Marketing Headlines That Have Caught Our Attention Recently
We think it's about that time again where we bring you some trends and headlines that have made us look twice. Whether it’s a marketing hot topic, a new product launch, or a spotlight on how well a brand has been performing, the following stories each bring things to the table that we all could learn from. Staying up to date on marketing current events is crucial - refining your own brand to perform at peak levels requires a lot of reflection and observation of what is going on in the digital marketing space. We take what we learn there and apply it to how we share our content and connect with our audiences.
Read along with us as we discuss the following brands and what we believe they are doing well.
How Airbnb is using its marketing in a creative way to fight back against an industry that it has dominated for the past 15 years:
A recent NYC law now requires short-term rental hosts to register with the city to be approved. Hosts must now live in and be present in the space where they are hosting guests. This law and the restrictions under it severely limit the number of Airbnb’s offered in cities. Airbnb has since rolled out a new global advertising campaign that compares the benefits of staying at an Airbnb rental rather than a hotel. Things such as escaping on a kid-free vacation, having the ability to rent a multi-story home instead of being confined to a small room, and encouraging sharing an entire space with friends when you elsewhere would be separated are all situations these ads present. Really, Airbnb is just highlighting all of the experiences that this platform provides that hotels cannot. Airbnb is taking negative press and combating it by re-emphasizing the truths of their brand. They know their audience, and they have done the work to find out why Airbnb works so well for said audience. Honing in and reminding customers the perks of their platform keeps them relevant and ahead of competitors.
TikTok shop launches in the US
The app that has seemed to take over the world in the past few years now has launched a space where brands, merchants, and creators can sell products directly through videos and livestreams. The TikTok shop went live in the US in the beginning of September, and adds an e-commerce element to the app. In March of this year, TikTok claimed itself to be “the preferred platform for nearly 5 million businesses.” It is no secret that this app has stolen the attention and time of younger generations. It was really only a matter of time before the company tapped into the lucrative e-commerce market. TikTok knows its place in the digital marketing world as well as amongst their consumers. They are continuing on an upward trajectory thanks to their keen attention to trends and listening to what their creators and customers want.
Coca Cola launches beverage created with the help of AI
It’s safe to say that the discussion of AI will inevitably continue in all markets - this time, it is tapping into the beverage industry. Coca-Cola Y3000 is the latest flavor to launch under the company’s Creations platform. The company claims Y3000 to be the first flavor co-created with human and artificial intelligence. The company says that it created the Y3000 with the help of humans and AI to properly understand how people envision the future through emotions, colors, and flavors. Coca-Cola is working to successfully draw in younger customers and wants to give these customers an unexpected and exciting new perspective. We applaud the Coca-Cola brand for aiming to stay relevant and timely with the latest trends.
Peloton and its brand refresh
In a world with numerous different outlets for physical exercise, Peloton is aiming to broaden its reach and grow its app. The brand refresh focuses on “anyone, anywhere.” This move is an effort from Peloton to stay relevant after their performance soared during the pandemic. They want to re-emphasize that Peloton isn’t just a bike brand, rather, it is for anyone at any point in their fitness journey. Peloton is perfectly executing the idea here of finding out what works for them and their consumers and then learning how to better communicate those feelings with the rest of their target audience.
We’ll be back soon with more headlines that are living rent free in our minds. Until then, please let us know if you try Coca-Cola Y3000 - we’re dying to know if it lives up to its hype.
