Digital Debrief 10.17.2024

Welcome back to the Digital Debrief! Let’s dive into the latest in marketing, influencer, advertising, and social media—plus insights from my experience at Advertising Week New York that are shaping our industry's future. 

AdWeek NYC 2024:

After attending over 20 sessions last week, I’m excited to share firsthand insights from Advertising Week New York . Industry leaders, innovative brands, and trailblazing content creators offered insights into how brands can stay ahead by being authentic, utilizing cutting-edge technology, understanding cultural resonance, and dynamic interactivity. Each discussion underscored the need for brands to go beyond conventional marketing, revealing that keeping in the know with trends and creating a strategic playbook will keep brands prepared to innovate and forge deeper, value-driven connections with modern consumers.

Here are the seven major trends that stood out, each one shaping the future of our industry:

1. Authenticity as a Core Value

With authenticity now a key driver in brand success, consumers, particularly Gen Z, demand more transparency and genuine interactions. AdWeek’s sessions emphasized the shift toward partnerships that allow influencers, athletes, and creators to share their stories unscripted, showcasing the values and missions they genuinely believe in. Brands prioritizing values-driven storytelling are finding success in establishing trust—a crucial factor in today’s era of authenticity.

2. Technology & Innovation Driving Deeper Engagement

Advanced technologies are reimagining brand engagement. Highlights included Sphere Entertainment Co. 's 4D immersive experiences and the role of AI in content creation. The Sphere’s interactive tech demonstrated how brands can create memorable, sensory experiences, while AI’s role in content distribution enables hyper-personalized storytelling that scales effectively. This combination of immersive and intelligent tech is proving invaluable for brands aiming to connect with audiences on a deeper level.

3. Data Transparency and Personalization

Maintaining consumer trust is essential in the digital age, and transparent data practices are now foundational to successful brand strategies. Leaders from The Washington Post and Amazon Web Services (AWS) emphasized their approach to personalization through non-invasive, contextual advertising, showing how brands can balance engagement with respect for user privacy. This data-responsible approach is increasingly essential for brands to foster lasting relationships with their audiences.

4. Creating Cultural Moments through Brand Partnerships

One of the most effective ways brands connected with consumers this year was through partnerships rooted in cultural relevance. Campaigns like Marvel Entertainment x The Coca-Cola Company and SNL’s 50th anniversary demonstrated the power of nostalgia and pop culture to create emotional connections with audiences. These partnerships transcend transactional interactions, creating shared experiences that resonate on a personal level.

5. Evolution of Influencer Marketing

Influencer marketing is evolving, with creators increasingly prioritizing partnerships that reflect their values and allow for creative control. This shift from short-term, transactional sponsorships enables brands to forge longer-term relationships that resonate with audiences. By supporting influencers with similar values, brands can seamlessly integrate their narratives, resulting in more authentic and impactful storytelling.

6. Demand for Interactive Content

Consumer expectations for content interactivity continue to rise, particularly among Gen Z. Examples of successful interactivity include Spotify’s collaborative playlists and NBCU’s work with shoppable ads that offer a more engaging experience. Platforms now embrace flexible formats—video, podcasts, and live experiences—that accommodate modern, multitasking lifestyles, further underscoring the importance of engagement-driven content in today’s market.

7. Audio Content for Flexible Consumption

With busy lifestyles and multitasking on the rise, consumers appreciate content that can be absorbed on the go. Audio content, particularly podcasts, perfectly suits this demand, providing value without interrupting routines. This flexibility makes it easy for audiences to stay engaged with content that integrates smoothly into their daily lives.

The Takeaway: A Blueprint for Future-Ready Brands

The sessions at AdWeek NYC were a testament to the value of comprehensive, human-centered marketing strategies. For brands, the path forward is clear: prioritize authenticity, leverage emerging technology, and create culturally resonant, interactive experiences. By aligning with audience values and fostering genuine connections, brands can meet evolving consumer expectations and build lasting loyalty in today’s complex landscape.

Marketing, Influencer & Advertising:

• Universal Music Group (UMG) has filed a lawsuit against Chili's, claiming the restaurant chain used over 60 copyrighted songs from artists like Ariana Grande and Justin Bieber in social media promotions without proper licenses. This follows a similar lawsuit from the Beastie Boys, alleging Chili's used their song "Sabotage" in an ad. UMG argues that, despite Chili's previous licensing history, the brand neglected to secure necessary "sync" licenses for commercial use, a promotional social media content requirement.
• Experiential marketing spending is set to hit $128.35 billion in 2024, marking a 10.5% increase and surpassing pre-pandemic levels. This growth reflects substantial investment from both B2B and B2C sectors, with live events, conferences, and sports activations driving B2C growth and trade events popular in B2B. The rebound underscores experiential marketing's renewed role in engaging consumers and enhancing campaign impact.
• At its UnBoxed conference, Amazon Ads introduced an upgraded DSP and new AI tools, including a creative studio and audio generator, to streamline ad creation and reach. The updates offer full-funnel insights and optimization to boost ad efficiency and maintain Amazon’s lead in retail media.
• KFC launched a satirical chicken tenders battle campaign to promote its new Original Recipe Tenders, playfully challenging competitors like Popeyes. The campaign features a 60-second ad and spans multiple channels, including TV, social media, and in-app promotions, with giveaways in competitor cities.

• Kraft Heinz’s Delimex launched a sound-driven campaign for its new Crispy Quesadillas, focusing on their loud crunch through Snapchat AR, TikTok content, and a mobile game. The campaign highlights 360Crisp packaging technology, which keeps the quesadillas crispy, marking Delimex's first major innovation beyond taquitos in five years.

AdWeek Bonus Campaign Insights: 

• Disney and Hershey's execs discussed how their holiday campaigns now focus on cultural moments year-round, creating immersive brand experiences beyond traditional ads. Hershey collaborates with Disney, especially around Halloween, integrating content to drive engagement across Disney’s platforms. These partnerships aim for higher impact by merging content and real-time cultural connections, boosting brand visibility and revenue. Read more about Hershey’s AI efforts HERE. 
• United Airlines' Kinective Media, launched in June as the first airline industry media network, quickly partnered with major brands like Norwegian Cruise Line and Macy’s, leveraging data from 110 million travelers. Kinective’s Managing Director, Mike Petrella, shared that its rapid rollout relied on a strategic, flexible approach and a privacy-first mindset. Aiming for seamless, personalized in-flight experiences, Kinective also plans to explore ad-supported video and advanced measurement solutions for an omnichannel impact.
• Duracell’s CMO, Ramon Velutini, shared insights at Advertising Week New York on keeping low-interest brands culturally relevant, stressing the need for impactful storytelling without overshadowing the product. He highlighted successful campaigns like the “#BitterIsBetter” safety innovation and a quick response to “Scandoval,” which boosted Duracell’s social engagement by 25% and achieved significant media coverage. Critical lessons for sustaining brand relevance include continuous innovation, strategic long-term investment, and ensuring campaigns are well-funded to maximize impact.
• The 2023 Groundhog Lay’s campaign breakdown: 

⭐ PepsiCo Foods' CCO Chris Bellinger highlighted the brand's fast, “borderless” content strategy, using in-house agency D3 for quick, impactful campaigns like "Groundhog Lay's" and reviving hits like Doritos' "Crash the Super Bowl" to create agile, culturally relevant content for broad and niche audiences alike.

⭐ Lay’s launched eight ads for eight flavors.

⭐ It included an integrated partnership with Jimmy Kimmel.

⭐ The campaign achieved over 1.4 billion impressions, 93% positive sentiment, and 87% memorability.

⭐ The campaign featured 75 airings in 24 hours, garnered 127 billion media impressions, and amassed over 6 million views, trending on YouTube with 169 press stories.

⭐ Leaning into Groundhog Day nostalgia, Lay’s created a secondary media pulse by taking over ABC for a full day right after the Super Bowl, capitalizing on low competition between the Super Bowl and March Madness.

⭐ This “If You Know, You Know” (IYKYK) moment drove social virality, encouraged Google searches, and built on years of collaborative trust among Lay’s marketing teams.

Social Media: 

LinkedIn: 

• LinkedIn reports a notable increase in CEO activity, with a 23% rise in posts globally and four times more engagement on CEO content than other posts. Factors driving this trend include improved AI tools that streamline content creation and a shift of professional discussions to LinkedIn. The growth in C-suite presence reflects LinkedIn's rising role in fostering direct connections and trust between executives and their audiences.
• LinkedIn has introduced a new puzzle game, "Tango," following its earlier puzzle game launch in May, aimed at boosting user engagement on the platform. With 80% of players returning the next day and 76% within the week, LinkedIn also adds features like achievements, comparative scores, and detailed post-game stats to encourage ongoing participation. This game addition is part of LinkedIn’s strategy to increase active user rates among its billion members.

Meta: 

• Instagram is testing a "Social Library" to help users quickly access shared, liked, or bookmarked content in one place. This feature supports the trend of using DMs for content sharing, making it more straightforward to revisit popular posts.
• Instagram Chief Adam Mosseri recommends using carousel posts to boost reach, as they encourage more interactions and allow for a "second chance" view if users don't swipe initially. Carousels, which can now include up to 20 frames and music, are eligible to appear in the Reels tab, further enhancing visibility. This strategy aligns with Instagram’s recent updates, including text overlays and multi-format displays, making carousels a valuable tool for engagement.
• Instagram has launched new profile cards featuring a QR code for quick connections and a profile overview with options to personalize the background and add a song. These cards provide a streamlined way to connect with brands and friends. Despite previous limited success with QR codes, Instagram is expanding this feature globally.

TikTok: 

• TikTok has partnered with the British Beauty Council to support U.K. beauty brands leveraging live shopping on its platform. This partnership will offer growth insights and highlight best practices, featuring successful sellers like Mitchell Halliday, who reached $1 million in a single live sale. TikTok aims to replicate the success of live-stream shopping in China by boosting Western engagement with in-app sales, particularly in the beauty sector, where growth has been notable.
• TikTok has introduced a new in-store sales tracking solution through a partnership with location data firm InMarket, allowing advertisers to measure the offline impact of TikTok ads. This feature uses conversion lift reporting to gauge if ads lead to in-store visits, offering brands valuable insights into how online exposure translates into real-world traffic. Initial results show strong lift in retail and dining sectors, highlighting TikTok’s potential to drive in-store engagement.

X: 

• X is altering its blocking feature to allow blocked users to view public posts via the "For You" feed, although they can't interact. This change aligns with Elon Musk's view that blocking is ineffective and aims to counter "block lists" that limit certain users' reach, raising privacy and app compliance concerns.

AI & Search

• Google has revamped its Shopping platform with AI to enhance personalization and user experience. Key updates include AI-generated briefs for tailored product recommendations, virtual try-ons, personalized feeds, and deal pages, all timed to engage users and advertisers ahead of the Q4 shopping season. These changes aim to boost consumer engagement and retain advertiser interest as e-commerce spending is expected to surge.

Stay tuned for the next Digital Debrief, and don’t forget to subscribe! - SF