Feb. 5 - Why brands opt for Super Bowl counterprogramming | Unilever plans $2.4B investment

Unilever plans $2.4B investment in high-growth products, e-commerce; Pinterest's ascent continues as holidays spur explosive adoption of shopping ads; What 2021 means for sports marketing — and how Foot Locker's approaching it now; P&G campaign asks for greater equality in household chores View online | Signup | Forward

Daily Dive Feb.​ 5,​ 2021 | Today's news and insights for marketing leaders   BROUGHT TO YOU BY — Marketing Dive's studioID Generate More Content with Creative Automation As online sales continue to skyrocket, does your marketing team have the tools it needs to keep up with the demand for content? Find out in this playbook.   Why brands skipped Super Bowl ads and counterprogrammed instead More brands are finding ways to tap into interest around the big game without an in-game ad, opting for cost-effective, insightful connections over reach. Unilever plans $2.4B investment in high-growth products, e-commerce After conserving its budget during lockdowns in the first half of the year, the CPG giant expanded its marketing spend by $192 million in 2020. Pinterest's ascent continues as holidays spur explosive adoption of shopping ads The platform plans to scale its sales team "significantly" to court advertisers, while investing more in commerce, Story Pins and automation. What 2021 means for sports marketing — and how Foot Locker's approaching it now Priorities have changed for sports retailers, and companies need more than a new marketing strategy to succeed. P&G campaign asks for greater equality in household chores The "Come Clean to Close the Chore Gap" campaign for Dawn and Swiffer includes a 30-second spot that will air during the Super Bowl pregame show. Cheetos' Super Bowl ad embeds stealth Snapchat codes that unlock free snacks Each of the TV spot's 1,440 frames includes a hidden marker that can be scanned via Snapchat to access a bag of Cheetos Crunch Pop Mix. Opinion Super Bowl LV marks a shift in advertising tradition While their reach is impressive, spots in the big game lack the multichannel connectedness and performance-driven metrics many brands now seek. UPDATED Tracking every ad buy for Super Bowl LV Bass Pro Shops nods to the challenges of the pandemic in its big game debut, while McDonald's honors the drive-thru in its pregame spot. Read more news From Our Library Webinar - on demand 3 Vulnerabilities of Location-Based Marketing Data Zenreach Case Study Raising the B2B Bar: Bringing B2C Growth and Opportunity to B2B Ecommerce Big Commerce View all resources What We're Reading Retail Dive What does a government reckoning with Google and Facebook mean for retail? Vox In the world of Super Bowl ads, 2020 never happened Ad Age Snapchat CEO hints at ads in Spotlight and praises Apple for 'high integrity' on privacy Adweek Connected TV Platforms Prepare for 'Most Streamed TV Event' Ever in Super Bowl 55 Suggest a story we should read Upcoming Event How Nestle’s Garden of Life Attracted New Customers With Their DTC Approach March 2, 2021 - March 2, 2021 | Webinar 2pm ET Dive Into a Topic Mobile Creative Social Media Video Analytics Apps Influencer Marketing Marketing Tech CMO Corner Share Marketing Dive: Daily Dive with others and get rewarded. You've referred 0 readers. To become an official Dive Insider, just successfully refer 10 contacts to Marketing Dive: Daily Dive. Here's your link to share: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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