WEEKLY WAVES - W/C 26.07.21

From the power of squad marketing to brands finally understanding the importance of tailored cultural marketing, here are the headlines making waves this week.

The rise of the beauty squad

Sephora has been leading the way in leveraging the power of “Squad marketing” - A unique approach to talent scouting and development that entices influencers with long term partnerships, mentoring, gifts and exposure.

Community-based marketing

Diaspora marketing has been growing, as marketers realise that the same cookie-cutter approach cannot work for all consumer categories and even geographies. This inspired the launch of “The Muslim Intel Lab: a new data and insights hub, with the idea of helping brands to explore and understand the needs, aspirations, and behaviours of Muslim consumers.

Collaborative Instagram

Collaborating is a huge part of how people connect on Instagram. To make that easier, Instagram is testing a new way for people to co-author Feed Posts and Reels, called Collab.

Consumers spend confidence

As the majority of lockdown restrictions have now been lifted in the UK, consumer spend has risen higher than pre-pandemic levels.

Marketers optimistic for the industry post-pandemic

As many as 71% of marketers believe that the COVID-19 pandemic has positively affected perceptions of their brands, according to a new report from the Chartered Institute of Marketing (CIM)

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