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.
The communication strategy included TV spots, live integrations, print, digital advertising, social media, radio and, even, an interactive website.
"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.
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.
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.
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.
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.
In addition to the native homepage, these cartoons were also featured in promotional assets designed to drive traffic across display, social, and newsletter activity.
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.
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
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.
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.
Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
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.
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.
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.
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.
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.
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."
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.
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.
Aiming to change the perception of hairspray, Tresemme needed to show how a woman's hair can still move after using the product.
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.
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.
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.
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.
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.
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.
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.
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.