Content Marketing Industry News Round Up – June 2018

Pretty regularly the team at Curated Content comes together to deliver you the latest content marketing industry round up. This edition centres on two very different themes: Congratulating brands for their authenticity and freaking out when we can’t tell the difference between a human and a robot influencer on Instagram.

Get Real: When the 19-year-old Brazilian-American model, musical artist, and influencer with over a million Instagram followers, isn’t.

Her name is (or was, at least, when I thought she was real) Miquela Sous and she is – was – awesome. People like Miquela give Instagram a reason to exist. She knew how to pull a chic outfit together, mixed with a collection of real-life influencers, ate in super cool restaurants, attended gallery openings and lived an enviable New York and LA lifestyle. Unconventionally beautiful and fearless, she supported important causes like Black Lives Matter, campaigned for LGBTIQ rights in America and found time to tweet about her allergies playing up. The gap-toothed smile, the freckles, the perfect skin…it was almost too good to be true. Which is exactly what it is, compliments of an LA-based company called Brud comprising a bunch of ‘engineers, storytellers and dreamers’ and um…pranksters, who specialise in artificial intelligence and robotics. Like the Gucci cyborgs (and stars of the brand’s 2018 Fall show) that came before her, Miquela exists, engages with and contributes to a world that used to be reserved for humans. Only she isn’t. Which strangely, doesn’t seem to bother anyone. “Even though you are a robot physically, everything else is human,” wrote one fan. Yes, our role model shero as Perez Hilton describes her, isn’t real –  and even though most people don’t actually realise that, those who do are absolutely OK with that. Not being human seems like an insignificant and unfair grudge to bear against her. Kind of makes you long for the good old days when it was simply a matter of fake news on Facebook, doesn’t it?

– Cath Pope

image source: Miquela, (of course)

Praise for the long overdue disruption of the feminine health industry

Thanks to role models such as Adwoa Aboah speaking up about taboos in relation to feminine health, people are finally starting to open up the conversation on this topic. Unfortunately, the marketing and product development within this category also has a lot of catching up to do.

Thankfully innovative, female-owned brands such as Lola are breaking boundaries in this area and disrupting the feminine hygiene industry. Lola, an American feminine hygiene brand, offers a subscription option to customers and also gives back to women in need who are forced to choose between menstrual products for themselves and essentials for their families.

This lag of innovation carries through to the tech world also. “In the tech world decision makers of all types are mostly men,” explains Flo managing co-founder and chairman Dmitry Gurski. “… only six percent of women are partners of VC firms and 15 percent of executives in Silicon Valley are female.” This, says Gurski, has led to the underdevelopment of feminine care digital projects. The Flo period tracker app has been successful in raising six million dollars worth of funding due to identifying a need for fem tech products and is the first period tracker to use AI to predictably track cycles.

The only way is up for marketing and product development within the feminine health sector and I can only hope this means the death of those awful tv commercials with the blue ink, ‘I can totally relate to those adverts’ Said No Woman. Ever.

– Melissa Hull

Choose your own adventure: the next level

In an age where consumer experience is everything, it’s no big surprise that user-generated narrative has now hit the entertainment sector. So what does this mean for filmgoers?

Twentieth Century Fox has partnered with Kino Industries to provide in-cinema audience control. For the launch of this initiative, Fox has chosen a series of 80’s novels by R.A Montgomery which have many different endings. These titles such as Journey Under The Sea, are now being adapted for the cinema. Using an app, moviegoers will be given the control to decide what the characters’ next move should be, resulting in a myriad of different endings for the films.

The upside is that you get to tell the guy to run down the stairs, not up the stairs when being chased by a monster, and the joy of having this control is palpable.

The downside is that while love is the best thing in the world, it’s equally true to say that life isn’t fair. And by writing our own happy endings are we in fact missing the point when it comes to the magic of storytelling?

– Julie Nguyen

image source: @squishyminnie

Together we Triumph: A bra ad that doesn’t show bras?

Recently, a friend showed me an ad from Triumph and I bloody loved it. We’re in a world where, as women, we’re constantly surrounded by messages telling us what we should look like and how we should act. And as much as I love Victoria’s Secret, I’m never ever going to look like Candice Swanepoel.

The beauty of this Triumph ad is that you don’t know it’s a Triumph ad. You don’t know until the logo shows up at the very end.  As a woman, a bra is such an integral part of my day-to-day, so yes, this ad is a great reflection of how women use Triumph products. But a bra ad without showing cleavage? Don’t think I’ve ever seen it until now. And I love it and wish we had more of it.

– Aimee Bricker 

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