The Shoppe - Major Rebrandings, Brand Loyalty & More
Welcome back to The Shoppe! This week we’re talking about major food and beverage rebranding, building meaningful relationships with customers, high performing topics on the major social media platforms and more. Don’t forget to subscribe so you can be notified every time we post.
In an effort to build on NBCUniversal's One Platform marketing offerings and maximize reach, NBCU and Twitter have extended their long term partnership to an advertising deal covering global markets. In bringing premium video content to Twitter, NBCU will be able to reach audiences around the world, in real time as important events unfold. From sporting events and red carpets, to fan viewing parties and news programming, the deal covers a range of NBCU content, allowing Twitter users to tune in for major events within the app. Beyond the Golden Globes, American Music Awards and the Macy’s Thanksgiving Day Parade, NBCUniversal and Twitter will be featuring interviews with Black business owners, CEOs, artists and more throughout the month of February to celebrate Black History Month. Since kicking off their partnership in 2013, global video views for all NBCUniversal Twitter handles have grown by an average of 26%. With Twitter’s advanced targeting capabilities, we can expect to see this growth continue.
In their 2020 Future of Shopping report, Facebook has cited COVID-19 as a major factor in the cause of the five year acceleration of e-commerce. With consumers scouting for the lowest possible prices, and online shopping providing a greater variety of options, the pandemic has produced a drastic decline in customer loyalty. As consumer behavior and interests shift, it's critical that brands adapt. From preferred types of communication to loyalty program perks, the report highlights Facebook’s latest tips for meeting the rapidly changing expectations of today’s consumer, and recreating brand loyalty. We’ve highlighted some of the most important global findings below. Read the full report here.
- Half of consumers say good pricing drives them to make repeat purchases from retailers.
- 77% of online shoppers say they feel more connected to a brand if they are able to contact it directly to ask questions or provide feedback.
- 2 in 3 people say the way a business responds to the Coronavirus crisis will seriously impact their future spending.
- Half of consumers say offering a good omnichannel shopping experience is very important when deciding where to shop.
Need help navigating the new normal? Contact the SparkShoppe team today.
Following criticism surrounding the roots of longtime mascot, Aunt Jemima has officially rebranded to the Pearl Milling Company. In cognizance of the racially stereotypical origins of their name and mascot, the company will have completely phased out all Aunt Jemima products by June of this year. Asserting that the name and image of the company does not reflect their core values, the rebranding announcement details the company’s history, explains the reasoning behind the new name and shares their plan to continue their community impact initiatives. The company shared earlier this week that PepsiCo, owner of Aunt Jemima’s parent company Quaker Oats, has been working with “consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind.” The announcement also said to expect details of a $1 million commitment to supporting and empowering Black girls and women, in the coming weeks. It will be interesting to see what kind of feedback the rebranding receives, as well as if any other brands follow similar efforts.
This week, the rapidly successful short-form video app, TikTok, has shared their rising trends report. Highlighting all of the highest performing and fastest growing topics, the report aims to help marketers understand user behavior and interests. From comedy and sports, to fashion and cooking, the report supplies a list of corresponding hashtags with each top category, detailing what exactly users are engaging with. Whether your brand has been making use of the app’s advertising capabilities since the beginning, or if you’ve never heard of TikTok, the report provides valuable insight into the interests of consumers of all ages. View the report
here.
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