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  "documentTitle": "Era of alignment",
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      "text": "In France, 30% of purpose-driven campaigns across 15 MMM studies boosted short-term sales by 50%",
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      "text": "In addition to establishing and fortifying their brand purposes, marketers should be thinking about how to evangelize them, such as through influencer marketing. While influencer marketing wasn't born out of the pandemic, social circumstances over the past two years have fostered a stronger need for interpersonal connection among consumers, and many brands have followed suit. California-based e.l.f. Cosmetics, for example, amplified its own organic efforts last year with campaigns on TikTok as a means to engage Gen Z consumers. Understanding the influence of music among Gen Z, the brand developed its own song, “Eye, Lips, Face,” which it used as the foundation for a TikTok campaign that garnered 1 billion views in just six days, according to Nielsen InfluenceScope, a solution suite that measures social media influencers. The song was the first piece of branded content to hit No. 1 on TikTok's organic trends list and continues to engage, with more than 6 billion views to date and more than 5 million user-generated videos created as part of the campaign's associated challenge.",
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      "text": "Sports fans are particularly interested in purpose-driven marketing campaigns, and that affinity has delivered for brands that lean in. Across 15 MMM studies between 2017 and 2020 in France, for example, 30% of the purpose-driven campaigns increased short-term sales by 50%. Longer term, they improved sales between 1.2x and 3x. Amid their desire for purpose-driven brands, however, 55% of consumers aren’t convinced that brands are contributing to real progress.",
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      "text": "7 Nielsen Fan Insights, July 2021; Australia, Brazil, China, France, Germany, India, Italy, Japan, Russia, South Korea, Spain, U.K., U.S.",
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      "text": "#eyeslipsface TIKTOK campaign snapshot",
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