Marketing/Promotion

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Never Mind the Snapchat Petition, Here Are the Redesign’s Benefits

February 20th, 2018 by

While Snapchat’s redesign has caused a fierce resistance among its user base—prompting an online petition with 1.2 million signatures asking Snap, Inc. to revert to the original design—creators and brands are poised to benefit from the facelift. Over the last month, the platform has rolled out a suite of analytics, started growing an e-commerce platform and opened up its advertising API while offering new advertisers free credits to give Snapchat a test drive.

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How 4 Influencers Redefined ‘Black Panther’ for a New Generation

February 16th, 2018 by

Marvel’s long-awaited “Black Panther” has already shattered box-office pre-sale records and is shaping up to be the most successful movie with an almost all-black cast ever released. But the source comic book was not always as infused with such resonant ideas about racial identity, class and power. Here’s a look at the influencers who helped reframe Black Panther’s brand and identity as a powerful avatar for black representation on the big screen.

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The KISS Approach to Creating a Podcast: Keep it Simple, Sister

February 15th, 2018 by

About nine months ago, sisters Alison Goldstein Lebovitz and Amanda Goldstein Marks were on the phone, cracking each other up, when they realized their conversations might make a good podcast. The ensuing Sis & Tell podcast has won a lot of fans—and grown the sisters’ personal brands—in a short time due to its intimacy, authenticity and humor. Here, the sisters provide a few tips they’ve learned along the way for brands and individuals looking to launch a podcast.

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Why Velcro Companies Sticks to Working With Legal When Dealing With Influencers

February 13th, 2018 by

Influencer marketing is a young discipline and the rules of play are still in flux. While it can be a challenge just to identify the right brand ambassadors, the importance of the vetting process—and the involvement of your brand’s legal department—can’t be overstated. We recently sat down with Kara Hendrick, manager of global digital strategy for Velcro Companies, to let us in the “loop” about how she handles influencers—and why her company’s legal department is an essential partner.

Dressed Down: A mannequin atop 28 feet of old clothes urges commuters at NY’s Oculus to recycle garments. The Electric Coffin-built installation was part of Unilever’s and Savers’ out-of-home, cause-marketing display, Feb. 6-7.  Source: Unilever/Getty Images

Unilever Wants to Clean More Than ‘Net as It Erects 28-Ft Pile of Soiled Clothes at 9/11 Site

February 13th, 2018 by

How do you engage consumers about holding on to their clothes longer and donating instead of discarding garments? Oh, and you need to work in detergent, body wash and deodorant brands? Unilever had an idea earlier this month and it resulted in a 28-foot-high dress made of old clothes. Honest.

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3 Ways Grammy Awards’ #MeToo Moment Was Off-Key

January 29th, 2018 by

Are #MeToo moments part of a movement, or have they become a marketing tactic? To many, the Jan. 28 Grammy Awards fell short of the former, paying lip service to the women of #MeToo and #TimesUp without making a real statement. Most of the night’s award winners were men, with female performers like SZA—who was nominated for five awards—losing to the likes of The Weeknd and Bruno Mars.

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5 Steps to Building a Successful Influencer Team

January 23rd, 2018 by

While influencers are, by definition, solo acts, working with a few influencers on a single campaign is a lot like a team sport. Different players have their roles and everyone adds something special to help the team win. Here are five steps for brands to follow when assembling a successful influencer team.

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CES 2018: High-Tech Cars, Connectivity and Virtual Assistants Abound

January 12th, 2018 by

It’s easy to get distracted by the flash if not the substance of the yearly consumer electronics show known as CES. This year’s edition was every bit as gaudy as those of past years, even without the lights on. The question, however, is what all the gadgets and promises of revolutionary capabilities mean for communicators? David Wolpert, social media manager at Bell Helicopter, offers some thoughts.

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Anti-Ad-Blocking Technology More Prevalent Than First Believed

January 9th, 2018 by

You’ll find few people who like ads interrupting their social media experience. Still, content costs and really good content costs even more, so ads are necessary. A new study from university researchers shows far more sites than originally thought are using anti-ad-blocking measures.

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Three Tips to Help Elevate Your Cause Marketing

January 4th, 2018 by

Many brands claim to have adopted a cause. While more consumers are becoming loyal to brands that make commitments to social causes, some view this popular form of philanthropy with skepticism. Brandy Gamoning, marketing director for NestFresh Eggs, provides tips that will help you meet this challenge with communications efforts that will raise the authenticity of your cause marketing.