Benefit Cosmetics pivots to macroinfluencer strategy | How Costco's free magazine drives sales | Clorox takes influencer marketing to a mysterious level
February 26, 2020
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Top Story
Benefit Cosmetics is hosting an influencer incubator this week with seasoned, global influencers to educate them about the brand, learn what they need from a brand to succeed and offer them business-building tips in return. This event marks a shift for Benefit from microinfluencer marketing.
Full Story: Glossy (tiered subscription model) (2/25) 
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Marketing Strategy
Costco's free-to-members monthly publication, Costco Connection, boasts circulation of 14.3 million copies per issue, making it the US magazine with the fourth-largest distribution. The magazine features a mix of celebrity images, food stories and product news, and more than 50% of readers surveyed in 2017 said they had bought a product after seeing it featured.
Full Story: CNN (2/24) 
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Clorox has collaborated with the agency Brand Synergy Group to create CLRX, a mystery artist who's gaining traction on YouTube, SoundCloud and Spotify as well as notice from record companies with the songs "So Clean" and "Yeah, Bleach Does That." The millennial-targeted campaign includes a website, social media posts and visuals of the artist with her face partially hidden.
Full Story: Adweek (tiered subscription model) (2/25) 
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Creativity and Marketing Innovation
PSOne plays on pronunciation with "Jif vs. GIF"
(The J. M. Smucker Co.)
Jif teamed with Giphy to create a limited-edition "Gif" jar of peanut butter to kick off a campaign from Publicis' PSOne that plays on the pronunciation of the brand names, and includes a social video featuring a "linjuistics" professor Gary Goodman, or as he pronounces it, "Jary Joodman," explaining why "Jif" and "GIF" carry the same pronunciation. The "Jif vs. GIF" push includes branded GIFs and urges consumers to participate in the debate on social.
Full Story: Adweek (tiered subscription model) (2/25),  Ad Age (tiered subscription model) (2/25) 
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GS&P spotlights police racial bias with "Not A Gun"
(Not A Gun/YouTube)
Goodby Silverstein & Partners and the Courageous Conversation Global Foundation have released a "Not A Gun" spot, which shows a black man buying a candy bar that inexplicably turns into a gun when handed to him at the cash register, reverting to the candy when he's stopped by police. Copy reads "A black person is three time more likely to be killed by police," before urging viewers to sign a petition to stop racial bias, and GS&P's Anthony O'Neill says, "As a black man, you often have to think twice about ordinary actions."
Full Story: Muse by Clio (2/25),  Campaign US (tiered subscription model) (2/25),  Ad Age (tiered subscription model) (2/25) 
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Marketing Insights and Trends
Recent analysis indicates that "marketing as [an organizational] function is less valued today than it once was," while technology roles are increasingly important. Analysis authors attribute this change to numerous factors, including a decrease in retail and manufacturing, a shift in consumers learning about products and services online, and more brand acquisitions versus organic development.
Full Story: Harvard Business Review online (tiered subscription model) (2/25) 
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Measurement and Technology
NBCUniversal is readying to launch One Platform, an ad tool that enables marketers to plan and purchase linear and digital ad space across all of its properties with guaranteed buys for broad reach, demographics, advanced target audiences and sponsorships and live events. NBCU is also expanding its CFlight cross-platform impression measurement system to include over-the-top co-viewing, out-of-home measurement and short-form videos.
Full Story: Adweek (tiered subscription model) (2/25),  MediaPost Communications (2/25),  Ad Age (tiered subscription model) (2/25) 
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Google's new policy may hinder location-based marketing
This year, new apps in the Google Play store will first need approval from Google before they can collect user location data when users are not aware that the data is being gathered, and Google is extending the policy to include all apps in November, according to a corporate blog post. The move "should further squeeze an already rattled location-based ad market, which has been forced -- through consumer awareness, regulation and the actions of operating systems -- to reduce its reliance on GPS signals to target consumers," writes Lara O'Reilly.
Full Story: Digiday (tiered subscription model) (2/26) 
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Government and Marketing Law
The Association of National Advertisers filed an 18-page document urging the state attorney general in California to postpone enforcement of the California Consumer Privacy Act for six months. "This short forbearance will give businesses the time they need to comprehend and effectively implement the rules to help ensure consumers may appropriately benefit from the rights afforded under the CCPA," ANA said in the statement.
Full Story: MediaPost Communications (2/25) 
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ANA Update
In an increasingly complex global economy continually buffeted by change and upended by technological innovation, a strong brand remains the key to long-term success. But while most marketers agree that a brand is crucial to driving the buying behavior of both prospects and customers, many still struggle with global brand management, brand relevance and ROI measurement.
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Experiential, influencer, content, promotion, relationship and commerce marketing -- every discipline will be covered at the 2020 ANA Brand Activation Marketing Conference, April 22 to 24 in San Diego. Come hear from marketers, storytellers, innovators and leading brand activation experts who will show you exactly how the most successful brands around are combining all of these to drive long-term brand value.
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