Emily Petek-Sargeant’s Post

It’s the dawn of a new era for PETERMAYER and for brands! Check out this awesome article from Adage featuring Michelle Edelman!

🌟 Dove : Positive Affirmations** 🌟 Does anyone remember this campaign back in 2004? Empowerment is such a buzzword in modern-day marketing, but few brands have pulled it off as successfully as Dove. Back in 2004, Dove launched their groundbreaking Real Beauty campaign with the aim of rebuilding women's confidence in their natural looks after decades of unrealistic aesthetic standards in the beauty industry. With an idea as powerful as that, the campaign became a massive success, boosting Dove’s sales by $1.5 billion in the first 10 years and making Dove’s soap the most popular soap brand in the US. From billboards with tick boxes showing the power of positive perceptions to powerful messages that have stood the test of time, Dove's approach was truly unique. The uniqueness of Dove’s campaign lies in its genuine promotion of positive affirmations. It's a reminder of the impact positive messaging can have. Let's bring back Positive Affirmations in marketing and continue to empower and uplift consumers everywhere. Unilever #Dove #RealBeauty #PositiveAffirmations #Empowerment #Marketing #SelfConfidence #BeautyStandards #Inspiration #ThrowbackCampaign

Find out what “cool” means – and which brands have it – according to Gen Z across North America and Europe at Gen Z 101 Cool Brands on February 20. Our experts will walk you live through our inaugural Cool Brands rankings, the biggest risers and fallers, and just what you can do to be cooler with Gen Z. Over 400 marketers signed up in the first 24 hours -- don't lose your spot. https://lnkd.in/ew622rRB

Two brands that nailed their collabs this week—and one that majorly missed the mark: 🏆 First up, the winners: Dunkin' and Scrub Daddy, Inc. 🍩 🧽 Yes, you read that right. These two unlikely brands teamed up for a collab we didn't know we needed. What I love about their announcement is the behind-the-scenes insight from Dunkin’s Director of Brand Engagement, Kemma Kefalas: it all started with a comment and some DMs—how fun is that?!  (link to original post in comments). Give these social media managers RAISES!!! 👏🏼 Kerrie Longo I love a good peek under the hood of campaigns. I am ALWAYS dying to know what the creative brief was or what the inspo was for a good idea and now we know. So pick up your glazed donut scrub daddy today. (not an #ad) ❌ Now, the not-so-great: Match and Jay Shetty. Match announced a partnership with Jay Shetty, under the premise of helping you to “date differently” (do not get me started) and I can't help but wonder—what were they thinking? 🤦🏼♀️ It seems they anticipated backlash, as they turned off negative comments on Instagram. Their post only had 15 comments after being up for over 24 hours, which raised my eyebrows. A quick click on “hidden comments” revealed one that said, “Um, do you all know who Jay Shetty REALLY is?!” Considering his recent public controversy in March, it feels way too soon to align with him, in my opinion. ➡️ So, what are your thoughts on these collabs? ⬅️ 💭 And if you could dream up your ultimate collaboration, what would it be? Let us hear from you in the comments! ✨ Let’s Grow! 🌱

March Wrap Up: Key Takeaways for the Ad World ✨ This month brought a wave of interesting developments in the marketing and advertising space! Here are some key takeaways: 👉 Starbucks Shakes Up Marketing Structure: The coffee giant is streamlining its marketing leadership, focusing on regional growth and brand experience. This shift towards geo-targeted marketing with a strong brand voice is something to keep an eye on, especially for agencies with international clients. 👉 Bubly Gets a Burst of Flavor: PepsiCo's bubbly beverage is aiming to recapture consumer excitement with a new product line – Bubly Burst. This launch caters to those who want a balance between sparkling water and soda, and is backed by a strong marketing push. It's a reminder that innovation and understanding consumer preferences are crucial for sustained success. 👉 Standing Up Against Street Harassment: A powerful study by Ipsos highlights the alarming prevalence of street harassment and the need for intervention training. Social responsibility initiatives like L'Oréal Stand Up Against Street Harassment program demonstrate the positive impact brands can have in tackling real-world issues. 👉 Reels Up the Length: Both Instagram and TikTok are testing longer video formats. This trend towards extended content creation reflects the evolving entertainment preferences of users. As social media platforms compete for attention, adapting content strategies to these changes will be vital. These are just a few of the stories that caught our eye this month. What marketing trends are you most interested in? Let's chat in the comments! #marketing #advertising #agencylife #socialmedia #LeagueofAgencies

In today's market, it's not just about selling products; it's about selling emotions. From Coca-Cola's iconic "Share a Coke" campaign to Nike's empowering "Just Do It," brands are tapping into the power of emotion to create lasting connections with consumers. But it's not just consumer goods companies; even healthcare brands are leveraging emotions to connect with their audience on a deeper level. Consider companies like Johnson & Johnson, who not only provide healthcare products but also evoke feelings of trust, care, and reliability. Their campaigns often focus on real-life stories of overcoming challenges and nurturing relationships, resonating with audiences on an emotional level. In the healthcare industry, emotional connection is key to building trust and loyalty. Brands can emotionally connect with their customers and service users by: 1. **Empathy in Communication:** Listening to their concerns, addressing their needs, and showing genuine empathy in every interaction. 2. **Inspiring Stories:** Sharing inspiring stories of recovery, resilience, and hope that showcase the positive impact of their products or services. 3. **Community Building:** Creating supportive communities where users can connect with others facing similar challenges, fostering a sense of belonging and understanding. 4. **Personalization:** Tailoring their offerings to individual preferences and needs, making customers feel valued and understood. 5. **Authenticity:** Being transparent and authentic in their communication, building trust and credibility with their audience. By selling emotions alongside their products or services, brands can forge deep emotional connections that transcend transactional relationships. In the healthcare industry, where empathy and compassion are paramount, emotional connection can make all the difference in improving patient outcomes and enhancing overall well-being. How does your brand sell emotions? Share your thoughts and experiences in the comments below! Let's continue the conversation on the power of emotional connection in marketing and branding. -Goz #BrandEmotions #HealthcareMarketing #EmotionalConnection #Branding #Marketing #Brandbuilding #TheBusinessOfHealthcare

🌟 Dove's "Real Beauty" Campaign: Empowering Through Authenticity 🌼 In a world often dominated by unrealistic beauty standards, Dove's "Real Beauty" campaign shines as a beacon of authenticity and empowerment. Launched in 2004 by Unilever, this campaign has become a hallmark of impactful marketing, reshaping the beauty industry's narrative. 🔍 The Need for Change: Dove recognized society's yearning for change, addressing the damaging impact of beauty ideals. It began by revealing that only 2% of women saw themselves as beautiful—laying the foundation for redefining standards. 💪 A Resounding Impact: The campaign's success lies in resonating deeply with emotions and nurturing positive brand connections. Personal stories showcased how Dove products improved appearance and self-esteem. 💬 Conversations That Matter: Beyond products, the campaign sparked vital conversations about self-esteem and body positivity, breaking barriers and building understanding. 🌐 Multi-Media Brilliance: Leveraging print, TV, and social media, the campaign's reach was extensive, spreading self-acceptance globally. 💰 Evident Impact: The campaign's success resulted in a substantial increase in Dove's revenues by around 10% in 2010 compared to the previous year. This campaign highlights the importance of authentic engagement. By addressing real issues, sparking emotional connections, and showcasing social responsibility, brands can foster lasting positive associations. #marketing #marketingcampaigns

These stats about #brandbuilding from a CMO at a top consumer company stopped me in my tracks... 𝘓𝘪𝘵𝘦𝘳𝘢𝘭𝘭𝘺, 𝘐 𝘴𝘵𝘰𝘱𝘱𝘦𝘥 𝘮𝘪𝘥 𝘥𝘰𝘨 𝘸𝘢𝘭𝘬 𝘵𝘰 𝘸𝘳𝘪𝘵𝘦 𝘵𝘩𝘪𝘴 𝘥𝘰𝘸𝘯. 🐶🤓 E.L.F. BEAUTY is celebrating is 20th Anniversary this year and is set to hit $1B in revenue 'sooner rather than later' after sales surged +76% last quarter. What does the team attribute the success to? You guessed it, 𝗕𝗥𝗔𝗡𝗗 𝗕𝗨𝗜𝗟𝗗𝗜𝗡𝗚. 🧱 According to Kory Marchisotto on The Speed of Culture Podcast, the company was only spending 7% of its annual budget on marketing when she joined in 2019. Now, it's increased to +21% with the 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. Here's why it works. 𝗧𝗵𝗲 𝗯𝗿𝗮𝗻𝗱: ❤️ Disruption ❤️ Made by the people, for the people ❤️ Moves at the speed of culture 𝗧𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀: ✅ Provide consumers with the same quality products they love at 3-5x less the price that greedy luxury brands have been selling them ✅ Are developed based on real-time consumer insights ✅ Live up to the hype (𝘸𝘩𝘪𝘤𝘩 𝘐 𝘤𝘢𝘯 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘭𝘺 𝘢𝘵𝘵𝘦𝘴𝘵 𝘵𝘰 🙋🏼♀️) 𝗧𝗵𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: 📢 From Day 1, E.l.f. has been about reaching people where they are vs going through "traditional" channels 📢 Is authentic to their brand values while adjusting in real-time to pop culture trends and insights 📢 Is an organizational priority--not something that their CMO has to constantly preach and defend internally 𝗖𝗮𝘀𝗲 𝗮𝗻𝗱 𝗽𝗼𝗶𝗻𝘁: 𝘁𝗵𝗲 𝗦𝘂𝗽𝗲𝗿 𝗕𝗼𝘄𝗹 𝘀𝗽𝗼𝘁𝘀. Until 2023 when E.l.f. debuted their first viral commercial with Jennifer Coolige, less than 1% of all Super Bowl commercials served women... despite almost 50% of the 115M live viewership audience being women. 🤨 E.l.f. saw the opportunity: 💡They had outgrown their grassroots, digital marketing and needed a bigger stage 💡 The Super Bowl had a massive, underserved audience (with tremendous purchasing power) hungry for content tailored to them 💡 The result: 57B impressions, a 64% increase in purchase consideration and 48% YoY revenue growth in 2023 💥 Even though the $7M price tag for that piece of inventory seems (is) exorbitant, I'd say the ROI was more than worth it. 𝗠𝗼𝗿𝗮𝗹 𝗼𝗳 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆: 𝗪𝗵𝗲𝗻 𝗯𝗿𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆, 𝗶𝘁 𝘂𝗻𝗹𝗼𝗰𝗸𝘀 𝘁𝗵𝗶𝘀 𝘃𝗶𝗿𝘁𝘂𝗼𝘂𝘀 𝗰𝗶𝗿𝗰𝗹𝗲 𝗼𝗳 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗮𝗹𝗹 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀. 𝗣𝗲𝗿𝗶𝗼𝗱. Any e.l.f.-ing questions? 💋 #marketing #growth https://lnkd.in/eBqqzv4M

Lately it seems the marketing field is "performance" obsessed. Great reminder not to underestimate the importance of #brandbuilding. With strong brand strategy as the backbone of your business, performance KPIs and top line growth will follow.

Exciting insights at the CEW event on Gen Z behavior! PIMS joined beauty industry leaders to explore the latest trends in engaging the Zoomer generation. At this event, our team learned more about: -Gen Z's paradox-driven demands reshaping consumerism, fostering interactive, real-time engagement with brands for personalized experiences and feedback -Gen Z's openness to trying new products poses a threat to brand loyalty and creates avenues for devising new strategies to redefine loyalty for future generations -Understanding the motivations of the fluid consumer and the power of leveraging UGC for Gen Z engagement -Much more Thank you to CEW for having us at this exclusive event and thank you to Anna Araman, Erin Cast, Shai Eisenman, Teresa Lopez, Joon Park, Ajay Salpekar, & Andrea Nagel for sharing your knowledge and findings with us all! We're completely ready to adapt and guide beauty brands focusing on this dynamic consumer group! Ayla Anaya Jumana Mordaga Alexandra (Ally) Grunstein Jillian Moran #influencermarketing #pims #warehousing #fulfillment #beauty #branding #marketing