“Like every brand, we made incredible adjustments in real-time. Programs were cut, programs were pushed, programs were moved to next year,” said Heidi Cooley, head of global marketing at Crocs. 

But amidst that disruption the company made purpose a priority and launched an initiative to outfit front-line healthcare workers who needed their footwear.

“A global team initiated a commitment around giving tens of thousands of pairs a day to healthcare heroes, and we gave away over 45 days 860,000 pairs of crocs valued at over $40 million.”

Learn more. Check out “The Download”, brought to you by Microsoft Advertising. 

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

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Snapchat is floating a new advertising offering called Platform Burst, Digiday reported. The idea is to guarantee that “campaigns will reach at least 40% of their target audience 15 times” over a three or five day period, according to Digiday. Campaigns can encompass different ad formats across the platform and reportedly cost around $127,000. 

Why we care. This option could appeal to brands looking for high frequency reach in the Q4 shopping season at a set cost. Snapchat also offers Snap Select, which gives advertisers the option to buy unskippable, six-second Commercials on shows in Snapchat Discover.at a fixed cost. While Snapchat has been seemingly overshadowed by TikTok’s rise and political drama, Snapchat has continued to build out TV-like mobile video advertising offerings.

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So how can marketers stay prepared in case of a second major wave of COVID-19?

Here are three recommendations from Jeff Pickett, head of search at Omnicom Media Group. 

• “First, spend less time gazing into that crystal ball trying to divine what’s going to happen next. And instead, spend more time trying to plan for every possible contingency that you can come up with.”
• “Number two, meet consumers where they are geographically, contextually, and emotionally. 
• “And then, third, hone your adaptation skills and integrate flexibility into as much of your business as possible.”

Learn more. Check out “The Download”, brought to you by Microsoft Advertising. 

A quarter of US adults now get news from YouTube, Pew Research study finds – TechCrunch

How we’re giving everyone, everywhere an address – Google Blog

Amazon introduces new hand-scanning payment option in its stores – Vox

Facebook introduces Accounts Center, a tool for managing a growing number of cross-app settings – TechCrunch

‘Attention’ in programmatic is picking up steam. But how useful is it really? – CampaignLive