Searching for the top marketing and advertising stories this week? Look no further. Check out our weekly must-reads for the news you need to know.

John Lewis’ Tearjerker Holiday Ad

In a new holiday advertisement, British department store John Lewis & Partners gives a heartwarming look into Elton John’s life and relationship with music through the years. Beginning in present day, we see John’s life in reverse, all the way back to age three when he receives his first piano as a Christmas present.

In addition to featuring one of the world’s most beloved musicians, the ad highlights how one gift can touch someone’s life forever. What all that has to do with John Lewis, some critics aren’t sure, but the campaign is certainly capturing Elton John fans’ hearts on social media. Watch it here: https://www.today.com/popculture/elton-john-stars-new-tearjerking-holiday-ad-john-lewis-partners-t142230

The Rise of the Nanoinfluencers

Social media marketing has evolved yet again. The latest trend for brands is partnering with “nanoinfluencers,” or social media accounts with as few as 1,000 followers. Nanoinfluencers are essentially ordinary social media users who have a slightly above-average following. They’re being targeted by advertisers because they have higher engagement rates and a less expensive price tag.

Nanoinfluencers are growing in popularity with brands as the biggest influencers get bigger and their market becomes more saturated. Accounts with millions of followers have started to lose their relatable factor that set them apart from celebrities, while nanoinfluencers can still reach their followers on a more personal level. Do you think this strategy will pay off for brands? Check out the full article here: https://www.nytimes.com/2018/11/11/business/media/nanoinfluencers-instagram-influencers.html

Instagram Launches New Shopping Features

On Thursday, Instagram debuted three new e-commerce features in their app just in time for the biggest shopping weekend of the year. The three updates include a collection tab for users to save products that are tagged in posts or stories, a feature to shop within videos, and a shopping tab on business pages.

These new tools come in response to consumers increased desire to make purchases via social media; Instagram Product Manager Layla Amjadi says, “People consistently cite that one of their favorite things to do on Instagram is shop.” Is Instagram useful for your online shopping, or do you prefer going the traditional website route? Find out more here: https://www.adweek.com/digital/instagram-rolls-out-3-new-features-to-make-shopping-even-easier/

Soda Stream Calls out Coca-Cola

In a new video campaign launched last week, PepsiCo-acquired SodaStream imitates Coca-Cola’s iconic “Hilltop” commercial to highlight the damage caused by single-use plastic bottles. The ad features a singing choir of people and animals standing atop an island of discarded plastic bottles, while corporate executives celebrate the sales of their “Litter” water bottles.

The video is the latest sign of tension between the two soda brands, as both companies have released advertisements targeted at each other for years. This campaign is especially timely as it comes on the wave of increased awareness of plastic pollution; cities and companies across the country continue to ban plastic straws. Watch the ad here: https://www.marketingdive.com/news/sodastream-mimics-iconic-coke-ad-while-stressing-plastic-pollution-problem/542179/