“You can pick the data apart in so many different ways, but we’ve found where we can be a little bit more risky, where we can change and refine some things, but always remaining true to what we know performs well for our brand,” Webber explained.
By listening to the data and leaving room for experimentation, Webber is learning that there is a time and place for different types of campaigns, including those fueled by holiday cheer.
“I think the biggest lesson is you can’t solve for every brand opportunity and every business objective in one campaign. If you’re doing that, then you’re losing part of the storytelling.”
