Revlon Makes a Bold Move on TikTok

Source: https://postfunnel.com/revlon-makes-a-bold-move-on-tiktok/

#DoItBold is the name of the challenge that Revlon launched on TikTok in October.

It’s not Revlon’s first venture into using the popular app. It has used it before to promote particular products and ran a challenge last year called #SlickUpYourLook. But it now made a conscious effort to connect with Gen Z with the hopes of seeing the kind of success ELF (see Don’t Make Ads: Make Engaging Entertainment) had in selling its makeup to that demographic through the channel that captures their attention.

Revlon did need a jolt of successful marketing, as reported in Glossy, to regain some market share, as its sales declined a whopping 45% for this past quarter. That’s far worse than the category’s 19% decline for that time.

The bold campaign definitely won it attention, as well as new followers who engaged with the brand.

Global Cosmetic Industry reports that at the end of the three-day Tik Tok challenge led by influencers such as Loren Gray, Abby Roberts, Seth O’Brien, and MicahCow – Revlon garnered 2 billion views.

As far as three-day measurements, this challenge topped the counts for the year among those tracked by Movers+S­hakers. It also generated the most songs for a three-day challenge: 3,800.

Engagement rates were impressive, too, averaging between 15% and 20% influencer engagement.

The gains don’t end with the campaign. By October 19, Revlon had obtained 30,000 new followers plus 390,000 likes on @Revlon. The hope, of course, is that these engaged followers will not just follow but also buy products from the brand.

The post Revlon Makes a Bold Move on TikTok appeared first on Post Funnel.

Read more

Digital Marketing Tactics: Tricks And Treats Going Into 2021

Source: https://www.square2marketing.com/blog/digital-marketing-tactics-tricks-treats-going-into-2021-and

Just Like The Wide Variety Of Candy Available On Halloween, You Have To Pick The Best Ones

Hundreds of marketing tactics are at your disposal. But not all marketing is created equally. Some tactics work better than others in certain companies, and there is no real way to know for sure which ones are going to work well for you.

However, at digital agencies, we have the benefit of running hundreds of programs for a wide variety of different businesses. While you have expertise in one or two companies, we have expertise with close to a thousand companies.

First, we’re going to show some more challenging tactics the ones that take longer to produce results, require deeper expertise and need a more sustained investment. Since Halloween is this weekend, we’ll consider those tricks. It’s not that they’re bad, but we think there are better options.

Read more

New Look and A Dash for AR for Morton Salt Branding

Source: https://postfunnel.com/new-look-and-a-dash-for-ar-for-morton-salt-branding/

“”We successfully combined Morton’s iconic brand assets with clean typography and bold graphic shapes to create a design system that celebrates Morton’s rich history while feeling relevant to today’s consumers,” explained Clark Goolsby, Chief Creative Officer, Chase Design Group, the agency that created the new look in Morton’s announcement.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

The AR Campaign: Morton also announced an integrated marketing campaign across all channels, “in-store, digital and social media activations, as well as PR and influencer programs.” On top of that, certain culinary salts will have a QR code that will activate an AR experience.

They are described as giving “several fun and educational ways” to engage with the brand. Among them is supposed to be the chance to see the two-dimensional Morton Salt Girl come to life.

Denise Lauer, Chief Marketing Officer, Morton Salt, Inc, observed:

“As consumers continue to spend more time at home cooking and bring new digital tools and technology into the kitchen, this is the perfect time to deliver an all-new experience with the Morton brand.”

Morton Salt is also hopping on another trend that we touched on in What’s for Dinner? Chefbot Has the Answer: helping people reduce food waste. The salt company puts it in grander terms, citing a “mission to Erase Food Waste,”  and it plans to deliver recipes that use ingredients people have at home through the AR.

I’m wondering if any of the recipes will work without Morton’s products. I believe it does pay for brands to do that – offer what their customers will find useful even if it doesn’t promote the product they sell directly.

 

The post New Look and A Dash for AR for Morton Salt Branding appeared first on Post Funnel.

Read more

Reacting to Racism: How H&M Addresses Controversy with Transparency

Source: https://postfunnel.com/reacting-to-racism-how-hm-addresses-controversy-with-transparency/

Welcome back to the final Brand Marketing Spotlight, where we analyze the ad campaigns and marketing techniques of the world’s most successful companies. Today, we’ll showcase H&M to explore how modern brands use transparency to cultivate diversity and overcome negative reputations.

On June 1, 2020, H&M released a statement showing solidarity with the Black Lives Matter movement. It outlined support for the black community, expressed sympathy for those impacted by violence, and highlighted several charitable actions it would make in the coming months. H&M was not unique in preparing such a statement. Still, one crucial detail stands out: The brand included a few brief sentences acknowledging its own “past mistakes.”

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

There’s a good reason H&M included this caveat – the brand has faced multiple race-related scandals over the years. Dealing with a single incident is bad enough, but repeated instances highlight a distinct lack of sensitivity towards black customers. What’s more, these missteps give H&M a reputation that undermines any positive efforts about diversity the company tries to put forward.

To its credit, H&M appears to be doing its part to learn from each incident. That they recur is not necessarily a sign of failure but a reminder of how challenging it can be to address systemic racism within any organization. Beyond the culture reset, overcoming a negative reputation is a long game that requires consistency, transparency, and a willingness to participate in a larger conversation. The good news is change is possible – though it’s unlikely to happen overnight.

Stereotypes on display

Of all of H&M’s race-related missteps, perhaps the most widely known example occurred in 2018. The company released a promotional photo with a black model in a hooded sweater with the words “coolest monkey in the jungle” printed on the front – referencing centuries old racial stereotypes. The public reaction was immediate, inspiring protests in South Africa before H&M ultimately recalled the shirt.

Such events are problematic not just because of a single image but also because many flawed decisions led to its debut. H&M hired a black model for the photograph, approved it for promotions, and displayed it in H&M stores. At best, it suggests that everyone at H&M didn’t see a problem or weren’t particularly motivated to address it.

After the outcry, H&M took action to correct its mistake, pulling the hoodie from circulation and assuming responsibility for what happened. It also took the step of appointing Annie Wu as its new global leader for diversity and inclusiveness, making a more substantial effort to change its work culture.

Unfortunately, H&M also gave statements that downplayed the issue as accidental. “The impact and repercussions of this mistake were big and serious, and as we said at the time, we were truly sorry,” Annie Wu said in an interview.

“I do think though that we can all see that it was actually a genuine mistake and, if we’re really honest, we can see that it was probably just down to a series of mistakes or ‘misses’ that led to this slipping through.”

Customer marketing challenges and opportunities

From small mistakes to a big reputation

H&M would quickly realize that ingrained racism – especially the kind one considers unintentional or non-malicious – is much harder to address than it appears. A year later, the company found itself in hot water when a children’s clothing ad neglected to style a young black model’s hair, suggesting that the industry pays little attention to natural hairstyles. However, far more serious was the beanie named internally with a racial slur by one of H&M’s owned brands.

Individually, each event looks like a mistake that H&M can quickly address with public action. Taken as a whole, they give H&M a reputation for ingrained racism that it cannot dismiss easily. As Roots to Ends president, Christine P. Augustin, said after its un-styled hair advertisement was published: “This is not the first time that H&M has done something like this, so I wasn’t surprised, but I was very upset.”

The consequences of a negative reputation are far more insidious than any one event. They generate feelings of outrage in customers that linger long after the inciting incident has passed. Over time, such a reputation can make it challenging to acquire new customers, ultimately harming your bottom line.

H&M genuinely seems to be trying to do the right thing, though with the knowledge that it has likely alienated some consumers forever. The company publicly acknowledges its faults while pushing for increased diversity, both within the organization and its marketing materials.

The retailer’s campaigns put forward ad creative that include people of all ages, backgrounds, and skin colors to reflect its global reach and audience. Unfortunately, in a worldwide organization, sometimes it just takes one misstep to reinforce a negative reputation.

Sadly, uprooting centuries of ingrained racist attitudes, behaviors, and stereotypes is incredibly difficult to do – both in life and in marketing. Even a global organization that promotes diversity will have blind spots. What’s more, expensive diversity programs sometimes have the effect of reducing diversity within an organization, not promoting it. Something more is necessary. But what?

Progress is difficult, not impossible

Perhaps the first step is merely acknowledging that combating racism takes time. Sometimes that means progress is uneven but remains possible all the same. In the meantime, being transparent about your objectives and missteps can make the progress you’ve achieved feel more genuine.

Another crucial step is to listen to diverse voices, both within and outside of your organization. “This has been historically a Swedish company. And we are now shifting over to being a global company, but that won’t be changed just by training alone,” Wu told CNN in response to the beanie incident. “That has to do with how we also expose ourselves to different cultures, to different people, and how we really include them in everyday conversations.

Finally, it’s vital to remember that progress is taking place, even if it moves at a glacial pace. When H&M halted production of the racially insensitive beanie, it wasn’t because of a public outcry, but because H&M employees spoke up internally. This shows that change is possible even within a global company when a transparent process is in place. There’s still a long way to go, but that remains a promising step all the same.

10 Actionable Insights for Online Retailers

 

Check out the complete Brand Marketing Series here 

Girl Scouts Marketing: How Local Cookie Sales Become Viral Sensations

McDonald’s Marketing Strategy: Staying Transparent While Under Fire

The North Face Marketing Strategy — Overcome Challenges with Human Connections

Lowe’s Marketing Strategy — Prioritizing Customer Needs During COVID-19

Habitat Clothes & Marketing: How to Grow Without Losing Your Personal Touch

Target’s Brand Marketing: How Radical Inclusion Drives Record Growth

Ticketmaster and the Power of Relationship Marketing

SAS Shoes: How to Reinvent Your Brand with Authenticity

The post Reacting to Racism: How H&M Addresses Controversy with Transparency appeared first on Post Funnel.

Read more

B2CRM News: Amazon Weird Data Initiative, Boston Beer’s Surprising Sales Figures

Source: https://postfunnel.com/b2crm-news-amazon-weird-data-initiative-boston-beers-surprising-sales-figures/

Data can come in all shapes and sizes. And there are so many useful ways to use it. Just today we talked about how Tula used the data from a widespread customer survey to re-invent the way it describes its own category.

So, yeah– there are many ways to collect valuable data. And now, Amazon also wants you to proactively give them your data – but by… sending them your non-Amazon receipts. Yup.

Watch the video below for more context, and learn what’s behind Boston Beer’s increase in sales (even when Samuel Adams’s figures are declining).

The post B2CRM News: Amazon Weird Data Initiative, Boston Beer’s Surprising Sales Figures appeared first on Post Funnel.

Read more

Reacting to Racism: How H&M Addresses Controversy with Transparency

Source: https://postfunnel.com/reacting-to-racism-how-hm-addresses-controversy-with-transparency/

Welcome back to the final Brand Marketing Spotlight, where we analyze the ad campaigns and marketing techniques of the world’s most successful companies. Today, we’ll showcase H&M to explore how modern brands use transparency to cultivate diversity and overcome negative reputations.

On June 1, 2020, H&M released a statement showing solidarity with the Black Lives Matter movement. It outlined support for the black community, expressed sympathy for those impacted by violence, and highlighted several charitable actions it would make in the coming months. H&M was not unique in preparing such a statement. Still, one crucial detail stands out: The brand included a few brief sentences acknowledging its own “past mistakes.”

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

There’s a good reason H&M included this caveat – the brand has faced multiple race-related scandals over the years. Dealing with a single incident is bad enough, but repeated instances highlight a distinct lack of sensitivity towards black customers. What’s more, these missteps give H&M a reputation that undermines any positive efforts about diversity the company tries to put forward.

To its credit, H&M appears to be doing its part to learn from each incident. That they recur is not necessarily a sign of failure but a reminder of how challenging it can be to address systemic racism within any organization. Beyond the culture reset, overcoming a negative reputation is a long game that requires consistency, transparency, and a willingness to participate in a larger conversation. The good news is change is possible – though it’s unlikely to happen overnight.

Stereotypes on display

Of all of H&M’s race-related missteps, perhaps the most widely known example occurred in 2018. The company released a promotional photo with a black model in a hooded sweater with the words “coolest monkey in the jungle” printed on the front – referencing centuries old racial stereotypes. The public reaction was immediate, inspiring protests in South Africa before H&M ultimately recalled the shirt.

Such events are problematic not just because of a single image but also because many flawed decisions led to its debut. H&M hired a black model for the photograph, approved it for promotions, and displayed it in H&M stores. At best, it suggests that everyone at H&M didn’t see a problem or weren’t particularly motivated to address it.

After the outcry, H&M took action to correct its mistake, pulling the hoodie from circulation and assuming responsibility for what happened. It also took the step of appointing Annie Wu as its new global leader for diversity and inclusiveness, making a more substantial effort to change its work culture.

Unfortunately, H&M also gave statements that downplayed the issue as accidental. “The impact and repercussions of this mistake were big and serious, and as we said at the time, we were truly sorry,” Annie Wu said in an interview.

“I do think though that we can all see that it was actually a genuine mistake and, if we’re really honest, we can see that it was probably just down to a series of mistakes or ‘misses’ that led to this slipping through.”

Customer marketing challenges and opportunities

From small mistakes to a big reputation

H&M would quickly realize that ingrained racism – especially the kind one considers unintentional or non-malicious – is much harder to address than it appears. A year later, the company found itself in hot water when a children’s clothing ad neglected to style a young black model’s hair, suggesting that the industry pays little attention to natural hairstyles. However, far more serious was the beanie named internally with a racial slur by one of H&M’s owned brands.

Individually, each event looks like a mistake that H&M can quickly address with public action. Taken as a whole, they give H&M a reputation for ingrained racism that it cannot dismiss easily. As Roots to Ends president, Christine P. Augustin, said after its un-styled hair advertisement was published: “This is not the first time that H&M has done something like this, so I wasn’t surprised, but I was very upset.”

The consequences of a negative reputation are far more insidious than any one event. They generate feelings of outrage in customers that linger long after the inciting incident has passed. Over time, such a reputation can make it challenging to acquire new customers, ultimately harming your bottom line.

H&M genuinely seems to be trying to do the right thing, though with the knowledge that it has likely alienated some consumers forever. The company publicly acknowledges its faults while pushing for increased diversity, both within the organization and its marketing materials.

The retailer’s campaigns put forward ad creative that include people of all ages, backgrounds, and skin colors to reflect its global reach and audience. Unfortunately, in a worldwide organization, sometimes it just takes one misstep to reinforce a negative reputation.

Sadly, uprooting centuries of ingrained racist attitudes, behaviors, and stereotypes is incredibly difficult to do – both in life and in marketing. Even a global organization that promotes diversity will have blind spots. What’s more, expensive diversity programs sometimes have the effect of reducing diversity within an organization, not promoting it. Something more is necessary. But what?

Progress is difficult, not impossible

Perhaps the first step is merely acknowledging that combating racism takes time. Sometimes that means progress is uneven but remains possible all the same. In the meantime, being transparent about your objectives and missteps can make the progress you’ve achieved feel more genuine.

Another crucial step is to listen to diverse voices, both within and outside of your organization. “This has been historically a Swedish company. And we are now shifting over to being a global company, but that won’t be changed just by training alone,” Wu told CNN in response to the beanie incident. “That has to do with how we also expose ourselves to different cultures, to different people, and how we really include them in everyday conversations.

Finally, it’s vital to remember that progress is taking place, even if it moves at a glacial pace. When H&M halted production of the racially insensitive beanie, it wasn’t because of a public outcry, but because H&M employees spoke up internally. This shows that change is possible even within a global company when a transparent process is in place. There’s still a long way to go, but that remains a promising step all the same.

10 Actionable Insights for Online Retailers

 

Check out the complete Brand Marketing Series here 

Girl Scouts Marketing: How Local Cookie Sales Become Viral Sensations

McDonald’s Marketing Strategy: Staying Transparent While Under Fire

The North Face Marketing Strategy — Overcome Challenges with Human Connections

Lowe’s Marketing Strategy — Prioritizing Customer Needs During COVID-19

Habitat Clothes & Marketing: How to Grow Without Losing Your Personal Touch

Target’s Brand Marketing: How Radical Inclusion Drives Record Growth

Ticketmaster and the Power of Relationship Marketing

SAS Shoes: How to Reinvent Your Brand with Authenticity

The post Reacting to Racism: How H&M Addresses Controversy with Transparency appeared first on Post Funnel.

Read more