Day: July 9, 2020

Gen Z wants brands to be ‘fun,’ ‘authentic’ and ‘good,’ study says

Dive Brief:

  • Generation Z has high expectations for digital experiences, shaping how they feel about brands, shopping and technology. More than half (58%) of people born in the years 1996-2015 said they can’t be without internet access for more than four hours before becoming uncomfortable, making them highly dependent on their digital connections, according to a yearly global survey commissioned by WordPress hosting company WP Engine.
  • Gen Zers prefer brands that are authentic, with 82% saying they trust a company more if it uses images of real customers in its advertising, while 72% said they’re more likely to buy from
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Activia uncaps fresh brand image with diverse campaign on gut health

Dive Brief:

  • Danone North America kicked off a new ad campaign for yogurt brand Activia this week, titled “A to Z,” the company shared with Marketing Dive.
  • The campaign focuses on the importance of gut health for physical and emotional stability and was designed to appeal to Gen Z and millennials. It stars a diverse group of women in four video ads and is voiced by 27-year-old female rapper Nayim Edwards. The spots tell viewers “it all starts in the gut” and features a catchy song based on the “Alphabet” of feelings and emotions from A to Z, connecting emotions
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TikTok billionaire Zhang Yiming, one of the richest men you’ve never heard of

Baidu, China’s equivalent of Google, was dominant but burning users’ trust by making adverts look like real search results. 

The solution, Zhang figured, was artificial intelligence (AI) that learned users’ preferences as they browsed. 

Chinese venture capitalists turned him down flat. It was an American venture capital firm, Susquehanna International, that gave him his big chance with a $5m funding round, allowing him to launch the app for which ByteDance is still most famous in China.

Toutiao, meaning “headlines”, shows its users news stories and learns their interests through its AI. The app has grown to more than 260 million

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Pandemic-related WFH policies spur burnout for 73% of marketers

Dive Brief:

  • Of all surveyed professionals who are working from home during the pandemic, 68.7% report feeling burnout, according to a Fishbowl post about a study from the workplace social network. The report includes input from 16,027 Fishbowl users across the country from companies including: IBM, JPMorgan, Facebook, McKinsey, Deloitte, Bank of America, Amazon, Edelman, Nike, Google and KPMG.
  • New York employees have the highest level of stress related to working from home, with 74.79% reporting burnout, followed by Washington, D.C., with 73.95% and Massachusetts with 73.13%. The research also found that 75% of professionals are opposed to company contact
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