An Ignoble Experiment: Lexus teaches Instagram, Twitter in the art of origami

Facebook audit results in brand safety, content updates | TikTok a haven for skin-care influencers | General Mills wants to keep it real with influencers

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

July 21, 2020

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The Big Story

Facebook audit results in brand safety, content updates

Facebook issued a blog post to give platform users a better understanding of its new content monetization policies and brand safety controls, with the changes the result of its recent civil rights audit. "The measures will help Facebook ensure that its policies are more inclusive, and aligned with concerns raised by industry and advocacy groups," writes Andrew Hutchinson.

Full Story: Social Media Today (7/20)

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Connecting & Collaborating

TikTok a haven for skin-care influencers

(Pixabay)

Gen Z is turning to TikTok's "skinfluencers" to get information on beauty products and routines. Peace Out Skincare saw a fourfold increase in its pore strip sales in the 24 hours after popular influencer Hyram Yarbro featured the product in a video with fellow influencer Kaelyn White.

Full Story: Glossy (tiered subscription model) (7/20)

General Mills wants to keep it real with influencers

General Mills is shifting its influencer marketing in some regions to leverage authentic testimonials from super fans, said Arjoon Bose, head of brand experience and culture for General Mills Europe and Australasia. "The realities of the global pandemic have shown us that we've probably gone a little too far when it comes to the over aspirational inspirational, picture-perfect content produced by influencers," said Bose.

Full Story: Digiday (tiered subscription model) (7/21)

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Marketer Moments

Lexus teaches Instagram, Twitter in the art of origami

Sato (Lexus)

Lexus is highlighting its commitment to craftsmanship with a "Lexus Creates" campaign on Instagram and Twitter. The first videos in the series feature origami artist Coco Sato teaching viewers how to create an origami cat, leaf and butterfly and encourage users to complete a takumi master artisan challenge.

Full Story: Mobile Marketer (7/20)

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Platform News

Snapchat launches Minis for in-app engagement

(Snapchat/YouTube)

Snapchat's newly launched Minis enables app developers to create experiences within live chat and search functions to engage with the platform's users without requiring a separate download. Four Minis debuted this week: Headspace meditations, Let's Do It group decision interface, Mammoth Media's Prediction Master with timely questions and Tembo's Flashcards tool.

Full Story: Adweek (tiered subscription model) (7/20), TechCrunch (tiered subscription model) (7/20), Mashable (7/20)

Social platform cuts extend beyond Facebook boycott

From July 1 to 10, Facebook's biggest advertisers allocated 19% less toward the social platform compared with the same time frame last year -- including brands that haven't publicly committed to the boycott -- and Twitter suffered similar fate with the top advertisers cutting spend 9%, according to Pathmatics. Brands such as Geico, Hulu and Samsung appear to have shifted some of their funds toward YouTube. Pathmatics' Sarah Fleishman says the spending shifts are the result "of a tumultuous year characterized by economic and political uncertainty, an international pandemic, and an increase in the need for honesty and accountability from brands and advertisers."

Full Story: Ad Age (tiered subscription model) (7/20)

Measurement Matters

Research: Half of marketers feel "paralyzed"

A Forsman & Bodenfors study reveals around half of brand marketers aren't satisfied with their messaging during the pandemic and say they feel "paralyzed" when it comes to engaging consumers. The agency has created a "Resilience Scorecard" to help brands engage consumers based on eight pandemic-related cultural trends, and Strategy Director Steve Gorski says, "The moment to develop a relevant narrative for your brand is now."

Full Story: MediaPost Communications (7/20)

Social Shareable

Milo the canine Butterfly King goes viral

A video tweeted by We Rate Dogs of a pooch named Milo accompanied by the words, "He's the butterfly king. Has ruled benevolently in this garden for many years," has attracted 2.1 million views. The clip shows Milo wearing a crown of flowers adorned with real butterflies perching on top of his head.

Full Story: Hindustan Times (India) (7/20)

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Working with [brand advocates] allows us to elevate those relationships into what could eventually become the next level of co-creation, insight generation or even digital commerce.

Arjoon Bose, head of brand experience and culture at General Mills in Europe and Australasia, as quoted by Digiday.