Social fame results in bizarre foods and drinks | Shea Moisture campaign debuts, is pulled on same day | Coachella gets FOMO right with WOMM, social content
April 26, 2017
Word of Mouth Marketing SmartBrief
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Everybody's Talking About ...
Social fame results in bizarre foods and drinks
Sources: Starbucks in talks to open first stores in Italy
(Karen Bleier/Getty Images)
Starbucks' Unicorn Frappuccino is the latest effort by food and drink brands to create wacky concoctions known as "stunt food" in hopes of forging a social buzz, Patrick Kulp writes. KFC, Carl's Jr., Taco Bell and Jack in the Box have also chased viral fame with unusual products, and consultant Aaron Allen says many brands are monitoring social chatter to come up with new food ideas.
Mashable (4/23) 
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WOMM at Work
Shea Moisture campaign debuts, is pulled on same day
Shortly after releasing the first of a multipart campaign centering on women's confidence discussed through 20 influencers, Sundial's Shea Moisture brand found itself under fire on social media from consumers who accused the brand of leaving out core customers, such as African-American women. The same day, the brand released a conversational apology online and pulled the ads from distribution.
Fast Company online (4/25),  Adweek (4/25) 
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Coachella gets FOMO right with WOMM, social content
Coachella is the latest brand to cash in on "fear of missing out" marketing, or FOMO, to drive revenue and brand awareness. Using "build up" marketing paired with quality content can help brands make the most of FOMO techniques and expand word-of-mouth marketing on social media, Susie Plascencia writes.
Business 2 Community (4/26) 
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How Livestream is helping brands create live social buzz
Tiffany & Co.'s one-day Livestream featuring Zoe Kravitz, Zosia Mamet and Annie Clark attracted 4.7 million real-time views, with clips from the footage distributed on social media gaining 23.9 million impressions. And Bud Light tapped Livestream to run a social campaign, "Lady Gaga Dive Bar Tour," which garnered 6 million views.
Adweek (4/25) 
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Building Blocks of Buzz
How offline social activity drives digital sales
Wharton marketing professor David Bell discusses how word-of-mouth marketing and social learning in the physical world affect digital retail, and how a study of male fashion retailer Bonobos found that offline social interaction, especially in close-knit communities, is an important factor in driving sales. "There's absolutely no doubt that what goes on in the offline world influences sales and other activities in the online world," Bell says.
Knowledge@Wharton (4/21) 
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The importance of influencers in modern marketing
Studies show that only 22% of brands are actually trusted by consumers, so marketers must use influencers to help connect their target audiences to their brands, writes Brian Zuercher, founder and CEO of SEEN. Examples of successful campaigns are covered, but Zuercher stresses that the key to success is to ensure every influencer post is genuine.
SmartBrief/Marketing (4/25) 
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Words from WOMMA
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On Friday, May 19 from 8:30 a.m. to 12:30 p.m. in Austin, Texas, join 100 of your peers at this half-day networking and educational program showcasing the brightest word-of-mouth and social media marketing industry thought leaders. They'll share best practices and insights on what's happening now (and next!) to elevate your ethical Influencer & Advocacy Marketing and increase your brand's effectiveness. Registration is required and by invitation only, click here to request an invite.
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TALK360° | The WOMMA Summit is where you'll hear the latest successes, the lessons learned and dive head-first into real-world best practices on all aspects of launching, managing and measuring a successful Influencer Marketing program. Check out a few of the diverse influencer marketing sessions we have in store for you. And don't forget to use promo code SMARTBRIEF300 to save $300 off your registration!
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