2016 will be remembered as the year in which Influencer Marketing went mainstream.
According to a survey published by Linqia, including responses from 170 marketers across a variety of industries, 86% of marketers used this channel to expand brand reach in three significant ways:
Sixty-three percent of American shoppers agree: Toys aren’t just for kids - they can be for adults too. One group of young adults, in particular, may be the next target of LEGO, the building-block game and (increasingly) multimedia powerhouse.
Fast fashion is a huge industry built around the concept of reproducing the season’s hottest trends as quickly and as cheaply as possible, and getting them to market. The focus is on speed and profit, not necessarily quality. And the target audience is, by and large, women.
Airbnb, the online marketplace for short-term private rentals, has launched a global creative advertising review to help them achieve their next phase of growth – and they’ve been growing quickly. Tapping the market of budget and quality-conscious travelers, Airbnb properties have been successfully luring away travelers from hotels. HVS, a hospitality consulting firm, estimated a loss of $450 Million in direct revenues per year, all because of Airbnb.
Fage is a brand of Greek yogurt sold in health food stores (in fact, it’s the second-biggest Greek yogurt company in the U.S.). If you haven’t heard of Fage, it’s probably because you buy Chobani – its primary competitor. Recently, Fage broke with its former creative agency, MullenLowe, which handled creative, digital, social, media planning and buying, brand strategy and public relations.
Budweiser and Bud Light are not just global beer brands, they are the two largest global beer brands. And sales have been sliding down – at least among American consumers.
MINI, the BMW-owned company that makes Mini-Coopers and less-mini Coopers (they come in all sizes now), has parted ways with their creative agency BSSP. Their agency review is happening now, causing us to take a closer look at their marketing, current customers, and the customers they should be targeting next.
Verizon is king of the wireless market, holding just shy of 35% of market share. AT&T is nipping at its heels at 32%. T-Mobile is about half of that, and in this bar-chart family picture, Sprint looks like the baby of the bunch.
Applebee’s Neighborhood Grill and Bar has been in a prolonged sales slump for five consecutive quarters, which must have hit the casual dining giant hard, considering its previous five consecutive quarters of gains that ended abruptly in mid-2015. After less than a year of working with Barkley, the brand is searching for a new creative agency – an ironic move considering that Barkley’s tagline is “We Future-Proof Brands.” And future-proofing is exactly what Applebee’s needs.
Last week, together with other members of the data science team at Cubeyou, we finalized a new version of our interest algorithm. The algorithm analyzes posts, likes, interactions and reactions of several million social media users across numerous pages of brands, media, organizations and famous people, and produces a distribution of interests for each user.
Whole Foods, the upscale grocery store chain, just launched a media agency review – a common occurrence when a brand experiences an entire year of declining sales. Sales at Whole Foods have been slowly, yet steadily, decreasing, like so much kombucha dribbling out of a leaky bottle. The trouble? In a way, it’s that Whole Foods marketing has been too successful.
Mattel is conducting a media agency review for both media planning and media buying, which is pretty exciting considering there isn’t a child alive who doesn’t own a Mattel toy of some kind. They own everything, from American Girl to Ninja Turtles – but lately, they’ve been making the most money off of the interstellar cash cow: Star Wars.
Chipotle’s advertising has frequently walked the line of being just a bit dirty. Its turgid burritos stand five feet tall above freeway off-ramps, eliciting mouthwatering responses without even showing a sliver of a flour tortilla – an almost burlesque-like feat of marketing.
Lowe’s, the home improvement retail giant, has launched its first media agency review in more than a decade, and their recent marketing efforts may indicate why: They need to effectively reach the older millennial demographic.
PepsiCo doesn’t just sell soda - it’s a multi-billion dollar global conglomerate that includes brands like Tostitos, Quaker Oats, and Aunt Jemima. But in their digital agency review for the Pepsi brand in North America, you can bet that agencies who understand how to sell soda will rise to the top like so many carbonation bubbles.