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Cheetah Digital: Check In Call From The Boss


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Everyone knows that the martech landscape is getting complex, and the demise of the cookie is causing more confusion for marketers than ever before. At the same time, B2B marketers are finding it more difficult than ever to be heard above all the ‘noise’ and ‘hype.’ Meanwhile, the pandemic has created extra difficulties for marketers to reach and engage with consumers, with a 2021 Green Hat & Australian Marketing Institute report stating over 90% of marketers were challenged due to the pandemic, with impacts to budgets, people and activity. One organisation, Cheetah Digital is unleashing a fresh, humorous approach to conversations around the post-cookie world, with the creation of ‘Dennis’ the ‘creepy marketer.’ Ahead of the company’s flagship Signals21 event, Cheetah Digital engaged Wayne Knight, best known for his role as the snoopy ‘Newman’ from Seinfeld to play the hilarious, snoopy ‘Dennis’ whose hand gets ‘caught in the cookie jar.’ In the in-house created campaign, Wayne appears in a series of short, snappy YouTube clips as Dennis being sneaky and snooping on customers, being the human embodiment of cookies. You even see Dennis 'cookie himself', snoop on customers, being told to 'build relationships with customers', and have a martech meltdown. The campaign creatively “humanises the technical process behind the scenes of cookie tracking,” says Tim Glomb, VP of content and data at Cheetah Digital. Cheetah Digital created the campaign after it ran a survey polling over 5,000 global respondents that found 70% of consumers don’t trust social media with their data due to privacy issues, with 37% deleting cookies from their web browser.

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