As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President,
Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's
is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
More than half of marketers said their audiences tend to engage more with UGC than branded content.
Comcast and Disney spend the most on content, including scripted content and live sports.
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.
The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.
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."
It doesn't change recipes as frequently as subscription does. It's a one-off purchase that allows for trial. It feels and looks like a meal kit, extending the brand's equity.
Be the Match's objective going into 2019 is to determine the optimal size and composition of the registry and launch a campaign that expedites that level of quality participation.