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Twitch becomes platform for... Beauty Brands??

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Twitch becomes platform for... Beauty Brands??

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Twitch, wich is owned by e-commerce giant Amazon and is the the most popular video game streaming service right now, has become a platform for cosmetic brands to market their products and interact with consumers. This seemingly arbitrarty connection between beauty brands and a video game streaming service is actually very understandable. "Twitch’s over 17.5 million daily active users are gaining growing attention from companies beyond the gaming world." With the massive influx of daily users into twitch, it makes sense that people outside the gaming community would utilize the platform for marketing. By providing a livestream service, interaction between producers and consumers that feels genuine, these companies are able to push their brand towards new people and connect with their current consumers better than on other social media platforms.

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Beauty influencer and Em Cosmetics founder Michelle Phan may have nearly 9 million followers on YouTube, but there's another video platform that she watches constantly: Twitch.

"I have Twitch on pretty much every day," she said. "I like to watch it and leave it on in the background while I'm sleeping." She may be most known for her makeup tutorials and product reviews, but she's also an avid gamer - she plays daily. "League of Legends" is her favorite, and during quarantine, she's also gotten into "The Legend of Zelda: Breath of the Wild."

Last week, she decided to merge the worlds of gaming and beauty when she hosted a livestream on the platform to play "League of Legends" with her fans while promoting Em Cosmetics' new Daydream Cushion foundation launch. During the livestream, she programmed a bot to add links-to-purchase to the chat, while a commercial for the foundation played during breaks in the game.

"The reason I wanted to do Twitch was because I wanted to interact with my audience in a different way, where it wasn't just them chatting," said Phan. The event was successful at driving sales: Daydream Cushion sold 278% more units on launch day, compared to previous launches. Seventeen percent of Em Cosmetics' revenue and 45% of its site traffic for the day was generated during the roughly three-and-a-half-hour livestream. The promoted cushion accounted for 46% of the purchases bought during the livestream.

From Burberry's recent livestreamed fashion show in September to Congresswoman Alexandria Ocasio-Cortez's massively popular game session last week, Twitch's over 17.5 million daily active users are gaining growing attention from companies beyond the gaming world. This interest has grown more quickly during the pandemic as both gaming and livestreaming consumption have surged worldwide.

Phan is one of Twitch's early adopters among beauty influencers and brands, but the list is growing. Before the pandemic, a few beauty brands started to experiment with Twitch: Both MAC Cosmetics and Maybelline were involved with TwitchCon in September 2019. MAC sponsored a booth at the annual event, while Maybelline enlisted top streamers to host "get ready with me" livestreams using the brand's products with links to purchase.

"As viewers spent more time at home in 2020, we saw an increase not only in engagement on the service, but also in the diversity of content," said Twitch's head of sales for the Americas, Sarah Looss. She noted that non-gaming content on Twitch has quadrupled over the past three years, and content in the "beauty" and "body art" categories increased 208% from November 2019 to August 2020.

Recently, Hero Cosmetics enlisted prominent Twitch gaming streamer Seum to promote its products by doing a skin-care routine and wearing its acne patches while live-streaming a game. The brand's return on ad spend (ROAS) for the promotion was 150%, said Hero Cosmetics co-founder and CEO Ju Rhyu. She noted that the laid-back livestream format provides a sense of authenticity that can be hard for brands to achieve on other platforms.

"Instagram can be so staged," she said. But Twitch is "almost more natural because it's streaming video, and people can talk about the product in a more authentic way," she added. "There is more of a realness to the platform and the content itself."

Other beauty influencers active on Twitch include James Charles, who has 140,000 followers on the platform and also hosted a gaming livestream last week. While Charles' event was pure gaming, other influencers are mixing in beauty content. TikTok skin-care influencer Young Yuh, for example, streams on Twitch 2-4 times a week to answer skin-care questions from his audience.

Twitch is "definitely a much better alternative to IG Live or TikTok Live, as you can barely do anything to interact with your audience, nor can you really read the comments well as they just zoom past you" on these other platforms, said Yuh.

Twitch influencer Alexys Fleming (MadeYewLook), meanwhile, has amassed over 68,000 followers on the platform by showing her body-paint creations while gaming. She also sells her own line of makeup online.

Twitch streams offer a higher level of interactivity with fans than other platforms, which Phan said makes it a fitting alternative to in-person events during the pandemic.

"Before Covid, I would have meet-and-greets in New York or L.A.," said Phan. "When you have events like this, where anyone in the world can watch and interact, it has a bigger umbrella where you can interact with more people, and it's not based on location or time zone."

But, like any less commercialized platform with a dedicated community, brands working to break into the Twitch world need to know what they're doing.

"If there's any advice I could give to any brands, it's that if you don't really understand the platform, don't be on it," said Phan. "Twitch is a very unique platform where you have to have the right audience and the right person streaming, [in order] for it to be successful."

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Twitch emerges as rising platform for beauty brands - Digiday

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Beauty influencer and Em Cosmetics founder Michelle Phan may have nearly 9 million followers on YouTube, but there's another video platform that she watches constantly: Twitch. "I have Twitch on pretty much every day," she said. "I like to watch it and leave it on in the background while I'm sleeping."

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Advertisements help to shape the way people percieve others and develop stereotypes

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Advertisements help to shape the way people percieve others and develop stereotypes

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This article goes into great depth about how advertisements shape our perceptions of others. Backing this claim with data from a U.N. survey.

This is a troubling scenario, espescially considering the exposure youth have to advertisements from an early age. This article urges companies not to cast people into stereotypical roles and to actually reflect the diversity of human lives in their campaigns moving forward. It also talks about how advertisement should be more than just a means for a money making end; instead they say that advertisements can be a catalyst for positive change in the world.

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Ask the average person to rate their love of advertising and the answer will probably land somewhere in the range between waiting in line at the DMV and a hot lava enema. But despite a general loathing for what many consider a necessary evil for free YouTube videos and Sunday afternoons of NFL football, advertising does have a significant influence on how we see ourselves and others.

This is especially true with children. If every TV ad a child sees depicts women as just a good-looking piece of arm candy, guess what that kid's impression of women is going to be?

The U.N.'s the Unstereotype Alliance today announced the results of a new global study conducted by The Female Quotient and Ipsos, in which the groups surveyed 14,700 men and women aged 16 to 64, across 28 countries. The survey found:

76% of consumers believe that "advertising has a lot of power to shape how people perceive each another"

72% feel that "most advertising does not reflect the world around me"

63% claim that "I don't see myself represented in most advertising"

60% say, "I don't see my community of friends, family, and acquaintances represented accurately in most advertising."

These results are especially disappointing because better representation has been an ongoing topic of discussion within the ad industry for years. Just this past June at the Cannes Lions festival, the Unstereotype Alliance launched a short film, The Problem Is Not Seeing the Problem, illustrating the lazy casting choices that lead to this impression.

U.N. Women executive director Phumzile Mlambo-Ngcuka says the issue is selective blindness toward inclusivity. "Brands, agencies, and advertising leadership need to get more used to the idea that advertising should not only be used to sell a product, influence a choice, or build loyalty to a brand," says Mlambo-Ngcuka. "It can and should also be a force for good."

That sentiment echoes one made by the Association of National Advertisers (ANA) and the White House in a 2016 initiative called #SeeHer, which sought to encourage advertisers, creators, and the media to make content that authentically portrays diverse women and girls. That same year, agency MullenLowe created a PSA that showed how children already define career opportunities as male and female.

As frustrating as the results of the Unstereotype Alliance study are, when it comes to diverse representation, the stats on influence remain encouraging if brands and marketers can somehow use it for good.

For advice in how to do that, let's once again jump back to 2016, to an excellent Cannes Lions presentation called "Men vs Women: Exploring Marketing's Impact on Gender Bias," by Kim Getty, president of ad agency Deutsch.

Getty says that advertisers should be asking themselves, does this capture the world as it is today, or are you using dated references? "I think sometimes, maybe because we only have 30 seconds, it's a shortcut to play into outdated gender norms."

Thankfully, not all ads fall into these cliched traps. Look no further than Covergirl's work with Issa Rae to see a smart, funny woman presenting an image of beauty that doesn't completely revolve around what some dude thinks.

This old Glenfiddich spot subtly subverts the typical casting choice, by making it a daughter, while not banging us over the head (LOOK! IT'S A GIRL!) with the choice.

"Because women make up nearly half the workforce, when you're writing a script with a woman in it, assume she works," Getty told the audience at Cannes. "Just start there. When you're writing a story for a man, assume he knows how to change a diaper and make dinner. Assume he's capable, because so many men are awesome and capable. Just start there. So many stories don't start there. Let's start with how the world looks today."

Two years later, it still makes perfect sense.

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There are still way too many women doing laundry in advertisements

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Ask the average person to rate their love of advertising and the answer will probably land somewhere in the range between waiting in line at the DMV and a hot lava enema. But despite a general loathing for what many consider a necessary evil for free YouTube videos and Sunday afternoons of NFL football, advertising does have a significant influence on how we see ourselves and others.

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The value placed on traditional advertising has become an impediment to advertisers... This Ocean Spray commercial proves it

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The value placed on traditional advertising has become an impediment to advertisers... This Ocean Spray commercial proves it

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This article talks about the viral TikTok video by Doggface208 and how creativity by a random person has skyrocketed the Ocean Spray brand. More specifically, this article talks about the lack of creativity held in the advertising industry of today -- an industryfocused on profits, advertising guidelines and formulas, and client wants... not consumer sentiments. This article stresses that without the ability to express their creativity freely, the millions of dollars spent by companies on advertising will continue to pale in comparison to those made by artistic rouges living life out in the world.

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I'll be the first to say: there's a disconnect between agencies, creativity and the market.

We have an incredibly fascinating state of advertising today, where the Madison Avenue-type creative taught in school, and the historical way of making ads, is put on a pedestal. It's remarkable how much subjectivity underlies creative awards, reports and headlines. Along with boardroom politics and behavior, this is where "creativity" is happening.

It's laughable, and it's audacious.

When the industry understands why Doggface208's recent TikTok video is the single best "commercial" in the history of Ocean Spray's brand, then it will start to wake up and understand what's going on.

It's incredible that people in the industry don't recognize that this video was more impactful than the tens of millions of dollars Ocean Spray has spent on advertising over the past decades to drive general awareness, be considered by people and keep their interest.

That's because, the reality is, creative people that go into the traditional, creative ad agency world get the creativity completely sucked out of them.

Their creativity is put into boxes and broken down by subjective opinions. That starts with their boss, and then their boss's boss, and then their boss's boss's boss. After that, it's broken down by the client, and then by reports, research and testing. Creativity is sucked away by all sorts of things that have nothing to do with the actual customer's opinion.

This at least had some logic in an analog world. But until the advertising industry accepts that the internet exists, and recognizes that the cost of production or the technical execution of a creative post does not matter as much as they wish it did because of their training or history, we will continue to be a creative advertising industry that is anything but.

But I'm hopeful. I can taste a sliver of potential that the industry finally understands that Madison Avenue has hit a pothole. I hope that will lead to better and more open, collaborative and creative work, from brands and by brands.

Because as of right now, brands are just going to have to hope that a real human being does their best ad.
Gary Vaynerchuk is chairman and founder of VaynerX and CEO of VaynerMedia.

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Why a human made Ocean Spray's best commercial of all time

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I'll be the first to say: there's a disconnect between agencies, creativity and the market. We have an incredibly fascinating state of advertising today, where the Madison Avenue-type creative taught in school, and the historical way of making ads, is put on a pedestal. It's remarkable how much subjectivity underlies creative awards, reports and headlines.

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Kraft Mac & Cheese provocative ad pulled after public complaints

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Kraft Mac & Cheese provocative ad pulled after public complaints

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This article talks about how Kraft Mac & Cheese, a staple in US households, saw backlash on social media after their "Send Noods" campaign was taken poorly by parents claiming it was an unsafe message for children to potentially be exposed to. Nuance and finesse are important when a household brand makes a racey advertisement, and this particular one had neither. Despite good intentions during a pandemic (the campaign was meant to have people send Mac & Cheese to their loved ones during COVID-19 shutdowns), the unsubtle promiscuous nature of the add was not taken well among parents.

The advertisement was admittedly entertaining and spurred sales and brand interaction, but the backlash on social media the brand faced forced them to pull the ad prematurely.

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This article talks about different marketing strategies used by Microsoft during the the worldwide release of their new gaming consoles Xbox Series X/S. One marketing tactic which is particularly interesting and relates back to class is the installation of a giant 40 foot tall Xbox in the Toronto Harbourfront. This display works to promote the console but is also is a corporate sponsorship of local canadian artists, featuring art displays from five local artists.

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Microsoft has launched its Xbox Series X and Xbox Series S with a series of live and virtual global activations.

In the UK, a six-hour live stream on Twitch counted down to the 10 November launch of the new consoles. Viewers previewed games and participated in live interactive challenges during the broadcast that ran until midnight.

The stream also featured an installation that was located on a rooftop at New Change, London, with a view of St Paul's Cathedral. The holographic display featured a countdown, graphic displays that were inspired by classic games and user-generated content. Modelled on the design of the console the "Monolith" also showcased real-time results from competitions to win the new devices. Unit 9 worked alongside Edelman to deliver the UK portion of the launch.

Launch celebrations also took place in New Zealand, France, Germany, Sweden, Brazil, Canada and the US, with localised live streams accessible for all territories.

In Canada, a showcase of local artists' dream interpretations were depicted on a 40-foot console floating in the Toronto Harbour. Similarly in the US, a similarly sized monolith featuring local artists' dream-work imagery was located in Washington State. The creative for the activations was driven by the Xbox "Power your dreams" campaign created by 215 McCann, Reset and MPC. A global live stream also took place where consumers could view the next generation of games, hear the stories of people who make them and play along with them.

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Microsoft launches Xbox Series X with a series of global activations

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Microsoft has launched its Xbox Series X and Xbox Series S with a series of live and virtual global activations. In the UK, a six-hour live stream on Twitch counted down to the 10 November launch of the new consoles. Viewers previewed games and participated in live interactive challenges during the broadcast that ran until midnight.

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Capri Sun putting water into their pouches for Illinois shcools... Cruel trick or thoughtful COVID covid contribution?

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Capri Sun putting water into their pouches for Illinois shcools... Cruel trick or thoughtful COVID covid contribution?

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In an extremely entertaining advertisement of their new We're Sorry It's Not Juice campaign, Capri Sun is seen doing a blind taste test of their new flavor with young children; only their new flavor is just water. The negative reactions are very funny. However, apart from the amusing antics of their new advertisements, this initiative by Capri Sun to provide water to Illinois schools which have shut water fountains (due to COVID-19) is a thoughtful donation by a legendary brand.

This donation should, all things considered, also have a positive effect on the health of the brand as acts of social consciousness are appreciated more and more by society. By bringing their distinct packaging into schools in this way, the company will be able to extend their brand reach into young minds and drive product demand as well as being socially impactful

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Mischief @ No Fixed Address, a new agency that emerged during the lockdown, is rolling out its first spots.

The We're Sorry It's Not Juice campaign for juice-pouch brand Capri Sun is related to COVID-19. The ads promote the brand's program to give away 5 million sealed packets of filtered water to Illinois schools as many are reopening with safeguards in place, such as no water fountains.

The humorous digital, social and print campaign uses the classic advertising strategy of the blind taste test. School children are invited to sample this new drink in the taste test. Because they're already conditioned to recognize the shape of the plain silver pouch as that of Capri Sun, they eagerly try it, expecting a fruity new flavor.

Their reactions to the water in the 30-second hero spot range from confusion ("Is this a joke?" asks one boy) to disappointment and yield the We're Sorry It's Not Juice punchline, which is also appearing on packaging. A 20-second spot features one of the kids, Max, who is particularly emotive about Capri Sun's decision.

The spots cast 12 children, along with an off-camera moderator, who were filmed socially distanced in a playground. The spots were produced by Imposter and directed by Marian Mathias.

"2020's the year that keeps on giving in terms of weird and wonderful new problems to solve," said Greg Hahn, cofounder and CCO at Mischief. "Mischief was part-born out of this necessity."

Hahn was previously CCO at BBDO New York but was let go by the agency in April as workforce reductions pummeled the industry. Now at startup Mischief, he noted that culture-making ideas combined with speed and agility are what the industry needs now.

"We were excited to have our first work be for a legacy brand looking to create a meaningful solution to an issue affecting countless kids and their parents and to do it in a way that feels honest and refreshingly human," explained Hahn.

The campaign had Capri Sun converting its Granite City, Illinois, factory to pump water into pouches. The company is distributing them to school districts across Chicagoland and Granite City.

"There are few times in the life of a brand that provide an opportunity to go beyond a pack and a product and make it a part of people's lives by genuinely making them better," said Vikramjeet Singh, VP marketing, strategy and development at Kraft Heinz, Capri Sun's North American distributor, in a statement. "Back-to-school is always an anxious time for parents. Add to it the stress of sending kids to school after months of being at home in the middle of a pandemic, and that anxiety multiplies. With school fountains closed, how kids get quality water was one of many worries."

Full-page We're Sorry It's Not Juice ads are running in Chicago local newspapers, underscoring the newsiness of the issue and donation.

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Capri Sun packs its pouches with filtered water instead of juice

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Mischief @ No Fixed Address, a new agency that emerged during the lockdown, is rolling out its first spots. The We're Sorry It's Not Juice campaign for juice-pouch brand Capri Sun is related to COVID-19.

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Glass Tables... Opportunity for rebrand?

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Glass Tables... Opportunity for rebrand?

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This article warns consumers against the dangers of glass tables, and points out the injury statistics they have led to in recent years. This is not a great look for glass table manufacturers but it also provides an opportunity for one manufacturer to break away from the pact if it can effectively market a stronger proprietary glass than the rest of the industry leaders.

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A menace lurks in homes nationwide: glass tables. A shattering new study in the American Journal of Surgery finds that glass tables threaten bodily well-being nationwide, accounting for over 2.5 million injuries a year.

The study traced six years of glass table injuries in the National Electronic Injury Surveillance System, which tracks injuries from 100 emergency rooms around the U.S. Of the 3,265 injuries in the study, 15% were severe, and 24 were seen in level 1 trauma centers.

When things go south with glass tables:

most injuries affect arms, shoulders, and forehead

half of the injuries are lacerations

those lacerations can include organ damage, vessel punctures, and death

Glass tables most frequently injure children under age 7 and . . . early-twentysomethings. Yep. And men. Seventy percent of the victims were male.

The incident descriptions are rather alarming: Some people garner traumatic injuries when they fall through glass tables, while others tumble when a table breaks and sustain blunt injuries. Of the trauma center patients, a third suffered injuries to deep organs, and 58% required surgery. Half needed inpatient care.

All this bloodshed is preventable. Building codes currently require that doors use tempered glass, which is stronger and shatters into small, dull chunks. The researchers, a team from Rutgers University, call for regulations requiring tempered glass to be mandatory in tables.

"Consumers of glass tables should not be incurring life-threatening trauma injuries due to neglect of manufacturers in not using tempered glass," said coauthor Stephanie Bonne, an assistant professor of surgery at Rutgers New Jersey Medical School, in a statement.

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You may never buy a glass table again after reading this shattering new study

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A menace lurks in homes nationwide: glass tables. A shattering new study in the American Journal of Surgery finds that glass tables threaten bodily well-being nationwide, accounting for over 2.5 million injuries a year. The study traced six years of glass table injuries in the National Electronic Injury Surveillance System, which tracks injuries from 100 emergency rooms around the U.S.

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In this article, we get a glimpse into the changing, and budding, entreprenureal landscape. The COVID-19 pandemic has thrust many new opportunities onto entreprenuers, and by crafting their new businesses around the world's new reality, they will be able to market exciting and innovative new brands that fit hand-in-hand with the new reality we all are faced with.

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Entrepreneurs are carpe dieming it through 2020: A new survey of 428 entrepreneurs by JustBusiness found that more than 1 in 5 entrepreneurs are starting businesses that were not planned before the pandemic. Surprisingly, treacherous industries and in-person business models are not deterring entrepreneurs:

Nearly 40% are launching into industries facing tough times, including accommodation, food services, retail, and arts/entertainment/recreation

Nearly 70% will have an in-person component to their businesses, despite huge consumer shifts to virtual products and services

For entrepreneurs who had projects in the works last year, the pandemic has put on the brakes: Nearly three-quarters have delayed their launch dates due to the outbreak, and most have been forced to alter plans. Some watched investor funding disintegrate as states closed their sectors, while others repurposed their startup funds for household necessities.

Overall, entrepreneurs are decidedly making lemonade: A third said that they're motivated by a new opportunity related to changes in the market from COVID-19, and a quarter have started their businesses since being laid off.

Recessions have long been known to be a good time to found a future corporate empire.

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Is it smart to start a business in 2020? COVID-19 is inspiring people to do just that

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Entrepreneurs are carpe dieming it through 2020: A new survey of 428 entrepreneurs by JustBusiness found that more than 1 in 5 entrepreneurs are starting businesses that were not planned before the pandemic.

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This article explores the new stop motion advertising campaign from Expedia and Team One. Expedia has suspended most of their marketing during COVID, as the travel market is set to lose $500+ billion in COVID fallout. However, using site data, they found that people are ready to start at least thinking about travel again.
This ad uses stop motion videography to convey the creative work people have done at home, while still depicting images of travel to motivate consumers to interact with their site.

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Expedia's new ad campaign by Team One aims to coax people out of their lockdown slumbers by at least venturing to search their vacation dreams.

The spot features a real-life couple at home and reimagines the humdrum-ery of domestic life as a vacation adventure. The couple scale mountains of laundry, which are imagined to be hiking trails, dive into a pool of blue bed sheets and turn sitting on the couch into a room-service breakfast.

"[Consumers] are starting to get curious about travel," said Chandreyi Davis, Expedia's VP, brand marketing. "People are starting to dream again, and we really want to be part of that dreaming process and be there for when they are ready to start traveling again."

Expedia's search data reveals that while consumers would search up those faraway dream vacations before COVID-19, today they are browsing a little closer to home, such as overnight excursions to travel to by car, noted Davis. The unifying sentiment for Expedia is to nurture that inspiration to travel.

"Our research shows that people are at very different stages in their travel readiness right now, depending on where they live, their personal situation and of course their methods of traveling," noted Julie Michael, CEO of Team One. "We knew this campaign needed to capture people's hearts wherever they were on their own personal travel continuum."

The Stop Motion. Start Traveling campaign, as the name suggests, uses stop motion photography to portray the transitions from realism to fantasy. The ad, which is running in the U.S., Canada and the U.K., opens with a furnished living room that is changed to an open canvas.

"Lately, life has been full of many stops and starts, so the use of stop motion echoes that feeling," said Fabio Costa, ECD at Team One. "It's also a technique that takes time and has a handmade quality, which speaks to all of the at-home crafts many of us have been trying our hands at."

Team One has worked with Expedia since 2018 on large brand campaigns and specific promotional work. The year 2020 has been unlike no other, with steep losses in U.S. tourism revenues that could reach $505 billion, according to a U.S. Travel Association report.

Michael noted that while, due to COVID-19, Expedia held off on major marketing investments in the spring, traditionally the time that summer vacations are planned, site traffic is indicating that people are ready to dream again. Fall bookings present another opportunity, as the holidays are also a big season for the industry.

Expedia's next step on its travel advertising journey will be to start working with travel partners. "We are constantly talking to our regional travel partners, some regional partners are in different places or recovery, about how we partner in communications," Davis said.

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Expedia and Team One nurture travel dreams in new campaign

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Expedia's new ad campaign by Team One aims to coax people out of their lockdown slumbers by at least venturing to search their vacation dreams. The spot features a real-life couple at home and reimagines the humdrum-ery of domestic life as a vacation adventure.

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This article goes into depth about the effect IOS 14 will have on in-app advertisers. The new IOS will have security features that allow users to deny applications access to their data. As a result, apps will lose some of their advertisment tracking abilities and be limited in their data collention capacity.