Marketing and advertising are all about telling your story and reaching your audience in creative ways. Check out some of the latest campaigns and updates you need to know in our Weekly Must Reads.

Disney+ Skyrockets with Massive Marketing Campaign

In case you missed it, more than 10 million people rushed to join the Disney+ craze last week. Clearly, Disney’s months-long marketing campaign paid off, and they’re still just getting started. So far, the media giant has rolled out digital ads, commercials, out-of-home signage and promotions on their many Disney-owned properties. Now, ahead of the holiday season, Disney is partnering with Microsoft on the tech company’s Give Wonder campaign. In a cross-promotion, Microsoft will feature Disney+ content on their new devices in all their retail stores.

Disney will continue marketing the service in stores, offering themed merchandise as well as gift cards for subscriptions. It doesn’t hurt that the launch coincides with two Disney blockbusters hitting theaters, either. See more details about the campaign here: https://www.adweek.com/digital/disney-plus-massive-marketing-campaign-just-getting-started/

Google Local Ads Boost Brands for the Holidays

Thanks to a shorter holiday shopping season this year, we’re starting to see brands experiment with every ad platform available. One of these platforms is Google’s local campaigns, which they recently expanded to support brick-and-mortar businesses. The updated format will allow companies to geotarget mobile users who are nearby and create sponsored “pins” that pop up along their driving route. Brands like Saks Fifth Avenue and Sephora are among the first to test out the new ads after seeing increases in store sales from initial tests last year.

The revamped ad format fits more seamlessly into the Google Maps app, which could drive more foot traffic into stores that have struggled to win customers back from online shopping. Do you think the ads will be a success for brands, or will they simply annoy users? Find out more here: https://www.marketingdive.com/news/saks-sephora-pilot-googles-local-ads-to-drive-store-traffic/567247/

Brands Bet on “OK Boomer”

“OK boomer” has become one of the most controversial memes of the year, but that hasn’t deterred brands from using it in their social strategy. Some companies have used the phrase on social media in hopes of connecting to a younger audience. Others have used it to troll their competitors. Dictionary.com gave a slang definition of the saying, while Natural Light responded “Ok boomer” to Miller Lite’s social media return after a promotional hiatus. Even our hometown Indiana Pacers used the phrase to tease their favorite mascot (whose name just happens to be Boomer).

Though “OK boomer” has been widely adopted by younger Internet users, the targeted Baby Boomers aren’t such big fans. Is it effective for brands to take sides in this meme war, and do you think it really helps them connect to millennial customers? Check out more examples and form your own opinion here: https://adage.com/article/digital/brands-netflix-natural-light-get-ok-boomer-while-hp-feels-its-sting/2214336

Instagram Hides Like Counts in the US

Earlier this year, Instagram announced they would begin testing hidden like counts on their app, much to the disappointment of influencers and teenagers alike. The new format first rolled out last spring in countries like Canada and Brazil. Now, starting this week, Instagram will start testing it with a portion of US users as well. Users will still be able to see how often their own posts have been liked, but the count will be hidden publicly.

According to Instagram, the change is designed to “depressurize” social media for young people. While like counts are an unhealthy way for younger users to gauge popularity, they have also been useful for marketers who use influencers to promote their brands. Instagram stated they were mindful of this problem and have started investigating other ways to indicate engagement rates. Read up on more details about the upcoming changes here: https://www.thedrum.com/news/2019/11/15/instagram-rolls-out-ban-globally