How Ad Council raised $407M in donated media for their mask campaign

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30-second summary: The Ad Council needed to create messaging about the benefits of wearing masks that resonated with people throughout the US. They faced several challenges including and extremely limited lead time for developing the campaign, constantly changing consumer sentiment about masks and COVID-19, and political and social upheaval which impacted their messaging strategy. Using an agile research platform, The Ad Council obtained consumer insight within three-five days, significantly reducing the typical nine-month lead time for obtaining data and deploying a new campaign. Intention or motivation was higher for the mask-wearing campaign versus other campaigns. It reached 70% of Americans and raised over $400 million in donated media support. Headquartered in Manhattan, The Ad Council is a nonprofit ad agency focused on creating social good campaigns and public service announcements (PSAs) in the US. The company has weathered nearly a century of change, upheaval, and crises—up to and including the COVID-19 pandemic. Last July, the Ad Council was presented with a new challenge—educate Americans about the benefits of wearing masks to prevent the spread of COVID-19. We spoke with Catherine Chao, Ad Council’s VP of Strategy & Evaluation, to discuss the unique challenges her team faced in creating unifying messaging about mask wearing throughout the US. Addressing changing consumer sentiment in real time Chao leads the COVID-19 mask strategy team. She and her team of strategists gather research that informs the strategy and creative of the campaign’s PSAs and messaging. Throughout 2020, consumer sentiment, CDC guidelines, and the political environment created constant change and uncertainty around mask wearing. This posed a challenge for Chao’s team, who needed to understand consumer sentiment quickly and in real-time. The Ad Council wanted to go beyond the traditional methods of getting the word out about mask wearing and extend their messaging to other partners and stakeholders. Says Chao, “We saw how fragmented the communication was around the pandemic and we wanted to help unify some of that messaging. There’s been so much confusion and it’s unfortunately been a major barrier to mask usage and vaccine uptake.” It typically takes about nine months from when Ad Council starts its formative research for a campaign to when they launch the creative. But they needed to move much more quickly for their mask campaign. Chao’s team turned to Feedback Loop , an agile research platform that enabled them to collect consumer data in under a week. An …

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How AI fits into the martech landscape

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30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of delivering your message to the right audience at the right time — and encouraging people to take an action, buy a product, or a host of other outcomes a marketer might be looking for. Today, we’re at a place where buy-side solutions are emerging that operate a layer above the platforms themselves, working to orchestrate your spend, targeting and even creatives across channels. A range of emerging vendors are out …

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How Miracle-Ear used conversational AI to reach customers during a pandemic

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30-second summary: Companies with large franchises in locations distributed across multiple states, face significantly different obstacles and experiences that other businesses. Nataly Huff, the Director of Digital Marketing for Amplifon, discussed about how they combined Invoca’s AI-driven call platform with Amplifon’s BI systems, to address the needs of customers across multiple Miracle-Ear store locations during the pandemic. Invoca analyzes caller data at scale, enabling Huff’s team to determine which states had stores open and where to allocate marketing spend to help drive foot traffic. Invoca’s data was integrated into Amplifon’s business intelligence systems, enabling them to understand down-funnel performance of their channels and campaigns. Amplifon adjusted their marketing based on regional regulations and consumer confidence and made sure that supporting their customers was always front and center. Between consumer sentiment recovery and decreased inventory pressure, Amplifon was able to maintain their overall marketing investment and drive business, while making sure …

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COVID-related digital behaviors that won’t going away in 2021

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30-second summary: Market volatility and rapid shifts in consumer behavior will continue in 2021. The longer the COVID pandemic goes on the more ingrained digital behaviors become. Shoppers are buying more online and spending more when they do. Consumers are becoming more comfortable online experiences over with time. Taking in-store experiences and taking them digital is becoming more common. Search and market insights are becoming mission-critical for all marketers To say the last several months have been a roller coaster would be an understatement. This year has been one for the books as we’ve collectively experienced something no generation before us has: the impact of the COVID-19 pandemic on a constantly connected, technology-empowered population. We’ve run the gamut of emotional states and economic impacts. As brands and consumers alike prepare for our most unusual holiday shopping season yet, it’s become clear that we’re in this for the long haul. While …

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IBM Watson boosts vaccine campaign, Pinterest climbing: Friday’s daily brief

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Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and how do you use social media? I was interested to read Chris Wood’s recent story about how Pinterest users have pivoted from consuming content that helps them make long-term plans, to looking for solutions to short-term challenges. I’m not a Pinterest user and had imagined people visit the site mainly to post images. That was not an informed assumption, especially as I do use Instagram to get ideas for cooking and travel (if only). I was also prompted to reflect on the different ways I use social channels. Twitter mainly for news and to keep up with current personal friends; LinkedIn to nurture …

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Key insights: Agile marketing adoption, when data doesn’t sing with CX, opportunities lost, ecommerce rises again

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30-second summary: Finance, health, and high-tech are the most keen on planning agile marketing transformation 38% respondents mentioned that internal silos were a top challenge for delivering great CX Customer experience influenced customers more than it would have 2 years back 50% consumers would switch brands or spend less due to a CX that lacked personalization There’s a huge, yes huge gap in the engagement and send out rates clearly indicating that businesses lost out on opportunities to capture their consumers’ attention Given the ecommerce slump in March, April has seen a 43% thanks to users wanting to make purchases and paid advertising. A lot can happen in a week, and a lot has happened indeed. Our weekly key insights this week brings you an eagle-eye view of the marketing space, across silos in customer experience (CX), agile marketing, and lots more. Data and silos in CX According to content …

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Key insights: Effect of COVID-19 on consumer behavior, the world’s more video content savvy, and Apple shakes up AR

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30-second summary: According to Global Web Index’s findings, 80% of consumers in the U.S. and UK say they have consumed more content since the outbreak. According to emarketer, 49% of marketing professionals and agencies held back a campaign launch until later in 2020 and 45% stopped or paused a media campaign midway. Admoik shared that there was a 17.2% drop in week-over-week ad revenues, direct deal and programmatic guarantee being the biggest drops. Despite the 8.3% decrease of retail industry’s M&A deals, Apple acquired AR technology startup, NextVR for a $100 million with an intention to launch its AR headset in 2022 and AR glasses in 2023. 53% of consumers prefer brands to communicate through TV ads. According to McKinsey, UK, Spain, and Italy are least optimistic, whereas the US (37%) and China (48%) are optimistic about their economies jumping back to normal in the next two-to-three months. Purchases are …

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Key insights: Consumer trust segmented, the power of push notifications, martech stacks lack strategy, and more

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30-second summary: Healthcare and educational institutes win consumer trust while media and government struggle March saw push notifications reach their highest direct open rates and 32% of website visits were through these mobile app push notifications Mobile remains the best way to engage people with push notifications DemandLab’s recent ‘Martech stack optimization survey’ reveals that 53% of marketing leaders have no plan in place for their martech stacks Deals have shown a positive graph, Australia and Germany are opening up their economies due to some relief from the COVID-19 hit Conviva study segments streaming behavior across regions and devices – TV, PC, live streaming, and video on demand Standard ads vs COVID-19 based ads, what performed better? More on what CMOs’ immediate budget actions should be Information is power and mental health is key. In light of current events, we took the onus to save you the effort and have …

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Health network shows that yes, personalization is a thing — and it works

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Indiana-based nonprofit healthcare system Community Health Network (CHN) is leveraging personalization to improve patient experience and communication. That’s saying something considering the strict limits it faces regarding patient privacy thanks to HIPAA regulations. “We pride ourselves on offering convenient access to healthcare services where and when patients need them — in hospitals, health pavilions and doctor’s offices, as well as workplaces, schools and homes,” said Debbie Kenemer, executive director of digital marketing at Community Health Network. “Our digital properties have to be equally focused on our patients and their needs.” Community Health Network is the largest Indiana network of primary care physicians, managing over 200 sites of care and affiliates throughout Central Indiana. The network’s continuum of care also integrates hundreds of physicians, specialty and acute care hospitals, surgery centers, home care services, behavioral health and employer health services. Serving personalized content to patients — and keep up with HIPAA …

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Adapting to the new normal: Video content strategy after COVID-19

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30-second summary: Video is now ‘the new normal enabler’ connecting brands and customers when offline interactions are still far from reverting to normal. Videos are bridging the gap for informing, educating, engaging, entertaining, and socializing with customers. Low-budget videos are now the it-thing of the video marketing industry – they look nothing like ads or promotional videos customers are likely to skip. Companies are expected to join the global conversation and express what matters to people behind the brand. And videos are a great tool for touching upon this conversation and revealing what the brand stands for as mere “We’re all in this together” message will not cut it. Although not a new trend, the popularity of live streams has soared due to COVID-19. Yes, while WFH, people tend to get distracted with their devices and watch a live stream. Not only stock markets are up – stock footage is …

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How consumers’ attitudes to advertising changed since COVID-19

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30-second summary: W e’ve hosted our latest Peer Network Briefing with Norm Johnston, CEO at Unruly, and Rebecca Waring, Global VP of Insights at Unruly, for an exclusive briefing about the changes in consumers’ behavior and what they mean for advertisers. Emotion is more important than ever in advertising. According to Unruly, happiness and inspiration work well right now making a difference in a time that negative messages are prevalent. It looks like only 2% of consumers think brands should pause all advertising. In fact, 21% of consumers want ads to include information about COVID-19. 49% of consumers are also expecting ads to make them feel warm or happy. One of the most important changes since COVID-19 is increased media consumption. This is a key change for advertisers when planning their tactics for the time being. There is an expectation from brands to adapt. If a brand is not adapting …

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