Eight teams participated in a challenge by YouTube, the UN and Tribeca Enterprises to use sequential campaigns to support Global Goals for Sustainable Development, which collectively boosted year-over-year traffic to GlobalGoals.org by 120%, generated 275 million impressions and 330,000 clicks. Goodby Silverstein & Partners' "Life Below Water" campaign garnered the highest lift with more than 3.9 million unique viewers.
Crocs frequently heeds the call of consumers for new styles such as prom shoes and has fulfilled customer requests to give free pairs to front-line health care workers by donating 860,000 pairs worth $40 million, said Heidi Cooley, head of global marketing, during an Advertising Week panel. "What we learned is that doing the right thing for our fans is absolutely the right thing for Crocs," Cooley said.
The Human Rights Campaign Foundation is airing public service announcements on WarnerMedia this fall in a campaign against transgender stigma and violence, using storytelling to make connections. "It's time for us to dismantle [the negative] narrative and instead lift up the voices, stories, and everyday lived experiences of transgender and nonbinary people," says HRC Foundation President Alphonso David.
Barefoot Wine is celebrating Black women with a web video series called "We Stan for Her" to boost representation and inclusivity. Actress-musician Jordin Sparks, actress-dancer Ashley Everett and The Lip Bar CEO Melissa Butler share their voices and stories.
Some 83% of business-to-business marketers strongly or somewhat agree their company made quick changes to content marketing amid the pandemic, and the top changes implemented were to messaging, editorial calendars and distribution, according to the Content Management Institute's 2021 B2B Content Marketing report. Additionally, 80% either strongly or somewhat agree the changes made were effective and the study also reveals B2B top performers use content to nurture audiences, generate sales and build subscribers.
Google, MediaMath and The Trade Desk captured the top spots on Gartner's 2020 Magic Quadrant for adtech, while Beeswax, Centro, Mediaocean and Zeta Global joined the list for the first time. Singtel-owned Amobee moved from last year's "challenger" status to a "leader" this year its platform has grown to encompass TV, digital and social ad management.
Boost brand awareness on Instagram via giveaway campaigns with prizes that appeal to your niche audience and by enlisting the help of microinfluencers to generate a buzz, Austin Iuliano writes. Retarget contest entrants, expand reach with Lookalike Audiences and avoid using follower loops, Iuliano advises.
Email response rates dropped to 2.1% in April but the number of emails sent jumped 50%, according to Hubspot. Carbon Design CEO and founder Scott Gillum examines how starting with the wrong objectives, targets and content thwarts the efforts of B2B email marketers, and explains how investing in personality-based marketing will turn performance around.
Mike Valdes-Fauli, president and CEO of multicultural marketing firm Pinta, sees streaming platforms as an opportunity for brands to reach Hispanic consumers, who overindex on digital media. Through targeted advertising and partnerships with over-the-top companies, marketers can pivot into streaming, he writes.
Pinterest continues toward its "goal of making every Pin shoppable" by adding three ad opportunities for US and UK marketers: in Pinterest Lens visual search matches, the shop tab within search and shopping matches on Pins. Brands also can access new metrics such as top converting Pins and audience sales conversions, and can turn their strongest performing organic Pins into ads.
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