How to mine data to uncover timely customer truths | How E.l.f taps TikTok to boost engagement, sales | Droga5 taps Akinyemi for "Whatever Gets You Talking"
May 15, 2020
CONNECT WITH ANA  FacebookTwitter
ANA SmartBrief on Marketing Leadership
Knowledge to drive professional and business growthSIGN UP ⋅   SHARE
ADVERTISEMENT
Top Story
Data analytics is becoming a primary marketing expenditure as brands try to keep up with rapidly changing consumer needs and media usage, but many marketers are coming up short obtaining complete views of their performance and customer base, writes Invoca CEO Gregg Johnson. He offers four tips on using data to uncover truths and notes, "It is more important than ever before to make decisions that are grounded in facts and connected to revenue."
Full Story: Harvard Business Review online (tiered subscription model) (5/14) 
LinkedIn Twitter Facebook Email
Global Omni-Channel Benchmarks Report
In 2020, global CTV impressions increased 60% YOY, bringing CTV neck-and-neck with mobile as the top driver of video. See what else Innovid data revealed about video and display advertising trends in such an unprecedented year. Download now.
ADVERTISEMENT:
Marketing Strategy
Liz Flora looks at E.l.f.'s continued TikTok marketing in which the brand is hoping to repeat the success of its fall 2019 #eyeslipsface campaign with a second campaign, consisting of an #elfvanishingact hashtag challenge and the original song "Vanishing Act" for its Poreless Putty Primer. Chief Marketing Officer Kory Marchisotto says the organic popularity of #elfcosmetics on TikTok early last year was the impetus of the brand's platform involvement, adding, "All of these signals were telling us that we should really lean into this platform."
Full Story: Glossy (tiered subscription model) (5/15) 
LinkedIn Twitter Facebook Email
Creativity and Marketing Innovation
Droga5 taps Akinyemi for "Whatever Gets You Talking"
(Ad Council/YouTube)
Droga5 created a "Whatever Gets You Talking" music video for the Ad Council's "Seize the Awkward" campaign, which features a track from rapper Akinyemi and stars a host of Generation Z influencers mixed in with animation. The video, timed for Mental Health Awareness Month, urges teenagers to check in with friends. The push is supported by Billboard, Instagram, YouTube, Snap, Spotify, Tumblr, TikTok and others, and ad placements secured pro bono by Initiative.
Full Story: Muse by Clio (5/14),  Adweek (tiered subscription model) (5/14),  Campaign US (tiered subscription model) (5/14) 
LinkedIn Twitter Facebook Email
Chipotle released an augmented reality Instagram lens that contains a rebus puzzle for fans to solve. A 15-second video shows the new lens in action.
Full Story: Adweek (tiered subscription model) (5/14) 
LinkedIn Twitter Facebook Email
Marketing Insights and Trends
Quickserve restaurants need to adapt their promotional efforts amid dining area closures, sheltering consumers and reduced commuter traffic and move "beyond one-upmanship competitive marketing," writes Influence Central CEO Stacy DeBroff. She suggests marketers utilize a variety of tactics, including localized and personalized messaging, geotargeting, incentives, apps and digital advertising to "remain a signature part of American culture long after the pandemic subsides."
Full Story: SmartBrief/Marketing (5/14) 
LinkedIn Twitter Facebook Email
A PepsiCo/Ipsos survey found that 80% of respondents say empathy is now more important given the coronavirus pandemic and 56% think that brands that address the pandemic show empathy. The survey also found that respondents say brands portray empathy by, in order of ranking, being respectful, being humane, listening to people, showing that they care and acknowledging when they're wrong.
Full Story: Marketing Dive (5/14) 
LinkedIn Twitter Facebook Email
Measurement and Technology
Google is giving advertisers until the end of August to fix ads that require too many resources to become viewable and often drain users' battery power and chew up network data, which is predominant among ads that mine cryptocurrency and those that double as mini-games. Ads that pass the consumption threshold will display an error message and be blocked.
Full Story: MediaPost Communications (5/14),  AdExchanger (5/14) 
LinkedIn Twitter Facebook Email
Reddit restructures sales, tests subreddit reward program
(Reddit Inc.)
Reddit has hired former Pinterest and Google executive Harold Klaje to serve as vice president of advertising and has restructured its sales team into three groups to provide services tailored to business size and marketing strategy, reports Digiday. The social platform also is testing a blockchain-based program to enable moderators to reward points to active community members that can be used to buy special memberships and other perks, writes Social Media Today.
Full Story: Digiday (tiered subscription model) (5/14),  Social Media Today (5/14) 
LinkedIn Twitter Facebook Email
ANA Update
The 2020 ANA Brand Masters Conference was jam-packed with valuable insight from some of today's leading thinkers in the world of brand marketing. Here are seven of our favorite quotes from their presentations.
LinkedIn Twitter Facebook Email
The global rise of mobile, social and crowd-sourcing technologies has given customers superpowers, bringing unprecedented levels of transparency and profoundly changing how brands are defined: the brand is no longer what a company says it is; it's what the company actually is. So, what can organizations do to prepare for an increasingly transparent future?
LinkedIn Twitter Facebook Email
LEARN MORE ABOUT ANA:
Membership | Events & Webinars | Committees & Community
Advocacy | Insights & Research | Training & Careers
There was another life that I might have had, but I am having this one.
Kazuo Ishiguro,
writer, Nobel Prize winner
LinkedIn Twitter Facebook Email
 
SmartBrief publishes more than 200 free industry newsletters - Browse our portfolio
Sign Up  |    Update Profile  |    Advertise with SmartBrief
Unsubscribe  |    Privacy policy
CONTACT US: FEEDBACK  |    ADVERTISE
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004