Edition #42: Influencer Marketing Guide on Snapchat, Sprite & Gen-z, Alix Earle x Poppi, Walmart for Mother's Day, and so much more!
Navigate is a weekly newsletter dedicated to providing the latest updates and trends in the world of social media marketing. Written by industry experts at Captiv8, each edition features key stories, insights, and trends that are essential for staying informed and ahead in the rapidly evolving landscape of social media marketing.
🗺️ Roadmap
🍪 Google Delays Plans to Deprecate Cookies
👻 Comprehensive Guide To Influencer Marketing on Snapchat
🥤 Sprite Revives “Obey Your Thirst” Campaign, Targeting Gen Z
🩷 Alix Earle x Poppi: Coachella Partnership Drives Over 4.5 Million Engagements
👩 Walmart+ Celebrates Mother's Day with Star-Studded Advice Lineup
📱 Instagram Adds New Options for Creator Subscriptions
🗳️ Snapchat Outlines Efforts to Support Civic Participation Ahead of 2024 Election
🏁 Top Stories
Google is once again delaying its plans to deprecate cookies, citing challenges encountered while testing programmatic ad markets without them. Despite initial hopes to eliminate cookies on Chrome by year-end, Google's ad tech overhaul has hit roadblocks, particularly during its work with U.K. regulators, which prompted the stall. The company began a countdown on cookies in January through its Privacy Sandbox initiative, aiming to redefine online ad auctions without sharing personal data. However, concerns lingered over Google's potential dominance in the revamped ad tech landscape. While the delay won't affect ongoing cookieless traffic tests on Chrome, Google's quarterly update indicates it's off track with U.K. regulators.
Did you know that the average Snapchatter opens the app over 40 times per day? Dive into the intricacies of Snapchat's influencer marketing landscape, with tools to comprehend the platform and launch impactful campaigns. Created in collaboration with Snap, this guide covers topics such as understanding Snapchat's features, demographic insights, the platform's unique advantages, and effective tactics for influencer marketing.
⛽ Revved-up Campaigns
Sprite has resurrected its iconic "Obey Your Thirst" campaign, originally launched in 1994, with a modern twist aimed at reaching Gen Z consumers. The campaign features NBA star Anthony Edwards and sprinter Sha’Carri Richardson, marking Sprite's first collaboration with a female athlete. Referencing the original campaign, the new ads emphasize authenticity and individuality in the face of societal pressures. With increased competition in the soft drink market, Sprite aims to maintain its position by reconnecting with its heritage and appealing to a new generation of consumers. The campaign includes TV spots, sports partnerships, limited-edition packaging, and a digital experience called "Obey Days," emphasizing self-expression and authenticity.
Poppi's influencer marketing strategy, centered around gifting custom sweatsuits to popular figures like TikTok star Alix Earle, has proven highly effective in amplifying brand visibility and engagement. Earle’s Coachella partnership with Poppi generated more than 4.5 million engagements, reaching over 275 million people. By providing personalized merchandise to influencers, Poppi seamlessly integrates itself into their content and lifestyle, reaching millions of viewers without the overt promotion of its soda products. This approach not only garners significant social media traction but also extends brand awareness beyond traditional marketing channels.
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With Mother’s Day approaching, Walmart+ is honoring mothers by connecting them with celebrity and influencer moms through its TikTok audience. Walmart invited moms to seek advice from a lineup including Paris Hilton, Whitney Cummings, Kat Stickler, Tia Mowry, Aislinn Derbez, and Barbara “Babs” Costello. These renowned figures will answer questions on Walmart’s TikTok channel, providing tips and insights to celebrate motherhood.
🚗 Platform Directions
Instagram has recently announced a significant milestone, with over 2 million creator subscriptions now facilitated within the app, allowing individuals to monetize their content and engage with their most dedicated followers. This feature, introduced in 2022, permits creators to offer exclusive content to paying fans, and Instagram has been enhancing its offerings in this regard. New features include insights into sticker engagement, expanded subscription stories teasers, and tools to prevent unauthorized content sharing.
As the U.S. Presidential election approaches, Snapchat is gearing up to increase youth involvement in the voting process while taking measures to combat misinformation. With past efforts successfully driving voter registration, Snapchat aims to expand its impact by partnering with Vote.org to provide registration tools within the app. Building on previous collaborations, Snapchat plans to leverage its reach to inform and engage young voters, hosting election-focused content such as its news show "Good Luck America" and partnering with NBC News for additional updates. Snapchat also pledges to vet content and political ads rigorously, ensuring accuracy and combating misinformation. With its proven track record in boosting civic engagement, Snapchat's initiatives underscore its role in facilitating political participation among younger demographics.
💡 Quick Tips
🛍️ Reddit Adds Dynamic Product Ads To Help Brands Reach Shoppers in Discovery Phase
📲 Meta Signs Up to AI Development Principles Designed to Combat CSAM Content
🤖 TikTok Tests New AI-Moji Digital Avatars
📈 Snapchat Sees Increases in Users and Revenue in Q1
☀️ Pinterest Shares Insight Into Summer Travel Trends
🙈 X Previews Upcoming UI Change Which Will Hide All Action Buttons
💡 LinkedIn Sees Record Levels of Engagement Once Again
🚦Influencer Spotlight
Explore AdAge's newest article highlighting essential creator and influencer trends that brand marketers shouldn't miss. Discover exciting moments like Marc Jacobs hosting a TikTok Rizz Party and the collaboration between Emma Chamberlain and Kendall Jenner's brands. Dive into the latest in influencer marketing!