The COVID-19 pandemic led more U.S.
consumers to spend time playing video games to help occupy their time during restrictions on public gatherings. About one-third (36%) of people ages 13 to 74 said they play video games on
consoles such as the Sony Playstation or Microsoft Xbox, according to a study by Hub
. Among those console gamers, 51% said they play every day -- up from 39% two years ago. Gaming is popular among male teens and younger men who are more
difficult to reach through traditional linear television. About 70% of men under age 35 play console games, compared with 50% of women in the same age group. Gamers also have become more
tolerant of in-game advertising, such as branded downloadable content (DLC). Some 70% of regular console gamers play with branded in-game content, up from 61% two years ago. Among those who see
in-game ads, 44% said they prefer them to regular commercials, while 72% said the branded content makes games more fun to play.
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 space was
Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify
also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station,
Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media
Increasingly, there are ways for brand marketers to reach viewers on SVOD via so-called "brand integrations," formerly called product placements. And today Nielsen is releasing its first-ever "SVOD
Brand Integrations Report" to Madison Avenue some perspective, as well as a baseline to plan with.
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.
While America's obsession with reality TV may go back decades, our beloved national fixation undoubtedly has intensified since March, climbing by 6.5 billion minutes. Where did these additional
viewers come from?
After years of double-digit percentage growth, U.S. content marketing revenues are expected to decline 6.8% due to the COVID-19 pandemic in 2020, according to PQ Media.
Microsoft provides data and details how marketers can successfully connect with consumers who are age 65 and older.
As performance and productivity change how we live and work, millennials and Gen X seem most impacted by changes in video-conferencing email, phone, text messages, file sharing and social media.
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.
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.
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".
WMG research says content is becoming key to changing perceptions. Brand activism is now key.
Research from the World Media Group suggests brand activism is on the rise, requiring advertisers to align their content with a global cause or issue, "Netimperative" reports.
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.
The visually compelling content was created to appeal to outdoor enthusiasts ages 21 to 27 who embraced new experiences and were forward thinking.
Retailers' branded mobile apps are increasing sales on their websites and in-store, Texas A&M University researchers found.
"Niche players are doing very well," says Jim Leichenko, Kantar director of marketing, media division. Consumer products goods advertisers are also taking advantage of the back-to-school season.