There is definitely a movement afoot. And brands who know how to tap into that in an authentic way — not in a transactional way — are going to win.
Read One Question That Will Reinvigorate Your Approach to Marketing
Banikarim asks:
What global campaigns have you seen that you think would translate well and that we should learn from?
Emily Kramer, founder of MKT1: Orange, the mobile and internet company in France, made an ad to highlight its sponsorship of the FIFA Women‘s World Cup. The ad showed a bunch of clips of the men’s soccer team, but at the end they reveal the players are actually from the women‘s team — they used deepfakes/VFX to make them look like the men’s team.
Some takeaways: Don’t just sponsor events as one-offs. Think about the sponsorship as part of a campaign to make it worthwhile. Be on the right side of history as a brand. Lean into trends or existing conversations — like deepfakes and fake content — in an unexpected way.
Read How An Obsession With Quality Led Emily Kramer to 48k Newsletter Subscribers and Counting
Kramer asks:
What marketing framework has been most useful to you in your career?
Dawn Keller, CMO at California Pizza Kitchen: Too many useful frameworks to mention (and plenty not so useful, by the way)!
Probably the most useful to me over the years has been some version of a strategic planning framework (one page) – to really set your high-level objectives and targets, identify your strategies, prioritize the tactics or initiatives within each strategy, determine KPIs, and call out key capability needs/gaps.
