Magnet #13

Welcome to another week of Magnet. If you like cats, read on.

 Enjoy.

 YouTube Shorts

YouTube has begun a one of its biggest brand campaigns ever. It’s a global campaign, pushing into a fresher, larger market by focusing more on Gen-Z fans and creators. The company launched the campaign by introducing the world to the “shorter side of YouTube”, YouTube Shorts.

YouTube says YouTube Shorts are available in 100 countries, and the campaign stars some of the biggest artists in the world, attracting the audience to its new mobile first, short form content.

YouTube Shorts is their answer to TikTok, and a direct attempt to lure Gen Z to the google-owned platform.

The campaign is running on YouTube and YouTube TV as well, and strategically, the campaign will also run on the competitor social platforms such as Twitter, Facebook , and TikTok. All the artists featured in the campaigns  are sharing their own Shorts.

Campaigns: WHISKAS Purr More

Purr More, the new global platform created by AMV BBDO for WHISKAS launched this week, and it features a suite of content created with music that is scientifically proven to appeal to cats. Each asset of the campaign contains a unique brand mnemonic precisely designed to appeal to cats and make them purr more. It includes, among other things, a playlist to de-stress cats available for free on leading music streaming platforms and used at veterinary clinics and shelters around the world, films from Bafta-winning animator and director Nina Gantz, original Cat Music created by “animal composer” David Teie.

The campaign is all supported by a strong social media strategy that will target cat parents on the main platforms.

This is a clever marketing tactic for a long standing cat food brand- instead of appealing just to owners, WHISKAS is appealing to the cats themselves. And when cats want something, they’re usually noisy about it!

Data: ITV Hub’s biggest month

July 2021 was ITV Hub’s most successful month ever on record, with 93.3 million consumption hours viewed (a 221% increase on the previous year) and a record number of monthly active users (a 119% year-on-year increase). There were also 219m live streams throughout the month.

It was also good news for ITV Hub+, the ad-free subscription version of ITV Hub, reached 567,000 subscribers in July - its biggest subscriber number ever and a 16% year-on-year increase.

The return of Love Island for the first time since early 2020, the UEFA Euro 2020 final, plus both Emmerdale and Coronation Street debuting the week’s episodes as a boxset on ITV Hub during the football, has meant that the service has drawn the biggest number of active users, and viewers are watching for longer with a record number of consumption hours.