The WARC Podcast Most Contagious NYC: How Grubhub and Solo Stove leverage buzz to build brand
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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.
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Marketing Dichotomy
- The Most Contagious conference highlighted a dichotomy in marketing approaches.
- Speakers presented both absurd, attention-grabbing campaigns and more traditional, data-driven strategies.
AI's Uncertain Role
- AI's role in marketing remains uncertain, creating tension around its potential impact.
- The industry is grappling with whether AI will enhance or replace human creativity.
Effective Humor
- Humor in advertising should be genuinely funny, avoiding forced wordplay or overly clever jokes.
- Connect the humor to the brand's message and ensure it reinforces brand equity.