BRAND CONTENT
1.2K views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by DD
Scoop.it!

Following the screenshots: How Topshop is hacking Snapchat I Digiday

Following the screenshots: How Topshop is hacking Snapchat I Digiday | BRAND CONTENT | Scoop.it

Unless you’re stumping up for a $750,000 sponsored lens, metrics are hard to come by for brands on Snapchat.

When it launched on Snapchat early this year, Topshop’s account created content based on the gut instincts of its four-person social team. This resulted in a quirky mix of behind-the-scenes footage and guest appearances from the staff of Man Repeller. Topshop already runs editorial content on its blog.

more...
No comment yet.
Scooped by DD
Scoop.it!

L’Oréal: creating authentic digital content with vlogger partnerships 

L’Oréal: creating authentic digital content with vlogger partnerships  | BRAND CONTENT | Scoop.it

L’Oréal has teamed up with five beauty bloggers in the UK to shake up its digital content offering, in a move which follows calls earlier this year from its chief digital officer to make advertising ‘less interruptive’.

The L’Oréal UK campaign, dubbed ‘The Beauty Squad’, will see the global beauty giant collaborating with the five UK-based vloggers to create various forms of ‘always on’ content across social media channels, including Snapchat, Facebook, Instagram and YouTube.

The five bloggers, Emily Canham, Kaushal, Patricia Bright, Ruth Crilly and Victoria Magrath, boast a combined reach of over 5.5 million, according to L’Oréal, and will work with L’Oréal to curate content of an interactive, social nature.

more...
No comment yet.
Scooped by DD
Scoop.it!

Social Video Grows Brand Interaction With The Postmodern Consumer I Luxury Daily

Social Video Grows Brand Interaction With The Postmodern Consumer I Luxury Daily | BRAND CONTENT | Scoop.it

Consider the postmodern consumer. Suspicious of brand narratives, they are passionate about their unique identity, yet comforted by a sense of belonging. And, of course, they are devoted to social media.

With the eruption of social media platforms, the interaction between brands and consumers has become increasingly complicated. As consumer identity grows less unified, brands must harness the qualities of social media that are diversifying the consumer collective and enabling everyday consumers to create strong personal brands.

more...
No comment yet.
Scooped by DD
Scoop.it!

Top 10 Brand Social Videos Of Q2 I Luxury Daily 

Top 10 Brand Social Videos Of Q2 I Luxury Daily  | BRAND CONTENT | Scoop.it

The second quarter of 2016 saw video advertising advance as native content began to formally take hold of the industry.

Brand videos in collaboration with publishers, meant to disguise marketing pushes, are becoming more intuitive, while standard film efforts are giving glimpses into the luxury industry through tales of sophistication and allure with a dash of comedic value. Video remains a pillar of luxury marketing as the medium allows a brand to explore its DNA through creative and often beautiful narratives. Here are the top 10 social videos of the second quarter, in alphabetical order.

more...
No comment yet.
Scooped by DD
Scoop.it!

After Experimenting With 360-Degree Storytelling, Publishers Are Going All-In On VR I Adweek

After Experimenting With 360-Degree Storytelling, Publishers Are Going All-In On VR I Adweek | BRAND CONTENT | Scoop.it

Since its inception in 2012, Digital Content NewFronts presentations have been all about convincing marketers to double down on digital video. But this year's extravaganza seeks to raise the bar, with publishers adding more sophisticated virtual reality and 360-degree storytelling into the mix.

For the last 18 months, publishers have toyed with Oculus Rift and Google Cardboard to produce immersive, visual storytelling. It was purely experimental. But with Facebook and YouTube building 360-degree videos into their platforms and with headsets like Oculus Rift and Samsung Gear available to consumers, heavy hitters such as The New York Times, AOL and PopSugar are betting that brands are ready now to get on board.

more...
No comment yet.
Scooped by DD
Scoop.it!

Here's A Toolkit For Creating A Loyal Instagram Following I Fast Company

Here's A Toolkit For Creating A Loyal Instagram Following I Fast Company | BRAND CONTENT | Scoop.it

Meet Frank, the cheeky Instagram persona of the Australian skincare startup Frank Body.

Frank likes to casually call you "babe," jokes about wanting to get in the shower with you, talks about your buns, and doesn't go more than five hours without popping up on your feed. If you were to meet him in a bar, you might find him a bit of a sleaze. But as a social media personality? Frank is hilarious.

more...
No comment yet.
Scooped by DD
Scoop.it!

With Live 360-Degree Video, YouTube Fires A Shot Across Facebook's Bow I Digiday

With Live 360-Degree Video, YouTube Fires A Shot Across Facebook's Bow I Digiday | BRAND CONTENT | Scoop.it

YouTube beat Facebook to the live 360-degree video market. YouTube announced today that it would start allowing content creators to stream the virtual reality-style videos in real time, taking viewers right into concerts like Coachella.

“Today’s kids dreaming of going to a basketball game or a concert can access those experiences firsthand, even if they’re far away from the court. What were once limited experiences are now available to anyone, anywhere, at any time,” said Neal Mohan, YouTube’s chief product officer in a blog post today.

more...
No comment yet.
Scooped by DD
Scoop.it!

Starbucks Turns Snapchat Selfies Into Playfully Fun Ads To Promote Its New Loyalty Program I Adweek

Starbucks Turns Snapchat Selfies Into Playfully Fun Ads To Promote Its New Loyalty Program I Adweek | BRAND CONTENT | Scoop.it

Starbucks is the latest brand betting on Snapchat's 6-month-old Sponsored Lens ad format that overlays graphics on the app's ephemeral photos and videos. Today, the brand is running a Sponsored Lens to promote its recently revamped loyalty program and mobile app.

Adding the sponsored graphic to a "snap" makes users' eyes bigger and then turns them into a pair of stars—the symbol the brand uses for its loyalty program—that then explode.

more...
No comment yet.
Scooped by DD
Scoop.it!

Chandon Focuses On Digital; Targets Millennials I AdNews

Chandon Focuses On Digital; Targets Millennials I AdNews | BRAND CONTENT | Scoop.it

Louis Vuitton - Moet Hennessy (LVMH) is eyeing off how it can become a more digitally focused business, both locally and globally, as one of its brand's content foray has caused the business to look at its digital offering overall.

Sparkling wine brand Chandon, which is part of the LVMH stable, recently rolled out a digital-only piece of content to launch its global partnership with F1 racing powerhouse Mclaren-Honda. Marketing director for beverage brand, Ashley Powell told AdNews that due to the success of Chandon's content push, both content and digital are very much on the agenda for LVMH this year.

more...
No comment yet.
Scooped by DD
Scoop.it!

Hear The Newest Looks: Why Fashion Podcasting Is Seeing A Boom I Digiday

Hear The Newest Looks: Why Fashion Podcasting Is Seeing A Boom I Digiday | BRAND CONTENT | Scoop.it

Snapchat may be the newest fashion-industry “it” platform, but another burgeoning form of media is quick on its heels – podcasts.
 

In an industry that thrives on aesthetics, a shift toward audio may seem incongruous. However, a growing number of fashion enthusiasts are finding value in spotlighting designers in an audio setting as a way to share their tastes and amplify brands. Advertisers are taking note.

more...
No comment yet.
Scooped by DD
Scoop.it!

5 Emerging Trends In Digital Publishing And Content I Luxury Daily

5 Emerging Trends In Digital Publishing And Content I Luxury Daily | BRAND CONTENT | Scoop.it

Digital publishers have a greater array of tools to play with than ever before, but a handful of trends will help creative teams produce content that truly stands out and keeps audiences engaged.

more...
No comment yet.
Scooped by DD
Scoop.it!

Kenzo Crafts Time-Bending Narrative Using iPhone I Luxury Daily

Kenzo Crafts Time-Bending Narrative Using iPhone I Luxury Daily | BRAND CONTENT | Scoop.it

Parisian fashion label Kenzo is sharing homemade cake among the residents of California’s Slab City for its spring/summer 2016 collection film.
 

Directed by Sean Baker, “Snowbird” was filmed entirely with an iPhone and traces the journey of Theo, played by model Abbey Lee, as she traverses through the “debris-scattered [Sonoran] desert community” of Slab City, CA, known for its eccentricity and off-the-grid living. While other fashion houses are moving toward more abstract campaign films, Kenzo’s Snowbird focuses on the narrative and “eschews the glitz and glamour of fashion.”

more...
No comment yet.
Scooped by DD
Scoop.it!

Google: Brief But High-Quality Beauty Ads Are More Enticing To Viewers I PSFK

Google: Brief But High-Quality Beauty Ads Are More Enticing To Viewers I PSFK | BRAND CONTENT | Scoop.it

Given a choice between two distinct types of pre-roll beauty ads, women overwhelming prefer to continue watching short, high-quality ads over longer, more amateur ones. That conclusion is one result of a recent study conducted by Google with L’Oreal Paris, which found that 30-second TV-style ads saw significantly higher audience retention than longer beauty tutorials featuring a “relatable” model.
 

However, the study also looked at how a woman’s age impacts her preferences, finding that younger women, defined as those ages 18 to 24, were twice as likely to remember the substance of a low-budget L’Oreal tutorial than a TV-style ad when asked to recall it later.

more...
No comment yet.
Scooped by DD
Scoop.it!

Tinder culture has taken over, and now it's killing retail Business Insider

Tinder culture has taken over, and now it's killing retail Business Insider | BRAND CONTENT | Scoop.it

Tinder culture has changed how we date, and now it's changing how we shop.

The dating app encourages browsing over emotional investment by presenting users with an endless array of potential partners to consider while requiring very little up-front work or commitment to establish a "match."

more...
No comment yet.
Scooped by DD
Scoop.it!

Dior intertwines social video with history in response to Inside Chanel series I Luxury Daily

Dior intertwines social video with history in response to Inside Chanel series I Luxury Daily | BRAND CONTENT | Scoop.it

French couture house Christian Dior is one of many classic fashion labels bringing its history to light in modern ways with online video.

Dior Stories is a new online video series that taps into the history of the company to help solidify an emotional connection to consumers. The first video details the story of how the designer Christian Dior transformed fashion after World War 2, in a time when women were looking to reclaim their femininity.

more...
No comment yet.
Scooped by DD
Scoop.it!

How Marketers Are Distributing 360-degree Videos Beyond YouTube And Facebook I Digiday

How Marketers Are Distributing 360-degree Videos Beyond YouTube And Facebook I Digiday | BRAND CONTENT | Scoop.it

When you read The New York Times’ technology section today, you will see an ad from Google at the top of the page featuring a 360-degree video clip on the left and a still image with a “Come Explore” button on the right. Clicking on the button, you will be directed to an in-browser 360-degree series titled “The Hidden Worlds of the National Parks.”

There, you can watch a glacier recede at Kenai Fjords in Alaska, fly over an active volcano in Hawaii or ride horseback through the Bryce Canyon in Utah.

more...
No comment yet.
Scooped by DD
Scoop.it!

Saks' Glam Gardens Blossom In Virtual Reality-Enabled Film I Luxury Daily 

Saks' Glam Gardens Blossom In Virtual Reality-Enabled Film I Luxury Daily  | BRAND CONTENT | Scoop.it

Department store chain Saks Fifth Avenue is wandering through a secret garden with the help of 360-degree virtual reality video.

Created in support of its 2016 Glam Gardens in-store and digital experience, the virtual reality video is intended to introduce consumers unable to attend the physical aspects of the initiative to the beauty brands offered by Saks. Marketers have begun implementing virtual reality aspects into campaigns to turn flat, 2-D experiences into something much more immersive for consumers to enjoy and interact with.

more...
No comment yet.
Scooped by DD
Scoop.it!

L'Oréal Goes For Empowerment Message With #lovemycolor Campaign I Digiday

L'Oréal Goes For Empowerment Message With #lovemycolor Campaign I Digiday | BRAND CONTENT | Scoop.it

L’Oréal is looking to empower black women in its latest campaign #LoveMyColor, designed to help the relaunch of its Dark and Lovely Fade Resist, a hair color brand for black women.

The online and social campaign, launched last week, consists of a microsite LoveMyColor.com and a branded video that features a number of black females defining their hair color with phrases like “life-changing,” “rule-breaking,” “fiercely beautiful” and “proudly personal.” Michelle Ryan, svp of marketing for L’Oréal’s multicultural beauty division, told Digiday that this campaign aims to show how Dark and Lovely affects women’s hair colors and how they feel empowered. “Hair is a way for women to express themselves and we want them to speak about their colorful lives. So we want to go beyond a traditional campaign and connect women at an emotional level,” said Ryan. The campaign was done by Tag Creative.

more...
No comment yet.
Scooped by DD
Scoop.it!

Winners And Losers Of Facebook's Latest Algorithm Changes I Digiday

Winners And Losers Of Facebook's Latest Algorithm Changes I Digiday | BRAND CONTENT | Scoop.it

Facebook’s latest clickbait purge is going to have ripple effects for publishers. The social giant is putting an emphasis on articles that are important to people and recognizing that clicks, shares and comments aren’t necessarily the best indicators of that.

“The core change in the Facebook paradigm is that engagement will become more valuable as opposed to just click-through rates and the quantity of clicks. They’re starting to talk about quality,” said Moti Cohen, CEO of Apester, which helps publishers optimize their content for social media.

more...
No comment yet.
Scooped by DD
Scoop.it!

'It's About Scale': How 5 Brands Are Using Facebook Live I Digiday

'It's About Scale': How 5 Brands Are Using Facebook Live I Digiday | BRAND CONTENT | Scoop.it

Publishers were quick to jump on Facebook Live when it launched in December, but brands, being brands, have taken more of a wait-and-see approach.  Despite a timid start, a number of them — from The Metropolitan Museum of Art to Benefit Cosmetics — have begun playing with the social network’s live offering recently, streaming everything from tours to red-carpet sneak peeks and celebrity takeovers.

While many brands have trod lightly thus far, it doesn’t mean that they’ve been ignoring the space, said Joanna Kennedy, supervisor of digital content strategy at RPA. “As agency partners, we look closely at what is working for these publishers as we plan for live opportunities for clients,” she said.

more...
No comment yet.
Scooped by DD
Scoop.it!

Top 10 Brand Social Videos Of Q1 - Luxury Daily 

Top 10 Brand Social Videos Of Q1 - Luxury Daily  | BRAND CONTENT | Scoop.it

Marketers used the medium of video to evoke emotions in viewers, whether eliciting a laugh or tears.

The branded social video has become an art form itself as marketers partner with filmmakers to develop narratives that aim to inspire beyond product. Technology such as virtual reality further places consumers within another world, allowing them to experience branded storytelling in a more immersive way.

Here are the top 10 social videos of the first quarter, in alphabetical order:

more...
No comment yet.
Scooped by DD
Scoop.it!

Hip Shopping App Spring Is Linking With Kim Kardashian's Mobile Game I Digiday

Hip Shopping App Spring Is Linking With Kim Kardashian's Mobile Game I Digiday | BRAND CONTENT | Scoop.it

Spring, the mobile commerce marketplace that sells fashion and beauty products from a mix of wholesale brands and retailers, is partnering with, of all things, Kim Kardashian: Hollywood in order to grow its user base.

The app is launching a virtual boutique inside the smash mobile game in order to get its name and items in front of the game’s tens of millions of users. Beginning today, players of Kim Kardashian: Hollywood can dress their avatars in items from 12 brands sold on Spring, like Jonathan Simkhai and Clare Vivier. Through link-outs within the store, players are nudged to download the app and sent to a pop-up shop within Spring to shop the items.

more...
No comment yet.
Scooped by DD
Scoop.it!

As It Opens Up Instant Articles, Facebook Takes Another Step Towards Becoming All Of The Web I The Drum

As It Opens Up Instant Articles, Facebook Takes Another Step Towards Becoming All Of The Web I The Drum | BRAND CONTENT | Scoop.it

While Twitter, the original social platform for news, has been keeping busy trying to convince shareholders and the world's press that it has a future, Facebook has been quietly readying Instant Articles, a feature that's been in beta for a while with the usual suspects, and is about to be opened up to all publishers.
 

Created to address slow loading times for news on mobile, Instant Articles goes a lot further than tackle that. The feature lets publishers provide users with far richer content than a small snippet of copy from longer form material hosted elsewhere.

more...
No comment yet.
Scooped by DD
Scoop.it!

Versace Spreads The Love With Branded Emoji Creator I Luxury Daily

Versace Spreads The Love With Branded Emoji Creator I Luxury Daily | BRAND CONTENT | Scoop.it

Italian fashion house Versace is letting consumers put their own touch on some of its most well-known codes with a new Emoji mobile application.
 

Released in time for Valentine’s Day, Versace’s app passes the creative baton to the user, allowing them to combine existing photos, backgrounds, stickers, drawings and text to create a photo shareable on Instagram. With the romantic holiday around the corner, the label is looking at this app as an opportunity for its consumers to share their affection in Versace style.

more...
No comment yet.
Scooped by DD
Scoop.it!

Veuve Clicquot Transforms Champagne Boxes Into Customizable Valentines I Luxury Daily

Veuve Clicquot Transforms Champagne Boxes Into Customizable Valentines I Luxury Daily | BRAND CONTENT | Scoop.it

Veuve Clicquot is letting consumers send a message in a bottle with a personalization feature.
 

Veuve Clicqout is letting its Rosé do the talking with new novelty boxes that give lovers the opportunity to record a message or spell out a note to their beloved with adhesive letters. Reminiscent of conversation hearts and recordable greeting cards, these may become a gift of choice to share a sign of affection with a valentine.

more...
No comment yet.