Creating more positive environments in brand messaging leads to new opportunities for marketing and promotion efforts, a survey by Morning Consult and Pinterest shows. Pinterest calls itself "an
oasis" and says spending a few minutes a day on its app can buffer against burnout, stress and social disconnection among younger users, according to research done in partnership with UC Berkeley's
Greater Good Science Center.
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.
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.
Remember Cheil's Lions-winning AR shopping app for retailer Tesco? That was 11 years ago. Why hasn't the industry accelerated even more frictionless, in-the-moment, on-the-go shopping experiences?
While 75% of procurement execs say their role managing media has been successful, only 26% of marketing execs say so, according to a new ANA study.
There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of
inventory and plan to put more items on sale.
Risks including a 40-year high in inflation will challenge marketers to set the right tone in their promotional strategies.
The still-young premium streaming video industry continues to count on free months-long promotions as a major piece of its overall subscriber claims.
There has been a 55% increase in phishing kits imitating Amazon in October and November, Egress reports.
This year's holiday shopping season will look different as marketers rely on performance marketing and supply and demand plays a key role in campaign strategies.
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.
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.
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.
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.
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 coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the
$250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to
every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to
engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
One of the unintended consequences of the explosion of subscription video streaming services and the ways they market themselves is that they are indoctrinating a new generation of entertainment
consumers who are more like promotion-savvy consumer packaged goods customers looking for the next new deal.
The number of advertising and marketing services providers certified as being diverse by the Association of National Advertisers has more than doubled to 212, according to an updated version of the
ANA's "Certified Diverse Suppliers for Marketing and Advertising" report. The directory includes agencies and media, production, promotion, and research companies and was launched in July 2020
following an ANA report, "The Power of Supplier Diversity."
The overall OTT churn rate has declined a bit, but hovers at about 40%.
One-quarter of consumers in a recent study bought counterfeit products, 36% saw fake ads or social posts, 41% saw fake websites, and 35% experienced fake social media accounts.
A survey from HarrisX finds that "roughly 3% and 17% of Disney+ and Apple TV+ subscribers, respectively, plan to churn off the services once their promotional offer ends," writes Michael Nathanson,
Digital media, including advertising and/or virtual events, are the main media the ad industry is using to replace the loss of in-person physical events. That's the finding of a survey of ad execs
Advertiser Perceptions conducted in early May for MediaPost. Digital advertising was the No. 1 medium benefitting from the displacement of physical events, with 40% of execs citing it, especially
among marketers (47% vs. 36% of ad agency executives).
Personalized email is drawing investment -- but not as much as targeted promotions and web experiences.
HBO Max tripled its marketing spend for the week of May 10 vs. the previous week in preparation for its launch today. Average spend of all premium services has been $20 million a week for TV, digital,
and print media since March 1. On TV, MediaRadar says, HBO Max has been running on-air ad promotions on sister WarnerMedia networks TBS, CNN, and Adult Swim, as well as advertising on ABC and Fox.
"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.
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."
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.
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.
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.
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."
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