MediaPost Publications - The MediaPost Cases

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

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

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

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

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.

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

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:

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

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

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

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?

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

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

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

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.

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

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

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

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

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

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

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

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

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

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.

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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.

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

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.

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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.

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

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

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

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.

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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

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.

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

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.

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

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.

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

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.

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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

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.

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

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

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

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".

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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."

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

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.

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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

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.

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

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.

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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.

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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.

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

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.

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

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.

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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.

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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.

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

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.

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

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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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.

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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

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.

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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.

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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

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

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

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

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

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.

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

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.

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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."

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

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.

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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.

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

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.

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

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.

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

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.

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