Sunnier Side of the Office – December 11, 2019

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"You say you love your children above all else and yet you are stealing their future in front of their very eyes.”

- Greta Thunberg, the teenage climate change activist is named Time's Person of the Year. 

Wrap It Up
By: Joe Cole 

The end of the year is defined by a few things; the holidays, friends and families, presents, and Spotify Wrapped. This brilliant campaign has been a mainstay for several years, and encourages Spotify users to do all their music and podcast listening over the year on the platform to keep their stats high, instead of diversifying. 

The campaign has two facets; first, users can head to Spotify Wrapped to see stats related to their personal listening habits over 2019 (and this year, the 2010 decade as well), such as which artists, songs, and genres you’ve listened to the most. Every year, the graphics and visuals get more beautiful and social media-ready, encouraging a viral sharing campaign as users gleefully post the content to their social media accounts — enabling conversations with friends over commonalities and sparking jokes and memes

The other facet of the campaign is how Spotify shares all the data it compiles. Usually, this ends up as a big OOH campaign, but for now, Spotify has identified the biggest artists and songs of the last year and decade, featuring Ari, Drake, Billie, Lil Nas X, and more

As an additional salvo in the arms race between Apple and Spotify, both announced music awards shows based off streams; with Apple beating Spotify to the punch after the latter made the surprise announcement.

Discover What’s Popular With Pinterest Trends
By: Sergio Saucedo 

Pinterest just announced that they are releasing Trends, an open tool that will allow people to access the platform’s top search keywords in the U.S. from the past 12 months.

With over 322 million monthly active users reported as of the end of Q3 2019, Pinterest is opening the curtain into their consumer trend data and the value they can provide for brands. Pinterest is consistently seen as the marquee platform that users turn to gather inspiration and as a result, the boards that users create on the platform can shed a lot of insight into consumer interests as well as emerging trends.

The new tool will be available in the U.S. prior to the worldwide rollout, which is currently slated for early 2020. Nevertheless, once released the tool will be a huge resource among strategic planning teams during the discovery phase, given that these teams are consistently being tasked with finding new and exciting insights to guide creative development for brands. 

Learn more: Here

Aviation Gin Redefines Real-Time
By: Natalie Chaney

By now, it’s safe to assume we’ve all seen the infamous Peloton Ad, which quickly became one of the most talked-about ads this holiday season. Though the ad itself missed the mark, the internet reacted as the internet does, and it became the inspiration for the latest round of spoofs and memes. 

However, Aviation Gin’s unique approach to the situation stood above the rest. Ryan Reynolds’ gin company reacted swiftly to the moment, by releasing their own spot: The Gift That Doesn’t Give Back, featuring the actress from the Peleton Ad. The ad was announced by Ryan on Twitter, with the copy “Exercise bike not included.” 

This isn’t the first time Aviation Gin has leveraged a viral cultural moment in their marketing. In fact, we saw a similar spot poking fun at Andy King shortly after the Fyre Festival documentaries dropped. Both spots feature the person in question and end with a small nod to the moment in the end.

Ryan Reynolds shows the importance of reacting in real-time, and what throwing traditional timelines and guidelines to the wind can do.

According to recent research, the number of Americans buying from a direct-to-consumer brand is projected to grow by nearly 20% in the next five years.
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