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2022/11/02
Behind American Eagle's social holiday strategy
New Twitter Blue US price; top execs leave Twitter | Agency, activists urge full stop on Twitter advertising | Build customer relationships through many channels
Created for ignoble.experiment@arconati.us | Web Version
Twitter is increasing the monthly charge for US Twitter Blue subscribers from $5 per month to $8, while adding perks such as priority in replies and mentions, Elon Musk tweeted, while sources say Twitter also is ending access to ad-free articles. Meanwhile, the platform has seen an exodus of top executives, including Chief Customer Officer Sarah Personette, Head of Product Jay Sullivan, Chief People and Diversity Officer Dalana Brand and Vice President of Global Sales Jean-Philippe Maheu.
IPG's Mediabrands urged clients to stop "all current paid media activity" on Twitter for a week while it analyzes brand-safety issues, according to a memo and Ad Age sources. Meanwhile, more than 40 activist groups co-signed a letter urging Apple, Best Buy, Coca-Cola and other brands to boycott advertising on Twitter if Elon Musk enables misinformation, conspiracy theories and hate speech, which have increased since Musk took ownership, reports Network Contagion Research Institute.
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For effective communication, companies should strive to maintain relationships with customers through multiple channels, writes Stephen Gould, CEO of CogoBuzz. "There isn't necessarily a right or wrong form of communication when building customer relationships -- it's about utilizing multiple forms of communication that all work together for a purpose," Gould writes.
Fruit of the Loom is modernizing its brand and working to broaden its appeal among younger shoppers by developing a new logo and eco-friendly products, and by launching new campaigns across media, including its TikTok channel. "Next, we're releasing a series of new activations, like brand collaborations and limited edition collections," says Angela Dennison, vice president of marketing and merchandising.
Craig Brommers, chief marketing officer at American Eagle, talks about how the brand is engaging holiday shoppers via social, including shoppable Snapchat experiences, investment in Roblox, experimentation on BeReal and a TikTok hashtag challenge. "We use hashtag challenges selectively," Brommers says, adding, "when we do it, it tends to be around really big moments of storytelling for our brand or really big moments in retail."
15-second version of the "More Gifts, More Savings" spot. (Kohls/Instagram)
Chandelier's 30-second "More Gifts, More Savings" spot for Kohl's touts the retailer's Cash coupon program to show how holiday shoppers can "Give more. Get more." The holiday campaign, with media managed by Horizon, is running across linear and connected TV, print, direct mail with a strong social component on TikTok, along with augmented reality games on Facebook and Instagram, and an interactive Pinterest experience.
72andSunny created a holiday campaign for Etsy that features a "To the Travelers" spot running in 30- and 60-second versions across digital video and national linear and connected TV, which shows travelers reuniting with loved ones to give them unique holiday gifts. The campaign, with US media handled by Ocean Media, also features social content running across TikTok and other platforms "to amplify our sellers in ways they could not accomplish on their own," says Etsy's Ryan Scott.
60-second version of Lego's anthem spot. (Lego/YouTube)
The Lego Agency created Lego's largest holiday campaign to date, anchored by an almost three-minute spot that shows creative ideas from real children brought to life as they build a gift-delivering vehicle driven by Katy Perry. The full video is running across the social channels of Perry and the brand, with 60- and 30-second versions on TV, and the campaign, running globally in 35 markets, also features the singer in #BuildToGive social content.
Meta has earned Media Rating Council accreditation for content-level brand safety related to Facebook's Instant Articles and in-stream video, desktop and mobile app and mobile web. The company also has begun testing new in-feed brand controls for Facebook and Instagram, and plans to have these controls audited in the latter half of 2023.
A TikTok video showing a little terrier called Bob Parr looking lonely at a dog adoption event in New York has gone viral with 3.8 million views and 485,000 likes. The caption on the video reads, "POV: you are at an adoption event and all the adoptable dogs are getting attention except for ... Bob ... Please someone get him a forever home."
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