An Ignoble Experiment: Top honors in social media revealed at Cannes Lions

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

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June 23, 2021

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The Big Story

Top honors in social media revealed at Cannes Lions

R/GA's "Superb Owl" campaign for Reddit during the Super Bowl, which earned 6.5 billion impressions, won a Social and Influencer Grand Prix at Cannes Lions. A second Grand Prix in the category was awarded to the "Stevenage Challenge" campaign from David Miami and Madrid for Burger King.

Full Story: Ad Age (tiered subscription model) (6/22), Adweek (6/22)

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Connecting & Collaborating

How TBWA\Chiat\Day L.A. made a TikTok musical

Jeff O'Keefe and Bert Marissen, creative directors at TBWA\Chiat\Day L.A., write about how the agency made "Breeze High: The Musical" for Almond Breeze -- a TikTok musical about young love in high school between an almond and a banana. "Would TikTok users really take the time to listen to new songs about characters they'd never heard of, choose a favorite, then sing their hearts out for nearly a minute, all to be a part of a musical that was actually an ad?" the pair wondered -- and the answer was a resounding yes.

Full Story: Muse by Clio (6/22)

What marketers need to know about digital accessibility

(Pixabay)

The digital shift that's accelerated during the pandemic makes accessibility an even more important issue, yet an AudioEye survey reveals a lack of understanding among managers, website designers and developers of accessible content. AudioEye President Dominic Varacalli explains what marketers need to know to make their digital content truly accessible for everyone and the legal requirements that need to be followed.

Full Story: SmartBrief/Marketing (6/22)

How to write copy that works on Instagram

Customize advertising copy for Instagram by adjusting classic formulas, aligning with the platform's call-to-action buttons and using nine other tips from social media expert Anna Sonnenberg. Her advice includes implementing video captions, a sense of urgency and testimonials.

Full Story: Social Media Examiner (6/21)

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Marketer Moments

Lagunitas launches contest to win a "Doggie Boondoggle"

(Lagunitas Beer/YouTube)

Lagunitas Brewing is honoring the role of dogs during the pandemic with a "Doggie Boondoggle Party Starter Pack" competition that invites people to share videos on Twitter or Instagram showing "why your dog deserves a party." A video introduces the contest, which will award 100 dogs and their owners a $300 gift card, beer, "dog schwag" and party supplies.

Full Story: MediaPost Communications (free registration) (6/22), Adweek (6/22)

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Platform News

Twitter opens tests for Super Follows and Ticketed Spaces

(Pixabay)

Twitter is taking applications as part of a test of its Super Follows content subscriptions and Ticketed Spaces audio room features with a limited number of US users who must meet certain thresholds. After in-app purchase fees, users will retain 97% of revenue from both services, and then 80% once revenue exceeds $50,000.

Full Story: The Verge (6/22), TechCrunch (tiered subscription model) (6/22), Reuters (6/22)

Snapchat studies tout ad performance within videos
Adweek (6/22)

Twitter iOS users can share tweets to Instagram Stories
Adweek (6/22)

MRC tells Pinterest no on accreditation review for video ad metrics
Digiday (tiered subscription model) (6/23)

Measurement Matters

The state of play in B2B digital marketing

Social media, followed by both email and content, are cited by business-to-business marketers as the most effective digital channels, and 68% of B2B marketers expect digital budgets to rise, according to the 2021 State of B2B Digital Marketing report from Ascend2 and Wpromote. The comprehensive study also notes B2B marketers are prioritizing spend for new social platforms, virtual events and influencers.

Full Story: MediaPost Communications (free registration) (6/22)

Social Shareable

Miss eating on a plane? This guy has your plate ready

Flying enthusiast Nik Sennhauser missed eating on planes so much during the pandemic that he began plating his food on airline dishware and posting the photos on his Instagram account. Sennhauser has collected more than 150 pieces of airline dishware, including triangular plates from Lauda, an Austrian carrier no longer in service.

Full Story: Atlas Obscura (6/21)

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If a brand is looking to engage with consumers, TikTok is an amazing place to be. ... All you have to do is to show up authentically and earn their attention.

Jeff O'Keefe and Bert Marissen, creative directors at TBWA\Chiat\Day L.A., writing for Muse by Clio