8 global digital marketing campaigns that you should read this week

Global digital campaigns from last week - Inside FT Labs, The New York Times tailors push notifications, Why Mic is going all-in on Instagram, and more

Duracell Rebel Kids Save Christmas: Duracell and Star Wars join forces this holiday season to spread some cheer to Children’s Miracle Network Hospitals in Duracell’’ latest spot “How the Rebels Saved Christmas.” Launched in October 2016, the Duracell Rebel Kids spot highlights how the magic of imagination can give true meaning to the holidays.

Refinery29 is combining newsletters and podcasts with Unstyled: Podcasts and newsletters are two things publishers are very into these days, so Refinery29 is doing both at once. This week, the women’s publisher launched Unstyled, a newsletter and podcast focused on style that could become one of its biggest moneymakers. While the connection between the two is mostly thematic at this point, uniting the two high-engagement environments could prove immensely attractive to advertisers.

Why Mic is going all-in on Instagram with a 10-person team: Many publishers have focused on building audiences on Snapchat. But for those without one of the coveted channels in the app’s Discover section, Instagram is an attractive alternative. Millennial-focused Mic is one such publisher.

ALDI Perfect Aussie Christmas with Tinkletons: ALDI Australia is running an integrated advertising campaign connecting the down-under Christmas experience with Aldi’s luxury range of delicious tiger prawns, garlic butter lobster tails, half leg hams, fudge and much, much more. The ALDI Perfect Aussie Christmas theme, launched in 2012 with the Surfing Santas, has been brought back to the fore with the arrival of the Tinkletons, a family surf per enthusiastic Americans who are convinced that their Christmas is better than the Aussie experience.

How The New York Times tailors push notifications for international markets: Whenever The New York Times breaks a big story, within 24 hours, 60 percent of all global traffic to that story typically comes via push notifications, particularly if it breaks over a weekend. That’s not due to the magnitude of the news alone but a carefully crafted push-alerts strategyexecuted by a dedicated 11-person team in the U.S. Now, the publisher is ramping up how it tailors push notifications to be more locally relevant to its international markets, starting with the U.K. and Australia.

Les Sauveteurs en Mer Mermaid: French Maritime Rescue Organization SNSM (Société Nationale de Sauvetage en Mer) is running “The Mermaid” (La Sirène), an animated commercial, inspired by the Hans Christian Anderson fairytale “The Little Mermaid” and the 1989 Disney film of the same name. Les Sauveteurs en Mer Mermaid is the story of a young mermaid, alone in the depths of the sea, pining for a charming prince to spend her life with.

Inside FT Labs, the Financial Times’ skunkworks: Like many publishers, The Financial Times used to treat its error page as an afterthought. Readers would land on when an article couldn’t be found. It was polite and had utilitarian value, but was drab and lacked personality.

McDonald’s is using a new McRib Locator app to inform future marketing: Every year, McDonald’s releases the McRib sandwich. A limited-time offer, the menu item is only available for a few weeks, leading legions of McDonald’s fans to try and figure out which restaurants are carrying it and how many they have left. For the last few years, fan-created McRib locators have popped up on the internet.