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Keurig and Campbell’s Soup Partnered to Create Campbell’s Soup K-Pods

@Keurig and @CampbellSoupCo partnered to create single-serve Fresh-Brewed Soup in 70-calorie K-Cup pods. The two companies partnered in 2013 and have spent the last two years developing the product, which will be available in Homestyle Chicken Broth & Noodle Soup Mix and Southwest Style Chicken Broth & Noodle Soup Mix. While this is Keurig’s first official attempt at food, @GeneralMills already produces @NatureValley oatmeal and Progresso Soup pods. - Link

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US Retail Back-to-School Shopping Sales estimated to be $831.33B

Research by @Market_Track found that 81% of smartphone owners with children between the ages of 5 to 22-years-old used their phone to compare prices in August. 67% used their phones to look for coupons/discounts online, 42% to read reviews/ratings and 42% to check the retailer’s app for discounts. Additionally, 75% of internet users with children attending school also found deals and promotions in print circulars and flyers; 43% on TV ads. 60%+ shopped for deals at @Kmart and @Walmart. @eMarketer estimates that this year’s back-to-school season total US retail sales from July and August was $831.33B, a 4.6% increase over 2014. Only 6.8% of the sales were transacted online.- Link

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Facebook’s Instagram expands its broad ad roll-out

By the end of the month, @instagram will be open to any advertiser and has expanded the number of global markets in which it sells ads from 8 to 30. This is all apart of Instagram’s new broad roll-out that began in June. When using Instagram’s ads (compared to ads running elsewhere), @Gilt (e-commerce) experienced an 85% increase in app installs. Culled from more than 25 campaigns, @Kenshoo (ad-buying firm) found that instagram’s ads cost on avg. “$6.70 for every thousand impressions, $0.51 for every click and $6.30 for every app install...people click on Instagram ads 2.48% of the time that they see them” (2.5x the avg. for social ads). - Link

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Hershey Tries to Increase Sales Using Technology to Give out Free Samples

Technology developed by @Affectiva (@MIT-backed startup) can read and analyze human emotion from a single expression. Hershey Co. ($HSY) worked with @wildbluetech to create a Affectiva-powered kiosk that would drive consumers down the grocery aisle to get a free Hershey sample - once they smiled into the machine. @KelloggUS has also used this technology to test reactions to three different versions of an ad. - Link

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B&G Foods to acquire Green Giant & Le Sueur brands from General Mills for $765MM cash

B&G Foods (owns @Cream_of_Wheat@mrsdash@Ortega, and @piratesbooty brands) will acquire Green Giant and Le Sueur brands from @GeneralMills for $765MM cash. Acquiring these frozen and canned vegetable brands will be B&G Foods first entry into the frozen foods category. In the fiscal year 2015, the Green Giant and Le Sueur have generated $585MM in net sales. This sale comes as General Mills ($18.7B sales in fiscal year 2015) is trying to focus on brands, categories, and geographic markets that will have the greatest future growth opportunities. - Link

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Adults with children at home spend more than the average digital buyer

Adults with children (at home) spend more than the average digital buyer in the US in these categories: apparel, baby, electronics, grocery, health, and beauty (research from @HookLogic). 40% of parents spent more than $300-$499 in the past three months in these categories, while 27.3% of all digital buyers did. The category with the highest levels of spending, across all digital buyers, was in the baby category (avg. $797 over 3 months) and groceries second ($725 in 3 months). @Retale found that the most popular mobile shopping activity for mothers between the ages 18-34 years old was searching for coupons, while checking product reviews and comparing prices was for fathers. - Link

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Marketers appear to be less optimistic

In Aug. 2015, marketers were less optimistic (drop in percentage points) about an array of goals (customer acquisition, customer purchase volume, purchase of related products and services, increased customer retention, increased entry of new customers into the market, increased customer price per unit) than they were in Feb. 2015 (research from @DukeFuqua). However, marketers are less skeptical about mobile - respondents expect the average 6.0% of marketing budgets dedicated to mobile to grow to 15.6% in 2018. @eMarketer expects mobile advertising spending to reach $30.45B in the US in 2015 (16.6% of ad budgets) and by 2019 28.9%. - Link

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Brands should focus on the top 5% of customers

@EngageSciences found that 4.7% of consumer brands’ customers generate social referrals. Thus, consumer brands should figure out who these 4.7% of customers are and encourage them to advocate more on their brand’s behalf. 3 ways to do this from @adage:

“Invest in community managers.”

  • Find individuals who represent the front line of a brand’s one-to-one communication with customers & elevate their roles within the marketing organization
  • Community managers figure out which social-media users are part of the 4.7%
  • Provide personalized customer services to increase customer passion

“Reciprocate on Instagram and other social platforms.”

  • Strategy of hiring social media micro-celebrities with sizable followings to integrate products into posts is incomplete
  • Marketers should tap into social media users who have a true passion for their brand - even if not an influencer
  • Instagram has high engagement and should be apart of core social CRM strategy
  • Show appreciation to posters of branded content via a little recognition (e.g. likes, comments)

“Invite top influencers to join a customer advisory board.”

  • A more strategic approach to consumer focus groups

  • Helps develop deeper relationships w/ top influencers

  • Leverage creativity of how customers use brand products

  • Get into the minds of people who use brand products & are able to convince others to the brand's products

 

 

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P&G sold 43 of its beauty brands to Coty for ~$12.5B

@ProcterGamble ($PG) sold 43 of its beauty brands to @COTYInc ($COTY, owns OPI, Rimmel, etc.) for ~$12.5B. Brands sold include Dolce & Gabbana and Gucci fragrances, cosmetic brand CoverGirl, and hair coloring brand Clairol. P&G shareholders will own 52% of the combined company once the deal is complete; Coty’s shareholders will own the rest (48%). The combined company is expected to have more than $10B in revenues - doubling the size of Coty and creating one of the world’s largest beauty companies. - Link

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Facebook’s new feature allows users to pin friends and companies to top of news feed

@facebook users can now select a group of preferred friends and pages (companies), whose posts will always show up at the top of their facebook news feeds/home page. Facebook says this new feature is an extra layer of personalization on top of what Facebook’s newsfeed algorithm automatically curates based on user behavior. Marketers are hopeful about this new feature, because they have felt burned by an overcrowded news feed (fans rarely saw their updates) and are curious to understand the people who are the most passionate about them. - Link

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General Mills uses social media to discover real customer demands

@GeneralMills has genuine, reactive conversations with its customers via social media to maintain affinity for the flavor, the product, and the brand. General Mills says that they’re able to importantly pull insights from each social media conversation (e.g. there’s not enough frosting in their packets for their Toaster Strudel). The company aggregates all of this data and uses it to release products that meet customers’ expectations and demands. While it’s hard for General Mills to measure impact, because CPG companies primarily sell to retailers, it says social care pushes them to the next level. - Link

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How the Millennial Man differs from his predecessors

Millennial men are more free-spirited, expressive, self-exploring and funny than their predecessors.  The millennial man uses YouTube and social media to have his own personal content experiences vs. creating more shareable messages like women. Brands that are historically women-focused (e.g. personal care, household items, grocery, diapers, toys) are seeing an increasing amount of men at the forefront purchasing role. @insightsc recommends being customizable to reach millennial men - create products and campaigns that help men show the different sides to them as well as show your support in their journey to figuring out their different identities. - Link


 

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Real-Time Personalization benefits the bottom line

Research from @Researchscape found that 58% of marketers globally used real-time, data-driven personalization - 80% of the other 42% (not using this personalization) intend to do so within 2016. The leading channel for real-time personalization was web - more specifically pop-ups and inline content. ~75% of marketers cited the main benefit from real-time personalization to be augmented visitor engagement, and 54% also said improved customer experience (@Evergage). Other benefits include increased conversion rates, lead generation, and ecommerce revenues. - Link

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Digital Grocery shopping increased by ~30% over 2014

The percentage of digital grocery shopping increased by ~30% over 2014, according to @72Point. Research also found that those who buy their groceries online frequent online aisles more often. The age group who digital grocery shops the most are: 22-to-34-year-olds (60.4%), 35-to-44-year-olds (58.7%), and 18-to-21-year-olds (51.1%). And, the younger ages of 18-to-21-year-olds and 22-to-34-year-olds have the most frequent activity among users. Many digital grocery stores are working on omnichannel offerings as well as click-and-collect services to create a wider appeal. - Link

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Back-to-School campaigns need to be personalized, targeted, and tell stories

@EyeviewDigital found that in the back-to-school hype, geotargeting (74% of parents & 66% of students said ads for local stores will most likely drive their back-to-school purchases), relevant messaging, and appropriate storytelling to both students and parents will be important - great personalization will be key. Personalization grabs attention (40% student, 45% parents) and can heavily influence offline sales. Additionally, 48% of parents reported that their school-age children guide their purchase decisions. - Link

 

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Did Independence Day spark any fireworks for email marketers?

@RowdyGentleman and @HiltonHotels each attained an email open rate of over 50% for their Fourth of July emails. While over 7,500 Independence Day themed campaigns were emailed over the last month, only 1,320 of them put the holiday in the subject line (@eDataSource). eDataSource said, “The Fourth of July email leaders once again display the benefits of precisely timed e-mails with clear, compelling subject lines.” The most successful Independence Day email categories were: apparel, home furnishings, and sporting goods. - Link

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Coca-Cola brought back its successful “Share a Coke” campaign

@CocaCola is bringing back its “Share a Coke” campaign which features personalized names on bottles. Due to the the campaign, Coca-Cola was able to achieve a 19%+ year-over-year growth, the largest year-over-year growth in 20-ounce packaging history. This year’s “Share a Coke” campaign features 1,000 popular names (4x more than last year) on 20 oz. Coca-Cola, Diet Coke, and Coke Zero. Coke also upgraded its e-commerce platform (ShareaCoke.com) which sells 8-ounce glass bottles with “nearly limitless naming options” and an assortment of bottles that will feature more nicknames like “Class of 2015,” “Better Half,” and “Sis.” - Link

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Dove's latest ad features three blind women for its “Real Beauty” campaign

@Unilever’s Dove's latest ad features three blind women discussing their view on beauty. The women focus on equating beauty with the feelings of being strong, energetic, having fun and being in love - not aesthetics. The “Real Beauty” campaign has received criticism as it is a company that seems to be selling women beauty products by illustrating how females experience insecurity about their looks. However, Dove’s “Real Beauty” campaign emphasizes that beauty is internally generated. - Link

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Pepsi’s Naked Juice is starting to advertise on bike lanes

@pepsi’s @nakedjuice is starting to advertise on bike lanes to address its healthy and active target audience. This approach is part of @Omnicom’s “everything is media” strategy. Omnicom says that no one has targeted bike lanes on this scale, even though bike lanes are a relatively inexpensive form of advertising and increase ROI. Naked Juice already has a deal with the city parks department in Dallas and Ft. Lauderdale to create branded paths. For example, in Dallas a 5 mile path in Fair Park (800- 3,000 visitors per day) has Naked Juice decals on the ground every 75 feet. The brand is negotiating to also bring branded bike lanes to more cities like Boston and Portland. - Link

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Pepsi is removing aspartame from its Diet Pepsi products due to consumer sentiments

@pepsi is using sucralose instead of aspartame to sweeten its Diet Pepsi products and boost sales. Pepsi says, “Diet cola drinkers in the U.S. told us they wanted aspartame-free Diet Pepsi and we’re delivering.” Diet soda sales have been lagging due to consumer concerns over the health effects of aspartame. The new Diet Pepsi products will say “now aspartame free” and hit shelves this August. All other major soda diet brands, including @CocaCola’s Diet Coke, all still contain aspartame and do not plan to change the sweetener. - Link

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