The Marketing Search Digest - Traitors Fan Favourite Diane in Branding Win & TikTok as a Search Engine

Welcome to the first edition of The Marketing Search Digest, a weekly newsletter aimed at informing you on the latest branding wins, updates in Marketing best practices and tech innovation.

Released every Monday

Gemini: AI Redefining Ad Creation

Google's AI technology, Gemini, is set to transform ad creation across Google's platforms. This integration boasts a seamless, natural interaction for users crafting search advertising campaigns. The program praises its ease of building and scaling Ad campaigns, which is utilised with a conversational approach in the chat-based interface.

?

Designed to simplify the process of creating ad campaigns and enhance the alignment of ads with evolving online search behaviours. Google has introduced the beta edition of its conversational ad creation tool, extending access to English-speaking advertisers in the US and UK. Google is set to roll out global availability to all English-language advertisers in the coming weeks.

TikTok: Beyond Entertainment

TikTok has transcended its role as an entertainment platform and is now being widely utilized as a search engine, particularly among Gen-Z. This evolution is fuelled by TikTok's unique blend of personalized, story-style video content that resonates deeply with users.

?

The platform's engaging format has captured the attention of a diverse audience, making it a go-to source for information and discovery. Recognizing this trend, businesses are increasingly tapping into TikTok as a marketing channel to connect with a growing base of searching customers. As the platform continues to redefine how users seek and consume information, businesses that strategically leverage TikTok stand to benefit from an innovative approach to customer engagement and brand promotion.

?

Empathy in Action: Nurturing Brand Loyalty

In today's challenging economic climate, consumers are grappling with the strains of cost-of-living pressures and high interest rates. Brands that demonstrate empathy and a willingness to alleviate these pressures, whether by holding prices or offering support in creative ways, stand to gain the invaluable trust and loyalty of their audience.

?

Boots, for instance, made a significant impact in December by pledging to donate 10,000 essential hygiene products to The Hygiene Bank, showcasing a commitment to community well-being.

?

As consumers continue to seek value through vouchers and money-saving offers, brands must strike a delicate balance between short-term promotions and long-term brand loyalty.

BBC Traitors Legend Diane gets her own billboard for show finale

Millions of us in the UK have been glued to our TVs for the last few weeks to catch up on BBC’s latest phenomenon, The Traitors. We saw fan-favourite, Diane, mark the occasion of the finale with her own billboard to promote the event. The billboard featured the quote "Revenge is sweeter than fizzy Rosé", the drink which ultimately ended her time on the show. The episode was watched live by 5.5 million, with a peak audience of 6.9 million people.

?

We loved this branding piece here from BBC Creative, capitalising on a fan favourite to generate conversations and interactions around the show. Props to Holly Nash, Alysha Radia and Fred Rodwell, creatives at the BBC, for this great creative campaign, which was turned around in 24 hours, and featured outside the Westfield Stratford Shopping Centre.

??Here at The Marketing Search we specialise in placing into marketing functions across the US & the UK, covering all disciplines, specialities, and seniorities??