Digital Debrief 5.15.2024

Let's dive into the latest advancements in AI, Marketing, Social Media, and more from the first half of May:

Artificial Intelligence (AI) & Search?

• At I/O 2024 , Google emphasized its commitment to generative AI with new features, including conversational Search, improved image and video generation, personalized chatbots, and more. The standout announcement was Google’s next-level generative AI search process, which provides ChatGPT-like responses directly in Search results. Additionally, Google introduced AI-powered video search, advanced image and video creation tools, personalized educational models, and customizable chatbots called “Gems.” These innovations mark a significant shift in search and content creation, with broad implications for SEO and digital marketing.
• Reebok has introduced "Reebok Impact ," an AI tool on Instagram that transforms users' photo memories into custom digital sneakers. By messaging the Reebok Impact account with a favorite photo, users can chat with an AI to design a shoe inspired by the image's colors and style, with the photo inlaid in the sole. These custom sneakers can be shared or purchased in games like Fortnite and Roblox. This initiative, part of Reebok's partnership with Futureverse, marks a step into Web3 experiences and aims to revolutionize digital fashion.

• OpenAI announced new measures to enhance content transparency , joining the Steering Committee of the Coalition for Content Provenance and Authenticity (C2PA) to develop standards for digital content certification. The initiative aims to ensure users can distinguish between AI-generated and real content. Additionally, OpenAI is developing tamper-resistant watermarking and detection classifiers to maintain the integrity of digital content. These efforts are part of OpenAI's commitment to improving transparency and authenticity in the growing landscape of AI-generated media.
• Absolut Vodka has partnered with Copy Lab for the "Absolut Intelligence" initiative to combat AI bias in fashion by generating 10,000 diverse image prompts. This effort aims to train AI algorithms to produce less biased content, featuring inclusive images available on Unsplash and in the AI fashion magazine Copy Magazine. Absolut's campaign addresses AI's shortcomings in representing fashion diversity and aligns with the brand's long-standing commitment to inclusivity and representation.

Marketing, Influencer & Advertising?

• Expedia Group has unveiled its Travel Media Network at the annual Explore partner event, leveraging two decades of advertising expertise to create a robust platform combining first-party traveler data with extensive ad tools and creative resources. This strategic expansion into the media network arena aims to capitalize on growing industry trends, offering enhanced advertising solutions that reach travelers globally through both onsite and offsite channels. Positioned to compete with new entrants in the media network space, Expedia aims to be a comprehensive "one-stop shop" for travel advertisers, enhancing visibility and engagement across a wide-reaching B2B network.
• According to Marketing Dive, Amazon's first-ever upfront event highlighted its commitment to full-funnel advertising at scale. The event showcased Prime Video's extensive reach, now averaging 200 million global ad-supported viewers monthly, and emphasized its unique advantage in leveraging first-party data for targeted ads. Featuring A-list celebrities like Jake Gyllenhaal and Reese Witherspoon, Amazon demonstrated its premium content offerings, including new ad-supported channels and innovative ad formats, making it a powerful player in the competitive advertising landscape.
• Welch’s Fruit Snacks launched its largest-ever campaign, "Wholly Fruit," featuring celebrity chef Gordon Ramsay as the brand's first "Chief Fruit Officer." This marks the 24-year-old brand's debut TV commercial, promoting its use of whole fruit ingredients. The nationwide campaign, created with Gut Miami , includes broadcast, digital, and social channels and aims to educate consumers on the benefits of real fruit snacks over fruit-flavored alternatives.

• Pepsi 's "Grills Night Out" campaign, featuring chef Bobby Flay, promotes its beverages as the perfect pairing for grilled meals. The campaign encourages everyday grilling by introducing limited-time sodas, Pepsi Lime and Pepsi Peach. It includes TV commercials, social media content, and in-store displays to boost Pepsi's presence during the summer sales.

• McDonald ’s will launch a Digital Marketing Fund on January 1, 2025, to boost digital investments and enhance app-based marketing. The fund, accounting for 1.2% of projected digital sales, will cover tools like the MyMcDonald’s App and CRM platforms in key markets. This shift aims to understand customer behavior better and personalize marketing efforts, potentially increasing US franchisee profitability by $2,600 annually.
• Thomas’ Breakfast –an icon of grocery aisles–introduced its first-ever brand character, Thom, to encourage consumers to enjoy breakfast amidst the morning rush. Thom, a British-accented character, features in digital, social, and TV spots as part of the “Huzzah! A Toast to Breakfast” campaign, which showcases Thomas’ breakfast products. This initiative, led by DDB Chicago, aims to revive interest in breakfast and aligns with a broader shift toward brand-building efforts.

• E.l.f. Beauty 's "So Many Dicks " campaign takes a comedic approach to highlighting the lack of diversity on U.S. corporate boards, noting nearly as many men named Richard, Rick, or Dick as there are Black, Asian, and Hispanic women combined. The campaign uses bold, tongue-in-cheek messaging and strategic placement at transportation hubs to drive home its point while reflecting E.l.f.'s commitment to inclusivity, with a board that's two-thirds women and one-third diverse. This initiative is part of their "Change The Board Game" effort to double diverse board appointments by 2027.

• Bacardí launched its latest "Do What Moves You" campaign featuring pop star Camila Cabello, set to her new single "I Luv It." The ad showcases how sound moves everything, including lightwaves and sand, and aims to celebrate self-expression and joyfulness. Created with BBDO New York, the campaign includes partnerships with Snapchat and Spotify. It will run across various channels for up to two years, emphasizing Bacardí's long-term focus on music to keep the brand fresh and relevant.

• Starburst launched "Different Every Time," its first major campaign in 12 years, utilizing generative AI to create over 300 unique assets across TV, online, social media, and more. The campaign aims to counter the "sameness" of algorithm-driven content by delivering varied and dynamic scenes inspired by fantasy, anime, and futuristic landscapes. Targeting Gen Z , the effort includes a Snapchat AR lens and a Spotify activation, emphasizing choice and individuality.

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• Apple apologized for its iPad Pro "Crush" ad , which depicted creative tools being destroyed by an industrial crusher and was met with backlash from the creative community. The company acknowledged that the ad, intended to highlight the tablet's thinness and creative potential, "missed the mark" and offended its target audience. Apple has decided not to air the commercial on TV, emphasizing its commitment to empowering and celebrating creativity.
• Heineken 's "LaundroMatch" campaign transforms 24-hour laundromats in South Korea into late-night sports viewing spots for UEFA Champions League fans. By scanning QR codes at WashEnjoy laundromats, fans can live stream quarter- and semi-final matches on SPOTV. Part of Heineken's "Cheers to the Real Hardcore Fans " campaign, this initiative celebrates dedicated soccer fans watching games at unconventional hours.

• Budweiser has launched "UninterruptAds ," a new campaign in Brazil that turns over 500 songs mentioning the brand into targeted ads on Spotify. Developed with Africa Creative Agency, this effort strategically places these songs in genre-specific playlists, enhancing brand recognition without interrupting the music. The campaign aims to strengthen Budweiser's ties to the music scene and offers a unique approach to audio advertising, connecting with consumers more organically while leveraging Spotify's extensive user base.

• Impossible Foods has launched a new marketing campaign targeting meat eaters who seek healthier and more sustainable options . Featuring a bold, Americana aesthetic, the 30-second hero spot humorously urges consumers to "solve the meat problem" by choosing Impossible’s plant-based burgers, hot dogs, and meatballs. The campaign, created by Impossible’s in-house team and agency Erich and Kallman, is the first under a new brand identity and aims to highlight the craveability of meat while promoting plant-based alternatives.

• Liquid I.V. announced its first-ever brand refresh with a modern visual identity and new color palette. The rebranding, emphasizing the brand's functional benefits and flavors, is accompanied by a summer campaign featuring a lively 60-second spot with hikers propelled by water-powered rocket boots. This refresh aligns with trends in the wellness and hydration market, aiming to attract health-conscious consumers, particularly from younger demographics. Watch HERE .

• Skittles is promoting its new Littles product by offering a year-long stay in a 353-square-foot, Skittles-themed micro-apartment in Manhattan's Carmel Place . The apartment, decorated by Dani Klari?, features rainbow and Skittles-inspired decor, aligning with Skittles' recent rebranding. The sweepstakes, aimed at highlighting small-space living tips, runs until May 21 and targets consumers facing high rental costs in NYC, where average rents exceed $4,000 a month.

Data Insights

Gen Z:

• Marketing Dive Staff Reporter Sara Karlovitch shares insights on a recent PMG report that reveals that Gen Z and millennials are significantly increasing their leisure travel spending in 2024 to make up for time lost during the pandemic. The report highlights that 65% of Gen Z and 72% of millennials plan to spend more on travel this year, focusing on spontaneity and cultural immersion. Additionally, robust loyalty programs and brand trust are crucial for engaging these younger travelers, prioritizing seamless and rewarding travel experiences.

Social Media

• Looking to refine your social media posting strategy? Giraffe Social Media has compiled key best practices for LinkedIn, Instagram, and Facebook . While specific strategies depend on your audience and content, these tips offer valuable guidance for testing and optimizing your updates. Check it out:?

LinkedIn:

• LinkedIn has released new data on crucial marketing skills and trends from its 2024 Jobs Outlook report . Despite a 47% drop in CMO positions over the past year, the report highlights shifting focuses and emerging opportunities within the industry. Marketers can better position themselves for future career growth by understanding and developing in-demand skills. Take a look below:?

• In partnership with Microsoft, LinkedIn has released a new report on the professional use of generative AI, highlighting its growing impact on the workforce. The report reveals that 75% of global knowledge workers now use AI tools regularly, though 53% worry this could make them look replaceable. Younger users are more actively adopting AI, and hiring managers are increasingly seeking AI skills. The report emphasizes the need for professionals to enhance their AI knowledge to stay relevant. You can download the full report here .
• LinkedIn shared a new infographic, including tips for B2B marketers to maximize their campaigns, focusing on AI, attribution, and measurement. With improved automation and changes in the data privacy landscape, marketers need to update their measurement approaches and rethink strategies. The tips suggest testing automated targeting and optimization for better campaign performance. Check it out below!?

• My colleagues Clayton Durant and Dorianne Ciccarelli wrote an op-ed in PR News about maximizing LinkedIn’s data for thought leadership campaigns. Despite LinkedIn’s impressive growth, many executives aren’t fully utilizing its data due to its fragmented nature. To effectively leverage LinkedIn data, executives should develop a centralized data hub, establish a consistent data collection process, and use AI for advanced analysis and recommendations. These steps can enhance decision-making and improve the ROI of LinkedIn campaigns. Read more HERE .

Meta:

• Instagram has launched a new interview series, "Creator POV ," featuring top creators discussing platform strategies, challenges, and new features with Instagram's development leaders. The first episode stars comedy creator @ezee and Instagram chief Adam Mosseri, covering platform strategy, video versus photo performance, and community engagement. This series aims to provide insights for refining IG strategies, effective monetization, and more, with plans to release additional interviews in the coming months.

• According to Social Media Today , a new report by Chartbeat and Similarweb reveals that Facebook referral traffic to publisher websites has dropped by 50% in the past year, with a 58% decline since 2018. Meta's shift away from news content and political posts, focusing instead on AI-recommended video updates, has significantly impacted news publishers. This strategic pivot aims to create a more positive user experience and reduce regulatory scrutiny, though it poses challenges for publishers reliant on Facebook for traffic.
• Instagram has advised creators that posting Reels longer than 90 seconds can hurt their reach . This insight was shared by Instagram CEO Adam Mosseri and the IG team at a creator event in New York. While Instagram allows uploads of longer clips, they recommend keeping Reels under 90 seconds to optimize distribution and performance on the platform.?
• At NewFronts 2024, Meta unveiled new AI-powered ad tools, including machine learning-powered creator recommendations for Instagram’s Creator Marketplace to help brands find suitable creators for campaigns. Additionally, Meta introduced multi-destination product ads for Reels, AI-based tools to predict the best-performing organic brand content for paid campaigns, and the extension of its AI "Image Expansion" option for Reels campaigns. These updates aim to improve ad efficiency and performance, offering brands more ways to optimize their campaigns.

TikTok:?

• TikTok continues to oppose the U.S. sell-off bill by highlighting its economic impact in specific states and encouraging user lobbying despite the bill already being approved by Congress. This strategy appears ineffective as the bill has passed both the House and the Senate. TikTok is also pursuing legal challenges, arguing the bill violates First Amendment rights , though success seems unlikely. Ultimately, TikTok remains in a difficult position, trying to garner support and challenge the ruling amidst ongoing national security concerns.
• TikTok has released a new guide for beauty brands to enhance their app presence. The 27-page "Beauty Playbook" offers insights on establishing a brand voice, generating interest with clips, and strategic planning. Key highlights include rising beauty trends, effective hooks, engagement strategies, case studies, and practical advice on using TikTok Ads Manager and CapCut. TikTok emphasizes that 52% of users encountering SMB content make a purchase, presenting a significant opportunity for beauty brands. This guide is a valuable resource for any brand looking to leverage TikTok for marketing.

X:?

• X will soon allow advertisers to create ad audiences using AI-generated conversational descriptions . Advertisers can describe their target audience, and X’s AI will generate a matching audience, simplifying targeting without needing specific terms. X claims its improved AI tools have increased click-through rates by 10% and conversions by 16%, offering a potentially valuable tool for advertisers. This feature is expected to launch soon.
• X has launched AI-generated news summaries for premium subscribers. Its Grok AI engine provides real-time overviews of trending topics based on X posts. This feature aims to help users quickly catch up on critical discussions but relies on the accuracy of user-generated content and AI interpretation. The change may also reduce traffic to news publishers' websites by keeping users on the X platform.
• X plans to modify its block feature to increase transparency while complying with app store requirements. Users can now see replies from accounts they've blocked, allowing them to identify and report harmful content. This change aims to maintain public post visibility while giving users control over their experience. However, this update may face challenges as “app and play store rules ” require in-app functionality to block users.

YouTube:?

• YouTube has launched a live test of its new generative AI feature , the content inspiration tool, for select YouTube Studio users. This tool uses AI to provide content ideas based on viewer trends, helping creators decide what to produce next by offering thematic content suggestions and downloadable outlines. Currently available to a few English-speaking channels, the feature aims to help creators tap into popular topics and trends, with broader access expected soon.

Reddit:?

• Reddit 's first quarterly update as a public company shows a 37% increase in daily active users, reaching 82.7 million, and a 48% rise in revenue to $243 million. Despite a $575 million loss due to IPO-related costs, Reddit's efforts to boost engagement, expand internationally, and enhance ad options indicate the potential for continued growth. Read the letter to shareholders HERE .?

Pinterest:?

• Pinterest reported a 23% year-over-year revenue increase to $740 million in Q1 2024 , attributed to investments in shoppability and AI. The platform reached 518 million monthly active users, with significant growth driven by Gen Z, who now comprise over 40% of its user base. This "milestone quarter" marks Pinterest's fastest revenue and user growth since 2021, with enhanced AI features and shoppable content boosting advertiser engagement and performance.

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