Campaigns
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Influencer Marketing
Behr Paint’s New Marketing Campaign Speaks to DIYers’ FOMU — Fear of Messing Up
With its “Let’s Be Honest” campaign, which launched March 23, Behr Paint aims to help consumers overcome decision paralysis and fear of failure.
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Campaigns
Education Platform Pearson Uses AI To Rewrite Its Past
Pearson’s first global brand campaign in five years is designed to illustrate all of its products and services, from K–12 and higher education courses to IT certification prep and cybersecurity workforce training programs, and it relies on AI to do it.
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Mobile
Targeting Insomniacs, Sleep App ‘Rest’ Hijacks TikTok Shop Broadcasts in the Early Hours
Sleep app Rest is reaching out to potential users when they’re most in need of the app: in the wee hours as they scroll social media while battling insomnia. And they’re leveraging creators to do it.
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Events
AMC Networks’ CMO on Marketing ‘The Audacity’ at SXSW
AMC Networks’ new Silicon Valley drama “The Audacity” will have its world premiere this weekend at SXSW. It follows a sneak peak of the series in January at CES. We spoke to AMC Networks’ CMO Kim Granito about the motivation behind activating there.
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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.
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Influencer Marketing
Meet Yeti Boo, the AI Bigfoot Helping KANE Footwear Rethink Influencer Marketing
How an AI-generated Bigfoot named Yeti Boo went viral and evolved into a brand-backed AI content studio blending humor and storytelling.
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Campaigns
Great Clips Taps into Quarterback Kirk Cousins’ Love for Value Haircuts in New Campaign
Great Clips’ recent promotion featuring Kirk Cousins and Jesse Palmer drove an 11.6% increase in sales. The salon’s new VP of marketing shares the highlights and strategy behind the campaign.
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Marketers
How Oura Is Bringing its Wearable Story to the Olympics
A look at Oura’s wearable story at the Olympics and how it’s approaching segmentation across various global markets.
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Campaigns
Three CMOs Weigh In on the Power of a Marketing Campaign Tagline
Chief marketing officers from True Religion, Shutterfly and Rambler weigh in on the importance of taglines in marketing campaigns.
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Brands on Fire
Brands on Fire: L’Oréal’s Chief Creative on Tapping Kevin Durant as CeraVe’s ‘New Face of Legs’
We spoke with L’Oréal’s Chief Creative Officer Adam Kornblum about CeraVe’s viral skincare campaign featuring NBA superstar Kevin Durant — and his legs.
