Kate Spade partnered with Refinery29 to create a branded video series to promote its apparel, dropping it in real-life situations that resonate with millennials. In a move to attract a younger demographic, the series will be published exclusively on Refinery29’s Instagram. Called “Pilot Season,” the series celebrates female talent both in front of and behind the lens.
One of the 60-second videos hilariously depicts a babysitter named Heather, who is also an artist. Despite being on the clock, watching her client’s Gen Z daughter, the distracted nanny mocks up fashion sketches in her notebook while daydreaming about the lavish, creative lifestyle she’ll lead when she achieves her dream career. Heather snaps out of it when the girl calls her name and tells her, “You should straighten up before my mom gets home. It’s, like, one of your babysitting duties. Just a tip, ya’ know, since you’re new.” The caption of the Instagram video post reads:
“Women get sh*t done — even if it means sticking out a 💩 job to get to the next step on the career ladder. That’s why we partnered with @katespadeny to create five Instagram shorts for women by women. Every day this week we’ll be sharing stories about what it means to be the heroine of your own journey.” The brand isn’t just passively detailing the sometimes unglamorous reality of day-to-day life, instead, it’s asking for viewer feedback, too. A call-to-action (CTA) for users to share “the most frustrating job you’ve ever put up with,” is posted in the comments.
AList is here to give you the deepest insight into the shifts and updates in the world of social media.
Facebook opens this week’s round-up with the important changes it made to its civil rights policies and the ways in which it addresses misleading health-related content issues. Other social media news this week include Twitch hosting an event at Amazon Prime Day, Brita rolling out an influencer campaign to save the environment and Facebook, Instagram and WhatsApp experiencing outages in the US and Europe.
Check in daily for more news and tips.
Twitch Curates Faves On Amazon Prime Day; To Host Live Shopping Event
On Amazon Prime Day (July 15th and 16th), Twitch will host a live shopping show, called “Twitch Sells Out: A Prime Day Special Event.”
Why it matters: With popular Twitch streamers showcasing hand-picked merchandise, the event presents an opportunity for Amazon and specific brands to connect with a new user base by combining influencer marketing techniques combined with deep discounts.
The details: The two 12-hour podcasts will mimic home shopping channels and showcase games, gaming accessories, kitchenware and electronics and even some offbeat items offered on Amazon.
Prime members will receive a 30 percent discount on Twitch merch purchased through Amazon between July 3rd and July 16th.
Facebook, Instagram And WhatsApp Suffer Outages
In the U.S. and Europe, users report images and videos not loading on Facebook, Instagram and WhatsApp, according to DownDetector.
Why it matters: The outages, on the eve of a big American holiday where brands often launch summer campaigns, greatly affect social media ads that featured image and video content.
The details: Many Facebook, Instagram and WhatsApp users expressed their concerns on Twitter. No comment has yet been from the social media giants.
Brita’s New Instagram Influencer Campaign Fights Water Pollution
To promote its reusable drink bottles, water-filter producer Brita rolled out an influencer campaign that is intentionally Photoshopping images, with the aim of calling attention to plastic waste issue, MobileMarketerreports.
Why it matters: Brita’s cause marketing campaign is hoping to attract tech-savvy, eco-, health- and socially-conscious young consumers, who are known to embrace cause-driven campaigns.
The details: Instagram influencers Kylee Campbell and Kevin Droniak who have approximately 100,000 followers, participate in Brita’s #NoFilterNoFuture campaign, along with the other 19 influencers, who will share personalized pictures, photoshopped to depict natural settings affected by pollution on Instagram.
Facebook announced that the company is taking action to stop the spread of sensational and misleading content related to health on the platform. In June, Facebook made two ranking updates to reduce posts with misleading or sensational health claims and posts that aim to sell products or services based on health-related claims.
Why it matters: The algorithm changes will help create a safer environment for the users and brands on the platform by eliminating the dangerous “miracle cures” and reducing the spread of content posted by bogus companies trying to profit from unverified claims.
The details: According to Facebook, “Most Pages won’t see any significant changes to their distribution in News Feed as a result of this update. Posts with sensational health claims or solicitation using health-related claims will have reduced distribution. Pages should avoid posts about health that exaggerate or mislead people and posts that try to sell products using health-related claims. If a Page stops posting this content, their posts will no longer be affected by this change.”
Facebook Brings Back Reach Estimates In “Custom Audiences”
After suspending the reach estimates metric due to a potential security concern, the flaw has been fixed and the counter is back on, AdExchangerreports.
Why it matters: The metric is especially important to advertisers, as they use it to preview reach estimates for lists uploaded to Custom Audiences.
The details: In March 2018 the metric was suspended after Northeastern University researchers found a vulnerability. However, according to Facebook, no one had taken advantage of the exploit.
Since then, the feature was halted while Facebook worked with researchers to solve the problem.
Per AdExchanger, eventually, the social media company and the researchers came up with the following solution, “making the rounding logic more complex for how estimates are displayed; improving the backend detection process for potential misuse in collaboration with Facebook’s business integrity team, which investigates security issues; and limiting the number of audiences and API calls that a single account can have.”
Instagram’s New Sticker Allows Conversations Within “Stories”
Instagram introduced the new sticker in “Stories,” called “Chat.”
Why it matters: The sticker allows friends and followers to start chats in “Stories,” which means that brands can directly communicate with their followers on Instagram about the products and services they showcase in “Stories.”
The details: The “Chat” sticker will let users join an Instagram group DM conversation associated with the story post. The original poster, however, does have to approve the request first.
Introducing the new chat sticker in Stories. Now, there's an easy way to start conversations with a group of friends right from your story. pic.twitter.com/A1An7d9TjJ
Facebook Publishes A Second Update On The Company’s Civil Rights Audit
Facebook shared a second progress report on the civil rights audit, lead by Laura Murphy, former ACLU Washington director. The consensus is that Facebook’s policies on harmful content, such as white supremacy, still need improvement.
Why it matters: Facebook initially made changes to strengthen the company’s policies and enforcement against harmful content in December 2018, fighting discrimination in Facebook ads, protecting the 2020 census and elections against intimidation and formalizing Facebook’s civil rights task force. However, according to the new report, white supremacy policy on the platform is still “too narrow.”
The details: “The narrow scope of the policy leaves up content that expressly espouses white nationalist ideology without using the term ‘white nationalist. As a result, content that would cause the same harm is permitted to remain on the platform,” the report reads. It suggests that moving forward, Facebook prohibits content that “expressly praises, supports, or represents white nationalist ideology” even if the content does not explicitly use the terms “white nationalism” or “white separatism.”
Note: Facebook’s civil rights audit was initiated in 2018 and its intent is to inform the company’s examination of critical areas of concern and identify changes and improvements to prioritize and implement; and to “focus the company’s attention on its civil rights footprint in a sustained and comprehensive way.” The first audit report can be accessed here.
Twitter Updates Search Results With Additional Information
Twitter rolls out updates to search results on all mobile platforms.
Why it matters: The additional information provides more insights into usage. And for brands, this means that the activity from their account may now appear in relevant searches and help influence whether or not users take action to see more.
The details: It’s assumed that by seeing more information about a search, the user is better guided towards the results he or she is searching for and can better understand whether or not a certain account is worth following.
Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, July 5th. 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 executive shifts include Flight Centre acquiring an ex-Kmart marketing exec, Principal naming a new chief marketing officer and Facebook’s chief revenue officer joining as chair of the Ad Council’s Board of Directors.
Ex-Kmart Exec Joins Flight Centre As CMO
Flight Centre snagged Joachim Holte this week to serve as chief marketing officer, Mumbellareports.
Holte joins Flight Centre, the largest retail travel outlet in Australia, after leaving his executive marketing role at Kmart for the position. He previously served as marketing and strategy lead at Wotif, Yahoo, Rate City and Wayfair.
According to Mumbella’s reporting, Holte will report to Flight Centre’s executive GM, Alissa O’Connell.
“We are pleased to welcome Joachim and believe he will play a valuable role in our brand’s ongoing evolution,” she said.
Principal Hires SVP, CMO
Principal Financial Group announced the hiring of Beth Wood as senior vice president and chief marketing officer. Her new role becomes effective on July 22nd when she will report to Principal’s president and CEO, Dan Houston.
In a press release announcing her hiring, Houston remarked on Wood’s 25 years in the industry.
“Her strong track record and deep understanding of data will help us better anticipate and meet our customers’ needs around the globe. And as a previous entrepreneur, she understands the challenges small to medium-sized business owners face and how we can provide the technology and expertise to ensure their businesses thrive,” said Houston.
Wood previously served as VP and CMO at Guardian Life Insurance, VP of marketing at MassMutual and in marketing roles at Frito-Lay and Johnson & Johnson.
Facebook Chief Revenue Officer Joins As Chair Of The Ad Council’s Board of Directors
Facebook’s chief revenue officer, David Fischer, will succeed Linda Boff as chair of the Ad Council’s Board of Directors. He first joined the board in 2011 and previously served as vice chair.
According to a statement today from the Ad Council, Fischer will be working “in collaboration with the Executive Committee, the governing body of the Ad Council’s Board, and Ad Council leadership to further the organization’s mission to use the power of communications to address more than 30 critical social issues.”
Fischer’s record at Facebook includes a 10-year tenure during which he’s overseen growth of the platform’s advertising business while managing its global sales and marketing teams.
Lisa Sherman, president & CEO of the Ad Council, noted that “David’s commitment to purpose-driven marketing has been invaluable to the Ad Council and our social good campaigns.”
View the full list of Ad Council’s Board of Directors here.
Editor’s Note:Our weekly careers post is updated daily. This installment is updated until Friday, July 5. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.
McDonald’s Sweden gave out free limited-edition picnic blankets featuring a quick response (QR) code, letting people place food delivery orders from their phone. The initiative—which the company introduced in a video on its Sweden Instagram—comes after McDonald’s announced its investment in technology company Plexure and acquisition of logic technology leader Dynamic Yield, which will play a key role in advancing the brand’s ability to personalize customer experiences.
McDonald’s featured the offer for free blankets through its social media networks in a push for increased mobile app usage and location-specific services. Upon scanning the QR code, smartphone users’ geographic location was sent to their food delivery service of choice thereby alerting the nearest McDonald’s to fulfill the order and deliver it to the blanket’s location.
“Across all of our markets, we’re using technology to elevate and transform the McDonald’s customer experience. Our mobile apps play a key role in our digital acceleration, allowing customers to interact with us on their terms in a personal, customized way. This investment is a testament to our belief in Plexure’s ability to deliver strong results for our business as well as the talent and technology they’ve cultivated,” said Steve Easterbrook, president and CEO of McDonald’s, in a company press release.
Plexure has powered a version of McDonald’s global mobile app in 48 countries outside the US. In addition to access to Plexure’s technology, McDonald’s will further its targeted strategy thanks to its acquisition of Dynamic Yield, with which it has plans to vary outdoor digital drive thru menus which change food displays based on the time of day, weather, and trending menu items–making the company one of the first to integrate decision technology into the customer point of sale at a brick and mortar location. Utilizing both company’s resources, McDonald’s will reinforce itself in the quick service restaurant (QSR) space with highly customized experiences for fans.
Fast food giants that have leveraged mobile hot spot delivery are few and far between, making McDonald’s ahead of the game. In 2018, Domino’s introduced over 200,000 hot spot delivery locations. This year, 7-Eleven announced 7NOW Pins, allowing customers to locate the nearest pin and order 7-Eleven via the brand’s app to 2,000 hot spot locations.
Urban Decay, the brand that encourages users to defy traditional beauty standards, launched an eclectic video spot to introduce its new campaign, “Pretty Different.” The beauty company wants girls, boys, men and women to challenge the status quo and embrace their uniqueness. The sentiment is not only socially admirable but could also help the brand financially, as more people who identify as women and men are wearing makeup.
Set in a futuristic dystopia, the 60-second spot features the brand’s five new “Global Citizens,” advocates who challenge the status quo in their respective spheres. They include Ezra Miller, Lizzo, Joey King, Karol G, and CL—dancing to the beat of their own drum, figuratively and literally. The spot, published across Urban Decay’s social channels, opens with a scene of millennial pink-clad girls robotically taking selfies in unison, in front of ring lights.
Afterward, an influencer-led YouTube makeup tutorial titled, “How To Be Pretty” is projected on the walls of Miller’s ultra-modern bedroom. The same selfie-takers are then shown standing in an assembly line while an automatic airbrush sprays each girl’s face to look the same. Then the chaos of camera flashes and overbearing paparazzi causes Lizzo to storm out of a photoshoot.
In response to the unrealistic, cookie-cutter beauty norms being pushed on them, the trailblazers in the spot have an ‘aha’ moment to break free and revolt by applying makeup in their own individual ways. The camera pans to each ambassador as the words, “pretty untamed, pretty bold, pretty fierce, pretty wild, pretty dangerous,” flash over them. The spot received over 1.5 million views on Instagram in just four days.
“‘Pretty Different’ is our anthem for fellow makeup junkies who don’t subscribe to beauty standards. It’s our tribute to individuality because everyone is pretty different. It’s our approach to reinventing what it means to be a beauty brand,” says Wende Zomnir, Urban Decay’s founding partner.
Urban Decays says the “Pretty Different” global movement will, in addition to digital and social media, extend to out-of-home (OOH) ads to embody the vision that beauty isn’t about standards. The brand also launched GIFs unique to the campaign with Giphy, available for use on Instagram Stories. Urban Decay boasts a long list of successful social media campaigns intended to challenge beauty norms. In 2014, to launch its Perversion Mascara, the brand encouraged users to tag their posts with the hashtag #BiggerBlackerBadder, resulting in 7,064,652 impressions of the hashtag and a social reach of 2.1 million users across all networks. The following year, the brand saw 3.9 million Twitter impressions of the hashtag #UDSummerNights, which was used to promote its summer collection.
Hyundai is celebrating Pride month with a three-episode branded series, “OUT For Greatness.” The videos feature three vibrant LGBTQ leaders and three up-and-coming filmmakers, exploring their personal stories while also commemorating the equal rights movement.
Released on Hyundai’s YouTube, the first episode is a nine-minute video starring international drag sensation Shangela (RuPaul’s Drag Race), and comedian Kevin Yee. The two meet at a restaurant and share their coming out stories with each other, as well as how they’re using their platforms to progress the community. After a few minutes of chatting, Shangela tells Yee she’s taking him shopping. The camera pans to the pair getting in Yee’s Hyundai and driving to a vintage clothing store while discussing the 50th anniversary of the Stonewall riots. Upon reaching their destination, it’s a feel-good fest as they try on different items. When finished shopping, Shangela asks Yee about their bags, “Is all of this even going to fit in your car?” To which he responds, “Yeah, wait until you see my trunk—of my Sonata.”
“Hyundai is proud to partner with some of the biggest names and best talent in the LGBTQ community to develop this innovative content series. Hyundai is a company that places a high value on diversity and we stand together with the community to drive inclusivity and acceptance for all,” said Dean Evans, CMO, Hyundai Motor America.
Hyundai will roll out the remaining two episodes over the coming weeks, and all three episodes will be shown at Outfest Los Angeles, for which Hyundai is the exclusive automotive partner.
The company has a long history of supporting the LGBTQ community and is executing numerous activations to show its commitment. In October, the brand will celebrate Hyundai Spirit Day in honor of national coming out day and anti-bullying. Year round opportunities are also available through Hyundai’s internal resource group, Drive: Equality, which supports an inclusive work environment for all LGBTQ Hyundai employees.
We cover the most relevant social media news for marketers, so make sure our daily round-up is part of your morning routine and never miss important updates.
This week’s happenings in social media include Facebook updating and explaining their terms of service for greater transparency, UNIQLO partnering with TikTok to launch #UTPlayYourWorld campaign, Instagram working on stop-motion camera feature for “Stories,” Telegram rolling out updates for chats, Snap publishing “Friendship” report, Twitter updating “Lists” and Instagram introducing ads to “Explore,” Facebook bringing “Top Fans” targeting option, YouTube adding three new features to Homepage, Twitch rolling out subscriber-only streams for creators and more.
Facebook Clarifies Language In Terms Of Service Around Targeted Ads
Facebook is updating its terms of service to better explain how the platform makes money from targeted advertising and what rights users have when using the service.
Why it matters: Facebook is making it clear to users that the service is free due to targeted advertising, a concept that bewildered members of Congress during CEO Mark Zuckerberg’s congressional hearings over privacy concerns last year.
The release states that the updated TOS is “the result of our work with the European Consumer Protection Cooperation Network” and “based on input from ongoing conversations with regulators, policymakers and consumer protection experts around the world.”
The details: In a press release posted to Facebook’s Newsroom, Anna Benckert, VP and associate general counsel, announced that newly streamlined terms of service will go into effect on July 3rd, 2019.
The release states that the updates are part of Facebook’s “ongoing commitment to give people more transparency and control over their information.” Key changes to the TOS include an explanation on how the platform generates revenue from target ads, why they take certain content moderation actions, clarification on the intellectual property rights of users and what happens to content after it is deleted.
Facebook Brings ‘Top Fans’ Targeting Option To Pages
Facebook launches a new feature, which will allow adding updates to “Top Fans” for organic page posts.
Why it matters: Top Fans targeting provides a way to facilitate more community engagement and establish a stronger connection.
The details: The new option enables the Page owners to create posts exclusively for “Top Fans” to show appreciation or give access to exclusive content. To take advantage of the update, all eligible Pages will need to first turn on “Top Fans” badge by going to their Page Settings and selecting the ‘Facebook Badges’ section.
YouTube Gives The Users More Control Over Homepage
YouTube announced the addition of three new homepage features, focused on the user’s preferences and interests.
Why it matters: The company’s intent is to “to help viewers find new interests and passions—such as a new favorite artist, a new creator they can follow or simply the best food recipes.” This means that brands need to be aware of the control the users gain with this update and create more specific content to connect with their audiences.
The details: With the new updates, YouTube users will be able to more easily explore topics and related videos; remove suggestions from channels they don’t want to watch, and finally, learn more about why a video may be suggested.
Facebook Launches New Content Decision Board
Facebook has a new plan for people to appeal content decisions through an independent body. The social media giant shared the results of, “Global Feedback And Input On The Facebook Oversight Board For Content Decisions,” a global report compiled after hosting six in-depth workshops and 22 roundtables attended by more than 650 people from 88 different countries. The report details the findings and the announcement of a board to oversee content decision making.
Why it matters: The independent board will consist of 40 members who will work on keeping community standards, identifying harmful content and ensuring fair appeal processes.
The details: The general themes seen by Facebook in the process of the survey included:
“First and foremost, people want a board that exercises independent judgment—not judgment influenced by Facebook management, governments or third parties. The board will need a strong foundation for its decision-making, a set of higher-order principles—informed by free expression and international human rights law—that it can refer to when prioritizing values like safety and voice, privacy and equality.
Also important are details on how the board will select and hear cases, deliberate together, come to a decision and communicate its recommendations both to Facebook and the public. In making its decisions, the board may need to consult experts with specific cultural knowledge, technical expertise and an understanding of content moderation.
And people want a board that’s as diverse as the many people on Facebook and Instagram. They would like board members ready and willing to roll up their sleeves and consider how to guide Facebook to better, more transparent decisions. These members should be experts who come from different backgrounds, different disciplines, and different viewpoints, but who can all represent the interests of a global community.”
LinkedIn’s New Custom CTA Buttons And Other Features
LinkedIn added new custom CTA buttons and other features to the platform, aiming to help businesses engage their communities and participate in the conversations even more.
Why it matters: The new features will provide another way for businesses to drive direct traffic and response from their company page visitors.
The details: The new features are:
Custom CTA button options, which include “Contact Us,” “Learn More,” “Register,” “Sign up” and “Visit Website.”
Communities Hashtags, allowing associate a Page with relevant hashtags and join important conversations on relevant topics.
Mobile Admin Editing, enabling quick updates to key Page details and the ability to edit posts you’ve already published from a mobile device.
Twitch Rolls Out Subscriber-Only Streams For Creators “On Good Behavior”
Twitch is bringing “Subscriber Streams” to the platform.
Why it matters: Subscriber-only streams promise to be useful for creators who want to collaborate on a specific event and earn subscribers in the process.
The details: From now on, a Twitch Affiliated or Partnered creator can broadcast exclusively for moderators, VIPs and subscribers. There will be no additional cost to the subscriber besides the minimum $5-a-month fee they already pay to support the streamer.
Twitter Tests Another Desktop Design
Twitter announced the revamped, simplified desktop design in January and the company is still currently in the process of testing the update. However, tests are now available to more people in Canada and other locations, TechCrunch reported.
Why it matters: With the update, Twitter’s trying to solve some of the usage issues it’s been facing, and make the platform more user-friendly and convenient to use.
The details: Per TechCrunch, the new look in testing has three columns; the center continues to house the main timeline, with all the chops and changes affecting everything else around it; and “The Home,” “Explore,” “Notifications,” “Messages,” “Bookmarks,” “Lists” and “Profile” are in a column, with “More” feature taking the user to another set of options.
WhatsApp Is Toying With A Feature That Shares Status To Multiple Apps
According to The Verge, WhatsApp is testing the idea of letting its users share posts from their WhatsApp status with other apps. The company, however, insists that the accounts will not be linked.
Why it matters: Although there’s a direct link to share status to Facebook, WhatsApp told The Verge “that it’s not doing anything to link your accounts on the two services. Instead, it’s making use of the same iOS and Android data-sharing APIs as every other app, meaning data is transferred between the apps on-device.”
The details: Starting today, users in the WhatsApp’s beta program will start to see a new sharing option beneath their status, enabling them to post a status directly to their Facebook story, or other apps including Instagram, Gmail or Google Photos.
Instagram Introduces Ads To “Explore” Section
Instagram announced the addition of advertising to “Explore.”
Why it matters: According to the company, more than 50 percent of accounts on Instagram use “Explore” monthly and 80 percent of users follow a business on Instagram. “Explore” can help the users discover the next service or product and provide an opportunity for advertisers to reach new audiences while being a part of culturally relevant events and trends.
The details: The ads will roll out in the next month and advertisers will be able to easily extend their campaigns using automatic placements with a simple opt-in to reach audiences in “Explore,” the blog post states.
Twitter Updates Lists To Make Them More Accessible
Twitter will update its “Lists” feature, which lets the users create custom feeds based on their interests.
Why it matters: The new test will enable users to simply swipe left and immediately switch between their main timeline and list timelines.
The details: “Customizable timelines that are easy to access? We’re thinking about ways to do this! One idea we had is for you to be able to swipe to your lists from home. If you’re in the test tell us what you think!” the tweet said.
Facebook Offers MoreTransparency For Social Issue, Electoral Or Political Ads In More Countries
Facebook shared a blog post, announcing the global roll out of the company’s transparency tools for social issues, elections-related or political ads.
Why it matters: “We believe that transparency leads to increased accountability and responsibility over time–not just for Facebook but advertisers as well. It’s why we continue to introduce tools that allow elected officials, those seeking office, and organizations aiming to influence public opinion to show more information about the ads they run and who’s behind them. At the same time, we’re continuing our work to combat foreign interference in elections worldwide,” the blog post says.
The details: Here are the highlights:
Getting Authorized
Facebook confirms advertisers’ ID and allows them to disclose who is responsible for the ad. Also, the ad and “Paid for by” disclaimer are kept in the Ad Library for seven years, with other information, including range of spend and impressions, as well as demographics of who saw it.
Holding Advertisers Accountable
In over 50 countries and territories, Facebook already requires that advertisers get authorized and add disclaimers to the social issues, elections-related or political ads and now the regulations are being expanded to Ukraine, Singapore, Canada and Argentina. The company will systematically detect and review ads in Ukraine and Canada through a combination of automated and human review. In Singapore and Argentina, Facebook will begin enforcement within the next few months.
There is also a plan to launch the Ad Library Report in Singapore and Argentina after enforcement is in place. The Ad Library Report will allow to track and download aggregate spend data across advertisers and regions.
Expanding the Ad Library API
Facebook rolls out access to the company’s Ad Library API worldwide to allow regulators, journalists, watchdog groups and other people analyze ads about social issues, elections or politics and help hold advertisers and Facebook accountable.
The complete list of the countries where the tools are available can be viewed here.
Snap Inc. And Protein Agency Study Friendships Around The Globe
Snap Inc. partnered with Protein Agency to conduct a study on the impact of culture, age and technology on friendship. The researchers engaged 10,000 representatives, aged 13-75 in Australia, France, Germany, India, Malaysia, Saudi Arabia, the UAE and the UK from four main generation groups: Gen Z, millennials, Gen X and Boomers.
Why it matters: The research provides an insight into human behavior when it comes to friendship and preferred methods of interacting with friends, key points look at “how many friends they have, how and where they meet their circle of friends, what qualities they look for in a best friend, what topics they do and don’t talk about with their friends, how they communicate with each other, how they resolve fights, and what they want to change about their friendships.”
The details: Here is what to take away:
On average, people’s social circle consists of 4.3 best friends, 7.2 good friends and 20.4 acquaintances
“Honesty” and “authenticity” are the most important qualities of a best friend and “having a large social network to tap into” is the least important when making friends, the respondents said
Only 7 percent of Gen Z’ers and 6 percent of millennials said they don’t enjoy talking with friends online, compared with 13 percent of Gen X and 26 percent of baby boomers
Among Gen Z and millennials surveyed, 61 percent said they believe that video and photos help them to express what they want to say in a way that they can’t with words
Millennials are the least likely to say “I wouldn’t share that” across all categories surveyed and are also more likely to want “as many friends as possible” than any other generation
Gen Z, on the other hand, are seeking intimacy in their friendships and want authentic relationships more than any other generation surveyed
UNIQLO Rolls Out Its First Campaign On TikTok
UNIQLO launched its first social media marketing campaign, titled #UTPlayYourWorld on TikTok. The campaign challenges users to share videos of themselves wearing their favorite Uniqlo clothes.
Why it matters: “TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok,” said Masaki Nishida, VP and head of monetization, TikTok Japan.
The details: According to the company’s press release, the TikTok challenge will continue until July 11th and the final winners will be announced between July 12th and July 19th. The challenge participants in the US, France, Japan and Taiwan will compete to win the Grand Prix where winning videos will be played on monitors in UNIQLO stores around the world.
Telegram Updates Include Location-Based Chats And More
Telegram shared a post, announcing several new updates, including location-based chats and the ability to add contacts without phone numbers.
Why it matters: The new updates make it easier for users to exchange information and communicate with convenience, leading to more engagement on the platform.
The details: With the new updates from Telegram, users can add people nearby, start location-based chats, transfer group chats and toggle message previews for specific chats. Also, iOS users can take advantage of Siri shortcuts and theme picker and icon style.
Instagram Spotted Testing “Stop-Motion” Tool For Stories
Instagram is reportedly working on developing a stop-motion camera feature for “Stories.”
Why it matters: The tool will provide a new way to create video updates without having to record an actual video.
The details: Stop-motion tool will ghost the frame the user is capturing with the previous to ensure that the placement and movement are correct. At the moment, the process allows up to 10 frames, which will be posted as its own individual “Story.”
Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, June 28. 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.
Arby’s is the latest food giant to chime in on the plant-based meat trend—that is, by reaffirming its dedication to meat. In keeping with its “We Have The Meats” mantra, the brand released a video spot that details the creation of a turkey-based carrot, what Arby’s calls the “Marrot.”
Last month, the fast food chain told Fox News that plant-based meat products won’t be on the menu ‘now or in the future.’ In a show of dedication to that stance, Arby’s enlisted Neville Craw, vice president of culinary innovation & brand executive chef for Arby’s to create the meat-based vegetable, or “megetable.” The 56-second video spot shows Craw slice a whole turkey breast into the shape of a carrot and sous vide the meat for one hour. He then coats the carrot-shaped turkey in a carrot marinade and brûlée with maple syrup powder. Finally, Craw roasts the Marrot for an additional hour then tops it off with a sprig of parsley to make it look identical in appearance to a carrot.
“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat . . .90 percent of American’s don’t eat the recommended amount. So we said if others can make meat out of vegetables, why can’t we make vegetables out of meat?” noted Jim Taylor, chief marketing officer for Arby’s.
The spot, which was posted to Arby’s YouTube, elicited a variety of mixed reactions from users. One wrote, “And I thought the ice bucket challenge was by far the most ridiculous thing I had seen,” while another said, “This makes me wanna stop eating meat.”
According to the press release, the Marrot contains more than 70 percent of the recommended daily value of Vitamin A, and over 30 grams of protein. The Marrot isn’t available widely but Taylor and Craw have plans to continue exploring the category of protein-packed vegetables.
The Marrot could mark the beginning of Arby’s marketing overhaul. Not too long ago, Arby’s was in a self-described transition. In an interview with Forbes this year, Arby’s president Rob Lynch said, “Our customers were not loving Arby’s for a very long time. We had lost about $150,000 per restaurant in sales over a four-year period, which, for a brand of our size, is essentially catastrophic.”
Adobe conducted a global survey for the ninth edition of its report, “The 2019 Digital Trends Advertising in Focus,” which revealed that brands are intent on taking control of their data to improve customer experience.
The data found that the ultimate differentiator between brands is a personalized experience, largely driven by customer data. Digital-first companies are 64 percent more likely than their peers to have exceeded their goal of improving customer experience. Still, two-thirds of respondents admit they have a fragmented approach to marketing and customer experience technology. Only one in ten organizations see themselves as “very advanced” regarding customer experience—a two percentage point improvement since 2015. As for what prevents them from advancing digital plans, 38 percent of marketers cited a lack of internal resources.
A major theme emerging from Adobe’s research is the importance of harnessing data for commercial gain. Fifty-five percent of marketers are prioritizing better use of data and more effective audience segmentation and targeting, followed by what 42 percent of respondents considered their second priority—improving customer intelligence insights for a holistic customer view. Similarly, 24 percent of the largest organizations surveyed regard data-driven marketing that focuses on the individual the most exciting opportunity for their brand.
Conducted in partnership with Econsultancy, the report surveyed 13,000 marketers, creatives and IT professionals in North America, APA and other regions to determine the digital trends driving marketing experience strategies with a focus on understanding companies’ priorities and greatest challenges.
“While customer experience is widely recognized as crucial for commercial success, the research suggests that organizations are struggling to translate this conceptual understanding into an operational reality. Whether CX is a mindset, philosophy or a discipline, too many companies are failing to seize the initiative,” noted Econsultancy founder Ashley Friedlan.
Despite this, brands are ready to change the way they view and utilize data collection to serve their audience in new and exciting ways. For example, half of client-side respondents said their companies plan to increase customer experience technology spending in 2019. Better use of data is also important for improving the design and delivery of digital experiences. Brands like Dell, General Mills and Visa are actively working to improve custom data integration.
While marketers are keen on leveraging data, protecting customer privacy is a top concern for them. More than a quarter of marketers, namely 28 percent, said that personalizing customer experience without violating consumer privacy keeps them awake at night. Fifty-two percent of customer experience leaders, however, reported a positive impact from an increased focus on consumer data protection versus eight percent who see a negative impact.
Artificial intelligence (AI) has gained considerable momentum, with a 50 percent increase since last year in the proportion of larger organizations stating they already use AI. There are still barriers preventing advertisers from reaping AI’s full benefits, as 37 percent concede that a lack of knowledge on how they can use AI is holding them back from adding it to their business.
Adobe’s report reflects the magnitude of the task before advertisers when it comes to doubling down on data. If brands want to attract and keep customers in a market brimming with choices, they must use insights to inform all aspects of the customer journey and provide a more personalized experience.
Air Wick is relaunching its Pure Automatic Spray collection, designed for 24/7 odor neutralization at home. To celebrate the product’s revival, the brand is hosting a one-day, mobile meditation studio, Air Wick 24/7 Fresh Truck, in New York City on Friday, June 28.
In a bid to attract more moms, a busy bunch who also make the lion’s share of the household purchasing decisions, Air Wick is infusing the meditation session rooms with its signature scents. Attendees will be able to participate in several relaxing practices, such as five-minute guided meditation sessions. The Fresh Truck opens at 8 a.m. in Union Square Plaza and stops at different locations spanning New York City for two-hour allotments, eventually ending the day at 8 p.m. in Fulton Mall, Brooklyn.
As part of the Pure Auto Spray activation, Air Wick also teamed up with motivational speaker and meditation expert, Gabrielle Bernstein, to show “always on” moms how the brand has them covered around the clock. Bernstein also developed a curated meditation routine that moms anywhere can follow to alleviate stress. And Air Wick encourages them to do so with the leftover time gained from not dealing with bad home odors.
The new Air Wick Pure Automatic Sprayers, which fight against common household odors, was reformulated using less carbon and water for a “greener formula.” Inspired by nature, each scent also provides more concentrated fragrance than the previous collection.
“We know Moms are always on the job for their families, which includes facing the challenges of keeping the household fresh through life’s busiest occasions. We want to take that stress off Mom’s plate with a simple solution. That’s why we’ve refreshed our Pure Automatic Spray collection to provide an authentic fragrance experience in the home while delivering superior odor neutralization around the clock to support our 24/7 Moms.” said Stuart Witherby, Air Wick marketing director for North America.
Air Wick has a history of employing familial sentiments to drive marketing campaigns and highlight the role that its products have in making a house a home. Knowing that scent can trigger powerful memories, the company launched its “Home is in the Air” campaign in 2014 with a heart-warming video spot.
To bring one overseas military father closer to home, Air Wick captured three defining scents of The Feller family home in North Carolina, including a family apple pie recipe, a baseball glove, and cozy fire where they enjoy sleepovers. The three-minute spot, published to the company’s YouTube, has garnered 3.5 million views since it was posted. A similar feeling was expressed in the short film for the brand’s holiday 2015 campaign, “Give the Gift of Home.”
Though Air Wick’s advertising feels highly targeted toward families, it has also toyed with tongue-in-cheek campaigns to launch its V.I.P. Pre-Poop Toilet Spray. This year to promote the product, the brand launched an irreverent podcast featuring real people recording from a public bathroom. The podcast was available for streaming on iTunes and Spotify.
