Brands such as Mattel, MGA and Hasbro are wooing YouTube kid influencers such as KidToyTesters to showcase their toys to children who are more likely to want to a product if it's been approved by someone of a similar age whom they follow and trust on the platform, writes Alexandra Stratton. Mattel has quadrupled its spend on influencers this year compared with 2016, and Director of Video Engagement Isaac Quiroga says it chooses influencers based on engagement rates, not necessarily follower count.
Absolut Vodka has teamed up with UK singer Rita Ora on the "Open Mic Project," which is urging consumers to share personal stories of how they've felt accepted despite their background, religion, race or other factors. Ora will use the stories to write a song that will be launched during the Grammy Awards, and a YouTube spot of the singer explaining the initiative has garnered more than 1 million views.
MLB Network is touting the Major League Baseball playoffs with its third #WeKnowPostseason social campaign, this time using archived footage featuring players such as John Smoltz, Kevin Millar, Pedro Martinez and Sean Casey. Campaign video views have topped 800,000 so far, and the social pushes in 2015 and 2016 garnered 1.7 million views, MLB Network reports.
Twitter has launched a service for advertisers called #Fuel to help them create six-second video spots designed specifically for the platform. The new team is comprised of brand strategists forming "an agile, rapid-response hub that responds quickly to creative briefs," Twitter says, and brands such as Macy's and Converse have already trialed the service.
Advertisers can now hone their Facebook and Instagram ads via the best mix of creatives and targeting parameters using Data Gran's AdOptimizer. The system uses artificial intelligence and machine learning to create dozens of ad variations that run on successive days and are then compared to see which are most effective.
Join Ogilvy and WOMMA for an invitation-only, half-day event on influencer marketing featuring Antonio Sciuto, CMO of Nestle Waters; Kevin Knight, CMO of Experticity; and a Conversation Hosted by Univision on Brand Activism & DACA: What it Means to Take A Stand.
Wednesday, Nov. 8, 2017 | 8:30 a.m. to 11:45 a.m. EST
Join leading compliance, disclosure and ethics experts from the FTC, global brands and top law firms on Nov. 8 in Washington, D.C. Topics include the latest FTC laws and regulations in influencer marketing, recent crackdown cases and trends in the regulation of influencer marketing. Speakers include Tom Pahl, FTC Director of the Bureau of Consumer Protection; Karl Racine, Attorney General of D.C.; and Anthony Alexis, Assistant Director of the Enforcement Division for the Consumer Financial Protection Bureau. Tickets are complimentary for WOMMA members and invited guests. Only 75 seats remain, register today!
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