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Contents

Instagram Opens the Floodgates to Advertisers

Pinterest Announces Cinematic Pins

The Never-Ending Facebook Algorithm Changes

Carousel Ad Format Comes to Facebook Mobile App

Shopify and Facebook Extend Beta for “Buy” Button

Brave Brands: • Always • John Lewis • Café Pelé • Land Rover • Tylenol

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Instagram Opens the Floodgates to Advertisers

Until now, Instagram has been mostly free of advertising, only allowing a handful of major players access to its ad platform.

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This month, they announced plans to open the Instagram feed to all advertisers, big and small.

This month, they announced plans to open the Instagram feed to all advertisers, big and small.

Visual storytelling by brands resonates with viewers, so this move by Instagram has advertisers excited. In addition, the opportunity to reach people who are not yet customers, but are in a brand’s target market, is very appealing.

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In addition, Instagram will be testing a new type of ad that allows viewers to click a link to buy a product or install an app that is being advertised.

In addition, Instagram will be testing a new type of ad that allows viewers to click a link to buy a product or install an app that is being advertised.

Prediction: Brands will begin testing Instagram’s ad products very soon, especially those brands with e-commerce sites.

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In addition, Instagram will be testing a new type of ad that allows viewers to click a link to buy a product or install an app that is being advertised.

Prediction: Brands will begin testing Instagram’s ad products very soon, especially those brands with e-commerce sites.

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Pinterest Announces Cinematic Pins

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Marketers have been more than vocal that video ad capabilities on a social platform are a must…and Pinterest was listening.

Marketers have been more than vocal that video ad capabilities on a social platform are a must…and Pinterest was listening.

In an effort to increase profits, Pinterest recently expanded its ad products by rolling out video ads called Cinematic Pins.

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Pinterest is taking a slightly different approach to video ads compared to other platforms like Facebook. While Facebook’s video ads start automatically when they appear in a user’s News Feed, Pinterest video ads will move in relation to how quickly a user scrolls through.

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Because Promoted Pins are only available to select advertisers, we don’t expect to see a large number of Cinematic Ads on Pinterest just yet.

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Because Promoted Pins are only available to select advertisers, we don’t expect to see a large number of Cinematic Ads on Pinterest just yet.

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The Never- Ending Facebook Algorithm Changes

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Hot on the heels of the algorithm changes we told you about in April and May, Facebook is at it again.

Hot on the heels of the algorithm changes we told you about in April and May, Facebook is at it again.

Facebook is now rolling out changes to its News Feed algorithm to account for the amount of time you spent looking at a post.

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“There are times when, for example, people want to see information about a serious current event, but don’t necessarily want to like or comment on it. Based on this finding, we are updating News Feed’s ranking to factor in a new signal—how much time you spend viewing a story in your News Feed.”

– Facebook Blog

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Don’t expect to see drastic changes to your News Feed, but brands who are not publishing highly useful, interesting, and eye-catching content are likely to see a decrease in reach.

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Don’t expect to see drastic changes to your News Feed, but brands who are not publishing highly useful, interesting, and eye-catching content are likely to see a decrease in reach.

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Carousel Ads Come to Facebook Mobile App

Facebook has introduced the carousel ad format for its mobile app ads.

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The carousel format, which is already being used by a number of advertisers, allows up to 5 images and links in a single ad. Due to the success of the carousel ads on desktop, Facebook is now extending the ad format to mobile app ads.

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Carousel ads have driven 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads.

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Carousel ads have driven 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads.

This format is beneficial to marketers interested in selling multiple products. We predict that many marketers will adopt the carousel advertising, but they will not abandon traditional ads on Facebook.

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Carousel ads have driven 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads.

This format is beneficial to marketers interested in selling multiple products. We predict that many marketers will adopt the carousel advertising, but they will not abandon traditional ads on Facebook.

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Shopify and Facebook Extend Beta for “Buy” Button

Facebook and Shopify have teamed up to launch a new “Buy” call-to-action button that will allow users to purchase items seen in their News Feed without leaving the Facebook app.

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The “Buy” button is intended to make it easier for consumers to purchase products seen on Facebook and predictably increase sales for marketers from the platform.

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Advertisers will have the option to promote these posts with paid advertising.

Advertisers will have the option to promote these posts with paid advertising.

A small group of merchants have received invitations to use the new button, and those who haven’t can request an invite via Shopify.

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Advertisers will have the option to promote these posts with paid advertising.

A small group of merchants have received invitations to use the new button, and those who haven’t can request an invite via Shopify.

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Brave BrandsTM

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Always

#LikeAGirl

The world is changing and so is the coveted demographic of female shoppers. Consumer research has shown that women and girls are less likely to respond to the age-old marketing technique of highlighting idealized versions of themselves.

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The world is changing and so is the coveted demographic of female shoppers. Consumer research has shown that women and girls are less likely to respond to the age-old marketing technique of highlighting idealized versions of themselves.

Certain brands have changed their strategy as a result and are now focusing on a combination of empowering messages and realistic portrayals of their target audience.

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#LikeAGirl

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#LikeAGirl

#LikeAGirl challenged viewers to redefine the phrase "like a girl," traditionally used in a negative way, as a positive expression. The original video garnered over 58 million views and resulted in millions of Facebook shares and Twitter retweets.

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#LikeAGirl

#LikeAGirl challenged viewers to redefine the phrase "like a girl," traditionally used in a negative way, as a positive expression. The original video garnered over 58 million views and resulted in millions of Facebook shares and Twitter retweets.

By not focusing on the brand, but rather empowering the audience around an important issue, Always created buzz that no product-focused ad could have ever done. It’s also incredibly Brave!

Click to read more

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John Lewis

Monty the Penguin

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John Lewis’ Christmas ads are the British equivalent of Super Bowl ads in the United States. People begin talking about John Lewis’ ads in anticipation before they even air.

Monty the Penguin

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John Lewis’ Christmas ads are the British equivalent of Super Bowl ads in the United States. People begin talking about John Lewis’ ads in anticipation before they even air.

The goal of the campaign each year is to sell products in a less “in-your-face” way than most other advertisers. The retailer knows that striking an emotional chord with its target audience is far more effective than direct marketing.

Monty the Penguin

The British retailer’s campaign told a beautiful, impeccably crafted story of friendship between a little boy and a penguin. However, the adorableness didn’t stop with the video. The story continued with a children’s book, music, an in-store space, hashtags, and more.

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Monty the Penguin

The British retailer’s campaign told a beautiful, impeccably crafted story of friendship between a little boy and a penguin. However, the adorableness didn’t stop with the video. The story continued with a children’s book, music, an in-store space, hashtags, and more.

The campaign was simple, emotive, and fully integrated. Going all in on an idea? That’s Brave.

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Monty the Penguin

The British retailer’s campaign told a beautiful, impeccably crafted story of friendship between a little boy and a penguin. However, the adorableness didn’t stop with the video. The story continued with a children’s book, music, an in-store space, hashtags, and more.

The campaign was simple, emotive, and fully integrated. Going all in on an idea? That’s Brave.

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Café Pelé

The Contagious Billboard

The key to advertising is finding your target audience and reaching them when they are most receptive. So when Café Pelé wanted to sell more coffee, they went straight to the source: tired morning commuters.

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The Contagious Billboard

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They set up video boards featuring a man who would yawn as commuters approached. The video quickly caused a yawning epidemic through the busy station.

The Contagious Billboard

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They set up video boards featuring a man who would yawn as commuters approached. The video quickly caused a yawning epidemic through the busy station.

The payoff: Café Pelé representatives appeared with free espresso shots to fulfill the desire that the ad created.

The Contagious Billboard

The Contagious Billboard integrated real-life and digital experiences in an interesting way, enabling the consumer to truly interact with the brand at the very moment of advertising.

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The Contagious Billboard

The Contagious Billboard integrated real-life and digital experiences in an interesting way, enabling the consumer to truly interact with the brand at the very moment of advertising.

We find using real-life experiences to drive subsequent media consumption and sales to be a very Brave idea!

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The Contagious Billboard

The Contagious Billboard integrated real-life and digital experiences in an interesting way, enabling the consumer to truly interact with the brand at the very moment of advertising.

We find using real-life experiences to drive subsequent media consumption and sales to be a very Brave idea!

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Land Rover

Adventuregram

Land Rover is just one of the many brands experimenting with using Instagram for brand communications in a variety of new and innovative ways.

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Adventuregram

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To support the launch of their new Discovery Sport, Land Rover launched a campaign on Instagram called “Adventuregram,” an interactive, picture-based story that allows every user to make their own adventure.

Adventuregram

To support the launch of their new Discovery Sport, Land Rover launched a campaign on Instagram called “Adventuregram,” an interactive, picture-based story that allows every user to make their own adventure.

The overreaching idea was for the user to experience the brand through a journey rather than a static experience.

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Adventuregram

The aim was to use Instagram to engage both existing and new users of the platform with Land Rover’s “everyday adventure” brand proposition.

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Adventuregram

The aim was to use Instagram to engage both existing and new users of the platform with Land Rover’s “everyday adventure” brand proposition.

The use of a social platform in a new, innovative and unexpected way was extremely Brave. Land Rover successfully found a way to create a branded campaign that still felt native to Instagram and mirrored the way communities use the features of Instagram.

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Adventuregram

The aim was to use Instagram to engage both existing and new users of the platform with Land Rover’s “everyday adventure” brand proposition.

The use of a social platform in a new, innovative and unexpected way was extremely Brave. Land Rover successfully found a way to create a branded campaign that still felt native to Instagram and mirrored the way communities use the features of Instagram.

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Tylenol

#HowWeFamily

Tylenol recently launched a campaign titled #HowWeFamily that focused on what matters most to Americans: family and health.

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#HowWeFamily

“Because we're a family brand, because we're an iconic American brand, and we want to continue to serve families into the future, I think it's important that we reflect what that family is today.”

- Manoj Raghunandanan, Senior Director of Marketing for Johnson & Johnson's McNeil Consumer Healthcare Division

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#HowWeFamily

The 30-second spot featuring gay, lesbian, immigrant, and biracial families launched a 3-month effort that will include profiles of 10 real-life US families.

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#HowWeFamily

This Brave campaign, aimed at showcasing the changing face of the American family, shows that Tylenol is not afraid to evolve.

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#HowWeFamily

This Brave campaign, aimed at showcasing the changing face of the American family, shows that Tylenol is not afraid to evolve.

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