9 pivotal campaigns that show how marketing transformed in H1

Rocked by disruption, marketers were pressed to address both a pandemic and racial injustice amid slashed budgets. Some efforts stood out with fresh creative, a hopeful tone or tangible action.

By Peter Adams , Chris Kelly , Chantal Tode • July 13, 2020

Key marketing stats that define the 1st half of 2020

Campaigns, industry changes, spending and results from the first six months, broken down by the numbers.

By Marketing Dive • July 13, 2020

Wells Fargo asks workers to remove TikTok from phones amid security worries

The bank told employees to remove the social video app from company devices the same day Amazon publicly reversed a decision to ban it.

By Robert Williams • July 13, 2020

Nike kicks up coloring book with AR sneakers

Readers can draw on diagrams of Air Max shoes and see a digital version of their creations hover above the page.

By Robert Williams • July 13, 2020

Esports revenue outlook gets another downgrade as pandemic halts live tournaments

Even as its audience grows, the category is hitting bumps in the road as it shifts to virtual events, which sponsors are potentially less interested in.

By Peter Adams • July 10, 2020

Nike opens latest store concept: Nike Rise

The first of its kind opened in Guangzhou, China, on Thursday, and the retailer plans to expand it in 2021.

By Cara Salpini • July 10, 2020

Truly Hard Seltzer cracks open 1st campaign since pandemic began with lively spots

New colorful and upbeat creative suggests some brands are returning to more normal, non-coronavirus messaging.

By Dianna Christie • July 10, 2020

Yoplait streams DIY craft series with Instagram influencers

The General Mills brand's "Oui Heritage Workshop" is a four-part series to promote the release of glass packaging that doubles as crafting material.

By Robert Williams • July 10, 2020

How COVID-19 boosted QVC, HSN and livestreaming

As the veteran telecommerce networks adapt to the pandemic's challenges, other brands are catching up to the future of livestreaming.

By Tatiana Walk-Morris • July 9, 2020

Tampax taps Amy Schumer for 'edu-tainment' videos about periods

The P&G brand is restarting its marketing efforts after a pause "to shift focus to support more urgent needs."

By Dianna Christie • July 9, 2020

JanSport's #LightenTheLoad push supports Gen Z mental health

Spurring "unprecedented engagement," the campaign began with weekly sessions to discuss mental health among young people on Instagram Live.

By Robert Williams • July 9, 2020

Stella Artois' dreamy new spot embraces summer personas

The campaign includes a TripAdvisor partnership offering staycation giveaways for people to rediscover their local cities.

By Dianna Christie • July 9, 2020

Zaxby's signs Twitch streamer SypherPK to exclusive sponsorship deal

The fast casual chain's sponsorship will give fans a chance to play against the professional gamer in upcoming livestreams.

By Robert Williams • July 8, 2020

Rubbermaid livestreams Instagram cooking show with Katherine Schwarzenegger

"Brilliance Prep School" aligns with the helpful tone that many brands have adopted to show how their products are more essential during the pandemic.

By Robert Williams • July 8, 2020

E.l.f. boosts ad recall 60% with social video campaign

The beauty brand's "e.l.f.ing Amazing" effort generated 31 million video views in 90 days after touching on every part of the purchase funnel.

By Robert Williams • July 8, 2020

WPP's GroupM launches multicultural marketplace with 300 vetted publishers

By making it easier for brands to purchase ads alongside content aimed at Black and Hispanic audiences, GroupM hopes to help support multicultural independent publishers.

By Dianna Christie • July 8, 2020

'Surprised' emotions in video ads drive conversions during pandemic, study says

Showing outdoor settings and women also helped to increase purchase rates for online shoppers of CPG products. 

By Robert Williams • July 7, 2020

Activia uncaps fresh brand image with diverse campaign on gut health

A new direction for the Danone brand targeting millennials and Gen Z comes as Google searches for digestive health spiked 400% in the past few years.

By Dianna Christie • July 7, 2020

'Pokémon Go' touts virtual event in Rian Johnson-directed ad

A new 30-second spot promotes this month's Pokémon Go Fest, which has sold 700,000 tickets to fans from more than 110 countries.

By Robert Williams • July 7, 2020

Ads for purpose, product topped Q2's most empowering ranking

Frito-Lay and Tide generated emotional responses from viewers around when the pandemic kicked into full force, Ace Metrix found.

By Dianna Christie • July 6, 2020

Ford's Bronco lineup returns with custom video play across Disney networks

The automaker described the effort as the first prime-time product reveal leveraging Disney's cable, digital and streaming networks, including Hulu.

By Robert Williams • July 6, 2020

Walmart hosts virtual summer camp, drive-in movies to keep families entertained

Through experiences powered by its mobile app, the retailer aims to connect with working parents trying to keep their kids engaged this summer.

By Dianna Christie • July 6, 2020

Mattel's Uno challenges players to share their game personalities on TikTok, Instagram

An influencer-driven effort from the card game brand focuses on different player mindsets, such as "sore loser" or "dodgy dealer."

By Robert Williams • July 6, 2020

Burberry releases surfer video game for summer fashions

"B Surf" is a multiplayer game with characters dressed in the luxury label's clothing.

By Robert Williams • July 2, 2020

Report: Nike drops digital media agency Razorfish

The athletic-gear brand could be taking its digital media responsibilities in-house as it plans to double down on digital.

By Dianna Christie • July 2, 2020