New Twitter owner Elon Musk and his ad team have been holding meetings with marketing and agency execs to stem uncertainties regarding platform brand safety. Executives are predominantly taking a wait-and-see approach while some have developed contingency plans, and and one agency executive noted, "They're not saying it's business as usual … but they are reiterating that content moderation policies have not changed."
Retailers and brands from Walmart to Gucci are flocking to Roblox to court younger consumers. "The gaming platforms are the perfect place to meet this generation and build relationships with them, because they are there by the millions every day," says Hana Ben-Shabat, founder of Gen Z Planet.
Kathryn Strachan, managing director and owner of Copy House, explains why business-to-business marketers should invest in developing online communities and offers advice on choosing the right social platform and establishing a group. "Within the B2B space, it can be hugely empowering for your brand to have a strong community around you as it enables a collaborative approach to marketing that your competitors may well fall short of," Strachan writes.
Bureaucracy, dissenting brand/agency opinions, lack of preparedness and production issues are among the factors that can slow the process of a brand's breakup with a celebrity, such as Adidas' recent winddown of its partnership with Kanye West, known as Ye, say experts. Christopher Chase outlines the pros and cons of morals and liquidated damages clauses and reminds brands to "gauge the risk when they consider signing a spokesperson with a history of erratic or offensive behavior."
GSD&M is promoting Pizza Hut's new Melts with a 30-second "World of Me" TV and social spot featuring actor Craig Robinson. In the spot, a woman enjoys Melts in a world populated by versions of herself, until Robinson shows up as a cab driver.
Microblogging app Mastodon witnessed a record-breaking 658% increase in iOS and Android installs between October 28 and 30 and immediately following Elon Musk's Twitter takeover, according to Sensor Tower estimates. The app is quickly moving up the U.S. App Store rankings, while the hashtags #mastodon and #TwitterMigration have been gaining traction.
Certain users of TikTok are receiving checks up to $167.04, with the largest amounts going to residents of Illinois because of privacy violations of that state's law governing collection of biometric data. Other payouts could be on the way from companies including Google and Snapchat.
Google is separating its Ads Data Hub cloud to form the Hub for Marketers and the Hub for Measurement Partners. The former provides data analysis and insights, automatic workflows, reporting updates and query templates, and the latter features YouTube performance measurement across devices and formats.
A TikTok video created by a kindergarten teacher showcasing the paper jack-o'-lanterns crafted by her students has attracted 2.8 million views and more than 370,000 likes. The clip shows the lantern created as an example for the kids followed by their less perfect versions.
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