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Challenge
Data has always been a notable topic of discussion in the digital ecosystem and with the COVID-19 pandemic, this made it harder than ever to drive strong performance within the travel industry. Wanting to stay ahead of the changing landscape, in 2020, a full-service global airline challenged Wavemaker’s precision team to find innovative ways of leveraging source-of-truth social metrics. The team needed a creative solution to drive on-site flight and holiday searches globally through social channels at a cost-effective cost per search (CPS).
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CMO Aaron Goldman took the stage at Social Media Week and gave the capacity crowd insider tips on how to think about paid social advertising and social personalization.
“We always want to start with the consumer perspective,” he said, sharing use cases and covering the nuances between Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, and Snapchat.
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