TikTok courts marketers with business platform, AR tools

How Kohl's shifted its marketing amid pandemic | Sephora adds Instagram storefront features | Adobe, Lady Gaga invite fans to share "Chromatica" art

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June 25, 2020

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Top Story

How Kohl's shifted its marketing amid pandemic

(Justin Sullivan/Getty Images)

Kohl's responded to the coronavirus pandemic and consumer lockdown by shifting its TV budget to digital, partnering with Pinterest and Facebook to gain consumer insight, and fast-tracking promotional messaging, according to Chief Marketing Officer Greg Revelle. In this interview, Revelle also discusses the company's pivot back to TV as stores reopen and the changing role of marketing.

Full Story: Warc (London) (6/24)

	[GUIDE] Marketing Attribution in 2020 Download this quick, 5-minute summary of the key things you need to know to get started with attribution. See how attribution systems work at a high level and learn the 3 elements essential to any attribution implementation. Read now and get a summary of core features you'll need to succeed this year.

Marketing Strategy

Sephora adds Instagram storefront features

Sephora has opened a digital storefront on Instagram that lets customers buy directly from the store within the social platform. Users will be able to purchase products from brands such as Milk Makeup, Olaplex and Drunk Elephant via Sephora's Instagram feed and stories.

Full Story: USA Today (6/24), Drug Store News (6/24), Glossy (tiered subscription model) (6/25)

	Want to cut your creative review time in half? Start a free trial of Hightail to see how you can streamline creative collaboration. During your 14-day trial, you'll be able to share large files simply and securely, provide more precise feedback in real time, assign and track tasks, route projects for faster approvals and more.

Creativity and Marketing Innovation

Adobe, Lady Gaga invite fans to share "Chromatica" art

(Live Nation/YouTube)

Adobe and Live Nation partnered with Lady Gaga on a campaign that's inviting fans to use Adobe's creative platforms to create artwork inspired by the star's "Chromatica" album. Fans can enter to win $10,000, a yearlong subscription to Adobe All-Apps Creative Cloud and an autographed print of their art from Lady Gaga by sharing their creations on Instagram or Twitter using #LadyGagaxAdobe.

Full Story: MediaPost Communications (6/24)

Pandora, Snapchat create Pride AR music shapes lens

Pandora and Snapchat are launching an augmented reality music shapes lens for Pride Month that lets users create their own Pride AR experience and anthem. Pandora also released a Qmunity station that will feature stars such as Lil Nas X, Kaytranada and Janelle Monae sharing their music and discussing its effect on LGBTQ+ culture.

Full Story: Adweek (tiered subscription model) (6/24)

Sponsored content from Twitter

Five best practices for virtual watch parties

In times of isolation, people turn to video for moments of levity and inspiration. Smart brands can help by hosting Twitter watch parties for a show's biggest fans. These five best practices can help you throw a party truly worth watching. Check it out.

How Salesforce launched a virtual content series.

Salesforce is bringing brands and business leaders together virtually with #LeadingThroughChange, a new weekly content series live-streamed on Twitter. Learn more about how the company has adapted its live event strategy to the new normal.

Marketing Insights and Trends

How advertisers are touting America's reopening

Budweiser, Domino's Pizza and the Las Vegas Convention and Visitors Authority are among a growing group of advertisers adjusting their messaging with a focus on responsible business practices as consumers emerge from lockdown orders, writes Nat Ives. Anheuser-Busch InBev SA's Pedro Earp says we're in a "phase of euphoria," but warns brands that anxiety will follow because the virus has not yet subsided.

Full Story: The Wall Street Journal (tiered subscription model) (6/24)

Report: Pandemic radically shifted shopping behavior

Profitero's "The Cheating Consumer" report delves into shopping behavior during the pandemic, the rise of brand switching by consumers and warns the crisis has "caused 10 years of consumer behavior change in just eight weeks." The report urges marketers to prioritize digital strategies and e-commerce experiences as consumers have embraced online shopping.

Full Story: Adweek (tiered subscription model) (6/24)

Measurement and Technology

TikTok courts marketers with business platform, AR tools

TikTok released TikTok For Business, a platform designed to help marketers navigate its ad formats, Brand Takeovers and Branded Effects, In-Feed Videos and Hashtag Challenges. The social platform also launched an e-learning center with product guides and creative best practices, and Brand Scan, an augmented reality offering akin to Snapchat's Sponsored Lens and Word Lenses.

Full Story: TechCrunch (tiered subscription model) (6/25)

Google tightens privacy reins with automatic data deletion

Pichai (Google)

Google plans to automatically delete search, location and other data collected after 18 months for new account users and allow current users to opt-in, according to a company blog post written by Alphabet and Google CEO Sundar Pichai. "We believe that products should keep your information for only as long as it's useful and helpful to you -- whether that's being able to find your favorite destinations in Maps or getting recommendations for what to watch on YouTube," Pichai wrote.

Full Story: MediaPost Communications (6/24), BNN Bloomberg (Canada) (6/24), Social Media Today (6/24)

Government and Marketing Law

What Apple's privacy moves mean for digital advertisers

(Justin Sullivan/Getty Images)

Apple's recent announcement that it's giving consumers control over app-related data collection and sharing is "a tectonic shift" that will completely disrupt some business models and require others to be "completely reinvented," says Gadi Eliashiv, Singular CEO. The Association of National Advertisers joined the American Association of Advertising Agencies in a statement, noting, "Apple's actions appear to continue a damaging pattern that began with its Safari web browser and will now extend to its mobile app ecosystem."

Full Story: Ad Age (tiered subscription model) (6/24)

ANA Update

Helping customers make the best of today's unpredictability

In this episode of the Beyond Profit Podcast, Alicia Tillman, CMO at SAP, the market leader in enterprise application software, discusses how purpose not only inspires the brand's strategies, goals, and outcomes, but helps address the most pressing issues of our time, including the COVID-19 pandemic.

Your last chance to enter the 2020 Genius Awards!

With the June 29 deadline fast approaching, don't miss your chance to be considered for a 2020 ANA Genius Award and a share of a $100,000 prize pool, to be donated to a charity of your choice.

If you believe your work embodies marketing analytics excellence in growth, adoption, innovation or storytelling, choose from among four categories and submit your entry today.