An Ignoble Experiment: Dunkin' sign becomes viral social sensation

Perks, pitfalls of meme marketing | Opportunities exist in OOH, social amid pandemic | Why agency creatives must look beyond Instagram

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

August 28, 2020

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The Big Story

Perks, pitfalls of meme marketing

Brands such as Bud Light are finding meme marketing valuable in boosting positive brand sentiment, engagement and account followers, but Kelton's Kuba Kierlanczyk warns, "Memes are a different language than brands are used to." To avoid becoming fodder for online jokes, Kristina Monllos writes, "agency execs say the key is to figure out how to make memes that feel like memes rather than ads."

Full Story: Digiday (tiered subscription model) (8/28)

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Connecting & Collaborating

Opportunities exist in OOH, social amid pandemic

(Pixabay)

Wrapify's James Heller explores how marketers are finding new ways to engage audiences during the pandemic with empathetic campaigns and highlights competitive deals for data-driven messaging across out-of-home and social media. "One thing is for certain: doing nothing is no longer an option -- for marketers, or for businesses," Heller writes.

Full Story: SmartBrief/Marketing (8/28)

Why agency creatives must look beyond Instagram

Orci's Byron Beach urges agency creatives dependent on Instagram for social content to experiment with Pinterest, Twitch, Twitter, Snapchat, TikTok and YouTube to broaden their horizons. "[D]iverse voices come from diverse platforms and monopoly is rarely the friend of creative innovation," Beach writes.

Full Story: Muse by Clio (8/27)

6 common mistakes -- and fixes -- for B2B content

WPBeginner's Syed Balkhi describes six common mistakes in business-to-business content marketing and offers fixes. They include only using one content format, which can be rectified with a content calendar that displays formats and topics, and creating content that has no goal, which can be fixed by working from a strategy.

Full Story: CustomerThink (8/27)

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Marketer Moments

Consumer listening buoys e.l.f. during pandemic

Listening to consumers has been key to navigating the pandemic for e.l.f. Cosmetics, which entered the skin care market last year, said Kory Marchisotto, chief marketing officer. "We look to [consumers] every day to inform our brand, product innovation and content creation strategies -- like our 'No BS (Beauty Secrets) With Anna' education series, which is crafted according to consumer requests," said Marchisotto.

Full Story: Adweek (tiered subscription model) (8/25)

Driving customer engagement with B2B commerce
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Influencer Marketing in 2020

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Platform News

Facebook expands VR efforts with Horizon test

(Oculus/YouTube)

Facebook has launched an invite-only test of its Horizon social virtual reality experience platform, which enables up to eight users to interact in a virtual world with a safe zone to avoid online bullying. Andrew Hutchinson predicts VR "will become increasingly relevant, in many different ways, over the next few years," and notes, "That will also mean new opportunities for advertising, marketing, personal branding and related elements."

Full Story: Social Media Today (8/27)

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Measurement Matters

70% of Americans haven't made a purchase on social

Slightly more than 70% of Americans say they've never bought anything on a social platform, per eMarketer and Bizrate Insights. Among those who have made a purchase on social, the majority did so via Facebook.

Full Story: eMarketer (8/27)

Social Shareable

Dunkin' sign becomes viral social sensation

A Dunkin' Donuts sign that reads, "UH OH SPICY! PUMPKIN! HAHAHAHA PUMPKIN TASTY," went viral on Facebook and Twitter and then on TikTok after user @macdoes posted a video in which he does a dramatic reading of the sign. The video, accompanied by the caption, "Glad to see Dunkin fully supporting the mental state of America," has attracted more than 2.5 million likes.

Full Story: Delish (8/27)

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As people are learning to tune out advertising more and more, which is a trend everyone is aware of, your organic social channels become more important.

Conor Mason, senior director of digital marketing for Bud Light, as quoted by Digiday