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Talk to me about smuggling Goldfish, peanut butter M&Ms, sprinkles, and ranch dressing into the UK. IYKYK. One of the biggest homesickness about living abroad is a craving for food you just can't find in your adopted country. Love the this campaign from Marmite so much for hitting those consumer insights in all the right ways. Great audience segmentation strategy too. Marmite is far too much of an acquired taste to launch widely in the US. They could do it....but the cost. Tapping into British expats, in a key US city is a resource effective way to create overspill buzz to wider audiences. Reminds me of a similar approach I took for a British skincare launching brand in China. Leveraging a core USP among a very focussed set of targeted users in key geographies and use the buzz to grow momentum in adjacent audience sets. If you live abroad, what's the most outrageous thing you've smuggled in?

📢The Impact of Advocacy in Social Media Marketing In the ever-evolving social media landscape, authenticity is a game-changer. A staggering 86% of consumers, as revealed by Stackla, consider authenticity a decisive factor in supporting brands on social media. This statistic underlines the crucial role a genuine story and voice play in today's market. Why Authenticity Matters: 🌐 Building Trust through Authenticity: In a saturated market, authenticity is the foundation of trust. Transparently showcasing a brand's values fosters trust, establishing a lasting relationship with consumers. 📖 The Role of Authentic Storytelling: Captivating storytelling is the vehicle for authenticity. Sharing the genuine story behind your brand forges a profound connection with consumers, making the brand relatable and deeply meaningful. 🤝 Nurturing Consumer Loyalty: Authenticity breeds loyalty. When consumers feel a genuine connection, they become loyal customers and enthusiastic brand ambassadors, sharing positive experiences. 🔄 The Ripple Effect: Brand Advocacy: Authenticity extends to brand advocacy. Happy customers actively endorse your brand, creating a ripple effect through word-of-mouth and social media, amplifying your brand's exposure. Curious to learn more about the impact of authenticity in social media marketing? Click the link to delve into deeper insights and discover strategies to elevate your brand. https://lnkd.in/dGBq-fUq #SocialMediaMarketing #AuthenticityMatters #BrandAdvocacy #LearnMore

In today’s diverse marketplace, brands need to connect with consumers from various cultural backgrounds authentically. Lysol is a prime example of a brand that has mastered this approach. By understanding the unique needs and preferences of multi-cultural consumers, Lysol has developed tailored marketing strategies that resonate deeply with these communities, driving impressive business results. 🔍 Key Insights: • Cultural Relevance: Lysol’s campaigns are designed to reflect the values and lifestyles of different cultural groups, making their messaging more relatable. • Community Engagement: By partnering with community leaders and organizations, Lysol ensures their initiatives have a meaningful impact. • Data-Driven Decisions: Utilizing consumer data to understand behaviors and preferences allows Lysol to create targeted campaigns that deliver results. This strategy not only strengthens brand loyalty but also opens new avenues for growth in an increasingly diverse market. #Marketing #BusinessStrategy #Diversity #Inclusion #BrandLoyalty #ConsumerInsights

This video perfectly captures our shared vision as Generation Z. Its a good watch.. Genz leads the future way forward… Its amazing to see how Genz is prioritising environments that foster human connection & a strong sense of purpose ! I could totally relate it with work environments , it deeply resonates with my belief that a truly inclusive workplace not only boosts innovation and productivity but also builds a strong, supportive community! Lets continue to champion these values and design workplaces that reflect the diverse, dynamic world we live in - holding the ‘people first approach’. #humanconnection #inclusivity #peoplefirst #brandloyalty

I found this piece from Vogue Business fascinating and wanted to share it! My key takeaways: 🚀 Social media, is a formidable force in influencing purchasing decisions. Gen Z's discerning eye for authenticity and preference for meaningful connections has disrupted traditional marketing funnels, emphasizing the significance of brands adopting a more holistic approach. 🌈 Gen Z consumers are less interested in brands. Social media managers must transcend product-centric narratives and pivot towards cultivating aspirational lifestyles and inspiring narratives. By aligning with the values and aspirations of our audience, we not only engender trust but also foster long-term brand loyalty. 💃 The visuals of this report are as key as the words. Creating content that captures eyes and makes people look is essential. With the oversaturation of content, it takes a clear creative vision to stand out and the bar to get people to stop scrolling gets higher. Check out the article here: https://lnkd.in/eFbGze4s

GPJ's Experience Intelligence 2024: Navigating the Global Future of Events and Experiences Amidst Change and Innovation. Take a moment to read this and share your thoughts in the comments section. #gpjindia #gpjlife #ExperiencesThatInspire #bestinclass #experiencemarketing

𝗢𝗹𝗱 𝗦𝗽𝗶𝗰𝗲'𝘀 𝟮𝟬𝟭𝟬 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻: "𝗧𝗵𝗲 𝗠𝗮𝗻 𝗬𝗼𝘂𝗿 𝗠𝗮𝗻 𝗖𝗼𝘂𝗹𝗱 𝗦𝗺𝗲𝗹𝗹 𝗟𝗶𝗸𝗲"– A Viral Marketing Masterpiece In 2010, Old Spice transformed its brand image with the "The Man Your Man Could Smell Like" campaign, turning a traditional brand into a viral sensation. Faced with the challenge of appealing to younger consumers, Old Spice, with the help of Wieden+Kennedy, created a campaign that was humorous, engaging, and uniquely memorable. 𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: - The campaign featured Isaiah Mustafa in a series of quirky ads directly addressing women, the primary purchasers of men’s grooming products, while entertaining men with a fresh, self-aware style. - It extended beyond TV ads to social media, where Old Spice engaged directly with fans through personalized video responses, a groundbreaking approach that significantly boosted brand interaction. 𝗧𝗵𝗲 𝗜𝗺𝗽𝗮𝗰𝘁: - The campaign led to a 125% increase in sales within six months and amassed over 105 million YouTube views. - It redefined Old Spice’s market positioning, appealing to a younger demographic and making the brand relevant and trendy again. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀: 1. Be Bold: Stand out with a unique voice and approach. 2. Engage Digitally: Use social media creatively to connect with your audience. 3. Know Your Audience: Tailor messaging to appeal to the right buyers. 4. Consistency and Adaptability:Keep your tone consistent but be flexible enough to engage personally. Old Spice’s campaign remains a textbook example of how to modernize a brand and create lasting impact through creativity and strategic digital engagement. watch the campaign video here: https://shorturl.at/c6Xay #OldSpice #ViralMarketing #BrandTransformation

Deloitte's research underscores the pivotal role of the creator economy in driving consumer engagement. Creators offer brands a unique opportunity to foster personal connections and authenticity with their audience. #CreatorEconomy #ConsumerEngagement #Authenticity 🌟👥🚀

The paradox of the Super Bowl is that by its nature the audience is automatically larger than any single message, celebrity, or other borrowed equity can appeal to, so brands need to find the balance between creative that is broad enough to make the investment worth it while being culturally specific enough to be relevant to a subset of actual human viewers. If brands were going for maximum relevance, every ad would just star Jennifer Aniston and a puppy. #superbowl #marketing #mediastrategy #brandidentity #brandbuilding #brandstrategy #culture #advertising #advertisingandmarketing #advertisingandmarketing https://lnkd.in/e9pxucuv

Legacy brands often have a challenge evolving with modern digital trends, however, social platforms and creator opportunities can revive and re-establish older brands, growing their affinity base with new audiences. Playboy Enterprises, Inc. is a prime example, balancing its iconic heritage with modern trends. Their dedication to growing their brand with new audiences was evident when they hired industry mavens Amanda Solomon as VP of Creator and Social Growth, and Shayna Macklin, as Director of Brand Strategy, Social, and Original Content. Here are three key examples for legacy brands to engage with new modern marketing trends: 1) Shaping Brand Perception Playboy expertly balances its rich legacy with modern trends and diverse beauty standards. By showcasing diversity in models and content, they stay relevant and culturally influential while honoring their roots. 2) Community Building and Authenticity In the digital era, authenticity and community are paramount. Playboy leverages influencer marketing and user-generated content (UGC) for genuine engagement, shifting from highly produced ads to more authentic content. This strategy boosts ROI and deepens connections with their audience. 3) Adapting to Trends Staying ahead of evolving media and content trends is crucial. Playboy aligns its brand strategy with current trends, ensuring their marketing efforts resonate with today’s fast-paced digital audience. Playboy’s journey highlights the power of adaptation and innovation. By embracing diversity, authenticity, and community engagement, they preserve their iconic legacy while leading cultural conversations. Brands looking to thrive in the digital age can draw inspiration from Playboy's strategic adaptation and commitment to authenticity. Read more here: https://lnkd.in/eWyEdQ9y 🎙️ Dive deeper into these insights on Kerry's latest Revenue Boost Podcast episode. Discover how these expert strategies can drive your business forward: https://lnkd.in/eG_PJE7c Stay connected with RBMA: Revenue Based Marketing Advisors LinkedIn for more exclusive tips! Ready to elevate your business? Connect with our expert marketing advisors for customized strategies designed to drive growth. Visit our website for more details https://lnkd.in/eJkGBZPY #branding #brandstrategy #UGC #authenticity #influencermarketing #digitalmarketing #revenuegrowth #revenuebasedmarketing #trends #Playboy #CMO #CEO