david marine

Real estate franchise Coldwell Banker, like the rest of the housing biz, has been targeting buyers who might be in the market for a new abode. But due to various macroeconomic factors, the company launched a new campaign to shift gears and start talking directly to home sellers – which also means targeting an older audience across channels.

Brands launching campaigns in response to the COVID-19 crisis must tread carefully. Consumers largely don’t want to hear about irrelevant products or buy nonessential items during a recession. They can also see right through brands with COVID-19 responses that don’t offer something relevant. That leaves brands balancing the need to distribute important information without coming […]