THE RISE of PRODUCT PLACEMENT and INFLUENCER MARKETING Be Part of the Conversation Not the Interruption

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THE RISE OF PRODUCT PLACEMENT AND INFLUENCER MARKETING Be Part of the Conversation Not the Interruption

Predictive Analytics Unprecedented Scale Guaranteed ROI Solution Agnostic Our deep learning algorithms Our white-glove service and proven Drive direct sales via BEN represents the brand, are custom-built to systems guide brands throughout the inﬂ uencer marketing with not the talent, ensuring you predict results campaign process, allowing us to scale models that work for you get the best solution possible campaigns quickly and e ciently

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CONTENTS

4 | ERA OF THE ARTIST Ricky Ray Butler discusses brand opportunities created by the decentralization of content.

7 | MAKING MUSIC We discover how brands can reach discerning audiences by supporting the music industry.

I have a confession. Despite being part of the advertising industry I am no fan of TV commercials. 10 | STATE OF STREAMING Yes, I admit, I too take the ‘Skip Ad’ or ‘fast forward’ options like the vast majority of Lockdown has made streaming fans of us all. my fellow consumers. How can brands take advantage? And that is why I have really enjoyed working on this special supplement of The Drum. It aligns with one of my passions; that commercial content should not get in the way of the entertainment. Ideally it should add value to the consumer’s experience and motivate 12 | INFLUENCER EVOLUTION them to positively engage. The original iteration of this alternative funding model was Influencer marketing is changing, and marketers product placement. We all remember counting the brands in the James Bond franchise, are well-placed to benefit from new models. for example. But, as we demonstrate in this report, product placement has grown in both sophistication and significance. Take a show like Jane the Virgin. On one hand, if you were targeting 16 | CASE STUDIES a certain demographic, running an ad alongside the show when it debuted on linear TV We explore lessons from real world examples would make sense. But actually, streaming services such as Netflix and Hulu mean this of branded integration innovation. show now has a long tail, and the ultimate audience is far greater than what would have been originally achieved. So, brands that are actually part of the show itself, got more bang for their buck.

But to quote Jane, our story does not end there. As well as integrating into traditional In partnership with: shows, brands are now seeking to work with influencers. However, this market, which grew from around $6.5bn in 2019 to $9.7bn in 2020, has it own specific challenges. How on earth do you assess the hundreds of millions of videos created by hundreds of thousands of influencers? That is where AI comes in. It can scrutinize the data to Edited by: Gordon Young and Sam Bradley help marketers identify the best influencers for their campaigns and predict how many Design/production: Amanda Dewar, Gillian Durham conversions each one will generate. THE DRUM is published by Carnyx Group Limited. On no With that in mind, it is time to let brands, assisted by science, entertain you. account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher.

THE DRUM® is a registered trade mark in the European Union (number EU013847678) and UK (number 2018351). THE DRUM™ is also an unregistered mark Gordon Young in the UK, EU and all other territories of publication. Editor-in-chief THE DRUM is also registered under an international trade mark application at WIPO. All Rights Reserved.

THEDRUM.COM 3 COMMENT | MEDIA FRAGMENTATION BRAND INTEGRATION

by Ricky Ray Butler THE ERA OF THE ARTIST

With the media more decentralized than ever, audiences and platforms are driving a key change in the way content is consumed. Say goodbye to the gatekeepers.

THEDRUM.COM 4 BRAND INTEGRATION IN PARTNERSHIP WITH

“Ultimately, AI will determine whether the ocean of content out there is approachable and inviting for creation and investment, or whether it becomes so overwhelming that it instead discourages participation altogether.”

Art has always acted as a time capsule for AI in the age of endless art so overwhelming that it instead discourages capturing the human experience. It’s an As decentralization continues to sweep across participation altogether. incredibly powerful driver of culture, and streaming, television, film, music, and social Another hurdle we must overcome is the fleshes out our understanding of history with media, AI will become the compass that guides emergence of silos and bias. Diversity in emotionally driven context. I would argue audiences, brands and creators through the exposure is what makes content discovery so that today’s content ecosystem and the way it ecosystem. Traditional methods of navigating exciting and educational. It’s critical that we operates is reflective of a new era of art — one content ecosystems simply aren’t sustainable build algorithmic infrastructure that supports a in which artists and creators are continually or scalable for the rate of content creation; we range of viewpoints and content types, to ensure finding new ways to express what it means to need technology that can capture and digest that people don’t become pigeonholed into a be human in the digital age. the nuance of content in real time. That’s where specific set of genres. Perhaps this seems dramatic, but stick with AI comes in — it can mimic a human’s ability This is where explainable AI becomes extremely me: how many Michelangelos do you think went to understand content that primarily consists important. It can guide decision making while undiscovered during the Italian Renaissance? of unstructured data like audio, images, and providing rationale for each decision made, so The answer is probably more than you can count. text. That kind of technology is what dictates that biases and silos can be tackled right away. Centralized power has always dictated who was everything from the level of personalization When it comes to promoting diversity, there is a given the opportunity to develop their talents, audiences encounter, to a brand’s ability to truly balance to be struck — people want to continue to allowing their art to flourish and go down in understand and make optimized decisions about see content that is relevant to their interests. At the history. But today, art is in the hands of the people. what advertising opportunities to invest in. BEN same time, we’ve seen how echo chambers can Technological advancements in entertainment actually started out as an influencer marketing polarize groups of people and keep them from and media have lowered the barriers to entry and product placement agency, but we quickly seeing or understanding other viewpoints. and placed the potential for global exposure at realized there was no way our team could keep The same holds true for brands and those everyone’s fingertips. As a result, the way in which up with the growing rate of content creation and looking for investment opportunities in content. artists and creators are able to express themselves distribution — we needed to leverage our deep Allowing AI to identify new, and perhaps surprising, has increased exponentially. repository of entertainment data and evolve into opportunities for investment can be the difference If you open Netflix, TikTok, Instagram, YouTube, an AI company in order remain effective and between a campaign that is good and one that Spotify or Disney+ today, you’re flooded with the industry leader. That realization is continuing completely exceeds expectations. It’s therefore the discovery of art. Sure, it’s not art by traditional to drive the entertainment ecosystem forward. crucial to embed diversity as a core tenet of definition. It encompasses more than just painting, Ultimately, AI will determine whether the ocean of AI infrastructure, and make sure that what we dance, and music. It also includes generational content out there is approachable and inviting for interact with and support reflects who we are and expressions through memes (yes, memes), creation and investment, or whether it becomes challenges us to be smarter and think critically. influencer content, and short- and long-form video. For brands, decentralization will only make the When we look back on this period of time, these opportunities for collaboration and investment new age art forms will serve as a way to understand “Diversity in exposure that much more expansive. AI will undoubtedly how digital culture directly influenced our capacity be the most important part of navigating that to learn, create, and interact with one another. is what makes content process. Whether you’re a brand looking to That said, decentralization — or the transfer of support influencers, filmmakers, musicians, power from a few dominant entities, to creators discovery so exciting and artists or production studios — AI will enable and niche platforms — is just beginning. We’ve educational. It’s critical you to truly understand the millions of content already seen the first wave of decentralization opportunities out there and identify the ones that in production and distribution, where TV and that we build algorithmic are most likely to empower creators and engage film studios and record labels are no longer the audiences in a natural, authentic way. sole gatekeepers for entertainment production, infrastructure that supports The future of art looks different today than and major networks and music stores are no it did 10, or even 100 years ago. There’s more longer the gatekeepers for distribution. The a range of viewpoints and room for expression, more opportunities to next wave will focus on further breaking down content types to ensure capitalize on creation, and more ways for people the obstacles between content creation and across the globe to interact with one another consumption through AI and machine learning that people don’t become and evolve the culture together. If we’re able to and platforms catered to niche genres. And guide that transformation with AI that balances the success of the art produced in these pigeonholed into a specific the interests of all stakeholders, we can create an times will be determined by the technology set of genres.” environment that fosters growth and continues to underpinning discovery. drive society forward.

THEDRUM.COM 5 INFOGRAPHIC | COLD HARD DATA BRAND INTEGRATION

THE MATH TO SUCCESS For brands that want to make a cultural impact, the data suggests a clear way forward: a triple combination of influencer marketing, product placement in TV and film, and direct partnerships with artists. Influencer marketing is twice as effective as digital ads, most of which are outright ignored by audiences, according to an MPG study. Meanwhile, streaming is rapidly becoming the main way people devour long-form content – meaning that if brands want to reach the 89% of viewers now regularly eschewing linear television (per The Hollywood Reporter), smart placements within content should be the strategy of choice. The stats in the infographic below show the lay of the land – and clear solutions for marketers seeking to cut through the noise and achieve brand recognition.

INFLUENCER MARKETING PRODUCT PLACEMENT MUSIC EFFECTIVENESS EFFECTIVENESS EFFECTIVENESS

of viewers on-demand of YouTube 86% skip TV ads. 400 music video 88% views and YouGov for Deloitte streams in 2019. of Facebook billion 63% views come of people aged 18-54 from influencers. streamed content at Top music video least once a month, Tubular YouTube genres: across all race and 50% hip-hop/rap, gender categories. 30% pop, The Hollywood Reporter 47% 89% 20% Latin. Tubular top 10 music videos of viewers and users subscribers cut the cord in Q1 have ad blockers. 1.6 2020, a 70% jump from 2019. Global Web Index million Fortune of teenagers relate streaming 93% more to influencers 67% platforms of viewers rewatched than celebrities. increase in Netflix 5 watched on favorite music videos. Ipsos Connect: YouTube Generation viewership average as of BEN music video research October 2019 Study between February March 2020. Up from and March of 2020. 2.34 in March 2019. of increased BEN viewership tracking BEN viewership tracking research Q1 2020 research Q1 2020 90% consumers viewability 18-34 think that brands versus add to music videos. digital ads. average of the 3.5 Netflix show 90% top BEN/Ipsos study 100% million viewership. 10 streaming Streaming grows shows had brand of music video viewers integrations in 2019. MPG Custom Study; BEN average new audiences. 83% recall the featured brand. influencer CTRs BEN viewership tracking BEN music video research October 2019 March views on research 2019 Netflix and Hulu: higher recall 14m Grey’s of 35% than digital ads. Anatomy 73% viewers 46% 42% MPG Custom Study; BEN average influencer CTRs 13.8m American said that integrations of viewers of consumers were less intrusive Horror Story consider have made a than ads. BEN viewership tracking purchasing a purchase based MPG higher CTR than research Q1 2020 brand based on on a music video digital ads. an integration. integration. 375% more effective in driving affinity MPG Custom Study; BEN average influencer CTRs 10% than ads of a similar length. BEN music video research October 2019 BEN product placement effectiveness study 2018

THEDRUM.COM 6 BRAND INTEGRATION IN PARTNERSHIP WITH BRAND NEW HARMONY

by Thomas Hobbs

The music industry is in trouble, but listeners want new tunes more than ever. Can marketers support the sector and create brand love?

THEDRUM.COM 7 MUSIC | HOT COLLABS BRAND INTEGRATION

The word ‘unprecedented’ has been used big opportunity for brands. However, Terrell “You have to be sincere a lot in 2020, but the pandemic really has warns: “You have to be sincere or otherwise forced the music industry into uncharted the audience sees through it straight away as waters. However, even with important events an awkward money grab that is inauthentic. or otherwise the like festivals and live performances on hold Performing live on Instagram is a very personal indefinitely, the music industry is still finding thing for an artist to do so any brand sponsoring audience sees through innovative ways to connect with audiences. an opportunity like this needs to make sure it is Whether it’s US rapper Travis Scott popping the right fit. It has to be natural.” it straight away as an up in Fortnite to perform a special interactive According to BEN research, 83% of music concert for its gamers, Dave Matthews staging video viewers are able to recall brands featured awkward money grab live shows from his home and integrating fan within them. Subsequently, 46% go on to choices into his setlist, or pop stars like Taylor consider buying a product from the brand as a that is inauthentic.” Swift and Charli XCX releasing surprise albums result of music integration, while 42% actually under lockdown, there’s plenty of examples of go on to make a purchase. “There are studies artists innovating and finding unique ways to that show that using pop music increases This is something BEN’s Terrell very much cut through. audience attention, emotion and memory by agrees with. He says the current online 20%,” adds Terrell. “It’s so important. Our feeling environment is ripe for innovative brand Music to marketers’ ears is if you want to reach the heart and the soul of collaborations. His team recently brought Without live events to tap into and with your consumers then you have no choice but together Wahl Clippers and alternative rockers consumers spending more of their time inside, to have a music strategy.” Lovelytheband for their single Buzzcut; the video brands have had a lot of obstacles to face in showed one of the bandmates shaving the 2020. But by aligning with pioneering musicians Universal language head of their co-star with Wahl’s hair clippers. who have found smart ways like online gigs and One major brand that’s pushing things forward BEN amplified the moment with activations on Q&As to interact with their fans throughout the is BMW. The car brand recently launched a Instagram that garnered over 500k impressions. pandemic, brands can overcome a lot of these 10-part podcast series called Play Next, which Billboard/Nielsen’s latest coronavirus-era report challenges, according to Jake Terrell, director focuses on some of the big topics facing the found that consumers want to see brands support of music and brand partnerships at BEN, an LA music industry. According to Michelle Roberts, artists and virtual performances during this time company using AI to help brands organically tap marketing director for the premium car brand’s — 66% said they’d view a brand more favorably into the music industry. UK operation, the music industry remains unique if they found ways to support artists; 61% would “Yes, coronavirus has changed things, but the in its appeal to brands. if the brand offered free virtual concerts through demand for music experiences is still huge and “Music is a universal language and connects brand sponsorships or integrations in the show; if a brand sincerely aligns with an artist through people from around the globe, creating lifelong and 59% if they sponsored virtual concerts. technology, sponsoring online shows from memories. These attributes mirror our BMW core “With the right artist and creative, there’s artist’s homes, or product placement in music value: which is joy. But I also think when a brand almost nothing that can’t be authentically videos, then they can truly take a campaign to steps into cultural areas - be it sport, music or integrated. In addition to the kinds of placements the next level,” he says. film – there must be clear alignment and a real you might expect – such as snacks, spirits and Terrell points out that emerging and existing reason to be involved.” Roberts says coronavirus vehicles – we’ve done it for hair clippers, cereal social platforms have continued to get better has made people consume entertainment more and interior paint. There’s so much content at facilitating live digital performances with “avidly”, particularly music videos and social available that we can find authentic alignments fan interaction, with paid, premium livestream media posts from artists, which has in turn given for just about any kind of brand,” he explains. concerts becoming more widely accepted brands “an excellent opportunity to facilitate and “Things that might once have been seen as and attended. By extension, this presents a augment these experiences.” dead – like merchandise bundles or physical products – can thrive if you bring them into the right online environment with the right musician, and right now there are lots of examples of brands doing this successfully. I think it’s all about meeting the audience where they are and doing so with artists who align with your brand’s mission.” Frito-Lay North America is at the forefront of this trend, building upon its rich history of partnership and activation in the music space across brands including Doritos, Cheetos, Smartfood and Lay’s. According to James Clarke, senior director of media, analytics and CRM: “Frito-Lay as a company is committed to delivering joyful moments for consumers not only through our products, but also through the delivery of unique brand experiences. Music has always played a central role in this strategy with a proven ability to help build emotional BMW’s Play Next series connects the premium marque to music lovers.

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Bacardi Rum’s Live Nation partnership recently produced a series of festival and artist link-ups. Meanwhile, Frito-Lay enlisted celebrities such as Hailee Steinfeld for their own collaborations.

connection. Extending our presence through industry, one of the core dilemmas around do they creatively get the word out that they’re product integration into some of the biggest picking the right song for a campaign remains. back?” he ponders. music videos of the year, including tracks by BMW’s Roberts advises: “I think using the Brands also need to aim for longevity, Lil Nas X and Lizzo among others, has helped right track is crucial. It’s not just about finding according to Roden: “It’s important to identify further elevate our brands’ visibility in culture an obvious big-name artist or current hit; it’s music partnerships that don’t just live in the while authentically tapping into artists’ genuine about finding the right music that will help moment but also have longevity. The most love for our products.” This effort has translated move people, support the brand message and successful partnerships are the ones that have into significant success for the company engage our audience.” potential to grow, evolve and span months, and its brands, attracting notice among its BEN’s Terrell echoes this sentiment, if not years. These types of partnerships sizeable cult following. Doritos, for example, suggesting there are a number of ways brands build equity and can be experienced over an recently measured a 78% recall score across can amplify their messaging through thoughtful extended period of time versus a fleeting one- its integrations, with 74% of viewers reporting song choices. off event that consumers will quickly forget. If an increased likelihood to purchase based on “Sometimes a huge hit may be exactly you approach the music industry with the right exposure to the product placements. right, but other times an undiscovered indie mentality then the opportunities for success track may better serve the piece and compel are plentiful.” Cover stories audiences to reach for Shazam to identify the Terrell says: “Audiences are looking more Bacardi Rum also has strong links to the music song, which also drives deeper engagement favorably on brands who activate in the music industry, with its partnership with Live Nation with the brand. Another good approach is using space and empower musicians, so why wait? It resulting in sponsorship of various major music a cover of a familiar classic which employs a isn’t a surprise to see music industry alignments festivals and ties with artists such as Major tonal shift to make the consumer take notice serving as a cornerstone of so many marketers’ Lazer and Anitta. “Since the quarantine began – it’s recognizable but also fresh. Whichever advertising strategies.” back in March, we’ve experienced first-hand approach, that music-to-message alchemy is He concludes that while the opportunity for the consumer desire for virtual music events really important.” brands to gain by supporting artists already to fill the void that came about when live exists, it will grow further in the future. “There events across the globe were largely put on Live again are more eyes and ears on audiovisual music hold or cancelled,” admits Andrew Roden, Looking ahead to the future, Bacardi’s Roden content than ever before,” Terrell says. brand director for Bacardi. “People are craving says we should prepare for live shows to return “As artists continue to innovate, people connection and interaction now more than – but that when they do, we should expect a yearn for musical connection, and we use ever – and there’s an opportunity for brands to bigger role for digital technology than in the both humans and AI to connect marketers tap into the virtual space in the short-term and past. “The big question for brands will be, how with artists who reach a common audience, adapt to the new normal.” do we organically put ourselves back into these the opportunities for brands to tap into the But even though there’s plenty of evidence live music experiences that people have been music industry is only going to get more of brands intelligently tapping into the music missing so much, and for music festivals, how compelling.”

THEDRUM.COM 9 STREAMING | BEYOND BROADCAST BRAND INTEGRATION THE STATE OF STREAMING

by Ian Darby

Streaming is fast becoming the method of choice for audiences to consume and engage with content. How can brands make sure they’re not shut out?

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The rise of streaming looks unstoppable. Streaming viewership was up 67% from predict which new shows are likely to be hits With 74% of US consumers subscribing to a February to March 2020. The average number of and which will flop. streaming service, according to findings from streaming platforms consumers are subscribed Additionally, BEN’s AI takes the human The Leichtman Research Group, the landscape to increased to five in March of 2020, up from subjectivity and guesswork out of the has become intensely competitive. There are 2.34 in 2019. Schmidt says: “Content is our process of integrating brands across content over 200 platforms now available to viewers connector right now. If you think about everyone – something that’s vital now that BEN works globally, and more than 20 in the US alone. being home and trying to connect with everyone with brands on more than 3,500 films, TV and While the focus is often on established outside the home, every conversation starts with streaming opportunities each year. streaming platforms such as Netflix or Amazon ‘what are you watching right now?’ and it’s a “How do you scale human subjectivity out Prime Video, the shift to streaming has taken unifying factor among all of us.” of looking at content?” she asks. “Our AI hold for traditional broadcast powerhouses such Older shows are also seeing new life in looks at the cast, producers, genre and as NBC (Peacock), ABC (Hulu and Disney+) and streaming. The two most popular streaming shows synopsis to predict the performance of CBS (CBS All Access and Paramount+). In today’s in Q1 2020 were originally broadcast – Grey’s unproven properties.” television landscape, every show – regardless of Anatomy (14m views during March across Netflix The 2019 Upfronts highlighted the power where it originally airs – is now a streaming show. and Hulu) and American Horror Story (13.8m of AI in predicting show performance. BEN’s Networks are now making decisions about views during March across Netflix and Hulu). The tools analyzed all the shows across the May which shows to greenlight or renew based on a acceleration of streaming viewership and the fluid Upfronts and predicted 10 out of 10 of the top program’s streaming audience, more than its live nature of modern content means brands have broadcasts in the new September season: “It’s audience. This represents a fundamental shift in even more incentive to integrate their products human gut versus technology, that’s how we’re how content is distributed and consumed. And and services into the entertainment themselves. helping brands,” Schmidt says. it demands a shift in how advertisers think about reaching audiences.

Brand integration strategy for streaming “Our AI looks at the cast, producers, Erin Schmidt, chief of product placement at BEN, recommends that brands take a sophisticated, genre and synopsis to predict the cross-platform marketing approach and embrace the idea that all content is now stremaing performance of unproven properties.” content. The viewership numbers for a show like Jane the Virgin support this recommendation. On CW’s linear network, Jane the Virgin will Building brand authenticity The future for streaming typically garner about 1.25 million impressions, Schmidt warns, however, that not every product This need for powerful technology will only but then achieve an additional 5 million through placement is successful. Selecting the right grow as we work through the implications of its digital release on CWTV.com and Hulu and a opportunity to create an authentic integration is the pandemic. total of 9.25 million through further distribution essential. If the product placement feels like the Schmidt predicts that the rise of streaming across Netflix and Apple. Put differently, 92% of commercials that audiences are trying to avoid, will continue, leading to a significant cultural Jane the Virgin’s audience watches the show on it won’t work. and societal impact on content by making platforms other than linear TV. Schmidt says: “If What that means is that a product placement larger spaces for diverse storytelling and you’re only buying a television spot around that strategy needs to go beyond simple time on providing platforms for stories with more show then you’re not only limited to those 1.25 camera and connect to the reality we live in, breadth in which brands will be able to million impressions on linear TV, but you’re also across channels and tactics, in ways that are integrate. She’s also seeing a big increase in missing out on the opportunity to reach 92% of subtle enough not to distract, but impactful unscripted reality shows because they’re easier Jane the Virgin’s passionate audience. But if you enough that they get noticed. When done right, to film and produce while maintaining safe integrate your brand into that show, you have the it seems natural that the family in The Marvelous conditions, also helping audiences disconnect potential to reach every viewer while delivering Mrs Maisel would eat Cheerios, that partygoers from the pressures of their own lives. Just a far more efficient CPM, because you have would eat Lays in a China & Nacho music video consider this: CBS topped the network ratings an exponential viewership over a 30 to 90-day or that Ray Donovan would drive a Cadillac. with the Big Brother premiere, Freeform period.” commissioned Love in the Time of Corona, As consumer behavior continues to evolve How brand integration works in 2020: while the Kardashians are shooting their and further embraces streaming, advertisers AI and deep learning own footage. that rely solely on traditional TV spots risk As the content landscape expands, so too does Looking more broadly, advertisers are seeing efficiency levels decline while those that the challenge of determining which shows now part of a world in which everything is integrate into the content will likely achieve are the right fit. With new streaming platforms streaming. This provides an opportunity to better results. That’s evidenced in falling overall emerging every month, technology has become go beyond simply applying old tactics to CPMs for brand integrations due to the long tail a necessity for marketers looking to understand new media, but to think more broadly about efficiencies that they deliver. where they can best invest their budgets. reaching audiences by creating partnerships There is an urgency for brands to act now, Schmidt says brand integrations are getting with content creators across platforms. Brands Schmidt belives. The momentum behind the mass even more efficient for brands by applying AI that understand this, and appreciate that adoption of streaming has only intensified as a to measure and predict show success. BEN has product placement is a powerful and efficient result of the Covid-19 pandemic. invested in algorithms specifically designed to way to connect with audiences, will thrive.

THEDRUM.COM 11 INFLUENCER MARKETING | STAR POWER BRAND INTEGRATION

INFLUENCER MARKETING EVOLVES

by Ian Darby

Influencers have emerged as some of the greatest content engines of the social media age. How can brands take advantage of their connection to audiences?

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The influencer marketing business was worth $9.7bn in 2020 and is expected to grow to $15bn by 2022, with almost half of marketers saying they’re spending more than 20% of their budget on influencer content. Some have gone much further. Beauty brand Estée Lauder announced in August 2019 that it was allocating 75% of its marketing spend to social media influencers, and finding the investment “highly productive.” Meanwhile, the grand shift from single-screen to multiple-screen (and multiple platform) access has transformed the way audiences consume entertainment. And as audiences have flocked to new platforms, they’ve embraced new creators as trusted voices in their lives, blurring the definition of stardom. Beauty brands such as Estée Lauder now spend the majority of their ad budget on influencers. “The gap between social media influencer and traditional celebrity has narrowed,” says influencer marketing. and unlock campaigns tied back to performance Megan Savitt, vice-president of strategy at BEN. “For us, it’s not intuition. It’s literally cold guarantees. “It’s no longer relevant to distinguish between hard data. And then being able to evolve our “Having the ability to get both the flash and digital and traditional marketing – just how to partnership in order to take advantage of that the power – working with A-List celebrities market in the best way to reach your audience.” data in order to scale,” says Rachel Hofstetter, and influencers, but also knowing that what This process has accelerated further following chief marketing officer of Chatbooks. you’re working on is based on science, that the outbreak of Covid-19, as we’ve seen The massive amount of influencer content out you’re going to see this amount of return – is Hollywood stars such as Jessica Alba and unprecedented, uncharted territory,” Savitt says. Will Smith take to TikTok, becoming “creator Passolas argues that alliances with influencers celebrities” and learning from experienced “Human creativity and can help brands to establish a sense of purpose: influencers. The merging demonstrates that “I believe currently we have a great force with influencer-dominated streaming platforms affinity are the best influencers lobbying for female empowerment, are no longer secondary media for content marketing tools. Influencers charity work, diversity and inclusion, mental consumption, but have become an integral health and climate change among many others.” part of the media ecosystem as much as linear bring them both alongside She notes that influencers have changed the broadcast entertainment and streaming TV. marketing dynamic in the fashion, beauty and Montse Passolas, the chief marketing reach and engagement.” fitness sectors. They’re now the primary source officer at premium hair styling brand GHD, of innovative trends. says: “Influencers are one of the touchpoints there offers brands enormous potential to reach “Just when I think I have seen it all, the in a campaign and as a consequence need audiences. But while a human can’t analyze the influencers and stylists come up with the most to be planned and integrated to ensure hundreds of millions of videos produced by the incredible waves, curls or techniques; their maximization of the launch, and consistency hundreds of thousands of influencers out there, creativity always surprises me. Human creativity of the message.” AI can. The solution is deep learning, which and affinity are the best marketing tools, and In the face of the pandemic, there’s no doubt scrutinizes “structured and unstructured data”, influencers bring them both, alongside relevant that influencer marketing has evolved into a Savitt says, to help marketers identify the best targeted reach and engagement, which are mature marketing channel delivering against influencers for their campaigns and accurately critical measurements in this new media the rigors of advertisers’ demands. Technology predict how many conversions each influencer model.” has helped, bringing greater accountability as can generate, reducing wasted budget and The decentralization of trend-setting from influence spreads across the streams. ensuring a higher ROI. brands to influencer icons has been mirrored Performance influencer marketing, in which Tyler Folkman, head of AI at BEN, says: “We by audience behavior. As users consume the brand pays for conversions and sales, is can pick up on what kind of influencer voice content across platforms and devices, the one of the newest models made possible by is likely to convert the best, channel health, savviest influencers have managed to port their predictive AI and is becoming one of the hottest and can even analyze the unstructured images audiences across the web, building personal new offerings available to marketers. “We’re and text. Things you wouldn’t necessarily brands impervious to the rise and fall of specific able to offer metrics and analytics that are very think about.” AI is also at the frontline of brand social networks. That so many have been able granular and speak to specific brand needs,” safety in influencer marketing, helping BEN to remain successful amid platform agnosticism Savitt says. “If you’re looking to get the best to identify fake accounts or false engagement shows the depth of their connection to return on your investment, influencer marketing rates to enable advertisers to gauge whether an audiences. is really powerful because you can track it.” influencer partner is really going to be an asset. Savitt concludes: “That’s refreshing and The results speak for themselves for The evolution of influencer marketing and provides inspiration in the marketplace that photobook brand Chatbooks. About 15% of the ability to track real impact allows brands to we’ve never seen before, because influencer their total media spend now goes exclusively to create campaigns that drive full funnel results marketing breeds such strong connectivity.”

THEDRUM.COM 13 CORONAVIRUS RESPONSE | NEW HORIZONS BRAND INTEGRATION LET ME ENTERTAIN YOU

by Ian Darby

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Coronavirus lockdowns have hugely impacted the entertainment business. But there are opportunities amid crisis, and a new landscape of branded entertainment is emerging.

It’s been a tough time for many in the placement was further enhanced by its where it shared classic recipes for food and entertainment industry. But the continued integration into Netflix’s lauded Michael Jordan prompted influencers across TikTok and presence of Covid-19 has at least driven a documentary series The Last Dance. Instagram to post their videos. The online new creativity and fostered a willingness to Meanwhile, BEN’s work for Old Navy Family Hub offered AR play experiences embrace evolving channels. focused on the brand’s continued for children at home, and enabled people Just listen to actor Tom Hanks. Having commitment to inclusivity and diversity. BEN to stage their own McDonald’s parties in a been one of the first, and best-known, worked with showrunners and creators to domestic setting. Hollywood stars to contract Covid-19, he craft in-store and online shopping moments Michelle Graham-Clare, vice-president of vividly described his experience of being aligned to the brand tenet of inclusivity, food and marketing at McDonald’s UK and an early sufferer of coronavirus – nursing with diverse characters and storylines within Ireland, says: “With our restaurants closed, it bones that “felt like they were made of soda authentic and inclusive storylines. This was important to continue to communicate crackers.” However, Hanks also saw an upside resulted in 12 premium placements across with, and engage, our brand fans and in adversity, detailing how his new movie six top-tier broadcast, streaming and feature followers. A drumbeat of consumer content Greyhound would launch as an Apple+ TV film properties that featured diverse casts and across owned and earned media allowed exclusive rather than in theaters. He said that delivered authentic experiences to deliver real us to embrace the outpouring of brand love this alternative was a “savior” that “offers us moments for the popular retailer. For instance, that we felt during closure, with customers the opportunity to have the movie out.” in Mindy Kaling’s hit series, Never Have I Ever, from all walks of life telling us how much they We’ve witnessed a similar adaptability in the Old Navy aligned with Rebecca, an aspiring missed us and enabled us to communicate our new avenues explored by brands. Marketers fashion designer with Down syndrome, reopening plans clearly and consistently. That have looked to integrate their brands into establishing her character as an Old Navy one source of truth meant our customers could entertainment online, across social media employee. In Queer Eye, BEN integrated Old easily find out the latest news, as we worked and streaming services, to reach their Navy in an extensive in-store shopping scene hard to reopen our restaurants slowly and customers and offer moments of relief during featuring inclusive sizing for a woman who safely.” challenging times. had previously struggled to find clothing that Graham-Clare also describes how a test- Examples include Public Records, the fitted her shape. and-learn approach to brand integration Brooklyn music venue and cafe which assembled, at some speed, a merchandise store and 24-hour TV channel, Public Access, to stay connected with the community during “With restaurants closed, we had the time of closure. Meanwhile, British beer brand BrewDog created its online bar, the BrewDog Open Arms, encouraging people to to engage our fans. A drumbeat get together over a beer with digital quizzes, giveaways and live music. of content across owned and earned Established global brands innovated too. Adidas launched its ‘#hometeam’ campaign to inspire consumers, athletes, and artists media allowed us to embrace the to share ways they were staying active and creative at home. Nike, Adidas’ great rival, is renowned for its experimentation with love that we felt during closure.” brand entertainment, and the past few months were no exception. In the immediate The fast food giants have invested in worked for the them: “We couldn’t leave the wake of coronavirus, the brand launched its branded entertainment too. Burger King fans and followers behind on social media, so ‘Play Inside, Play for the World’ campaign, integrated its brand into a comedic country we’ve continued to pivot into engagement-led encouraging people to socially distance, music video directed by Michel Gondry, and content, taking the lessons learnt in lockdown and built on this with entertainment-focused McDonald’s worked with Travis Scott, through with us as we overhaul our social channels and activity including ‘Made to Play’, which a deal with his record label Cactus Jack. The increase activity to digitally drive sales and motivated children around the world to get rapper designed a range of McDonald’s brand engagement.” active. Nike’s ‘Living Room Cup’ then offered a merchandise (from t-shirts and lunchboxes Few brands enjoyed 2020. Yet the Covid- variety of mini-workout challenges, measured right through to a ‘Chicken McNugget body 19 pandemic, and the associated changes against the personal bests of Nike pro pillow’), to connect with millennial and Gen Z in people’s behaviors, undoubtedly inspired athletes including Cristiano Ronaldo and customers. the creation of a new landscape in brand Giannis Antetokounmpo. And the brand’s McDonald’s has invested in entertainment entertainment that will benefit forward-thinking reputation of being at the forefront of product in other markets too – including the UK, marketers for years to come.

THEDRUM.COM 15 CASE STUDY | OLD NAVY IN PARTNERSHIP WITH

BEN secured prime placement spots for Old Navy on Queer Eye. DIVERSE CONTENT FITS OLD NAVY RESULTS

Old Navy set out to align with entertainment episode hero Rahanna. The integration included 8 content that told authentic and inclusive key brand messaging around Old Navy’s diverse character stories to match their new brand messaging. product assortment and inclusive sizing as alignments in By investing in a product placement strategy, Rahanna is a 6ft tall woman who had previously inclusive Old Navy secured partnerships with showrunners struggled to find clothing that fit her shape. 6 storylines and creators that empowered diverse voices The campaign delivered over 36 million in culturally relevant content across multiple impressions in multiple story lines across every platforms. major streaming platform, establishing Old The program began with BEN educating Navy as the go to fashion brand for diverse productions on Old Navy’s brand values while young consumers. crafting in-store and online shopping moments, 36m+ as well as verbal mentions in reference to denim, impressions Old Navy’s priority product line, within storylines. These efforts resulted in 12 premium “Partnering with a diverse placements across six top-tier properties with diverse casts. In Mindy Kaling’s hit series Never group of creators enables Have I Ever, Old Navy aligned with Rebecca, an us to represent the Multiple aspiring fashion designer with Down syndrome, platforms establishing her character as an Old Navy 2 Netflix series breadth of our inclusive 1 Disney+ series employee. 2 CW series In the GLAAD-award winning series Queer community.” 1 feature film Eye, BEN integrated Old Navy in an extensive in- Liat Weingarten, vice-president brand store shopping scene in which Tan France styled communications, Old Navy

THEDRUM.COM 16 CASE STUDY | UBISOFT IN PARTNERSHIP WITH

UBISOFT GETS USERS DANCING TO ITS TUNE

Ubisoft, the developers behind of influencers and the team moved their Instagram Stories and TikTok long-running video game franchise to secure a range of huge TikTok Duets which incorporated gameplay Just Dance, wanted to bring the names with cross-platform followings footage and dances from the game, latest edition of the series to its – including social star Loren Gray. inviting fans to respond with their young target audience. So, where She starred in a TV spot and helped own attempts. Followers recorded better to go than where they live create a mix of Just Dance-themed themselves matching the stars’ online, on TikTok and Instagram? photo and video content that lived on routines move-for-move, meaning With the aim of showcasing the Ubisoft’s owned digital channels. users engaged more deeply with gameplay experience, maximizing Making use of TikTok’s native the content than they might with engagement on the app itself and functionality and penchant for an ad spot. The ‘#JustDanceMoves’ drive overall sales of Just Dance dance crazes, BEN worked with each campaign drove almost 2 billion 2020, BEN’s AI selected an ideal list of the creators to produce videos for views in its first week.

RESULTS

10m+ views across six TikToks

1.1m+ IG impressions

3bn+ views on the TikTok challenge

THEDRUM.COM 17 CASE STUDY | FRITO LAY IN PARTNERSHIP WITH

BEN secured innovative placements for Frito-Lay products across the pop music world. FRITO-LAY’S UNSKIPPABLE MOMENTS RESULTS 77% Frito-Lay sought to bolster top-of- This approach complements our Cheetos, Lay’s, Tostitos, Ruffles and lift in mind awareness for its brands and more traditional advertising, and Smartfood throughout videos from ad recall overcome challenges presented by shores up our branded presence in top artists, including Lizzo, Katy Perry, increasing ad avoidance behaviors ad-free/ad-light environments while Khalid and Lil Nas X. In addition, BEN among its target consumers. also ensuring we are being additive secured placements across multiple Faced with growing adoption of to consumer experience in these top tier streaming platforms including ad avoidance technology and with channels, versus seeking solely to Netflix’s top performing shows, Apple consumers spending increasing disrupt it.” TV+’s Mythic Quest and Little Voice, 46% amounts of time in ad-free/ad-light As part of this effort BEN and premium cable integrations in lift in environments, Frito-Lay partnered developed a product placement the reboot of The L Word and highly favorability with BEN to embed its brands directly program to reach consumers in acclaimed Work in Progress. in-content and create a new form of the non-ad supported media. BEN The campaign also saw success in “unskippable”advertising. targeted productions that mirrored film, with integrations in the highly James Clarke, senior director of the portfolio’s participating brand anticipated sequel Bill and Ted Face media, analytics and CRM at Frito- target demographics and worked the Music. The campaign delivered Lay, says that: “Strategic product closely with key industry contacts, explosive viewership, racking up over 80% placement in content distributed effectively securing a variety of 100 million views. More importantly, lift in purchase across popular streaming services premium integrations within music the campaign delivered impact on consideration has helped further align our brands videos, streaming, premium cable key brand KPIs, including brand with culturally relevant talent and and film. BEN integrated the Frito-Lay recall, purchase consideration, and key moments of situational salience. portfolio of brands including Doritos, favorability scores.

THEDRUM.COM 18 CASE STUDY | CADILLAC XT6 IN PARTNERSHIP WITH

CADILLAC DRIVES AWARENESS WITH INFLUENCER MARKETING

Cadillac’s brand new XT6 nameplate influencers with verified and engaged real estate agent Ryan Serhant, needed to break through the clutter audiences that matched the target who admired the XT6’s style while in the ultra-competitive luxury Cadillac XT6 buyer. BEN’s algorithm exploring the streets of Manhattan, to crossover segment. provided an optimized list of creators the Johnson family, who relished the As it launched its new crossover based on predicted viewership vehicle’s thoughtful features as well model, the brand needed to reach performance and content that fit the as the fact that it could accommodate discerning, sophisticated buyers brand’s image. their growing family, each embodied who want their vehicle to make a With their own unique perspective, Cadillac’s brand positioning from a bold statement while providing that these select influencers then brought different angle. audience with an in-depth look at the the vehicle to life, creating custom The result was a tailored campaign XT6 and its advanced features. BEN content showcasing how the Cadillac that successfully launched this new used its proprietary AI technology XT6 fit seamlessly into every moment model and differentiated the XT6 to filter and identify prominent of their day. Creators from luxury from its fierce competition.

RESULTS

AI powered influencer matching based on brand safety and fit

Exceeded campaign view goal by 227%

90.41% Positive engagement sentiment

BEN’s AI selected a list of creators that would not only perform, but whose audience and personality were the right fit for the Cadillac XT6 brand.

THEDRUM.COM 19 BE ENTERTAINMENT, Not The Interruption Visit BENGroup.com to Learn More

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