A campaign grounded in organic social behavior enables customers to easily connect with the content while being inspired to try something new. With thousands of drink combinations, SONIC(R) is the
Ultimate Drink Stop(R), and customers love to talk about their latest drink hacks on social media. Sr. Director of IMC for Sonic, Tamara Stanley, shares how Sonic used insights from TikTok to partner
with Paramount+ and build an influencer led campaign teaching consumers how to build "Grease: Rise of the Pink Ladies" inspired drinks. The campaign not only taught customers how to make craveable
creations using the SONIC App, but also provided the opportunity for influencers to create and share their new drink combination experiences. The campaign transported SONIC fans to the land of doo
wops and pink poodle skirts, reminding them how to make new drinks they love!
For a brand whose products include 100% silk sleepwear and aromatherapy that helps clients drift to sleep-conveying the quality of these products online presented an enormous challenge. Hear from
Overnight Beauty's Founder and Owner, Ruthie McCombs, on how they're embracing ASMR as a way to bridge the gap between digital communication and tangible experiences so that clients can truly see-and
feel-how much care goes into every product they make.
Product-placement ads have been replaced by dynamic and programmatic ad insertions based on data collection.
Liquid Death is at it again. This time they are drawing the attention of grandmas everywhere and microdosing them with 6g of sugar and 30mg of caffeine. The brand expanded to a new product category
and became an Amazon #1 Best Seller in less than 24 hours. The Director of Digital Detail Retail, Natalie Cotter, discusses how Liquid Death took over the internet, broke Amazon, and murdered thirst
with their new Iced Teas.
Creating impactful television campaigns that deliver on key performance indicators meaningful to a client's business is critical these days. Fortunately, there are now great products and systems that
allow advertisers to tie television advertising directly to specific business goals. Justin Poe, Media Director at EvansHardy+Young, will share how they connected their QSR client's goals with their
television campaign to provide actionable insights and help prove what worked and what didn't.
Finessing the tension between premium product and value takes imaginative development and optimizing both menus and messaging. In introducing its double burger, A&W focused on weary consumers' craving
for indulgence over a simple deal. A&W Restaurants' Senior Director of Marketing, Liz Bazner, shares the company's learnings from balancing premium with value marketing across multiple channels and at
Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse
and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned
to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.