Welcome back! We've got some great news for you this week.
This week, we cover:
Fospha CEO's top reflections from Cannes Lions 2024
How Underoutfit achieved $3.3m in incremental revenue growth with Fospha
New data highlights evolving trends in influencer marketing
Why brands should take the risk with humour in ads
Dive in!
💭 Fospha CEO Sam Shares Cannes Lions Highlights
Fospha loved Cannes Lions 2024.
In this article, CEO Sam Carter shares his key insights - reflecting on the future of digital marketing:
🔹 TikTok: AI avatars and Shopping Ads transform personalized commerce. 🔹 Meta: AI boosts Instagram engagement and ad efficiency. 🔹 Snapchat: Real-time AR for immersive brand experiences. 🔹 Amazon: Ad-supported Prime Video reshapes streaming ads. 🔹 Reddit: Comment ads enhance community engagement.
🚀 Scaling Paid Social Fuelled Underoutfit's Success
In 1 month, Underoutfit gained $3.3 in million incremental revenue & improved CAC by 15%.
How? They embraced Paid Social.
🔍 Fospha's full-funnel measurement revealed TikTok's 9X greater impact versus Last Click. 📈 Underoutfit scaled TikTok & YouTube by 2X, cutting blended CAC by 15%. 🚀 Scaling TikTok & YouTube improved headroom in Meta. They went on to scale Meta by 25%, leading to 18% better Meta CAC. 💰 Overall impact? $3.3 million in incremental revenue in less than 30 days!
😮The Impact of Represent Scaling TikTok Was Profound
Using Fospha, Represent scaled TikTok by 277% in 1 month. Results:
💰 71% YoY blended revenue growth in November 🔄 66% YoY TikTok conversions growth in December 📈 TikTok ROAS up 17% in the US, despite spend growth of 65%
CMOs discuss effective strategies for innovation in brand building. These include leveraging connected TV, blending creative with media, and carefully integrating AI. Balancing new tech with maintaining brand identity helps brands prove ROI & understand their customers.
❌ X To Provide Insight Into When Your Audience Is Active
X is finally upgrading its analytics tools, long available through third-party apps, helping marketers optimize audience engagement. Yet, amid brand hesitancy over Elon Musk’s influence, X faces declining ad revenue and reputation challenges, potentially limiting the impact of its overdue improvements.
🛍️ eCommerce Leads Levi’s D2C Growth as Online Shoppers Splurge
Levis sees strong D2C growth, with a 19% increase in eCommerce sales. This surge, especially strong in the U.S., demonstrates consumer preference for buying directly from the brand, particularly for premium products.
😆 Why Humour Is Worth the Risk in Advertising
At Cannes, CCOs debated humor in ads: risky but rewarding. The introduction of Cannes humor category highlights its increasing role in global brand communications. Brands fear offense but crave impact - comedy, when done right, sells and stands out globally.
63%of marketers plan to use AI in executing influencer campaigns.
Nearly 1/4 intend to spend >40% of budget on influencer campaigns.
Strong preference for working with small (44%) influencers ahead of expensive macro-influencers (17%) and celebrities (13%).
TikTok (utilized by 69% of brands using influencer marketing) is the most popular platform for influencer marketing, followed by Instagram (47%), YouTube (33%) and Facebook (28%).
🔎 Google Search Results Favor eCom & User Generated Content Sites
Google's algorithm changes in 2023-2024 shifted SEO visibility from review sites to eCommerce and user-generated content (UGC) sites:
Content Reduction: These updates cut "unhelpful" content by 45%, boosting UGC platforms like Reddit and Quora.
Impact on Marketers: eCommerce sites now dominate top search positions, reducing visibility for review and affiliate sites.
Adaptation Strategy: Marketers should diversify traffic sources, leverage social media, create video content, and engage in relevant forums to maintain reach and influence.
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