Brand Strategy: Page 86
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Megan Rapinoe appeared in an ad Subway uploaded to YouTube on July 21, 2021.
Deep DiveCan QSRs meet marketing's new imperatives without alienating franchisees?
National brand building is often in conflict with the needs of local operators — a dichotomy that has only become more apparent in the past 18 months.
By Chris Kelly • Oct. 12, 2021 -
Courtesy of Walmart
Walmart, Netflix open shopping hub to jump on hype for shows like 'Squid Game'
Debuting in time for the holidays, the streamer's first digital storefront with a national retailer will let fans vote on what merchandise they'd like to see next.
By Peter Adams • Oct. 11, 2021 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Courtesy of Mercedes-Benz USA
Mercedes-Benz touts sustainability with electric vehicle experiences
In addition to a 20-city test drive tour, the carmaker will promote its first line of electric models at pop-ups in New York and California.
By Chris Kelly • Oct. 11, 2021 -
Jose Tutiven
Sponsored by BrandshareThe new era of sampling begins at home
In the age of e-commerce, the tangible nature of product samples plays a key role in creating brand awareness to conversions.
Oct. 11, 2021 -
Courtesy of Shutterfly
ColumnCampaign Trail: Shutterfly preserves life's chaotic moments in biggest effort to date
Teeing up near the holidays, "Make it a Thing" aims to amplify the personalization website's shifting focus from what people create to why.
By Natalie Black (Koltun) • Oct. 8, 2021 -
Courtesy of Gatorade
Gatorade showcases 'dunk' celebrations with season-long NFL push featuring gaming
"Road to the Dunk" includes a custom Snapchat runner game and integrations with EA's Madden franchise to connect with young athletes.
By Peter Adams • Oct. 7, 2021 -
Courtesy of PepsiCo
Pepsi boosts Black-owned restaurants' marketing, rewards consumers with Dig In Day
The marketer is sharing business resources and a mobile-friendly "passport" as part of its efforts to drive sales to Black-owned restaurants.
By Chris Kelly • Oct. 7, 2021 -
Courtesy of D-ID
Mondelez uses AI to animate family photos for Vietnamese holiday
With Publicis and Digitas Vietnam, the CPG marketer lets consumers bring static photographs of old memories to life around an important holiday.
By Chris Kelly • Oct. 5, 2021 -
Permission granted by Jif
Deep DiveCPG brands ditch domestic tropes for culture-led marketing. Will it pay off?
Marketers face pressure to address a history of propping up gender roles that were woven into the cultural fabric by agencies in the "Mad Men" era.
By Peter Adams • Oct. 5, 2021 -
Permission granted by Dentsu Group
Dentsu launches bespoke gaming solution to help brands navigate booming category
The specialty offering has a range of services, from IP development to in-game advertising, as marketers look to engage an audience of billions.
By Peter Adams • Oct. 4, 2021 -
Permission granted by PepsiCo
How PepsiCo is harnessing data to help retailers increase sales
The food and beverage giant's Pepviz platform uses analytics, data science and other tools to ensure a store is carrying the right product mix and optimizing shelf space.
By Christopher Doering • Oct. 4, 2021 -
Stock.adobe.com/nikomsolftwaer
Sponsored by AcxiomThe great customer experience reset
Thriving beyond The Great CX Reset means having the right data strategy and the right expertise to execute in place - the best personalized customer experiences count on it.
Oct. 4, 2021 -
Milkos / Bigstock
Sponsored by UserTestingEmotionally intelligent teams: 3 core practices you should know
When it comes to delivering an exceptional customer experience, companies with emotional intelligence — who really take the time to get in tune with what customers want — are winning.
By Kaj van de Loo, CTO at UserTesting • Oct. 4, 2021 -
Courtesy of Taco Bell
Taco Bell celebrates National Taco Day with Discord, messaging push
In the U.S., the chain will leave Easter eggs on Reddit and "raid" Discord channels to give away free tacos while a global push focuses on the taco emoji.
By Chris Kelly • Oct. 4, 2021 -
Retrieved from Oculus/YouTube on March 11, 2020
Facebook invests $50M for 'responsible' metaverse development
To ensure the "next computing platform" is built with inclusivity, privacy, safety and ethics in mind, the social media giant will work with a number of partners.
By Natalie Black (Koltun) • Sept. 30, 2021 -
Courtesy of The Coca-Cola Company
Coca-Cola refreshes brand with global campaign built around shared moments
To revamp the Coke trademark, the brand worked with agency BETC London on a campaign that includes a gaming-focused spot and activations on Twitch.
By Asa Hiken • Sept. 30, 2021 -
Permission granted by Unilever
Unilever's new startup program kicks off with eye on $3.4T social commerce opportunity
In its first endeavor, the Positive Beauty Growth Platform will focus on companies specializing in livestreaming, shoppable media and gaming commerce.
By Peter Adams • Sept. 29, 2021 -
Courtesy of Nutrabolt
C4 Energy drink celebrates Starburst fusion with pop-up truck, digital content
In addition to influencer partnerships and in-person activations, the drink brand will digitally release pop art-inspired visuals and anime-inspired content.
By Chris Kelly • Sept. 29, 2021 -
Courtesy of Warner Music Group Corp.
Twitch enters first record label partnership with Warner Music Group
With their own platform channels, select label artists can take advantage of additional income opportunities that could include brand sponsorships.
By Chris Kelly • Sept. 28, 2021 -
Ocean Spray released a video as part of its Cranberry Chef Collective campaign. The image was retrieved from its video on Sept. 27, 2021.
Deep DiveFor influencer marketing to drive sales, trust must translate to real strategies
As the holiday shopping season approaches, boosting confidence in the space could push it toward lower-funnel productivity.
By Asa Hiken • Sept. 28, 2021 -
Daphne Howland/Marketing Dive
Analysts throw cold water on the great DTC pivot
A new report from BMO Capital Markets finds that direct sales by brands come with lower margins than through wholesale channels.
By Ben Unglesbee • Sept. 27, 2021 -
Courtesy of Crown Royal
Crown Royal 3D-prints immersive world for canned cocktails
The cast, including a hip-hop artist and pro gamer, was scanned at different locations to create a virtual block party celebrating the product launch.
By Peter Adams • Sept. 27, 2021 -
Pexels - Artem Podrez
Sponsored by Inmar IntelligenceTransform your digital strategy with first-party data on social media
Many marketers consider social media to be little more than an "awareness driver," but this misconception might be limiting your digital success.
By Brooke Pianalto • Sept. 27, 2021 -
bigstockphoto.com/redpixel.pl
Sponsored by UserTestingA company-wide customer-first obsession: a must-have, not an option
Today's companies need fast answers on whether their product or service is delivering what people want, in the ways they want.
By Janelle Estes • Sept. 27, 2021 -
Courtesy of American Express
ColumnCampaign Trail: AmEx eyes small-business owners in whimsical new push
Pop-up workstations — billboards that flip into desks with charging ports — are designed for people on the go and manifest how the brand's cards are "built for business."
By Natalie Black (Koltun) • Sept. 24, 2021
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