Shopper Marketing - February 2018 - 54
SHOPPER MARKETING FEBRUARY 2018
A roundup of social, local and mobile marketing activity at retail
Dan Ochwat, on the So-Lo-Mo
beat since 2011, served as an editor
of Shopper Marketing for nine years.
Send comments and So-Lo-Mo
news to email@example.com.
Snap Inc.'s Snapchat recently announced a forthcoming revamp of
its app that will split content into two parts - one side being social
engagements with friends in a user's network and the other making
up content from publishers, brands, news groups or influencers the
user follows. The company shared a YouTube video explaining the
change and wrote about it on its company news page. Snap says
a complaint of users has been how content is mixed into one feed
and that a blurring of content can bring problems such as fake news.
The new Snapchat will have a dynamic Friends page where users
can order their friends how they want, based on how often they
interact with some people. The other page (the right side of the
camera) will be curated and personalized content, including
Snapchat Stories from publishers that users follow or might
be interested in based on their profiles.
Kmart, part of Sears Holdings, called on
consumers to show off their ugly holiday
sweaters in a social campaign that benefitted St. Jude Children's Research Hospital. Called
#UglySweaterforBetter, consumers posted selfies,
photos or videos in their favorite worst sweater on
Twitter, Facebook and Instagram, and in return the
retail chain donated a buck to St. Jude. Consumers
spread the message to get others to share their
photos, and a host of celebrities joined the campaign. In stores and online, sales of an exclusive
ornament and tote bags resulted in additional
money donated to the hospital. For more than 10
years, Kmart has been a top fundraising corporate
partner of St. Jude and has raised more than $105
million, per a news release.
Helping young homemakers adjust to a life of "adulting,"
Procter & Gamble's Swiffer brand rolled out a light and
humorous social and digital effort called the "Art of Adulting." Central to the program are videos on the brand's YouTube page
starring comedian Abby Elliott. In the videos, she transitions from
sloppy to productive in a flash, thanks mostly to the Swiffer, but she
also relates other challenges such as cooking as part of her growing
up. The videos are being shared on the Swiffer Facebook page with
the hashtag #AdultingWithSwiffer, and the brand is asking others to
share their Swiffer stories. Furthermore, "adulting" gifs pulled from the
videos were made for sharing through Giphy, and custom iMessage
stickers were made available for free for Apple and Android phones.