This week, many of the latest marketing campaigns are focusing on hope, playfulness and future innovations to reflect the country’s encouraging COVID-19 numbers. Dive into the stories you need to know in our Weekly Must Reads.

Taylor’s Version (of Marketing)

Last week, Taylor Swift released her highly-anticipated re-recording of her first Grammy-winning album, Fearless (Taylor’s Version). In the past, Swift and other artists have relied heavily on hit singles and traditional media to spread the word about their new albums. This time around, the singer has gone noticeably more digital and native with her marketing strategy. First, Swift recruited up-and-coming stars Olivia Rodrigo and Conan Gray to release small snippets of some re-released songs on their TikTok and Instagram accounts. Then, the day before the album dropped, she also released s\short clips on Snapchat, Tumblr and Twitter Spaces.

This marketing strategy reflects changes happening throughout the entire music industry. As more listeners are frequently turning to streaming services and video social media platforms, artists are starting to tailor their music and release strategies to appeal to the users who will help their work go viral. Find out more about the launch of Fearless (Taylor’s Version) here: https://www.billboard.com/articles/columns/pop/9553262/taylor-swift-olivia-rodrigo-conan-gray-share-clips-fearless

Google Hits the Backspace on Pandemic Searches

Few brands can create straightforward yet moving commercials as brilliantly as Google. Typically, the brand saves these kinds of ads for big moments, like the Superbowl or New Year’s Eve. However, with growing numbers of Americans receiving their COVID-19 vaccinations, Google made an exception and released a one-minute video showing quarantine-era searches slowly moving back toward normalcy. A search for “sweat pants” is shortened to simply “pants,” movie theater Google listings are switched from “temporarily closed” to “open,” and calendar events lose their “virtual” qualifiers.

The ad closes with a short message, “Get back to what you love,” with a clear underlying message encouraging vaccinations. Other brands, including Walgreens and Pfizer, have also used pre-pandemic imagery to promote the vaccine. We expect even more brands to follow suit in the coming months. Check out the ad here: https://adage.com/creativity/work/googles-covid-19-vaccine-ad-says-farewell-virtual-lockdown-and-more/2326366

Walmart’s Successful Pandemic Strategies

Many stores were forced to change their marketing strategies when the pandemic began last year, and Walmart, the largest retailer in the US, was no exception. Within weeks, the company pivoted their experiential-heavy marketing plans to virtual and social-distanced experiences. Walmart turned its mobile app into an engaging game platform for parents and kids, while the brand also physically transformed select store parking lots into drive-in movie theaters last summer.

Though the need for social distancing may soon come to an end, some pandemic-era marketing tactics are likely to stick around. For example, as demand spiked in certain locations for out-of-stock items, Walmart learned to quickly shift its paid media strategy to funnel spending to the areas that could handle the peaks in traffic. This approach helped Walmart capitalize on consumer interest without overwhelming their system. Learn more about the marketing strategies that may stick around even after the threat of COVID-19 has passed here: https://www.marketingdive.com/news/for-walmart-some-pandemic-related-marketing-changes-will-endure-longer-tha/597919/

The Rock’s Got Your Guac

Guac on The Rock, anyone? To promote his new tequila brand Teremana, Dwayne “The Rock” Johnson has pledged to Venmo $10 to anyone who orders both a Teremana drink and guacamole at a bar or restaurant. The promotion will run between May 1 and Cinco de Mayo. All customers have to do is submit their receipt via guacontherock.com, and Johnson will send back the cost of their guacamole until his total reaches $1 million.

Through this campaign, Johnson aims to both support restaurants that have been hit hard during the pandemic and encourage more people to try his brand of small-batch tequila, which was launched last March. With vaccinations and overall consumer hope on the rise, this fun and light-hearted promotion couldn’t come at a better time. Read more about The Rock’s strategy here: https://www.adweek.com/brand-marketing/if-you-order-his-tequila-at-a-restaurant-dwayne-the-rock-johnson-will-cover-your-guac/?itm_source=parsely-api