Rebecca L.

The fashion world is undergoing a digital revolution, and brand partnerships are playing a starring role!   As the Vice President of Brand Partnerships at Fixated, Coach's recent foray into the metaverse with virtual handbags on Roblox and Zepeto is a fascinating glimpse into the future of fashion and brand engagement. Learn more here: https://lnkd.in/gqdEV3u4.    Forget a passing fad – this is a game-changer.   Why, you might ask?   The metaverse offers a whole new way to tell your brand story.  Virtual handbags are just the first chapter. Think immersive fashion shows, interactive experiences that let users engage with your brand in a whole new way, and influencer campaigns featuring stylish avatars.    To thrive in this space, brands need to partner with creators who understand the metaverse landscape and can co-create captivating experiences.   Gen Z lives in the metaverse, and that's where brands need to be too.  This isn't just about staying trendy. It's about meeting your audience where they connect.    Partnering with metaverse creators allows brands to tap into this demographic authentically, fostering genuine connections built on shared experiences within the virtual world.   Now there’s the "phygital" experience.  Virtual handbag ownership might translate to real-world benefits or exclusive access, creating a unique blend of physical and digital experiences.    Brands and creators can collaborate to create these "phygital" experiences, further bridging the gap between the physical and virtual worlds.   #MetaverseMarketing #BrandPartnerships #TheFutureofFashion #Coach #Roblox #Zepeto

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ROI is making it RAIN!!! (aka incremental revenue) No Seattle jokes please;) We are working with large scale publishers in News, Sports, Entertainment, Health, Travel, and Autos verticals. High volume, high frequency. STOP READIG NOW if you are not interested or incentivized by incremental revenue. Now that we have dropped nonrevenue incented/operation types, let's talk about increasing revenue. If you are selling 100% of your supply you are in a rare, probably non-optimized group. Most publisher do not and should not fill more than 75% of supply directly. Using the bottom 25% to leverage floors higher, increasing bids/ecpm. ROI allows publishers the opportunity to efficiently monetize 100% of their supply. Accomplishing this by selling unfilled outside of the direct adstack in a secondary auction or post-bid strategy. We will deliver real time market data on supply value, allowing publishers to understand supply value and flooring. Selling and optimizing your unsold is a simple and import part of a balanced programmatic strategy. ROI is the only company that is doing this and has been doing this from the beginning of programmatic. Let's talk, let's drive incremental rev!

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One of the toughest puzzles we encounter is attribution to brick & mortar store sales for platforms like Meta & Tik Tok. There are many attribution tech companies working to solve this piece of the puzzle but the reality is, most advertisers can't afford attribution tech on top of media spend. That's why case studies like this are so important to read and share! If you are interested in advertising on social media and want a partner who understands the landscape - drop us a line! #mediabuying #retailadvertising #adagency

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During our recent roundtable, The Future of Pet, Kyle Schutte discussed how AI-driven product innovations are propelling the category forward. Advancements in tech are allowing brands to offer more personalized, scalable solutions to enhance pet care and well-being. Category experts, Carina Sandoval and Meredith Post shared additional data-backed consumer insights and cultural trends that are informing pipeline efforts. Watch the full recording here: https://okt.to/JEucQT

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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Incredible gathering of some of Southern California’s brightest marketing and e-commerce minds. Finding time to connect without any formal agenda, making new introductions to locals in the same industry, and brainstorming on some amazing ideas (insert Monarch Bay golf outing here). Great times Nick Lamothe with Crocs, Inc., Michael Grasewicz with Pattern Brands, Lindsey Breeden the Mayor of City of El Segundo, Matthew L. with Strand Marketing, and Willy Green with Keynes Digital #friends #relationshipsmatter #itsnotwork #socal #siliconbeach #ecommerce #digitalmarketing #growthmarketing #paidmedia #retention #acquisition #retentionmarketing #acquisitionmarketing #ctv #ctvadvertising #performancetv

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Brand safety is a critical topic that goes beyond just brands' media investment encompassing ethics and overall brand perception. It's unfortunate that a well-needed non-profit business can be do forced to dissolve due to the actions of a better-funded opponent. What do you think? #brandsafety #ethics #businessdissolution https://lnkd.in/eKPnj_nt

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To hyper-target or not to hyper-target? 🤔 Gordon Eldrett, our VP of Media & Tech at Circana, dives into this very question in this chat we had. Sure, technology and data lets us be precise but that doesn’t always mean you should. Reach and volume are important especially to CPG brands .It's a fine seesaw balancing act! 🎢 On one side, reducing waste by eliminating broad targeting might seem efficient, but what about that other 30% of potential customers? Those light or new to category buyers? Perhaps it's time to rethink: Are we sacrificing reach for precision? Are our ad messages becoming a whisper in a crowded room? 🤫🗣️ Check out Gordon's view below, on finding the balance between targeting and advertising reach. I will be sharing some data and examples soon on how Circana believes we can achieve the balancing act, after all, it's all about engaging the right audience without limiting ourselves too much! 💡 #audience #Advertising #MarketingStrategy #Targeting #Circana

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Wunderkind: The Sinister Side You Can't Ignore 😈🔥 Right now, Wunderkind is stirring up a storm in our circles. Some DTC brands are fleeing. Teams are scrambling for alternatives. Why this exodus? While Wunderkind promises gold, the grim stats lurking in some Klaviyo accounts tell a darker tale: • 𝗕𝗼𝘂𝗻𝗰𝗲 𝗥𝗮𝘁𝗲 𝗮𝘁 𝗮 𝗱𝗶𝘀𝗺𝗮𝗹 𝟯.𝟬𝟲% — POOR • 𝗦𝗽𝗮𝗺 𝗖𝗼𝗺𝗽𝗹𝗮𝗶𝗻𝘁𝘀 𝘀𝗼𝗮𝗿𝗶𝗻𝗴 𝗯𝘆 𝟳𝟲% — YUCK! • 𝗔 𝗽𝗶𝘁𝗶𝗳𝘂𝗹 𝟬.𝟮𝟯% 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲 𝗳𝗼𝗿 𝗙𝗹𝗼𝘄𝘀 — OUCHIE! (Real evidence attached below!) 𝗪𝗵𝘆 𝗶𝘀 𝘁𝗵𝗮𝘁? Wunderkind uses a large third-party list of email addresses to link anonymous sessions to emails given to a third party brand. This can grow your marketing audience, but at the expense of higher spam and privacy complaints. 𝗜𝘀 𝗪𝘂𝗻𝗱𝗲𝗿𝗸𝗶𝗻𝗱 𝘁𝗵𝗲 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝘃𝗶𝗹𝗹𝗮𝗶𝗻? Not entirely, but beware—tread carefully when linking it with your Klaviyo for that revenue boost. 𝗪𝗵𝗮𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗪𝘂𝗻𝗱𝗲𝗿𝗸𝗶𝗻𝗱 𝘀𝘁𝗼𝗿𝘆? Love, hate, or somewhere in between? Sound off in the comments. #emailmarketing #listgrowth #dtcmarketing

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**Diverse Segments Represent Business Growth: Are CMOs Investing Accordingly?** I recently read an insightful article by my colleague Isaac Mizrahi, CEO of Alma on Forbes that delves into a critical question for today's marketers: Are CMOs investing appropriately in diverse segments? As we approach the second half of the year, companies are reassessing their business projections amid an uncertain macroeconomic scenario. With inflation and high interest rates impacting consumers, brands are seeking growth opportunities beyond price increases. Diverse segments present a promising avenue for growth. According to the latest U.S. Census report, Hispanic, African American, and Asian American consumers now represent 100% of the country's population growth and a significant share of business growth across various categories. Isaac's analysis of data from the U.S. Bureau of Labor Statistics reveals that between 2017 and 2022, total annual aggregate spending per household increased by 25%. Notably, the combined diverse segment experienced a 42% increase in expenditure, outpacing the non-Hispanic white segment, which grew by only 19%. Household purchasing power also surged, with the Hispanic segment growing by 46% to $1.3 trillion, the African American segment by 35% to $1.0 trillion, and the Asian American segment by 47% to $0.7 trillion. These segments now represent 30% of America's household purchasing power, up from 26% in 2017. Despite these numbers, many CMOs still view diverse segments as an extension of the general market, relying on single, broad-reaching ideas. However, connecting with diverse consumers requires a balanced mix of inclusive and culturally specific approaches, leveraging influencers, social media, and digital channels to amplify culturally relevant messages. Ignoring the significance of diverse segments, especially among Gen Z and Gen Alpha, could be a costly mistake. These consumers demand recognition of their whole identity, including ethnic pride and belonging, influencing American culture in music, fashion, food, sports, language, and entertainment. Marketers must invest strategically in diverse consumer segments to achieve substantial growth and become market leaders. It's time to put marketing investments where the growth is. Which side will you pick? #Marketing #Diversity #BusinessGrowth #ConsumerTrends #CMOs #EthnicMarketing #hispanicmarketing

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A couple months ago, I noted Target's launch of the Store Companion GenAI model, designed to help employees get the answers they need. From late June to last week, Target's associates have already used the chatbot 50,000 times. That doesn't seem like a lot, but remember, the chatbot was only rolled out to some stores, not all of them. What I'm more interested in is how interactions only last a minute on average. That tells me two things in particular: 🎯 The chatbot is good at recognizing different ways questions may be asked, so employees don't have to reword their queries to get the responses they want. 🎯 Store Companion also likely has a high accuracy rate (essential for giving employees the right information, meaning the employee doesn't have to ask again or come back to the chatbot). As Store Companion makes its way to all Targets, I'll be watching closely to see if Target leadership shares more usage data like this. Stay tuned for their next earnings call. CX Dive has the story: https://lnkd.in/g54YfWz8 #retail #genai #generativeai

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The revenge of brand. The most important thing you’ll read this year. 1. Competition is everywhere. 2. DTC can be a trap (I just mentioned this to Joanne Tombrakos as we recorded her podcast today). 3. Brands aren’t built off performance marketing. Thank you for researching and writing Brian Morrissey “… invested a material amount of dollars (billions) into something that was less effective but easier to be measured vs something that was more effective but less easy to be measured. In conclusion: an impressive waste of money.” The issue in business? We have skipped over a whole generation of vision which understands how to do this without giving into “dashboard pressure.” https://lnkd.in/gJ9RmkYM

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I’m super excited to be kicking off a new series of events: Open Invite. There are two strong beliefs we hold at Metrikus that are behind this series of events. 1. We’re still in the early days of creating workplace experiences and the smart building industry is still young – but the change is more necessary than ever and real progress will only happen when we come together to share insights and collaborate. 2. Buildings aren’t just stand-alone structures – they shape cities, build communities, and leave a lasting mark on culture and history. This is something that should not and cannot be forgotten as we innovate into the future. So... we’re celebrating these things by hosting a series of meetups at interesting venues, offering unique experiences that inspire curiosity, spark conversations, and connect people from the PropTech, smart buildings, and workplace industries. For the first event, we’re heading to a free gig at the Southbank Centre, featuring Toby Corton and Kiiymm. It’s at 6pm on Thursday 10th October, and we’ll be heading to a pub nearby for a catch up after. It’s free to enter but please let us know here if you’re planning to come: https://lu.ma/4r5xu6q3 We’re starting in London but hope to celebrate the diverse culture of New York in the not-too-distant future.

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Allbirds is showing they’re in it for the long-run. A brand story (especially for a largely direct to consumer company) has to be relevant, consistent, and durable. I love how Allbirds CMO Kelly Olmstead talks about tweaking their strategy to “earn” their audience with a fresh take on platform marketing: “There’s a more modern way to look at a platform, whether it’s YouTube or Netflix or even TikTok, to entertain, to give the consumer something valuable so that you earn their attention. If not, they’re done in 3 seconds.”

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Twitch and Amazon Ads have introduced "The Glitch," a customizable in-game experience within Fortnite. The game should have street cred, as it was developed by "Halo" co-creator Alexander Seropian. Domino’s and Peloton are among the first to integrate their brands into the new experience. As an added benefit, Twitch streamers will also promote these experiences to its large user base, 70% of whom are 18-34. Brands can adjust campaigns within the game, with metrics such as engagement, site traffic, and player interactions used to measure success. https://lnkd.in/gthnR6VB

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Spot on. AI is reshaping consumer behavior and expectations at an unprecedented rate, and brands must look beyond generative AI to stay ahead of the curve. Embracing a comprehensive and innovative AI strategy is essential to remain relevant and competitive in this rapidly evolving landscape.

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Balancing purpose, innovation, and quality always matters 👀 Consumers are savvy and quick to spot when a brand’s actions don’t match its words—especially when it comes to sustainability. Brands perceived as "greenwashing" see a quick dip in customer happiness, and that directly affects revenue. But, while people care about sustainability, they also want innovation and quality. That’s why brands like Patagonia stand out as examples—they’ve nailed the balance of great products, environmental responsibility, and being transparent about what they stand for. At the end of the day, brand perception matters. A lot. It’s more than just slapping on a green label. Consumers want to feel confident that a brand aligns with their values and delivers on quality. To win customer trust and loyalty, focus on authenticity, innovation, and delivering products that people love and trust. #brandstrategy #brand #marketing #revenuegrowth

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Rhode is THE celebrity brand of celebrity brands. But not every brand is as successful as Rhode, so how did they do it? Here's what I've seen: 1. White Space Identification Rhode differentiated themselves by launching as a skincare company instead of another celeb make-up brand. They also didn't immediately move into the make-up space. Instead, they focused on products that towed the line of make-up AND skincare (Ex: Tinted Lip Peptides). Once they found that consumers were receptive to both, they've been able to parlay into the make-up space (like their new blush line). 2. Creative, Creative, Creative Rhode has great creative. Simply put. It's simple. Clean. Aesthetic. Yet flavorful and engaging. It's perfectly aligned with who the brand is at its core. 3. Skincare as a Routine Unlike makeup, which people change up based on occasion, skincare is a daily routine that hinges on consistency. This means customers are more likely to repurchase regularly. By focusing on skincare, Rhode taps into a consistent consumer habit, driving higher customer LTV and brand loyalty. 4. The Coveted PR List The Rhode PR list has become the most talked about PR list in the influencer world. Being on the Rhode PR List signifies your status as an influencer more than your follower count. And as a brand, you know you've made it when your PR gift is more validating to the influencer than to the brand. 5. Hailey's Involvement Hailey is known for being a model with great skin. It's a no brainer that she would launch a skincare company. She holds the title of creative director, which gives credibility to the brand, making it feel authentic and personal to her. She is consistently present in the brand’s narrative, and it never feels over the top. AND the brand succeeds even in her absence from some campaigns. Hailey Bieber, we 💙 Rhode. Why do you think Rhode has been so successful? What do you think about their move from skincare into make-up? P.S. Can LinkedIn influencers get on the rhode skin PR list? Asking for a friend😅 -- Follow Ali Kaltman for more brand breakdowns 💙 #rhode #brandmarketing #branding #marketing #celebritybrands

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New from Association of National Advertisers, Razorfish's Cristina Lawrence talks about the rising trend of both virtual influencer accounts managed by humans, and actual AI influencers. "It's going to require much deeper thinking for brands around how to maintain consumer trust through transparency. How do we ensure brand safety, and what guardrails can we give these avatars? It's going to be on the backs of brands to ensure that they are doing what's right by the consumer." More from Chuck Kapelke here: https://lnkd.in/gQJRthyJ #AI #influencermarketing #socialmedia #GenAI

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