In the lead up to the Super Bowl, brands have been churning out big budget campaigns with some of America’s biggest A-listers. Notable figures including Serena Williams, Will Ferrell and Alicia Silverstone have been gracing a multitude of commercials. And yet, none of these ads have quite made the social impact that Fenty Beauty has with its non-affiliated 10-second TikTok.
Naturally, it makes sense considering Rihanna is set to make her return to music by performing in the halftime show. However, what’s interesting is how the Fenty Beauty founder and singer doesn’t even make an appearance in the clip. Instead, leveraging a major event to promote her brand with no ad spend, the video focuses primarily on two key products from her line - the Hydra Vizor and Pro Filter Foundation - which are applied to a conveyor belt of barefaced football.
Using playful visuals and the trend of ASMR to tap into the creativity and audio powerhouse that is TikTok, the video has earned over 8 million views and 1 million likes in less than two days. Once again, Fenty Beauty has highlighted how being reactive to cultural moments to promote your products with little to no spend on platforms like TikTok is what sets your brand apart.
In other Super Bowl related news, Warner Music Group has teamed up with Roblox to host a Super Bowl concert in the metaverse. Headlined by rapper Saweetie, the virtual concert is also in collaboration with the NFL. Meanwhile, Snapchat is offering creators a chance to win $10,000 through its TikTok inspired feature Spotlight.
Your weekly round up of the latest industry news and platform updates collated by Digital Voices’ Strategy and Insights team.
Creators can now search comments by keywords, including emojis, on their posts and take action, such as liking or hiding.
Read more here.
Through its subscription offering Blue, subscribers now have the option to post tweets that are up to 4,000 characters long.
Read more here.
This includes a new filter to find comments that have received replies and additional ways to interact with Shorts creators.
Read more here.
A new feature of Promote gives small businesses who work with creators the option to promote the creators’ videos or LIVE videos.
Read more here.
Drawing inspiration from TikTok, Gifts are a way for creators in the US to gain monetary support from their followers in the form of themed virtual gifts.
Read more here.
Other headlines…
Texas to ban TikTok from state-issued devices (Read more here)
Twitter to charge $100 per month for its API (Read more here)
TikTok promises to ramp up fight against disinformation in EU (Read more here)
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