Marketing News Roundup: The Most Popular Tweet of All Time, Tesla Sells Without Ads, Dove's Body-Shaped Bottles and 98% of Facebook's Revenue Comes From...

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A weekly roundup of the marketing headlines you might have missed.

​May 15, 2017


And The New Most Popular Tweet of All-time Is ...

Hungry, attention-seeking teenager Carter Wilkerson's quest for free chicken nuggets has reached a successful conclusion. In April, Wilkerson reached a Twitter agreement with Wendy’sknown as of late for it’s sassy social media presenceto receive a year’s supply of nuggets if he could reach 18 million retweets. 

The contest was called off last week after Carter hit 3,430,243 total retweets, well short of the 18 million figure, but good enough to be named the most retweeted tweet of all time. The company also said it would donate $100,000 to the Dave Thomas Foundation in honor of Wilkerson’s achievement.


 

Source: CNN

Bottle-shaped Bodies?

Would you buy a bottle of soap shaped like your body? If so, you’re in luck: As part of Dove’s “Real Beauty” campaign, the U.K. branch of the company and Ogilvy London created “Real Beauty Bottles.” This campaign will include six different body wash bottles meant to mimic female body types, FastCompany reports, including curvy, tall and slim.

“Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition. They’re one of a kind–just like you. But sometimes we all need reminding of that. Recent research from the Dove Global Beauty and Confidence Report revealed that one in two women feels social media puts pressure on them to look a certain way. Thankfully, many women are fighting with us to spread beauty confidence.”

Of course, users on Twitter have taken to ravaging the campaign. One user, @vrunt, Photoshopped characters from Nintendo’s Mario series onto the bottles, including Toad with his tiny body and mushroom-shaped head. Meanwhile, @TimFederle posted a photo of Mrs. Butterworth’s Original Syrup adding, “thanks Dove but I already have a body wash that matches my natural curves :).”

Source: FastCompany​

All Your Revenue Is Belong to Us: 98% of Facebook Revenue from Advertising

Look at Facebook’s revenue and one thing is clear: advertisers are essential for the survival of the social media giant.

Reuters reports that 98% of Facebook’s quarterly revenue came from advertising, up from 84% in 2012. Facebook’s revenue from non-advertising sources fell $6 million from a year earlier, from $181 million to $175 million.

This is a “long-term concern,” according to Clement Thibault, a senior analyst at Investing.com, as building other revenue will be essential for Facebook’s continued dominance. However, he tells Reuters that “We have to remember it's still a fairly young business. It's not like they're an old-fashioned business that needs to move soon.”

Source: Reuters​

Snapchat Net Loss

Snapchat is reeling following a dismal earnings report, the first issued by the company since it went public in March. In it, Snapchat announced a $2.2 billion net loss for the quarter. Most of that hit can be attiributed to a one-time cost of going public, but other metrics were underwhelming as well. Sales of $150 million were far below Wall Street estimates, and the company only added 8 million users in the past quarter. Following the report, shares fell by 25%.

Source: CNN

Tesla Reservations Grow Sans Advertising

Tesla’s Model 3, the company’s “affordable” car at a price of $35,000, was big from the outset. Twelve hours after the car was announced, there were more than 180,000 reservations. Now, as BGR.com reports, reservations continue to grow. 

Nearly 400,000 customers have reserved a Model 3, according to Tesla founder Elon Musk, this with no advertising, no test drives and no physical model released to the public. 

Musk goes on:

“If you come into our stores and you want to buy a Model 3, you could buy a Model S or Model X instead. We antisell the Model 3. But our net reservations continue to climb week after week. No advertising, antiselling, nothing to test drive, still grows every week.”

Mass production of the car is scheduled to begin in July.

Source: BGR

As Cords are Cut, Advertising Slows

During the first quarter of 2017, an estimated 762,000 pay-TV customers cut the cord on their cable or satellite subscriptions. The Los Angeles Times reports that this is likely giving Wall Street “fresh jitters about the health of the television industry.”

“At the same time, media companies began struggling to sell their commercial spots, particularly those on cable television channels. CBS Corp., Time Warner Inc., Viacom, AMC Networks and NBCUniversal all reported declines in advertising spending in the first quarter — a consistent refrain that alarmed analysts,” according to Meg James, a Times reporter.

John Martin, a Time Warner executive, told analysts on an earnings call that advertisers are “holding back a little bit” due to the economy and taking a “wait-and-see” approach. 

This may mean advertisers eventually have to find homes on over-the-top (OTT) content services; think HBO Go, Hulu and Netflix. An April report by comScore​ found that more than 49 million U.S. homes—or 53% of Wi-Fi-connected homes in the U.S.—watch at least one over-the-top content service every day.

“OTT viewing mirrors linear TV with the highest concentration of activity happening during traditional Primetime hours,” the report says. 

Source: The Los Angeles Times​

KFC's Finger-licking Prose

Fast-food giant KFC has published a 96-page romance novel purportedly authored by franchise founder Colonel Harland Sanders as part of a Mother’s Day Promotion. The book, called Tender Wings of Desire, is set in Victorian England and tells the story of one Lady Madeline Park who “must choose between a life of order and a man of passion.” Interestingly, the company claims Mother’s Day is its best-selling day of the year, and the romance novel is part of its promotion for a $20 Fill Up special. You need not buy fried chicken to get your hands on the text, however. It’s available for free download on Amazon.

Souce: Time

 

Happy Chinese Brands Day!

China’s State Council proclaimed that every May 10 from now on will be known as "Chinese Brands Day," part of an effort to boost brand-building for national companies. China is aiming to change the connotations of "Made in China," as its companies have lagged on branding efforts. The first-ever Chinese Brands Day was promoted on state-owned media but didn’t generate significant buzz elsewhere, and several Chinese agency executives were unaware of it.

Source: AdAge

 

List of Influencers who Failed to Tag #sponcon Released

The full list of influencers who were scolded by the FTC for not labeling their Instagram posts as sponsored content or as an ad has been released. The list includes Jennifer Lopez, Lindsay Lohan, Allen Iverson, Heidi Klum, Sean “Puff Daddy/P. Diddy” Combs and others. The FTC reminded these influencers in a letter that sponsored content (#sponcon) should be clear, conspicuous and use unambiguous language that stands out. Read the full list here.

Source: Fast Company

 

This Blurb is Causing Sears to Fail

Reclusive Sears CEO Eddie Lampert granted a rare interview to the Chicago Tribune ahead of his company's annual shareholders meeting. In it, he admitted the long-awaited turnaround for the once great retailer is taking longer than expected, but insisted Sears is ahead of competitors J.C. Penny, Macy's and Target in terms of creating a successful 21st-century bricks-and-mortar retail experience. He also blamed negative media coverage for making it harder for the company to operate. Later, Lampert told shareholders the company doesn't need more customers.  

Source: Chicago Tribune

Gander Mountain Delivered by The Profit

Minnesota-based outdoor-goods retailer Gander Mountain was saved from decimation by a notable buyer: CNBC personality Marcus Lemonis. The 57-year company filed for Chapter 11 bankruptcy protection in March 2017. Enter Lemonis, star of CNBC's The Profit, who bought the chain in bankruptcy court. While Lemonis's purchase does not include the company's current inventory, which will be sold off by a separate party, he did announce his intention to keep at least 70 of the chain's 126 stores operational.

Source: USA Today

The Mother of Retail Holidays

Did you send your mom a card for Mother’s Day? If so, it was one of about 113 million such cards that are exchanged each year in the U.S. for the holiday, according to Hallmark, and more than 85% of adults celebrate. More people also purchase fresh flowers and plants for Mother’s Day than any other holiday, save for Christmas or Hanukkah. The National Retail Federation says most consumers give cards (77.9%) and flowers (68.5%) or take mom out (55.9%). The NRF says $5 billion is spent on jewelry, $4.2 billion on outings and $2.6 billion on flowers.

Is it worth it? Well, Insure.com’s 2017 Mother’s Day Index suggests the jobs moms perform at home would be worth $67,619 annually in the professional world. Maybe that’s why NRF expects the 2017 Mother’s Day spending to hit a record $23.6 billion.

Source: National Retail Foundation




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