Etsy CEO: Now is the time to up marketing spend | Why Snickers campaign maintains marketing shelf life | How Mucinex hopes to boost DTC sales
October 30, 2020
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Top Story
Etsy is reaping the rewards of its $127 million third-quarter marketing spend and doubled year-over-year revenue to total $451 million, and plans to continue the momentum by increasing its TV, digital and performance activations, said company officials. "We're suddenly in the same breath as brands that are 50 or 100 times bigger than Etsy," said CEO Josh Silverman, adding, "It's the perfect moment for Etsy to be leaning in and really investing in marketing."
Full Story: CNBC (10/29) 
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Marketing Strategy
Snickers' "You're Not You When You're Hungry" campaign has been a marketing mainstay for the Mars Wrigley brand for a decade because of its branding consistency, global appeal with localized iterations, humor and adaptability from TV to other media, according to a white paper from Cannes Lions and WARC. "It's no coincidence that this mega-winning Lions campaign has a simple, and bold idea that sits at its heart," said Susie Walker, head of awards at Cannes Lions.
Full Story: Warc (London) (10/29) 
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Reckitt Benckiser's Mucinex brand is launching an influencer-led campaign on social channels to drive traffic to its direct-to-consumer site, said Claudine Patel, chief marketing officer of North America Health. "There's an accelerated shift in the way people buy, how they shop, and how they interact with brands," said Patel.
Full Story: eMarketer (10/29) 
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Creativity and Marketing Innovation
Wrangler will debut a "Rick and Morty" clothing line Nov. 10, leading up to the Adult Swim Festival on Nov. 13 and 14, and the collaboration was inspired by the brand being included in the show's fourth season finale without any paid sponsorship, says Wrangler's Holly Wheeler. The line will be available to buy on the brand's website and is described as the "most indestructible collaboration in the multiverse" to tie in with the episode's plot.
Full Story: Ad Age (tiered subscription model) (10/29) 
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Estee Lauder is enabling Spotify listeners on Google Home devices to request a sample of its Advanced Night Repair serum by voice. The brand also is letting listeners create personalized "New Beginnings" playlists to play during their nighttime skin care routines.
Full Story: Mobile Marketer (10/29) 
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Marketing Insights and Trends
The Association of National Advertisers is among industry groups that have signed an eight-page letter to California Attorney General Xavier Becerra's office protesting the addition of proposed opt-out regulations to the state's privacy law. "The proposed online and offline modifications unreasonably limit consumers' ability to access accurate and informative disclosures about business practices as they engage in the opt out process," the letter states.
Full Story: MediaPost Communications (10/29) 
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Pandora is enticing brands that want to tap into the booming audio listenership demographic by bolstering its podcast library and host ad opportunities and co-creating branded content. In this interview, Pandora Vice President of Ad Innovation Strategy Claire Fanning says, "We're going to look to be more prescriptive around how advertisers take advantage of this space in a way that I think has really only been available in more visual environments."
Full Story: Adweek (tiered subscription model) (10/28) 
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Budget-savvy consumers turn to social media
(Pixabay)
Mediahub research shows that budget shoppers include more men, parents, millennials and affluent consumers. Many use TikTok, Twitter and other online communities for ideas, reviews and even purchases.
Full Story: MediaPost Communications (10/28) 
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Brand Purpose and Sustainability
Lululemon outlines ambitious plans for change
(Justin Sullivan/Getty Images)
Lululemon Athletica has unveiled 12 goals aimed at creating pay equity, promoting diversity and inclusion, and protecting the environment. The workout wear retailer plans to hit full pay equity by 2022, spend $75 million on well-being programs over the next five years and manufacture all its goods with sustainable materials within a decade.
Full Story: Footwear News (10/29) 
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ANA Update
COVID-19 has forced people to rely more on digital tools and apps than ever before. This staggering shift in personal behavior is forcing marketers to rethink their strategies and add more digital tactics to the mix. But simply reallocating marketing budgets toward digital media isn't the answer.
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We're looking for the most innovative, integrated and groundbreaking brand activation campaigns, marketing that both builds a brand's image and drives specific consumer action. Submit your entries in any of the 23 REGGIE Award categories today!
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