I was posed the question, “Is it better for society to have shows like The Queen's Gambit (promoting chess, deep thinking, challenging for the mind) or the Mandalorian (promoting... baby Yoda, a.k.a Grogu)?”. I would argue that we need both in society, shows like The Queen's Gambit inspire and cause deep thinking while shows like the Mandalorian provide great entertainment but also show the power of love and determination. Both shows include meaningful concepts as well as crucial entertainment during COVID. I have watched both shows and have enjoyed them both immensely: The Queen’s Gambit was addicting and intense, while the Mandalorian took you into a different world with new and exciting characters. I would say both shows benefit society, and that a show shouldn’t dictate the way you feel or react.
https://www.adweek.com/retail/queens-gambit-pandemic-chess-sales-boost/ https://www.cnn.com/2020/12/06/us/queens-gambit-chess-popularity-trnd/index.html https://www.cinemablend.com/television/2559731/the-mandalorian-5-jedi-that-could-end-up-training-baby-yoda
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The Drum published an article about The Drum awards for B2B, and showed all the winning campaigns. The #1 winning campaign was done by The Trade Desk & BBH called ‘As Explained by’. The campaign was designed to “boost awareness and build consideration for The Trade Desk by demystifying the digital advertising market. Built around two humorous, jargon-busting videos, it established the value of The Trade Desk and the open internet by explaining the limitations of walled gardens in layman's terms.” I thought this campaign was worthwhile and very smart by having kids explain the company and what they do, showing how simple it is because if kids can explain it you can understand it. The Chair’s Award of the Best Social Good Campaign done by Intuit, was for a campaign called, ‘Ask the Expert‘. Intuit transformed its social media output during Covid-19. ‘Ask the Expert‘ is an “interactive live-streamed Q&A video series, hosted by a different expert every day. Tackling topics such as government support and regulatory changes, wellbeing, parenting and business continuity, it provides free, reliable advice in an easily accessible format.” I thought the first campaign was the best because it was creative as well as informative and helpful, and really had a clear message.
The Trade Desk: https://www.youtube.com/watch?v=qtYRKW7ClXA&feature=emb_logo Intuit: https://www.youtube.com/watch?v=oqFj7GjV0nU&feature=emb_logo Adweek points out in “No Matter Who Wins, the 2020 Presidential Election Won’t Drastically Shift Brand Strategy”, that “consumers don’t anticipate changing their spending habits based on the results of the election. Eighty-one percent of self identified liberals say their habits would stay the same while conservatives came in at 78%. And 52% of those surveyed said they “expect brands to vocally support and uphold the values of U.S. democracy.” But should brands shift their strategy? Should brands start to be more politically inclined for gain? Emarketer lays out which winner would affect certain things in the marketing world. The article says that “the Trump administration would likely continue to apply existing antitrust legislation against large tech companies”, while a Biden administration would do almost the opposite. “Biden could include efforts to expand internet access and regulate data privacy, both of which Biden has embraced either in public comments or on his campaign website”. Overall, the election outcome will affect how we are able to market, if Tik Tok will still be around, and if the country will explode in fear again.
https://www.theatlantic.com/health/archive/2020/09/brands-are-marketing-right-vote/616532/ KFC is trying out some new PR for the month of november, showing their support for testicular cancer. The drum reports that “On 1 November, one of the most famous mustachioed spokesmen, Colonel Sanders, decided to raise awareness for the Movember movement by shaving on day one” KFC France replaced its famous logo with a shaved one on all its media for one day, inviting KFC fans to be part of the Movember initiative. This interactive media stunt, that also supports a cause was a great move on KFC’s part, and will show that they do care and want to help give back. They could've also created a Movember deal for customers who shaved for the month or a charity donation deal. But overall it’s a cool campaign that will probably do well and bring attention to the cause. Other brands should pay attention to what KFC is doing and try and combine a monthly cause with advertising their brand. Taco Bell could use Nov. 6: which is National Nachos Day, to have free nachos, and in turn get a lot of customers. Or a better example would be a bra company, like aerie during breast cancer awareness month to give a discounted bra to students and moms, and maybe donate old bras to homeless shelters. Overall, meaningful PR is usually the marketing that sticks out the most, and that customers will learn to love a brand for. https://www.foxnews.com/food-drink/kfcs-colonel-sanders-shaves-movember https://1075koolfm.com/kfc-has-shaved-colonel-sanders-for-movember/ The drum reports on Quibi’s failure saying, “The Hollywood suits’ answer to online video, is shutting down after just six months. In many ways, the news surprised no one. The failure of a short form content app aimed at commuters, launching just as a global pandemic ends commuting… well, of course.” The streaming service didn’t really offer anything too exclusive, and wasn’t worth the $5 price. Qz says “Quibi’s biggest problem is also its easiest to diagnose: The shows are not good enough. No video platform—no matter how innovative the technology or elaborate the marketing—will work without stuff viewers want to watch.” While new platforms will evolve and fall like Quibi, we can try and learn from them and evolve. https://www.nbcnews.com/business/business-news/look-why-quibi-failed-so-soon-after-launching-n1244312 Adweek criticizes the new Netflix show, “Emily in Paris”, on how accurate it is when it comes to marketing. The article says that the series shows a simplistic view of what social media marketing really is, and it just scratches the surface of it. It also says that she shows unrealistic standards of how she lives her life.
A real social media marketing job entails long late hours, and doesn’t include 3 hour lunch breaks. A marketing blogger, Trisha B, said that “Emily in Paris is very unrealistic marketing-wise, and it’s ironic because the main reason why she went to Paris was to work in a marketing firm.” https://medium.com/@treesh/emily-in-paris-review-from-a-marketing-perspective-692fdb264af8 https://pop.inquirer.net/101137/10-marketing-career-lessons-youll-learn-from-emily-in-paris Pr news reports on TikTok and how “in July, the platform promised to publicly release its code for all to review. In addition, it stated that it has never provided US user data to the Chinese government, and would never do so”. TikTok has tried to remedy their trust with the public, as well as their trust with creators by “announcing a $200-million content creator fund to award top creators”. However the creator fund caused creators to lose views and be shadowbanned, and in turn didn’t really reward them for the content they are making. TikTok has been trying to get better, but we will see if they will gain the trust of the government, the public, and even of their own creators.
Fanbytes https://nogood.io/2020/04/18/brands-killing-it-on-tiktok-2020/ I’ve loved Instagram since it’s beginning. I've had it since October 2012, and have been an avid participant ever since. It has grown in size and usability ever since, stealing different aspects from other apps making it the hotspot destination for your social media needs. Currently I am really only interested in watching people's stories and don’t really scroll through the posts as often.
In “Why Instagram is Making me Sick” By Marion Vicenta Payr, she talks about how Instagram is addicting because of the numbers and psychology behind it. Payr states that, “I still feel the dopamine kick in every time I post a photo on Instagram and hit the refresh button”. And I feel that everytime I post a photo that I know will do well. What I like about Instagram is that they appreciate good content, and you either get love and hyped up for an amazing photo, or subtle more neutral likes and comments. I am tired of having to post photos looking a certain way and smiling with a certain smile to get a big amount of likes. If I don’t post once every one or 2 weeks I feel like I am missing out, and missing out on the attention. It’s the love and attention that we want and enjoy. It’s the social aspect of Instagram that keeps us engaged, it’s the friends that we only interact with on the app, it’s the influencers that we watch every day. If I don’t log into instagram any given day I feel like i'm missing out on life, and what my friends are up to. I have to respond to the dm’s waiting in my inbox, and the comments on my pictures, I can’t let a notification go unanswered, and unchecked. But what would happen if I didn’t go on Instagram? If I simply stopped logging on, stopped posting on my story every day. Would they miss me? Would they text me? Probably not, I am only alive to them on Instagram, they don’t remember I exist otherwise. Maybe I am active on Instagram so that my friends won’t forget me. I don’t think I have the self control to get off of Instagram, or to take a break. Maybe for a few days. Tik Tok is making me forget Instagram. I replaced Tik Tok as my entertainment, and really only use Instagram as my communication tool. Instagram tried to copy Tik Tok with their newly announced “reels”, which I don’t really enjoy and I am still loyal to Tik Tok. Anyways, in the words of my new favorite app Tik Tok, it’s the Instagram social manipulation for me. It’s the false social aspect for me. It’s the FOMO for me. It’s the addiction for me. The Pandemic has changed B2B Marketing forever. The Drum reports that “There has been a clear shift from boring, methodical and rational to entertaining, engaging and emotional.” Ads and marketing will have to cater to the audience’s values and current interests instead of shaping them. “This shift has been years in the making but has been ignited of late by two key factors: our personal and professional lives becoming interwoven and the accelerated adoption of digital among B2B marketers.” Because we now get almost all of our marketing online, advertisements and campaigns will have to cater to the platforms and interests we have.
Walmart announced September 21st that they have set a goal to become a Regenerative Company. They stated that they are “doubling down on addressing the growing climate crisis by targeting zero emissions across the company’s global operations by 2040.” They want to “help protect, manage or restore at least 50 million acres of land and one million square miles of ocean by 2030 to help combat the cascading loss of nature threatening the planet.” While Walmart’s intentions are good, however can we really trust that they're going to stick with this plan? adweek says that Walmart intends to “harvest enough wind, solar and other renewable energy sources to power its facilities with 100% renewable energy by 2035; electrifying and zeroing out emissions from all of its vehicles by 2040; and transitioning to low-impact refrigerants for cooling and electrified equipment for heating in its stores and data and distribution centers by 2040.” That is a lot of changes they are going to have to make, will big companies like Target follow their lead to assist in our world’s health? Is Walmart going to set the example for all major companies? Only time will tell.
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