Pepsi has been named the most effective brand in the world, according to the 2018 Effie Effectiveness Index. Rounding out the top three most impactful global brands were McDonald's and Coca-Cola, according to the rankings.
This video from Single Grain explains how business-to-business marketers can maximize LinkedIn advertising, describing the different features and benefits of news feed ads, carousel spots and sponsored ads such as display placement and lead-generation forms. The video also offers advice on how to use LinkedIn's targeting capabilities.
Millennials are a fast-growing consumer segment and Chris Cavanaugh shares ways marketers can get the demographic excited about brands. Use social media to connect cross-channel, make experiences exciting enough to share and ensure that content is attention-grabbing and memorable, Cavanaugh writes.
As the new CEO of Liverpool FC, Peter Moore believes the real power behind the football club's viral clip "This Means More" lies in the engagement of the team with fans. In addition to a platform being developed exclusively for Liverpool supporters, Moore says he values time spent on Twitter, as talking to fans directly is one of the best ways to show he cares.
The promotion of season two of the HBO hit "Westworld" includes puzzles, codes, images and secondary websites to keep fans looking for show clues. This approach enables fans to choose their own level of engagement with the show, as fans unlock new layers to the campaign and these are shared socially, Bryan Bishop writes.
Building on the success of its #cheesedreams campaign, cheese brand Pilgrim's Choice is turning fans' submissions into animated shorts. David Billing, chief creative officer at Above+Beyond, said the lighthearted approach has been effective because it uses "stories generated by real people's subconsciouses, not the pens of creatives."
YouTube channel Bad Lip Reading has posted a video that has been viewed more than 7.8 million times already and includes clips of the royal wedding accompanied by voice overlays meant to be bad attempts at lip reading. Included is Prince Harry offering Meghan Markle a "golden unicycle" and Prince William noting that he and Harry are "puppets" with no free will.
Pabst Blue Ribbon has partnered with Vice to create two videos meant to highlight what the "American Dream" means to the culturally diverse millennial generation, with the first video released ahead of Memorial Day weekend. The two video documentaries will allow young people to share the American Dream's continuing strength, says Pabst.
Technology has already contributed greatly to human happiness, and the advent of artificial intelligence promises to accelerate the trend. Internet attorney Andrew Rossow reviews the ways this evolution is likely to play out in improved life quality, increased free time and better data security, concluding AI stands to be a "game changer."
Vevo is going all-in on YouTube with plans to close down its mobile apps and consumer-focused website. "Going forward, Vevo will remain focused on engaging the biggest audiences and pursuing growth opportunities," according to a Vevo statement.