1. AI Avatars Go Mainstream
What happened?
AI personas like Virgin Voyage’s JenAI and Meta’s ‘Your Sis Billie‘ are emerging in social media marketing. Platforms like Synthesia are making AI avatars more accessible, signalling a shift towards AI potentially eclipsing human influencers.
How does it work on social?
These AI personas interact in a manner that blurs the line between virtual and reality, challenging the authenticity of digital interactions. AI-driven campaigns, like Cadbury’s use of Shah Rukh Khan’s deepfakes, demonstrate the trend of hyper-personalised advertising.
What caught people’s attention?
The use of AI in roles traditionally held by humans, such as Levi’s AI fashion models, has raised ethical questions. This has sparked discussions about the need for real diversity in AI applications and how AI might either undermine or enhance genuine diversity.
Why is it important for brands?
Brands need to consider the impact of AI on authenticity and ethical implications. Embracing AI in a responsible manner could enhance brand engagement and diversity, offering new avenues for innovative marketing strategies.
2. GIRLvsCANCER: A Lesson in Provocative Messaging
What happened?
The Advertising Standards Authority (ASA) banned a provocative poster by the charity GIRLvsCANCER, featuring a woman’s torso with the text “CANCER WON’T BE THE LAST THING THAT F*CKS ME”. This was part of a wider campaign designed to de-stigmatise conversations around sex and cancer.
How does it work on social?
The campaign’s bold and unorthodox approach stirred conversations on social media, illustrating the power of provocative content in engaging audiences. The controversy around the ban amplified the campaign’s reach, sparking widespread discussion.
What caught people’s attention?
The direct and unapologetic language challenged conventional norms around discussing cancer, distinguishing it from other health-related campaigns.
Why is it important for brands?
The success of this campaign acts as a warning about the fine line between being edgy and offending audiences, especially in untargeted public spaces. It’s a reminder of the balance brands must maintain between being bold and being sensitive to public perception, especially in untargeted mediums where the audience includes children.
3. The Backlash of Stanley Cups
What happened?
The Stanley Quencher cup went from outdoor staple to social media icon. This was heavily influenced by TikTok’s #WaterTok trend and after a feature in the New York Times, led to a dramatic increase in sales from an average of $70 million annually to over $750 million. However, the trend faced backlash for promoting overconsumption, as people collected multiple cups, contradicting the eco-friendly ethos.
How does it work on social?
The cup gained popularity for its practical design and vibrant colour range. Social sharing of personal collections and customisations created a buzz, but also drew criticism for encouraging consumers to purchase more than they need, highlighting issues of sustainability.
What caught people’s attention?
Its transformation from a traditionally masculine brand to a ‘sisterhood’ item among female influencers, highlighting the variety of colours plus accessories sparked a trend of collecting them contributed to its widespread attention.
Why is it important for brands?
The phenomenon shows the impact of influencer marketing and the power of social media in rapidly scaling a brand. It also serves as a cautionary tale for brands to consider the sustainability and ethical implications of their marketing strategies, as public perception can quickly change from adoration to criticism.
