A look at the marketing and advertising insights we’re sharing for the week of May 17th, 2021.
According to eMarketer’s latest report, the number of monetization options available to influencers are quickly growing, some which bring the future of brand sponsorships into question. For example, a new startup called Pietra helps influencers, regardless of following size, launch their own direct-to-consumer merch and product lines.
Why it matters: In 2021, 67.9 percent of US marketers will use influencer marketing for paid or unpaid campaigns, reports eMarketer. As creators increasingly become brands in their own right, marketers must treat them as publishers and focus on finding relevant audiences and building relationships.
On May 17, Gucci launched Gucci Garden, a virtual two-week art installation, on Roblox. The immersive experience features multiple themed rooms that pay homage to Gucci campaigns. After entering a virtual lobby, users’ avatars can view, try on and buy digital Gucci items.
Why it matters: This year, Roblox creators and developers are set to earn $500 million. The metaverse and gaming platform and those like it have provided luxury brands like Gucci a new avenue to reach younger generations. In addition to Roblox, Gucci has appeared on Zepeto, Tennis Clash, The Sims, Genies, Pokémon Go and Animal Crossing.