An Ignoble Experiment: Brands, influencers embrace mystery in unboxing

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

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May 5, 2021

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The Big Story

An early Clubhouse adopter offers advice to brands

(Clubhouse)

Kat Cole, former president and chief operating officer of Focus Brands, has built a 1.4 million following on Clubhouse and offers advice to brands in this video about how to use the platform. She recommends that brands create their own rooms with "a well-seasoned, well-followed moderator that helps you get visibility but also helps ensure you have a space that's appropriate and becoming for your brand."

Full Story: Adweek (5/4)

Study shows that Snapchat is used more for back-to-school purchases than any other platform.
This year's back-to-school season will be bigger than ever! Students and parents are optimistic, and with 86% of Snapchatters using the app for back-to-school buys, they're ready to spend. Check out our new back-to-school research and learn to reach this influential community when it matters most. Learn more.

Connecting & Collaborating

Brands, influencers embrace mystery in unboxing

A growing number of brands are debuting mystery boxes they hope will go viral in YouTube and TikTok unboxing videos, in which influencers don't know what they're unpacking. Toy brand Zuru reported a 500% surge in sales last year after the rollout of mystery boxes filled with five mini toys selected from its full collection of more than 300 pieces.

Full Story: Modern Retail (tiered subscription model) (5/3)

Should your low-performing content be reworked?

(Pixabay)

Marketers need to ask two questions to determine if content that failed to take off should be reworked and optimized, and Kim Moutsos offers advice on how to do that. If the content passes the test, one step is to determine if it's considered "content tilt," which will set you apart from competitors, Moutsos writes.

Full Story: Content Marketing Institute (5/3)

Successful search marketing includes content, social

B2B marketers can capitalize on search marketing by having a strong foundation in search engine optimization and search engine marketing, using paid search and A/B testing, creating quality content and incorporating social media, writes Mo Awad, vice president of search at MeritB2B. "Ultimately, A+ search strategy in 2021 is about creating that same welcoming, communicative, and helpful environment that marketers have been perfecting for so many years in person and on the phone," he writes.

Full Story: Digital Commerce 360 (5/3)

	Are Your Influencer Efforts Driving Sales? In this exclusive guide, you'll learn 7 best practices for executing and measuring influencer marketing campaigns that actually drive conversions and sales. Download the guide today.

Marketer Moments

MTV taps social to engage with its fan community

The MTV Entertainment Group combated a shift in viewership last year by utilizing social listening along with Twitter polls to learn where fans were congregating and what they were discussing. The company used the insight to launch YouTube and TikTok efforts with select compilation videos, said Ann Lamore, vice president of marketing, during Adweek's Social Media Week event, adding, "We always try to be the first on any given platform in its infancy -- it may not succeed, but it's important to try."

Full Story: Adweek (5/4)

WNBA takes streaming to the hoop

The Women's National Basketball Association plans to broadcast three games via Paramount+, 12 on Twitter and 20 across Facebook's Watch and Oculus outlets, as well as incorporating a partnership with Google in its ABC and ESPN events. Viewers watching the matches on Twitter will also be able to see fans' Tweets about them.

Full Story: The Verge (5/4)

	Sick of biased news? 1440's got you covered 1440 is the fastest way to an impartial point-of-view. The team at 1440 scours over 100+ media sources ranging from culture and science to sports and politics to create one email that gets you all caught up on the day's events in 5 minutes. It's 100% free, so sign up for 1440 here.

Sponsored content from Twitter

New research from Bain on B2B marketing

Despite changes in the market, most B2B marketers are following the same playbook from two decades ago to reach the crucial business-decision maker audience. A new study from Bain & Co., in partnership with Twitter, identifies the 3 new rules of B2B marketing and how smart marketers are adapting accordingly. Click here to see if your B2B marketing strategy is up to speed.

How auto brands are pivoting to virtual launches

With in-person vehicle debuts no longer an option, auto brands are turning to social media to launch their new vehicles. More than 80% of auto brands on Twitter have hosted a virtual vehicle launch or plan to in 2021. Find out why Twitter is where the auto industry comes to drive excitement.

Platform News

Instagram launches captions stickers for Stories

Instagram has rolled out captions stickers for Stories that automatically transcribe speech in videos for users in English-speaking countries with a planned expansion to other languages and regions and a test for Reels coming soon. Users can adjust the color and style of the captions and correct spelling, punctuation and other inaccuracies.

Full Story: The Verge (5/4), TechCrunch (tiered subscription model) (5/4), Social Media Today (5/4)

TikTok forges Nielsen partnership

Brands can use Nielsen's Designated Market Area geotargeting to enhance campaigns on TikTok with granular location targeting, thanks to a new partnership between the two companies. TikTok also announced new efforts to support small businesses, including a Clubhouse-based TikTok for Business Club.

Full Story: Social Media Today (5/4)

Twitter guides brands through Apple privacy regulations
Ad Age (tiered subscription model) (5/4)

Twitter boosts subscription content plans with Scroll acquisition
TechCrunch (tiered subscription model) (5/4)

	The Path to a Better Future: An Investment in Trust Trusting and being trustworthy require us to make conscious choices to invest in relationships that result in mutual value. When employees trust their companies, they are not only more motivated but also less likely to defect to competitors. How can you invest in trust? Get the infographic.

Social Shareable

Starbucks barista goes viral with complicated order

A tweet from a Starbucks barista that included a photo of an iced coffee drink with a humorously long list of ingredients due to a customer request went viral and prompted others to share their own examples of very complicated drinks. "Customizing beverages at Starbucks and our baristas' expertise in helping customers find and craft the right beverage has and always will be the heart of the Starbucks experience," said Starbucks in response to the viral story.

Full Story: People (5/4)

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