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»Advertiser

How Brands Can Join The Fight For Racial Equality Without Being Tone-Deaf

  Advertisers responded to COVID-19 with cookie-cutter platitudes, such as “In these uncertain times” and “We’re in this together.” Now, the same brands are grappling with how to respond to protests across the country in the wake of George Floyd’s murder by Minneapolis police department officials. The challenge goes beyond whether an advertisement is on... Continue reading »
by Alison Weissbrot // June 4th, 2020 //
»
SMBs Rely On Social Media During COVID-19 – Just Not The Paid Ads

Small businesses are under immense pressure during lockdown. “Holy cow, it’s tough,” said Sara Brook, CEO and founder of Dessert Gallery, a bake shop in Houston with 47 employees that’s still churning out cakes, cookies and pies for curbside pickup and delivery. “This is a scary time on every level, both personally and professionally,” said... Continue reading »
by Allison Schiff // June 1st, 2020 //
»
How Shapermint Grew Sales 70% YoY (And Lowered Its CPA) During A Crisis

Despite the coronavirus crisis, two-year-old ecommerce shapewear company Shapermint is increasing its media investments and has lowered the price to acquire customers. Sales grew 40% year over year in April and 100% year over year in May, and it’s even tracking ahead of its annual goal of more than $150 million in sales. The company’s... Continue reading »
by Sarah Sluis // June 1st, 2020 //
»
Skullcandy: ‘We’ve Become A Wildly Metrics-Driven Company’

Direct-to-consumer sales at Skullcandy are up more than 100% year over year. That doesn’t mean the audio, headphone and earbud company isn’t feeling the effect of the coronavirus situation like most everyone else. “Of course we are, “ said CMO Jessica Klodnicki. But the uptick validates Skullcandy’s long-term strategy to diversify its sales channels. It... Continue reading »
by Allison Schiff // May 22nd, 2020 //
»
Basecamp CMO: ‘We’re Anti-Facebook And Google’

Project management software maker Basecamp does not mess with Facebook and Google. “We vote with our dollars for the world we want to see, and we don't want to see a world ruled by a handful of companies,” said head of marketing Andy Didorosi. Basecamp avoids online consumer tracking, which is “creepy,” Didorosi said. Facebook... Continue reading »
by Alison Weissbrot // May 21st, 2020 //
»
NerdWallet CMO
How NerdWallet’s CMO Is Growing A Brand During A Crisis

During a time of economic uncertainty, should a CMO put her brand on the sidelines? Or should she increase media investment – especially if buying ads is cheap? NerdWallet’s CMO Kelly Gillease has been in the midst of that marketing calculus as the brand recalibrates its strategy for the rest of 2020. “We decided that... Continue reading »
by Sarah Sluis // May 20th, 2020 //
»
‘Do I Really Need That New Smartphone?’ Consumer Tech Brands Adapt Their Marketing For A Changing World

Consumer electronics sales are usually a bellwether of consumer confidence and the broader economy. But this year, all bets are off. Although worldwide mobile phone shipments have been declining for several years largely due to market penetration and higher prices, the drop in 2020 is expected to be far more extreme, down to 1.57 billion... Continue reading »
by Allison Schiff // May 15th, 2020 //
»
Obé Fitness Grows Memberships 10X As Home Fitness Surges

A pandemic isn’t exactly how obé Fitness, a startup providing at-home workout classes, expected to achieve hockey-stick growth. But with gyms closed and people cooped up at home, obé Fitness’s membership increased by a factor of 10. For co-founder Mark Mullett, the disease that’s caused this surge has also cost a steep personal toll. “To... Continue reading »
by Sarah Sluis // May 14th, 2020 //
»
Brands Take Advantage Of ‘Black Friday Ad Pricing’ On Social

Social media use is up, but advertiser demand is down – and that dynamic means brands that are spending right now can get a lot of quality reach for low prices. CPMs on social are down on average between 15% and 30% across the board, according to five media buyers that spoke with AdExchanger. Facebook... Continue reading »
by Alison Weissbrot // May 11th, 2020 //
»
McCormick Modifies Its Messaging Based On Pinterest Search Data

Pinterest would’ve had a pretty decent first quarter if it wasn’t for … the coronavirus, of course. But engagement is at an all-time high, and the immediacy of what people are searching for is changing, said Arthur Sevilla, Pinterest’s head of global vertical strategy. The shift first became noticeable in early April. “It’s gone from... Continue reading »
by Allison Schiff // May 11th, 2020 //
»
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