15 global digital marketing campaigns that you should read this week

Global digital campaigns of last week - W Magazine’s glossy digital strategy, British brands using Facebook Live, #Squadless to stop teen smoking, Urban Decay razor sharp eyeliner and more

Is This Any Way to Sell a ‘Razor Sharp’ Eyeliner? Urban Decay’s promotion of its Razor Sharp eyeliner, with what it called “Razor Sharp Swatches,” has drawn the ire of some of its consumers. At issue is a photo the brand tweeted of a model with color swatches on her wrist—which, given the name of the product, some saw as a reference to cutting. The beauty brand was inundated with complaints on social media, but has left the post up (as of this writing) and posted an explanation of the tweet. 

Inside the making of an Olympics meme that was viewed 45 million times: Media network Cycle’s clip showing U.S. gymnast Simone Biles starting a tumbling routine that takes her “all the way up” into outer space is one of the breakout memes of the Olympics.

Inside the Agency: Grey London’s ideas factory: Leo Rayman’s copy of “Creativity Inc,” the book by Pixar president Ed Catmull, is covered in marginalia. Like a student jotting down notes around the edges of his text, the newly appointed CEO of Grey London wants to master the formula of good ideas. According to him, they are as much about the process as the end product.

Corona teams with bloggers for beer-inspired outfit ideas: What’s the perfect outfit to wear while sipping a low-cal Mexican pale lager? Corona Light is enlisting the help of Gilt Groupe to figure it out. The online flash sale site is showing fashion influencers on its website and Instagram with “Light Looks” curated by the fashion bloggers — including menswear writers Talun Zeitoun and Ryan Clark, as well as Alyssa Lenore and Lauren Gould, founders of Styled & Smitten and The Marcy Shop, respectively.

An Instagram tour through the life of Teen Vogue editor Elaine Welteroth: Having been at the helm of a string of fashion magazines since the beginning of her career in 2008, newly minted Teen Vogue editor Elaine Welteroth, it is no surprise, treats Instagram like her own little mini-magazine.

How MTV is working with influencers and brands for the VMAs: Viacom and MTV have recruited social influencers to create content surrounding the upcoming Video Music Awards— and have gotten show sponsors in on the action as well.

2.2 billion views: How NBCU and BuzzFeed scored on Snapchat during Rio Olympics:NBCUniversal decided to turn over the keys to its Snapchat account to BuzzFeed for the Olympics. The move seems to have paid off to the tune of 35 million viewers over two weeks.

Inside City AM’s branded content revenue ambitions: London daily newspaper City AM is carving a new revenue stream by letting advertisers publish directly to its site, and has signed its first client, Invest Edinburgh, in a six-month £60,000 ($80,000) deal.

Inside Backstage: YouTube’s plan to bring photos, polls, and text to the video service: Amid competition from Facebook, Snapchat, and Twitter, YouTube is developing a feature internally called Backstage where users can share photos, polls, links, text posts, and videos with their subscribers. Backstage is expected to launch by the end of the year, possibly this fall, on mobile and desktop, initially with select popular YouTube accounts and with limited features,VentureBeat has learned.

Lastminute.com bets on video to get advertisers spending: Travel-booking site Lastminute.com, like many publishers, has the video bug. The booking site has started a video studio, the aim is to offer brands and agencies branded travel content made by its network of freelance content producers in different countries around the globe. It’s aiming for a two-week turnaround for each piece of content.

Truth goes #Squadless to stop teen smoking: Truth, the largest non-profit public health organization dedicated to eradicating smoking, has rolled out #Squadless, a video starring Vine star George Janko and YouTube star Macy Kate. The idea is to humorously highlight the fact that teens who smoke don’t have the cash to hang with their friends, or squad, so instead of hanging out, they’re stuck at home with grandpa, or photoshopping their heads onto bears.

Vogue Brazil Photoshop-amputates celebrities for Paralympics campaign: In order to give visibility to Rio Paralympics, which kicks off in September, the fashion magazine used two soap opera stars — Cleo Pires and Paulo Vilhena — in its “We Are All Paralympians” campaign. Meant to raise awareness of the games, the photo went viral for all the wrong reasons:  The models aren’t Paralympians at all, but were made to look like amputees using Photoshop.

How British brands are using Facebook Live: Fashion retailer Asos is big on experimentation. It’s already run a chatbot on Whatsapp, which gave users style advice and was early to Snapchat. The brand is now using Facebook Live. This week saw 100 layers of Asos  — where two staff members had 30 minutes to dress a model in 100 layers of Asos clothing. They asked viewers for ideas on which items to choose first in the video’s comments section. The broadcast received 61,600 views.

Tiger Beer turned air pollution into ink, and had artists try it out: Tiger Beer, working alongside Marcel Sydney and MIT spinoff Graviky Labs, has created the first line of ink made from air pollution. The brand created 150 liters (roughly 40 gallons) of Tiger Air-Ink in pens, markers and spray cans. Tiger then took the product to up-and-coming street artists in Asia, a region facing major pollution concerns, and asked them to work their magic with the spray paint and pens.

Inside W Magazine’s glossy digital strategy: For W Magazine’s September cover story featuring Rihanna, the text is not a story or an interview, but a screenplay. On its website, there’s a slide show of the cover shoot’s images, videos which offer a behind the scenes glimpse of the shoot and guest art director discussing his method, as well as designer sketches of the clothing made for the shoot, among other digital-only content. On Instagram, two separate GIFs were exclusively  created for the two different magazine covers.