Reddit's Dan Gould talks about the opportunities for social marketers to engage with sports fans who can't attend live games and shares insights about increased engagement from its users related to basketball, baseball and football. "In previous years social media was a nice add on, watching the second screen as the game happened," Gould says, adding "Now there is so much happening all of the time on social."
A video that shows Dr. Quentin Lee, principal of Childersburg High School in Alabama, repurposing the lyrics of "U Can't Touch This" by MC Hammer for the pandemic era has attracted more than 4.8 million YouTube views. MC Hammer gave the ultimate seal of approval by tweeting the video with the copy, "I love it !!!"
Mecklenburg County in North Carolina is extending its bilingual coronavirus prevention and awareness campaign with agencies Wray Ward and AC&M Group targeting Hispanic and Black communities. The campaign already includes social media, TV streaming, radio, billboards and print ads.
Maricopa County in Arizona wants to inform its Hispanic residents of the importance of voting, and outreach includes bilingual flyers, radio and TV ads and social media efforts. BeBallotReady.vote is part of the campaign to spread information about upcoming elections and polling places, with county Recorder Adrian Fontes noting, "It's our job as Americans, it's our obligation to move this democracy forward and have all of our voices heard."
Blue Cross Blue Shield of North Carolina is planning to invest $130,000 in nonprofit El Centro Hispano to boost Latino community health during the pandemic. "We think [there are] three essential things to do in order to maintain the health of our people: one is health equity, the other one is access to care and of course, information," says Gustavo Bernal, who handles multicultural marketing and sponsorship for Blue Cross NC.
A Nielsen study found that TV is the best way to reach Hispanic car shoppers, with 76% of respondents saying they recalled TV ads over other types of media. Digital ads came in next with 38% recall, followed by print media at 34%. "Investing in your multicultural consumers today by communicating more effectively offers a unique opportunity for auto marketers to optimize outcomes in a challenging environment," says Nielsen's Paula Skier.
Latinx creators, who were notably absent in the major Emmy Award nominations announced last week, are asking for a shot in the entertainment business, through representation, recognition and amplification. TV writer Diana Mendez says, "Our purpose is really to get us into the rooms where our voices can be heard, where our unique point of views can be heard, where our experiences can be heard," adding, "And keep us in those rooms and keep us moving up the ranks long enough to take ownership of those stories and be in charge of the rooms."
The official Stop Hate for Profit Facebook ad boycott campaign officially ended July 31 with some leading brands such as Ben & Jerry's ready to resume their platform spending, while others such as Coca-Cola plan to continue the boycott and others still considering their next moves, writes Garett Sloane. Facebook's Carolyn Everson assured marketers that Facebook was planning to implement "some of the strictest brand safety protocols in the industry and open the platform to independent checks that would verify the work," Sloane writes.
Recent GroupM research reveals that consumers are increasingly gravitating toward cross-platform shopping, preferring retailer websites and apps over other "touchpoints," and favor online shopping convenience over price. GroupM predicts e-commerce will grow by 22% this year, and also found that 72% of e-commerce executives prefer Facebook for digital marketing followed by Google (67%), Instagram (61%), Twitter (50%) and Amazon (49%).
We Are Social and Barilla spotted a marketing opportunity via a viral video that attracted millions of views during the pandemic, which showed two Italian girls playing tennis across rooftops. The girls are big Roger Federer fans so the brand surprised them with a visit from the tennis star, who replicated the viral rooftop game with them and chatted to them over a bowl of pasta, and their encounter has attracted more than 3 million YouTube views.