🍀 This week kicked off with St. Patrick’s Day, so it seems fitting to start the newsletter by talking about the official drink — Guinness. The Irish draft beer has experienced a resurgence among consumers after a viral drinking game or “drinktivity” known as “splitting the G”.
The game first came onto the scene in 2018 but went viral in 2022 on TikTok and Instagram. Since then, celebrities like Ed Sheeran, Niall Horan, and even Kim Kardashian have been seen participating. Even Carson Daly got in on the action yesterday to celebrate.
According to CNN, sales of Guinness kegs from July to October 2024 grew by 20.9%. By the end of October, Guinness was the top-selling beer in the UK by volume across 2024, according to Nielsen data.
The lucky takeaway? “Splitting the G” became popular among groups of people. Groups who share a product or experience amplify its impact. If you’re product becomes popular, that’s good, but if your product becomes popular among groups, that’s even better.
Cheers friends 🍻
Let’s hear it for the girls!
Brands are leaning into women’s sports more than ever, with investment levels up triple digits in 2024, according to EDO. The increase in spend has mainly been fueled by the growth in viewership and ad impact. EDO revealed that women’s sports viewership jumped 131% in 2024 and spiked to a 56% increase in ad effectiveness year-over-year.
According to the report, consumer engagement continues to grow around women’s basketball, specifically the WNBA Playoffs and Women’s NCAA tournament, but brands are also aligning with more niche sports such as NCAA volleyball and lacrosse. When discussing the impact of NCAA volleyball, the data company mentioned it “might just be the best-kept secret in women’s sports.”
The substantial growth in viewership and engagement in women’s sports presents a valuable opportunity for brands seeking effective media placements. Investing in advertising during women’s sports events not only aligns brands with a rapidly expanding audience but also enhances engagement metrics, leading to improved performance.
As Shania Twain once said, “let’s go girls.” 😎
Brands missed key Oscar moments due to blocklists
According to an eMarketer article, advertisers accidentally blocked more than 50% of Oscar-related content due to keyword blocklists, losing out on opportunities to align with culturally relevant moments.
Keyword blocklists are typically meant to avoid negative content, using terms such as “violence” or “drugs” to position brands in a better environment. In the case of the Oscar’s however, this led to films like “Nickel Boys,” a Jim-Crow era drama, and “Emilia Perez,” which includes drug-related content to be excluded.
Brand safety concerns, specifically in programmatic and social settings, have been around for years but brands need to be more active in managing their approach. Implement AI-driven contextual tools that analyze the full context vs. solely relying on static keywords, utilize inclusion lists and blocklists to ensure high-quality placement, and understand the nuances of where media is running. Live environments like award shows, sports, etc. are typically safe places for brands to align with.
Why patient experience is the key to better health — and lower costs
CVS recently released “The critical role of consumer experience in health care” and here’s what we took away from it:
1. Trust in healthcare drives better outcomes
Building trust through a positive consumer experience can improve health outcomes, reduce hospital visits, and increase preventive care participation. Trust is a major factor in patient adherence to medication and health recommendations — the document notes that 84% of Americans with high trust in the healthcare system are fully vaccinated, compared to just 46% with low trust.
2. Poor medication adherence is costly and dangerous
By improving the retail pharmacy experience, companies aim to increase medication adherence and reduce unnecessary healthcare costs. Nearly 50% of Americans do not take their medications as prescribed, leading to preventable hospitalizations and deaths. This issue costs the U.S. healthcare system $500 billion annually.
3. Consumer experience directly influences adherence
Highly satisfied patients (promoters) are more adherent to their medications than those with neutral or negative experiences. Enhancing patient experience through shorter wait times, easy prescription refills, and better pharmacist interactions can directly reduce healthcare costs and improve patient well-being.
4. Preventive health services are linked to patient satisfaction
Encouraging preventive health services can reduce emergency visits, hospitalizations, and long-term health complications, ultimately benefiting both patients and the healthcare system. Members who are highly satisfied with their healthcare provider are significantly more likely to get regular primary care checkups.
5. Digital and operational innovations improve consumer experience
Reducing barriers to healthcare access such as long wait times or complex prescription processes can drive better adherence and health outcomes while making the system more efficient. For example, CVS Health has implemented virtual verification for prescriptions, improved digital self-service options, and enhanced customer service training to improve accessibility and satisfaction.
That’s Cool!
Mug root beer is bringing back it’s “Last Dog Standing” campaign for March Madness. As part of the campaign, Mug is rewarding fans across the country with complimentary root beer if a school with a dog team name wins it all. The effort marks the second consecutive year Mug has rolled out the initiative, but this year they’ve added some new elements including a “barking vending machine” and “Dawg DNA Kit.”
In a recent release, the brand noted that the Gonzaga Bulldogs and Tennessee Volunteers are viewed as strong contenders — as well as the defending champion UConn Huskies, of course. Good luck, dawg. 🐶
New Podcast Alert! 🚨
Healthcare Data & Privacy: Balancing Regulation and Marketing
President Katie Flynn and Chief Media Officer Bob Burch discuss HIPAA regulations, the importance of annual training for employees, and how Flynn ensures that client data remains secure and de-identified.
Podcast episode: Healthcare Data & Privacy: Balancing Regulation and Marketing
