MARKETING MAYHEM + MORE
“Drench yourself in words unspoken / Live your life with arms wide open / Today is where your book begins / The rest is still unwritten” — Natasha Bedingfield
Good afternoon. Let’s get into some interesting marketing news, shall we? Follow me…
AF Note: This kind of marketing gives me chills. I love it. It’s unique, smart and <what is kinda funny> in reading up on this story, discovered that THIS IS THE EXACT COLOR I’VE BEEN LOOKING FOR. Not joking. The marketing worked on me. Read on:
From Digiday:
Inside Home Depot and Behr’s multi-generational content strategy
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By proclaiming its own “color of the year,” Behr Paint Company and Home Depot hope to interest content creators focused on home improvement.
The two paired up to announce “cracked pepper” as its 2024 color of the year on August 15. The financial agreement between the two brands on this was not disclosed, but they have worked together since 1983.
They are also sharing data on how the campaign performs and how messaging resonates with both of their audiences, though the terms of that arrangement were not shared either.
The brands relied on an audience survey to determine what color would be the chosen shade. Of the 1,000 people who voted in May 2023, most (72%) were millennials followed by Gen Z (at 22%). It became a matter of the brands maintaining a relationship with an older demographic already aware of the brand with the younger generation.
Behr released a video with the shade on TikTok and it gained over 600,000 viewers overnight. In less than a week, it had over 1.6 million views.
“A lot of boomers have a lot of painting experience growing up and it’s about our colors, our products, the quality since they have a lot of confidence in painting,” said Jodi Allen, global chief marketing officer at Behr. “(With) Gen Z and millennials, part of what we’re really focusing on is to make sure we are where they are when it comes to learning how to paint.”
From Ad Age:
AF: HOT OFF THE PRESS. JUST ANNOUNCED TODAY.
Introducing the TikTok Search Ads Toggle
August 22, 2023
People go to TikTok to be entertained and discover new things. And it's not just the For You feed; TikTok also offers a powerful search experience, where users can find all kinds of information, from fashion tips and recipes to unboxing videos and product reviews.
The rise of TikTok as a destination for search represents a great opportunity for brands to reach and connect with new customers. According to a study, 58% of TikTok users discover new brands and products on the platform, 1.5x more than other platform users.¹
That's why we're excited to announce the launch of the Search Ads Toggle, a new feature on TikTok Ads Manager that allows brands to serve ads in TikTok search results. The Search Ads Toggle leverages advertisers' existing In-Feed Ad creative to serve ads alongside organic search results from relevant user queries.
From AdAge:
HOW COKE IS USING AI TO MAKE ADS WITH ARTISTS THROUGH ITS REAL MAGIC CREATIVE ACADEMY
The beverage giant convenes digital artists and companies focused on tech and fashion to help create future ads.
AF: Here are my takeaways from article only avail to people with subscription.
Coca-Cola Co.—which has leaned into AI-enabled marketing more than most marketers—is relying on a diverse group of digital artists and companies focused on tech and fashion to help create ads that will debut in the coming weeks.
The work will be informed by what the beverage giant has dubbed the Real Magic Creative Academy, a three-day event held last week. The event included 30 creators who were selected earlier this year when Coca-Cola opened a digital “sandbox” allowing them to create Coke-related art using DALL-E and GPT-4 (the latest version of ChatGPT from OpenAI).
“TikTok made everyone an entertainer. Instagram made everyone an influencer. Generative AI is making everyone an artist,” Thakar said in an interview. “So, we want to collaborate with artists, give them this superpower called AI, bring them some of the tools which they may not have access to, and give them this world-class brand in their hands. It’s like a dream come true.”
From Embedded
AF: ha ha
Gen Z’s pickle obsession is very Millennial
It’s giving epic bacon.
If there’s one thing TikTok will do, it’s sell out an unexpected item. A viral pasta recipe resulted in unprecedented demand for Feta cheese in 2021, and I personally fell victim to the Birkenstock Boston clog shortage of 2022. But I had to double and then triple check the app’s most recent obsession, because I thought for a second I was being subjected to a Zepotha-type joke: It’s a $44 pickle sweatshirt.
The sweatshirt is from an online boutique called Bad Addiction, which the founder describes on TikTok as a “boutique for hot mess anxious moms.” But one particular product, a sweatshirt featuring a screen printing of various brands of pickles jars, has found success with the TikTok demographic. The boutique’s TikTok videos featuring the sweatshirt started getting millions of views as early as January, but in the past few months things really picked up, with videos getting tens of millions of views. Other creators began ordering and posting about the shirt, quickly selling it out.
From X:
From Marketing Solved:
Here are a couple of things I like, made me laugh or am digging right now!
My friend’s daughter in Nashville with the incredible voice
If you’re not smiling, you’re not breathing!
I love all of these. Love!
Digging this vibe on one of my latest playlists
Louie’s in Dallas has the best caesar salad dressing in the world. It has garlic x10, fresh parm x10. I’m going to try and recreate it for friends this week.
16 things to do with your sig other or a friend. I wrote this a while ago and got a big smile re-reading!
I’m helping with this fun initiative up in the Northwoods. Can you say UP MY ALLEY?
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OMG. The pink was crazy!
Have a great day!!