Our Take: This Week in the News

Posted on Jul 09, 2018

Plastic Activism Goes Grassroots

We’ve seen how corporate messaging can take advantage of activism awareness with Corona’s anti-plastic billboard sculpture, so the Creative team has enjoyed reading about the marketing being done by genuine activists in the topic space. With “Plastic Free July” in full swing, organizers are focusing on grassroots momentum with a call to #choosetorefuse unnecessary plastic throughout July.

Once supporters sign up to have their efforts counted, they’re guided through some educational material and a “Pesky Plastics” quiz, but we’re especially interested to see what traction organizers get out of their message-spreading toolbox for social. We’ll be monitoring the hashtags, but expect this to be a useful example for any small organization trying to find its most enthusiastic core audience.

Adidas Goes Influencer Hunting

The Social team has been loving Adidas’ aggressive tactics for snagging influencer momentum in a saturated market, especially its recent campaign that used personally targeted billboards to get key personalities to hit up NYC and LA storefronts. With customized invitations that went as far as congratulating one influencer on his wedding, we think this is a great example of committing 150% to a concept—and the steps required to haul it over the finish line.

Obviously every organization can’t afford to buy up some of the most expensive billboard space in the country, but this is a good reminder that differentiation is always a powerful tool for brands, even when it comes to connecting with professional partners.

Ocasio-Cortez Makes Her Mark

We've enjoyed coverage of recent New York congressional candidate Alexandria Ocasio-Cortez, who threw the political rulebook out the window and opted for a genuinely market-oriented approach to her campaign.

After partnering with Tandem, the candidate settled on a design foundation that married old-school populist styling with a bright, clean, and indisputably modern aesthetic—conveying a pitch-perfect value proposition to her voters. It reminded us of the Obama Hope Poster in its visual impact, although that iconic design originated with an artist unaffiliated with his campaign.

In a sea of subdued red, white, and blues, it’s no wonder her vibrant promotional materials left such an impression on the electorate. It seems in politics, as in marketing, it pays to remember that every campaign presents a new opportunity—and a mandate to question the old rules in pursuit of new success.

Instagram Goes Grab-Bag

With so many changes to Instagram, it’s hard to keep track of new developments in the last few weeks. With its latest additions allowing users to video chat and add music to videos, coupled with its launch of IGTV, the platform has now incorporated key features from every one of its primary rivals.

While we’ve seen struggling platforms flail in a similar way, we think this is more about a bid to cement Instagram’s rising dominance on the field. As one of the only big social platforms managing to sustain gains with younger users, it makes sense for Instagram to incorporate some of that demographic’s favorite functionality, and we’re excited about the future this presents for marketing opportunities.

A/B Insights for Ecommerce

And finally, the Programming team has always loved hard data about use cases, so we’re intrigued by this testing write-up that seems to reveal some potential advantages for top-level link menus in our apps, compared to the more mobile-friendly and space-saving hamburger menu. We’re always on the lookout for ways to maximize the impact of our products, so this has been a great reminder that data-driven decision making is one of the hallmarks of great coding and design.