CMO

Jon Mamela has been appointed the new executive vice president and chief marketing officer for Tourism Toronto, effective January 1, 2019. Mamela joins Tourism Toronto after five years with Destination Canada as SVP and CMO. Prior to that, he held a number of marketing and sales positions in the travel sector including Four Seasons Hotels and Resorts, Fairmont Hotels and Resorts and Travel Alberta, as well as in the consumer packaged goods industry with Procter and Gamble.

“Jon is a true leader in destination marketing in Canada. His experience and success building national marketing programs—and expanding those programs into international markets and through new strategies and technologies—will help us inspire more travelers and drive more business to Toronto in the years ahead,” said Ms. Bélanger.


StarHub Shifts Marketing Duties To VP, Digital Transformation

Amid shifts and layoffs at Singapore-based telco brand StarHub, VP of digital transformation Rod Strother has taken on new duties to handle and head up the brand and marketing communications teams. He will be working with StarHub’s current ad agencies and has a team of approximately 25 reporting to him, Marketing reported. Prior to his time at StarHub, Strother served as director, digital and social centre of excellence at Lenovo.


Former ESPN Exec Joins Kolkata Knight Riders

Kaustubh Jha has joined Indian Premier League franchise Kolkata Knight Riders (KKR) as head of marketing. He comes with over a decade of experience in partnerships, content marketing and campaign management. Most recently, he headed marketing operations for ESPN in India, including the launch of ESPN.in and ESPN Films. Prior to ESPN, Jha was part of the marketing, business and consumer insights team at MTV India.

Speaking on the new hire, Venky Mysore, CEO and managing director of KKR, said, “We are delighted to have Kaustubh on board to lead the marketing and fan-building initiatives of Knight Riders, which is not only the leading brand in IPL but through our presence in CPL and other initiatives around the world has genuinely become a global brand.”


Former KFC CMO Joins UK National Lottery Parent

Camelot UK, the operator of the UK National Lottery, has appointed Jennelle Tilling as a non-executive director. Tilling served as the global chief marketing officer for KFC from 2013-2017. Following her time at Yum! Brands, Tilling founded a marketing consultancy firm and will continue to serve on the advisory board for Butchie’s.


Concord Music Promotes, Hires For Co-Heads Of International

Concord Music has promoted Rebecca Berman to senior vice president and co-head of international. Berman has led Concord Music’s international marketing efforts for more than a decade and is credited with having a hand in the global success of artists such as Paul Simon.

Michael Nance, former executive vice president of global for Warner Bros. Records, will serve as co-head of international alongside Berman.

Nance, who comes to Concord Music after 25 years at Warner Bros. Records, where he most recently served as EVP Global.

In their new roles, Nance and Berman will focus on expanding Concord Music’s global infrastructure as well as crafting global sales and marketing strategies for artists across its labels: Concord Records, Fantasy Recordings, Fearless Records, Loma Vista Recordings and Rounder Records.

Speaking on the promotion, Concord Music chief label officer Tom Whalley said: “Both Michael and Rebecca’s proven track records of global artist development will uniquely strengthen Concord Music labels’ ability to grow their respective artists’ careers. Having them join together to run our international marketing teams will position our artists for greater worldwide success. I look forward to working with both of them as we continue to build upon our global opportunities.”


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, November 16. 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 

Global Head of Brand Marketing Uber Eats San Francisco, CA
VP, Marketing & Communications Boingo El Segundo, CA
VP, Originals Marketing Starz Los Angeles, CA
VP, Marketing, Brand & Customer Strategy Banana Republic San Francisco, CA
Head of Marketing, Stephen Curry Under Armour Baltimore, MD
VP, Marketing Strategy Operations Paramount Pictures Hollywood, CA

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

Subaru Launches ‘Share The Love’ With Podcasts, Video Series

Subaru of America launched its 11th annual “Share the Love” event on Thursday with a marketing campaign that focuses on its accomplishments so far. In addition to a round of TV spots, Subaru will use a branded video series and podcasts to share inspiring stories.

Each holiday season, Subaru America hosts a “Share the Love” event. For every new car lease or purchase, the manufacturer will donate $250 to one of several charities of the customer’s choosing. This year’s event will run from November 15 to January 2.

But, what’s most interesting about this year’s campaign is that Subaru is producing a branded video series and collaborating with a well-known podcast. For the video series Subaru partnered with media company ATTN: to cover topics centered around the event’s four core partners (National Park Foundation, Make-A-Wish Foundation, Meals On Wheels and ASPCA) and the “ripple effect” of positivity through helping others.

Five “Share the Love” commercials have been produced for TV and social media that thank customers for participating and highlight the program’s accomplishments thus far. Each spot highlights a different charitable organization that benefited from “Share the Love” and the impact it has on the community.

A spot called “Silent Awe” tells consumers that over 100 national parks have been supported through donations to the National Park Foundation, driven home by visuals of a little girl exploring the woods with her grandmother.

In “Becoming A Hero,” a child’s desire to become a fireman is granted through the Make-A-Wish Foundation, which has fulfilled 1,800 requests through the “Share the Love” event thus far.

In addition, Subaru will participate in a series of episodes on the Science Vs podcast, where local retailers will explain how participating in “Share the Love” has impacted their individual communities. Podcasts have grown into a powerful form of media for brands. US ad spending for podcasts is expected to reach $659 million by 2020, according to eMarketer.

According to Subaru’s Q3 investor call, earnings dropped 22 million YoY—even so, some of this downturn can be attributed to rising consumer interest in used cars and the increasing price of new vehicles.

Diversity Marketing Valued By Global Marketers, But Not Often Practiced

Global marketers tend to agree that using diverse model images helps a brand’s reputation, according to new data from Censuswide and Shutterstock. Those who put this philosophy to use, however, varies by generation. Younger marketers more likely to choose a diverse representation in campaigns than their older counterparts.

Censuswide surveyed over 2,500 marketers from Australia, Brazil, Germany, US and UK in October. Each professional was asked about how they made visual decisions for imagery in their campaigns within the last year. For the past two years, Shutterstock has conducted research on marketers’ use of imagery beginning in the UK (2016), followed by Australia, UK and US in 2017.

Marketer attitudes around diversity in campaigns varies by generation and region, the study found. For example, Brazilian marketers used more images of non-professional models and gender-fluid, non-binary, or androgynous models in their campaigns.

The same goes for Generations Y and Z marketers, who had used more images featuring diverse models within the last year as compared to Generation X and Baby Boomer marketers.

Despite the nobility these actions may imply, marketers believe they are expected to use more diverse representation. This was especially true among Gen X and millennial (Gen Y) marketers, at 91 and 92 percent, respectively.

Older generations don’t feel the same pressure, it seems, less than a quarter of Baby Boomer marketers have started to use more diverse images in the last year.

This includes racially diverse models (16 percent), same-sex couples (12 percent), transgender models (six percent) or people with disabilities (12 percent). Five percent of this group have started using gender-fluid, non-binary or androgynous models in the last 12 months.

However, Gen X and Y talk a lot of diversity but haven’t followed through as much as you might expect—especially when it comes to representing gender-fluid and transgender models. Despite strong feelings about representation, less than 20 percent of these generations began using such model images in the last year.

One reason for this could be a simple lack of confidence in the C-suite. Among US marketers, for example, over half admitted company concerns that gender-neutral advertising would impact the bottom line.

There is one thing that most marketers agree on, however, and that’s a need to eliminate gender stereotypes. The UK enforces strict policies about gender stereotyping in advertising and several marketers agreed with the practice. In fact, a majority of marketers in Australia (73 percent), U.S. (72 percent), Brazil (67 percent), and Germany (60 percent) agree that regulation similar to the UK’s ASA Gender Stereotyping rule should be standard practice in their countries.

“There’s no doubt that advertising and marketing visualize much of what we believe to be true in the world, and it has tremendous power to further influence and shape our beliefs,” said Shutterstock. “To that end, the visuals in campaigns representing people, society, and culture require thoughtful consideration.”

IAB: Mobile Leads US Digital Marketing Ad Revenue; Audio Investment Rising

US advertisers spent a record $49.5 billion on digital advertising in the first half (H1) of 2018, according to the latest data from PwC and the Interactive Advertising Bureau (IAB) appearing in the Internet Advertising Revenue Report. Surprising no one, mobile continues to spend more on mobile marketing but audio is proving to be a strong platform for growth.

The survey includes data concerning online advertising revenues from websites, commercial online services, free email providers, and all other companies selling online advertising.

Specifically, digital advertising in the US rose 23 percent in H1 2018 compared to $40.3 billion in H1 2017.

The report found that marketers are focusing their efforts—and budgets—on mobile, video, social media and audio while backing away from desktop and performance-based revenue pricing models.

Digital audio advertising revenue grew 31 percent in H1 to reach $935 million and nearly two percent of total digital revenue in the US. This includes podcast marketing, which is proving to be a lucrative new frontier for consumer engagement.

Public Media Marketing president David Raphael is on the IAB Audio Committee, which was formed to establish a standardized metric for downloads.

“[Podcasts are] different from any other form of media,” Raphael told AList in a previous interview. “Each listener is a program director. They get to take their devices and decide what they’re going to listen to. They’ve made the choice to listen to something, and that’s an experience that delivers different results for advertisers than from the TV or radio world.”

It’s clear that the marketing industry is starting to realize this, as are the brands that sell advertising. In fact, Pandora unveiled a new podcast format in beta on Tuesday and Oath recently debuted new programmatic audio ad inventory.

Meanwhile, digital video advertising revenue reached $7 billion in the first half of the year, up 35 percent from a year ago. A majority of this revenue (60 percent) is attributed to mobile video, specifically.

At $30.9 billion, mobile advertising is the Internet’s leading platform. It accounted for nearly two-thirds of all digital ad revenue, compared to 54 percent in the first half of 2017. Desktop search was flat at $9.3 billion, but mobile search advertising grew 37 percent YoY to $13.5 billion. Mobile display also grew in H1 to $11.7 billion, accounting for 74 percent of all display ad revenue.

Revenue pricing models changed slightly compared to the same period last year. Impression-based models were slightly more popular, while performance-based models were less so. Hybrid models grew significantly in popularity, however. They increased from $691 million in H1 2017 to an impressive $2.3 billion in H1 2018, accounting for nearly five percent of revenue models.

Meet Six Marketing Stars From Forbes 30 Under 30 2018

Forbes 30 Under 30 is here once again, listing the young marketing and advertising professionals to look out for 2019. Among the honorees, here are six brand marketers that stand out.

As with the Forbes 30 Under 30 list itself, these marketing pros are listed in no part icular order and are acknowledged equally.

Ryan Brown—Head Of Content, Twitter

Brown joined Twitter in 2012 when the company acquired Posterous, where he served as product marketing manager. Taking it all in stride, Brown now oversees content strategy and production for the social media giant. He was there when the brand launched its massive IPO and played a major part in the debut of Twitter’s live experiences as well. Among his accomplishments, Brown helped launch a campaign for the NBA that earned over 100 million related tweets ahead of the league’s June 2018 finals.

Half of Twitter’s Q2 income was from video ads and the platform continues to invest in its live streaming capabilities. Twitter signed 50 new video livestreaming, highlight, Amplify and video-on-demand agreements in Q2, with 30 of them from international markets. Some prominent partners include ESPN, NBCUniversal and Viacom, and the company aims to bring hundreds more on board


Shavone Charles—Head Of Global Music And Youth Culture Communications, Instagram

Charles oversees communications for Instagram’s global music and youth culture and is the first person to occupy this position. She is credited with Instagram’s first Black History Month in 2018, which reached more than 19 million people and #BlackGirlMagic, another first-time initiative partnership with Spotify.

Instagram now boasts over one billion MAU and has become a go-to destination for the world’s youth. Amid Facebook’s constant stream of controversies, there is one silver lining—while teenagers are using the platform less, they are using Instagram more. The photo-sharing social media network has taken an active role in public engagement recently from voting to bullying and even the opioid crisis. This makes Charles’ role at the company even more important to the well-being of its users.


Sabena Gupta—Director Of Brand Strategy, The New York Times

In less than four years, Gupta’s career has risen at the New York Times from associate brand strategist to director of brand strategy. She joined the publication in February of 2015. Since then, she has been instrumental in the continued brand strategy of The New York Times during a period when mass media is scrutinized by both the President and many citizens.

To combat this, Gupta was pivotal in the launch of marketing campaigns such as “The Truth Is Hard” and “The Truth Has A Voice,” which aired during the 2017 Oscars and Golden Globes, respectively.

Sana Merchant—Senior Manager Of Club Social Media Strategy, NFL

Merchant joined the NFL in December of 2015 as the manager of club social media strategy and quickly worked her way up the ranks. In addition to managing the NFL’s social channels, she advises 32 clubs’ executive teams on social media strategy. She also helps analyze the data and oversees reporting that is distributed from the NFL to its clubs.

The NFL, like the press, has found itself in the middle of heated debates over the last few years as the public debates on policies like touchdown celebrations and kneeling during the National Anthem. Merchant’s social media strategy continues to engage millions of football fans while integrating new campaigns like “Get Ready to Celebrate,” which puts those previously forbidden dances front and center.


Aakriti Srikanth—CMO For AI, Red Hat

Srikanth heads AI product management at IBM and builds AI product marketing from scratch at Red Hat. For the past four years, she has made a name for herself as a female in the technology space. She is a member of the Forbes Communication Counsel as of October and has been a keynote speaker for several events. In addition to being one of Forbes’ 30 Under 30, Srikanth was named one of the “Youngest Influential Woman in AI” by Entrepreneur.


Jon Chang—Global Product Marketer, IBM Watson

A newcomer to IBM Watson, Chang joined the company this past June and is responsible for product marketing strategy, positioning, messaging and go-to-market plans. He previously served as a digital marketing director for Kickstarter and continues to advise brands in their strategies. In addition to his work at IBM, Chang teaches marketing at New York University, General Assembly and Yale’s pre-college program, EXPLO.

In an age of data-driven marketing, IBM Watson is in a unique position to meet the needs of a variety of industry leaders. The brand entered its third year as an official partner of the Tribeca Film Festival in 2018 where it connected filmmakers with technology. IBM began testing AI ads in 2016 that interacted with users in a way that coincided with the product. For example, an ad for Theraflu displayed during cold and flu season answers questions about symptoms. Campbell’s AI ad helped users create new soup recipes based on what ingredients they already had.

Congratulations to all this year’s honorees! You can see the complete Forbes 30 Under 30 list for Marketing and Advertising here. Is there someone you think should have made this list? Join the conversation at @alistdaily.

Seth Godin: “Trust Is As Scarce As Attention”

Seth Godin is well known in the marketing industry as both a businessman and an author of over 18 best-selling books. This year he was inducted into the American Marketing Association’s Marketing Hall of Fame and today releases his newest book, This Is Marketing. Below is a short excerpt from the book in which Godin waxes poetic on fame and trust, and where marketing fits between those two ideas.

What’s Fake?

The internet thrives on affiliation. At its core is the magic that comes from peer‑to‑peer connections.

But the forces that prefer dominion instead of affiliation see this as a threat. And they’ve created waves of distrust around the voices and channels that we built our cultural trust around.

In addition, alas, the exposed misbehavior and greed of many of the pillars we count on have also destroyed the benefit of the doubt we’d like to give those who we look to for leadership.

The result is a moment in time when more people are connected and fewer are trusted. When science and fact are often thrown into a blender of willful misinterpretation and hurried misunderstanding. We’re not supposed to trust spiritual institutions, the mainstream media, politicians, social networks, or even the person down the street.

Add to this the cacophony of noise (with less signal than ever before) and the prevalence of fakes and rip‑offs, and trust is endangered.

What’s Trusted, Who’s Trusted?

Into this vacuum of mistrust, marketers find themselves on one of three paths:

Ignored
Sneaking around
Trusted

If you’re ignored, you can’t accomplish much, because in addition to not earning trust, you haven’t earned attention either. If you’re sneaking around, pretending to be one thing while acting in a different way, you might be able to steal some attention and earn some faux trust, but it won’t last.

The third method—trust—is the only one that pays for the investment required. And it’s nice that it’s also the easiest to live with.

A trusted marketer earns enrollment. She can make a promise and keep it, earning more trust. She can tell a story, uninterrupted, because with the trust comes attention. That story earns more enrollment, which leads to more promises and then more trust. And perhaps, if the story is well organized and resonates, that leads to word of mouth, to the peer‑to‑peer conversations that are at the heart of our culture.

Benefit of the doubt is not a myth. There’s a ton of doubt, and you’re likely not getting the benefit of it. It’s only when people are actually going where they think you’re going, when their identity and status are already on the line—that’s when you get the benefit.

And then change happens.

The Trust Of Action

In a world that scans instead of reads, that gossips instead of researching, it turns out that the best way to earn trust is through action.

We remember what you did long after we forget what you said.

When we asked for a refund for a defective product, what did you do? When you lost our data, what did you do? When you had to close the plant and our jobs were on the line, what did you do? Marketers spend a lot of time talking, and on working on what we’re going to say. We need to spend far more time doing.

Talking means focusing on holding a press conference for the masses.

Not talking means focusing on what you do when no one is watching, one person at a time, day by day.

Famous To The Tribe

Fame breeds trust, at least in our culture.

Everyone is famous to fifteen hundred people.

Some people are even famous to three thousand.

And that’s a fascinating new phenomenon. When there are three thousand or ten thousand or five hundred thousand people who think you’re famous… it changes things. Not simply because they’ve heard of you, but because people they trust have heard of you as well.

If you’re a business consultant, a designer, or an inventor, being famous to the right three thousand people is plenty.

The goal isn’t to maximize your social media numbers. The goal is to be known to the smallest viable audience.

Public Relations And Publicity

Usually, marketers seek publicity. They want clips. Write‑ups. Features. Getting the word out. If you hire a public relations firm, it’s more likely that you’re hiring a publicist.

And good publicity is great if you can get it—why not?

But what you probably need more than publicity is public relations.

Public relations is the art of telling your story to the right people in the right way. It willingly turns its back on publicity that seeks ink at all costs (“As long as they spell my name right”) in exchange for the marketer’s reliance on building an engine for an idea.

The race to be slightly famous is on, and it’s being fueled by the social and tribal connections permitted by the internet. We give a lot of faith and credit to the famous, but now there are a lot more of them. Over time, once everyone is famous, that will fade, but right now, the trust and benefit of the doubt we accord the famous is quite valuable.

 

Excerpted from This Is Marketing: You Can’t Be Seen Until You Learn to See by Seth Godin, in agreement with Portfolio, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC. Copyright © Seth Godin, 2018.

‘Trumpy Bear’ Gains Marketing Fame With Mysterious Origins, Fox News Ad

Trumpy Bear, a mysterious and yet very real toy for purchase, has resurfaced after a new TV ad. A local commercial on Fox News sparked a trending conversation on Monday, leading audiences to once again speculate the bear’s origins.

According to the advertisement—for two payments of $19.99, viewers can order a 22-inch stuffed bear made to look like President Donald Trump, down to the blonde comb-over and business suit. Trumpy Bear features an American flag hidden in a secret pocket. The flag compartment is located behind its neck—despite what critics have so colorfully referred to as, “up his butt.”

Trumpy Bear picked up media attention this week when a commercial aired on Fox News. The spot aired locally, a spokesperson told HuffPost, denying any national business relationship with Exceptional Products. Regardless, Fox News found itself on the receiving end of mockery and questioning for running the ad.

Whether the bear was meant to support or belittle the President is still a mystery, but its origin is not. Trumpy Bear is sold by Exceptional Products—a Texas-based company, although not much else is known about how the product came to be. A description on the Exceptional Products website claims the company is a “direct response marketing company that specializes in creating nationally known brand names for new products by using infomercials, direct response television and other marketing methods.”

Trumpy Bear appeared on the scene last July in the form of an infomercial. The toy is presented in a tone so over-the-top that audiences could not determine whether a real product was for sale. Trumpy Bear is shown riding with a former Marine on his motorcycle and on a golf cart, making his owner’s game “great again,” all to the booming voice of a dramatic narrator.

If the bear is a joke, someone is paying a lot of money to spread the laughs. In October, the two-minute infomercial began running on four networks: Animal Planet, Discovery, Grit TV and INSP. Over the past week, the TV campaign has expanded to 10 networks including the Outdoor Channel and the American Heroes Channel.

We know it’s real, but what consumers really want to know is, does it tweet?