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Five Brands That Won Valentine’s Day 💝

PLUS: 2025’s Boldest Marketing Moves (So Far)

Author

Zihan Lyu
February 08, 2025 • Estimated Reading Time: 8 minutes

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Hi there!

Highlights from today's newsletter:
🧐Will a ‘rebrand’ of the CMO create a better balance between brand and performance marketing?
💥 5 brand experience trends you can’t ignore
☕ Chamberlain Coffee's Journey from URL to IRL

EDITOR’S PICK

#MARKETING CAMPAIGNS

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

We’re breaking down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

#ECOMMERCE INNOVATION INSIGHTS

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

*This is sponsored content. Advertise in The ClickZ Digest here.

WHAT WE ARE READING

In a strategic shift, major brands are altering the CMO model to prioritize creativity in harmonizing brand and performance marketing. This evolution, typified by Kimberly Clark, aims to reinforce loyalty and authenticity, reflecting an industry-wide pivot towards brand-driven strategies amidst the AI era's demands.

In 2025, the dynamic B2B marketing landscape evolves through the integration of advanced AI technologies. With AI agents going mainstream, experience marketing reviving, and AI education becoming essential, marketers face new challenges. Answer engine optimization emerges as vital, employee ambassadors gain traction, and AI transparency sparks debate, reshaping strategic brand approaches.

Sci-fi films model marketing strategies vital for success: storytelling’s emotional engagement, pioneering innovation, audience targeting, and maintaining relevance. These creative, audience-centered lessons can transform digital marketing, leveraging narratives aligned with trends and consumer values to enhance brand presence in competitive markets, encouraging strategic, impactful connections with consumers.

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📍 Seattle, Washington, USA

Global Marketing

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Marketing & Comms

 📍 Austin, TX, USA

TOP VOICE

💭INSIGHTS FROM GRACE ANDREWS

Emma Chamberlain Has Changed the Creator Playbook

☕ Chamberlain Coffee just went from URL to IRL—opening its first café in LA.
Emma didn’t stop at influence. She built infrastructure, scaled smart, and now owns the experience.
Creators who think beyond digital? They’re the ones building brands that last.
And the next phase of commerce is where we experience it, not just what we buy.

💭INSIGHTS FROM RYAN GLICK

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

💭INSIGHTS FROM ELLA STEARS

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

WHAT WE ARE LISTENING TO

🎙 SHIFTHAPPENS

AI agents are transforming digital marketing by fostering innovation and customization, extending beyond basic content creation. They democratize tech access, unlocking new opportunities for smaller firms to rival larger counterparts. Strategic AI integration, mindful of ethical and regulatory considerations, is critical. Continual experimentation and innovation drive success in marketing landscapes.

Editorial

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