The US Open generated 10 million dollars in sales this year alone — through a drink.
The US Open generated 10 million dollars in sales this year alone — through a drink.
📰 NoGood News | Vol. 76
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
TikTok rivals Google search with its new AI summary feature
LinkedIn is finally hopping on the short-form video train
Visualize your audience segmentation with a Creative Media Matrix
How to achieve personalization at scale with a creative media matrix
Ready? Let's get into it.
🤖 TikTok rivals Google search with it’s new AI summary feature
Here’s why TikTok is prioritizing AI summaries over UGC
64% of Gen Z chooses TikTok for search over platforms like Google, reinforcing the desire for quick, informative answers.
To better accommodate users, TikTok is ramping up its search game by testing a more robust search results page.
The new feature is called “search highlights” and will include generative AI summaries powered by ChatGPT.
By taking advantage of user habits developed in-app — such as finding restaurants, TikTok is able to maintain it’s position as a top search engine for younger users.
What do you think of TikTok’s generative AI update?
📹 LinkedIn is finally hopping on the short-form video train
How LinkedIn Video might be the new B2B TikTok
To no one’s surprise, LinkedIn has officially jumped on the short-form video bandwagon with a new beta feature similar to TikTok, Instagram Reels, and YouTube Shorts.
You might be thinking, “We don’t need yet another video platform” but this could be a key lever for B2B marketers looking to expand their advertising strategies into short-form content.
Platforms like Instagram and TikTok don’t provide the appropriate space for B2B content as it tends to lean more consumer/comm driven. This makes LinkedIn the clear choice for B2B creators to grow their online brand and community.
B2B businesses should seize this opportunity as early as possible before the platform becomes oversaturated with creators.
Since the feed displays a mix of content from people you currently follow, as well as content the algorithm thinks you would be interested in, this is a great opportunity to get your brand in front of a new audience.
Top three UGC videos we feel do best on the feed:
Podcast clips: These videos are so successful since they take the most valuable clip from a longer podcast and promote it, making people crave to hear more.
Day in the life vlogs: These videos make you feel like you are getting an inside look at a brand, making you feel more connected to it.
Listicles: Listicle videos are a short list of items that are based on a specific theme. In doing this, the content tends to sneak in the brand and how the brand can provide benefit to the audience.
Head to our blog to learn more about how to incorporate LinkedIn video into your strategy.
📊 Visualize your audience segmentation with a Creative Media Matrix
How to achieve personalization at scale with a creative media matrix
One of the core principles of effective personalization is the testing of different audiences in conjunction with tailored creatives by aligning creatives with the specific interests and behaviors of different audience groups.
For instance, if you have a campaign targeting both fitness enthusiasts and wellness seekers. Your Creative Media Matrix may indicate that a specific color palette and messaging combination resonates well with the fitness audience, leading to a 20% higher conversion rate among 18-24-year-olds.
Meanwhile, a creative set focusing on calm imagery and instructional language might drive a 15% increase in engagement among the wellness segment aged 35-44.
By moving away from a one-size-fits-all approach and embracing audience-specific testing, you can achieve significant improvements in campaign performance.
Head to our blog to learn more about how to create a personalized Creative Media Matrix.
🎙️ Q&A with an expert
A bi-weekly interview series with the best in the game
Q: The US Open is obviously a big event for tennis — but it's a major event for marketing as well. What do you think was one of the biggest marketing takeaways from this year's US Open?
A: You really can't talk about the US Open without mentioning their signature cocktail, the Honey Deuce, which made 10 million dollars in sales this year (that's more than the combined award money for both men’s and women’s divisions). I think this $23 cocktail is truly such a masterclass in social media marketing because even though it was originally created back in 2006, it didn't really blow up until recent years because its fame is so reliant on its social media presence.
With its eye-catching color and tennis-inspired honeydew melon balls, it's a perfectly Instagram-able and therefore almost guaranteed to generate a ton of organic UGC. The US Open has also become such a see-and-be-seen type of event that the Honey Deuce becomes an easy, recognizable way for people to signal online that they had the privilege of attending the event.
Q: Aside from the way it looks, what are some other factors that made the Honey Deuce so successful?
A: Exclusivity and scarcity definitely plays a big part too. You can only buy the drink at the US Open so it's become part of the experience. You can't go to the US Open and not have a honey deuce because you'd be missing out on a once-a-year opportunity. On the flip side, because of this exclusivity, people who can't make it to the US Open are recreating the drinks at home and posting tutorials online, which of course spurs even more online buzz around the drink.
✍️ We wish we wrote this
A curated list of the past 2 weeks’ must-read articles:
How A24’s non-traditional approach to filmmaking led to viral growth
Why less is more when it comes to ranking on Google
The streaming industry is all about ads now — just look at Emily in Paris
👀 Keeping up on the socials
Because we know you like to stay in the know:
Meme culture is coming for traditional marketing
Brands that win with Gen Z all have one thing in common
Capri Sun is not known for it’s juice — it’s known for it’s packaging
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