Twitter unveiled its #BestOfTweets2020 with new categories to reflect how brands have responded to a difficult year, and the "Best campaign for quenching our thirst for sports" was awarded to Gatorade for streaming Michael Jordan's final game with the Chicago Bulls on the platform as a tie-in with "The Last Dance." Uber's #MoveWhatMatters won "Best campaign for driving positive change," Ben & Jerry's won "Best brand speaking out and standing up" and Chase's "#ShowMeYourWalk" campaign for graduates won "Best campaign for making missing out memorable."
What you need to know about ABM right now As ABM grows in popularity, some are questioning it's effectiveness. Is ABM really living up to all its hype? In this on-demand webinar, Salesforce explores data and insights surrounding ABM usage among B2B marketers. Find out how ABM is helping your competitors thrive amid changing times, including driving demand, aligning sales and marketing, and growing customer relationships. Watch now
Digital marketers will focus on various tactics and techniques in 2021, including mobile functionality, artificial intelligence and augmented reality opportunities, using more robust data-driven insights and first-party data, and voice search, predicts PowerChord Chief Strategy Officer Nikki Vegenski. She also writes that social distancing will spur a rise in mobile apps and brands will encourage anywhere communications through platforms such as Facebook, Instagram and Twitter.
Stephen Cassell, senior vice president and chief brand officer at health service company Cigna, offers advice on influencer marketing and explains why "points of convergence" are essential to choosing the right partners. It's about identifying "areas where our brand, audience, and influencer values intersect, and how we can spark potential moments of influence," Cassell says.
What does the new streaming model mean for you? Audiences are turning away from linear TV and spending more time on streaming platforms. Media companies must respond quickly and effectively in order to thrive in this new environment. Check out the top trends from Google Cloud and find out how you can accelerate the transition with flexibility, scalability, and innovation. Click here to get the white paper.
Ryan Reynolds' Maximum Effort has created a 90-second "Match Made in Hell" spot for Match that's set to a re-recorded version of "Love Story" from Taylor Swift and features Satan finding love with the personification of 2020. The spot shows the pair meeting, posing for selfies in front of a dumpster fire, stealing toilet paper and ends with them watching meteors rain down from the sky as Satan says, "I just don't want this year to end," and 2020 replies, "Who would?"
Ben & Jerry's teamed with Netflix's comedy unit Netflix is a Joke to create a co-branded limited-edition Punch Line ice cream and a hotline people can call to hear jokes from comedians Fortune Feimster, Aparna Nancherla and Wanda Sykes. The campaign from Observatory and experiential shop Trigger(House also features ads starring the comedians that are running across social, connected TV and paid digital.
Social media expert Matt Navarra has said some TikTok creators are being given early access to post videos up to three minutes in length, versus the current 60-second constraint. If the move becomes permanent, brands can become more creative and expand guides, promotions, tutorials and other engagements.
YouTube has enhanced its Premieres tool giving creators more opportunities for advanced event and video release promotion after tests with Cardi B, We Are One Film Festival and New York Comic-Con. Some offerings include trailers, live pre-shows and a customizable video countdown.
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. Watch SmartBrief and marketing and retail industry experts on-demand explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.
TikTok has revealed its top 10 viral videos of the year and surprisingly Nathan Apodaca's skateboarding hit set to Fleetwood Mac's "Dreams" missed out on the top spot to a video from Bella Poarch lip-syncing to "M to the B" by Millie B. The platform's top creator was Charli D'Amelio, and the top 10 lists also cover communities, visual effects, songs, celebrities and memes.
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