Kellogg's Rice Krispies Treats, with Edelman, teamed with Autism Speaks to create sensory Love Notes in the shape of hearts to comfort children with autism on their first day back at school. A short film features a mom with two children on the autism spectrum using the tactile notes to soothe the anxiety experienced by her son as he prepares for his first day at kindergarten.
Consumers want diversity in marketing, and Ronald Dod offers tips for digital marketers aiming to improve representation in their campaigns. Begin with hiring a diverse team, do the research on underserved demographics and let customers contribute to brand campaigns, he writes.
Ajay Banga, president and CEO of Mastercard, emphasizes that both personal and business technology should be used appropriately and responsibly. "If you allow technology to run just for its own sake, my belief is that it produces interesting things, but not necessarily things that are easily commercially applicable or scalable," he says.
The Seattle woman charged with the Capital One data breach is suspected in dozens of other attacks, federal prosecutors say. Investigators found stolen data from more than 30 unidentified organizations, including schools and businesses, but unlike the Capital One breach, which exposed the data of more than 100 million people, the other breaches do not all involve personal information.
Consumers are less willing to share personal data such as their name and home or email address with companies and don't feel more compelled to do so if a brand offers to use the information to personalize ads, according to Advertising Research Foundation research. "With the impeding implementation of [the California Consumer Privacy Act] and other data privacy bills ... we're rapidly moving toward an opt-in data framework where marketers will need to ask permission to use personal data -- and convincingly sell consumers on the benefits," writes Greg Sterling in Marketing Land.
Lee Jeans is boosting its digital budget from 40% of ad spend in 2018 to 80% this year, with most of the funds directed toward paid social and digital buys with channels and platforms including Hearst, Amazon and Meredith, says Heather Caldwell, senior brand manager. She says the 130-year-old apparel brand has had "great success" using its brand ambassadors such as musician Mark Ballas and lacrosse player Rob Pannell, and plans to focus on them more in online and print content.
ADP Chief Marketing Officer Lorraine Barber-Miller talks about developing a new brand platform, the company's decision to launch the rebrand at South by Southwest, its multichannel "What Are You #WorkingFor?" campaign and what she's learned from the process. "The biggest lesson I have learned is that being on the cusp of industry trends and challenging the status quo is what will ultimately unleash the power of the brand," she says.
Rewards are still popular with loyalty program members, but today's consumers also want experiences and personalized offerings on- and offline, says Mastercard's Francis Hondal. She discusses Mastercard's move from a credit card to a tech company, the value of its "Priceless" marketing platform, the role of partnerships in enhancing experiences and how it's considering using chatbots, artificial intelligence and machine learning.
Some marketers are finding it more challenging to engage with Facebook's massive user base due to new algorithms, which now favor friend and family posts over updates from brands and publishers, writes Ted Kitterman. Corporate communications consultant Chris Ehrhart shares lessons learned regarding these issues while working on Aflac's childhood cancer campaign such as long-term success depends on creating content that's valued, engagement is more important than reach and moderation is key to creating compelling creating posts.
While wealthy consumers with incomes over $125,000 only represent 20% of the population, they account for 60% of total household expenditures, according to Ipsos research, and a subgroup it calls "affluencers" have "disproportionate power in terms of influencing the purchases of others." Marketers who want to engage with this demographic should focus on their preferred media, including over-the-top streaming services and premium TV channels, the report states.