An Ignoble Experiment: How to use social media to reach Gen Z, millennials

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

September 8, 2022

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The Big Story

How to use social media to reach Gen Z, millennials

Millennials and Generation Z are increasingly tapping social platforms for purchase advice and insights while they're also poised to have more buying power, writes Hawthorne Advertising CEO Jessica Hawthorne-Castro. Performance marketers can appeal to these demographics by speeding up efforts to engage a fast-paced audience, supporting social issues, avoiding overpolished efforts and by knowing which platforms work best to reach audiences.

Full Story: Adweek (9/8)

	The rules for new ad models in TV's new era The streaming world has changed - and so too have consumers' perceptions on advertising. In this Ipsos study, we found that 67% of consumers prefer ad-supported streaming, but ad frequency, formats, and personalization all come into play. Uncover the insights.

Connecting & Collaborating

Pepsi CMO on meeting consumers in "phygital" world

PepsiCo is preparing to meet consumers in the growing "phygital" space that interconnects physical and digital experiences via Web3 capabilities, said Todd Kaplan, chief marketing officer for Pepsi. "As the real and virtual experiences become so dependent on each other, they will eventually become one and the same, a true hybrid," added Kaplan.

Full Story: Adweek (9/7)

Marketers cite benefits, challenges of eco-friendly NFTs

Ethereum, which houses more than 80% of nonfungible tokens, is adopting "proof of stake" infrastructure that it claims will reduce energy usage 99.95%. Marketers and agency executives believe the change will relieve concerns regarding NFTs and sustainability, but expect increased transaction fees and challenges in explaining the shift to the public.

Full Story: Ad Age (tiered subscription model) (9/7), MediaPost Communications (free registration) (9/7)

Thought leadership content: Mediocre isn't enough

Teach rather than sell, take a stance and back up your claims are three of five tips to help make your thought leadership more successful, writes content marketer Todd Stansfield. These tweaks are crucial, as half of respondents to a recent survey said they've become buyers based on a company's thought leadership, while about 75% said only half the thought leadership they run across is worthwhile.

Full Story: Entrepreneur (9/6)

	Tired of your social ads? Looking for better ROI to bring to your manager? Test your campaign within these very newsletters to reach our qualified audience, giving you high quality leads. Download the kit to get started.

Marketer Moments

Grey taps YouTube star to make a song using this Volvo

(Volvo Car USA/YouTube)

Grey New York created "The Sounds of the Volvo XC60 Plug-in Hybrid," a campaign featuring a song composed by partially deaf musician and YouTube star Andrew Huang. The track was created using only sounds made by the vehicle and is showcased in a music video; and the push with media managed by Mindshare is running across YouTube, Instagram and Twitter.

Full Story: Ad Age (tiered subscription model) (9/7)

	eBrief: Omni-Channel Acceleration in Retail The disruption of the last few years has pushed the retail industry to find smarter ways to interact with customers and drive growth. In this eBrief, BlueConic explores how retailers are using CDPs to best engage customers, increase ROI, & accelerate omni-channel strategies faster than ever. Download Now.

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Platform News

Marketers take a wait-and-see approach to Snap shifts

Ad executives are expecting some short-term pains working with Snap amid its reorganization, and have mixed expectations regarding its shifting focus and what it means for brands and clients. Meanwhile, some media buyers told Adweek that clients aren't increasing platform spending, and that limited performance-driven formats and a lower value user base compared to other platforms have kept Snapchat in the testing column.

Full Story: Campaign US (tiered subscription model) (9/7), Adweek (9/7)

Photogenics' models will get second life in the metaverse

Legge (JOCE/Bauer-Griffin/Getty Images)

Photogenics has recruited 13 of its models to create 3D avatars for metaverse use and set up a division dedicated to the technology. "This will be a method for me to lengthen my modeling career and experiment with my avatar in a whole new world," said participant Sedona Legge.

Full Story: Glossy (tiered subscription model) (9/7)

TikTok offers brands more regional insights

TikTok has bolstered its insights tool with more regional data for categories such as holidays and events, audiences and industries. The tool may prove useful to help marketers spot region-specific trends and pointers for campaign planning, writes Andrew Hutchinson.

Full Story: Social Media Today (9/7)

Twitter Developer Labs to close doors at end of next month
Adweek (9/7)

Brands can now schedule more Spaces broadcasts
Social Media Today (9/7)

Measurement Matters

Here are consumers' ad preferences, per Kantar study

Consumers prefer ads on Amazon among global media platforms for their relevance and usefulness, followed by TikTok, Spotify, Google and Snapchat, per Kantar's latest Media Reactions study. Among digital marketing, consumers prefer influencer content, followed by e-commerce, podcast, social media story and music streaming ads.

Full Story: MediaPost Communications (free registration) (9/7), Marketing Dive (9/7)

Social Shareable

The best recent TikTok videos from brands

(ScrubDaddy/TikTok)

Ad Age rounds up its favorite brand TikTok videos from the last month, including Scrub Daddy's take on the Charles White Jr. whooping trend, which has attracted 8.9 million views. Among the others highlighted are Duolingo's version of a Jamaal Banks video and several brands cashing in on the corn song.

Full Story: Ad Age (tiered subscription model) (9/8)

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