Social Media

Bestowed upon an executive who has made the greatest demonstrable impact through the implementation and successful use of new marketing strategies, technologies and/or processes, this year's CMO of the Year winners are The Hershey Company’s Jill Baskin and e.l.f. Beauty’s Kory Marchisotto.

Levi’s investments in artificial intelligence to improve both customer experience and demand forecasting are paying off, and the company will prioritize its fulfillment capabilities to further leverage stores and distribution centers in order to manage its digital growth.    

CGT explored how CGs and retailers can realign technology advancements — such as payment flexibility, supply chain responsiveness and digital strategy — to seize the opportunities in today's new landscape. 

In an effort to better connect with Gen Z consumers, Idahoan Foods dove into TikTok with a campaign that not only educated consumers about how to enjoy its products, but also developed a unique music beat and choreographed dance known, naturally, as “the mashed potato dance.”

Brands–both big and small–can implement campaigns on the platform using any combination of native ads, organic content and influencer posts to increase their overall awareness and entice potential customers.

The new solution is expected to help deliver personalized shopping experiences on Facebook, Instagram and Pinterest.

Mondelez tapped into a partnership to evaluate and optimize the performance of its cross-platform display campaign, which ultimately resulted in a rise in purchase intent among the snack brand’s primary target audience.

As one of the fastest-growing gluten free brands in the US, Schar tapped into a platform to help it discover and grow audiences, build exposure, and collaborate on a wide range of projects.

By rethinking the way they approach everything from product development to retail execution — and pairing these efforts with some of today’s cutting-edge technologies — many SMBs are battling their way back to recovery and into the forefront of retail and consumer attention.

If younger audiences align with your brand’s targets, 2021 is your year to branch out into new social spaces. Here are four platforms worth exploring, paired with best practices and predictions to help guide your content: