Papa John’s hired Camp & King as the company’s new creative agency after a year with Endeavor Global Marketing. 

This is the third agency jump by Papa John’s in less than two years. They hired Laundry Service in 2017 and left by May 2018. They then hired Endeavor Global Marketing in August 2018 after Laundry Services left in less than a year. The biggest and most popular work created by Endeavor for Papa John’s was their Voices campaign which focused on employees’ stories. 

The switch happened after Karlin Lindhart, Chief Marketing Officer joined Papa John’s last March in preparation for its launch of their ads featuring brand ambassador Shaquille O’Neal. The 4th most popular pizza chain in the U.S. is fighting a sale due to a comment made by its founder and then executive John Schnatter. 

Sale decline due to negative publicity 

Schnatter’s comments pertained to the NFL’s handling of player protestants in the fall of 2017. It brought on a lot of negative publicity due to the fact that Papa John’s was an NFL sponsor at that time. This coupled with the use of a racial slur while on a training call with Laundry Service has created a distrust between customers and the Pizza chain.  

Camp & King partnership 

Currently, Camp & King is working as the creative and strategic agency partner for Papa John’s. Kristin Barbour, Camp & King’s Chicago office’s managing director will be guiding the team. She will be joined by Amir Farhang, a filmmaker working with Hungry Man Productions and has worked with several NBA players before. 

Papa John’s remains optimistic 

Despite sales obstacles, Papa John’s remains positive, especially with the addition of O’Neal as one of their brand ambassadors. They already shared that they’ll be spending $40 million more on their marketing for the second quarter of 2019 and 2020. 

The retired NBA star posted about his new deal with Papa John’s in his social media last week. O’Neal shared a short video on Twitter and Instagram of an inside peek of Papa John’s board meeting. He then showed an item being taste-tested and called it Papadia. The Papadia looked like a calzone sliced into bits and pieces and served with dipping sauce. 

“We are very excited to get him off the bench and into a new national advertising campaign coming up this fall,” said CEO Steve Ritchie while discussing the company’s plans with O’Neal. 

The coast is bright for Papa John’s and they hope for it to be brighter with the change of creative agency. 

Influencer marketing is getting bigger by the day. 

Research shows that the influencer marketing industry’s global ad spend will increase to $5 – $10 billion by 2020. Marketers are now investing more time and resources in improving the performance of their influencer marketing programs. 

What is influencer marketing? 

There is so much more in influencer marketing than meets the eyes. It’s more than collaboration with influencers who have millions of followers on social media. It needs and organized approach from selecting the right influencer to delivering high-quality content that will resonate with their followers. 

Brands are now using Artificial Intelligence to make their influencer marketing campaigns more effective. 

Challenges in influencer marketing 

Picking the right influencer

One of the biggest challenges in the influencer marketing industry is picking the right influencer to partner with. The number of following isn’t the only aspect that a brand should look into. Other factors must also be considered, including the engagement level of their posts and whether their persona resonates with your brand. 

Furthermore, brands must analyze the contents of the influencer and see if it matches your brand. Picking the wrong brand ambassador will compromise your brand engagement with your audience. 

Extra caution must be taken when choosing an influencer especially with the rise of fake engagement metrics. Recently, even big brands have been victims of fake followers. 

Calculating the ROI of the influencer

Various social media platform provides analytics such as likes, comments, and shares. But whether these metrics affect the overall revenue of your brand is difficult to determine. A survey with 200 U.K. marketers has shown that 38% of the marketers couldn’t tell if their influencer marketing campaigns helped in driving their sales. 

Apparently, despite the hype, influencer marketing isn’t the solution to an increase in revenue. 

 Detecting fake engagement 

An online feud between the Instagram influencers in 2018 shocked the world, however, it was later revealed that both seeming influencers were actually computer-generated. This shows that brands must be careful when picking their brand influencers and make sure that they’re actual people. 

AI influencer marketing filters bots, eliminate fake engagement and determines computer-generated and real-life influencers. 

What does this mean for advertisers and marketers?

With artificial intelligence, brands will have better chances in choosing an influencer that fits their message. It also helps marketers to identify relevant influencers and a deeper understanding of their posts that are related to their brand. 

LinkedIn is parenting up with Elevate into the Sales Navigator. 

LinkedIn Sales Navigator released product updates last Wednesday and added more features to manage and discover leads.

More content into Sales Navigator 

LinkedIn launched Elevate back in 2015. It’s an app that’s designed to help the users to share their content on LinkedIn. Today, users of both Sales Navigator and Elevate will now receive alerts on their Sale Navigator homepage whenever new content is made available. This is a great way to bridge the gap between sales and marketing. 

Users will no longer have to log into their Elevate to access the content, they can just automatically access it and share it across platforms including LinkedIn, Twitter, and Facebook. 

“Marketers will still be able to control what content they’d like to see to employees post,” said Doug Camplejohn on their LinkedIn Sales Blog. He also added that it will now be more efficient for Sales Navigator users to boost their brand and the brand of their company. 

According to LinkedIn, brands who regularly share contents across platforms have 45% more likely surpass their sales quota.

Changes in managing lead lists

Sales Navigators also allows users to categorize their Custom Lead Lists by geography and name account. This list sharing was introduced in February to help sales teams collaborate around common lead and account lists. Sales Navigator can do the following: 

  • Save from a shared list – Users can save in bulk their leads and accounts from a shared list
  • Remove a shared list – keep the list hub organized by taking out shared lists that’s no longer relevant
  • Copy a share list – copy a shared list and become the creator/owner. This gives you access to the capabilities of an owner and can integrate the list in your workflow. 

Updated Help Centre with a new chat feature

LinkedIn has updated its Sales Navigator Help Center with more emphasis on shortcuts, recommended topics, and Contact Us link. A Chat with us feature is also coming soon, which will let users reach out to contact support reps using the chat function in real-time. 

What does this feature mean for advertisers and marketers?

 More than 1.3 million account and lead lists are made in Sales Navigator. Marketers using b2b campaigns will find these updates beneficial for their marketing strategies as it pushes their team to further their efforts in making contents. 

The new features also add efficiency and functionality to their lead discovery. 

Would you also do the same? 

The Brand Safety Institute (BSI) and Tag surveyed 1017 people and tested out how they answer hypothetical situations regarding ad misplacement and how it would affect their purchasing decision. This study follows two years of efforts of the ad industry to wipe the internet of malicious and dangerous content.

This plan is imperative due to the series of brand safety scandals that plague the major social networking sites as of late. Big names including YouTube, Facebook, and Instagram have been the victim of the brand safety issues affecting household brands such as Hasbro, Disney, and AT&T when their ads are placed next to questionable content. 

Ads next to extreme contents

According to the research, the real risk to the company’s brand is when their ads are placed next to malware issues. Consumers, had the strongest stop buying reaction to the question, “If you discovered an ad for a consumer product you regularly buy had infected your computer on a mobile device with a virus, how much would you reduce your purchases of that product?”  About 73% of the consumers said that they would stop buying that particular product. 

58% of consumers also agreed that they’d stop buying products that appear next to neo-Nazi propaganda and additionally 67% said if ads are placed adjacent to terrorist recruiting videos they would stop buying that product as well.

The survey has shown that consumers pay attention to brands’ ad placements and brands should address this issue seriously. Brands must check where they put their brands and ensure to not partner up with sites that host dangerous content. 

Impact on advertisers

Among the advertising platforms, YouTube seems to be taking the most hit as it’s been plagued with several brand safety issues and advertisers defection. Social networks have been upgrading and updating their algorithms to foster better advertising culture however, there’s only so much that algorithms and AIs can do when it comes to ad placement. 

This survey drives home the real and measurable risk to a company’s bottom line from a preventable brand safety crisis,” said Mike Zaneis, CEO of Tag and co-founder of BSI. 

The responsibility still lies to the brands, advertiser, and the platform to ensure that the ads don’t appear next to questionable content. In the brand-savvy age, we’re in, one ad placement without due diligence could have a negative impact on the brand as a whole.

The competition between streaming services is growing and Amazon won’t be dismissed.  

As streaming services like Hulu and Netflix adjust to the entry of platforms that are projected to be released in the near future, Amazon adds to its marketing efforts. It seems more and more people are cutting the cord and moving to streaming services to get their entertainment fix. Forbes cites a recent study by ZypMedia that explains that most who move away from live TV typically have more than 3 streaming subscriptions and the majority of those who stream their entertainment agree that it’s a better value.  

In a recent ad campaign by the streaming service Tubi, the company encouraged entertainment streamers to “cheat” on Netflix and try Tubi instead. Tubi is a platform that utilizes ads to create a free service. Suggestive ads can be seen in big cities like Detroit, New York, and Los Angeles that recommend breaking up with Netflix for Tubi. 

With services like Tubi, Disney+, and Apple+ soon to be in full force, the old dogs have some competition. With in the social media realm platforms like Facebook, Snap and Twitter are plotting to get in on the streaming movement.

 To Combat these new services, and better compete with Netflix, Amazon has made recent steps to amp up their advertising game. Marketing Dive explains Amazon tripled its budget during the earlier part of this year. Additionally, the streaming arm of the e-commerce giant increased its TV spending by 28% for Amazon Prime Video. The article went on to explain in contrast to Amazon, Hulu cut back TV ad spend by 40% and Netflix has also reduced ad spend and opted to create native advertising within Netflix originals like  “Stranger Things.”  

Amazon has focused on over-the-top (OTT) strategies to better create a better platform growth increase of marketing efforts of Amazon original shows like “Hanna,” “The Boys,” and “Good Omens.” The fact that huge companies are shifting large sums of money to reach audiences means that the streaming industry and marketing as a whole is constantly changing. To stay up to date on marketing new subscribe to the Holler Hustle.  

Twilio now allows marketers to create targeted email, social campaigns, and displays.

Twilio, the email marketing and API provider launched the Twilio SendGrid Ads. It’s a tool to enable marketers to make cohesive, multichannel engagements. Twilio aims to provide marketers with a platform where they have campaign orchestration capabilities in many digital channels. This is a way for advertisers to reach more customers and get more engagements thus saving them time. Instead of creating campaigns in multiple channels, they can create it in Twilio SendGrid ads. 

Effects of Twilio to advertisers

Marketers can now learn from their email data and use these insights to create more effective campaigns. The Ads also allows marketers to target individuals via email automation using their interactions on other social channels including Facebook and Instagram. 

Marketers can now extend their existing email marketing campaigns to other channels and create highly targeted displays without leaving the Ads platform. It’s efficient and depending on the platforms your firm using it’s much easier to make multiple campaigns using SendGrid Ads. 

The process of exporting and uploading files and contacts is exhausting but with Twilio SendGrid Ads, you can keep all your data in one platform and use it whenever needed. 

Sameer Dholakia, CEO of Twilio SendGrid said that their SendGrid Ads makes the multichannel marketing process a lot simpler, faster, and more effective for marketers. Their email intelligence, website data, reporting to engage, and creative assets retarget customers across channels such as Google Display Ads and the already mentioned Facebook and Instagram. 

The company’s goal is not to add channels but to help its customers make campaigns that can reach across channels and use the data from one channel to improve the customer experience on another channel. 

Features of Ads

Ads can grow their business by using social ad campaigns and target old and new users. Other features are as follows: 

  • Direct sign-up from emails within a lead ad on Facebook or their Instagram and feed into an email automation list. 
  • Retarget visitors to websites via Facebook, Google Display Ads, and Instagram. 
  • Find new potential clients by creating a lookalike ad campaign to target people who share similar characteristics to an email contact list. 
  • Target people who have shown interest in a product or offer promoted via an email campaign. 

Twilio is the first in the market to have created this multichannel marketing campaign. It is also easy to navigate and takes away the unnecessary steps in making a campaign. 

Active monthly users reach 300 million and $261 million revenue jump in Q2. 

Suffice to say that Pinterest had a good Q2 run for this year as seen in their second earnings report. They went public last April and the numbers are looking good for Pinterest. The platform had a $261 million increase in revenue, that’s $60 million more from the first quarter of 2019. 

Despite these increases, they still reported a net loss of $1.16 billion for the quarter. This was due to the RSU (restricted stock unit) expense in connection with their initial public offering. The company expects to surpass the $1 billion in revenue for its full-year 2019 outlook. 

International Reach 

Pinterest saw a 9 million increase for its monthly active users. Most of the platform’s users are from the other parts of the world. 85 million users are from the U.S. and the 215 million are scattered globally. Their international users encourage the company to be forth better service for its users. Their focus is towards improving user experiences to drive more engagement and growth. 

“During the quarter, we made Pinterest more personal by improving search recommendations, and we also made Pinterest more useful by adding more video content and shoppable products,” said CFO Todd Morgenfeld. 

Good news for advertisers 

Pinterest continues to grow and diversify its advertising capabilities for brands. Pinterest CEO Ben Silbermann said that this is part of their ongoing effort to make Pinterest a platform where the brand can foster. 

During the second quarter of 2019, their mobile ad tools were introduced allowing advertisers to create and manage campaigns using their phones. They also launched their new video capabilities for brands the feature gives marketers the ability to share videos, schedule posts, and add a dedicated video tab in their business profiles. The Complete the Look was also launched with the help of the Walmart tech team. This feature is a visual search tool that enables users with the ability to visualize the context of a scene based on the recommended products relevant to the scene. For instance, if a user likes a certain shirt they might recommend pants to accompany them.

What does this mean?

Clearly, Pinterest is paving its way to becoming a platform that is more advertiser-friendly. Their initiatives this year are all centered to cater to the needs of brands and advertisers. The platform now has several new features for better brand presence. 

Microsoft has made recent changes to its ad platform to better compete with Google, Facebook, and Amazon. Previously known as Bing Ads, Microsoft is continuing its improvements to the marketing platform with the acquisition of PromoteIQ. 

PromoteIQ is a service that reaches millions of shoppers on a daily basis and works with some of the largest brands and retailers. In a PromoteIQ press release, the company stated that they’re excited to work along with Microsoft to ”redefine and deliver the next generation of vendor marketing to retailers and brands.” Microsoft is a huge player in the tech industry and is a leader in machine learning and AI and access to these tools can be beneficial to both entities.

PromoteIQ has worked with brands like Office Depot, B&H, and Kroger. With this acquisition, Microsoft can stay competitive in the advertising market as well as the competition with Amazon for the public cloud. While most consider Amazon the leader in online retail the company has moved from being a humble online book store to being the leader in digital storage and computing infrastructure.  

As stated in a recent article the portion of Microsoft’s income that comes from advertising isn’t a large portion of the company. Though it isn’t worth dismissing. While 9% of the company’s income comes from advertising efforts, the company shows an intentional move towards growing this branch of their business. 

In a joint statement from PromoteIQ, founders Alex Sherman and Peter Schwartz explained, “For now, it’s business as usual as we continue to support our retailer clients and their brand partners, now with the added benefit of the tremendous resources and scale that Microsoft provides. We have aggressive plans to deliver for our retail clients and have no intention of slowing down.”

Microsoft’s acquisition of PromoteIQ could potentially make the advertising, marketing, and computing infrastructure more competitive in the future as businesses try to get a foothold in these specialized industries. To stay updated on this and other marketing news subscribe to the Holler Hustle.

Reddit is ready for advertisers focused on a niche audience 

Reddit is not just your thread community site, it’s now more than meets the eye. 

There was once a time when Reddit was the jungle of the internet. CEO Steve Huffman even described the site as a dystopian Craigslist. With this in mind, the site underwent a major overhaul last year. Due to misconceptions about how Reddit works generally, they decided to rebuild it from the ground up. 

The site isn’t just user-friendly for new users, the revisions still feel familiar to the older users. Though even with the changes to the site marketers and brands don’t really take Reddit seriously despite its number of users. 

The reimagined Reddit was launched with several new advertising options for brands over the course last year. 

Reddit is now focused on making the site a platform for social media marketing to capitalize on the fact that it’s the sixth most visited website in the US. It is high-time for advertisers and brands to give Reddit a second look if they want to reach the elusive users of Reddit. 

Addressing brand safety concerns 

Zubair Jandali, Reddit’s VP of Brand Partnerships said that they are aiming to build a more sophisticated platform that’s going to be more welcoming for both users and advertisers. They are also trying to be more proactive in facing their safety concern issues that brands have. 

The site hired specialists who are experts in ad policy with this influence the site is making changes based on their current assessment. Reddit had reportedly partnered with Oracle Data Cloud to integrate Oracle’s contextual intelligence technology allowing advertisers to have control over their user-generated content in real-time. 

CEO of HDC Digital, Heather Cooan has also partnered with Reddit for her clients’ ad campaigns. She hasn’t reported any brand concerns and her clients are satisfied with the additional service. Cooan said that the companies she advertises for on Reddit have a target audience that is sort of cynical and very security-minded so what they did was to make sure that they’re doing everything securely. 

Advertiser experience after the redesign 

Jandali said that there’s a three to seven times better user engagement within the redesigned Reddit however, the redesign has not impacted the ad results. Reddit is taking a new direction that could make a positive impact in the advertising landscape. 

Snapchat is joining the ad market industry with is Instant Create tool. 

Snapchat is making it very easy for you to make ads on its platform. 

The 3-step process

Ad making has been made easy in Snapchat with the three steps process:

  • Select an objective – increase web visits, app installs, or app visits. 
  • Enter the business website
  • Select your targeting 

Just those three steps and your ad is ready to go. This tool is designed for advertisers with limited resources. It can be accessed by choosing Instant Create when making a campaign. The other new option is the Advance Create option which enables advertisers with the ability to create multiple ad sets with multiple ads for the campaign. 

Creating ads made easy

Advertisers need not spend time coming up with content ideas. The tool does all the heavy lifting automatically. You only need to put the URL and the tool will pull photos from your website to create the ad. You can also choose to import or upload your images from your PC. Instant Create has a streamlined ad creation flow and uses the most popular templates and simplified ad options. This allows for engaging creative output without additional design resources. 

The Instant Create tool is only available in Snap Ads at this time but it will be available for all advertisers from the self-service ads later on. 

CEO Evan Spiegel announced testing on their new Instant Create tool onboarding flow. Spiegel stated, “Just this month we started testing our new Instant Create onboarding flow, which generates ads for businesses in three simple steps from their existing assets, be it their app or their e-commerce storefront,” 

This tool is part of the company’s vision of giving small advertisers the avenue to post their ad without compromising their resources. It’s also an avenue for small advertisers to understand new ad formats. You can learn more about Instant Create here. 

Why is this important?

Ad creation is an increasingly popular industry. Many businesses hire marketers and advertisers to create ads for them. Others who are doing their own spend so much time and resources. With the creation of this tool and more of its kind in the future, the ad making process is made easy. This isn’t only saving you money, it’s also saving yours from wasting your time.