Magnet #14

Welcome to another week of Magnet, made extra exciting because it’s the beginning of the bank holiday weekend!

 

Doubly enjoy, everyone.

Social media: TikTok teams up with Shopify

Shopify, the e-commerce platform, claims that between February 2020 and February 2021, installs across Shopify’s existing social commerce channels increased by 76%.

With the pandemic challenges persisting and going back to normal coming any time soon, social commerce will continue to be a driver of growth essential to the industry for the foreseeable future.

But with this growth, who better to team up with than another fast growing platform? You guessed it- Tiktok.

TikTok Shopping, was announced earlier this week, making Shopify the first commerce platform to link with the quickly  growing social video network. This partnership boosts the social commerce landscape, a market projected to bring in up to $36 billion in revenue this year in the U.S. alone.

“By enabling new in-app shopping experiences and product discovery on TikTok for the first time, Shopify is powering the creator economy on one of the fastest-growing social and entertainment platforms in the world,” said Shopify President Harley Finkelstein in a statement. “We are excited to help this next generation of entrepreneurs connect with their audiences in more ways, with TikTok as a visionary partner.”

The new in-app shopping experience will let Shopify merchants connect with their TikTok profiles to create a mini-storefront for consumers, but not only this- While the TikTok Shopping experience provides a new channel for Shopify merchants to sell, it also gives creators an opportunity to monetize their own content on TikTok.

Product links in TikTok Shopping will also be available to tag products in organic TikTok posts, enabling any video watcher to shop directly from the platform.

One of the first businesses that will participate in TikTok Shopping is Kylie Cosmetics, a social-driven e-commerce beauty line started by Kylie Jenner.

In order to meet customers where they are, digital marketers are now  trying to close the distance between social content and buying. Social media platforms like TikTok are where consumers are exposed to new products through discovery and “authentic” pitches by influencers. The TikTok Shopping experience will allow marketers to close the gap even further on a platform with hundreds of millions of active users.

Campaigns- Pop ups!

There have been some very clever pop-up OOH campaigns in London these past couple of weeks. Here’s some highlights:

Depaul UK

The UK youth homeless charity opened ‘Beyond a Bed’ – a temporary store in London Croydon’s Centrale shopping centre-  to demonstrate that a bed on its own is not enough to help young people escape homelessness.

Developed in partnership with creative agency Publicis•Poke, it is fitted out like a commercial bed store but tells the real-life stories of young people helped by Depaul UK.

Visitors to the store will see how Rachel, Chris, Joe, Charlotte, Amelia and Daniel needed more than a bed for the night to escape homelessness and rebuild their lives. Their stories illustrate Depaul UK’s support which includes services including education and careers guidance, mental health counselling and family mediation.

McDonald's

The fast food chain is serving up McFlurry’s from a "walk-thru" billboard on London's South Bank.

McFlurry fans who passed by the Builder's Yard under Hungerford Bridge can collect the free treat from a hatch on the interactive sign.Through the built-in service window, consumers received a McFlurry made with vanilla ice cream and Oreo toppings. 

Leo Burnett London worked in partnership with OMD and Talon to deliver the activation, which is also part of the ongoing "Fancy a McDonald's?" brand platform.

Bacardi                                       

Bacardi gets frozen cocktails flowing from Thames-side pop-up, and the drinks are dispensed from OOH-style billboard.

They’re making the campaign more interactive by offering the chance for people to vote on their favourite cocktail flavours with a chance to win 10 more free drinks!

 

Jägermeister UK

Jägermeister UK opened its first Jäger coffee shop to celebrate the launch of its new Cold Brew Coffee Liqueur product.

The Coffee Haus pop-up store served complimentary drinks from Caravan Coffee Roasters on a first come, first served basis. Visitors are given a sample-size Jägermeister Cold Brew Coffee Liqueur bottle to take away as part of a goodie bag. They are also able to use a dispensing billboard, which has been giving away free takeaway bags of Caravan Coffee Roasters coffee beans.

These pop-ups are an innovative and still safe way to hand out new products, and what’s even better is that they’re interactive and on a consumer’s daily journey.