Millions have watched this OK Go video with Morton Salt | Victoria's Secret uses Snapchat to woo creative customers | Airbnb CMO on sharing travel experiences
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OK Go has teamed up with Morton Salt to produce a music video for the song "The One Moment," which embodies themes that resonate with the salt company's spirit of endurance and giving. The video received 4.6 million YouTube views within five days of debuting, and Morton is using ads to drive viewers to the campaign site.
Victoria's Secret shoppers who sent in images of tote bags they doodled designs on via Snapchat were entered for a chance to win free products. Users could share their creations with #BlackFridayContest, broadening awareness for the Snapchat campaign and encouraging more people to follow the retailer.
Airbnb marketing chief Jonathan Mildenhall discusses the brand's evolution from home-sharing service to one-stop travel shop, and its focus on content reflecting the experiences of hosts and customers. He also addresses the democratization of experiential marketing, saying "Now we have the technology, such as Facebook Live, that allows this type of marketing to be shared by millions."
Spotify has launched its largest-ever worldwide outdoor push, using the tagline "Thanks 2016, it's been weird." The campaign, which includes digital and social ads, is debuting in 14 countries -- the US and UK among them -- and features Spotify's responses to some of its users, including one outdoor poster that reads, "Dear 3,749 people who streamed 'It's The End Of The World As We Know It' the day of the Brexit Vote. Hang in There."
Three-quarters of fashion and beauty influencers say Instagram is the platform where they exert the most influence, followed by Twitter, blogs and Facebook, according to Econsultancy's Voice of the Influencer report. It finds that influencers rely primarily on sponsored posts for income and are expanding their use of video.
Fifty-eight percent of millennials said that the use of emojis by brands shows that they are "trying too hard," a signal that indiscriminate overuse of the icons has become wearying to consumers. Some industry experts have seen higher email click-thru results from using emojis, but some analysts say emojis do little to encourage consumers to engage with brands.
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