An Ignoble Experiment: Opinion: 9 social sites to check out for 2021 plans

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December 10, 2020

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The Big Story

TikTok reveals 2020's best from brands

TikTok has revealed a year-in-review list of brands that embraced the platform's creative ethos -- "Don't Make Ads, Make TikToks" -- across 10 categories. NYX Professional Makeup topped the hashtag challenge list with "#ButterGlossPop," Hulu took top spot in the "For You" feed, and ESPN was top for building a community on the platform.

Full Story: Ad Age (tiered subscription model) (12/9), Adweek (tiered subscription model) (12/9)

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Connecting & Collaborating

Opinion: 9 social sites to check out for 2021 plans

Ignite Visibility CEO John Lincoln highlights nine social media platforms that should be on marketers' radars for 2021, their respective user base and the value each offers brands. The list includes video platform Houseparty, the Reddit-like Steemit, hyperlocal-focused Nextdoor and the ad-free social platform Vero.

Full Story: Forbes (tiered subscription model) (12/8)

Pantone reflects fortitude, hope with Colors of the Year

(Pantone/YouTube)

The Pantone Color Institute has chosen two hues for "Color of the Year 2021" -- "Illuminating Yellow" and "Ultimate Gray" -- and Pantone's Leatrice Eiseman explains the pairing reflects "a message of positivity supported by fortitude." Brands can use the colors in any combination to depict a "message of sunshine and strength," Pantone says.

Full Story: Adweek (tiered subscription model) (12/9)

Social media key to growth for Manscaped

Manscaped founder Paul Tran credits his company's use of humor and social media in helping the brand battle the stigma associated with male grooming and acquire more than 2 million global customers. "Social media is an integral part of our marketing strategy," Tran says, adding, "It allows us to get our message across, reach new consumers, build community, and engage with our followers."

Full Story: Mobile Marketing Magazine (12/9)

Marketer Moments

DDB Chicago, Coors Light give us "The Beerman"

(Coors Light/YouTube)

DDB Chicago's holiday spot for Coors Light features "The Beerman," a sorry looking snowman who plucks a discarded Coors Light can from his chest, sits at a piano and launches into "More Than a Feeling" by Boston with a guitar-playing yeti. The spot was created with Legacy Effects, and the campaign includes a Snapchat lens, build-your-own Beerman kits and Beerman ornaments.

Full Story: Adweek (tiered subscription model) (12/9), Ad Age (tiered subscription model) (12/9)

Haribo creates "Kids' Voices" Instagram AR lens

(Haribo USA/YouTube)

Haribo released a "Kids' Voices" augmented reality lens on Instagram that makes adults sound like children, and the brand is inviting users to share videos using the lens for a chance to win a year's supply of gummy candy. The campaign includes TV spots from Quiet Storm featuring adults talking in children's voices about how much they love Haribo Goldbears candy.

Full Story: Marketing Dive (12/9)

Cramer-Krasselt, Tropicana say "#TakeAMimoment"

Cramer-Krasselt, with MullenLowe for PR, created a "#TakeAMimoment" campaign for Tropicana that features mini refrigerators housing ingredients for mimosas disguised as bathroom cabinets, tool carts or laundry hampers. The campaign encourages parents to share social posts describing how they take a break from busy lives and celebrities including Gabrielle Union, Jerry O'Connell and Molly Sims are sharing their own stories.

Full Story: Ad Age (tiered subscription model) (12/9)

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Platform News

Facebook hit with 2 antitrust lawsuits

The Federal Trade Commission plus attorneys general from 46 states, the District of Columbia and Guam filed two separate lawsuits accusing Facebook of monopolistic practices and seek to divest the company from its Instagram and WhatsApp units. The FTC suit seeks to "roll back Facebook's anticompetitive conduct and restore competition so that innovation and free competition can thrive," says FTC's Ian Conner.

Full Story: The Wall Street Journal (tiered subscription model) (12/9), AdExchanger (tiered subscription model) (12/9), TechCrunch (tiered subscription model) (12/9)

Social Shareable

Cartoon Network PSA on systemic racism goes viral

A clip of a Cartoon Network public service announcement that features Pearl from the "Steven Universe" show talking about the effect of systemic racism on the teaching of history has gone viral on social, attracting millions of views across Twitter and TikTok. "These textbooks are incomplete," says Pearl in the video, "There were Black Roman warriors, Black medieval knights, Black classical musicians, Black cowboys, Black fighter pilots. Where are they?"

Full Story: Ad Age (tiered subscription model) (12/9)

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Good storytelling makes your audience empathize with the protagonist, often to the extent that they start to feel the same emotions and want to act the same way.

Tamar Weiss, writing for MarketingProfs