All MKC Content
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Leveraging AI for Publisher Revenue Enhancement
Industry Insights April 19, 2024The capacity of AI to sift through expansive datasets and enact decisions in real-time renders it an indispensable asset for publishers. This technology is pivotal in refining revenue strategies, bolstering brand safety, and upholding content excellence.
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Sparking an Emotional Connection in B2B Marketing
B2B April 19, 2024A convergence of factors, including the rise of digital media, continue to alter B2B marketing. Ruth Stevens, a close observer of the sector, shares advice for driving leads, cultivating branded advertising, and inserting more of an emotional hook in B2B messaging.
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CTV Ad Innovation Will Need to Overcome Cultural Roadblocks
Industry Insights April 18, 2024CTV represents the convergence of programmatic and linear TV professionals. To drive adoption, the industry will need to navigate those cultural differences. Here are some of the cultural roadblocks to CTV innovation.
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How Marketers Tame the Data Beast
Champions of Growth Podcast April 17, 2024Claravine's Chris Comstock joins host Matthew Schwartz to discuss how marketers bolster their data standards, why embracing failure is underrated in the battle to tame the data beast, and what the pending demise of third-party cookies means for brand advertisers and consumer engagement.
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Anytime Fitness Generated Big-Game-Size Buzz Without a Super Bowl Ad
REGGIE Awards April 17, 2024Anytime Fitness couldn’t afford to buy a $7 million Super Bowl ad, so the brand subverted conventions by hijacking the Super Bowl without an ad, turning the Big Game into a big game of bingo. The effort significantly surpassed all internal goals, tangibly built the brand, and contributed to increased revenue.
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Blaze Pizza Leverages Data to Shape Loyalty Offers
REGGIE Awards April 17, 2024Blaze Pizza needed to boost August sales by 8 to 10 percent. The solution involved a segmented "month of offers" for loyalty members, leveraging the loyalty management platform’s segments and communicating via email and push. The effort’s data-driven strategies led to a 15 percent sales lift, surpassing the goal.
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Coke’s AI Gives Festival-Goers Their Own Customized Music Videos
REGGIE Awards April 17, 2024Leveraging AI, Coca-Cola transported music festival attendees to a virtual Coke Studio allowing them to star in their own customized music videos.
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Dove Advances the Fight Against Race-Based Hair Discrimination
REGGIE Awards April 17, 2024Dove partnered with LinkedIn to combat race-based hair discrimination in the workplace.
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eBay Proved It’s The Place for Sustainable Fashion with This Iconic Campaign
REGGIE Awards April 17, 2024Faced with the challenge of proving its platform was an ideal place to shop fashion sustainably, eBay partnered with Vogue and former model Twiggy to recreate a famous photoshoot from 1967 — only this time, the accessories Twiggy wore would be sourced from the online marketplace.
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eBay’s Met Gala Debut
REGGIE Awards April 17, 2024eBay sought to engage with gen Z and turn a general e-commerce marketplace into a go-to fashion destination. Further, the company also wanted to change the conversation around fashion and get people to buy circular.
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Empowering Girls through Sports
REGGIE Awards April 17, 2024Basketball is more than a game. It helps shape communities and inspires change, both on and off the court. DICK'S Sporting Goods and Nike recognized the challenges young female basketball players face in sport and partnered to build a program that would empower the next generation of girl ballers.
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Flag Football Hits Super Bowl Prime Time
REGGIE Awards April 17, 2024The NFL's "Run With It" campaign introduced flag football to the Super Bowl stage, spotlighting women's pivotal role in the sport's growth and challenging stereotypes.
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How “Ice Cream Everydae” Got Midwestern Families to Be More Indulgent
REGGIE Awards April 17, 2024Unilever created a series of original ice cream recipes for each of its ice cream brands, inspiring families to make the frozen treat a more regular part of their family-time rituals.
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How Angel Soft Animated The Bathroom Tissue Market
REGGIE Awards April 17, 2024Angel Soft embarked on a strategic initiative to revitalize its presence in the bathroom tissue/toilet paper (TP) category, aiming to regain market share from industry leaders. Through a creatively crafted animated campaign inspired by sitcoms, the brand witnessed significant increases in share, awareness, and penetration.
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How DraftKings' Algorithmic Transformation Beat the Odds and Unlocked Paying Users
REGGIE Awards April 17, 2024DraftKings developed a custom algorithm to find and convert paid users while reducing its customer acquisition cost.
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How Eaton Turned IT Heroes Into Comic-Book Heroes
REGGIE Awards April 17, 2024Eaton's innovative campaign, "Tales from The Next Frontier," captivated IT professionals by transforming real-world business outcomes into illustrated tales, positioning them as heroes in the battle against technological challenges, thus enhancing brand engagement and reinforcing the value of outcome-focused messaging.
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How Frito-Lay Dominated Halloween with Scary Good Snacks
REGGIE Awards April 17, 2024During a candy-dominated time frame, Frito-Lay kept the momentum of salty-snack enjoyment throughout the Halloween season by tapping into the scary movie watching occasion.
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How Netflix Leveraged Experiential Marketing
REGGIE Awards April 17, 2024Netflix’s FYC campaigns include a range of promotional activities such as billboards, print ads, social/digital ads, distributing screeners, and direct mail. The goal is to keep the Emmys and its talent top of mind among voters.
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How OREO’s Virtual House Parties Drove Cookie Sales
REGGIE Awards April 17, 2024OREO created a program leveraging immersive virtual house party experiences to drive trials of its new cookie.
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How Paramount Global Resurrected an Iconic Franchise
REGGIE Awards April 17, 2024Paramount Global's Teenage Mutant Ninja Turtles (TMNT) campaign strategically leveraged the theatrical release of Teenage Mutant Ninja Turtles: Mutant Mayhem to reignite consumer interest, securing significant incremental features and retailer support, thereby reestablishing the iconic franchise as an evergreen property.
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