Real-time success stories
Kirkpatrick described how her team leapt into action after seeing a TikTok video of a woman complaining that a rival shipping company didn’t deliver a portable crib she needed while on vacation. “We stepped in, had that and more delivered to this person, and instantly she got on TikTok and started talking about it,” shared Kirkpatrick. “It drove 4 million followers overnight.”
MassMutual’s Lane shared how a simple idea became a big hit. “I love signs that do things and animate and have a meaning,” she said. “When we put the MassMutual sign over the Red Sox scoreboard, we used the five dots in our logo as a ball and strikes counter. The fans just got it. They loved it.”
Greg Glenday, CEO of Acast, described how a branded podcast with U.K. soccer player Peter Crouch and the beer company Brew Dog came to life. Crouch had been telling stories on his own popular podcast that sometimes involved going to the pub with friends, and mentioned that Brew Dog was his favorite beer. Brew Dog then invited him and his friends to record a whole new podcast at their brewery. Next, Brew Dog created a beer for Crouch called LaOut (a combination of lager and stout). “That’s his brand that they now sell,” said Glenday. “The first batch sold out. It was supposed to be a gimmick, and now it’s a real thing.”
To wrap up, Monks’ Stephens shared what he believes will be the common denominator for future real-time wins. As he put it: “I think the great marketers of the future will be the most curious people, the ones that just constantly want to learn.”
Featured Conversation Leaders
- Kendra Barnett, Senior Tech Reporter, ADWEEK
- Florina Manusis, Executive Director, Media and Influencer Marketing, North America, Estée Lauder
- Linda Cronin, EVP, Media, Monks
- Greg Glenday, CEO, Acast
- Kristin Lane, Head of Brand Marketing and Customer Growth, MassMutual
- Emily Kirkpatrick, VP, Marketing Chief of Staff, Shipt
- Kirk McDonald, CEO, Sundial Media & Technology Group
- James Stephens, Global Head of Brand, Monks
- Rona Williams, Senior Director, Strategic Innovation, Bragg Live Food Products
