The first quarter of 2018 will be remembered as one of the most tumultuous times in history for brands, publishers and marketers alike. Facebook’s nuclear bomb of a change to their newsfeed cut off brands and publishers from their audience — a move that is already causing some digital publishers to shudder. Combine that with the IAB’s latest report finding that brand growth is in crisis across the board and Unilever CMO Keith Weed threatening to pull digital advertising dollars from Facebook and Google over brand safety concerns, one thing seems clear — the companies that own a direct line to their customers are the ones that will succeed in this new digital marketplace.
Vivoom has always been the technical solution for brands looking to own their customer data and the relationships formed through each and every transaction or product experience. With an ongoing turf war for user data, strategies and budgets that don’t factor in ways to take power away from the tech giants can expect to fail in the long run. Every brand we partner with knows that data and building 1:1 relationships go hand in hand. Fostering creative and engaging experiences is what’s required to get that data in the first place.
What this all points to is a greater and greater need for new methods of reaching consumers. We think the answer is in user-generated advertising (UGA), a new and exciting way to advertise by enabling a brand’s biggest fans to share videos of themselves interacting with their favorite brand’s most precious assets. Only UGA can give brands the reach, brand-safety and first party data needed to survive in today’s brand ecosystem, and our platform is the leading solution for UGA experiences.
This last quarter (Q1 2018) has been incredibly impactful for us, with multiple media features of our partnership with Crayola to the launch of a brand new activation with Kingsford, as well as having our point of view shared in Adweek and Business Insider. Below, we’ve included a round up of top media this quarter that touches on what makes consumer sharing so powerful and why top brands are embracing it.
Next quarter is sure to be just as exciting as the last. We’re doubling down to make user-generated advertising even more impactful for our current partners and expand the roster of innovative brands with whom we work. I invite you to join us as we continue to build out our capabilities and help brands improve their product experience.
How Direct-to-Consumer Brands Are Tearing Down and Rebuilding the Marketing Scene
Katherine Hays – Adweek – March 26
“A recent report released by the Interactive Advertising Bureau (IAB) has marketers on edge. It breaks down the successful digital business strategies made commonplace by direct-to-consumer (DTC) brands like Warby Parker and Casper, whose customer experience-driven product strategy is systematically stifling growth for some of the world’s largest brands.”
Katherine Hays – Business Insider – January 14
“The Dunkin’ Donuts mobile app is highly-rated, heavily-trafficked, and demands daily use. It consistently tops the App Store charts. It’s functional and easy to use. And yet, it’s missing one key element: it does not allow users to create and share content within the app itself.
Instead, Dunkin’, like most brands, puts up de facto ‘Exit’ signs and pushes customers towards platforms they don’t own but simply rent access to, like Instagram or Facebook. It isn’t only bad for the brand, it’s also disruptive for the user experience.”
Kingsford Charcoal celebrates MLB Opening Day’s return with interactive digital experience
Erica Sweeney – Marketing Dive – March 15
“Kingsford for the effort also teamed with Vivoom to launch an interactive digital experience called ‘Backyard All-Stars’ that allows fans to apply the voice of famous MLB announcers, including Scully, Joe Buck and Ken “The Hawk” Harrelson, to a video of themselves swinging for the fences. Fans who upload videos online will be entered to win a VIP trip to the 2018 MLB All-Star Game in Washington, DC.”
How Crayola drew up a winning UGC strategy with AR
Kayla Matthews – Mobile Marketer – February 27
“As a trusted brand, the ability to moderate and track the content generated was key for us,” Marisa Scurato, digital marketing manager at Crayola, told Marketing Dive. “It’s also important for us to be able to control the user experience to ensure our consumers have a fun, positive brand experience.”
Crayola Gets Crafty With User-Generated Content
Allison Schiff – AdExchanger – February 8
“During the test’s limited run, users only created a few hundred videos – but they garnered more than 300,000 views, with a 62% completion rate compared with the 52% average completion rate normally seen on Crayola’s video content. The $.04 cost-per-view rate was also far below the industry benchmark range of $.10 to $.30.
The results are proof that friend-to-friend and user-to-user engagement help performance, Scurato said. Crayola plans to tap its fans to power future content-driven initiatives, including online video campaigns.”