Welcome back to The Shoppe! This week we’re talking about the B2B shift to digital ad spend, Tiffany & Co.’s “Not Your Mother's Tiffany” campaign, TikTok’s first video software partnership, and more! Don’t forget to subscribe so you can be notified every time we post!

The B2B Shift to Digital Ad Spend 

According to eMarketer’s US B2B Advertising Forecast ‘21, a surge of dollars is now being directed towards mobile and display advertising, straying away from traditional B2B advertising as we knew it. Last year, traditional B2B ad spending (TV, print, radio and outdoor) plummeted by 10% which took five years, previously, to see the sector shrink by roughly that level. By 2023, nearly half of the $30.6 billion being spent on B2B advertising will be digital and for the first time, over half of the B2B marketers’ digital spend will be focused on phones and tablets versus non-mobile (laptops, desktops, etc.) devices. Additionally, display advertising is expected to sprint past search advertising and marketers are expected to spend $5.09 billion on display advertising this year (up 32.6%). In 2023, this number is projected to be the largest area of ad spend. Click here to learn more about how the marketing mix is changing significantly. 

Tiffany & Co.’s Recent Campaign Backfire

The luxury jewelry brand, Tiffany & Co., rolled out a new campaign called “Not Your Mother’s Tiffany” that caused a bit of a stir. The campaign’s advertising, which features posters of young, edgy-looking models with the words “Not Your Mother's Tiffany,” are plastered all over LA and New York. Over the course of the last few years, Tiffany has been attempting to resonate with younger consumers, which is exactly what this campaign was trying to do. However, these ads did not go over well with some of the more traditionalist parts of the public. As entrepreneur Rachel ten Brink put it: “Dissing your current customers won’t make new ones love you.” Most view this campaign as a flop, as they feel Tiffany is tossing one generation away in favor of another and trying to desperately prove that the brand is not old-fashioned. On the other hand, some have argued the campaign was successful. Ryan Jordan, executive creative director at IMRE, pointed out that “some mothers may also be looking to identify with a younger feeling brand or campaign—the opinion is personal at an individual level.” It will be interesting to see how this campaign plays out for the iconic company…only time will tell!

TikTok’s First Video Software Partnership

Vimeo has just recently joined TikTok Marketing Partners, a group of specialist companies that create, implement, and measure TikTok ad campaigns. This partnership gives small and medium businesses access to Vimeo’s suite of video creation tools while, at the same time, allowing them to utilize TikTok’s broad user base. Pre-release tests revealed how participants would be able to double the number of videos created and receive a 50% increase in clickthrough rates, compared to previous campaigns on other platforms. Ahead of the launch, Vimeo and TikTok invited small businesses to try Vimeo Create to advertise on TikTok for the first time. Over 85% of participants reported back with successful campaign results and plan to continue with additional TikTok campaigns. Annya White-Brown, CEO of NaturalAnnie Essentials, said: “We’ve saved thousands of dollars, the stress of shipping candles to a production studio, and lots of headaches by using Vimeo for our TikTok ads.” TikTok and Vimeo plan on finding more ways to join forces to help SMBs succeed through video. 

Cheetos is Leaving Their Mark

In an attempt to give its tie-up with Bad Bunny and Adidas a more exclusive feel, Cheetos is installing forward-looking technology. 100 consumers will be allowed early access to a leisurewear capsule collection through the Cheetle iD detector, an eCommerce experience that asks website visitors to post a picture of their Cheeto dust covered fingers (“Cheetle”) in order to get a sneak peek and make purchases. For anyone that missed out on the early-access window for the Adidas leisurewear line, can enter a larger drawing on the Ntwrk app before the collection goes live in early August. Cheetos experimenting with platforms such as Ntwrk and the Cheetle iD finger-scanning reveals how packaged goods marketers are making bigger direct-to-consumer (DTC) bets as shopping continues to shift to mobile and digital channels. As the pandemic alters consumer habits, PepsiCo, Frito-Lay’s parent organization, has started to invest more heavily in eCommerce.