Search Marketing Knowledge Center

Lunchables' "Lunchabuild This!": Turning Snacks into Creative Building Blocks

Smarties Awards September 30, 2024

Kraft Heinz revolutionized Lunchables' marketing strategy with the "Lunchabuild This!" campaign, transforming the product into a creative building tool and driving significant sales growth and brand engagement.

view

This Interactive Event Launched Rockstar to a New Audience in an Impressive Way

Smarties Awards September 30, 2024

With pandemic-weary Vietnamese consumers desiring a return to in-person events, Rockstar hosted a 3D, holiday-themed light and music party that featured an online component — allowing for broad appeal, maximum exposure, and, most importantly, stellar business results.

view

Connecting With Nature, Regenerating Youth: La Vie's Success Story

Smarties Awards September 30, 2024

Nestle’s strategic goal for the campaign was to differentiate La Vie meaningfully and drive business growth surpassing other categories. The primary focus was to become the leading brand in the competitive packaged water market, particularly in Ho Chi Minh City, Vietnam.

view

How Hinz&Kunzt Used Art Installations to Drive Sales and Address a Social Crisis

Smarties Awards September 30, 2024

With its “Homeless Gallery” campaign, German newspaper Hinz&Kunzt was able to blend physical and digital components into an engaging experience that both shone a light on the issue of homelessness in Hamburg and drove sales and donations for the publication.

view

Elidor Leverages Generative AI To Create an Immersive Monument in Support of Young Turkish Women

Smarties Awards September 30, 2024

After the February 2023 Turkish earthquake, Elidor launched a program to support young women and encourage them to share artistic renditions of solidarity, culminating in an immersive out-of-home art installation in Istanbul.

view

foodpanda and adidas Collaborated on a World Cup Campaign

Smarties Awards September 30, 2024

To enhance its brand reputation and business, delivery service food panda increased preference and usage through an innovative communication strategy rather than relying solely on extensive promotional deals.

view

Louis Vuitton Bucks a Trend with a Live Experience in a Chinese Resort Town

Smarties Awards September 30, 2024

Louis Vuitton staged an immersive fashion show in the Chinese town of Aranya.

view

Heineken Silver Creates Gamified Program to Engage Gen Z Consumers

Smarties Awards September 30, 2024

Heineken Silver launched a mobile-first omnichannel campaign that was amplified by influencers and events to bring value to consumers and shift generation Z’s perceptions of the brand being for premium occasions.

view

How This Vietnamese Footwear Brand Illustrated 40 Years of History in 1.6 Seconds

Smarties Awards September 30, 2024

For its 40th anniversary, shoe brand Biti’s created a video asset that distilled 40 years of Vietnamese progress into a 1.6 second video.

view

Nestle’s La Vie Launched an Omnichannel and Experiential Campaign to Support the Well-Being of Urban Vietnamese Youth’s

Smarties Awards September 30, 2024

Nestle’s La Vie created an omnichannel campaign culminating in a branded multi-sensory experience to engage young urban consumers, support their well-being, and drive double digit sales.

view

Guerrilla Marketing Should Be More than a Stunt

Trends and Technology September 18, 2024

As social media and the rise of artificial intelligence-driven content blur the lines between creators and advertisers, guerrilla marketing may become an increasingly viable marketing vehicle, though perhaps still as elusive to define as it is to spot a 6-foot-7 Sasquatch in the wilds of Central Park.

view

3 B2B Campaigns That Created Powerful Experiences

Pulse September 17, 2024

Below are B2B companies that successfully utilized experiential marketing to increase brand awareness and affinity.

view

From Linear to Streaming: The Evolution of Live Events

Knowledge Partners September 12, 2024

In late 2023, Amazon Ads and Publicis Media worked together to create a study to better understand the shift from linear to streaming of live events in the US.

view

Brand Belonging as Antidote to Male Alienation

Leading Edge August 22, 2024

Many men, especially young men, feel left behind as the world moves forward. This is a conversation that has significant implications for brand marketers as well as society at large.

view

How Marketers Tap into the Cultural Zeitgeist

Champions of Growth Podcast August 21, 2024

JuHee Kim, president of ad agency MuteSix, joins host Matthew Schwartz to discuss some of the key questions marketers need to ask when they want to align their brand with a cultural moment (or movement) and why serendipity may play a bigger part in such activations than brand managers appreciate.

view

How Planet Fitness' High School Summer Pass Connects with Today's Teens

Event Recaps August 13, 2024

Summer often fails to live up to expectations for teens. Learn how Planet Fitness met teens where they are by showing up on the channels they spend their summers on, with enticing content that creates confidence to sign up for a one of a kind program: High School Summer Pass®, a free summer membership for teens.

view

How a Nearly 100-Year-Old Company Is Modernizing Their Experiential Model to Drive Business Growth

Event Recaps August 8, 2024

Representatives from Caterpillar (Cat) and agency partner, Outerkind, discussed the brand’s updated approach to marketing, highlighting its focus on leveraging experiential to win over both long-time customers and new ones.

view

How Unleashing Seattle’s Soul, Not Just Its Sights, Drove Brand Success

Event Recaps August 8, 2024

Visit Seattle showcased its updated approach to marketing, touching upon how it has leveraged deep, authentic storytelling through unique and immersive media experiences to drive interest.

view

Going Beyond Points for the Ultimate Loyalty Program

Knowledge Partners July 17, 2024

Phaedon shared examples from successful loyalty efforts to help brands discover how to go beyond points to increase the efficacy of their loyalty programs.

view