The WARC Podcast
Most Contagious NYC: How Grubhub and Solo Stove leverage buzz to build brand
Feb 20, 2025
Join Chris Barth, Principal Strategist at Contagious, along with George Bryant, Global Chief Creative Officer at Golin Harris, and Elizabeth Paul, Chief Strategy Officer at The Martin Agency. They delve into the creative strategies behind Grubhub's 'Special Delivery' campaign for new mothers and how it fostered loyalty. The discussion also highlights Solo Stove's collaboration with Snoop Dogg, emphasizing community engagement and emotional connections. Plus, examine the evolving role of humor in marketing and the significance of understanding consumer needs.
35:49
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Quick takeaways
- Grubhub's Special Delivery campaign exemplified the power of empathy-driven strategies, significantly boosting customer loyalty by focusing on emotional connections with consumers.
- Solo Stove's collaboration with Snoop Dogg successfully transitioned from awareness generation to a sustained brand strategy, demonstrating the importance of integrating buzz with performance marketing for long-term growth.
Deep dives
Key Insights from the Most Contagious Conference
The Most Contagious Conference showcased a diverse range of marketing strategies, highlighting the dichotomy between absurd and traditional campaigns. Presenters discussed how brands can connect with consumers through unconventional approaches, such as Nutter Butter's focus on absurdity, while also addressing more serious, impactful work. A significant theme emerged from Dr. Marcus Collins's talk, which explored the tension between aiming for large-scale cultural moments versus deeply impactful ones. This illustrates the ongoing challenge marketers face in balancing creativity with meaningful engagement.
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