Cheetos, with Dieste as lead agency along with VaynerMedia and Ketchum, is launching a campaign starring Puerto Rican music star Bad Bunny that will feature spots in Spanish, English and Spanglish, with the first one debuting during Nov. 22's American Music Awards show on ABC. The push will center on the phrase, "deja tu huella," meaning "leave your mark," and was teased with an image of Bad Bunny with brand mascot Chester Cheetah.
Walmart is expanding the scope of its marketing strategy for its Walmart+ membership program beyond digital ads to include experiential activations, such as sending a health care worker and his family to a Seattle Seahawks football game. Katy Wellhousen of influencer marketing agency RQ predicts other marketers will follow suit, noting a key benefit is consumers sharing the moment on social media and "effectively expanding reach without any additional spend."
This infographic from Spiralytics displays a visual comparison of the differences and benefits of inbound and outbound lead generation strategies. It also outlines required skills and best-performing tactics for each method.
Sixty-four percent of business-to-business marketers say they use gated content to some degree to gain information from prospects, according to a study by Finite and CogniClick. The top content challenges cited by B2B marketers are, in order, producing enough content, reaching the right audience and measuring return on investment.
Facebook analysis of nearly 2,500 campaigns using its Brand Lift methodology revealed that generating more impressions results in improved "action intent and ad recall rates," but those results diminish following five or six impressions, including ads with strong creative elements. Analysis also found creative quality is important, but frequency needs to be another consideration.
DoorDash featured Black-owned restaurants in its app amid the coronavirus pandemic and following the death of George Floyd, which yielded some consumer backlash but demonstrating corporate values has been worth the cost, said Kofi Amoo-Gottfried, vice president of marketing, during the Association of National Advertisers' Masters of Marketing conference. The pandemic also forced the delivery company to reboot marketing messaging, delivery fees and merchant payment systems.
ByBabba founder and CEO Babba Rivera is launching the Ceremonia hair care line to tap into Hispanic buying potential and celebrate Latinx heritage. "Hispanics spend 46% more on hair care products than non-Hispanics, but there is an immense scarcity of products that adhere to their values and needs," she says.
Isaac Mizrahi, who is on the board of directors of the Culture Marketing Council, looks at the minority-majority demographic shift in the US and how small businesses will play a role in the economy and community. He also notes that many consumers "seek a higher level of consciousness in their purchase choices, including a higher demand for minority-owned small businesses."
Hispanic radio sometimes struggles to close advertising deals, and a Radio Ink panel discusses possible solutions. Ad executive Ana Crandell says Hispanics need to be included earlier in the ad planning process, and Rodolfo Ruiz Sosa of agency PM3 agrees that budget and timing problems can be eliminated by early inclusion.
A study from Univision found Hispanic consumers are confident in their financial situations as the holiday season approaches and will do what they "can to make this holiday season as normal as possible." The online survey, conducted in September, says 56% of Hispanics think the worst of the COVID-19 pandemic is over.
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