TikTok April Trend Alerts – Product Focus – JD Sports Air Max Mode and L’Oréal Paris Hyaluronic
Both brands are currently running sponsored ads, influencer content and campaign hashtags on the discover page for their Q2 product launches.
JD Sports – Air Max Mode – Competition Campaign – #JDAirMaxMode
- The ad has currently generated 428M views across all content utilising the campaign #
- The TikTok product campaign for the Brand pushes users to generate content to showcase their hustle with #JDAirMaxMode, with the prize of winning a Nike Air Max Bundle from JD!
- Check out some of the influencer generated campaign content here and here.
L’Oréal Paris – Elvive Hydra (Hyaluronic) – TikTok Challenge Campaign – #LorealHylauronic
- The ad has currently generated 48M views across all content utilising the campaign #
- The TikTok product campaign for the brand pushed their new hair care product and featured influencer sponsored content from Love Island Winner Mille Court, Beauty TikTokers Kirsty Belle and Lenkalul.
For L’Oréal this is one of the first new product launch activations the brand has undertaken on the platform, and definitely won’t be the last, however, the more successful Campaign in terms of video views and # usaged is JD by an almost 100% increase on video views compared to L’Oréal Paris campaign.
BUT L’Oréal’s Campaign was a much shorter push period of around a week compared to JD’s which is running for around 2-3 weeks and has the prize incentive for users to generate content under the hashtag.
Check out L’Oréal Paris discover page ad here, and JD Sports here.
Let’s Talk About The New Social Rules Banning Celebs And Sport Stars From Posting Gambling Ads
From October, footballers, celebs and influencers will be banned from posting gambling adverts/sponsored posts under new rules.
The Committee for Advertising Practice has said:
- “Gambling companies will not be allowed to use stars to target under-18s. Anyone with a strong appeal to young people such as footballers, e.g. Christiano Ronaldo, must not appear in any adverts and José Mourinho urged to cut ties with Paddy Power.”
These steps are the first in a wider plan to ensure CAP’s commitment to safeguarding young people and vulnerable audiences. References to video game content and gameplay popular with under-18s are also against the new rules.
To name a few recent social Sports Star/Influencer x Gambling Brand posts:
- Paddy Power launched a tongue-in-cheek ad featuring former Arsenal and West Ham player Jack Wilshere.
- Former Tottenham Hotspur manager and I’m a Celebrity winner Harry Redknapp has previously appeared in ads for BetVictor.
- And former Love Island contestant Chris Hughes is a brand ambassador for Coral Racing.
All have huge and varied aged followings, but all most importantly impressionable.
Whilst not the alcohol awareness furniture which by law has to be across alcohol brand’s social posts alongside the over 25 age rule across all brand and influencer content, do these new gambling rules and regulations for social go far enough? Or could there be more specific rules in place such as the addition or variation to the gamble aware furniture?
Read more about these new regulations here.
YouTube Drop A Refresh On The Top Trends For 2022
YouTube enjoys an unparalleled engagement, with adults spending an average of 41.9 minutes daily on the platform. To evolve social strategies and continually tap into this active audience, YouTube dropped a refresh of its Top Trends for 2022:
- Short-form content will rule the roost
- Live videos will continue to gain popularity
- Well-structured videos will win
These three trends highlighted by YouTube are key video content strands to adapt across other platform videos, both short and long-form strategies to engage, but crucially continually re-engage brands followers and wider target audiences.
Read more about each key video content trend for 2022 here.
Update – Twitter’s ‘Brand Bracket 2022’ Winner – #TouchTheRainbowTasteTheRainbow
Just over 2 weeks from the competition’s launch, we have a winner! Congratulations to the best Tweeters and Community Managers in the brand game Skittles!
Coming head to head with Wendy’s in the final, the poll received 20K votes, where audiences really did #RalleyForTheRainbow swinging 63% to 37% in Skittles’s favour!
Check out the final poll Tweet here, alongside Twitter Marketing’s Tweet here where they will be going live on Twitter Spaces Thursday 14:00 ET – 18:00 GMT with the Skittles social team, where the panel will be discussing what it takes to stand out on the platform and against the competition, so make sure to check out the best of the best when it comes to a brand’s reactive and cunning copywriting!