Welcome to the automated Brand Tracker diaries.
Direct Insured: How Allianz Direct Makes Insurance Part of the Gen Z Feed
Goal: Engage Gen Z audiences
Media: social media
Summary: Allianz Direct, in collaboration with Somention, has launched a social-first campaign titled 'Direct Insured' featuring Willie Wartaal as the main character, aiming to engage with Gen Z audiences.
Hasan & partners named the best independent agency at the international Golden Drum competition – the success behind the multiple award-winning Naisten Linja campaign
Goal: To raise awareness about violence against women through social media restrictions.
Media: Social media
Summary: Finnish agency Hasan & partners has been named the best independent agency at the international Golden Drum competition, primarily due to the success of their campaign 'Kielletty mallisto' for Naisten Linja. The campaign won eight awards, including four golds and three silvers, and addressed the challenges of communicating about violence against women due to social media platform restrictions by turning censored messages into printed statements on clothing, allowing the message to reach a broader audience regardless of platform limitations.
Score Your Frame: How Lenskart turned Arab youth’s Snapscore into an eyewear flex
Goal: Build awareness and acquire new customers among Arab youth
Claim: What's your score?
Media: Social media
Summary: Lenskart launched the 'Score Your Frame' campaign to engage Arab youth by linking their Snapscore on social media with eyewear rewards, aiming to drive brand awareness and encourage first-time trials without traditional marketing methods. The campaign ran for one month in the UAE and Saudi Arabia, focusing on Arab youth's social metrics as a status marker.
1 Like = 1 Puchi, Over 25,000 Confirmed – Putiputi Corporation’s SNS Campaign is a Great Success
Source: https://www.advertimes.com/20261002/article559682/
Goal: Increase brand recognition after name change
Claim: 1 Like ❤ = 1 Puchi
Media: Social Media (X), Keyboard app collaboration
Summary: Putiputi Corporation, formerly known as Kawakami Industries, launched a social media campaign where each like on a post equates to a 'Puchi' being popped. As of October 2, the post received around 26,000 likes and numerous comments. Additionally, the company collaborated with the keyboard app Simeji to offer themed keyboard skins and special effects, aiming to integrate their product identity with their brand name. This initiative supports their effort to enhance recognition following their name change and merge product branding with corporate identity.
Don’t Forget About Me
Goal: To celebrate Grandparents' Day by engaging the community and promoting the importance of family memories
Media: Online, Social Media
Summary: Nonno Nanni launched a digital campaign called 'Don't Forget About Me' in celebration of Grandparents' Day, encouraging community involvement through a 'Memory Mission' that includes sharing personal memories related to grandparents. The campaign also includes a donation of 5,000 euros to Auser, an association promoting active aging, and will compile community contributions into a collective video. Participants can earn digital tokens for branded prizes.
San Carlo searches for the taste of the next Limited Edition. VML signs the social campaign
Goal: To explore and discover new flavors for the upcoming Limited Edition 2027.
Media: Instagram and TikTok
Summary: San Carlo is looking to develop the next flavor for its Limited Edition 2027 after previous success with a Truffle flavor. The initiative involves three Taste Hunters exploring India, Portugal, and Norway for local spices, culinary traditions, and ingredients. VML Italy has created a social media campaign to document their journeys on Instagram and TikTok.
Parkin Recognizes Emirati Women’s Contributions and Gives Back in Latest Campaign
Goal: Celebrate and recognize Emirati women's contributions
Claim: Emirati women are a force to be reckoned with
Media: Social media channels
Summary: Parkin has launched a campaign for Emirati Women’s Day, gifting monetary credits to over 3,000 Emirati female customers while also showcasing the contributions of Emirati women within the company through a video series. The initiative aims to strengthen customer loyalty and highlight the roles of women in the workplace, continuing the brand's commitment to celebrating Emirati women.
The Optical Club unveils Always Proud. Always for the Nation Saudi National Day campaign
Source: https://campaignme.com/the-optical-club-unveils—–saudi-national-day-campaign/
Goal: To celebrate Saudi National Day by promoting the brand's year-round offers.
Claim: Always Proud. Always for the Nation
Media: TikTok, Instagram, social channels
Summary: Optical Club has launched its campaign 'Always Proud. Always for the Nation' to celebrate Saudi National Day 2026, focusing on its continuous offers rather than a time-limited promotion. The campaign, led by Freedom agency, emphasizes awareness and engagement through social-first content on platforms like TikTok and Instagram, showcasing that quality eyewear should be celebrated year-round.
Emirati Women’s Day: Al-Futtaim Lexus Celebrates Detours Along Path to Progress
Goal: To celebrate Emirati women's journeys and resilience in pursuing their opportunities.
Claim: Create your own path. Your nation supports every step.
Media: TikTok, Meta, YouTube, LinkedIn
Summary: For Emirati Women's Day, Al-Futtaim Lexus launched a campaign that highlights the journeys and experiences of Emirati women, recognizing their resilience and choices rather than just their achievements. The campaign features Mariya Bin Karam's story, showcasing the importance of creating opportunities and aligns with Lexus' brand values of evolution and meaningful journeys. The social-first rollout spans several platforms, weaving her experiences into a multi-part narrative throughout the campaign.
Gyukaku x Happy Turn: Why This Unusual Collaboration?
Source: https://www.advertimes.com/20260824/article554614/
Goal: Enhance customer satisfaction with new dining experiences
Media: SNS, Digital Magazine
Summary: Gyukaku, a yakiniku chain, collaborated with Kameda Seika's Happy Turn to offer a limited-time menu featuring unique meat dishes and a special ice cream, aiming to provide a novel dining experience while engaging families and social media users. The campaign encouraged conversation amongst customers and significantly increased engagement on social platforms.
Lufthansa printed airplane behavior guidelines on sleeves, hats, and bags
Goal: Encourage better passenger behavior during flights
Claim: It's OK to clap when the plane lands, Text your mom after landing
Media: TikTok, Instagram, Pinterest, outdoor advertising at airports
Summary: Lufthansa has launched the Travel Etiquette Collection in collaboration with Serviceplan, featuring clothing items with messages promoting good passenger behavior during flights. The collection aims to create discussions about common in-flight disagreements and is distributed through social media and influencers rather than being sold in stores.
Snickers Ice Cream was looking for a person to chill the internet with ice cream
Goal: To find someone to cool down heated online discussions
Media: social media, vlogs
Summary: In late July, Snickers Ice Cream launched a search for its first Chief Online Chill Officer, a temporary position aimed at cooling heated online conversations with humor and ice cream. This paid engagement will last two weeks, focusing on responding to intense discussions and creating social media content, including vlogs. The campaign centers around the new Snickers Ice Cream Minis line, available in various flavors, and highlights the brand's understanding of how hunger influences behavior, particularly in online interactions. Applications were open until early August, requiring a short video submission from candidates.
Hilton’s CMO on why brand marketing is an ‘irrational affinity business’
Goal: Increase consumer engagement and loyalty through a social-first campaign.
Media: Instagram
Summary: Hilton launched a social-first campaign to give away 1 billion Hilton Honors points, featuring influencers Paris Hilton and Lando Norris. The campaign aims to engage with consumers during summer travel and emphasizes the emotional aspect of loyalty over mere transactions.
Social Campaign: Bahlsen and KNSK pack chocolate cookies into coolers
Goal: Promote Bahlsen's chocolate cookies
Media: Social Media
Summary: Bahlsen, in collaboration with the agency KNSK, has launched a social media campaign that creatively involves packing chocolate cookies into coolers. This initiative is aimed at driving engagement and promoting their products.
Cutwater stirs up hosting simplicity in summer campaign
Source: https://www.marketingdive.com/news/cutwater-stirs-up-hosting-simplicity-in-summer-campaign/825605/
Goal: Promote Cutwater's Long Island iced tea flavor and enhance brand presence
Claim: Hosting simplicity with Parker Pour
Media: Social media
Summary: Cutwater has launched 'The Longest Island' campaign featuring Parker Posey to promote its Long Island iced tea flavor. The campaign showcases the simplicity of serving cocktails at gatherings and includes a sweepstakes for consumers to win upgrades for their kitchen hosting setup. This initiative is part of AB InBev's efforts to drive growth in their Beyond Beer portfolio, targeting younger demographics like Gen Z and millennials.
Not Too Light – Abloy Condensed Trust into a Gesture in Youth-Oriented Campaign
Goal: Engage young consumers and build relevance among them
Claim: Trust can be distilled into a gesture
Media: Social media, particularly TikTok and Instagram
Summary: Abloy, a leading brand in Finland known for locks, launched the Abloy Handshake Challenge to engage young Finnish audiences. The campaign encourages participants to create and share their unique handshake videos on social media, aiming to translate the abstract value of trust into a concrete action that resonates across cultures. The initiative involved collaborating closely with the agency SEK and notable influencers. This strategic outreach aims to establish a connection with the younger demographic, who will be decision-makers in the future.