Campaigns Archives - Chief Marketer

CMO Strategy, AI & Brand: Top Stories of 2025

Following were the most engaging Chief Marketer stories of 2025 — from a case study in higher education marketing to a creator network launch from Lowe’s to a McKinsey growth study examining the CMO-CEO disconnect.

Campaigns

Inside Godiva’s Plan to Reinvent a 100-Year-Old Brand

Godiva is celebrating its 100 years with a centennial glow-up and swanky new campaign starring the actress Leighton Meester. Angela Fotopoulos, Marketing Director, Godiva, Pladis Americas, dishes on all the details.

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.

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.

Brands on Fire

Brands on Fire: Oura Ring CMO on Ceramic Collection, Gen Z Marketing and Retail Partnerships

Oura has positioned its latest smart ring collection, the Oura Ring 4 Ceramic, as a powerful health and wellness device— that also passes as a fashion accessory. CMO Doug Sweeny takes us through the details.

Campaigns

Nonprofit Airbnb.org Brings Home the Spirit of Giving in its New Campaign

Like so many holiday campaigns, the nonprofit organization Airbnb.org’s new “Gift a Night” campaign is meant to remind audiences of the joys of gift-giving and time spent with loved ones. But it’s not just a seasonal trope for Airbnb.org; those values are at the crux of the nonprofit’s messaging year-round.

Influencer Marketing

Nate’s Honey Leans Into Lipton Tea Collab, Targeting Runners and Social Listening

While sales of honey grew nearly 6% over the past year, lack of awareness of its versatility and wellness benefits is preventing even more growth, according to Nate’s Honey’s top marketer. So it turned to collabs to get the word out.

Campaigns

The Hellmann’s Marketing Team Takes on the Sandwich Emoji

The mayonnaise brand’s latest campaign petitions emoji makers to add mayo to the sandwich icon. The larger aim: to insert the brand in culture in relevant ways, Unilever’s Senior Marketing Director says.

Video Marketing

Volvo Focuses on Content and Connection with Its ‘Family Car’ Docuseries

When Volvo was deciding how to celebrate its 70th anniversary in the U.S. market, the brand marketing team homed in on the bond between Volvo owners and their cars with “The Family Car: An American Love Story” docuseries.

Marketers

The Sweet Strategy Behind Busy Bee Honey’s Unexpected Blue Makeover

Baby blue probably isn’t a color most shoppers expect to see in the honey aisle at their local supermarket. But that dissonance is exactly why Barkman Honey chose that color for its newly rebranded Busy Bee Raw Honey packaging, which first hit stores in September.