By Amy Houston The Drum’s social media executive Amy Houston rounds up the latest social media updates from Twitter, TikTok, Facebook and Instagram, and assesses what brands really need to know. Working in social can sometimes feel a little overwhelming. Every day there are new trends, features and apps to contend with, but on the other hand, the sheer pace of it is what keeps it exciting and creative. Lately there have been a lot of new updates – some fresh aspects, a lot of copycat elements, and one that completely failed to resonate at all. Let’s dive right in. RIP Fleets It Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny As Singapore celebrates its independence, locally-founded telco Singtel marks the occasion every year with a major storytelling ad. Singtel is back once again this year with an Olympics-inspired story and, as Lian Pek, vice-president of group strategic communications and brand at Singtel, shares with The Drum, it’s part of a strategy to connect with its audience during tougher times. The ad stars four Singaporean Olympic hopefuls; swimmer and Olympic medalist Joseph Schooling, badminton player Loh Kean Yew, fencer Kiria Tikanah and sprinter Shanti Pereira. The storyline follows the challenges the athletes faced in training during restrictions on movement over Read full story › Source: The Drum...
Read MoreBy John McCarthy With the gaming space becoming ever more saturated and the battle for visibility on several digital storefronts intensifying, independent creative agency Waste has developed a remuneration model that provides games companies with the marketing they need in exchange for a share of long-term sales revenue. The Drum questions Visar Statovci, the agency’s co-founder and managing partner, about developing the model. The product, called Upstart, has been created to bring in up-and-coming independent gaming clients. Revenue share, or work-for-equity, is a marketing remuneration model often employed in the world of startups. It appears to have applications in gaming too. Indie companies, often Read full story › Source: The Drum...
Read MoreEurope’s largest e-scooter operator, Tier, has appointed Intermarketing (IMA) as its lead agency for their launch campaign in London. TfL awarded Tier one out of three coveted spots in the London e-scooter trial. The trial is for a minimum of 12-month licence to operate with up to 6,600 scooters in London. During the trial, IMA will deliver a large-scale public awareness and safety campaign, educating riders and non-riders on safe use and correct behavior. This will involve developing the overarching communications strategy, channel plan and creative for the fully-integrated campaign. The campaign will have a strong focus on safety and sustainability. Some activity has Read full story › Source: The Drum...
Read MoreBy Amy Houston Yoplait, the creator of Frubes and Petis Filous yogurts, has teamed up with Team GB Olympic skateboarding sensation Sky Brown and marketing agency Digital Voices for its new ‘Moments of Gold’ campaign. The series of YouTube Shorts will see Yoplait collaborate with family content creators and the superstar skateboarder to evoke the spirit of the Olympics and inspire consumers to get the right daily nutrition to lead active and happy lives. Speaking of her involvement in the video platform’s ‘first branded YouTube Shorts channel’, Brown said: “As someone with my own YouTube channel, I was thrilled to join Yoplait for this Read full story › Source: The Drum...
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