SAY YES : Pandora tests new type of advertising format that allows listeners to respond to the ad by speaking aloud.
In the new ads, listeners are prompted to say “yes” after the ad asks a question and a tone plays. The ads will then offer more information about the product or brand in question. The company believes these types of ads will be more meaningful as they force listeners to pay attention. For the brand advertisers, voice ads offer a way to more directly measure how many people an ad reached. Nestlé, Doritos and Unilever are among the first to experiment. More here.
PAY TO PLAY : Sydney Fashion Week goes public. Starting price : $120
Moving from exclusively trade-facing to consumer-facing event. Until now Sydney offered a glimpse of the collections to customers during the MBFWA Weekend Edition dedicated to them. “consumers are wanting a more authentic experience. It’s no longer enough that they get to preview the collections.” Brands also want to curb the lag between runway and retail means consumers are already sick of the clothes by the time they go on sale, while others have found the trends they showcase on the racks of fast fashion retailers such as Zara well before their own collections are available. More here.
Beauty Game : MAC’s China League of Lipstick explained in 2 minutes
Ariane Turley, Senior Principal for APAC Advisory at Gartner For Marketers, outlines the steps taken by MAC Cosmetics in China to promote a video game-themed lipstick line through everything from Tencent’s array of mobile apps, to a popular Chinese idol group—all in an effort to own the competition.
Instagram-Generated Beauty : Is it more important important to be beautiful online vs real life ?
“There was something strange, I said, about the racial aspect of Instagram Face—it was as if the algorithmic tendency to flatten everything into a composite of greatest hits had resulted in a beauty ideal that favored white women capable of manufacturing a look of rootless exoticism. “Absolutely,” Smith said. “We’re talking an overly tan skin tone, a South Asian influence with the brows and eye shape, an African-American influence with the lips, a Caucasian influence with the nose, a cheek structure that is predominantly Native American and Middle Eastern […] I told Smith that I couldn’t shake the feeling that technology is rewriting our bodies to correspond to its own interests—rearranging our faces according to whatever increases engagement and likes.” More here.
100 REASONS WHY : Pinterest releases Annual trends report #Sustainable #90’s #Lifestyle #Gender
As part of the announcement, the company published its annual Pinterest 100 report to showcase the latest trends in food, home, style, beauty, health, travel and family content among its 320 million users worldwide. Marketers can use the insights to anticipate what consumers want to try, buy and do next year, per Pinterest. More here.
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