Chief Marketer
we've got a lot to talk about
for the week of February 17, 2019

Hello, and welcome to our weekly dispatch of all the most thought-provoking marketing trends and campaigns on our radar.

This week, we’re loving what John Hancock is doing with its new “The Long Game” campaign featuring NFL rookies talking about their long-term goals and passions outside of football. Retirement is a prickly subject for millennials, who came into the work force bearing massive student loan debt during one of the country’s most significant economic slumps (check out this interesting article on Politico for a deeper dive into this subject). We’re seeing a lot of financial brands attempting to change the conversation around money and retirement in the hopes of wooing this demographic. John Hancock CMO Barbara Goose spoke to us about the brand’s vision for this program and the millennial audience.

We’ve also been intrigued by the resurgence of direct mail—yes, direct mail!—which is making a comeback among many brands because of its predictable response rates and its ability to integrate into an account based marketing strategy (Google “Direct Mail Comeback” for some interesting opinions on the subject.) We did our own investigation with marketing executive Scott Kosinski of EyeMed (a division of Luxottica Group) to find out how this old school marketing tactic is performing. Read on for the full report.

Also a “must-discuss” this week: the Sparkling Rain campaign that’s using shopper data and basket analysis (yes, basket analysis—did you even know that was possible?) to align highly-targeted influencer campaigns and programmatic ads with specific consumer groups. As we all know—it’s hard out there for a sparkly no-calorie beverage. It’s a crowded field to play in in 2019. You’ll want to hear what vp-marketing at parent Talking Rain Beverage Co. Sarah Gustat has to say about the strategy.

That’s hardly all the news we have to share, so read on for more marketing tips and insights. Enjoy the rest of your weekend and catch you back here again next week.

Jessica Heasley
Content Director - Chief Marketer

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Sparkling Ice Finds New Success in Segmenting Consumers

VP marketing Sarah Gustat takes us through how the brand learned to successfully define specific audiences and then connect with them through influencers.
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Calculating Long-Term Customer Value in the Age of Short Attention Spans

A few seconds is all it takes to make an impact. Fostering long-term customer relationships is one way to win in the era of short attention spans.
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Partner Content

Are you giving the same old tired webinars, in the same way, over and over again? Don’t you think it’s time to try something different? Chief Marketer and ON24 teach you “7 Secrets to Avoid a Boring Webinar.” Learn tips and best practices that can increase the value of your webinars for you and your audience. Join us on Thursday, February 28th, at 11am PST/2pm EST.

Why John Hancock's NFL Rookie Social Blitz Worked So Well

After resetting its mission, a new digital- and consumer-centric brand strategy and campaign found millions of interested viewers.
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Direct Mail Helps EyeMed Get Seen By Prospects

EyeMed is one of many brands turning to the old school tactic of direct mail to engage modern B2B buyers.
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The Evolution of Search: 3 Things to Know in 2019

ComScore projects that 50 percent of all queries will be voice searches by 2020. Here are three search trends to watch to get noticed in 2019.
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Detroit Pistons Help B2B Brands “Speed Date”

The NBA franchise has created Pistons Partner Connect, an opportunity for corporate advertisers to make business connections.
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