Luxury brands including Prada and Gucci are increasingly using YouTube to showcase long-form videos sharing informational and educational content to attract new customers and boost their organic marketing content. Among 2.7 million internet users around the world, 22% use YouTube and other video sites to learn about brands and discover new products and services, according to a GlobalWebIndex survey.
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Marketers can craft effective multilingual campaigns across global markets by adopting audio and video localization, writes Sarah Evans, who provides a comprehensive guide. Brands can tap voice talent local to each market, consider dubbing or subtitles, and tailor content to different audiences with local idioms, Evans advises.
Spirits brand Diageo has launched Taste of the Future, an online augmented reality platform supported by partnerships with Pinterest, Threedium, Verizon, Google and other tech firms, where industry executives can participate in an array of immersive interactions such as discussing trends, experiencing bartender battles, mixing drinks and taking tasting tours. "The past year has seen extraordinary innovation and creativity within cocktail culture; we want to celebrate that and give everyone a taste of what's next," said Diageo World Class head Simon Earley.
Catch Co. grew from a Facebook group into an e-commerce and subscription company catering to fishing enthusiasts with ads targeting general interest audiences and new fishing hobbyists, said CMO Ryan Watson. Catch Co. has enlisted roughly 100 influencers to propel the brand via hosted shows and competitions featuring branded products on YouTube and Amazon Prime, and has amassed more than 2 million social media followers, said Watson.
The streaming opportunity for Financial Services and Insurance brands Traditionally, the consumer journey for financial services and insurance was marked by major life milestones: Landing a first job, getting married, buying a house. These discrete inflection points, however, are no longer enough for financial services and insurance brands to engage Gen Zs and millennials. To connect with these valuable audiences, it's more effective for brands to play a consistent part in their daily moments — big and small. Learn more.
Rethink and Heinz have created a campaign urging hot dog bun and wiener makers to sell their products in equal 10-packs, instead of the current incompatible numbers. A video showcases people venting frustration about the issue on social media, and the push, with help from Carat, The Kitchen, ICF Next and The Colony Project, includes social and PR in the US and Canada, with billboards in select Canadian cities.
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Only a few days after its launch, social media platform GETTR was scraped, with hackers obtaining information about more than 90,000 users, including email addresses and locations. Even before the launch, experts pointed out that the platform's application programming interface had weaknesses.
TikTok is letting select creators exchange customized video messages to fans, dubbed Shoutouts, for TikTok coins. One example Shoutout went for the equivalent of $1,800 in the virtual currency, while another cost only $3.75.
Sales of nonfungible tokens jumped from $13.7 million during the first half of 2020 to $2.5 billion to date for 2021, according to DappRadar's analysis of blockchain reporting. NonFungible.com estimates there have been upwards of 20,000 weekly buyers since March, which outnumbers sellers, and says collectible and sports NFTs are the most popular categories.
A United Airlines flight from Honolulu to San Francisco was delayed July 2 as crew members darkened the interior to coax birds who had stowed away behind a ceiling panel to fly out the door. "We thought they looked a little seedy when they gave us their boarding passes, but they had on im-peck-able disguises," United tweeted.
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