Sherwin-Williams, influencer marketing and UGC trends: Why consumers were left shaken but not stirred

The story of a Sherwin-Williams employee who was fired after the company saw his viral TikTok channel focused on paint mixing has led to plenty of reaction around the decision, as well as discussion around wider influencer marketing and user-generated content (UGC) strategies.

Tony Piloseno, who worked part-time at a Sherwin-Williams store in Ohio, had built a 1.2 million-strong TikTok audience for his channel which showcased paint mixing. As reported by BuzzFeed, Piloseno was...

For consultancies and ad agencies, never the twain shall meet – but does this still apply for digital?

There’s a longstanding belief that consultancies cannot provide the same level of creativity as advertising agencies, but MDC Partners (paywalled link) has found a workaround for this theory. Its new agency collective, Constellation, combines creative, data, strategy, design, user experience, storytelling, and media capabilities.

Constellation’s five-team bundle includes 72andSunny, the company behind the NFL’s “Next 100” Super Bowl ad, and Crispin Porter Bogusky, the...

Green is the new black: What sustainable brands look like heading into 2021

2020 has been a year of many important conversations and the environment is top of the list. This year, 66% of Raconteur readers noted “more sustainable” and “environmentally friendly” as the top traits they wanted brands to have. In a world of high market saturation and unlimited choices, it’s impossible to ignore what the consumer values. The smartest brands, in turn, have recognized this and have implemented sustainable practices. Let’s take a look at how some of the best...

Travis Scott, J Balvin, and McDonald’s: Why some social partnerships work and others are destined to fail

If you went to McDonald’s in September, chances are you encountered Travis Scott. The prolific rapper had the first celebrity meal partnership to be featured on the McDonald’s menu since Michael Jordan’s in 1992. The Cactus Jack meal, named after Scott’s record label, replicated his favorite childhood special-order. The partnership was wildly successful. In its first few weeks, McDonald’s saw many franchises completely run out of ingredients for the meal, forcing a logistical...

How user-generated content can be more powerful than influencer marketing campaigns

User-generated content (UGC) is quickly becoming the most popular marketing tool ahead of online influencer campaigns. The public have become accustomed to reality stars and has-been celebrities flogging whichever never-used-gadget that they’ve been paid to promote.

Since the rise of the Insta-marketeer, the Advertising Standards Authority has prescribed new rules for promoting products and services through social media platforms and online blogs, where a paid promotion must be...

Top social media trends to drive your 2021 marketing strategy

How can marketers prepare to take on 2021? This year has been a rocky one for many businesses globally, and some of the business trends we see today are likely to continue in the coming year. While a complete recovery might take some time, it is still important for brands to equip themselves with a robust marketing strategy for 2021, based on data-driven insights and consumer trends. In this article, we look at three social media trends that are expected to drive the most impact in 2021,...

Reaching customers where they are with Facebook’s click-to-Messenger ads: A guide

For years, marketers have pushed messages out to their customers and then sat back and hoped for a response. This form of “conversation” is incredibly limiting because it’s one-way — customers can’t tell you why they ignored an ad or responded to a call to action. That’s all changed with the arrival of Facebook’s click-to-Messenger ads.

These ads send users into a Messenger conversation with your business with a call to action that reads, “Send Message.” They are...

How brands can stand out on TikTok for the right reasons: A guide

All eyes are on TikTok; from users who can’t get enough of its content to the US companies making a bid for acquisition — and brands are waking up to the potential.

High on the list of attractions is scale. In just two years, the video app has gone from 55 million to almost 700 million monthly active users globally. Much of that growth is down to the pandemic-driven spike in demand for digital media, but it’s also fuelled by the specific appeal of TikTok’s short-form...

Trends in influencer marketing: Instagram and TikTok key, brand collaboration promising

The influencer marketing industry continues to grow with Instagram and TikTok key channels - but as Covid-19 continues to rage, a new report has found promising areas of collaboration in uncertain times.

The report from Tribe Dynamics, which surveyed more than 60 brands and more than 250 influencers, found manpower and resources remain roadblocks to program success. 91% of influencer marketing teams were between one and five people in size. More than four in five (81%) said their...

The thin line between real and online life is narrowing further with Covid-19 – and marketers need to react

The disruption and uncertainty of the Covid-19 pandemic has naturally seen consumer behaviour shift drastically. Remote working and eCommerce trends feel as though they have shifted inexorably, with work-life balance becoming re-evaluated in favour of the latter. The question is: which of these behaviours will stick, and form 'the new normal' longer-term?

Before their session at DMWF Virtual tomorrow (September 16), Naomi Morrice and Taylor Dickson, research analyst and research...