Your baby is online with Pampers -How Procter & Gamble goes tech.
TL;DR
- Smart phones have gone out of style; get ready for smart Pampers diapers with Procter & Gamble’s latest initiative.
- Daily Paper turned into a street couture label. They can go even farther with Tappable Stories.
- Instagram’s hidden likes experiment keeps influencers on their toes. They have to find new ways of proving their audience is engaged.
Smart Babies, Smart Pampers Diapers
It’s no secret that children are starting to use smart technology younger and younger. Is it time for smart Pampers diapers, as well?
Procter & Gamble certainly think so.
The company that owns the famous diaper brand Pampers is teaming up with Google to offer the world’s first smart baby monitoring and connected care system.
What does it really mean?
Pampers’ new diaper line — Lumi by Pampers — will come equipped with sensors and a 1080p Logitech video monitor tracking behavioral development, temperature, humidity, as well as babies’ sleeping habits and digestion. The data will then be sent to parents through iOS and Android apps.
Ultimately, Procter & Gamble claim that Lumi diapers are going to help parents understand their babies’ habits better and make sure the kids are always alright.
P&G wants to help parents raise “quantified babies,” which may be useful on the developmental side of the things. It’s no secret that IoT and smart living is more and more popular with each passing day.
However, that type of technology comes with privacy concerns. It’ll certainly be interesting to see how P&G handles privacy concerns with the smart diapers set to be released this fall.
How DailyPaper Can Boost Their Sales with Tappable Stories
Hussein Suleiman didn’t set out to create a clothing brand but Daily Paper still turned into a street couture label.
Today, Daily Paper’s clothing is worn by everyone from Lupita Nyong’o to Lil Baby.
Daily Paper originally started out as a streetwear blog about and sneakers. Suleiman and his two partners, Jefferson Osei and Abderrahmane Trabsini, would interview prominent people in the streetwear and sneaker industries.
It was only after they created official blog merchandise and saw the interest that they decided to start a clothing brand celebrating the founders’ African heritage.
The Tappable Story format is a perfect fit for showcasing Daily Paper’s new collection.
Some of the models are set against a backdrop, while others put an emphasis on the clothes by being set against a neutral background.
To make the Stories even more engaging, Daily Paper can motivate their customers to shop the collection with Call-to-Action buttons.
Tappable CTAs allow users to simply click-through to Daily Paper’s site and order their favorite items, or browse the entire collection.
The best part is: Tappable Stories don’t just create immersive experiences in the story format that customers love.
They also stay online for as long as brands want them to.
Instagram Drops the Likes and Influencers Scramble to Pick Up
When Instagram announced they would start hiding the likes on posts and videos back in April, no one actually expected it to last longer than a few weeks.
However, Instagram recently expanded their initiative to include seven countries in total:
✅ Australia ✅ Brazil ✅ Canada ✅ Ireland ✅ Italy ✅ Japan ✅ New Zealand
It’s starting to look more and more like a coherent strategy with clear purpose, rather than an experiment as they originally announced.
This test completely removes the number of visible likes for users in the aforementioned countries. Users are still able to see their own likes. However, they aren’t able to see everyone else’s, bringing the focus back to content.
Or so it seems.
It’s no secret that Instagram is a veritable goldmine for influencer marketing.
Hundreds of thousands of influencers have successfully monetized their access to communities through sponsored brand posts. Previously, it was enough for an influencer to point a potential sponsor to their number of likes and followers to demonstrate the level of engagement they got from their audience.
However, in an era in which vanity metrics such as likes not only lose importance but platforms are actively removing them from the equation, influencers will have to find other ways to prove they’ve got leverage over an engaged community.
How?
Influencers have two ways of succeeding in the age of a like-less Instagram:
1. Creating High-Quality Content
Influencers will have to spend a lot more time on their content creation in order to provide their followers with content that will make them comment and engage. This is a far cry from the previous passive Instagram scrolling and liking.
2. Focusing on Sales-Driven Content
The second option for Instagram influencers is producing content that translates directly into sales. For brands and sponsors, that’s the only metric that matters.
Of course, there is a monetary side to this change.
In June, Instagram rolled out the paid partnerships feature.
This feature allows brands to turn influencer posts into covert ads by promoting and sponsoring them. The option gave Facebook yet another revenue stream.
Ultimately, the changes we are seeing today are just small moves towards a much bigger shift:
Instagram is becoming a retail platform.
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