Posts made in August, 2022

on Aug 9, 2022

By Amy Houston Sexual wellness brand Lovehoney has been embroiled in a long-term conflict with Google and Instagram because stringent search and ad policies hinder its marketing efforts and hide its website. Lovehoney’s head of sexual empowerment Johanna Rief tells The Drum how it is fighting back. In 2021 Google made changes to its SafeSearch feature that, according to the corporation, “help filter out explicit content in search results.” Due to this ‘explicit’ restriction, Lovehoney estimates that it has now lost close to 1 million customers. “It is just another example of big tech treating sexuality as something that is sinful,” says Rief, Read full story › Source: The Drum...

on Aug 8, 2022

By Webb Wright Visitors can pop in and take selfies with Cyrus’ virtual avatar. Miley Cyrus has officially entered the metaverse. As the face of Gucci’s Flora Gorgeous Jasmine fragrance, Cyrus’ avatar can now be found in ‘Gucci Town,’ the brand’s branded parcel of virtual real estate on Roblox. This marks the first time that Roblox has partnered with a celebrity in its ongoing efforts to expand its presence in the metaverse. Once inside the fragrance’s virtual campaign – an extension of the brand’s ‘Flora Fantasy’ – fans can wander down ‘Selfie Way.’ Here, they can take selfies with Cyrus’ avatar. They can also Read full story › Source: The Drum...

on Aug 8, 2022

By Amy Houston Website building and e-commerce platform Squarespace has launched its latest ad, which follows a group of neighbors who love nothing more than a good gossip. Directed by Raine Allen-Miller, ‘Neighbours Will Talk’ is a tongue-in-cheek short that follows the entrepreneurial endeavors of a group of neighbors who participate in hearsay behind each other’s backs. In one scene viewers see a gran knitting while livestreaming, a life model gossiping in the nude and conversations in the hair salon about foot fetishes. The campaign comes after Squarespace announced the launch of ‘Fluid Engine’ – a website design tool that is ‘fast and easy.’ Devised by Read full story › Source: The Drum...

on Aug 8, 2022

By Sam Anderson Stevie Johnson is managing director at influencer marketing agency Disrupt, part of the Tomorrow group alongside shops including Found. Johnson has a unique perspective on influence and celebrity, having been a cast member of behemoth British ‘constructed reality’ show Made in Chelsea at its Bafta-winning peak. We sat down with him to talk about changing sides and the influence of influencing. Hey Stevie! What does your job at Disrupt consist of? I’ve been part of the influencer marketing landscape since its inception, since back when it was more of a wild west. I’ve worked for agencies on big-name global brands such Read full story › Source: The Drum...

on Aug 8, 2022

By Riina Rintanen The relationship between brands and marketing agencies has continued to evolve over recent years. For brands to reap the full potential of their marketing efforts, they must curate an efficient balance of in-housing and out-sourcing – however, one size does not fit all. Riina Rintanen, consultant brand and content at Frog, investigates the debate on taking things in-house. To in-house or not to in-house? That is today’s question for chief marketers. While the question seems simple at first glance, first impressions in this case are deceptive. In actuality, chief marketers need to consider a complex combination of factors to develop an Read full story › Source: The Drum...