Boots leads the way with its integrated Christmas ad campaign
The Christmas advertising season has arrived. Brands including Boots, John Lewis, Amazon, Lidl, M&S, and Selfridges have all unveiled their festive ad campaigns in the past week, and in many cases, are adopting a more integrated approach than ever before.
Boots’ campaign #BagsOfJoy, stars actor Jenna Coleman as the titular Joy. Viewers will follow her story as she discovers her bottomless bag of presents which she uses to bestow Christmas gifts on her friends and family.
This will be the high street chemist’s most integrated campaign to date, with activations running across TV, online, radio, DOOH, print, PR, social and in-store.
Among the most innovative aspects will be the shoppable TV activations. Using first-party data, shoppable TVCs with personalised QR codes will run on on-demand platforms such as ITV Hub and All 4.
Netflix makes its first foray into gaming
The video-streaming platform Netflix is soon expected to launch its first venture into the world of video games with the introduction of five mobile games, playable initially on Android devices.
The titles will all be linked to existing Netflix shows, such as Stranger Things, and will be available automatically to any user with a Netflix subscription.
Mobile gaming gives Netflix another way to attract new customers and also offers something none of its direct competitors provide. Walt Disney Co. and WarnerMedia have access to live sports, but neither have gaming within their main video services.
TikTok owner restructures the business to enhance content offering
TikTok’s parent company ByteDance has announced a sweeping corporate restructure. Despite the continued growth of the TikTok app, ByteDance has suffered several setbacks in other areas of its business.
Beijing’s crackdowns on online education and gaming mean that the company’s investments in the two fields could take a longer time to come to fruition than originally anticipated.
Likewise, the changing requirement for Chinese internet companies has raised questions about how successful its eCommerce ambitions will be.
ByteDance will now be split into six business units, including content creation, education and gaming. This reshuffle is intended to make the company’s structure more intelligible to future investors.
Pinterest, Snapchat, and TikTok roll out mental health initiatives
Social media’s impact on mental health has been a hotly-debated topic for several years, and with the recent revelations about Facebook’s negative impacts on body image, this conversation is at the forefront of many users’ minds. However, many platforms are running initiatives that show positive steps forward.
TikTok last week announced a network of ‘wellbeing warriors’ who are there to offer advice and share experiences through their unique content. The initiative aims to kick-start a bigger conversation about mental wellbeing in its community.
Pinterest has introduced Pinterest Havens. This project explores the relationship between mental health and rest. It includes a collection of relaxing imagery and idea pins designed to help users recharge and feel inspired.
Meanwhile, Snapchat has teamed up with a range of celebrities on its latest project ‘Club Unity,’ which aims to raise awareness of mental health issues. This consists of a board of young leaders who are there to support users with their mental health and wellbeing.
Instagram launches live-shopping events for Christmas
Instagram is continuing its push into live-stream commerce with the launch of a new series of shopping-based broadcasts, which will incorporate exclusive product launches and influencer recommendations.
Many social media platforms, including Pinterest, TikTok, YouTube, and Instagram are jumping on live-stream shopping. The trend has already become a major eCommerce element in China, where it’s projected to become a $423 billion industry by 2023.
Whether western audiences will be as open to the process remains to be seen. But the opportunity for brands is there, and worth keeping a keen eye on in the coming months.