Chief Marketer
we've got a lot to talk about
March 26, 2023

The detrimental effects caused by years of pandemic-related quarantines and subsequent social isolation—a phenomenon experienced in solitude and yet shared globally—has shed new light on the importance of mental health and wellness practices. And naturally, that cultural shift has permeated marketing campaigns, even in cases where a brand’s connection to mental health issues isn't endemic.

Among them is LG’s video series “Game 4 Good,” a partnership with NCAA’s March Madness college basketball tournament that elevates and supports the work of four student athletes committed to mental health and wellness causes.

“During the pandemic, we saw that there was an increased need for mental health support and awareness among college students, but especially among college student athletes,” according to Jeannie Lee, Director of Corporate Brand Marketing at LG Electronics. “One of the things that's really important for us, as we work around mental health, wellness and mindfulness, is that LG doesn't ever come to the table as an expert on mental health, per se.”

The goal, rather, is to help the athletes tell their own stories. “What we can do,” she continued, “is use our resources to provide space for dialogues to happen, to provide a platform for various initiatives that can help break down some of the stigma around mental health.” We spoke with Lee about the Game 4 Good series, its connection to LG’s broader “Love the Game” platform, and how the brand is tapping new channels to spread the word.

In other March Madness marketing, an ad campaign from insurance company Aflac earlier this month illustrated how a recent shift in its marketing plans is taking shape: To conserve the additional media dollars that are required to target consumers in a fragmented digital media space, the brand has moved creative budgets in-house. Here’s how Aflac now uses its internal content studio to supplement creative and produce campaigns more efficiently.

Lastly, we look at five takeaways for subscription-based businesses. Because while accessing a recurrent revenue stream and a loyal customer base are solid advantages, there’s plenty more to explore—from complementary brand relationships to mapping customer journeys to remarketing to former customers.

Until next week,

Kaylee Hultgren
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

Brands on Fire: White Claw Marketing VP on Connecting to Consumers at SXSW

We caught up with White Claw at SXSW to discuss the strategy behind the brand's Shore Club experiential platform.
Read More

How Tetley Created a Zen-Like Pop-Up to Launch its 'Live Tea' Product Line

How Tetley Tea created a moment of Zen amid chaos.
Read More

Five Martech Trends to Watch in 2023

Five trends in the martech space that marketers should keep up with this year.
Read More

How Retail Marketers Can Use ChatGPT's Generative AI

How ChatGPT is being applied to product marketing and ecommerce.
Read More

Four Tips for Optimizing Marketing Spend Amid Budget Cuts

If facing pressure from CEOs to prove ROI, CMOs can take there steps to optimize their marketing spend.
Read More

Facebook   Twitter   LinkedIn

read more about
Pulse Survey Results: Metaverse Marketing
Brands on Fire: Cotopaxi
Marketers on Fire: PepsiCo International Beverages CMO
CM 2023 B2B Marketing Outlook Survey
Market Like a Mother 2023 Honorees
The 2023 CM200