Like everything else in 2020, consumer shopping habits during the holiday season have evolved. For one, Black Friday deals are happening all month, and consumers are more likely to make purchases during these blockbuster events. We look at how this retail behavior trend is fueling the need for marketers to produce fresh creative for ad campaigns and employ a more flexible, agile approach to audience targeting.

With lockdowns remaining a reality for the time being, brand marketers are getting creative with their engagement tactics. The “reverse” activation trend, in which brands deliver experiences to consumers’ doorsteps, is one way to reach them, albeit at a smaller scale. Here’s how Chase, Southwest Airlines, The Home Depot and others have embraced the trend.

Meanwhile, payment app Klarna is leveraging the growth of esports and gaming during the pandemic as a means to reach consumers through shoppable livestreamed Twitch events. Check out how the brand engaged this group through access to esports pros, guest appearances from musicians and a chance to win gaming gear.

Lastly, we look at how musician Wyclef Jean worked with Google and BBH NY on a campaign to support Black-owned businesses hurt by the pandemic. Through providing links to resources and assistance and spotlighting Google Search’s “Black-owned” attribute, the campaign provides an assist for companies struggling for visibility amid a sea of competition. 

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

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