Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "brand marketing"
- Nearly all consumers recognize the big streamer brands, but relatively few would know how to explain individual streamers' brand propositions, finds Hub survey.
- Independent agency SCS calls "phygital phantoms" a new mobile consumer archetype. As for Aliens, well, you'll have to keep reading (but not viewing) to learn about that.
- Belle Tire's Senior Director of Consumer Engagement Marketing, Christina DeVey, shares details and lessons from the campaign that won MediaPost's EIS Award for Best use of AI and ML. How did they use predictive modeling and analytics to identify and reactivate the right at-risk customers at the right time. And how does that knowledge inform outreach strategies for new customers?
- A report says marketers frame "typical infant behaviors such as crying" as "pathological" and "reasons to introduce formula."
- Your customers engage with your brand and email program beyond just opens and clicks. SmileDirectClub's Director of CRM Lead Conversion, Scott Cohen, will discuss more robust ways to look at data and attribution within your email program. By the end, you'll be armed with the right questions to ask within your organization to get you and your program the credit you deserve.
- Thanks to a partnership with Conde Nast, more than 1.25 million viewers saw a cut-down of the Genesis G90 spot before viewing the livestream of the Vogue World fashion event. Genesis' Executive Director of Marketing, Wendy Orthman, discusses how the world of fashion is the perfect context to introduce consumers to the young automotive brand.
- Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.
- With a name like JaM Cellars, you know they've got to love wine and music. Over the life of John Anthony Family Wines brand, from 1,000 to almost 1MM cases, music has become core to the JaM Cellars marketing ecosystem; including festivals, venues, digital shows, podcasting, and charitable giving. John Anthony Family of Wines' CMO, Sarah Montague, will share how the JaM Cellars marketing ecosystem leverages music to connect emotionally with consumers, keep them engaged and entertained, and drive value for the brand.
- After being named as one of the Most Innovative Companies in 2021, Avocados From Mexico has continued working on bringing Innovation to the next level. Avocados From Mexico's Director of Media, Data and Analytics, Jovanny Martinez, discusses how Avocados From Mexico drives both brand and performance marketing by building purposeful innovation through creative testing, media optimization, and measurement.
- Almost three quarters of consumers are willing to share personal data with brands they trust.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
- Since it launched in 2016, DIY brand 5-minute Crafts has consistently been a top channel on YouTube and Facebook. But with the rise of short-form video and the growing importance of long-form CTV distribution, the brand found itself having to evolve its video formats in opposite directions. theSoul Publishing's Senior Director of Content Partnership, Michael Boccacino, shares how the company is adapting both the content and the business models for its key video franchises into the Omni-Media world.
- Patagonia's mission statement is: we're in business to save our home planet. For over 35 years, Patagonia has supported over 1,500 environmental groups by donating 1% to grassroots activist organizations that have direct-action agendas and work on strategic, multipronged campaigns to preserve and protect the environment. We built Patagonia Action Works to take this a step further. Patagonia Action Works - a response-driven, relationship building digital ecosystem and toolkit - meaningfully connects our customers and greater community to the grassroots environmental activist groups we support. Patagonia's Director, Digital Impact: Community & Activism, Scott Carrington, discusses how the initiative was driven by a desire to transform brand values into tangible actions in this latest case study.
- GroupM's business intelligence team called out analysts and journalists for focusing on not-so-good news, while ignoring indicators of healthy ad growth: "It's almost like they prefer to report bad news."
- Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
- OOH used to be a glorified real estate business where location and road-side visibility was the unique selling proposition. Programmatic then emerged as a transformative equalizer to the conversation. With a complete "through-line" view into what people consume beyond their home, brands have started to leverage the future of OOH and its connection to broader programmatic ecosystem. Walton Isaacson's Managing Director of Digital Innovation, Albert Thompson, illustrates how brands have executed within the programmatic marketplace to stitch together a "connected experience" of ad exposure. Physical Proximity is the driver as the consumer moves from gas stations, retail stores, business offices, public transit, biking paths, and ridesharing - all through OOH.
- Remember Cheil's Lions-winning AR shopping app for retailer Tesco? That was 11 years ago. Why hasn't the industry accelerated even more frictionless, in-the-moment, on-the-go shopping experiences?
- Addressable TV advertising needs better ROI measurement for the business to accelerate. A new study finds half of advertisers would increase their investment in addressable products if the business remedied some of their concerns.
- From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start. Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but direct product development.
- "The overall mix of advertising shifts possibly in favor of brand rather than performance," suggests GroupM's Brian Wieser, adding: "Isn't that an interesting observation?"
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
- 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.
- For a 220 years-young brand like the New York Post, innovation, adaptation, and diversification are essential. The Post Digital Network now spans print, digital, video, audio, social, television, and commerce. Product innovation continues to be a key focus for the Post. The New York Post's Shannon Toumey, VP of Strategy and Co-Head of Post Studios, will share examples and learnings from the media company's experimentation and testing of shoppable video as it strives for success in this emerging medium.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.
- While Eaglemoss might not be a high-profile brand, most visitors to the collectible e-commerce website will find at least one or two products that tug at the heartstrings (and purse strings!). Eaglemoss' VP of Global E-commerce & Marketplace, Imran Hassan, will discuss how NFTs fit into the equation, and why Snapchat is better than TikTok in reaching some customers? He'll also share his secret to having a highly user-friendly e-commerce site and how the company's media diversification and upper-funnel brand-building investments have paid off.
- Evolving from a product to a brand at speed through digital content. Super Coffee's Senior Manager of Content and Influencer Marketing, Hilary Lemonick, shares how the healthy coffee brand doubled its email and social media engagement rate in less than 6 months.
- By partnering with HBCUs and non-profits in key locales, 4th Ave Market is deepening and leveraging community involvement that builds both loyalty and acquisition at a lower cost. Salim Holder, Founder & CEO of 4th Ave Market, will share how by combining purpose and profits brands can deliver products in an authentic way to the community while creating a stronger emotional connection.
- By asking good questions, listening intently to consumers, and then acting based on insight, White Castle accelerated growth for its 35-year-old CPG brand. Jamie Richardson, Vice President of Marketing & Public Relations at White Castle, will discuss how their consumer-centric approach to research yielded actionable learnings, and share why sometimes the simplest tweaks can translate to the biggest impact.
- 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.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
