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Courtesy of Klarna
ColumnCampaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk
The payment service debuts its biggest U.S. effort with 15 new spots spliced from Swedish cinema, shoppable ads and a gaming integration.
By Natalie Black (Koltun) • July 31, 2020 -
Courtesy of Snap
PetSmart gamifies reptile adoption with Snapchat AR quiz
An immersive lens includes a discount on a pet reptile to drive store foot traffic, which rose during the pandemic's early days as people stockpiled supplies.
By Robert Williams • July 31, 2020 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.
By Marketing Dive staff -
Opinion
Current events fuel higher consumer expectations, concerns for marketers
Three paradigm-shifting events have fanned consumers' wants and needs in 2020, driving higher expectations for 98% of brands, writes Brand Keys' Robert Passikoff.
By Robert Passikoff • July 30, 2020 -
Mobile marketing in EMEA maintains high growth despite pandemic, study says
The percentage of EMEA marketers who are allocating more than a quarter of their ad budgets to mobile rose to 49% this year from 40% in 2019.
By Robert Williams • July 30, 2020 -
Courtesy of e.l.f. cosmetics
E.l.f., GT's Kombucha drive 5B views with TikTok hashtag challenges
Teaming with influencers, the brands ran separate efforts that went viral on the social video app.
By Robert Williams • July 30, 2020 -
McDonald's boosts marketing budget $200M to drive recovery
The increase comes after the company slashed marketing spend by 70% in Q2, giving it a "sizable marketing war chest" for the remainder of the year.
By Robert Williams • July 30, 2020 -
Permission granted by Wix
Wix admits its ads annoy with campaign centered on outlandish viewer complaints
Shot in-house and with Wix employees, the website builder brand's latest marketing effort acts as a mea culpa to win back online haters.
By Peter Adams • Updated July 29, 2020 -
Courtesy of Pepsi
Pepsi kicks off soccer quiz on Houseparty video chat app
Timed to the return of the Champions League, the Pepsi Football Trivia Deck has more than 250 questions for soccer fans to answer over a video call.
By Robert Williams • July 29, 2020 -
Gen Z, millennials drive growth in mobile video during pandemic, Snap study says
Three quarters of young consumers said they watched more video on their smartphones this year than in 2019, according to a Snap-commissioned study.
By Robert Williams • July 29, 2020 -
Courtesy of Honda
Honda evokes Disney memories with 'Enchanted Odyssey' digital campaign
The Odyssey minivan is popular with millennial parents, so the carmaker is targeting the group with a Pinterest microsite and custom Disney playlist for road trips.
By Robert Williams • July 29, 2020 -
Retrieved from TikTok on May 27, 2020
WSJ: Instagram lures TikTok creators to drum up buzz for Reels launch
As the social media rivalry heats up, Instagram is reportedly offering a hefty payday to creators who will post exclusively to its copycat service.
By Peter Adams • July 28, 2020 -
Courtesy of Popeyes
Popeyes urges fans to prank family members with autocorrect campaign
In a ploy to turn pizza lovers into fried chicken fans, the QSR is asking people to edit "pizza" into "Popeyes instead of pizza" using the autocorrect feature on smartphones.
By Robert Williams • July 28, 2020 -
62% of agencies will ramp up video production after readjusting to WFH demands
A report reviews how four large creative agencies pivoted to a remote workflow during the pandemic and what changes might persist.
By Dianna Christie • July 28, 2020 -
1st certified brand safety officers quickly put to the test
Graduating from the Brand Safety Institute's new certification program during a pandemic and just before racial justice protests erupted, these experts help advertisers navigate difficult waters.
By Graham Vyse • July 28, 2020 -
Retrieved from Domino's Pizza, Inc. on July 27, 2020
Domino's sets up virtual film festival rewarding fans for making home videos
While lighthearted, the concept recognizes that the pandemic may keep people cooped up for several more months, driving demand for creative outlets.
By Peter Adams • July 27, 2020 -
Courtesy of Michelob Ultra
Michelob Ultra gives NBA fans a way to virtually attend live games
A digital experience with Microsoft Teams is part of a sponsorship agreement that makes the AB InBev brand the NBA's official beer.
By Robert Williams • July 27, 2020 -
Courtesy of DSW
DSW's debut hashtag challenge on TikTok racks up 1.3B views
The shoe retailer enlisted five influencers to promote the #TooManyShoes challenge on the popular social video app.
By Robert Williams • Updated July 28, 2020 -
"Medical disposable masks on wooden background" by Marco Verch Professional Photographer and Speaker is licensed under CC BY 2.0
Face masks in ads viewed favorably by consumers, study says
When ads have subtle mentions of masks, 48% of viewers expressed positive sentiment toward a brand, while 33% reacted negatively and 19% had neutral or mixed feelings.
By Robert Williams • July 27, 2020 -
Retrieved from JanSport on July 09, 2020
Deep DiveBack-to-school marketing is more somber under COVID-19, but carries silver linings
Ads addressing activism, mental health and remote learning arrive in place of typically sunny seasonal fare, but they might resonate more with grounded Gen Z teens.
By Peter Adams • July 27, 2020 -
Courtesy of Snap
Microsoft's Xbox promotes gaming event with Snapchat AR lenses
The integration, inspired by video games announced at the Xbox Games Showcase, can help the tech giant engage a younger audience that's more likely to play video games.
By Robert Williams • July 24, 2020 -
Courtesy of Burger King
Burger King celebrates Christmas in July in new campaign
At a time when sales are beginning to rebound after a pandemic-related slowdown, the QSR brand is pushing two sandwiches for $5 that are enclosed in Christmas-themed wrappers.
By Dianna Christie • July 24, 2020 -
Retrieved from Syfy on July 24, 2020
NBCU's Syfy channel to host shoppable TV special
The interactive program focused on geeky items like graphic novels could help the network increase revenue while helping retail partners reach their target audience.
By Dianna Christie • July 24, 2020 -
Courtesy of HP
HP eyes WFH creatives with 1st global campaign for Z computers
A cross-channel effort targets designers and architects with behind-the-scenes videos, digital magazine, social activations and new "Rightbrainers" podcast.
By Dianna Christie • July 23, 2020 -
Courtesy of Hanes
Hanes enlists social influencers to urge people to #MaskAround
The move is somewhat risky, considering government and venue mandates requiring people to wear face masks have spurred pushback from some consumers.
By Robert Williams • July 23, 2020 -
Courtesy of Pandora
Unilever, Anheuser-Busch join test of Pandora's voice-powered ads
Brands including KFC and PepsiCo's Doritos are trialing ads that lets listeners say "yes" if they want to learn more about a product or service.
By Robert Williams • July 23, 2020
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