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To effectively communicate with baby boomers, marketers need a more accurate picture of this still-vital generation. Shattering a few myths is a good place to start.

What can organizations do to prepare for an increasingly transparent future? The first step is to assess their current level of transparency to identify potential risks and opportunities. In that process it can be helpful to look at three aspects of transparency having to do with products and services, culture, and the supply chain.

Abreva wanted to introduce itself to a new, younger audience who was dealing with cold sores for the first time.

Knorr encouraged Filipinos to cook rather than eat out or order in by providing recipes and cooking guidance directly to their phones.

By creating Colonel KI and turning it into the new League of Legends icon, KFC was able to cement its position as an MVP with gamers, plus gain new fans for its mobile app and widespread buzz for its innovation.

While mobile device website visitation was growing, Travel Texas needed to turn travel planners from “lookers to bookers.”

The Shelter Pet Project used relationship targeting to increase pet adoption.

Nike changed the game on how it engages basketball fans during its must-win live game moments.

By driving social commerce to empower the aspirational women of India, Meesho increased its lead generation, transactions, and efficiency.

Lay’s set out to increase impulse purchases in an era of e-commerce.

Mountain Dew connected with gamers on their terms to boost awareness of its product designed just for them.

GSK’s job was to promote the launch of Pronamel Intensive Enamel Repair (PIER) by positioning it as a step change in oral care.

Grupo Dignidade ran a digital campaign in support of LGBTQ rights during the 2018 World Cup, which was held in Russia, a country known for its discriminatory laws.

To appeal to female consumers, Gas-X changed its social media messaging to be less about slapstick comedy and more about empathetic empowerment.

For the first time since 1962, Indonesia was hosting the Asian Games. With all eyes on the country, it was a huge opportunity for Wall’s, the market leader for ice cream in Indonesia, to engage with the audience and celebrate Indonesian pride.

Mercado Libre wanted to create brand awareness and reinforce its position within the e-commerce market in Latin America.

Going into 2018, Firehouse Subs sales were declining. While declining sales affected the entire Quick-Service Restaurants (QSR) industry, Firehouse Subs was struggling to keep pace with key competitors.

Anmum developed a platform called #MumToMum where mothers could ask questions; share problems, fears, or doubts about pregnancy; and breastfeed among fellow parents.

Nike’s idea was to enable young footballers to capture and share their goals using everyday mobile tech, specially installed cameras, and a partnership with UGC platform Weishi.

Paramount engaged children by creating an interactive game that helped drive awareness of its new movie, Dora: The Lost City of Gold.