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It’s here! John Lewis Christmas Ad released; You can now schedule posts on Instagram; YouTube Shorts available on TV; KFC’s shocking ‘cluck-up’ & more

Welcome to this week’s Digital Discovery – everything you need to know in the world of digital marketing over the last week.

This week includes:

  • Instagram release in-app scheduling
  • YouTube ad frequency settings give more control to advertisers
  • YouTube Shorts now available on the tele
  • BrewDog backlash over World Cup
  • Best ads of the week: John Lewis Christmas ad
  • Remote working banned at Twitter
  • KFC apologises after German Kristallnacht promotion
  • Next acquires Made.com

Finally, we cover some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

Instagram release in-app scheduling

Creators and businesses with a professional account can now take advantage of Instagram’s new in-app post scheduling feature. The new tool allows you to schedule Reels, Photo and Carousel posts up to 75 days in advance.

We can now easily schedule posts without having to rely on third-party tools.

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YouTube ad frequency settings give more control to advertisers

In a “rare move” by Google, advertisers are getting more control over their campaigns with the release of video ad frequency settings.

Advertisers can select the frequency target, and Google will optimise toward maximum unique reach at the frequency goal.

Target frequency is available worldwide to all Google Ads advertisers.

YouTube Shorts now available on the tele

The release should provide YouTube with a significant advantage over competitors, as most smart TVs come with the YouTube app already installed

BrewDog backlash over World Cup

BrewDog has been slammed for launching a “disingenuous” ‘anti-sponsorship’ campaign for the Qatar World Cup, donating profits to charities but continuing to show the tournament.

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Trade union Unite criticised the campaign. Bryan Simpson said “the treatment of workers in Qatar is an international scandal but BrewDog have a cheek saying anything about workers rights when hundreds of their own workers (past and present) signed an open letter detailing a “culture of fear” with workers demanding an apology for “harassing, assaulting, belittling, insulting or gaslighting them”.

Ads of the week:

In last week’s digital marketing post I featured Christmas ads from major supermarkets; ASDA, Sainsbury’s, M&S, Lidl and Morrisons.

It’s no surprise to see that ASDA’s Elf effort is taking an early lead in Christmas effectiveness rankings.

Enter John Lewis. The big one that we’re always waiting.

Released this week, their ad gained the exposure you’d expect making headlines on the BBC  and racking up over 2 million views on YouTube alone in just one day.

It certainly pulled at my heartstrings and raises good awareness of young people in care. What a lovely ad.

John Lewis Christmas Ad |  #TheBeginner

ALDI | #KevinTheCarrot

A nice nod to Home Alone.

Tesco | The Christmas Party |  #StandForJoy

A noticeable nod to the cost-of-living crisis.

Remote working banned at Twitter

A tough stance by Musk.

In his first email to staff, Elon Musk has warned staff at Twitter of “difficult times ahead” as well as banning remote work for all unless he personally approves it.

The new rules are effective immediately and employees are expected to be in the office for at least 40 hours a week.

Prior to Musk’s arrival, Twitter had established a permanent work-from-anywhere arrangement for its workers

KFC apologises after German Kristallnacht promotion

Wow.

Germany takes the 9 November anniversary of Kristallnacht (the night of broken glass) seriously, with numerous memorial events and discussions scheduled to reflect the Nazis’ murder of more than six million Jewish people.

However, an oversight at KFC Germany led to a promotional message to customers in Germany, urging them to commemorate Kristallnacht with cheesy chicken.

KFC explained that the “automated push notification” was “linked to calendars that include national observances”.

Wow.

Next acquires Made.com

Next has acquired the brand, intellectual property and domain names of Made.com, a company once valued at £775m, for just £3.4m.

Key content for next week:

14 November 2022: World Diabetes Day

15 November 2022: Clean Out Your Refrigerator Day

16 November 2022: International Day for Tolerance

17 November 2022: International Students’ Day

19 November 2022: International Men’s Day, World Toilet Day

20 November 2022: World Children’s Day

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

Sources:

https://www.searchenginejournal.com/instagram-lets-users-schedule-posts-reels-in-the-app/470502/

Instagram’s in-app post scheduling tool now available to professional accounts

https://www.instagram.com/p/CkrIB74gb1-/

https://blog.google/products/ads-commerce/a-new-way-to-control-and-optimize-frequency-on-youtube/

https://www.searchenginejournal.com/google-rolls-out-ad-frequency-targeting-for-youtube-campaigns/470790/

https://blog.youtube/news-and-events/youtube-shorts-arrive-on-the-big-screen-design-process/

https://www.searchenginejournal.com/youtube-shorts-now-available-on-tv/470330/

Qatar World Cup: BrewDog slammed for ‘disingenuous’ gesture giving profits to charity

Twitter, BrewDog, Amazon: Everything that matters this morning

John Lewis drops the special effects for purpose-fuelled festive ad

https://www.bbc.co.uk/news/business-63544312

https://www.bloomberg.com/news/articles/2022-11-10/musk-s-first-email-to-twitter-staff-ends-remote-work?leadSource=uverify%20wall

https://www.bbc.co.uk/news/world-europe-63499057

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