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sifat
Feb 14, 2022
In Beauty Forum
Wulfric Light-Wilkinson is General Manager EMEA at performance marketing engine Wunderkind. We chatted with Wulfric about how Wunderkind has managed to grow through the pandemic, how performance marketers can adapt to the phasing out of third-party cookies, and the biggest upcoming opportunities for the company. wulfric light wilkinson Image: Wulfric Light-Wilkinson Tell us about your role – what does a typical day look like? A typical day for me is really varied, though a common theme is having a fairly stuffed diary! On any given day I’ll have meetings with the department heads across our Sales, Marketing, Client Success and Talent teams – acting as an escalation point for strategic decisions and providing coaching and guidance to help them meet their objectives. I also act as an executive sponsor for all our clients, joining for milestone review meetings and helping to nurture those stakeholder relationships. As much as possible, I also dedicate a few hours per week to deep work, thinking about our EMEA go-to-market strategy, as well as product innovation and partnership and acquisition opportunities. In between all of this, I carve out time Philippines Photo Editor around work commitments to dedicate to my wife and my one-year-old son Rafe – as well as squeezing in the gym and runs four times a week. You have a background in working for fast-growth businesses including Quill and ForwardPMX – what lessons have you taken into your role at Wunderkind? Both Quill and Forward gave me a really valuable grounding in how to bring exciting propositions to market – and then effectively grow market share and scale high-performing teams. I’d say the biggest learnings I’ve brought with me are: When it comes to motivating teams, having clear KPIs – and accountability for those metrics – is absolutely essential. Everyone needs to feel ownership, and to be clear on how their individual targets contribute towards the overall business goals. At the same time, it’s so important to make sure people feel genuinely valued and celebrated – which is why we’ve launched eNPS at Wunderkind, and a range of people-led initiatives to help make us a top 100 place to work in the UK. It’s vital to have a compelling narrative around any proposition, to inform the go-to-market strategy. At Quill (now Jellyfish), for example, we developed a proprietary auditing framework (the ‘Quill Quality Score’) to help us demonstrate the potential impact of content optimisation to prospects – building that narrative can really help to strengthen a business case. Nine times out of ten, trying to convince a new client to buy a ‘full suite’ of products – especially when the contract value is high, and it’s a considered purchase – is a wasted effort. I swear by the ‘Land and Expand’ model, which is based on the idea of establishing a relationship with a client with one product or service initially, demonstrating the value, and then expanding that relationship out with complementary products that add value over time.
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sifat
Feb 14, 2022
In Beauty Forum
August’s social media roundup includes campaigns from Instagram, TikTok and YouTube as they aim to grow their appeal even further. Meanwhile this month, other well-known brands are focusing on causes such as wellbeing and wildlife trafficking, as well as giving a platform to disabled individuals in the lead up to the Paralympic Games. For a deeper dive into social media platform innovation, head over to The Social Quarterly Report or the Social Media Platform Trends report. Let’s dig in. YouTube – ‘The Shorter Side of YouTube’ With the global rollout of Shorts – YouTube’s answer to TikTok’s short-form video format – the streaming platform has launched a new social campaign to boost its usage, which will run across all major platforms. Titled ‘The Shorter Side of Youtube’, a variety of social-led video content aims to encourage TikTok’s core demographic to give the YouTube’s latest offering a go and to get more creative than ever before. The headline ad demonstrates the numerous ways anyone can drive existing trends, and make new ones, on Shorts. It also features a range of artists including BTS, The Weeknd and Doja Cat, emphasising short-form video’s key connection with music videos and audio, which already account for some of the most popular types of uploads on the wider platform. On YouTube’s official social media accounts, it is taking the campaign one step further by posting weekly curated roundups (named Shorts Reports) of its favourite uploads. These cover everything from viral ASMR videos to crafting tutorials, recipes and magic tricks. TikTok – Entertainment. Now on TikTok TikTok have partnered with entertainer Photo Editing Services duo Ant and Dec for a new ad campaign which sees them travel back in time to relive the evolution of entertainment through the ages. Fans of Ant and Dec will know they have a following of some 3.1 million on TikTok, which combined with their renowned, lifelong comedy prowess makes them well placed to act as ambassadors for the app. The humourous spot sees the pair begin as cavemen, then transition into ancient Roman entertainers and Shakespearean performers, before becoming the stars of a classic black and white slapstick film. Finally, after a quick stop at a TV studio, they reach the present day phenomenon that is the TikTok app, where they perform a viral dance routine. The ad then melds a montage of different videos from some of the platform’s biggest creators to demonstrate the vast range of entertainment available to its users. Instagram – ‘Who we become is yours to make’ This month, Instagram is celebrating creators that are ‘challenging the status quo’, in a new campaign that ‘denounces going back to normal, because normal was never good enough’. The social channel commissioned popular photographer Bella Newman to take portraits of some of Instagram’s most ‘culture-defining’ creators, which have been transformed into engaging, animated GIFs. Under the campaign slogan, ‘Who we become is yours to make’, Instagram’s content aims to inspire its younger users to display their most authentic selves on the platform as they decide who they want to become in the future. Featured creators in this campaign include popular internet personality and barber Aaron Turk (@FatsDaBarber), environmental educator Isaias Hernandez (@QueerBrownVegan) and disabled social activist Emily Barker (@Celestial_Investments) among many others. This comes as part of a much larger effort from Instagram to present itself as a space for authenticity, diversity and inclusivity.
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