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Pinterest to host its first global advertisers summit

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Pinterest montage to announce its first summit
Moving to digital: Pinterest to host its first global advertisers summit

Pinterest has announced that it will host its first ever advertiser summit, Pinterest Presents, on March 3rd, 2021.

Hosted for advertisers in key markets including the UK, US, FranceGermanyCanada and Australia, the virtual summit is designed to inspire and spark creativity among its audience and provide marketers with an exclusive look at the company’s latest ad product updates which offer even more opportunities for advertisers on the growing platform.

Pinterest Presents will bring together a range of compelling industry voices, celebrities and inspiring speakers to create an exciting and engaging virtual experience. In addition to CEO Ben Silbermann, global Pinterest speakers will include Andréa Mallard, Chief Marketing Officer, Aya Kanai, Head of Content and Creators Partnerships, and Dan Lurie, Head of Growth and Shopping Product.

To reflect its growing global footprint, Pinterest’s summit will feature customized content and speakers for each market, to give marketers a window onto local audience trends and ad opportunities. Sessions for each country will ignite conversations around diversity and inclusion, sustainability, scaling e-commerce, designing for accessibility, and entrepreneurship. Pinterest Presents country line-up includes:

  • US: Jon Kaplan, Pinterest Chief Revenue Officer will host Walter Frye, Vice President of Global Brand Engagement & Design at American Express and Sarika Sangwan, Pinterest Global Strategy & Financial Services Marketing Lead, who will dive into American Express’support of small businesses. Sinéad Burke, Founder of Tilting the Lens, will be sharing her personal story on how she lives in a world not designed for her and address how accessibility needs to be better integrated in technology. Celestine Maddy, Global Head of Consumer & Brand Marketing at Pinterest will present the Future Trends.
  • UK: Katherine Ryan, Comedian, Actress and Writer will host the UK show and even try her hand at some Pinterest Predicts trends. Elizabeth Day, Journalist and Broadcaster and Karen Blackett OBE, UK Country Manager, WPP and CEO, Group M, will discuss personal and professional stories of positive failure through the lens of inspiration, and Steven Bartlett, Founder of Social Chain will interview Alex Loizou, Founder of Trouva about being an entrepreneur and heading up a challenger brand. Sinéad Burke, Founder of Tilting the Lens, will be sharing her personal story on how she lives in a world not designed for her and address how accessibility needs to be better integrated in technology. Milka Kramer, UK & Ireland Country Manager at Pinterest will present the Future Trends.
  • FranceAnaïs Grangerac, TV Presenter and Pinterest creator will host. Alexandre Mars, serial entrepreneur, philanthropist fund founder will talk to Yannick Bolloré, Havas Group CEO in a fireside chat about entrepreneurship and the future of ecommerce in the advertising industry. Inès Leonarduzzi, CEO of NGO Digital and Emmanuelle Paille, Head of Comms, CSR & Public Affairs at Bel Group will explore what users are expecting from brands today and the impact of the COVID crisis. Adrien BoyerFranceSouthern Europe and Benelux Country Manager at Pinterest will present the Future Trends.
  • Germany: Sascha Vitzthum, SVP Marketing at Home24 and Philipp Westermeyer, OMR Founder, will explore the shop window of the future. Jens Raskop, Head of Digital Marketing at MINI will be interviewed about aspects of reinvention and Maike Abel, Head of Media Communication & Content at Nestlé and Tijen Onaran, Entrepreneur and Author, will be talking about brand reputation and sustainability. Philip Missler, Head of Europe at Pinterest will present the Future Trends.

In addition, celebrated stars from the worlds of fashion and entertainment will be joining the line-up with exclusive advice for marketers. Pinterest will be announcing these special guests to registrants just before the event on March 3rd.

“In the past year, Pinterest’s long-held commitment to being a positive destination for inspiration has become more relevant than ever, and as a global brand, we have the opportunity to lead with our values and shape the future. Our partners and advertisers around the world play an incredible role in shaping this environment, and we’re excited to share our new ad tools and insights to make it easier to connect with our engaged audience around the world.”  – Visha Naul, Director of Business Marketing for Europe at Pinterest

With a focus on accessibility, Pinterest Presents was certified as a DICE-recommended event with the maximum score of 100%, and was created in collaboration with Sinéad Burke, the Founder of Tilting the Lens. Key priorities to ensure access for all include an event invitation with a specific prompt for attendees to confirm their accessibility accommodations, color contrast in the event branding created to give access to attendees who have low-vision, and captions and sign-language interpretation in the UK, US and Canada for those who are deaf or hard of hearing.

Advertisers interested in registering and learning more can visit pinterestpresents.com.

EuroNewsweek is a dynamic news platform featuring lifestyle, sustainability, successful stories, tech, leadership, creative marketing, business, and the unstoppable people behind them.

Marketing

How to successfully work with digital influencers in 2021

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Digital creator filming a video
Influencer Marketing had a great 2020, despite all challenges

Last year, a global pandemic helped shape the way brands and influencers collaborate.

Previously, a content creator with a sizeable number of followers would easily land a new contract based on reach. However, in 2020, several other factors impacted the favoured partnerships for remote content creation.

From being able to produce photos and videos when all studios were forced to shut – reinforcing that influencers are not merely a modern way to distribute marketing messages – to showing more diverse and inclusive casts to represent brands. Influencer Marketing couldn’t have had a better year.

Additionally, in 2020, enter authenticity and timing. These two facts factors, no doubt, helped brands – and consumers – pay closer attention to the conversation in times when, most of us, had plenty of time to spot the genuine companies. We could now identify the companies who truly cared about their supporters, teams, suppliers, and the overall public. Plus, crucially, the ones that didn’t.

We are still in the early stages of a brand-new year. Things can dramatically change over the next 12 months, but we definitely need to consider how, moving forward, to make the most out of creative partnerships.

Here, six professionals with influencer marketing as part of their strategy for this year, share how they intend to successfully collaborate.

 

Find niche influencers

“We have recently doubled our social traffic by creating collaborative content with tech influencers.
When we work with technology leaders who have previously worked with IBM, Microsoft, etc., we include their quotes in our blogs. They are more likely to share the posts they are featured in with their extended network on social media. The main priority for 2021, with regard to growing our social traffic, is to primarily focus on this strategy.”

Eleanor Bennett – Digital Marketing Specialist at www.logit.io

 

Create a collaboration program
“Due to customer buying behaviour changes that have occurred since the pandemic, we have shifted a lot of our marketing budget towards influencer marketing on social media. We also plan to continue to adjust our marketing budget as we go. Most of the time, we give the influencers free products in exchange for a video testimonial/usage and recommendation. We also have a collaboration program, where we get access to influencers’ Facebook page/Instagram page to advertise their generated content. Depending on the influencer, we give $100/month base pay for getting access to their FB page. This approach it makes the content more personalized and gives our brand more reach. We also use a platform called Everflow to set up the offers that influencers can push and give them a 5% revenue share of all sales that they generate through their dedicated links.”

Ashwin Sokke – Co-Founder at vegan beauty brand WOW Skin Science www.buywow.com

 

Don’t ignore newer platforms

“In 2021, we will invest at least 80% of our social media budget into nano- and micro-influencer marketing. We are going to put it at the heart of our social media strategy. Currently, we collaborate with quite a few influencers, but we are planning to increase the number to 100+ collabs/month. We will also grow our presence on TikTok, the platform that we have somehow ignored until now. Hashtag challenges could bring great engagement for our brand.”

Daniel Seeff – CEO at www.footcardigan.com

 

More User Generated Content, please (waiting confirmation)

“It’s been difficult to yield growth on social media as a small business, especially with the current channels becoming so saturated with content, as well as pay-for-play. To cut through the noise, my social media strategy this year is to invest more in influencer collaborations to capitalize on mutually beneficial partnerships. These partnerships will allow us to share more UGC and expand our reach. More storytelling will play a big part, as we have to learn to connect better with people on social media through it – whether it’s behind-the scenes, long-form captions, more appearances from our CEO, etc.”

Lola George – Digital Marketing Specialist at www.overnightflowers.com

 

It’s an influencer’s year

“After two years in business, I noticed a big increase in sales with the onset of the first wave of COVID restrictions early in 2020. Many people were panic shopping and basically just buying anything they felt they might need during an extended home lockdown. Although we had a great year in business, once we started our second lockdown, customers were adopting a more conservative approach to purchases. Subsequently, sales dropped as shoppers aren’t impulse buying to the same degree. Our social media engagement is still healthy, but it hasn’t worked as well as before so we are switching a proportion of our budget to influencer marketing. We believe this is the way forward, because people are at home on their phones, and connecting more with big name influencers who were previously less available.”

Corey Pattakos – Branding consultant for Shopify stores and CEO at www.blkdiamond.com

 

Find influencers passionate about your brand

“We’ve just finished a podcast with influencer Bradley Simmonds (400k Instagram followers), which was a success as he fits our brand image. The days are gone of brands mostly working with influencers with the biggest following. Instead, for an influencer to be effective for your brand, the fit must be perfect. If that means using smaller influencers, then fine. This way, the passion for the brand will come across in the content created by the influencer and your chances of generating sales are greater.”

Miles Branford – Marketing Executive at personal training gym www.intent91.co.uk

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Retailer PrettyLittleThing is the latest brand to use iconic Burj Khalifa for campaign

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Burj Khalifa turned in pink colour for branded launch
Burj Khalifa turned pink to celebrate the company’s Arabic website launch

On Friday, March 19th, UK-based fashion online retailer PrettyLittleThing lit up the world’s tallest building, Burj Khalifa, in pink to celebrate the company’s Arabic website launch and presence within the global fashion scene.

The projection, a snapshot for the long-awaited Spring season, accentuated the historic dimensions of the 829.8 m height building in Dubai, with Towie star Yazmin Oukhellou and Love Island’s Gabby Allen amongst the celebrities joining the celebration, which also included online giveaways.

Framed against the urban tapestry of the cosmopolitan city of Dubai, over the past year the landmark skyscraper has been on the radar of many modern brands to project branded content.

In 2018 the Burj Khalifa was lit to celebrate the release of Marvel’s ‘Avengers: Infinity War’.

With Etihad Airways and Porsche amongst global brands using lightshows in the United Arab Emirates to grab public attention to new products and services, in 2019 Adidas used the building to bring its ‘Run for the Oceans’ campaign to Dubai. And on the same year, leader money transfer service Western Union® turned the Burj Khalifa yellow and black in a light show to launch its mobile app in seven countries across the Middle East. The campaign was led by Austrian-based digital agency RDB and featured radio presenter Maria Maldita and influencers Mohamed Alkhalili and Zainab Al Eqabi as official brand ambassadors to drive the message across social media.

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WPP partners with Google to launch women’s empowerment campaign

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A woman happy with herself
At the heart of the #IamRemarkable initiative is a 90-minute workshop for participants to learn about the importance of self-promotion in their personal and professional lives

British advertising agency WPP announced the global rollout of #IamRemarkable (#IAR), an initiative that empowers women across its network to speak openly about their accomplishments, acknowledge their remarkable attributes and improve their self-promotion skills.

Following a successful pilot with GroupM across EMEA, APAC and the US, WPP will initially launch the Google programme in the US, UK, Hong Kong, India, Spain and South Africa, expanding to more countries throughout the year. As part of the partnership, Google specialists will be training a network of WPP leaders to become facilitators and run #IAR sessions for employees across the company, building a global WPP #IAR community.

At the heart of the #IamRemarkable initiative is a 90-minute workshop for participants to learn about the importance of self-promotion in their personal and professional lives and become equipped with tools to develop this skill.

The sessions are also designed to increase awareness of the hurdles women face in the workplace and beyond, and allies who have the power to help drive the required behaviour change are encouraged to attend.

Lindsay Pattison, Chief Client Officer, WPP, said:“At WPP, we are committed to creating equal opportunities for all. Cultural and gender modesty norms, as well as impostor syndrome, can prevent women in particular from being proud and vocal about their achievements. We are delighted to be partnering with Google on this initiative to break down some of these barriers and empower our people to reach their full potential.”

Matt Brittin, President, EMEA Business & Operations, Google, added:“We’re delighted to be partnering with WPP to roll out #IAmRemarkable across its global network. Finding your voice to speak up on your own behalf is not always easy, particularly if you’re not in the majority. #Iamremarkable has been an incredibly effective and fast way to help so many people grow personally and professionally. This work changes people, and as it grows, it changes organisation culture for the better. Exciting times ahead”

Google’s #IamRemarkable initiative will form part of a broader series of L&D programmes available to women across the WPP network including Fast Forward, Walk the Talk and Elevate, a year-long programme designed for high-potential Black female employees in the US.

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