The company connecting celebs with brands

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TL;DR

Meta rolls out new holiday ad tools. Easier discount codes, enhanced reminder ads, multi-page links, and in-store promotions aim to boost sales.

Parallel redefines celeb endorsements. Connecting stars like Busy Phillips and Venus Williams with brands for authentic, value-driven partnerships.

Shopify teams with Roblox. Shopify lets brands sell physical products in Roblox games, targeting its 13-25 user base for immersive shopping.

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Meta unveils new ad tools for the holidays

Meta is rolling out updated ad features ahead of the holiday season to help brands maximize their end-of-year campaigns. The new tools include enhanced discount codes, updated reminder ads, and in-store shopping promotions.

Key updates include:

• Easier discount codes: Advertisers can now feature discount codes more prominently in ads, with an option to automatically apply the code at checkout.

• Reminder ads: Meta is boosting its reminder ads with overlays on feed posts and increased notification frequency to keep offers top-of-mind for shoppers.

• Site links for multiple pages: Brands can now add multiple landing pages to a single image or video ad, helping direct users to specific product categories.

• In-store shopping ads: New targeting options allow brands to reach users most likely to shop in-store based on past engagement and location.

• Tourist targeting: Businesses can show ads to potential tourists planning holiday trips, capturing seasonal sales.

These updates aim to enhance engagement and drive more sales during the holiday rush.

The company connecting celebs with brands

Parallel, a creative partnership firm, is redefining celebrity endorsements by connecting stars with brands for deeper, more impactful partnerships. Co-founded by film industry insiders Ken Kao and Nic Gonda, along with Jocelyn Florence, Parallel goes beyond traditional endorsements by aligning talent with brands based on shared values and target audiences.

Strategic matches: Recent hits include actor Busy Phillips joining low-sugar candy brand Behave as an investor and advisor, boosting their e-commerce by 300%. Parallel has also linked Venus Williams to protein drink Happy Viking, where Williams actively influences the brand’s direction.

Authentic collaborations: Parallel avoids the usual celebrity names, instead running focus groups to ensure a perfect match. Florence insists authenticity is key: “If a product can’t succeed without a celebrity, it won’t with one either.”

With a knack for pairing the right stars with the right brands, Parallel is carving out a unique space in the world of celebrity-backed products.

Shopify taps into teen market with Roblox partnership

Shopify is making waves by becoming the first official commerce platform partner on Roblox, allowing sellers to reach nearly 80 million daily users. Announced by Shopify President Harley Finkelstein via an animated Roblox avatar, the integration will pilot in Q4 of 2024, enabling developers, creators, and brands on Shopify to sell physical products directly within Roblox games.

With this move, Shopify is targeting a younger demographic, ages 13 to 25, as Roblox continues to expand beyond its reputation as a "kids platform." Users will soon shop for clothing, accessories, and collectibles from creators and brands with Shopify storefronts.

The collaboration marks a new frontier in immersive commerce, with a larger rollout expected in 2025.

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