The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark's director of marketing operations, Mike Dattilo, shares how he's successfully
targeting SMB users to expand their audience and increase brand awareness and conversions through performance video.
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed
everything about how the brand grew - from product development even to media planning. Visible's digital marketing lead, Sarah Baker, shows us what a grass roots media strategy looks like?
Managing campaigns now takes an average of nine types of software or digital platforms.
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.
Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
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.
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.
When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide
customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.
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.
Every marketing success probably was preceded by a line of valuable failures, but we rarely share that full path to the big win. But failing fast, learning faster is itself a necessary marketing
skill. Hedy Payghambari, director of marketing and media at Papa Murphy's, shares her teachable moments and the tools and tactics she leveraged to maximize return on investment on digital channels.
More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it
nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women,
affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
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.
With a Net Promoter score of 92, the Tecovas brand clearly captured the hearts and minds of boot fans. CMO Rich Lesperance explores how the company thinks beyond the bottom line and invested in the
delight metric, both online and in store.
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.
While most hospitality organizations were trying to connect with consumers at the front desk, the folks at Red Roof Inn set their sights on more strategic voice opportunities. Kevin Scholl, Red Roof's
Director of Digital Marketing, discusses leveraging voice technology, SEO optimization and why they're proud to be the only hospitality brand to engage with consumers in their homes and cars via
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 global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels
like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym,
realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a
"blank check," which enabled them to provide a more strategic and aggressive media investment.
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.
Amazon is poised to benefit from conversion performance, insulation from Apple's coming ad-tracking opt-ins, finds Cowen's latest annual survey of senior U.S. media buyers. Research presents a
positive outlook for video, and mobile video, in particular.
What happens when a retailer's business model is completely upended, and they need to transform a marketing plan that once drove foot traffic into one that effectively drives digital customer
journeys. Pandora Jewelry faced just that with only two months to Mother's Day, their biggest sales period. Their solution was a "full funnel" approach pivoting from a strategy that drove store
traffic to one driving e-com. Pandora quickly shifted to a digital-only strategy.
Theatrical ticket data showed gamers comprised 25% of the audience. Historically gamers have proven to be more likely than the general online population to purchase media and entertainment products.
Given this, Sony Pictures Entertainment set out to reach this lucrative segment on Twitch; the gamers go to social channel. This was no easy task, since gamers are a tight knit group filled with
habitual ad blockers, typically impervious to traditional advertising.
Almost half of online shoppers said the messaging from retailers all sounds the same, limiting its effectiveness during the coronavirus pandemic.
Digital may mean everything to many agencies, but the IPA reminds that it's only half of an adult's media consumption.
By optimizing digital, the brand's history -- dating to 1731 -- and various products were shown as part of a distinct cooking experience.
For example, messages about its onboard comfort and amenities across uncomfortable transit environments and inflight food and beverage messages throughout mall food courts.
YouGov reported that of all Super Bowl campaigns, Avocados from Mexico was the only the top advertiser that drove purchase consideration one month after the Big Game -- for three years in a row.
A majority of CMOs say they intend to bring more digital marketing functions in-house, but "The Drum" is saying this does not mean the end of the digital agency, because nearly half still expect to
put more work the way of agencies in the year ahead.
Global internet advertising growth is slowing down to the point where, in percentage terms, cinema will overtake it next year. "The Guardian" reveals that figures from Zenith point to a mistrust of
digital advertising which is prompting advertisers to look for safer alternatives.
Digital is doing ok -- but direct marketing is still waiting for its much-promised post-GDPR bounce.