Fabio Marciano

Super proud to announce that M Booth's work on Rao's Specialty Foods, Inc. won the SABRE Award for Superior Achievement in Measurement and Evaluation in the Paid Influencer Program category. 🏆 Frani Chung, Claire Hayes, Paige Mirkin, Elaine Dion, Camille Bettinger, Abby Maxwell, Alexa Bestoso, Alan Creveling +++ We leveraged the powerful #FoodTok (62.9B views) and #TikTokMadeMeBuyIt (63.7B views) communities to create content that inspired culture and purchase outside of TikTok. Through social listening we saw that #lasagnasoup was trending on TikTok with over 79MM views, thanks to content creator Danny Freeman (aka DannyLovesPasta) (1.4M TikTok followers). The unexpected modification of a timeless meal, combined with a creator known for ideating wildly creative and innovative pasta recipes, provided the perfect recipe for Rao’s Homemade. In less than 72 hours, we went from flagging Danny’s #lasagnasoup post and contracting him as a partner. Then, in less than a month we recreated the viral recipe on TikTok and Instagram using Rao’s Homemade Marinara sauce. Best of all, #lasagnasoup was still popular and trending. https://lnkd.in/gmX5-AmV The Results: - We drove brand awareness for Rao’s Homemade as the go-to, premium sauce brand to elevate at-home cooking, capturing the attention of chefs, home cooks, lifestyle outlets and more, while contributing to the brand’s market momentum a couple months before it earned the #1 sauce ranking. - The Rao’s Homemade lasagna soup TikTok alone garnered 4.7M views, 634.2K likes, 1.3K comments, 261.7K saves, and 101.2K shares. -  Danny's Instagram Reel garnered over 38.3M views, 2M likes, 4.9K comments, 489K shares, and an engagement rate of 13.32%. - The Instagram Reel was crowned the brand’s top performing post for 2023 with 118K views, 5.4K likes, and 2.9K shares. - The content partnership resulted in 255.7M+ earned media impressions stemming from 11 pieces of coverage and the brand’s owned TikTok channel gained over 25,000 followers. Within one week of the lasagna soup content and recipe going live, Raos.com experienced its highest 2023 traffic yet with a 252% increase in traffic, netting 51,858 sessions in just 3 days. Nearly 75% of sessions (36,946) directed to the lasagna soup recipe page. Now, that's what you call the power of #trendjacking, #sociallistening and #strategicpartnership.

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Tell me you haven't updated your bio photo since 2016 without telling me ;) I'm excited to be gearing up for tomorrow's discussion with Brand Innovators. It's quite the deep-cut topic - Marketing teams marketing... well, marketing organizations. I can't wait to dive in. #b2bmarketing #brandinnovators #marketingagencies

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This month, my Foundry Management & Technology focuses on apologies. How they happen in business (or don't) can impact your brand. #branding #communications #marketingstrategy https://lnkd.in/gQP4J9Gb

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Here are some ways to build trust with your target ... loyal to trustworthy brands. Through strategies focused on transparency, personalization and empathy, brands can create meaningful connections and establish a solid foundation for customer engagement ... https://ow.ly/2hz530sFxAe

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One of the most important consumer trends for advertisers to know about is loss of trust. This article on the OUTFRONT blog breaks down four other trends from our new report.

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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As a Marketing Leader, I get asked a lot by early career marketers about the varied paths of marketing. While the titles of VP and CMO can be attractive never rule out the opportunity to specialize or spend time specializing as a lateral move in your career. It was inspiring this last first week of the Olympics to see Stephen Nedoroscik rise as a star to secure his team a bronze. Marketing, like gymnastics is a sport of varied events but in our case channels. Marketing’s omni-channel approach is important, but one channel’s acceleration can lead teams to victory! Never underestimate a SME. #marketing #olympics #usgymnastics #stephennedoroscik #marketingspecialization #olympics2024 #marketingleadership Photo Credit: @TeamUSA

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“What if we just stop advertising for one year? We could save millions of dollars!" It is a question I get asked often in non-profit health care marketing, where margins are razor thin and we are frequently asked to prove our value. [Insert thorough and beautifully designed presentation deck with data from brand tracking surveys, marketing mix modeling and attribution metrics - none compelling enough to convince our budget-setting colleagues that marketing is a profit driver, not a cost center.] So, what does the published research tell us about the value of brand advertising? Or the implications of a reduction or hiatus? The Ehrenberg-Bass Institute of Marketing Science conducted a study in 2018 to answer this question: What happens when brand advertising stops? Its findings? The vast majority of brands in the study experienced a decline in market share, with the rate of declined being dependent on a brand's size and prior sales. The average change in sales after stopping advertising for one year was a 16% drop, and 36% after three years. In addition, the rebound period to get back to prior sales trends after advertising is resumed is often longer than the period in which advertising was paused. "The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts." - Simon Broadbent #marketingmatters #advertising #profitdriver #marketingspend #marketingmixmodeling #mediamixmodeling #marketingvalue #branding #brandadvertising #factbasedthinking #positioning

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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DPAA Study Outlines Trends and Growth Opportunities for U.S. Digital Out-of-Home Market, with 96% of Marketers and Agencies Planning to Increase or Maintain Spending in the Next 12 Months

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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Today is designated Global Focus Group Day, and to celebrate, today’s episode of IN CLEAR FOCUS features an interview with Jeanne Corrigan, a consumer behavior strategist and expert in qualitative research. Jeanne shares her insights with me on the enduring value of focus groups, the impact of digital technology, and the role groups can play in understanding consumer motivations and informing brand strategy. We also consider how AI can identify patterns in data while human researchers excel in interpreting the "why" behind consumer decisions. #InClearFocus #GlobalFocusGroupDay #FaceToFaceMRX

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🍪 The next challenge - cookieless targeting - will require a CDP (r)evolution for brands to realize value, drive growth and foster loyalty. Join Adobe's one and only Ryan Fleisch for this Adweek webinar on April 23rd and get all the insights from Adobe's research on both the brand and consumer views of CDPs. Discover what makes a CDP effective in a post-cookie landscape, and hear more about Adobe’s perspective including the long-term strategy of Adobe Real-Time Customer Data Platform. https://lnkd.in/d9jX4WTJ 

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Yet another story reaffirming the sad truth: the traditional brand safety approach is broken. Consumers want an open and free internet experience, Advertisers want accurate classification at scale, ensuring they place ads in environments they deem valuable, and Publishers want to successfully monetize against their premium content. Legacy, over-restrictive brand safety tactics do nothing to serve the interests of these three key entities. If you are interested in learning more about how AI is solving industry problems and discussing #advancedcontextual solutions, feel free to reach out to illuma. https://lnkd.in/eWwNS_Mw

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“The learn-it-all will always do better than the know-it all.” - Satya Nadella, CEO Microsoft Wise words to be found in this piece, particularly around the concept of UNlearning in order to RElearn.

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If you haven’t checked out the new OUTFRONT Advertising Trends Report yet, here’s a pullout of five top consumer trends.

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

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