January 15, 2021
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Top Story
Nike stepped up its digital game amid 2020 store closings with enhanced shopping and exercise apps and benefited with an 84% boost in sales during the quarter ending Nov. 30, writes Robert Williams. John Donahoe, Nike president and CEO, said, "Digital is the 'new normal' in consumer behavior, and we believe the trends that we're seeing are here to stay."
Full Story: Marketing Dive (1/14) 
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A new year…and new career?
2020 was rough. Whether you faced job loss/career uncertainty or if you just want to have a backup plan (you know, just in case), you need to register for Career Day on January 22. Featuring B2B experts from LinkedIn, hiring managers, and interview specialists, all ready to ensure you land your dream job!
Marketing Strategy
L'Oreal's Garnier brand has boosted its social efforts to engage with consumers via influencer activations, live Q&A sessions, its Hair Color Hotline livestream, Instagram consultation services and color tools powered by artificial intelligence. "We want to continue to be a resource and provide info wherever someone may be searching for it," said Greg Hui, Garnier USA's senior vice president of marketing.
Full Story: Marketing Dive (1/14) 
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Direct-to-consumer outdoor furniture seller Outer avoids the overhead of a showroom by paying customers to become showroom hosts. Customers apply to be hosts in exchange for 10% off their next purchase, and those who are accepted share photos and descriptions of their spaces and interact with prospective customers.
Full Story: Modern Retail (tiered subscription model) (1/14) 
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How to measure consumer attention: A step-by-step guide
Building a powerful understanding of advertising performance can be difficult to achieve. To do so, digital marketers need to go beyond baseline verification. Download this step-by-step guide to learn how to measure consumer attention across display, mobile, video, and branded content.
Creativity and Marketing Innovation
Joan Creative challenges climate science skepticism
(Science Moms/YouTube)
Joan Creative's 60-second animated spot for advocacy group Science Moms asks viewers why they believe the expertise of doctors, plumbers, fitness instructors or mechanics but not 99% of climate scientists who agree that the climate is being negatively affected by humans. The ad urges people to take action on climate change, and Joan Creative's Bryce Hooton explains, "It's a very common sense approach, but that's exactly what we need right now -- common sense."
Full Story: Ad Age (tiered subscription model) (1/14) 
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Lexus partnered with Twitch star Fuslie on a two-hour Twitch livestream that invited almost 23,000 viewers to participate in a poll to vote on a customized version of its 2021 IS sedan. A second Twitch livestream on Feb. 17 hosted by Fuslie will reveal the finished custom design, and the effort is part of the automaker's "All In" campaign, which includes TV ads, social content, a documentary-type video and influencer collaborations.
Full Story: Marketing Dive (1/14) 
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Featured Content
Sponsored content from Twitter
Twitter reveals 2020’s most creative brands
Twitter reveals the top 10 most creative brands of the year. Gatorade, Ben & Jerry's, Uber and Verizon campaigns were among those cited for their quick marketing pivots and understanding of how to create meaningful connections with people on Twitter in 2020 — an unusual year to say the least. See all the winners here.
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How Hulu teamed with Twitter to launch a new show
When Hulu wanted the world to discover its show, "Love, Victor," it invited viewers to watch the first episode live on Twitter with the show's cast — resulting in a hugely successful launch. See how Hulu increased awareness and viewership of its new show by launching with Twitter.
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Marketing Insights and Trends
Q&A: Why Twitch is becoming a go-to source for brands
Streaming platform Twitch has grown exponentially since the start of 2021, jumping from 17 million daily users to 27 million, as it continues to add more nongaming content focused on everything from cooking and music to sports and fashion. In this interview, Chief Marketing Officer Doug Scott discusses the launch of performance marketing campaigns, why more brands are attracted to the platform and its growing pool of marketing tools such as the Bounty Board and multiplayer ads.
Full Story: AdExchanger (tiered subscription model) (1/14) 
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McCann Worldgroup's Horwitz: 4 key trends from CES
McCann Worldgroup's Elav Horwitz highlighted four trends from CES that marketers should watch -- contactless screens, advanced haptics that enable virtual sensations, robots as the next evolution of virtual assistants and augmented reality experiences. "Brands need to re-imagine innovation and create personalized options," Horwitz says.
Full Story: Ad Age (tiered subscription model) (1/14) 
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An Integral Ad Science survey found that 72% of advertising executives see opportunity in the increased time people spend watching mobile video. More than half think mobile gaming will create new opportunities as well, particularly as 5G makes the gaming experience better.
Full Story: MediaPost Communications (free registration) (1/14) 
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Brand Purpose and Sustainability
PepsiCo is ramping up its sustainability goals by targeting carbon neutrality across its supply chain by 2040, one decade earlier than called for in the Paris Agreement. The company plans to increase the use of renewable energy, regenerative agriculture and net-zero emissions technology to hit its goal.
Full Story: Reuters (1/14),  Fast Company online (1/14),  BeverageDaily (France) (1/14) 
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ANA Update
In this episode of the "ANA Champions of Growth Podcast," Jamey Sunshine, head of experiential marketing for the center of excellence at Nestle USA, candidly discusses how the company employs brand activation marketing strategies that drive business and brand growth through innovation, creativity and experience.
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B2B marketers have made little progress in tackling some chronic problems and cultivating digital revenue streams. Could the increase in digital adoption caused by the pandemic help clear some of the logjams and spur an online-first strategy once and for all?
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SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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