How do you capture the fickle target of Generation Z? In this case study I outline how we used a strong digital 360 to launch the new fragrance Girls Can Do Anything from Zadig&Voltaire Parfums.
The digital age is challenging brands with shifting landscapes and consumer habits that require constant adaptation and reinvention. Not only are customers driving the change, but the Internet allows every business to see what every other business is doing - and this accelerates how industry norms and best practices proliferate. A new idea is not … Continue reading The 5 Biggest Challenges Facing Brands in 2019
Over the past year I have worked as a Digital Activations Manager. I get a lot of questions about what that is - both from people outside and inside the organization. So here are answers to some of the questions I hear most often, and how this role is transforming the business of digital.
Remember back when Facebook told brands and publishers that they would be able to build up large communities and then reach them whenever they wanted? Those were the good old days. Now, Facebook has announced that it is strangling the organic reach of brands and publishers for the sake of their user experience. To be … Continue reading Facebook’s New Algorithm Spells Disaster for Brands and Publishers
If 2017 was all about influencers, 2018 is all about microinfluencers. Like any media before it, the realm of influence quickly became saturated by brands hawking their wares in beautiful images created by people who have large audiences. The ability of people to influence is different than other forms of media. If you run … Continue reading The Rise of Micro-influencers and What it Means for Digital Marketing