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.
"Brands need to have a balance, but we see campaigns today skewed too much toward performance marketing because this gives them immediate payoff," Kantar Managing Partner of Brand and Marketing for
ROI Satya Menon said.
With so many options, do consumers still fall in love with their brands? Is there loyalty or are people just looking for the next best deal? Beardbrand founder, Eric Bandholz's, believes it's the
former. His plan was to build a brand that his target market identified with right away. So staying true to his commitment to making men "awesome" and a prolific YouTube strategy, Beardbrand quickly
became the go-to source for the underserved bearded community.
Four years ago, HP started the journey by owning its own data. "Getting through legal and procurement took a full year." Then it took on email, "and pulled that one off; now we're pulling in most of
the digital media activation: DSPs, paid social, and paid search."
The brand saw an opportunity to shine a spotlight on grass roots issues; specifically, the protection of public lands and encouraging President Obama to grant monument status to specific areas of
It abandoned conventional tactics and created the next trend its ladies would covet, the "Santa Clarita Diet"-a new lifestyle that addressed their biggest passions: professional success, health, and
Offering a more in-depth look into the life of a diabetic, a film was embedded into a custom article online to show how the device enables them to live more normal lives without constant
The campaign garnered 69MM+ earned media impressions across traditional and cannabis-oriented publications, nearly 16.5MM video views, and reached #1 on Reddit's "/r/funny" even though Canada has only
The key to building excitement around this campaign was a comprehensive roll-out across various social channels which started a month before with teaser content.
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.