Chief Marketer
we've got a lot to talk about
October 16, 2022

Last week we brought you metaverse marketing strategies from iHeartMedia and State Farm executives, who dished on co-creating a new activation on Roblox, leveraging synergies between the two brands, the future of music in the metaverse, and more. This week, we’re sharing part two of our conversation with these trailblazers, in which they delve into the challenges each brand has faced while building and marketing a metaverse activation, advice for businesses seeking to jump into the space and the marketing initiatives coming down the pike for both.

Unilever is reorganizing its company around new marketing and distribution channels in the coming years, and that plan includes a commitment to investing in innovation across its media plan. Read how the CPG brand is allocating that investment, its position on retail media networks and how it's leaning into data-driven offerings.

Marketers tasked with upgrading their companies’ data collection practices are in the process of identifying replacements to third-party-cookie attribution. One solution that’s being widely considered is Alternative IDs, or identifiers—such as email addresses or names—that maintain consumer privacy while collecting first-party data. We review 10 IDs in the marketplace right now, plus the type of attribution they’re best suited for.

Lastly, influencer marketing partnerships comprise a key portion of many companies’ brand awareness initiatives—but they can also help boost the bottom line. We look at 10 tips for creating a killer influencer event, such as aligning expectations, personalizing touchpoints, incorporating the local community, and more.

Until next week,

Kaylee Hultgren
Chief Marketer

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iHeartMedia CMO and State Farm VP Discuss New Metaverse Activation on Roblox

We spoke with marketers at State Farm and iHeartMedia about the value the Roblox experience is creating for their brands.
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How Budweiser's World Cup Campaign Supports First-Party Data Collection

Budweiser’s direct-to-consumer play is collecting first-party data while also driving sales.
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CPG Brands Lean Into Quirky Culinary Events to Engage Consumers

Several CPG brands are relying on multisensory culinary pop-ups to get noticed by consumers.
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Field Report: How 12 Brands Showed Up for Superfans at San Diego Comic-Con

A look at how AMC, Apple TV+, HBO, Netflix and many others showed up for superfans during the first IRL Comic-Con in three years.
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General Motors Partners With NBCU, Advances First-Party Data Strategy

How General Motors is making progress with its first-party data strategy.
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