TERRITORY Influence (Bertelsmann Group)

#ebook: 𝐌𝐞𝐚𝐬𝐮𝐫𝐞 𝐑𝐞𝐚𝐥 𝐁𝐫𝐚𝐧𝐝 𝐋𝐨𝐲𝐚𝐥𝐭𝐲 𝐰𝐢𝐭𝐡 𝐓𝐫𝐮𝐞 𝐁𝐫𝐚𝐧𝐝 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 🧡 With the #TrueBrandEngagement, TERRITORY has developed a metric that measures the success of organic social media campaigns quantitatively and qualitatively. 💡 The #KPI is an enhanced, emotionally weighted engagement rate that evaluates content success not just by standard metrics but also based on the level of human involvement. More information on the importance of brand love and its calculation here 👉 https://lnkd.in/etErKAMD A huge thanks to Anima Doering, Marlies Bayha, and the rest of the Team 🚀. #InfluencerMarketing #brandlove #humanizemarketing #MarketingStrategy2025 #SocialMediaMarketing

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Advertising creativity resurged in 1HY 2024, as marketers shook off the hangover from years of decreased budgets. Marketing Dive has assembled the most impactful #advertising from the year’s first half that showed brands mastering media strategy, new technology and other bets that resonated with consumers: 1. On Groundhog Day, PepsiCo brand Frito-Lay leaned into ad frequency madness by running eight spots a total of 75 times on ABC. “Groundhog Lay’s” represented the rare innovative #media buy in 2024, delivering 1.4 billion earned media impressions. 2. Cerave scored a Super Bowl win (and the Social and Influencer Grand Prix at the Cannes Lions International Festival of Creativity) with Michael Cera as the culmination of a weekslong hype-building play spanning Instagram videos, paparazzi photos, influencer unboxings and podcast appearances. “We didn’t have a Super Bowl TV ad with an influencer 360 extension, we had a guerrilla #influencermarketing campaign that had a TV ad,” said Adam Kornblum, global chief creative at L'Oréal. 3. The HEINEKEN Company tapped into the #digital detox trend with the release of a limited-edition “dumb phone". The phone debuted in April at Milan Design Week in collaboration with streetwear retailer Bodega, with over 24,000 orders taken within one hour according to Nabil Nasser, global head of Heineken brand. 4. Mars created a campaign that leveraged #genAI to enhance over 300 bespoke assets and highlight the multitude of ways consumers enjoy flavors of their Starburst candy together. Snapchat and Spotify integrations round out a #GenZ friendly media plan. 5. Sprite reinvented their iconic “Obey Your Thirst" ad for #GenZ, enlisting National Basketball Association (NBA) Hall of Famer Grant Hill, Minnesota Timberwolves star Anthony Edwards, and Olympic sprinter Sha’Carri Richardson. However, risk-taking remained rare as #marketing teams felt torn between wanting to keep pace with culture and avoid landing in the #socialmedia hot seat. What ad campaigns stood out for you so far in 2024? looking forward to more best practices in the comments below.

#𝐂𝐚𝐬𝐞 𝐒𝐭𝐮𝐝𝐲: 𝐍𝐚𝐧𝐨 𝐚𝐧𝐝 𝐌𝐢𝐜𝐫𝐨 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 𝐟𝐨𝐫 𝐖𝐞𝐥𝐥𝐚𝐟𝐥𝐞𝐱 💇♀️ In collaboration with Wella, we conducted a campaign in the Polish market to promote the Wellaflex line of styling products. The objectives of the campaign were: ✅ Increasing brand awareness and product sales ✅ Educating consumers about the benefits and proper use of the products ✅ Encouraging consumers to share samples with family and friends (Word of Mouth) ✅ Creating natural content on social media ✅ Collecting feedback on the products We engaged 1,300 Nano and Micro Influencers, carefully selected based on their online activity and ability to generate WOM. The influencers received starter kits and educational support, allowing them to create authentic, engaging content that boosted product awareness. Results: 🌍 16 million online reach 📷 2,773 UGC posts on Instagram, Facebook, and TikTok ✅ 99% of influencers would recommend Wellaflex products 🎯 2,263 product trials Learn more about this campaign: https://lnkd.in/dnCWSsrK #InfluencerMarketing #SocialMediaStrategy #Wellaflex #NanoInfluencers #MicroInfluencers

𝐓𝐡𝐞 2024 𝐏𝐚𝐫𝐢𝐬 𝐎𝐥𝐲𝐦𝐩𝐢𝐜𝐬: 𝐖𝐡𝐞𝐫𝐞 𝐀𝐭𝐡𝐥𝐞𝐭𝐞𝐬 𝐁𝐞𝐜𝐨𝐦𝐞 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 🥇 As the 2024 Olympic Games come to a close end, we await the Paralympics starting on August 28, it’s essential to reflect on this event that has undoubtedly marked a significant turning point not only in the world of sports but also in social media! The Olympics have significantly evolved, transitioning from an event predominantly watched on television to one that is massively consumed on social media, making this edition the most digital ever. This unprecedented digital dynamism is largely driven by the engagement of athletes, who have become true influencers, eagerly sharing their experiences online.🤳 👉Read the full article here: https://hubs.la/Q02LR_1C0 #humanizemarketing #influencermarketing #olympicgames #paris2024 #sportmarketing

𝐒𝐡𝐨𝐮𝐥𝐝 𝐛𝐫𝐚𝐧𝐝𝐬 𝐜𝐨𝐦𝐛𝐢𝐧𝐞 𝐚𝐟𝐟𝐢𝐥𝐢𝐚𝐭𝐞 𝐚𝐧𝐝 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬? 🤔 Discover the pros/cons of this approach in the latest episode of #theSocialCorner podcast, hosted by our executive director Rafael Schwarz.

Are you aware of the key social media trends, to optimise your social content in the second half of 2024? HubSpot and Meltwater have surveyed nearly 2.000 #socialmediamarketing experts from Australia, Europe, Canada, Columbia, Japan, Mexico, Singapore and the US to identify insights and trends. Here are their most important #socialmedia trends: 💻 87% of experts recommend using #genAI for content creation 👬 marketers are increasingly focusing on building a #community around their brand 🔍 Social #SEO becomes more important with younger generations already starting more searches on TikTok and Instagram than on Google 📼 Longer-form videos are enjoying a comeback 💎 Brands will focus more on #content quality instead of quantity 📊 Visual storytelling rules on social media ☑️ LinkedIn has evolved from a recruitment to a full social media platform 🎯 Influencer Marketing and User-Generated-Content become mandatory elements in brands strategies 💶 89% of social media managers expect #socialcommerce to finally break through in 2024 More trends for #socialmediamarketing in my own deep-dive article - link in the comments below.

#𝐂𝐚𝐬𝐞𝐒𝐭𝐮𝐝𝐲: 100 𝐧𝐚𝐧𝐨 & 𝐦𝐢𝐜𝐫𝐨 𝐜𝐡𝐞𝐞𝐬𝐞 𝐥𝐨𝐯𝐞𝐫𝐬 𝐟𝐨𝐫 𝐁𝐮𝐫𝐠𝐨 𝐝𝐞 𝐀𝐫𝐢𝐚𝐬 𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐏𝐥𝐮𝐬 👔 In Spain, we created an influencer marketing campaign for 𝐁𝐮𝐫𝐠𝐨 𝐝𝐞 𝐀𝐫𝐢𝐚𝐬 𝐏𝐫𝐨𝐭𝐞𝐢𝐧 𝐏𝐥𝐮𝐬 𝐜𝐡𝐞𝐞𝐬𝐞 which boasts 14% protein - the highest in its market category. Our goal was to generate awareness about this innovative product by leveraging authentic and credible user-generated content (UGC) on Instagram and TikTok, as well as to increase brand penetration through real product trials. 🏠 To reach 𝐦𝐢𝐥𝐥𝐞𝐧𝐧𝐢𝐚𝐥𝐬 𝐚𝐧𝐝 𝐆𝐞𝐧 𝐙 who are food enthusiasts, athletes, and lead healthy lifestyles, we selected 100 unpaid nano and micro influencers from our https://hubs.la/Q02KVBQK0 community, who were fresh cheese consumers, and shared content related to food and sports on their social networks. 📷Each influencer showcased the product as an 𝐢𝐝𝐞𝐚𝐥 𝐬𝐧𝐚𝐜𝐤 𝐛𝐞𝐟𝐨𝐫𝐞 𝐞𝐱𝐞𝐫𝐜𝐢𝐬𝐢𝐧𝐠, as well as a 𝐩𝐞𝐫𝐟𝐞𝐜𝐭 𝐢𝐧𝐠𝐫𝐞𝐝𝐢𝐞𝐧𝐭 𝐟𝐨𝐫 𝐜𝐨𝐨𝐤𝐢𝐧𝐠 𝐡𝐞𝐚𝐥𝐭𝐡𝐲, 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞, 𝐚𝐧𝐝 𝐭𝐚𝐬𝐭𝐲 𝐝𝐢𝐬𝐡𝐞𝐬. The 144 UGCs published on Instagram and TikTok achieved +1𝐌 𝐨𝐫𝐠𝐚𝐧𝐢𝐜 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬, nearly three times the initial goal, and generated over 8K interactions. Check out the full campaign 👉 https://hubs.la/Q02KVz860 #influencercampaign #influencermarketing #humanizemarketing

#𝐅𝐨𝐫𝐛𝐞𝐬: 𝐍𝐚𝐧𝐨-𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬: 𝐅𝐨𝐮𝐫 𝐐𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬 𝐓𝐨 𝐀𝐬𝐤 𝐘𝐨𝐮𝐫 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐓𝐞𝐚𝐦 💭 With influencer marketing firmly embedded in CPG companies' strategies, many CMOs are looking at a new category of #influencers with fewer followers but higher engagement. The emergence of nano-influencers has sparked significant interest among brands seeking genuine connections with their target audience. 💡 In the following Forbes Communications Council article, our executive director Rafael Schwarz, tells you everything you need to know about the power of nano influencers. 👉 Get all the tips here: https://hubs.la/Q02KNrGl0 #humanizemarketing #influencermarketing #authenticity #nanoinfluencers