Jagermeister has launched a monthlong Halloween augmented reality Halloween campaign from Firstborn titled "Divine the Darke," which features tarot card lenses that tell users their "cocktail fate." The push has generated more than 32 million impressions, with 450,000 users swiping up to trigger the experience.
Bacardi will keep the brand's "Do What Moves You" campaign in place over the next decade, and will also implement a pricing ladder to highlight its premium offerings, said CEO Mahesh Madhavan. The company is working to incorporate its brands into culture by forging associations within the art, music and sports worlds, he said.
Peet's Coffee is updating its look and experimenting with new menu items like cold brew to win over millennials in the highly competitive coffee arena. The coffee chain worked with branding firm Character to redesign everything from point-of-sale materials to coffee cups to retail packaging.
Hot topics at this year's Association of National Advertisers annual conference will likely include the FBI's probe into media-buying practices, data privacy concerns, the growth of in-house agencies and brand growth. More than 3,000 marketers are expected to attend the event that begins Wednesday, and the ANA has added a second stage.
Awais Ahmed outlines five mistakes commonly made by content marketers and how to rectify them, such as creating content without an in-depth understanding of a target audience or not writing with a consistent brand voice. Create content that directly helps prospects tackle specific problems and work strategically to build your brand as a thought leader, Ahmed advises.
Business-to-business marketers need to harness the right actionable insights from big data and use them to shape content and experiences for prospects, Kate Howe writes. Buyers have come to expect the same easy, personalized experience from vendors as they get outside of their working lives, and B2B success will be led by the brands that deliver that simple relevancy alongside emotionally intelligent content, she writes.
Seventy-three percent of prospects say marketing content has influenced their purchase decision-making and 70% report that they find branded content helpful, according to Clutch. Content that's classified by respondents as valuable and useful drove 55% of them to revisit a business' site, 50% to conduct further research about a brand and 42% to make a purchase.
Implementing a personalization initiative using data-driven creative is fundamentally a change management exercise. It requires marketers to adopt new paradigms, build new capabilities and reevaluate their technology stack, writes John Mruz of Flashtalking.
Don't miss the 20th Annual ANA Multicultural Marketing & Diversity Conference, presented by Pandora, Nov. 4 to 6 in Miami. Here are three reasons to attend:
- The speakers. Hear from CMOs at Coty Inc., Sam’s Club and Sprint, as well as multicultural marketing leaders at Wells Fargo, Warner Bros. Pictures, Comcast and IW Group.
- The content. Learn the latest on how to champion diversity at the highest levels, transform Asian marketing, use multicultural data more effectively and engage LGBTQ consumers.
- The annual Multicultural Excellence Awards gala. Celebrate the best work in multicultural marketing across 12 categories, including Hispanic, Asian, African-American, LGBT and People with Disabilities.
Virtual reality, augmented reality, 360-Video: these innovations and more are transforming the way we communicate, providing new opportunities and new challenges for PR pros. Learn how to use these and other innovative tools by registering for the "Future Communications" workshop, presented by Cathy Hackl, APR in San Francisco, on Nov. 16, 2018 9 a.m.-5 p.m. Pacific Standard time.
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