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April 5, 2019

 The Purchase Path of Least Resistance  

Google is here to remind us of our college counselor’s advice: “Nobody’s journeys are the same.” Except instead of life direction, they’re talking purchase paths. In a recent study, Google found that out of 1,000 customer journeys, no two were exactly alike. To help explain this reality, the company released a new guide that shows how linking Google Ads and Analytics accounts can help marketers better understand individual buyer journeys. With ad insights and website data connected in one location, marketers can easily see how ads lead to conversions. We give Google two thumbs up for easing brands’ own journeys to understanding customers’ unique purchase paths. 

 What’s a TikTok?

If you’re younger than 30, you may not know what TikTok is. (Or is it “a TikTok?” … Nope, we had it right the first time.) And while that was OK for a while, it’s about time to educate yourself. The short-form video app is majorly popular with Gen Z and younger millennials, as 66% of its 500 million users are under the age of 30. While advertising on the app is still in the testing phase, it doesn’t hurt for brands to keep an eye on what’s trending with the youths. T1 tip? Consider a branded #hashtag campaign, meme video, or influencer relationship to create some buzz and connect with Gen Z. 

Actin’ an (April) Fool

April Fools’ Day was officially cancelled — at least at Microsoft. In an internal memo, CMO Chris Capossela encouraged employees to refrain from public-facing pranks due to “limited positive impact” and results of “unwanted news cycles.” He’s not wrong — many brands who attempt pranks end up angering customers, making embarrassing apologies, or losing money. In the future, let these April Fools’ fails be a reminder to brands that just because there’s a holiday, it doesn’t mean you have to partake in the hijinks. Plus, your decision to opt-out might still get people talking just the same

What Would You Dew for The Throne?

Cersei, Joffrey, Walder Frey … the names go on and on. If Arya Stark's notorious list doesn’t ring a bell, you’ve obviously never spent a Sunday evening in Westeros. The final season of HBO’s Game of Thrones premieres next weekend, and numerous brands are collaborating with the hit show — including Mountain Dew. Calling its campaign “A Can Has No Name,” the soda brand released 800 limited edition all-white, completely brandless cans which, when chilled, reveal Arya’s full list. By tweeting #ACanHasNoName, #ForTheThrone, and #MTNDEWsweepstakes — as well as saying what you’d sacrifice to sit on the Iron Throne — fans were entered to have one of the rare-as-dragonglass cans sent to them.

The online portion of the campaign’s watch has ended. But fans in New York and L.A. can participate in person by tuning in to social media, where the Dew is posting clues leading to secret Iron Vending Machines — as well as strategically released GoT-themed ads. 
 
Even though the only connection between GoT and Mountain Dew is the drink’s wildfire color, the brand got the internet’s attention by creating a product any diehard Thrones fan would want to get their hands on. By completely hiding its branding, Mountain Dew committed the marketing equivalent of bending the knee — and it worked. When inserting your brand into a global conversation, sacrifice may be needed. Even if it takes temporarily dropping your branding to get associated with a global phenomenon like GoT, it’s worth the reward. 
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Tier One Partners is a national, full-service PR, social media, and content agency that helps challenger brands redefine the meaning of value in their industries through innovation and inventiveness. Specializing in consumer, technology, digital health, financial services, and clean energy, Tier One delivers measurable programs that help companies demonstrate market leadership and meet key business objectives through a unique approach powered by senior talent. For more information, visit www.tieronepr.com.



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