Brand Strategy
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Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say
Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.
By Sara Karlovitch • Dec. 8, 2023 -
Advertisers will ramp up spend on creators in 2024, IAB forecasts
Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.
By Jessica Deyo • Dec. 7, 2023 -
Explore the Trendlineâž”
Courtesy of GSTVTrendlineTop 5 stories from Marketing Dive
A look at how marketers are responding in a year marked by culture wars, economic uncertainty and the generative AI juggernaut.
By Marketing Dive staff -
6 key details about CosMc’s, McDonald’s new fast food chain
CEO Chris Kempczinski said he believes McDonald’s has “the right to win” the afternoon “beverage pick-me-up occasion” with the new concept.
By Emma Liem Beckett • Dec. 7, 2023 -
Hinge dating app launches $1M initiative combatting Gen Z loneliness
“One More Hour” will support Gen Z-focused social groups and organizations in New York City, Los Angeles and Atlanta with grants up to $25,000.
By Aaron Baar • Dec. 7, 2023 -
Peloton CMO jumps to Verizon after less than a year in role
As top marketer, Leslie Berland will have a wide remit and “usher in a new chapter” for the telecom’s brand, CEO Hans Vestberg said.
By Peter Adams • Dec. 7, 2023 -
AB InBev’s Kona Big Wave addresses toxic surf culture in new campaign
“Share the Big Waves” includes a QR code activation and three-minute video that attempts to unpack perceptions around surf culture.
By Sara Karlovitch • Dec. 7, 2023 -
Opinion
Here’s what separates a good marketer from a bad one
At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.
By Dave Kaufman • Dec. 7, 2023 -
State Farm takes inside look at NFL players and ‘at-home teammates’
Made with sports media company Team Whistle and agency Optimum Sports, “Home Team” blends brand messaging with football fandom.
By Chris Kelly • Dec. 6, 2023 -
Tracker
Super Bowl LVIII: Tracking every ad
Pringles will appear in the big game for the seventh consecutive year with a spot that will showcase a “playful, new direction” for the Kellanova brand.
By Marketing Dive staff • Dec. 6, 2023 -
Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet
The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste.
By Peter Adams • Updated Dec. 5, 2023 -
Smirnoff celebrates connection in new global campaign
Inspired by data that found a decrease in emotional connection, the Diageo vodka brand wants to spark feelings of togetherness.
By Sara Karlovitch • Dec. 5, 2023 -
What Coca-Cola’s generative AI experiments mean for the brand’s future
Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.
By Chris Kelly • Dec. 5, 2023 -
Bud Light teams with NFL legends on ad for Super Bowl LVIII giveaway
A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date.
By Jessica Deyo • Dec. 4, 2023 -
Q&A
Hilton CMO on why its ‘For the Stay’ campaign is the hotel’s ‘Just Do It’
Mark Weinstein shared the inspiration behind the marketing platform, the story of the company’s 10-minute TikTok and strategy tips for marketers.
By Noelle Mateer • Dec. 4, 2023 -
Q&A
Why Domino’s is awarding half a million dollars in snow plowing grants
Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.
By Chris Kelly • Dec. 4, 2023 -
Sponsored by Artlist
Becoming a powerhouse in the creator economy: A guide for brands
Navigate the evolving creator economy with insights from Artlist's Trend Report 2024.
Dec. 4, 2023 -
Sponsored by My Code
Marketing can’t just be diverse–it has to be diverse-first
Diverse-first marketing is a missed opportunity that will narrow customer bases and limit future growth--unless organizations can learn to embrace it.
By Parker Morse • Dec. 4, 2023 -
Bath & Body Works drops 10-foot candle to help holiday shoppers unwind
The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.
By Peter Adams • Dec. 1, 2023 -
Column
Campaign Trail: How Steak-umm deepfaked real vegans into meat eaters
Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.
By Chris Kelly • Dec. 1, 2023 -
Mars brand Excel Gum uses ASMR to relieve studying stress
Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.
By Aaron Baar • Nov. 30, 2023 -
Gillette encourages gamers to ‘hit reset’ for global campaign
The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.
By Jessica Deyo • Nov. 30, 2023 -
Geico Gecko serves as on-set consultant for Netflix’s ‘Leo’ in co-branded ads
The first such partnership for the streamer’s ad-supported tier is a sign Netflix is striking more involved brand deals a year after launching the offering.
By Peter Adams • Nov. 30, 2023 -
McDonald’s reinvents McNugget Buddies for streetwear-minded adults
The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.
By Chris Kelly • Nov. 29, 2023 -
Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa
A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.
By Peter Adams • Nov. 29, 2023 -
Deep Dive
How the best marketing campaigns of 2023 mastered pop culture nostalgia
Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.
By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023