Credit One Bank’s latest marketing campaign is using humor to connect with shoppers and build brand awareness in a crowded landscape of financial advice, according to Chief Marketing Officer Michael Coleman.

Dubbed “The Credit Wreckers,” the campaign features four cartoon characters that embody common mistakes consumers make that hurt their credit. For instance, one character named “Cancelina” cancels her unused credit cards once they’re paid off, which can decrease the length of her credit history and hurt her credit mix. Another character, “Max Out,” uses his full line of credit when he should only use up to 30% or else face a lower score.

While emotional messages may stay longer in a consumer’s memory, a humorous spot may be more likely to make an immediate connection with a consumer and have a higher likelihood of being shared, Coleman said. We spoke with the marketing chief about the campaign’s business goals, consumer insights and content marketing strategy.

Hearing protection brand Axil is making a push to grow through licensed products with brand partnerships and expanding into more retail doors. To grow sales, the brand is strategically positioning its products into more contexts, such as an over-the-counter solution for audiologists to provide to their patients and for enthusiasts of loud activities, such as racecar driving and woodworking. Read how the brand’s offline business has grown by triple digits in the past year.

Lastly, with back-to-school season being Converse’s largest selling period, the shoe brand geared up for the peak shopping weeks in August with a recent influencer event. Here’s how it catered to its target market of 16- to 24-year-olds.

Until next week,