An Ignoble Experiment: How Nuun is activating customer loyalty efforts

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

December 15, 2020

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The Big Story

A deep dive into audio social app Clubhouse

The next big social platform could be Clubhouse -- a live audio-only app that enables users to listen or take part in live discussions on any topic that disappear when the conversation is finished. Social Media Examiner CEO and founder Michael Stelzner explains why he thinks marketers should pay attention to Clubhouse, including its ability to create viral interactions, the potential for business networking and opportunities for engaging customers on a wide variety of topics.

Full Story: Social Media Examiner (12/15)

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Connecting & Collaborating

YouTube reveals "Culture & Trends" for 2020

(YouTube Culture & Trends/YouTube)

YouTube's "Culture & Trends Report" reveals that 58% of users are willing to watch content created by people of any age and baby boomers are increasingly searching YouTube for information, with their consumption of beauty tutorials increasing by 50%. The report also points to the rise of "cowatching" for live, virtual events and states, "Whether the motivation was community connection, finding resources to stay resilient or exploring new ways to be seen and heard, audiences and creators showed us that adversity drives innovation."

Full Story: Adweek (tiered subscription model) (12/14)

Snapchat's Orenstein touts platform's brand-building uses

Evan Orenstein, Snapchat's manager of group product marketing, says that the platform's community and daily exclusive reach differentiate it from other social media outlets. Tools such as Dynamic Ads and decreasing costs for features like Lenses AR Experiences increase Snapchat's value for brands, he adds.

Full Story: HubSpot (12/14)

How Nuun is activating customer loyalty efforts

Hydration tablet maker Nuun is extending its reach beyond brick-and-mortar stores such as Target and Whole Foods Market to boost return sales with a loyalty program driven by efforts such as rewarding consumers for following the brand's social channels, reading blog posts and signing up for its email newsletter. "We knew that once we got the product into the hands of the consumer, we'd be able to get them on board," said Ingrid Cordy, Nuun's head of digital and e-commerce.

Full Story: Modern Retail (tiered subscription model) (12/10)

	Drive product discovery on Walmart Download this latest first-party customer survey report to learn what makes Walmart a great destination for customers to discover new products. Leverage these insights to start planning your campaign with Walmart Media Group today.

Platform News

Brands continue to shy away from Facebook ads

(Justin Sullivan/Getty Images)

Brands have shifted between 10% and 30% of their Facebook ad budgets, media buyers report, choosing platforms such as TikTok, Snapchat, Pinterest and streaming services such as Hulu. That shift is expected to grow in 2021 as brands who boycotted Facebook this summer are buoyed by the success of diversifying their media plans.

Full Story: Digiday (tiered subscription model) (12/14)

Twitter bolsters brand safety efforts

Integral Ad Science and Double Verify have signed with Twitter as preferred partners providing independent reporting services and giving brands contextual insight regarding ad placement. The social platform also has asked the Media Rating Council to conduct an independent brand safety audit.

Full Story: Social Media Today (12/14), Adweek (tiered subscription model) (12/14), Ad Age (tiered subscription model) (12/14)

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Measurement Matters

FTC wants to see how top platforms use your data

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The Federal Trade Commission has given nine top social media and internet firms 45 days to provide details on how they collect and use online activity by users, the companies' advertising and engagement practices, and how those practices affect children and teens. "Despite their central role in our daily lives, the decisions that prominent online platforms make regarding consumers and consumer data remain shrouded in secrecy," said FTC commissioners in a joint statement.

Full Story: TechCrunch (tiered subscription model) (12/14), Reuters (12/14), The Verge (12/14), The Wall Street Journal (tiered subscription model) (12/14)

Social Shareable

A fairy and little girl go viral on Twitter

Kelly Kenney, a Los Angeles photographer, went viral on Twitter with a thread that shares the story of how she became a fairy named Sapphire to befriend a lonely 4-year-old girl called Eliana who had set up a neighborhood fairy garden during the pandemic. Kenney's thread explains how she and the little girl exchanged notes every day for nine months via the garden and how the pair finally met.

Full Story: Good Morning America (12/14)

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