By Natalie Mortimer Lynx (Axe outside the UK) has completing its updated brand positioning with the redesign of its product range in line with the men’s grooming product new positioning. The refresh follows last month’s roll out of campaign ‘Find Your Magic’, which marked a U-turn on its marketing strategy as Lynx looks to emulate the success of sister-brand of Dove’s Real Beauty Sketches. Prior to the repositioning, Lynx products and accompanying marketing campaigns had historically told men that it can help them get with a girl. But following research, Lynx’s new positioning features is more focused on allowing men to find their Read full story › Source: The Drum...
Read MoreBy Thomas Hobbs Using pop-ups to make a social impact The X-shaped training space (pictured) was erected in part to promote the brand’s new PureBoost X women’s running shoe. However, it was also designed to provide women with a place to jog and exercise during the park’s darker winter period (18-28 February). Moore told Marketing Week: “We saw that the jogging path was closed in Victoria Park during the winter months so jogging rates among women in the area went right down as the conditions were unsuitable. “We had a chance to be really useful and make a social impact. We don’t just want to Read full story › Source: Marketing Week...
Read MoreBy Natalie Mortimer Puma is hoping that by forging partnerships with startups operating “in the fusion of marketing and technology” it can better engage with consumers as it continues its strategy to become ‘the fastest sports brand in the world’. Following a reposition in 2013 where Puma announced its new brand strategy, the sports brand has since rolled out campaigns under the mantra ‘Forever Faster’, a statement it hopes deals with various startups will help it achieve. The brand has already worked with Seenit, an app that allows fans to view branded content in real time that has been created by influencers. For Puma, the Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Influencer monitoring tool Traackr has launched a training academy to help marketers navigate the discipline, after research from Nielsen found that only three per cent of people drive 90 per cent of online conversation around any given topic. The Academy of Influencer Marketing comprises a specially-designed e-learning course to educate marketers on the channel. The move follows what Traackr descibed as “a huge and growing interest in influencer marketing.” The company, which works with names like Orange and Coca-Cola, said that some large brands have increased investment in the channel by up to 10-fold year-on-year. Devised in partnership with PR and social Read full story › Source: The Drum...
Read MoreBy Staff Writer Here is the second in our round up of marketing moments from the last 120 years years as The Drum celebrates the anniversary of The Advertising Club of New York. AT&T first hit America’s airwaves in 1922 and changed the way we listen to radio forever. WEAF was the New York radio station that had the first paid commercial, back when it was experimental to sponsor whole programs. An AT&T employee described the concept as “toll broadcasting.” The first sponsor or “commercial” came from the Queensboro Corporation of New York, to sell real estate. The set of Read full story › Source: The Drum...
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