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

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


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

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

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

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


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

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

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

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


Facebook Announces Expanded Access To Brand Collabs Manager

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

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

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


Twitter To Personalize Users Experience Based On Interest In Topics

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

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

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


Twitter Exploring Major Changes To Retweets And Mentions

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

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

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


WhatsApp Announces New Group Privacy Settings 

The new invite system gives users more privacy.

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

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


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

The update will start rolling out in mid-2020.

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

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


YouTube Launches Animated “Super Stickers” For Creators

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

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

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


Pinterest’s Q3 Report Shows 47 Percent Increase In Revenue

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

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

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


WhatsApp Lets iOS Users Watch Netflix Trailers Directly In App

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

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


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

US Consumers Likely To Source Holiday Gifts Via Social Ads

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

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

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

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

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

Planet Fitness Appoints Jeremy Tucker As CMO

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


Jeremy Tucker Named Chief Marketing Officer For Planet Fitness

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

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

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

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


Ann Mukherjee To Become CEO Of Pernod Ricard North America

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

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

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


David’s Bridal Names New CMO

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

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

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

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


Dean Evans Appointed Executive Vice President At Cars.com

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

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

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


Papa John’s Names New Commercial And Marketing Officer

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

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


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

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

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

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


Smart Energy’s Gavin Sheppard To Leave Company 

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

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

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


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


Job Vacancies 

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

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

A 100-Year Success Story With Justin Parnell

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

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

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

Highlights from this week’s “Marketing Today”:

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

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

Everything Brands Need To Know About Snapchat Influencer Marketing

Originally published on ION.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where’s the most potential growth?

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

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

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

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

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

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

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

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

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

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

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

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

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

Ketel One Espresso Martini Garden Highlights Coffee Sustainability

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

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

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

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

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

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

Meatless Farm Co.’s CMO Lone Thomsen: ‘We Aim To Be Consumer-Centric In Everything We Do’

As plant-based meals become more popular around the world, both for dedicated vegetarians and those who simply want to eat less meat, the market has expanded. Now the challenge is on for marketers to differentiate their offerings and bring what was formerly a niche offering to a wider audience. 

An Acumen Research and Consulting study estimated the global vegan food market will reach $24.3 billion by 2026. And among the brands taking the plant-based gastronomic market by storm is British Meatless Farm Co., a producer of meat-free burgers available to US consumers at Whole Foods Market.  

AList spoke to Meatless Farm’s newly appointed chief marketing officer Lone Thomsen about marketing a new generation of meat-free foods and the transparency needed to gain consumer trust.  

After a long tenure in marketing, Thomsen joined Meatless Farm Co. last month from Coca Cola Company Western Europe, where she was the head of media and connections and oversaw a €400M budget and a team of media connections managers across 14 markets.

She also served as a strategic advisor for Meatless Farm before joining as a marketing executive and certainly knows a thing or two about new product awareness and growth. 

Can you talk about your transition from strategic advisor to CMO for Meatless Farm?

I was fortunate to have the opportunity to be part of this exciting journey since the early stages as a strategic advisor, working with our founder Morten Toft Bech to develop our brand identity, name, design, packaging and communications strategy. It was a passion project which I loved due to the purposeful mission. Basically, we want to make it easier for people to reduce their red meat consumption–whether for personal health or environmental reasons. We’re all about creating the taste, texture and nutritional value of meat with the power of plants. We want to create a good future through good eating and good farming. Just swapping one more meal a week can make a huge difference for future generations. 

As the business has been growing considerably this past year and we have expanded into new growth markets, such as the US and Canada, the timing was right for me to get on board. It’s only been about a month in the role but I absolutely love it. It’s incredibly meaningful, I love the difference we are making and I love all the talented, passionate and enthusiastic people who have taken the business to where it’s at. Being awarded “Emerging Business of the Year” earlier this year by the Food and Drinks Federation in the UK is a huge testament to that. This is just the beginning of an incredibly exciting journey.

How much is executive accountability and having to justify the budget part of the role?

Clearly, the CMO role is under pressure in terms of being accountable for everything they do. There’s an increasing reliance on marketing to deliver–and be accountable of–business results but really that is how it should be. We, as marketers, need to make more informed choices from a marketing perspective to drive business growth. That’s why there’s a need to recruit more insights, performance and analytics people into marketing.

What do you think the next generation of young CMOs should be most concerned about, in terms of their career?

I don’t think the next generation of CMOs need to be concerned. But I think the role of the CMO has been expanding and requires a wide variety of capabilities–being business—and commercially-oriented, digitally- and data-savvy and creative. It can be difficult to have equally strong skills in all three areas. The challenge is to assemble the right team and recruit the right talent, to complement and strengthen all these areas of responsibility under the CMO.

How do you measure brand moments and experiential marketing?

We are at the beginning of the journey but we are aiming to be consumer-centric in everything we do: from understanding the right moments to connect with consumers to deliver the right experiences. Part of the measurement will be through brand tracking and how well we drive brand equity and brand love, part of it will be through business metrics of understanding conversion, acquisition and retention. Softer metrics will be around engagement with the brand through our channels and conversations.

Let’s talk sustainable marketing. What’s unique about marketing vegan/vegetarian products? Are consumers today, especially those buying meat-free products, more receptive to some types of marketing vs. others?

I think sustainable marketing and marketing plant-based meat alternatives/vegan-friendly products differ in the sense that the audience scrutinizes everything you do. It requires an increased level of transparency and for companies to be genuine and true to what they do. Vegans particularly are very educated about ingredients, nutritional levels and what they eat. Also, it requires some form of education and patience if you want to create a behavioral change which obviously doesn’t happen overnight. I believe our pack is our most strategically important communications vehicle but also PR, social media and personal stories are great levers.

How does it differ in Europe vs. the US? 

Building a global brand requires consistency while adapting to local insights to resonate and be culturally relevant. There’s a lot of similarities across the US and Europe but there are also differences. To my earlier point about striving to be consumer-centric in everything we do, we do a lot of analysis to understand insights, motivations and triggers as well as media consumption to be able to deliver a message across the world which will resonate locally with our audience. 

5 Critical KPIs For Measuring Influencer Marketing

Originally published on ION.

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

Influencer marketing is booming, but how is its success measured? That question is top of mind for some marketers today given the haziness of influencers marketing’s ability to produce real-life business outcomes and the fact that influencers self-report engagement metrics. With a lack of clear-cut ROI, marketers are spending more time justifying spend on influencer marketing. 

A recent industry study found that 39% of respondents said the main reason they had to justify the use of influencer marketing was that senior management didn’t understand influencer marketing metrics. Due to the surge of influencer marketing, the days of analyzing simple metrics like clicks and unique visitors are gone. That’s why before launching an influencer activation, it’s crucial to define the key performance indicators (KPIs) to best measure goals. 

Ahead, we’re exploring the five most important KPIs that brands should use to measure influencer marketing success across [platforms] and better inform their strategies moving forward.

Impressions and Reach

A brand focused on building awareness should use a different metric than a brand using influencer marketing to increase sales. In this case, social media followers, as well as impressions and reach, are the KPIs to note. Reach is the total number of followers who see the post, and impressions are the number of times the post is displayed regardless of whether or not it was clicked on. For influencer marketing campaigns that run across different social media platforms, it’s helpful to track each influencer’s performance as some may drive more followers and impressions on one channel versus another.

For example, Instagram influencer campaigns necessitate the measurement of follower count. If within the few days following an influencer activation, a brand sees little to no growth in follower count, this could mean the influencer’s post or the influencer themselves is not communicating enough value to the new audience to drive attention to the brand’s account. Choosing an influencer that converts the highest percentage possible of profile visits, therefore, is a must. 

As for Twitch, the most common way for marketers to measure performance is by evaluating how the sponsored video performed. This is usually done by measuring the average concurrent viewership (CCV) and monthly impressions, notes Shane Barker, digital strategist, brand and influencer consultant.

Engagement

Not to be confused with reach and impressions, engagement is the amount of interaction your influencer content receives. Measuring influencer engagement requires monitoring comments, likes, shares, reactions and brand mentions or user-generated content (UGC). To calculate the engagement rate, which is expressed as a percentage, divide the total number of likes and comments by the influencer’s follower count, then multiply by 100.

On YouTube, for example, engagement rate can indicate the videos’ relevance to the audience, which will directly impact the content’s ranking. 

“Brand sentiment and follower growth are two KPIs that are still underused. Brand sentiment analysis before and after a campaign can tell you how collaborating with an influencer changed your image. And, a growth in your followers during the campaign duration also speaks volumes about how successful your campaign was,” Barker tells AList.

Click-Through Rate (CTR) Versus Cost-Per-Click (CPC)

Brands that call on influencers to encourage specific consumer actions typically use CTR as a KPI. CTR is particularly important in today’s influencer landscape because it often takes multiple touchpoints between a consumer and a brand before any purchase is made. To calculate the CTR, compare the number of consumers who click a link on a specific page to the total traffic on the page or total video views (for example, if the content is on YouTube). CTR on YouTube impacts the platform’s algorithm and staying one step ahead means using compelling thumbnails, call to actions and titles. 

CPC, on the other hand, reflects the behavior of the influencer’s audience during the activation, making it part of the brand’s own funnel. For example, should brands use the CPC pricing model,  an influencer is paid each time a follower clicks on a link specified by the brand. More often, CPCs are used in conjunction with affiliate links.

Lead Generation

The challenging part for marketers is determining how influencers assist in lead generation and conversion rates especially given fraudulent social engagement is at an all-time high. To remedy this, brands should identify the platform or channel on which influencers are generating the most leads then use analytical tools to measure lead generation.

Sales 

If you’re enlisting an influencer to create a product review, the activation will naturally boost brand awareness, with the ultimate goal that the influencer’s followers will be moved to buy the product. Use trackable links such as affiliate links or unique codes like promo codes to measure the sales impact here. 

As a recent example, Home Depot tapped Chriselle Lim for a sponsored post about Samsung’s new champagne washer and dryer. In the post, Lim included an affiliate link in the caption that directed followers to a blog post on her site discussing the benefits of the products. Her blog post linked back to the washer and dryer. 

For most marketers, ROI is the ultimate measurement, but a recent LinkedIn study found that digital marketers are trying to prove ROI incorrectly. The problem is that they are undertaking measurements in the middle of their sales cycle, instead of at the end. The study’s focus was primarily big-ticket items like cars, travel and education, which can take months from initial consumer interest to sale. Over two-thirds (77 percent) of digital marketers said they measure ROI within the first month of the campaign—which is only partially along in the engagement cycle. 

When ROI is measured too quickly after or during a campaign, the study stresses that the metric measured is not actually ROI, but rather one of the KPIs. These KPIs are then leveraged to prove value instead of true ROI, resulting in an inaccurate ROI. Rushed ROI measurement results in lower marketer confidence in this metric and less motivation to share it with key stakeholders.

Ultimately, to maximize the impact of influencer marketing, Barker says, “Follow the SMART principle for setting goals that are Specific, Measureable, Actionable, Realistic and Time-Bound. That covers all aspects needed for goal-setting that you should keep in mind.”

Johnnie Walker Launches Digital, OOH Campaign Through Lens of India

Johnnie Walker Whisky is launching an out-of-home (OOH) campaign featuring the work of India’s influential travel photographers. Accompanied by a digital series, “#TheTravellingBillboard” will travel to the uncharted corners of India. Photographers will capture the billboard’s final destination, with one of them becoming the lead creative for OOH ads placed in outdoor sites throughout the country. 

The campaign is a celebratory personification of the brand’s logo, the striding man, aimed at encouraging fans to get out and explore the world. Destinations highlighted via the billboards include India’s abandoned Kuldhara village and the underwater terrain of Andamas. 

Johnnie Walker is amplifying the campaign with the help of 150 social media influencers who will capture their own journeys through a mini version of a billboard of their own. An Instagram filter exclusive to users in India is available to engage people and encourage user-generated content (UGC) that captures the beauty of Indian destinations.

A campaign targeting India’s consumers is a strategic move on Johnnie Walker’s part as the drink is particularly popular within India. Whisky, in general, is favored by India as a study from Bank of America Merril Lynch found that in 2014, Indians consumed 1.5 billion liters of whisky while the US only managed to drink 462 million liters.

Johnnie Walker received another lift in India after launching a cocktail called Johnnie Ginger in 2017. Sales of the brand have increased more than twofold in outlets where Johnnie Walker introduced the cocktail. 

In 2018, Johnnie Walker launched a multi-million dollar campaign called “Keep Walking” to honor India’s successful Mars mission. The campaign included a 20-minute short film and was activated over multiple channels including television, digital, OOH, malls and airports.