MediaPost Publications - The MediaPost Cases

For a brand whose products include 100% silk sleepwear and aromatherapy that helps clients drift to sleep-conveying the quality of these products online presented an enormous challenge. Hear from Overnight Beauty's Founder and Owner, Ruthie McCombs, on how they're embracing ASMR as a way to bridge the gap between digital communication and tangible experiences so that clients can truly see-and feel-how much care goes into every product they make.

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Tags: brand marketing, communication, digital, digital marketing, health and beauty aids, new products

The Art of the Downsell: Radical Transparency as a Lifecycle Builder When you have as affable and trustworthy owner/spokesperson as Ryan Reynolds onboarding new customers, how do you ensure that the rest of their experience follows through on that brand promise? Stay honest, explains Mint Mobile's loyalty maven. Mint Mobile's Sr Brand Marketing Manager - Lifecycle, Wyndie Mills, will explain how the company uses extreme transparency with customers - not only sharing with them details of their data usage but even suggesting when they could save with less expensive plans. She will explore how they build this trusting relationship across multiple, channels, from email to app alerts to SMS to map …

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Tags: apps, brand marketing, brands, cross-channel, data, mapping/navigation, marketing, messaging, sms, trust-based marketing

Shoot, Test, Learn...Iterate: PetPlate's Short Form Video Funnel Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get …

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Tags: advertising, brand marketing, branded content, influencer marketing, marketing funnel, paid content, social media, targeting, tiktok, user-generated content, video, youtube

Building the Friendlier FinTech How does your friendly and functional online auto-loan brand compete against an in-box of offers for colorful frocks, sleek decor...and chocolate? Caribou's EIS veteran and Director of Lifecycle Marketing, Heather Grimstead, shares a makeover strategy for Caribou that involved more than imagery. It marshaled voice, cadence, brand identity and multi-channel messaging to reimagine the FinTech brand.

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Tags: brand marketing, brands, consumer, email, financial, marketing, messaging, multichannel, strategy, technology

Lively's Rapid-Fire Full-Funnel Hits the Road As their consumers returned to IRL shopping last summer, Lively brought its full-funnel approach to re-engaging their community. WearLIVELY's Senior Manager of Lifecycle Marketing, Hayley Squire, walks us through a month-long tour of the brand hitting the road: coordinating partnerships, social, local influencers, retail, SMS and email (even swag bags) into a community-based surround-sound messaging model. What did she learn about the discrete and integrated impact of so many syncopated channels?

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Tags: apparel, brand marketing, community, consumer, email, engagement, influencer marketing, integrated marketing, lifestyle, marketing, marketing funnel, partnership, retail, sms, social media

Building Brand Advocacy via Loyalty Programs Keeping customers engaged with your brand is a key to future success. A loyalty program is one way to keep customers engaged. Sleep Number's Senior Director of CRM & Loyalty, Lisa Erickson, will share how, even with their long purchase cycle, they're able to build brand love and advocacy with their InnerCircle Rewards Program.

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Tags: brand marketing, brands, consumer, crm, customer experience, engagement, loyalty, path to purchase, retail, rewards

How Subaru Makes Good On Its 'Love' Promise Subaru of America believes "Love Means Being More Than a Car Company." The Subaru Love Promise is the company's vision to show love and respect to all people at every interaction with Subaru. Subaru of America's Associate Director of Marketing Operations, Bridget Hanrahan, discusses how together with its retailers, Subaru is dedicated to making the world a better place.

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Tags: automotive, brand image, brand marketing, cars, interactive, retail

Breaking the Produce Mold at Super Bowl Sunday Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.

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Tags: ad campaign, brand marketing, branding, brands, cable tv, campaigns, connected tv, creative, strategy, super bowl, tv

Embracing the "Mobility" of the Lexus Consumer in DOOH When consumers step away from "connected experiences," the view into what they are doing is often lost. DOOH can be the canvas to recapture their attention and sustain the consumer journey as the brand moves them to a dealership experience. In this session, Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, and Lexus' GM-Western Area, Marcus Williams, outline how DOOH was leveraged during the December to Remember Sales event for 2022.

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Tags: advertising, automotive, brand marketing, cars, consumer experience, digital-out-of-home, marketing/branding/advertising, media, out-of-home, outdoor

Go Big and Go Weird: My/Mochi 360-Degree Mouth Mind Plan When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.

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Tags: ad campaign, brand marketing, branding, campaigns, consumer experience, digital, digital-out-of-home, online, out-of-home, outdoor, retail, strategy, targeting

Retention Road: Identifying In-Need and At-Risk Customers Belle Tire's Senior Director of Consumer Engagement Marketing, Christina DeVey, shares details and lessons from the campaign that won MediaPost's EIS Award for Best use of AI and ML. How did they use predictive modeling and analytics to identify and reactivate the right at-risk customers at the right time. And how does that knowledge inform outreach strategies for new customers?

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Tags: affiliate marketing, analytics, artificial intelligence, brand marketing, campaigns, customer experience, email, strategy

Going Holistic with Email Reporting Your customers engage with your brand and email program beyond just opens and clicks. SmileDirectClub's Director of CRM Lead Conversion, Scott Cohen, will discuss more robust ways to look at data and attribution within your email program. By the end, you'll be armed with the right questions to ask within your organization to get you and your program the credit you deserve.

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Tags: attribution, brand marketing, consumer, data, email

Genesis Uses Fashion to Connect With G90 Buyers Thanks to a partnership with Conde Nast, more than 1.25 million viewers saw a cut-down of the Genesis G90 spot before viewing the livestream of the Vogue World fashion event. Genesis' Executive Director of Marketing, Wendy Orthman, discusses how the world of fashion is the perfect context to introduce consumers to the young automotive brand.

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Tags: automotive, brand marketing, consumer, fashion, live streaming, marketing/branding/advertising

Betting Big on Experiences | Cicis Turnaround Buffet Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.

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Tags: ad optimization, brand image, brand marketing, branding, customer experience, design, entertainment, fast food, food, marketing/branding/advertising, pizza, qsr, restaurants

Beyond the Bottle - The Power of Music Marketing With a name like JaM Cellars, you know they've got to love wine and music. Over the life of John Anthony Family Wines brand, from 1,000 to almost 1MM cases, music has become core to the JaM Cellars marketing ecosystem; including festivals, venues, digital shows, podcasting, and charitable giving. John Anthony Family of Wines' CMO, Sarah Montague, will share how the JaM Cellars marketing ecosystem leverages music to connect emotionally with consumers, keep them engaged and entertained, and drive value for the brand.

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Tags: brand marketing, branded entertainment, charity, consumer, consumer experience, digital, engagement, marketing, music, podcast, wine

Innovating with a Purpose After being named as one of the Most Innovative Companies in 2021, Avocados From Mexico has continued working on bringing Innovation to the next level. Avocados From Mexico's Director of Media, Data and Analytics, Jovanny Martinez, discusses how Avocados From Mexico drives both brand and performance marketing by building purposeful innovation through creative testing, media optimization, and measurement.

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Tags: ad optimization, brand marketing, creative, food, innovation, media, media measurement, performance marketing

Can TikTok Build D2C Brands? Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from …

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Tags: beverages, brand marketing, brands, buddy media, budgets, carbonated beverages, consumer, content creators, influencer marketing, media, social media, social networking

Life Hacks: How 5-Minute Crafts Became An Omnimedia Brand Since it launched in 2016, DIY brand 5-minute Crafts has consistently been a top channel on YouTube and Facebook. But with the rise of short-form video and the growing importance of long-form CTV distribution, the brand found itself having to evolve its video formats in opposite directions. theSoul Publishing's Senior Director of Content Partnership, Michael Boccacino, shares how the company is adapting both the content and the business models for its key video franchises into the Omni-Media world.

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Tags: brand marketing, content, content marketing, ctv, facebook, omni-channel marketing, video, youtube

Transforming Brand Values into Tangible Actions Patagonia's mission statement is: we're in business to save our home planet. For over 35 years, Patagonia has supported over 1,500 environmental groups by donating 1% to grassroots activist organizations that have direct-action agendas and work on strategic, multipronged campaigns to preserve and protect the environment. We built Patagonia Action Works to take this a step further. Patagonia Action Works - a response-driven, relationship building digital ecosystem and toolkit - meaningfully connects our customers and greater community to the grassroots environmental activist groups we support. Patagonia's Director, Digital Impact: Community & Activism, Scott Carrington, discusses how the initiative was driven …

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Tags: activism, brand image, brand marketing, campaigns, community, digital, digital marketing, environment, strategy

Affiliates & Partnerships: Where Brand and Lower Funnel Merge Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.

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Tags: brand marketing, branding, coffee, marketing, marketing funnel, marketing/branding/advertising, strategy

The Programmatic Future of OOH OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, …

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Tags: advertising, brand marketing, brands, consumer, digital, digital content, digital marketing, digital-out-of-home, innovation, marketing, out-of-home, outdoor, programmatic, retail, transportation

Nurx and the Lessons of DTC Brand Building From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start. Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but direct product development.

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Tags: brand marketing, branding, data, health, marketing, marketing/branding/advertising

Patient-Centered Creative Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.

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Tags: brand marketing, branding, creative, engagement, health, health care, marketing, media, media planning, search, spending

Broadcasting Providence: Podcasting as a Business Strategy Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.

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Tags: acquisition, audio, awareness, brand marketing, health, health care, media, networking, podcast, revenue, social networking, sponsorship

Experimenting with Shoppable Video For a 220 years-young brand like the New York Post, innovation, adaptation, and diversification are essential. The Post Digital Network now spans print, digital, video, audio, social, television, and commerce. Product innovation continues to be a key focus for the Post. The New York Post's Shannon Toumey, VP of Strategy and Co-Head of Post Studios, will share examples and learnings from the media company's experimentation and testing of shoppable video as it strives for success in this emerging medium.

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Tags: audio, brand marketing, digital, diversity, ecommerce, emerging media, innovation, media, print, social media, television, tv, video

Top-Line Growth in Today's Crowded Video Landscape Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.

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Tags: behavioral targeting, brand marketing, branding, campaigns, consumer, cross-platform, grp, launch, mixed media, multichannel, strategy

Live Long And Prosper: How a Niche Marketer Found Success With Trekkies and Others While Eaglemoss might not be a high-profile brand, most visitors to the collectible e-commerce website will find at least one or two products that tug at the heartstrings (and purse strings!). Eaglemoss' VP of Global E-commerce & Marketplace, Imran Hassan, will discuss how NFTs fit into the equation, and why Snapchat is better than TikTok in reaching some customers? He'll also share his secret to having a highly user-friendly e-commerce site and how the company's media diversification and upper-funnel brand-building investments have paid off.

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Tags: brand marketing, branding, customer experience, diversity, ecommerce, media, social media

Connecting with Consumers via Digital Content Evolving from a product to a brand at speed through digital content. Super Coffee's Senior Manager of Content and Influencer Marketing, Hilary Lemonick, shares how the healthy coffee brand doubled its email and social media engagement rate in less than 6 months.

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Tags: brand marketing, coffee, content, digital, digital content, email, engagement, influencer marketing, social media

Community, Connection & CAC By partnering with HBCUs and non-profits in key locales, 4th Ave Market is deepening and leveraging community involvement that builds both loyalty and acquisition at a lower cost. Salim Holder, Founder & CEO of 4th Ave Market, will share how by combining purpose and profits brands can deliver products in an authentic way to the community while creating a stronger emotional connection.

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Tags: acquisition, brand marketing, brands, community, consumer experience, loyalty, marketing/branding/advertising, non profit

Easy to Heat, Fun to Eat - How Listening More Intently to Consumers Helped White Castle Power through the Pandemic By asking good questions, listening intently to consumers, and then acting based on insight, White Castle accelerated growth for its 35-year-old CPG brand. Jamie Richardson, Vice President of Marketing & Public Relations at White Castle, will discuss how their consumer-centric approach to research yielded actionable learnings, and share why sometimes the simplest tweaks can translate to the biggest impact.

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Tags: brand marketing, consumer, consumer experience, fast food, research

Building the Post-COVID Social Listening Post To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.

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Tags: analytics, brand marketing, brands, customer service, engagement, health, media measurement, metrics, pharma, social media, social networking

Hyper-Segmenting the Fan Base Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers and non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether …

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Tags: brand marketing, branding, content marketing, digital marketing, engagement, marketing, marketing/branding/advertising, messaging, segmentation, sports

The Winning Ticket: Engaging Customers in the Loyalty Game Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.

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Tags: brand marketing, branding, content marketing, customer experience, data, email, engagement, incentive, loyalty, marketing, path to purchase, strategy

Krystal Goes to College: Engaging Local Influencers As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.

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Tags: brand marketing, branded content, campaigns, content, content creators, content marketing, engagement, fast food, food, influencer marketing, local media, marketing, marketingqsr, qsr, social networking

Omnichannel Wow - Optimizing for Delight Across Live and Online Experiences The soft-serve shop 16 Handles has always been about the on-premise experience of personally personalizing customer desserts. It is a case study in building in-person delight. But as the company has moved into delivery and on-app ordering it has been challenged to digitize the experiential dimension of the brand across channels. The Founder and CEO of 16 Handles, Solomon Coi, shares how the brand thinks about making WOW omnichannel.

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Tags: apps, brand image, brand marketing, branding, customer experience, customer service, digital, digital marketing, fast food, marketing, marketing/branding/advertising, marketingqsr, mobile, omni-channel marketing, qsr

From Convenience to Celebratory Marketing The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.

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Tags: acquisition, ad targeting, audience targeting, behavioral targeting, brand marketing, content marketing, customer experience, data, data-targeting, fast casual, fast food, loyalty, marketing, marketingqsr, media, media buying, mpbisqsr, qsr, restaurants

Beyond Performance - Next-Gen Brand Building The all digital wireless carrier, Visible, developed a top to bottom approach for market infiltration via data and market research. The challenger brand's head of brand marketing, Pearl Servat, shares with us how they leveraged a marketing mix of digital and traditional channels to introduce prospects to the brand at various touch points and drive consumers to its digital storefront. Learn how Visibles repeatable & scalable marketing strategy is reshaping what meaningful experiential activations looks like for a digital-first brand.

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Tags: brand marketing, branded content, branding, brands, consumer experience, customer experience, d2c, digital, digital content, digital marketing, digital-out-of-home, dtc, experiential marketing, integrated marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, research, wireless

Top-Line Growth in Today's Crowded Video Landscape Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.

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Tags: behavioral targeting, brand marketing, branded content, cable tv, connected tv, cross-channel, cross-device measurement, cross-device targeting, cross-platform, ctv, data, data management, data-targeting, programmatic video, television & video, video

Jackson Hewitt: Adding Humanity, Expertise and Humor to Humanize The Tax Services Company Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection, convenience and credits. Then they added another motivating action to the mix: humor.

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Tags: addressable tv, advanced tv, brand image, brand marketing, cable tv, connected tv, ctv, mixed media, television & video, video

Enter the Retail Media Networks Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?

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Tags: ad targeting, audience measurement, audience targeting, brand marketing, cable tv, celebrity, connected tv, content marketing, cpg, cross-device measurement, cross-device targeting, ctv, d2c, data, data management, data-targeting, demographics, digital, digital content, digital marketing, dtc, experiential marketing, influencer marketing, marketing funnel, marketingcpg, media buying, media measurement, mediapostd2c, mpbisd2c, retail

Democratizing Intelligence Data-Centric approaches to marketing work best when all areas of a marketing organization understand the principles and tools for using data. As Empower's Brett Mowry outlines, data maturity often means moving companies away from "centers of excellence" and towards a more democratized structure where all marketers work more collaboratively and holistically with a common understanding about leveraging a CDP, managing 3rd party data and mapping customer journeys.

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Tags: brand marketing, data, data sharing, data-targeting, digital marketing, integrated marketing, marketing, marketing/branding/advertising, technology, tools

New Adventures in Customer Acquisition Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, at MediaPost's D2C Insider Summit, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.

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Tags: apps, automation, brand marketing, customer experience, d2c, database marketing, digital marketing, engagement, innovation, integrated marketing, interactive, marketing, marketing/branding/advertising, mediapostd2c, mpbisd2c, omni-channel marketing, retail, social media, tools

Avocados From Mexico Scores Big Driving Brand Performance via Innovation Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and immersive experiences - - all part of their "brandformance" approach to innovate produce marking.

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Tags: brand marketing, branded content, branding, cable tv, connected tv, cpg, ctv, innovation, marketingcpg, mixed media, mptvis, mptvvis, social media, technology, television & video, tv, video

Innovating in E-Commerce: Beyond the Link As one of the world's leading brand licensors, Meredith has had commerce in its DNA for decades. Online, the company has learned from its innovations across every emerging e-comm opportunity. From shoppable video to inspiration-to-shopping cart deep integrations with retailers like Walmart, GM of Commerce Content Chloe Reznikov walks us through how these next-gen e-comm models bring publishers way beyond the affiliate link.

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Tags: audience targeting, brand marketing, content marketing, digital marketing, ecommerce, mppublish, online publishing, publishing, targeting

Leveraging Performance Video on Amazon The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.

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Tags: brand marketing, branded content, content marketing, digital marketing, integrated marketing, marketing, mobile, paid search, performance marketing, search, search marketing, streaming, video

Visible Wireless: Grass Roots Branding and Media Planning Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?

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Tags: brand marketing, branded content, content marketing, digital marketing, integrated marketing, marketing, paid search, performance marketing, search, search marketing, streaming, video

Travel Site Leverages Data & Analytics in OOH Brand Campaign How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could …

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Tags: ad campaign, ad platform, ad technology, adtech ny, analytics, behavioral targeting, brand marketing, branded content, branding, consumer, consumer experience, covid-19, creative, data, data-targeting, digital, digital content, digital marketing, digital-out-of-home, geotargeting, marketing/branding/advertising, online, out-of-home, outdoor, social media, technology, travel

Spotify Brand Playlists: Sweet Music to Millennial-Seeking Ears What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That …

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Tags: baby boomers, brand marketing, branded content, content, content marketing, digital, digital content, digital marketing, engagemillennials, gen x, integrated marketing, marketing, marketing/branding/advertising, millennials, music, out-of-home, playlist, qr codes, real estate, television, tv

High Marks for Grammarly's Production-Free Ad Campaign What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an entirely production-free campaign. The …

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Tags: ad campaign, ad targeting, brand marketing, branded content, branding, cable tv, connected tv, covid-19, creative, ctv, d2c, dtc, marketing/branding/advertising, online, social media, tv, video

Humanizing an All-Digital Ecosystem From the beginning, Visible has always worked to fundamentally change the way consumers get and pay for their wireless service via their all-digital model. How is this challenger brand creating a new normal in telecommunications? Through high-touch experiential activations, an unparalleled influencer network, and real-time social listening, that simultaneously addresses real-life issues while building community.

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Tags: brand image, brand marketing, digital, digital content, experiential marketing, influencer marketing, social media, telecom

Leveraging Micro Influencers: Quality over Quantity As the importance of influencer marketing grows, especially in the fashion industry, how can a brand approach the space in a way that's driven more by technology and community than celebrity and the number of followers? The womenswear brand Adore Me's solution? Build their own community. VP of marketing, Ranjan Roy, tells us how their "Creators" community allowed micro influencers to seamlessly connect and create authentic brand content that outperformed prior traditional influencer campaigns.

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Tags: brand marketing, branded content, fashion, influencer marketing, social media

Extreme Personalization Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the conversation, not technology or marketing.

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Tags: brand marketing, branded content, consumer experience, customer experience, email, health, health and fitness, personalization

RentPath Builds Brand By Easing Friction Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.

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Tags: brand marketing, branded content, branding, content marketing, digital marketing, email, loyalty, marketing, marketing funnel

Grocery Outlet's Social Strategy Goes Local As Grocery Outlet showed during the pandemic of 2020, a firm social strategy for retailers can be used quickly to empower the in-store crews on the ground and across diverse locations. CMO Layla Kasha explores how she built GO's platform strategy to be adroit and powered by local creativity. How do you train, empower and coordinate such a network of brand ambassadors that are in closest contact with your customers?

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Tags: brand marketing, covid-19, retail, social media, strategy

Less is More: How Policygenius Maintains a Personal Touch in Email Marketing/Marketing Automation When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.

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Tags: brand marketing, content marketing, customer experience, database marketing, digital marketing, email, personalization, personnel

Finding Burger King Moments In A Fractured Mediaverse Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.

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Tags: addressable tv, advanced tv, attribution, brand image, brand marketing, branding, brands, cable tv, connected tv, ctv, digital, digital content, marketing/branding/advertising, ott, performance marketing, social media, social networking, social networks

Now, About That Chicken Sandwich: Popeye's Inside Story Who would have known the launch of a chicken sandwich would be the QSR story of the year? Apparently, not even Popeye's own marketing team. Brand Lead Lisa O'Brien shares what happens when consumers take over your launch, blow up the media plan, and create success and PR challenges that were truly unprecedented.

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Tags: brand marketing, content marketing, digital marketing, loyalty, media, promotion, public relations, qsr, social media, social networking, twitter

Building the Cost-Per-Visit Media Plan How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants, tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.

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Tags: ad buys, ad campaign, audience measurement, brand marketing, branded content, customer experience, digital, digital content, incentive, media measurement, performance marketing, qsr

Pancheros' Digital-First Brand Makeover More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.

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Tags: apps, brand marketing, content marketing, data, data management, data-targeting, database marketing, digital marketing, marketingqsr, qsr, social media, social networking, social networks

SimpliSafe Secures Its Next Growth Strategy SimpliSafe, the category-defining brand of DIY home security, has already succeeded in reaching beyond the digitally savvy base and into general awareness. Company CCO, Don LeBlanc, shares lessons learned as he brings his data-driven marketing culture into awareness campaigns that build brand even as they drive sales.

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Tags: brand marketing, branded content, branding, data, digital, digital content, digital marketing, marketing, marketing/branding/advertising, performance marketing

Return on Delight: Thinking Beyond Tecovas' Bottom Line With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the delight metric, both online and in store.

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Tags: brand marketing, budgets, content marketing, digital marketing, marketing, metrics, online, retail

ShopRite's Paperbird Soars When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.

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Tags: activations, brand image, brand marketing, branded content, branding, content, content marketing, cpg, data, design, marketingcpg, packaging, research, retail, strategy

Keeping it Real: Connecting Authentically with Multicultural Consumers Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.

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Tags: brand image, brand marketing, branded content, cable tv, cars, celebrity, connected tv, content, content marketing, ctv, digital content, multicultural, strategy, tv

Hubble Tests TikTok & the "EYES" Have It! The sheltering-at-home lifestyle saw consumers watching more video than ever before, including expanding their viewing habits to new platforms like TikTok. Direct-to-consumer contact lens brand, Hubble Contacts, decided they didn't want to be beholding to just FaceBook and took advantage of the new trend. Hubble's Senior Marketing & Creative Director, Dan Rosen, shares how he tested the short-form mobile video platform and discovered a new audience, success and scale.

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Tags: brand marketing, branded content, consumer, consumer experience, content, content marketing, covid-19, digital, digital content, paid content, social media, tiktok, trends, video

Switching Gears: Lexus Broadens it's Image & Audience The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.

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Tags: advanced tv, audience targeting, automotive, brand marketing, cable tv, cars, celebrity, connected tv, content marketing, digital marketing, product placement, promotion

Waking Up To Gaming Bud Light's Director of Sports Marketing talks esports opportunities for brands, Bud Light's own strategic approach and how (and how not) to suit up for the virtual game.

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Tags: brand marketing, branded content, branded gaming app, branding, cpg, esports, events, gaming, marketingcpg, online, sponsored content, sponsorship, sports

From Influencers to Hashtag Campaigns: White Castle Deepens Engagement with CPG Shoppers As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media mix to elevate and leverage their message well beyond social.

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Tags: ad campaign, brand marketing, branded content, content, content creators, content marketing, cpg, creative, digital marketing, events, influencer marketing, marketingcpg, mixed media, promotion, public relations, restaurants, social media, strategy

Jimmy Bars Takes the Paths Less Traveled How does a new CPG business stand out in the already saturated snack bar market? As building a brand within the grocery industry can prove challenging and expensive, Jimmy Bars' co-founder, Jim Simon, tells us it's vital to not only differentiate oneself but be creative as well.

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Tags: ad buys, brand image, brand marketing, branding, cpg, distribution, food, marketingcpg

Pandora Thrives with a Full Funnel Approach to E-commerce What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.

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Tags: advertising, brand marketing, content marketing, covid-19, customer experience, d2c, digital, digital content, digital marketing, direct marketing, ecommerce, marketing funnel, programmatic video, social media

Atlanta Heats Up Brand Image Via Social Video Storytelling How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that align with the interests of its target audience, the "creative class".

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Tags: ad campaign, audience targeting, brand image, brand marketing, celebrity, creative, facebook, influencer marketing, instagram, rebranding, social media, travel, video

Craftsman Builds Success With Holiday Ugly Sweater Influencer Campaign The tool business landscape has been growing more and more competitive each year. With sellers like Amazon and Walmart crowding the market; Craftsman needed to come up with a strategy that put their products front-and-center with shoppers during the competitive holiday season. With a very limited budget, Craftsman leveraged influencers and social media...

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Tags: brand image, brand marketing, case study, facebook, holiday, influencer marketing, instagram, social media, social networks

Truman Reinvents Cleaning Solutions via a Hyper-Focused Customer D2C Do we really need another cleaning product? In an industry that's already over saturated, is their an opportunity for a new company to survive? That's the challenge Alex Reed faced when he and his co-founder, Jon Bostock, launched their D2C cleaning subscription service, Truman's, in February 2019. In such a cluttered market they needed to find their voice and that's exactly what they did.

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Tags: brand image, brand marketing, case study, cpg, customer experience, customer relations, customer service, d2c, influencer marketing, social media, social networks, start-ups, twitter

Hakuna Brand's Unorthodox Entry into Frozen Deserts At least 80% of new CPG product launches fail each year, so why even bother trying? Hannah Hong and Mollie Cha bothered because they believed they were filling an unmet consumer need; a healthier, dairy-free alternative to ice cream. Both lactose intolerant, the two discovered banana "n-ice cream"- frozen banana chunks blended with a little almond milk. "Like lightning striking," Hakuna Brands was born.

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Tags: brand marketing, case study, cpg, facebook, food, instagram, launch, social media, start-ups, women

Dove Stays True to Brand with Photo Library Created By Women Having a quality product isn't always enough. Today's consumers are holding brands to a higher standard, and it's not enough to support a cause and then be done. Consumers are looking for consistency from their brands. Dove's #ShowUS campaign reflects that.

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Tags: awards, brand image, brand marketing, branded content, creative, health and beauty aids, magazines, media, native advertising, photography, print, social media, women

Beauty Brand e.l.f. Nabs Gen Zers with a TikTok Explosion Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.

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Tags: brand image, brand marketing, branded content, cpg, engagement, gen z, health and beauty aids, influencer marketing, marketingcpg, music, tiktok, trends, video, viral

BMW Celebrates Diversity To Showcase Sporty X2 Model The LGBTQ community, possessing a bold and rebellious mindset to live life on their own terms, perfectly embodied both BMW's Modern Maverick target and X2 manifesto of "Give No Explanations."

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Tags: automotive, awards, brand marketing, digital, digital content, events, gay/lesbian, live streaming, luxury, media, partnership, social media, social networking, social networks, video

GE, 'New York Times' Co-brand Global Audio Experience Giant Spoon took readers on 10 sonic journeys--from Mozambique to Hawaii--while GE organically showcased destinations with sounds that are essential in driving its community energy efforts.

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Tags: audio, awareness, b2b, brand marketing, branded content, co-branded, digital, digital content, energy, magazines, newspapers, partnership, print, publishing, streaming

End-to-End Personalization: The Farmer's Dog The Farmer's Dog knows a great deal about each individual dog and can capitalize on that knowledge by suggesting subscriptions, and it can use relevant messaging even to those who haven't subscribed.

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Tags: brand marketing, cpg, customer experience, customer relations, customer service, data, data management, data mining, data-targeting, digital, digital marketing, food, health, personalization, pets, sms, start-ups, text

Georgia-Pacific Goes From Product-centered To Providing Better Experience "Give a customer a solution that reduces their consumption, give them a better hygienic solution and help solve for labor. There's no better trifecta."

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Tags: brand marketing, content, content creators, cpg, customer experience, digital content, earned media, online, video

Punching Above Your Weight: Popchips' Contender Story Banking on emotion, the brand launched a new product, Nutters, a peanut butter-covered puff and is testing it in the Denver market with samples, activations, outdoor, and in-store.

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Tags: activations, banners, brand marketing, cpg, digital marketing, digital-out-of-home, engagement, food, influencer marketing, media, media planning, millennials, omni-channel marketing, programmatic, radio, sampling, social media, video

Wedding Wire Personalizes Messages Based On Behavior WeddingWire sends a personalized confirmation message to a segment of users after they request information from a vendor in order to enhance the customer experience.

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Tags: b2b, behavioral targeting, brand marketing, brands, customer experience, data, data management, data mining, data-targeting, email, engagement, millennials, online sales, personalization, technology

Walgreens Harnesses Local Touch To Raise Community Awareness Users could learn about a variety of Walgreens "Find Care Now" services, showing off its relevance to a broad demographic of users. Those who clicked through were directed to an information page.

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Tags: ad campaign, awards, awareness, brand marketing, digital, digital content, health care, hyper local, interactive, mobile, omma, omni-channel marketing, online, publishing, retail, video

Southwest's 'Story' Campaign Optimizes Targeting Strategies The videos show the back stories of each traveler before they are onboard. A brand logo with the person's seat assignment hovers nearby.

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Tags: ad targeting, airlines, audience targeting, awards, brand affinity technologies, brand marketing, campaigns, data-targeting, digital marketing, engagement, marketing/branding/advertising, media, mobile, mobile programmatic, omma, real-time, social media, technology, television, travel

Heartstrings And Grassroots: Diversifying The Donor Base Of 'Be The Match' Be the Match's objective going into 2019 is to determine the optimal size and composition of the registry and launch a campaign that expedites that level of quality participation.

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Tags: african american, awareness, brand marketing, cause-related, digital, digital-out-of-home, earned media, events, health care, hispanics, influencer marketing, integrated marketing, music, out-of-home, paid content, partnership, pr

How Amsterdam Airport Schiphol Creates A Passenger Journey Via Email Before the arrival of Ruth Hakkenberg, the email program at Schiphol Amsterdam Airport was a strategy-free, once-a-month affair going to everyone on the list.

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Tags: brand marketing, customer experience, customer relations, customer service, email, europe, loyalty, travel