Digital Debrief 9.11.2024

Welcome back to the Digital Debrief–let’s catch you up on what you need to know this week.

Marketing, Influencer & Advertising 

The VMAs: 

• The 2024 MTV VMAs will feature over eight minutes of in-show branded content, making brands like Burger King, Pepsi, and Doritos central to the event. Paramount integrates custom campaigns with live performances and influencer activations, emphasizing long-form creative projects over quantity. Social media and influencer partnerships extend the reach of these brand campaigns beyond the VMAs, creating lasting engagement.
• Paramount Global has partnered with Shopsense AI to debut "Lens" technology at the 2024 MTV VMAs, allowing viewers to shop red carpet looks in real time through AI-powered product recognition. This integration marks a shift towards shoppable live content, enabling seamless purchases without interrupting the viewing experience. The collaboration offers media companies and retailers a new revenue stream as viewers shop for similar or curated items while watching live events.

Fashion Week Moments & Trends: 

• According to Meltwater, New York Fashion Week has generated 1.32 million mentions and 3.83B impressions across social platforms. On September 4, mentions spiked to 60.4K, driven by posts about fashion shows, beauty tips, and excitement for the event. A second spike to 149K mentions on September 6 followed the announcement of Stray Kids' Lee Know and Felix attending the Tommy Hilfiger show, creating buzz among fans. Lastly, on September 8, mentions rose to 489K due to coverage of fashion trends, outfits, and celebrity appearances at NYFW, sparking further discussions.

• This fall, nostalgia is driving marketing strategies for brands like Old Navy and J.Crew, with Old Navy releasing its "’94 Reissue Collection" and J.Crew reviving its iconic catalog, tapping into the current '90s trend popular among Gen Z. These campaigns aim to connect with younger consumers who crave the simplicity of the era while engaging older shoppers who remember the originals. Both brands leverage these throwbacks to reignite interest and boost their relevance in today's market. 

• Poppi hosted its "Poppi World" pop-up in New York during Fashion Week to promote its new cherry cola flavor and sell exclusive merchandise. The event aimed to build brand awareness by taking the digital-first brand offline, featuring vibrant displays and interactive experiences. With over 1.1K posts and 44 million impressions from influencers, the pop-up also drove merch sales, offering items like tote bags, t-shirts, and hoodies. Poppi plans to expand its pop-up tour and is supporting the new flavor with TV ads during the NFL season.
• To celebrate its 20th anniversary, cosmetic brand Hourglass partnered with Barneys New York for a nostalgic pop-up experience curated by former Barneys leaders Simon Doonan and Julie Gilhart. The event honors Hourglass' origins, as Barneys was the first retailer to carry its products. It includes weekly events, customization opportunities, makeovers, and exclusive collaborations with New York-based designers like Telfar and Marc Jacobs. The pop-up, which runs through Oct. 11, also ties into Hourglass' partnership with the CFDA to support emerging design talent.

Debate Night in America - Key Social Media Highlights: 

• According to Meltwater, last night's presidential debate received over 847K mentions across social platforms. There was an increase in volume on September 10 at 11:00 PM ET due to Taylor Swift's endorsement of Kamala Harris and Tim Walz in the 2024 Presidential Election. The endorsement has generated significant attention and discussion on social media platforms. The timing of the endorsement, immediately following the debate, has also contributed to the spike in volume.

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• The FTC issued a new rule prohibiting fake consumer reviews and deceptive social media practices, including fake followers, likes, or AI-generated engagement, which could result in hefty penalties for non-compliant brands. To align with the new guidelines, brands should review social media policies to ensure they're not unknowingly engaging with fake metrics, update influencer marketing programs to prevent the use of purchased followers and create AI guidelines to ensure compliance and avoid the risks associated with AI-generated social media activity. 
• The Campaign Against Living Miserably (CALM) has launched a powerful new campaign, "Missed Birthdays," in collaboration with adam&eveDDB, highlighting the tragic scale of youth suicide in the UK. The campaign features 6,929 birthday balloons at a London mall, each representing a young person who died by suicide and the age they would have been at their next birthday. Accompanied by voice notes from loved ones and an evolving C.A.R.E. kit with resources to help adults talk about suicide, the initiative aims to spark national conversations around mental health and suicide prevention. The campaign coincides with World Suicide Prevention Day and continues CALM's history of impactful awareness efforts.

• TD Bank is targeting younger, diverse consumers with its "Own It" campaign, promoting the bank’s new Partial Shares product, which allows Gen Z and millennials to invest in fractional shares of major companies. Additionally, TD launched the “Visible Billboards” campaign to support colorblind consumers, demonstrating the bank's commitment to accessible banking. Global CMO Tyrrell Schmidt emphasizes TD’s focus on human-centered, empathetic banking across North America while tailoring campaigns to the US and Canada's unique cultural and regulatory environments.

• PayPal has launched its largest-ever US ad campaign featuring Will Ferrell, showcasing the ease and safety of using PayPal for in-store and online transactions, set to a reimagined version of Fleetwood Mac's “Everywhere.” The campaign highlights PayPal's 5% cash-back rewards, tap-to-pay features, and its expanded in-store capabilities, running across various channels, including TV, digital, social media, and radio through the end of the year.

• Walmart became the inaugural sponsor of Fubo's new connected TV (CTV) ad format, The Triple Play, using it to take over the platform's home screen for its back-to-school campaign from Sept. 6 to 9. The format integrates branded content, curated programming, and shoppable video ads with QR codes, showcasing Walmart's ongoing efforts to connect content and commerce. Fubo's Triple Play highlights how CTV platforms can enhance engagement beyond traditional TV ads, offering advertisers more interactive opportunities.
• Target is launching "The Cuddle Collab," its first exclusive pet collection, designed with popular social media "fur-fluencers" to appeal to the 70% of Target shoppers who own pets. The collection features over 180 items, with a campaign that includes reality TV-style social content, national ads starring Target’s Bull Terrier mascot Bullseye, and out-of-home activations in major cities. This move aims to tap into the rising influence of creator culture and connect with pet-loving millennials and Gen Z consumers.

• Brands like Nationwide, Applebee’s, and PepsiCo are launching star-studded campaigns to kick off the 2024 NFL season, capitalizing on the league's growing viewership. These campaigns feature famous faces like Megan Thee Stallion and Peyton Manning and incorporate pop culture themes such as "Gladiator II." At the same time, Gatorade highlights inclusivity in football, focusing on women’s roles and flag football. The NFL's popularity drives brands across industries to leverage their sponsorships and appeal to this highly engaged audience.
• The 2024 holiday season is set to break records with $1 trillion in consumer spending, fueled by trends like flexible payment options (BNPL), AI-powered personalized offers, and the extended "Black Fall" shopping period that starts well before Thanksgiving. Shoppers are also engaging across more channels, and businesses can use real-time data to offer tailored deals. Additionally, more consumers are including charitable giving in their purchases. Marketers can take advantage by focusing on relevant, simple strategies and using measurable outcomes like cost per click (CPC) and cost per acquisition (CPA) to optimize their efforts.
• Nike’s "Winning Isn’t Comfortable" campaign highlights the dedication and perseverance of runners facing tough conditions like harsh weather or early mornings. The visually striking ads are part of Nike’s broader "Winning Isn’t for Everyone" campaign. Still, instead of focusing on winning, these spots emphasize the personal, solitary nature of running, resonating with runners regardless of competition.
• Brisk Iced Tea revives its 90s claymation ads with Doja Cat as the first female lead in a new campaign. The ad, "That’s Cold," features Doja Cat prioritizing a can of Brisk over a friend, tapping into themes of self-care and creativity. The campaign includes a Snapchat filter and a clay head giveaway to engage Gen Z fans.

Social Media

Meta:

• Instagram is enhancing DM engagement by adding new features like drawing tools, stickers for images, cut-out stickers, birthday indicators, and new fall-themed chat options as DM usage continues to rise on the platform. These updates aim to boost interaction, with Reels now being the most shared content via DMs.

TikTok: 

• TikTok has signed a multiyear sponsorship deal with Monumental Sports & Entertainment. It has become an official partner of the NHL’s Washington Capitals and expanded its branding across several Washington-based sports teams, including the Wizards and Mystics. Despite ongoing legal challenges over its potential US ban, TikTok is strengthening its presence in the sports world to boost engagement and connect with US audiences.
• TikTok has introduced a feature similar to Instagram Notes, allowing users to share short, text-based "thoughts" displayed at the top of their inbox. This move, part of TikTok's strategy to compete with Instagram, reflects the growing convergence between the two platforms. TikTok is currently testing the feature with select users. 
• TikTok's new "Manage Topics" feature allows users to customize their For You feed by showing more or less of certain topics like sports, travel, and humor. Accessible through the app’s settings, the tool lets users adjust content preferences via a slider. Unlike previous features, this offers a more focused approach to curating the feed without manually entering keywords or hashtags.

X: 

• Following X's ban in Brazil over its failure to curb misinformation, platforms like Bluesky and Meta's Threads have seen significant user growth, with Bluesky experiencing a 50% increase in its user base. The ban stems from X's defiance of Brazilian orders to suppress accounts questioning the 2022 election. With tensions between Elon Musk and Brazil’s authorities, X's return to the region seems unlikely, at least for now.

Artificial Intelligence (AI) & Search 

• Apple unveiled the iPhone 16, emphasizing its AI capabilities, including an upgraded Siri and customizable features, while new Pro models will feature enhanced cameras and a faster A18 Pro processor. However, many AI features, part of the Apple Intelligence suite, are delayed until 2025. Alongside the iPhone, Apple introduced an Apple Watch with sleep apnea detection and new AirPods with hearing aid capabilities, as it aims to drive upgrades with AI-centered enhancements despite ongoing feature development. Preorders start Sept. 15, with product releases on Sept. 20.
• Marketers are increasingly leveraging AI in mobile channels to enhance social media, mobile commerce, and apps, with companies like Apple leading the charge through innovations like Apple Intelligence. However, questions around regulation, brand safety, and consumer trust remain as brands cautiously integrate AI for tasks like content generation and personalized user experiences. While AI presents significant opportunities, especially in mobile commerce, marketers are advised to focus on solving specific challenges without over-relying on the technology as a catch-all solution. Read more from Marketing Dive Editor Jessica Deyo HERE. 

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