Wieden+Kennedy has created an Instagram virtual influencer account for KFC's Colonel, which pokes fun at influencer culture, is being promoted on Twitter and Facebook and will include collaborations with brands like Old Spice and TurboTax. "I make a good living crushing deals as a virtual influencer, but let's just say, fried chicken still pays the bills," the virtual Colonel says in this brief interview.
ABC and JCPenney, with OMD, The Content Collective and Disney Advertising Sales' Creative Group, teamed on custom content that brings together stars from different shows -- Katy Mixon from "American Housewife" and Jenna Fischer from "Splitting Up Together" -- acting in character as they shop in the retailer's store. Spots are running on linear and social and the campaign will also include a shoppable experience on social.
Miracle-Gro gets personal with its #PlantParents offering, and the 68-year-old brand is expanding to serve younger customers with apps and e-commerce. A partnership with Cheddar is targeting urban consumers "to reach them, make that connection and share what we're doing on an innovation level," says Kim Markus of Scotts Miracle-Gro.
Startups like Talespin and Twenty Billion Neurons are creating artificially intelligent digital avatars that can help brands across human resources, customer service and retail sales. AI-powered personalities are also being used in the influencer world, such as Los Angeles agency Brud's Lil Miquela, who has 1.5 million followers on Instagram and has collaborated with brands including Chanel and Prada.
Online reviews are a primary source for consumers in their decision-making process, which is why marketers must create a solid framework to successfully manage their brand's reputation, writes Anvil Media's Kent Lewis. He advises how to create a robust digital foundation, covering SEO, social, pay-per-click ads, influencer marketing and public relations, before explaining how to create a strategy to manage online reviews and encourage positive recommendations.
Leaders need to be self-aware and curious about how problems arise instead of simply treating the symptoms, writes Tony Gigliotti of UPMC. Listening, curiosity and learning are traits of the modern leader, not having all the answers, he argues.
To create content that engages readers and builds relationships with clients, brands should focus on educating their target audience rather than making a sales pitch. Read more to learn how to craft a content program with an audience-first approach.
USA Today has created a virtual reality experience for iOS and Android users titled "New Heights: Groundbreaking Skyscrapers." The experience enables users to virtually explore and learn about the design and technological aspects of five skyscrapers -- 1 World Trade Center, the Empire State Building, Willis Tower, Malaysia's Petronas and Dubai's Burj Khalifa.
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