25th October 2021
Provocation in the News
This week we share our latest employee spotlight, new work with Betty Crocker, insights on TikTok, esports, and more. Keep reading for the details.
TikTok creators and brand partnerships
Digiday published a piece on brand and consumer engagement with TikTok creators, featuring insights from Mindshare’s Jeff Christian, Director, Paid Social, and Janet Levine, Managing Director, Invention+.
Excerpt: “There’s potentially a ‘day one’ angle at play here, meaning that people who follow low-to-mid influencers are part of a fervent fandom from the very beginning,” said Levine. “It’s also often the case that influencers with smaller followings have fewer deals (less saturation) so their brand partnerships can seem more authentic and welcomed."
#CallMeBetty
The Work: For over 100 years, Betty Crocker has been a staple item in US pantries. To celebrate the brand’s centennial birthday this October, Mindshare wanted to help Betty Crocker infiltrate today’s baking culture to champion the expression every modern Betty. Introducing the Betty 100 – a socially-led campaign of 100 diverse influencers. Each influencer will create something unexpected via a Betty baking challenge to showcase how they are a unique representation of what it means to be a Betty. Their creations will be shared across Instagram and TikTok. The public is encouraged to participate with caption-based CTAs. A #CallMeBetty hashtag and Betty birthday gifs will all live across Instagram.
Meet #TeamMindshare
Mindshare's Global Meet #TeamMindshare series on LinkedIn features Mindshare’s Sherine Patrick, Associate Director, Digital Investment. She shares how her career started in media, and her role in the creation of Mindshare’s Black Community PMP.
Excerpt: “I started my career in media in 2012, but my trajectory was never linear. I started off in planning, spent time in media finance, pivoted back to investment, dipped in programmatic strategy, then doubled back to investment. I worried that my experience appeared too fragmented to progress, but Mindshare allowed me to use my past experience in a unique way."
Advertising Week New York
At Advertising Week New York, Mindshare’s Mara Greenwald, Managing Director, Shop+, spoke on a virtual panel on the future of personalization and AI. Other panelists included leaders from IBM Watson Advertising, GlaxoSmithKline, and Mordecai Inc.
Esports Business Summit
At the Esports Business Summit, Mindshare’s Nate Burstein, Associate Director, Digital Investment, spoke on a panel with Tyson Foods and Fandom. The session dove into our work with Tyson to reach and engage gaming and esports fans.
This Week's POVs
-- YouTube announced it plans to host a week-long live shopping event in November. Read the details.
-- There was speculation that payments company PayPal was interested in acquiring visual social and shopping network Pinterest. Read the details.
Something else you should know
GroupM announced the launch of the Addressable Content Practice, a new offering in partnership with Hogarth WW that will help improve the advertising experiences for consumers and client campaign performance. The ACP will work hand-in hand with Mindshare’s Content+ capability.
WPP launched Unite, an LGBTQ+ community in North America, to help drive even greater LGBTQ+ inclusion within the workplaces and work of WPP agencies.