TV and social media is already a winning combination for brands with the chance to engage fans as they react on social platforms while watching their favorite shows, but social TV looks to become an even bigger trend, Amy Houston writes. Houston examines the opportunities emerging on YouTube to combine social, TV and shopping, and how the partnership between Samsung and TikTok or platforms like IGTV will shape the future.
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Social videos that don't go viral aren't a flop if they establish a connection with the intended audience, writes Out of My Gord's Gord Hotchkiss. The key to success is delivering content that's interesting and relevant to primary consumer "node" or appealing to a broader base by tapping into universal emotions.
Clinique has focused on creator efforts and paid ads on TikTok as part of a brand reinvention and a way to boost awareness among a younger audience, including its recent #ZitHappens campaign featuring an original song and a hashtag challenge. "[TikTok] has this incredible ability to drive relevance and awareness, but it's also driving conversion at the bottom end," said Sameer Agarwal, vice president at Clinique North America.
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PepsiCo's Frito-Lay is inviting social users to the "Flamin' Hot Face-Off" to give fans the chance to win branded clothing by declaring their favorite between Cheetos Flamin' Hot Spicy Pepper Puffs and Doritos Xxtra Flamin' Hot Nacho flavor. The contest is being promoted with the help of YouTube star Denzel Dion and model Winnie Harlow for #TeamCheetos, and skateboarder Lizzie Armanto and rapper Jack Harlow for #TeamDoritos.
Shapermint is seeking a chief mom officer and is inviting mothers to apply for the position via the HeyMama Facebook group for working moms, and the brand is celebrating moms with a "Shaping Real MOMents" TV campaign. The winning chief mom officer will have creative freedom to celebrate women and body positivity, and the brand is putting a strategic focus on brand ambassadors via Grin, an influencer marketing platform.
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Stan Chudnovsky, who's in charge of Facebook's Messenger division, reports that the new cross-platform messaging feature has a 60% adoption rate with Instagram users. The rate is higher than executives had predicted, and Facebook plans to add WhatsApp to the current Messenger-Instagram interoperability.
AI in workforce management The workforce has become more digital, dispersed, and remote as firms seek to comply with public health edicts and customer needs. Workforce management leaders have been focused on strategic planning to understand the skills they'll need to invest in to perform future work. Read More.
SimpleTexting reports that 97% of consumers used mobile devices for one or more purchases during the last year, and 54% participated in up to 10 transactions via mobile. The poll also found that 86% let a brand send them text messages, 61% would participate in text-based loyalty programs and coupons were the most compelling reason for engagement.
A Twitter video showing Italian firefighters rescuing a kitten trapped in a hole in the road has attracted more than 4.6 million views. The clip shows one of the firefighters lift the kitten to safety and bursting into tears as he comforts the scared feline.
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