“Comments are everything. That’s where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement,” said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media. Grigoriou was speaking as part of a session at Adweek’s Social…
After a three-year hiatus, Social Media Week made its return to the European stage earlier this month. From Nov. 7-9, marketers and creators flocked to London to be a part of Social Media Week Europe. Over the course of three days, attendees gained valuable insights and learned how social media would be affected by various…
For budget Airline Ryanair, the marketing modus operandi has always been rooted in provocative PR. And if you’re one of the millions of people who have seen it’s hot takes on social media, it will come as no surprise an evolution of this strategy is helping it thrive online. From press ads announcing rival EasyJet’s…
For its Christmas campaign, U.K. grocer Asda has brought back Will Ferrell’s arguably most beloved character: Buddy the Elf. The wildly popular ad is giving consumers warm and fuzzy feelings ahead of the holiday season. James Fox, chief client officer at Havas London, and Stephi Brett-Lee, senior director of brand communications at Asda, joined Adweek…
As the streaming sector reaches a new stage and the world’s biggest media companies vie for attention on their platforms, user experience is suffering as viewers have to flip between platform after platform–while also paying for the seemingly unlimited number of emerging platforms. This fragmentation is also making it more challenging for advertisers to connect…
Fandoms are often an overlooked force in internet history. These micro-communities can help create a feeling of belonging and community, presenting brands the perfect opportunity to forge deep and meaningful connections. David Bates, CEO and creative director of creative agency Bokeh, and Pedro Zuim, global marketing director of Future Farm, joined Adweek’s Lucinda Southern during…
Following a decade in professional kitchens, including Michelin-starred restaurants, Poppy O’Toole is trying on a new apron: social influencer. O’Toole has amassed more than 2 million TikTok followers since joining the platform in 2020, where her fans eat up the self-proclaimed Potato Queen’s recipes. O’Toole joined James Stafford, head of partnerships and community at TikTok,…
Fashion is more than clothing–it’s a way for people to explore and express their identity and values. Subcultures and the communities within them are created and supported by the choices people make about what they decide to wear and where and how they buy their clothes. Neil Barrie, CEO of TwentyFirstCenturyBrand, and Jumoke Adekunle, global…
According to the Influencer Marketing Factory, 97% of Gen Z use social media as their main form of shopping inspiration. As this younger cohort of consumers wield more power and influence, brands are tasked with building trust with them now or risk falling by the wayside. Timothy Armoo, CEO and founder of influencer marketing agency…
Since the launch of its much-lauded campaign “Real Beauty” in 2004, personal care brand Dove has become synonymous with raising women’s self-esteem. That mission has now been taken forward as Dove calls on other brands to rid advertising of digitally distorted images. “When you speak to a client or you are in a company, make…
Web3 is set to transform the way that brands collaborate with creators–and if marketers aren’t already planning for this, they’ll be left behind. That was the consensus at Social Media Week Europe, where Lindsey McInerney, founder and CEO of Sixth Wall, and Tina Ziegler, art curator and brand consultant, sat down to discuss the evolution…
In the same way that brands reimagined marketing to meet new opportunities with the rise of social media, marketers are preparing for –while others are already knee-deep in — the seismic changes brought on by the metaverse. During Adweek’s CMO Summit East, metaverse marketing pioneers from Mint and Artsy explored how brands can meaningfully enter…
The lingering impact of the pandemic and ongoing geopolitical volatility is raising the bar for leaders. Navigating through crises is one of the most important functions of an executive, with unprecedented events setting new standards for leadership from the C-suite to middle management. David Silverman, founder and ceo of CrossLead, entrepreneur, best-selling author, and former…
According to LinkedIn’s 2022 Global Talent Trends Report, employees are increasingly leaving companies that promote a “hustle culture” and fail to consider the well-being of their people. With the pandemic shifting our relationships with work, teams are looking for balance and flexibility–in addition to opportunities for growth. Soyoung Kang, cmo of eos, and Daisy Auger…
Dubbed an “unabashed futurist” by Fortune, Steve Aoki is one of the few entertainers to always be at the forefront of trends and key cultural movements — and the world of NFTs is no exception. Earlier this year, he launched A0K1VERSE, a brand-new community ecosystem bridging the metaverse with the real world, ambitiously integrating Web2,…
Decentralized autonomous organizations, or DAOs, entered the cultural mainstream in 2021 on accelerated interest in crypto in pop culture. DAOs allow groups of people to get together and collectively own businesses or assets in a decentralized fashion. Given the community focus of DAOs, marketers stand to benefit from learning about the magic of successful DAOs…
Are you curious about what Web3 is and what it encompasses in its early stages? Wondering what the next era of the internet includes? What is an NFT, anyway? How do you get to the metaverse? Avery Akkineni, president of VaynerNFT, Allison Sturges, head of strategic partnerships at Genies and Rachel Webber, chief brand and…
It’s no secret NFTs are redefining how we think about creativity, community and ownership. As brands embrace these opportunities, they must also juggle the challenge of rethinking their approach to digital marketing in order to effectively succeed in the newest version of the web. Spencer Gordon, vp of connections and draftLine at Anheuser-Busch InBev, stopped…
Social media and interactive platforms are transforming the future of entertainment as we know it. With the emergence of Web3, digital creators have a powerful and unique position to own their content and interact with their audiences in ways the industry has never seen before — and that transcends audio and video. Falon Fatemi, CEO…
Earlier this month, Adweek hosted the second annual Creator Visionary Awards at Social Media Week. On May 11, nearly 30 influential creators were honored for their innovation and groundbreaking work in social media, including Creator Visionary of the Year Steve Aoki. In honor of the event’s first in-person awards ceremony, we decided to unleash Adweek…
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