Ad agency VML is taking its real-world Gatorade account into the classroom, asking students at Villanova University to help devise a social media strategy for smaller social networks such as Musical.ly and Live.ly.

Toyota, with Saatchi & Saatchi, is touting the Prius Prime with The Weather Channel's Watson Ads, which enable consumers to ask real-time questions when they click on an ad. Buttons prompt consumers to enter into conversations relating to the vehicle's features, with a company rep saying, "The unique feature is Watson's conversation capabilities, which really humanizes the engagement."

The latest campaign from Lancome has been done in partnership with Airbnb, sending three top bloggers to test the beauty brand's UV aqua gel across the world. "Our team wanted to design a campaign that reached consumers in an authentic way," say Jeanne Guillet and Caroline Grout de Beaufort of 133SH.

Amazon has launched Advertiser Audiences, enabling advertisers to target consumers on the platform using their own customer data. The tool also gives advertisers access to Amazon's audience data, and it allows off-platform targeting.

As the numbers of microinfluencers grow, it's important for brands to understand how to best use these assets in their marketing campaigns, columnist Nikki Gilliland writes. The benefits and downsides of this type of marketing are discussed, and Gilliland outlines how to find the right microinfluencer for your brand.

Video view metrics for Instagram and Facebook have been added to CrowdTangle, including a new measurement that tracks views from videos shared from other sources. The tool will let advertisers build leaderboards to compare Instagram views with competitors and curate most-viewed videos for brand accounts and competitors.

Tuesday, June 20, 2017 | 11:00 AM - 12:00 PM CDT

Navigating compliance issues with the FTC can be a big challenge for organizations that want to implement an employee advocacy program. However, with a defined strategy and the right resources in place, any company -- regardless of regulatory restrictions -- can reap the benefits of a program that enables employees to act as your social advocates, all while remaining within the legal guidelines.

Register now.

Wednesday, July 12, 2017 | 12:00 PM – 1:00 PM CDT

Influencer marketing is a burgeoning industry where brands pay social influencers to recommend their products to the people who trust and follow their advice. Influencers have vast audiences -- and foodie and fitness consumers love them because of their authenticity. But campaign execution brings its own challenges. The FTC is warning social media influencers and other brand marketers with large online followings to properly disclose relationships with brands when endorsing or promoting products on social media. The Commission has put dozens of influencers on notice for failing to adequately disclose the fact that their posts are ads for which they were generously compensated. This session will take a deep-dive into the FTC's detailed guides for influencer marketing, review case studies and offer best practices for structuring a legally complaint influencer campaign.

Register here.