What category redefining brands can learn from the success of men’s War Paint makeup- Tempemail – Blog – 10 minute

It’s the 2020s and it’s easy to feel that when it comes to the beauty category, we’ve seen everything; that anything goes and that there’s nothing new under the sun.
So why has a new brand, one aimed primarily at heterosexual CIS-gendered men, attracted so much attention?
That brand is War Paint and last week you would be hard pressed to miss the media stir this caused when John Lewis announced, following a successful pilot, it was permanently stocking the product in its Oxford Street flagship store. It’s a skincare and makeup range for men who want to improve their looks without it being obvious. Danny Gray, the brand’s founder, caused a stir when he won £70,000 funding from Dragon’s Den investors.
Men have been wearing makeup for decades, so why is this taking off now?
For one thing, it’s a smart concept and it’s been well executed. Instead of being pure play makeup, War Paint makes products that combine skincare with cosmetic benefit.
The packaging and the brand name cleverly tread the line between being disruptive and challenging masculinity in the long run. Both enhance its power to be a ‘gateway’ product for men who’d like to give their looks a boost but would never have considered using makeup in the past.
It also feels like a great deal of consideration has been given to the War Paint customer journey – nice touches such as ‘how to’ videos or the offer of a full refund if you don’t get the right shade first time. I particularly like that the branding materials are refreshingly free of the stereotypical nonsense that pervades so much of men’s grooming product marketing.
Danny has bravely talked about his own issues with body dysmorphic disorder and how he created War Paint because he never felt comfortable buying makeup. In telling his story, he’s given War Paint authenticity and purpose, and is building a connection with other men who live with severe insecurity about their looks. And impressively, even though it’s still a fledgling brand, they’ve already made a clear commitment to the charity CALM (Campaign Against Living Miserably) by dedicating a portion of their revenue to the organisation.
So where will Danny take the brand next?
As men navigate the Instagram world, there seems to be a schism growing between the idea of making the most of ourselves and the idea that we should be comfortable in our own skin. Daniel can give War Paint ownership of conversations like this and argue that his brand isn’t about vanity, it’s about confidence. As we enter a new decade where inclusion is everything, surely this can only be a good thing.
It’s exciting to see a new brand breaking through in a sector that’s historically a bit taboo. How far War Paint can transform the male grooming market remains to be seen but I, for one, am grateful for the noise it has created. The brand is breaking down barriers on stereotypes and that’s something we could all do with more exposure to.
Chris Freeland, chief executive at RAPP.

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Unilever instigates strategic review of health and beauty brands to rekindle growth- Tempemail – Blog – 10 minute

Unilever has launched a year-long strategic review of its health and beauty brands as the consumer goods giant seeks to maximise the growth of its beauty arm.
The in-depth review will concentrate on poor performing brands in the group’s portfolio. Analysts have suggested that ranges like Suave and Simple, which have languished in the shadow of blockbuster products such as Dermalogica and Axe (Lynx in the UK), could face the axe.
Unilever reported sales of £18.2bn last year accruing from its beauty and personal care brands such as Alberto Balsam and Vaseline, equivalent to 42% of the group’s total.
The beauty review, first reported by The Sunday Times, follows an earlier decision to potentially offload its tea business, including familiar names such as Lipton & PG Tips.
In a June 2019 interview with Tempemail Unilever’s chief exec Alan Jope said he would be ruthless in disposing of brands which “… don’t stand for something” to in order to place purpose at the hear of its business.
More recently this policy was evidenced by a decision to cease advertising food and beverage products to children under the age of 12.

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Alibaba’s Tmall implements measures to help brands minimise business impact of coronavirus- Tempemail – Blog – 10 minute

Alibaba-owned retail platform Tmall is rolling out a series of measures designed to minimise the business impact of coronavirus for brands selling via its marketplace.
The support package will see merchant operation expenses, logistics costs and agency service fees reduced or scrapped entirely for the first half of the year. In addition, the threshold for automatic settlement, low-interest loans and optimized trading rules will also be lowered.
Specifically, Tmall will waive its annual service fee for the first six months of the year as well as offering merchants its set up tool for free. Further measures include reductions in warehouse rent and logistics fees through February.
Overseas merchants agreeing contracts with third-party agencies to facilitate operating stores on Tmall Global will also benefit from three months exemption from agency fees until 31 March. Over the same period low-interest loans will be made available to merchants at a rate one percentage point lower than before.
Alvin Liu, Tmall import and export general manager, said: “It has always been Alibaba’s mission to make it easy to do business anywhere, and now it’s the time to commit.
“Tmall Global will stand firmly with merchants from all over the world, supporting them and uniting as one to overcome challenges and difficulties at this special moment.”
The Singapore government has stepped in to play its part to stem coronavirus concerns by clamping down on the spread of fake news, ensuring that citizens are furnished solely with the facts in relation to the outbreak.
This follows measures by real estate firm CapitaLand to provide a $10m marketing assistance programme for tenants of its shopping malls.

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Alibaba Group Holding Limited is a Chinese multinational e-commerce, retail, Internet, AI and technology conglomerate founded in 1999.
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Why love isn’t enough for brands this Valentine’s Day- Tempemail – Blog – 10 minute

Valentine’s Day; it’s a time for love, loyalty, a vague sense of guilt, and the hope that small gestures will inject a spark into a long-term partnership.
Now now, I’m not talking about your significant other. I’m talking about brands.
Mid February is peak season for cringe-inducing emails from companies with whom you once did business. But it’s no good trying to woo customers (or your other half) on just one day of the year. Getting your customers to love you – and translating that into sales – is an all-year-round task.
The death of Mothercare came in 2019 and with it, decades of high street history came to an end. Beales the department store chain has been the first victim of 2020, collapsing into administration, closing stores and threatening jobs.
The way we shop is changing. Direct to consumer brands are increasing in popularity and more people are using subscription services for everyday goods. The most convenient option (convenience being one of the biggest drivers of loyalty) is often no longer the high street, big name, widely known brands. For better or worse, Amazon has a role in this deprioritisation of big name goods – even venturing into manufacturing its own, lightly branded products.
According to Foresight Factory research, 17% of consumers would be happy for a smart home assistant to automatically make basic household purchases for them. They also predict that by 2025, 11% of global consumers will rely on algorithms to automatically choose and switch financial products on their behalf.
It’s clearly time for everyone to up their game. So let’s look at the methods that are working for brands in 2020.
1. Managed scarcity
Limited editions, invitation-only access and even the famous ‘middle aisle’ at Lidl. These are all ways of generating ‘managed scarcity’, where customers have to get in quick, or miss out.
Whether you want the latest Nikes or a half price pressure washer, this strategy means you’re offering something unique and of democratic value to your customers.
This strategy can be great for creating buzz and positive PR. Kim Kardashian’s SKIM’s is a great example – limited runs, small amounts of stock released at a time, calendar specific releases (like the imminent ‘pink’ Valentine’s collection) all lead to fans clamouring to get their hands on products.
2. Latchkey loyalty
AKA loyalty for the fickle. ‘Latchkey loyalty’ – another level up from the mass exclusivity membership system of yesteryear – asks customers to subscribe to something and offers benefits for doing so. But crucially, doesn’t tie them in.
Subscription models of this type now allow much greater flexibility, allowing customers to skip, cancel and amend their choices with freedom. Though it might seem counterintuitive to offer customers an easy ‘out’, it’s crucial that loyalty feels like a choice for modern subscription models to work.
Take Bulb, an energy company taking on the big six that lets customers come and go as they please. As an added bonus, they pay exit fees to lenders who aren’t nearly so forthcoming with letting customers switch out of a deal that’s over the odds.
Consumers also appear happy to relinquish ownership over possessions in favour of services that enable short-term renting. According to Foresight Factory, in 2019 51% of adults claimed to have used, or be interested in using an app that enables them to rent a car from a nearby location at short notice and for a short period of time.
3. Peer Power
Moving past the ‘mass exclusivity’ trend of 2018/19, just building a membership platform isn’t enough. Instead of focusing purely on the tangible rewards you can offer to loyal customers, think about emotional benefits too.
Fans want peer-to-peer interaction where they can connect with like-minded people in a safe space. Brands should work hard to build a solid community where their consumers can talk to one another, strengthening their loyalty and appreciation of the brand. This works particularly well when the brand plays an active role in the community it has built, keeping in regular dialogue with fans, offering responses, collating feedback and reporting back with updates. It breaks down barriers, moving the conversation on from ‘us and them’ to ‘we’.
Sephora make customers feel connected with their online community Beauty Talk – a forum where users can ask questions, share ideas, and have their beauty questions solved by other makeup enthusiasts. Their Beauty Board offers a unique way to engage with the products and the community. Users can upload pictures of themselves wearing Sephora products and the photos then link to the product pages of all the items used, creating a full purchase cycle without having to leave the platform. Sephora have cracked the code when it comes to fulfilling the needs of their passionate fans, and other brands would be wise to follow suit.
The question of how many consumers truly ‘love’ brands is one for another day – is love just nostalgia or convenience wrapped up with a bow on it? But what brands really need is to find new ways to make their customers’ lives happier, easier, more exciting and surprising all year round. In the end, that’s what all good relationships are built on.
Tom Poynter, CEO at Southpaw.

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Brands should act now to get ahead with voice search- Tempemail – Blog – 10 minute

Voice search is still in its infancy with most interactions happening in the home via a home voice app like Alexa, Google Assistant, and to a lesser extent, the Apple Homepod. But consumers are using voice search. In fact, 58.6% of US consumers are using voice search (Comscore 2019). Yet only 11.5% of brands have an Alexa app, and only 6.5% of brands have a Google Assistant app – which is pretty low adoption for what is a fun bit of technology. So is it still a fad in its early phases and yet to hit proper adoption? I think so; yes.
Brands haven’t taken voice apps seriously yet, so why would they take voice SEO seriously if the bar is low extending their customer experience to voice?
Well, I don’t blame the brands. They’ve made the right investment call, and given social etiquette and behaviours, voice was always going to be a slower adopter than, say mobile.
It’s intrusive. It breaks the flow of a conversation in a group. Or if you’re in an office and you start shouting commands at your device, with everyone being able to hear the request and results? It’s just not normal, acceptable behaviour. Unless you’re a Bluetooth headset warrior from the late 90s, that’s been biding their time patiently for your early adopter status to come good, it’s just not normal.
But there is a place for brands and a window of opportunity to get ahead of the search competition. And to do that, voice SEO needs to be appropriately considered, as a proper channel with suitable considerations made.
Simple things like looking at the questions your target market are asking. Research shows that most of the most popular voice search requests are for fact-based questions – so either that’s kids still finding search a novel toy or it’s the consumer base that’s adopting the technology. Or perhaps they’re all cheating on quizzes? Following that users use voice search for directions, to scour entertainment options, browse for restaurants and listen to the news.
Personally, it’s still very early for voice and for voice search results on a broader spectrum. It’s yet to be applied in the home properly; it hasn’t become natural behaviour there either. Outside of the home, that behaviour, in my opinion, is even smaller. Despite devices like ear pod-style headphones and their ability to pick up voice more effectively which has undoubtedly improved the consumer’s experience. It’s also becoming more socially acceptable to be seen walking around with ear pods in, taking a call or whatever else you’re doing – so the stigma associated with being a Bluetooth headset warrior is fading.
For me, the most untapped use for voice search, today, is in-car. Apple CarPlay and Android Auto are changing that. The experience for search results is becoming far easier for consumers to handle inside a car cabin. And socially, it’s more acceptable for drivers to use voice search. So in-car is the perfect location for a voice search experience. It’s contextually relevant to the environment; as the environment is constantly moving meaning that drivers need more search support.
That begins to justify a real push for brands to get their voice SEO right for an audience that depends on the parity of the experience between their other search channels.
But brands need to take voice search and SEO seriously. They need to build voice apps in the right way, first and foremost. They need to start taking into consideration the use of colloquial phrasing and accents. Which, speaking as a Geordie, goes a long way.
There needs to be a robust web SEO foundation but also a focus on ranking for featured snippets in Google. But I am also taking into consideration concise answers to questions in 29 words or less. A neat little optimisation trick.
It’s a tough time device-wise too, and brands need to ensure that everything is optimised for each assistant. So once again, the search wars are back. But research shows that Google is the most popular and effective search – which is hardly surprising.
The job isn’t done yet; it’s a big and intricate task. Right now, that doesn’t make a monumental difference but now is the time for brands to consider how to act to get ahead of the voice search game.
Ryan Hall, founder, Vaunt is a judge for Tempemail Search Awards 2020. The deadline has now passed but you can still apply for an extension.
Hall also launches The Growth Agenda podcast from The Zeitgeist this week, interviewing successful entrepreneurs about how they’ve grown their businesses.

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Narcissism nightmare: how brands can reach the selfie consumer- Tempemail – Blog – 10 minute

Narcissism appears to be on the rise in modern societies. It is present on all levels, leading some scientific researchers to refer to it as “socially toxic”. An ongoing study of narcissism by researchers at Queen’s University Belfast has found that narcissists are likely to “engage in risky behaviour, hold an unrealistic, superior view of themselves, are overconfident, show little empathy for others, and have little shame or guilt”.
Try selling something to people who think everything is all about them. Nothing in the world, not a single product, service or experience is ever totally perfect, so how can you ever hope to please them? And should you accidentally succeed in doing so, how can you ever hope to keep them happy enough to continue as loyal customers?
Brands struggle to follow them, mentally if not physically. Where traditional consumers could at least be handled as a sort of homogenous mass, today’s consumers are like strands of quicksilver, slithering this way and that. The moment you think you understand them, the moment you start a campaign that you think will hit the spot – well, the day your campaign is launched you’re likely to miss the mark because they are already obsessed with something else entirely. All it takes is a single new influencer blogger-vlogger type to swing people against a brand en masse, or convince them to go for a product that promises to make them shine more than anything on earth.
Unbelievable? Gwyneth Paltrow and her lifestyle platform Goop recently launched a candle called This Candle Smells Like My Vagina. The candle retails for $75 and sold out within an hour; there is currently a waiting list for new orders. Now there is a product that sums up what is happening inside people’s heads around the world. A candle that reflects the smell of Ms Paltrow’s vagina: how narcissistic can a product be?
Everyone’s a narcissist sometimes
What makes matters much, much worse is it’s not a “us vs them” story here. There is a narcissist in all of us. The way we have become accustomed to our current high standard of living – at least in the west – has spoiled us all to some extent. People have developed a huge sense of entitlement as a matter of course: to be treated like a royal in a shop, or to have the doctor in ER drop everything to have a look at that throbbing finger.
We have all come to think that everything is possible right now, or should be possible in the shortest possible time if not right away (“What, we’ve landed on Mars but you’re telling me you can’t deliver this washing machine tonight, mate?”). There are tens of millions of us behaving as if we were unique, and we feel the need to be treated accordingly. Yet the level of narcissism that informs so many consumer choices seems to have escaped the notice of many brands. They are still at the stage of “engaging,” trying to find a bridge between their brand and products and their target audience.
The irony here is that this form of narcissism is also known as marketing narcissism. Which is the old-fashioned kind of marketing we all know so well: “talking about yourself.” Self-centred positioning and propositions are still taking centre stage in many marketing communication endeavours, resulting in something that still radiates a “buy, buy, buy” attitude. Too many brands are still in love with themselves; not surprisingly, they run up against a wall of people who happen to love themselves even more.
Uniqueness is the word
The true narcissist is still something of a rarity. In general, typical narcissists think themselves better than others, want to impress and be the centre of attention. Using this broader definition of narcissism, around 20% of western consumers are considered narcissists, say Swiss researchers. Consumers in some Eastern cultures (eg urban China or Singapore), however, are rapidly catching up, according to Emanuel de Bellis and Andreas Herrmann from the University of St Gallen’s Institute of Consumer Insights. In particular, they have been looking at how narcissism intersects with the expanding field of mass customisation.
Mass customisation is seen as one way to comply with the heightened feeling of “wanting to be unique” that is showing up in consumer behaviour. Buying something that is (sort of) unique or seen as unique by those around the buyer makes the narcissistic consumer feel good; it offers the opportunity to show off his uniqueness on social media, keeping intact his status as an interesting person or even expanding it.
Customisation is something businesses and brands will have to focus on even more in the near future. They will have to work hard on R&D to come up with products and services that are highly individualised and customised. There is a win-win in that: businesses will satisfy people’s narcissistic urges while charging more for these products and services. In this way they will also build a reputation for being a business or brand that really and truly understands today’s consumer.
Expression of self
Going after narcissist consumers is not easy, and that’s an understatement. Supposedly, the obvious way to find them and reach out to them is through social media, or by tempting/engaging them with online content that somehow reflects their interests and lifestyle. It has led brands to spend trillions of dollars worldwide in the hunt for likes. The rationale behind online content development, online advertising and social media communication has generally been little more than that: the more likes we score, the more popular we become; the more traffic to our site, the more people visit our outlets; the more we sell, the more loyal those clients will become.
Sounds great, but as it happens, it hasn’t worked out that way. Brand likeability takes more than just a superficial click on a thumb icon. The narcissist will not be touched by flattery alone. Today’s narcissistic consumers know the difference between outright flattery and genuine interest in their precious egos and all that feeds them. Even knowing, as a brand, that the choices of your target audience are influenced by this narcissism in some way doesn’t make it easier to develop communication that gets the job done.
As a brand you have to delve deeper inside the people you want to touch, otherwise how can you convince them to like, love or buy your brand? Those with a strong narcissistic streak are extremely susceptible to validation, so chances are the moment you help them embrace your brand message as a reflection of what they believe in, you will touch a nerve. Sharing it on social media will show they are indeed the special person they are (or feel themselves to be) and there’s nothing they like better than that.
Coca-Cola created something exactly like this in China. The company offered bottles customised with the names or sentiments that customers wished to express. It worked with Sina Weibo, one of China’s social media sites, to promote the bottles. The first day they came out with the promotion, Chinese consumers ordered 300 bottles per hour. Four days later, they were ordering 300 bottles per minute. Coca-Cola had succeeded in helping them express their unique feelings and convictions, which hit the spot more than anything designed merely to accumulate likes. The campaign reflected people’s uniqueness and played to their feelings of being someone special.
Strong feelings to explore
Playing to the narcissistic traits of today’s consumers requires you to take a good, hard look at the emotional content of, well, your content. It is about finding something that shows what your brand is about instead of telling what your brand is about. Starbucks once printed a poem about loneliness and connection by Augustus Burroughs on its cups. It struck a chord with a lot of Starbucks’ customers and forged a deeper emotional connection with the brand. They could have just printed something on the order of “We are Starbucks” or some other derivative of the Starbucks mission. But that would never have had as much impact with people as “walking their talk.” This was not about promoting the brand, it was about confirming the customer’s choice to come into Starbucks and keep coming back to Starbucks.
“Right,” I hear you saying, “but if a brand isn’t allowed to talk about itself to build its name and image, how can it realise effective marketing strategies? Somehow, surely, you will have to inform people about what you have to offer, right? At some point, you will have to sell what you sell just to stay in business, won’t you? Aren’t we going overboard with all this touchy-feely stuff just because consumers are turning out to be narcissistic?”
No, you won’t be going overboard by looking for ways to touch the narcissistic nerve in consumers. It also doesn’t mean you’ll have to sit down with a small army of psychologists to develop a creative marketing communication strategy. In fact, the way to go is not that much different from the intuitive way advertising creatives have always tried to appeal to people’s egos. That our ego has started suffering from gigantism after the last decade of self-promotion is certain, but ego is still ego. It comes down to the question: How can we make people feel as special as they think they are? How can we help them, through our brand message or our products and experiences, express themselves to the outside world as the special people they want to be?
Invite them to become more influential by sharing their wisdom on a brand platform – this would play to their feeling of being smarter than others. Develop queue-jumping apps like Starbucks did, or Prime Priority Delivery like Amazon, or any other form of VIP service – this would play to their feeling of being superior to or more important than others. Or find a way to improve the pictures, videos or selfies they share on social media – this would play to their vanity and their need to stand out in a crowd.
It’s about them, not you
Perhaps we have entered the most difficult age we have ever encountered in branding and advertising. As brand marketers, business leaders and communication professionals, it is ingrained in the very fibre of our being that brand advertising is about the brand being seen and heard. It informs people about itself, presents itself, shows itself, sends out messages about itself into the wide world in the most enticing way we can devise.
That stage is not yet completely behind us, but any brand marketer with common sense will have to acknowledge that here is a ballgame that will have to be played differently. The battle for attention has shifted inward, to the interior monologue of our audiences. It is no longer about making our brands look special in the world; it is about making our customers feel special in the world.
Erik Saelens is the founder and executive strategic director of Brandhome

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Luxury brands and contemporary art is merging in China- Tempemail – Blog – 10 minute

In 2016, the Fondation Louis Vuitton put on the group show ‘Bentu: Chinese artists in a time of turbulence and transformation’ in the LVMH Group’s private museum in Paris, bringing together 12 contemporary Chinese artists to explore the reality of life in today’s China. ‘Bentu’, meaning ‘native soil’ in Mandarin, was a landmark show, not only due to its significance as a major exposition of Chinese contemporary art in Europe (the first for a decade in France) but also as a statement of intent from LVMH and its Group Chairman Bernard Arnault, demonstrating a key awareness and understanding of the importance of the Chinese market, particularly the motivations, concerns and influence of Chinese millennials, to the world’s largest luxury group.
The show’s subject was prescient: in the few years since the show, Chinese consumers have been responsible for more than half of the global growth in luxury spending, providing a third of the total spend worldwide, with the majority of this contribution (around 80%) coming from the Millennial, post-1980’s and 1990’s generation.
The spending power of this dynamic, digitally native, young community is now the dominant force in luxury retail and has led to Bernard Arnault’s wealth skyrocketing (Forbes now put him as the second richest person in the world, behind Amazon’s Jeff Bezos).
The ‘Bentu’ show, while not making direct connections between the group’s brands and Chinese art, nevertheless set the mood for what was to come: recent years have seen a slew of blockbuster art-meets-luxury collaborations in China, where brands have either sponsored innovative exhibitions at prestigious museums and/or have produced seasonal campaigns in collaboration with Chinese contemporary artists.
These multi-faceted, digitally-enabled collaborations have gone a long way in helping some brands distinguish themselves in the deeply competitive luxury market in China, by creating an emotive connection with independently minded, experience hungry Chinese Millennial consumers. This combination of art and luxury in China has led to a loosening up of the traditional, reserved and elitist positions of both industries, catalysing a new movement towards access and inclusion which has proven to be a powerful driver in the global luxury market.
“Recent luxury brand-sponsored blockbuster art in China have brought together art, intellectual ideas and visually stimulating environments with the latest digital technology, creating a deeply felt experience of brand purpose in their enthralled audiences.”
What is notable today is the diversified, digital-first and inclusive nature of recent fashion branded exhibitions and cultural programs in China.
By directly referencing the high-brow and perhaps elitist 2010 retrospective of contemporary artist Marina Abramović at MOMA, where photography and mobile phones were banned, Gucci’s ‘The Artist Is Present’ show, held last year in Shanghai, subverted the commonly perceived aloofness of the art world by directly encouraging photography, ‘selfie-taking’ and social content sharing, providing custom backdrops and digital stickers for WeChat.
With ‘Volez, Voguez, Voyagez’ Louis Vuitton took visitors on a digitally-enabled journey through the history of the house and its association with luxury travel, marketing the show heavily through social media as a widely accessible cultural event in Shanghai.
Chanel’s ‘Mademoiselle Privé exhibition’ from Summer 2019 presented a celebration of Chanel’s passion for Chinese decorative design and art, with the visitor experience supported by mobile technology providing ticket booking facilities, an on-site guide and special QR codes to unlock hidden content and augmented reality ‘Chanel Masks’.
Whereas fine art shows sponsored by fashion brands were historically targeted at the rich or ‘typical’ museum-going audience, this new mass-appeal, ‘selfie-friendly’, and digitally-enabled luxury brand-sponsored shows are designed to have the broadest appeal, be fully inclusive and encourage an emotive understanding between the exhibition visitor and the brand.
“In China contemporary art is becoming a prominent creative driver of brand identification due to its emotive connection with China’s Millennial consumers who are seeking out brands that they can identify with and experience on a variety of levels.”
Luxury brands have a long tradition of associating with contemporary artists to drive interest in their products and in recent years international brands have had great success partnering with Chinese contemporary artists to connect with Chinese consumers on a personal and creative level.
The multi-media artist Cao Fei, whose work was featured at the Fondation Louis Vuitton’s ‘Bentu’ presentation, has worked extensively with luxury brands: in 2017 Cao Fei followed in the footsteps of Jeff Koons to design an ‘Art Car’ for BMW, employing augmented reality through the spectators’ phones to enable them to ‘draw’ spiritual beams of light around and inside of the brand’s premium M6 GT3, a powerful interactive statement targeting a market which has recently seen huge growth in the sales of luxury vehicles.
For Fall/Winter 2019, Cao Fei worked with Prada on ‘Code Human’, a multi-disciplinary study of the nature of influence in the age of digital culture, featuring Chinese popstar Kun. The futuristic campaign, which included a short film, was taken as a statement on the nature of identity construction which resonated with both fans of the brand and of Kun: the video went viral on Weibo and has been credited as being a key part of Prada’s long-standing program of innovative projects in the Chinese market.
“Art is now one of a number of powerful marketing drivers for luxury brands in China, resonating with a community of consumers who want to connect with brands on multiple levels.”
Chinese Millennials are the most powerful consumers of luxury in the world. They have grown up with unprecedented access to luxury brands and to detailed information about their products, history and values thanks to the ubiquity of the social media platforms, mobile technology and the culture of peer to peer and influencer recommendations in China. Due in part to this level of access, they have come to expect a higher level of engagement with the brands they chose to identify with, which has necessitated that luxury brands loosen up their traditionally tightly controlled codes of exclusivity towards a more accessible, sincere and experience led connection with their customers.
The collaborative efforts of luxury brands, art institutions and artists are just one of many recent drivers of this ‘loosening up’ which is reshaping the global luxury and consumer market. The extent of this change was provided by Antoine Arnault, Bernard Arnault’s eldest son: speaking at the 2017 New York Times Luxury Conference, the head of image at LVMH and Berlutti CEO, decreed that winning in the luxury industry depends on ‘transparency in communicating’ and that there is nothing to hide from consumers.
While not all brands should feel compelled to explore artistic collaborations, it is important they understand the level of interaction that Chinese consumers have come to expect from brands and that these motivations and values are no doubt shared by similar consumer demographics around the world. Brands that understand the emotive drivers of Chinese Millennials and have the confidence to put their brand purpose at the front, back and centre of their offering, to truly engage with consumers and provide them with unique and genuinely compelling experiences, will be well placed to succeed both in China and throughout the world.
Sophie Cheng is general manager of FutureBrand China.

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How brands can score with influencer marketing at Euro 2020- Tempemail – Blog – 10 minute

What’s the one thing that football fans and CMOs have in common? If they’re committed to their role, they’re already getting excited about Euro 2020 this summer.
With ad spend set to skyrocket and marketers having access to the eyes and ears of a nation, it’s a no brainer for brands to piggyback off the euro success. Whether you’re a sports brand looking to make the most of the Euros 2020, or a business operating in an entirely different industry, aligning your marketing to the tournament will be extremely beneficial.
So, how can brands win at Euro 2020?
Everyone is on the phone
During the Euros, everyone is on their phones. Whether they’re looking to see multiple scores at one time, keeping up to date with the discussions on Twitter, placing a bet, or just looking for some entertainment in between games, people are guaranteed to be on their phones.
This means that the social media landscape is open and ready for marketers to reap the rewards. Plus, with the potential for relevancy at an all-time high for brands who participate in euro-fever, social media’s CPM model is likely to be a very popular choice for brands. By investing in social campaigns on an impression basis, brands will be able to take a risk-averse approach with potentially massive gains.
As the Euros increase traffic to social media sites, they consequently create a very fertile environment for social media marketing. This will see a move away from thoughtless sponsorship campaigns that use famous faces to get by, and a move toward creative and targeted social media campaigns.
During the recent world cup, former Paddy Power ‘head of mischief’, Ken Robertson, joked that CMOs spending up to £100 million on a top-level football sponsorship “should be shot”, and it’s hard to disagree. But instead of opting for huge sponsorship deals with sports stars, brands should consider working with creators to produce relevant reactive content around the matches. With increased traffic on social media, creator-led content is the perfect, cost-effective solution.
For example, a food delivery brand could choose to partner with a football creator with a highly engaged community. The brand could ask the creator to do a live stream of their reaction to a particular game, as the creator’s community will be flocking to their platform to see the creator’s thoughts around the match. The creator could then order a meal using the food delivery service at the beginning of the stream and offer their followers a personalised discount code to use during the game. This will allow the brand to track the creator’s downloads directly while also aligning themselves with the fervour around the tournament.
Get creative with ambassadors
Using ambassadors can be an amazing way to engage an audience during the Euros 2020.
However, if you do this with a lack of creativity then you’ll soon find that you’re not getting the engagement you could achieve. Consumers are expecting more from brands than a simple ambassador-led campaign that pushes a product, instead they want engaging content that they can get involved with.
To match these consumer expectations, brands should choose a combination of sports creators and football legends, as well as creators from other verticals, to be sure to generate reach, relevance and engagement through creativity.
For example, during the 2018 FIFA World Cup, Influencer worked with Chinese electronics manufacturer Hisense, official sponsor and television supplier to the tournament. With stops in Spain, France, England, Germany and finally Russia, the campaign objective was to assist Hisense in reaching and engaging with their customers on a global stage.
However, this campaign didn’t rely on ambassadors or football legends alone, we wanted to work with regular creators too so that we could be sure to engage a wide demographic. We recruited leading macro entertainment, lifestyle and football freestyle creators from each country listed above, to help promote Hisense’s #SeeTheIncredibleTour. Each creator watched a game with a football legend and produced a YouTube vlog dedicated to the experience. Content was also posted across Facebook, Twitter and Instagram with main posts and stories and was able to capture their incredible experience.
The campaign drove brand awareness and increased traffic to Hisense’s global social channels, while providing consumers with enjoyable and creative authentic content to tune in to on a regular basis throughout the World Cup.
Engage with traffic on streaming services
Euro 2016 was seen by 2 billion, with 600 million tuning in to watch the final. And 2020 is only predicted to be bigger. We all lead busy lives, and the amount of games during the Euros means that we’re not going to be able to catch everyone. As a result, people who aren’t able to watch the games live, will be turning to streaming services and social media to catch up with what went on instead.
Even those who aren’t football fans will be seeing memes on their timeline and engaging in smaller chunks of content that inform them of the latest Euro news. The nature of a tournament like the Euros means that it becomes a national conversation – one that everyone is involved in.
For this reason, brands can succeed by providing short nuggets of information and updates via creators that will allow them to engage with a range of consumers in an authentic way, and provide them with the content they are genuinely looking for.
Many young people consume content in smaller nuggets, especially on social media, so brands should consider partnering with creators and publishers to create short segment highlight content that can be easily consumed and shared on social media.
These short segment updates can work for a variety of communities, because during a big football occasion like the Euros, everyone is engaged. As such, there is a very exciting opportunity for brands to provide content that informs ‘non-traditional’ football communities about what’s going on and engaging with this new traffic that they wouldn’t normally have access to.
Be reactive as well as proactive
The World Cup fever of 2018 showed us just how crucial it was for brands to be reactive as well as proactive during the event. Whilst proactive campaigns can be perfect for partnering with one-off ambassadors or putting together a well thought out campaign, reactive relevancy is often the kind of content that will go viral.
This is why it is great to combine both to seek out the most divisive and memorable moments of the Euros and ride that wave of engagement. Reactive relevancy requires a bit more on the spot thinking and creativity, but the results can be incredible.
A perfect example of this was during the 2018 World Cup, when England manager Gareth Southgate’s navy waistcoat became a symbol of England’s success and an overnight viral hit.
Marks & Spencer, the official suit supplier to the England team, stated that demand for waistcoats has risen 35% thanks to “the Gareth Southgate effect”. Prior to the World Cup, this could not have been predicted by brands. During the World Cup, #WaistcoatWednesday began trending on social media, with many in the UK opting to wear a waistcoat to work in support of the England team. By honing in on the specifics of the event as they happened, brands were able to join in the conversation and target the global community that are all taking a shared interest in the cultural nuances of the event.
Get sport relevant
Whether you’re a sports brand or not, making yourself known to and becoming relevant to the Euros is going to be very beneficial. If you’re looking to engage a new audience, then building credibility by making your brand sport relevant is a must.
The biggest draw to becoming sport relevant for the Euros is that you’ll attract more than just a sporting or football audience. In the UK and across Europe, the Euros become a national event that everyone celebrates, so becoming sport relevant can have a broader effect than just reaching football fans.
If you can combine your non-sporting product with the event in a way that makes it sports relevant, then you will be winning the Euros. Back in the 2018 Winter Olympics, P&G nailed this concept, by using creative storytelling to craft a link between their non-sporting products and the event. P&G masterfully positioned their products as an enabler for mothers to support their future Olympian heroes with some clever creative storytelling. The campaign pulled on the heartstrings of a non-sporting audience who were accessible to the brand because of this one-off event.
The Euros present brands with a similar opportunity to reach these non-sporting communities by aligning their products with the event and becoming ‘sports relevant’.
With the Euros 2020 approaching, it’s time to consider the ways that you can power up your marketing for the big event. Get in touch to find out how you can win at Euro 2020.
Ben Woollams is sales director at Influencer

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6 Black Friday Marketing Campaign Ideas from Iconic Brands – Blog – 10 minute

We’ve all experienced the infamous Black Friday. Whether it was waiting for hours in front of Target in the cold or continuously clicking refresh in your favorite online store hoping to use a unique promo code. But now you’re on the marketing side — you will be the marketer persuading people to wait in line or sit impatiently in front of their computers.
With our Black Friday content tool, we can help you jump-start this crazy season and craft the best Black Friday marketing campaign for your business.
Here are our favorite Black Friday campaigns from the most notable brands:
GoPro: Be Generous and Offer Extras

GoPro is known for its versatile cameras and adventurous content. But when GoPro posted their freebies with a GoPro Hero 7, it received over 172.6k likes on Instagram.
When you offer something for free, it adds a sense of urgency, whether it’s for a limited time or a one time deal. And GoPro was quite smart with what they offered for free. With a rechargeable battery and an SD card, their customers were able to use their GoPro right away! So if you’re feeling generous, think of ways your extras can add more value to your customer’s experience.
Fenty Beauty: The Tagging Approach

If you’re in the beauty industry, makeup can get expensive! But devoted customers will always follow their favorite brands like a hawk for exclusive deals on Instagram.
Fenty Beauty engaged with their audience by encouraging them to tag them in their photos two days before Black Friday. With thousands of posts that appeared on Fenty Beauty’s tagged feed, they ended with a total number of 160.9k interactions on this post — all organic. Although this can be a great way to see how your audience uses your brand personally, it can help you strategize different ways to interact with your audience directly.
Keep in mind: it’s essential to stay in line with platform regulations. There are many restrictions on how brands are allowed to encourage people to comment, tag, or like. Find out more on how to manage your social media responsibly and like a professional. 
IGN: Use Your Cheeky Humor

Any IGN Instagram follower would know that IGN loves to use memes and movie references to interact with their audience. For their Black Friday campaign, IGN used a war scene from a famous movie to imitate how Black Friday is like for huge retailers. From our analytics, this post gained an organic reach of 47.5k interactions.
If you’re feeling creative and unconventional, don’t be afraid to go for it. Understanding your audience can lead to higher engagement for your brand. You can be surprised how relatable your audience can be to you.
American Eagle: Encourage Them to Come into the Store

Don’t forget about the customers who still love the brick-and-mortar experience! American Eagle offered a sweet deal for anyone shopping in-store, and they would get a cozy blanket (with a purchase of $75+). Their audience reacted to their Black Friday marketing campaign with a total of 78.2k likes.
You can save a logistics nightmare during this season by persuading your customers to come into the stores. However, if you’re focusing on your online goals, you can even suggest to your customers an in-store pickup. And you’ll never know, maybe your shoppers will end up buying more stuff while there!
Need more post ideas to encourage your customers to shop in your store at midnight? Discover thousands of campaign ideas with our Black Friday content tool.
Sephora: Scale Up Your Products & Host a Contest

Why buy a typical deal for 3 lip stains when you can buy 100 lip stains that can last you a lifetime! Sephora was spot on — offering something new, vast, and exciting with an exclusive deal. Our analytics has shown that Sephora managed to gain over 60.8k comments and over 2.6 million views.
If you’re offering a new exclusive product, why not take it a step further and make a contest out of it. It can be as simple as telling your followers to tag their best friends in the comments below. It will keep the engagement high, and the winners will be able to boast about it to all their friends and family.
Alo Yoga: Align Your Campaign with Your Mission

With one look at the post description, Alo Yoga’s mission is clear. They are spreading the mindfulness movement by inspiring wellness and creating a community. This is an excellent example of a Black Friday campaign that aligns with the vision of the company and supports their cause.
Adding a mission or a cause to your purchase adds more value to the customer experience. Whether it’s supporting an initiative, donating to a charity, or forming a community, a Black Friday marketing campaign like this can bring you closer to achieving your company goals. 
The Takeaway
Even though this will be a chaotic season, the competition will be high, and many brands will be launching their best campaigns. Luckily, we have a complete guide on everything you need to create a successful campaign during the holiday season. 
Furthermore, the main goal here is to understand what your audience wants and design a strategic Black Friday marketing campaign to convert them into potential customers — but you can achieve this goal creatively and have fun with it. You can easily take your creative skills to the next level with the right inspiration.
We can help you get started with our free Black Friday content tool, which has over thousands of campaign ideas for this season— so start planning and get inspired!

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How Giant Ecommerce Brands Use Social Media on Black Friday – Blog – 10 minute

Below are the best eCommerce brands based on audience engagement and the number of posts (among the top 25 pages during Black Friday of last year). In the quadrant reports, Hunters are the best strategists when creating a Black Friday marketing campaign, while Rookies are taking their first step in building their first campaign for Black Friday.

Find out where you stand this year with our Facebook Quadrant Report & Instagram Quadrant Report.But before you start, discover how these eCommerce brands marketed their best campaigns last year.
Zaful
Zaful has taken their shopping experience to their social media feed. As a Hunter on both Instagram and Facebook, Zaful makes it easy for its customers to access the best sales, and they also provide promo codes in the captions. They even added a special touch by showcasing a gift card giveaway.

Advice
: Just like Zaful, the best way to create a Black Friday marketing campaign is to know your audience, but it can get overwhelming with multiple social media platforms. With a unified marketing platform, you can drive more growth and engagement for all of your platforms.
Boohoo
Boohoo is a UK-based online fashion store that dominated both Facebook and Instagram last year. Recognized by all teens and young adults, Boohoo knows how to keep fashion youthful and fun. This fashion empire can make Black Friday posts engaging and interactive. If you’re looking for a great role model for the eCommerce industry — follow Boohoo.

Advice
: If you aren’t paying attention, your competitors can be right behind you. Take advantage of our social media benchmarking tool to see how your performance is doing against your competitors.
NA-KD
NA-KD is an emerging Swedish company in women’s fashion and the eCommerce industry. Although NA-KD was in the Browser category on Instagram, they are still one of the leaders in influencer marketing. They did it by having a variety of popular influencers who marketed their brand with the latest social media trends. If they continue using this strategy, they can find themselves rightfully in the Hunter category this year.

Advice
: Influencer marketing has vast opportunities today, and you can take your Black Friday marketing campaign to the next level. Even a simple 3-sec story from a macro influencer can get you the right engagement you need. You can easily find influencers your audience can trust to save you time from research.
Twinkledeals
In the eCommerce world, any customer would love to see “free shipping” with their purchase. And Twinkledeals used this tactic to add more value to their purchases, especially on Black Friday. They may be Browsers on Facebook, but they can easily post more Black Friday content to become Hunters.

Advice
: Creating content can be draining, but having the right inspiration can fuel your content and engagement. Luckily, we have a Black Friday content tool to help jump start your inspiration.
The Takeaway
Regardless of whatever category your brand lands in, each category is an opportunity to redefine your Black Friday marketing campaign this year.
You can start by seeing your brand in a quadrant report — Facebook Quadrant Report & Instagram Quadrant Report — From there, you can start creating content and drive more engagement.

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