Pinterest expands its test of promoted pin campaigns Pinterest has signed up more than a dozen marketers including General Mills, Gap, ABC Family and Kraft for an expanded test of its promoted pin ad units. Promoted pins show up in searches and category feeds, with CPMs reportedly costing between $30 and $40 and initial commitments of at least $1 million being sought. "Our target is 25- to 54-year-old women, and Pinterest is a perfect fit," said Kraft Foods Group Chief Marketing Officer Deanie Elsner. Advertising Age (free access for SmartBrief readers) (5/12), Bloomberg (5/12)  | Forbes Insights and Turn - The Promise of Privacy
In this study, you'll learn what privacy means to marketers and consumers and how navigating these perspectives can help you get more out of your marketing while maintaining customer trust. Download the report to understand respecting consumers' limits while realizing the marketing benefits of Big Data. |
 | Did social networks spur the sharing economy? The rise of the sharing economy is fueled in part by growing familiarity and comfort with sharing information and conducting transactions online, says Jamie Viggiano of TaskRabbit. That has gradually brought people to a place where they're willing to explore sharing real-world assets or using social platforms to set up face-to-face encounters, Viggiano says. "As people become more comfortable transacting online, the evolution is toward taking things offline," she says. Knowledge@Wharton (5/12)  | Register Now: 4A's PR Forum in NYC Brand communications professionals will want to register for the 4A's PR Forum on Wednesday, May 14. This event brings together agency PR, social media experts and journalists for discussions that include crisis communications in the world of social media! Todd Wasserman, Business Editor at Mashable, and Melissa Barnes, Head of Global Brands at Twitter, are scheduled to speak. Sign up now! | | Ritz-Carlton campaign takes on 6-word storytelling Ritz-Carlton agency Team One Advertising is borrowing from the Web trend of creating six-word stories for a "Six-word wows" campaign that focuses on memorable events such as losing a tooth or getting great seats at a show. The ads use storytelling as a way to stand out and entice users to share or make their own stories, using the hashtag #RCMemories. "It's engaging, it's playful, it's simple, it's interesting. ... We're real participants in the conversation," said Clayton Ruebensaal, Ritz-Carlton Hotel Co. vice president for global marketing. The New York Times (tiered subscription model) (5/12) Red Bull experiments with one-click Twitter ads Red Bull is one of the first brands to test Twitter's new ad format that begins playing a video after a tweet is clicked on. Red Bull distributed two tweets in the format last week promoting its new Red Bull Focus app. The 15-second video shows the brand's collection of extreme sports photos with a link below the video to download the app. "Red Bull's partnership with Twitter's new one-click video format is a smart push for richer multimedia experiences," said Zak Dabbas, CEO/co-founder of Punchkick Interactive. Mobile Marketer (5/12)  | TRUSTe 2014 US Consumer Confidence Privacy Report
Consumer trust is falling. 55% of consumers (down from 57% in 2013) say they trust businesses with their personal information online. For a valuable barometer of consumer confidence, business impact and recommended business practices, download the TRUSTe research report now. |
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 | Retail 2020 — Reinventing Retailing Once Again
This free white paper from IBM and NYU Stern School of Business offers a look at retailing in the past and a glimpse at what retailing will look like in 2020, outlining the implications for retailers today. To succeed, retailers must rethink their strategies and points of differentiation; the customers of 2020 will require it. Learn more now. |
 | Pinterest is social for women, by women, report says Pinterest may be the top social network to reach female consumers, given that 80% of its users are women and they create and share 92% of all pins on the site, according to RJMetrics. The report also says that 84% of users are still active four years after joining Pinterest. But the report found that the participation by men on Pinterest has declined steadily over the past three years. Marketing Land (5/12) Instagram: Ad test run is producing favorable results Taco Bell has realized a 29 percentage-point gain in ad recall with Instagram as part of a test run of the ad platform. And an analysis by the social network shows that the 15 brands taking part in the trial see a 60% boost in engagement rates for their posts up to three days after running an ad. Adweek (5/12)  | 5 Tips for "White Space" Emails That Engage Customers
Many companies struggle to stand out in the inbox, sending messages that just say "buy-buy-buy." Learn how you can use "white space" emails to break up your promotional messages, deepen customer bonds and drive more revenue. Download your copy today! |
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