April Berthene
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Shopper/Retail
Whoop’s Marketing Shift Drives Hypergrowth and Demand Planning Woes
The brand’s marketing pivot to everyday consumers fueled 85% member growth and a surprise 300,000-unit holiday order. Here’s how the health wearable is retooling planning to keep pace.
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Shopper/Retail
Custom Ink Bets on Gratitude, Earned Media to Grow Its K-12 Business
The custom swag brand pitched local media to amplify its “Unsung Heroes of School Spirit” campaign. Custom Ink has 100,000 K-12 customers a year, representing a meaningful share of its sales, its CMO says.
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Shopper/Retail
Target Taps an Outside Voice as New CMO
Ex-Hilton CMO Mark Weinstein fills the vacant seat at Target, adding on to a host of C-suite changes at the mass merchant.
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Shopper/Retail
Bota Box Drives $1 Million in Display Sales With Football Marketing Push
The boxed wine brand’s Wing It With Bota campaign, which features a Guy Fieri Flavortown partnership, recipe contest and college tailgate sampling, is chasing a new audience by pairing wine with wings and football.
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Profiles & Campaigns
The UPS Store SVP: Character Marketing Isn’t Just For B2C
In this Q&A, The UPS Store’s Senior Vice President of Marketing shares that small-business owners relate to empathetic characters just like everyday consumers, and that can lead to a sticky marketing campaign.
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Shopper/Retail
Two in Five Shoppers Purchase At Real-World Marketing Events
A new survey finds consumers are motivated to attend live marketing activations to discover new products and see a product in person.
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Shopper/Retail
Why Accelerator Trades Equity for Celebrity Endorsements
The challenger energy drink brand skips the typical ambassador contract and gives Travis Kelce, Kai Trump and Olivia Dunne shares in the brand instead.
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Shopper/Retail
Why Celsius Still Chases Gym Floors Despite Its Pepsi Reach
Even with Pepsi distribution, energy drink Celsius keeps its focus on gyms and in-person events to acquire customers.
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Events
Instructure President Explains What B2B Marketers Can Learn From Consumer Brands
B2B marketers need to feel empathy for the customer’s pain points and spend less time talking about product features, says former CMO, now President Armin Molavi in this Q&A.
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Shopper/Retail
Brands Eye Short, 4-Day Pop-Up Shops in September
New data finds that 50% of brands are looking to operate pop-up shops for three days or less, with many brands looking to use the physical space as a marketing campaign. Pre-holiday buzz and the fashion calendar make September the most sought-after month.
