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- Why Cirque du Soleil is launching its own influencer network
- Instagram Plans to Bring Back Reels Bonus Payments for Creators
- TikTok is overhauling how it pays creators of viral filters and effects
- Netflix, McDonalds and Toyota will pay you to post on social media
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Great Reads
Fenty Beauty Engages 300 Influencers with Drive-Thru Sampling
Fenty Beauty, the renowned brand by Rihanna, recently crafted a unique and engaging event in Koreatown, Los Angeles. Aiming to promote the launch of their new products, Eaze Drop Blur and Smooth Tint Stick, they created a drive-thru experience at the Full Service Coffee Co. shop on September 3rd. The event targeted 300 social media influencers, emphasizing the 'on-the-go' convenience of the product. The LINE Hotel was set up as a staging area, from where influencers were driven in vintage cars like the Chevy Impala and Ford Mustang, reminiscent of the 1940s.
As participants arrived, they had their skin tones assessed while sitting in the cars. Then, via an intercom system, they ordered the appropriate shade and were given additional Fenty Beauty product recommendations. Emphasizing the drive-thru theme, products were presented in fast-casual styled packaging, such as burger boxes and fry packets. An intriguing addition was a secret menu from which attendees could order unreleased products, evoking a sense of exclusivity. Nanette Wong, VP-Global Brand Marketing at Fenty Beauty, explained that the core idea was to showcase the product's convenience and to make beauty routines easier. The event was infused with elements of nostalgia, providing ample opportunities for photos, brand interactions, and learning.
Maxine The Fluffy Corgi: How A Corgi Became The Muse For Pet Innovation
Recalling some of his standout collaborations, Bryan beams, “We’ve had a long relationship with Dell, which has been one of my favorite partnerships.” It might initially sound odd—a tech giant like Dell partnering with a dog influencer. But as Bryan delves into the reasoning, it becomes clear why such partnerships not only make sense but also offer a fresh narrative spin. Bryan explains that the collaboration with Dell is about more than just displaying products.
Through this partnership, they can spotlight various aspects of their journey, transitioning from content creators to entrepreneurs. This alignment intrigues their followers, presenting an unexpected twist: a dog being linked with a tech brand. Bryan’s philosophy regarding collaborations emphasizes authenticity. He acknowledges the abundance of brands available, but believes that as content creators, they shouldn’t just promote a product solely for financial gain. To Bryan, maintaining the trust of his audience is crucial. This commitment to authenticity is apparent in his choices, be it partnering with brands he truly appreciates, like Barkbox, or those offering products he finds beneficial, such as the pet grooming brand, Waterpik.
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Campaign Insights
Why Cirque du Soleil is launching its own influencer network
Cirque du Soleil Entertainment Group is looking to expand beyond the circus tent with the launch of an internal influencer network to help pair brands with its roster of talent. The company—which owns the Blue Man Group, VStar Entertainment and several other live entertainment properties in addition to Cirque du Soleil—today announced the rollout of the “Cirque du Soleil Artist Influencer Network,” a platform that facilitates partnerships between brands and the 1,500-plus artists currently on Cirque’s talent roster.
These “artists” include both on-stage performers as well as behind-the-scenes talents, such as stage technicians, costume designers and other creatives. Upcoming Ad Age event Hear from CMOs at Business of Brands Learn more here Cirque’s influencer network will serve a dual purpose for the company—extending its reach beyond the company’s owned social channels to the collective 35 million followers of its inaugural group of artists; and creating additional opportunities for brands to partner with the entertainment company beyond sponsoring its live shows, Christopher Bower, head of global brand and social at Cirque, told Ad Age.
100-year-old bra brand Maidenform is going after younger customers
Maidenform, a century-old shapewear brand, is targeting younger customers with its new sub-brand, M. Launching soon, M will provide similar shapewear to Maidenform but at a lower price range, between $5.50 and $40, compared to Maidenform's $40-$55. This pricing strategy aims to attract Gen-Z shoppers, stated Jane Newman, Chief Design Officer of global innerwear at HanesBrands, Maidenform's parent company. While Maidenform primarily caters to customers aged 24 and up, M emphasizes inclusivity, offering sizes from small to 3XL and promoting diverse models in its campaigns.
The trend of merging innerwear with outerwear appeals to younger consumers, and M seeks to capitalize on this. M's development began 18 months ago, inspired by the pandemic-driven demand for comfortable clothing like leggings and athleisure. To market M, Maidenform is collaborating with influencer Serena Kerrigan and plans an influencer campaign. M products will be available online, at Amazon, Target, and Walmart. The brand's introduction comes amid increasing competition in the intimates market. Maidenform, acquired by HanesBrands in 2013, is innovating to make intimates shopping more appealing and straightforward for consumers.
Netflix, McDonalds and Toyota will pay you to post on social media
Social media users in New Zealand with modest followings have a new opportunity to monetize their posts. A platform named TheSalt, which has experienced success in other parts of the world, is now recruiting ordinary New Zealanders to post about various brands, including McDonalds, Netflix, Toyota, and Uber Eats, offering payments starting at $50 per post. The platform bridges the gap between regular social media users and global brands by connecting advertisers with genuine product users.
To facilitate this, users are required to answer over 70 questions upon registration, offering insights into their lifestyles and preferences. Since its inception in South Africa in 2010, TheSalt has paid out over $10m to "nano-influencers," including NZ$1.2 million in the past year. Having expanded to countries like Brazil, Argentina, and Chile, the platform's New Zealand operations are headed by Shayne Moore and Kevin van Deventer. Moore emphasized that while influencers have a role, there's substantial value in everyday people authentically promoting products they use and love.
FTC on Alert for Blurred Influencer Marketing Targeting Teens
The Federal Trade Commission (FTC) has released new guidelines addressing "stealth advertising" aimed at children on digital platforms. These directives emerged from concerns about digital ads inducing impulsive purchases among kids and potentially misleading them. Key recommendations include: Separate Content and Ads: Clearly distinguish between entertainment and advertisements using unique formats and visual cues. Transparent Disclosures: Provide clear, repeated notifications in children-focused content when showing sponsored segments, both verbally and in writing.
Use of Icons: Introduce easily identifiable icons signifying paid partnerships, accompanied by clear explanations. Education is Essential: Promote digital advertising literacy among children, parents, and educators. Platform Policies: Digital platforms should mandate content creators to indicate advertising content and provide parental controls to limit kids' exposure. FTC stresses the collective adoption of these guidelines and warns of potential legal consequences for misleading advertising practices. It's crucial for influencers and advertisers to ensure transparent and compliant promotions.
Business entrepreneur features in Travel Counsellors influencer campaign
Travel Counsellors are set to launch an influencer campaign showcasing the Japan holiday experience of entrepreneur Sara Davies. This campaign will roll out content, including blogs, stories, Q&As, reels, and pictures, over three weeks on Travel Counsellors' social media platforms, Sara Davies' channels, and those of agent Cathy Chapman, who arranged the trip. The content will narrate Sara's journey with Travel Counsellors, from planning to experiencing a ten-night family vacation in Japan.
The aim is to underline the brand's value and help Travel Counsellors attract new clients. Dave Callan, the Customer director, emphasized the brand's dedication to its clients, viewing the campaign as a step towards spotlighting their personalized services. Chapman, who has assisted Davies for seven years, sees this as a chance to publicly showcase their collaboration. Sara expressed excitement, highlighting the unique benefits of booking through Travel Counsellors.
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Interesting People
In Sync With Gianna Marie: Carpool Karaoke, Laughs, And Lifelong Dreams
While many influencers dream of the lights of L.A. or the bustling streets of New York, Gianna appreciates the distance. “Being away from these hubs gives me some breathing space. I rarely have the ‘real-world’ encounters, which in a way shields me from the full magnitude of my online presence.” But every so often, the veil of virtuality is pierced. “It’s surreal when someone approaches me for a photo. Knowing they’ve watched me, recognized me, and now see me in person—it’s a lot to digest.” Despite the numbers and the occasional fan interactions, Gianna grapples with internalizing her success. “Accepting my achievements is tough. There are moments I need reassurance, like before this very interview, where I leaned on my partner for a comforting hug and some words of encouragement.”
Marie, though celebrated by many, doesn’t view herself in the traditional sense of an “influencer.” “There are creators out there setting the trends,” she shared. “Those individuals I see as influencers. But then there’s the rest of us—the content creators. We produce, people engage, and not everything we do needs to align with the latest trend.” Her perspective is refreshing in a digital world obsessed with virality and trending moments. Many creators feel the pressure to continually produce content that aligns with these fleeting online trends, leading to burnout. Marie’s philosophy, however, is more rooted in authenticity than momentary digital clout.
Resilience In The Digital Age: How Rhegan Millett Found Healing On Instagram
“It was the tail end of 2020 when I first stepped into the world of Instagram and the broader universe of influencing,” Rhegan began, her words reflecting the genuine struggles she had recently faced. “In the early months of that year, I suffered the devastating loss of both my father and my younger brother within just a span of three and a half months.” A pause followed, perhaps a momentary flashback to the pain, “I found myself lost, submerged in grief. Days turned into nights and nights into days, with me trapped within the confines of my room, grappling with a void.” Rhegan’s foray into the digital domain was not merely about chasing popularity or adding followers.
Instead, it was a path to healing, a journey toward finding purpose amid profound grief. It was during this time that she was introduced to Sintillate Talent through a close friend. “I hadn’t fully grasped the enormity and potential of Instagram back then,” Rhegan confessed. “To me, it seemed like a mere platform for sharing pictures. But when I delved deeper, I started to realize it was much more.” She emphasized how the ethos of Sintillate Talent, which holds mental well-being at its core, resonated deeply with her. “At that moment, with my own mental health on a shaky ground, this felt like the guiding light I needed.”
Kofluence Co-founder Sreeram Reddy Vanga steps in as CEO
“As a Co-founder Sreeram has been instrumental in Kofluence’s rapid growth and development by spearheading various efforts such as fundraising and securing key resources and partnerships to fuel the company's growth journey.” Vanga said, “This is my third business venture in my career that has lasted for over two decades. Building on the lessons and successes of my previous ventures, I ‘am particularly excited this time to take Kofluence to the next level in influencer marketing. With our platform at the forefront, we aim to create a user-friendly technology platform that goes beyond typical brand partnerships, opening up new possibilities for both brands and social media creators by harnessing the power of social influence.’
Alex Cooper's Unwell Network Signs Ad-Sales Deal With Spotify
Alex Cooper's acclaimed podcast "Call Her Daddy" is Spotify-exclusive. Now, she's expanded her business ties with Spotify to include ad sales and distribution for her Unwell Network podcasts. Spotify will handle sales for the Gen Z-focused Unwell Network through direct sales and the Spotify Audience Network. It will also distribute the network's inaugural podcasts, "Hot Mess With Alix Earle" and "Pretty Lonesome With Madeline Argy," potentially covering future series too.
The Unwell Network, part of Trending, was co-founded by Cooper and her fiancé, Matt Kaplan of ACE Entertainment. Cooper's deal with Spotify was facilitated by UTA. "Hot Mess" quickly topped Spotify charts in multiple countries post its September 21 launch. "Pretty Lonesome" also secured top spots on Spotify's charts after its October 2 debut. Spotify boasts over 5 million podcasts for its 100+ million podcast listeners globally.
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Industry News
Venture Beyond Traditional Reviews: Atmosfy Brings Dining And Entertainment Alive Through Video
Atmosfy, a video-centric platform, focuses on authentic dining and nightlife experiences, aiming to support local businesses. CEO Michael Ebel, drawing from his time at Instagram, identified a need to balance the skewed review landscape. Unlike mainstream platforms, Atmosfy, now spanning 150 countries, prioritizes utility and genuine, positive feedback. It stands out with its geo-located, user-centric design, emphasizing hyperlocal discovery.
This allows creators to influence their immediate communities, fostering genuine connections. Atmosfy is also bridging the gap between creators and businesses, offering collaborative opportunities. Looking ahead, the platform aims to integrate AI for personalized recommendations and has introduced "Atmosfy by Friends" for trust-driven suggestions. In essence, Atmosfy is not just a platform but a movement, reshaping business and creator interactions.
Lanch, which creates food delivery brands for influencers, gobbles up $6.9M
Berlin-based startup, Lanch, which collaborates with influencers to launch food delivery brands, has raised $6.9 million in funding. Using "virtual kitchens", spaces in existing restaurants, they produced their inaugural product, "Happy Slice" pizza, in partnership with German YouTubers Knossi and Trymacs, selling over 30,000 pizzas on the launch weekend. They're next introducing "Loco Chicken" with musician Luciano.
While the influencer-food concept has seen mixed reactions, with some facing quality issues in the US, Lanch emphasizes its tech-driven approach. Co-founder Nono Konopka highlights their use of quality-control software providing valuable data to creators and partner restaurants. This strategy aims to ensure product quality and optimize operations. Lanch plans expansion across Europe, targeting over 500 locations in a year.
TikTok is overhauling how it pays creators of viral filters and effects
TikTok is making major changes to its creator fund for the people who make the app’s viral filters and effects. The fund sets aside $6 million to pay creators of effects on TikTok — aesthetic filters, mini-games, and more — that regularly go viral on the platform and become trends in their own right. The Effect Creator Rewards program, first announced in May, has a lower set of eligibility requirements and updated payment structure and will be open to more regions, TikTok announced today in a blog post.
First, the fund is opening up to creators in more than a dozen new regions, including Australia, Brazil, Canada, Japan, and the Philippines. The requirements to join are also changing: previously, creators needed to have 500,000 videos published that use their effects. Now, TikTok requires effects creators to have five published filters, with at least three of them being used in 1,000 videos. This could help budding effects creators with moderate success join without needing a hugely popular footprint.
Fortnite is pushing creator-made maps with a YouTube-like redesign
Fortnite, the globally popular battle royale game, has recently rolled out a significant update to its lobby user interface, with a key focus on promoting creator-made content. This move, however, has been met with some pushback from the gaming community. The most notable change is in the game's "Play" tab or lobby. Players will now see a series of icons at the bottom of the screen, leading them to scroll through and discover a mix of previously played modes and new suggested modes. Further scrolling reveals numerous recommended creator-made experiences, resembling the thumbnail visuals commonly found on YouTube.
Another shift involves the in-game store or "item shop", which has been made more accessible, while tabs for the battle pass and quests have been pushed further away, making them less convenient to access for those using controllers. The strategic move behind this redesign is evident: Epic Games, Fortnite's parent company, has been encouraging players to create their own in-game experiences since 2018, beginning with the Playground mode and later introducing the more sophisticated Creative mode. By 2023, user-made content had seen an uptick in engagement, accounting for around 40% of playtime in Fortnite. However, in terms of sheer numbers, more players were still participating in Epic's own modes like battle royale or Zero Build.
A former TikTok employee is building a social app for content creators to network and ‘spill the tea’
Canopy, a novel peer-to-peer social networking app, is designed for content creators to connect, share information, and discuss insider details. Ayomi Samaraweera, the app's founder and CEO, announced the launch of a pilot program aiming to onboard 1,000 influencers primarily from beauty, fashion, and lifestyle niches. Although Canopy welcomes creators from various platforms, it emphasizes these niches because of their high earning potential.
With features similar to platforms like Reddit, Canopy introduces "Branches" – groups focused on specific topics within the creator realm. A distinguishing feature of the app is its emphasis on anonymity, enabling creators to share experiences and advice without fear of repercussion. Samaraweera, an ex-TikTok employee with over 25,000 followers, conceptualized Canopy after experiencing firsthand the challenges of content creation. The app plans to unveil a reward system, "Aura Points," to incentivize user engagement. Supported by prominent names in the creator economy, Canopy has raised $240,000 to date, with a vision of streamlining the often solitary journey of content creation.
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Great Paywalled Content
Instagram Plans to Bring Back Reels Bonus Payments for Creators - Insider
In a recent event held at Meta's Hudson Yards headquarters, dubbed "Instagram University," the platform's leading executive, Adam Mosseri, fielded a pivotal question regarding Instagram's discontinued bonus program for Reels content. Originating in 2020, the incentive program rewarded creators for their content, aiming to heighten user engagement and make Instagram "more interesting."
However, as Mosseri explained, the rapid U.S. expansion, competition with TikTok, and excessive expenditure resulted in a budgetary imbalance. Instagram was investing more funds into the program than it was generating. A financial challenge led to its termination. Nevertheless, Mosseri highlighted ongoing efforts in Japan and South Korea, where revamped incentive programs for not just Reels but also photos and carousel posts are being tested. While there's promise in these new iterations, a definitive timeline for reintroducing the bonus payments to the U.S. remains unspecified.
Edelman taps X alum to lead influencer marketing in Asia-Pacific - PR Week
Edelman, a leading global communications firm, has brought on board Alyssa Soh, a former content and creator lead at X (previously known as Twitter), as the head of influencer marketing for the Asia-Pacific region. This marks a newly established position in the company. Soh assumed this role in August, as her LinkedIn suggests. Her primary responsibilities encompass broadening Edelman's influencer marketing outreach in Asia-Pacific. Her efforts will focus on consolidating the agency's authority as an industry frontrunner.
In her collaboration with Edelman's existing teams and United Entertainment Group, she aims to refine services in line with market requirements. Her work profile will span the development of influencer marketing campaigns in tandem with digital influencers, overseeing paid media strategies, and offering brands guidance on the most effective influencer strategies rooted in empirical metrics and a strong business rationale. In her new role, she'll report to Tyler Vaught, the global head of influencer marketing at Edelman, who himself joined in February.
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