An Ignoble Experiment: How older adults are destroying assumptions about influencers

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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March 30, 2021

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The Big Story

Older adults gain traction as brand influencers

Instagram brand influencer Lyn Slater won't work with companies that use the term anti-aging and says the "images of aging that people have in their head are really obsolete." Rahel Marsie-Hazen, an influencer marketing expert at Aura, said people generally assume an influencer is someone in their 20s or 30s, but more older adults are jumping into the sector and demand for their perspectives is increasing among brands because of the disposable income available to baby boomers.

Full Story: Glossy (tiered subscription model) (3/29)

	New Research: Global Online Fundraising Scorecard Download your free copy of this research study that takes a mystery donor's look at the online giving experience and email communications of 630 organizations in 9 countries.

Connecting & Collaborating

Here's how brands should tap Twitch livestreaming

Behind the scenes of a Twitch-produced holiday special (Thomas Niedermueller/Getty Images)

The Amazon-owned Twitch livestreaming platform has amassed an active user base of 140 million individuals with a penchant for visual content and community interactions, Emily Heaslip writes. Heaslip highlights platform marketing opportunities such as branded content experiences, influencer efforts and pre-roll ads and offers brand examples such as Wendy's in-game freezer destroying campaign, which yielded 1.5 million views and boosted social media mentions by nearly 120%.

Full Story: CO— (US Chamber of Commerce) (3/29)

Grubhub marketing exec: How digital delivers results

Grubhub is working to maintain its share in the competitive food delivery service space by connecting with its customers through personalized emails and on social media platforms. "Developing our own, direct-to-consumer content is an effective way to drive brand engagement," said Jess Burns, vice president of brand and creative marketing.

Full Story: Forbes (tiered subscription model) (3/26)

Cetaphil counts on social-savvy Gen Z consumers

Cetaphil is marketing directly to Gen Z consumers through social media and partnerships with dermatologists and influencers. About 40% of consumers fit into Gen Z, according to WGSN trend forecasting, and Gen Z "skintellectuals" want healthy skin that doesn't need makeup.

Full Story: Glossy (tiered subscription model) (3/26)

	Great social experiences need a good playbook. Take social media beyond marketing. In this guide, see how marketing, sales, and service teams can use it together to drive engagement, deliver better experiences, and build lasting relationships. Learn more

Marketer Moments

Warner Bros. brings #GodzillaVsKongRoar to TikTok

(Pixabay)

Movers+Shakers created a #GodzillaVsKongRoar challenge on TikTok to promote the release of "Godzilla vs. Kong" for Warner Bros. The campaign asks users to put the film's roar noises into videos about their grievances.

Full Story: Adweek (3/29)

	CTV: The Independent Agency Opportunity Connected TV could be the competitive advantage you're missing, as it can reach more than 90% of U.S. adults in an innovative, yet familiar format. Like any channel you add to your digital strategy, there are best practices for leveraging this medium in order to position yourself for success. Get the report.

Platform News

TikTok starts rolling out Playlist tool

TikTok has started enabling select creators and business account holders to use its Playlist feature to group their TikTok clips into themed, titled collections with plans to roll the tool out to all users. Brands may find Playlists beneficial for creating longer, thematic or episodic content or posting "tutorials or explainers" in sequential order, writes Andrew Hutchinson.

Full Story: Social Media Today (3/29)

Facebook expands digital skills training beyond Brazil

Facebook is expanding its free Rise program beyond Brazil to the US, Canada, Italy and Singapore to help agency executives with at least one year of experience to develop their digital skills via prerecorded videos and livestreamed Q&As. Facebook is also helping displaced executives with creative portfolio building, interview preparation and resume writing.

Full Story: Adweek (3/29), Social Media Today (3/29)

	Earn your Master's in Communication Online Purdue's online MS in Communication is designed for working professionals looking to enhance their communication skills related to media, public relations, and advertising. Students will learn how to deliver effective messaging through powerful and concise communication. Learn more.

Measurement Matters

Poll: Americans support vaccine messaging from brands

A survey from The Harris Poll and Adweek finds that 70% of Americans want brands to let people know about vaccine logistics, 60% think they're obligated to do so, and 62% say that obligation extends to fighting myths. In addition, 58% of respondents trust vaccination information that comes from companies more than that found on social media, and 70% say rewards might encourage people to get vaccinated.

Full Story: Adweek (3/29)

Social Shareable

A TikTok glimpse of the South Pole gets 12.9M views

A TikTok video that shows a researcher's living quarters on a base at the South Pole has attracted 12.9 million views and 2.5 million likes so far. The clip compares a spare empty dorm room with the researcher's creative decor and shows her breath clouding up when she ventures outside into the minus 70 day.

Full Story: Newsweek (tiered subscription model) (3/29)

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