Unilever is reorganizing its company around new marketing and distribution channels in the coming years, and that includes a commitment to investing in innovation across its media plan. Read how the CPG brand is allocating that investment, approaching retail media networks and leaning into data-driven offerings, according to a piece in AdExchanger.
Consumers may not initially equate live music, gaming and the metaverse with an insurance brand—but with its recent launch on Roblox, State Farm is looking to change all that. “We’re in a category that not many folks wake up thinking about every day,” said Alyson Griffin, Vice President of Marketing at State Farm. “It felt […]
Several CPG brands are leaning into experiential culinary programs with quirky, multisensory pop-ups, according to coverage in Event Marketer—from a four-course meal featuring potato chips to a cat food-inspired dining menu to a giant, floating cereal bowl installation.
The run-up to the FIFA World Cup, which kicks off in late November, has already inspired global sponsorship programs and soccer-themed marketing initiatives. Take Budweiser’s ad campaign, which features international players walking onto the field, a marching band, rabid fans and, naturally, bottles of Bud. But for this tourney, the AB InBev brand has added […]
When 22 percent of consumers would rather spend a night in jail than deal with customer service, according to a recent Twilio survey, you know there’s a problem. Slight hyperbole? Most likely. But it’s a fair point. Frustration with customer service is a real thing, and it can make or break a business—particularly when customer […]
We shared a preview of San Diego Comic-Con’s most impressive brand activations back in July—and now the full-fledged field report from CM sister pub Event Marketer has arrived. Check out how AMC, Apple TV+, HBO, Netflix and many others showed up for superfans during the first IRL Comic-Con in three years.
In the automotive world, General Motors is making progress with its first-party data strategy. By switching from a demo-based targeting approach to an audience-based one, it’s now able to construct media plans that are more efficient and produce better results. Read how the company is evolving its targeting strategies, diversifying messaging and refocusing campaign attribution, […]
Officially sponsoring a major global sports event can be pricey. The just-wrapped US Open tennis tournament, for instance, rakes in millions of dollars from sponsors—which included Cadillac, American Express and Chase Bank this year—seeking to secure a presence inside the stadium. But there are other ways to get your marketing messages in front of consumers […]
Photo credit: John J Kelly III For New York City-based consumers familiar with the FreshDirect brand, its orange and green delivery trucks may come to mind first. But the 20-year-old company wants to be known as a high-quality food and grocery retailer first—and a delivery service second. “We’re intimately knowledgeable about fresh food, curated experiences […]
According to a study from ecommerce analytics tool provider Triple Whale, ad spend on TikTok in Q2 was up 53 percent from the previous quarter. Meanwhile, Facebook and Instagram’s ad spend slowed in comparison. An article in Multichannel Merchant explores TikTok’s recent success with younger, engaged audiences, plus additional statistics surrounding DTC purchasing behavior.