Rejecting the idea that replies needed to feel ‘brand safe’ and line up with the corporation’s bottom line, the sarcastic tone of this post became the blueprint for a more authentic, approachable tone-of-voice.

To some users, Wendy’s has become more famous for their ‘unhinged’ social media presence than their hamburgers or frozen desserts. And companies like Duolingo and Nutter Butter have fallen directly in step with this attention-grabbing approach to social media management.

But not every brand can (or should!) emulate the edgy attitude that risks alienating users in favor of massive impressions. Developing an effective Community Management approach is essential to create a sense of commitment and positive association between your company and target audience. A strong community management strategy ensures participation is intentional, inclusive, and aligned with long-term goals, rather than being reactive or fragmented.

By implementing clear strategies, organizations can cultivate stronger relationships, build trust, and encourage ongoing dialogue. With informed decision-making, input sourced directly from your community can provide valuable insights that shape campaigns, products, and future initiatives.

In this blog, we’ll explore how well-executed community engagement enhances brand loyalty, drives advocacy, and creates a more resilient and connected network.

What is a Community Engagement Strategy?

At its core, community engagement is meant to foster meaningful connections and collaboration between individual users and a large brand. It isn’t just about answering questions and providing solutions. It can play a crucial role in brand development by encouraging active feedback and empowering people to influence brand decisions that affect them as customers.

Through inclusive engagement, diverse perspectives are amplified and give way to more resilient and innovative networks that are capable of addressing challenges collectively.

When devising a content strategy for your brand’s social media channels, you’ll have an ideal audience in mind for each post. While these segments will certainly overlap from concept to concept, sometimes you want to focus on one segment more than another.

Your community engagement strategy should follow a similar structure, accounting for how each group will receive the message. By clearly defining your goals and tone of voice, you can plan additional tactics to foster participation and build relationships among your followers.

A thriving community keeps users eagerly anticipating your next post and actively engaging with familiar, recurring content.

The desire for community engagement initiatives on social media channels can be traced back to organized and informal conversations between members of neighborhoods, academic groups, and other movements. In terms of brand marketing, these opportunities to connect directly with followers can replace town halls and surveys to go straight to the source.

A well-designed strategy ensures that engagement efforts are intentional, sustainable, and aligned with both organizational objectives as well as the needs of your users.

Successful Community Engagement Tactics

Before you begin developing a new approach to how you want your brand to be perceived and reacted to on social media, you should have a clear structure in place to evaluate success. If you aren’t meeting your audience where they’re most active, or if you’re talking about things they aren’t interested in, you aren’t giving them any compelling reasons to build a relationship with you.

The first thing you want to consider is your ultimate goal for opening up this community:

• Are you simply looking to get more replies and comments under your posts? 
• Do you want to build awareness for a new product or service? 
• Is there a competitor in the space that you want to steal attention away from?
  

These are all valid objectives! But determining how, and where, to move the needle will help you stand out in a sea of sameness.

Similarly, knowing the ins and outs of your audience will give you a healthy advantage:

• How would they react to the chance to directly provide input on an upcoming announcement? 
• Where do they go to provide unfiltered feedback on your company? 
• Do they feel like your social media channels are being run by a robot or a real person? 

These are important questions to ask, and knowing the answers can help you predict user behavior and set attainable metrics for your strategic rollout. This approach can also help you surface more opportunities to leverage UGC and create a feed full of can’t-miss content.

Look at brands like Ollipop and Poppi, offering essentially the same product, but who each have diehard loyalists on their side thanks to a colorful, effective outreach program driven by social media. Opening the door to an ongoing dialogue between you and your followers is a great way to build trust and convert unaware users into lifelong advocates.

5 Steps to Develop a Community Engagement Strategy

So you’re convinced that you need to be more active on social media, building direct relationships with your target audience and creating more content that engages users and helps them feel positively associated with the brand. But, keep in mind that it’s a lot more nuanced than just choosing to start posting call-and-response questions and commenting back to every mention notification you receive.

Following a structured rollout plan can help you get your strategy off the ground efficiently and allow for actionable insights to expose themselves along the way.

Define What Success Looks Like To You

Your target performance metrics and key objectives are directly related but don’t necessarily have to be the same goal. At first, your motivation may be more abstract: more positivity in the community, better attitudes, and cultivating “good vibes.” But even these can eventually feed back into raw data.

With the right sentiment analysis tool in place, you can follow the feelings among your followers and see how they ladder up to statistics like follower growth, owned conversation, and impressions from outside your network. If your brand’s social channels are known as friendly and fun, you’re much more likely to convert curious customers into followers.

Choose the Right Place to Show Up

If you’re already thinking about how to develop a more engaged community before your channels have even gone live, congratulations, you’re way ahead of the game. But for most social media marketers, these tactics compose an additional strategy that builds on top of your best-performing platforms.

When considering how to execute an approach that opens your audience up to community engagement, carefully consider where the ideal user you want to reach is already spending time. Take stock of your owned channels and follower count on each. Does the size of your audience accurately reflect how many likes, comments, and shares each post is getting?

When rolling out a more aggressive community management strategy, start with the areas that natively make it easier to talk directly to your network, like LinkedIn and X, as well as using features like polls and questions on Instagram Stories.

Branching out into a private Discord server or starting a community-led Reddit page may also be great long-term goals to gather respondents from a burgeoning audience.

Integrate a Realistic Schedule

As much as social media marketers would love to believe it, most users don’t really live and breathe their commitment to their favorite brands. An engaging piece of content shouldn’t just do well because it was seen within the first few seconds it went live, but because it provides an intrinsic value that isn’t necessarily time-sensitive.

When considering how often to check in and activate your brand’s community, start with one repeatable checkpoint that will build habits. Maybe it’s an opportunity to recap everything you accomplished during the week before signing off on Friday, or it could come to life with a recurring hour-long open Q&A session on any given afternoon.

By creating serialized conversation starters, you’ll organically make your presence on social media feel more approachable. Then, you can begin branching out into more opportunities.

Foster Active Participation

If you’ve followed best practices to pave the way for an effective community engagement strategy, you’ll start to see familiar faces and power users emerge. The volume and diversity of your active community members should always have room to grow, but these early advocates are a great resource in your approach.

Take note of how the conversations in your audience evolve, and plan content pillars around recurring topics, pain points you can address, and produce guides and tutorials that can serve as an encouraging introduction for new members as they join. This is also where you can utilize user-generated content to turn real feedback and commentary into public-facing posts that spread the word about all the great things your brand has to offer.

Create a Sustainable Feedback Loop

The long-term health of your community will rely on a consistent flow of new users entering and interacting with the existing audience. As your strategy evolves, you will need to consider how your content serves members along every step of the journey.

There are many ways to incentivize advocacy within your community, beyond offering referral programs that gamify the process. You can also make new members feel welcome by celebrating your progress together. Turn major follower milestones into a collaborative social campaign, or track towards lofty goals by encouraging new user behaviors with the promise of an intrinsic reward.

Once you’ve shown that you can nurture an accessible, eager-to-participate audience, it’s your responsibility to put guidelines in place that encourage productive conversations and reflect positively back on your brand.

Setting Yourself Up for the Future

Now that you understand the potential of a dedicated and engaged community, it’s important to plan for ongoing evaluation and adaptation. Your audience’s needs are sure to shift over time, but if you have built a transparent, trusting relationship, you can steer your strategy effectively through challenges as they arise.

Similarly, by anticipating the contentious issues and complex topics your audience faces, you can instill confidence among your followers. Proactive content that provides solutions and offers an understanding perspective goes a long way in keeping the community on your side.
Even the most robust community engagement strategy is never set in stone — but offers an evolving set of values and aspirational content that is in line with the core values of their customers.

If you’d like to learn more about ongoing community engagement strategy, get in touch with our growth marketing team today!

The post Community is Key: Your Guide to Building an Effective Community Engagement Strategy appeared first on NoGood™: Growth Marketing Agency.

The combination of human-centric data storytelling and creative personalization catapulted Spotify to previously uncharted success, making it an excellent case study for brands and marketers that want to understand how to achieve cultural relevance, virality, and user retention in a scalable and sustainable way.

To put things into perspective, nearly 60 million Spotify Wrapped stories and graphics were shared across various social media platforms in 2021. The year after, over 156 million users engaged with Wrapped. From 2020 to 2021, there was a staggering 461% increase in the volume of tweets about Spotify Wrapped. 

While these stats certainly indicate the staggering success of Spotify Wrapped as a user engagement and retention tactic, it also highlights the immense cultural impact it has and its ability to consistently spark organic conversations amongst users year after year.

With that in mind, let’s take a look at what exactly makes Spotify Wrapped so strategically impressive and take a deeper look at the psychology behind the “wrapped” formula that has now become much bigger than Spotify itself.

Why Data Storytelling Matters

The biggest reason why so many people resonate with Spotify Wrapped is because of the way it approaches data storytelling. Data storytelling, as the name suggests, is the practice of collating and analyzing large sets of user data to create a narrative that conveys clear, cohesive and creative insights to a specific audience.

Part of it is using data visualizations like charts, graphs, and maps to present the data in a digestible manner, but a large part of it is also about selecting the right datapoints, drawing relevant correlations, and weaving everything into a story that resonates with your target audience.

Spotify Wrapped excels at data storytelling because they make user data feel deeply personal and emotionally relevant. Instead of overwhelming users with raw numbers, Spotify distills users’ listening habits into engaging narratives that highlight individuality — your top artist becomes “your soundtrack,” your most-played song is “your anthem,” and your unique combinations of genres are celebrated as your “musical identity.” This approach transforms cold, hard stats into moments of self-discovery, allowing users to see themselves reflected in the data in a way that feels validating and fun.

Why does this matter? Because storytelling is inherently human. Data storytelling bridges the gap between information and emotion, making even abstract or complex insights relatable and memorable.

By tapping into themes like nostalgia, identity, and social connection, Spotify Wrapped creates a powerful experience that resonates on a personal level while also encouraging users to share their stories with others.

Creating FOMO to Encourage Social Sharing

Spotify Wrapped is no doubt great at resonating with its users through data storytelling — but that’s only half the story. In addition to engaging with existing users, a good marketing strategy needs to be able to reach and acquire new users as well. That’s where FOMO and organic social sharing come into play.

In the first week of December 2020, Spotify saw a 21% increase in mobile app downloads after the year’s Spotify Wrapped was released. This was largely driven by FOMO (Fear of Missing Out) and the viral nature of social sharing. 

Spotify Wrapped creates an annual cultural moment that users don’t want to miss out on, especially as their friends, favorite influencers, and even brands flood social media with personalized Wrapped recaps. The campaign transforms Spotify from just a music streaming app into a social badge of identity and taste. Seeing everyone else’s Wrapped stories can compel non-users to sign up, just so they can participate and share their own data-driven highlights.

What makes Spotify Wrapped even more effective for awareness driving and user acquisition is how it’s designed for maximum visual and social impact. Spotify crafts its Wrapped graphics to be vibrant, playful, and perfectly formatted for channels like Instagram Stories.

The bold colors, quirky animations, and bite-sized, scrollable slides are optimized for quick consumption and effortless sharing. Each stat, from “your most-streamed artist” to “minutes listened,” is displayed in a way that feels like an achievement worth bragging about.

To encourage users to share their Wrapped, Spotify prominently features a share button in-platform, making it easy for users to instantly post their results to social media. This deliberate design ensures that each user’s Wrapped becomes a shareable asset, sparking more conversations, likes, and curiosity — further driving FOMO for non-users and reinforcing Spotify’s cultural relevance.

For existing users, Spotify Wrapped taps into the deeply personal nature of music as a marker of identity. Sharing your Wrapped isn’t just about showcasing your top songs or favorite artists — it’s a way to signal who you are and what you care about.

Music taste often acts as a conversation starter and a way for people to connect with one another, whether it’s bonding over a shared love for a niche indie band or debating the merits of a trending pop artist. Wrapped transforms these personal preferences into shareable content that invites others to engage, fostering a sense of belonging and sparking conversations both online and offline.

This emotional resonance encourages users to keep engaging with Spotify year-round. Knowing that their listening habits will culminate in a personalized Wrapped experience motivates users to stay active on the platform, explore new music, and create habits they’ll look forward to seeing reflected in December.

Additionally, the social-sharing aspect incentivizes users to remain loyal to Spotify over competing platforms — after all, only Spotify offers this highly anticipated experience (Apple Music has arguably tried and failed to replicate Spotify’s success).

Spotify Wrapped vs. Apple Music Replay

What about Apple Music Replay?

Apple Music Replay is Apple’s answer to Spotify Wrapped, offering users a recap of their listening habits over the past year. While the concept is similar — highlighting top songs, artists, and albums — Replay struggles to capture the same level of excitement, cultural relevance, and viral appeal that Spotify Wrapped has mastered.

Despite being one of the most prominent competitors in the music streaming space, Apple Music’s attempt to emulate Spotify’s year-end campaign often falls short in both execution and impact.

One major difference lies in the presentation. While Spotify Wrapped dazzles users with bold, dynamic graphics and animations tailored for social sharing, Apple Music Replay is comparatively understated. Its interface feels more utilitarian than celebratory, lacking the vibrant design elements that make Wrapped so fun to share.

Replay also misses the mark on storytelling — where Spotify excels at weaving users’ listening data into a personalized narrative, Apple Music’s recap feels more like a static report. The emotional resonance that comes from celebrating music as part of one’s identity is largely absent.

Additionally, Apple Music Replay doesn’t generate the same buzz on social media. Spotify Wrapped’s viral success comes not only from its shareable design but also from its ability to create a cultural moment each December.

In contrast, Replay feels like an afterthought, released quietly and without the fanfare that makes Wrapped so highly anticipated. As a result, Replay struggles to inspire the same FOMO that drives non-users to download Spotify and join the conversation.

While Apple Music Replay is a nice-to-have feature for existing subscribers, it lacks the strategic brilliance of Spotify Wrapped as a tool for user acquisition, retention, and cultural impact.

Spotify Popularized the “Wrapped” Formula

The true indication of cultural impact is when a brand initiative begins to create ripple effects across other brands, communities, and individuals that may not even necessarily be related to the original brand. Spotify not only pioneered the concept of a year-end listening recap with Wrapped but also turned it into a cultural phenomenon that transcends the platform itself.

What began as a clever marketing strategy for the music streaming app has now become a blueprint for brands across industries, from media tracking apps like Letterboxd to lifestyle tools like Beli and Oura Ring.

Each of these brands has adopted its own version of an annual “wrapped” or “recap,” showcasing personalized data to engage users and celebrate individuality. Similar to Spotify Wrapped, brands are using user data to create interesting data stories that go a step further than simple data visualizations, such as Oura showing which element you’re most like, or Beli highlighting what your dream dinner party might look like.

The influence of the “wrapped” formula goes beyond just brands, too. In recent years, TikTok users have popularized a “Dating Wrapped” trend that takes the year-end recap phenomenon to a whole new level through a combination of humor, creativity, and self-reflection.

Inspired by the viral success of Spotify Wrapped, individual users and creators have begun crafting their own personalized presentations that break down their romantic escapades over the past year. These DIY recaps often include statistics like the number of first dates they went on, how many ended in ghosting, their “most compatible zodiac sign,” or even a highlight reel of their “top 3 cringe moments.”

Beyond its comedic value, “Dating Wrapped” is an indication of a societal shift around being more and more comfortable with turning data into markers of identity and storytelling. Just as Spotify Wrapped highlights a user’s music tastes as a reflection of who they are, Dating Wrapped transforms relationship highs and lows into a badge of individuality.

It shows how people are increasingly using personal data — whether tracked meticulously or exaggerated for laughs — as a way to connect with others and make sense of their year. This trend underscores the cultural resonance of the “Wrapped” formula and how it has become a creative outlet for everything from brands to personal milestones.

What’s Next for Spotify Wrapped: Navigating the Rise of AI and an Increasingly Crowded Space

Is 2025 the year we see the downfall of Spotify Wrapped? Although Spotify Wrapped has a long history of success, users were quick to point out that the 2024 Spotify Wrapped felt lackluster and underwhelming compared to previous years.

For their 2024 Wrapped, Spotify teamed up with Google AI’s NotebookLM and made their year all about their AI-generated personalized podcast. This AI podcast dives into your favorite tracks and artists and explores the evolution of your music taste this year — but that’s not what Spotify users wanted to see.

Here’s a hot take: Just because something’s AI-driven doesn’t automatically make it interesting. In previous years, Spotify dropped unconventional data moments like listening personality types and city matches, but in 2024 there was none. Spotify Wrapped is a viral moment each year for a reason, and personalization and data-driven insights are at the heart of what makes Spotify Wrapped so much better than Apple Music Replay.

Given that the 2024 Spotify Wrapped lacked the human touch that their AI podcast couldn’t mimic, the negative reaction from the community creates a challenge for Spotify to step up their game in the following years to regain the excitement around the cultural phenomenon that they built from the ground up.

As Spotify Wrapped enters its next chapter, the rise of AI presents both opportunities and challenges for the platform. AI tools can revolutionize the depth of personalization Wrapped offers, enabling Spotify to surface even more nuanced insights about users’ listening habits. Imagine AI-generated playlists based on subtle shifts in mood across the year or hyper-detailed predictions of emerging music trends tailored to individual tastes.

However, as the 2024 iteration demonstrated, leaning too heavily on AI without preserving the human-centric storytelling that Wrapped is known for can alienate users. The backlash to the AI-driven podcast experiment highlights an important lesson: technology should enhance the experience, not overshadow the creativity and emotional connection that make Wrapped resonate.

Spotify Wrapped now also faces an external challenge — standing out in a crowded space where the “Wrapped” formula is no longer unique. With countless brands replicating its recap-style approach, Spotify must find new ways to keep the experience fresh and culturally significant.

Wrapped’s earlier success relied on being groundbreaking, but as the novelty wears off, maintaining relevance requires reinvention. Spotify has already proven its ability to innovate with features like listening personality types and quirky, unexpected insights. The key to the future lies in doubling down on these creative elements while finding ways to reimagine the tradition in ways that surprise and delight users once again.

As Spotify navigates these challenges, its ability to balance technological advancement with creative ingenuity will determine whether Wrapped continues to set the gold standard for year-end recaps — or becomes just another trend in the crowded field it helped create.

The post Spotify Wrapped Marketing Strategy: Data Storytelling & Creating a Viral Cultural Phenomenon appeared first on NoGood™: Growth Marketing Agency.

But there is one particular wristable that has been quickly climbing up the ranks in the hierarchy of modern wearables, and that’s the WHOOP band.

This sporty bracelet isn’t just a fashion statement for people who are really (I mean, really) into optimizing every aspect of their health. It’s a fitness tracker that doubles down on the promise of improving physical performance through personalized data insights.

This focus was very intentional: with the wearable device market heating up, the purpose and use of the data they collect is the most important differentiator — and WHOOP decided to double down on quality data dedicated to improving athletic performance.

As it stands today, WHOOP is valued at $3.6 billion, with a user base of 125 million and counting. So, how did they swoop in and build a strong foundation in a space where Apple, Fitbit, or Nike used to dominate? Let’s take a closer look.

A Quick Stroll Down Memory Lane

WHOOP’s story starts in 2012. Will Ahmed, a young student athlete on the squash team at Harvard University, was actively looking to improve his health but felt like he was lacking the right data and insights to reach his peak performance.

Not unlike a lot of athletes, he struggled to strike a balance between training volume and recovery to achieve the best possible results. This personal experience of struggle is exactly what sparked his idea to develop WHOOP.

Ahmed enlisted two fellow Harvard students to bring his vision to life: John Capodilupo, who brought the software development expertise to the table, and Aurelian Nicolae, whose materials science experience could drive the hardware strategy. Together, they set out to build a wristable that took personal health insights beyond the conventional heart rate and step count measurement. Instead, WHOOP set out to focus on metrics that helped track recovery, strain, and sleep — the three pillars Ahmed considered foundational for performance improvements.

Developed by an athlete, for athletes, WHOOP stood out from competition thanks to its precise, targeted focus on a core audience persona. Unlike other wearables designed with casual users in mind, WHOOP was clearly designed for elite athletes who required precision in the insights they got.

This key differentiation set the tone for everything WHOOP’s marketing strategy would achieve in the years to come.

It’s important to also note how the timing of WHOOP’s emergence has contributed to the brand’s rapid growth.

For one, the global fitness tracker/wellness market has evolved steadily over the course of WHOOP’s lifespan, reaching $60.9B in valuation in 2024 alone. This number is projected to reach $192 billion by 2030, building on the growing public awareness of the value of health management and optimization. With the tech getting more advanced and the public focusing on mental and physical wellbeing increasingly more after the COVID-19 pandemic, wearable technology has seen exponentially increased demand and will continue to grow well into the next decade.

5 Marketing Strategies from WHOOP’s Playbook

If you look closely, WHOOP’s marketing strategy can be broken down into 5 key moves. Let’s explore the roles each of these intentional choices played in bringing WHOOP to the coveted “industry underdog” title.

1. Get Specific on Your Ideal Customer Profile

If you couldn’t tell by the not-so-subtle foreshadowing earlier in this article, WHOOP cut through the noise in the wearable market by focusing on a very specific persona: the elite athlete. The brand’s strategy from day one has relied on the fact that the data the product provides is not average, and it’s okay if it’s not meant for the average consumer.

WHOOP successfully avoided the biggest trap most startups fall into within the first 5 years of operation — losing focus, attempting to solve for every need the consumer might have, and spreading themselves thin as a result.

However, an intentional decision like this also meant that for a young startup, it could come at a cost. Going after an athlete audience so early in their growth journey meant forgoing the resources to educate the non-athlete audience on the benefits and value of good sleep and recovery. Instead, they would focus on pro athletes who would crave any and all insights into their athletic performance — and this is where they were successfully able to stand up to bigger brands like Fitbit, Apple, or Nike that had expanded their reach to the mainstream consumer at that point.

Even though the move was risky, WHOOP did manage to build a community of power users ranging from Michael Phelps to Christiano Ronaldo.

2. Align Your Brand with the Right Spokespeople

Now here’s the tricky part: if you choose elite athletes as your core audience, how do you partner with them on the record if they have exclusive contracts with the said legacy brands?

WHOOP played the long game here by zeroing in on delivering real value to star athletes and providing the exact insights they sought to improve their performance. Between 2012 and 2016, WHOOP worked on direct relationships with respected athletes, using the time to deepen their insights and quality of data — so much so that they successfully became the official wearables of record for MLB and NFL players, as well as the Navy SEALs.

WHOOP didn’t have to pay millions for official endorsements; the wearable easily got spotlight attention through media coverage of big-name players and athletes by simply becoming their indispensable wearable during training and on the court (or pitch, or ring, or pool…).

By showing up on the wrists of tier-1 players, WHOOP gained natural credibility without the promotional aid of official brand deals or ad campaigns. This set WHOOP up for success in 2015 when it officially became available to the public.

3. Develop a Breakout Content Strategy

WHOOP’s focus as a brand doesn’t just show up through the product they’ve created — it also drives the story they tell through their content strategy. The biggest lesson you can learn from WHOOP is to treat your brand as a media company, and produce and distribute content that covers a wide variety of platforms, formats, and strategies.

From its social media presence to its proprietary podcast, WHOOP clearly speaks to a performance-driven audience, and they speak as an authority in everything health optimization.

Their social media presence, for example, has very clear content pillars that showcase an editorial strategy that delivers value beyond the product:

• WHOOP = authority: from data-backed analyses of popular health trends to user data patterns, WHOOP educates the end consumer on better choices to reach their peak potential.
• WHOOP = credible: through owned and earned coverage, WHOOP populates major feeds with content that features familiar faces of athletes that have cult followings, from Christiano Ronaldo to Aryna Sabalenka.
• WHOOP = relatable: the brand also has a strong pulse on how their users interact with the product, expertly tapping into relatable scenarios and experiences that foster a sense of community and togetherness between customers.

“The WHOOP Podcast,” which is also distributed in bite-sized cuts across their socials, takes deeper dives into the science behind strain, recovery, and stress. WHOOP is by no means a faceless brand: in addition to star guests on the WHOOP podcast and socials, Will Ahmed has also become an active participant in the brand’s content, sharing his own experiences, WHOOP’s story, and the team behind the product as well.

4. Data: The Secret Sauce

WHOOP’s magic offering has always been its data: in-depth insights, actionable recommendations, and personalized snapshots of performance. It’s this data-driven focus that landed them the first milestone relationships early in their growth journey; now, it’s a) the biggest selling point and b) a major pillar in their content strategy that showcases WHOOP in action.

If you take a close look at the brand’s content strategy, a large portion of their social content incorporates proprietary data stories that either translate interesting insights into captivating stories or provide educational (read: non-transactional) value to both WHOOP users and colder audiences.

This approach is strategic in many ways, but mainly because data is the currency that WHOOP trades in as a brand, and the Spotify Wrapped-esque approach to content generation allows for the granularity of WHOOP’s insights to speak for themselves.

The data stories the brand shares reflect the wide range of depth and timeliness WHOOP provides, from evergreen data insights and studies (e.g., how generations stack up) to trendy topic breakdowns (e.g., sober October).

5. Get the Pricing Structure Right

There are a few things about WHOOP’s pricing strategy that make the brand stand out from their competitors.

First and foremost, WHOOP provides the hardware for free in contrast to any other player in the market. The band is included in the membership purchase, but there is no additional cost for the hardware itself — which is unlike other wearables on the market.

The second factor here, as you’ve probably guessed, is WHOOP’s subscription-based model that they deliberately switched to in 2018. Unlike most wearables that rely on a one-time hardware purchase, WHOOP gives the hardware away for free and charges users a monthly subscription fee for access to its analytics platform.

This standout approach has two major benefits.

First, WHOOP has lowered the barrier to entry for users who might hesitate to spend several hundred dollars on a fitness tracker from the get-go. It allows people to take advantage of what WHOOP has to offer without a heavy commitment cost upfront, making the product more sticky, the decision to join WHOOP easier, and the user LTV higher.

Second, it emphasizes WHOOP’s positioning as a data company first, and not a hardware company. WHOOP’s biggest advantage has always been the precision of its data — and for the performance-driven audience they focus on, the degree of data accuracy and depth is much more important than the hardware itself. In their own words, the team behind WHOOP believes the band should be “cool and invisible.”

The result is a more engaged community alongside a steady revenue stream.

Closing Thoughts

WHOOP is a strong contender to continue scaling and (potentially) dominating the wearables market — and the brand is still in its early stages of growth despite the major wins it has scored. As of 2022, the brand is more accessible through retail partnerships like Best Buy in the US; WHOOP has also introduced a B2B enterprise offering, diversifying their model beyond B2C.

Here’s a checklist of the key moves that have brought WHOOP so far over the last decade and will likely continue to drive the brand’s growth in the future.

• Niche down with your audience before scaling up → You can’t win if you try to be everything for everyone.
• Treat your business like a media company → Content is king, so make sure you create and distribute content consistent with your positioning.
• Align with the best to become the best → Be very intentional about who your power users will be.
• Think about non-transactional value → From your content to your product quality or pricing strategy, show that you care.

The post WHOOP Marketing Strategy: The Wellness Tracker Startup Path to Rapid Growth appeared first on NoGood™: Growth Marketing Agency.

As online retail continues to expand, businesses are increasingly turning to specialized agencies that offer data-driven, innovative approaches to digital marketing. These top-tier agencies don’t just provide services; they deliver comprehensive growth strategies tailored to each client’s unique needs

In our curated list, we’ve chosen the best eCommerce marketing agencies for their innovation, expertise, and out-of-the-box marketing tactics that drive loyalty and conversions. These 30 agencies have consistently demonstrated their ability to drive significant results. From boutique firms to full-service powerhouses, these agencies are equipped to help eCommerce businesses of all sizes scale their online presence and maximize their digital potential.

28 Best eCommerce Marketing Agencies in 2025

1. NoGood

NoGood is a full-service performance marketing agency specializing in AI-powered marketing tactics. As a TechCrunch verified growth expert, we focus on rapid experimentation, data-driven strategies, and holistic growth approaches that help companies transform from startup to market leader.

Our team of growth strategists, creators, and engineers use advanced analytics to segment your audience personas so we can create hypertargeted campaigns that reach your buyers where they are. We’ll create a loyal brand community that grows with you as you scale your brand to enterprise.

Our analysts create customized reporting dashboards so you’re always aware of how your campaigns are performing. With real time insights, we can make tweaks to ensure your campaign stays on target.

At NoGood, we become an extension of your marketing team, working with you to achieve your most ambitious growth goals.

Office Location: New York City, Miami, Los Angeles

Year founded: 2017

Team Size: 50 – 100 employees

Key Services: SMM, SEO, CRO, SEM, Social Ads, Content Marketing, Fractional CMO, Email, Video, and SMS Marketing

Industries Served: SaaS, Healthcare, Fintech, B2B, Consumer, Crypto, AI

Case Studies: View all case studies.

2. NP Digital

NP Digital is a performance marketing agency built by marketers for marketers. Founded by Neil Patel, the agency is structured for speed and efficiency to provide expertise in extremely complex digital channels, offering customized solutions to unlock full-funnel growth. What sets them apart is their focus; every improvement made has to lead to revenue in some way, forcing them to consider profitability in every decision.

NP Digital utilizes proprietary tools like Ubersuggest and AnswerThePublic, which provide eCommerce brands with deep insights into consumer behavior and search trends. This data helps brands create relevant content that resonates with their target audience, ultimately driving traffic and conversions.

Office Location: San Diego, CA

Year founded: 2017

Team Size: 500 – 1000 employees

Key Services: SEO, PPC, Internet Marketing, Email Marketing, Content Marketing

Industries Served: Fitness, SaaS, Entertainment

Case Studies: View all case studies.

3. Avex

Avex is an eCommerce marketing agency that builds and optimizes customer experiences for high-growth brands. Avex is a certified Shopify Plus Partner, leveraging the platform’s advanced capabilities to build scalable and customizable eCommerce solutions. This partnership allows them to offer brands robust functionalities that are essential for growth in competitive markets.

Office Location: New York City, NY

Year founded: 2015

Team Size: 11 – 50 employees

Key Services: Shopify Plus, Conversion Rate Optimization, Digital Marketing Services, Social Media Marketing, Digital Strategy

Industries Served: Fashion

Case Studies: View all case studies.

4. 1Digital

Focusing exclusively on eCommerce marketing and optimization, 1Digital is a full-service agency with expertise in platforms including Shopify, BigCommerce, Magento, and many more. The agency’s focus offers design and development as well as SEO and CRO, and it has significant expertise in advertising. 1Digital is devoted to assembling every piece of the eCommerce puzzle to help its clients grow.

The team has expertise in various eCommerce platforms, enabling them to provide customized solutions that match the unique requirements of each brand.

Office Location: Philadelphia, PA

Year founded: 2012

Team Size: 51 – 200 employees

Key Services: Search Engine Optimization, PPC, Social Media Marketing, Digital Marketing Solutions, Graphic Design, Amazon Ads, Reputation Management

Industries Served: IT services

Case Studies: View all case studies.

5. Fire&Spark

Fire&Spark is a Boston-based digital marketing agency specializing in innovative, revenue-focused SEO strategies for eCommerce brands. With over 20 years of experience, the agency is known for its proprietary Authority First SEO™ methodology, which emphasizes building brand authority and trust to dramatically increase organic traffic and sales.

The agency develops custom campaigns that fit your business, customers, and competitive environment. Using an evidence-based approach, the agency crafts SEO tactics that result in effective, efficient, and competition-crushing SEO.

Office Location: Boston, MA

Year founded: 2008

Team Size: 11 – 50 employees

Key Services: eCommerce SEO, Healthcare SEO, B2B SEO, Cybersecurity SEO

Industries Served: Healthcare, Cybersecurity

Case Studies: View all case studies.

6. Upgrow

Upgrow is an eCommerce marketing agency focusing on discovering brands, making strategic plans, and optimizing continuously. eCommerce businesses will benefit from an agency like this as they provide full-scale services from design and creation to optimization and promotion.

Upgrow uses hyper-targeted marketing to generate consistent and valuable visitors who buy and support businesses in every area required for efficient, scalable performance marketing.

Office Location: San Francisco, CA

Year founded: 2017

Team Size: 11 – 50 employees

Key Services: Digital Marketing Campaigns, Web Design, Social Media Marketing, Online Acquisition, Affiliate Marketing, Google Ads

Industries Served: Financial Services, B2B Software, Healthcare

Case Studies: View all case studies.

7. UPQODE

UPQODE is a full-service eCommerce web design and digital marketing agency that specializes in creating responsive, SEO-optimized, and conversion-focused online stores. Known for its expertise in platforms like Shopify and WordPress, UPQODE helps eCommerce brands establish strong digital presences and drive sustainable growth.

Taking ‘tremendous care’ of their clients’ needs, as they put it, they specialize in customer-focused, quality-driven web services and marketing solutions, and they won’t be happy with their creation until their clients are satisfied.

Office Location: Nashville, TN

Year founded: 2014

Team Size: 11 – 50 employees

Key Services: WordPress Plugins, eCommerce Development, SEO Services, Web Design, Digital Marketing Campaigns

Industries Served: Education, Fitness, Entertainment

Case Studies: View all case studies.

8. Inflow

Based in Denver, award-winning eCommerce agency Inflow focuses exclusively on marketing and advertising. The agency will help you animate your sales growth, scale your business, boost your digital ad performance, and surpass your past traffic numbers through their vast services. Inflow prioritizes search engine optimization through pay-per-click management; they do eCommerce, and they do it well.

Office Location: Denver, CO

Year founded: 2003

Team Size: 11 – 50 employees

Key Services: Display Ads, Content Marketing, Paid Social Media Advertising, Conversion Rate Optimization, Inbound Marketing, Email Marketing

Industries Served: Travel, Apparel, Home Goods

Case Studies: View all case studies.

9. WebFX

WebFX is a full-service digital marketing and eCommerce development agency that specializes in creating high-performance, user-friendly online stores. With over 28 years of experience and a team of 500+ experts, WebFX offers tailored solutions to help eCommerce brands increase visibility, drive traffic, and maximize conversions. Their team of designers and engineers build fully customized, SEO-friendly eCommerce websites with features like shopping carts, product catalogs, and inventory management systems.

Office Location: Harrisburg, PA

Year founded: 1996

Team Size: 201 – 500 employees

Key Services: Voice Search Optimization, Digital Advertising, Data-Driven Strategies, Amazon Marketing, Email Marketing, Social Media Marketing, Sales Funnel Optimization

Industries Served: Home Goods, Alcoholic Beverages, Food

Case Studies: View all case studies.

10. SmartSites

SmartSites is an award-winning digital marketing agency specializing in eCommerce web design, development, and marketing. Known for its innovative and results-driven approach, SmartSites helps eCommerce brands build, optimize, and promote online stores that drive sales and enhance customer experiences. The agency helps businesses create a brand and communicate its value, find new clients organically, put businesses in front of the right people, and drive website traffic.

Office Location: Paramus, NJ

Year founded: 2011

Team Size: 201 – 500 employees

Key Services: Web Design, PPC Marketing, Organic SEO, Social Media Channel Marketing, Email, SMS Marketing

Industries Served: Health, Tech, Fashion

Case Studies: View all case studies.

11. Kobe Digital

Kobe Digital is a team of performance marketing, design, and video production experts that deliver unique, customized digital experiences and strategies for their clients. The agency connects brands with online audiences to generate sales, traffic, leads, and interest and helps their clients create beautifully designed sites and apps to help them stay ahead of the curve.

Office Location: Los Angeles, CA

Year founded: 2016

Team Size: 2 – 10 employees

Key Services: Programmatic Advertising, Email Marketing, Social Media Marketing, Search Engine Marketing, Digital Marketing

Industries Served: Tech, Software, Apparel

Case Studies: View all case studies.

12. P3 Media

Taking a holistic approach to growing their clients’ businesses, P3 Media is an eCommerce marketing and media agency that provides end-to-end creative, tech, and advertising solutions for eCommerce companies. The agency seeks to drive real, measurable results and build a community around the brands they collaborate with, all by working as an extension of their client’s team to provide a customized, more personal experience.

Office Location: New York City, NY

Year founded: 2010

Team Size: 11 – 50 employees

Key Services: Business Growth Strategy, Website Migration, Shopify Plus, eCommerce Growth Agency, Website Design, Email Marketing Campaigns

Industries Served: Travel, Food

Case Studies: View all case studies.

13. Stryde

With a prime focus on eCommerce businesses, Stryde is a digital marketing agency that tailors its strategies to fit its clients’ ideal consumers and their respective buying habits, all through a data-driven approach. The agency helps small and large companies grow their presence and revenues through their digital platforms by building and executing digital marketing strategies across a variety of industries.

Office Location: Lehi, UT

Year founded: 2013

Team Size: 11 – 50 employees

Key Services: Enterprise SEO, Facebook & Paid Social, Paid Search, Email Marketing

Industries Served: Fashion, Home Goods, Sporting Goods

Case Studies: View all case studies.

14. Lounge Lizard

Lounge Lizard is a full-service digital agency specializing in eCommerce website development, UX/UI design, digital marketing, and branding. Established in 1998, the agency is known for its innovative approach to creating customized and high-performing eCommerce solutions that drive conversions and enhance customer experiences.

Office Location: New York City, NY

Year founded: 1998

Team Size: 11 – 50 employees

Key Services: Public Relations, UX & UI, Marketing Audits, Content Creation, Mobile App Development, Amazon Ads, Web Design and Development, PPC, SEO, Branding and Strategy, Brand Storytelling

Industries Served: Finance & Accounting, eCommerce, Fashion, Technology, Tourism, Agriculture, Consumer Products

Case Studies: View all case studies.

15. Absolute Web

Absolute Web is a full-service digital commerce and creative marketing agency based in Miami and LA. Founded more than two decades ago, the agency has relied on its expertise in the Internet, design, marketing, and eCommerce industries to provide its clients with solutions that increase their business and online conversions.

Office Location: Miami, FL

Year founded: 1999

Team Size: 51 – 200 employees

Key Services: eCommerce Solutions, WooCommerce, Social Engine Marketing, Custom Web Applications, Branding

Industries Served: Beauty, Fitness, Technology

Case Studies: View all case studies.

16. 1o8

A digital marketing agency purpose-built to deliver, 1o8 has solid expertise in all aspects of digital marketing, from paid social ads to conversion optimization, data analytics, and more. The agency prides itself in building relationships and working hard to win the day in what they deem is its unique, old-fashioned approach to its work.

Office Location: Chicago, IL

Year founded: 2018

Team Size: 11 – 50 employees

Key Services: Amazon Marketing, Shopify Development, SEO, Amazon Marketplace Optimization, TikTok Marketing

Industries Served: Beauty, Children’s Products

Case Studies: View all case studies.

17. ioVista

ioVista is a digital commerce agency that has powered B2B and B2C brands for almost two decades. Whether a business wants to start or refine its eCommerce strategy, the agency has a full suite of solutions and services to increase its profits and overall customer satisfaction. ioVista’s core competencies lie in PWA, headless commerce, eCommerce personalization, and marketing analytics.

Office Location: Dallas, TX

Year founded: 2004

Team Size: 11 – 50 employees

Key Services: eCommerce Strategy, eCommerce for Manufacturers, eCommerce Support, Conversion Optimization, Amazon Channel Management

Industries Served: Sports, Home Goods

Case Studies: View all case studies.

18. Huemor

Making memorable experiences that outsell and outshine their clients’ competition online, Huemor helps companies discover what makes them unique. Through a customer-focused vision and creating best-in-class user experiences, the agency goes to great lengths to be responsive to their client’s needs and develop websites that accurately reflect their brands.

Office Location: Pittsburgh, PA

Year founded: 2011

Team Size: 51 – 200 employees

Key Services: Magento eCommerce, B2B Websites, Mobile Responsive Websites, WordPress Development

Industries Served: SaaS, Technology, Beauty

Case Studies: View all case studies.

19. Searchbloom

Searchbloom is a performance-driven digital marketing agency specializing in eCommerce SEO, PPC management, and conversion rate optimization (CRO). With a focus on tailored strategies and measurable results, the agency helps eCommerce brands enhance visibility, drive traffic, and increase sales.

Committed to never bringing on a new partner unless they know they can generate an ROI, Searchbloom fulfills this promise by providing a better search engine marketing experience. Founded on the philosophy of providing more value than they receive payment, the agency seeks to maximize their client’s online presence and receive the maximum return on their investment. Their clients are more than just clients; they’re partners.

Office Location: Draper, UT

Year founded: 2015

Team Size: 11 – 50 employees

Key Services: Search Engine Optimization, Pay-Per-Click Management, Conversion Rate Optimization, Digital Analytics

Industries Served: Apparel, Jewelry, Home Goods

Case Studies: View all case studies.

20. Chelsea and Rachel Co.

Chelsea & Rachel Co. is a women-owned eCommerce agency and a Shopify Plus Preferred Partner specializing in creating tailored digital commerce experiences for brands. With a deep focus on Shopify development, UX/UI design, and strategic marketing, the agency helps businesses scale by delivering innovative and results-driven solutions.

Office Location: Tampa, FL

Year founded: 2013

Team Size: 11 – 50 employees

Key Services: Website Design, Lead Generation, Shopify Plus, eCommerce Strategy, UX/UIU Design

Industries Served: Food & Beverage

Case Studies: View all case studies.

21. Disruptive Advertising

Disruptive Advertising is a performance marketing agency specialized in creating innovative and data-driven digital marketing strategies that challenge conventional norms, helping eCommerce brands stand out in crowded markets. Their team of experts manages hundreds of millions of dollars in advertising budgets annually and boasts over 1,000 positive reviews for their results-driven approach.

The team excels in managing paid search and social media advertising campaigns across platforms like Google, Facebook, and Instagram. They focus on personalized ad content and advanced retargeting techniques to re-engage potential customers, maximizing conversions and return on ad spend (ROAS).

Office Location: Pleasant Grove, UT

Year founded: 2012

Team Size: 100 – 200 employees

Key Services: PPC, Social Ads, Ad Creative, Website Analytics, Reporting Dashboards, Website Design and Testing, Retargeting Campaigns

Industries Served: Beauty & Cosmetics, Fashion, Food & Beverages, Manufacturing, Media, Pets, Wellness & Fitness

Case Studies: View all case studies.

22. Redhead Labs

Redhead Labs is a Tulsa-based website design agency providing services to businesses looking to convert customers into sales and broadcast their brand messages. Working with numerous Fortune 500 companies for over a decade, the agency has earned billions in revenue, showcasing its expertise and track record in the field of eCommerce.

Office Location: Tulsa, OK

Year founded: 2007

Team Size: 2 – 10 employees

Key Services: Website Design, Branding & Design, SEO, Marketing, Development

Industries Served: Automotive, Construction, Industrial

Case Studies: View all case studies.

23. Scopic

One of the world’s largest virtual software development companies, Scopic is responsible for tailoring its services to clients’ business visions and providing unique web design services. With more than a decade of experience, the agency blends software development with digital marketing and design services and helps its partners achieve viral success.

Office Location: Marlborough, MA

Year founded: 2006

Team Size: 201 – 500 employees

Key Services: 3D Animation, Streaming Media, ASO, Responsive Design, AWS Backends

Industries Served: Health & Fitness, Finance, Education

Case Studies: View all case studies.

24. The Bureau of Small Projects

Rated in the top five agencies in the Los Angeles area, The Bureau of Small Projects aids small businesses, non-profits, and big companies across different industries in building and marketing their websites. The agency boosts their clients‘ online presence by leveraging its branding, web development, and marketing expertise.

Office Location: Los Angeles, CA

Year founded: 2014

Team Size: 11 – 50 employees

Key Services: Web Development & Design, Digital Advertising, SEO, Content Strategy, Conversion Analysis, Social Advertising

Industries Served: Beauty, Food

Case Studies: View all case studies.

25. Digital Silk

Digital Silk is a full-service digital agency primarily focusing on growing brands online. By driving greater brand awareness, onsite conversions, and brand loyalty, the agency develops superior digital experiences for its clients, using cutting-edge strategies and best-in-class services.

Digital Silk’s branding team helps eCommerce businesses establish a strong identity through services like logo design, brand strategy, packaging design, and professional rebranding. Their focus on analysis-driven decisions ensures measurable results.

Office Location: Miami, FL

Year founded: 2017

Team Size: 51 – 200 employees

Key Services: PPC, Digital Marketing, Google Analytics, Custom Web Design, Lead Generation

Industries Served: Education, Technology

Case Studies: View all case studies.

26. Hudson Integrated

A nationally recognized, award-winning, full-service eCommerce and digital agency, Hudson Integrated helps small businesses and Fortune 500 companies find success through their innovative eCommerce and marketing solutions. This agency works with its clients to help them grow and transform them into digital leaders.

Office Location: Morristown, NJ

Year founded: 2003

Team Size: 11 – 50 employees

Key Services: Content Management Systems, Pay-Per-Click Management, Inbound Marketing, Integrated Marketing, Web Development

Industries Served: Fitness, Automotive, Entertainment

Case Studies: View all case studies.

27. HawkSEM

HawkSEM is a full-service digital marketing agency specializing in search engine marketing. The agency stands out through its proprietary ConversionIQ System, a technology-driven approach that focuses on driving high-quality conversions by analyzing full-funnel attribution. This system ensures that marketing efforts are aligned with actual revenue generation rather than vanity metrics like traffic or form completions.

Additionally, HawkSEM is recognized as a Google Premier Partner, Meta Business Partner, and Microsoft Advertising Partner, underscoring its expertise and credibility in the industry.

HawkSEM’s emphasis on transparency, client collaboration, and continuous optimization has earned it a reputation for delivering sustainable growth and predictable revenue for its clients.

Office Location: Los Angeles, CA

Year founded: 2005

Team Size: 50 – 100 employees

Key Services: Paid Search (PPC) Management, SEO, Content Marketing, Social Media Marketing, Remarketing & Retargeting, Shopping & Feed Management, Conversion Rate Optimization (CRO)

Industries Served: eCommerce, SaaS, Finance, Education

Case Studies: View all case studies.

28. Outerbox

With more than 17+ years of experience, OuterBox is a digital marketing agency with flagship services ranging from design to marketing websites. Complete with a results-driven attitude, the agency’s primary focus is to drive leads and sales based on powerful, proven marketing strategies. A nationwide leader in eCommerce, OuterBox measures its success with its client’s growing revenue.

Office Location: Akron, OH

Year founded: 2004

Team Size: 51 – 200 employees

Key Services: Shopify SEO, WordPress SEO, Paid Media, GA4, SEO Audits

Industries Served: Home Goods, Automotive

Case Studies: View all case studies.

Hiring an eCommerce Marketing Agency

These 28 eCommerce marketing agencies have proven to be the best at their game, offering various services to help businesses like yours grow to the next level. eCommerce is growing every day as digital continues to dominate, so choosing the right agency to help you reach your goals ー whether it’s because you want to maximize your revenue or raise awareness for your new brand ー is essential to your future success.

Do as you may with this comprehensive list! We promise you these marketing agencies are NoGood for your eCommerce competition.

Frequently Asked Questions

The post Top 28 eCommerce Marketing Agencies in 2025 appeared first on NoGood™: Growth Marketing Agency.

Before we get into the details, it’s important that we discuss two commonly confused terms: programmatic advertising and programmatic channels. In simple terms, programmatic advertising refers to automating the ad buying process to sell and purchase ad space in real-time via an auction. Think of this as a direct contrast to traditional TV and direct mail buys, which do not have an auction that is constantly shifting every moment. 

A programmatic channel consists of display/video and includes out of home (OOH), CTV, banners, etc. in contrast to other channels such as social and SEM. Think of programmatic advertising as an umbrella that all digital marketing platforms sit under and the programmatic channel is just one of them, in addition to social and SEM.

In this article, we’ll cover 4 programmatic advertising ad examples that we can learn from and adapt for 2025.

4 Programmatic Advertising Examples

1. Spotify: Wrapped Dynamic Billboards

This example is from several years ago but is as relevant as ever. Spotify transformed its popular annual campaign ‘Wrapped’ into an interactive programmatic advertising ad campaign. This was the first real-time OOH activation they did, and it was executed in cities worldwide.

Users who were physically in the presence of the digital OOH billboards could opt-in to have their ‘Wrapped’ displayed in real-time on digital billboards directly in front of them. This OOH experience evolved an already extremely popular campaign and brought it outside of the digital ecosystem into the ‘real’ world. In the process, a new dialogue was created between users from all over as they connected in real-time. The only thing more compelling than big, dramatic billboards are big, dramatic billboards that feel deeply personal.

This execution was impactful as it increased brand affinity for existing users but also introduced more people to the brand who were not familiar with it. Typically most campaigns are targeted towards new users, but to be able to intrigue new and existing customers is a powerful play by Spotify.

Advertisers must take a nuanced approach when attempting to replicate Spotify’s success in their digital marketing strategy. Many users are concerned that countless companies have access to their personal data. What makes this campaign interesting is that it turns the idea of data privacy’s association with fear on its head; instead it makes sharing data cool and exciting for the user. In Spotify’s case, music taste is something that most people take pride in and feels connected to their sense of identity.

Brands need to scour their first-party data to find attributes that users would take pride in sharing and execute against that when asking them to show off to their peers, similar to the Spotify example. If your business is a card company, then you could ask a customer to share the holiday card template they picked that year. If your business is a social media app, then you could ask a user to share their 5 most liked images of the year. Whatever your company is focused on, there’s likely something your user base would be excited to share with others that you could build a campaign around.

2. Nike: Weather-Based Digital Ads

Nike partnered with the Weather Channel mobile app to present users with clothing suggestions based on their current weather conditions. For example, if it was rainy, then a rain jacket would be advertised. If it was sunny, then a sweat-resistant, breathable t-shirt would be presented. From there, users could click through to Nike’s site where they could buy the suggested items or continue browsing. 

This was a play focused on the bottom of the funnel, but also increased awareness for users who did not purchase but were curious about the thoughtful options offered.

What this campaign did great was help a user make the connection between a real-world situation (the weather) and Nike’s product offerings. When shopping for clothing, we typically think about future scenarios that our future self will be in and pick clothing accordingly for that distant moment. This execution instead connected the weather to current needs and products that would fulfill those needs. Instead of the distant connection between future self and future weather, the moment felt more immediate and rooted in reality.

Advertisers can learn from this by partnering with the Weather Channel if they have a seasonal product. For example, a mattress company may want to advertise cooling sheets or cooling mattresses on particularly hot days. A streaming service may want to increase spend on rainy days when people will be staying inside, looking for some way to entertain themselves. Staying in tune with the current weather trends and how they may impact your business is a smart way to engage users in moments they’re more likely to convert.

3. McDonald’s: Traffic Buster OOH

McDonald’s launched a clever OOH campaign that showed different ads depending on the flow of traffic. For example, when traffic was backed up, they displayed a message that started with ‘Stuck in a jam?’ This was a smart way to communicate with users based on the context of their current situation. The campaign used real-time data from Google Traffic API to ensure the right message was shown at the right time to users on the road.

Drivers are used to being inundated with billboard ads on heavily trafficked highways. After a while, the ads tend to blend in with each other, and it’s increasingly difficult for brands to stand out and make an impact. McDonald’s combined cheeky humor and real-time data to make a connection with drivers and cut through the noise. 

One smart way that advertisers can learn from this is to integrate with the Google Traffic API if it makes sense for their business. This is particularly useful to brands that have brick-and-mortar locations and are aiming to increase foot traffic or sales to a particular location. Combining real-time data from the API and a funny, attention-grabbing headline will likely be an effective way to engage users and achieve goals.

4. Audi: Dynamic Car Customization Retargeting

Audi’s programmatic campaign was focused on the launch of the extremely customizable Q2 car. They utilized a car configurator tool onsite to support customers in crafting their dream car, choosing from seemingly limitless options. Audi combined data from the configurator related to each user’s preferences and data related to their place in the funnel. For users who built their dream car in the configurator tool and had been to site before, they were served ads that featured cars looking like the ones they built. More than 6,000 variations of the ad were created, which provided a customized experience to all users.

As a result of using this dynamic programmatic campaign and targeting approach, Audi drove a conversion rate 4x higher vs. their previous, more traditional approach. 

What’s interesting about this example is that the ad variations felt hyper-personalized to each user, and they were, but they weren’t infinite. There were 6,000 variations, which was more than enough for each user to feel seen and like Audi recognized them as an individual. Not only did they experience the euphoria of creating their ideal car and dreaming about buying it, but then they were reminded by that special experience at a later point, through an ad. It kept Audi top of mind, which is key for any advertiser. 

Marketers can action on this example by providing configurator tools on their site to learn more about their customers preferences and to give their users additional ways to explore their brand and products. Combining that data with existing site users is a powerful way to retarget people who have been to site but have not yet been compelled to convert.

Conclusion and Takeaways

Inject Creativity in Contextual Moments

These campaigns all made users stop what they were doing and think about what information was being presented to them in an ad format. Many people openly say they don’t like ads or even hate them, but what they hate is the monotony of an experience over and over when they’re trying to do something else entirely. These ads felt more like one-off experiences rooted in their current reality. This made them more engaging and impactful than a traditional campaign.

Data is Key

All of these ads would not have been possible without a significant amount of data collection. This was used to cater each user’s experience to each current situation and make the ad experience that much more meaningful and memorable. For example, Spotify used its own 1st party data, Nike partnered with the Weather Channel, and McDonald’s partnered with Google Traffic API. No matter how creative your idea is, it must be backed up with data to create an unforgettable experience for the end user.

OOH is Powerful

Many advertisers are scared to test OOH because it can be difficult to measure results or craft creative that’s good enough for such a highly trafficked area. These are logical concerns, but considering how OOH can use creative and data to create one-of-a-kind brand experiences, it should be seriously considered by all advertisers. 

No matter what brand you’re advertising, there are many ways to incorporate programmatic advertising if you’re creative and want to try something that will make a big impact.

The post Programmatic Advertising 101: 4 Examples to Learn From appeared first on NoGood™: Growth Marketing Agency.

If you’ve spent any time in a movie theater lately, you may have noticed something different. When the credits roll and the lights come up, your fellow patrons aren’t rushing for the exit or picking at their last crumbs of popcorn. No, it’s likely that a good chunk of the audience has their phone open, furiously typing into a tiny screen.

The social film discovery app Letterboxd has embedded itself as an essential pillar of film-going culture for the TikTok era. Experts and enthusiasts alike flock to the website to compare notes and debate what makes a movie worthy of four-and-a-half or five stars. Through organic, word-of-mouth hype and viral social media content, the platform has become a genuine phenomenon.

Identifying the rabid but untapped potential audience of young film fans around the world, founders Matthew Buchanan and Karl von Randow positioned their website as an alternative to the data-driven Internet Movie Database (IMDb) and the critic-focused Rotten Tomatoes. The app was born out of New Zealand in 2011, slowly gaining users around the movie-going world and exploding in popularity during the peak of the pandemic as binge-watchers and completionists traded obscure recommendations and compiled lists of essential, underseen gems while locked up at home. 

Letterboxd has proven that a community-first brand marketing strategy can drive real results by capturing a tapped-in audience and delivering high-quality content.

Four Ways Letterbox Builds Brand Love

Democratizing Film Discussion

While the COVID-19 lockdowns initially fueled the platform’s rapid spike in popularity, it has continued to gain momentum. As social trends like ‘Gentleminions’ and the Barbenheimmer phenomenon brought audiences back to inject life into desperate theater chains, Letterboxd has emerged as an unmistakable staple of the culture through high-profile celebrity endorsements and a sharp, true-to-life voice on social media.

Awareness of Letterboxd grew organically, through loyal ambassadors advocating for a platform they knew their friends would love, too. Visitors often describe the platform as feeling like ‘vintage internet’ and eagerly encourage their friends to join. The app grew from 4 million active accounts at the end of 2021 to over 14 million in less than three years — a remarkable achievement for what began as a niche IMDb competitor.

The brand provides film fans of all ages and levels of taste a centralized place to discuss their thoughts on established classics and new favorites. Letterboxd’s editorial team doesn’t skew too high-brow or play the role of a gatekeeper — publishing stats like average review scores and lets users filter what their friends have seen or recently added to their watchlist. On the homepage, you can find a list of the most highly-rated films by the entire community, and even apply a filter to see how many you have already watched.

This approach gives users an aspirational view of the platform, not one that’s meant to intimidate. Users from various backgrounds around the world track their activity, log progress, and start global conversations.

The rise in awareness for the app can certainly be attributed to the positive brand association and a borderline cult of personality that obsessive users drive within the online community. But another key factor in accounting for how Letterboxd has carved out a distinctly unique space on social media is emphasizing its core mechanics — watching, logging, and reviewing movies.

Curating Excellent User-Generated Content

On a functional level, every individual page can serve as a potential rabbit hole in waiting. Upon checking the app, you may see that a friend has logged an obscure Italian film from the 1970s and spend the next hour spiraling down the legacy of its writers. The entire website’s organization is designed to open up opportunities like this, positioning the service as both a historical archive and a networking channel.

After watching a new movie, many power users rush to open the app before the credits have even finished rolling. These posts can range in length from in-depth academic essays to one-sentence jokes, weighted exactly the same based on who you follow and how many likes each post has received. But they may not be thinking about what the filmmakers would have to say about their hastily written review.

As the platform has grown, its members have realized that even some of the biggest names in the film industry might be reading their reviews. One of Letterboxd’s most high-profile moments came when legendary director Martin Scorsese, a TikTok sensation in his own right, announced he had joined the platform. His account quickly became the most-followed on the platform, and this promotion was paired with a curated list of films that inspired his latest movie, Killers of the Flower Moon. 

The brand has been highly effective in incorporating its own users into the conversation, elevating them from casual contributors to key members of the broader film culture.

Letterboxd’s marketing team is particularly skilled at finding memorable, insightful pull-quotes from within the platform and using them in promotional materials. These authentic community comments even make their way onto official movie posters and trailers, feeding into the cycle of anticipation and hype that the platform thrives on.

Creating Value Through Exclusive Content

Letterboxd is far from the first brand to find success by creating a social-first video series that lets viewers relate to celebrities and influential users through relatable, down-to-earth questions. A key distinction, however, is the degree to which users at home can play along with the constantly viral ‘Four Favorites’ franchise.

Four Favorites

Taking inspiration from GQ’s “Things I Can’t Live Without” or Vogue’s “73 Questions” series, a social media manager turns a microphone on recognizable stars and crewmembers to list their top four films at the moment. This content ties directly into a key platform feature, the first thing visitors to a new profile will see — four movies hand-selected by any user to share their personal taste.

These videos serve multiple purposes: they educate viewers on film history, act as a fast-paced recommendation engine, and give fans a chance to connect with their favorite stars over shared interests. It may seem like a simple premise, but it resonates deeply with film lovers. Audiences can watch a director or actor share their picks and compare them with their own favorites. In just a few moments, you learn more about the stars’ personalities and can keep the conversation going in-app.

Reading Your Reviews

Another successful video series brings these user reviews to life by having directors and actors read real feedback shared on Letterboxd. This clever concept celebrates engaged community members, showing that their voices matter — even if they’re posting a simple review on the major new release of the week. It’s a playful, lighthearted way to showcase user interaction, while still reminding followers that there’s a chance, however slim, someone like Emma Stone could be reading their five-star take on Poor Things. 

Users see themselves reflected in the content, feel included in the cultural conversation, and become more motivated to engage.

Filmography Breakdown

Letterboxd works with highly-talented video editors and content creators to prepare video packages themed around major moments in the film industry. These can include montages that highlight a given director’s career to celebrate their next project or tours through some of the biggest video rental stores still in existence.

Even as part of the traditional press tours to promote new releases, high-profile actors and directors want to swing by Letterboxd HQ to record a video reflecting on some of their most iconic projects and sharing behind-the-scenes secrets.

This video content speaks to the obsessive, insatiable appetite of the most-dedicated members of the Letterboxd community and provides a real value they won’t get anywhere else.

Integrating Highly Requested Features

Celebrity endorsements are far from the only tactic Letterboxd employs to foster such a dedicated community. Member feedback is taken seriously, and the brand’s owned channels position new updates as major moments worth celebrating. Many of these updates are initially exclusive to paid members, incentivizing users to subscribe.

Some notable updates based on user feedback include:

• Profile Banners with a Pro subscription, adding a backdrop from the user’s favorite movie to the top of their public page
• Additional personalization through customizable Cast and Crew photos and the ability to select custom posters for any given film on the website. When the ability to change the individual image used on these backdrops was announced, Letterboxd partnered with Focus Features to promote The Bikeriders by allowing any user, even a non-subscriber, to choose their favorite display image.
• Ability to select the streaming services a user currently has access to and display information on what films from their watchlist were available on those platforms.
• Experimenting with displaying showtimes in your area for newly released films. This is also a sign of the company’s growing relationship with theatrical distributors that have a presence on the network, including Mubi and A24.

Letterboxd Has Become an Essential Part of the Film Enthusiast Lifestyle

To the uninitiated, this is just a hat adorned with three colorful dots. But to those in the know, the highly-sought after, limited-edition piece of official Letterboxd merch signifies a sophisticated fan of cinema, a fellow traveler on the data-obsessed social platform of the moment.

In an age of information overload, building a brand that people care about enough to wear as a badge — without compensation — is no small feat. The runaway success of Letterboxd highlights the power of cultivating an authentic, engaged audience, and its rise serves as a testament to the effectiveness of community-focused brand marketing.

The post Letterboxd Marketing Strategy: a Masterclass in Building Community appeared first on NoGood™: Growth Marketing Agency.