Search Results for All Content (access may be restricted)
Search returned: 776 document(s).
-
FirstEnergy’s "Light the Way" Campaign Aimed to Build Trust
B2 Awards June 28, 2024FirstEnergy’s “Light the Way” campaign was born from the need to rebuild trust and understanding around its commitment and value to employees and customers. It has effectively reignited positive momentum in brand health through the eyes of its customers and through the lens of its engaged customer relationship (ECR) index, which scores the brand against peer utilities in the U.S.
view -
FirstEnergy Created a Drone Safety Zone Racing Game
B2 Awards June 28, 2024Beyond successfully delivering significant customer engagement and spreading awareness on drone/powerline dangers, the Drone Safety campaign contributed to an increase in positive sentiment for FirstEnergy (as nearly six in 10 people indicated a more positive brand perception).
view -
Lessons for Marketers Inspired by Fatherhood
Industry Insights June 26, 2024Open Influence COO and Co-Founder Joey Chowaiki shares the marketing lessons he learned by becoming a father, including understanding what engages young minds, and the importance of authentic connections.
view -
How Pink Fund Used Provocative Messaging to Win Over Corporate Donors
B2 Awards June 22, 2024Pink Fund increased corporate donations and sponsorships by crafting a campaign that used provocative messaging to shed light on an unrecognized part of the battle against breast cancer.
view -
The Genius of OREO: Inclusively Everywhere
Industry Insights June 21, 2024Experiences bond people together and create positive sentiment. One of the most important ways a brand can successfully connect with people is through crafting memorable, inspiring, and engaging experiences, whether through a brand activation in real time, a limited-edition product, or special swag. OREO is a brand that accomplishes each of these objectives in a way that fosters fun, excitement, and inclusivity.
view -
How to Create Brand Love Through Scents
Industry Insights June 11, 2024When I first learned about the concept of olfactive branding or scent marketing, a branding strategy that consists of creating custom scents for brands and spaces to improve the brand image, I was unaware of its immense power and influence.
view -
Attention: Why It's More Than Just Viewability 2.0
Industry Insights June 10, 2024In a world full of advertisements, the burning question remains: How can we keep consumers truly engaged? As our industry evolves daily, advertisers are taking a deeper look, moving beyond conventional metrics like viewability, and embracing innovative measurement tools to gauge attention. However, as new measurement tools arise, so does the need for standardization as we navigate uncharted territory.
view -
“Hey Siri, Design Me a Campaign”: Exploring the Future Of AI Advertising
Industry Insights June 6, 2024Given the speed of AI developments, including natural language voice commands, automated audience segmentation, generative asset generation, and dynamic versioning, this may not be so far away. The question is not if fully automated AI-powered ad campaigns will happen, but when.
view -
Content Marketers, Make Your Own Story Map
Industry Insights June 4, 2024The term story mapping is used in a number of past and current contexts. It is most predominant as a component of agile software development, where it refers to the idea of grouping user “behaviors” (or stories) as a workflow to describe how software should behave.
view -
Unlock Experience Innovation with These Steps
Industry Insights May 28, 2024In my latest book, "Seeing the How: Transforming What People Do," Not Buy to Gain Market Advantage, I emphasize the importance of looking through different lenses to identify marketplace opportunities. One of these lenses is titled "Go the Rental Route," and a simple way to activate that lens and see the marketplace with fresh eyes is to go down to your basement (or storage locker if you don't have one) and take a look around.
view -
Molson Coors Bets on the Big Game with Their Ad
In-House Excellence Awards May 21, 2024Molson Coors created the first-ever Super Bowl ad people could bet on using the DraftKings app. This groundbreaking campaign, featuring a surprise brand reveal, garnered significant engagement and widespread positive sentiment.
view -
The State of Martech 2024: Marketing in the Age of AI
Conference Highlights May 21, 2024The combination of composability and AI will democratize data analytics and creativity.
view -
How RISE Dispensary Used the War on Drugs to Highlight the Positives of Cannabis Legalization
In-House Excellence Awards May 20, 2024RISE Dispensary turned the past on itself, using Richard Nixon — the father of the War on Drugs — in a new campaign that espoused the positives of cannabis legalization.
view -
The New Renaissance: How Aquent Leveraged Classical Paintings to Promote New Research
In-House Excellence Awards May 19, 2024Aquent created a campaign that leveraged updated versions of famous Renaissance paintings — created using AI — to highlight a new report that outlined where marketing and creativity were headed.
view -
How Audi Let Fans Direct a Brand Film Via Instagram
In-House Excellence Awards May 19, 2024To help send off its popular R8 model, Audi allowed fans to serve as the directors of a farewell film for the car by voting on various creative elements via Instagram Stories.
view -
How This Food Brand Leveraged Gaming
In-House Excellence Awards May 18, 2024Drawing inspiration from the perfectly crisp and craveable texture of its own egg-roll wrappers, Pagoda Snacks created a customized “Crispy Mode” challenge for gamers that appears much like a deep-fried meme. Players who mastered “Crispy Mode” were rewarded with a chance to win a trip to the PGL CS2 Major 2024.
view -
Agile Marketing
ASK Answers May 16, 2024How can I adopt an agile marketing approach in my organization?
view -
A Brand Revamp for Schwab
In-House Excellence Awards May 16, 2024Learn how Schwab earned quick “street cred” among traders and proved that they were committed to providing the same — or better — technology, innovation, support, and education that they’d come to rely on from Ameritrade.
view -
In-House, Out-House, Through the House — The New Agency Model
Conference Highlights May 16, 2024The power of “we” is the north star of DoorDash’s in-house creative studio.
view -
The Performance Marketing Versus Branding Debate Heats Up
Champions of Growth Podcast May 15, 2024Lou Aversano, CMO of The Cigna Group, joins host Matthew Schwartz, to discuss the performance marketing versus branded advertising debate heating up throughout B2B precincts, why there’s a growing onus on B2B firms to thread more emotional elements throughout their messaging architecture, and more.
view