Julia Klein’s Post

The "sleepy girl mocktail" trend has taken social media by storm, presenting brands like Olipop and Poppi with an unparalleled chance to decode consumer behaviors. Olipop, for example, showcased a brilliant marketing strategy that served as a blueprint for leveraging these trends to catapult sales. However, many brands are limited to surface-level insights, assuming they can only understand basic data like whether or not a campaign drove sales. Yet, there's so much more to uncover. Which creative on which platform, with which call-to-action, actually led to purchases in-store? Do we know when and where consumers are buying? And most importantly, did this content strategy truly turn them into loyal fans? While brands included in the viral trend gained valuable insights, the wealth of information that could be leveraged in similar situations is vast. Knowing which specific video drove the most in-store purchases in addition to understanding the purchasing patterns of those consumers would be game-changing. Harnessing conclusive data during viral moments can enable brands to create replicable formulas for driving real results in-store, not just awareness. The issue lies in many brands not realizing the depth of information that's available and settling for occasional viral moments without fully capitalizing on their potential. It's time for brands to rethink their approach and embrace the power of data-driven insights to maximize the impact of their marketing efforts in retail. Marketing Brew OLIPOP PBC poppi Lakewood Organic Juices TruRoots Company #MarketingBrew #Marketing #Retail #D2R #DirectToRetail

This collaboration may seem odd at first, but is it? Heinz and Absolute Vodka are absolutely right for each other. Inspired by Gigi Hadid viral TikTok Vodka Pasta recipe, and the following TikTok metrics: 90% of #vodkapasta views on TikTok from 16–24-year-olds in the UK + TikTok users are 17% more likely than others their age to drink vodka monthly. Made the perfect match between the two brands to come up with a limited time Tomato Vodka Pasta Sause. #marketing #socialmarketing #metricsthatmatter #metrics #strategicmarketing The vodka sauce campaign was a viral success, earning 500m impressions on social media and selling out within days, even seeing jars ending up on eBay asking for 10 times the RRP. In the two months after launch, sales of the pasta sauce range have increased 52% and retail distribution has grown now holding a 24% share in Waitrose. The secret is not in the sauce. It's in listening to social media metrics, trends and tuning into your customer's social media behavior.

With the new season, Marlene® apples are inviting consumers to take a culinary journey, starting with the aroma wheel 🍎 The new landing page which expands this concept is online. The visual representation of the Marlene® varieties’ aromas, tastes and consistencies has now been joined by the pairing wheel. Consumers can choose a variety and one of the four basic tastes – sweet, sour, bitter and salty – to discover the ingredients with which the apple can be paired and the recipes by top chef Norbert Niederkofler and 4 young international chefs. 🔉 For the supporting campaign, we have planned autumn and spring flighting on TV, out-of-home, digital and social media channels and the press targeting consumers. In-store initiatives will also be very important. This makes our brand the trail-blazer for a new way of promoting the culture of apples. Discover the Aroma Wheel 👉 https://lnkd.in/dFFRdngy #marlene #daughterofthealps #culinaryjourney #VOG #Homeofapples #apples #freshproduce #southtyrol #cooperation #productsandbrands #applebrand #marketing #ads #adcampaign #marketingcampaign #taste #aromawheel

Brew-tiful Marketing: Clever Marketing brewed to fill your cup! ☕ Like many others, I love to work from cafes on my days off. Grabbing a coffee makes my day better with my laptop 💻, earphones 🎧 and (sometimes, if lucky) clear skies! ⛅The cafe culture in the UK thrives on people like us, who sit all day with books and laptops equipped to sip their caffeine. One thing that I have noticed as a marketing graduate is the clever marketing campaigns that tap into our cravings for a perfect cup of joe (or tea, if you prefer). Here are my two favourites I’ve seen so far: 1) Starbucks’ "Meet your Matcha" campaign: With matcha increasingly becoming a trend, Starbucks has capitalised on this by spotlighting its matcha-infused offerings. Whether it was a campaign made for Valentine's cause of the play on words or just the vibrancy of spring with the colour green, the campaign markets green tea lattes to matcha frappuccinos. While I’m not a fan of matcha, the innovativeness, eye-catching visuals and succinct, catchy slogan make it hard to resist the urge to try these antioxidant-packed treats 2) Costa Coffee “Costamise your drink”: While I don’t believe this is a campaign specifically, the play on ‘customise’ caught my attention. The focus here lies in the hands of the customer, empowering them to create the perfect blend by choosing the milk type and sweetener or adding extra shots or flavours. This approach and intelligent play on words help make customers feel heard and valued. While the marketing is simply just a play on words, the strategy behind it is commendable. These cafes have brewed sales success by resonating with their customers’ needs and desires. So, the next time you find yourself in a cafe, take a moment to appreciate the thought 💭 and strategy 📈 behind the marketing campaigns that entice you to indulge in your favourite caffeinated (or non-caffeinated) beverage. It's a testament to the power of marketing in shaping our consumption habits and keeping us coming back for more. What are some other cafe campaigns that caught your eye? 👀 #marketinggraduate #cafeculture #marketingcampaigns

How are brands like Amazon and Google using AI to stay relevant with their consumers? They tap into your data to create targeted marketing campaigns that catch you at the right time, of course! According to Statista, the global food market is projected to reach a value of US$11.78 trillion by 2028, with a remarkable 6.58% growth expected between 2024 and 2028. If you by chance don’t have the budgets or data lakes of Google or Amazon (and let’s be honest - who does?) here are 7 examples of savvy food marketing strategies by F&B brands like Chipotle Mexican Grill and Campbell's that can inspire your work today. https://hubs.ly/Q02zdv5b0 #FoodMarketing #Advertising #Innovation

PSL?   Means absolutely nothing to some but for me is representative of Marketing to perfection with benefits to many.   For those not in the know the Pumpkin Spice Latte was introduced by Starbucks and this year they celebrate its 20th Birthday. Whether you like to drink it or not (myself, not a fan) the hype around this drink is the stuff of legend.   There are Social media campaigns tailored for its arrival, including teasers, countdowns and major celebrations when it is available with digital billboard advertising across the world. Fans would genuinely mark the day in their calendars but the precise date is not always known; a hero product has been born and who'd have thought it on the basis of a pumpkin flavoured coffee!   Successful for Starbucks but also candle manufacturers, food producers and myriad gift suppliers who now include Pumpkin Spice to their must have Autumn ranges in response to consumer enthusiasm.   This is a masterclass in product generating its own Marketing activity. Create a product, give it a limited window of availability and then tell everyone to get it while they can, not a unique concept in principle but the Marketing has been superb and the fans just keep it going. Genius From all those candle, food and other suppliers, thanks Starbucks and Happy 20th Birthday PSL.   Now where's my cuppa! #giftstoday #stevepowell #sarahselzer # thegiftwareassociation #giftfocus

In this simple yet clever campaign, Quaker Oats (PepsiCo) utilizes #realtime data to directly influence consumer behavior, offering discounts based on the day's temperature. It's a great example of how brands can dynamically increase sales by aligning marketing efforts with immediate environmental conditions. If the temperature drops, the discount on Quaker Oats increases, directly linking the viewer's current experience (the colder weather) with a tangible incentive (a bigger discount). 🌡️📈 #InnovativeMarketing #DataDriven #WeatherResponsive #DigitalOOH Clear Channel UK Grand Visual

🍄 Discover the Mushroom Direct Difference: Purity and Wellness in Every Bite 🌿 In our quest for a healthier lifestyle and a more sustainable world, we understand how crucial it is for you to have confidence in the food you consume. At Mushroom Direct, our passion for exceptional mushrooms is matched only by our commitment to your health and the planet's wellbeing. #USDA-Certified Organic: A Mark of Trust 🌱  Each mushroom comes with the promise of USDA Organic certification, ensuring that what you bring to your table is nothing short of the best. Beyond #organic: Our Promise of Purity ✨ Concerns about heavy metals or pollutants? We've got it covered. Unlike wild mushrooms, which can often absorb harmful substances from their environment, our mushrooms are nurtured in strictly controlled conditions. This controlled environment allows us to eliminate the fear of potential contamination, providing you with mushrooms that are not only safe but packed with nutrients. Crafted Substrate: #nutritional Excellence by Design 🌍 At Mushroom Direct, our mushrooms are grown on specially designed substrates, enriched with beneficial nutrients to ensure peak growth and nutritional content. This careful preparation results in mushrooms that are not just safer but also richer in essential nutrients compared to wild mushrooms. Availability and Convenience: Find Us Near You 📍 We understand the importance of convenience in accessing healthy food options. That's why we've worked tirelessly to increase our presence, ensuring that our nutritious mushrooms are just around the corner from where you are. Discover Your Nearest #Mushroom Direct Store 🗺️ To make it even easier for you, we're attaching a map to this post, marking all the locations where Mushroom Direct mushrooms are available. Now, finding our mushrooms is as simple as taking a glance at the map, bringing unparalleled purity and nutrition closer to you than ever before. https://lnkd.in/dcpa4Mjd Join Us on a Journey of Wellness 💚 #MushroomDirect #OrganicMushrooms #SustainableEating #HealthyLifestyle #USDAOrganic #CraftedSubstrate #NutritionFirst #StoreMap

Good advertising hasn't changed that much over time. This wonderfully silly mid-70s Dole commercial for bananas, featuring Terri Garr, could easily become a TikTok series or trend today. I challenge you to watch this with sound, just once, and not think of bananas sometime later today. Not only was it fun and cheeky, quickly grabbing and keeping attention with three different scenarios, but the strategy seems obvious: Remind people in the mood for a snack that a banana is a sweet, fun, pre-packaged treat that's good anytime. Nothing about how eating a banana instead of salty chips is better for you. Or that other other types of food are bad for us. Or forcing a feel-good message. Just good, old-fashioned fun that snagged attention, created memories, and sold bananas. Next time you're rethinking your messaging and trying to stand out from the crowd, remember it's OK to go bananas. #brand #marketing

🍁🎃☕ Starbucks’ Pumpkin Spice Latte: A Masterclass in Seasonal Marketing ☕🎃🍁 As a marketing student 🎓, I’m constantly on the lookout for campaigns that stand out, and one that has truly caught my attention is Starbucks’ Pumpkin Spice Latte (PSL) campaign. What started as an experiment has turned into a cultural phenomenon, heralding the arrival of autumn each year. Here’s why I believe this campaign is a marketing masterstroke: Innovation and Risk-taking: 💡 Starbucks dared to experiment with a unique flavor - pumpkin spice. Despite it not being the most popular choice in their survey, they took a risk, and it paid off. This inspires me to think outside the box and not be afraid to take calculated risks. Understanding the Target Audience: 👥 Starbucks brilliantly catered to millennials, their primary target audience, with visually appealing and creative posts. This taught me the importance of knowing your audience and crafting messages that resonate with them. Tease Marketing: 🎁 Starbucks has mastered the art of building anticipation. Their subtle hints about the return of the PSL each year create a buzz that’s hard to ignore. This strategy has shown me the power of suspense in marketing. Community Building: 🌐 The PSL isn’t just a drink; it’s a community. Starbucks has fostered a tribe of PSL lovers who eagerly await its return and share their excitement on social media. This has highlighted for me the value of creating a sense of belonging around a product. Seasonal Resonance: 🍂 The PSL has become synonymous with autumn. Starbucks has cleverly tied their product to a season, creating a yearly recurring demand. This strategy has shown me the potential of seasonal marketing. In conclusion, the PSL campaign is a testament to Starbucks’ marketing prowess. It’s a blend of innovation, understanding the audience, tease marketing, community building, and seasonal resonance. As a marketing student, it inspires me to create campaigns that are not just seen and forgotten, but felt and remembered. #marketing #starbucks #pumpkinspicelatte #seasonalmarketing #innovation #MKTG5519 https://lnkd.in/eFjxZ_i6