Moose Trend Tracker: December
We analyze data every month to help you stay on top of what’s trending. Explore some of our latest discoveries.
Are expected to be shipped in Teremana Tequila’s first 12 months in-market, one of the biggest debuts for a new-to-world brand in history.
Teremana, Dwayne “The Rock” Johnson’s tequila brand, is breaking spirits records with this launch. As celebrities continue the trend of acquiring or launching their own spirits brands, fans are continuing to support them.
Johnson has dubbed Teremana “the tequila of the people.” And this launch is proving him right. (Shanken News Daily, Dec. 4, 2020 / Fox Business, Dec. 7, 2020)
SPORTS & FITNESS
Jobs have been lost across the fitness industry that, prior to the pandemic, employed 3 million part-time and full-time workers.
Even before the pandemic, over half of U.S. exercisers were working out at home. But now, with even fewer people going to the gym, both consumers and personal trainers have had to get creative in their workout routines and instruction.
With more virtual options like online challenges with trainers and launches for new products like Apple’s Fitness+, keeping moving and staying well continues to be at the forefront of peoples’ minds. (CNN, Dec. 12, 2020 / TechCrunch, Dec. 14, 2020)
Since March, usage of “Buy Now Pay Later” options has risen
According to PYMNTS.com, BNPL is not a last resort for Millennials, but instead a part of several credit tools they can leverage when and if they want. 38% of Millennials have not used BNPL in the past year, but are interested in using it within a digital wallet. (PYMNTS.com, Dec. 10, 2020)
Of TikTok users said they discover new content on the platform, and about half find new products through ads, according to a Nielsen study commissioned by TikTok.
On Dec. 18, WalMart tapped into this by hosting a one-hour shoppable livestream on TikTok, led by some of the platform’s top creators.
Consumers were able to purchase products directly without leaving the app, an option in line with social media platform trends toward making e-commerce more convenient for users. (TikTok via Nielsen, Oct. 2020 / Marketing Dive, Dec. 2020)
TRENDS AND SOCIAL
Videos have been posted on TikTok using the tag #DracoTok, creating what is basically an entire segment of the app devoted to the Draco Malfoy fandom.
TikTok recently released insights regarding the app’s top-performing content. #DracoTok was in the Top 10 Niche Communities based on tags, with the full list being:
(SocialMediaToday, Dec. 2, 2020)
Of parents expect time spent watching TV or movies with their kids to stay the same after the pandemic.
Of parents say they watch movies or TV with their children at least several times a week.
Of parents said their kids pay as much attention to advertisements as the show or movie itself.
(NScreenMedia, Dec. 1, 2020)
Gen Z consumers are increasingly interested in stay-at-home activities like cooking, home improvement, and gardening. Interest in cooking jumped
between Q1 2020 and Q2 2020. And Q3 data shows that this trend will continue. (Global Web Index, Dec. 2020)
Speaking of staying closer to home, according to the same study,
of public transport users say they’d now prefer to walk their work commute.
This is just one example of the larger mainstream shift toward hyper-local mentalities in urban areas. For brands, this can create difficulties in marketing within cities, as well as increase the importance of segmenting target audiences by location and using locally-tailored messaging. (Global Web Index, Dec. 2020)
The 2020 Marketing Word of the Year, coined by the ANA, suggests all brands need to maintain the ability to change continuously.
This year, finalist words in addition to the winner included ‘virtual’, ‘agility’, and ‘resiliency’.
Norman de Greve, CMO at CVS Health, said, “Everything has changed. In general, marketers should be focused on saying and doing things that are immediately useful to their customers. In a crisis, you connect by helping in a meaningful way.”
(ANA, Dec. 2020)
COLLABS & PARTNERSHIPS
Oreo fans can send musical “Oreograms” to their friends, and possibly get a lot more, thanks to a collaboration between Oreo and Lady Gaga.
Gaga and Oreo teamed up to create a line of limited edition pink-and-green Oreos to promote her album, Chromatica. The first thousand people to sign up for reminders at LadyGagaOREOStanClub.com will receive full-size packs of the cookies for free.
Those who send out “Oreograms” are entered for a chance to win a meet-and-greet with Gaga herself.
(AdAge, Dec. 3, 2020)