Nestle Waters has launched a brand refresh including new labels and a proprietary bottle design to roll out its sparkling water line, which features unique flavors that the company created based on consumer insights. "We referenced extensive market data on emerging flavors across various food categories and analyzed consumer behaviors and attitudes to inform our flavor strategy," said Nestle Waters' Susan Chirico.
United Airlines has found that bringing some content creation in-house has helped the company avoid long lead times. "We're ramping up our in-house capabilities, especially for video, so that we can stay relevant and move at the speed of social," said Megan Mitchell, United's senior manager for integrated digital engagement.
Under Armour has created a five-part digital series titled "Ice Blazers" that tells the inspirational story of the female Nigerian Olympic bobsledding team and how that narrative influences the way people see athletes in different parts of the world. "There's a sandbox of social digital content that can be as narrow or wide as we want, so why not play in that sandbox in a unique and interesting way?" said Megan Oepen, head of Under Armour's Content House.
Culturally relevant content delivered in Spanish raises the engagement and purchase intent of Hispanic Americans watching video ads, according to a new study from Univision Communications, Magna and IPG Media Lab. The study found that language-targeted marketing was twice as effective among all Hispanics, and, for Spanish-dominant consumers, language targeting lifted brand relevance.
To celebrate its 30th anniversary and its distinction as the longest-running Spanish-language music awards show in the US, the 2018 Premio Lo Nuestro a la Musica Latina will not have nominations or awards and will instead dedicate its program to honoring Latin music legends. Univision president of music Jorge "Pepo" Ferradas said the concept is based on honoring those who not only made strides in Hispanic music in a single year, but those who did so over entire careers.
The United States Hispanic Leadership Institute recently honored a pair of lawmakers from Colorado for breaking ground as women and Latinos. Crisanta Duran, Colorado House Speaker, won the William C. Velasquez Trailblazer Award, and former legislator Polly Baca took home the Dr. Henry L. Lacayo Lifetime Achievement Award.
Driving conversions through video can be tricky, but putting important content first, using shorter time frames and creating videos that fit a vertical screen are all effective tools to do so, writes Molly St. Louis. And keep in mind that video isn't only for social, St. Louis adds, writing that "You can explain your solutions, showcase product capabilities, share customer stories and provide thought leadership across multiple channels."
When initially rolled out, Amazon's instant-order Dash Button was thought to be a joke; however, by early 2017, the system was seeing as many as four sales a minute, according to TechCrunch. The success of this program is due to Amazon's focus on the customer experience, as customers are increasingly demanding to be able to order items wherever and whenever they want.
The chief marketing officer for the PGA Tour, Joe Arcuri, intends on making new fans his biggest priority for this year's event. Arcuri notes that new fans are required for growth and reports, "We've been shaping our marketing plans through a fans-first lens to ensure that our media, our partnership deals, our content across all platforms, right to our on-site tournament experience, will allow us to reach beyond that core fan and attract new fan segments. "
Marketers who criticize the Coalition for Better Ads' and Google's introduction of its Chrome ad blocker are missing the point -- the fact is that marketing content has to be better to overcome distrust in advertising and annoying experiences, writes Lawrence Weber. The other missing ingredient is that marketers must persuade prospects of the value of advertising in supporting free digital content, he writes.
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