E.l.f. Cosmetics enjoyed strong results from a digital marketing campaign that leveraged TikTok, Pinterest and Snapchat, reporting a 60% ad recall and a 10% boost in brand awareness. The company also saw a 38% increase in online orders from the brand's website and added 548,000 new users over three months.

Taco Bell will debut a revamped loyalty program this month, spurred by increasing use of the chain's mobile app during the pandemic. Customers will earn 10 points toward free food for every dollar they spend, and customers who've spent $200 in the past year will be promoted to the Fire tier, which comes with additional points and perks.

David Madrid and Burger King used Twitch's donations feature to donate the exact amount of particular offers to gamers and tapped into the platform's personalized message feature so that a bot touted the brand's app and promotions during livestreams. Burger King says it's the first brand to use Twitch donations as an advertising vehicle and a video shows how gamers reacted to the activation.

Tampax has teamed with Amy Schumer to educate the public about periods in a campaign from Publicis Groupe featuring spots co-written by the actress and comedian. "It's Time to Tampax" is directed by Hungry Man's Kathy Fusco and is running across TV, digital and social.

Raja Rajamannar, Mastercard's global chief marketing officer, spells out four errors marketers need to avoid amid current realities, including reducing team size, failing to prioritize customers and pushing generic messaging. "[C]onsumers, employees and partners demand leadership from the businesses they support, Rajamannar notes, adding, "Brands must earn their trust through empathy, purpose and action."

A study from WP Engine and the Center for Generational Kinetics found that 82% of Generation Z members surveyed have more trust in brands that use real people in their ads and 72% are more likely to purchase from brands that support social causes. Additionally, 66% say the internet unites people, 58% don't like being without the internet for more than four hours and 72% want websites to already know their interests.

Unruly/Tremor Video's Les Seifer and Nick Woodford look at the momentum behind shoppable video and how brands can use the format to increase revenue. One key to shoppable video is how it puts consumers in control and optimizes the shopping experience, they write.

Nonprofits that rely heavily on donations generated via organized running events, which are canceled due to the coronavirus, are finding new ways to engage with participants and continue generating some revenue, writes David Hessekiel. The New York City and Pittsburgh marathons are switching to virtual runs that enable participants to complete their events and collect pledges, while the Crohn's & Colitis Foundation's Team Challenge program is encouraging donations with a matching gift program.

Keurig Dr Pepper intends to spend $10 million over the next five years on a polypropylene plastic recycling initiative as part of its partnership with The Recycling Partnership's Polypropylene Recycling Coalition. This is an ongoing effort for the company, as Keurig Dr Pepper also vowed to switch to recyclable polypropylene K-Cup coffee pods by 2020's end.

The only way to future-proof against the evolving adtech-martech ecosystem is to design a marketing strategy with an identity-based approach at its center. Doing so successfully requires four critical building blocks.

At the 2020 ANA Media & Measurement Conference, Sept. 23 to 25, in Naples, Fla. and online, you'll get the latest from an impressive group of thought leaders on cross-media measurement, the evolving video landscape, multitouch attribution, in-house media and emerging media technologies.

Reserve your place today. And remember, if you can't attend in person, you can attend virtually!