An Ignoble Experiment: Behind Aviation Gin's social strategy

Behind Aviation Gin's social strategy | Boost Instagram marketing with user-generated content | TikTok's unique vibe works for Dunkin', Chipotle

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

October 6, 2020

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The Big Story

Behind Aviation Gin's social strategy

Aviation Gin's Adrian Molina chats in this video interview about the brand's social strategy, its humorous tone of voice and the "nerve-wracking" wait to find out how social users would feel about its response to that Peloton ad. "[P]op culture provides the very fun challenge of staying on your toes and staying relevant, knowing how to react and adapt the brand to these cultural moments in real time," he says.

Full Story: Adweek (tiered subscription model) (10/6)

	Your audience is watching. Every day, millions of 18-34 year olds gather on Facebook Watch to discover, watch and share the videos they love. Reach them wherever they are, whenever they watch, with a brand safe publisher video buy.

Connecting & Collaborating

Boost Instagram marketing with user-generated content

(Pixabay)

Jenn Herman explains how to encourage user-generated content on Instagram and points to brands employing UGC successfully, including The Love Bomb Co. and GoPro. Herman advises gathering UGC via branded hashtags and brand mentions, and emphasizes the importance of getting user permission.

Full Story: Social Media Examiner (10/5)

TikTok's unique vibe works for Dunkin', Chipotle

Dunkin' app downloads spiked 57% the day it began a partnership with TikTok star Charli D'Amelio, and Chipotle Mexican Grill saw record-breaking digital sales after it launched its lid flip challenge on the social media platform. Brands should embrace features that set TikTok apart from other platforms, such as challenges and videos with a homemade feel, Dunkin's Vice President of Brand Stewardship Drayton Martin said.

Full Story: Restaurant Business online (10/2)

Marketer Moments

P&G's Secret says "#RaiseItUp" for women

(Secret Deodorant/YouTube)

Procter & Gamble's Secret, with YWCA USA and the Women's National Basketball Association, unveiled an in-house "#RaiseItUp" campaign that spotlights the disproportionate impact of the pandemic on women, particularly minorities. An anthem 60-second spot is set to an original poem by Black poet Jasmine Mans, and the push includes a social challenge promoted by WNBA players and actress Gabrielle Union as well as national and regional newspaper ads.

Full Story: Ad Age (tiered subscription model) (10/5)

Cinnamon Toast Crunch TikTok challenge hits 1.3B views

General Mills' Cinnamon Toast Crunch brand has launched a TikTok challenge featuring people singing Whitney Houston's "I Wanna Dance with Somebody" while covering their face with the smiley face on the cereal box's back panel. The #CTCVoiceBox campaign has netted over 1.3 billion views and features influencers and celebrities such as Jason Derulo and Bebe Rexha and an augmented-reality tool that enables an animated smiley face filter.

Full Story: Mobile Marketer (10/5)

Influencer Marketing in 2020

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Platform News

IGTV, Reels e-commerce the focus as Instagram turns 10

Instagram, now 10 years old, is introducing IGTV shopping features worldwide and testing shopping on Reels. The social platform released data trends covering everything from top songs to most popular AR effects and Story Fonts, introduced a nostalgia-inducing Stories Map and said people send more than 900 million emoji reactions every day.

Full Story: TechCrunch (tiered subscription model) (10/5), The Verge (10/5), Ad Age (tiered subscription model) (10/5), Mobile Marketing Magazine (10/5)

Measurement Matters

A guide to measuring marketing's complete ROI

Kara Burney explains how to adjust formulas to calculate marketing's return on investment and measure brand awareness, touch points and customer lifetime value. Burney recommends using a marketing analytics tool to enable the measurement of content marketing and social attribution by campaign, individual posts and channel.

Full Story: The Content Standard (10/2)

Social Shareable

Spider web catches attention on Facebok

A photo of an orb weaver spider's web in Springfield, Mo., has gained attention after being posted on the Missouri Department of Conservation's Facebook page. The department said dinner plates are almost as big as this web.

Full Story: CNN (10/3)

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Jenn Herman, writing for Social Media Examiner