Tupperware keeps marketing fresh with social media
Judge gives TikTok go-ahead to operate in US | Generation N: The pandemic-born connected customer | Brands celebrate Halloween with experiential activations
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A federal judge in Pennsylvania issued an injunction on Friday that blocked the Trump administration's ban on TikTok from operating in the US beginning on Nov. 12, siding with three popular content creators who argued the move would have caused them to lose their followers, brand sponsorships and income. The US Commerce Department says it will "vigorously defend" the executive order that bars transactions with the Chinese-owned app based on national security issues.
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The pandemic has spurred the emergence of Generation N (Novel) -- a new cross-generational customer demographic defined by similar digital behaviors, expectations and desired experiences, writes Salesforce's Brian Solis. The needs of Generation N are outlined in Salesforce's "State of the Connected Customer" report, the key findings of which include 88% of business customers and consumers expect brands to speed up digital initiatives and 90% want companies to be more trustworthy.
Kait Shea takes a look at nine brands that launched pandemic-friendly experiential Halloween activations, such as Reese's robot Trick-or-Treat Door that visited Instagram contest winners. Netflix opened a thrift shop in Salem, Mass., featuring "Hubie Halloween" merchandise and the custom VW e.lf. Cosmetics bus visited influencer homes with trial products and candy.
Tupperware overcame lackluster annual revenues and boosted its US and Canadian sales by 72% during the past quarter by moving its at-home parties onto Facebook and Zoom and also launching TikTok challenges, writes Michael Waters. "People are just more likely to buy something if they get to interact with the person selling it," said Tupperware seller Kim Santoiemma.
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R/GA created three virtual Pinterest shopping experiences for Michaels -- Winter Wonderland, Silver and Snow, and Peppermint Lane -- that feature shoppable products and inspiration for do-it-yourself projects. "The creation of 'Holidays Made By You' is designed to meet our customer how they want, where they want and when they want, which is why Pinterest was a great partner for this immersive 360 experience," says Michaels' Ron Stoupa.
How brands should embrace the new normal This year has been the year of the pivot for brands as the pandemic has reshaped consumer behaviors and the customer journey, most likely permanently. Marketers need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Join SmartBrief and marketing and retail industry experts to explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.
Business-to-business marketers can tap into LinkedIn's new Company Engagement Report to glean advanced metrics related to total engagement, total ad or organic engagement, members targeted and website visits. Principal Product Manager Jae Oh says the tool is designed to help marketers "know they are reaching the people who make and influence business decisions, focus on companies in need of sales and marketing outreach and understand how ads and organic content are resonating with those audiences."
Revenue gains posted last week by platforms such as Facebook, Google, Pinterest and Twitter point to renewed commitment among marketers in the digital ad space while TV and other traditional media continue to suffer, writes Peter Adams. He contends social and digital platforms helped spark the boost with e-commerce tools and other ad offerings but warns the trend could be short-lived amid pending data regulations, legislative antitrust scrutiny and Apple's planned privacy changes.
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