Get a look at some of 2025’s most compelling insights from smarter
platform planning to authentic partnerships, customer-driven storytelling, and trust-first creator strategies shared by our Brand Insiders.
What advice would you give to marketers exploring a new social platform for the first time?
Patricia Alon,
Senior Manager, Digital Acceleration, Heineken: Planning is key. While launching on a new platform is exciting, it’s essential to ensure you have the right content to
truly engage your audience. It’s equally important to define your learning objectives and success metrics upfront so you can optimize effectively as you go.
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What’s an under-the-radar marketing tactic or channel that you’ve found surprisingly effective?
Kevin Hickey, General Manager of Partnership Marketing, Delta Air Lines: I am still a big fan of email, it’s one of our most effective traffic
drivers and there’s no shortage of how we can leverage data for enhanced customer personalization. We also leverage community driven marketing to tap into user-generated content and testimonials
that encourage customers to share their experiences and help us foster a greater sense of belonging. However, one of my favorite tactics has been how we leverage surprise & delight to unlock
member value. Finding these micro moments that delight in the travel journey is harder to measure immediate success for, but it’s the right investment to enrich the customer experience and make
our travelers feel more valued. This approach continues to help us grow loyalty and build relationships that extend beyond the transaction and last a lifetime.
OLIPOP has partnered with other major brands like NASCAR and Barbie. What are the key ingredients to make a great brand
partnership?
Steven Vigilante, Director, Media + Partnerships, OLIPOP: We're always looking for people who want to be
aligned with brands that they truly care about and that they think are doing the right things in the world. The best partnerships happen when you find passionate communities and figure out how to
authentically insert yourself into that cultural moment. With both NASCAR and Barbie, we were looking for genuine alignment and shared values.
I love cross-pollinating
our partners because it adds this whole other layer from a social media and brand perspective. It's not just about doing a product placement - when our NASCAR driver posts about it and our music
partners post about it, it creates this interconnected web that feels more authentic and engaging. The key is finding partners where the collaboration makes sense to both audiences, not just forcing a
connection for the sake of it.
What’s your advice for turning customer feedback into campaign
ideas?
Lynn Blashford, CMO, White Castle: We are always anchored in our mission of creating memorable moments, so listening to
customers is integral in all our marketing. Social monitoring, observing consumer behaviors, walking freezer aisles, and working in the Castles talking to customers and our team members are the best
means for truly getting to know our Cravers.
Even the language and phrases they use will be woven into our creative content and our brand voice. We’ve also
recruited our customers to be part of video campaigns and commercials over the years. Customers are represented in our packaging too. We celebrate our Craver Hall of Fame inductees’ stories by
printing them on our Slider boxes. Our fans of the brand span generations, so as you can imagine that means a wide range of memories and experiences have occurred which can then translate into very
heartwarming feedback or interesting experiences. Our Cravers are the best storytellers, although not all may be able to be published :).
Do you have any advice for brands trying to stand out in today’s crowded creator landscape?
Calvin
Lammers, General Manager of Digital, Necessaire: Slow down and choose depth over frequency. It’s tempting to chase constant visibility, but real impact comes from
building relationships rooted in shared values and genuine product experience.
The most effective creator content doesn’t look like an ad — it looks like the
creator’s own story. When you allow space for their authentic voice, you earn something that’s far more valuable than reach: trust.
If you’re
interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.