Digital Debrief 1.10.2024

In this edition, we're exploring how brands like Honda and platforms like TikTok innovate in digital marketing. Let’s dive into the latest trends in AI-driven campaigns, evolving social media strategies, and shifts in online advertising dynamics.

Artificial Intelligence (AI) & Search 

• Honda's new campaign, "Chasing Greatness," showcases its expanded TrailSport truck line, including the new Ridgeline TrailSport truck. Set to indie artist Bishop Briggs' new song "Triumph," the campaign includes a 30-second commercial with advanced visual effects and will later extend to social media with three 15-second AI-generated videos. The campaign, covering broadcast TV, cable, streaming, YouTube, and sports coverage across the NFL, NBA, and NHL, aims to evoke a spirit of adventure and highlight Honda's off-roading heritage. Honda's use of AI in advertising reflects a growing trend among brands to leverage technology in marketing strategies, and the campaign is part of Honda’s broader initiatives to reach new audiences through creative marketing approaches.

• NBCUniversal has introduced One Platform Total Audience, an AI-driven, cross-platform media planning and activation solution designed to streamline advertising across linear and streaming platforms. The tool utilizes NBCU's first-party data and advertisers' data sets for targeted audience engagement and leverages machine learning and predictive analytics. Already sold out for Q1 2024 across major categories like tech, auto, and retail, NBCU plans to expand access in Q2. This innovation responds to the increasing demand for efficient, data-driven advertising solutions in an era of fragmented media viewing and the decline of traditional cookie-based tracking, promising higher reach, efficiency, and brand engagement for advertisers.
• The next generation of AR glasses, which can overlay digital effects onto the real-world view, are in real-world testing, but high production costs hinder mass adoption. Major developers like Meta, Snapchat, and Apple work on AR wearable projects. Apple's Vision Pro, priced at $3,499, illustrates the cost challenge, while Meta plans a consumer launch of its AR glasses in 2027, focusing on reducing prices. Meanwhile, despite financial constraints, Snapchat continues to be a key player in AR development, possibly through partnerships. As AR technology progresses, it's expected to introduce new marketing and promotional opportunities and is an area where advertisers should start investing in understanding, alongside AI, for future preparedness.
• Google has begun the first stage of removing tracking cookies, starting with 1% of Chrome users globally, which equates to about 30 million people. This move is part of Google's Privacy Sandbox initiative and marks a significant shift in web tracking and advertising. Instead of using traditional cookies for targeted advertising, Google will categorize users into anonymized topic listings, potentially leading to less effective ad campaigns and increased advertising costs. This change is a step towards greater data privacy and marks the beginning of a new era for digital marketers, who will need to adapt to these changes throughout 2024. Google plans to complete the cookie tracking phase-out by the year's end.

Marketing & Influencer

• Walmart+ has launched a new campaign featuring celebrity TV host Andy Cohen, coinciding with National Quitter’s Day, to support consumers in maintaining their New Year’s resolutions. The "Save Your Resolutions" campaign, created with Deutsch LA, showcases how Walmart+'s benefits can help consumers overcome common hurdles in fulfilling resolutions, such as saving money and eating healthily. The campaign includes ads and influencer partnerships across various platforms, highlighting the retailer's membership program. According to Insider Intelligence, Walmart+ will surpass 29 million users this year. Additionally, the campaign aligns with Walmart+'s strategy of integrating pop culture into its brand, as seen in recent campaigns, and aims to resonate with the millions of shoppers at Walmart, boosting the appeal of Walmart+ membership.

• Totino's Pizza Rolls has collaborated with comedian Pete Davidson in a new campaign, advocating for their bite-sized snacks over traditional pizza for game-day gatherings, including the Super Bowl. The campaign, developed with Dentsu Creative, features two ad spots with Davidson humorously promoting Totino’s convenience and novelty. Additionally, Totino's is broadening its reach with its first Spanish-language ad spot and a pre-show integration for the Spanish broadcast of the Super Bowl on Univision, in partnership with hot sauce brand Tapatio. This marketing effort is part of Totino’s strategy to position itself as a superior alternative to traditional "flat" pizza during major sports events, aiming to become a top choice for consumers during Super Bowl celebrations.

• Tinder expanded its global brand platform, "It Starts With A Swipe," ahead of Dating Sunday, which was on January 7. The campaign, aimed at Gen Z, focused on the fluidity and diversity of relationships, featuring hero ads that portrayed colorful, flirty scenarios suggestive of long-term relationships. Created with Mischief @ No Fixed Address, the campaign included connected TV and out-of-home placements, initially launching in the U.S., Mexico, Germany, Brazil, and Thailand. This marketing effort, highlighting Tinder’s role in meaningful connections, coincided with increased app activity around Dating Sunday, a day known for its surge in online dating engagement.

• In preparation for the NFL playoffs and Super Bowl, Bounty Paper Towels, a Procter & Gamble brand, has launched a social media campaign featuring NFL “dynamic duos.” The "Wingman Stories Spill the Sauce" campaign includes videos showcasing football stars like Rob Gronkowski and Julian Edelman discussing their careers while eating wings and demonstrating Bounty's effectiveness in cleaning up messes. This year's campaign expands on the previous focus on wings and NFL duos, with additional content featuring other player duos like Ja’Marr Chase and Tee Higgins. Alongside these videos, Bounty will also be active in Las Vegas before the Super Bowl, giving away wings and offering cashback on Bounty purchases through Ibotta, reinforcing the brand's association with managing the mess of Super Bowl festivities.

• Peloton is partnering with TikTok to expand its reach among Gen Z users, creating a dedicated, co-branded content hub called "#TikTokFitness Powered by Peloton." This initiative, a first for Peloton to produce bespoke content for a social platform, will feature live and pre-recorded class clips, original instructor series, and collaborations with creators and celebrities. The content, aligning with Peloton's new brand positioning around accessibility, includes classes that don't require Peloton's equipment and will be available in the U.S., U.K., and Canada. This move is part of Peloton's strategy to reignite growth and connect with TikTok's vast audience, especially as the brand faces a post-pandemic decline in demand for its at-home fitness products.
• Stanley, a popular drinkware brand among Gen Z, has sparked a shopping frenzy with its Valentine's Day collaboration with Target. The "Galentine's Collection," exclusive to Target, featured 40-ounce Quenchers in red and pink, which sold out immediately after their release on December 31. This success mirrors Stanley's recent trend of viral popularity, driven by social media and in-store demand. Despite the items selling out and not planned for a restock, Target confirms new Stanley products will continue to be available in 2024. The craze for these products is so high that resellers are listing them on eBay at prices significantly higher than the original. Stanley's marketing savvy and strong digital presence, exemplified by a recent incident where they gifted a car to a customer, continue to drive its success into the new year.

Social Media

LinkedIn: 

• LinkedIn is testing a new short-form video content format in its LinkedIn Learning mobile app, with plans to extend to the main LinkedIn feed. This development, particularly significant in the context of declining engagement on other platforms like X, opens up a new avenue for B2B video content and influencers on the world's largest professional network. This move could significantly enhance LinkedIn's status as a key platform for organic reach in the B2B sector.
• LinkedIn is integrating generative AI into its education tools, expanding LinkedIn Learning with new features to enhance career development. The platform is testing a coaching element using AI to guide users' learning journeys, offering personalized advice and course recommendations based on career stages and skills. This includes modules for self-paced learning, gamification elements like knowledge checks and streaks, and course suggestions aligned with job alerts and preferences. Additionally, LinkedIn is expanding its Professional Certificates and introducing new coding practice tools, reinforcing its mission to be a central hub for career education and advancement. These integrated learning tools are designed to help users showcase their skills and qualifications more effectively.

Meta:

• Meta is challenging the FTC's efforts to impose further restrictions on its use of user data, particularly regarding teenagers. This legal action follows Meta's 2019 settlement for data privacy violations in the Cambridge Analytica scandal. The FTC seeks to extend this settlement to limit Meta's use of data from users under 18 and its facial recognition technology, especially in its VR and metaverse initiatives. A federal judge has allowed the FTC's proposal to move forward, prompting Meta's appeal. The case is crucial for Meta's future projects and user experience strategies, while the FTC focuses on preventing potential data privacy issues.
• Threads, an app developed by Instagram, briefly introduced a feature allowing users to filter search results chronologically. Some users discovered a "Latest" toggle in the app, enabling them to view posts by date, which could enhance real-time discussion tracking. However, this feature was quickly removed, with the Threads team clarifying it was an accidentally released internal prototype. Instagram Chief Adam Mosseri had previously ruled out such a feature, citing potential safety issues and the likelihood of spam targeting popular search terms. Despite this, Threads is likely exploring ways to compete with real-time discovery platforms like X, especially in contexts like sports discussions, where staying updated is crucial. The possibility of permanently adding this feature is still uncertain, as Threads balances the benefits of real-time tracking against the risks of increased spam.
• Instagram is experimenting with a new feature that allows users to publicly share Collections of posts on their profiles, potentially providing insights into their interests. This feature, an extension of the collaborative Collections launched in March, aims to foster more engagement by using posts as a basis for discussions. While still in development since September, this option could enhance connections among users with similar interests and provide brands with an additional product showcase. However, there's concern that this feature might clutter profiles, which Instagram has been trying to avoid. The release date for this new Collections feature is still pending.
• Threads, an app by Instagram, is addressing the issue of borderline content recommendations in its "For You" feed. Instagram Chief Adam Mosseri acknowledges that users have been increasingly exposed to sensationalist and provocative content, a common challenge for social networks. This problem, as explained by Meta Chief Mark Zuckerberg in 2018, arises from the tendency of users to engage more with controversial content, even when they don't like it. Threads is now working to improve its algorithm to de-emphasize such borderline content, aiming to provide a more optimal user experience by showing engaging yet less controversial material. This adjustment is part of an ongoing effort to balance content relevance and user retention.

TikTok:

• Ahead of the 2024 Paris Olympics in July, TikTok has shared insights and tips for marketers to engage with the event's audience effectively. The platform emphasizes the significant viewership and conversation generated by Olympic-related content, with TikTok videos tagged with Summer Games-related hashtags amassing 6.9 billion views in 2021. However, brands must navigate the International Olympic Committee's (IOC) strict IP rules, which restrict non-official sponsors' use of Olympic trademarks. Despite these limitations, TikTok advises brands to tap into the excitement through various in-app communities and creative approaches that resonate with diverse audiences without directly mentioning the Games. This approach can offer opportunities for increased brand awareness and engagement during the Olympics.
• TikTok has announced a new feature enabling users to cast their TikTok feed to home TV screens via Chromecast. While it may not be a widely used feature, considering most users scroll through their feed in the app, this addition offers another viewing option. Google also plans to support TikTok live streams through Chromecast later in the year. With over 150 million monthly active devices running Android TV or Google TV, this update could expand TikTok's reach and create new opportunities for ad reach and brand awareness. This feature enhances communal viewing experiences of TikTok content on larger screens.
• TikTok is adapting to the cookie-less future by categorizing its Measurement partners into two distinct groups, Cross-Channel and Lift, to offer more specialized assistance in ad performance tracking. Cross-Channel partners will provide insights into the impact of TikTok ads across various marketing touchpoints before purchase, while Lift partners will focus on the incremental impact of TikTok advertising. This categorization aims to simplify the process for advertisers to connect with the right partner for specific measurement goals. TikTok's initiative to refine and expand its marketing partner network is a strategic move to support brands in optimizing their advertising spend on the platform.
• TikTok has removed the ability to search for specific hashtags within its Creative Center tools, as The New York Times reported. This change limits the ability to analyze the popularity of certain hashtags, a feature previously useful for campaign planning. The decision to remove hashtag search was made amid concerns that the data was being used to highlight potential censorship on the platform and its connections to the Chinese government. TikTok has now refocused the tool to provide data only on the top 100 hashtags in different industries. This update could impact marketers' research capabilities on TikTok, although other valuable research options within the Creative Center remain available.
• TikTok plans to significantly boost its in-stream commerce in the U.S., potentially aiming for a tenfold increase to reach $17.5 billion in 2024. This ambitious goal follows the model of Douyin, TikTok's Chinese counterpart, where in-stream sales are a major revenue source. Despite previous challenges in engaging Western audiences with in-app shopping, TikTok's overall in-app spending is rising, with users spending $3.8 billion in 2023. The platform explores various strategies to enhance shopping behaviors, including food delivery and local services, as well as taps into the success of low-cost shopping trends. This expansion is crucial not only for TikTok's revenue but also to provide a viable income source for its creators.

X (formerly Twitter): 

• X is expanding its partnership with Shopify to provide more opportunities for merchants to promote their products within the app. This new collaboration builds on a previous agreement, aiming to enhance product visibility, streamline catalog uploads, and improve advertising results for Shopify sellers. While specific details are yet to be clarified, this move aligns with X's vision of becoming an "everything app," potentially integrating in-app payments and offering Shopify merchants a broader audience reach through X's platform.
• X, rebranding as a "video first platform," has revealed its development plan for 2024, including a significant focus on integrating video content despite lacking dedicated video features. The platform reports that 80% of user sessions involve video consumption, with a substantial daily engagement in full-screen vertical videos. Key to X's strategic shift under Elon Musk's vision is the introduction of peer-to-peer payments, aiming to transform the app into an all-encompassing service. This vision includes a partnership with Shopify to facilitate in-app commerce. Despite revenue and resource constraints challenges, X is pursuing extensive changes, including securing necessary payment transmitter licenses across 14 states thus far. 
• X has announced a new partnership with Integral Ad Science (IAS) to enhance brand safety for vertical video ad placements amidst skepticism about the platform's performance data since Elon Musk's takeover. X claims that video content is increasingly prominent on the platform, with video being a part of over 80% of user sessions and vertical video views rising by nearly 30% year over year. Additionally, X reports over 100 million viewers of vertical video daily, averaging over 13 minutes daily, accounting for about 20% of total time spent on the platform. However, the authenticity of these statistics is uncertain due to the lack of clarity and verification from X's now-defunct communications team. Despite these doubts, X's initiative with IAS aims to offer more reliability for brands’ advertising in its vertical video feed.
• X has introduced a new advertising option allowing marketers to target X Premium subscribers specifically. This feature, highlighted by an X engineer, adds a tick box in the ad creation process to focus on paying users, potentially offering more value for reaching active spenders. However, the effectiveness of this approach may be limited as less than 1% of X users are currently X Premium subscribers. Despite challenges, including controversial stances by owner Elon Musk and efforts to boost Premium subscriptions, this new ad targeting option could benefit advertisers seeking to reach a specific, possibly more affluent segment of X's user base. The setting is now available to all advertisers in the campaign setup.
• In less than six months after launching X Jobs, X reports over 750,000 job listings. Initially offered as part of its pricey Verification for Organizations package, X has seen a significant increase in job listings since providing the package to top advertising partners. Despite initial tepid interest in the Verification package, the surge in job postings indicates growing enthusiasm among businesses for using the platform as a recruitment tool. This development suggests the potential for X to expand its business outreach and leverage the job listing feature to promote its verification services, particularly to small and medium-sized businesses.

Reddit:

• Reddit is emerging as a trusted platform for product research, with over half of U.S. shoppers questioning the authenticity of traditional social channels. Users increasingly turn to Reddit for unbiased opinions, as reflected by a surge in Google searches, including "Reddit" for real user experiences. The platform's research indicates its significant influence on purchase decisions across various sectors, with a high receptiveness among users to brand interactions. These insights are part of Reddit's strategy to enhance its advertising appeal, particularly in the context of its potential IPO.

Snapchat: 

• Snapchat, emphasizing its role in personal connections, commissioned a study by the National Opinion Research Center revealing that direct messaging with friends and family on social platforms, especially Snapchat, is a key source of happiness for young users. The research, surveying over 2,000 people aged 13 to 40, found that Snapchat users report higher satisfaction in their relationships compared to non-users. This underscores Snapchat's unique position in facilitating close communication and highlights its potential for fostering meaningful brand engagement.
• Snapchat has partnered with Samba TV to enhance its ad measurement capabilities, particularly for entertainment ads. This partnership will provide Snapchat advertisers with detailed insights into the effectiveness of their in-app campaigns, leveraging Samba TV's extensive network and viewership data from 48 million smart TV devices. This collaboration aims to improve performance measurement for entertainment marketers on Snapchat, offering more precise data for optimizing advertising strategies. The new service is available to Snapchat's ad partners starting today.

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