To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's
understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this
capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this
smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around
recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
Influencers with less than 10,000 followers have seen the most growth in paid collaborations with brands.
Carpe TikTok. Kendra Scott's social media team did exactly that when women who were rushing sororities last summer posted videos of their outfits, accessorized with, you guessed it...Kendra Scott
jewelry. The brand's senior social media manager, Andrea Howard, will share how they were able to capitalize on the user-generated content by jumping in on the viral conversation via hashtags, earning
them a 17% increase in new users with a 24% increase in Alabama specifically.
Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany
Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of
marketing, internal organization and event onboarding customers.
Influencers with engagement rates of more than 20% make up a tenth of the creators on the social video app.
Some consumers thought they may have been shadowbanned because of pressure from advertisers to suppress certain content.
Advertising on Amazon is happening all year round, with 43% of brands buying ad placements throughout the year.
Many consumers describe personalized ads as "annoying," but others say such messaging is "useful" or "enjoyable."
Social media is the second-biggest generator of sales leads for business-to-business marketers, behind referrals.
Publishers last year had 35% share of voice, while media and entertainment companies had 29%, according to Comscore.
Consumers who use digital pinboard platform Pinterest are the most likely to engage with promoted or sponsored posts on social media.
Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
The finding may indicate that consumers are more receptive to contextual advertising.
Audience attention was more divided as the photo-sharing app added more video features.
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.
Given the rise in costs and shifts in media budgets, StitcherAds observed a 12% decline in ad spending from a year earlier.
Entertainment and the chance for self-expression were big draws for this demo.
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.
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.
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.
There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching
media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
Retailers are the primary generator of overstuffed inboxes, with daily deals the most prevalent, SmarterHQ reports.
A paranormal investigation powered by Xfinity xFi Pods on Twitter Live was staged at the Winchester Mystery House, a haunted house in San Jose, Calif., known for its crazy number of rooms and
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
Users can leave their laptop at home, easily write emails, and follow up with customers between bites of pizza, yoga poses, or errands.
The LGBTQ community, possessing a bold and rebellious mindset to live life on their own terms, perfectly embodied both BMW's Modern Maverick target and X2 manifesto of "Give No Explanations."
The brand's proactive and agile approach led it to perform well above its 2017 benchmarks. With clear pacing and more visibility into paid data, it was able to guide, measure and optimize its
creative, publishing and bidding on a weekly basis.
The focus is predominantly on personalization by incorporating things that are local and personalized to an individual's pace and environment.
Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community
Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition
but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.