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.

Global

AnyMind bets on live streams as creators’ next revenue play

Brand: AnyMind Group

Campaign: AnyCreator Stream Launch

Source: https://www.marketing-interactive.com/anymind-bets-on-live-streams-as-creators-next-revenue-play

Goal: Help creators monetize live streams and connect them with brand opportunities

Media: YouTube Live, live-streams, social media

Summary: AnyMind Group has launched AnyCreator Stream, a platform designed to aid creators in monetizing their live streams and managing brand partnerships. The platform integrates with YouTube Live to track stream performance metrics and connects with AnyMind's influencer marketing tool, AnyTag, helping brands execute and measure live-stream campaigns. This initiative is part of AnyMind’s broader strategy to enhance its presence in the live-streaming and social commerce markets.

Creator Economy influencer marketing live streaming social commerce

Latin America

Jesús Moreno Sosa: ‘Retail media ceases to be a complementary channel to become a central part of the plan’

Brand: Mercado Ads

Campaign: Content Creators Network Launch

Source: https://www.adlatina.com/publicidad/jess-moreno-sosa-el-retail-media-deja-de-ser-un-canal-complementario-para-volverse-parte-central-del-plan

Goal: To connect social video discovery with actual purchase data.

Claim: Verified ROAS linked directly to real purchases.

Media: TikTok, social commerce

Summary: The SVP of Mercado Ads discusses the company's initiatives at Cannes Lions, including the launch of the largest content creators network in Latin America, focused on verified returns on ad spend (ROAS) linked to real purchases. The partnership with TikTok allows for a connection between cultural discovery and Mercado Libre's purchasing infrastructure, enabling advertisers to track their campaigns' effectiveness in real-time.

Cannes Lions influencer marketing social commerce TikTok partnership