What do LVMH, Rihanna, Google and TikTok have in common? Stories of Mobile Madness – Episode 2

Stories Of Mobile Madness 3 min read
Why you need to understand TikTok

TL;DR

  • TikTok is harnessing the power of user-generated content for everyone from Calvin Klein to Bayern Munich FC.
  • AMP stories are no longer Google’s Easter Eggs - Tappable show you how it’s done.
  • Rihanna’s first luxury collection with LVMH is showing how the singer is again tearing up the rule book for luxury fashion.
  • Democracy might die in darkness, but The Washington Post is opening up its platform to publishers across the web.
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TIKTOK ARE CHANGING THE WAY COMPANIES SELL

Even though TikTok is currently an ad-free platform! Notable brands are using the video-sharing app in order to drive sales and awareness for various products and services. Most recently, Liverpool FC and the United Nations have joined the social network, hoping to enjoy some of the benefits of previous big names.

The site fundamentally harnesses the power of user-generated content in order to drive awareness and enthusiasm for their products. Brands who have seen this work particularly well for them include Calvin Klein with their “My Calvins” campaign. The hashtag challenges asked users to upload content similar to that of their celebrity counterparts Shawn Mendes, Kendall Jenner, and A$AP Rocky, using the ‘Duet’ Feature.

It was an overwhelming success - in fact, it was so big that some metrics have suggested it to be ten times more effective than the 2015 Justin Bieber My Calvins drive. Whether or not TikTok will continue to go from strength to strength - or if they will choose to formally introduce advertising - is currently up in the air, but what is in no doubt is that TikTok is currently the undisputed king of content.

AMP STORIES ARE TAKING OVER GOOGLE - HERE’S HOW

Finding AMP Stories on Google is trickier than it sounds! With some people having compared it to an Easter Egg hunt.

Not for much longer.

At the AMP Conference in Tokyo and at Google I/O, an announcement was made! Google will alter when, and how, we see AMP content, over several verticals including travel and television series.

If you’re interested in seeing how you can get involved in AMP stories and ride the head of this wave, take a look at what’s possible with Tappable and sign up to the early access list.

FENTY IS SHAKING UP THE WAY THINGS ARE DONE AT LVMH

The startling partnership between Fenty and LVMH is perhaps most notable because of the price point that the items will be retailing at. Renowned for its high-value goods and higher value price tags, LMVH are launching the Fenty capsule Items for between 200 and 1200 EUR.

Fenty will essentially be an online brand targeted at "new" luxury buyers. And when it comes to having the Instagram sway for this, and has potentially 70 million reasons that LVMH are investing in this.

However, the partnership is also interesting because it's changing the way that luxury fashion interacts with its potential audience. Instagram has fundamentally changed the luxury fashion paradigm, and is now making itself at home on a mobile social media platform.

WAPO TAKES ON FACEBOOK AND GOOGLE AT THEIR OWN GAME

This might be an affront that Facebook feels personally. The Washington Post is taking on Facebook and Google as they develop their new platform, Zeus.

With 175 customers globally on their Arc CMS system, they are now opening up their Zeus programmatic ad platform to publishers across the web.

This is a great opportunity for the print medium to generate a new source of income, but it’s got longer lasting repercussions. Ultimately Zeus will establish a new community of publishers with a common interest and a shared technology, which is a direct shot against Facebook and Google’s closed platforms.

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