Bullseye Buzz: This Changes Everything

Bullseye Strategy Special Correspondent

It’s just another typical week in digital marketing news, and by that mean we mean EVERYTHING AS WE KNOW IT HAS COMPLETELY CHANGED. Influencer marketing has started a new chapter in which creators do not constantly name-drop the products sponsoring their livelihoods. YouTube has discovered a previously untapped moment for serving app ads (and we naively thought all possible moments for advertising had been claimed!) Meanwhile, programmatic Disney advertising has become as easy to purchase as waving a wand and saying, bippity-boppity-boo.

Influencer Marketing Goes Beyond the #Ad

Brita partnered with Photoshop on an influencer marketing campaign that did not feature a single Brita product. Instead, the influencers used Photoshop to add images of trash to their beautiful travel photos, along with the hashtag #NoFilterNoFuture, to convey what our world will look like if we continue to rely on disposable plastic bottles for our hydration instead of….say…a Brita water filter. This significantly more subtle approach to brand sponsorship elicited brand love for both Photoshop (because the photographic trickery was made possible with this app) and Brita (for not adding to the landfill problem) without a single product placement shot.