Rafael Schwarz’s Post

State of the Consumer 2024: nine trends that B2C companies should pay attention to. Consumers have continued to defy expectations and behave in atypical ways, keeping consumer goods manufacturers and #retailers on their toes. According to McKinsey & Company there are nine trends shaping the global consumer sector in 2025: 1. Young people in emerging markets as key for future growth 2. Retirees in advanced economies are ready to spend 3. Cost-of-living crisis will continue to put pressure on middle-income consumers 4. Shopper loyalty is in flux as consumers look to new brands and retailers for better value 5. Products with sustainability-related claims will be prefered by younger consumers 6. Consumers all around the world are increasingly interested in wellness products and services 7. Women’s wellness products, as well as on adjacent personal-care categories will thrive 8. In both advanced and emerging markets, people are moving to new urban hotspots 9. Social commerce finally takes flight in the West Do you see any other major trends that will shape consumer good industries in 2025?

Gopuff has struck a multiyear partnership deal with Tom Brady, adding to a larger brand-building push from the ultra-fast delivery company. The National Football League (NFL) legend is curating a new health and wellness category and will aid in the development of future products and content. For Brady, the deal presents an opportunity to promote his own brands to a wider audience, with Gopuff also acting as the official instant delivery partner of Team Brady’s E1 electric powerboat racing team. #retail #delivery

A new report confirms the impact of creators and influencers for brands on TikTok. CreatorIQ’s new report suggests that TikTok is becoming an integral platform for #influencermarketing, with brands prioritizing creator collaborations seeing the biggest success on the platform. Key learnings include: 55% of Tiktok users confirm that #creators help them feel connected to brands 41% of users say creator #content feels authentic, and that authenticity transfers to the brands they represent. 55% of TikTok users say they are more likely to trust brands when they hear about them from #influencers The report also measured earned media value over the last 12-month with Amazon ranking top with a TikTok #EMV of $1.03 billion, followed by the National Basketball Association (NBA), National Football League (NFL), SEPHORA, Fortnite and Barbie. More #creatormarketing trends for the remaining months of 2024 in my own deep-dive article - link attached in the comments below. #socialmedia #socialmediamarketing

What has been the best advertising created by AI so far in 2024? Marketers around the globe are scrambling to understand how #AI can enhance their #advertising strategies and campaigns, hence today I want to share 10 best practices that I have seen during the last 12 months: 🥤 The Coca-Cola Company launched a contest called “Create Real Magic”, inviting users to combine ChatGPT, DALL-E Open Ai and historic Coca-Cola ads to create new works of art. 😴 Calm used Amazon`s Personalize AI system to help users find the right Sleep Stories which increased daily app use by 3.4% 🏸 Nike created an AI generated tennis match between Serena Williams younger self from 1999 and a more modern version of herself from the 2017 Australian Open. 📃 ClickUp was able to enhance their content marketing strategy with the use of AI, publishing over 150 articles to grow their traffic by 85% over the course of 12 months. ☕️ Starbucks created their own AI program called Deep Brew to find the perfect location for new stores, save time with manual tasks like inventory management, and to provide personalized order recommendations for their app as well as for drive-thru windows. 📑 FARFETCH used AI in email marketing to optimize email subject lines and personalize the body of the emails to fit their wide clientele and variety of brands they sell. Through the combination of AI optimization and testing the open rates of their emails increased by 7% and click rate by 25%. 📑 JPMorganChase also used generative AI to rewrite existing marketing copy and to create personalized messages for specific audiences. 🎞 Netflix has incorporated AI to display personalized film and show recommendations to their users, while also using AI to select the right scenes for their thumbnails. 🍩 Ferrero sold 7 million unique Nutella jars with AI generated labels to create exclusive individual experiences for their customers. 🏎 BMW Group launched a new campaign for its iX2 model, featuring AI generated virtual influencer Lil Miquela. 🔧 Meta has begun testing AI generated ads for Facebook with advertisers able to generate text variations, new images and image outcropping to fit different aspect ratios. Are there other AI generated #marketing campaigns that stood out for you in 2024?

What does it take to create value in the intensely competitive retail industry—especially if you’re not a big retailer? McKinsey & Company analysis of 280 publicly traded #retailers reveals that, through bold action and disciplined execution, retailers of all sizes can become high-performing value creators. Their analysis reveals that value creation in the #retail sector tends to correlate with scale (see Walmart, Amazon or Nike). In 2023, the top quartile of retailers by economic profit was ten times larger by revenue than the bottom quartile. Apart from scale, financial outperformers in retail (ie The Home Depot, SEPHORA) tend to excel in 5 #strategy areas: 📈 A well-defined, multipronged growth strategy. 🔧 Technology and the surrounding organization, rewired to outcompete. 👬 Relentless customer focus across value, loyalty, and experience. 📐 Aggressive management of cost structure to boost efficiency while fueling growth. 💰 Upping the game in capital planning and allocation. Retailers aspiring to become—or remain—top-tier value creators should hence ensure that their #leadership teams have aligned answers to the following questions: Do we know where we’ll grow, and is the growth equation realistic? Is our five-year tech and AI road map bold enough? Why would customers continue to choose us over the competition? Can you answer those questions for your organisation?

Instagram will let you make custom #AI chatbots and virtual characters — even ones based on yourself. Meta announced last month that it will offer users a tool called #AIStudio to build virtual characters with custom personalities, traits, and interests—including ones based on their own personalities. If you're a #creator, you'll also be able to have your digital doppelgänger interact with fans in the DMs. The AI Studio usage policy prohibits users from representing real persons other than themselves. It would also place off limits historical persons, religious figures, mass murderers, and so on. Over the past year, Meta has become an #AI success story thanks to its decision to offer powerful versions of its large language model Llama for free. More insights regarding AI powered virtual social media characters in my dedicated deep-dive article - link in the comments below. #socialmedia #creatoreconomy

CeraVe rolls out a new influencer-led campaign tied to a soap opera parody to engage with GenZ audiences. The L'Oréal skincare brand is extending the layered approach to #influencermarketing that recently earned them a Cannes Lions Grand Prix to its latest creator-led campaign. But rather than recruiting hundreds of #influencers to help the brand fabricate an elaborate social media conspiracy as it did for the Super Bowl, CeraVe is tapping a roster of 30 #creators to turn a telenovela parody into a broader lesson in proper facial cleansing. Actress Xochitl Gomez and dermatologist #influencer Dr. Dustin Portela are the main protagonists of the new campaign, that will be rolled out across digital, social and streaming platforms. “By partnering with talented influencers, like board-certified dermatologist Dr. Dustin Portela and Xochitl Gomez, we can effectively reach a #GenZ audience and teach them how to cleanse like a dermatologist, all while maintaining the signature CeraVe humor,” said Melanie Vidal, CeraVe global general manager, in a statement. The influencers enlisted by the brand will create soap opera-worthy content across #socialmedia platforms, reinforcing the messaging about using dermatologically endorsed facial cleansers. Cannes Lions International Festival of Creativity #creatormarketing

3 things employers and senior leaders get wrong about Gen Z. Glassdoor predicts that #GenZ - born between 1997 and 2012 - will overtake baby boomers in the workforce by the end of 2024. This generation is the first true group of digital natives, having been raised in the era of smartphones and #socialmedia, which significantly influences their communication habits, career expectations, and workplace behavior. As such, they are a gifted generation of new workers with inherent technical #skills and a lot of creative ideas. They are passionate about what they believe in, are eager to take action to better their future, and they foster healthy doses of both realism and idealism. Here are three common things we (older generations) all say—and get wrong—about our most #digital savvy generation: 1. "𝗚𝗲𝗻 𝗭 𝗶𝘀 𝘁𝗼𝗼 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆-𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁 𝗮𝗻𝗱 𝗶𝘀 𝗮𝗹𝘄𝗮𝘆𝘀 𝗮𝘁𝘁𝗮𝗰𝗵𝗲𝗱 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗽𝗵𝗼𝗻𝗲𝘀." However, labeling them as overly dependent on technology overlooks their ability to leverage these tools effectively for multitasking and efficient communication. 2. "𝗧𝗵𝗲𝗶𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝘀𝗸𝗶𝗹𝗹𝘀 𝗮𝗿𝗲 𝘂𝗻𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹." While Gen Z prefers texting and social media, it does not mean that they lack the ability to engage in professional, formal communication. 3. “𝗧𝗵𝗲𝘆 𝗻𝗲𝘃𝗲𝗿 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗲𝗻𝗴𝗮𝗴𝗲.” However, this assumption often stems from their comfort with digital platforms, and the communication evolution they’ve grown up with. Understanding Gen Z’s unique characteristics and communication preferences is crucial in today’s diverse workplace. By debunking common assumptions and adapting workplace practices to meet their strengths, organizations can foster a more inclusive and productive environment. #leadership #diversity

What`s the impact of generative AI on marketing strategies and advertising agencies? #GenerativeAI has been at the forefront of conversations in the worlds of marketing and advertising as brands, agencies, tech platforms and ad-tech companies race to develop solutions leveraging this technology. 91% of U.S. #advertising agencies are either currently using (61%) generative artificial intelligence or exploring use cases (30%) for the tech, per a recent survey from Forrester. Respondents identified four key areas of an agency’s ecosystem where #genAI will have significant or very significant impact: how an agency creates content (76%), the agency marketplace (71%), how consumers interact with the work created by an agency (69%) and what content an agency produces for clients (62%). WPP in June unveiled its #genAI Production Studio in collaboration with NVIDIA, to create high-quality visuals; multilingual copy and hyper-realistic videos for advertisers. Production Studio has been piloted by brands including Ford Motor Company and L'Oréal and is now available to all WPP clients. Despite widespread adoption, there remain legal concerns regarding #AI, such as IP ownership, attribution, copyright infringement and delineation of liability. Other concerns include data privacy and security, governance and risk, reliability, accuracy and bias. More insights how TERRITORY is applying #AI in influencer marketing in our new blog post - link attached in the comments below.

Are you already maximizing the opportunities of social media live-streaming in your marketing plans? here are 5 practical tips for marketing teams to get started. #livestreaming has emerged as a powerful instrument for crafting highly personalized and immersive customer experiences. By leveraging the real-time dynamics of livestreaming, brands can engage with their #socialmedia audiences in a way that static posts or prerecorded videos cannot replicate. In attached Forbes Communications Council article, I describe the benefits that livestreaming on social media can offer brands around the globe, as well as 5 practical tips for #marketing teams to get started. Based on hundreds of livestream projects we have implemented at TERRITORY Influence (Bertelsmann Group) we also recommend to invest in #community management and #data capabilities to fully capitalize on the potential of livestreaming. When combined with livestreaming, these capabilities can elevate customer experiences to new heights, enabling personalized engagement on an unprecedented scale. #socialmediamarketing #digitalmarketing https://hubs.la/Q02RZy_X0