Scott Madden

It’s incredible to see Kingdom of Essentia hit 600k visits and 16.1 minutes average playtime in just four days. 🚀 That’s some pretty impressive numbers, and it’s a real testament to what can happen when a brand genuinely speaks to its audience and builds something meaningful. Roblox offers a chance to create, connect, and collaborate with fans. But the thing is, it only works when it’s done authentically. That authenticity Comes from working closely with people who know the brand intimately (in our case this is Sara Apaza at Essence cosnova) and understand how to utilise the platform. Brands often talk about “building community” or “creating engagement,” but true success on platforms like Roblox doesn’t come from slapping a logo onto a virtual world. It comes from investing in the fan experience, listening to the community, and offering value that feels real. It’s about creating places people want to be, not just pushing products. That’s why successful executions focus on: ✅️ Community-first experiences: Fans don’t just play… they belong. ✅️ Genuine storytelling: A compelling world speaks louder than any ad. ✅️ Collaboration: Inviting fans to co-create builds loyalty that money can’t buy. When done right, Roblox becomes a bridge between brands and their audience. It’s where longer lasting brand x audience relationships are built and worlds come to life. Jung von Matt NERD | ALFR3D | web3 fulfillment solutions #Essence #essentia #roblox #nerd #gaming

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Kicking off LA Toy Week with an article in the The Toy Book called "Toying with TikTok" where I give 6 tips for toy & game brands who want to win on TikTok. Thanks to James Zahn and team for the soapbox! 1. Maximize TikTok Ads From Spark ads with creators to branded showcases and shopping ads, it won’t break the bank to run tests on what works best for your products. 2. UGC > Branded Content Stop overthinking the production value of your videos! Traditionally, UGC earns 6x more views than branded content. 3. Select the Right Content Creators It’s okay if they don’t have an extensive fan base; you can add paid media to sponsor their content and increase traffic. 4. Trend Participation: Selective participation in the right trends helps build a strong brand personality rather than seeming desperate or confusing. 5. Plan and Analyze: Your strategy is only as good as the data behind it. Thankfully TikTok has a ton of great anayltic tools. 6. Don’t Wait: As the holiday season approaches, NOW is the time to get your brand started on TikTok Shop! #latoypreview #tiktokmarketing #tiktokshop Read the full article here: https://lnkd.in/g3FxF5mW

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The Twitch Adpocalypse, League of Legends Finals breaks records, and Stream Hatchet's Q3 Live-streaming Trends Report. This and more in today's edition of Private Lobby, our 50th issue! This Week's Rundown ⬇️ • The Twitch Adpocalypse 💰 • Q3 Live-Streaming Trends Report 🎥 • League of Legends Finals Breaks Records 🏆 A Closer Look 🔎 "Over the past few weeks, multiple Twitch streamers have come out stating that they’re seeing a significant drop off in ad revenue. TheStockGuy notes his revenue being down 95% recently. The rumors are that multiple advertisers have begun pulling advertising from the website. Many have started calling it the ‘Twitch adpocalypse’. No official statements have come out from Twitch or any specific advertisers; however, the buzz on social media is that this issue stems from Twitch’s moderation policy or lack thereof." Catch the rest of the article and check out our other stories in today's newsletter — Don't miss it 💌 subscribe at privatelobby (dot) gg! #twitch #gaming #esports #marketing

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I will be in Vegas next month for the licensing expo (my first time attending) so would love to catch up with: - Any gaming clients who want to learn about our performance driven influencer capabilities along with our abilities to create longer term creator / ambassador programs. To learn more about creator programs, check out Jennifer Zall ' s blog here - https://lnkd.in/gpgCxhiA - Any non gaming clients who know they have to be involved in gaming but do not know where to start or how to reach out to talent (since we are talent agnostic, we have deep relationships with talent and their representatives). This Dungeons and Dragons movie campaign spearheaded by Emilee Helm showcased how Gamesight combined our intricate knowledge of the gaming market and our relationships with talent to put together a month long and tight turnaround massive campaign with talent across the US. - https://lnkd.in/gpbQUkbg. - Any company who wants to learn more about chat sentiment and how this data can support your efforts reaching the Twitch audience. Check out Nikolas Racelis-Russell's blog here - https://lnkd.in/dcfM-8jp #videogames #licensing #videogameindustry #influencers

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The fashion world is undergoing a digital revolution, and brand partnerships are playing a starring role!   As the Vice President of Brand Partnerships at Fixated, Coach's recent foray into the metaverse with virtual handbags on Roblox and Zepeto is a fascinating glimpse into the future of fashion and brand engagement. Learn more here: https://lnkd.in/gqdEV3u4.    Forget a passing fad – this is a game-changer.   Why, you might ask?   The metaverse offers a whole new way to tell your brand story.  Virtual handbags are just the first chapter. Think immersive fashion shows, interactive experiences that let users engage with your brand in a whole new way, and influencer campaigns featuring stylish avatars.    To thrive in this space, brands need to partner with creators who understand the metaverse landscape and can co-create captivating experiences.   Gen Z lives in the metaverse, and that's where brands need to be too.  This isn't just about staying trendy. It's about meeting your audience where they connect.    Partnering with metaverse creators allows brands to tap into this demographic authentically, fostering genuine connections built on shared experiences within the virtual world.   Now there’s the "phygital" experience.  Virtual handbag ownership might translate to real-world benefits or exclusive access, creating a unique blend of physical and digital experiences.    Brands and creators can collaborate to create these "phygital" experiences, further bridging the gap between the physical and virtual worlds.   #MetaverseMarketing #BrandPartnerships #TheFutureofFashion #Coach #Roblox #Zepeto

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🌟 e.l.f. Cosmetics Innovates with Real-World Commerce on Roblox! 🌟 Starting today, beauty enthusiasts can now order select e.l.f. products through the e.l.f. UP! virtual kiosk in Roblox, thanks to a new partnership with Walmart. Back in April Walmart and Roblox announced a partnership with “Walmart Discovered” Roblox game, where players can buy real-world items. This is the next step, incorporating Walmart e-commerce in other Roblox games. 🛍 What’s New? Through in-game virtual kiosks in the Tycoon game, players can purchase virtual items that also have a physical real-world product that will be shipped to their home via Walmart. To start, players can buy: Squeeze Me Lip Balm (Virtual Twin: Squeeze Me Grape Hairstyle) Glow Reviver Lip Oils (Virtual Twin: Lip Oil Wings) Suntouchable Whoa Glow SPF 30 (Virtual Twin: Beach Bandau) I’m super bullish on creator platforms becoming shopping destinations. Roblox, Fortnite, Minecraft and eventually GTA VI will have built-in massive audiences that spend huge amounts of time in their ecosystems. These platforms are the social media of today for young people and adding ecommerce is a natural next step.

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Brent Vartan and Michael Duda know how to build brands. And they've been doing that consistently at Bullish Inc since 2015, creating impressive results for brands like Warby Parker, Harry's Inc., Casper, Peloton Interactive, Hu, Care/of, Nom Nom, and many more. So how exactly do they do it? That's what Brent and I talk about in this latest episode of Any Insights Yet? https://lnkd.in/gEF4dWqY Some of my favorite aha moments from our conversation include: -Exploring immutable human desires like family, honor, and idealism as key starting points for brand-building -The role of vengeance as a rallying cry for brands and consumers -How chasing after the lowest cost per acquisition is NOT always the best way to grow a brand -The evolution of ecommerce to consultative commerce -Brent’s secrets for getting consumers to let down their guard during research *** On a more personal note, here's a little back story... Back in 2007, Brent was my planning director at BBDO New York. I had just graduated from The University of Texas at Austin and I had ZERO agency experience. There was a lot I needed to learn, but from the very first week, Brent took me under his wing, teaching me how to ask better questions, how to navigate the politics of client-agency relationships, and the importance of proofing every slide. Simply put, Brent taught me how to be a great planner and an even better human. I honestly don't think I would be doing what I'm doing today if it weren't for Brent. Mentorship really does make a difference. *** If you like this episode of Any Insights Yet, go ahead and "tap that" follow/subscribe button for notifications about new episodes. As always, special thanks to producer-extraordinaire Michael Osborne for helping me bring this podcast to life. And if you have time, please let me know...what question do you really want me to ask on a future episode? #insights #strategy #leadership #mentorship

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Incredible gathering of some of Southern California’s brightest marketing and e-commerce minds. Finding time to connect without any formal agenda, making new introductions to locals in the same industry, and brainstorming on some amazing ideas (insert Monarch Bay golf outing here). Great times Nick Lamothe with Crocs, Inc., Michael Grasewicz with Pattern Brands, Lindsey Breeden the Mayor of City of El Segundo, Matthew L. with Strand Marketing, and Willy Green with Keynes Digital #friends #relationshipsmatter #itsnotwork #socal #siliconbeach #ecommerce #digitalmarketing #growthmarketing #paidmedia #retention #acquisition #retentionmarketing #acquisitionmarketing #ctv #ctvadvertising #performancetv

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Are you a licensee of brands? Try this, it's brilliant. Are you a licensor of your own brands and dont have a 'fully fledged, highly staffed, licensing department?' Then try this, it's brilliant. Loads of brands joining all the time and as a licensee you'll spot a brand that others won't even know was available to license... #brands #negosh #licensing

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Canvas Beauty, a beauty brand, set a TikTok U.S. record on June 8th with a 6-hour live stream that achieved $1 million in sales. Stormi Steele, the brand’s CEO, hosted the broadcast that peaked at 10,000 tuned-in viewers. The day before, Simply Mandys, a different cosmetics brand, surpassed $730,000, setting a then-record. Less than two weeks before that, Jeffree Star hosted a stream that grossed $665,000. According to 36Kr, TikTok has set an ambitious goal of reaching $12 to $13 billion in Gross Merchandise Value (GMV) in the U.S. in the second half of 2024. Shopping on TikTok is unique because content, not search, inspires and thus drives sales. TikTok will also uniquely drive a lot of it through live commerce. Start your TikTok shop with polestar agency. #Tiktok #tiktokshop #Amazonppc #amazonppctips #amazonppctricks #amazonseo #amazonwholesale #amazonoa

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Avatars are the new canvas for kids and teens to express themselves. Remember how important it was for you in wearing the right tee or jeans or shoes when you were growing up? That same importance is there for GenAlphaZ but now it's about styling their digital self, even more than their physical self. We're taking this core insight into product dev. Check it out.

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The realm of immersive marketing continues with E.l.f expanding their product offerings on Roblox! With a virtual kiosk to purchase limited edition, "Roblox-exclusive" products, this experience is another example of brands prioritizing creative interaction and product placement in virtual worlds. #ConsumerTrends #Technology #Marketing

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Personalization in marketing isn’t just a trend; it’s the future. - AI is revolutionizing marketing by enabling true 1-to-1 personalization. - Collaboration between marketing and IT is essential for delivering personalized experiences. - Understanding and catering to customer needs is crucial for business success. Marketing personalization is nothing new; we’ve always preferred doing business with companies that understand us. Today, AI enables brands to tailor experiences to individual customers, much like the corner store owner once did. This shift requires a deep collaboration between marketing and IT, as both must work together to utilize sophisticated platforms and tools effectively. Stitch Fix exemplifies this shift by integrating advanced AI into their personalization strategies. Their use of generative AI: - By using OpenAI’s large language models, Stitch Fix deciphers client feedback efficiently, leading to more accurate and tailored recommendations. - GPT-3 assists in crafting compelling advertisement copy and detailed product descriptions, reducing time and enhancing creativity. - The Outfit Creation Model generates millions of outfit combinations daily, providing clients with personalized styling suggestions and keeping their experience fresh and engaging. This innovative approach not only scales personalization but also maintains the human touch by allowing experts to focus on nuanced client interactions and creative judgment. Take a look: https://lnkd.in/e2dH89bB #Marketing #AI #Personalization #CustomerExperience #Innovation #BusinessSuccess

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Trying to decode the Luxury Watch Buyer’s Journey? Here are some of our findings…

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Rhode is THE celebrity brand of celebrity brands. But not every brand is as successful as Rhode, so how did they do it? Here's what I've seen: 1. White Space Identification Rhode differentiated themselves by launching as a skincare company instead of another celeb make-up brand. They also didn't immediately move into the make-up space. Instead, they focused on products that towed the line of make-up AND skincare (Ex: Tinted Lip Peptides). Once they found that consumers were receptive to both, they've been able to parlay into the make-up space (like their new blush line). 2. Creative, Creative, Creative Rhode has great creative. Simply put. It's simple. Clean. Aesthetic. Yet flavorful and engaging. It's perfectly aligned with who the brand is at its core. 3. Skincare as a Routine Unlike makeup, which people change up based on occasion, skincare is a daily routine that hinges on consistency. This means customers are more likely to repurchase regularly. By focusing on skincare, Rhode taps into a consistent consumer habit, driving higher customer LTV and brand loyalty. 4. The Coveted PR List The Rhode PR list has become the most talked about PR list in the influencer world. Being on the Rhode PR List signifies your status as an influencer more than your follower count. And as a brand, you know you've made it when your PR gift is more validating to the influencer than to the brand. 5. Hailey's Involvement Hailey is known for being a model with great skin. It's a no brainer that she would launch a skincare company. She holds the title of creative director, which gives credibility to the brand, making it feel authentic and personal to her. She is consistently present in the brand’s narrative, and it never feels over the top. AND the brand succeeds even in her absence from some campaigns. Hailey Bieber, we 💙 Rhode. Why do you think Rhode has been so successful? What do you think about their move from skincare into make-up? P.S. Can LinkedIn influencers get on the rhode skin PR list? Asking for a friend😅 -- Follow Ali Kaltman for more brand breakdowns 💙 #rhode #brandmarketing #branding #marketing #celebritybrands

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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