How to find brand champions to promote your business | How luxury fashion brands tap into gaming, virtual worlds | Why more work is needed on mental health
Brands can increase word-of-mouth marketing by providing excellent customer experiences, working with trusted influencers, incentivizing user reviews and engaging the most active customers with tailored campaigns, brand ambassador programs and giveaways, writes PR Soprano co-founder Efrat Vulfsons. "Ultimately, word-of-mouth marketing will depend on 'brand champions,'" Vulfsons writes.
Gucci, Marc Jacobs and Valentino are among the growing group of high-end brands using gaming platforms and metaverses such as Animal Crossing and Roblox to engage with fans, offering everything from customizable avatars to themed rooms with shoppable merchandise. BETC Etoile Rouge's Fabien Le Roux says the key to success is being authentic and enhancing a community's shared experiences.
A few agency executives talk about how, despite an increase in mental health support and policies from agencies, the reality of workloads and client expectations means the root causes of mental health problems are not being addressed. Seb Joseph explores the issue, noting, "[P]rogress is being made, but it must be faster if the current toils of agency execs are anything to go by."
CBD brand Truly Beauty has fine-tuned its livestreaming strategy since the onset of the pandemic and is focusing on engaging with its 1.5 million TikTok followers twice each week with plans to go live every weekday, said social and marketing manager Tyler Moore. Moore noted the platform has become one of the brand's "top revenue drivers," with employee content, flash sales and exclusive, limited-time discount codes resonating most with viewers.
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Gyanda Sachdeva, vice president of product management for LinkedIn, says that the platform can present a "safe and trusted platform" for brands to engage with users. She adds that LinkedIn will continue focusing on helping business-to-business marketers evaluate and demonstrate returns and expand engagement through tools such as events and other "growth opportunities."
Microsoft Audience Network's new Facebook Import enables US marketers, as well as those in six other countries, to import Facebook Audience Network campaigns. Potential import elements include as many as 10,000 campaigns per account, along with advertising groups, bids, budgets, images and targeting by location and demographic.
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A video on Twitter of a parrot named Tico singing along to a classic rock song with his owner Frank on electric guitar has attracted 3.7 million views. Frank and Tico have more than 129,000 subscribers to their YouTube channel and have appeared on shows such as "The Kelly Clarkson Show."
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