An Ignoble Experiment: LinkedIn readies live audio experience, engagement tools

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

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March 31, 2021

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The Big Story

LinkedIn readies live audio experience, engagement tools

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LinkedIn plans to launch live audio rooms on its app similar to the Clubhouse and Twitter Spaces sparked by the "nearly 50% growth in conversations on LinkedIn reflected in stories, video shares, and posts on the platform," said spokesperson Suzi Owens. The social platform is rolling out additional tools and features, including a Creator Mode for hashtag posts to turn posters into influencers, a "Follow" button and Cover Story for video introductions.

Full Story: Adweek (3/30), TechCrunch (tiered subscription model) (3/30), The Wall Street Journal (3/30)

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Connecting & Collaborating

Colgate's new oral care line taps social readiness trend

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Colgate-Palmolive has debuted its Generation Z-focused whitening oral care line with the understanding that being "social ready" is important to this demographic, said Dana Medema, vice president and general manager. The new line's direct-to-consumer website and social channels aim to "start a conversation" with younger consumers and help the brand fine-tune its products and outreach, Medema added.

Full Story: Glossy (tiered subscription model) (3/30)

Behind Maersk's recruitment drive on Snapchat

Global business-to-business shipping company Maersk teamed with Havas UK to create an "All the way" recruitment campaign that centers on a Snapchat "Anthem" music video, which by mid-March attracted 431,000 views and a 1.9% click-thru rate, with 94% of content viewed by talent under age 35. The Snapchat campaign aims to change perceptions of working at the company and includes employee stories.

Full Story: The Drum (free registration) (3/30)

Why TikTok is a favored testing ground for DSW

DSW was attracted to TikTok amid the pandemic because it seemed to spark joy among its users, and it's proving to be a viable testing ground with the company's initial #TooManyShoes campaign generating "a billion views" in a short time, said Maria Wollenburg, manager of social media and content. Wollenburg also enjoys the "organic engagement" and an audience that allows it to be more human than it is on Facebook and Instagram.

Full Story: eMarketer (3/28)

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Marketer Moments

Budweiser celebrates the return of baseball

Budweiser is celebrating the April 1 start of the MLB season with pop-up experiences in Chicago and New York for fans who can't go to games in person. Fans also will get the chance to throw the first ball for their teams by using #Sweepstakes and #BudPitchYourPitch on Twitter.

Full Story: Marketing Dive (3/30)

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Platform News

Twitter enhances ad targeting opportunities for brands

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Twitter has enhanced its Amplify sponsorship and in-feed pre-roll ad system with a cleaner design and Curated Categories, which enable brands to place promotions alongside the video content of 200 publisher partners, including BuzzFeed, Hearst, Fox Sports and NBCUniversal, after testing demonstrated positive lifts in brand recall, favorability and purchase intent. Curated categories include various topics such as lighthearted content, basketball and gaming personalities and are available to marketers in the US, UK, Brazil and the Middle East/North Africa with more regions planned.

Full Story: Adweek (3/30), Social Media Today (3/30)

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Measurement Matters

Report: Consumers indicate "massive reset"

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A Harte Hanks analysis of 1 billion social and search behaviors reveals a more positive "emotional state of mind" among US consumers amid the rollout of the COVID-19 vaccine that people equate to the "dawn of a new phase of human behavior," says Chief Strategy Officer Gretchen Ramsey. Individuals are planning more get-togethers, travel experiences, out-of-home entertainment and major purchases, and in terms of brands, are predominantly seeking quality, affordability and reliability.

Full Story: MediaPost Communications (free registration) (3/30)

Social Shareable

"Bearenting" video goes viral on Twitter

A Twitter video dubbed "Bearenting" has gone viral, attracting 14.3 million views and more than 732,000 likes. The clip shows traffic waiting patiently as a black bear tries to safely get her four cubs across a road in Connecticut, but her offspring have other ideas.

Full Story: Today (3/29)

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