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.
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.
Coconut water brand Vita Coco recently enlisted New York-based out of home advertising agency Red Rock Outdoor to expand its billboard campaign featuring creative work from aspiring designers. The latest iteration of the "It Starts with a Vita Coco" campaign design contest, which started in Los Angeles last month, is open for entries until Oct. 4, with prizes ranging from $1,000 cash to a job as a junior designer with Vita Coco.
Individuals are beginning to shift traffic patterns amid lockdown lifts with 33.2% of North Americans visiting indoor venues on Saturdays or Sundays compared with 25.9% prior to the pandemic, reports Quividi. Globally, consumers tend to visit malls more frequently on weekends and food stores more often on weekdays than prior to the pandemic.
Samsung Ads is rolling out a demand-side platform that enables brands to tap data from 45 million homes and manage campaigns via linear and connected television as well as desktop computers and mobile devices. "This is a natural part of our evolution to unlock the power of our platform and put it into advertisers' hands," said Tom Fochetta, the company's vice president of advertising sales and operations.
Offerwalls are an untapped ad unit within mobile games in which players complete actions such as completing a survey or signing up for a service to earn rewards and marketers win by engaging or monetizing them, writes ironSource's Yariv Sagih. He suggests that marketers consider the cost per engagement before launching a campaign and take advantage of holiday promotional opportunities.
Gannett is selling its SweetIQ location data company, part of its ReachLocal digital marketing subsidiary, to Germany-based Uberall. Gannett joins the growing ranks of publishers that are offloading their adtech assets to minimize risks associated with new privacy laws, says Prohaska Consulting's Ameet Shah, though a Gannett spokesperson said no data is collected from users by SweetIQ or Uberall.
A tweet from Ethan Anderson that shows a picture of a note his grandfather left with a bucket of free baseballs at batting cages where he used to take his son and grandson has attracted more than 217,000 likes and 31000 retweets and quotes. "If you are a father cherish these times. You won't believe how quickly they are gone," the note reads.
TBWA\Paris is continuing McDonald's "no logo" global campaign strategy with a promotion for McDonald's France featuring out of home ads of a Big Mac, fries and a cheeseburger with missing elements which appear to have been bitten off the displays and are void of any branding. TBWA\Paris said the creative was designed to demonstrate McDonald's core products' "irresistibility."
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