MediaPost Publications - The MediaPost Cases

During COVID, every restaurant was looking to generate sales in any way possible. Jason's Deli's VP of Marketing & Communications, Brandy Butler, will share how they were able to reach a new audience with the introduction of Virtual Restaurants and are continuing to bring in incremental sales since then.

FREE FOR CMMR MEMBERS

Tags: audience measurement, audience-buying, covid-19, fast casual, fast food, qsr, restaurants, sales

Building Brand Relevance via Brand Truths & Organic Consumer Behavior on Social A campaign grounded in organic social behavior enables customers to easily connect with the content while being inspired to try something new. With thousands of drink combinations, SONIC(R) is the Ultimate Drink Stop(R), and customers love to talk about their latest drink hacks on social media. Sr. Director of IMC for Sonic, Tamara Stanley, shares how Sonic used insights from TikTok to partner with Paramount+ and build an influencer led campaign teaching consumers how to build "Grease: Rise of the Pink Ladies" inspired drinks. The campaign not only taught customers how to make craveable creations using the SONIC App, but …

FREE FOR CMMR MEMBERS

Tags: beverages, campaigns, content, fast food, influencer marketing, new products, paramount+, qsr, social media, tiktok

Triggering Kindness in the AI Neighborhood Can generative AI make us better neighbors...and a stronger neighborhood platform? The local connections publisher NextDoor is offering members AI-powered writing tools that nudges them with a Kindness Reminder to help make the online environment more supportive and positive. Nextdoor's Head of AI and VP of Engineering, Qi He, discusses how the publisher is crafting user-facing tools to drive better online experiences and what they have learned along the way

FREE FOR CMMR MEMBERS

Tags: ai, customer experience, environment, online, publishing, tools

The New Content+Commerce Equation: Full-Funnel Performance In marrying the CNET brand with its performance marketing platform two years ago, Red Ventures started building a full-funnel approach to the content+commerce equation. Kerri Mason, SVP of Marketing at Red Ventures, explains what the company has learned about the new arts of audience priming, using content to drive upper-funnel discovery, and creating a holistic marketing environment that serves a range of KPIs for both ad clients and affiliate revenue.

FREE FOR CMMR MEMBERS

Tags: ad platform, content, discovery, marketing, marketing funnel, media, performance marketing, publishing, revenue

Leveraging ASMR to Fill the Sensory Gap 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.

FREE FOR CMMR MEMBERS

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

Everything Old is New Again: Back to Print D2Cs need to stand out from the crowded D2C space and have begun using print and mail media as a direct response tactic. Is this channel as effective as the digital channels? How does this channel integrate with other media. Where does it fit within the funnel? Ultimately does it help drive ROI? Mixbook's CMO, Ben De Castro, shares answers to these questions.

FREE FOR CMMR MEMBERS

Tags: cross-channel, d2c, digital, digital marketing, direct mail, integrated marketing, marketing funnel, print

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 …

FREE FOR CMMR MEMBERS

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

Balancing Act - Maximizing Innovation While Minimizing Risk When it comes to innovation, companies are often faced with a delicate balancing act between pushing boundaries and minimizing risk. This is particularly true in the realm of privacy, where breaches and other violations open up exposure to class action lawsuits and irreparable damage to a company's reputation. Hear from DTC Manager, Jennifer Peters, as she shares insights from Olly, an entrepreneurial brand living inside Unilever's expansive portfolio, and their journey to strike the right balance.

FREE FOR CMMR MEMBERS

Tags: brands, d2c, innovation, privacy

Optimizing Linear TV Through Data-Driven Creative The men's grooming brand Manscaped is suddenly ubiquitous. From TV to out of home, display to social feeds, Manscaped not only leverages every channel available but keeps those screens fresh with a wide range of creative across the full funnel, inside and outside of its core demo. Manscaped's Senior Media Manager, Emily Yager, explains the data and strategy that drive one of the highest profile DTC brands as it has expanded into an omnichannel power player.

FREE FOR CMMR MEMBERS

Tags: brands, cpg, marketing

Targeting Is Broken...But We Can Solve This How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting, bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned from their journey.

FREE FOR CMMR MEMBERS

Tags: ad platform, algorithms, d2c, media, retargeting, strategy, targeting

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 …

FREE FOR CMMR MEMBERS

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

A D2C's Best Friend: BarkBox's Branded Partnership Playbook As the cost of customer acquisition climbs, D2Cs are looking for new and exciting ways to partner with other brands. BARK, makers of BarkBox, is doing just that, with partnerships including Dunkin', Subaru, Marvel, Warner Bros., Netflix and more. This strategy has enabled them to reach new audiences and tap into new customer data. BARK's VP of Brand Activation, Dave Stangle, covers their strategy behind finding other brands with the right affinities and how they are structuring their co-branding relationships.

FREE FOR CMMR MEMBERS

Tags: acquisition, brands, co-branded, d2c, data, partnership, strategy

Driving Growth with Social Media Investments The impact of social media investments on the performance of paid search campaigns has been a long-standing question for eCommerce advertisers. Many advertisers have mature paid search programs that demonstrate a high return on ad spend, but struggle to scale growth to other channels like social media, due to limitations in measurement systems, particularly direct attribution. William Mansmann, Director of Performance Analytics at Beeby Clark+Meyler, will share his approach that found a significant positive relationship between Meta spend and branded search impressions.

FREE FOR CMMR MEMBERS

Tags: ad spending, advertising, attribution, branding, campaigns, ecommerce, investments, measurement, performance marketing, search, social media

Driving Cross-Channel Collaboration with Data + Data-Driven Content In 2023, Search needs to be a company-wide effort, not a siloed activity for just one team. Stephen Spiewak, Manager of Digital Content at Vivid Seats, will share how data insights and data-driven content can help facilitate collaboration across teams, and why it's never been easier to tell stories with data.

FREE FOR CMMR MEMBERS

Tags: content, data, digital, performance marketing, search

Challenging Google AI's Limits Marketers are constantly told by advertising experts to apply best practice strategies, but if everyone is doing the same, how is anyone going to truly achieve a competitive edge? Can something more be done with the limited controls still in place as automation continues to grow? Lending Tree's Director of SEM, Yuji Inagaki, shares how his team challenged Google's AI calculations and decision-making by applying strategies either not recommended (based on speculations) or completely unknown (never been done before.) Hear the insights they uncovered regarding Google's "black box" pertaining specifically to their business goals and how to take advantage of …

FREE FOR CMMR MEMBERS

Tags: advertising, ai, automation, google, marketing, performance marketing, search, strategy

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.

FREE FOR CMMR MEMBERS

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

Enterprise Digital Transformation: Be Influential, Tenacious and Patient Every organization is now a tech organization; every industry has been disrupted. To stay relevant and thrive, evolving enterprise organizations must surrender their best practices, their organizational structures and even their understanding of their product or service. How can you be a digital change agent in your organization, no matter your level or tech budget? Young Life's Digital Transformation Chief, R. Scott Harris, will share principles and life hacks to encourage you in a balanced people, process, platform and performance approach. It takes all of one's influence, tenacity and patience, but digital transformation is worth it for your career and …

FREE FOR CMMR MEMBERS

Tags: apparel, budgets, digital, email, marketing, performance marketing, technology

Putting the Power of Data in the Hands of Stakeholders Stakeholders always want more data on how their programs are performing. As marketers, responding to these requests is often a labor intensive and difficult task. Hear lessons learned from Sara Scofield, Director of Corporate Email Marketing for US Bank, about their two-year journey to empower people across the organization with their most coveted resource... data!

FREE FOR CMMR MEMBERS

Tags: banks, data, email, marketing, performance marketing

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?

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Driving Retention Through Shopping Experiences: Adore Me Meets Consumer's Diverse Needs via Multiple Shopping Models The direct-to-consumer acquisition landscape is not what it used to be. It's not enough to only focus on how to acquire customers efficiently, brands need to also focus on how to make the most out of the customers they already have. Driving customer retention is key. Adore Me's Channel Marketing Manager, Marina Addams, discusses how her team tackles this through offering customers multiple ways to experience their brand by building three distinct shopping models; Pay As You Go, VIP, and Elite. As a result, Adore Me has successfully catered to specific customer needs while also emphasizing retention and membership.

FREE FOR CMMR MEMBERS

Tags: acquisition, apparel, consumer, customer experience, d2c, retail

Automotive Community Comes Together To Save Dogs A group of automotive influencers and journalists and several OEMs came together in December and drove 3,200 miles to save four beagles and to bring an outfitted rig to one lucky rescue as part of Operation Frodo. The story began in 2018 when Miles partnered with Nissan to show how a pickup truck could be modified to serve as a rescue vehicle to save and transport animals after natural disasters. The truck was displayed at the SEMA show that year. That led to the founding of AnimalRescueRigs.com to encourage animal rescue. Editor and Publisher of Rides and Drives, Harvey Briggs …

FREE FOR CMMR MEMBERS

Tags: automotive, brands, influencer marketing, journalism, partnership

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.

FREE FOR CMMR MEMBERS

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

Liquid Death Disrupts Again with Ice Tea Liquid Death is at it again. This time they are drawing the attention of grandmas everywhere and microdosing them with 6g of sugar and 30mg of caffeine. The brand expanded to a new product category and became an Amazon #1 Best Seller in less than 24 hours. The Director of Digital Detail Retail, Natalie Cotter, discusses how Liquid Death took over the internet, broke Amazon, and murdered thirst with their new Iced Teas.

FREE FOR CMMR MEMBERS

Tags: advertising, amazon, beverages, branding, brands, cpg, digital, internet, marketing, new products, retail

Follow the Data, Follow the Demo: The Power of Serving the Underserved Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.

FREE FOR CMMR MEMBERS

Tags: agency, audience targeting, behavioral targeting, brands, buddy media, creative, data, demographics, media, multicultural

We Want our Advanced TV: Testing the Signal-to-Noise Ratio How do you bring legacy brands who have been wedded to linear TV into the advanced TV fold? Test and prove. Lockard & Wechsler Direct's VP of Advanced TV, Scott Lisk, brings the receipts, sharing the ways in which the performance agency has tested out streaming video platforms to highlight when, where and how these data driven video channels do and don't work best.

FREE FOR CMMR MEMBERS

Tags: ad platform, brands, data, linear tv, marketing, programmatic, streaming, television, video

Looking at Attribution Beyond Posts Creating impactful television campaigns that deliver on key performance indicators meaningful to a client's business is critical these days. Fortunately, there are now great products and systems that allow advertisers to tie television advertising directly to specific business goals. Justin Poe, Media Director at EvansHardy+Young, will share how they connected their QSR client's goals with their television campaign to provide actionable insights and help prove what worked and what didn't.

FREE FOR CMMR MEMBERS

Tags: ad performance measurement, advertising, business media, campaigns, communications, connected tv, marketing, new products, qsr, television, tv

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.

FREE FOR CMMR MEMBERS

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

Programmatic DOOH From The Media Buyer's Perspective As Programmatic technology continues to take shape and plays a more pivotal role in the growth of OOH in 2023, Dentsu Media's SVP of Out of Home, Marc Bartholomew, will offer some key insights and learnings from the lens of an agency buyer. This perspective will look into how Dentsu approaches Programmatic OOH for its clients; from discussing how and why it could benefit an advertiser through to activation best practices and identifying key metrics for success.

FREE FOR CMMR MEMBERS

Tags: agency, digital-out-of-home, metrics, out-of-home, outdoor, programmatic, technology

Goodlife's Great Digitized Delivery Truck Caper Delivery trucks and buggies may have been the original OOH vehicle. Goodlife apparel reshuffled the idea with branded office trucks tagged with tracking beacons. The truly innovative model allowed the brand to retarget street level viewers with digital e-commerce promotions. How did this novel use of old school signage and new school activation not only drive digital traffic but explode social awareness? Goodlife Clothing's VP of Growth, Jesse Miller, brings us inside the great delivery truck caper.

FREE FOR CMMR MEMBERS

Tags: ad tracking, apparel, awareness, digital-out-of-home, ecommerce, innovation, out-of-home, promotion, retargeting, tracking, trucks

Manscaped Grows Out Branding with OOH When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships …

FREE FOR CMMR MEMBERS

Tags: ad campaign, campaigns, consumer experience, creative, digital, digital marketing, digital-out-of-home, emerging markets, influencer marketing, international, out-of-home, social networking

Shapiro for Governor: Where are the Persuadable Voters? In the most purple of purple states, conventional wisdom holds that Pennsylvanians' geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple, Vice President of Digital, and Nathan Nye, Partner, at GPS Impact, explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging, and outperform 2022 in key Republican strongholds.

FREE FOR CMMR MEMBERS

Tags: analytics, campaigns, data, demographics, investments, messaging, politics, research, targeting

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.

FREE FOR CMMR MEMBERS

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

Scaling Authenticity: Fetterman for Senate No candidate this cycle brought such native mastery, authority and authenticity to social channels than Pennsylvania Senatorial candidate John Fetterman. But how does that talent scale into a full state campaign operation, rapid response to attacks and opportunities, and a massive partner program that helped fund campaigns across the country? Fetterman's Digital Director Sophie Ota explains how they built a social infrastructure around one man's resonant voice that could scale into a real-time 24/7 messaging machine.

FREE FOR CMMR MEMBERS

Tags: campaigns, funding, fundraiser, policy, politics, social media, social networking

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.

FREE FOR CMMR MEMBERS

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

Tapping TikTok As compelling and absorbing for users, especially younger ones, as it is controversial among policymakers, TikTok witnessed some of the most creative uses of media last cycle. But did it matter? How did TikTok impact recognition, persuasion, and GOTV? How did campaigns rise to the challenge of connecting with younger voters and creating an authentic voice? And how do you stay true both to the ethos of the platform and the principles of your candidate? The DGA is one of the largest Democratic political accounts on TikTok. Digital Director Laura Carlson, Social Media Manager Emma Stein, and Creative Assistant Jacqueline …

FREE FOR CMMR MEMBERS

Tags: campaigns, demographics, media, policy, politics, tiktok

Leveraging TikTok to Scale Your Social Media Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.

FREE FOR CMMR MEMBERS

Tags: campaigns, performance marketing, social media, social networking, technology

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 can teams play nice, but there's also an opportunity to create win-win strategies and tactics for everyone! As a lower funnel marketer at Big Island Coffee Roasters, where Partnerships have become her second word of the day (after 'coffee.....'), 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 …

FREE FOR CMMR MEMBERS

Tags: affiliate marketing, brands, coffee, marketing, marketing funnel, partnership, strategy

Becoming Relevant via Cultural Moments Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.

FREE FOR CMMR MEMBERS

Tags: campaigns, consumer, cross-channel, engagement, marketing, multichannel, multicultural, performance marketing

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?

FREE FOR CMMR MEMBERS

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

Organizing for Cross-Channel Messaging It takes more than fancy tools to enable and successfully execute a cross-channel marketing strategy. You must align internal teams, ensure your data is connected, and have the right technology partners in place. Eddie Bauer's Director of Digital Merchandising and Email, Angela Gow, shares what Eddie Bauer has learned as it internally aligned email, SMS, and site teams. Angela discusses how working from a single source of truth data sources drove coherent multitouch messaging and how choosing the right tech partners helped execute a fleet and responsive cross-channel marketing strategy.

FREE FOR CMMR MEMBERS

Tags: cross-channel, data, digital, email, marketing, messaging, partnership, sms, technology

Building the More Neighborly Tech Stack A truly functional next-gen MarTech stack doesn't just assemble tech solutions but builds relationships with vendors that optimize execution. NextDoor extends its good neighbor brand to vendor RFPs, transparency with partners, and expectations for aligning on sustainability and inclusion. NextDoor's Marketing Technology & Operations Lead, Krish Sailam, explain building the better partner stack.

FREE FOR CMMR MEMBERS

Tags: ad optimization, ad technology, brands, martech, partnership, sustainability, technology

Let's Get Re-engaged: A Data and Messaging Romance In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.

FREE FOR CMMR MEMBERS

Tags: ad targeting, data, email, hotels, loyalty, marketing, messaging, personalization, segmentation

Punching Over Your Weight: Making the Most of Small Teams Delivering a relevant, timely and personalized experience to customers, but how do you do it no matter how many people are on your team? OpenTable's Senior Director of Engagement Marketing, Nikki Snowhite, shares her strategy, tips and tricks on how to make the most of your team, amplify and automate your assets and create internal processes that optimize customer experience. You can watch the entire interview here:

FREE FOR CMMR MEMBERS

Tags: ad optimization, automation, customer experience, engagement, marketing, personalization, restaurants, strategy

The Good and Bad and Ways to Avoid the Bad Personalization can be an email marketers' best friend or worst nightmare. Using data provided directly by a customer can create challenges you may not anticipate. Ally Financial Inc.'s Marketing Director: Email Marketing, Domain Management, and Brand Protection, Donna Lyon, discusses why it's essential to understand your data, where the data came from, and review/test the data within each new campaign to reduce the risk of a poor customer experience.

FREE FOR CMMR MEMBERS

Tags: ad campaign, campaigns, customer experience, data, email, marketing, personalization

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Loyalty is Glocal: KFC's Data-Driven Value Exchanges What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated data like this lead to insights and tactics around identifying better value propositions that grow loyalty?

FREE FOR CMMR MEMBERS

Tags: brands, consumer, fast casual, fast food, loyalty, multicultural, qsr, restaurants

Radical Personalization: Humanizing the Digital Experience...With Data A common data model has been critical to Whataburger's radically personalized...and personal...approach to all aspects of the digital experience for customers. Whataburger's Digital & Strategy Director, Keith McLellan, explains how its deep profiles recognizes at all touchpoints who you are, what you like and buy, and how. And perhaps most importantly they know when you stop buying and how long they have to win you back. This level of super-segmentation allows for crafting highly personalized and more emotional appeals, to know who to message, how and especially when, to create a data driven but very human digital conversation.

FREE FOR CMMR MEMBERS

Tags: customer experience, data, digital, fast casual, fast food, food, messaging, personalization, qsr, restaurants, strategy

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.

FREE FOR CMMR MEMBERS

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

The Case for Indulgence: Menu Is Marketing Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at local levels.

FREE FOR CMMR MEMBERS

Tags: ad optimization, customer experience, fast casual, fast food, marketing, messaging, multichannel, new products, product listing ad, 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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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 …

FREE FOR CMMR MEMBERS

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

Proven-Performance Approach Drives Upward Progress of Video RoAS Building and executing campaigns rooted in proven results can present limitations in testing new opportunities and unlocking potential. When every ad dollar spent must prove its value, drawing meaningful insights that create scalable opportunity with confidence is critical. Butler/Till's Channel Director of Media, Gina Whelehan, will share how she and her team embarked on the advanced TV journey with their client and successfully built out a diversified video mix.

FREE FOR CMMR MEMBERS

Tags: advanced tv, advertising, campaigns, communications, video

Contrary to Popular Belief, TV Is Not Dead Does Linear Still Have An Influence In Today's Digital First Landscape? TBC's Media Supervisor, Jared Silverman, shares how marketers are still able to prove Linear TV value with the right balance between budget and messaging across channels.

FREE FOR CMMR MEMBERS

Tags: affiliate marketing, budgets, cross-channel, itv, marketing, messaging, tv

Did You Know You're A Gamer? Gaming is everywhere, and is for everyone. The question is no longer "do you game?", but "what do you play?" How can a range of publishers better understand and capture the many demos and the energy of gaming? Enthusiast Gaming's SVP, Global Head of Sales & Marketing, Amanda Rubin, shares what it has learned about understanding gaming as a social connector, how it innovates in ad products, and opens a door for publishers into Web3/Metaverse futures.

FREE FOR CMMR MEMBERS

Tags: advertising, gaming, innovation, metaverse, publishing, web3

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.

FREE FOR CMMR MEMBERS

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

Rethinking The Programming Stack for Our Inevitable Metaverse Overlords Media companies are told that their future audience is, well, everywhere. Content needs to flow into everything from 2D forever scrolls to Metaverses, CTV episodes to TikTok/YT/IG "shorts," game worlds to gas station pumps. IGN Entertainment's VP, Publisher, John Davison, explains how one of the largest, and oldest, digital entertainment sources is rebuilding both their programming and monetization strategy around fluid audience media behaviors. How can publishers future-proof a foundation that adapts to the next TikTok, the next rideshare media network, the next ultraverse?

FREE FOR CMMR MEMBERS

Tags: affiliate marketing, behavioral targeting, buddy media, content, content marketing, marketing, media, strategy

Fans, SuperUsers, Ambassadors: Community as Marketing A year ago, Visible Wireless built its own social sandbox apart from the usual platforms. It was a forum for prospects to discuss what they liked. As a class of "SuperUsers" emerged, Visible started seeing a strategy for a self-run community that could have solid KPIs, drive SEO, customer support, and even beta testers. Visible Wireless Community Lead, David Sandoval, shares the learnings and benefits from DIY social.

FREE FOR CMMR MEMBERS

Tags: mobile, seo, social networking, wireless

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 …

FREE FOR CMMR MEMBERS

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

Cultivating Omnichannel: Grove Collaborative's Evolutionary Tale As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a …

FREE FOR CMMR MEMBERS

Tags: brand affinity technologies, branding, consumer, cpg, d2c, influencer marketing, integrated marketing, messaging, retail

Beyond the Transaction: Tactics for an Acquisition Strategy BDG has acquired ten companies in less than a decade. But it isn't about the transaction. A successful M&A boils down to culture, transparency, and integration. Bustle Digital Group's Executive Vice President, Sharmi Gandhi, shared lessons learned from overseeing many of these deals. She explores how companies can prepare pre-close to set up a successful acquisition post-close.

FREE FOR CMMR MEMBERS

Tags: acquisition, communication, communications, digital, media, merger, online publishing

Winc's Data Driven LTV As customer acquisition costs soar, many DTC brands are seeking greater efficiency by increasing the lifetime value of their existing customer base. Winc's Chief Marketing Officer, Jai Dolwani, demonstrates how his brand takes the same performance and data-driven approach to increasing LTV as it does driving conversions. Everything from purchase and cancellation reasons to competitive analysis and Net Promotor Score are data points that drive core insights around how customers value your brand and respond to promotion. Jai walks through what Winc has learned from activating those insights in campaigns that worked.

FREE FOR CMMR MEMBERS

Tags: acquisition, brands, data, direct marketing, dtc, performance marketing, promotion

Lifecycle of a Product - Lifecycle of Research Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.

FREE FOR CMMR MEMBERS

Tags: analytics, d2c, data, digital, fashion, new products

Let's Go to the Game Film: How Tovala Bakes a Smoother Buyer Journey Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?

FREE FOR CMMR MEMBERS

Tags: ad optimization, analytics, conversion cycle, cross-channel, dtc, engagement, media, multichannel, performance marketing, trends

Squatters and Clickers: Mapping Site Behaviors Against Retargeting Strategy As Avocados From Mexico transforms its media and analytics and migrates its user IDs to a new platform, it needed to better understand their own base. As a preamble to our panel on ID tracking, Avocados' Director of Media, Jovanny Martinez, shares a test-and-learn project the brand applied to different behaviors on its own site. What is the difference between prospects who click and those who dwell? Should they be identified and retargeted differently?

FREE FOR CMMR MEMBERS

Tags: analytics, behavioral targeting, database marketing, mapping/navigation, retargeting, search retargeting, tracking

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.

FREE FOR CMMR MEMBERS

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

Can You Hear It Now?: Tuning in to Programmatic Audio In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.

FREE FOR CMMR MEMBERS

Tags: ad platform, ad tracking, audio, data, marketing, multichannel, programmatic

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, …

FREE FOR CMMR MEMBERS

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

Where Were You in '82?: Fostering Creativity in Healthcare Marketing While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.

FREE FOR CMMR MEMBERS

Tags: campaigns, health, health care, innovation, messaging, personalization, planning, strategy

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

When Tiny Is Big: NPR Sponsorship Leverages a Creator Squad Sometimes bigger is not better, especially when making smarter use of social amplification. For its Tiny Desk Contest, a small cadre of content creators was recruited to drive views and engagement for the NPR Music project on behalf of a major corporate sponsor. NPR's VP of Sponsorship Marketing, Lamar Johnson, explores the ROI for this use of content creators vs. paid amplification and the tactics for sponsor integration and amplification that helped the program perform far beyond projections.

FREE FOR CMMR MEMBERS

Tags: content, content creators, content marketing, contest, corporate ethics, engagement, integrated marketing, marketing, roi, sponsorship

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.

FREE FOR CMMR MEMBERS

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

Increase Revenue & Improve Efficiency With Google Smart Shopping Instead of their standard search shopping campaigns, Tecovas digital team launched Google Smart Shopping on their product feed with huge success. Tecovas' Performance Marketing Manager, Paige Malloy, will share the implementation requirements for their testing; which resulted in greater efficiency, more revenue volume, and better ROAS for the western boots and apparel retailer.

FREE FOR CMMR MEMBERS

Tags: apparel, campaigns, digital, digital marketing, performance marketing, retail, search, shopper marketing

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Meta-Publishing: How I Brought My Brand to Life Through a Big-Budget Amazon Prime Simulated Reality Show Ok, so you landed a deal to extend your media brand into an OTT streaming series on Amazon Prime. Now what? AstroStyle's CEO, Ophira Edut, shares her experience creating and filming "Cosmic Love," a Bachelor-meets-astrology reality dating show debuting on Amazon Prime in August 2022. How can publishers monetize these deals most effectively and even transform their content from informational to experiential media in newer Web3 formats?

FREE FOR CMMR MEMBERS

Tags: branded content, content, experiential marketing, media, streaming

The Business of Digital Video in a Shifting Media Landscape NowThis pioneered social video news distribution to capture young audiences where they spend time. NowThis/Vox's Publisher, Athan Stephanopoulos, explores how to be agile in the face of a constantly changing landscape and where consumption is happening as well as the challenge of monetization models that have yet to catch up to audiences.

FREE FOR CMMR MEMBERS

Tags: news, online publishing, publishing, video

Harvard Business Review's Email Education Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.

FREE FOR CMMR MEMBERS

Tags: customer experience, data, data management, email, innovation, messaging, publishing, segmentation

Leveraging an Omnichannel Approach to Media Planning The pandemic transformed the ways consumers shop for groceries with more than 70% of US Households buying groceries online last year. What does that mean for advertisers? How do we adjust our marketing approach to capture consumers moving seamlessly between online and in-store? Head of Brand Activation, Lisa Mathison, will share how Hostess Brands has leveraged omni-channel media planning and buying to reach consumers shopping when, where, and how they want.

FREE FOR CMMR MEMBERS

Tags: consumer, food, in-store, marketing, media, media planning, omni-channel marketing, online, online sales, shopper marketing

In the Data Garage: Advance Auto Rebuilds Its Personalization Engine Around Make and Model Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps, learnings....and significant payoffs in the end.

FREE FOR CMMR MEMBERS

Tags: automotive, customer experience, data, data mining, email, loyalty, messaging

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 …

FREE FOR CMMR MEMBERS

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

Making Cross Channel Messaging More than the Sum of Its Parts Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organizations, voter mobilization, and fundraising, integrating the two messaging channels is critical. NRCC's Digital Fundraising Director, Taylor Black, shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.

FREE FOR CMMR MEMBERS

Tags: campaigns, cross-channel, digital, digital marketing, email, fundraiser, integrated marketing, marketing, sms

Prioritizing Segmentation When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat with Amy Heir, Ro's Senior Director of CRM, you'll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could get tests in everyone's hands. She'll touch on targeting, knowing your customer, testing, and more.

FREE FOR CMMR MEMBERS

Tags: ad targeting, campaigns, customer relations, management, segmentation, strategy, targeting

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.

FREE FOR CMMR MEMBERS

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

Data-Driven Human Engagement: Fazoli's 360 Data Strategy Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.

FREE FOR CMMR MEMBERS

Tags: apps, customer experience, customer service, data, engagement, fast food, food, interactive, loyalty, personalization, qsr, 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.

FREE FOR CMMR MEMBERS

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

Lab Tested: Insomnia's Cookie-vation Experience As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer, Insomnia Cookies' Brand Manager, explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility design to customer recruitment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results.

FREE FOR CMMR MEMBERS

Tags: branding, customer experience, customer relations, data, data mining, design, food, interface design, qsr, rebranding, redesign, research, tools

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Targeting Value In Inflationary Times As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized cross-channel media to drive bargains to the ones who needed them most.

FREE FOR CMMR MEMBERS

Tags: ad targeting, audience targeting, behavioral targeting, customer experience, customer service, fast casual, fast food, food, 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.

FREE FOR CMMR MEMBERS

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

Wayfair Remakes the Funnel With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot

FREE FOR CMMR MEMBERS

Tags: cable tv, connected tv, creative, ctv, marketing funnel, media buying, metrics, mixed media, mptvis, mptvvis, retail, television & video, tv, video

Connecting the Exceptional Retail Experience to the Online World As the retail landscape continues to shift, Mall Of America [MOA] shifts with it. Consumers today are looking for an elevated shopping experience, made convenient. Dive deep with MOA's v.p. of marketing, Grant Buntje, and integrated marketing manager, Sara Johnson, as they share their journey of supporting physical stores through a universal cart technology, how a Reddit thread brought it to new heights and where they're taking it next.

FREE FOR CMMR MEMBERS

Tags: bisretail, customer experience, integrated marketing, retail, shopper marketing, social media, technology

Are T-Shirts CPGs?: Goodlife Flips the Clicks-to-Bricks Script If you are going to sell T-Shirts at $60 price points you better flip the script on how people think about casual apparel and even retail experiences. Goodlife's Jesse Miller shares lessons learned from prioritizing physical retail as long-term customer acquisition tools over short-term profit centers. And by putting LTV as a core metric, the marketing approach is taking pages from some unlikely product categories like CPGs. Yes, CPG.

FREE FOR CMMR MEMBERS

Tags: acquisition, bisretail, cpg, customer experience, loyalty, marketingcpg, retail

Joybird - 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, 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.

FREE FOR CMMR MEMBERS

Tags: 3-d, bisretail, customer experience, engagement, martech, pinterest, retail, shopper marketing, social media, technology, tools

Driving In-Store Traffic: GOT BAG Leverages POP to Tell Brand Story Seeing the plastic pollution crisis as an opportunity to solve a global environmental problem through contemporary and creative product development, GOT BAG created the world's first backpack made of 100% recycled ocean plastic. A story that can be told easily online, but a difficult challenge in the retail environment. GOT BAG head of NA, Matthias Paisdzior, shares how the brand creatively leveraged POP materials to successfully inform and engage consumers in-store.

FREE FOR CMMR MEMBERS

Tags: bisretail, creative, engagement, retail, storytelling, sustainability

Huge Profit Expanding Beyond the Majority In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.

FREE FOR CMMR MEMBERS

Tags: ad targeting, advanced tv, analytics, audience targeting, behavioral targeting, cable tv, connected tv, cross-device targeting, ctv, data management, data-targeting, demographics, geotargeting, mptvis, mptvvis, politics, retargeting, television & video, 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 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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

TikTok Q&A: Seizing Your Viral Moments Carpe TikTok. Kendra Scott's social media team did exactly that when women who were rushing sororities last summer posted videos of their outfits, accessorized with, you guessed it...Kendra Scott jewelry. The brand's senior social media manager, Andrea Howard, will share how they were able to capitalize on the user-generated content by jumping in on the viral conversation via hashtags, earning them a 17% increase in new users with a 24% increase in Alabama specifically.

FREE FOR CMMR MEMBERS

Tags: audience targeting, behavioral targeting, retail, social media, social networking, user-generated, user-generated content, video, viral

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?

FREE FOR CMMR MEMBERS

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

Video as the Content Marketing Model for Multicultural For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.

FREE FOR CMMR MEMBERS

Tags: advertiser-agency relationship, advertising, african american, audience targeting, automotive, behavioral targeting, consumer experience, customer experience, diversity, experiential marketing, multicultural, television & video, video

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.

FREE FOR CMMR MEMBERS

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

Selling In-House, In-House Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.

FREE FOR CMMR MEMBERS

Tags: branding, data, data sharing, data-targeting, digital, digital content, digital marketing, marketing/branding/advertising, messaging, paid search, programmatic, programmatic tv, programmatic video, search, social media, social networking, video

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Future-Proofing: Mining the First Party Data Vein As regulation and data deprecation across browsers and operating systems moves the ad ecosystem beyond third party cookies, having a first-party data strategy becomes critical. Corey shares best practices and strategies around sourcing first-party data, leveraging publisher relationships for amplification and the ways in which high quality data can be best applied to cusytomer journey mapping. The future of of government and industry policies for data remain unclear; marketers need a future-proofed strategy.

FREE FOR CMMR MEMBERS

Tags: ad blocking, ad technology, analytics, data, data sharing, data-targeting, mapping/navigation, regulation, technology

Mass Personalization: Walgreens' Road To Customer-Level Marketing What does "personalization at scale" really mean - not just for customer interactions but for data and media strategy and even company culture? Walgreens Jennie Peelle, shares the lessons learned as the brand moves towards personalized interactions at every touchpoint. It means changing the way you gather and use data and lean into advanced predictive modeling. It changes how you target and plan paid media for customer acquisition vs. retention. It reworks KPIs towards customer-level measurement and away from mere sales goals. It takes more than mere shifts in tech and technique. It's a culture thing.

FREE FOR CMMR MEMBERS

Tags: acquisition, audience measurement, bisretail, data, data management, data mining, data sharing, data-targeting, media, media buying, media measurement, paid media, pharma, retail, technology

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.

FREE FOR CMMR MEMBERS

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

Laddering Up to TV How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.

FREE FOR CMMR MEMBERS

Tags: ad buys, attribution, broadcasting, cable tv, connected tv, ctv, d2c, dtc, marketing funnel, media buying, metrics, mixed media, mptvis, mptvvis, omni-channel marketing, performance marketing, tv

Social Video vs. CTV While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they've watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). At MediaPost's TV & Video Insider Summit, media agency Good Apple's VP, Media, Hyun Lee-Mill, shares their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we …

FREE FOR CMMR MEMBERS

Tags: budgets, cable tv, connected tv, content, content marketing, ctv, digital content, media, media buying, media measurement, media planning, social media, video

Turning Customers Into Fans: Church's New Social Media Playbook As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President, Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.

FREE FOR CMMR MEMBERS

Tags: consumer, consumer experience, engagement, fast casual, fast food, loyalty, marketingqsr, media, media buying, media planning, paid content, paid media, qsr, restaurants, social media, social networking, social networks, strategy

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.

FREE FOR CMMR MEMBERS

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

When Less is More: Building a Successful Advertising Business from a Subscription-First Model In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer higher quality ads and using its first-party data to offer targeting, based on emotional states and reader motivations, to provide more powerful ad experiences.

FREE FOR CMMR MEMBERS

Tags: consumer, consumer experience, customer experience, data, data-targeting, digital, digital content, newspapers, online publishing, storytelling

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?

FREE FOR CMMR MEMBERS

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 …

FREE FOR CMMR MEMBERS

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 …

FREE FOR CMMR MEMBERS

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 …

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Email Deliverability: The Hero's Journey What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.

FREE FOR CMMR MEMBERS

Tags: acquisition, audience targeting, email, engagement, segmentation, spam

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.

FREE FOR CMMR MEMBERS

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

SmileDirect's All-Screen Press As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the opaque outlook for 2021 media.

FREE FOR CMMR MEMBERS

Tags: advanced tv, cable tv, cpm, cross-channel, cross-platform, ctv, ott, performance marketing, social media, television & video, tv, video

Going Geo: Precision Targeting The Video Story Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.

FREE FOR CMMR MEMBERS

Tags: ad targeting, audience targeting, behavioral targeting, connected tv, cpc, cross-channel, cross-device targeting, ctv, geotargeting, health, health care, ott

The Livestream Mall Crawl: Crayola and Mall of America Virtualize The Shopping Ritual When customers can't come to the mall, Mall of America is bringing the mall experience to them. Using a QVC TV shopping model with its retail tenants, MoA went livestream with major brands like Crayola last year. The live interactivity, planned shopping events and features (think Santa via ZOOM) explored new ways of experiencing the mall ritual.

FREE FOR CMMR MEMBERS

Tags: cable tv, connected tv, ctv, events, interactive, live streaming, retail, tv

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.

FREE FOR CMMR MEMBERS

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

ThirdLove Leverages Data with an Integrated Approach COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better performing marketing strategies?

FREE FOR CMMR MEMBERS

Tags: 3-d, cross-channel, customer experience, data, data management, data mining, data-targeting, fashion, multichannel, omni-channel marketing, performance marketing

The Evolving Practice of Consumer Engagement A century ago Betty Crocker taught us everything we needed to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops. General Mills' CMO, Ivan Pollard, explores how the company draws lessons and inspiration from this CPG icon.

FREE FOR CMMR MEMBERS

Tags: consumer, consumer experience, cpg, data, data management, data mining, data-targeting, engagement, innovation, mpbiscpg, personalization

From Influencers to Hashtag Campaigns: White Castle Deepens Engagement with CPG Shoppers Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.

FREE FOR CMMR MEMBERS

Tags: audience targeting, branded content, content, content marketing, cpg, marketingcpg, marketingqsr, qsr, social media

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.

FREE FOR CMMR MEMBERS

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?

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Engaging Loyal Customers: Beyond Points and Punches Incentives, discounts and loyalty points are all well and good when getting a loyalty app program off the ground, but over the long haul it takes diversification of benefits and deeper kinds of interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon's Prime program, Starbucks and currently KFC's Director of Digital Strategy, Ashley Travis, shares the lessons of true loyalty.

FREE FOR CMMR MEMBERS

Tags: apps, engagement, incentive, loyalty, marketingqsr, qsr

D2C Brands Tune-In to Primetime TV's lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Learn how testing and changing up your media plan can capture revenue growth, greater efficiency and data points while also establishing a consistent form of measurement with OTT.

FREE FOR CMMR MEMBERS

Tags: advanced tv, cable tv, connected tv, data, data management, digital, media, media buying, media measurement, media planning, ott, revenue, television & video, tv, video

Teachable Moments: Failing Fast, Learning Faster to Drive ROI Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing skill. Hedy Payghambari, director of marketing and media at Papa Murphy's, shares her teachable moments and the tools and tactics she leveraged to maximize return on investment on digital channels.

FREE FOR CMMR MEMBERS

Tags: digital, digital content, digital marketing, marketingqsr, qsr, roi, strategy, tools

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.

FREE FOR CMMR MEMBERS

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

Multicultural Representation In Automotive Advertising To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women, affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.

FREE FOR CMMR MEMBERS

Tags: automotive, cable tv, cars, connected tv, content marketing, ctv, data, digital marketing, influencer marketing, marketing, multicultural, research, social media, television & video, tv, women

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Mobilizing the Loyalty Journey The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists number but also bottom line participation and revenue.

FREE FOR CMMR MEMBERS

Tags: acquisition, apps, customer experience, data, data-targeting, interface design, loyalty, marketing funnel, marketingqsr, mobile, promotion, qsr, segmentation

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

And Now a Word From Alexa: Leveraging Voice Search & SEO Optimization While most hospitality organizations were trying to connect with consumers at the front desk, the folks at Red Roof Inn set their sights on more strategic voice opportunities. Kevin Scholl, Red Roof's Director of Digital Marketing, discusses leveraging voice technology, SEO optimization and why they're proud to be the only hospitality brand to engage with consumers in their homes and cars via Alexa.

FREE FOR CMMR MEMBERS

Tags: digital, digital content, digital marketing, hospitality, hotels, seo, strategy, voice search

Flipping the Funnel: Addressable TV and the Success of Audience Modeling and Targeting What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac is doing just that with their current audience first approach.

FREE FOR CMMR MEMBERS

Tags: ad campaign, ad targeting, attribution, audience targeting, automotive, behavioral targeting, data-targeting, local media, media, media buying, media in crisis, media measurement, targeting

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Four Seasons Aggressive SEM Campaign Pays Off How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym, realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a "blank check," which enabled them to provide a more …

FREE FOR CMMR MEMBERS

Tags: ad buys, ad optimization, ad spending, ad targeting, ad technology, budgets, digital marketing, hotels, keywords, media buying, paid search, performance marketing, search, search marketing, sem, travel

"Knives Out" Cuts Through Box Office Clutter with an Integrated Puzzle Sweepstakes How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its trailer, posters and red carpet events. Each puzzle was …

FREE FOR CMMR MEMBERS

Tags: campaigns, celebrity, content marketing, contest, digital marketing, events, experiential marketing, facebook, influencer marketing, instagram, integrated marketing, interactive, movies, promotion, social media, sweepstakes, twitter, video

PUMA Leverages Taxis in NYC for a First of its Kind Programmatic DOOH Campaign How do you stand out when launching your first retail store in New York City, the fashion capital of North America? Add to that an extremely limited budget due to prior financial commitments, and that's what PUMA faced when opening its flagship store on Manhattan's bustling Fifth Avenue. The German sportswear company knew they needed to be strategic with how and who they reached in order to get the most from their investment. For that they executed a digital-out-of-home (DOOH) advertising campaign with geo-targeting technology. By programmatically serving ads in motion fixed on top of taxis and rideshare vehicles, the …

FREE FOR CMMR MEMBERS

Tags: ad campaign, ad targeting, awards, campaigns, data, data management, digital-out-of-home, display, dynamic, geotargeting, messaging, mobile, programmatic, programmatic video, retail, video

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.

FREE FOR CMMR MEMBERS

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

AT&T Appeals to the Masses with a Hyper-Customized Video Campaign on Social There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.

FREE FOR CMMR MEMBERS

Tags: ad campaign, audience targeting, banners, creative, display, influencer marketing, social media, social networking

Adobe XD's SEO & Content Strategy Ignite Website Launch Is it possible to become one of the go-to websites for your industry within a mere 7 months? It is if you're Adobe XD, and you strategically develop an extensive SEO and content strategy prior to its launch. As a relative unknown in the UX/UI design space, Adobe XD needed to do some investigating before launching Adobe XD Ideas. They conducted in-depth keyword, competitive and content gap research that enabled them to prioritize the topics that UX/UI design professionals were searching for online.

FREE FOR CMMR MEMBERS

Tags: branded content, content creators, content sharing, digital content, keywords, search, search marketing, seo

Spider-Man Influencers Spin Web on Twitch, Capturing Gamers Theatrical ticket data showed gamers comprised 25% of the audience. Historically gamers have proven to be more likely than the general online population to purchase media and entertainment products. Given this, Sony Pictures Entertainment set out to reach this lucrative segment on Twitch; the gamers go to social channel. This was no easy task, since gamers are a tight knit group filled with habitual ad blockers, typically impervious to traditional advertising.

FREE FOR CMMR MEMBERS

Tags: ad blocking, branded entertainment, content marketing, digital marketing, entertainment, gaming, influencer marketing, live streaming, movies, social media, streaming, youtube

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".

FREE FOR CMMR MEMBERS

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...

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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

Beardbrand Finds Winning Formula With YouTube Soft Sell With so many options, do consumers still fall in love with their brands? Is there loyalty or are people just looking for the next best deal? Beardbrand founder, Eric Bandholz's, believes it's the former. His plan was to build a brand that his target market identified with right away. So staying true to his commitment to making men "awesome" and a prolific YouTube strategy, Beardbrand quickly became the go-to source for the underserved bearded community.

FREE FOR CMMR MEMBERS

Tags: awareness, content, content marketing, engagement, health and beauty aids, loyalty, men, paid media, paid search, photography, retail, social media, subscriptions, video, web sites, youtube

Puppo's Data-Targeted OOH Campaign has Tails Wagging in NYC Breaking into an already saturated market that's extremely competitive is challenging enough, never mind if you don't have the budget to back it up. That's what start-up company Puppo came up against. The challenger brand didn't have the resources for large scale advertising. So they decided to break through the noise of the established brands with a hyper-targeted and

FREE FOR CMMR MEMBERS

Tags: creative, food, media, new york, out-of-home, outdoor, personalization, pets

Kellogg Interactive Ad Scores Big with Fans During Super Bowl Looking to score big with your Super Bowl ad? How about selling your product live during football's biggest event of the year? Think it can't be done, think again. In partnership with CBS Interactive, Kellogg aired an interactive, live streaming, connected TV (CTV) Super Bowl ad for it's potato chip brand Pringles. The spot offered viewers a shoppable experience...

FREE FOR CMMR MEMBERS

Tags: connected devices, connected tv, cpg, creative, data, data-targeting, digital, digital content, ott, personalization, qr codes, real-time, super bowl, television, tv, video

P&G's Secret Backs 'Play For Equal Pay' For Women Within the film, they asked USWNT stars of past and present about the ongoing challenges facing female athletes, and the sacrifices they've made to create opportunities for future generations.

FREE FOR CMMR MEMBERS

Tags: awareness, sports, women

Google Pioneers Privacy-first Personalization Using ML Relevance and personalization are crucial to engaging consumers online, but effective personalized ads can be labor intensive and hard to scale. Not to mention the new data regulations and the fact people are demanding privacy now more than ever. So how do marketers meet consumer demands in today's data-challenged world?

FREE FOR CMMR MEMBERS

Tags: awards, creative, google, london, machine learning, media, newspapers, partnership, personalization, privacy

Pancheros Juices Its Mobile App Program; Loyalty Ensues "Rely on your loyalty partner to really give you suggestions. Ask them what you should be doing that you're not doing; they're great resource." Their partner was Punchh.

FREE FOR CMMR MEMBERS

Tags: apps, contest, digital, engagement, loyalty, mobile, promotion, qsr, restaurants

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.

FREE FOR CMMR MEMBERS

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

Herstory App Shines Light On Female Accomplishments Using augmented reality (AR), GS&P was able to rewrite one of the most popular U.S. history textbooks without changing it physically.

FREE FOR CMMR MEMBERS

Tags: apps, augmented reality, awards, creative, education, media, women

Mini USA Brings Retail To Consumer, Bumps Test Drives With Invitation To Tweet It was the first ever, on-demand social media pilot that gave consumers control on what time, day, where, and how they would get to experience their MINI test drive; all with a simple Tweet.

FREE FOR CMMR MEMBERS

Tags: automotive, awards, branded entertainment, experiential marketing, social media, social networks, twitter

Hulu Experiential Campaign Creates Buzz for 'Handmaid's Tale' How do you generate hype around something that's no longer new? Hulu's series, "The Handmaid's Tale", was heading into it's third season, and the streaming platform needed to come up with a buzz-worthy campaign to help increase viewership and subscriptions. So Hulu partnered with CNN's content studio to create a one-day branded art activation called, "The Shape of History."

FREE FOR CMMR MEMBERS

Tags: art, buzz, cable tv, campaigns, connected tv, creative, ctv, events, new york, politics, promotion, san francisco, social media, trends, tv, women

Compelling Images & Linear Message Inspires New JDC Donors Tired of being passed by like an old shoe? Then do what the JDC did- make some noise! Founded in 1914, the Jewish relief organization ramped up a multi-channel ad campaign to re-introduce their brand and get noticed.

FREE FOR CMMR MEMBERS

Tags: cinema, data, digital content, email, facebook, instagram, multichannel, paid search, photography, religion, research, social media

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.

FREE FOR CMMR MEMBERS

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

Samsung, Fallon Show How What Can't Be Done Is Done Samsung agency Starcom went to NBC with an idea that the network rejected but it came back with an even better one: Let Jimmy Fallon film an entire episode of "The Tonight Show" on the phone.

FREE FOR CMMR MEMBERS

Tags: celebrity, telecom, tv

TBS Gets Heavenly Results With Social Campaigns When some of the main cast was a little less socially active, TBS armed its many fan accounts with exclusive content and first looks, to act on its behalf.

FREE FOR CMMR MEMBERS

Tags: bots, cable tv, campaigns, social media, social networks, twitter

Shapermint's Balancing Act Between Brand & Performance After its meteoric growth since Shapermint first launched in 2018, the shape wear company needed to better connect with its customers. To stir things up the brand incited a public debate about shapewear and put its customers' feedback at the heart of its new body-positive campaign, "Feel Like the Masterpiece You Are".

FREE FOR CMMR MEMBERS

Tags: acquisition, branded content, engagement, influencer marketing, retail, video, women

Salvation Army Donations Spike Upon New Email Strategy Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and differences from other groups."

FREE FOR CMMR MEMBERS

Tags: audience targeting, awards, awareness, campaigns, charity, content, contest, data, data-targeting, email, engagement, events, personalization, sales, strategy

Bloomscape Creates Two-way Conversations With Content "Put yourself in the customer's shoes and consider the roadblocks, pain points, and motivations at each stage of the journey -- paying close attention to the transitions between each stage."

FREE FOR CMMR MEMBERS

Tags: awareness, content, content creators, content marketing, digital content, dtc, mapping/navigation, strategy

Policygenius' Podcast Listener Feedback Is To Die For Podcast advertising has been one of Policygenius' top customer acquisition channels over the past several years, helping it achieve "phenomenal growth."

FREE FOR CMMR MEMBERS

Tags: audio, ecommerce, financial services, insurance, online, podcasts

Universal Taps Instagram Stories For Influencer Strategy To Promote "MA" Movie Universal created a week-long influencer campaign that began 14 days before the film's release, consisting of a real-time skit that mirrored its terrifying plot.

FREE FOR CMMR MEMBERS

Tags: entertainment, film, influencer marketing, interactive, movies

Sleep Number Content Draws Customers In Sleep Number, which produces adjustable and smart beds, was creating short-form videos that were getting -- at the most -- 2,000 organic views. It needed to ramp up awareness.

FREE FOR CMMR MEMBERS

Tags: branded content, branded entertainment, content, content creators, content marketing, education, engagement, entertainment, facebook, football, instagram, licensing, mptvis, retail, sponsored content, sports, technology, tv, video, youtube

Vital Farms Cries 'Bull,' Sees Egg Sales Rise With "free" in the name, it's no wonder that cage-free was the golden child of the grocery store. People had no idea that cage-free eggs come from hens that live their entire lives indoors.

FREE FOR CMMR MEMBERS

Tags: awareness, film, food, video

Sleep Number Uses Content To Draw Customers In I t developed longer-form branded content with a three-part series about player Josh Jacobs and his road to becoming a running back for the Oakland Raiders in 2019.

FREE FOR CMMR MEMBERS

Tags: awareness, branded entertainment, content, content creators, content marketing, content sharing, digital, entertainment, football, retail, social media, social networks, sports, technology, tv, video

HBO Celebrates 'Sopranos' With Mob Nicknames The Twitter tipping point occurred when actors Lin-Manuel ("Lin the Man-uel") Miranda and Ben ("Jean Ralphio") Schwartz engaged in an exchange over their nicknames.

FREE FOR CMMR MEMBERS

Tags: awards, cable tv, earned media, engagement, hbo, omma, twitter, viral

Nissan Puts Drivers In The Virtual Reality Seat To enhance authenticity, Tech Drive was shot live, in a real car, on real streets, with threats as close as they would be in real life.

FREE FOR CMMR MEMBERS

Tags: automotive, awareness, experiential marketing, facebook, interactive, social media, technology, video, virtual reality

Tim Horton's Brings Kenya's Ice Hockey Team To Canada The brand searched for a new way to celebrate Canadians' commitment to sharing and found it in the sport's unlikeliest team: the Ice Lions - Kenya's only hockey team.

FREE FOR CMMR MEMBERS

Tags: canada, facebook, film, instagram, restaurants, social media, social networks, sports

Cheetos Leverages Social Data To Reward Asteroids Fans What's more, the data helped predict where the highest demand would be so it could give the first taste of Asteroids to its biggest fans.

FREE FOR CMMR MEMBERS

Tags: data, data-targeting, food, geotargeting, out-of-home, outdoor, personalization, radio, sales, social media, user-generated, user-generated content

TBS Uses Instagram Live To Promote Season 2 To promote Season 2 and integrate "The Last O.G." into the broader cultural conversation, TBS conceived of The Bigger Picture Instagram Live after show.

FREE FOR CMMR MEMBERS

Tags: african american, entertainment, influencer marketing, instagram, interactive

MGM's 'Roll The Dice' Game Show Wins Over Fans "Roll The Dice" showcased MGM's hottest Vegas entertainment at its properties as unsuspecting Sin City visitors answered trivia for huge prizes and a chance for an only-at-MGM experience.

FREE FOR CMMR MEMBERS

Tags: entertainment, facebook, interactive, millennials, social media, video

TBS' 'Miracle Workers' Pulls Out The Stops On Social It spread heavenly love across all of its social channels with thoughtful community management and a custom Daniel Radcliffe angel emoji on Twitter, where it saw over 20,000 mentions across its campaign.

FREE FOR CMMR MEMBERS

Tags: cable tv, content, cross-platform, social media, social networks

Craftsman Leverages Ad Unit Tech In Dream Garage Contest To Build Awareness In Canada The contest was built into interactive digital display that allowed users to browse through tools and storage, place their most coveted products inside the garage, and enter to win-all without leaving the ad unit.

FREE FOR CMMR MEMBERS

Tags: awareness, canada, contest, customer experience, digital, display, earned media, email, engagement, interactive, microsites, mobile, rich media advertising, social media, social networks, tablet

Acura Goes Cross-channel For RDX Launch Through highly engaging creative units and strategic ad placement, the campaign allowed the user to explore information about the RDX model in ways unique to each channel.

FREE FOR CMMR MEMBERS

Tags: augmented reality, automotive, awards, digital, engagement, integrated marketing, media, omma, technology, video

Bravo Breaks Records With 'Dirty John' Podcast Historically, Bravo had been known as a destination for quality reality programming. To change perceptions and become a destination for premium scripted television, the campaign had to breakthrough in a truly memorable way.

FREE FOR CMMR MEMBERS

Tags: awards, cable tv, creative, customer experience, engagement, media, newspapers, omma, podcasts, sampling

Now Hear This: Amplifon App Exceeds Expected Results Amplifon needed a service to help its customers get comfortable with their hearing aids, learn how to use them quickly and simply and get the maximum benefit to ensure continued use.

FREE FOR CMMR MEMBERS

Tags: applications, apps, customer experience, customer relations, customer service, digital, europe, loyalty, mobile, technology

Netflix Converts Doubters Into Early Evangelists A three-phase, constantly evolving launch campaign excited fans of the genre, amplified engagement with these new evangelists as they spread the word.

FREE FOR CMMR MEMBERS

Tags: engagement, netflix, social media, social networks, social vibe, technology, television, video

Amazon Lets Us 'Control' International Space Station Via Alexa This innovative unit ran alongside premium on-demand video content where, in exchange for spending a minimum of 30 seconds interacting, users could reduce their traditional commercial load for the rest of the episode.

FREE FOR CMMR MEMBERS

Tags: amazon, innovation, technology, voice activated

Subway's Gamified Ads Lead To Very High Conversion Rate The ads engaged users with hit after hit of reward, and Subway capitalized on this with a post-game call-to-action that prompted users to learn more in a secondary tab.

FREE FOR CMMR MEMBERS

Tags: applications, apps, call to action, engagement, gaming, mobile, promotion, restaurants, video

Dove's #TakeTheTime Shows Paternity Leave In Positive Light On the day of the launch #TakeTheTime represented 45% of all conversations on paternity leave even though there was a major news piece regarding the legislation at the same time.

FREE FOR CMMR MEMBERS

Tags: awards, canada, engagement, health and beauty aids, influencer marketing, interactive, men, omma, out-of-home, pr, search, social media, tv, web sites

Universal Taps Influencers For Terrifying 'MA' Campaign Four creators -- and real life friends-- participated in an extended skit, in which they meet a mysterious stranger named Ma, and must grapple with her increasingly disturbing behavior.

FREE FOR CMMR MEMBERS

Tags: awards, engagement, film, influencer marketing, instagram, interactive, movies, omma, promotion, social media

Samsung Leverages Gamers' Motivations To Sell Galaxy Note9 The strategy was to use gaming to demonstrate the Note9's hidden traits in the same way gamers revealed their own characteristics.

FREE FOR CMMR MEMBERS

Tags: gaming, influencer marketing, pr, streaming, telecom, video, youtube

MillerCoors Sought -- And Found -- Millennial Explorers The visually compelling content was created to appeal to outdoor enthusiasts ages 21 to 27 who embraced new experiences and were forward thinking.

FREE FOR CMMR MEMBERS

Tags: beer, beverages, branded content, content, content creators, microsites, millennials, native advertising, ott, sponsored content, streaming

Leading Hotels Revamps Loyalty Emails, Enjoys Higher Open Rate The Leading Hotels of the World wanted to make sure its loyalty emails were data-driven while resonating across countries and cultures.

FREE FOR CMMR MEMBERS

Tags: agency, awards, data-targeting, email, hospitality, hotels, loyalty, luxury, omma, tagging

Frank's RedHot Sauce Tweets Its Way To Red-hot Results People were invited to use emojis on Twitter to pair the chili emoji with an emoji representing all 57 Super Bowl advertising brands -- putting that s#!t on everything -- with #FranksSweepstakes.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, contest, emojis, engagement, food, omma, promotion, sales, social media, social networks, super bowl, sweepstakes, twitter, video

Zwilling's Digital Transformation Brings Amazing Results By optimizing digital, the brand's history -- dating to 1731 -- and various products were shown as part of a distinct cooking experience.

FREE FOR CMMR MEMBERS

Tags: ad optimization, awards, customer experience, digital, digital content, digital marketing, innovation, mobile, omma

Xfinity's 'Project Dead Zone' Takes Best In Show A paranormal investigation powered by Xfinity xFi Pods on Twitter Live was staged at the Winchester Mystery House, a haunted house in San Jose, Calif., known for its crazy number of rooms and stairways.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, content, live streaming, millennials, online, social media, social networking, social networks, social vibe, streaming, technology, twitter

Qantas Airways' Reliance On Contextual Relevancy Pays Off For example, messages about its onboard comfort and amenities across uncomfortable transit environments and inflight food and beverage messages throughout mall food courts.

FREE FOR CMMR MEMBERS

Tags: ad optimization, airlines, awareness, digital, digital content, digital marketing, digital-out-of-home, mobile, travel

SimpliSafe Travels From Reflection To #1 In Its App Store Category In getting user feedback, SimpliSafe interviewed current customers at all levels as well as competitors' customers. It focused on the emotions customers were having with home security.

FREE FOR CMMR MEMBERS

Tags: applications, apps, mobile

Avocados From Mexico Wins Super Bowl With 5 Pillars YouGov reported that of all Super Bowl campaigns, Avocados from Mexico was the only the top advertiser that drove purchase consideration one month after the Big Game -- for three years in a row.

FREE FOR CMMR MEMBERS

Tags: data, digital marketing, display, food, marketing, martech, metrics, mpbiscpg, sem, social media, super bowl, sxsw, web sites

'Chicago Sun-Times' Makes Headlines By Not Printing One On the day of circulation, "The Blank Page" spread ample awareness, driving an increase of traffic to the paper's website that surpassed the average visits by 16.6%.

FREE FOR CMMR MEMBERS

Tags: awareness, chicago, death of print, digital, digital content, journalism, media, newspapers, pay wall, print, subscriptions, web sites

IHOP Turns Itself Inside Out To Call Attention To Its Burgers To get America to pay attention to its launch, and to prove that IHOP was bringing its A-game to its new burgers, it needed to fundamentally, dramatically challenge people's most entrenched beliefs about IHOP.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, earned media, pr, redesign, restaurants, sales, social media, social networks

National Safety Council Focuses On Opioid Epidemic At the heart of the program was a memorial wall to the victims of the opioid crisis, a data visualization comprised of 22,000 pills carved with the real faces of people who had died.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, health, health care

For Questions About The Cloud, Google Points To The Cloud "Ask the Cloud" allowed CTOs to ask all of their questions about the cloud to The Cloud itself, thus avoiding that whole fear-of-looking-dumb thing.

FREE FOR CMMR MEMBERS

Tags: awards, cloud computing, direct mail, google, technology

Land O'Lakes Raises Brand Perception By Telling Its Story Perception after media coverage of its SXSW event went from 40% to 90%, with both "forward-thinking" and "thought leadership" in food production as attributes that popped.

FREE FOR CMMR MEMBERS

Tags: awareness, beverages, events, food, social media, video, women

Pilgrim's Just Bare Chicken Reaches Customers Where They Are To reach the younger crowd, Pilgrim has developed an augmented reality lesson plan that teaches them how to use the entire bird. It has four chapters in 3D, the same feeling as Pokemon Go.

FREE FOR CMMR MEMBERS

Tags: amazon, augmented reality, food, gen z, millennials, women

Haven Life's 1:1 Model Lowers Its CAC Costs Haven Life, purchased by Mass Mutual a decade ago and launched in 2015, wanted to lower the cost of acquiring new customers as well as improve applicant quality and its propensity score.

FREE FOR CMMR MEMBERS

Tags: acquisition, attribution, data mining, financial services, insurance

Rust-Oleum 'Lets Go,' Wins Higher Brand Lift, Longer Life "We weren't talking like a brand. We wanted to make it simple." By featuring people, the videos gained wider currency because those people shared it with friends. "We had never focused on the smiles before."

FREE FOR CMMR MEMBERS

Tags: content, creative, crowd sourcing, millennials, social media, social networks, video

Mall Of America Doubles Visit Rate Percentage Benchmark "What I love about this is we can now give attribution toward more of these awareness channels and actually prove the return on ad spend."

FREE FOR CMMR MEMBERS

Tags: awareness, connected tv, data, digital, engagement, geotargeting, location-based, media, mobile, mpprogrammatic, programmatic, retail, social media, technology, tourism, women

HP Reaps Fruits Of Bringing Programmatic In-house Four years ago, HP started the journey by owning its own data. "Getting through legal and procurement took a full year." Then it took on email, "and pulled that one off; now we're pulling in most of the digital media activation: DSPs, paid social, and paid search."

FREE FOR CMMR MEMBERS

Tags: acquisition, agency, crm, data, digital, dsps, paid media, paid search, programmatic, roi, search, social media, technology

Jack Link's Beefs Up Media Buys; Awareness Jumps CMO Tom Dixon noted at MediaPost's Brand Insider Summit: "We had low household penetration and low buy rates -- but otherwise, it was perfect."

FREE FOR CMMR MEMBERS

Tags: awareness, conversion cycle, cpg, digital, digital-out-of-home, food, geotargeting, health, media buying, mobile, mobile programmatic, mpbiscpg, out-of-home, sales, social media, video, web sites

Organic Valley Puts Fitbits On Cows Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."

FREE FOR CMMR MEMBERS

Tags: ad optimization, ad targeting, audience targeting, awareness, behavioral targeting, broadcast networks, broadcasting, cable, cable tv, digital, digital marketing, geotargeting, retargeting, social media, social networking, social networks, targeting

GasBuddy Finds Personalization Puts Gears In Drive GasBuddy's Car Profile feature allows for the inference of tank size and segmentation of offers through personalization. Emails to customers show how much they could save in a year.

FREE FOR CMMR MEMBERS

Tags: applications, apps, automotive, data, email, energy, engagement, geotargeting, location-based, mobile, partnership, personalization

AWeber Gives Entrepreneurs Leg-up With Curate Users can leave their laptop at home, easily write emails, and follow up with customers between bites of pizza, yoga poses, or errands.

FREE FOR CMMR MEMBERS

Tags: applications, awards, content, content creators, content sharing, digital content, email, events, mobile, social media, social networking, social networks

Alamo Rent A Car Comes To Life With First App By creating a new blueprint for the digital expression of the vibrant Alamo brand, it was able to further set the stage for the evolution of its digital properties, namely Alamo.com.

FREE FOR CMMR MEMBERS

Tags: applications, awards, digital, mobile, transportation

Digital Innovation Puts Wind Beneath The Wing The digital experience encourages members to maximize the full value of the network while improving the conversion rates of people on-boarding, interacting, and attending events.

FREE FOR CMMR MEMBERS

Tags: apps, awards, branded content, digital, events, mobile, women

Bloomberg Hikes Engagement With Innovation, Audio The Bulletin leverages machine learning and AI technology to generate a single-sentence summary of a story's most salient details at a glance, giving busy professionals a pulse on the stories of the moment.

FREE FOR CMMR MEMBERS

Tags: apps, artificial intelligence, audio, awards, content, engagement, innovation, mobile, news, redesign, web sites

Acura Brings Potential Buyers Inside For A Look At Luxury The frictionless AR experience allowed the target to "sit" inside the RDX, customize the interior trim color and explore the numerous high-end innovations via interactive hotspots.

FREE FOR CMMR MEMBERS

Tags: apps, augmented reality, automotive, awards, luxury, mobile, rich media advertising

Boston Transit Co. Gets Third-shift Workers Home The campaign drove awareness with late-night workers in real-time via a geofence around each extended bus route and allowed late-night workers to plan their trip home.

FREE FOR CMMR MEMBERS

Tags: apps, awards, awareness, boston, geotargeting, rich media advertising, transportation

HBO Uses Voice To Make 'Westworld' Come Alive Users play as an unnamed "Westworld" host, and are guided through "choose-your-own-adventure" style gameplay with questions about the "Westworld" universe, spanning 11,000 lines of script with over 60 storylines and 400 potential choices.

FREE FOR CMMR MEMBERS

Tags: apps, awards, branded entertainment, branded gaming app, cable, cable tv, entertainment, gaming, voice activated, voice assisted

Marvel Contest Of Champions Reels In The Fans Social content was not just the name of the game as Kabam delivered movie-themed content to Marvel Contest of Champions with the launch of two in-game events per film.

FREE FOR CMMR MEMBERS

Tags: awareness, branded content, branded entertainment, branded gaming app, campaigns, celebrity, entertainment, events, gaming, movies, social media

In-app Campaign Gives Crown Lift Trucks A Lift Berry Network implemented a B2B dynamic mobile display advertising program that was delivered in-app through banners and full-screen ads across a network of leading apps.

FREE FOR CMMR MEMBERS

Tags: apps, awareness, b2b, banners, call to action, campaigns, display, geotargeting, mobile, personalization

MTV's Fist Bump Counter Puts 'Jersey Shore' On Top Its mobile-optimized website, Fist Pump, was an integral part of this initiative, helping to reinforce the day as an escape for the week and an event for "Jersey Shore."

FREE FOR CMMR MEMBERS

Tags: apps, awareness, cable, cable tv, events, influencer marketing, mobile, out-of-home, promotion, social media, tv, web sites

Fifth Third Bank Puts Paid Search To Work For It Nick Ferrugia, head of media strategy and execution at Fifth Third Bank, put it all into paid search, as it pays the highest value and is based on digital tactics. "We decided to go all in and see how far it goes."

FREE FOR CMMR MEMBERS

Tags: banks, financial services, media, paid search, performance marketing, search, strategy

How Mazda Harnessed The Power Of Human Insights And Data To Become Customer-Obsessed The 2% market share player had to reflect internally on how to connect better with potential buyers. It set out three goals: Clarify the fan, fortify the brand and modernize the plan.

FREE FOR CMMR MEMBERS

Tags: automotive, awareness, crm, customer experience, customer relations, data, data management, data-targeting

KEEN's Monumental Effort Steps Up Land Protection The brand saw an opportunity to shine a spotlight on grass roots issues; specifically, the protection of public lands and encouraging President Obama to grant monument status to specific areas of public lands.

FREE FOR CMMR MEMBERS

Tags: awareness, content, content creators, content sharing, csr, earned media, events, film, paid media, politics, retail, social media

Cut Golf Put Flag In Sand With Use Of Influencers A $20,000 "Golf Digest" print ad, while effective no doubt, was not going to be cost-efficient. Instead, Cut Golf went after its audience on social media.

FREE FOR CMMR MEMBERS

Tags: awareness, digital, events, facebook, influencer marketing, instagram, pr, retail, social media, sports

Beardbrand Hits Million Mark In YouTube Subscribers When Eric Bandholz started Beardbrand in 2013, his goal was to provide tools for men to feel confident about growing their beards.

FREE FOR CMMR MEMBERS

Tags: awareness, blogging, content, d2c, design, email, health and beauty aids, mpbisd2c, photography, social media, subscriptions, web sites, youtube

Cheetos Debuts 'Dumbest Use Of Smartest Tech' It wanted to give Cheetos Vision a launch worthy of any hot, new tech innovation, so it took it to the biggest stage in the industry: SXSW Interactive.

FREE FOR CMMR MEMBERS

Tags: applications, artificial intelligence, digital-out-of-home, food, innovation, mobile, out-of-home, photography, relevancy, social media, sxsw, sxswi, technology, video

Fifth Third Bank's Creative Search Brings Customers Inside Customers who apply for a checking account in a bank branch tend to have longer relationships with the bank, signifying these customers as higher quality.

FREE FOR CMMR MEMBERS

Tags: acquisition, ad optimization, banks, creative, digital, financial services, media, online, search, search marketing

Jackson Hole Brings Mountain To Target Audience Via VR/AR It intentionally positioned the experience at the intersection of one of the busiest gates and the main corridor that leads to baggage claim so that a highly affluent audience of Super Bowl attendees could not miss it.

FREE FOR CMMR MEMBERS

Tags: affluent, audience targeting, awards, consumer experience, creative, experiential marketing, media, out-of-home, tourism, travel, virtual reality

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."

FREE FOR CMMR MEMBERS

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

Netflix's Undead Lifestyle Puts Life Into Season Two It abandoned conventional tactics and created the next trend its ladies would covet, the "Santa Clarita Diet"-a new lifestyle that addressed their biggest passions: professional success, health, and beauty.

FREE FOR CMMR MEMBERS

Tags: awards, earned media, engagement, influencer marketing, media planning, millennials, native advertising, paid media, partnership, search, social media, streaming, women

AT&T Improves Post-Hurricane Sentiment On Puerto Rico The communication strategy included TV spots, live integrations, print, digital advertising, social media, radio and, even, an interactive website.

FREE FOR CMMR MEMBERS

Tags: ad campaign, cable tv, content marketing, digital, digital marketing, entertainment, interactive, mobile, omni-channel marketing, online, out-of-home, print, radio, sales, social media, telecom, tv

'Black-ish' Star Takes On Health Issue That's In His Blood "The sugars" is a well-known enemy, with African Americans almost twice as likely to be diagnosed with diabetes as non-Hispanic whites. An issue of this nature was a clear target for Anthony Anderson, star of the ABC sitcom "Black-ish" and a diabetic himself.

FREE FOR CMMR MEMBERS

Tags: branded entertainment, campaigns, content, crm, health, health care, influencer marketing, pharma

Xfinity Scares Heck Out Of Millennials To Demo Its Product With Halloween approaching, it staged "Project Dead Zone," the first-ever live paranormal investigation controlled by the internet and powered by Xfinity xFi Pods on Twitter Live.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, branded entertainment, consumer experience, creative, engagement, entertainment, events, experiential marketing, media, millennials, product placement, social media, streaming, telecom, twitter

Crest's 'Chompers' Keeps Kids Attuned To Brushing Gimlet Media partnered with Crest Kids to create a brushing audio companion that entertains kids every morning and night, over the course of exactly two minutes.

FREE FOR CMMR MEMBERS

Tags: audio, entertainment, health, kids 6-11, music, podcasts, streaming

Google Creates Glossy Magazine To Tout Its Pixel 2 It determined that it wouldn't just talk about its excellent camera, but would celebrate its authenticity by shining the spotlight on trendsetters who reflect Google's philosophy.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, digital content, electronics, europe, fashion, influencer marketing, london, magazines, newspapers, photography, print, video

Medical Testing Device Lets Users Do The Selling Offering a more in-depth look into the life of a diabetic, a film was embedded into a custom article online to show how the device enables them to live more normal lives without constant finger-pricking.

FREE FOR CMMR MEMBERS

Tags: audio, crm, data, data management, data-targeting, display, film, health, health care, lead generation, media, newspapers, online, online publishing, paid media, pre-roll, social media

British Airways, 'The New Yorker' Target Empty Nesters In addition to the native homepage, these cartoons were also featured in promotional assets designed to drive traffic across display, social, and newsletter activity.

FREE FOR CMMR MEMBERS

Tags: activations, airlines, awareness, baby boomers, display, europe, gen x, magazines, native advertising, new york, online, online publishing, partnership, social media, tourism, travel

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.

FREE FOR CMMR MEMBERS

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

Oh Henry! Creates New Bar For Those 4:25 Munchies The campaign garnered 69MM+ earned media impressions across traditional and cannabis-oriented publications, nearly 16.5MM video views, and reached #1 on Reddit's "/r/funny" even though Canada has only 9MM Millennials

FREE FOR CMMR MEMBERS

Tags: awareness, canada, cannabis, earned media, food, influencer marketing, millennials, out-of-home, packaging, paid media, partnership, pr, sampling, social media, social vibe

Tourism Australia Hoax Drives Super Bowl Viewers Online Several weeks prior, it launched branded behind-the-scenes "leaks," press releases and four blockbuster trailers complemented by "official" branded assets including movie website, social handles, IMDB/Wiki pages, digital banners and videos, and OOH billboards.

FREE FOR CMMR MEMBERS

Tags: ad campaign, awareness, broadcast networks, digital, integrated marketing, media, movies, out-of-home, pr, retargeting, social media, super bowl, tourism, video

Cadillac Drives Into Complex Con For SUV Launch Concluding the weekend, Cadillac partnered with rapper Nas to give away the most exclusive drop of the weekend, a Cadillac diamond-encrusted chain to one lucky fan.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, branded entertainment, events, gen z, influencer marketing, millennials, partnership

Repositioning Opened Rimmel's Eyes To 'Street Beauty' Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,

FREE FOR CMMR MEMBERS

Tags: african american, brand image, cpg, experiential marketing, health and beauty aids, hispanics, influencer marketing, loyalty, multicultural, retail, sampling, social media, strategy, women

UPS Pulls In Viewers With A Sentimental Journey - Or 4 The brand's proactive and agile approach led it to perform well above its 2017 benchmarks. With clear pacing and more visibility into paid data, it was able to guide, measure and optimize its creative, publishing and bidding on a weekly basis.

FREE FOR CMMR MEMBERS

Tags: ad optimization, bidding, branded content, branded entertainment, content creators, creative, data, engagement, film, publishing, social media, social networking, transportation, video

Dos Equis Adds More Equis To One-Up Millennial Males The releases ramped up ahead of the holiday, supported by both "Funny or Die"'s digital and social footprint and the brand's own. It released real Cinco Equis cans at locations in New York City and Texas, supported by geo-targeted Snap filters.

FREE FOR CMMR MEMBERS

Tags: awareness, beer, beverages, digital, digital marketing, geotargeting, holiday, men, millennials, partnership, sales, social media, social vibe, video

SXSWestworld's Immersive Experience Promotes Season 2 The campaign promoted the event near Austin not as an HBO activation but as a real-life trip to "Westworld." Guests arrived at SXSWestworld via an exclusive Delta flight, Lyft partnership, and luxury buses.

FREE FOR CMMR MEMBERS

Tags: artificial intelligence, branded content, cable tv, campaigns, consumer experience, content creators, content sharing, customer experience, entertainment, experiential marketing, influencer marketing, personalization, photography, promotion, sxsw, technology

Lexus, 'Black Panther' Bring Authenticity To Super Bowl Lexus LS sales increased by +184% in February 2018 compared to the prior year, and increased by +269% in March 2018 compared to prior year.

FREE FOR CMMR MEMBERS

Tags: ad campaign, african american, automotive, branded entertainment, influencer marketing, integrated marketing, movies, product placement, super bowl

Xfinity Mobile Puts A Running Meter On Your Data The idea was simple: Show people how much it costs to do everyday activities on their phones by turning pre-roll ads into price tags.

FREE FOR CMMR MEMBERS

Tags: awareness, data, mobile, pre-roll, social media, telecom

O'Keeffe's Creates Weather-triggered Media Plan With a slashed media budget for the key season - 22% smaller than the previous year - every dollar needed to work harder and smarter. But first, the brand needed to define "cold."

FREE FOR CMMR MEMBERS

Tags: broadcasting, cable tv, cpg, data, data-targeting, digital-out-of-home, geotargeting, health, media planning, out-of-home, partnership, real-time, technology

Kraft Heinz Puts Cheez Balls Fans On The Hunt Planters Cheez Balls were an icon of '90s snack food. Since being discontinued in 2006, passionate fans have pleaded for their return on social media. There was even a petition.

FREE FOR CMMR MEMBERS

Tags: awards, branded entertainment, branding, creative, ecommerce, food, online, social media, twitter

Netflix Alters Sci-fi Fans' Ideas About Surprise From self-aware AI and police interrogations using VR to bio-organic printers printing actual human flesh, its content sucked "Wired" readers into a world where immortality is possible.

FREE FOR CMMR MEMBERS

Tags: artificial intelligence, awards, creative, engagement, events, los angeles, out-of-home, technology, virtual reality

Tresemme's Subway Ad Blows Away Competition Aiming to change the perception of hairspray, Tresemme needed to show how a woman's hair can still move after using the product.

FREE FOR CMMR MEMBERS

Tags: awareness, canada, cpg, digital, millennials, out-of-home, outdoor, real-time, technology, women

James Franco Answers The Phone For 'Disaster Artist' Fans who called James Franco had their phone numbers captured and matched for targeting on Facebook and Adwords. Throughout the remainder of the film campaign, A24 messaged them with customized content.

FREE FOR CMMR MEMBERS

Tags: ad campaign, content, movies, outdoor, social media, targeting

'Movie Dew-Overs' Provide Comedic Parody Campaign The brand sought to amplify Mountain Dew ICE's launch in 2018 MTV Movie & TV Awards through a multi-platform marketing campaign to generate product awareness.

FREE FOR CMMR MEMBERS

Tags: awards, beverages, carbonated beverages, contextual advertising, film, gen z, multichannel, multicultural, social media, teens, tv

Viacom's 'Culture Of Proximity' Provides Map For Marketers Research revealed the many nuanced ways that today's youth understand fame, the value they place on honest influencers, and the lessons brands can borrow to create influence on their own.

FREE FOR CMMR MEMBERS

Tags: awards, celebrity, communication, content, influencer marketing, research

Synchrony State Of Pay Celebrates Industry Trends While there's plenty of news about the future of retail and payments, there wasn't a place for business leaders to find the "so what?" perspective on these topics.

FREE FOR CMMR MEMBERS

Tags: awareness, big data, cable tv, content, customer experience, data, data management, ecommerce, experiential marketing, innovation, mobile payments, multichannel, online, retail, social media, technology, video, web sites

Viacom Delivers For Video Advertising Bureau How do you combat the narrative that brands don't need television in their media mix? Create and nationally air documentary pieces profiling startups that boomed after advertising on TV.

FREE FOR CMMR MEMBERS

Tags: awareness, fashion, television, television & video, video

Digital Agency Raises OpenConnect's Profile The team is basically the entire marketing department for OpenConnect. It manages the web, all social media, all new content development (email, blog, product, sales), videos, conference/events development, PR, and analytics.

FREE FOR CMMR MEMBERS

Tags: awareness, campaigns, conferences, design, events, lead generation, robotics, sales, video, web sites

Monthly Newsletter Doubles Marriott's Audience It highlights top content for the month as one's own personalized reading list and leverages data to dynamically include relevant content for upcoming trip if a rewards member has a reservation.

FREE FOR CMMR MEMBERS

Tags: content, content marketing, hospitality, hotels, online publishing, tourism, travel

Dexcom Goes Native For Diabetes Tool Message The effort focused on people with type 1 and type 2 diabetes and readers of "The New York Times" Technology and Health sections and its Facebook newsfeed.

FREE FOR CMMR MEMBERS

Tags: apps, health, health care, mobile, native advertising, new york, newspapers, social media, technology, video

T. Rowe Price Gains Awareness Via NatGeo The investment management firm needed to transform brand opinion, and a partnership with a respected, trusted media partner was required to accelerate and bring credibility to the transformation.

FREE FOR CMMR MEMBERS

Tags: awareness, creative, financial services, magazines, native advertising, partnership

Milk Makes Its Way Into The Current Food Culture In popular TV shows like "Will & Grace," "This Is Us" and "Black-ish," it wove milk into the story lines, with characters like Debra Messing's Grace dunking Oreos into a fancy glass of milk.

FREE FOR CMMR MEMBERS

Tags: awareness, banners, beverages, branded entertainment, cable tv, dynamic, entertainment, food, magazines, media, online publishing, product placement, restaurants, tv

Fender: Leveraging What You Already Have Fender made a list of things it wanted to test and then evaluated the value of items on that list based on how they change the customer experience or impact their journey.

FREE FOR CMMR MEMBERS

Tags: branded content, content, content creators, customer experience, deals, email, music, partnership, retail, video

Ulta Beauty, NBCUniversal In Multicultural Campaign To bring the survey to life, the TODAY Brand Studio filmed a series of poignant interviews where women discussed what beauty means to them.

FREE FOR CMMR MEMBERS

Tags: branded content, content, health and beauty aids, media, multicultural, online, partnership, social media, video, web sites, women

Shazam! Canine Q Gets Message To Veterinarians Instead of serving up communications laden with complicated bullet points, it created Shazam-enabled print ads and challenged veterinarians to test their OA knowledge with a quirky quiz show.

FREE FOR CMMR MEMBERS

Tags: digital, engagement, entertainment, health, health care, pets, print, technology

Sony Brings Hyper-personalization To Movie Launch The user experience opened with the movie trailer, followed by the address of the nearest theater and the timing of the next show, based on real-time location.

FREE FOR CMMR MEMBERS

Tags: ad campaign, api-driven, asia, awards, awareness, call to action, campaigns, customer experience, ecommerce, engagement, entertainment, geotargeting, interactive, media, mobile, movies, partnership, personalization, real-time

Ancestry.com Refocuses CX, Gets Amazing Results Company's marketing fueled curiosity with education and engagement to drive personalized discoveries and timely offers.

FREE FOR CMMR MEMBERS

Tags: customer experience, d2c, mpbisd2c, online

JustFab: The Marketer's Crawl, Wall, Run Journey To Personalization Visitors provide name, shoe size, style preferences. So the brand has really rich data. It captures what a customer's browsing, and adding to her wish list.

FREE FOR CMMR MEMBERS

Tags: customer experience, email, personalization, women

Amex: Holding A Mirror Up To Customer Action "One datapoint I find interesting is how often people go back to the email; 51% come back three or more times. We see this in real time."

FREE FOR CMMR MEMBERS

Tags: b2b, big data, content, customer service, data, email, financial services, personalization, privacy

Chick-fil-A: Caring For Customers Personally Through Email Emily Randall, interactive digital media, Chick-fil-A, says her team has rallied around this: When you know someone's story, you can care for them personally.

FREE FOR CMMR MEMBERS

Tags: applications, database marketing, design, digital, email, engagement, geotargeting, hyper local, loyalty, mobile, personalization, qsr

Honda Acura TLX: Social + VR + AR = Success for AHM The key to building excitement around this campaign was a comprehensive roll-out across various social channels which started a month before with teaser content.

FREE FOR CMMR MEMBERS

Tags: audience targeting, augmented reality, automotive, brand affinity technologies, brand image, earned media, engagement, facebook, gaming, gen y, influencer marketing, live streaming, media, men, millennials, paid media, social media, technology, virtual reality

Honda Civic Type R: Social + VR + AR = Success for AHM Honda was looking for a unique way to showcase its racing chops through a campaign that would resonate with its enthusiasts as well as a gaming audience.

FREE FOR CMMR MEMBERS

Tags: ad campaign, audience targeting, augmented reality, automotive, awareness, content, earned media, gaming, live streaming, social media, social networks, sports, targeting, technology, video, virtual reality

7-Eleven: Evolutions In Convenience The focus is predominantly on personalization by incorporating things that are local and personalized to an individual's pace and environment.

FREE FOR CMMR MEMBERS

Tags: acquisition, apps, crm, digital, facebook, facial recognition, geotargeting, loyalty, machine learning, marketing/branding/advertising, mobile, personalization, retail, social media, social networking, social networks, sweepstakes

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.

FREE FOR CMMR MEMBERS

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."

FREE FOR CMMR MEMBERS

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

End-to-End Is The Real Holy Grail: A Dell Use Study The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.

FREE FOR CMMR MEMBERS

Tags: ad optimization, ad technology, apps, automation, brand image, content, customer experience, data, direct marketing, display, ecommerce, email, laptops, management, native advertising, omni-channel marketing, paid content, paid media, programmatic, search, technology, 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.

FREE FOR CMMR MEMBERS

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

Once Upon A Mattress: Telling Purple's Story The videos that get the attention of consumers all leverage humor and feature a series of rotating characters from Goldilocks to Sasquatch to sumo wrestlers.

FREE FOR CMMR MEMBERS

Tags: content, content creators, content marketing, cpg, crm, customer experience, email, paid search, social media, video

How The RNC Pivoted From A Presidential Win To Local Races In the past year, any extra money went to digital. Normally, there would be a last-minute TV buy late in any campaign but in the last weeks, money is going to run more ads online and to turn out the vote digitally.

FREE FOR CMMR MEMBERS

Tags: creative, data, data-targeting, digital, email, facebook, interactive, mobile, politics, retargeting, social media

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.

FREE FOR CMMR MEMBERS

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

Best Buy's Customer Experience And The Art & Science Equation In real time, still so much of what the company can do is trigger based and often creates an opportunity but then the actual message is highly personalized based on that audience.

FREE FOR CMMR MEMBERS

Tags: behavioral targeting, content, content creators, creative, customer experience, customer service, data, digital content, email, geotargeting, influencer marketing, loyalty, media buying, millennials, personalization, real-time, retail, social media, social networks

A&W Tracks Cost Per Visit With Mobile Targeting "Once you've gone from thinking brand awareness is enough to really measuring foot traffic, you can't go back the other way," says Elizabeth Bazner.

FREE FOR CMMR MEMBERS

Tags: ad campaign, awareness, behavioral targeting, brand image, display, email, engagement, geotargeting, mobile, restaurants, retargeting, sales, social media, social networks, targeting

The Great American Showman: How KFC Reinvented Itself By Returning To Its Heritage To be relevant again, the brand had to get back to what it stood for when it was at its best. Col. Sanders was front and center, whether it was the bucket, the restaurant or the advertising.

FREE FOR CMMR MEMBERS

Tags: ad campaign, app store, applications, apps, awareness, books, brand image, celebrity, cpg, earned media, fast food, featured apps, millennials, mobile, restaurants, social media, television, twitter, virtual reality

Detroit Pistons: Using Data To Give Your Emails (And Planning) An Advantage The Google Map in the email shows live traffic going to and from the game. It is one of the most clicked-on links of any email and accounts for nearly 28% of all clicks.

FREE FOR CMMR MEMBERS

Tags: api-driven, basketball, crm, email, engagement, football, mobile, personalization, sports

It's Not Your Grandmother's Pine-Sol Clorox had to think about how to reframe its message about Pine-Sol, from functional to something more human-centric and purpose-driven. It started with a brand purpose: It champions the heart and hustle of "doers."

FREE FOR CMMR MEMBERS

Tags: ad campaign, brand image, branding, cpg, engagement, influencer marketing, millennials, multicultural, music, paid content, relevancy

How Authenticity And Wit Hit A Nerve, Solved A Crisis For Highmark Health "It wasn't just 30 TV commercials, it was also on the news ticker on the morning news, on radio, a ton of digital - every aspect we could do," says Cindy Donohoe.

FREE FOR CMMR MEMBERS

Tags: ad campaign, awards, awareness, digital, education, health, loyalty, out-of-home, radio, social media, social networks, television, video

D2C Goes Omni: HelloFresh's Next Level It doesn't change recipes as frequently as subscription does. It's a one-off purchase that allows for trial. It feels and looks like a meal kit, extending the brand's equity.

FREE FOR CMMR MEMBERS

Tags: coupons, cpg, d2c, direct marketing, dtc, email, food, innovation, out-of-home, packaging, paid content, retail, social media

Chobani Shows How To D2C When You're Not D2C Chobani works with one partner very closely. By doing so, it mitigated the complexity of a partner like Facebook or Google, allowing the team to focus on getting the job done.

FREE FOR CMMR MEMBERS

Tags: behavioral targeting, content, cpg, customer experience, data, data management, digital, direct response, food, packaging, partnership, performance marketing, sales, technology

Blue Shield Of California: Marketing & The Reluctant Healthcare Consumer Amid so much uncertainty, building confidence was going to be important. Kimball Wilkins' team created an internal brand line, "Never stop."

FREE FOR CMMR MEMBERS

Tags: ad campaign, awareness, brand image, branding, health care, hispanics, photography

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.

FREE FOR CMMR MEMBERS

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

Toyota Brings Retail Experience To Online Users Toyota set out to increase impressions for awareness, engagements for interest, and retargeting and lookalike audiences for decision and action.

FREE FOR CMMR MEMBERS

Tags: algorithms, automotive, awards, awareness, display, engagement, interactive, machine learning, omma, online, partnership, retail, retargeting

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.

FREE FOR CMMR MEMBERS

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

Bank Of America Reaches Back To 'Nam Through Music To Engage Millennials Bank of America sought to drive positive sentiment among Millennials was through its largest corporate responsibility program, sponsorship of Ken Burns' PBS documentary "The Vietnam War."

FREE FOR CMMR MEMBERS

Tags: awards, awareness, branded content, co-branded, crm, financial services, millennials, mixed media, music, omma, playlist, sponsorship, streaming

Kraft Heinz Whips Up A Twitter Frenzy For Its Mayochup Sauce They followed up with a debate about the name, with nominees like "tomayo" and "fry sauce," and an interactive experience that designed containers with these different names.

FREE FOR CMMR MEMBERS

Tags: awards, awareness, brand image, cpg, crowd sourcing, display, earned media, engagement, food, interactive, omma, promotion, retail, retargeting, social media, twitter, uk

Wingstop Sees High Response, ROI, Sales In 4/20 Campaign On Hulu, they ran four 15-second units across a program, each one trippier than the last to turn up the crave, and extended the High-atus across online video using re-targeting.

FREE FOR CMMR MEMBERS

Tags: awards, branded content, cable tv, cannabis, cinema, health, holiday, omma, restaurants, retargeting, sales, social media

Warner Bros/MGM Brings Movie Ticket-buying To A Screen Near You The new product combined an array of sophisticated technologies, including: TV ad interactivity, dynamic API-driven creative, addressable ad messaging, e-commerce integration, and place-shifting.

FREE FOR CMMR MEMBERS

Tags: addressable tv, api-driven, awards, cinema, creative, ecommerce, email, entertainment, film, geotargeting, innovation, interactive, interface design, mobile, movies, omma, place-shifting, technology, television

Bravo Delivers Results For 'Top Shelf' With Robots In L.A. The robots made their way into the homes of Bravolebs like Josh Altman (Million Dollar Listing LA) as well as Tom and Katie Schwartz (Vanderpump Rules).

FREE FOR CMMR MEMBERS

Tags: applications, apps, awards, cable tv, food, influencer marketing, innovation, los angeles, media, mobile, omma, partnership, promotion, restaurants, transportation

Tostitos Makes Its Super Bowl Ad All About The Party Tostitos had a less-than-Super-Bowl-requisite budget of $850K and had the added difficulty of needing to reach the demographic that cares the least about pro football: Millennials.

FREE FOR CMMR MEMBERS

Tags: advertising, awards, cable tv, cpg, creative, digital, digital content, engagement, entertainment, food, microsites, millennials, omma, personalization, social media, social networks, sports, super bowl

Netflix Gets Eleven-level Powers For 'Stranger Things 2' Boost When Netflix tasked MediaHub with growing viewership and social conversation for Season 2, they needed Eleven-level powers to make an even greater impact than its initial breakout success.

FREE FOR CMMR MEMBERS

Tags: awards, branded entertainment, entertainment, gaming, media, news, omma, promotion, technology, tv, tv everywhere, web sites

Spartan Race Keeps Enthusiasts Engaged, Encourages Newcomers In a fast-moving industry that is growing quickly, Spartan needed more than a good email system. It got one.

FREE FOR CMMR MEMBERS

Tags: acquisition, awards, communications, content, email, engagement, multichannel, omma, personalization, retail, social media, sports

'The Wall Street Journal': A Data-Driven Customer-Focused Growth Story Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to be focused on the customer."

FREE FOR CMMR MEMBERS

Tags: brand image, cross-channel, customer experience, data, marketing funnel, media, media buying, newspapers, paid search, personalization, programmatic, publishing

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.

FREE FOR CMMR MEMBERS

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.

FREE FOR CMMR MEMBERS

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