Thanks to the speed at which news of internal problems at a company can spread on social media and create a public relations nightmare for the business, crisis management skills are in high demand today among PR professionals. When issues occurring inside an organization make their way into the public eye, the negative reaction of consumers can have a devastating effect on the brand’s bottom line.
Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers.
The 130-year-old brand is running a paid and organic ad strategy on the platform as well as working with TikTok creators to do so. The reintroduction follows Abercrombie & Fitch’s overall brand transformation in recent years as it has slowly shed its reputation of preppy exclusivity for early Aughts teenagers to become a more inclusive brand aimed at twentysomethings seeking fashionable basics.
Influencer marketing’s popularity has been on a seemingly never-ending rise, with marketers valuing influencers’ reach like never before. With the Covid-19 pandemic continuing to impact industries and wreaking havoc on everyone’s plans, digital creators have stepped in as a powerfully effective alternative to traditional advertising.
We’re not quite there yet, but marketers see a future where brands opt for creators over traditional celebs in their game-day commercials.
The seemingly instant popularity of the short-video platform TikTok took some marketers by surprise, and it has only continued to grow. While teenagers were initially viewed as the platform’s primary users and audience, and they certainly do spend a lot of time on it, TikTok’s reach has expanded dramatically.
Bush’s canned goods is leaning into user-generated content (or UGC) — the company’s next commercial will be made by a creator.
Known for its canned beans, Bush’s is currently running a film festival contest — aptly named Bush’s Beans Can Film Festival — which aims to get people to submit their own films about beans via their social channels with the hashtag #BushsCanFilmContest. The winning film will serve as the brand’s next ad; the winning creator will earn $50,000.
Let’s be honest, shall we? Most of us thought we’d be in a different—perhaps better—place at the start of 2022 when it came to the advancement of women in the workplace, particularly in light of the sacrifices mothers and other caretakers have made for their families during these challenging times.
Influencer marketing has been around for a long time, and it all started with mainstream celebrities and passionate bloggers. Companies got their message out through them, launching successful campaigns through these well-known people.
Marketing trends come and go, constantly evolving as brands strive to better leverage the latest technologies and respond to shifts in the marketplace. It’s not just about making a splash or creating attention-grabbing content anymore.
After another year like no other, it’s difficult to deny the increasing practicality of influencer marketing as a brand strategy. In fact, the value of the global influencer market is now worth a record $13.8 billion.
Sway Group, a leading influencer marketing and branded content agency, announces that it was selected by Chief Marketer in the “2022 Chief Marketer 200” for the third consecutive year. The (CM200) list is the world’s only editorial listing of best-in-class brand engagement and activation agencies across 11 categories and specialties serving the United States.
When it comes to the term “cancel culture,” PR pros might be tempted to steer clear of what’s become a loaded phrase.However, experts on a recent member call for the PR Daily Leadership Network made their point clear: Communicators can’t avoid the phenomenon of social media and “cancellation.”