Holiday Shoppers Want Reassurance and Social Commerce

The retail industry was already undergoing massive changes before fears of a recession changed marketers’ game plans once again. On the heels of Deloitte’s annual Holiday Survey, Kristin Hooper and Kenny Gold from Deloitte Digital joined Adweek svp and executive editor of thought leadership Paul Barbagallo during the Elevate: Future of Shopping summit to talk…

i-D Doubles Revenue After Expanding Commerce and Social Content

The global youth and style publisher i-D, which Vice Media acquired a decade ago in December, has seen substantial upticks in revenue after placing more emphasis on social and commerce content. The publisher has increased its eight-figure revenue 100% year over year, according to chief revenue officer Geoff Schiller, who wouldn’t share exact numbers. Its…

This Holiday Season, Nurture Consumer Relationships Instead of Making Ads

Brands and retailers are about to unleash their holiday campaigns. This season, however, the standard practice of buying eyeballs may not be the best way to grab consumers’ attention. With a barrage of messages coming at them all at once, it’s critical to get in front of people at the optimal time: when they are…

Infographic: How Much Do People Really Trust Influencers?

Mixed in with our friends on social media feeds are influencers sharing bits of their lives for our entertainment: furniture rehabbers, makeup artists, cleaning wizards and more. We like watching their lives and work–but how do we feel about them recommending products and services? Turns out they have more than a little clout. In a…

Why Marketers Still Aren’t Sold on Social Shopping

The pandemic was fuel to the digital advertising economy, as homebound shoppers spent hours online, some for the first time. But one online behavior, already common in Asian markets, had not yet taken off in the U.S.–customers buying products on social platforms, an intersection of the white-hot commerce and creative economy sectors. Capitalizing on pandemic-induced…

Twitter, Publicis Media: Brand Conversations on Social Are ‘the New Review’

Does talk sell? Twitter and Publicis Media sought the answer to that question with #LetsTalkShop, a survey of 9,600 consumers on six social platforms across India, Mexico, the U.K. and the U.S., aimed at learning how brand conversations on those platform impact their decision making and, eventually, sales. The two companies said in the introduction…

Marketing Morsels: Fake Thor Slings Old Spice, Dr. Umstick’s Ink and More

Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment! Morsel #1: Knockoff Thor is worthy of Old Spice The eldest of the three Hemsworths, Luke, played the role of Fake Thor in the Marvel film Thor: Ragnarok opposite his brother Chris, who plays the real Thor. Luke…

Marketing Morsels: Seinfeld vs Snyder’s, Dashmart’s Unrigged Claw Game and More

Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment! Morsel #1: Seinfeld’s Jackie Chiles takes on Snyder’s of Hanover (Captions for the video have not been made available to Adweek. We will update the video once captions have been provided.)Snyder’s of Hanover Pretzel brand Snyder’s of Hanover…

To Capture Gen Z’s Attention, Think Big But Start Small

It’s no secret Gen Z looks to social media to participate in the latest cultural trends. Whether it’s the fashion statement of the moment like the grunge revival or viral dance crazes such as the #DropChallenge, the FOMO is real. For advertisers, while there’s merit in riding the coattails of a megatrend, it can be…

With Chinese Ecommerce Ahead of the US, Digital Marketing Gets Trickier

Once largely closed off to the world, today’s China is a new frontier for opportunistic brands. The sheer scale of the country coupled with the fervor of a consumer base still energized by the relative newness of a semi-open market make for a standalone combination in the world of consumer goods. Obviously, anyone who has…

Customers Want Personal Advisors, Not Advertisers

In many ways, the Great Digital Acceleration is, in fact, the Great Social Acceleration. There are now more than 4.5 billion social media users globally, and almost 500 million users have joined in the last 12 months alone. Messaging, the new social darling, is also surging–80% of time on mobile devices is now spent on…

Reimagining Beauty in the Experience Economy  

As one of the most defining brands of the last decade, Glossier has built a new kind of people-first, digital-centric beauty experience. With a passionate global community that is just as eager to visit a Glossier store, as they are to sport one of the brand’s pink hoodies, Glossier creates experiences that invite participation and…

23 Brands, Including Coca-Cola, PepsiCo, Britvic, Pledge to Improve Influencer Diversity and Pay

Major brands such as L’Oreal, PepsiCo, Heineken and Coca-Cola are backing a marketing code of conduct, which has been updated to focus on improving diversity and inclusion around influencer contracts, with 23 brands and 13 talent agencies all involved. Membership body ISBA’s dedicated working group to the influencer sector has revised its Influencer Marketing Code…

Why LTK Chose Deloitte Digital as Its First AOR to Lead Its Mass Market Debut

LTK, the platform that underpins a large portion of the creator economy, is transforming into a standalone ecommerce platform with the help of its new agency of record, Deloitte Digital, and it wants to let the mass market know. It edged toward that goal today by launching its first national ad campaign. Earlier this year…

The Tools and Tech You’ll Need to Level Up Your Influencer Marketing

The influencer marketing space has radically changed over the past two years. Before 2020, influencers represented a small share of many companies’ partner marketing efforts. Then, when the Covid-19 pandemic hit and knowledge workers shifted to remote work, some brands found it difficult to create their own content. At the same time, emerging influencer platforms…

All Instagram Users in US Can Now Create Product Tags

Instagram opened up its product tags option to all users in the U.S., and not just creators. Product tags debuted in 2016 as a way for brands and creators to provide followers with product details. In September 2019, Instagram introduced reminder product tags for posts in feed, giving people the option of receiving notifications as…

The ‘TikTok Difference’ Delivers—Here’s How and Why

For many marketers, TikTok is the platform for their kids or nieces and nephews. But most mainstream marketers not selling to teens aren’t investing heavily in TikTok–yet. I believe the perception that TikTok is only for teens is a misconception. In reality, according to data from Statista, 25% of U.S. TikTok users are 10-19 years…

Barbie Is Hosting Her Very First Shoppable Dream Livestream

In her 63 years, Barbie has had a Dreamhouse, a Dream car (which was technically a Dream Corvette), a Dream Camper and a Dreamplane. Now, she’s getting her very own dream livestream. While not actually the name of the broadcast, the Mattel-owned toy brand is teaming up with livestream platform Talkshoplive to “[pay] homage to…

This Creator Commerce Platform Wants to Make NFT Creation as Easy as T-shirt Design

Non-fungible tokens have been touted as a force of democratization in the ownership of valuable assets. But ask someone outside the world of crypto how to make one and they’ll likely to draw a blank. Creator tech merchandise platform Spring wants to demystify the process of NFT creation with the launch of Mint-on-Demand, a proprietary…

Social Confidential: How Tushy Embraces Poop Culture

No butts about it–Tushy has mastered the art of poop-centric social content. The bidet brand has fully embraced its role as a washer of rear ends, and, therefore, the fact that butts and poop are inherently funny. With a wink and a nod, Tushy’s social feeds have brought joy and humor to subjects both lighthearted…