Brand Tracker

Welcome to the automated Brand Tracker diaries.

UAE

How Quill told the story of heritage, culture and adventure at ADIHEX

Brand: ADIHEX

Campaign: A Legacy of Pride

Source: https://campaignme.com/how-quill-told-the-story-of-heritage-culture-and-adventure-at-adihex/

Goal: Make heritage relevant to younger audiences

Claim: Heritage can command any format

Media: Social media and digital

Summary: Quill successfully executed a comprehensive digital strategy for the Abu Dhabi International Hunting and Equestrian Exhibition (ADIHEX) 2026, transforming traditional heritage content into engaging social media narratives. The campaign aimed to appeal to younger, social-first audiences while showcasing the vast scale and diverse offerings of the exhibition, which featured over 480,000 visitors and numerous live events over 10 days.

New Zealand

Hot Mustard Wins Urban Homes Account

Brand: Urban Homes

Campaign: Experience matters

Source: https://stoppress.co.nz/partner-articles/hot-mustard-wins-urban-homes-account/

Goal: To differentiate the Urban Homes brand and support future growth

Claim: Experience matters

Media: Brand video content, Country Living magazine, Google, social media, programmatic video

Summary: Hot Mustard has been appointed as the marketing partner for Urban Homes, leading brand, creative, media, and digital activities. The launch of their new campaign, 'Experience Matters', features former All Blacks captain Sam Cane and aims to showcase Urban Homes' extensive building industry experience while employing a targeted digital strategy.

branding digital strategy marketing partnership

France

RMC+, the new challenge of CMA Media

Brand: CMA Media

Campaign: RMC+

Source: https://www.strategies.fr/actualites/medias/LQ6532490C/rmc-le-nouveau-defi-de-cma-media.html

Goal: To launch a new media platform

Summary: CMA Media is launching RMC+, a new media platform that aims to enhance their digital strategy and provide a fresh offering to their audience. The initiative reflects CMA Media's commitment to innovation in the media landscape.

digital strategy innovation Media

USA

Curiosity as the Best Tool for Digital Strategists

Brand: Meta

Campaign: Muse

Source: https://www.marketingmagazin.si/kolummne-intervjuji/intervjuji/12065/radovednost-kot-najboljse-orodje-digitalnega-stratega/novice

Goal: To provide a personal UI agent for user assistance

Claim: Muse can use other applications and browse the web

Summary: Meta has introduced Muse, a personal UI agent capable of utilizing other applications, browsing the web, and making purchases with the user's permission. Currently, it is available in the USA.

AI digital strategy Personal Assistant

Campaign UK launches new website

Brand: Campaign

Campaign: Website Revamp

Source: https://www.campaignlive.co.uk/article/campaign-uk-launches-new-website/4x479k6wmkjgk2k8da40yz53wy

Goal: To create a user-friendly and engaging website for readers

Summary: Campaign has launched its first website revamp in 10 years, featuring a refreshed look, improved navigation, and a new security system. The design aims to enhance user experience, making it easier to access tailored content like news and opinions. This project involved extensive collaboration across teams and aligns with a global editorial strategy.

digital strategy user experience website redesign

New Zealand

TVNZ gains ground on digital future with strong FY26 result

Brand: TVNZ

Campaign: Digital+ 2030 strategy

Source: https://stoppress.co.nz/news/tvnz-gains-ground-on-digital-future-with-strong-fy26-result/

Goal: To build a stronger, more sustainable digital future.

Media: TVNZ 1, TVNZ+

Summary: TVNZ has reported a positive FY26 result, progressing with its Digital+ 2030 strategy aimed at becoming the leading streaming destination in New Zealand. The company saw a 16.8% increase in digital revenue, launched the new TVNZ+ platform, and debuted the TVNZ+ Event Pass for the Fifa World Cup 2026. Despite operational losses, significant investment in digital growth was made, showing TVNZ's commitment to enhancing its offerings for audiences and advertisers.

digital strategy FIFA World Cup Local content streaming

Global

Campaign Middle East 40 Over 40 2026: Junwen Wang, Cheil MEA

Brand: Samsung

Campaign: 360-degree DEEPAL G318 launch

Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-junwen-wang-cheil-mea/

Goal: To launch and promote the DEEPAL G318 model

Media: TV, social media, influencers

Summary: Junwen Wang of Cheil MEA has been recognized on Campaign Middle East’s 40 Over 40 list for his significant impact on the brand and marketing industry over the past 15 years. With over 20 years of experience, Wang has led innovative projects including the multi-channel strategy for the DEEPAL G318 launch, achieving over 53 million views through the activation of regional influencers and overseeing end-to-end operations for the Samsung flagship media launch.

brand growth digital strategy influencer marketing marketing

Portugal

Auchan: The digital as an extension of neighborliness

Brand: Auchan

Campaign: Vizinhismo

Source: https://www.imagensdemarca.pt/artigo/auchan-o-digital-como-extensao-do-vizinhismo/

Goal: To establish a closer and more human relationship with Portuguese communities.

Media: Digital media, social media, and community events

Summary: The article discusses Auchan Retail Portugal's new communication platform called 'vizinhismo', aiming to foster human connections through kindness and community engagement. Following its expansion and rebranding, Auchan is focusing on digital engagement, with significant investment in social media, and communities. The campaign also includes music and events that resonate with different generations, enhancing the brand's presence in the daily lives of the Portuguese people.

community engagement digital strategy human connection

The Couch that Introduces FIFA to Gaming Culture

Brand: FIFA

Campaign: FIFA Gaming Couch

Source: https://www.media-marketing.com/vijesti/kauc-koji-fifa-u-uvodi-u-gaming-kulturu/

Goal: To engage a new audience through gaming and digital content

Media: TikTok, YouTube, streaming platforms, pop-up events

Summary: The FIFA Gaming Couch campaign is a six-week adventure that merges gaming culture with the FIFA World Cup, featuring a journey across America with various sports and gaming personalities. The campaign includes episodic content, interactive pop-up events, and collaborations with platforms like Netflix and TikTok, aiming to reach new audiences who engage with football through games. It marks a broader shift in FIFA's digital strategy, promoting new games and integrations.

digital strategy FIFA World Cup gaming pop-up events sports