April Berthene, Author at Chief Marketer

Discounts, Social Media Influencers Drive Record Online Holiday Sales

Online holiday sales increase 6.8% in US for 2025 season, reaching $257.8 billion, according to new Adobe Analytics data.

Shopper/Retail

Cambridge Satchel Shares ‘Wicked’ Bag Boost and Store Expansion Strategy

Cambridge Satchel’s Head of Marketing and Ecommerce shares how the U.K. handbag brand uses stores as a marketing tool, plus how collections with “Wicked” and Swarovski Crystals boost its sales and exposure in this Q&A.

Sampling

How Hi-Chew Targets Gen Z Shoppers with In-Person Activations to Increase Brand Awareness

Candy brand Hi-Chew has doubled its brand awareness in the U.S. since 2018, but it wants more Gen Z customers as the group increases its spending power.

Shopper/Retail

Woof Gang Reaps Local Marketing Benefits With National Resources

Woof Gang CEO Ricardo Azevedo shares how passionate store owners plus the web traffic of a national brand helps keep the pet groomer and retail store growing.

Campaigns

Patreon Pushes Content Subscriptions in Lieu of Gift Cards for Last-minute Holiday Shoppers

Since November 2024, revenue from gifts has increased 250% at Patreon. The platform’s Marketing SVP discusses the brand’s marketing point-of-view and holiday campaign.

Social Media & SEO

Tree Hut Taps Samples and Pop-Ups to Boost Brand Awareness

Tree Hut’s ice skating holiday pop-up is one of the most buzzed-about events it’s hosted, generating 235,000 social media engagements. Read how pop-ups support the brand’s overall strategy.

Campaigns

White Claw Sells Insulting Merchandise For Holiday Campaign

Hard seltzer beverage brand White Claw hired comedy trio Please Don’t Destroy for its holiday campaign centered on roasting friends and hosting merchandise.