Iris Worldwide created a campaign for Samsung targeted at those who sell the brand's Galaxy Z Fold2 and Galaxy Note20, which features a fictitious 1980s rock band named Galactic Lazer Stallion and music videos for hits such as "Sign Your Name Forever" and "Unfold Me." The push includes a website for the band, a 25-minute concert video, Instagram posts and a Spotify album, and Iris' Marcus Liwag says, "We wanted to offer our carrier reps a little escape from 2020, back to an era synonymous with being unapologetically self-indulgent."
This infographic from Grazitti Interactive displays the benefits and stats for a range of search engine optimization tools. The visual covers keyword research, content optimization, site enhancement, analysis, penalty research, link building, local SEO and agency building.
The pandemic-spurred shift to digital in business-to-business marketing means personalization is more important than ever, writes Michael McLaren, global CEO of B2B Group at Merkle. McLaren explains three integral elements to consider in B2B personalization -- catering for a longer sales cycle, customized messaging for multiple buying decision-makers and the emotions surrounding high-stakes purchases.
Some 41% of US buy-side decision-makers are "extremely concerned" about their social ads being placed next to controversial content, 27% are "fairly concerned," 22% "slightly concerned" and just 10% are unconcerned, according to an IAB study. "Premium content publishers in the media have put a lot of pressure on brands over the past few years by highlighting the divisive nature of a lot of user-generated content, which is now driving advertisers to reconsider their spending on social media," says eMarketer Principal Analyst Nicole Perrin.
American Eagle has maintained its status as an ionic mall brand and boosted sales amid the pandemic by stocking comfort wear, mining consumer feedback to drive decisions, and investing in e-commerce and social media, said Jennifer Foyle, chief creative officer and global brand president. "[Our customers] want their clothes to be soft and comfortable, but they also want marketing campaigns to make them feel comfortable in their own skin," she said, adding, "This is now at the forefront of everything we do."
Research indicates consumers are responding positively to voice technologies and businesses are following suit by utilizing the technology to engage with individuals in an increasingly contact-free environment, writes ReadSpeaker's Matt Muldoon. "[I]nnovative brands are already working it into their customer engagement strategies to create better, safer and more compelling customer experiences," Muldoon writes.
Research indicates consumers want to see more authentic diversity in advertising and gravitate toward brands that reflect their lifestyles and culture, writes Paul Jankowski. He points to Carhartt as a brand that is getting it right by using user-generated images highlighting everyone from female farmers to Asian fishermen, among other practices.
Hasan Zuberi, CEO of Momentum PR and president of the Council of Public Relations Pakistan, details a situation in which the firm secured a new client and received an initial payment for a campaign that was indefinitely put on hold. While the firm could have kept the funds without question, he described steps they took to provide a new management team with services equal to the initial payment and upheld its ethics.
Sam Bloch highlights steps The National Confectioners Association took to save Halloween after the Centers for Disease Control and Prevention issued restrictive Halloween festivity guidelines and states and other organizations began curtailing events. Efforts ranged from press blasts and an association-led candy buying study to meetings with members of Congress and a Halloween Central information section on its website.
Nike created a Snapchat experience for its Jordan line that enables users to virtually dress their Bitmoji avatars in the brand's sportswear. The Jordan x Bitmoji clothing can also be purchased to wear in the real world, and the collection includes a sneak preview of Nike's Air Jordan XXXV shoe.