14 Global Digital Marketing Campaigns That You Should Read This Week

Global campaigns of the week - Stella Artois is going big on mobile video, The Huffington Post hacks a Snapchat button, Google Project Jacquard, Brexit helping Business Insider’s Facebook Live strategy, and more

1. Why Stella Artois is going big on mobile video: When Stella Artois vp Harry Lewis is reviewing a creative, he doesn’t want surround sound or 4K video. Instead, he’ll watch it on his smartphone. That’s because it’s precisely how most people are going to end up experiencing the creative: As TV viewership stagnates, mobile video is on the up. ZenithOptimedia forecasts daily consumption to grow by 19 percent this year.

2. How Brexit is helping shape Business Insider’s Facebook Live strategy: Like many other publishers, Business Insider has been experimenting with Facebook Live for months. But it was the Brexit vote that showed the publisher that live news and events coverage could well be its bread and butter.

3. How Gawker is pulling comments into its Facebook Instant Articles: For many publishers, comments are an important way to create reader engagement. There are few places where that’s more true than Gawker Media, where co-founder Nick Denton has made commenting a particular obsession, even building an in-house online commenting system, Kinja. The quality of that discussion doesn’t always carry over to Facebook, though. So Gawker built a tool that pulls in the top 10 comment threads from its network of sites and displays them at the end of its Facebook Instant Articles. The tool also works on Gawker’s Accelerated Mobile Pages, Google’s new fast-loading article template.

4. How the Hustle built a 100,000-subscriber email newsletter for millennial bros: Sam Parr got the idea for the Hustle, a daily email newsletter targeted at millennials, while emailing friends to promote HustleCon, a conference he was organizing around startup founders. The avalanche of responses he got made him realize there was an opportunity to connect with millennials through email, and the Hustle was born. Today, the email has 100,000 email subscribers.

5. Panasonic Life is Electric Battery Charge: Panasonic’s most recent “Life is Electric” campaign, focusing on battery charge, won the Design Grand Prix at Cannes Lions International Festival of Creativity. As an electronics manufacturer, Panasonic wanted to reach out and encourage consumers to think about the real value of electricity.

6. ING Next Rembrandt: ING’s project, “The Next Rembrandt”, has won the Cyber Grand Prix and Creative Data Grand Prix at Cannes Lions International Festival of Creativity. Developed in partnership with J Walter Thompson, Amsterdam, the ING Next Rembrandt project involved the development of a new portrait “by Rembrandt”, created by art historians and technicians using data and facial recognition techniques from 346 of Rembrandt’s paintings.

7. Jack Daniel’s Is Hosting a Whiskey Barrel Scavenger Hunt for Its 150th Anniversary: The white oak barrels that hold Jack Daniel’s whiskey account for 100 percent of its color and 70 to 80 percent of its flavor, and the brand has been making its own barrels since its founding. This year marks the 150th anniversary of the Jack Daniel Distillery in Lynchburg, Tenn., and to celebrate, the company is hosting a worldwide scavenger hunt, giving people the chance to find—and win—those iconic barrels.

8. Frank Underwood 2016: Netflix campaign “FU 2016” (Frank Underwood 2016), a promotion for the fourth season of House of Cards, won the Integrated Grand Prix at 2016 Cannes Lions International Festival of Creativity. Launched in December 2016 to coincide with the Republican presidential candidate debate, the campaign presented Frank (Kevin Spacey) as the best contender for the job of President of the USA.

9. Google Project Jacquard: Google Project Jacquard has won the Product Design Grand Prix at Cannes Lions International Festival of Creativity. The project, launched in May 2015, features wearable fabric that is woven with conductive yarn or thread. Technology is thus woven into fabric, transforming everyday objects, like clothes, into interactive surfaces. Project Jacquardallows designers and developers to build connected, touch-sensitive textiles into their own products. Levi’s worked with Google to launch the first commercial product, an interactive denim jacket.

10. Refinery29 is building a 10-person Facebook Live team: Refinery29, for instance, is currently in the process of building out a 10-person team dedicated to Facebook Live. Today, the publisher, which started experimenting with live video on the social network three months ago, has five people from its video and social teams manning its live video content. Soon, it wants to grow that number to as many as 10. The staff will feature four producers and one production assistant, as well as managers for tech, social and analytics, among other specialists.

11. How the FT drove digital subscriptions sales by 600 percent over Brexit weekend: Like all massive news with global ramifications, the startling Brexit outcome has caused traffic surges for most quality publishers. But to Financial Times staff, it has led to more than that; it has proved the case for quality news journalism.

12. Inside The Economist’s in-app attention-based ad sales: The Economist has made its position clear: attention-based ad sales are the future. Now it’s expanding this way of selling to more of its real estate, namely its daily Espresso app.

13. The Huffington Post hacks a Snapchat button to drive followers from its website: The Huffington Post has a new Snapchat button on its website, something of an oddity that gives online visitors semi-easy access to content on the messaging app. What’s unique about the button is that there is a “follow us on” widget for almost every platform, except Snapchat.

14. New York Times Virtual Reality: The New York Times Virtual Reality project has won two grand prix awards at Cannes Lions International Festival of Creativity, the Mobile Grand Prix for the NYT VR app, and the Entertainment Grand Prix for “The Displaced”. In November 2015, the New York Times distributed 1 million Google Cardboard viewers to home-delivery subscribers, along with the paper, the biggest ever project for Cardboard.