October & November 2019 assorted links
The strategy behind Lego's first global brand campaign in 30 years
Whole Foods Market predicts top 10 food trends for 2020
Adidas: We over-invested in digital advertising
Adidas is on a journey to shift from marketing efficiency to marketing effectiveness, admitting a focus on ROI led it to over-invest in digital and performance marketing at the expense of brand building.
“The reason for that is short-termism because we are trying to grow sales very quickly,” said Peel. He added: “We had a problem that we were focusing on the wrong metrics, the short-term, because we have fiduciary responsibility to shareholders.”
Those wrong metrics were caused by Adidas’s four attribution models – Google Last Click, Google Custom, Adobe and Facebook – as well as a focus on short-term, real-time measurements that focused on ROI and return on ad spend (ROAS).
Who Are the Kurds, and Why Is Turkey Attacking Them in Syria?
<PODCAST> A legit question about feral hogs.
Super fascinating and entertaining episode. BTW, did you know Texas has half the U.S. feral hog population?
YouTube ad sequencing influences ad recall
YouTube tested five different ad structures and sequencing techniques to understand how each influences brand awareness, ad recall and purchase intent.
<PODCAST> Holiday Survival Guide: Family Style
Offering you some strategies that will help you minimize holiday stress that stems from family.
114,000 students in N.Y.C. are homeless. These two let us into their lives.
What is the endgame for Disney+?
For all of Disney’s success over the past century, it has never had a direct relationship with most of its individual consumers, let alone known which specific content and characters they like, and to what extent. Through Disney+ this will change. That should in turn allow the company to make more informed decisions about which content and merchandise to produce, increase the efficacy of its marketing and promotion, and sell more Disney-related products and experiences to Disney fans. Generating another $50 per year in SVOD is trivial compared with the ability to sell more $5,000 Disney family cruise vacations and $1,100 annual park passes.
The endgame in SVOD isn’t video, but entire ecosystems.
