Ryan Reynolds Offers A Glimpse Into AI-powered Marketing Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. Artificial intelligence tool ChatGPT has been the center of debate online because there are still so many unknowns when it comes to using AI.  Is it ethical? Will it eliminate jobs? How can marketers use it to their advantage?  Ryan Reynolds is offering a potential answer to the latter in his latest ad for Mint Mobile. In the video, Reynolds shares the ad criteria provided to ChatGPT and reads the AI-generated script directly to the camera. He finishes the read calling the technology “mildly terrifying, but compelling.” Reynolds is no stranger to jumping on trending topics quickly through his media company Maximum Effort. Past examples include: The 2019 Aviation Gin ad that served as a response to the infamous Peloton wife controversy was released immediately after the original commercial went viral.  The now-pulled 2021 Peloton ad starring actor Chris Noth aired just days after his character Mr. Big was killed off of the “Sex and the City” reboot “And Just Like That…” On the show, the character suffered a heart attack after riding a Peloton. Back to Mint Mobile. Though we don’t know if Reynolds really used ChatGPT to generate the Mint Mobile script, the video offers a glimpse into how marketers can use AI tools...

How Tabitha Brown Turned Social Media Videos Into A Lifestyle Empire Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. Over the past decade, being a content creator has evolved from a side hobby to a viable career path.  While many content creators have made a successful pivot into entrepreneurship, creator Tabitha Brown has taken things to a whole new level effectively building a lifestyle empire from social media videos. Brown first gained momentum online in 2017 when she posted a viral video on Facebook raving about the TTLA sandwich from Whole Foods, eventually becoming a brand ambassador for the grocery chain. In 2020, she created a TikTok account sharing vegan cooking videos and inspirational pep talks, and her content took off. With over 9 million followers and counting across Instagram and TikTok, she now has a variety of offerings including: The Tabitha Brown Collection at Target Donna’s Recipe, a haircare line An all-purpose seasoning blend called Sunshine in partnership with McCormick  Two bestselling books A children’s show on YouTube …and she isn’t stopping there. Earlier this week, her collection at Target expanded to include plant-based grocery items and quickly sold out in several stores and online. Her haircare brand recently launched a new line and is now available in Ulta stores, and she has a third book...

Tito's Vodka Enlists Martha Stewart for DIY January Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.  Participating in Dry January? Martha Stewart has a few suggestions for how to use your Tito’s Vodka if you aren’t drinking it. The vodka company and lifestyle maven partnered to create “DIY January,” a campaign showing the various ways the Tito's DIY January kit can be used around the house, served with a splash of humor. Though the ad spot is clearly a joke it underscores an emerging trend in mindful alcohol consumption. Drizly reported a noticeable increase in non-alcoholic beverage sales in January 2022 — a 48% jump from the prior year’s non-alcoholic beverage sales. In the same report, Drizly also noted products that were perceived as “lighter” such as clean wine and hard seltzer were some of the top-selling products last January. According to Gallup, alcohol consumption for American adults is on the decline and Gen Z’s drinking patterns may be influencing the shift.  Compared to Millennials, older Gen Z’s spend 40% less money on alcohol and are less likely to consume alcohol regularly. A survey by Numerator found Gen Z’s alcohol consumption and purchasing habits are influenced by concerns about how it affects their mood, behavior, and social media presence.  These same themes may ring true for younger members of Gen Z as well, as there...

Equinox Champions the Anti-Resolution Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.  The beginning of January is like the Superbowl for fitness and wellness brands. Year after year consumers set goals to form healthier habits in the new year and 2023 is no exception. According to Statista’s Top New Year's Resolutions Survey, 52% of American adults want to exercise more, 50% hope to eat healthier, and 40% are looking to lose weight this year.  You would think fitness brands would be going all-in to capitalize on this momentum, right? Well, upscale fitness chain Equinox had other plans. On January 1, Equinox updated the company website and shared controversial social posts claiming the company “Doesn’t Speak January” and isn’t allowing new members to join during the month to prioritize those who are dedicated to fitness year-round. It's not you, it's January. #ItsNotFitnessItsLife pic.twitter.com/Bg6lBnSUR2— Equinox (@Equinox) January 1, 2023 The statement has been controversial, with some consumers criticizing the brand for shaming those at the beginning of their wellness journey and being exclusionary. I'm an all access + @AskAmex platinum member, and I don't want to support a gym that shames people for setting fitness goals during ANY month of the year— it can have a large public health impact for a gym to support their members...