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 experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
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 process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
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.
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.
SurveyMonkey has rebranded as Momentive, reflecting the expansion of its product line. Parent corporation SVMK Inc. will adopt the name Momentive Global Inc.
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.
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.
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.
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.
Upper-income households are more likely to trust brands with their personal data, GfK reports.
Monthly U.S. ad-spending pacing has improved consistently since the ad recession began earlier this year following the pandemic lockdown, but there was a slightly negative blip in August, according to
a tracking study of ad executives' "run rates" compiled by Wall Street equity research firm Pivotal Research Group. Overall, the trend line has been consistent, moving from a "deceleration" or
worsening of ad spending vs. the prior month, bottoming out in July with just 6% of ad execs indicating that, although it bumped up to 15% in August.
Even as the nation's largest consumer brand marketers meet for their annual conference this week, a new report from MediaPost's "Research Intelligencer" finds the role of brand equity is eroding. The
report -- based on interviews of advertiser and agency executives and conducted by Advertiser Perceptions in September -- found that more than a third (35%) believe the role of brand equity is
becoming less valuable, while only about a quarter (26%) believe it is growing in importance.
Comscore offers surprises on luxury customers, and reveals that the public does not expect brand activism.
CMOs cite naming a product or a service rather than positioning and advertising as the most important element when bringing a brand to market and considering long-term success.
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.
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."
Amid so much uncertainty, building confidence was going to be important. Kimball Wilkins' team created an internal brand line, "Never stop."
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.