Profiles & Campaigns
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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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Social
Consumers Are Divided Over this Dr Pepper-Inspired Sausage – And that’s the Point
In March, sausage company Johnsonville launched a new product: a Dr Pepper-inspired sausage, available in both fresh and smoked, pre-cooked varieties. Here’s how they got the soft drink brand on board.
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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.
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Influencer Marketing
Gordon Ramsay Says Yes to I Can’t Believe It’s Not Butter
CMO Olga Osminkina-Jones shares how the butter-substitute brand snagged celebrity chef Gordon Ramsay as the face for the brand’s new campaign featuring its reformulated product.
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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.
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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.
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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.
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Campaigns
The Honest Kitchen CMO on the First Full-Funnel Marketing Campaign for the Pet Food Brand
The Honest Kitchen, a 23-year-old pet food brand, has launched its first-ever full-funnel marketing campaign following a sizeable retail distribution increase.
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Branding/Marketing
Unilever CMO on Creating Demand Through a ‘Culture to Cart’ Approach
The marketing funnel is dead, said Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer at the POSSIBLE conference in Miami in April. Here’s a look at her “culture-to-cart” approach.
