Welcome to the automated Brand Tracker diaries.
The marketing director of Calvin Klein talks about how to manipulate the algorithm and adopt an entertainment-focused mindset
Goal: Increase sales and engagement through viral content
Media: Podcast, Social Media
Summary: Calvin Klein's provocative campaign featuring Dakota Johnson this year successfully boosted female product sales and engagement. Global Marketing Director Jonathan Bottomley discussed how the brand uses a focus on entertainment to create viral content that resonates with younger consumers.
Lola Índigo stars in Nescafé’s campaign to promote iced coffee
Source: https://ipmark.com/lola-indigo-protagoniza-campana-nescafe-impulsar-cafe-frio/
Goal: Encourage consumers to experiment with coffee recipes
Claim: Hack it!
Media: Social media, digital content
Summary: Nescafé has launched a new digital campaign featuring artist Lola Índigo to promote its Espresso Concentrate, a liquid concentrate designed for quickly making customizable iced coffee at home. The campaign, titled 'Hack it!', encourages consumers to experiment with different coffee recipes and aims to connect with Generation Z, who value authenticity and personalization. The strategy highlights Lola Índigo's image as an innovative artist and will be disseminated across various digital platforms during the summer.