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The Coca-Cola Company saw net revenues grow 12% to $11.3 billion in Q2 2022, per its latest earnings report. The company...
25/08/2022

The Coca-Cola Company saw net revenues grow 12% to $11.3 billion in Q2 2022, per its latest earnings report. The company’s new marketing model is focused on adding and retaining consumers through experiences that link consumption with consumer passions like music and gaming, per an earnings call.

The Global Magic Weekends campaign, in partnership with more than 20 food service aggregators, helped drive 3.5x redemption levels for Coca-Cola combo meals compared to pre-campaign levels, chairman and CEO James Quincey said on the call. The company also launched digital-first brand campaigns for Smartwater and Vitaminwater that are delivering strong results, he added.

Spotify Technology reported growth in advertising revenue of 31% from a year earlier to 360 million euros ($365 million)...
24/08/2022

Spotify Technology reported growth in advertising revenue of 31% from a year earlier to 360 million euros ($365 million) as the audio-streaming company broadened its reach. Total monthly active users grew 19% to 433 million, partly driven by a 22% gain in ad-supported listeners to 256 million worldwide, per an earnings presentation.
Spotify ended the quarter with 4.4 million podcasts, up from 4 million in the prior three-month period. Looking ahead, Spotify estimated that it will expand its monthly users by 17 million during the current quarter to 450 million, including the addition of 6 million subscribers to hit 194 million.
Successful marketing campaigns in India, Indonesia and the Philippines helped expand its user base outside of North America, Europe and Latin America, which make up 76% of its listenership. Generation Z users in Latin America were a key source of growth, along with European users who reactivated their accounts.

Dick’s Sporting Goods has launched an interactive space on the popular gaming and metaverse platform Roblox, per a news ...
23/08/2022

Dick’s Sporting Goods has launched an interactive space on the popular gaming and metaverse platform Roblox, per a news release.
Dubbed “School of Sport,” the experience focuses on sports and style as it takes users through a virtual high school where they can rack up currency to purchase back-to-school gear for their avatars. The launch coincides with the brand’s new “Sport Your Style” campaign.
Roblox has become an increasingly popular with brands hoping to reach young consumers, with brands from Chipotle to Gucci having launched activations on the platform.

Applebee’s has partnered with makeup and skincare brand Winky Lux to launch Saucy Gloss, a collection of wing sauce-insp...
22/08/2022

Applebee’s has partnered with makeup and skincare brand Winky Lux to launch Saucy Gloss, a collection of wing sauce-inspired lip glosses. The campaign is timed to National Wing Day and National Lipstick Day, both celebrated today (July 29), per details shared with Marketing Dive.
As part of the campaign, Applebee’s has released an original song and music video titled “Taste My Face.” Billed as the first “dateable” music video, the clip includes the Instagram handles of the all-single cast. The song will also live as a sound on TikTok.
The lip glosses are available via Winky Lux’s website for $18 each or $65 for the set. The cross-category merchandise collaboration and original music video are efforts by Applebee’s to engage with younger consumers.

Ad spending in the year’s second half is expected to be 7% higher than what marketers originally planned, according to a...
22/08/2022

Ad spending in the year’s second half is expected to be 7% higher than what marketers originally planned, according to a new survey of media decision-makers conducted by the Interactive Advertising Bureau (IAB).
However, sentiment is uneven in category breakouts. Travel is forecasting 27% higher spending than anticipated while tech is 15% higher. But automotive foresees spending that’s 2% lower versus original plans while health and wellness is projected to be down 5%.
Buyers pulling back pointed to a number of reasons, including a tightening economy (cited by 66%), supply chain issues (45%) and consumer inflation (38%). Marketers now expect full-year media spending to increase 9% over 2021, down from a prior outlook of a 13% gain.

Patrón designed a virtual gamified experience on the Decentraland platform that can be accessed during two weekends in A...
22/08/2022

Patrón designed a virtual gamified experience on the Decentraland platform that can be accessed during two weekends in August, according to a press release.
“Summer Made Sensational: A PATRÓN Pop-Up Series” features cocktail-themed quests and virtual venues to explore. Visitors are greeted by a host and tasked by a bartender to seek drink ingredients for each. Completing a mission opens a portal to the next location.
Participants can claim a limited-edition cocktail jacket and collect badges to upgrade the gear. Acquiring three badges enters users for a chance to win a trip for two to Punta Mita, Mexico, layering a real-world element into the campaign as the premium tequila marketer continues to experiment in the metaverse.

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