An Ignoble Experiment: Brands get playful on social for April Fool's Day

Created for ignoble.experiment@arconati.us | Web Version

April 4, 2022

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The Big Story

Brands get playful on social for April Fool's Day

(U by Kotex)

Numerous leading brands took to Twitter on April Fool's Day with announcements such as U by Kotex Chocolate Pads, Hellmann's and Butterfinger's dessert mayonnaise "destined to be the sauce of spring," the L'Original Parfum by Krispy Kreme and Omaha Steaks' roll-on perspirant. Banza promoted Just the Sauce packets on Instagram, while Budweiser invited fans across social channels to sign up for a "hay-cation" at its Budbnb.

Full Story: The Drum (free registration) (4/1), Campaign US (tiered subscription model) (4/1)

	Why agile marketing holds the key to reach consumers Today's consumers see more ads than ever before. In order to create a lasting impact with audiences, marketers need to leverage technology and expertise through an agile approach. Read how Audi and Danone successfully embraced agile insights in this report.

Connecting & Collaborating

Beauty brands bet on outside influencers

Beauty brands are venturing farther afield to find influencers likely to reach broader audiences, including Clinique which launched a campaign called "Face of Adventure" that features female rock climbers and outdoor adventurers. A Mintel survey found that 40% of respondents who follow beauty influencers want to see brands partner with influencers from other walks of life.

Full Story: Glossy (tiered subscription model) (3/31)

Report: Consumers seek more from brand dialogues

The majority of consumers (89%) want to start and reply to two-way conversations with brands via social channels and mobile, yet 53% are frustrated by reply blockers, a Sinch and IDC study reveals. Nearly 25% say response times lag "real-world" expectations, which diminishes their likelihood to make a purchase from the brand.

Full Story: MediaPost Communications (free registration) (3/31)

VMLY&R's Craig Elimeliah explains the power of DAOs

Craig Elimeliah, VMLY&R's executive creative director, describes how the decentralized autonomous organizations of the metaverse open up a new world of community building for brands. DAOs enable gamification, co-creation, rewards and investment opportunities, Elimeliah writes.

Full Story: Campaign US (tiered subscription model) (4/1)

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Marketer Moments

Carmichael Lynch, H&R Block give women "A Fair Shot"

H&R Block has pledged free tax sponsorship-related services and $1 million in its own sponsorships to help women in college sports get "A Fair Shot." Carmichael Lynch is advertising the effort with an "Imagine a World" TikTok challenge encouraging people to share videos showing what they think a fairer society looks like and a "Name One Player" spot that highlights how few people can name one female basketball player.

Full Story: Ad Age (tiered subscription model) (4/1)

M&C Saatchi, Busch make unique push for saving trees

M&C Saatchi created a "pee in a Busch" campaign urging Busch Light drinkers relaxing outdoors to use a special funnel kit to urinate in their empty beer cans instead of damaging trees. Busch is advertising the kit across YouTube, Twitter, Facebook and Instagram, and all proceeds will be donated to reforestation charity One Tree Planted.

Full Story: Ad Age (tiered subscription model) (4/1)

Platform News

Instagram makes Reels editing more user-friendly

(NurPhoto/Getty Images)

Instagram has improved its Reels editing flow by giving users the ability to expand or trim content clips by tapping a thumbnail and adjusting specific segments. A new re-ordering tool makes it easier to shift content.

Full Story: Social Media Today (4/1)

Measurement Matters

How to reap rewards with zero-party data

Abhishek Shrivastava, LinkedIn's senior director of product, highlights ways to use preference centers, recommendation quizzes and post-purchase surveys to glean valuable zero-party data provided by consumers to "personalize campaigns at scale." "In a privacy-led world, zero-party data should be leveraged in conjunction with first-party data to be ready for a world without third-party cookies," Shrivastava writes.

Full Story: Ad Age (tiered subscription model) (4/1)

How marketers are approaching emerging digital tech

An Unsupervised survey of more than 800 marketers revealed 63% believe it's important to be involved in cryptocurrency and augmented reality, followed by virtual reality (62%), the metaverse (60%), nonfungible tokens (57%) and Web3 (52%). The more knowledge a marketer has of the metaverse, the more likely they are to incorporate it into this year's marketing strategy, and 55% believe the technology will positively affect the industry.

Full Story: Social Media Today (4/1)

Social Shareable

Cat discovers himself in a mirror

A TikTok video of a cat's reaction to seeing his reflection in a mirror has attracted 5.3 million views and more than 875,000 likes. The clip shows Buster's ears flatten as he gradually appears in the mirror, before he tilts his head curiously to the side.

Full Story: Newsweek (tiered subscription model) (4/3)

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