An Ignoble Experiment: Nonprofit's TikTok videos help bring in donations

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

June 2, 2022

CONNECT WITH SMARTBRIEF

The Big Story

Tap LGBTQ+ creators all year to avoid "rainbow-washing"

(Pixabay)

Brands can avoid "rainbow-washing" by forging relationships with LGBTQ+ creators that last beyond Pride or other heritage months, but will require an early start before they're inundated with requests, writes Lauren Zoltick, Storyblocks' performance marketing director. Zoltick suggests marketers focus on the intersectionality of creators, find individuals with the right brand fit, and support LGBTQ+ creators with fair and transparent pay practices.

Full Story: The Drum (free registration) (6/1)

The 8 biggest email mistakes and how to avoid them – WEBINAR
We all make cringeworthy mistakes. Your email marketing doesn't have to be the same. Watch this webinar where we cover the eight most common email marketing pitfalls, including deliverability, subject lines, design, and more. We'll help you understand how they happen and how to fix them. Make your email marketing more effective than ever.

Connecting & Collaborating

How apps can shift a brand's dynamic with consumers

Social and messaging apps are playing a growing role in the marketing toolbox as consumer adoption skyrockets and brands increasingly integrate promotions, commerce and customer care, writes Heyday by Hootsuite co-founder Etienne Merineau. By incorporating these activities, "the end goal for advertisers is to become a trusted advisor or friend," Merineau writes.

Full Story: Adweek (6/1)

How to still acquire data amid Apple's privacy changes

Marketers can counter Apple's privacy-centric moves that makes ad targeting more difficult by requesting some consumer data prior to releasing an app for downloading, extolling the virtues of information sharing prior to the requisite opt-out prompt and using ad formats such as TikTok's App Profile Pages, suggests performance marketer Jonathan Martinez. While transitioning to new data acquisition methods is challenging, marketers making an effort will be primed for impending privacy regulations, Martinez writes.

Full Story: Ad Age (tiered subscription model) (6/1)

6 ways to incorporate GIFs on social media

GIFs align seamlessly with social media marketing because they are easily shareable and less than 10 seconds long, head of Sonnenberg Media's Anna Sonnenberg writes. Sonnenberg describes six uses for GIFs, including company and team introductions, as well as tips on how to create custom GIFs.

Full Story: Social Media Examiner (6/1)

	News, Without Motives "I was so frustrated with the politics in the news — constant opinions from the left and right in the reporting. 1440 is refreshing — just straight reporting, without any bias or slant." Join for free today.

Marketer Moments

Wunderman Thompson, KitKat tap AI for "Blink Break"

(KitKat/Twitter)

Wunderman Thompson Seattle and UK created a "Blink Break" campaign for KitKat that employs MediaPipe's Face Mesh artificial intelligence technology to enable players to compete in a staring contest against a goat, owl, cat and other animals. The game is available on a dedicated site and on Instagram, Twitter and Facebook, with organic social media promotion.

Full Story: Ad Age (tiered subscription model) (6/1), Adweek (6/1)

What does the metaverse mean for you?

Sponsored Content from Deloitte AI Institute

Why the metaverse matters The metaverse may be the next significant paradigm for how we use digital technologies and networks to interact, collaborate, and encounter virtual experiences. Its evolution will depend on consumer response as well as the outcome of at least four key unknowns. Find out more!

Platform News

Snap entices travel brands with new dynamic ads

Snap is rolling out dynamic ads for hotels, airlines and other businesses targeting travelers that rely on advanced location-sensing technology to deliver content and promotions, and direct viewers to the travel company's website. Etihad Airways' Phil Dodwell said use of the dynamic ads is "dramatically improving performance metrics across the booking funnel."

Full Story: Adweek (6/1), Ad Age (tiered subscription model) (6/2)

Javier Olivan new Meta COO as Sheryl Sandberg departs

Sandberg and Zuckerberg (Kevin Dietsch/Getty Images)

Sheryl Sandberg resigned from her 14-year stint as the chief operating officer of Meta and will be replaced by Chief Growth Officer Javier Olivan while retaining a seat on the company's board of directors. CEO Mark Zuckerberg credited Sandberg as the architect of Facebook's ad business in a post, while Robert W. Baird & Co. analyst Colin Sebastian noted Sandberg's legacy for developing "one of the strongest business models in the digital economy."

Full Story: TechCrunch (tiered subscription model) (6/1), BNN Bloomberg (Canada) (6/2), The Wall Street Journal (6/2), Variety (6/1)

Measurement Matters

Marketers embracing automation tools

The worldwide marketing automation market is expected to reach $4.71 billion by 2028, up from $2.75 billion in 2021, and email marketing will take the largest share at a little over 32%, according to a Valuates report. The boom in marketing automation is being driven by digital transformation, internet penetration and increased mobile use, spurring marketers to embrace tools to help them deliver personalized content and multichannel strategies.

Full Story: SmartBrief/Marketing (6/1)

Social Shareable

Nonprofit's TikTok videos help bring in donations

Project Home Again in Andover, Mass., started posting videos on TikTok in the past two years to raise awareness about how it uses gently used appliances and products to turn houses into homes, and it has seen an uptick in donations. The organization now receives donations from around the world and has a warehouse filled with items it can use to support beneficiaries.

Full Story: CBS News (5/31)

Editor's Note

Do you have insight into marketing and communications?

SmartBrief publishes original posts about marketing at SmartBrief Originals. Submitting guest posts is a great way to share your perspective and strengthen your credibility. If you're interested in seeing your work published at SmartBrief.com and possibly in this newsletter, email SmartBrief your ideas. All posts must be original, not already published or self-promotional, and focused on thought leadership, trends, etc.