Global ad tech company, Brand Metrics, which helps publishers measure the effectiveness of digital advertising, has developed a pioneering partnership with leading lifestyle publisher, mindbodygreen, highlighting the importance of context in advertising, and how this can help to build brands, sometimes in unexpected ways.

Brand Metrics empowers a growing number of publishers to gather independent data on their digital ad campaigns, enabling them to measure uplift in awareness, consideration, preference and action intent. 

Its technology allowed mindbodygreen to measure brand lift across a range of campaigns among its brand advertisers, and to compare results against a 20,000 strong campaign database, benchmarking advertiser results against 122 different industry categories. Due to the versatility of the platform, the publisher was able to accurately measure even the smallest of campaigns.

Peter Trombino, mindbodygreen‘s Chief Sales Officer, explains: “We design campaigns with partner KPIs in mind. With Brand Metrics, we’ve been able to effectively measure campaigns of all sizes with high levels of confidence, allowing us to prove we are moving people down the funnel, making creative suggestions, and ultimately driving growth in our partnerships.”

Traditionally, mindbodygreen’s commercial strategy has focused on attracting advertisers from the broad lifestyle categories that the site’s content covers, such as beauty, fashion and food. Brand Metrics’ data had shown how, from fashion to healthy eating, and from online counselling to supplements, brand advertisers on mindbodygreen were seeing total brand lift ranging between +11.5% and +13.3%. 

They also noted strong lifts in brand awareness, suggesting that mindbodygreen offers a great contextual environment for lifestyle brands to grow their presence.

But, beyond these more familiar categories, the mindbodygreen team also noted some very positive campaign results for Facet, a full service financial planning company. This included increases in brand lift by over 20% across the four key metrics.

“For the Facet team, knowing that mindbodygreen shared our belief that there’s no wellness without financial wellness made them a perfect partner,” explains Facet’s COO, Shruti Joshi.

The immersive, content-driven campaign included custom articles, social media, newsletters, and targeted display ads designed to propel action. Joshi notes incredible engagement across the delivery of 8.8M impressions and 9.6K clicks: “In terms of brand uplift, we are thrilled with the total absolute lift of 21.5% across all four key metrics”.

Taylor Sturtevant, Brand Metrics Director of Customer Success, US, explains: “It is universally understood that if you are exposed to an ad in a relevant environment, you’re more likely to engage with it. This type of contextual relevance can take place in a specialist publishing environment (for instance). But this pioneering partnership uncovered alignment between financial wellbeing and overall wellbeing, showing how audience understanding can create new content, context, and connection.”

Sturtevant concludes: “While a directly relevant media context makes a lot of sense, there can also be great opportunities for less obvious pairings and contexts, often in less crowded and competitive spaces. Brand lift data can help to open up additional opportunities to welcome brands and categories which speak to the many wants and needs of diverse audiences.”

Brand Metrics works with many of the world’s leading publishers including The New York Times, The Guardian, Bloomberg, Financial Times and News Corp, helping them to measure brand lift across their digital campaigns. It is empowering a growing number of publishers and agencies to gather independent data on their digital ad campaigns and enabling them to measure uplift in awareness, consideration, preference and action intent, in a simple, cost-effective and comparable way.

Read the full case study here.

Source: Brand Metrics

The LAQO Metaverse Insurance Museum is the first of a kind in the world, located on the Decentraland metaverse platform. The visitors can go through the old-fashioned insurance experience, such as filling out endless forms or forever waiting in line at the counter for insurance officers to come back from lunch break. Nope, this is no joke, the museum really exists, but as a practical joke about the outdated, and annoying, insurance practices. The museum’s founder is LAQO by Croatia Insurance. In contrast to insurance practices displayed in this museum, LAQO is the first in Croatia to offer its clients 100% digital insurance service.

“LAQO by Croatia Insurance is focused on the users and maximizing the value from digital technologies. We were the first to offer cryptocurrency payments. In the same vein, we also decided to be the first mover in the metaverse. Given a small metaverse user base, we resolved to use this platform, for the time being, as a prank to establish the LAQO brand as a digital innovation leader. We were also the first among the insurance brands in Europe to start using GPT for interactions with our clients,” said Ana Zovko, director of the Digital Development Sector at Croatia Insurance, the LAQO brand owner.

The idea for the museum came from the creative agency Bruketa&Žinić&Grey, with Rezolut as a technology partner. “To date we have witnessed a colorful array of brand activations in the metaverse. That’s why we came up with the prank idea, wanting to underline the benefits of the LAQO brand as well. This is only a museum for now, but with changing customer demands it might evolve into something bigger. Nevertheless, as far as I know, this is the very first insurance you can buy in the metaverse” said Davor Bruketa, creative director at Bruketa&Žinić&Grey Agency.

The first two floors of the museum show the users “good time” whilst they fill out the forms and wait in line, while the top floor is the “gateway” to the LAQO webshop where in a jiffy the users can buy insurance completely digitally. Cryptocurrency payments are also available, as well as extra benefits such as 20 percent CASCO discount with mandatory insurance. The webshop also offers an estimate of average CO2 emission savings as a result of website visits in the previous month. 

LAQO by Croatia Insurance is the first Croatian 100% digital insurance brand. The brand name was inspired by the Croatian word lako, which means easy. The brand has an easygoing communication: two cute spiders, brand characters, hang out on the web all day long, and educate the public about the benefits of digital insurance. The LAQO spiders, Pavle and Pero, can also be found in the metaverse insurance museum. And as of recently, Pavle is online on Whatsapp too, available for one-on-one chats powered by GPT technology.

Source: Bruketa&Žinić&Grey

Snapchatters are able to scan the iconic venue using the Barbie Lens and see Tower Bridge transform into a bright pink and pastel version of itself, as though it came right out of Barbie Land. Landmarks around the world are also being transformed for global Snapchatters to experience the Barbie Land fun. 

In the US at the Statue of Liberty in New York, the TCL Chinese Theatre in LA, and the Capitol Building in Washington DC. Other Global Landmarkers include: Paris, the Eiffel Tower, Rome, the Coliseum, London, Tower Bridge, Sydney, Harbour Bridge and Berlin, Brandenburg Gate.

With the debut of the new Barbie Wardrobe AR Lens, Snapchatters can also see themselves wearing looks inspired by Margot Robbie and Ryan Gosling’s outfits from the upcoming film. The wardrobe will feature several outfit and accessory options for Snapchatters to try on, all of which are inspired by the costumes in the movie.

Snapchat is the only platform where people can access the virtual Barbie movie wardrobe in AR to create their perfect Barbie outfit and see how they look in pink!

According to David Norris, European Head of Creative Strategy, Snap Inc: “We’re delighted to partner with Warner Bros Discovery on what has been an incredible marketing campaign for Barbie.  We’ve loved creating AR Barbie experiences on Snap for our audience of 750m global MAU and 21m MAU in the UK, creating the Barbie Land version of iconic landmarks around the world including Tower Bridge here in London, as well as giving people the opportunity to try on outfits from the movie.”

Source: Snap Inc.

InMobi, a leading provider of content, monetisation, and marketing technologies that help businesses fuel growth, released insights from its 2023 survey about streaming subscription behaviour and found that younger consumers’ content preferences show a significant shift in the types of content they gravitate toward. The survey shows that while Millennials (ages 35-44) prefer streaming, Gen Z (ages 18-24) significantly leans toward user-generated content (UGC) over other content types. Younger Millennials (ages 25-34) engage in all content consumption equally.

InMobi‘s survey, which includes responses from more than 1,000 US consumers, demonstrates that expectations of engaging content will likely continue to shift as these generations continue to age. The findings include:

• Gen Z enjoys UGC significantly more than other content types. 61% of Gen Z prefer UGC over other content formats. UGC is followed by Music/Podcasts, then Gaming, with TV coming in fourth.
• Younger Millennials do not have a clear content preference. Gaming, UGC, and TV ranked closely. UGC tops the list followed by TV.
• Older Millennials enjoy TV the most. TV was the most popular content choice with a 19% gain above the second choice, UGC. 67% of older Millennials chose TV as their top form of digital entertainment.

“The clear generational divide shows how the content vehicle of the time creates lasting habits and familiarity. To win over Gen Z as they come into purchasing power and boardroom and political influence, UGC will be the critical lever across the content ecosystem. You can see this with the NFL’s Sunday Ticket deal with YouTube that starts this year as they move away from a long-standing partnership with Dish TV to court Gen Z fans to the sport,” says Justin Sparks, Director of Vertical Strategy, North America at InMobi.

InMobi Insights, Powered by Pulse conducts survey-based research to validate and uncover trends for brand and agency clients. For more information on InMobi Pulse, visit: https://www.inmobi.com/pulse.

Source: InMobi

Customer acquisition specialist esbconnect has successfully completed a management buyout. CEO and co-founder Suzanna Chaplin takes the reins and will steer the company’s first-party services into the cookieless ecosystem, at a time when email is finding fresh relevance as a vital ID solution.

UK-based esbconnect, which has nine years of industry expertise, can now introduce a suite of products – including Data-Driven Email, First-Party Data Builds and Inbox Extend – to help reach a brand’s KPIs across social and programmatic environments.

The MBO also sees esbconnect add an experienced advisory board made up of serial tech investor Lee Cory, Ometria CFO Xenia Ilyasova and digital specialist and entrepreneur Ray Jenkin.

esbconnect’s new beginning comes amid a surge in demand for first-party data solutions, with email in particular gaining traction as an increasingly valuable post-cookie ID.

Chaplin explains: “We really believe in email as the most powerful customer acquisition tool. With the disappearance of the cookie edging ever closer, marketers are more reliant than ever on email as an identifier. As online marketing changes almost beyond recognition, brands need to ensure they have a first-party data strategy that is fit for the modern age.”

esbconnect helps brands acquire and retain more customers through its proprietary email database of millions of UK consumers. Offering more than 150 targeting variables, the company has set up, managed and run email campaigns for more than 600 brands, driving performance and allowing them to leverage valuable first-party data in the social and programmatic spaces. 

esbconnect’s services deliver rich insights for brands. Its customer acquisition platform reaches some 17m consumers across the UK, and it tracks opens and click-rates of 50m emails each month, helping brands to monetise data, find new customers and grow their databases.

“Following the successful completion of the management buy-out, we are so excited to be able to double down on growth, with a newly refreshed vision and a number of key product developments in the pipeline for the rest of 2023 and beyond,” says Chaplin.

“With such significant changes in the marketing landscape, the buyout felt like perfect timing. We are laser-focused on our plans to help brands deliver effective marketing in this cost of living crisis. This year will see us scale up as we support increasing numbers of advertisers and publishers with our technology – enabling their teams to develop future facing marketing strategies fit for the modern age. Through people-based marketing, and despite the death of the cookie, a bright future awaits.”

esbconnect’s platform enables clients such as Hello Fresh, Clarks and Ted Baker to engage new customers on any device and channel, using email as a trusted digital ID. Its platform puts brands in front of millions of consumers whilst building a multi dimensional picture of an individual across channels and devices. It delivers precision targeting at scale; connecting email, cookie and mobile data to track customer journeys live from platform to platform. Its GDPR-compliant proprietary database of 15 million UK consumers is rigorously cleaned, verified, opted in, and overlaid with rich data on demographics and behaviours, thereby allowing advertisers to unlock the value of email data and deliver a reliable picture of customer intent.

Source: esbconnect

SeenThis, the adaptive streaming technology specialist, is thrilled to announce a strategic partnership with Carbon1 in South Africa. This collaboration aims to empower South African brands by delivering faster, high-quality digital advertising while significantly minimising carbon emissions.

Together, Carbon1 and SeenThis are paving the way for more sustainable media practices, prioritising both the user experience and overall advertising performance. 

SeenThis’ proprietary streaming technology allows advertisers to stream high-resolution, bandwidth-friendly video content replacing the traditional, more cumbersome ad serving methods. This results in reduced data usage and energy consumption, leading to a smaller carbon footprint when compared to the use of conventional advertising technology. As a result, a growing number of advertisers are seeing the benefits of more carbon-efficient campaigns at a time when there is increasing focus on the need to deliver digital experiences in more sustainable and efficient ways. 

SeenThis is also fully compatible with all of the existing ad serving and programmatic platforms and supply sources in South Africa, so it can be instantly deployed by agencies and advertisers currently buying and serving digital media.

Joe Steyn-Begley, Managing Director of Carbon1 expresses his enthusiasm about the partnership: “We are extremely excited to collaborate with SeenThis and leverage its ground-breaking creative technology. Not only does it provide brands and agencies with a remarkable solution to minimise their carbon footprint from digital advertising and become more sustainable, but it also increases campaign performance and audience attention.”

Energy efficiency and the rapid loading of data are particularly relevant in South Africa, where an ongoing energy crisis, known as ‘load shedding’, regularly results in widespread national blackouts. Alongside this, the high cost of data for users is also a challenge which SeenThis technology helps to address through bandwidth-efficient streaming.

Nick Titmus, GM UK at SeenThis adds: “Together with Carbon1, we aspire to create a brighter digital future in South Africa where creativity, performance and sustainability walk hand-in-hand. By combining SeenThis streaming technology with Carbon1’s in-market expertise, we can inspire, change and revolutionise the way brands and media agencies deliver digital advertising, whilst championing performance and digital sustainability.”

This partnership represents a significant step forward in the digital advertising landscape, emphasising the importance of sustainability and a more environmentally-conscious industry. By partnering with SeenThis, Carbon1 is at the forefront of driving positive change; demonstrating that brands can achieve outstanding results and minimise their environmental impact.

Source: SeenThis

Full-service media agency Modern Formula (MoFo) has designed a digital creative and paid social campaign for Instagram and Facebook to support the launch of e-bicycle company Euphree’s City Robin X+, an e-bike that is billed as “Better, stronger, and more comfortable.” 

Euphree is a practical e-bike alternative for eco- and cost-conscious consumers who are tired of paying for insurance, oil changes, gas, Ubers, parking, and all other costs associated with owning a car.  The City Robin X+ may serve as a commuter alternative or a relaxing comfortable cruiser ebike to get out on greenways and bike paths.  

The City Robin X+ comes equipped with a 48v, 500W Bafang hub motor, Tektro hydraulic disc brakes, Kenda 27.5 x 2.1 hybrid tread line, 7-speed drivetrain, aluminum alloy frame with an integrated battery, and intuitive torque sensor technology. The City Robin X+ retails for $2,099.

The goal of the ad campaign is to create awareness for the upscale bike brand and model. It is marketed to people 40+ of any gender for light biking, local commuting, or even delivery thanks to generous baskets.

“The City Robin X+ is in a class of its own at this price point,” said Euphree founder Daniel Basaldua. “We took countless customer feedback into consideration and refined this model to be significantly differentiated versus our competitors.  This is the most comfortable ebike you can ride.”

Source: Modern Formula

The Elvie Trainer is a cutting-edge piece of technology helping women to correctly and consistently train their pelvic floor. Benefits of a strong pelvic floor include, better bladder control; stronger and longer lasting orgasms; and faster prenatal recovery.

“There’s a lack of education and understanding around the pelvic floor, with 46% of women suffering from pelvic floor dysfunction not taking any action to resolve the issue.” – Tessa Cartledge, Creative Contractor at Elvie.

The 60-second upbeat film has been produced by Untold Fable as a memorable guide on how to use the Elvie Trainer, as well as showcasing the emotional benefits the product can provide. It features a diverse cast of women as they put the pelvic floor trainer to the test in different scenarios, with the catchy recurring narration “it’s as simple as ease, squeeze, relax, repeat”.

Elvie, Trainer from Untold Fable on Vimeo.

Directed by Emily Anderson, the film combines a mixture of live action, 3D animations that show exactly where the trainer sits in the body and how it works, musicality, and authentic visuals of everyday life. The campaign aims to educate, empower and break the stigma often associated with women’s pelvic floor health. It includes the hero film, several social media assets, and stills for marketing that will run across the US and UK.

Untold Fable launched in 2021 with a mission to increase diversity in front of and behind the camera, at every stage of content production. Drawing on its global network of production talent, the content production company presented 40% BIPOC and over 70% females across cast, crew and the team on this project.

“With a bold, high-energy approach, our campaign doesn’t linger on the negative connotations of incontinence but reframes it. We wanted to show women being empowered by using Elvie Trainer and showcase the benefits of using it — namely building confidence and ultimately strengthening the body. The idea of the (Wo)mantra, ‘Ease, Squeeze, Relax, Repeat’, describes the literal action of using Elvie Trainer and breaks it down into simple, easy steps. In a move unlike anybody else, we wanted to explicitly demonstrate what this looks like internally, to eliminate any barriers to use. Untold Fable helped us on this journey, sourcing incredible and diverse talent to bring our idea to life.” – Tessa Cartledge, Creative Contractor at Elvie.

“Working with Elvie’s in-house creative team was brilliantly collaborative. Every one of us was equally and deeply invested in the work, because we were on a shared mission: to dismantle stigmas surrounding women’s health, and to craft an authentic story with diverse production talent. Together we meticulously curated a cast, crew and production team that were excited to contribute both their skills and their perspectives. Our director created stories with an authentic female gaze. Our 3D animator brought to life an anatomically correct pelvic floor. At every stage, it’s been proof of what good work should feel like. We are proud to have translated Elvie’s vision into a captivating and inclusive campaign that resonates with women worldwide.” – Becci Ride, Head of Production at Untold Fable.

A second film featuring perspectives and past experiences of the crew was made by Untold Fable during the production of the campaign, serving as an eye opener to the marketing industry the issues of diversity behind the camera in production and advertising.

Source: Untold Fable

Orange and Marcel are taking a stand in favor of women’s football ahead of the Bleues’ international competition, with the aim of overturning one of the prejudices that all too often surround the players. Many football ‘fans’, without ever having watched women’s football, have strong opinions about the level of the players. But football fans’ appetite for highlights compilations of great actions is an opportunity for Orange and Marcel to reverse the trend…

How? Through a never-before-seen compilation of actions from the men’s Equipe de France, which quickly reveals itself to be a compilation of technical moves from the women’s Equipe de France: the Compil des Bleues (the Bleues’ Highlights). Using FX tricks, the appearance of the female players is altered in the 1st part of the compilation, to support a strong message: when Orange supports les Bleus, Orange supports les Bleues.

A technical feat that required weeks of in-depth research into the French Football Federation’s archives, to find the women’s technical moves, then search for their exact replicas among the male players’ moves, and then trick the women’s images using VFX.

The Compil des Bleues will air on June 28th, in an ecosystem specifically designed to target football fans wherever they are online : L’Équipe, BeIN Sports, Foot Mercato, the Fédération Française de Football’s platforms, and using influencers on YouTube, Twitter and Snapchat.

Source: Marcel

Since its inception in Paris in 1946, DELSEY PARIS has established itself as one of the most recognized and sought-after luggage and accessories brands. DELSEY PARIS is now the European leader in premium luggage and the second largest in the global market. Excellence and expertise, innovation and audacity, as well as adaptability, have allowed DELSEY PARIS to meet the major innovations that have transformed modes of travel in recent decades. The brand offers creations with contemporary designs and innovative features, ensuring traveler’s security and allowing them to travel freely. The 2023 campaign, unveiled from June 7, in collaboration with FRED & FARID Paris, represents a significant step for DELSEY PARIS, enhancing its international influence by attracting the attention of new generations of travelers seeking authenticity, freedom, and exploration.

With its sense of craft and knowledge of international markets, FRED & FARID Paris imagined an artistic direction around the concept of “Sun-ridipity”, celebrating the iconic DELSEY PARIS logo representing the “rising sun”, a symbol of hope, escape, and renewal. The series of 23 visuals and 9 videos, captured during a shooting in Paris and Spain, play with dynamic angles and the “fisheye” to inject surprise and a breath of fresh air. DELSEY and FRED & FARID Paris have called upon the talent of fashion photographer Ben Fourmi: his edgy, conceptual, and colorful universe perfectly resonates with the innovative and captivating spirit of DELSEY PARIS.

The campaign will be available from June 7 in France in outdoor, press, digital, and point of sale formats, and from June 12 in “spectacular” sized formats in New York, Los Angeles, and Austin, before traveling worldwide.

Miriam Hendel, Marketing and Digital Director at Delsey: “After implementing our new visual identity in 2022, we were looking for a partner to reveal the full potential of the brand and make it more ‘hype’. FRED & FARID Paris perfectly understood our ambitions. The ‘fisheye’ concept allowed us to capture not only the movement inherent in each journey but also to showcase the design of our creations from a boldly audacious, graphic, and fashionable angle. We are delighted with this partnership which gave birth to our 2023 international campaign.“

Olivier Lefebvre, President and Executive Creative Director at FRED & FARID Paris: “We’re immensely proud to be partnering with DELSEY PARIS, and it’s an honor to assist such an iconic French brand in its global reach and to re-establish its connection with Gen Z. Their decision to adopt a fresh and vibrant visual style with us speaks volumes about their ambition, and we’re thrilled to support them on their path to growth.”

The campaign is available since June 7 in France in outdoor, press, digital, and point of sale formats, and since June 12 in prints in New York, Los Angeles, and Austin, before traveling worldwide.

Source: FRED & FARID Paris