It is no surprise that digital advertising will surpass television ads for the first time this year. When it comes to digital, advertisers are taking note as consumers spend an average of 3 hours and 8 minutes per day on their mobile devices. Not only is mobile the future of e-commerce, it is a platform that supports the entire shopping journey, from research to payment.
Looking at the recent boom in mobile advertising, a clear trend is emerging. In-app ads tend to be the most successful and offer marketers a better opportunity to target consumers at the right time, as apps are often enhanced by location data. Being able to offer highly targeted promotions is a huge advantage when it comes to consumer engagement. From Google's launch of AMP for Ads, aimed to encourage faster ads, to Facebook's ability to bypass ad blockers, these companies remain best in class.
With non-app advertising, incorporating video is key. Mobile users are incredibly responsive to this type of content and spend a significant amount of time watching videos. Spotify successfully increased subscription intent by 3% when it ran a video campaign promoting its top artists of the year on Snapchat. Others are using live-streaming capabilities to attract consumers. Twitter will also begin to live-stream NFL games starting this September.
Regardless of the type of ad and platform, engaging the audience as opposed to interrupting them is the biggest takeaway when it comes to mobile advertising. Actively helping the target audiences with shorter, simpler ads drives sales.
Social Advertising
Social media has gained a lot of attention to understand fashion, trends of fashion and how different fashion brands perform brand marketing.
Through extensive research, CMG identified Generation Z as social media power-users that value authenticity and inclusivity. With a young team of editors experimenting with the delivery, distribution and creation of content, the brand has made timely strides in finding a unique voice. Obsessee has emerged as a safe space for young girls to have fun, interact and consume content through a Gen-Z lens.
1 Case Study of Obsessee - tells real stories about real girls
2 Case Study of Sweetgreen - healthy food
3 Case Study of Country Road - lifestyle brand
4 Case Study of SoulCycle - Indoor cycling studio
5 Case Study of Stackbuck
6 Case Study of Glossier - Beauty brand
7 Case Study of Muji
Unlike its social-only competitors (think Hearst’s Sweet, published exclusively on Snapchat Discover), Obsessee tells compelling stories across ten platforms. By teasing a small amount of context on one platform, they entice audiences to navigate to another. With a team of editors devoted to experimenting with new methods of storytelling (think emerging platforms), Obsessee is aiming to become more interconnected.
Youtube
Youtube
- Case 2 - They have not posted new content since July 2015, but previous videos featured new store openings, farmer and employee profiles and videos from the Sweetlife Festival.
- Case 3 - Content mostly includes model profiles that coincide with campaigns and how-to's
- Case 4 - Fun promotional videos featuring instructors relating to pop culture or seasonal trends. Documents its efforts in giving back across different communities.
- Case 5 - Informative videos featuring their social efforts, recipes and company history
- Case 6 - Informative product tutorials and morning routine series titled 'Get Ready With Me'
- Case 7 - Videos of new products put in daily use context, branding videos, behind-the-scenes for in-store art projects, manufacturing process of wooden home products
Snapchat
SPEAKING GEN-Z
Editors often use humorous slanguage with words like "bae", "woke" and "lit" casually worked into editorial posts. By using this jargon (a viral depiction of youth culture), the content feels conversational, inclusive and friendly. The brand's original imagery is not hyper-glamourised, (even appearing blurry at times) and products featured are accessible, reinforcing its stand as the approachable publisher catering to all of Gen-Z's "feels".
- Case 1 - The channel is referred to as 'Obsessee TV' and features takeovers from editors and influencers. Content ranges from cooking and recipe instructions to 'a day in the life of'.
- Case 2 - This platform is engaging, dynamic and audience-focused. They post various trivia questions about food, encouraging users to take screenshots for a chance to win prizes.
- Case 3 - Live coverage of charity events. Celebrates its different studios' anniversaries with a customised Snap filter. Every-day in-studio experience captures its instructors' and employees' personalities.
- Case 5 - Light and playful original stories that incorporate a product directed towards a younger audience
- Case 6 - Product teases prior to launch, takeovers, behind-the-scenes peek into its HQ office in Soho
- Case 1 - Original imagery from its features; links to product pushes form editors; links to a wide range of new outlets covering topics that vary across each platform.
- Case 2 - Used to communicate with customers and respond to enquiries. It has also become a portal for understanding changing customer needs and sourcing talent.
- Case 3 - Links to product pushes, signature hashtag #countryroadstyle, links to blog posts and campaign imagery, links to company careers page, teasers for strategic partnerships
- Case 4 - Announces themed classes by hashtagging the SoulCycle studio location and tagging the instructor. Posts daily inspirational quotes with a separate hashtag: #dailySOUL. Redirects to its blog.
- Case 5 - Retweets from pleased fans and other owned accounts as well as cross channel promotion
- Case 6 - Retweets from happy customer comments, brand and publication reviews. Glossier's popularity paired with its limited production has enabled the arrival of product in the mail to be the ultimate unboxing experience. Customers feel compelled to share their purchases with their personal online community using a Glossier hashtag. The brand's social accounts are heavily weighted with user-generated content from its loyal community (it's estimated that Twitter is roughly 50% user-generated), permitting the Glossier voice to be predominantly consumer-led.
- Case 7 - Store openings, promotional campaigns, links to Instagram contests, new products, designer quotes
- Case 1 - Features platform-specific contents; links to girl-power-themed articles about current affairs, activism, fashion, beauty and life hacks from outlets like Bustle and Her Campus.
- Case 2 - Features on this platform include event invites, direct correspondence with customers who communicate their complaints and content promoted across its other platforms.
- Case 3 - Sales pushes, campaign shots, customer feedback and customer service initiatives, and links to the blog
- Case 4 - Redirects to the Community tab on its website featuring: inspiring stories on how SoulCycle has guided its members, healthy lifestyle advice and behind-the-scenes videos of instructors off-duty.
- Case 5 - Product-heavy imagery and dialogue with consumers highlighting social issues.With a host of regional Facebook accounts, Starbucks can directly engage with local consumers in that market. Examples of such accounts include: Starbucks New Zealand and Starbucks Canada. This approach proves that the Starbucks customer (wherever they may be) is at the forefront of their strategy.
- Case 6 - Live make-up tutorials, product promotion, redirection to Into The Gloss blog
- Case 7 - Videos of new products put in daily use context, promotional campaigns, live streaming of designer talks, new store openings, collaborations with designers and educational institutes, outfit suggestions
- Case 1 - Features with extended text and imagery that interact with their going community; product reviews and recommendations; inspirational quotes form female influencers.
- Case 2 - The content on is equal parts inspirational and approachable.
- Case 3 - Major push on sales and discounted merchandise accompanied by beautiful campaign imagery, product shots, push to blog posts
- Case 5 - Mostly user-generated content and festive product shots celebrating the current season
- Case 6 - Inspirational imagery and mood boards, user-generated content, product pushes. Glossier launched on Instagram, capitalising on the visual preferences of its targeted demographic. This was a marketing tactic used to drive dialogue and hype. Instagram has challenged traditional norms enabling anyone to become famous and once unknown brands, like Glossier, to emerge as industry-leaders in the making with a cult-like status.
- Case 7 - Original professional editorials and product shots with minimalistic styling, videos of new products put in daily use context
- Case 1 - Boards with themes including: "under $100 Gift Ideas:, "Make-up Ideas", "Hairstyle Ideas", "Pastel Hair", "Natural Hairstyles", "Style Icons", "Travel+Adventure" and more.
- Case 3 - 24 boards in total with themes including: simple things, woman, man, child, travel, culture, home, living
- Case 5 - 23 boards ranging from coffee and tea photography to store design and cup art
- Case 6 - 24 total boards with themes including: Skin Is In, Glossier Pink, Beauty How-Tos
- Case 7 - Board titles include: Muji To Go, Art & Craft, myMuji, Fun Stationery, Aroma, Travel, Product Fitness 80, and Muji Food
- Case1 - Curated and guest-edited public playlists(from girls featured on other platforms): "Bowie's Best", "Post-punk", "Warm 'n" Guzzier", "All that Glitters" and more.
- Case 1- mostly beauty inspiration, images of female icons, interesting landscapes, dogs, food and fashion with a hint of nostalgia.
SPEAKING GEN-Z
Editors often use humorous slanguage with words like "bae", "woke" and "lit" casually worked into editorial posts. By using this jargon (a viral depiction of youth culture), the content feels conversational, inclusive and friendly. The brand's original imagery is not hyper-glamourised, (even appearing blurry at times) and products featured are accessible, reinforcing its stand as the approachable publisher catering to all of Gen-Z's "feels".
Obsessee uses its Instagram and Facebook accounts as storytelling tools, marrying original images and long-form copy in an easily digestable format. On Instagram, the story is spread across multiple images and the text is written as captions. On Facebook, the same story is published via the platform's ‘notes’ function, streamlining the piece into a glossy display (resembling a blog), which readers can read without leaving the platform.
SOCIAL CURRENCY
In July 2016, Obsessee opened a pop-up shop at the Grove in LA. For three days, customers could purchase from brand partners like Keds and Ban.do. Customers ‘paid’ via social media posts on Instagram, Facebook and Snap. Platforms were valued differently, with Snap being the least valuable. Before leaving the store with merch, customers had to upload their images, tag Obsessee and use the hashtag #IGotFreeStuff.
In July 2016, Obsessee opened a pop-up shop at the Grove in LA. For three days, customers could purchase from brand partners like Keds and Ban.do. Customers ‘paid’ via social media posts on Instagram, Facebook and Snap. Platforms were valued differently, with Snap being the least valuable. Before leaving the store with merch, customers had to upload their images, tag Obsessee and use the hashtag #IGotFreeStuff.
NAVIGATING NATIVE ADS
Obsessee has invested in a native ad model, taking to Instagram to partner with Hawaiian Tropic, Swatch and others. Obsessee has diligently disclosed its participation in these initiatives, using the hashtag #ad, in compliance with the FTC's guidelines (particularly relevant as Gen-Z thrives on transparency and 'wokeness'). As this content blends seamlessly into an Instagram feed, it can be difficult for young audiences with untrained eyes to differentiate.
Obsessee has invested in a native ad model, taking to Instagram to partner with Hawaiian Tropic, Swatch and others. Obsessee has diligently disclosed its participation in these initiatives, using the hashtag #ad, in compliance with the FTC's guidelines (particularly relevant as Gen-Z thrives on transparency and 'wokeness'). As this content blends seamlessly into an Instagram feed, it can be difficult for young audiences with untrained eyes to differentiate.
CHALLENGE ACCEPTED
Obsessee encourages user participation on Instagram, leading to an organically engaged audience. Through its monthly photo challenges, audiences post imagery aligning with the given word of each day, tag Obsessee and then use #happyscrolling to be featured. Obsessee doesn't always attach an incentive, having also posted about tidying up, digital detoxing and making a difference, the latter aligning perfectly with Gen Z priorities.
Obsessee encourages user participation on Instagram, leading to an organically engaged audience. Through its monthly photo challenges, audiences post imagery aligning with the given word of each day, tag Obsessee and then use #happyscrolling to be featured. Obsessee doesn't always attach an incentive, having also posted about tidying up, digital detoxing and making a difference, the latter aligning perfectly with Gen Z priorities.
TUNING OUT THE NOISE
Obsessee's Spotify account is filled with editor-approved playlists. Using Instagram to help get the word out, posts feature songs that are holiday-themed or provide the "feels" following a particular current event (the election, for example). With a corresponding lengthy synopsis (deeply personal or informative) often detailing the reason for the selection, audiences can relate and socially share emotions through music.
Obsessee's Spotify account is filled with editor-approved playlists. Using Instagram to help get the word out, posts feature songs that are holiday-themed or provide the "feels" following a particular current event (the election, for example). With a corresponding lengthy synopsis (deeply personal or informative) often detailing the reason for the selection, audiences can relate and socially share emotions through music.
Python Instagram API:
Data Retrieval:
Users: http://instagr.am/developer/endpoints/users/
Relationships: http://instagr.am/developer/endpoints/relationships/
Media: http://instagr.am/developer/endpoints/media/
Comments: http://instagr.am/developer/endpoints/comments/
Likes: http://instagr.am/developer/endpoints/likes/
Tags: http://instagr.am/developer/endpoints/tags/
Locations: http://instagr.am/developer/endpoints/locations/
Geographies: http://instagr.am/developer/endpoints/geographies/
Important statistics include number of likes, comments, caption, geolocation, hashtags.
Brand Behavior on Instagram
- Average frequency of posts, hashtags, favorites, and retweets of posts made by a brand on the platform
- Identify popular trends or topics
Use the captions or text attached with all the posts of a brand and try to understand how the topics vary across all the brands on the two platforms.
- Detect visual features
User transfer learning, where the networks are trained on one task and are used to create representation and analysis on other tasks, learn a distributed representing an map the images on such as objectless, color, texture, etc.
Brand Behavior on Instagram
- Average frequency of posts, hashtags, favorites, and retweets of posts made by a brand on the platform
- Identify popular trends or topics
Use the captions or text attached with all the posts of a brand and try to understand how the topics vary across all the brands on the two platforms.
- Detect visual features
User transfer learning, where the networks are trained on one task and are used to create representation and analysis on other tasks, learn a distributed representing an map the images on such as objectless, color, texture, etc.
No comments:
Post a Comment