Brand Tracker

Welcome to the automated Brand Tracker diaries.

Vietnam

DMA 2026 podcast: How this eCommerce marketer was convinced of the power of marketing

Brand: PUMA

Campaign: Speedcat Event in Vietnam

Source: https://www.marketing-interactive.com/dma-2026-podcast-how-this-ecommerce-marketer-was-convinced-of-the-power-of-marketing

Goal: Increase sales through social commerce

Claim: The power of social commerce

Media: TikTok, live streaming, offline events

Summary: Puma's Speedcat sneaker faced slow sales in Vietnam despite strong performance elsewhere. To address this, they organized a closed-door offline event that was showcased on TikTok, combining offline and online efforts. This resulted in increased sales across all channels, showcasing the impact of social commerce in driving brand performance.

Uruguay

Ecommerce Still Has Much Room to Grow in Uruguay

Brand: PedidosYa

Campaign: Quick Commerce Campaign

Source: https://infonegocios.biz/te-invito-a-comer/el-ecommerce-todavia-tiene-mucho-espacio-para-crecer-en-uruguay-juan-muxi-managing-director-de-pedidosya-uruguay

Goal: Focus on expanding quick commerce offerings.

Summary: In a recent interview, Juan Muxi, Managing Director of PedidosYa Uruguay, discussed the company's growth trajectory and future plans, highlighting a new campaign aimed at quick commerce, including categories like pharmacies and baby products. PedidosYa also focuses on user adoption for their subscription service and has been actively providing credit to partner businesses.

business growth eCommerce quick commerce

Netherlands

YouTube Starts Shopping Affiliate Program in the Netherlands, bol.com and team5pm Join Immediately

Brand: YouTube

Campaign: Shopping Affiliate Program

Source: https://www.adformatie.nl/tech/influencer-marketing/youtube-start-shopping-affiliate-programma-in-nederland

Goal: To launch an affiliate shopping program

Media: YouTube

Summary: YouTube has launched its Shopping Affiliate program in the Netherlands, with bol.com and team5pm joining this initiative immediately.

affiliate marketing eCommerce

Global

Retail Roundup: Amazon Befriends OpenAI, and Walmart’s Advertising Ambitions Grow

Brand: Amazon

Campaign: Partnership with OpenAI for ChatGPT Ads

Source: https://www.adweek.com/commerce/retail-roundup-amazon-befriends-openai-and-walmarts-advertising-ambitions-grow/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=5

Goal: To allow advertisers to buy ads within the AI answer engine

Media: Amazon's demand-side platform

Summary: Amazon has partnered with OpenAI to enable advertisers to place ads within the ChatGPT AI answer engine, utilizing Amazon's demand-side platform for ad purchasing and bidding strategies.

advertising AI partnership eCommerce

Singapore

L’Oréal names new SAPMENA chief digital and marketing officer, Lex Bradshaw-Zanger takes new role

Brand: L’Oréal

Campaign: Join the refill movement

Source: https://www.marketing-interactive.com/l-oreal-names-new-sapmena-chief-digital-and-marketing-officer-lex-bradshaw-zanger-takes-new-role

Goal: Scale regional marketing initiatives

Media: skincare, fragrance, makeup and haircare

Summary: L’Oréal has launched the third edition of its global 'Join the refill movement' campaign across the SAPMENA region, which includes several of its prominent brands, and announced the appointment of Marc Dicko as the new chief digital and marketing officer for the zone. This campaign aims to promote sustainability and innovation in beauty products and services.

beauty industry eCommerce L'Oréal marketing sustainability

Croatia

Liverpool does not interrupt the Anfield Effect at the end of the advertisement

Brand: Liverpool FC

Campaign: Feel the Anfield effect

Source: https://www.media-marketing.com/vijesti/liverpool-ne-prekida-anfield-effect-na-kraju-reklame/

Goal: Enhance fan engagement and drive merchandise sales through a cohesive campaign

Claim: Feel the Anfield Effect

Media: Television, online platforms

Summary: Liverpool FC and adidas launched the third kit for the 2026/27 season with a campaign that transcends traditional product advertising. The 'Feel the Anfield Effect' campaign integrates creative concepts, a lifestyle offering, and a revamped online store to convert interest into purchases. By linking the atmosphere at Anfield to the capabilities of players wearing the new jersey, the advertising illustrates an almost superhuman performance. A 90-second ad featuring team captains conveys a unifying club identity while expanding the campaign's reach within their audience. The new online store is designed to enhance the shopping experience for fans.

eCommerce fashion Football sports marketing

Global

Has adidas found the secret formula to Liverpool’s Anfield effect?

Brand: Adidas

Campaign: Feel the Anfield effect

Source: https://www.marketing-interactive.com/has-adidas-found-the-secret-formula-to-liverpool-s-anfield-effect

Goal: To promote Liverpool's third kit and lifestyle apparel inspired by the Anfield atmosphere

Claim: Feel the Anfield effect

Media: Campaign film, digital media

Summary: Adidas is launching a campaign titled 'Feel the Anfield effect' to promote Liverpool FC's third kit for the 2026-27 season. The campaign captures the energy of Anfield on European match nights and features players along with a film narrated by a lifelong Liverpool supporter. The kit, designed with inspiration from the crowd's movement, also coincides with a new eCommerce platform that enhances the shopping experience for fans.

Adidas campaign eCommerce Football Liverpool FC

Singapore

The Coca-Cola crowned eCommerce Brand of the Year at Asia eCommerce Awards 2025

Brand: Coca-Cola

Campaign: Coke&Go, FoodMarks, Grab Hyper-Segmentation, Philippines Christmas 2024 with foodpanda, Australia – Refining eCommerce Excellence

Source: https://www.marketing-interactive.com/the-coca-cola-company-crowned-ecommerce-brand-of-the-year-at-the-asia-ecommerce-awards-2025

Goal: To excel in eCommerce branding and marketing

Claim: eCommerce Brand of the Year

Media: Online and eCommerce platforms

Summary: The Coca-Cola Company won 'eCommerce Brand of the Year' at the Asia eCommerce Awards 2025, outpacing Nestlé with multiple accolades. Its successful campaigns, including 'Coke&Go' and 'Philippines Christmas 2024 with foodpanda', collectively dominated multiple categories, showcasing Coca-Cola's innovative approach in eCommerce.

Coca-Cola eCommerce marketing awards WPP Open X