April Berthene, Author at Chief Marketer

Mom App Peanut Aims to Legitimize Matrescence

Peanut, the social networking app for moms, collected 11,000 signatures to add the word matrescence to the dictionary after an out-of-home campaign.

Campaigns

DSW Aims to Acquire Young Customers Without Turning Away Large, Loyal Base

DSW’s new campaign is beating its ROAS and AOV benchmarks. The retailer’s VP of marketing shares how DSW is attracting new customers while keeping fans buying.

Crocs CMO Carly Gomez Shares Gen Z Targeting Tactics at Shoptalk

Social

Crocs CMO on Microdramas, TikTok and Gen Z at Shoptalk

Crocs CMO Carly Gomez shares Gen Z targeting tactics, including its recent soapy, microdrama series on ReelShort at Shoptalk.

Shopper/Retail

Wayfair CMO Shares Social Marketing Highlights Ahead of Shoptalk

Wayfair’s top marketer Paul Toms discusses how the company moves fast to hop on social media trends, plus recent generative AI customer experience wins.

‘Treat’ Culture, COVID and lack of 5-year plan impacts Gen Z spending

Shopper/Retail

‘Treat’ Culture, COVID and Lack of 5-Year Plan Colors Gen Z Spending

NRF digs into Gen Z consumer spending patterns, plus forecasts 4.4% retail growth in 2026, in annual State of Retail & the Consumer event.

munchkin new formula markets to leaky bucket customer acquisition

Shopper/Retail

Munchkin Markets New Baby Formula To ‘Leakiest’ Customer Acquisition Bucket

Baby products brand Munchkin launches its first-ever baby formula exclusively at Target and its own website. GM Kristin Pagano shares why its target market is a challenge to acquire.

Nikon Hosts Experiential Pop-Up During SXSW

Shopper/Retail

Nikon’s Experiential Pop-Up at SXSW Targets Experienced Photographers and Creators

Camera brand Nikon hosts free camera workshops during the South by Southwest festival to spur shoppers to try cameras and post pictures.

when Aflac adds AI to customer experience and when it doesnt

Tech & AI

When Aflac Integrates AI into Customer Service — And When It Doesn’t

Insurance brand Aflac is piloting generative AI company-wide, including integrating it into its call center. SVP Keith Farley discusses balancing automation and empathy.

Criminals try Generative AI for Return Fraud at Boll & Branch

Shopper/Retail

How Boll & Branch Spotted Scammers Attempting Generative AI Fraud

CEO and Founder Scott Tannen shares how the Boll & Branch customer service team discovered an AI generated photo of damaged sheets in an attempt to get a free product.

Shopper/Retail

Thorne Shifts Marketing Message Strategy Away From Product Focus

After a consumer survey, supplement brand Thorne launches a new marketing campaign that focuses on the brand’s differentiators rather than product outcomes, Chief Growth Officer Mary Beech shares.