Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Unwrapping how Old Navy is going viral, unintentionally?
Trending Research:
Learning how mattress brands spent $136M in H1 2022 with an average CPM of $10
#MarketingTwitter
Diving into three Tweets about how to write copy like Apple, trending social media platforms post-Twitter chaos and the rise of the Stanley tumbler
THE ORGANIC (TIKTOK) RISE OF OLD NAVY
Intentional or not, Old Navy is seeing a bigger comeback than anyone would have ever expected.
Being announced as the "Land of the Dupes", Old Navy has seen significant organic traffic on TikTok from creators gushing about their affordable dupes for major brands like Aritzia, Lululemon and Skims.
From November 14th to November 15th, the number of videos using the Old Navy hashtag jumped from 15K to 51K, that's a +240% increase.
In March 2022, video views on the #oldnavy tag were sitting around 202M views but have increased +117% to 439M views in November 2022.
The weird part? Old Navy's TikTok following only increased by +21% from 61K to 74K at the same time.
Regardless, Old Navy is doing something right, there's no doubt about that. While it's not converting to owned media just yet, it is converting to sales.
To avoid being a short-term trend, the brand may need to step up and look into ways to bring a content creator on their team to address the community that is hyping them up so much right now.
The point? Pay attention to what your customers are saying about you online. Content ideas may be festering right in front of you.
Create a FREE account or log into your account to access our free research highlighted below!
HOW MATTRESS BRANDS SPENT $136M IN DIGITAL ADS IN H1 2022 WITH A CPM OF $10
FURNITURE & HOME GOODS
From January 2022 to June 2022, companies in the competitive set decreased their digital advertising spend by -11% from Q1 to Q2. January 2022 saw the highest ad spend at $27M and March 2022 saw the lowest ad spend at $18M.
Key Takeaways
Channel Identification
Brands allocated 26% of their total ad budget to OTT ads and 18% to Paid Search ads.
Twitter saw the highest increase (+5,434%) followed by Instagram ads (+12%) from Q1 to Q2 2022.
Display ads saw the lowest average CPM at $3.1.
Advertising Trends
From January 2022 to June 2022, the competitive set decreased advertising spending by -11%.
OTT had the highest advertising budget in the competitive set at $35.2M.
Only OTT, Search, YouTube, Display Images, and Display Videos saw a decrease in spend from Q1 to Q2 2022.
Ashley Furniture saw the highest advertising spend at $49.7M.
Ad Creatives
Ashley Furniture aims to link the importance of building a comfortable home with the perfect pieces.
Purple focuses on brand awareness ads that highlight the internal structure and science behind their product.
Sleep Number creates ads linking the benefits of sleep and biometric data for users to athletic performance.
Mattress Firm uses Snapchat to reach and help customers struggling with sleeping in or bad nights.
It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.
-2.png?upscale=true&width=1160&upscale=true&name=newsletter_header%20(1)-2.png)
