An Ignoble Experiment: How to spark trust, sales with brand consistency

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

April 28, 2022

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The Big Story

How to spark trust, sales with brand consistency

(Pixabay)

Brand consistency helps businesses differentiate themselves from the competition, become more memorable and desirable among consumers and spark growth through authenticity and trust, writes May Habib, CEO and co-founder of artificial intelligence writing assistant platform Writer. Habib offers a checklist of content considerations such as target audience and voice and urges creators to rely on style guides that help in "telling the same story over and over again, at every point of contact with consumers."

Full Story: SmartBrief/Marketing (4/26)

	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

Study: What B2B buyers want from video content

(Pixabay)

Business-to-business buyers say the most helpful types of videos when making purchase decisions are those that educate them on products or services, help them solve or understand problems and show what other customers say about services or products, according to a study by Brightcove and Ascend2. The top types of videos watched by B2B buyers in the last three months are product reviews and demonstrations, tutorials and live videos.

Full Story: MarketingProfs (free registration) (4/26)

Benefit Cosmetics targets female gamers

Beauty brand Benefit Cosmetics has created its first set of nine video gaming tournaments exclusively for female-identifying players, with a total prize pool of $25,500. The brand has teamed with several groups, including Black Girl Gamers and The GameHers, to launch the tournaments on the Rivsl platform.

Full Story: Glossy (tiered subscription model) (4/26)

	Just the Facts, Ma'am "I've been on a news blackout for some time. I have been searching for an alternative that would just tell me WHAT happened, and maybe HOW it happened with NO editorializing. I found it. It's called 1440. It assumes you are smart enough to form your own opinions without some partisan news media person telling you how to think." Join for free now.

Marketer Moments

Ogilvy, Dove spotlight "Toxic Influence"

(Dove US/YouTube)

Ogilvy created a short "Toxic Influence" film for Dove that features real women and their daughters sitting down to talk about social media before being shown videos that use deepfake technology to turn the moms into the influencers, dispensing toxic advice such as using a nail file to fix uneven teeth. The film shows the shocked moms realizing what their daughters see online all the time and forms part of the brand's"#DetoxYourFeed" campaign.

Full Story: The Drum (free registration) (4/27), Ad Age (tiered subscription model) (4/27), SmartBrief/Marketing (4/27)

Featured Content

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Growing your attribution strategy Want to level up your media measurement, but don't know where to start? We say crawl before you walk, walk before you run—you get the picture. Here's where you can start.

Platform News

Meta shifts focus to Horizon Worlds, Reels

Meta leader Mark Zuckerberg announced plans for the company to focus on Horizon Worlds as the core of its metaverse strategy, improve Reels monetization and use artificial intelligence to highlight user content. Facebook gained 31 million daily active users during the first quarter and increased ad revenue by 6.6% year-over-year, with executives attributing slowing growth to Russia's invasion of Ukraine, supply chain issues and other factors.

Full Story: The Wall Street Journal (4/27), Ad Age (tiered subscription model)/Bloomberg (4/27), TechCrunch (tiered subscription model) (4/27)

Pinterest revenue up, MAUs down in Q1

(Pixabay)

Pinterest reported first-quarter revenue increased 18% over Q1 2021, despite a 9% decrease in monthly active users to 433 million. Executives attributed the slowdown in MAUs from previous quarters to the war in Ukraine, competitive video-focused platforms and the waning of pandemic lockdowns.

Full Story: Social Media Today (4/27), Reuters (4/27)

LinkedIn guide helps marketers maximize Lead Gen Form ads
Social Media Today (4/27)

Document reveals Facebook's loose grip on customer data
Vice News (4/26)

Measurement Matters

Interactive ad engagement reaches 21%

QR codes on TV or phones have gotten 21% of US and Canadian viewers to scan, TiVo reports, and 15% have checked out interactive ads from video games. Another 65% would watch commercials on streaming services if it meant the content was free.

Full Story: MediaPost Communications (free registration) (4/27)

Social Shareable

Math teacher's parodies involve Billy Joel, Vanilla Ice

Middle-school math teacher Simon Macfarlane of Oklahoma creates parodies of well-known songs to help students remember math facts, such as rewording Billy Joel's "The Longest Time" into "C's the Longest Side -- the Pythagorean Theorem song." Macfarlane plays as many as 11 different characters in the YouTube videos, including one called "Nice Nice Functions" that explains slope, rise, y-intercept and others, based on Vanilla Ice's "Ice Ice Baby."

Full Story: KOKI-TV (Tulsa, Okla.) (4/26)

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