Many brands haven’t yet ventured into the Zoomer-dominated realm of TikTok, but among those who have, the ones to succeed are those that create entertaining, pitch-perfect content that demonstrates both creativity and values that the audience can connect with. Companies and organizations like the NBA, Chipotle, Amazon Prime Video, the San Diego Zoo, e.l.f. Cosmetics and more have made a lasting impact on the platform and demonstrated how to engage with this audience in unique and memorable ways. 

See 10 brands’ best and most popular work on TikTok—and learn why it’s working.

Brands have stepped into the vaccination incentive game, with Krispy Kreme prompting chatter on Twitter yesterday with its offer of a free donut every day for the rest of the year if customers show they’ve been vaccinated against Covid-19. But the donut brand is just the latest to hop on the bandwagon, with brands including Olive Garden’s parent company and McDonald’s incentivizing employees to get it, and even a dispensary offering customers “Pot for Shots.” Adweek’s Rob Klara explores the trend.

Last year, NBCUniversal launched One Platform, a single location where ad buyers can shop its inventory across linear and digital. Yesterday during its One21 showcase, the company followed up with a suite of new ad-tech solutions such as a proprietary identifier and data clean room, which make it look like a tech company that prioritizes first-party data and automation for advertisers. 

Find out why the media giant is making these moves and how it plans to address top-of-mind concerns for today’s advertisers.

For the first time, the Mediaweek Council has been assembled, led by 31 of the industry’s most prominent media and marketing executives. The goal of this council will be to develop best practices and forward-thinking methods for media-buying, with an eye toward brand safety, transparency, targeting and multiplatform scalability—both for Adweek and the brands that the publisher informs. Learn how this council will reshape the future of the industry.

Everybody’s feeling so-called Zoom fatigue and burnout, but managers aren’t quite on the same page as their employees when it comes to identifying and remedying the problem. Adweek surveyed more than 250 marketers about motivation, and we found that employees report being less motivated than their managers believe—which means managers often aren’t communicating at the level employees need.

Find out what managers can do to solve the problem, and stay tuned for more installments of #MotivationMondays.

Briefly:

• Amid a ‘Learning Revolution,’ the UK’s Largest Remote University Taps Agency 23red
• Digital Health Records Get a Shot in the Arm From Walmart
• How the Pandemic Year Has Permanently Changed the Way We Shop
• Condé Nast Names Jackie Marks as Chief Financial Officer
• IAB Releases AR Buyer’s Guide for Marketers

If you follow Chris Hemsworth on IG, you may have seen an ad for his fitness app Centr. In the irreverent, hilarious and weird ad, he becomes the literal talking heads of exercising women. But holy sh*t, have you seen the R-rated version?

Sign up today for Adweek’s Mediaweek, April 14-16, to save 20% on your pass! This live virtual event is your chance to meet with our expert speakers to talk about future-forward media marketing strategies, best practices that have helped them through this past year, new technology and platforms, and much more. Save your virtual seat today.

Business owner Marie Siravo did some improvising.

Agency New Macho says there's a pressure to adopt a false persona.

A new campaign focuses on "a sustainable way to tidy closets."

The cookbook features 50 free recipes crafted with leftover kitchen scraps.

The company more than doubled monetized video advertising impressions year over year.

Pass the 'moment and manner' test.