Clairol's "Color Fearless" campaign featured a social media challenge where 100 women tried the brand's Nice'n Easy Color Care and 85% said they felt more confident after dying their hair. The push features beauty influencers and will include "Fearless" stories across social media.
Video ad fraud dropped 31% last year compared with 2016 and is down 40% year-over-year among video aggregators, per Extreme Reach. The decline is due to "increased pressure for better accountability from advertisers, as well as a corresponding increase in vigilance among ad-tech vendors," Extreme Reach said.
Brands are flocking to any safe spaces they can find for their advertising, and they're increasingly seizing on the safety in mobile game apps. Google, Facebook and other tech leaders are exploring the field, where in-app game ad sales jumped more than 25% last year.
Move Digital Group, Mirum and Wunderman are among the agencies helping clients hire internal creative talent, a strategy that Pivotal Research Group's Brian Wieser says could be a clever one to maintain close working alliances with brands. Mirum's Julie Koepsell says, "Either way, the client will find the talent. You might as well have some advocates on the inside."
Iris' Steve Bell and Blue Glass' Chelsea Blacker talk about their experiences of running an agency, the importance of having core values and sticking to them, and how they faced financially hard times and turned the situation around. "If you have money to spend, don't do it in a hurry, because you will make mistakes," says Bell.
Physicist Stephen Hawking, who died Wednesday, made advertising appearances, including his narration for Saatchi & Saatchi's 1993 "Keep Talking" spot for BT that celebrated how mankind's ability to communicate has fueled ongoing innovation in the field. Other examples include his appearance in Specsavers' 1999 "Physicist" ad and his role in Jaguar's 2016 spot "The Arrival" by Spark 44.
BBDO's new TV spot for Macy's, "The Chase," features six women faced by more fashionable versions of themselves doing more interesting things, such as riding a motorcycle or running a fashion business, and at the end of the ad, one woman looking in the mirror realizes that the alternative person is actually herself. The campaign, "Find the Remarkable You," includes an Instagram "Live Share" video with fashion tips from influencer Wendy Nguyen.
Dos Equis is sidelining its second iteration of "The Most Interesting Man in the World" and replacing it with a new push from Droga5, "Keep It Interesante." The spots humorously relay the tall tales told at bars while people enjoy beer, and Senior Brand Director Quinn Kilbury says, "We really wanted to make that shift from the most interesting man to the most interesting beer."
Advertisers can learn some lessons from the #NeverAgain gun control campaign run by students from Parkland, Fla., which has harnessed the power of social media to galvanize support, writes Oliver McAteer. Kyle Boots of Y&R's research arm BAV says, "They understood social momentum and demonstrated the power of authenticity and community to cut through the noise and affect change."
Reddit is rolling out native branded ads on its mobile apps to help advertisers reach its 330 million active monthly users, who access its content on mobile. The ad units will resemble regular Reddit posts, including features such as upvotes, downvotes and the ability for users to interact via comment threads.