Gap-owned Athleta has launched a digital content platform for loyalty program members that will include workouts, supervised spaces for discussions on topics including mental health and other content featuring celebrity athletes like Simone Biles and Allyson Felix. The launch of the AthletaWell platform comes amid growing consumer demand for athleisure apparel and a rise in competition from established and new brands.
TikTok Influences Purchase Decisions Did you know 66% of Millennial TikTok users have looked up a product after seeing it in an ad? Download our study to learn more about both Gen Z & Millennials on TikTok, their attitudes and receptiveness to ads, and which brands are standing out on the platform.
Mischief @ No Fixed Address created a "Chickenflation" campaign for Alpha Foods that touts the brand's meat-free products as a way to survive the national chicken shortage due to the "flock market" crash. The campaign features a takeover of NASDAQ's digital billboard, a full-page ad in The Wall Street Journal and teams in Times Square giving away coupons offering nearly 30% off the brand's products.
Anomaly's "The Unsponsored" campaign for Ally Financial spotlights unsponsored Olympic athletes and touts the brand's pledge of $250,000 to support them. The push, launched with MediaCom, is running across national TV, Hulu, YouTube and Bleacher Report, and includes social content from unsponsored athletes.
TikTok created a "Re:Make by TikTok" campaign that features some of the platform's top creators reimagining three classic ads -- TBWA\Chiat\Day New York's "Touch" for Skittles, BBDO New York's "Game" for Snickers and Wieden+Kennedy Portland's "The Man Your Man Could Smell Like" for Old Spice. The push was created by BBDO, Mars and Mars Wrigley's The Hive and Procter & Gamble, and #TikTokRemake encourages others to share their own ad remakes or suggest other spots to be remade.
Interactive, customizable technology has helped Taco Bell appeal to customers amid the challenges of the pandemic. Its loyalty program and Go Mobile store prototype with double drive-thrus "kept that innovative spirit going," executive Zip Allen says.
After being cooped up for so long, is it any wonder a recent poll found people are noticing out-of-home advertising far more now than before the pandemic? That, and the continued rise and popularity of video, means it's likely time advertisers embrace video out-of-home advertising (VOOH) as part of their larger marketing mix.
Data and analytics continue to be the world's most effective tools for building engaging marketing experiences with the greatest potential to drive real business growth. Now, it's time to celebrate the exceptional use of data-inspired strategy, creativity and results with the 2022 ANA International ECHO Awards.
Submit your data-inspired marketing that drove measurable business results before Sept. 13 to save and see how your work stacks up against campaigns from more than 20 countries!
