Deep Dive: Page 11
Industry insights from our journalists
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How Mars Wrigley turns social sentiment into real-time opportunities for Goodnessknows
The company, known for candies like Snickers, targeted ads and coupons based on comments by health-conscious Twitter users to drive a 147% engagement rate.
Dianna Christe • March 28, 2018 -
Why Lowe's is doubling down on AR for mobile
The company partnered with Google Tuesday to launch an augmented reality-enabled feature showcasing the spring collection on its mobile app.
Corinne Ruff • March 20, 2018 -
How Jordan Brand reimagined its namesake's iconic dunk to drive m-commerce
A unique combination of technologies and platforms broke new ground and was the focus of a SXSW session.
Chantal Tode • March 19, 2018 -
Purpose takes center stage for PepsiCo, Stella Artois at SXSW
Both companies are thinking about values-based marketing in less piecemeal terms as young consumers demand their brands stand for something, with successful results.
Peter Adams • March 19, 2018 -
Monotype's Nadine Chahine on the impact of language evolution for mobile brands
In an interview at SXSW, a typography expert highlights how the emergence of hashtags and emojis affects marketing amid the rise of mobile.
Natalie Black (Koltun) • March 15, 2018 -
Why Hershey is testing a VR shopping app with digital convenience retailer goPuff
The chocolate maker is focused on exploring how digital technology can support the snacking habits of millennials and Gen Z.
Chantal Tode • March 11, 2018 -
Courtesy of The Home Depot
For L'Oreal and Home Depot, AI quickly becomes table stakes
Speaking at SXSW, the two brands detailed how, in just a few years, the technology has changed everything from creative strategies to organizational structures, with no signs of slowing down.
Peter Adams • March 11, 2018 -
Will the iPhone X mark the spot where mobile marketing changes?
The upcoming launch of Apple's AirPower wireless chargers is one of several opportunities to create unique value-driven experiences as banner blindness persists.
Shane Schick • March 8, 2018 -
Walmart's A-list Oscar night was all about 'the Box'
For its second year of short films during the Academy Awards, "the Box" became a star, and a true symbol of its war with Amazon.
Daphne Howland • March 6, 2018 -
How Indochino custom fits landing pages to drive foot traffic
The made-to-measure suit brand invests in paid social to drive awareness, but the challenge was to talk about its quickly growing array of showrooms on a local level.
Dianna Christe • March 5, 2018 -
Campaign Trail: Lacoste makes room for endangered species; a beauty brand flips the script on objectifying women
Two marketers take different approaches to cause marketing: one through limited-edition apparel, the other via a social media campaign that looks to put more women in office.
Chantal Tode and Natalie Black (Koltun) • March 2, 2018 -
Is activist advertising the new frontier?
Increasingly, retail marketers are taking a stance on social and political issues — and scoring customers in the meantime. Here's who's doing it best.
Cara Salpini • March 1, 2018 -
How Intel evolved from an invisible 'ingredient brand' to win over more millennials
At the IAB's Annual Leadership Meeting, CMO Steven Fund discussed how Intel sees success by integrating its technology into destination live events and working with celebs like Jim Parsons.
Peter Adams • Feb. 28, 2018 -
How Crayola drew up a winning UGC strategy with AR
A snowflake filter accessible through the brand's homepage and on social media helped users personalize their holiday video messages.
Kayla Matthews • Feb. 27, 2018 -
At CAGNY, Big Food execs prioritizing e-commerce for future growth
General Mills, Mondelez, Coca-Cola and other major brands discussed increased online investments as consumer demand for hyper-efficiency grows.
Emma Liem Beckett and Christopher Doering • Feb. 21, 2018 -
Marketers animate their GIF strategies, but length becomes a conundrum
Brands from Coca-Cola to Microsoft are experimenting with animated videos nearing the one-minute mark, while Nissan and others remain committed to pithy four-second loops.
Shane Schick • Feb. 20, 2018 -
Why generational marketing could send retailers back to the drawing board
While there's generally some truth in stereotypes, retailers that rely on generational marketing alone could be missing out on both the channels and customers they should be targeting.
Cara Salpini • Feb. 14, 2018 -
What Unilever's CMO really said about Google and Facebook
No, the CPG giant isn't ditching the duopoly; quite the opposite, as the marketer urged his peers to double down on tech partnerships at the IAB's Annual Leadership Meeting this week.
Peter Adams • Feb. 13, 2018 -
Will the Olympic torch burn brightly for retailers?
The Winter Games offer exciting opportunities for some deep-pocketed brands, but most retail marketers will be left out in the cold.
Cara Salpini • Feb. 8, 2018 -
Lay's looks to put a smile on the faces of millennial snackers
Marketing Dive got a sneak peek at an activation in New York City that's part of Frito-Lay's new "Smile with Lay's" national campaign.
Peter Adams • Feb. 8, 2018 -
The final score: Meet the advertising winners and losers from Super Bowl LII
Advertising's big night included some surprises, celebrity hijinks and, yes, another big ad blackout.
Peter Adams, Chantal Tode and Natalie Black (Koltun) • Feb. 5, 2018 -
By the numbers: A look at Super Bowl LII marketing data
It is looking like this year's game could have the second highest ad revenue in history after 2017.
Peter Adams, Chantal Tode and Natalie Black (Koltun) • Feb. 5, 2018 -
Looking for #MeToo in Super Bowl ads? Prepare to be disappointed
Brands tackled hot-button issues like immigration at last year's big game, but viewers shouldn't expect any strong messages in regards to women's empowerment on Feb. 4.
Natalie Black (Koltun) • Jan. 31, 2018 -
Clorox CMO: Voice and e-commerce will grow faster than marketers expect
In a Q&A with Marketing Dive, Eric Reynolds dishes on why he's bullish on a number of digital technology areas other CPGs have either stepped back from or might be considerably underestimating.
Peter Adams • Jan. 29, 2018 -
AR: Lessons learned so far and where the tech could be headed
While the immersive tech hints at significant marketing opportunities, brands will likely still battle plenty of friction and challenges in the year ahead.
Natalie Black (Koltun) • Jan. 24, 2018
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