From Advertising Week NYC: Achieving True Omnichannel Alignment with Colgate-Palmolive

At Advertising Week New York, SoundStack President & COO Mike Reznick led a conversation with Kate Wolff, Founder & CEO of Lupine Creative; Dr. Tamara Zubatiy Nelson, Co-Founder & CEO of Barometer; and Annalise Curvelo, EVP, Partnerships & Media Strategy at Sightly, to unpack an omnichannel campaign designed to help Colgate-Palmolive connect more deeply with Gen Z.

The campaign brought together a range of partners:

• Lupine Creative created the assets, including the Serving Smiles podcast, built around the health and wellness topics shaping Gen Z’s lives.
• Sightly connected the podcast to key audience personas and behaviors, translating those themes into an omnichannel targeting strategy.
• Barometer mapped episode-level themes to contextually relevant audio content.
• SoundStack provided the inventory to activate the campaign at scale.

Together, the teams extended the themes of Serving Smiles across channels, connecting content, audience, and context to reach Gen Z in relevant environments.

The collaboration delivered impressive results, including 10.8x the average brand lift and a 98% listen-through rate, showing not only how multiple disciplines can work together to impact an audience, but how fundamental audio and podcasting can be to completing the omnichannel puzzle.

🎥 If you missed the session, check out the full recording here!