Hyundai has launched a new creative campaign for its Hope on Wheels charity, which debuts with the NFL, taps Strava’s endurance community and entails redesigning hospital gowns for kids with cancer. According to Sean Gilpin, CMO at Hyundai Motor America, the work behind “Mark of a Warrior” reflects a shift in how the company uses data and AI: a team that normally optimizes vehicle launches with audience modeling and custom algorithms is applying that mindset to a cause initiative. We spoke with Gilpin about the campaign's details and the inspiration behind the creative.

B2B marketers need to feel empathy for the customer’s pain points and spend less time talking about product features, according to Armin Molavi, President of edtech brand Instructure. In our chat with the former Hilton and P&G executive, he describes how a strategy combining content marketing and community events helped the higher education brand become a leader in the space.

As retailers chase direct-to-consumer sales, Topo Athletic has stayed loyal to specialty retail, even four years after its acquisition by Designer Brands. We review the brand's product drop strategy and why it works.

Meanwhile, new data from pop-up marketplace Storefront finds that 50% of brands are looking to operate pop-up shops for three days or less, with many brands intending to use the physical space as a marketing campaign. Plus, pre-holiday buzz and the fashion calendar make September the most sought-after month. Read our recap of the key insights.

Lastly, energy drink brand Celsius has always focused on distributing its product at gyms and fitness studios, and the brand has no plans to deviate from its target position as the energy drink that fuels a fit lifestyle. Chief Brand Officer Kyle Watson explains why the company recently added spinning studio SoulCycle to the mix of sellers and how it intends to gauge success.

Until next week,