Campaigns
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Shopper/Retail
Claire’s Shifts Target Market to Tweens With ‘On-Trend, On-Time’ Products
Chief Brand Officer Michelle Goad shares how Claire’s is elevating its stores and shifting its brand perception through offering trendy products for tweens.
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Top Women Network
Ahead of the World Cup, Hisense CMO Leans into Hosting Message, Not Just Sports
Large TV manufacturer Hisense is the FIFA World Cup Sponsor, but would prefer if shoppers stayed home and hosted a watch party on their big screens. CMO Sarah Larsen shares more in this Q&A.
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Marketers
This Golf Brand’s Strategy Is to Make Inclusive Marketing Par for the Course
To make connect with new audiences, Performance Golf developed a beginner’s program, which launched in January and focuses on golf etiquette, terminology and basic techniques.
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Campaigns
‘Bake It Till You Make It’: Inside Quicken’s Kid-Run Small-Business Campaign
Most financial marketing that’s aimed at small business owners has a cookie-cutter feel. But for Quicken’s latest campaign to promote its all-in-one app for managing business and personal finances, the team decided to get a little playful.
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Campaigns
Grubhub Surrounds Tax Day With $100K in Credits for Delivery App Fees
The food delivery app channeled the anxiety of tax season to give diners money back for their takeout habit.
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Shopper/Retail
Advil Says Toss Expired Bottles, Buy New in Awareness and Purchasing Campaign
Advil mobilizes lapsed buyers with accumulated pills with a coupon if they prove they have expired Advil bottles.
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Shopper/Retail
TV Marketing Matters for Branding Boost at Batteries Plus
The retail chain of all things batteries is switching its TV buying strategy to target specific audiences on cable TV in a cost-savings move, the VP of Marketing said.
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Events
PNC Bank CMO on Leveraging Experiential to Rally Hockey Fans in a Growth Market
When PNC Bank popped up an orange-bricked barbershop outside the Dallas Stars’ home arena, it turned heads. For one, hockey fans were drawn to the giant, perfectly coifed mullet atop of it.
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Shopper/Retail
Archer Meat Snacks Partners with Disney to Enter the Star Wars Universe
Working on a promotional campaign with what promises to be one of the biggest movies this year would be quite a coup for just about any CPG brand. For Archer Meat Snacks, how it landed the tie-in with Disney’s “Star Wars: The Mandalorian and Grogu” adds to the accomplishment.
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Shopper/Retail
Inside Back Market’s Strategy to Break Into U.S. Market
The marketplace for refurbished consumer electronics reached $3.5 billion in global GMV last year. Its message to consumers is to downgrade.
