Sunnier Side of the Office – February 11, 2019

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"It turns out that Will Smith's Aladdin Genie will haunt my nightmares." 

-Twitter user, on the recently released Aladdin trailer. Viewers are not happy.
 

The Glossier for Dudes
By: Wells Wallace

Wellness, or “self-care,” has been a hot category over the past couple years that has been dominated by women. Now Hims, “the Glossier for dudes,” is bringing men into the conversation. Their hero products? Treatments for baldness and erectile dysfunction. So a tall order for the brand: normalizing men’s health issues and getting them to be proactive about it. But last week the brand raised an additional $100M in funding, officially entering the unicorn club.

In terms of the brand’s look and feel, “Hims abandons the standard branding—which, for men, vacillates between gentlemanly and fratty—opting instead for millennial pink packaging and generous use of eggplant emojis.” (Quartz)

Before Hims, men’s wellness messaging was “poor health is for the old, weakness is unmanly—and you should probably be embarrassed about it all,” but Hims has taken a page out of women’s wellness and is creating a safe space (Quartz). “The goal is for Hims to become a one-stop shop for men’s wellness. To do so it’s changing the conversation around male insecurities (mostly—like its notoriously chatty female wellness counterparts—by starting one) (Quartz). The founder, Andrew Dudum, sees Hims as a place to have straight talk about typically stigmatized topics. Hims is important not only because it is dominating the massively crowded DTC space, but its success suggests that men are receptive to it which, from an advertising perspective, is an important shift to consider when we think about how to appeal to this demographic.

Merging the Digital and Physical Shopping Experiences
By: Sergio Saucedo
 
At the end of January, Nike opened its first pop-up shop in Atlanta, coinciding with Super Bowl LIII. The pop-up brought Nike’s SNKRS app to life, giving visitors an exclusive retail experience.

For those not familiar with the SNKRS app, it is Nike’s digital-only hub for all new and limited-edition shoe releases. Through geo-fencing tactics, Nike alerted consumers within a 25-mile radius of downtown Atlanta of exclusive items, available only at the pop-up shop. Once inside, those lucky enough to visit the store received SNKRS passes via the app, which randomly unlocked premium footwear for each visitor to purchase. Exclusive branded merchandise was also available through vending machine dispensing.

The SNKRS pop-up shop is a major success because it shows first hand why brands should be investing in experiential marketing. These experiences have the potential to help digital first brands transcend into the physical space, to build customer relationships and brand affinity.

While the SNKRS pop-up shop is a great example for all brands, direct-to-consumer (D2C) brands should be the ones paying the closest attention since it outlines how other digital-first brands are leaving their mark outside of the online space.

The pop-up will be open through the end of March.

Social video: the long and short of it
By: Ben Thomas

This week, we’ve got three different social platforms employing three different strategies to grow their audiences through long-form video.

After launching in June 2018, Instagram has been promoting its long-form video app IGTV within the main Instagram app. Their newest approach to grow the IGTV audience - to the much larger Instagram userbase - is inserting short preview videos into users’ main feeds, where they can click through to watch the full video on IGTV.

Over on Snapchat, rapper Bhad Bhabie (of “Cash me outside, how bou’ dat?” fame. Yeah, her.) launched her new reality show to an audience of 10 million people. To put that number into context, an episode of Keeping Up With The Kardashians averages about 1.5 million viewers. There’s no shortage of stories about Snapchat’s audience being on the decline, primarily due to Facebook and Instagram launching similar features and creating what’s been dubbed “Stories Fatigue”. But the success of Bhad Bhabie’s series could give Snapchat confidence that exclusive long-form content is the way to keep and attract users.



Finally, Facebook is trying to attract content creators – and therefore more content – to its video platform, Facebook Watch. As an example, during the annual VidCon in February, Facebook will offer talks, tools and workshops to Creators to inspire them to make content that people seek out and view on Watch.

While the approaches are different, Facebook, Instagram and Snapchat are all showing their commitment to a common goal: taking social media from a periphery platform for long-form content to the star of the show.

Childish Gambino's "This Is America" became the first rap song to win Grammys for song and record of the year during last night's show.
Copyright © 2019 M/H VCCP, All rights reserved.

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