Uncommon Thinking: How Data & Community-Focused Storytelling are Modernizing Weber’s Marketing

In this session from Advertising Week New York 2021, hear how community-focused storytelling, coupled with Weber’s investment in data and analytics, is bringing this legacy brand into the future while maintaining its heritage.

Chapters:

  • 00:30 – 07:49 – Amy Pascal on how she is bringing Weber Grills into the future
  • 07:50 – 11:40 – How do they vet the influencers they work with?
  • 11:40 – 16:16 – How do you target consumers beyond just buying a grill
  • 16:17 – 19:34 – How are you using Webber’s data to inform your creative?
  • 19:34 – 21:43 – What is the focus on in the grill category?
  • 21:43 – 24:34 – Weber Connect, Budweiser ad campaign
  • 24:35 – 26:12 – How do you track the success of these campaigns?

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