I take issue with critics of the now infamous Peloton ad who claim it’s unrelatable. A past boyfriend once gifted me a three-month CrossFit membership out of the blue. True story! (Also true: We are no longer a thing.)

Certainly, not everyone can relate to the thrill of riding a stationary bike, or receiving a gift from a loved one that’s designed to whip you into shape. The brand clearly missed the mark, as a world of folks were not shy to admit. (The spoofs: hilarious.) Marketers seeking relatability might try personalization. Here’s a look at how online bra company ThirdLove increased sales through personalizing the customer experience at numerous touchpoints.

Investment firm Vanguard also went the relatable route with a social media campaign that used humor, pop culture references and user-generated content to engage with clients—despite operating within a highly-regulated industry.

Here we outline influencer marketing tips gleaned from an Investor’s Business Daily case study. Because financial services can have influencers, too.

In CMO news, Unilever has a new marketing chief at long last, charged with transforming the company into one that’s “future-fit and fully digitized.” This week we spoke with six CMOs, from Bacardi to Godiva to Mitsubishi, who detail their journeys to the c-suite. And strap in for a deep dive into how professional services firm Aon crafted a golf sponsorship with a cause marketing twist to pay dividends.

Lastly, if you haven’t yet perused the CM200, a comprehensive list of the best brand engagement and experience agencies serving the U.S., take a look. You just might find the agency partner you’ve been looking for.

Until next week,

Kaylee Hultgren

Group Content Manager

Chief Marketer