The 15th edition of NUCLEO is here. We bring together interesting industry content that we hope you will find valuable, through the point of view of our FRASER pillars, and always through the lens of what we consider zeitgeist communication.
☵ Digital Marketing as Sales
Why brands should not expect to grow market share in just one year. Brands with the ability to stand out can achieve sustainable growth, reduce their reliance on short-term tactics and command a higher price point, according to new data. Kantar’s analysis of attitudinal and behavioural data reveals that on average consumers are willing to pay 14% more for brands they perceive to be “meaningfully different”. But growth will not happen overnight, with very few brands able to significantly increase their market share in just one year. ☛ Read more
Digital advertisers should focus on customer experience, Adobe report shows. The 2019 Digital Trends Advertising in Focus report indicated that, of the roughly 800 advertising professionals surveyed, as much as 46% of respondents said demonstrating return on investment (ROI) was the biggest priority for the rest of the business, with 42% saying it was better audience engagement and segmentation and 40% attributing improving channel efficiency. ☛ Read more
☵ Merging Editorial + Campaign Content
Why Stranger Things is perfect for product placement. In advance of the show’s third season, Levi’s announced a capsule collection designed in collaboration with the series’ costume designers, with a lookbook shot on set. H&M partnered with Netflix to create a line of t-shirts, shorts, and swimwear inspired by the fictional Hawkins Community Pool (some of which will be worn by characters on-screen in season three). Nike made Hawkins High School limited editions of three of its most popular sneakers. ☛ Read more
☵ Product is Communication too
Instagram wants to be a shopping app and that’s not all. Instagram wants you to buy clothes, slime and fit tea via its app. And its e-commerce plans don’t end there. This much was made clear by Facebook’s new head of Instagram Adam Mosseri in a recent interview with the Financial Times. Outlining his manifesto for the platform, Mosseri explained that he hoped to “meaningfully connect the dots” between shoppers, sellers and manufacturers, and Instagram’s native talent — influencers. ☛ Read more
Google just launched the second version of Google Glass Enterprise Edition. The new glasses come packed with a Qualcomm Snapdragon XR1 chip. Google said the new tech powering Glass would enable more efficient power use, better performance and better machine learning capabilities. That nice new battery can now be charged using a new USB-C port, too. It also comes with a better camera, for good measure. It’s $999, which makes it $500 cheaper than the inferior version Google began sending out to customers in 2013. ☛ Read more
☵ Strategy & Creative Mix
Nike is the big brand winner at the Women’s World Cup. Nike is the clear brand winner of this year’s Women’s World Cup, according to exclusive data shared with Marketing Week, with Twitter, Lucozade and Budweiser also scoring well among consumers. When it comes to emotional engagement — a good indication of the long-term impact an ad will have — Nike’s ‘Dream Further’ campaign, comes out on top with a near perfect score of 4.6 out of five. ☛ Read more
Desigual permanently flips logo in ‘Forwards is boring’ campaign. Leaning in to the prevalence of selfie culture, Spanish clothing brand Desigual has permanently flipped its logo as part of its “Forwards is boring” campaign. Developed by Desigual’s creative studio and Amsterdam-based agency We Are Pi, the campaign kicks off with social media and outdoor street marketing in major European cities. Ads feature signs that appear indecipherable at first but that are meant to be read by passers-by using selfie mode on their smartphone cameras. ☛ Read more
