An Ignoble Experiment: Aerie uses TikTok challenge to promote positivity

Aerie uses TikTok challenge to promote positivity | A guide to elevating B2B marketing on LinkedIn | 5 Instagram marketing mistakes and how to fix them

Created for ignoble.experiment@arconati.us | Web Version

June 15, 2020

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The Big Story

Aerie uses TikTok challenge to promote positivity

American Eagle Outfitters' Aerie brand asked TikTok users to share videos about what makes them grateful during the coronavirus lockdown. Aerie worked with agency Shadow to put the brand's positivity messaging into a format compatible with the social platform, and influencer Charli D'Amelio drew nearly 4 million likes for her #AerieRealPositivity video.

Full Story: Adweek (tiered subscription model) (6/12)

Digital payment during COVID19 and beyond: A Roadmap and predictions for the future
Join experts from Rapyd, Santander InnoVentures and Accenture for a webinar on June 30th as they discuss trends and technologies driving digital payment during and following the pandemic. Learn which factors to consider when upgrading or instituting online payment options, as well as opportunities to navigate recovery and expand both customer loyalty and revenue streams. Register now

Connecting & Collaborating

A guide to elevating B2B marketing on LinkedIn

Todd Kunsman explains why LinkedIn is such an important platform for business-to-business marketers and provides a guide that includes profile optimization, content strategy, employee advocates, storytelling and copywriting. He recommends complementing written content with video, polls and images, and advises, "Start writing copy like you speak, become more human, and show off some personality."

Full Story: Business 2 Community (6/14)

5 Instagram marketing mistakes and how to fix them

Common mistakes made by marketers on Instagram include not pushing followers to brand platforms, posting brand-centric content, not engaging with followers and avoiding Instagram Stories, Danielle Antosz writes. She explains how to rectify these errors, including how to humanize your brand with employee content and using Stories to share customer reviews.

Full Story: MarketingProfs (free registration) (6/11)

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Marketer Moments

Bounty shows Twitch it's the ideal gaming companion

(Bounty Brand/YouTube)

Procter & Gamble launched a campaign on Twitch for Bounty that shows gamers how the paper towel brand is the perfect gaming companion to mop up spills. A 30-second video shows the panic felt by gamers when drinks get knocked over their equipment and the push features collaborations with Twitch influencers.

Full Story: Mobile Marketer (6/12)

Platform News

Twitter shuts down foreign accounts with malicious intent

(Pixabay)

Twitter has uncovered more than 180,000 accounts operated by governments in China, Russia and Turkey that were being used to spread political information that was favorable to their respective countries and push disinformation and cryptocurrency-related spam and other commercial activities. According to a company blog post, the social platform shut down the accounts and shared relevant data with the Australian Strategic Policy institute and Stanford Internet Observatory.

Full Story: Adweek (tiered subscription model) (6/12), Forbes (6/12)

YouTube: Some Black Lives Matter support violates policy

YouTube is warning creators of Black Lives Matter content who encourage viewers to repeatedly watch a video or click its ads to drive AdSense counts in a fundraising effort to curtail their practices. The social platform has begun flagging and removing these fundraising videos, and is letting creators know of other ways to encourage donations.

Full Story: The Verge (6/12), Yahoo (6/12)

Measurement Matters

Gen Z: How brands should respond to pandemic

This infographic from DoSomething displays what type of response Generation Z wants from brands during the pandemic, such as 88% want brands to communicate about the pandemic, 74% trust brands' sincerity and 59% want to know how brands are protecting employees. The top three ways Gen Z thinks brands can make a difference is by donating profits from consumer purchases to relief initiatives, giving consumers information on how they can make a difference and helping consumers make direct donations.

Full Story: Adweek (tiered subscription model) (6/14)

Social Shareable

"Hip Hop Harry" experiences viral resurgence on TikTok

TikTok users are finding comfort in the 2006-2008 children's TV show "Hip Hop Harry." Viral videos with #hiphopharry include users superimposing themselves dancing over shots of the show and setting their regular videos of cooking and other activities to the show's "Go! Go! Go! Go! Go!" track.

Full Story: TIME online (6/12)

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