Ulta Beauty's Shelley Haus spoke about how the brand has been too focused on millennials, how its own consumer research shows that people associate beauty with self-care and why she wants to develop a new marketing approach to aging. "I feel like we probably haven't kept up with what people actually think about aging and I think we have a big responsibility to change that narrative and also celebrate aging in a different way that's cool and approachable," she said.
A Google study reveals that mobile users conduct real-time research to help them prepare for imminent experiences, and that this process helps consumers get excited, gives them confidence and enables them to curate the best experience for themselves. Marketers should therefore have an in-depth understanding of where mobile users are in their buying journey, guide them through their decision-making process with helpful tools and create a buzz about specific experiences, writes Brian Solis.
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Nationwide created an in-house agency that handles creative and programmatic services. Chief Marketing Officer Terrance Williams discusses the move, noting, "We want to be able to create quality content aligned with Nationwide, and do so at a very competitive cost."
HomeEquity Bank in Canada is using its newest campaign to encourage homeowners aged 55-plus to refinance their homes instead of selling them to finance their retirement. Yvonne Ziomecki, executive vice president of marketing and sales, says the brand's messaging is about "empowering Canadians to live the life they've earned."
After noticing a growing interest in Aperol across the US, Campari launched an experience-focused campaign geared at making the spirit into the drink of the summer. From festival-centered sampling booths to attention-grabbing branded merchandise, the push has helped boost sales by 48% over those of last summer, according to Nielsen.
PepsiCo's #LoveItLiveIt campaign for the 2018 World Cup achieved top ranking in likability and attention, according to an Ace Metrix analysis. Ranking second was Powerade's "Unstoppable" campaign, while Coca-Cola's "Get Ready for the FIFA World Cup" came in third, the analysis indicated.
Netflix informed shareholders it invested $1 billion in marketing in 2018's first half and will likely surpass $2 billion in marketing spend by year's end, which is more than rivals such as Facebook, AMC Networks and Apple plan to spend on content for 2018. Netflix intends to spend $8 billion on original content and added 5.1 million subscribers in the second quarter, bringing its global total to 130 million.
Despite being the final two contenders in the World Cup, the French and Croatian teams may not have been the most popular, at least according to YouTube hits. The top five searched and viewed teams -- Argentina, Brazil, Peru, Portugal and Mexico -- were all from Latin America.