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.
Federal Reserve Chairman Jerome Powell said that with inflation close to a 2% target and with unemployment low, the central bank will probably keep gradually increasing interest rates. Powell told Congress raising rates too slowly could result in high inflation, while adjusting them too quickly could weaken the economy.
Google's Chrome no longer allows videos to automatically play with sound, and advertisers should welcome the change, as multiple studies show that such intrusive advertising is ineffective, writes Adam Cohen-Aslatei. "Click-to-play video, in addition to providing more powerful brand metrics, is non-interruptive and ultimately puts audiences in control," he writes.
Many brands are taking advantage of memes in advertising, though this can be tricky to get right, writes Adam Pierno. Pierno notes this can be a challenge: "The closest most brands get is mimicking the meme format with posts for social media that either borrow from popular memes to insert the brand promise or try to look like a meme."
Consumers who are members of Generation Z lean toward better-for-you food and beverage formulations and enjoy international flavors, according to new research from Mintel. Food and beverage producers should consider adding more healthy food and drink options for this cohort, Mintel suggests.