The popularity of video means that Facebook Watch is an opportunity marketers cannot ignore, and its requirement that content is episodic and retains the same talent provides a way for brands to benefit from long-term relationships with the right influencers and creative partners, writes Lance Rios. The platform provides an unparalleled potential for sponsored content to go viral as its massive user base is able to see what friends are watching and share recommendations, he writes.
McCann's new spot for Verizon features a series of real young people making mobile phone calls to their parents to tell them they're gay, showing their fear and apprehension at delivering the news and their emotional reactions when they receive parental support and acceptance. The push also encourages people to take part in a digital Pride march, by providing a colorful background that social users can use to upload videos of themselves against and support the LGBTQ community using #ConnectedbyPride.
Goodby, Silverstein & Partners has debuted its first spot for BMW, "Relativity," which combines scientific facts about summer and shots showing people reveling in the warmth and freedom that the season brings before ending with the line "Summer On." A voice-over says, "The brightest star from 93 million miles away creates 93 longer days and 93 warmer nights -- 134,000 minutes of windows down and music up."
Lyft has released the second season of its sponsored content series, "Kevin Hart: Lyft Legend," in partnership with Lionsgate's Laugh Out Loud. The show features Hart in character as Lyft driver Donald Mac, and during its first season the brand experienced a 33% spike in social fans; the premiere garnered over 1.6 million social engagements and 52 million views.
A lot of turbulent rhetoric surrounds US Hispanics, particularly immigrants, but Hector Tobar writes that in places like Wilder, Idaho, the Hispanic population has made a positive influence -- and they say white neighbors agree. He describes the changing landscape of Hispanics in the US, with the country on track to becoming a "minority majority" by mid-century, and how everything from farming to politics will continue to be affected.
As part of its "Be an Outsider" campaign, L.L.Bean is encouraging employees to work from an outdoor co-working space in Madison Square Park on Thursday. The experience will be replicated in several American cities, as "studies show that being outside boosts productivity, creativity and reduces stress," says Alicia Durfee, vice president at Jack Morton, the agency behind the campaign.
The American Red Cross is raising awareness of the need for more donors by partnering with a host of brands that are dropping the letters A, B and O from their logos and marketing messaging to highlight the blood types urgently needed. Adobe, Domino's, IBM, Oreo and Google are among brands taking part in the "Missing Types" campaign, celebrities such as Olivia Newton-John and Kendall Jenner are campaigning on social, and the San Francisco Giants and New York Yankees are promoting the push at games.
While Maybelline focuses on social media as part of its marketing efforts, the brand also manages offline channels focusing on its products. Brad Fay, chief commercial officer of Engagement Labs, reports this strategy is one other brands should emulate: "The brand has built on a solid understanding of what motivates its customers to talk. Most importantly, it optimizes every marketing touchpoint to activate consumer conversations both offline and online."
WPP's GroupM predicts that global advertising growth will reach 4.5% this year and 3.9% in 2019. Ninety-five percent of the anticipated 2018 growth is being attributed to digital, with 99% projected for 2019.
The speed and success of the student-led #NeverAgain movement not only demonstrates the abilities of young people but also their determination to tackle issues head on, and unless agencies address cultural problems like diversity, they will struggle to attract the next generation, writes Nicola Kemp. Agency executives discuss the necessity and benefits of engaging young creatives, with Interbrand's Rick Sellars explaining, "There is a real hunger to go beyond their comfort zone and do more both within their own industry and for clients."
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