The collaboration is part of a nascent trend that’s seen brands like Target, CoverGirl and Band-Aid revamp their influencer strategies, moving away from one-off deals to long-term relationships where influencers help craft product or retail designs on an ongoing basis.
In late August, influencers including 15-year-old Loren Gray (6.5 million Instagram followers), 16-year-old Nia Sioux (4.5 million Instagram followers) and 13-year-old Jacob Martin (309,000 Instagram followers) began touting a new clothing collection they designed for Target.
The only quote you need to read:
…brands continue to develop video content that is essentially the exact same model as traditional televisions ads, except they place them on the web. This style of content is dated and for the most part valueless. It doesn’t fit the context of the new platform they are placing it on — the web and social media platforms. Brands are still following a very limited set of television rules that no longer apply.
TV Commercials Vs. Online Ads: Understanding The Rules of Attention
It’s a concept for brands and marketers to leverage the new iMessage stickers in iOS 10. Take 2 minutes and read it.
Ryan Holiday nails it in this piece from the Observer. Read it twice.
It’s about time that we come to terms with a fundamental reality of this attention economy we live in: human beings will put up with all sorts of indignities, rage, criticism, mockery, and disdain in exchange for getting attention. They’ve learned that if they simply wait out the knee jerk reactions and noise, they still get to stay on stage. And often in the competitive, noisy times we live in, the easiest way to get on that stage in the first place is to do something dumb, out of touch, ridiculous, provocative, offensive or shameless. Especially if the attention that behavior earns can be more easily translated into money than other more rational acts.
…there’s nothing you can say that would offend Martin Shkreli and Vladimir Putin that won’t also embolden them. There’s no truth that one can print that doesn’t help ISIS recruit or PETA raise money. They need you to talk about them and to insult them, to make fun of them is to do that. You are the oxygen to the fire of their fame. They have no reputation to ruin, only notoriety to gain. They don’t care what most people think, only what will traffic with their followers.
Apple’s customers trust the company with much of their daily lives. Sneaky promotions quickly erode that goodwill. See how things snowball in the eyes of the customer? An auto-downloaded album leads to them lamenting about small storage limits which leads to poor storage management systems… possible hacks…future distrust.
The right way for Apple to do a big U2 promotional deal like this would have been to simply make the album free on the iTunes Store for a while and promote the hell out of that.
Instead, Apple set everyone’s account to have “purchased” this album, which auto-downloaded it to all of their devices, possibly filling up the stingy base-level storage that Apple still hasn’t raised and exacerbates by iOS’ poor and confusing storage-management facilities. And when people see a random album they didn’t buy suddenly showing up in their “purchases” and library, it makes them wonder where it came from, why it’s there, whether they were charged for it, and whether they were hacked or had their credit card stolen.
via Marco, Anger Over Songs of Innocence
From NPR’s How To Do Everything podcast, the strange and tragic tail of The Noid, the Domino’s Pizza mascot from the 1980s. For me, the biggest takeaway is the thin line between between success and humiliating disaster in the world of advertising and brand strategy. Let this be a lesson for your next planning session – even things outside your control can take down your campaign overnight.