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Carri Bugbee

FTC Issued Warnings to 45 Celebrities Over Unclear Instagram Posts - WWD - 0 views

wwd.com/...clear-instagram-posts-10883342

ftc celebrities endorsements influencer marketing influencer outreach influencers

shared by Carri Bugbee on 09 May 17 - No Cached
  • Last month the FTC issued warnings to celebrities who plugged products on their Instagram accounts without clearly identifying their relationships with brands. The letters were meant to “educate” the celebrities on how to post without violating the organization’s disclosure guidelines.
  • The FTC said it sent out similar letters to each influencer to “call attention” to the post in question. Each letter reads: “The FTC’s Endorsement Guides state that if there is a ‘material connection’ between the endorser and the marketer of a product — in other words, a connection that might affect the weight or credibility that consumers give the endorsement — that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement. Material connections could consist of a business or family relationship, monetary payment, or the provision of free products to the endorser.”
  • The FTC cited cases in which disclosures appeared in captions at the bottom of a post, and were only found if consumers clicked on the “more” button to reveal the full text. Multiple hashtags, tags and links also were frowned upon, as they obscure the disclosure.
Carri Bugbee

FTC demands endorsement info from Instagram 'influencers' - 0 views

www.reuters.com/...gram-influencers-idUSKCN1BO2TE

influencers influencer marketing FTC social media marketing brands

shared by Carri Bugbee on 15 Sep 17 - No Cached
  • U.S. truth-in-advertising enforcers have sent letters to supermodel Naomi Campbell, actresses Lindsay Lohan and Vanessa Hudgens and other celebrities asking whether they have paid deals to endorse products on the photo-sharing app Instagram.
  • Instagram, which is owned by Facebook Inc, has seen a sharp increase in recent years in promotions of products and services by famous people, often without disclosures of whether there was an endorsement deal. Celebrities have talked up clothing brands, food, alcohol, spa treatments and a wide array of other items.
  • In May, the agency released dozens of letters it had sent to companies and stars giving them notice that they must tell fans about compensation for promotions on social media.
  • ...1 more annotation...
  • Those are known within the agency as educational letters, whereas the recent ones are known as warning letters. For repeat offenders, the FTC could seek to impose fines.
Carri Bugbee

Kaepernick Campaign Created $43 Million in Buzz for Nike - Bloomberg - 0 views

www.bloomberg.com/...illion-in-buzz-for-nike-so-far

Nike Kaepernick buzz marketing

shared by Carri Bugbee on 05 Sep 18 - No Cached
  • Carri Bugbee on 05 Sep 18
     
    "Nike cares most about the category influencers and tastemakers -- nearly all of whom will embrace their decision," said Howe Burch, the former head of U.S. marketing for Reebok. "They know they will lose some customers short-term but not the kind of customers that really drive their business." Supporting disruptive athletes has long been a part of Nike's marketing, dating to the early 1970s and runner Steve Prefontaine, the company's first athlete endorser.
Carri Bugbee

P&G's Pritchard Calls for Digital to Grow Up, Clean Up | Media - AdAge - 0 views

adage.com/...307742

digital advertising IAB analytics brands P&G

shared by Carri Bugbee on 16 Feb 17 - No Cached
  • said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.
  • Problems in what he called the "media supply chain" may help explain why the U.S. has anemic economic growth despite $200 billion in annual ad spending, including $72 billion on digital, Mr. Pritchard said. The IAB is 21 years old now, he noted, and digital collectively gets more money than TV.
  • we are now poring over every agency contract for full transparency by the end of 2017 to include terms requiring funds to be used for media payment only, all rebates to be disclosed and returned, and all transactions subject to audit,"
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  • P&G is fully endorsing the often controversial Media Rating Council viewability standards for digital media -- which defines display ad impressions as "viewable" if at least 50% of pixels are on-screen for at least one second and video as viewable if at least 50% of the player is on-screen for at least two seconds.
Carri Bugbee

Social media in 2018: Time to grow up or get out - Marketing Land - 0 views

marketingland.com/edia-2018-time-grow-get-236162

shared by Carri Bugbee on 30 Sep 18 - No Cached
  • Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.
  • There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.
  • There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.
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  • The lesson from the influencer marketing scandals of the past year is that using people who are influencers merely because of their follower count is a losing proposition. But that doesn’t mean influencer marketing is not valuable. The key is to seek out relationships with influencers who have truly earned their influence. You should be looking for people who have real respect, trust and authority in your industry, or in an area that at least relates to your industry. The pitch here is a genuine exchange of value, where you bring something to the table for the influencer (other than just a hefty check), and they contribute their sincere endorsement and amplification to their audience.
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