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Kenny Mitchell of Gatorade: Storytelling has been key for brand marketing
Manuela Walfenzao| 15 de julio de 2016
Kenny Mitchell, director de Engagement del Consumidor de Gatorade
Kenny Mitchell, Consumer Engagement Director of Gatorade is a featured speaker at ANA Digital & Social Media Conference. He shared in an interview his strategic insights on how Gatorade connects with athletes daily through digital and social innovation. “The way our athlete consumer interacts with social media is always evolving so it’s important for us to have a mix of tactics and continually push ourselves to try new things. As an example, we recently partnered with Snapchat for Super Bowl 50. It was something new that was also very authentic to our brand and the payoff was significant. The Snapchat Gatorade Dunk lens performed well, resulting in more than 165 million views and a 30.2% lift in ad awareness among other strong engagement metrics” Mitchell said. The marketing expert also said that storytelling has been a critical aspect of our brand strategy and success. “When it comes to storytelling, our communications efforts largely focus in two areas: product and equity. The equity campaigns focus on inspiration, aspiration, and brand love, so the story is hugely important” he added.
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