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Your weekly digital marketing matchbox to kindle creative content.

 
July 30, 2020
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Imagine launching a new product and targeting the announcement to your most engaged, active, and loyal consumers. Sounds like a marketer’s dream, right? Well, this dream could soon become a reality thanks to a possible subscription service from Twitter.

Jack Dorsey announced there’s one in the works, and marketers should be intrigued. While some Twitter users have finagled a way to host paid content already (by locking their accounts and only allowing access once a wannabe follower has anted up the $$$), an official model would enable brands to get on board legitimately. 

It would also allow them to connect with and market to what is essentially a “premium” audience. If someone is paying for access to a brand’s content, it’s safe to say they’re probably some of its best and most enthusiastic customers. Now, when can we subscribe to @Rihanna?

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Accidentally on Purpose

A company with a purpose? We dig it. And most of the country does too. A recent study by the Zeno Group found that consumers are four to six times more likely to trust, buy, or support brands with a definite purpose.

And it’s pretty natural for shoppers to look for brands that represent their values— whether that’s politically, socially, or environmentally (think: Patagonia). In the U.S., consumers are 3.8 times more likely to champion a brand if it’s purpose-driven. Plus, brands with a strong mission are permitted by consumers to seek profit, too!

With about 90 percent of Gen Zers and Millennials committed to supporting companies, if they believe in their goals, it’s crucial to keep actions in line with mission statements and keep purpose at the center of business operations.

WHAT LIT US UP THIS WEEK
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It’s a Bird … It’s a Drone … It’s a KIND Bar?

And it’s delivered straight to your doorstep. KIND, the snack company known for its whole ingredients-based bars, is taking a pandemic-style approach to reach fans. We’re talkin’ drones, pigeons, and hot air balloons dropping KIND Frozen bars from the sky for three lucky contest winners (Even Amazon hasn’t employed birds, yet). These non-traditional delivery routes are just part of the company’s campaign to promote the frozen product line. Those three lucky fans also get their own 15-minute video chat with Antoni Porowski, the celebrity food expert from the Netflix original “Queer Eye” — who previously partnered with KIND during Pride Month. 

A campaign like this may feel like it took months to plan, but alas, KIND is just another example of the coronavirus- and Facebook-boycott-pivot. Pre-boycott, KIND had $2 million set aside for Facebook ads in July, but its participation in the #StopHateForProfit movement took precedence. Sure, the natural shift could’ve been moving content to another platform such as Twitter, Instagram, or TikTok— but not for KIND. Instead, the company took a quick 180 to launch the online contest and use influencers’ to drive brand awareness. Plus, it’s timely — this campaign delivers on some significant pandemic trends: online engagement, doorstep delivery, Zoom calls (with a celebrity), being socially woke, producing plant-based products, and capitalizing on the direct-to-consumer approach. KIND’s products are flying high, and this campaign (and drones and balloons) are delivering.

I C Y M I

Copyright © 2020 Tier One PR, All rights reserved. Tier One Partners is a national, full-service PR, digital, and content agency that helps challenger brands redefine the meaning of value in their industries through innovation and inventiveness. Specializing in consumer, technology, digital health, financial services, and clean energy, Tier One delivers measurable programs that help companies demonstrate market leadership and meet key business objectives through a unique approach powered by senior talent. For more information, visit www.tieronepr.com.


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