Video is now an essential digital content marketing tool to engage with consumers who are glued to YouTube and Facebook, writes Charles Dearing. He also recommends personalized email campaigns, using consumers as co-creators of your brand's voice on social, employing free analytical tools for data-driven marketing and giving your brand a personality that reflects your target audience.
In a campaign highlighting the determination needed to succeed, Dwayne Johnson was filmed in four locations across the world to produce ads for his gear collaboration with Under Armour, #ProjectRock. Johnson's own Seven Bucks Creative ad agency is filling the creative and strategic marketing roles for the campaign.
Taco Bell is getting ready to celebrate National Taco Day on Oct. 4 with a push from Deutsch across 20 countries that includes an animated spot, "Glen and the Magic Taco," which features a talking taco named El Cruncho that delivers tacos to everyone one day a year. The campaign also includes market-targeted special offers and merchandise, and fans can find out what's happening in their country on social by following #NationalTacoDay.
The Media Rating Council has published official guidance on brand safety and content; the guidance was developed in partnership with the Interactive Advertising Bureau, the American Association of Advertising Agencies and the Association of National Advertisers. "With the ubiquitous presence of [user-generated content] on many of the most important digital platforms, and the inherent challenges this presents related to brand safety concerns, the guidance in this Supplement will help advertisers have greater assurances that their ads appear only in those environments they consider appropriate," said the MRC's George Ivie.
Highlighting its collaboration with Google Assistant, Lenovo has launched the "Seeing is Better" campaign to pitch its Smart Display touch-screen devices. Spots from SuperHeroes NYC/Amsterdam and produced by the Good Co. encourage voice-assistant owners to make an upgrade.
Campaigns driven by machine learning boosted familiarity with a brand 6.2% compared with 3.3% for those created by humans, and both tied on awareness at 4.6%, according to a study by IPG Media Lab, MAGNA and true[X]. Machine-learning campaigns also drove higher brand enthusiasm and purchase intent than human-created campaigns, and they were able to reach consumers with less ad impressions.
Havas Chicago, with nonprofit Hope For The Day, has placed 121 mannequins in its office lobby to spotlight the 121 lives lost each day to suicide as part of National Suicide Prevention Month. The agency will take away one mannequin for every 121,000 likes garnered on social through the #121ToNone hashtag or for every $121 donation made to the nonprofit.
MDC Partners, which owns Anomaly, Doner and 72andSunny, has announced that it's considering "potential strategic alternatives," even the potential sale of the company. "This review process is proceeding in parallel with the Company's previously announced search to identify a successor CEO" and "no assurance that the Company will pursue or complete any specific action or transaction," a statement from MDC said.
Michelle Obama stars in a new push from Fullscreen Media for her Reach Higher project, which aims to help young people overcome their personal challenges and pursue their college dreams. "Worth It" features Obama and celebrities including Kelly Rowland, Questlove, Ciara and Nick Cannon sharing their own stories of overcoming obstacles, and students who sign up to the initiative will be featured on social and invited to special events like College Signing Day.
Digital marketers should optimize for voice search with longer keywords and a focus on localized search engine optimization, writes Ryan Ayers. Develop consumer trust with a consistent brand voice, ensure your site is mobile-friendly and adopt text as a key communications tool, and put in place cross-departmental marketing teams to ensure a coherent strategy that allocates spend where it will most drive brand revenue, he advises.
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