It’s time to get judgmental. Once again, we are going gossip-mag style and are pitting brands’ Vine efforts against each other for our own version of “Who Wore It Best.”
We asked two agency execs to weigh in on the competing brand Vine videos. Last time, Gap, Puma and Bolthouse Farms came out on top. Keep reading for this week’s Vine winners and losers.
Anonymous Exec A: I know social media for brands is supposed to be all about authenticity, but the homemade approach here feels wrong. A car this sexy deserves sexy in return. There is such a thing as keeping it too real – like, not taking 10 seconds to move to the side so people can’t see your reflection in the rear bumper as you shoot.
Anonymous Exec A: Zooey Deschanel is directing branded Vines now? This video is cute as a … um, bug. Everything about it is charming and well thought out, down to the sound. And it holds together thematically, which is no small feat given that Shark Week and VW aren’t a natural match.
VW, top down.
Anonymous Exec A: I love cats! I want to help! Why aren’t you telling me how I can help the cats! Some simple instructions or a URL would have been nice. Better yet: Where can I learn more about, or even adopt, the cats I see here?
Anonymous Exec A: It’s a cute dog. A cute dog in an office. A cute dog in an office, and it REALLY likes toes. Seriously, watch your toes around this dog. Oh, by the way: What is Dogs Trust? What is its mission? Does it have something to do with toes? I’m not taking much away from this video.
Can we teach dogs and cats to make their own Vines? Because as it is, they’re not being very well served by us humans. In the meantime, let’s call this a draw.
Anonymous Exec B: We needed this Vine to remind us that J.C. Penney is still open for business. And apparently they’re selling a bunch of stuff that you can use to ruin your kid’s school backpack. That ought to light up third-quarter sales.
Anonymous Exec B: We need to see this in slo-mo so that we can perfect that shadow technique and be the hit at the agency holiday party this year. Clearly, Target is practicing witchcraft because this Vine is mesmerizing.
Target. People still shop there. They’ve demonstrated first-hand experience in shadow-puppet wizardry. You don’t mess with skills like that. Watch it again and impress your friends.
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.