Weekly roundup: Max Maeder's win, Instagram switches to views as new metric and more

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It has been a big week for the world of AI with ads sparking outcry and spiking discussions on experimentation with new tools and where we should draw the line.

If you need a quick summary, welcome to MARKETING-INTERACTIVE's weekly roundup, a podcast and article feature in which we take you through the biggest stories of the week and take a deep dive into trending topics we've seen in the industry.

Don't miss: This Max Maeder Olympic post by Team SG wins gold (we think)

1. DBS hijacks own tagline with Max Maeder win in front page newspaper ad

DBS has hijacked its regional campaign tagline, “Trust Your Spark” with a message to local athlete Maximilian (Max) Maeder after he snagged a bronze medal in kitefoiling at the Paris 2024 Olympics.

The ad appeared on the front page of the Straits Times on August 10, one day after Maeder's win. In it, DBS changed to its “Trust Your Spark” tagline to read, "Trust your spark. To the Max, Singapore."

Read more here.

2. IKEA taps on uniquely Singaporean humour in hilarious National Day post

Hyper-localised memes are certainly a Singaporean thing, and IKEA is jumping on the bandwagon in honor of Singapore's 59th birthday on 9th August with a hilarious social media post.

In the post, IKEA features its KLIPPAN 2-seater sofa and its GLADOM tray table as well as its STOENSE low-pile rug. On the left, it shows the items in red and white with the caption, "me on 9 Aug". On the right, it shows the same items, but this time, in yellow, black and blue, some of IKEA's iconic brand colours.

Read more here.

3. What marketers need to know as Instagram switches to views as primary metric

Last week, Instagram revealed that it will be using views as its primary metric across all organic and boosted media formats which includes reels, live, photos, carousels and stories.

Views will measure the number of times a reel started to play or replay and the number of times a non-reel appeared on a person's screen. Views will also ensure that users have the same metric across Instagram and help them understand how their content is performing, regardless of its format, it said.

With the move, industry players such as Sherry Chua, content director at Mediabrands Content Studio, say this will standardise performance language across platforms such as YouTube and TikTok for measurement and comparison.

However, the simplification takes away from the value measured via deeper engagement.