In this final article of his three-part series on influencer marketing, Kent Lewis details six key trends that marketers should be focusing on for their 2020 strategies. He recommends that collaborations with influencers should be transparent, have a long-term focus and embrace "raw realism," and offers specific advice to business-to-business marketers.
BBDO New York's new 60-second spot, "Back to School Essentials," for nonprofit Sandy Hook Promise shows children displaying their back-to-school purchases such as sneakers, skateboards, phones and scissors, and then using them as they try to survive an active school shooting. The campaign is running across TV, digital, out of home, radio and print with BBDO's sister agency, PHD, securing more than $2 million in donated ad space from over 50 media partners including Snapchat, CNN, YouTube, Conde Nast, The Wall Street Journal, Pandora and iHeartRadio.
Argonaut tapped rapper Lil Wayne to tout Ubisoft's upcoming "Tom Clancy's Ghost Recon Breakpoint" in a 5-minute video that blends shots of Wayne playing the game on his sofa and chatting to friends with actors representing their characters in a real-life gaming scenario. "Squad Up with Lil Wayne" is directed by David Leitch of "John Wick" and "Deadpool 2" fame, and Argonaut's Hunter Hindman says, "I truly believe it's one of the most magnetic, credible, action-packed pieces of promotional content gaming has seen in years."
Wearables firm North is making its augmented reality-enabled smart glasses available to purchase online. Consumers with an iPhone X or above can use the brand's Focals Showroom app to virtually try on the glasses thanks to the device's TrueDepth camera and ensure a correct fit.
Lay's is rolling out a branding redesign of its potato chip bags next week, which has been in the works for two years with the company testing designs with a "tribe" of consumers, Robert Klara writes. He explores the process of the redesign, outlines its most important elements using graphics and Lay's Senior Director of Design, Jon Guerra, says, "It was very important to make sure that our brand architecture told a story [that] was very simple."
Evan Lauterborn provides a guide to setting up Facebook Pixel, using screenshots to explain how to install "Facebook Pixel Helper" and how to use the tool to optimize tracking and targeting. "Taking the extra time to thoroughly set up your Pixel will pay off in the long run," he writes, adding, "Feeding Facebook Ads Manager as much user data as possible via the Pixel will ensure it has learned enough about who to target within your specified audiences."
Johnson Banks has created a new look for language app Duolingo, which features a cartoon owl mascot and a "Feather Bold" custom typeface and the refresh is being rolled out across the brand's physical and digital assets including a takeover of Pittsburgh Airport. "Working hand-in-hand with the Duolingo team in Pittsburgh, through sprints and workshops, we started with a left-field idea -- to draw their logo based on the shapes in their mascot -- and an entire design scheme led from there," says Michael Johnson, creative director and founder of Johnson Banks.
Pinterest has enhanced its Lens capability, so individuals searching and using object recognition can now find 2.5 billion home and fashion products, and it is also boosting its e-commerce capabilities with shoppable Pins in search results, which feature products, prices and direct links to individual retail sites for purchase. According to self-reported Pinterest research, 80% of users begin with visual search when shopping and 85% of respondents value visual information more than text.
Forsman & Bodenfors' new spot for Volvo Trucks promotes the brand's new Volvo Dynamic Steering product with the help of YouTube influencer and chiropractor Beau Hightower who gives real truckers free neck adjustments. The ad shows professional drivers opening up about how pain affects their personal lives and Hightower says in an additional video interview, "It's very important that we get these people, who are the backbone of our economy, the care and improved driving technology they need."
Snapchat has unveiled a 3D Camera Mode that enables users with an iPhone X or newer model to produce and share 3D Snaps via Stories, camera rolls or chat and swipe on new 3D filters, lenses and effects. Android and other iPhone users will be able to interact with Snaps created with the new feature by moving their devices.
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