Social trends for 2020: Influencers, shopping, AR | Essence Cosmetics launches virtual influencer to engage consumers | Richards Group unveils new tagline for Home Depot
Lucy Rendler-Kaplan predicts six social trends for 2020, including a rise in microinfluencer marketing, shoppable content and continued popularity of the Stories format. The use of augmented reality to bring consumers closer to products will increase and chatbots will become more conversationally sophisticated, she writes.
Essence Cosmetics is following leading brands such as Calvin Klein, Marc Jacobs, Dior and Versace with its own virtual influencer named Kenna, a 21-year-old intern who will offer behind-the-scenes information on product launches and "life" updates. "People are curious about virtual influencers, they are engaged with their stories -- similar to how we engage with other fictional content like TV shows or movies," says Kubb&co creative director Sandy Bell.
The Richards Group's new campaign for Home Depot features a new "How doers get more done" tagline, and a 30-second TV spot showcases the retailer's mobile app, which provides maps for in-store products and augmented reality features. The push also includes social and digital content.
Altice has released an ad tied in with its new "Feel the Connection" campaign that uses puppets and CGI to promote the cable company's Amplify speaker line. The spots are designed to promote connected products while showing they are easy to deploy and use.
Digital native beauty brand Glossier is opening temporary "Glossier You" fragrance shops in seven Nordstrom department stores this week. The pop-ups will run through Feb. 16 at stores including the retailer's new New York City flagship.
Mobility apps have had some of the highest Growth Scores of any app, but have also struggled with retention. The data suggests competition is fierce and users are ready to jump ship whenever the next big thing comes along. So what's their secret sauce?
While Adjust doesn't share the attribution information itself between networks, sharing all the data from your app gives such partners an insight into your entire user base. Let's talk about why this is the status quo, and why that needs to change. Read the blog.
Bumble has teamed up with six beauty brands to offer users daily, weekly and monthly giveaways as part of its annual gift guide. Brands including Becca, True Botanicals and Ipsy will each contribute four items and promote the dating app's giveaways via email and Instagram.
Pandora is touting its redesigned mobile app with a multichannel campaign that includes out-of-home interactive street murals, which connect consumers to curated playlists representing the city in which they're located. The push also features TV and digital ads, and a livestreamed concert in Times Square from Halsey where consumers will wear headphones to take part in a "silent disco."
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