Archive for the ‘Social Marketing’ Category

How TRESemm Used TikTok Comments to Call Out ‘Double Bind’ – Adweek

Comments are everything. Thats where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement, said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media.

Grigoriou was speaking as part of a session at Adweeks Social Media Week conference in New York, alongside creative agency partner Evan Horowitz, co-founder and CEO of Movers+Shakers, about a campaign developed for haircare brand TRESemm.

The pair developed a predominantly social-based campaign for the brand that mainly focused on TikTok activity and discussed how it was able to reach and engage consumers at various touch points.

Focusing on the brands Power Your Style campaign that aimed to instill hair and image confidence in consumers, TRESemm considered tackling the issue of the double bindthe conflicting societal messages and images that tell a woman how she is supposed to look, speak and act.

We really wanted to encourage and celebrate the power of personal style, and to do this we wanted to understand what could be holding women back from expressing their personal styles, continued Grigoriou.

To develop the campaign, the team mined social media comments for research. They analyzed the top 50 posts on Facebook and TikTok within the content feeds of the top 25 most globally prominent women to understand how they were experiencing the double bind through their messages.

According to Grigoriou, 92% of the posts met the double bind classification, and one in every three comments was negative.

So when you think about, again, this person is authentically putting themselves out thereclearly, youre posting something where you think you look great and youre confident inand constantly in your comments, youre being shut down. And so for part of the purpose campaign, we had our creators do quite a vulnerable video post where they talked about some of those comments that theyve experienced, she added.

The campaign was devised with two components and objectives. The brand wanted to further its messaging around celebrating personal style, leaning into earned media and influencer messaging. The social campaign ran across the brands various platformsTikTok,Instagram,FacebookandTwitterwith a focus on reaching Gen Z women.

The second was a traditional 15-second product campaign focusing on TRESemms shampoos and conditioners where there was no room to focus on the double bind element.

We wanted to make sure that it all felt cohesive. So within that there was an overarching umbrella message of power and personal style, but much more focused on product, she continued.

Horowitz explained how to make the messaging taken from a TV spot feel authentic on social media, something he feels brands struggle to do. The creative cannot just be a re-edited version of the TV ad. He also outlined that the campaign evolved through examining the dialogue around the double bind issue, finding that it was already being discussed and shared through TikTok, even though that terminology wasnt being used.

By exploring the comments on the videos of the women in the research, they discovered that people were judging one another, which led to the insight of creators being accused of being too this or too that. The next step saw the teams consider how to tackle the insight natively on each platform and to tell stories and experiences to draw connections.

This led to a drive for users to create their own videos using the power of audio. Social media users were encouraged to create and share content where they mouth along to the pre-recorded statement Im too this, Im too that alongside the campaign hashtag #MyStyleIsMyPower.

Another element concentrated more on TikTok engagement, with audio still featuring a consistent key element in the stateement: Its really not that bad. It just means a little shampooing.

This was adapted from a meme inspired by a song (featuring the voice of Barbie) that was popular across social media at the time.

Its a twist, and that is how you make the brand a cool brand, and thats obviously how TRESemm wants to show up, stated Horowitz.

On why more brands should consider the comments generated across social media, Horowitz added his view that this is where a real gem of cultural insight can be discovered. The best campaigns really originate in comments because thats the richest opportunity for understanding what consumers really experience and feel, he said.

On TikTok alone, the campaign hashtag has led to 100.3 million views while #TRESemmeMyStyleIsMyPower has garnered 83.9 million views since launch last September.

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How TRESemm Used TikTok Comments to Call Out 'Double Bind' - Adweek

How Busy Philipps and Caissie St. Onge Are Doing Their Best – Adweek

Its not a lot of work to be authentic. You just have to make a commitment to telling your truth, said Busy Philipps, New York Times bestselling author, actor, activist and podcast co-host, at Social Media Week.

On their podcast Busy Philipps Is Doing Her Best, both she and her co-host, comedy writer Caissie St. Onge, get real about setbacks, pivots and just trying to do their best, like we all are.

At Adweeks summit, they spoke about their radical authenticity on and off social media and how they choose to work with partners who align with their values.

After E! canceled their late-night talk show, Busy Tonight, in May 2019, Philipps and St. Onge wanted to find a new way to do a show powered by brand sponsorship rather than relying on a network or studio.

In 2019, we were approached by a bunch of soon-to-be streamers who were offering us millions of dollars for our talk show, Philipps said. But I was like, Whats in it for us? We dont own it. They decide whats a failure and whats not.

While planning their podcast, the duo were on a quest to retain as much creative control as possible. They set up meetings directly with brands to discuss partnerships when suddenly the pandemic hit, and like everyone else, they were forced to pivot.

All of the things we had recorded seemed too dumb with everything that was going on, Philipps said. Then in June, the resurgence of the Black Lives Matter movement happened, and we were like, What are we doing? We need to pivot. So we decided, Lets just do a podcast about pivoting!

Since its debut in August 2020, Busy Philipps Is Doing Her Best has released more than 140 episodes, where the duo fearlessly shares personal experiences and moments of growth navigating various aspects of life. With a commitment to authenticity, Philipps said the podcast is often a genuine conversation between two friendswith an audience.

We have a really good relationship with our audience, St. Onge said. We learned a lot of valuable insights when we were doing our late-night talk show. We found the best way to keep it authentic is that whatever that week is the most pressing thing to talk about, we talk about. Whether its something in our personal lives, pop culture, politics or anything else.

The co-hosts prioritize authenticity, not only in their conversations but also in their brand partnerships. They made a commitment to trying out all products before talking about them on the show.

We want people to know if weve agreed to have a brand sponsor our show, its because it aligns with something we like, use or believe in, St. Onge said. This commitment to authenticity and transparency resonates with our listeners, as they can trust that the endorsed brands have been carefully selected and genuinely endorsed.

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How Busy Philipps and Caissie St. Onge Are Doing Their Best - Adweek

eXp Realty Adds Nine New Vendors to Its Internal Marketplace, eXp … – eXp World Holdings

Leading service providers offer agents and brokers tools to grow their businesses armed forces members, families

BELLINGHAM, Wash. May 19, 2023 eXp Realty, the most agent-centric real estate brokerage on the planet and the core subsidiary of eXp World Holdings, Inc. (Nasdaq: EXPI), today announced the addition of nine new industry-leading vendors, tools and services to its eXp Solutions suite of offerings that its agents can use as an extension of their team throughout the real estate and homebuying lifecycle.

As the industrys most agent-centric brokerage, we are focused on helping our agents succeed and grow their businesses with the addition of vendors, tools and services that can save them valuable time and money, said Leo Pareja, Chief Strategy Officer, eXp Realty. Our team has vetted these products and services and are confident these providers care about our agents businesses as much as we do and will enable them to provide a world-class client experience.

Professional Solutions

Marketing and Listing Solutions

About eXp World Holdings, Inc.

eXp World Holdings, Inc. (Nasdaq: EXPI) is the holding company for eXp Realty, Virbela and SUCCESS Enterprises.

eXp Realty is the largest independent real estate company in the world with more than 88,000 agents in the United States, Canada, the United Kingdom, Australia, South Africa, India, Mexico, Portugal, France, Puerto Rico, Brazil, Italy, Hong Kong, Colombia, Spain, Israel, Panama, Germany, Dominican Republic, Greece, New Zealand, Chile, Poland and Dubai and continues to scale internationally. As a publicly traded company, eXp World Holdings provides real estate professionals the unique opportunity to earn equity awards for production goals and contributions to overall company growth. eXp World Holdings and its businesses offer a full suite of brokerage and real estate tech solutions, including its innovative residential and commercial brokerage model, professional services, collaborative tools and personal development. The cloud-based brokerage is powered by Virbela, an immersive 3D platform that is deeply social and collaborative, enabling agents to be more connected and productive. SUCCESS Enterprises, anchored by SUCCESS magazine and its related media properties, was established in 1897 and is a leading personal and professional development brand and publication.

For more information, visit https://expworldholdings.com.

Safe Harbor Statement

The statements contained herein may include statements of future expectations and other forward-looking statements that are based on managements current views and assumptions and involve known and unknown risks and uncertainties that could cause actual results, performance or events to differ materially from those expressed or implied in such statements. Such forward-looking statements speak only as of the date hereof, and the company undertakes no obligation to revise or update them. Such statements are not guarantees of future performance. Important factors that may cause actual results to differ materially and adversely from those expressed in forward-looking statements include changes in business or other market conditions; the difficulty of keeping expense growth at modest levels while increasing revenues; and other risks detailed from time to time in the companys Securities and Exchange Commission filings, including but not limited to the most recently filed Quarterly Report on Form 10-Q and Annual Report on Form 10-K.

Media Relations Contact:Jennifer ZimmermaneXp World Holdings, Inc.[emailprotected]

Investor Relations Contact:Denise Garcia, Managing PartnerHayflower Partners[emailprotected]

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eXp Realty Adds Nine New Vendors to Its Internal Marketplace, eXp ... - eXp World Holdings

MONAT Global Named to WWD Beauty Inc’s Top 100 Global Beauty … – StreetInsider.com

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MONATs naturally based, anti-aging product innovations and global market expansions place it among the top 100 beauty manufacturers globally.

MIAMI--(BUSINESS WIRE)--MONAT GLOBAL (MONAT), a multinational distributor, social and direct seller of award-winning beauty products has once more made the list of WWD Beauty Incs Top 100 Global Beauty Manufacturers for 2022.

Listed under its parent company, Alcora Corp., Doral, Florida-based MONAT has appeared in the Womens Wear Daily annual ranking of beautys biggest manufacturers since 2019. MONATs flagship hair care line remained the companys top-selling category for 2022, followed by skincare and its newest category MONAT Wellness.

MONATs top markets in 2022 were the U.S., Canada, and Europe, including the U.K. In 2021, MONAT launched in Australia, Spain, and Lithuania. The companys global expansion continues, with the opening of New Zealand as a new market in October 2022, and France in April 2023.

We are proud to be counted among the top 100 beauty manufacturers around the world. Through growth and contraction in the market, our innovative products shine through and continue to be a favorite among consumers, said Ray Urdaneta, MONAT Global Founder and CEO. This is a top accolade in the beauty industry for our independent Market Partners and employees in ten countries, and their passion for our products and our purpose is recognized globally.

Follow MONAT on Instagram, Twitter, Facebook, Pinterest and YouTube. Additional information about the company can be found on its website, http://www.monatglobal.com.

About MONAT Global

MONAT Global is an international healthy aging haircare, skincare and wellness brand founded to help people everywhere enjoy beautiful, healthy, fulfilling lives through exceptional, naturally based products; a fun and rewarding business opportunity; and a culture of family, service, and gratitude. Founded in 2014 and headquartered in Miami, Florida, MONAT provides ground-breaking opportunities through a novel Social Marketing approach to Direct Sales. MONAT's product development is led by Chief Science Officer Alan J. Meyers and supported by a Scientific Advisory Board comprised of eminent professionals in medicine, cosmetics, haircare, science, and health. MONAT offers a unique and exciting business model and one of the most generous compensation plans in the U.S., Canada, United Kingdom, New Zealand, Ireland, Lithuania, Spain, Poland, Australia, and France.

#MONATGlobalFacebook: /MONATOfficial | Instagram: @monatofficial | YouTube: /MONATOfficialTwitter: @MONATOfficial | Pinterest: /MONATOfficial

View source version on businesswire.com: https://www.businesswire.com/news/home/20230518005603/en/

Ginger GreenbergSunwest Communications for MONAT Global+1 (469) 547-0259[emailprotected]

Source: MONAT Global

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MONAT Global Named to WWD Beauty Inc's Top 100 Global Beauty ... - StreetInsider.com

KiwiRail appoints FEDERATION to deliver its rail safety advertising … – Campaign Brief NZ

May 18 2023, 3:12 pm | BY Ricki Green | No Comments KiwiRail has announced the appointment of FEDERATION as a strategic creative agency partner for its Rail Safety advertising.

Working with KiwiRail and not-for-profit foundation, TrackSAFE, FEDERATIONs first mission is to develop and deliver a new creative platform for Rail Safety Week. This first major initiative in a long-term, national rail safety programme is designed to reduce incidents around railway tracks, preventing harm and reducing the number of collisions and near misses between people, vehicles and trains.

The appointment is effective immediately.

Says Nigel Wilson, executive general manager communications, KiwiRail: This new appointment concludes a robust and competitive stakeholder panel process. Our panel was impressed by Federations experience and expertise, and their creative concept for this years campaign. Safety around the rail corridor is a major focus for KiwiRail. Were excited to be working with the Federation team in this next evolution for our advertising programme, tackling this vital safety message for all New Zealanders.

Federation has a long track record of delivering effective transport marketing and social marketing campaigns, including the successful mobilisation of Aucklanders from cars to bikes over the last five years, public transport patronage, education and awareness campaigns encouraging lower carbon transport solutions, and on-water safety behaviour change programmes for boaties.

Says Sharon Henderson, CEO, Federation: For FEDERATION, this appointment is especially significant. We have significant social marketing experience and a real commitment to the transport sector that enables us to bring both behavioural science and creativity together for powerful results. Our team is thrilled.

Says Megan Drayton, foundation manager for TrackSAFE New Zealand: TrackSAFE delivers a breadth of safety communications including advertising, advocacy, education and engagement. Its exciting to have a partner with the knowledge and commitment that Federation brings to Rail Safety Week. Their approach demonstrated innovation as well as deep expertise. Great to have them on board.

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KiwiRail appoints FEDERATION to deliver its rail safety advertising ... - Campaign Brief NZ