Chinese millennials are spurring demand for luxury products and marketers can engage them by working with young influencers, especially pop stars, and creating campaigns on social media, Azoya's Franklin Chu writes. Chu recommends using TikTok or Bilibili -- a YouTube-like platform with 130 million monthly active users.
Eight teams participated in a challenge by YouTube, the UN and Tribeca Enterprises to use sequential campaigns to support Global Goals for Sustainable Development, which collectively boosted year-over-year traffic to GlobalGoals.org by 120%, generated 275 million impressions and 330,000 clicks. Goodby Silverstein & Partners' "Life Below Water" campaign garnered the highest lift with more than 3.9 million unique viewers.
Actor Regina King has joined Cadillac as a brand ambassador and is the star of a "Never Stop Arriving" campaign from Leo Burnett Detroit that promotes the automaker's 2021 Escalade SUV. " 'Never Stop Arriving' is really about a state of fearless evolution, and that's what we all did this year: We evolved," says Cadillac's Melissa Grady.
The app currently known as Google Play Movies & TV will become Google TV, the same name Google's using for its redesigned Android TV operating system. Its recently released Chromecast with Google TV dongle adds features such as native hosting for streaming apps, voice-enabled remote control and 4K support.
HBO's 2021 late-night schedule will feature a weekly half-hour series from Sam Jay, a comedian who writes for "Saturday Night Live." Jay will become the second Black woman to host a late-night program, after Peacock's Amber Ruffin.
Edelman's 60-second spot for Special Olympics New York showcases three athletes -- gymnast Izzy Brinkerhoff, soccer and basketball player Genesis Duran and seven-sport athlete Daniel Fletcher. The ad, marking the brand's 50th anniversary, shows each athlete performing with blank space where sponsored products such as water bottles would normally appear, and calls for brands to budget 1% of what they spend on professional sports for the organization.
Anomaly Amsterdam teamed with The Mill to create "The Impossible Tattoo" campaign for T-Mobile, which touts the power and reliability of the 5G network by showing a tattoo artist give someone a tattoo remotely using a robot arm. "Instead of just talking about what the future could bring us, we wanted to show what 5G is really capable of," say Anomaly's Afshin Moeini and Christian Poppius.
Angela Johnson, Dentsu's client development officer and chair of the 4A's business leadership committee, shares what clients said they need from agencies at a 4A's Business as Unusual session. "Agencies, the message from clients is clear: rip up your SOW, get super agile and act like Waze to reroute them out of trouble," she writes, adding, "The bonds you've formed are only getting stronger."
Crocs frequently heeds the call of consumers for new styles such as prom shoes and has fulfilled customer requests to give free pairs to front-line health care workers by donating 860,000 pairs worth $40 million, said Heidi Cooley, head of global marketing, during an Advertising Week panel. "What we learned is that doing the right thing for our fans is absolutely the right thing for Crocs," Cooley said.
Some 73% of brands surveyed in the US, UK and Germany have increased their influencer marketing investment during the pandemic and 60% say return on investment for the tactic is better than traditional advertising, according to a Takumi study. The top platforms being considered for influencer marketing are, respectively, YouTube, Instagram and TikTok, and the report also reveals brands are integrating influencers into traditional marketing such as out-of-home, print, and TV and radio advertising.
- Page 1