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.
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.
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.
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.
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.
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.
Austin, Texas event: Attend TALK Influence Hosted by Spredfast
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.