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Kellogg’s Frosted Flakes has partnered with Twitch’s Brand Partnership Studio to transform brand mascot Tony the Tiger i...
26/08/2022

Kellogg’s Frosted Flakes has partnered with Twitch’s Brand Partnership Studio to transform brand mascot Tony the Tiger into an interactive VTuber, per a press release. A Vtuber is an online entertainer who uses a computer-generated avatar to stream on platforms like Twitch and YouTube.
For his streaming debut, Tony the Tiger plans to play a popular battle royale game with Twitch streamers Brennon “GoldGlove” O’Neill, Chrissy Costanza and Jakeem “BigCheese” Johnson via the mascot’s new Twitch channel. The broadcast runs Aug. 19 from 5 to 7 p.m. ET
The first-of-its-kind partnership sees the Kellogg brand tapping into the growing VTuber trend on Twitch and follows other efforts that have taken the longstanding mascot to nascent digital platforms like TikTok.

As retailers face economic challenges from inflation, chief marketing officers are allocating more money on social media...
24/08/2022

As retailers face economic challenges from inflation, chief marketing officers are allocating more money on social media as well as offline advertising, according to research from Gartner shared with Retail Dive.
The survey of 405 marketing decision makers across the globe between February and April showed that retail CMOs are spending 11.2% of their budgets on social advertising, more than any other channel and ahead of search ads. Sixty-three percent of retail respondents said they increased offline co-op and partner ad spend, demonstrating confidence for in-store shopping, according to Gartner.
Overall marketing budgets have increased to 9.1% of company revenue since they were slashed to 6.3% in 2021, but they are not back to pre-pandemic levels (10.4%) based on Gartner’s 2019 survey.

American Eagle detailed a back-to-school campaign that includes metaverse activations and the first brand application of...
24/08/2022

American Eagle detailed a back-to-school campaign that includes metaverse activations and the first brand application of TikTok’s SoundOn feature, per a press release.
The seasonal effort centers on music through partnerships with three emerging Gen Z acts. The retailer also enlisted an artist from SoundOn for a custom song, which serves as the campaign’s anthem and part of a TikTok hashtag challenge.
On the metaverse front, American Eagle produced a virtual reality (VR) experience for Meta Quest 2 that will go live in eight store locations on Aug. 20. The retailer additionally is putting on an interactive Roblox performance with one of its music partners on Aug. 19 as it seeks to bridge digital and experiential tactics.

Shopify this week launched a new shoppable content feature, Shopify Collabs, which aims to connect creators with the pla...
23/08/2022

Shopify this week launched a new shoppable content feature, Shopify Collabs, which aims to connect creators with the platform’s millions of merchants, according to a press release.
The tool is intended to match creators and merchants together with a focus on passions and sensibilities, helping one another capitalize off of their respective careers and further emphasizes the role shoppable content holds as a marketing tactic.
The new feature follows other efforts by Shopify to distinguish itself in the shoppable content space as platforms like TikTok grow and comes as the company faces a slowdown in the number of new merchants being added.

Gaming was one of the big winners of the pandemic, seeing an uptick in players along with viewers willing to tune into l...
23/08/2022

Gaming was one of the big winners of the pandemic, seeing an uptick in players along with viewers willing to tune into livestreams on platforms like Twitch. Like a lot of digital categories that once saw a boost from COVID-19 closures, the narrative has changed quickly. Video game growth has come back down to earth in recent months, aligning with an overall less certain economic picture. There’s also been a draught of high-profile releases

The rollout of iOS 14.5 and privacy changes brought by Apple in 2021 have transformed the app marketing industry and dra...
23/08/2022

The rollout of iOS 14.5 and privacy changes brought by Apple in 2021 have transformed the app marketing industry and dramatically changed the way advertisers target and measure users on iOS. Despite large strides, mobile marketers and advertisers are continuing to navigate the evolving mobile advertising ecosystem while re-assessing their long-standing user acquisition concepts to ensure they can drive app marketing success. The industry will continue to become more privacy-centric as users are given more control over their data—a move we wholeheartedly embrace. With this in mind, it is paramount to optimize for securing the opt-in and to build a robust conversion value strategy. This way you’ll have the largest amount of opted-in, user-level data to work with and compare and contrast side-by-side to inform decision-making for your aggregated data.

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