Google has teamed with Havas, WPP, Omnicom, Dentsu, Publicis and IPG to launch a global campaign that urges Generation Z to complete 2 billion good deeds by 2030. The "Little x Little" campaign features influencer videos, aligns with UN Sustainable Development Goals and its anthem spot has already been viewed 16 million times on YouTube.
Goodby Silverstein & Partners' new campaign for Tostitos features Jean-Claude Van Damme telling people to get together with their friends more often or get "Van Dammed." The push, with a new brand tagline "Get Together Already," is running across TV, social, digital and experiential with new content throughout the year.
Google is testing bidding for in-app inventory via AdMob, is introducing video ad inventory to Google Play's Games tab and will trial an expansion of similar audience targeting within Universal App Campaigns. The company is also increasing monetization opportunities with new rewarded ad units in AdMob.
Media executives report that Twitter is pitching repackaged, on-demand clips from live shows that will be ad-supported, such as footage from BuzzFeed's popular "AM to DM" show, which Twitter says already shows high viewing figures of short clips tweeted after the live program. The sources say that Twitter is also exploring ways to make on-demand clips more prominent in timelines.
MillerCoors is directing the marketing for its new Two Hats flavored light beer brand to consumers aged 21-24 in a bid to attract those who are new to the beer arena. "They're curious and while they're pragmatic, they still have this genuine openness to discovering and trying new things," said MillerCoors' Sofia Colucci.
Catering to the rapidly growing market for home-based devices connected to the internet, Verizon is offering TechSure, a help desk with three levels of consumer support for a monthly fee. Plans range from $10 to $30 a month, all of which include 24/7 phone service for device setup and troubleshooting.
Phillip Krynski discusses successful influencer campaigns from three different brands and why each has resonated with its audience. From the monster chili cheese fry platter Matt Stonie eats in a Dollar Shave Club-sponsored spot to Urban Decay's use of Nicole Richie's makeup tutorials, marketers can use creativity to create memorable campaigns that spur consumer engagement, he writes.
Urban Outfitters is leading lifestyle brands on social media, with more than 26.4 million likes across social platforms so far in 2018. Jonathan Gardner reviews what is driving the brand's social success, including cross-posting the most popular content across platforms, working with the right influencers and ensuring the brand voice resonates with authenticity.
Interpublic Group's Golin has partnered with SheSays, The 3% Movement and EvolveHer to tackle the gender inequality issues within agencies that prevent women from progressing in creative roles. The group has unveiled a digital push, "Have Her Back," which includes video and static ads, and is also holding an in-person training session on Equal Pay Day on April 10 in Chicago for women of all ages and career levels in advertising.
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