Industry Roundup: How AT&T Connects with Millennials + How Birchbox Drives Sales Through Snapchat

Industry Roundup: How AT&T Connects with Millennials + How Birchbox Drives Sales Through Snapchat. NewsCred’s roundup of the content marketing, technology, and business stories that caught our attention this week. Valeria Vargas, AT&T’s VP of Advertising and Marketing Communications, notes that AT&T only required “subtle” branding and messaging, and allowed the videos to live on the influencers’ platforms. AT&T is already seeing a huge lift in brand awareness, and millennials are now seeing them as “more innovative and as a brand they might actually use,” says Vargas. Between Black Friday and Cyber Monday, Birchbox used the URL birch.ly/Steals exclusively on Snapchat when promoting holiday deals. However, Julia Casella, Brichbox’s Social Media Manager, believes that Instagram may soon become the more effective platform, as it continues to introduce more shoppable features. Two-thirds of consumers engage with video content for entertainment, according to a recent survey by Accenture Interactive. “We find all of that to be increasingly important as a way to engage consumers.” The group recently launched a skill tied to “Good Housekeeping” magazine; Amazon Echo users can ask Alexa how to remove a stain, and Alexa will reply with step-by-step instructions for doing so. The Hearst unit is also looking to expand their services to advertisers. Plus, the Latest from NewsCred: A content marketing strategy that focuses on mobile, personalization, and authenticity is more than a passing trend – it’s a must-have for fashion retailers in 2017 and beyond.

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NewsCred’s roundup of the content marketing, technology, and business stories that caught our attention this week.

In an effort to reach millennials, AT&T Hello Lab and Fullscreen Media tapped top social influencers for a year-long partnership. AT&T offered the influencers the chance to create ambitious video projects that pair entertaining stories with “the power of a mobile connection” – and gave them lots of creative control. Valeria Vargas, AT&T’s VP of Advertising and Marketing Communications, notes that AT&T only required “subtle” branding and messaging, and allowed the videos to live on the influencers’ platforms. AT&T is already seeing a huge lift in brand awareness, and millennials are now seeing them as “more innovative and as a brand they might actually use,” says Vargas.

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Many marketers are still figuring out how to measure ROI on Snapchat, in part because the platform delivers so few metrics. But Birchbox has been able to track conversions through a surprisingly simple solution: vanity URLs. Between Black Friday and Cyber Monday, Birchbox used the URL birch.ly/Steals exclusively on Snapchat when promoting holiday deals. They found that users were screenshotting the URL and then typing it in after watching. Birchbox also saw that Snapchat drove more users to the deal than Instagram stories and organic Facebook posts during the same time. However, Julia Casella, Brichbox’s Social Media Manager, believes that Instagram may soon become the more effective platform, as it continues to introduce more shoppable features.

reading smartphone while drinking coffee

Two-thirds of consumers engage with video content for entertainment, according to a recent survey by Accenture Interactive. Thirty-five percent would register and share basic information with a brand in exchange for compelling content. And 54% said that the value of a video isn’t diminished even if a brand sponsored it. While those findings are…

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