Search Marketing Knowledge Center

Brands as Beacons: The Power of Positive Content in Digital Advertising

Industry Insights May 20, 2024

Today’s online experiences have been built on the backs of advertising dollars, and those experiences have become increasingly unpleasant and detrimental to the human condition. Interestingly, this current state of affairs presents an interesting opportunity for leading brands.

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How The Met Drew Young Visitors with Verizon and Roblox

In-House Excellence Awards May 20, 2024

To inspire enthusiasm in young people, The Metropolitan Museum of Art partnered with Verizon to create a Roblox avatar collection that brought the metaverse to the museum’s halls.

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How Kraft Changed Minds About the Word “Moist”

In-House Excellence Awards May 19, 2024

To help combat public disdain for the word “moist” — a key feature of its mayonnaise — Kraft created a guerilla-style, mixed media campaign that aimed to make “moist” the Webster Dictionary’s 2023 Word of the Year.

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How Heinz Engaged the Running Community with Custom Run Map

In-House Excellence Awards May 19, 2024

With runners turning to its ketchup packets to help fuel their runs, Heinz created a series of routes on popular running apps, showcasing locations where participants could find the brand’s ketchup packets while on the go.

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Northwell Health Highlights Centenarians in Stellar Cross-Media Holiday Campaign

In-House Excellence Awards May 19, 2024

To help its brand stand out during a crowded holiday season, Northwell Health created a campaign that leveraged the powerful stories of centenarians and their plans for the future, inspiring its audience to take their health more seriously in the name of longevity.

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BNY Mellon’s Dynamic Rebrand

In-House Excellence Awards May 18, 2024

As BNY Mellon continues to transform as an organization, it was clear the brand had to follow suit — to finally tell a story that embraces both its heritage and vision, and to connect on a deeper level with traditional audiences and the next generation alike.

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Caterpillar Launched Storytelling Campaign for Its Employees

In-House Excellence Awards May 18, 2024

Elevating engagement, driving confidence, and building brand awareness of Caterpillar employment opportunities were the three goals that went into developing a campaign focused on authentic storytelling around the priority Employee Value Proposition pillars.

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Mr. Mucus Takes Over Social Media for Reckitt

In-House Excellence Awards May 17, 2024

Reckitt created a social media handle for America’s snottiest mascot (Mr. Mucus) and generated content with the character.

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Barbie: The Movie’s Marketing Campaign

In-House Excellence Awards May 16, 2024

With a 65-year legacy of empowerment, the Barbie brand had a unique positioning leading up to the premiere of the film, <em>Barbie</em>. Across generations, Barbie has 99 percent brand affinity, and the movie buzz was a chance to not only expand the brand’s reach, but also deepen it.

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Creators Move Down Funnel to Performance Marketing

Industry Insights May 15, 2024

Creator marketing has officially moved down funnel and become a true performance marketing channel. Whether they’re paid affiliate commissions, flat fees per post/video, consulting fees, or a combination of the three, today’s creators are motivated to increase their marketing partners’ sales.

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AI Adoption in Marketing — The Game Changer You Can’t Afford to Ignore

Event Recaps May 14, 2024

The adoption of AI for marketing is no longer just an option — it's a necessity. Knotch surveyed over 200 marketing professionals, all involved in the creation or optimization of marketing content, in order to understand how perspectives on AI are shifting, the velocity of AI adoption, and where AI is currently being underutilized for marketing organizations.

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Defining Your Brand’s Narrative and Mission

Industry Insights May 13, 2024

Globalization has increased every business’s opportunities, but it has also increased their competition. Offering a quality product or service is no longer enough to attract customers, meaning businesses must differentiate themselves from other companies and brands if they want to thrive and succeed, which involves taking steps to define their brand narrative and mission.

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The Top Influencer Marketing Trends of the 20s (So Far)

Knowledge Partners May 6, 2024

This report from CreatorIQ summarizes all the organization’s key findings during its first three years researching key trends in influencer marketing.

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Marketing News Quiz for May 4, 2024

Marketing News Quiz May 4, 2024

In this week's marketing news quiz: storytelling in B2B, an up-in-the-air idea from Airbnb, Walmart's new private brand line, and more.

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Pet Marketing: Examples of Successful Campaigns

Industry Insights May 1, 2024

In the U.S., we devote May to celebrating our pawed compatriots with National Pet Month, which makes it the perfect time to highlight ANA case studies and other content that showcase excellence in innovative approaches to the marketing of pet brands.

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Invisalign’s Movie Trailers Juxtapose the Benefits of its Aligners to the Discomfort of Braces

REGGIE Awards April 30, 2024

To position the brand as the hero that keeps teens drama-free, Invisalign created #InvisIsDramaFree 2023 — a series of fake movie trailers emphasizing the daily hassles and visceral discomfort of braces juxtaposed against the benefits of the brands clear aligners.

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How a Binge Worthy Drama Drove Gen Z Gym Memberships

REGGIE Awards April 30, 2024

“On this Repisode of High School Summer Pass” is a free gym promo disguised as a bingeable teen drama that lived on the same platforms as generation Z, positioning Planet Fitness as a place they belong.

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Xbox’s Turns to the “Power of Three” to Win Over Gamers with an Innovative Brand Partnership

REGGIE Awards April 28, 2024

In a first-of-its-kind activation, Xbox partnered with three of PepsiCo’s most popular brands to create new content, bring back some old fan favorite products, and ultimately raise awareness and purchase intent for its Game Pass service.

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