The digital world is never short on news. As this Friday wraps up, we whittle it down and reflect on events from the past week that particularly piqued our interest. Top news for the week included innovative product unveilings, publisher party crashing and old brands dipping their toes into new waters.
So read no further. In the brief below, People Pattern provides a quick update just in case you missed something.
So Much Said in 38,000 Tweets
This month, cosmetics brand NARS unveiled a special collaborative collection with British designer, Christopher Kane, known for his unorthodox couture. NARS partnered with agency, Guild, to release the product line this spring through a creative use of digital media. The campaign aimed to drum up buzz and engagement around the cosmetics by encouraging fans to use specific hashtags to chip away at the line, encased in a rotating black orb. Roughly 38,000 tweets later, fans were rewarded with a first look at the collection.
AMA Like…
Following along with the live streaming video trend, JCPenney hosted Eva Longoria for a Q&A session yesterday using Periscope. JCPenney is the latest in a line of brands testing new tools like Periscope to promote products and drive brand awareness. This week, the retail behemoth teamed up with Eva Longoria to provide customers with a connection to the company in real-time. The promotion reflects broader brand efforts to appeal to a growing digital audience. Bravo!
Happy Birthday to…
As Youtube celebrated its tenth birthday, Facebook announced that brands and publishers will now be able to share video content on the platform. The new program, called Anthology, will enable publishers to tap into Facebook user data to publish and promote branded content. Early partnerships include Vice, Vox Media, Tastemade and Funny or Die.
Welcome to the age of the consumer, where audiences choose brands that reflect personal interests and affinities. By including customers in the conversation, whether it be through tweets, live-streaming or an AMA, brands are able to nurture meaningful relationships that increase customer loyalty.
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