Joey Rath, Marketing Director, Seasonal, Ferrara, shares her take on user generated engagement, using social video with limited budgets, and the role of AI.
Do you
prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.
Joey Rath, Marketing
Director, Seasonal, Ferrara:
Always-On Campaigns or Tentpole
Moments: Tentpole Moments. While Always On support is critical and sets the foundational equity of the brand, tentpole moments usually lean into consumer-driven moments
which can be a terrific challenge to figure out how your brand fits in.
UGC Engagement or Celebrity
Collaboration: UGC Engagement! It’s the perfect place to mine for insights you wouldn’t otherwise find.
Targeting Specific Generations or Cross-Generation Targeting: It depends on the size of the business and the growth objective,
there are many brands that home in on specific generations but many brands that can meet the needs of different generations.
Data Driven Insights or Consumer Intuition: Data is critical to validate your intuition – so can I say both?
AI-Powered Optimization or Human Gut Instinct: AI-Powered Optimization. I don’t think that
gut instinct is reliable when predicting how consumers behave but should be used to gut check what AI generates.
Social Video or CTV: Social Video. It can be an efficient and authentic way to connect with consumers when budgets are limited.
Yes or No to Candy Corn: Yes, BRACH’S Candy Corn of course! It’s the festive fall
marker of the Halloween season.
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Romero at Barbie@MediaPost.com.