https://www.mediapost.com/en-usWed, 26 Aug 2020 15:13:16 -0400https://www.mediapost.com/publications/article/355132/crunching-the-map-crunch-fitnesss-geo-targeting.htmlEarlier this year, Crunch Fitness was hitting what its head of marketing and branding calls "a really good rhythm." Then COVID-19 hit.Wed, 26 Aug 2020 15:13:16 -0400https://www.mediapost.com/publications/article/355132/crunching-the-map-crunch-fitnesss-geo-targeting.htmlhttps://www.mediapost.com/publications/article/355130/inventing-an-audience-lionsgate-hunts-for-the-new.htmlWhen COVID closed movie theaters, Lionsgate quickly pivoted to premium video on demand. Now, it had only had to create awareness of this option.Wed, 26 Aug 2020 14:40:03 -0400https://www.mediapost.com/publications/article/355130/inventing-an-audience-lionsgate-hunts-for-the-new.htmlhttps://www.mediapost.com/publications/article/355131/identity-as-a-strategy-planning-the-cookie-less-f.htmlTwo months ago, Freddie Liversidge (bottom left), got married ... and he's still getting ads for weddings as he surfs the net. As Global Director of Digital Activation at HP, he says he loves the data we have "but I do get fed up when I get chased around the Internet by a pair of shoes."Wed, 26 Aug 2020 13:42:45 -0400https://www.mediapost.com/publications/article/355131/identity-as-a-strategy-planning-the-cookie-less-f.htmlhttps://www.mediapost.com/publications/article/355104/case-study-the-method-is-the-message.htmlJoybird's Eric Tsai recommended looking at the strengths versus the weaknesses within your ecosystem and asking whether you are going after mass or niche.Tue, 25 Aug 2020 15:34:58 -0400https://www.mediapost.com/publications/article/355104/case-study-the-method-is-the-message.htmlhttps://www.mediapost.com/publications/article/355100/rethinking-relevance-messaging-and-context-beyond.htmlHow do you plan when media, consumer patterns, the economy itself are in flux? What is the new normal?Tue, 25 Aug 2020 15:12:19 -0400https://www.mediapost.com/publications/article/355100/rethinking-relevance-messaging-and-context-beyond.htmlhttps://www.mediapost.com/publications/article/355098/buying-biden-politics-is-about-to-eat-the-interne.htmlMost money will be going into video because it is the best medium to persuade, according to exec at Democratic consulting firm.Tue, 25 Aug 2020 14:18:59 -0400https://www.mediapost.com/publications/article/355098/buying-biden-politics-is-about-to-eat-the-interne.htmlhttps://www.mediapost.com/publications/article/354905/case-study-waking-up-to-gaming.htmlIn a category that is "growing like crazy," the brand has taken advantage of the current pandemic, with few sports in play and everyone stuck at home, to dig deeper into the gaming industry.Wed, 19 Aug 2020 15:07:59 -0400https://www.mediapost.com/publications/article/354905/case-study-waking-up-to-gaming.htmlhttps://www.mediapost.com/publications/article/354906/case-study-shoprites-paperbird-soars.htmlWho would have thought you could find namaste in the paper products aisle? But that's just what Wakefern Food Corp. did for Shop Rite.Wed, 19 Aug 2020 14:35:32 -0400https://www.mediapost.com/publications/article/354906/case-study-shoprites-paperbird-soars.htmlhttps://www.mediapost.com/publications/article/354904/hair-care-brand-curls-makes-waves-during-crisis.htmlReliant on live events, Curls Beauty Brands pivoted quickly to virtual, doing six events a month, including classes on how to recreate hair styles with their products.Wed, 19 Aug 2020 13:17:39 -0400https://www.mediapost.com/publications/article/354904/hair-care-brand-curls-makes-waves-during-crisis.htmlhttps://www.mediapost.com/publications/article/354860/cleaning-health-focused-d2cs-shine-light-on-havi.htmlThe pandemic has been good to some companies, including one that sells cleaning supplies directly to consumers.Tue, 18 Aug 2020 15:01:09 -0400https://www.mediapost.com/publications/article/354860/cleaning-health-focused-d2cs-shine-light-on-havi.htmlhttps://www.mediapost.com/publications/article/354859/here-to-help-brand-building-for-the-next-normal.htmlThe Kraft Heinz Company's Brian Neumann said the company came up with "the world's slowest puzzle, 100% Heinz ketchup red, 570 pieces."Tue, 18 Aug 2020 13:54:01 -0400https://www.mediapost.com/publications/article/354859/here-to-help-brand-building-for-the-next-normal.htmlhttps://www.mediapost.com/publications/article/354858/pepsi-foodservice-cmo-looks-at-bright-side-we-de.htmlThe company put a restaurant worker relief fund over the $20 million mark with a $3 million donation.Tue, 18 Aug 2020 13:17:45 -0400https://www.mediapost.com/publications/article/354858/pepsi-foodservice-cmo-looks-at-bright-side-we-de.htmlhttps://www.mediapost.com/publications/article/354680/audi-partnership-kicks-it-up-for-major-league-socc.htmlJust in the last two years, Audi has pivoted to become fully dedicated in the U.S. And last year, at the All-Star Game, it launched the Audi Goals Drive Progress.Wed, 12 Aug 2020 14:30:09 -0400https://www.mediapost.com/publications/article/354680/audi-partnership-kicks-it-up-for-major-league-socc.htmlhttps://www.mediapost.com/publications/article/354673/hyundai-cmo-gives-the-tick-tock-on-how-the-brand-c.htmlRemembering something John F. Kennedy once relayed about the word crisis in Chinese, that it is composed of two characters representing danger and opportunity, Hyundai created a three-step plan.Wed, 12 Aug 2020 13:20:57 -0400https://www.mediapost.com/publications/article/354673/hyundai-cmo-gives-the-tick-tock-on-how-the-brand-c.htmlhttps://www.mediapost.com/publications/article/354643/lincolns-joy-falotico-marketer-of-the-year-on.htmlFalotico also noted that after its launch, Aviator gained 10% share of market in under one year.Tue, 11 Aug 2020 15:27:28 -0400https://www.mediapost.com/publications/article/354643/lincolns-joy-falotico-marketer-of-the-year-on.htmlhttps://www.mediapost.com/publications/article/354632/honda-taps-into-current-trends-using-relevant-inf.htmlJessica Fini, manager of social media for American Honda Motor, told Tuesday's audience at our Marketing:Automotive conference on Zoom about several interesting efforts.Tue, 11 Aug 2020 14:12:50 -0400https://www.mediapost.com/publications/article/354632/honda-taps-into-current-trends-using-relevant-inf.htmlhttps://www.mediapost.com/publications/article/354626/lexus-finds-silver-linings-in-pivots-to-accommodat.htmlAt every turn, with each postponement or cancellation, Lexus regrouped, pivoted and came up with new initiatives that turned into silver linings.Tue, 11 Aug 2020 13:12:07 -0400https://www.mediapost.com/publications/article/354626/lexus-finds-silver-linings-in-pivots-to-accommodat.htmlhttps://www.mediapost.com/publications/article/354200/who-moved-my-platform-changing-acquisition-channe.htmlThings change when you have a pandemic. And sometimes that's for the best. Indeed, panelists at Wednesday's Brand Insider Summit D2C agreed as much.Wed, 29 Jul 2020 15:03:14 -0400https://www.mediapost.com/publications/article/354200/who-moved-my-platform-changing-acquisition-channe.htmlhttps://www.mediapost.com/publications/article/354196/when-theaters-went-dark-fandango-pivoted-to-consu.htmlA lot of people, probably most, think of Fandango as a movie ticket purveyor. That it is. But it also own Rotten Tomatoes and Vudu and provides tons of entertainment content.Wed, 29 Jul 2020 14:25:14 -0400https://www.mediapost.com/publications/article/354196/when-theaters-went-dark-fandango-pivoted-to-consu.htmlhttps://www.mediapost.com/publications/article/354193/daily-harvest-focuses-on-innovators-to-understand.htmlThe brand also partners with its identified innovators and early adopters to create food and bring it to market in eight weeks. "You get to ride this curve up, and it is a virtuous marketing cycle."Wed, 29 Jul 2020 13:34:13 -0400https://www.mediapost.com/publications/article/354193/daily-harvest-focuses-on-innovators-to-understand.htmlhttps://www.mediapost.com/publications/article/354177/brand-insider-attendees-name-their-biggest-challen.html"Maintaining the efficiency and lower CPAs," said one respondent. "Trying to scale that for the rest of the year is hard with the uncertainty of COVID-19."Wed, 29 Jul 2020 12:32:55 -0400https://www.mediapost.com/publications/article/354177/brand-insider-attendees-name-their-biggest-challen.htmlhttps://www.mediapost.com/publications/article/354144/no-bs-tecovas-invests-in-authenticity-to-sell-cow.htmlThe role of most marketers today is around performance. Boards want to see ROI. But there are some marketers out there who are questioning some of those assumptions and Rich Lesperance, CMO at Tecovas, is one of them.Tue, 28 Jul 2020 14:40:42 -0400https://www.mediapost.com/publications/article/354144/no-bs-tecovas-invests-in-authenticity-to-sell-cow.htmlhttps://www.mediapost.com/publications/article/354142/flattened-by-covid-zenni-optical-banked-on-nimble.htmlZenni has been setting itself up for success by creating a story, a personality around its brand in the last few years.Tue, 28 Jul 2020 13:42:42 -0400https://www.mediapost.com/publications/article/354142/flattened-by-covid-zenni-optical-banked-on-nimble.htmlhttps://www.mediapost.com/publications/article/354138/simplisafe-fine-tuning-its-brand-proposition-in-ho.htmlSimpliSafe, which sells DIY home security directly to consumers, is shooting four new holiday spots as we speak with Robert Larson, an ex-burglar who is now a family man. He's not likely to be recognized on the street as he wears a mask, and not the COVID kind either.Tue, 28 Jul 2020 13:17:10 -0400https://www.mediapost.com/publications/article/354138/simplisafe-fine-tuning-its-brand-proposition-in-ho.htmlhttps://www.mediapost.com/publications/article/353483/2-industries-present-case-studies-takeaways-learn.htmlA takeaway: Create consistency in what users hear online and offline. Have marketing meets with other departments to make sure the message matches value.Thu, 09 Jul 2020 14:48:44 -0400https://www.mediapost.com/publications/article/353483/2-industries-present-case-studies-takeaways-learn.htmlhttps://www.mediapost.com/publications/article/353474/3-brands-pivot-to-content-in-winning-ways-as-covid.html"We used email to send out all the content we were producing at a very low cost," said Jacksonville Jaguars marketing director.Thu, 09 Jul 2020 13:45:28 -0400https://www.mediapost.com/publications/article/353474/3-brands-pivot-to-content-in-winning-ways-as-covid.htmlhttps://www.mediapost.com/publications/article/353469/brooklinen-says-testing-learning-small-steps-in.htmlFind the right message, and target consumers based on what they're looking at on your website, said company's director of email and retention.Thu, 09 Jul 2020 13:12:37 -0400https://www.mediapost.com/publications/article/353469/brooklinen-says-testing-learning-small-steps-in.htmlhttps://www.mediapost.com/publications/article/353423/7-eleven-faced-a-geographic-reckoning-when-crisis-.htmlThe company ran up against city, county and state regulations that varied during the crisis and even more so during reopening that followed.Wed, 08 Jul 2020 14:38:05 -0400https://www.mediapost.com/publications/article/353423/7-eleven-faced-a-geographic-reckoning-when-crisis-.htmlhttps://www.mediapost.com/publications/article/353417/when-the-action-stopped-pga-tour-cranked-up-the-e.htmlInitially, the PGA had not been feeding fans' appetite for the human interest angle. "Going forward, there will be a balance between action, the leaderboard and human interest stories."Wed, 08 Jul 2020 13:52:12 -0400https://www.mediapost.com/publications/article/353417/when-the-action-stopped-pga-tour-cranked-up-the-e.htmlhttps://www.mediapost.com/publications/article/353414/covid-put-mcdonalds-2020-plan-to-emphasize-the-cu.htmlThe interesting aspect of this is that McDonald's had looked to 2020 to turn from a product-based messaging approach to a consumer-centric approach and the crisis put the plan on the back of a rocket ship.Wed, 08 Jul 2020 13:17:50 -0400https://www.mediapost.com/publications/article/353414/covid-put-mcdonalds-2020-plan-to-emphasize-the-cu.html