November 23, 2016

22: MikMak and Rachel Tipograph are shaking up the world of millennial marketing

Rachel Tipograph left her role as global director of digital and social media at Gap after a conversation with her boss where she asked, “How do we drive sales on the web, not annoy people, and even make Gap cool again at the same time?” His reply: “If you figure that out, that’s a billion-dollar idea.”

That conversation coupled with her recognition of the seismic upheaval underway in the digital marketing landscape led to the creation of MikMak — the first mobile video shopping network. Hailed as QVC for the Snapchat generation, MikMak works with brands to create short, shoppable, “minimercials” — all hosted by improv comedians. And it operates under the mantra of Watch – Laugh – Shop.

Highlights from this week’s “Marketing Today” podcast include:

  • Two factors that helped launch MikMak — the explosion of influencer marketing and the unbundling of media. ([3:10])
  • Why e-commerce shopping should feel more like Netflix and Snapchat than Amazon and Alibaba. ([4:45])
  • Marketing in the age of ad blockers and overwhelming sentiment against advertising. ([5:52])
  • Designing the right canvas: A one-size-fits-all approach to marketing just doesn’t work. ([7:45])
  • Putting data and creativity together is the marriage of art and science — the two have to go hand in hand. ([9:45])
  • Reaching ad-averse populations: You get what you give. ([14:30])
  • Writing the “book” that defines your brand: Creating content that beckons to key, like-minded influencers. ([17:57])
  • Learning through (big) mistakes is the fuel that powers Rachel Tipograph to do what she does. ([19:30])

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