An Ignoble Experiment: MullenLowe, BK launch #WhopperDance TikTok challenge

Social platforms commit to promoting racial equity | E.l.f. marketing exec shares lessons from viral campaign | The #buyblack effort gains steam in the fashion world

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

June 19, 2020

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The Big Story

Social platforms commit to promoting racial equity

(Olivier Douliery/Getty Images)

Facebook has announced initiatives to support the black community, including $75 million in cash grants and ad credits for black-owned businesses and $25 million for black content creators. Google has launched a $175 million "economic opportunity package" with funds going toward black-led venture capital firms and startups.

Full Story: Social Media Today (6/18), The Verge (6/17), Adweek (tiered subscription model) (6/18)

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Connecting & Collaborating

E.l.f. marketing exec shares lessons from viral campaign

(Astrid Stawiarz/Getty Images)

To reach a Generation Z audience, e.l.f. Cosmetics launched an original song for social media platform TikTok, which eventually became the app's most viral campaign. The makeup brand's chief marketing officer, Kory Marchisotto, said the brand went into the campaign with no preconceived assumptions and figured out the dynamic platform as it went, which allowed e.l.f to adapt to the new experience as needed.

Full Story: Adweek (tiered subscription model) (6/18)

The #buyblack effort gains steam in the fashion world

Fashion retailers and designers are using social media to encourage people to buy clothing from black designers and black-owned companies. Social media influencers are using the hashtag #buyblack to help consumers find black-owned businesses.

Full Story: Glossy (tiered subscription model) (6/17)

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Marketer Moments

MullenLowe, BK launch #WhopperDance TikTok challenge

Burger King, with Blue Hour Studios and MullenLowe, is inviting consumers to take part in the #WhopperDance challenge on TikTok, with digital coupons for $1 Whoppers as rewards. TikTok influencers Avani Gregg, Nathan Davis Jr. and Loren Gray demonstrated dances that reflect the Whopper's different combinations, and users can share their own videos set to a branded soundtrack.

Full Story: Muse by Clio (6/18), Adweek (tiered subscription model) (6/18)

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Platform News

YouTube unveils shoppable ads

(Tabatha Fireman/Getty Images)

YouTube is enabling brands to drive engagement, leads and sales with a direct response ad format that features product images below an ad that link to a business' web page. The social platform is also launching a video action campaign product that enables marketers to plan direct response video ads across the site's home feed, watch pages and Google video partners.

Full Story: TechCrunch (tiered subscription model) (6/18), MediaPost Communications (6/18), Adweek (tiered subscription model) (6/18)

TikTok reveals recommendation algorithm info

(Martin Bureau/Getty Images)

Citing platform transparency, TikTok has revealed details about how its recommendation algorithm works, which plays a vital role in whether a video gains traction. TikTok's recommendations are primarily based on user interactions and videos are more apt to gain traction with higher completion rates when posted by an account with followers.

Full Story: Social Media Today (6/18)

Facebook removes Trump posts, ads for "organized hate"
The Wall Street Journal (tiered subscription model) (6/19)

Measurement Matters

Black creators sue YouTube over video discrimination

Several Black video creators are suing YouTube and Google, its parent company, over alleged racial discrimination in automated metadata and filtering tools. Susan Wojcicki, YouTube's chief executive officer, says the platform plans to investigate the complaint.

Full Story: CNET (6/18)

Social Shareable

Cows have no regard for hotel's social distancing

(Pixabay)

A herd of cows wandered into the closed beer garden of a British hotel but didn't order drinks, wear masks or stay 6 feet apart. The hotel owner said the cows must have "thought they had herd immunity."

Full Story: United Press International (6/17)

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