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June 14, 2019

 Mary (Meeker) Had a Little Report

If you’re on the lookout for a summer beach read, you may have come to the wrong place. But if you want to take a deep dive into the latest tech industry shifts, internet innovations, and digital-marketing developments … well, we have just the thing for you. Mary Meeker’s Internet Trends Report is out — all 333 slides of it. The Queen of the Internet’s annual report features plenty of pertinent info for marketers, from digital media usage data to the rise of video and podcast popularity and (of course) the importance of privacy. While it may not be ideal for poolside perusing, cannonballing into the full report is a great way to see if your brand is in line with the latest tech trends. 

 Happy National Pop Goes The Weasel Day! 

When the social content calendar is a little bare and creativity is running low, what do you do? Google “National Holidays,” of course. Celebrations and events have always been essential pieces of any strategy to connect with audiences — but Facebook wants to help marketers take it a step further. Rather than falling back on “holidays” like #NationalPopGoesTheWeaselDay (that’s today, btw), FB’s latest resource has insights to help you home in on once-a-day, once-a-year, and once-in-a-while moments that actually matter. The report, developed by Facebook IQ, examines how brands can identify and embrace moments their audience is interested in and develop relevant, moment-based media campaigns. Because while #InternationalBathDay (also today) may sound delightful, a tubby-time tweet might not get you far with your target audience. 

 The Comeback Kid

Love it or hate it, Snapchat don’t quit. The ephemeral messaging app has had users and marketers on the fence for a while thanks to stalled user growth and a decline in average Daily Active Users. That hasn’t stopped the app from testing and releasing new features — and it’s paid off with baby and gender-swap filters. Not only are they simultaneously hilariously horrifying, absurdly addictive, and seriously sharable, but since the new filters were released, Snapchat weekly downloads have more than doubled. While downloads don’t guarantee a usage spike, they do show potential for user growth. So, for brands that have been shying away from the little yellow ghost, you may want to reconsider. Just make sure you make up your mind while man/woman face swaps are still successful. 

Bringing Home the Gold (and the Bacon)

Members of the U.S. Women’s National Soccer Team are far from sellouts. But, as some of the best athletes in the world (and arguably the least fairly paid) they’re a perfect fit for Hulu’s “Hulu Sellouts” media campaign. The 30-second satirical commercial, which promotes the streaming site’s live sports capabilities, features the players practicing their new goal celebration (dubbed “Hulu Has Live Sports”) while their coaches chat about the large paycheck they’ll receive for the endorsement.  

And this campaign is much bigger than a half-minute TV spot — it also speaks to the story of the USWNT’s fight for equal pay for themselves and other women athletes. Through July 10, Hulu will donate a dollar to the National Women’s Soccer League Players Association for all social media posts with the hashtag #HuluHasLiveSportsChallenge and a video with an individual juggling a soccer ball. While it’s no surprise brands are taking advantage of the USWNT’s popularity, Hulu tied the team into a pre-existing campaign in a way that makes total sense. And takes a stand. And acts on that stand. Altogether, it’s impressive … not 13-goals impressive … but still, Olé. 
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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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