Ohio University Strategic Social Media

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3 takeaways from the FTC’s first deceptive marketing case under new native ad rules

What every marketer and PR pro should know about the Federal Trade Commission’s Lord & Taylor case.

Image via Cliff / Flickr; Used under the Creative Commons Attribution 2.0 Generic license.

Image via Cliff / Flickr; Used under the Creative Commons Attribution 2.0 Generic license.

In late March, the Federal Trade Commission (FTC) entered into a significant consent decree with Lord & Taylor. This is important for every marketer and PR and social media agency because it is the FTC’s first case under its recently issued native advertising guide for businesses, which I predicted would lead to more enforcement activity by the FTC. The FTC asserted that a Lord & Taylor social media campaign violated both the FTC’s native advertising guide and its endorsement guidelines. As a result, Lord & Taylor has entered into a 20 year consent decree.Successful, but misguided
In early 2015, Lord & Taylor launched a comprehensive social media campaign to promote its new Design Lab collection, a private-label clothing line targeted to women between 18 and 35 years old. The retailer’s market plan included the dissemination and placement of branded blog posts, photos, video uploads, native advertising editorials in online fashion magazines, and online endorsements by a team of specially selected “fashion influencers” over one “product bomb” weekend. These efforts focused on a specific Design Lab paisley dress. The FTC’s complaint alleged that Lord & Taylor paid Nylon, a pop culture and fashion publication, to run an article online about the Design Lab collection, which included a photograph of the paisley dress. Lord & Taylor also paid Nylon to post a photo of the dress on the publisher’s Instagram site, along with a caption that stated Lord & Taylor had reviewed and approved the content.

Over the same weekend, Lord & Taylor incentivized 50 fashion influencers to post a photo of themselves wearing the dress — styled according to their choice — on Instagram, in exchange for giving the influencers the dress for free and paying them an amount between $1,000 and $4,000. The social media campaign was immensely successful, reaching 11.4 million individual Instagram users in just one weekend and leading to 328,000 brand engagements with Lord & Taylor’s Instagram handle. The dress quickly sold out.

 

Read more at http://www.prweek.com/article/1391111/3-takeaways-ftcs-first-deceptive-marketing-case-new-native-ad-rules#pIy0SsLswLIm17tR.99

How Is Gen Z Using Social Media?

By Kimberlee Morrison

shutterstock_89886766

Generation Z is starting to come into its own and distinguishing itself from other generations. Very often we hear talk about millennials using social sites, but Gen Z should be your focus if you’re trying to capture viewers and users in emerging markets. A report from college marketing and insights agency Fluent examines the online activity of Gen Z, along with some insights on their use of social networks.

Facebook is still the top network for many users; however, it functions as a cornerstone of social media use and not the only destination. Fluent found that 51 percent use the platform for keeping in touch with high school friends, and family, while 39 percent use it to connect with college friends.

Read full article via SocialTimes at http://www.adweek.com/socialtimes/how-is-gen-z-using-social-media/636574

Eggo Gives Fans What They Were Hungering for: Waffle Emojis

Kellogg Brand Rolling Out ‘Eggojis’ to Help Bring the Waffle to Life in Today’s Social Sharing World

By . Published on .

 

Eggo is the latest brand to release its own emojis, including a batch cooked up with the help of some big social media waffle fans.

Eggojis. Credit: Kellogg.

Over a 90-day period last year, Eggo saw nearly 1,000 mentions of people hankering for a waffle emoji. With International Waffle Day approaching on March 25, it is now releasing “Eggojis,” the Eggo version of emojis with waffle images.

“Millennials are a big audience for us,” said Trinh Le, marketing director, frozen breakfast brand and innovation at Kellogg.

Knowing there are already a lot of brands in the emoji space, Eggo wanted to figure out a way to do something a bit differently. Or, as Ms. Le puts it, “what is the Eggo way of bringing this to life?”

Eggojis heart eyes. Credit: Kellogg.

So the brand brought social influencers to the original Eggo factory in San Jose, Calif., where they spent part of their visit creating their own emoji-style art using real waffles and toppings, she said. Then, agency partner Mosaic took pictures of those waffle creations and digitized them, giving them the more cartoon-like emoji feel. In all, about 20 Eggojis will be released.

Eggo just began posting on Twitter in late February. Since then, it has been teasing the idea of waffle emojis. Users could vote in a custom poll on one of two Twitter Eggojis. The winner will be unveiled on March 25, and the winning Eggoji will show up when people post tweets that include #LeggoMyEggo.

Read full article via Ad Age at http://adage.com/article/cmo-strategy/eggo-updates-l-eggo-eggo-giving-emoji/303135/

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