24th August 2020
Provocation in the News
This week's news includes a deep dive into three topics as part of our Culture Vulture Trends, Wave 7 of the global New Normal Tracker, all the latest work, a catch up with Ikechi Okoronkwo and more.
But first, what's trending?
Retailers prepare for a very different back-to-school season with campaigns emphasizing home schooling, masks, & leisure wear
Culture Vulture Trends and Insights
Our Culture Vulture trends and insights is a report that identifies the macro trends pervading U.S. culture that impact the marketing and communications strategies of the agency’s clients. In this deep dive of three topics, we explore and present: Snoring 20s and how changes in our social groups and self-care has slowed us down; Washing and what we’re seeing as companies move more into CSR and Cancelling Cancel Culture and how it is pushing for accountability and behavior change from individuals.
Read more and listen to our podcasts
New Normal Global Tracker: Wave 7
Mindshare's New Normal Tracker (research across 10 markets that tracks changes in consumer behaviors) reveals hunkering down behaviors returning as consumers worry of a second wave of the pandemic and have self-imposed their own lockdown measures to protect themselves.
Read the full research findings
5 Minutes with Ikechi Okoronkwo
Hear from Ikechi, Head of Business Intelligence and Analytics, on how he's adapted, what his biggest learning is and how he keeps being inspired.
New Work: General Mills, Lucky Charms
Lucky Charms launched Lucky Charms Magical Mission, an interactive audio story where families can join Lucky the Leprechaun on an adventure to eight different charm lands to restore magic. Mindshare developed the idea and brokered a partnership with voice content partner SpokenLayer to create and distribute the storybook across major audio media platforms, supported through audio, social, and digital. The story is available across smart speakers (Amazon and Google) and podcasting platforms (Spotify and Apple).
New Work: Fruit by the Foot
Fruit by the Foot and Gushers launched a campaign to elevate Black voices on TikTok, partnering with four young creators (@zirab, @jonathanbynoe, @jailynisfeliz, and @taylorcassidy). For every ‘like’ on TikTok that each of these creators’ videos received, the brands donated $1 to the NAACP Youth and College division, to support young Black leaders, up to $200,000. Each creator achieved their donation goal within the first 24 hours of going live – and exceeded it by 5X or greater within a week.
New Work: Keebler
Keebler launched its first marketing campaign since its acquisition by The Ferrero Group last year, starring Ernie the Elf who is here to spread the word about new and improved Keebler cookies. Mindshare led media on the campaign, leveraging TV, audio, social, and digital, including a beta test of shoppable Hulu video ads through a partnership with Walmart.
This week's POV
This week Instagram announced some new features including ‘Suggested Posts’ and the global roll out of QR codes, which follow a number of other recent updates including ‘Reels’ and ‘Instagram Shops’.
Read the details and implications
In case you missed it
In this new video, GroupM’s Crystal Olivieri and Nicola McCormick take us through the implications of the deprecation of the third-party cookie and the role ethics plays.
GroupM named Kirk McDonald as North America CEO. There will be a GroupM NA town hall on September 1 to meet Kirk.
On the latest edition of Mindshare Unplugged, meet Eric Kirsche, Manager, Planning and Strategy Manager in Atlanta, and see what he has to say about today’s challenges in media, who inspires him, and more.