- Your Favorite Super Bowl Ads Ever, in 53 Words or Less
- PRESS MENTION: THINK TANK: BEYOND THE SELFIE, 5 WAYS TO GET ROI ON EXPERIENTIAL MARKETING
- TIKTOK WON’T STOP
- PRESS MENTION: WHAT 12 ADVERTISING, MARKETING AND DESIGN LEADERS LEARNED FROM THEIR UNCONVENTIONAL BACKGROUNDS
- PRESS MENTION: BEAUTY’S NEVER BEEN MORE PERSONAL THAN IT WAS IN 2018
Muse By Clio Featured - Quynh Mai, MI&C Founder & CEO
This spot connected to the female fanbase (the NFL estimates 45 percent of fans are women), debunked stereotypes about women and sports—and cut through the clutter of hyper-masculine ads. It sparked conversations about equality that continue to snowball today. Being topical to culture-at-large, but also to the event, was effective. > READ ARTICLE
WWD Featured - Quynh Mai, Founder & CEO
To start, an experiential event shouldn’t be contained to the event itself; rather, it should include a carefully planned social and content strategy that touches the consumer before, during and after the event in a consistent, thoughtfully orchestrated way. From the beginning, invites before the event should entice consumers with an ephemeral experience. The invites themselves should be Instagram-worthy. Once arrived, every detail that goes into the activation should feel consistent with the brand persona and ethos. > READ ARTICLE
Three reasons why Gen Z's favorite new app will dominate 2019 - By Anthony Cospito, Head of Strategy
What would you say if a stranger approached and asked, “Hit or miss?” If you’re one of the 680 million people using the short video app TikTok, you would know exactly what to say and happily respond.
Kindergarten teacher Chaz Bruce decided to pose the question to his class. Surely this conservative clutch of five-year olds wouldn’t have a clue what he was talking about. They did. In almost perfect unison, they instantly sang back the meme’s six word response.
It’s called the TikTok Test. Yell out “Hit or miss” at your local Target, Walmart, or mall and see what happens. Videos on the app showing the test in action have gotten over 70 million views. From Boston to Beijing (where the app is officially headquartered) – TikTok is a thing.
TikTok beat out Facebook, Instagram, YouTube and Snapchat as the most downloaded app in the third quarter of 2018. Doubling in downloads from 92 million to 185 million in three months, the app formerly known as Musical.ly is growing up.
To understand the appeal, think of TikTok more as a social game than a video app.
Instead of just posting for likes or comments, users respond to memes with posts of their own resulting in millions of user generated videos. Essentially, this is what makes TikTok, tick.
Case in point? The #Pumplikethat challenge. Videos showing the popular camera-trick effect have over 50 million views like this Kermit the Frog performance. The challenge has already been remixed with the #Hitormiss challenge birthing a whole new breed of meme.
The platform’s collaborative approach to engagement has sparked consumer brands like Red Bull, Fenty, Netflix and films like The House with a Clock in its Walls and Bohemian Rhapsody to start testing organic and paid efforts.
In a sea of similar apps, TikTok’s meteoric rise is the result of timing, technology and tone.
TikTok is entering its growth phase – the opposite of mature platforms like Facebook, YouTube, Instagram, and Snapchat which are increasingly pay to play platforms. This translates to a clear tactical advantage for TikTok where significant organic growth is its raison d’etre. Users cite the “astronomical” views, supportive comments, and free-flowing likes as a huge incentive to create on the platform.
TikTok is unlike anything before it because it’s an amalgamation of everything that preceded it.
A hybrid evolution of Vine, Musically, Instagram and Snapchat, TikTok’s user experience is built for collaboration. Some of the platform’s most popular features allow you to do things like record a “duet” or add “reactions” to videos with a tap. The dead simple functionality creates a frictionless participation experience. According to TikTok, 35% of users have joined a challenge.
Referred to as “the only truly pleasant social network in existence” by theNew York Times and a “joyful, spiritual successor to Vine” by the Verge, TikTok wasn’t built for bragging, bullies or trolls. The entire ecosystem is predicated on open participation, embracing vulnerability and rewarding creativity – all traits emblematic of Gen Z’s values. This perspective comes through in many of the videos shared, like this duet posted by Emily Jones (@emilylou_) a popular TikTok creator who built a following of 600k fans and 7.1million likes, from her wheelchair.
Singing and dancing aside, TikTok isn’t right for every brand. It’s current reach is limited compared to the five top platforms and it primarily appeals to Gen Z. In the U.S. TikTok has just 20 million monthly active users compared to Facebook’s 211 million, and Instagram’s 104 million. Daily use of TikTok has some catching up to do as well. Currently, only29% of users open the app every day while Facebook, Instagram, Snapchat, and YouTube are approaching the 95% mark. That said, daily use of TikTok increased 67% in the second half of 2018 alone.
For the burgeoning platform, the next 12-18 months will resemble the early days of YouTube, Facebook and Instagram when growth trumped revenue.
Bold CMO’s with a mandate to engage younger audiences have a clear test-and-learn opportunity before them that can translate into higher awareness and more authentic relationships with the cool kids – who also happen to be the world’s largest and youngest generation of consumers.
PRESS MENTION: WHAT 12 ADVERTISING, MARKETING AND DESIGN LEADERS LEARNED FROM THEIR UNCONVENTIONAL BACKGROUNDS
Forbes Featured - Quynh Mai, Founder & CEO
“My first job after graduating college with a degree in Art History was working as a tour manager for a modern dance company. As a student at UC Berkeley, I fell in love with the emotional storytelling that dance conveyed, having been a dancer myself over the years. I dreamed of living in NYC, so I accepted an internship at the Bill T. Jones Dance Company and worked my way up to Company Manager. I booked and managed tours all over the world and worked directly with the daring and controversial Bill T. Jones, who was met with protests for featuring nudity on stage and touching on racial subject matter. This experience gave me some perspective from both PR and production points of view, which I’ve parlayed into work with fashion and portrait photographers including Annie Leibovitz.” > READ ARTICLE
Adweek Featured - Quynh Mai, Founder & CEO
“With the rise of Instagram and Snapchat, people are searching for ways to stand out and be unique,” Quynh Mai, founder of content agency Moving Image & Content, which works with brands like CoverGirl and Sephora, said. “This yearning has shifted consumer desire from wanting trends to wanting personalized products.”
“Consumers feel that their look, skin and hair is truly unique to who they are,” said Mai.
“It is much easier for a new brand to dive into customization, as they are able to start small with personal consultation services and offer some human level of expertise to help convert the consumer,” said Mai. “Larger corporations are burdened by infrastructure and are having a harder time delivering a bespoke experience.”
WBF Featured - Quynh Mai, Founder & CEO
“In partnership with Jaguar, we developed the creative direction, content, and production execution for this design-led project. From the teasers to the activation content with Jonathan Scott and post-event campaign, every aspect created was tailored to specific social channels as unique and customised touchpoints,” said Quynh Mai, Founder of Moving Image & Content.
“What’s special about this project is that we were able to capture the spirit of giving, highlight the first mobile holiday window display featuring the E-PACE, and translate the innovative NYC campaign to the entire country through digital storytelling.” > READ ARTICLE
Here at Moving Image & Content we’ve got more than a healthy obsession with all things pop culture. Each month we share our favorites in a video series called What The Kids Are Watching (WTKAW).
FOMO is a terrible thing. Tap here to catch up on what you missed.
Why now is the time for brands to be heard - By Anthony Cospito, Head of Strategy, MI&C
It was déjà vu all over again. Hundreds of marketers and developers recently gathered at an innovation conference to hear all about the future of voice. Reminiscent of digital’s early days, the enthusiasm was palpable. This time around though – there’s a base of 2.73 billion smartphone users to build on.
Inspired by the plush pioneer Teddy Ruxpin and classics like “The Clapper” – voice has come a long way. We’re closer than ever to having a JARVIS in our pocket and the implications for brands are profound.
Strategy Analytics is forecasting that over half of all smartphones will have access to virtual assistants by 2019, a figure expected to climb to 90% in the next four years. Looking beyond smartphones, IHS Markit says more than 5 billion consumer devices will connect to digital assistants in 2018, growing to nearly 8 billion by 2021.
Smart speakers are leading the way as the channel of choice for 1 in 4 U.S. adults with 175 million users projected by 2022
Astonishing growth rates aside – the learning curve for voice is practically a straight line.
Unlike other new technologies, voice requires little training. There is no software to install, windows to open or user interfaces to master. All anyone needs is their voice, and knowing how to get the attention of their digital assistant. Although that second part may be a bit more challenging than anticipated for some.
85-year-old Maria Actis famously had some trouble learning how to talk to her Google Home Mini. Her grandson uploaded a video of her to YouTube that quickly went viral. It showed her comically calling out “Hey Goo Goo” instead of “Hey Google.” She eventually got it right, and became a believer.
Google Assistant became a believer in Maria too, you can now say “Hey Goo Goo” instead of “Hey Google” for any request
Although Apple’s Siri leads the market with a 44% share compared to Google Assistant’s 30% and Amazon Alexa’s 17% – the one to watch is Google.
According to research firm Canalys, Google Home smart speaker shipments exceeded Amazon Echo shipments for the first time in Q1 2018. Google’s voice recognition has also consistently been ranked higher, even among a range of accents. In June 2018, Google Assistant raised the bar again, adding Spanish to its skill set.
As in the early days of mobile, voice has a myriad of opportunities but the platform can be challenging for brands to understand where to start. Three trends include rise of the senior market, voice shopping and voice brand strategy.
THE SENIOR SET
Voice is the ideal platform for seniors who currently control 70% of discretionary spending in the U.S. It’s a frictionless way for them to get information, entertainment and stay connected to friends and family. With 25% of seniors qualifying as “isolated” according to Heidi Culbertson founder CEO of Marvee, voice provides invaluable potential for mental health and wellness benefits.
There are currently hundreds of voice assistant pilot programs in place at senior homes and assisted living facilities across the U.S.
Devices like Amazon Echo and Google Home are being tested to help the seniors through their day. Consumers over the age of 85 are the fastest growing segment of Americans and more than ever before they are healthy, active and love to socialize. Collectively they exceed 50 million and represent 50% of CPG spend, opening up white space for brands like P&G, Unilever and Kraft Heinz.
Although it’s a small portion of the $450 billion online commerce space, voice based commerce is on track to grow 20x its current level of $1.8 billion by 2022 according to Voicebot.ai. To date, 26% of smart speaker owners have made purchases using their device.
Leading the growth are 18-29 year old males, 23% of which have re-ordered from previous purchases, 32% ordered something new and 20% have done both. Despite the growth, brands like Nike and Lego see revenue as a secondary goal.
VOICE BRAND STRATEGY
While commerce holds potential, brands shouldn’t necessarily be focused on using voice to drive revenue right now. Instead, they should target lower in the funnel to deepen engagement and build brand affinity with existing customers.
Nike for example, is focused on driving genuine value exchange. TheirNike Coach app on Google Assistant provides content and guidance to help customers reach their fitness goals.
This approach deepens relationships and builds mindshare with existing customers. With the average cost of new customer acquisition 6-7x higher than retaining an existing customer – focusing on delivering surprise and delight moments can be a smart way to introduce voice and create a memorable moment.
Lego builds on this approach. With 62% of kids using smart speakers, voice is a perfect fit. Similar to Nike, Lego doesn’t use voice to sell directly. Instead they launched an interactive skill on Amazon Alexa called Lego Duplo Stories, an interactive experience that combines storytelling with their big brick toys.
The skill can be used even if users don’t have all the Lego pieces. The value to Lego is in the data consumers generate in their conversations which reveal their true needs, ideas, questions, and challenges. These insights can then be leveraged to improve the experience.
As bright as the future of voice is, there are blocks to mass adoption. First and foremost is discoverability – a challenge also faced in the early days of the app store. Navigating the Google Assistant app store even feels similar to the Apple app store back in 2007. Too many choices, not enough curating, or user reviews.
Another challenge is educating consumers about the capabilities of voice assistants and smart speakers, although Google is quickly taking the lead here. Functionality such as the ability to remember things, engage in continuous conversation (without having to keep saying ‘hey Google”) and recognize different users through voice matching will likely leave Alexa and Siri stumbling to find their words.
How should brands bring voice into the mix? Think iteration over transformation. Take small steps that add incremental value for existing customers rather than making short-term revenue and new markets the driver.
The meteoric rise of voice shows consumers are comfortable having conversations with non-humans with names like Alexa, Siri and Google. Smart brands need to set their goals, plan their strategy and get ready to speak up.
Business of Fashion Featured - Quynh Mai, Founder & CEO
PRESS MENTION: BLACK FRIDAY GAVE A BOOST TO MASS FASHION BRANDS, WHILE LUXURY AND STREETWEAR SAT OUT
Glossy Featured - Anthony Cospito, Head of Strategy
“Given the rise of mobile and the ability to now shop on social platforms like Instagram, consumers are less inclined than ever to participate in the Black Friday brick-and-mortar battle,” said Anthony Cospito, head of strategy at digital marketing agency Moving Image & Content. > READ ARTICLE