Morning Brew - ☕ Life’s a beach

Ouai’s summer marketing campaign is flying—and floating.
July 18, 2024

Marketing Brew

Salesforce Marketing Cloud

It’s Thursday. And Mountain Dew has a new brand character: the Mountain Dude, who wears a fur coat and plays football in the Alps. Another win for men’s representation.

In today’s edition:

—Katie Hicks, Ryan Barwick, Alyssa Meyers

BRAND STRATEGY

Pack your bags

"Smell like you're that Beach," an advertisement for Ouai, on a floating digital billboard Ouai

For the second year in a row, Ouai is making summer all about St. Barts—this time by land, air, and sea.

Earlier this summer, the hair and body-care brand released a St. Barts hair and body mist and doubled down on some of its marketing strategies from last summer’s campaign for its St. Barts body cream and body cleanser, like in-flight media on the airline JetBlue. This year’s campaign seems to be about embracing travel in all its forms, including putting billboards on boats in Miami and hosting sampling events out of Adgile trucks in New York.

While there are digital aspects to the campaign, which wraps at the end of the month, OOH has been crucial to marketing the St. Barts line, both by capturing people’s attention and through conveying the feelings of “accessible luxury” and being on vacation, said Nicole Solórzano, VP of brand marketing at Ouai.

So far, Solórzano said the hair and body mist has been Ouai’s biggest release at Sephora. The mist, which sold out for a time, has been the brand’s best-selling product since it came out.

“It all goes back to the fragrance itself and the storytelling around [it],” Solórzano said. “People just want to feel like they’re on vacation. They want that warm and fuzzy, yummy feeling.”

Continue reading here.—KH

   

PRESENTED BY SALESFORCE MARKETING CLOUD

AI’s a priority…and a challenge

Salesforce Marketing Cloud

Who said that? Marketing leaders, that’s who. They’re referring to AI as their No. 1 priority and challenge. They want to explore its possibilities, but they’re unsure of their approach.

From differing data strategies to wide-scale personalization capabilities, marketing is, ~surprise surprise~, undergoing pivotal changes this year. That’s why Salesforce gathered the details in their 9th Edition State of Marketing Report.

Salesforce surveyed nearly 5k marketers to unpack the latest trends and learnings in AI, including:

  • AI adoption among marketing leaders
  • marketers’ biggest AI use cases
  • changes in first- and third-party data usage

So, what’s the scoop? Get it in the free report.

AD TECH

Taboola’s moolah

the Apple News app icon on a mobile phone screen Stockcam/Getty Images

There’s chum in them thar iPhones.

Content recommendation giant Taboola reached a deal with Apple to handle the ad inventory for Apple’s News and Stocks apps, Axios reported this week.

As part of the deal, Taboola, which is best known for its chumboxes found at the bottom of many publishers’ websites, will sell ads that run in the apps’ main feeds, as well as within articles for select publishers, according to Axios. Taboola will operate native advertising placements inside the apps that are intended to blend in with the surrounding content.

So what? The companies, one a premier tech company with a (nearly) bulletproof brand and one an ad tech giant partially responsible for littering the internet with clickbait, make for strange bedfellows.

It could be that Apple may need a little help to bring its nascent ad network, which is primarily mobile-based, up to speed, Axios noted.

Read more here.—RB

   

RESEARCH

Well, did it work?

Cîroc ad Screenshot via Cîroc/EDO

What do Cîroc, Buffalo Wild Wings, and FanDuel have in common? They’re all apparently great TV advertisers.

The three brands ran some of the most effective TV ads of the first half of the year, according to the measurement company EDO, which ranked national TV spots across 15 categories. EDO gauges effectiveness based on how likely the creative is to motivate consumers to engage with a brand online after seeing the ad, whether that’s searching for it, visiting its website, or downloading its app.

Here’s a look at some of the other brands that stood out among their categories so far in 2024:

Summer of seltzer: Cîroc’s ad for its Limonata vodka, which aired 102 times for 35 million impressions, was 271% more effective than the average alcohol ad, according to EDO. Budweiser followed close on the vodka brand’s heels with its “Folds of Honor” ad, which was 270% more effective than the category average across 301 airings and 26 million impressions.

  • Budweiser’s “Crack of a Bat” ad was the third most effective alcohol ad, per EDO.
  • Both of the top Budweiser ads centered around baseball.

Keep reading here.—AM

   

TOGETHER WITH IMPACT.COM

Impact.com

The art of influencer marketing. Most marketers have to learn about influencer marketing on the fly. Luckily, with Impact.com’s e-book, you can learn about influencer marketing at a pace that suits you. It covers fundamentals and best practices you can use to maximize your returns. Grab a copy for you and your team.

FRENCH PRESS

French Press Morning Brew

There are a lot of bad marketing tips out there. These aren’t those.

Less than 10: Nine steps for creating a social media marketing strategy.

’Gram refresh: 35 up-to-date Instagram statistics to know.

What’s in a word? Power words” to use in captions and posts on social.

What’s up, AI? Salesforce surveyed almost 5k marketers to find out. Check out the latest on AI adoption, marketing's biggest use cases, and changes in data usage in Salesforce’s 9th Edition State of Marketing Report.*

*A message from our sponsor.

SUMMIT

Third year, triple the insight

Morning Brew

Don't miss Marketing Brew's annual summit on Sept. 12 in New York! This is your chance to join industry leaders and innovators as they share insights on keeping pace with the ever-evolving marketing landscape. Experience the latest in generative AI, explore performance-driven strategies, and refine your people-centric approach to leadership and branding. With headline speakers, invaluable networking opportunities, and actionable takeaways, this event will boost your business acumen and inspire your next big breakthrough. Secure your ticket now!

WISH WE WROTE THIS

a pillar with a few pieces of paper and a green pencil on top of it Morning Brew

Stories we’re jealous of.

  • The Wall Street Journal wrote about the increasingly fancy nightly turndown gifts that are becoming branding mainstays at some five-star hotels.
  • The Atlantic covered Meta’s plans to work with researchers on studies around teens’ use of Instagram and their mental health.
  • Vox wrote about the branding behind wedding trends over the years and the myth of a “timeless” look.

JOBS

Forget generic job searches. CollabWORK leverages the power of community to connect you with relevant opportunities in Slack channels, Discord servers, and newsletters like Marketing Brew. Land your dream job through the power of your network with CollabWORK.

SHARE THE BREW

Share Marketing Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:
marketingbrew.com/r/?kid=303a04a9

         
ADVERTISE // CAREERS // SHOP // FAQ

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2024 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Older messages

☕️ Taking a dip

Thursday, July 18, 2024

Angel City is now the most valuable team in women's sports... July 18, 2024 View Online | Sign Up | Shop Morning Brew PRESENTED BY Edmunds Good morning. New side hustle just dropped: Strava jockey.

☕ Private buys

Wednesday, July 17, 2024

Sam's Club's private label brand. July 17, 2024 Retail Brew PRESENTED BY Nift It's Wednesday, and it's also National Hot Dog Day. To celebrate, Nathan's Famous is selling hot dogs

☕ Sound of the summer

Wednesday, July 17, 2024

Inside Major League Soccer's summer campaign. July 17, 2024 Marketing Brew PRESENTED BY Attentive It's Wednesday. Bring out the buns! Today is National Hot Dog Day, which was first organized in

👀 First Look: Marketing Brew Summit Speaker Lineup!

Wednesday, July 17, 2024

Join us on September 12th. Marketing Brew Summit Header We're excited to announce our first group of speakers for the Marketing Brew Summit on September 12th! These brilliant minds, hailing from

☕ If you build it, they will…stay?

Wednesday, July 17, 2024

How EVs affect the US auto production footprint. July 17, 2024 Tech Brew PRESENTED BY Autobiographer It's Wednesday. The transition from ICE vehicles to EVs has sparked concerns of shuttered plants

You Might Also Like

AI chatbots keep failing every accuracy test thrown at them

Wednesday, March 12, 2025

PLUS: Why Substack's new subscriber milestone is so significant ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Everything We’ve Written About That’s on Sale at Nordstrom

Wednesday, March 12, 2025

Plus: Actually cute plus-size maternity clothes. The Strategist Every product is independently selected by editors. If you buy something through our links, New York may earn an affiliate commission.

What A Day: Bad Car-ma

Tuesday, March 11, 2025

Elon Musk's politics are sparking a major Tesla backlash, ironically thanks to Trump. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Rohingya refugees just lost half of their food aid. Now what?

Tuesday, March 11, 2025

An interview with Free Rohingya Coalition what happened last week in Asia, Africa and the Americas Hey, this is Sham Jaff, a freelance journalist focused on Asia, Africa and the Americas and your very

Shayne Coplan’s Big Bet Is Paying Off

Tuesday, March 11, 2025

March 11, 2025 THE MONEY GAME Shayne Coplan's Big Bet Is Paying Off By Jen Wieczner Photo: Dina Litovsky At 6 am on Wednesday, November 13, eight FBI agents in black windbreakers burst through the

We need your input.

Tuesday, March 11, 2025

Share your insights & receive a 70% off forever. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

We Talkin’ About Practice?

Tuesday, March 11, 2025

Nobody Told Me There'd Be Days Like These ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Seattle startup takes eco-friendly aim at recycling clothing 

Tuesday, March 11, 2025

Read AI rolls out enterprise search tool | Hard time for hardware ADVERTISEMENT GeekWire SPONSOR MESSAGE: A limited number of table sponsorships are available at the 2025 GeekWire Awards: Secure your

☕ The beauty of it all

Tuesday, March 11, 2025

A conversation with Ulta Beauty's CMO. March 11, 2025 View Online | Sign Up Marketing Brew Presented By Iterable It's Tuesday. Count Kathy Hochul as an ad buyer. The governor of New York is

🤔 What’s in your wallet? A scam.

Tuesday, March 11, 2025

Plus, a new streaming deal is the latest gift to Trump from the billionaire CEO and his company — which profits off government contracts. Forward this email to others so they can sign up 🔥 Today on