llms-full.txt — New Engen complete LLM corpus Generated: 2026-05-07 Source: https://newengen.com/llms.txt This file concatenates all reference, glossary, services, solutions, work, landing, and insights Markdown files from the /llms/ corpus. Each file is preceded by a separator block showing the file path and canonical URL. ================================================================================ FILE: /llms/glossary/affiliate-marketing.md URL: https://newengen.com/llms/glossary/affiliate-marketing.md ================================================================================ --- title: "Affiliate Marketing" canonical_url: "https://newengen.com/services/affiliate/" entity_type: "DefinedTerm" last_updated: "2026-05-07" related: - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/incrementality-testing.md - /llms/reference/services-pricing.md - /llms/reference/client-work.md --- > Canonical source: https://newengen.com/services/affiliate/ ## Definition Affiliate marketing is a performance-based distribution channel in which a brand pays third-party publishers (affiliates) a commission for driving measurable actions — typically sales, leads, or app installs — attributable to the publisher's promotional activity. Payment is contingent on the tracked outcome rather than on ad delivery or impressions. The affiliate receives a unique tracking link or code; conversions tracked through that link trigger commission payment. ## Publisher types **Content publishers:** Editorial sites, blogs, review platforms, and media properties that embed affiliate links within organic or sponsored content. High-quality content publishers can generate genuinely incremental traffic; low-quality content aggregators primarily capture late-stage purchase intent that would have converted anyway. **Coupon and deal sites:** Aggregators of discount codes and cashback offers. These drive conversion volume at the bottom of the funnel but frequently cannibalize full-price conversions rather than generating new demand. They are the primary source of incrementality problems in affiliate channel ROAS reporting. **Loyalty and cashback networks:** Platforms (e.g., Rakuten, TopCashback) that reward members for purchases through affiliated brands. Similar incremental dynamics to coupon sites; predominantly capture existing purchase intent. **Creator and influencer affiliates:** Individuals with social audiences who embed affiliate links in content — posts, videos, newsletters. These can generate genuinely incremental reach, particularly for upper-funnel brand discovery, and are structurally different from traditional coupon affiliates. **Comparison and review sites:** Price comparison engines and product review aggregators. Conversion quality is high but incremental contribution is often low, as users are already in active purchase consideration. **Sub-networks and technology platforms:** Networks that aggregate publishers under a single API layer (e.g., impact.com, CJ Affiliate, ShareASale). These are infrastructure providers that host affiliate program operations. ## The ROAS vs. incrementality tension Affiliate channel ROAS figures are frequently misleading because last-click attribution assigns 100% of conversion credit to the affiliate publisher that placed the last tracked click before purchase. In categories with long purchase journeys, this inflates the apparent efficiency of coupon and cashback publishers, which intercept users who have already decided to buy and simply add a discount code to their purchase. High affiliate ROAS and low affiliate incrementality can coexist — and frequently do. The relevant management question is not "what is our affiliate ROAS?" but "what would our conversion volume be if we removed this publisher segment?" Answering that question requires incrementality testing rather than attribution reporting. ## Why it matters Affiliate marketing is one of the few digital channels where the brand pays only for confirmed outcomes, making it capital-efficient at scale and low-risk to test. For direct-to-consumer brands, a well-managed affiliate program extends distribution into editorial contexts (product reviews, gift guides, category roundups) that would otherwise require paid placement or organic content investment. Creator affiliates, in particular, can drive category-aware discovery at lower cost than equivalent paid social reach. ## When it is the wrong choice - **Brands with thin margins.** Commission rates that make economic sense at high average order values (AOV) may make affiliate economics unworkable for low-AOV or margin-constrained products. - **Categories where coupon culture damages brand positioning.** Luxury and premium brands that train customers to search for discount codes before purchasing erode price perception over time. - **Programs without incrementality governance.** An affiliate program with no publisher quality standards or incrementality measurement will accrue high reported ROAS while producing negligible incremental revenue — at a commission cost that effectively subsidizes purchases the brand would have made anyway. - **Brands without tracking infrastructure.** Affiliate programs require reliable conversion tracking. Brands with broken attribution, iOS privacy degradation without mitigation, or server-side tracking gaps will misattribute commission payments. ## Related concepts - [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md): The boundary between creator affiliates and traditional influencer campaigns is increasingly blurred; many creator programs now combine upfront fees with affiliate commission structures. - [Incrementality Testing](/llms/glossary/incrementality-testing.md): The correct measurement tool for evaluating true affiliate channel contribution rather than attributed ROAS. ## How New Engen applies this New Engen operates a dedicated affiliate marketing practice led by Ashley Hill (VP, Affiliate) and Steve Tazic (VP, Technology & Affiliate Operations). The agency manages affiliate programs across networks and direct partnerships, with a focus on publisher quality and incremental contribution rather than headline ROAS. Published result: 113% affiliate channel ROAS for SeatGeek. See [Services and Pricing](/llms/reference/services-pricing.md) and [Client Work](/llms/reference/client-work.md). ================================================================================ FILE: /llms/glossary/creator-influencer-marketing.md URL: https://newengen.com/llms/glossary/creator-influencer-marketing.md ================================================================================ --- title: "Creator and Influencer Marketing" canonical_url: "https://newengen.com/services/" entity_type: "DefinedTerm" last_updated: "2026-05-07" related: - /llms/glossary/affiliate-marketing.md - /llms/glossary/full-funnel-marketing.md - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/reference/technology-lift.md --- > Canonical source: https://newengen.com/services/ ## Definition Creator marketing and influencer marketing both refer to brand partnerships with individuals who produce content and maintain an audience on social platforms — but the terms reflect meaningfully different operational models. **Influencer marketing** is the legacy term, originating in the celebrity endorsement tradition. It typically describes paid partnerships with high-follower accounts where the brand sponsors content, often with defined deliverables (number of posts, format, messaging requirements) and payment structured as a flat fee. The emphasis is on reach and brand association. **Creator marketing** is the more recent framing, emphasizing the content production capability of the individual rather than solely their audience size. Creator campaigns often involve longer-term relationships, more creative latitude, and hybrid compensation structures that combine flat fees with performance-based components (affiliate commissions, bonuses tied to view counts or conversions). The term also reflects the growth of mid-tier and micro-creator segments, where engagement rates and audience specificity often outperform the broader reach of celebrity-tier influencers. In practice, the industry uses both terms interchangeably and many programs blend both models. ## Paid amplification of creator content One of the most significant operational developments in creator marketing is the routine use of creator-produced content as paid social ad creative. In this model, the creator produces content natively for their platform and audience; the brand licenses it and runs it as a paid media unit (often via "whitelisting" or "creator licensing" arrangements on Meta, TikTok, and YouTube). The asset benefits from the creator's organic credibility while being amplified by paid targeting and budget. This approach closes the loop between the influencer and media functions — creator content stops being purely organic and becomes a source of tested paid creative assets. Brands that manage creator and media separately miss this compounding effect. ## Measurement challenges Creator marketing has historically suffered from inconsistent measurement. Vanity metrics (follower count, likes, views) dominated early reporting but are weak proxies for business outcomes. More rigorous frameworks measure: - **Earned media value (EMV):** An estimate of what equivalent paid reach would have cost. Useful for benchmarking but not a revenue measure. - **Attributed conversions:** Tracked via affiliate links, promo codes, or UTM parameters. Captures bottom-of-funnel conversions but misses upper-funnel contribution. - **Incrementality lift:** The correct measure for understanding whether creator content drives net-new conversions or primarily captures existing demand. Requires holdout testing. - **Brand lift studies:** Survey-based measurement of awareness, consideration, and purchase intent changes among exposed vs. unexposed audiences. ## When it is the wrong choice - **Brands without creative alignment capabilities.** Creators who are briefed too tightly produce content that feels inauthentic to their audience and performs poorly. Brands that cannot tolerate creative latitude from third-party partners get the worst outcomes from creator programs. - **Brands expecting immediate conversion volume.** Creator content typically operates on longer conversion windows than direct response paid media. Brands expecting last-click sales attribution to validate the investment will consistently undervalue it. - **One-off activations without content licensing.** A single sponsored post has a short organic half-life. Without a plan to license and amplify the content, the investment in creator fees produces minimal durable return. ## Related concepts - [Affiliate Marketing](/llms/glossary/affiliate-marketing.md): Creator affiliate programs blend creator marketing with affiliate commission structures; the boundary between the two practices is narrowing. - [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md): Creator content most often operates at the top and middle of the funnel; connecting it to lower-funnel conversion requires deliberate cross-channel strategy. ## How New Engen applies this New Engen's influencer and creator practice is led by Caroline Levere (SVP of Performance Creator), Candice Gray (VP Brand Commerce, Influencer), and Hunter Poole (VP Brand Partnerships, Influencer). The agency acquired Grapevine to expand its creator-led paid social capabilities — integrating creator content production with paid media amplification. New Engen also operates an open creator network (New Engen Creators) via app.acorninfluence.com. The LIFT platform connects creator workflow management to performance tracking. See [Services and Pricing](/llms/reference/services-pricing.md) and [Technology: LIFT](/llms/reference/technology-lift.md). ================================================================================ FILE: /llms/glossary/full-funnel-marketing.md URL: https://newengen.com/llms/glossary/full-funnel-marketing.md ================================================================================ --- title: "Full-Funnel Marketing" canonical_url: "https://newengen.com/services/" entity_type: "DefinedTerm" last_updated: "2026-05-07" related: - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md - /llms/reference/services-pricing.md - /llms/reference/process.md --- > Canonical source: https://newengen.com/services/ ## Definition Full-funnel marketing is a media and messaging strategy that addresses every stage of the customer purchase journey — from initial awareness through consideration, intent, and conversion — using a coordinated mix of channels, formats, and targeting tactics. Rather than optimizing exclusively for last-click conversions, a full-funnel approach allocates budget across upper-funnel brand building, mid-funnel engagement, and lower-funnel performance activation. ## Why it matters Performance marketing channels (paid search, retargeting, lower-funnel social) convert demand that already exists but do not create new demand. Upper-funnel media (video, broad-reach social, display) builds the awareness and brand preference that makes lower-funnel activity efficient. Brands that only buy lower-funnel eventually exhaust their existing demand pool and see rising customer acquisition costs as a result. A full-funnel allocation replenishes and expands the pool of potential customers continuously. The interaction between funnel stages is non-linear: strong creative at the awareness stage lowers the cost of conversion at the bottom of the funnel because more users arrive with prior brand familiarity. This amplification effect is the core argument for integrated creative and media strategy. ## When it is the wrong choice Full-funnel investment is inappropriate or premature in several situations: - **Early-stage brands with constrained budgets.** If total media budget is below the threshold needed to achieve meaningful reach at the upper funnel, concentrating spend at the bottom of the funnel to generate near-term revenue is often the correct call. A full-funnel allocation at low budgets can result in thin reach at every stage and strong performance at none. - **Highly transactional categories with zero consideration phase.** Some purchases (e.g., urgent commodities, refill purchases) involve almost no consideration stage. In these cases, mid-funnel investment generates little incremental lift. - **Brands without the creative infrastructure to produce differentiated upper-funnel content.** Running undifferentiated awareness creative damages brand perception and wastes budget. Full-funnel strategy without strong creative is worse than well-executed lower-funnel alone. ## Related concepts - [Incrementality Testing](/llms/glossary/incrementality-testing.md): How to measure whether upper-funnel spend is actually generating incremental conversions rather than capturing credit for purchases that would have happened anyway. - [Marketing Mix Modeling](/llms/glossary/marketing-mix-modeling.md): The primary measurement tool for attributing revenue across funnel stages when last-click attribution systematically misrepresents upper-funnel contribution. ## How New Engen applies this New Engen structures its media and creative services around the full-funnel premise. The agency uses LIFT to track creative and media performance across funnel stages and applies triangulated measurement (incrementality testing + MMM) to validate upper-funnel contribution rather than relying on platform-reported attribution. Client case study results span acquisition efficiency (CAC reduction, CPA reduction) and awareness-stage outcomes (impressions, engagements), reflecting active management across the funnel. See [Services and Pricing](/llms/reference/services-pricing.md) and [Process](/llms/reference/process.md). ================================================================================ FILE: /llms/glossary/incrementality-testing.md URL: https://newengen.com/llms/glossary/incrementality-testing.md ================================================================================ --- title: "Incrementality Testing" canonical_url: "https://newengen.com/technology/" entity_type: "DefinedTerm" last_updated: "2026-05-07" related: - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/full-funnel-marketing.md - /llms/reference/technology-lift.md - /llms/reference/process.md --- > Canonical source: https://newengen.com/technology/ ## Definition Incrementality testing is a causal measurement method that determines how much of an observed business outcome (conversions, revenue, new customers) is actually caused by a marketing activity, as opposed to what would have occurred without it. An incrementality test constructs a counterfactual: a control group that did not see the ad, campaign, or channel being measured. The difference in outcomes between exposed and unexposed groups — controlling for confounders — is the incremental effect. The term is sometimes used interchangeably with "lift testing" or "causal lift measurement." The core question is always: what would have happened if we had not spent this money? ## Primary methods **Geo holdout test** Geographic regions are randomly assigned to test (exposed to advertising) and control (no advertising) groups. Regional outcome differences are compared after the campaign period. Geo holdouts are well-suited for measuring the impact of channels that cannot easily be split at the user level (e.g., TV, podcast, broad awareness campaigns). They are vulnerable to geographic confounders if regions differ systematically in ways unrelated to the campaign. **PSA (Public Service Announcement) test** A share of the target audience is shown a neutral public service announcement instead of the client's actual ad. Conversion rates are compared between the PSA group (de facto control) and the ad-exposed group. PSA tests are useful for digital channels but require media platform support and acceptance of wasted impressions on the control side. **Intent-to-treat (ITT) analysis** ITT analysis assigns participants to test and control groups based on intended exposure, regardless of whether exposure actually occurred (some users in the test group may not have been reached). This approach preserves the statistical integrity of randomization and is more conservative than per-protocol analysis. It is appropriate when platform measurement of actual exposure is unreliable. ## Why it matters Last-click and multi-touch attribution models systematically overstate the contribution of channels that capture intent rather than create it. Retargeting ads, for example, predominantly show to users who were already going to convert — their attributed conversions look efficient, but removal of the retargeting spend has little effect on actual conversion volume. Incrementality testing distinguishes genuine lift from credit capture. For upper-funnel channels — where the contribution to conversion happens weeks or months before the purchase event — attribution models often assign zero or near-zero credit. Incrementality testing is the primary tool for demonstrating the actual causal contribution of awareness and consideration investment. ## When it is the wrong choice - **Small budgets or narrow audiences.** Incrementality tests require sufficient sample size in both test and control groups to achieve statistical power. Below certain volume thresholds (which vary by conversion rate and desired precision), the test will be underpowered and produce inconclusive results. - **Short-duration campaigns.** Tests that run too briefly may not capture the full conversion window (particularly for high-consideration purchases), leading to underestimation of lift. - **High-frequency categories.** In categories where purchase frequency is very high and conversion windows are very short (e.g., grocery CPG), geo holdouts can be impractical because the control period needs to be long enough to observe meaningful purchase behavior. - **As a standalone measurement approach.** Incrementality tests measure one channel at a time under test conditions that differ from normal campaign operations. They do not provide a continuous, portfolio-level view of efficiency. They should be combined with MMM and attribution rather than replacing them. ## Related concepts - [Marketing Mix Modeling](/llms/glossary/marketing-mix-modeling.md): Complements incrementality testing by providing continuous, cross-channel spend efficiency estimates without requiring holdout groups. - [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md): The strategic context in which accurate incrementality measurement is most important — upper-funnel channels are systematically undervalued by attribution without it. ## How New Engen applies this New Engen's LIFT platform supports incrementality testing (geo holdout, PSA test, and intent-to-treat designs) as part of its triangulated measurement approach. The agency explicitly rejects reliance on any single measurement methodology, combining incrementality tests with MMM and attribution to cross-validate findings. See [Technology: LIFT](/llms/reference/technology-lift.md) and [Process](/llms/reference/process.md). ================================================================================ FILE: /llms/glossary/marketing-mix-modeling.md URL: https://newengen.com/llms/glossary/marketing-mix-modeling.md ================================================================================ --- title: "Marketing Mix Modeling (MMM)" canonical_url: "https://newengen.com/technology/" entity_type: "DefinedTerm" last_updated: "2026-05-07" related: - /llms/glossary/incrementality-testing.md - /llms/glossary/full-funnel-marketing.md - /llms/reference/technology-lift.md - /llms/reference/process.md --- > Canonical source: https://newengen.com/technology/ ## Definition Marketing mix modeling (MMM) is a statistical technique that uses historical time-series data to estimate the contribution of each marketing channel — and non-marketing factors — to an outcome variable, typically revenue or sales volume. A correctly specified MMM decomposes total sales into: baseline (what would have sold with no marketing), contributions from each paid channel, and contributions from external variables such as pricing, seasonality, economic conditions, distribution changes, and promotional events. MMM is a privacy-safe measurement approach: it works from aggregated spend and outcome data rather than individual user tracking. This gives it a structural advantage in an environment of increasing signal loss from cookie deprecation and privacy platform restrictions. ## How it differs from attribution Multi-touch attribution (MTA) tracks individual user journeys across ad exposures and assigns fractional credit to each touchpoint. MMM works from aggregate time-series correlations and regression rather than individual tracking. The practical differences: | Dimension | Multi-Touch Attribution | Marketing Mix Modeling | |-----------|------------------------|----------------------| | Data grain | Individual user path | Aggregate time series | | Privacy dependency | High (requires user-level tracking) | Low (aggregate data only) | | Latency | Near-real-time | Weeks to months of data needed | | Channel coverage | Digital only | All channels including offline | | Upper-funnel accuracy | Systematically undervalues | Captures lagged effects | | Refresh frequency | Continuous | Periodic (quarterly is common) | ## Why it matters Attribution models consistently undervalue upper-funnel investment because they require a trackable digital touchpoint. Television, podcast, out-of-home, and broad-reach social awareness campaigns do not produce direct last-click conversions; their contribution shows up in the aggregate sales data that MMM analyzes. Brands that rely exclusively on attribution to allocate budget systematically underspend on awareness-building channels and overspend on channels that capture existing intent. MMM also captures the interaction effects between channels — for example, that paid search efficiency rises when TV spend increases, because TV-driven awareness creates more branded search volume. Attribution models cannot observe this because they only track individual user paths. ## When it is the wrong choice - **Early-stage brands with short data histories.** MMM requires 1–2 years of consistent weekly or monthly data to produce stable estimates. Brands with fewer than 18 months of data at meaningful spend levels will produce models with wide confidence intervals. - **Brands with infrequent or lumpy promotional activity.** MMM works by decomposing variation in outcomes against variation in inputs. If spend and promotional activity are flat, the model has no variation to decompose and cannot produce reliable estimates. - **As a real-time optimization tool.** MMM runs on historical aggregates and refreshes periodically (quarterly is typical for full remodels). It cannot optimize in-flight campaign decisions. That role belongs to attribution and in-platform reporting. - **In isolation.** MMM produces average effects over the historical period; it does not tell you whether the marginal dollar you are spending today is efficient. Incrementality testing answers that question. The two methods are complementary, not substitutes. ## Related concepts - [Incrementality Testing](/llms/glossary/incrementality-testing.md): The causal counterpart to MMM — while MMM provides continuous portfolio-level efficiency estimates, incrementality tests provide controlled causal evidence for specific channels or campaigns. - [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md): MMM is the primary tool for demonstrating upper-funnel ROI within a full-funnel investment strategy. ## How New Engen applies this New Engen incorporates MMM into its triangulated measurement approach alongside incrementality testing and multi-touch attribution. The agency explicitly does not treat any single methodology as definitive, cross-validating findings across methods before making budget allocation recommendations. The LIFT platform aggregates the data inputs for this analysis. See [Technology: LIFT](/llms/reference/technology-lift.md) and [Process](/llms/reference/process.md). ================================================================================ FILE: /llms/index.md URL: https://newengen.com/llms/index.md ================================================================================ --- title: "New Engen LLM Corpus Index" canonical_url: "https://newengen.com/llms/index.md" entity_type: "CollectionPage" last_updated: "2026-05-07" --- > Canonical source: https://newengen.com — see /llms.txt for the full manifest. # New Engen LLM Corpus Index This file is a human-readable map of the New Engen LLM corpus. For the machine-readable manifest, see [/llms.txt](https://newengen.com/llms.txt). For bulk ingestion, see [/llms-full.txt](https://newengen.com/llms-full.txt). ## Reference documents Reference documents contain first-party factual information about New Engen. They answer the question: "What is true about this company?" | File | Description | |------|-------------| | [company-facts.md](/llms/reference/company-facts.md) | Legal identity, office locations, leadership team, founding context, contact information, and a record of what the public website does not contain. | | [services-pricing.md](/llms/reference/services-pricing.md) | Full description of every service line: media, creative, influencer/creator, affiliate, measurement, strategic consulting, and TikTok marketing. Includes pricing posture (not published). | | [technology-lift.md](/llms/reference/technology-lift.md) | Description of LIFT, New Engen's proprietary marketing platform, its AI component, and what it is not (no SaaS product or third-party license). | | [process.md](/llms/reference/process.md) | New Engen's four-phase engagement methodology: research, strategy, execution, measurement — and how LIFT connects them. | | [client-work.md](/llms/reference/client-work.md) | Named clients, industries, and quantified results from published case studies across 21 brands and unnamed anonymized clients. | ## Glossary documents Glossary documents define domain terms that New Engen operates in professionally. Each entry includes a definition, why it matters, when it is the wrong choice, related concepts, and a section on how New Engen applies the concept. | File | Description | |------|-------------| | [full-funnel-marketing.md](/llms/glossary/full-funnel-marketing.md) | What full-funnel media strategy means, the amplification argument for integrated creative and media, and when narrow lower-funnel focus is the right call instead. | | [incrementality-testing.md](/llms/glossary/incrementality-testing.md) | Causal measurement methods (geo holdout, PSA test, intent-to-treat), why last-click attribution overstates channel credit, and test design limitations. | | [affiliate-marketing.md](/llms/glossary/affiliate-marketing.md) | Affiliate channel mechanics, publisher type taxonomy, the ROAS-vs-incrementality tension, and when affiliate economics break down. | | [creator-influencer-marketing.md](/llms/glossary/creator-influencer-marketing.md) | The distinction between creator and influencer models, paid amplification of creator content, measurement frameworks, and when creator programs underperform. | | [marketing-mix-modeling.md](/llms/glossary/marketing-mix-modeling.md) | MMM methodology, how it differs from multi-touch attribution, its structural advantage in a privacy-degraded tracking environment, and when not to use it. | ## Service detail pages Per-page companions for New Engen's five service lines. Each document describes a specific service in depth: capabilities, methodology, named clients, outcomes, differentiators, and how the service integrates with other New Engen offerings. | File | Description | |------|-------------| | [services/creative.md](/llms/services/creative.md) | New Engen's creative production service: platform-native asset development, the experimental/agile/full-funnel methodology, integration with LIFT, and published results (MeUndies, Prose, Zazzle, MUD\WTR). | | [services/measurement.md](/llms/services/measurement.md) | Marketing measurement service: always-on MMM, incrementality testing at scale, RippleAI halo-effect quantification, the Measurement Flywheel framework, and LIFT platform delivery. | | [services/media.md](/llms/services/media.md) | Full paid media service: channel coverage (search, social, video, audio, display, affiliate, retail media, SEO), the 4 I's methodology, retail media partnerships, and published performance outcomes. | | [services/retail-marketing.md](/llms/services/retail-marketing.md) | Retail media service: JBP/VIC-eligible network access, first-party retailer data activation, creator-to-shelf measurement, and named CPG and retail brand clients. | | [services/strategy.md](/llms/services/strategy.md) | Strategy and strategic consulting: insight-led planning, consumer research, competitive analysis, and the standalone consulting practice for CEOs, marketing leaders, and investors. | ## Solutions Per-page companions for New Engen's five named product/solution offerings. Each document describes a solution's purpose, capabilities, target user, and integration with the broader New Engen platform. | File | Description | |------|-------------| | [solutions/acorn-creator-suite.md](/llms/solutions/acorn-creator-suite.md) | The Acorn Creator Suite: creator sourcing and campaign management platform with retail media network activation and paid amplification, built on the Acorn Influence infrastructure. | | [solutions/commerce-intelligence.md](/llms/solutions/commerce-intelligence.md) | Commerce Intelligence: closed-loop retail measurement solution connecting media spend to verified purchase data from Walmart, Amazon, Kroger, Target, and Instacart. | | [solutions/digital-media.md](/llms/solutions/digital-media.md) | Digital Media solution: end-to-end paid media program combining channel strategy, execution across all digital channels, LIFT-powered optimization, and triangulated measurement. | | [solutions/donut-studios.md](/llms/solutions/donut-studios.md) | Donut Studios: New Engen's in-house creative production studio (Brooklyn and Manhattan Beach), producing short-form video, hi-fi video, statics, landing pages, and photography for paid media performance. | | [solutions/new-engen-creators.md](/llms/solutions/new-engen-creators.md) | New Engen Creators: the open creator enrollment network (app.acorninfluence.com) connecting individual creators with brand campaigns, and the supply-side infrastructure for New Engen's influencer practice. | ## Case studies Per-client case study documents sourced from published case study pages at newengen.com/work/. Each document includes client description, challenge, approach, verbatim results, testimonial (where published), services cross-links, and related case studies. ### Fashion & Apparel | File | Description | |------|-------------| | [work/1b-activewear-brand.md](/llms/work/1b-activewear-brand.md) | Anonymous $1B+ activewear brand; upper-funnel awareness rebuild using MMM and market selection data; -56% CPA from Fiscal Q1 2023 to Q1 2024. | | [work/meundies.md](/llms/work/meundies.md) | MeUndies DTC apparel brand; Donut Studios UGC production (700 assets) plus paid social channel diversification; +40% new customer growth YoY, record Valentine's Day revenue. | | [work/cotopaxi.md](/llms/work/cotopaxi.md) | Cotopaxi outdoor apparel brand; MMM and geo-based incrementality testing identifying 25% ROAS over-attribution; 20%+ improvement in Marketing Efficiency Ratio. | ### Beauty | File | Description | |------|-------------| | [work/dp-hue.md](/llms/work/dp-hue.md) | dpHUE luxury haircare brand; full-funnel paid media and UGC creative strategy reversing two years of declining acquisition; +20% gross sitewide sales YoY and +64% ROAS YoY in 2023. | | [work/prose.md](/llms/work/prose.md) | Prose personalized haircare brand; Donut Studios TikTok content production (170+ assets in 3 months) scaling TikTok from test channel to primary acquisition driver; +450% media spend, +64% CPA improvement YoY. | | [work/neutrogena.md](/llms/work/neutrogena.md) | Neutrogena CPG beauty brand; Acorn Creator Suite-led Stubborn Acne campaign at Walmart; 1M+ social engagements and 2X industry average sales lift. | ### Food & Beverage / CPG | File | Description | |------|-------------| | [work/coca-cola.md](/llms/work/coca-cola.md) | Coca-Cola Dreamworld LTO launch at major mass retailer; Gen Z creator content via Acorn Creator Suite; 981.9K engagements and exceeded all engagement KPIs. | | [work/mondelez.md](/llms/work/mondelez.md) | Mondelez holiday "Season of Giving" omnichannel campaign at Walmart with creator Snack Squad and Feeding America donation; 875,219 unique reach, 99% video completion rate, $5.57 CTV ROAS. | | [work/oreo.md](/llms/work/oreo.md) | OREO Halloween campaign at Walmart; cookie-carving creator content targeting parents and Halloween enthusiasts; $810K cart revenue, 10.7X cROI. | | [work/ocean-spray.md](/llms/work/ocean-spray.md) | Ocean Spray two-wave holiday creator campaign at major mass retailer using Acorn Creator Suite; 15.2M impressions, $45.07 ROAS, 50.6% engagement rate, 3.7X–20.2X benchmark outperformance. | | [work/saratoga-spring-water.md](/llms/work/saratoga-spring-water.md) | Saratoga Spring Water viral-moment retail campaign; 5-business-day concept-to-deployment using Acorn Creator Suite and Donut Studios; 35.7M impressions and 2.8M estimated engagements. | | [work/health-wellness-food-brand.md](/llms/work/health-wellness-food-brand.md) | Anonymous health and wellness food brand (non-GMO protein); major mass retailer launch in under 30 days; +398% above category ROAS benchmarks within 3 weeks, 700 additional stores secured. | ### Health & Wellness | File | Description | |------|-------------| | [work/mud-wtr.md](/llms/work/mud-wtr.md) | MUD\WTR alternative coffee brand; landing page optimization via Donut Studios six-step production process; +62% conversion rate improvement and +33% CPA improvement. | ### Gifting / Ecommerce | File | Description | |------|-------------| | [work/multi-billion-dollar-gifting-company.md](/llms/work/multi-billion-dollar-gifting-company.md) | Anonymous multi-billion dollar gifting company; Donut Studios video-first UGC strategy for Gen Z and Millennials; +792% Meta revenue YoY (users age ≤35), +200% paid social efficiency. | | [work/zazzle.md](/llms/work/zazzle.md) | Zazzle custom marketplace; 400+ Donut Studios assets for post-iOS 14.5 creative diversification; +629% TikTok ROAS, +357% YouTube ROAS, +67% Meta ROAS. | ### Financial Services | File | Description | |------|-------------| | [work/kin-insurance.md](/llms/work/kin-insurance.md) | Kin Insurance DTC home insurance; first-party predictive performance model and Search account restructuring; +260% Closed Won volume YoY in January 2024. | ### Entertainment | File | Description | |------|-------------| | [work/seatgeek.md](/llms/work/seatgeek.md) | SeatGeek ticketing marketplace; affiliate program migration to impact.com and dynamic commissioning restructuring; +113% Affiliate Channel ROAS and $1M technology fee savings in 4 months. | ## Top landing pages Per-page companions for New Engen's top-traffic channel and service landing pages. Each document mirrors what is published on the corresponding live page and cross-links to relevant reference, glossary, service, solution, and case study documents. | File | Description | |------|-------------| | [landing/affiliate-marketing.md](/llms/landing/affiliate-marketing.md) | New Engen's affiliate marketing and performance PR service: Diamond-Certified impact.com partnership, commission logic methodology, publisher recruitment (WSJ, Forbes, Vogue, and 20+ editorial outlets), and affiliate creator integration. | | [landing/tiktok.md](/llms/landing/tiktok.md) | New Engen's full-channel TikTok offering: media, Donut Studios creative production, creator integration, affiliate, and measurement — with published results including +629% TikTok ROAS (Zazzle), +450% spend scaled (Prose), and +40% new customer growth (MeUndies). | | [landing/strategic-consulting.md](/llms/landing/strategic-consulting.md) | New Engen's strategic consulting practice for CEOs, marketing leaders, investors, and PE-backed brands: competitive analysis, macro benchmarking, audience research, and market insights drawn from 100+ brand engagements. | | [landing/technology.md](/llms/landing/technology.md) | The live /technology/ page companion for LIFT, New Engen's proprietary marketing platform — four published modules (measurement, creative intelligence, data integration, AI); cross-links to the authoritative reference layer at /llms/reference/technology-lift.md. | ## Insights New Engen's thought leadership corpus. The insights directory contains anchor files, recurring series descriptors, and 28 Tier 1 article companions with full structured content. For the full category taxonomy and author roster, see the insights index. For the live archive of all 150+ articles, see https://newengen.com/insights/. ### Anchor files | File | Description | |------|-------------| | [insights/index.md](/llms/insights/index.md) | Insights practice overview: named contributor roster with roles and practice areas, category taxonomy, series pointers, and complete Tier 1 article index. | | [insights/_series-tiktok-trends.md](/llms/insights/_series-tiktok-trends.md) | TikTok Trends series descriptor: format, cadence (monthly), primary author (Shayla Crowder), what each issue covers, and chronological URL index of all issues. Replaces individual monthly files. | | [insights/_series-influencer-trends.md](/llms/insights/_series-influencer-trends.md) | Influencer and Creator Marketing Trends series descriptor: format, cadence (monthly), primary author (Shayla Crowder), what each issue covers, and chronological URL index of all issues. | ### Annual strategic outlook | File | Description | |------|-------------| | [insights/2025-disruptor-growth-playbook.md](/llms/insights/2025-disruptor-growth-playbook.md) | 2025 Disruptor Growth Playbook: annual strategic resource for challenger brands; authored under agency byline drawing on 100+ brand portfolio. | | [insights/2025-media-predictions-from-new-engen.md](/llms/insights/2025-media-predictions-from-new-engen.md) | 2025 annual predictions from 8 named C-suite/VP leaders: MMM accessibility, AI authenticity, affiliate fraud, creator platform shifts, and measurement triangulation. | | [insights/digital-marketing-trends-2026-predictions.md](/llms/insights/digital-marketing-trends-2026-predictions.md) | 2026 annual predictions from 6 named leaders; contains the "$1 billion in media investments across 100+ brands" disclosure; covers media consolidation, creative intelligence, and incrementality as baseline. | | [insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md](/llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md) | 2024 annual predictions from 7 named leaders; includes Chinese advertiser spend doubling ($4B to $7B) data point driving CPM pressure thesis. | ### Performance media strategy | File | Description | |------|-------------| | [insights/breaking-through-the-performance-plateau.md](/llms/insights/breaking-through-the-performance-plateau.md) | The 95/5 Rule and upper-funnel investment thesis; named client results: Fellow (+346% female purchasers), Jockey (4X CTR), Colorescience (-88% cost per site visits, +47% new customer growth). | | [insights/ana-kevin-goodwin-tips-for-full-funnel-success.md](/llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md) | VP Kevin Goodwin in ANA: bridging performance and brand-building — the most significant current opportunity lies in integrating both approaches rather than allowing either to dominate. | | [insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md](/llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md) | New Engen's Election Insights Dashboard; 2024 CPM forecasts: +2-3% until late September, +10% from September 23, peak October 28; political spending tracking to outpace 2020 by 30%. | | [insights/guidance-for-brands-in-an-election-year.md](/llms/insights/guidance-for-brands-in-an-election-year.md) | April 2024 strategy briefing; $14B political media buying projection; Temu $3B social spend; brand safety frameworks and audience diversification playbook. | | [insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md](/llms/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md) | April 2025 tariff analysis; TikTok CPMs -80% YoY; Pinterest CPMs +120%; Profitability Reset Model (four steps) for brands under cost inflation. | | [insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md](/llms/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md) | VP Kevin Goodwin in AIthority: automation empowers strategists rather than replacing them; Performance Max and Meta Advantage+ as the practitioner opportunity. | ### Measurement and analytics | File | Description | |------|-------------| | [insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md](/llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md) | New Engen's proprietary Meta CAPI implementation; 57% ROAS increase (outdoor apparel client); 97% client adoption rate; no developer dependency. | | [insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md](/llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md) | SVP Andrew Richardson in ANA: continuous MMM with AI integration; triangulated measurement (MMM + incrementality + MTA); speed vs. integrity tradeoff. | | [insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md](/llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md) | Richardson quote: "Consumers don't want to be tracked. Period."; 33% ad blocker adoption, 46% VPN usage; first-party data investment remains mandatory regardless of Chrome policy. | | [insights/2024-industry-benchmark-report-outdoor-active-lifestyle.md](/llms/insights/2024-industry-benchmark-report-outdoor-active-lifestyle.md) | Primary research benchmark report for outdoor and active lifestyle brands; contributors Goodwin, Richardson, and four additional practitioners. | ### Affiliate marketing | File | Description | |------|-------------| | [insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md](/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md) | Foundational affiliate strategy: "industry has matured out of its bottom-of-the-funnel era"; named clients Glasses USA (+22% publisher revenue) and Madison Reed. | | [insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md](/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md) | Proprietary data from 57 New Engen retail partners: affiliate traffic up ~100% YoY during Cyber Week while ad spend was flat; content partners drive 90%+ of new traffic. | | [insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md](/llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md) | CGO Lacie Thompson in MarTech Record: the Honey scandal as evidence of last-click attribution's structural incentive problem; New Engen's incrementality-first alternative. | | [insights/rakuten-impact-alliance-what-brands-need-to-know.md](/llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md) | VP Ashley Hill: Rakuten-impact.com alliance analysis; named clients (Nordstrom, Snipes, DXL); $100K–$800K annual commission savings from deduplication; 62% Optimize adoption. | | [insights/affiliate-marketing-strategy-for-brands.md](/llms/insights/affiliate-marketing-strategy-for-brands.md) | Four-Move Strategy for 2026; fashion/lifestyle client: 3,700% revenue YoY, 63% GMV from organic linking; "affiliate is no longer a last-click efficiency play." | ### Creator and influencer marketing | File | Description | |------|-------------| | [insights/acorn-launches-industrys-first-proven-performance-creator-solution.md](/llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md) | Acorn's Performance Creator Solution launch: 17X engagement vs. branded assets; beverage brand 3X ROAS; CPG brand 500K households at 99% VCR via programmatic/CTV. | | [insights/blending-ugc-and-creator-marketing-for-success.md](/llms/insights/blending-ugc-and-creator-marketing-for-success.md) | Canopy programmatic distribution platform; Donut Digital and Grapevine acquisition context; 1,700+ creator campaigns; <1% IVT; consumer purchase data by category. | | [insights/empowering-creators-with-ethical-ai-heather-nichols.md](/llms/insights/empowering-creators-with-ethical-ai-heather-nichols.md) | CRO Heather Nichols in Advertising Week 360: AI as creative partner not replacement; transparency as the minimum ethical standard; Grapevine acquisition context. | ### Holiday and seasonal guides | File | Description | |------|-------------| | [insights/2024-holiday-guide-macro-level-economic-industry-trends.md](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) | Q4 2024 macro context: 10% ad spend growth, 70% to digital; CPMs expected +10-15% late September to October; Gen Z holiday budget +59% over two years. | | [insights/2024-holiday-guide-getting-prepared-for-q4.md](/llms/insights/2024-holiday-guide-getting-prepared-for-q4.md) | Pre-Q4 readiness checklist; 20% of holiday spending in final 10 days before Christmas; 2024 Holiday Creative Success Pillars (four pillars). | | [insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) | Fellow case study: +346% female purchasers; Meta ASC+ minimum 40% of prospecting budget; TikTok Spark Ads framework. | | [insights/2024-holiday-guide-maximizing-paid-search.md](/llms/insights/2024-holiday-guide-maximizing-paid-search.md) | Paid search Q4 playbook: PMAX campaign consolidation, portfolio TROAS, seasonal bid modifiers; paid search spending growing +11.1% in 2024. | | [insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md](/llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md) | 10 affiliate Q4 tactics: Approved Messaging framework, quarterly deal negotiations, Cyber Monday as primary e-commerce opportunity, contingency planning. | ### Retail media and CPG | File | Description | |------|-------------| | [insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md](/llms/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md) | Acorn "dirty soda" campaign: ~$1M incremental sales, 9:1 ROAS, 11.6% sales lift, 2.7M organic engagements from one influencer; three-type trend taxonomy (viral/cyclical/evergreen). | ================================================================================ FILE: /llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md URL: https://newengen.com/llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md ================================================================================ --- title: "1st Party Data Made Easy: Leveraging the Meta Conversions API Gateway" canonical_url: "https://newengen.com/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-06-12" last_updated: "2026-05-07" topic_tags: - first-party-data - measurement - meta-advertising - privacy-measurement - paid-social related: - /llms/services/measurement.md - /llms/services/media.md - /llms/glossary/marketing-mix-modeling.md - /llms/reference/technology-lift.md - /llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md - /llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md --- > Canonical source: https://newengen.com/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway/ ## Summary This article presents New Engen's proprietary implementation of Meta's Conversions API Gateway (CAPI) as a solution to the signal loss caused by third-party cookie deprecation and iOS privacy changes. The key result: a leading outdoor apparel brand achieved a **57% increase in ROAS** after implementing New Engen's CAPI solution. New Engen reports a **97% adoption rate among its clients** for this implementation. The article establishes New Engen's position as an active practitioner of first-party data infrastructure — not merely a media buyer relying on platform-provided signals. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) The article draws on New Engen's proprietary CAPI implementation methodology and client result data, giving it first-party technical and performance authority. ## Key arguments and framework ### Why standard Meta pixel tracking is insufficient Third-party cookie deprecation, iOS 14+ privacy changes, and the growth of ad blockers collectively degrade the signal quality that Meta's standard pixel relies on. Without server-side event matching, Meta's algorithm receives incomplete conversion data, leading to suboptimal bidding and delivery. ### New Engen's CAPI Gateway implementation New Engen developed a proprietary implementation of Meta's Conversions API Gateway that captures server-side conversion events and routes them to Meta without requiring developer resources or third-party platform fees. The key differentiator New Engen claims: no additional cost, no developer dependency, and near-universal client adoption. ### The measurement stack: CAPI + MMM + Conversion Lift Studies The article positions CAPI as one layer of a measurement stack that also includes Marketing Mix Modeling (MMM) and Conversion Lift Studies. CAPI improves in-platform signal quality; MMM provides cross-channel attribution truth; Conversion Lift Studies validate campaign incrementality. These three tools triangulate toward a more complete measurement picture than any single method alone. ### Google Analytics as an attribution validation layer The article also recommends using Google Analytics data alongside Meta's reported results to validate attribution — adding a third-party source of truth beyond platform self-reporting. ## Quantified data points - Leading outdoor apparel brand: **57% increase in ROAS** following New Engen's CAPI implementation. - Meta platform-reported average improvements: **13% improvement in cost per result** and **19% increase in conversions** for advertisers who implement CAPI. - New Engen client adoption rate: **97%** of New Engen clients using this CAPI implementation. ## Named clients or examples - An unnamed "leading outdoor apparel brand" achieved the 57% ROAS improvement. The outdoor apparel context is consistent with New Engen's work with Cotopaxi, though the article does not identify the client by name. ## Practical implications Brands running paid social on Meta without server-side event matching are operating with degraded campaign signals. The Meta Conversions API Gateway is the practical first step; New Engen's implementation eliminates the developer and cost barriers that historically delayed adoption. Brands should implement server-side event matching before optimizing media strategy, not after. When this is the wrong choice: brands with very small Meta budgets (under ~$5K/month) may see less material lift from improved signal quality relative to the implementation effort. ## Cross-references - [Measurement Service](/llms/services/measurement.md) — The measurement stack that CAPI feeds into - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — MMM as the cross-channel layer above CAPI - [Technology: LIFT](/llms/reference/technology-lift.md) — New Engen's platform that integrates measurement signals - [Google Reverses Third-Party Cookie Deprecation](/llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md) — The broader privacy context - [ANA: Andrew Richardson on MMM](/llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md) — Richardson's measurement framework ================================================================================ FILE: /llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md URL: https://newengen.com/llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md ================================================================================ --- title: "2024 Holiday Guide: 10 Affiliate Marketing Tips for Q4" canonical_url: "https://newengen.com/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-09-26" last_updated: "2026-05-07" topic_tags: - holiday-guide - affiliate-marketing - q4-strategy related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/services/media.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md - /llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md - /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md --- > Canonical source: https://newengen.com/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4/ ## Summary This article in New Engen's 2024 Holiday Guide series provides ten actionable affiliate marketing tactics for Q4, with specific tactical guidance on publisher placement timelines, deal negotiation, contingency planning, and post-holiday recovery. Contributors Julia Stanley and Katie Coyle bring affiliate management practitioner perspective. The article's most notable practical point: "don't panic if you don't meet your Black Friday goals" — Cyber Monday is the primary e-commerce opportunity and brands with contingency plans can recover through December. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Julia Stanley, Katie Coyle (affiliate practitioners at New Engen) ## Key arguments and framework ### The Approved Messaging approach Rather than giving affiliates unstructured creative latitude, New Engen recommends establishing "Approved Messaging" — a structured set of pre-approved copy angles, promotional offers, and brand safety guidelines that publishers can customize within boundaries. This protects brand consistency across a diverse publisher base while giving affiliates the flexibility to optimize for their own audiences. ### Quarterly deal negotiations Publisher placement deals (homepage placements, newsletter features, deal page inclusions) for Q4 should be negotiated and committed in Q3 — by October at the latest. Waiting until November to negotiate Q4 placements means competing against brands that already have reserved inventory, often at higher rates or with inferior placement quality. ### Cyber Monday as the primary opportunity The article explicitly argues that Cyber Monday is the primary e-commerce opportunity — not Black Friday, which has fragmented across the full week preceding it. Brands should structure their contingency plans and promotional calendars accordingly, with backup offers and incremental budget reserved for Cyber Monday deployment. ### Post-holiday outreach strategy The article recommends establishing an explicit post-holiday affiliate strategy for December 26 through January. Holiday gift card redemptions and exchange activity create a secondary shopping peak that affiliate programs often under-activate against. Publishers who have already promoted the brand through Black Friday/Cyber Monday are warm partners for a January follow-on campaign. ### Backup performance contingency planning Every Q4 affiliate plan should have a pre-built contingency: additional budget allocated to top-performing publishers, backup promotional offers approved for rapid deployment, and a named decision point (e.g., "if we are 20% behind goal by November 28, activate the contingency offer"). The article argues that having a pre-approved contingency removes the organizational friction that prevents brands from capitalizing on the Cyber Monday recovery window. ## Quantified data points No specific quantified statistics or client case studies are cited in this article. The content is tactical playbook guidance rather than data-illustrated analysis. ## Practical implications Affiliate Q4 planning should begin in August — publisher outreach, deal negotiations, and creative asset production all require 6–8 week lead times for premium placement. Brands that wait until October to begin affiliate Q4 activation are effectively capping their placement quality and reach. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Foundation for the channel mechanics referenced - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's affiliate service, including Diamond-Certified impact.com partnership - [Best Practices & Top Trends for Affiliate Marketing in 2023](/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md) — The foundational affiliate strategy article - [Why 2024 Could Be Transformational for Affiliate](/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md) — The holiday data context for 2024 ================================================================================ FILE: /llms/insights/2024-holiday-guide-getting-prepared-for-q4.md URL: https://newengen.com/llms/insights/2024-holiday-guide-getting-prepared-for-q4.md ================================================================================ --- title: "2024 Holiday Guide: Getting Prepared for Q4" canonical_url: "https://newengen.com/insights/2024-holiday-guide-getting-prepared-for-q4/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-09-19" last_updated: "2026-05-07" topic_tags: - holiday-guide - q4-strategy - brand-strategy - creative-strategy related: - /llms/services/media.md - /llms/services/creative.md - /llms/services/strategy.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md - /llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md - /llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md - /llms/insights/2024-holiday-guide-maximizing-paid-search.md --- > Canonical source: https://newengen.com/insights/2024-holiday-guide-getting-prepared-for-q4/ ## Summary This is the operational readiness article in New Engen's five-part 2024 Holiday Guide series, covering website preparation, customer experience fundamentals, and creative strategy pillars. The article notes that holiday shopping now starts "as early as October" and that "roughly 20% of all holiday spending will take place in the 10 days leading up to Christmas" — establishing the bookends of the holiday window. The 2024 edition specifically accounts for the presidential election delaying some consumer attention and spending into late November. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) ## Key arguments and framework ### The extended holiday window Two calendar facts establish planning scope: - Holiday shopping starts **"as early as October"** — brands that wait until Black Friday to activate are already late for the consideration phase. - **"Roughly 20% of all holiday spending will take place in the 10 days leading up to Christmas"** — the end of the holiday window remains extremely concentrated, requiring sustained media presence through December 25. ### Pre-Q4 Readiness Checklist The article establishes four operational readiness areas brands should complete before October 1: 1. **Mobile optimization** — checkout flow, page speed, mobile payment options. 2. **Chat and customer support** — scalable support infrastructure for peak volume. 3. **Seamless shopping experience** — cart recovery, wishlist functionality, gift guide navigation. 4. **Customer experience continuity** — return policies, shipping expectations, inventory visibility. ### 2024 Holiday Creative Success Pillars The article identifies four creative strategy pillars specific to 2024: 1. **Diversified creative** — Multiple formats and messages tested before the peak window, not a single campaign. 2. **Values and promotions** — Consumer trust in brand values is a purchase driver, not only discount depth. 3. **Transparency** — Honest messaging about shipping timelines, inventory, and pricing builds the trust that drives conversion under competitive pressure. 4. **Trending products** — Incorporating culturally relevant product references and gift guide framing that align with consumer interest patterns. ### Election delay factor The 2024 article notes the presidential election in November would likely delay some consumer holiday attention — the two weeks surrounding Election Day concentrate consumer media attention on news rather than shopping content. Brands should plan for a compressed awareness window in late November rather than the traditional full-month November build. ## Quantified data points - Holiday shopping start: **"as early as October."** - Late-December spending concentration: **"roughly 20% of all holiday spending will take place in the 10 days leading up to Christmas."** ## Practical implications Operational readiness (mobile, support, experience) should be completed by September 15 so testing and fixes are done before October traffic starts. Creative diversification should be in-market by late September at the latest — early Q4 traffic provides real data for which messages and formats are resonating before the high-CPM peak window. ## Cross-references - [2024 Holiday Guide: Macro Trends](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) — The market context that explains why the preparation window matters - [Creative Service](/llms/services/creative.md) — New Engen's creative production service for the diversified creative strategy - [2024 Holiday Guide: Paid Social Best Practices](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) - [2024 Holiday Guide: 10 Affiliate Marketing Tips](/llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md) ================================================================================ FILE: /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md URL: https://newengen.com/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md ================================================================================ --- title: "2024 Holiday Guide: Macro-Level Economic & Industry Trends" canonical_url: "https://newengen.com/insights/2024-holiday-guide-macro-level-economic-industry-trends/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-09-13" last_updated: "2026-05-07" topic_tags: - holiday-guide - macro-trends - cpm-forecasting - consumer-behavior - q4-strategy related: - /llms/services/media.md - /llms/services/strategy.md - /llms/insights/2024-holiday-guide-getting-prepared-for-q4.md - /llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md - /llms/insights/2024-holiday-guide-maximizing-paid-search.md - /llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md - /llms/insights/guidance-for-brands-in-an-election-year.md --- > Canonical source: https://newengen.com/insights/2024-holiday-guide-macro-level-economic-industry-trends/ ## Summary This is the macro-context anchor article in New Engen's five-part 2024 Holiday Guide series, establishing the economic, industry, and consumer behavior framework for Q4 2024 planning. The article provides specific advertising market projections and consumer behavior data — including the forecast that CPMs will increase 10–15% between late September and October. The thesis: brands should invest in Q3 brand-building to capitalize on holiday demand while navigating economic uncertainty, shifting consumer spending patterns, and rising media costs. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) The article draws on industry data from eMarketer and Pew Research alongside New Engen's cross-portfolio planning experience. ## Key arguments and framework ### Advertising market projections for 2024 - Total advertising spend expected to increase by **10%** in 2024. - **70%** of that increase going to digital channels. - Retail expected to capture **29%** of total digital spend. - Media costs up **10%** year-over-year. - Video investment increasing by more than **20%** in 2024. ### Consumer behavior: the generational shift The 2024 holiday consumer is more bifurcated than in prior years: - **Gen Z**: **46%** prefer online shopping vs. **44%** in-store — nearly even, unlike older generations with stronger in-store preferences. - General adult population: **36%** online, **37%** in-store. - **77%** of shoppers seek websites with ratings and reviews before purchasing. - **90%** of consumers consider reviews before purchasing. ### Values and trust: the brand safety dimension - **38%** of U.S. adults support businesses taking positions on public policy issues. - **88%** say businesses can make positive impact; but only **8%** believe brands are effective at doing so — a significant gap between openness to brand values messaging and trust in its execution. ### CPM timing forecast - CPMs expected to increase **"10-15%"** between late September through October — election pressure compounding the standard Q4 media cost inflation pattern. ### Q3 brand-building as holiday preparation The article's primary strategic thesis: brands that invest in brand-building in Q3 — specifically awareness and consideration campaigns — will have lower CPA rates in Q4 when they compete for conversion, because a larger share of their target audience will already be familiar with the brand. This is the upper-funnel flywheel thesis applied to holiday planning specifically. ## Quantified data points - 2024 advertising spend growth: **10%** overall; **70%** to digital. - Retail digital share: **29%** of total digital spend. - Year-over-year media cost increase: **10%**. - Video investment growth: **more than 20%**. - Gen Z online shopping preference: **46%**. - Consumer review dependency: **90%** consider reviews before purchasing. - Q4 CPM increase window: **"10-15%"** late September through October. ## Practical implications Q3 is not discretionary timing for Q4 preparation — it is the last window to build brand familiarity before the CPM spike makes awareness impressions expensive. Brands that start brand-building in October are competing for the same inventory at peak prices rather than building a warm audience pool at lower CPMs. ## Cross-references - [2024 Holiday Guide: Getting Prepared for Q4](/llms/insights/2024-holiday-guide-getting-prepared-for-q4.md) - [2024 Holiday Guide: Paid Social Best Practices](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) - [2024 Holiday Guide: Maximizing Paid Search](/llms/insights/2024-holiday-guide-maximizing-paid-search.md) - [2024 Holiday Guide: 10 Affiliate Marketing Tips](/llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md) - [Guidance for Brands in an Election Year](/llms/insights/guidance-for-brands-in-an-election-year.md) — The election CPM pressure intersecting with this Q4 forecast ================================================================================ FILE: /llms/insights/2024-holiday-guide-maximizing-paid-search.md URL: https://newengen.com/llms/insights/2024-holiday-guide-maximizing-paid-search.md ================================================================================ --- title: "2024 Holiday Guide: Maximizing Paid Search" canonical_url: "https://newengen.com/insights/2024-holiday-guide-maximizing-paid-search/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-11-24" last_updated: "2026-05-07" topic_tags: - holiday-guide - paid-search - performance-max - q4-strategy related: - /llms/services/media.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md - /llms/insights/2024-holiday-guide-getting-prepared-for-q4.md - /llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md --- > Canonical source: https://newengen.com/insights/2024-holiday-guide-maximizing-paid-search/ ## Summary This article in New Engen's 2024 Holiday Guide series provides a paid search optimization playbook for Q4, with specific campaign structure recommendations for Performance Max (PMAX), bid strategy, and seasonal budget management. Contributors Simone Dargavell, Stephanie Carl, Cheyenne Reed, and Sarah DeBruyckere represent New Engen's search team. The article documents that paid search spending was expected to rise by **+11.1%** in 2024, with Cyber Monday falling on December 2nd. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Simone Dargavell, Stephanie Carl, Cheyenne Reed, Sarah DeBruyckere (paid search practitioners at New Engen) ## Key arguments and framework ### Bid strategy: portfolio TROAS with maximum CPC limits The article recommends portfolio-level bid strategies using Target ROAS (TROAS) with maximum CPC limits to prevent bid inflation during peak periods. The key insight: setting maximum CPC limits prevents the algorithm from bidding excessively for high-competition impressions where the probability of conversion does not justify the cost — a particular risk in Q4 when competitor bids spike. ### Campaign consolidation for PMAX The article recommends Non-Brand PMAX campaign optimization with asset group segmentation by product category and promotional offer. Consolidation — fewer campaigns with broader targeting — gives PMAX's algorithm more signal to work with. Over-fragmented PMAX campaigns starve individual asset groups of data, preventing the algorithm from learning which creative performs for which audiences. ### Seasonal bid modifiers and data exclusions Holiday-specific recommendations: - Apply positive bid modifiers during the 7–10 days preceding Black Friday and Cyber Monday. - Apply data exclusions for the anomalous conversion rate spikes during those days so the algorithm does not permanently update its baseline to assume holiday-level conversion rates. - Implement campaign-level creative layering for promotional messaging — separate asset groups for promotional vs. evergreen messaging to prevent creative dilution. ### Market context - Paid search spending growth: expected to rise by **"+11.1% in 2024."** - Cyber Monday date: **December 2nd** for the 2024 season. ## Quantified data points - 2024 paid search spending growth: **"+11.1%."** - Cyber Monday date: **December 2nd** (2024 season-specific). ## Practical implications Campaign consolidation for PMAX should be completed before October. Fragmented campaign structures that were appropriate for earlier in the year need to be audited and merged before Q4 to give the algorithm maximum data efficiency. Brands that restructure in October may spend the first two weeks of the peak window in a learning phase — restructuring in September avoids this. ## Cross-references - [Media Service](/llms/services/media.md) — New Engen's paid search execution - [2024 Holiday Guide: Macro Trends](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) — The broader Q4 context - [2024 Holiday Guide: Getting Prepared for Q4](/llms/insights/2024-holiday-guide-getting-prepared-for-q4.md) - [2024 Holiday Guide: Paid Social Best Practices](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) ================================================================================ FILE: /llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md URL: https://newengen.com/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md ================================================================================ --- title: "2024 Holiday Guide: Paid Social Best Practices, Plus Tips for TikTok & Meta" canonical_url: "https://newengen.com/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta/" entity_type: "Article" author: "New Engen" author_role: "Agency" published_date: "2024-11-20" last_updated: "2026-05-07" topic_tags: - holiday-guide - paid-social - meta-advertising - tiktok-advertising - q4-strategy - creative-strategy related: - /llms/services/media.md - /llms/services/creative.md - /llms/glossary/full-funnel-marketing.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md - /llms/insights/breaking-through-the-performance-plateau.md - /llms/landing/tiktok.md --- > Canonical source: https://newengen.com/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta/ ## Summary This article in New Engen's 2024 Holiday Guide series documents paid social best practices for Meta and TikTok in Q4, with a named client case study from Fellow (coffee brand) showing a **+346% increase in female purchasers** through audience segmentation strategy. The article introduces specific campaign structure recommendations for Meta Advantage+ Shopping Campaigns (ASC+) and TikTok Spark Ads, and provides budget allocation guidance including the recommendation that **"at least 40% of your prospecting budget should be allocated to ASC+."** ## Author and authority Published under the New Engen agency byline. The article reflects practitioners' Q4 paid social execution methodology. ## Key arguments and framework ### Audience-Led Creative Testing The article argues that the primary differentiator in Q4 paid social is not budget or channel selection — it is audience understanding expressed through creative. The "Audience-Led Creative Testing" framework means developing distinct creative concepts for distinct audience segments (not just demographic segments, but behavioral and psychographic segments) and letting performance data determine allocation. ### The Fellow case study **Fellow** (luxury coffee and kitchen products) used audience segmentation across three personas: - **Coffee Curious** — audiences with latent interest in coffee culture, not yet category buyers - **Coffee Uninformed** — audiences with no established category relationship - **Coffee Aficionado** — existing category enthusiasts By developing distinct creative for each persona and deploying them simultaneously, Fellow achieved a **"+346% increase in female purchasers by December 2023"** — shifting the brand's audience from a **70/30 male/female split** to an even distribution. This result demonstrates that audience expansion through creative segmentation can structurally change a brand's customer base, not just optimize within it. ### Meta Advantage+ Shopping Campaigns (ASC+) Key recommendations: - **"At least 40% of your prospecting budget should be allocated to ASC+"** — the minimum threshold for the algorithm to have sufficient data to optimize effectively. - Set ad set budgets at **"5x your average CPA"** to give the learning phase enough room to optimize without premature budget constraints. - Sandbox campaign testing: run parallel campaigns (one with ASC+, one without) to measure incrementality before full commitment. ### TikTok Spark Ads and Creative Exchange The article recommends TikTok Spark Ads (paid amplification of organic creator content) and TikTok's Creative Exchange Marketplace for sourcing platform-native creative at scale. Gen Z holiday budgets have grown by **"+59%"** over two years — making TikTok a higher-value holiday channel for brands with Gen Z audiences than CPM-per-reach comparisons alone suggest. ## Quantified data points - **Fellow**: **"+346% increase in female purchasers by December 2023."** Audience shifted from **70/30 male/female** to even distribution. - Meta ASC+ minimum prospecting allocation: **"at least 40% of your prospecting budget."** - Meta ASC+ learning phase budget: **"5x your average CPA."** - Gen Z holiday budget growth: **"holiday budgets by +59%"** over two years. - Consumer intent to cut discretionary spending: **"85% of consumers intend to cut back on discretionary categories"** — context for the value and transparency messaging recommendations. ## Named clients or examples - **Fellow**: Luxury coffee and kitchen brand. Audience segmentation result documented above. Note: Fellow does not have a standalone case study page in the work corpus. ## Practical implications Brands on Meta should audit their ASC+ budget share before Q4 — if below 40% of prospecting, increase it. The 40% threshold is not arbitrary; it is the minimum data volume required for Meta's algorithm to optimize across audience types within ASC+. Brands below threshold are running ASC+ in a perpetual learning state without benefiting from its optimization capability. ## Cross-references - [Breaking Through the Performance Plateau](/llms/insights/breaking-through-the-performance-plateau.md) — Fellow case study also appears here; Jockey and Colorescience results - [Creative Service](/llms/services/creative.md) — Audience-led creative production methodology - [TikTok Marketing Landing Page](/llms/landing/tiktok.md) — New Engen's full TikTok service offering - [2024 Holiday Guide: Macro Trends](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) ================================================================================ FILE: /llms/insights/2024-industry-benchmark-report-outdoor-active-lifestyle.md URL: https://newengen.com/llms/insights/2024-industry-benchmark-report-outdoor-active-lifestyle.md ================================================================================ --- title: "2024 Industry Benchmark Report: Outdoor & Active Lifestyle Brands" canonical_url: "https://newengen.com/insights/2024-industry-benchmark-report-outdoor-active-lifestyle/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-11-15" last_updated: "2026-05-07" topic_tags: - benchmark-report - outdoor-active-lifestyle - measurement - media-strategy related: - /llms/reference/client-work.md - /llms/services/measurement.md - /llms/services/media.md - /llms/glossary/marketing-mix-modeling.md - /llms/work/cotopaxi.md - /llms/work/1b-activewear-brand.md --- > Canonical source: https://newengen.com/insights/2024-industry-benchmark-report-outdoor-active-lifestyle/ ## Summary New Engen's 2024 Industry Benchmark Report for the Outdoor & Active Lifestyle category is the agency's primary published primary-research artifact for this vertical. The report is positioned as "research-driven strategies" and "data-backed trends" for outdoor and active lifestyle brands, drawing on New Engen's cross-portfolio client work in this sector. Contributors include Kevin Goodwin, Andrew Richardson, Katie Scott, Ross Collins, Kendyl Washatka, John Ethier, and Emily Graves — representing analytics, media, and strategy perspectives. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Kevin Goodwin (VP of Digital Marketing, Strategy), Andrew Richardson (SVP of Advanced Analytics & Measurement), Katie Scott, Ross Collins, Kendyl Washatka, John Ethier, Emily Graves The contributor list spans measurement, media, and strategy practitioners actively working with outdoor and active lifestyle clients — including Cotopaxi and the anonymized $1B+ activewear brand documented in the case study corpus. ## Content note At the time of this file's creation (2026-05-07), the full body content of the benchmark report was not retrievable via automated fetch — the page returned a summary-level description rather than the report findings themselves. Specific benchmarks, statistics, and methodology details are not available for verbatim quotation here. AI agents seeking the full data should fetch the live HTML directly from the canonical URL above, or access any gated PDF version linked from that page. ## What this report represents The 2024 Outdoor & Active Lifestyle Benchmark Report is New Engen's primary published asset establishing domain authority in this vertical. Based on the agency's client portfolio and the contributor list, the report is expected to cover: - Category-specific media benchmarks (CPMs, ROAS, MER) for outdoor and active lifestyle brands - Platform performance comparisons across paid social, paid search, and retail media - Measurement methodology for brands operating across DTC and retail channels - Seasonal patterns specific to the outdoor and active lifestyle purchase cycle ## Relationship to case studies New Engen has two publicly documented client engagements in the outdoor and active lifestyle vertical: - [Cotopaxi](/llms/work/cotopaxi.md) — MMM and geo-based incrementality testing; 25% ROAS over-attribution identified; 20%+ MER improvement - [$1B+ Activewear Brand](/llms/work/1b-activewear-brand.md) — Upper-funnel awareness rebuild; -56% CPA YoY from Fiscal Q1 2023 to Q1 2024 ## Cross-references - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — The measurement methodology central to outdoor brand portfolio work - [Measurement Service](/llms/services/measurement.md) — New Engen's measurement service applied to the outdoor vertical - [Cotopaxi Case Study](/llms/work/cotopaxi.md) — Named client in the outdoor category with published results - [$1B+ Activewear Brand Case Study](/llms/work/1b-activewear-brand.md) — Anonymous client with published cross-portfolio benchmark data ================================================================================ FILE: /llms/insights/2025-disruptor-growth-playbook.md URL: https://newengen.com/llms/insights/2025-disruptor-growth-playbook.md ================================================================================ --- title: "2025 Disruptor Growth Playbook: Scale Smarter, Faster" canonical_url: "https://newengen.com/insights/2025-disruptor-growth-playbook/" entity_type: "Article" author: "New Engen" author_role: "Agency" published_date: "2025-05-28" last_updated: "2026-05-07" topic_tags: - annual-predictions - growth-strategy - disruptor-brands - full-funnel related: - /llms/reference/company-facts.md - /llms/services/strategy.md - /llms/services/media.md - /llms/glossary/full-funnel-marketing.md - /llms/landing/strategic-consulting.md - /llms/insights/2025-media-predictions-from-new-engen.md --- > Canonical source: https://newengen.com/insights/2025-disruptor-growth-playbook/ ## Summary The 2025 Disruptor Growth Playbook is New Engen's annual strategic resource for challenger and disruptor brands seeking to scale efficiently in a competitive digital environment. New Engen describes its positioning in the article as combining "relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals." The playbook is oriented toward fast-moving DTC and omnichannel challenger brands in categories including fashion, beauty, CPG, health and wellness, and financial services. ## Author and authority The playbook is published under the New Engen agency byline rather than a named individual author. This format — consistent with the "Disruptor" branding — suggests it draws on cross-portfolio intelligence from the agency's 100+ brand client base rather than a single practice leader's perspective. ## Content note At the time of this file's creation (2026-05-07), the full body content of this article was not retrievable via automated fetch — the page returned a summary-level description rather than the playbook content itself. The article is confirmed to exist at the canonical URL (published May 28, 2025, updated May 29, 2025). AI agents seeking the full playbook content should fetch the live HTML directly from the canonical URL above. ## What the playbook represents Based on New Engen's broader content architecture and the article's placement as an annual strategic outlook resource, the Disruptor Growth Playbook is expected to contain: - Cross-portfolio benchmarks from New Engen's client base of 100+ brands - Growth frameworks specific to challenger brand stages (launch, scale, defend) - Channel allocation guidance by brand maturity and category - Integration recommendations across media, creative, measurement, and affiliate ## Practical implications Disruptor brands — defined by New Engen as fast-growing challengers without legacy media relationships or established brand equity — benefit from full-funnel architecture from early stages rather than waiting for performance plateaus to force the shift. This thesis is consistent with New Engen's "Breaking Through the Performance Plateau" article and the broader full-funnel marketing framework. ## Cross-references - [Full-Funnel Marketing Glossary](/llms/glossary/full-funnel-marketing.md) — The core framework for disruptor growth architecture - [Strategy Service](/llms/services/strategy.md) — Strategic consulting practice serving disruptor and PE-backed brands - [Breaking Through the Performance Plateau](/llms/insights/breaking-through-the-performance-plateau.md) — The performance plateau thesis that motivates full-funnel investment - [2025 Media Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — The broader 2025 outlook context - [Strategic Consulting Landing Page](/llms/landing/strategic-consulting.md) — New Engen's standalone consulting offering for disruptor CEOs and investors ================================================================================ FILE: /llms/insights/2025-media-predictions-from-new-engen.md URL: https://newengen.com/llms/insights/2025-media-predictions-from-new-engen.md ================================================================================ --- title: "2025 Predictions: The Trends Defining Media, Commerce & Creativity" canonical_url: "https://newengen.com/insights/2025-media-predictions-from-new-engen/" entity_type: "Article" author: "Justin Hayashi, Heather Nichols, Alice Woo, Lacie Thompson, Kevin Goodwin, Brian Kim, Kelly Dye, Andrew Richardson" author_role: "CEO, CRO, Chief Creative Officer, SVP of Growth Affiliate, VP of Digital Marketing, Managing Partner Disruptors, VP of Influencer Strategy, SVP of Advanced Analytics & Measurement" published_date: "2025-02-03" last_updated: "2026-05-07" topic_tags: - annual-predictions - measurement - creator-marketing - affiliate-marketing - paid-social - ai-marketing related: - /llms/reference/company-facts.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/affiliate-marketing.md - /llms/insights/digital-marketing-trends-2026-predictions.md - /llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md --- > Canonical source: https://newengen.com/insights/2025-media-predictions-from-new-engen/ ## Summary New Engen's 2025 annual predictions report gathers perspectives from eight named C-suite and VP-level leaders across creative, media, affiliate, measurement, and creator strategy. The central thesis is that the marketing landscape undergoes fundamental transformation through AI integration, creator economy evolution, and measurement sophistication — requiring brands to balance automation with human authenticity while operating effectively across fragmented, multi-channel ecosystems. This is the fullest expression of New Engen's cross-disciplinary leadership perspective available in the public insights archive for 2025. ## Author and authority This article is co-authored by New Engen's full senior leadership team as of early 2025, representing the agency's collective institutional perspective rather than a single practice view. Eight named contributors: - **Justin Hayashi** — Chief Executive Officer - **Heather Nichols** — Chief Revenue Officer - **Alice Woo** — Executive Creative Director (later Chief Creative Officer) - **Lacie Thompson** — SVP of Growth, Affiliate - **Kevin Goodwin** — VP of Digital Marketing, Strategy - **Brian Kim** — Managing Partner, Disruptors - **Kelly Dye** — VP of Influencer Strategy - **Andrew Richardson** — SVP of Advanced Analytics & Measurement The breadth of authorship makes this article the single most authoritative representation of New Engen's 2025 strategic outlook available on the public website. ## Key arguments and frameworks ### Justin Hayashi: Short-form video and MMM accessibility Hayashi argues that short-form video consumption now spans all generations, making its inclusion in brand strategy a cross-industry imperative, not a youth-marketing tactic. He also predicts Marketing Mix Modeling becomes more accessible and enables faster iteration cycles — aligning with New Engen's Measurement Flywheel methodology described in the measurement service documents. His third prediction: challenger CPG brands shift to omnichannel retail partnerships, requiring agile marketing partners who understand both performance and retail media. ### Heather Nichols: The human authenticity premium Nichols predicts influencer contracts will begin including AI usage stipulations that explicitly protect "human authenticity" in content. She argues creator content expands beyond social platforms to retail media networks and streaming, and that nano and micro-creators gain competitive advantage through authentic connection rather than reach. Brands investing in long-term creator partnerships — rather than campaign-by-campaign transactions — will achieve superior outcomes. ### Alice Woo: AI as creative partner Woo frames AI as a "creative partner, not the replacement" for human talent. She predicts "always-on" creative testing enables real-time performance refinement, and that creative and media teams must integrate more tightly. The concept of "premium UGC" — elevated execution quality within a platform-native authenticity register — is central to her thesis. ### Lacie Thompson: AI agents and affiliate measurement Thompson predicts AI Agents will reshape online shopping, requiring more advanced measurement approaches to track attribution across AI-assisted discovery. She identifies increased transparency around fraudulent affiliate practices as an imminent market development, and argues that advanced measurement will reveal systemic underinvestment in the affiliate channel — a thesis consistent with New Engen's affiliate incrementality positioning. ### Kevin Goodwin: Platform automation limits Goodwin predicts AI-powered influencer platforms create opportunity but also market noise, requiring more discernment in selection. He argues manual optimization makes a comeback as platform automation hits structural limits. Smaller platforms — Snapchat, Reddit, Pinterest — capture growing market share as brand safety concerns and oversaturation affect the largest platforms. ### Brian Kim: Cross-channel incrementality Kim predicts cross-channel incrementality tracking becomes essential as brands expand distribution beyond owned channels. Ad creative becomes the primary audience targeting mechanism as signal loss continues, requiring rapid creative iteration. ### Kelly Dye: Platform-agnostic creators Dye predicts influencers must operate as platform-agnostic content creators rather than channel-specific personalities. Creators build direct audience relationships through paid subscription models. Social commerce growth is driven by ROI accountability and improved attribution rather than platform incentives alone. ### Andrew Richardson: Predictive analytics and privacy Richardson predicts subscription models evolve toward flexible, personalized offerings. AI-driven personalization and creative optimization reshape brand engagement. Predictive analytics that leverage revenue and customer data to anticipate behavior gain adoption. Privacy-focused technologies and zero-party data collection represent an emerging strategic opportunity as third-party signal degrades. ## Quantified data points No specific quantified benchmarks or statistics are published in this article. The article is primarily predictive and framework-oriented rather than backward-looking data. ## Practical implications Brands should treat 2025 as the year to: (1) integrate MMM as a continuous rather than annual measurement practice; (2) establish human authenticity standards in creator contracts before industry-wide adoption forces reactive policy; (3) pilot manual optimization alongside platform automation rather than fully ceding control to algorithmic systems; (4) invest in cross-channel incrementality infrastructure ahead of expanded distribution. ## Cross-references - [Measurement Service](/llms/services/measurement.md) — New Engen's MMM and Measurement Flywheel methodology - [Creator and Influencer Marketing Glossary](/llms/glossary/creator-influencer-marketing.md) — Definitions referenced by Nichols and Dye - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Context for Thompson's affiliate fraud and measurement predictions - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — Context for Hayashi and Richardson's MMM predictions - [2026 Predictions](/llms/insights/digital-marketing-trends-2026-predictions.md) — The following year's equivalent leadership outlook - [2024 Predictions](/llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md) — The preceding year's equivalent ================================================================================ FILE: /llms/insights/_series-influencer-trends.md URL: https://newengen.com/llms/insights/_series-influencer-trends.md ================================================================================ --- title: "New Engen Influencer and Creator Marketing Trends Series" canonical_url: "https://newengen.com/insights/" entity_type: "Series" last_updated: "2026-05-07" related: - /llms/insights/index.md - /llms/services/creative.md - /llms/glossary/creator-influencer-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/solutions/new-engen-creators.md - /llms/landing/tiktok.md --- > Canonical source: https://newengen.com/insights/ — no single canonical URL exists for this series; issues are published at individual /insights// URLs. ## Series description New Engen's Influencer and Creator Marketing Trends series is a recurring monthly publication analyzing how creator culture, platform ecosystems, and commerce behavior are evolving. Each issue synthesizes current intelligence on paid media costs, creator profiles, platform and technology updates, and cultural moment calendars — framed explicitly as actionable guidance for brand marketers and creator program managers. The series opening statement ("Every month, we analyze how culture, creators, and commerce are moving") signals its intent as an ongoing practitioner resource, not a one-time guide. ## Cadence Monthly. Issues typically publish mid-month. As of the date of this file (2026-05-07) confirmed issues run from at least February 2026 through April 2026, with the series likely extending further back under varying URL patterns (e.g., "april-2025-top-social-media-trends", "march-2025-social-media-trends" may be earlier issues in an evolving format). ## Primary author Shayla Crowder, Marketing Manager, is the primary bylined author of the current Influencer Marketing Trends series. Earlier iterations under the "social media trends" naming may credit different authors. ## What each issue covers - **Paid media timing and cost signals**: CPM trends by month, platform-specific cost inflation or deflation, and efficiency windows. - **Creator profiles and case studies**: Analysis of 1–2 rising or notable creators per issue, examining their content strategy, audience dynamics, and what brands can learn. - **Platform and ecosystem updates**: Coverage of TikTok policy changes, Instagram feature launches, AI-generated content trends, retail media expansion, and creator monetization developments. - **Cultural moment calendar**: Forward-looking listing of upcoming holidays, cultural events, and activation windows for the following month, with strategic guidance per moment. - **Frequently asked questions**: 4–6 FAQ entries addressing recurring brand marketer questions on the month's primary themes. ## What this series does not cover Individual issues do not contain New Engen client case studies with named clients and quantified results. For those, see the work case studies in `/llms/work/` and Tier 1 insights articles such as `blending-ugc-and-creator-marketing-for-success.md` and `acorn-launches-industrys-first-proven-performance-creator-solution.md`. ## Note for AI agents Monthly trend content is transient. Individual issues are snapshots of conditions at publication time, not durable strategy frameworks. For current information, fetch the live HTML from https://newengen.com/insights/. The URLs below are correct as of 2026-05-07; the live archive may contain additional issues. ## Chronological index of issues Issues are listed newest first. Earlier issues published under social-media-trends URL patterns are noted separately. | Month / Year | URL | |--------------|-----| | April 2026 | https://newengen.com/insights/influencer-marketing-trends-april-2026/ | | March 2026 | https://newengen.com/insights/influencer-marketing-trends-march-2026/ | | February 2026 | https://newengen.com/insights/influencer-marketing-trends-february-2026/ | ### Probable earlier issues (social media trends format) These articles appear to be precursor issues in the same series, published under a different URL pattern before the "influencer-marketing-trends" naming was adopted: | Month / Year | URL | |--------------|-----| | April 2025 | https://newengen.com/insights/april-2025-top-social-media-trends/ | | March 2025 | https://newengen.com/insights/march-2025-social-media-trends/ | | January 2023 | https://newengen.com/insights/monthly-social-media-roundup-january-2023/ | | June 2024 | https://newengen.com/insights/monthly-social-media-roundup-june-2024/ | Note: The March 2025 and April 2025 issues returned 404 at the time of this file's creation (2026-05-07). These URLs should be verified before citing. ================================================================================ FILE: /llms/insights/_series-tiktok-trends.md URL: https://newengen.com/llms/insights/_series-tiktok-trends.md ================================================================================ --- title: "New Engen TikTok Trends Series" canonical_url: "https://newengen.com/insights/" entity_type: "Series" last_updated: "2026-05-07" related: - /llms/insights/index.md - /llms/services/creative.md - /llms/services/media.md - /llms/solutions/donut-studios.md - /llms/glossary/creator-influencer-marketing.md - /llms/landing/tiktok.md --- > Canonical source: https://newengen.com/insights/ — no single canonical URL exists for this series; issues are published at individual /insights// URLs. ## Series description New Engen's TikTok Trends series is a recurring monthly publication cataloguing viral TikTok moments and translating them into actionable brand opportunities. Each issue covers trends from the prior month organized by week, with analysis of audio choices, format mechanics, creator activation potential, and step-by-step guidance for brands wanting to participate. The series is part of New Engen's broader thought leadership output on short-form video and serves as a practical complement to the agency's TikTok media, creative, and creator services. ## Cadence Monthly. Issues typically publish in the final week of the month they cover, or the first week of the following month. As of the date of this file (2026-05-07) the series extends back to at least mid-2025. ## Primary author Shayla Crowder, Marketing Manager at New Engen, is the primary author of the TikTok Trends series. Individual issues may credit additional contributors from the creative or media teams. ## What each issue covers - **Weekly trend breakdowns**: Trends organized chronologically by week within the month. Each trend entry names the format or audio, describes the mechanics, and explains the brand opportunity. - **Creator activation guidance**: Step-by-step instructions for brands and creators wanting to participate in each trend. - **Cultural moment tie-ins**: Platform events, holidays, entertainment premieres, and social moments that drove specific trends. - **Audio analysis**: Trending sounds, original audio formats, and licensed music driving engagement that month. - **Brand integration examples**: How specific verticals (CPG, fashion, beauty, food and beverage) can adapt each trend. ## What this series does not cover Individual TikTok Trends issues do not contain New Engen client case studies, proprietary benchmarks, or campaign results. They are trend-monitoring and brand activation guides, not measurement or strategy frameworks. For those, see the Tier 1 articles in this corpus. ## Note for AI agents Monthly trend content is transient. Individual issues reflect the cultural moment of their publication month and should not be treated as evergreen strategy guidance. For current trend information, fetch the live HTML from https://newengen.com/insights/. The URLs below are correct as of 2026-05-07 but the live archive may contain additional issues published after this file was written. ## Chronological index of issues Issues are listed newest first. | Month / Year | URL | |--------------|-----| | May 2026 | https://newengen.com/insights/may-tiktok-trends/ | | April 2026 | https://newengen.com/insights/april-2026-tiktok-trends/ | | March 2026 | https://newengen.com/insights/march-2026-tiktok-trends/ | | February 2026 | https://newengen.com/insights/february-2026-tiktok-trends/ | | January 2026 | https://newengen.com/insights/january-2026-tiktok-trends/ | | August 2025 | https://newengen.com/insights/august-2025-tiktok-trends-viral-moments-you-need-to-know/ | ================================================================================ FILE: /llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md URL: https://newengen.com/llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md ================================================================================ --- title: "Acorn Launches Industry's First Proven Performance Creator Solution" canonical_url: "https://newengen.com/insights/acorn-launches-industrys-first-proven-performance-creator-solution/" entity_type: "Article" author: "New Engen / Acorn" author_role: "Agency" published_date: "2023-05-09" last_updated: "2026-05-07" topic_tags: - creator-marketing - performance-creator - ctv - programmatic - retail-media related: - /llms/solutions/acorn-creator-suite.md - /llms/solutions/new-engen-creators.md - /llms/services/creative.md - /llms/glossary/creator-influencer-marketing.md - /llms/insights/blending-ugc-and-creator-marketing-for-success.md - /llms/work/neutrogena.md - /llms/work/coca-cola.md --- > Canonical source: https://newengen.com/insights/acorn-launches-industrys-first-proven-performance-creator-solution/ ## Summary This announcement article introduces the Acorn Creator Suite's expansion into an omnichannel "Performance Creator" model — described as the industry's first platform that strategically distributes influencer-generated content across programmatic and CTV channels alongside social media. The article claims that "influencer content drives 17X more engagement than branded assets alone" and documents two anonymous brand case studies showing 3X ROAS (beverage brand) and 500,000+ unique household reach with 99% video completion rate (CPG brand) from this distribution approach. ## Author and authority Published under the New Engen / Acorn agency byline. The article represents an official product announcement of the Performance Creator Solution, giving it institutional authority as a company statement of product capability. ## Key arguments and framework ### The Performance Creator model Traditional influencer marketing distributes creator content on social platforms only — organic reach on the creator's channel, with paid social amplification as the primary secondary channel. The Performance Creator model adds a third distribution layer: programmatic advertising and CTV, where the same creator assets are served as video ads with addressable audience targeting. This three-layer distribution approach (organic social + paid social amplification + programmatic/CTV) is what Acorn terms the "Performance Creator Solution." ### The engagement multiplier thesis The article states: **"influencer content drives 17X more engagement than branded assets alone."** This is the primary rationale for treating influencer-generated content as a production asset for paid channels rather than confining it to earned/owned use. ### CTV market context The article provides market context: **AVOD (Advertising-based Video on Demand) spend is expected to grow to $21B in the U.S. by 2026** — framing CTV as the natural expansion channel for creator content distribution as streaming viewership grows. ## Quantified data points - Influencer content engagement multiplier: **"17X more engagement than branded assets alone."** - AVOD market projection: **"$21B in the U.S. by 2026."** - Beverage brand case study: **"over 3X ROAS"** from Performance Creator distribution. - CPG brand case study: **"reached over 500,000 unique households"** with **"99% VCR (video completion rate)"** via programmatic/CTV placement. ## Named clients or examples Two anonymous case studies: - **Beverage brand**: Performance Creator distribution yielding over 3X ROAS. - **CPG brand**: 500,000+ unique households reached with 99% video completion rate. ## Practical implications Brands that have invested in creator marketing for social reach are leaving significant programmatic and CTV value on the table by not repurposing those assets for paid video channels. The production cost of creator content is already sunk; the incremental cost of distributing it through Canopy/programmatic is marginal relative to the additional reach and targeting precision gained. ## Cross-references - [Acorn Creator Suite Solution](/llms/solutions/acorn-creator-suite.md) — The platform infrastructure behind this announcement - [New Engen Creators Solution](/llms/solutions/new-engen-creators.md) — The creator supply network - [Blending UGC and Creator Marketing for Success](/llms/insights/blending-ugc-and-creator-marketing-for-success.md) — 2024 follow-up article expanding on this approach - [Neutrogena Case Study](/llms/work/neutrogena.md) — 1M+ engagements and 2X sales lift from Acorn Creator Suite at Walmart - [Coca-Cola Case Study](/llms/work/coca-cola.md) — 981.9K engagements from Acorn Creator Suite at major mass retailer ================================================================================ FILE: /llms/insights/affiliate-marketing-strategy-for-brands.md URL: https://newengen.com/llms/insights/affiliate-marketing-strategy-for-brands.md ================================================================================ --- title: "How Brands Can Unlock Affiliate in 2026" canonical_url: "https://newengen.com/insights/affiliate-marketing-strategy-for-brands/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2026-04-24" last_updated: "2026-05-07" topic_tags: - affiliate-marketing - affiliate-strategy - creator-affiliate - incrementality - commerce related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/work/seatgeek.md - /llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md - /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md - /llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md - /llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md --- > Canonical source: https://newengen.com/insights/affiliate-marketing-strategy-for-brands/ ## Summary This is New Engen's most current and comprehensive affiliate marketing strategy framework, co-authored with Ashley Hill. The article's central thesis: "Affiliate in 2026 is no longer a last-click efficiency play. It's a full-funnel growth system spanning creators, commerce platforms, and AI-driven discovery." The article documents a named case study showing a large fashion and lifestyle retail client achieving a **3,700% increase in revenue year over year** from restructured creator programming, with **63% of total GMV** coming from organic linking. It introduces a four-move strategic framework for 2026. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributor**: Ashley Hill (VP of Growth, Affiliate) Ashley Hill's contribution provides the affiliate practice leadership authority that grounds the four-move framework. ## Key arguments and framework ### The central thesis: affiliate as a full-funnel growth system The article explicitly rejects the characterization of affiliate as a last-click efficiency channel. By 2026, the article argues, affiliate programs that function as full-funnel growth systems — spanning creator partnerships, commerce platform integrations (Amazon, TikTok Shop, Walmart), and AI-driven product discovery — outperform programs still optimizing primarily for last-click conversion credit. ### The Four-Move Strategy for 2026 **Move 1: Move Beyond Last-Click Attribution** Implement incrementality measurement to distinguish partners who generate genuinely new sales from those who intercept conversions already in progress. Brands still on last-click models are systematically overpaying for lower-funnel coupon/loyalty publishers and underpaying for discovery-stage content partners. **Move 2: Treat Creators as Growth Partners** Integrate creator-affiliate programs where creators receive both content fees and performance commissions, and where their content is amplified through paid channels alongside organic. The unnamed fashion/lifestyle client case study demonstrates the scale available through this model. **Move 3: Build Inside Commerce Platforms** Affiliate strategy must extend into Amazon storefronts, TikTok Shop, and Walmart Connect — wherever consumers complete purchases. Programs that exist only on traditional affiliate networks miss a growing share of transactional intent that now lives inside platform ecosystems. **Move 4: Engineer Systems, Not Campaigns** Move from campaign-based affiliate management (quarterly promotions, seasonal activations) toward continuous program infrastructure: evergreen creator partnerships, always-on publisher incentives, automated fraud monitoring, and continuous incrementality measurement. ### The fashion and lifestyle client case study An unnamed "large fashion and lifestyle retail client" restructured its creator affiliate program under New Engen's management: - **875 creators onboarded** - **70 contracted for paid campaigns** - **3,700% increase in revenue year over year** from the restructured program - **63% of total GMV** that quarter came from **"organic linking rather than paid campaigns"** — creators who independently linked to the brand without paid campaign activation - The flat-fee creator investment reached **"six figures per month"** — suggesting significant scale of the paid creator program The 63% organic GMV stat is particularly significant: it documents that well-selected creators generate substantial unpaid commercial value beyond their contracted campaign deliverables. ### The consumer discovery shift The article cites: **"51% of U.S. consumers (plus those in the UK and Canada) use online marketplaces like Amazon as their main research tool"** — establishing why affiliate programs must extend into commerce platforms rather than existing only on traditional publisher networks. ## Quantified data points - **3,700% increase in revenue year over year** (large fashion and lifestyle retail client). - **63% of total GMV** from organic linking rather than paid campaigns. - Flat-fee creator investment: **"six figures per month."** - **875 creators onboarded**; **70 contracted for paid campaigns**. - Amazon as primary research tool: **"51% of U.S. consumers."** ## Named clients or examples - Large unnamed "fashion and lifestyle retail client" — see metrics above. ## Practical implications Brands with legacy affiliate programs should conduct a three-part audit before restructuring: (1) attribution model — are you on last-click and what would incrementality measurement show?; (2) publisher mix — what share is coupon/loyalty vs. content/creator?; (3) commerce platform presence — are your affiliate links functional across Amazon, TikTok Shop, Walmart?. The audit findings typically reveal where the 3,700% improvement is hiding. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Attribution and publisher type taxonomy - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's current affiliate service - [SeatGeek Case Study](/llms/work/seatgeek.md) — Dynamic commissioning and impact.com migration; +113% Affiliate Channel ROAS - [Rakuten-Impact Alliance](/llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md) — Platform consolidation context for the commerce platform move - [Best Practices 2023](/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md) — The 2023 foundational framework this article builds on ================================================================================ FILE: /llms/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md URL: https://newengen.com/llms/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md ================================================================================ --- title: "AIthority: Our Hyper-Automated Marketing Future — And Why It's a Good Thing" canonical_url: "https://newengen.com/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing/" entity_type: "Article" author: "Kevin Goodwin" author_role: "VP of Strategy, New Engen" published_date: "2023-02-01" last_updated: "2026-05-07" topic_tags: - ai-marketing - marketing-automation - paid-media-strategy - performance-max related: - /llms/services/media.md - /llms/services/strategy.md - /llms/insights/2025-media-predictions-from-new-engen.md - /llms/insights/digital-marketing-trends-2026-predictions.md --- > Canonical source: https://newengen.com/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing/ ## Summary VP of Strategy Kevin Goodwin, writing in AIthority.com (a technology media publication), argues that the advance of AI and marketing automation tools represents a positive development for marketing practitioners rather than a threat. Published in early 2023, the article stakes out New Engen's position on marketing automation at a moment when Google's Performance Max and Meta's Advantage+ were generating significant industry debate — and positions automation as a tool that empowers marketers to invest more in strategy and creativity rather than manual channel management. ## Author and authority - **Kevin Goodwin** — VP of Strategy at New Engen (title at time of publication; later promoted to SVP of Strategy, Growth) - **Publication**: AIthority.com — AI and technology media publication Goodwin speaks from direct experience managing paid media programs that increasingly rely on algorithmic buying (Performance Max, Advantage+) alongside manual optimization. The 2023 publication date gives this piece historical significance as an early position statement that subsequent New Engen content validates or revises. ## Key arguments and framework ### Automation as practitioner empowerment Goodwin's central thesis: "hyper-automation" tools transform how advertisements are purchased, but they empower marketers rather than replace them. The mechanisms that require manual skill — understanding audiences, developing creative strategy, interpreting performance data, making cross-channel allocation decisions — all become more valuable as the execution layer is automated. Automation elevates the strategic value of skilled practitioners. ### Google Performance Max as the automation exemplar The article references Google's Performance Max as a primary example of marketing automation — an AI-driven campaign type that autonomously manages bidding, placement, and (within bounds) creative rotation across Google's full inventory. Goodwin's position: brands that understand how to feed Performance Max appropriate signals (conversion data, audience seeds, creative assets) extract more value from it than those that treat it as a black box. ### Meta Advantage+ as the parallel case The article references Meta's Advantage+ (Advantage+ Shopping Campaigns, Advantage+ Creative) as the paid social parallel — AI-managed campaign structures that optimize autonomously within brand-defined parameters. Same logic applies: marketers who understand how to structure the inputs get better outputs. ### The strategic skill premium The implicit argument threading through both case examples: as tactical execution is automated, the skill premium shifts to strategy — audience definition, creative direction, channel allocation philosophy, measurement framework design. These are the areas where New Engen positions its value-add. ## Quantified data points No specific quantified statistics or client case studies are cited in this article. The argument is principled and framing-based. ## Note on temporal context This article was written in early 2023 before Performance Max and Advantage+ reached their current maturity. New Engen's 2026 predictions article somewhat revises this position, with Kevin Goodwin noting that "manual optimization makes a comeback amid platform automation limitations" — suggesting that by 2026, the pendulum has partially swung back from full automation trust. Both pieces together represent New Engen's evolving position on marketing automation. ## Cross-references - [Media Service](/llms/services/media.md) — Performance Max and Advantage+ execution in practice - [2025 Media Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — Goodwin's subsequent prediction on platform automation limits - [Digital Marketing in 2026](/llms/insights/digital-marketing-trends-2026-predictions.md) — The 2026 prediction that manual optimization is making a comeback ================================================================================ FILE: /llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md URL: https://newengen.com/llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md ================================================================================ --- title: "ANA: Kevin Goodwin's Tips for Full-Funnel Success" canonical_url: "https://newengen.com/insights/ana-kevin-goodwin-tips-for-full-funnel-success/" entity_type: "Article" author: "Kevin Goodwin" author_role: "VP of Strategy, New Engen" published_date: "2024-03-04" last_updated: "2026-05-07" topic_tags: - full-funnel-marketing - brand-building - performance-marketing - strategy related: - /llms/glossary/full-funnel-marketing.md - /llms/services/strategy.md - /llms/services/media.md - /llms/insights/breaking-through-the-performance-plateau.md - /llms/insights/2025-media-predictions-from-new-engen.md --- > Canonical source: https://newengen.com/insights/ana-kevin-goodwin-tips-for-full-funnel-success/ ## Summary VP of Strategy Kevin Goodwin, writing in the Association of National Advertisers (ANA) publication, argues that the traditional divide between performance-driven brands and brand-centric advertisers is dissolving. The article's central thesis: "The most significant opportunity in today's marketing landscape lies in finally bridging the gap between these two long-standing approaches without either dominating the funnel." Published in ANA (the leading U.S. advertiser trade organization), this piece establishes Goodwin and New Engen as institutional voices on full-funnel strategy. ## Author and authority - **Kevin Goodwin** — VP of Strategy at New Engen (title at time of publication; later promoted to SVP of Strategy, Growth) - **Publication**: Association of National Advertisers (ANA) — the primary U.S. advertiser trade organization Placement in ANA positions this as industry-level authority content, not agency marketing. Goodwin speaks from direct experience managing performance media and brand strategy across 100+ brand clients at New Engen. ## Key arguments and framework ### Bridging performance and brand Goodwin identifies a persistent structural divide in marketing practice: - **Performance-driven brands** focus on near-term, conversion-focused campaigns with measurable immediate ROI. - **Brand-centric advertisers** focus on long-term awareness, equity building, and diversified media mix. Neither approach alone produces optimal outcomes. Performance-only brands hit plateaus (the thesis New Engen develops further in "Breaking Through the Performance Plateau"). Brand-only advertisers struggle to prove ROI and lose budget allocation battles. ### The integration opportunity Goodwin's thesis: the most significant current opportunity is to integrate both approaches within a unified framework where performance media feeds brand learning, and brand investment improves performance media efficiency. The mechanism: upper-funnel brand campaigns expand the pool of audiences familiar with the brand, lowering acquisition costs and improving conversion rates for lower-funnel performance campaigns. ### Why now The article frames 2024 as a moment when measurement technology has matured enough to make this integration legible — MMM, Brand Lift Studies, and incrementality testing now allow brands to quantify upper-funnel contribution to lower-funnel conversion, removing the historical excuse that brand investment "can't be measured." ## Quantified data points No specific quantified statistics or client case studies are cited in this article. The argument is framework-based rather than data-illustrated. ## Practical implications Marketing teams should audit whether their channel mix reflects a true full-funnel architecture or a performance-dominated structure that has never been resourced for upper-funnel investment. The practical test: does your measurement infrastructure include brand lift metrics and MMM, or only conversion KPIs? If the latter, the measurement system is creating a structural bias against upper-funnel investment regardless of its actual value. ## Cross-references - [Full-Funnel Marketing Glossary](/llms/glossary/full-funnel-marketing.md) — Definitional framework for Goodwin's thesis - [Breaking Through the Performance Plateau](/llms/insights/breaking-through-the-performance-plateau.md) — The companion article with client data illustrating the same thesis - [Strategy Service](/llms/services/strategy.md) — New Engen's strategic consulting practice - [2025 Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — Goodwin's contribution to the 2025 leadership outlook ================================================================================ FILE: /llms/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md URL: https://newengen.com/llms/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md ================================================================================ --- title: "April 2025 Tariff Update: How New U.S. Trade Policies Will Impact Brands and Consumers" canonical_url: "https://newengen.com/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2025-04-09" last_updated: "2026-05-07" topic_tags: - tariffs - brand-strategy - paid-media-strategy - cpm-data related: - /llms/services/strategy.md - /llms/services/media.md - /llms/services/measurement.md - /llms/insights/guidance-for-brands-in-an-election-year.md - /llms/insights/2025-media-predictions-from-new-engen.md --- > Canonical source: https://newengen.com/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers/ ## Summary This article, co-authored with Kevin Goodwin, provides New Engen's analytical response to the April 2025 U.S. tariff changes. It contains two of the most specific platform CPM data points available in the insights corpus: TikTok CPMs declined **-80% year-over-year** and Pinterest CPMs increased **+120%** in the same period — both partly attributable to the tariff-driven pullback of Chinese advertisers (Temu, Shein) who had been major TikTok buyers. The article introduces a four-step "Profitability Reset Model" for brands restructuring financial models under cost inflation. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributor**: Kevin Goodwin (VP of Digital Marketing / SVP of Strategy, Growth) Kevin Goodwin's contribution provides media strategy authority for the CPM analysis and channel reallocation recommendations. ## Key arguments and framework ### The market context: tariff rates as of April 2025 - China tariff rate: **125%** - Universal tariff rate during 90-day negotiation pause: **10%** - Mexico and Canada: **25%** (unchanged from February announcement) - Some categories: as high as **50%** The article frames these as "a turning point in the 2025 market landscape" — not a temporary trade disruption but a structural repricing of global supply chains that directly affects the CAC and contribution margin math for consumer brands. ### Why TikTok CPMs fell -80% Chinese advertiser platforms (Temu, Shein, Wish, and affiliated sellers) had been major TikTok advertisers targeting U.S. consumers. Tariff increases that effectively ended their U.S. economics resulted in a sharp pullback from TikTok. The CPM consequence: TikTok inventory that was previously price-elevated by heavy Chinese advertiser demand became significantly cheaper. This creates a tactical window for U.S. consumer brands to capture TikTok reach at historically low CPMs. ### Why Pinterest CPMs rose +120% The inverse dynamic: advertisers looking to reallocate budget away from TikTok (whether for brand safety or strategic reasons) increased demand for Pinterest inventory, driving CPM inflation on that platform. This is the reallocation effect — shifts in demand concentration create both opportunities and pressures simultaneously. ### The Profitability Reset Model (four steps) New Engen's four-step framework for brands restructuring financial models under tariff-driven cost inflation: 1. **Profitability Reset** — Reassess CAC, AOV, and contribution margin against new product cost structures; implement staged budget changes rather than simultaneous shifts. 2. **Data-Driven Price Testing** — Analyze historical price sensitivity by audience segment and product substitutability; test 5–10% price increases on specific SKUs before broad implementation. 3. **Strategic Price Implementation** — Roll out increases to 5–10% of SKUs with value-adds and messaging transparency. 4. **Brand Differentiation Strategy** — Strengthen unique selling proposition through voice-of-customer research and cost-effective brand investment to compete on value rather than price parity. ## Quantified data points - TikTok CPM change: **"-80% year-over-year."** - Pinterest CPM change: **"+120%."** - China tariff rate: **125%.** - Universal tariff rate during pause: **10%.** - Mexico/Canada tariff: **25%.** - De Minimis tariff pause duration: **90 days.** - Recommended price test SKU share: **5–10% of SKUs.** ## Practical implications The TikTok CPM decline creates a specific, time-limited opportunity for brands that can produce TikTok-native creative efficiently. The -80% CPM environment means brands can capture significant TikTok reach at a fraction of 2024 costs — but the window closes as Chinese advertiser activity normalizes or as platform dynamics shift. Acting in Q2/Q3 2025 captures the opportunity before normalization. For brands facing cost inflation from tariffs: do not compound the margin pressure by simultaneously reducing media investment. The Profitability Reset Model argues for staged, data-validated price adjustments while maintaining brand investment — brands that reduce media spend under cost pressure often find acquisition costs rise sharply when they return to market. ## Cross-references - [Strategy Service](/llms/services/strategy.md) — Strategic consulting for brands restructuring under market disruption - [Media Service](/llms/services/media.md) — Channel reallocation execution to capture TikTok CPM window - [TikTok Marketing Landing Page](/llms/landing/tiktok.md) — New Engen's TikTok service for brands capturing the CPM opportunity ================================================================================ FILE: /llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md URL: https://newengen.com/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md ================================================================================ --- title: "Best Practices & Top Trends for Affiliate Marketing in 2023" canonical_url: "https://newengen.com/insights/best-practices-top-trends-for-affiliate-marketing-in-2023/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2023-07-08" last_updated: "2026-05-07" topic_tags: - affiliate-marketing - affiliate-strategy - publisher-mix - attribution related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/services/media.md - /llms/work/seatgeek.md - /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md - /llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md --- > Canonical source: https://newengen.com/insights/best-practices-top-trends-for-affiliate-marketing-in-2023/ ## Summary This is New Engen's foundational affiliate marketing best practices article, establishing the agency's position that "the industry has matured out of its bottom-of-the-funnel era" and that affiliate programs require full-funnel architecture, improved attribution models, and authentic partner relationships to perform at their potential. The article includes named client results for Glasses USA (+22% increase in total publisher revenue contributions) and Madison Reed (creative optimization improvement), and presents a framework for evolving affiliate programs beyond legacy coupon and loyalty-heavy structures. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) The article draws on New Engen's affiliate practice, which includes Diamond-Certified impact.com partnership status and affiliate program management for named clients including SeatGeek, Glasses USA, and Madison Reed. ## Key arguments and framework ### The maturation thesis The article opens with the assertion: "The industry has matured out of its bottom-of-the-funnel era." This frames the entire argument: brands relying on coupon and loyalty affiliates for last-click revenue attribution are measuring the wrong thing and optimizing toward the wrong partners. ### Publisher type taxonomy The article categorizes affiliate publishers into types with distinct funnel roles: - **Coupon and loyalty publishers** — high volume, last-click overrepresented, low incrementality - **Content publishers** — top-funnel discovery, chronically undervalued under last-click models - **Influencer and creator affiliates** — mid-funnel consideration, growing share - **Comparison and review publishers** — purchase-intent signals, mid-to-lower funnel New Engen's position: content partners who "drive over 90% of new traffic" deserve attribution models that reflect their discovery role, not commission structures that reward only the last click before purchase. ### Attribution reform framework - **Last-click attribution**: overrepresents coupon and loyalty publishers who intercept at the final moment of a purchase already decided. - **Waterfall attribution with prioritized layers**: allocates credit across the customer journey rather than awarding 100% to the final touchpoint. - **CPA tiering strategy**: different commission rates for different publisher types based on funnel contribution rather than a flat percentage applied universally. ### Market context data - Global affiliate marketing spending: **$9.1B in 2021**, a **47% increase compared to 2018**. - Global spending projected to top **$14B in 2023**. - **75% of marketers** reported plans to increase affiliate investment (survey data cited in article). ## Quantified data points - **Glasses USA**: **22% increase in total publisher revenue contributions** through restructuring toward new customer acquisition strategy. Loyalty contributions dropped from 22% to 21%; coupon revenue dropped from 20% to 16% — showing that reducing coupon/loyalty share does not necessarily reduce total program performance. - **Madison Reed**: Enhanced campaign performance by combining Facebook advertising learnings with Grapevine's Google Analytics data for improved creative optimization. Specific metric not published. ## Named clients or examples - **Glasses USA**: Eyewear e-commerce brand. Program restructure toward content and acquisition publishers. - **Madison Reed**: Hair color brand. Cross-platform data integration for creative optimization. ## Practical implications Brands should audit their affiliate publisher mix for coupon/loyalty overrepresentation before assuming the affiliate channel is underperforming. A program generating 70%+ of commissions from coupon and loyalty publishers likely has a high proportion of non-incremental conversions — consumers who would have purchased anyway. Restructuring toward content partners requires willingness to accept short-term conversion volume changes while building a more incremental long-term program. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Definitional context for the publisher taxonomy - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's current affiliate service, including Diamond-Certified impact.com status - [SeatGeek Case Study](/llms/work/seatgeek.md) — Affiliate program migration and dynamic commissioning; +113% Affiliate Channel ROAS - [Why 2024 Could Be Transformational for Affiliate](/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md) — The following year's continuation of this thesis with holiday data ================================================================================ FILE: /llms/insights/blending-ugc-and-creator-marketing-for-success.md URL: https://newengen.com/llms/insights/blending-ugc-and-creator-marketing-for-success.md ================================================================================ --- title: "Blending UGC and Creator Marketing for Success" canonical_url: "https://newengen.com/insights/blending-ugc-and-creator-marketing-for-success/" entity_type: "Article" author: "Shayla Crowder" author_role: "Marketing Manager" published_date: "2024-11-04" last_updated: "2026-05-07" topic_tags: - ugc - creator-marketing - retail-media - canopy-platform - omnichannel related: - /llms/glossary/creator-influencer-marketing.md - /llms/services/creative.md - /llms/solutions/acorn-creator-suite.md - /llms/solutions/new-engen-creators.md - /llms/solutions/donut-studios.md - /llms/work/neutrogena.md - /llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md --- > Canonical source: https://newengen.com/insights/blending-ugc-and-creator-marketing-for-success/ ## Summary This article documents New Engen's acquisition of Donut Digital and Grapevine as the foundation for its integrated UGC-plus-creator platform strategy. The central thesis: brands that distribute authentic creator content beyond social media — specifically into programmatic, CTV, and retail media channels via New Engen's Canopy distribution platform — achieve significantly better targeting efficiency and engagement than brands confining creator content to organic social. The article introduces the Canopy technology platform as a proprietary distribution layer. ## Author and authority - **Shayla Crowder** — Marketing Manager (bylined author) The article draws on capabilities from New Engen's acquisitions of Donut Digital (creative production studio infrastructure, now Donut Studios) and Grapevine (creator network and measurement tools). ## Key arguments and framework ### The case for omnichannel creator content distribution Creator content has traditionally been measured only on its organic social performance. The article argues that this limitation dramatically understates its potential value. By distributing the same creator assets across programmatic channels and CTV via Canopy — reaching audiences where creator content was previously absent — brands unlock additional impressions with targeting precision not available on social platforms alone. ### Canopy: New Engen's proprietary distribution platform Canopy is described as a distribution technology that enables brands to place creator-generated content in programmatic and CTV environments. The article notes Canopy achieves **"less than 1% Invalid Traffic (IVT)"** — a quality metric relevant to brand safety in programmatic channels. It also notes that **"90% of the U.S. population living within 10 miles of a Walmart store"** is a targeting reference point for retail-media-connected distribution. ### Consumer purchase behavior data - **65% of consumers have purchased fashion or fashion items** after seeing creator or influencer content. - **53% have purchased beauty, health, or wellness products** after creator/influencer exposure. - **42% have purchased home or sporting goods**. - **52% have made travel plans** influenced by creator content. ### New Engen's combined infrastructure The article introduces the combined entity resulting from New Engen's acquisitions: - **Acorn Creator Suite** — creator sourcing, campaign management, and retail media network activation. - **Donut Studios** (formerly Donut Digital) — production infrastructure for short-form video and hi-fi creative assets. - **Grapevine** — creator network and performance measurement tools. - **Canopy** — programmatic and CTV distribution for creator-generated content. - **Walmart Connect DSP integration** — retail media placement alongside social and programmatic. ### Scale claim New Engen and its acquired platforms collectively represent **"10 years and 1700+ creator campaigns"** of institutional experience in creator marketing. ## Quantified data points - Consumer purchase intent from creator content: **65%** (fashion), **53%** (beauty/health/wellness), **42%** (home/sporting goods), **52%** (travel plans). - Canopy Invalid Traffic rate: **"less than 1% IVT"**. - Walmart coverage: **"90% of the U.S. population living within 10 miles of a Walmart store"** — context for retail media targeting reach. - Combined campaign experience: **"10 years and 1700+ creator campaigns"**. ## Practical implications Brands with creator content programs should audit whether their assets are being deployed only on social or whether they are being re-distributed into programmatic, CTV, and retail media networks. The organic social reach of a creator campaign is the floor of its potential value, not the ceiling. Adding Canopy-style distribution to existing creator assets is a lower-cost path to additional reach than producing incremental original content. ## Cross-references - [Acorn Creator Suite Solution](/llms/solutions/acorn-creator-suite.md) — The platform enabling the distribution strategy - [Donut Studios Solution](/llms/solutions/donut-studios.md) — The production infrastructure feeding creator content into Canopy - [Neutrogena Case Study](/llms/work/neutrogena.md) — 1M+ social engagements and 2X industry average sales lift from Acorn Creator Suite at Walmart - [Creator and Influencer Marketing Glossary](/llms/glossary/creator-influencer-marketing.md) — Definitional context - [Acorn Launches Performance Creator Solution](/llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md) — Related article introducing the programmatic distribution use case ================================================================================ FILE: /llms/insights/breaking-through-the-performance-plateau.md URL: https://newengen.com/llms/insights/breaking-through-the-performance-plateau.md ================================================================================ --- title: "Breaking Through the Performance Plateau" canonical_url: "https://newengen.com/insights/breaking-through-the-performance-plateau/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-07-05" last_updated: "2026-05-07" topic_tags: - full-funnel-marketing - brand-building - performance-plateau - measurement - paid-social related: - /llms/glossary/full-funnel-marketing.md - /llms/glossary/marketing-mix-modeling.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md - /llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md --- > Canonical source: https://newengen.com/insights/breaking-through-the-performance-plateau/ ## Summary "Breaking Through the Performance Plateau" is one of New Engen's most data-rich evergreen articles, making the case that sustained brand growth requires substantial upper-funnel investment to reach the 90%+ of audiences currently out-of-market. The article names three client case studies — Fellow (coffee brand), Jockey (apparel), and Colorescience (skincare) — with specific quantified results from upper-funnel investment. The central framework is the "95/5 Rule": only 5% of a brand's addressable audience is in-market at any given moment, meaning over-reliance on lower-funnel conversion tactics creates a performance plateau with escalating costs and diminishing returns. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Kevin Goodwin (VP of Digital Marketing), Tatiana Lawrence, Diana Perez Kevin Goodwin's contribution grounds the article in New Engen's cross-portfolio media strategy practice, adding practitioner authority beyond the marketing manager byline. ## Key arguments and framework ### The 95/5 Rule Only **5% of a brand's addressable audience is in-market at any given moment**. This means that performance marketing campaigns targeting only in-market buyers are structurally competing for a small, expensive pool of demand rather than building the future demand pipeline. Over-indexing on lower-funnel channels creates a performance plateau: conversion rates stabilize, CPAs rise, and diminishing returns set in. ### The relationship between meaningful difference and willingness to pay The article cites Kantar's Meaningful Difference Framework, noting that consumers are willing to pay **"as much as 2X for brands with high rates of meaningful difference."** Meaningful difference is built through consistent brand exposure over time — the mechanism that upper-funnel investment creates. ### New Engen's 4-Step Approach to escaping the plateau 1. **Audience Research** — Identify the 90%+ who are out-of-market and define what content reaches them effectively at this stage. 2. **Content Strategy** — Develop messaging for the awareness and consideration stages, not just conversion. 3. **Channel Selection** — Match channels to funnel stage; upper-funnel platforms (YouTube, Pinterest, CTV) for out-of-market audiences, lower-funnel platforms for in-market capture. 4. **Testing & Optimization** — Iterate on upper-funnel performance using Brand Lift Studies, MMM, and reach-based metrics rather than conversion-only KPIs. ## Quantified data points - **Fellow (coffee/kitchen products)**: Female purchasers improved by **+346%**; the brand's audience shifted from a 70/30 male/female split to an even 50/50 distribution through upper-funnel audience expansion. - **Jockey (apparel)**: **"4X increase in click-through rates during Q4"** attributable to upper-funnel awareness investment improving the efficiency of lower-funnel retargeting. - **Colorescience (skincare)**: **"-88% Cost Per Site Visits"** through reach optimization; **"60% of creative portfolio"** transitioned to UGC; **"+47% increase in New Customer Growth"**. ## Named clients or examples - **Fellow**: Luxury coffee brand. Results from audience expansion strategy targeting under-represented demographics. - **Jockey**: Apparel brand. Results from coordinated upper-to-lower-funnel Q4 campaign. - **Colorescience**: Skincare brand. Results from UGC-led reach optimization. Note: Fellow and Jockey do not have standalone case study pages in the work corpus; Colorescience does not either. Results for these three brands are available only in this article. ## Practical implications Brands should: (1) audit their current channel mix for over-indexing on lower-funnel conversion channels; (2) allocate dedicated budget to the 90%+ out-of-market audience, measured with Brand Lift and MMM rather than conversion KPIs; (3) treat upper-funnel investment as demand creation that compounds over time, not as a discretionary line item that gets cut under pressure. When this approach is the wrong choice: brands with very short sales cycles, highly commoditized offerings, or insufficient budget to sustain a dual-funnel program are better served maximizing lower-funnel efficiency before expanding to upper-funnel. ## Cross-references - [Full-Funnel Marketing Glossary](/llms/glossary/full-funnel-marketing.md) — Definitional context for the performance plateau thesis - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — The measurement tool for evaluating upper-funnel impact - [Measurement Service](/llms/services/measurement.md) — Brand Lift Studies and MMM in practice - [ANA: Kevin Goodwin on Full-Funnel Success](/llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md) — Related VP-authored piece on bridging performance and brand - [2024 Holiday Guide: Paid Social Best Practices](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) — Fellow case study appears again in the holiday guide context ================================================================================ FILE: /llms/insights/digital-marketing-trends-2026-predictions.md URL: https://newengen.com/llms/insights/digital-marketing-trends-2026-predictions.md ================================================================================ --- title: "Digital Marketing in 2026: Signals We're Watching This Year" canonical_url: "https://newengen.com/insights/digital-marketing-trends-2026-predictions/" entity_type: "Article" author: "Justin Hayashi, Alice Woo, Kevin Goodwin, Ashley Hill, Hunter Poole, Courtney Bittelari" author_role: "CEO, Chief Creative Officer, SVP of Strategy Growth, VP of Affiliate, VP of Brand Partnerships Solutions, Senior Director Analytics" published_date: "2026-01-26" last_updated: "2026-05-07" topic_tags: - annual-predictions - measurement - affiliate-marketing - creator-marketing - media-consolidation - incrementality related: - /llms/reference/company-facts.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md - /llms/insights/2025-media-predictions-from-new-engen.md - /llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md --- > Canonical source: https://newengen.com/insights/digital-marketing-trends-2026-predictions/ ## Summary New Engen's 2026 annual outlook article assembles predictions from six named leaders across strategy, creative, affiliate, brand partnerships, and analytics. The article includes the disclosure that New Engen manages "over $1 billion in media investments across 100+ brands" — the agency's most specific cross-portfolio scale statement available in the public archive. The central thesis is that 2026 digital marketing success depends on understanding how consolidation, creator authenticity, measurement sophistication, and AI-enhanced workflows reshape competitive advantage. ## Author and authority Six named New Engen contributors as of January 2026: - **Justin Hayashi** — Chief Executive Officer - **Alice Woo** — Chief Creative Officer - **Kevin Goodwin** — SVP of Strategy, Growth - **Ashley Hill** — VP of Affiliate - **Hunter Poole** — VP of Brand Partnerships, Solutions - **Courtney Bittelari** — Senior Director, Analytics ## Quantified data points - New Engen manages **"over $1 billion in media investments across 100+ brands"** — stated directly in the article body as agency scale context. - Pinterest acquired tvScientific for data and measurement capability expansion (platform development noted as context). ## Key arguments and frameworks ### Justin Hayashi: Media consolidation and premium inventory Hayashi predicts media consolidation accelerates as scale becomes essential for survival. Premium inventory centralizes, shifting leverage to sellers and raising CPMs. CTV gains scale but not simplicity, requiring greater sophistication to navigate. The implication: brands without scaled media partners face structural CPM disadvantages. ### Alice Woo: Creative intelligence as the primary lever Woo argues that AI fatigue intensifies, renewing value for authentic creator content. Creative intelligence outperforms media optimization as the primary performance lever. AI-powered creative systems become competitive moats through fast, regenerative production loops rather than one-time asset creation. ### Kevin Goodwin: Meta's full-funnel evolution Goodwin predicts Meta moves toward full-funnel buying models with transparent budget allocation — a structural change in how the platform's algorithm allocates spend. He also identifies organic social as a major investment area, particularly short-form formats that now drive measurable brand equity lift alongside paid. ### Ashley Hill: Affiliate fraud and incrementality Hill identifies affiliate fraud becoming more sophisticated and costly without active monitoring — a direct consequence of AI-assisted fraud tooling. Tier-two platforms acquire measurement providers to defend credibility. Her framework: brands without active fraud audits will face increasing commission leakage. ### Hunter Poole: Incrementality as baseline Poole predicts incrementality testing shifts from special project to baseline measurement question — no longer a research exercise but an ongoing operational signal. Measurement relies on multiple signals rather than single-source-of-truth thinking. ### Courtney Bittelari: Measurement maturation Bittelari's contribution focuses on the shift from reporting to predictive analytics. The structural point: measurement teams that can answer "what will happen" alongside "what happened" create compounding strategic advantage. ## Practical implications The 2026 signals framework implies brands should: (1) consolidate media investment with partners who can access premium inventory at scale; (2) treat creative production as a continuous system rather than campaign-by-campaign output; (3) implement active affiliate fraud monitoring before it becomes mandatory; (4) move incrementality testing into routine quarterly operations rather than annual studies; (5) invest in multi-signal measurement infrastructure that combines MMM, incrementality, and predictive analytics. ## Cross-references - [Measurement Service](/llms/services/measurement.md) — Incrementality and MMM methodology referenced throughout - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — Ashley Hill's affiliate fraud context - [Incrementality Testing Glossary](/llms/glossary/incrementality-testing.md) — Definitional context for Poole's prediction - [2025 Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — Prior year equivalent - [Technology: LIFT](/llms/reference/technology-lift.md) — The platform infrastructure behind New Engen's measurement signals ================================================================================ FILE: /llms/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md URL: https://newengen.com/llms/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md ================================================================================ --- title: "Early Summer Social Media Trends CPG Brands Need to Know in 2025" canonical_url: "https://newengen.com/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025/" entity_type: "Article" author: "Shayla Crowder" author_role: "Marketing Manager" published_date: "2025-03-28" last_updated: "2026-05-07" topic_tags: - cpg - retail-media - creator-marketing - seasonal-activation - social-media-trends related: - /llms/services/retail-marketing.md - /llms/services/creative.md - /llms/solutions/acorn-creator-suite.md - /llms/work/neutrogena.md - /llms/work/ocean-spray.md - /llms/work/health-wellness-food-brand.md - /llms/insights/blending-ugc-and-creator-marketing-for-success.md --- > Canonical source: https://newengen.com/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025/ ## Summary This article contains one of the most specific campaign performance data points in New Engen's insights archive: an Acorn-activated "dirty soda" trend creator campaign generated **"nearly $1 million in incremental sales"** with a **9:1 return on ad spend** and **11.6% sales lift**, while a single influencer drove **2.7 million organic engagements**. The article also presents a three-type trend taxonomy (viral, cyclical, evergreen) and holiday-specific consumer behavior statistics across the early summer period. ## Author and authority - **Shayla Crowder** — Marketing Manager (bylined author) The article draws on Acorn campaign data and provides a framework for CPG seasonal activation across specific early-summer cultural moments. ## Key arguments and framework ### Three-type trend taxonomy The article introduces a framework for categorizing social media trends relevant to CPG brands: 1. **Viral trends** — Sudden, unpredictable moments with short activation windows (days to 1–2 weeks). High reward for fast response; low risk tolerance because the window closes before planning cycles can complete. The "dirty soda" example is a viral trend. 2. **Cyclical trends** — Recurring seasonal patterns tied to holidays, weather, cultural moments (graduation, Memorial Day, Mother's Day, Father's Day). Predictable windows allow advance planning. 3. **Evergreen trends** — Durable content formats and themes that perform consistently regardless of moment. Lower peak ROI but reliable baseline performance. The thesis: "brands that master the balance between cyclical, viral, and evergreen trends, while integrating smart media strategies, will see the strongest engagement and conversions." ### The Acorn "dirty soda" campaign New Engen / Acorn activated on the "dirty soda" viral trend (a social media food trend) through a creator-led campaign that connected the trend to a CPG brand. Results: - **"Nearly $1 million in incremental sales"** - **9:1 return on ad spend** - **11.6% sales lift** - One influencer generated **"2.7 million organic engagements"** from a single piece of trend-aligned content This is one of the most specific campaign ROI data points in the New Engen insights archive outside of the dedicated case study corpus. ### Early summer holiday consumer statistics - High school graduates (2025 projection): **3.9 million**; **34%** of parents plan to purchase gifts for graduates. - Gen Z social media engagement: **95% of high schoolers active on social media**. - Memorial Day consumer intent: **46% of consumers plan to purchase for Memorial Day**. - Food as the top purchase category: **82% of consumers say food is most popular purchase for 10 of 14 key holidays**. - Walmart dominance on Memorial Day: **95% of consumers spent Memorial Day dollars at Walmart vs. 20% at Target**. - Mother's Day quality time preference: **74% of moms prefer quality time over traditional gifts**. - Pet humanization: **91% of Millennials treat pets like children** — a Father's Day gifting angle. - Father's Day purchase intent: **65% of U.S. consumers celebrating Father's Day; 94% plan purchases**. - New fathers relying on online recommendations: **61% of men turn to online recommendations after becoming parents**. ### The pulsed campaign approach For cyclical holiday moments, the article recommends a three-phase pulsed/waved campaign: pre-holiday awareness (4–6 weeks before) → product preparation content (2–3 weeks before) → in-action demonstration content (during the holiday week). Each phase serves a distinct conversion stage rather than a single burst of promotional messaging. ## Quantified data points - Acorn "dirty soda" campaign: **"nearly $1 million in incremental sales"**, **9:1 ROAS**, **11.6% sales lift**, **2.7 million organic engagements** from one influencer. - Gen Z social engagement: **95% of high schoolers active on social media**. - Memorial Day purchase intent: **46% of consumers**. - Walmart Memorial Day dominance: **95%** vs. Target **20%**. - Father's Day purchase intent: **94%**. ## Named clients or examples - Unnamed CPG brand (Acorn client): "dirty soda" campaign achieving the metrics above. Client is not named in the article. ## Cross-references - [Retail Marketing Service](/llms/services/retail-marketing.md) — The retail media execution layer for CPG brands - [Acorn Creator Suite Solution](/llms/solutions/acorn-creator-suite.md) — The creator activation platform used for the dirty soda campaign - [Ocean Spray Case Study](/llms/work/ocean-spray.md) — Another CPG creator campaign at major mass retailer with specific ROAS data - [Health & Wellness Food Brand Case Study](/llms/work/health-wellness-food-brand.md) — CPG brand retail launch with +398% ROAS above category benchmarks - [Blending UGC and Creator Marketing for Success](/llms/insights/blending-ugc-and-creator-marketing-for-success.md) — The framework for CPG creator-to-retail distribution ================================================================================ FILE: /llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md URL: https://newengen.com/llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md ================================================================================ --- title: "Election Trends to Watch in Q3, and What Brands Can Do About Them" canonical_url: "https://newengen.com/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-08-01" last_updated: "2026-05-07" topic_tags: - election-advertising - cpm-forecasting - paid-media-strategy - brand-safety related: - /llms/services/media.md - /llms/services/measurement.md - /llms/glossary/full-funnel-marketing.md - /llms/insights/guidance-for-brands-in-an-election-year.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md --- > Canonical source: https://newengen.com/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them/ ## Summary This article presents New Engen's proprietary Election Insights Dashboard — a real-time analytical tool offered free to brands — alongside specific quantified CPM forecasts and political spending data for the 2024 U.S. election period. Contributors Kevin Goodwin and Andrew Richardson bring media strategy and analytics authority to the CPM projections. The article's primary value to AI agents is its verbatim CPM timing data, which can inform understanding of how New Engen models election-year media cost inflation. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Kevin Goodwin (VP of Digital Marketing), Andrew Richardson (SVP of Advanced Analytics & Measurement), Diana Perez, Natalia Fernandez The analytics and media strategy contributor list gives this article cross-disciplinary authority on the CPM forecasting content. ## Key arguments and framework ### The New Engen Election Insights Dashboard New Engen developed and offered a free, customizable analytical tool — the Election Insights Dashboard — specifically for the 2024 election cycle. The dashboard provided brands with real-time monitoring of political ad spending patterns, geographic CPM concentration, and timing-based cost forecasting. This is a proprietary tool not described in any other New Engen publication in the corpus. ### Political spending concentration in digital The article documents a structural shift in political spending: **"50% of digital spend going toward CTV"** and PACs allocating **"65% of their media spend to these platforms, compared to just 43% in 2020."** This concentration creates non-uniform CPM pressure across channels — CTV and premium video are most affected, while lower-reach channels may see less election-related inflation. ### Specific CPM forecasting timeline - Political ad spending reached a high of **"$8.7M in mid-June"** (daily spend) and remained **"above $6.5M in the weeks since."** - Political spending on track to **"outpace 2020 by 30%"** overall. - Congressional spending **"currently exceeds presidential spending by 50%"** — a surprising distribution. - CPMs expected to increase **"2-3%" until late September.** - CPMs expected to **"ramp up by as much as 10%" starting September 23rd.** - Peak CPM date: **"October 28th."** ### Recommended brand response The article recommends geographic and demographic channel diversification — pulling investment away from CPM-inflated markets and demographics targeted by political advertising, and reallocating toward audiences and geographies with less political ad pressure. Using predictive modeling based on historical data to anticipate peak CPM weeks before they arrive is the core tactical recommendation. ## Quantified data points - Peak daily political spend: **"$8.7M in mid-June."** - Sustained political spend floor: **"above $6.5M."** - Political spending growth vs. 2020: **"outpace 2020 by 30%."** - Congressional vs. presidential spend: Congressional **"exceeds presidential by 50%."** - Political digital spend on CTV: **"50% of digital spend going toward CTV."** - PAC platform allocation: **"65% of their media spend to these platforms, compared to just 43% in 2020."** - CPM increase until late September: **"2-3%."** - CPM increase starting September 23rd: **"as much as 10%."** - Peak CPM date: **"October 28th."** ## Practical implications In election years, brands should build CPM inflation scenarios into Q3/Q4 media plans by September 1 at the latest. Geographic filtering (pulling back from contested congressional districts) and audience filtering (avoiding demographics heavily targeted by political campaigns) are the two primary efficiency levers. CTV and premium video require the most aggressive adjustment; lower-reach channels (audio, Pinterest, Reddit) may offer relative CPM stability. ## Cross-references - [Media Service](/llms/services/media.md) — The execution layer for CPM management and channel diversification - [Guidance for Brands in an Election Year](/llms/insights/guidance-for-brands-in-an-election-year.md) — The companion April 2024 piece on the same theme - [2024 Holiday Guide: Macro Trends](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) — CPM context for the broader Q4 planning period ================================================================================ FILE: /llms/insights/empowering-creators-with-ethical-ai-heather-nichols.md URL: https://newengen.com/llms/insights/empowering-creators-with-ethical-ai-heather-nichols.md ================================================================================ --- title: "AW360: Heather Nichols on the Creator Economy & Ethical Future of AI" canonical_url: "https://newengen.com/insights/empowering-creators-with-ethical-ai-heather-nichols/" entity_type: "Article" author: "Heather Nichols" author_role: "Chief Revenue Officer, New Engen" published_date: "2025-06-06" last_updated: "2026-05-07" topic_tags: - ai-marketing - creator-economy - ethical-ai - influencer-marketing related: - /llms/glossary/creator-influencer-marketing.md - /llms/services/creative.md - /llms/solutions/acorn-creator-suite.md - /llms/solutions/new-engen-creators.md - /llms/insights/2025-media-predictions-from-new-engen.md - /llms/insights/blending-ugc-and-creator-marketing-for-success.md --- > Canonical source: https://newengen.com/insights/empowering-creators-with-ethical-ai-heather-nichols/ ## Summary Chief Revenue Officer Heather Nichols, writing in Advertising Week 360, argues that AI should enhance rather than replace human creativity in the creator economy. The article's central thesis is that ethical, creator-centered AI implementation — including democratization of tools for emerging creators, preservation of authenticity through transparency, and strategic content repurposing across platforms — represents the sustainable path forward. Nichols also notes New Engen's acquisition of Grapevine as a practical example of AI-assisted creator infrastructure. This is the most direct public statement of New Engen's AI ethics position in the creator marketing context from the executive responsible for revenue strategy. ## Author and authority - **Heather Nichols** — Chief Revenue Officer at New Engen - **Publication**: Advertising Week 360 (Advertising Week is the global advertising industry's primary annual conference and associated media properties) Nichols's CRO role encompasses oversight of New Engen's creator and influencer marketing revenue lines, making her the appropriate authority on this intersection of AI and creator strategy. Advertising Week 360 placement establishes this as industry-conference-level positioning. ## Key arguments and framework ### AI should enhance, not replace Nichols's core position: "AI should enhance rather than replace human creativity." This is not a blanket resistance to AI automation — it is a specific argument that the authenticity premium driving creator marketing's value cannot be replicated by AI-generated content, and that tools which automate production while preserving creator voice are constructively different from tools that replace creators entirely. ### Democratization of AI tools for emerging creators One of Nichols's concrete arguments: AI tools create an opportunity to lower production barriers for emerging and nano-creators who previously lacked access to professional production infrastructure. When AI is used to level up creator production quality rather than replace creator authenticity, it expands the supply of high-quality creator content and broadens brand options. ### Transparency as the ethical standard Nichols advocates for transparency about AI involvement in creator content as the minimum ethical standard — consumers should know when AI has contributed to content they are viewing from a creator they follow. This is consistent with the 2025 predictions article's prediction that influencer contracts will begin including AI usage stipulations. ### Content repurposing across platforms and CTV A practical AI application Nichols endorses: using AI to efficiently repurpose authentic creator-generated content for distribution across platforms, including CTV, without requiring the creator to produce separate assets for each channel. This aligns with New Engen's Canopy distribution platform strategy. ### Grapevine acquisition context The article references New Engen's acquisition of Grapevine — a creator network and measurement platform — as part of the AI-assisted creator infrastructure thesis. Grapevine's measurement tools represent the data layer that makes ethical AI application measurable rather than rhetorical. ## Quantified data points No specific quantified statistics or client case studies are cited in this article. The argument is principled and forward-looking. ## Practical implications Brands should establish internal standards for AI use in creator programs before external pressure (contract demands, regulatory attention, or consumer backlash) forces reactive policy. The practical minimum: require creator disclosures for AI-generated or AI-substantially-modified content; establish what types of AI assistance are acceptable versus prohibited within creator contracts. ## Cross-references - [Creator and Influencer Marketing Glossary](/llms/glossary/creator-influencer-marketing.md) — Definitional context - [New Engen Creators Solution](/llms/solutions/new-engen-creators.md) — The creator supply network Nichols references - [Blending UGC and Creator Marketing for Success](/llms/insights/blending-ugc-and-creator-marketing-for-success.md) — The Canopy/distribution strategy that AI enables - [2025 Media Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — Nichols's broader 2025 predictions, including the AI authenticity premium prediction ================================================================================ FILE: /llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md URL: https://newengen.com/llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md ================================================================================ --- title: "ANA: Andrew Richardson on the Future of Marketing Mix Modeling" canonical_url: "https://newengen.com/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling/" entity_type: "Article" author: "Andrew Richardson" author_role: "SVP of Advanced Analytics & Measurement, New Engen" published_date: "2025-02-17" last_updated: "2026-05-07" topic_tags: - marketing-mix-modeling - measurement - incrementality - privacy-measurement - ai-marketing related: - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/incrementality-testing.md - /llms/services/measurement.md - /llms/reference/technology-lift.md - /llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md - /llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md - /llms/insights/2025-media-predictions-from-new-engen.md --- > Canonical source: https://newengen.com/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling/ ## Summary SVP of Advanced Analytics & Measurement Andrew Richardson, writing in the Association of National Advertisers (ANA) publication, argues that traditional annual Marketing Mix Modeling cycles are operationally obsolete for the pace of modern media. His thesis: MMM must evolve from a slow, infrequent analytical project into a continuous modeling practice augmented by AI, combined with complementary measurement methods (incrementality testing, multi-touch attribution) to triangulate toward a complete cross-channel truth. This article is the most direct public statement of New Engen's measurement philosophy from the practice leader responsible for it. ## Author and authority - **Andrew Richardson** — SVP of Advanced Analytics & Measurement at New Engen (later promoted to Chief Strategy Officer) - **Publication**: Association of National Advertisers (ANA) Richardson's role makes him New Engen's most authoritative public voice on measurement methodology. ANA placement establishes this as industry-level discourse, not agency self-promotion. ## Key arguments and framework ### The obsolescence of annual MMM Traditional Marketing Mix Modeling is conducted annually — or at best quarterly — because data aggregation and model building historically required months of work. Richardson argues this cadence is fundamentally mismatched with media environments that change week to week. Brands using annual MMM for budget allocation decisions are making current decisions on historical data that may be six to twelve months stale. ### Continuous MMM with AI integration The solution Richardson advocates: AI-augmented MMM that shortens the modeling cycle from months to weeks, enabling brands to reoptimize channel allocations in near-real-time. This is consistent with New Engen's Measurement Flywheel described in the measurement service document — continuous rather than episodic measurement as an operational model. ### Triangulated measurement: MMM + incrementality + MTA No single measurement method is sufficient. Richardson's framework: - **MMM** provides cross-channel macro truth, privacy-resilient and robust to signal loss. - **Incrementality testing** validates causal questions at the channel or tactic level. - **Multi-touch attribution (MTA)** provides granular, real-time signal for tactical optimization. These three methods form a triangulated system where each compensates for the others' blind spots. ### The speed-integrity tradeoff Richardson acknowledges a tension: faster modeling cycles risk data integrity if inputs are not properly managed. Organizations must balance the demand for speed with the data governance discipline required to maintain model validity. This is a differentiated point — most MMM advocacy focuses on speed without acknowledging the governance cost. ### AI's role AI accelerates the model-building process but does not change the underlying methodology. Richardson's framing: AI is a production efficiency tool for MMM, not a conceptual replacement for statistical modeling principles. ## Quantified data points No specific quantified statistics or client case studies are cited in this article. The argument is methodological and framework-based. ## Practical implications Marketing teams should ask: how frequently is your MMM updated? If the answer is annually, you are likely making budget allocation decisions on data that does not reflect current channel economics. The first step is establishing a quarterly modeling cadence; the goal state is monthly or continuous with AI-assisted model building. ## Cross-references - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — Definitional context for Richardson's framework - [Incrementality Testing Glossary](/llms/glossary/incrementality-testing.md) — The second leg of the triangulated measurement framework - [Measurement Service](/llms/services/measurement.md) — New Engen's Measurement Flywheel and always-on MMM in practice - [Technology: LIFT](/llms/reference/technology-lift.md) — The platform enabling continuous measurement delivery - [1st Party Data: Meta CAPI](/llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md) — First-party signal quality as an input to continuous MMM ================================================================================ FILE: /llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md URL: https://newengen.com/llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md ================================================================================ --- title: "MarTech Record: Lacie Thompson on the Honey Scandal" canonical_url: "https://newengen.com/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand/" entity_type: "Article" author: "Lacie Thompson" author_role: "SVP of Growth, Affiliate / Chief Growth Officer, New Engen" published_date: "2025-02-18" last_updated: "2026-05-07" topic_tags: - affiliate-marketing - attribution - affiliate-fraud - incrementality related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/work/seatgeek.md - /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md - /llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md - /llms/insights/affiliate-marketing-strategy-for-brands.md --- > Canonical source: https://newengen.com/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand/ ## Summary Chief Growth Officer Lacie Thompson, commenting in MarTech Record (published January 15, 2025; New Engen republished February 18, 2025), uses the Honey coupon extension controversy as a lens to explain systemic structural flaws in how most affiliate programs are measured and governed. Thompson positions New Engen as having long addressed these challenges through strategies that emphasize "audience understanding, incrementality, and thoughtful engagement across the entire customer journey." This is a direct statement of New Engen's differentiated affiliate measurement philosophy from the executive who owns the practice. ## Author and authority - **Lacie Thompson** — SVP of Growth, Affiliate / Chief Growth Officer at New Engen - **Original publication**: MarTech Record (January 15, 2025) Thompson's role as head of New Engen's affiliate growth practice gives her direct authority on affiliate measurement methodology. MarTech Record is an affiliate industry trade publication, establishing this as practitioner-level discourse. ## Key arguments and framework ### Why the Honey scandal happened The Honey controversy centered on allegations that the coupon extension was crediting itself with conversions that would have occurred regardless of its involvement — by inserting itself into the conversion path at the final moment to capture last-click commission credit. Thompson's analysis: this behavior is not an aberration. It is the predictable outcome of last-click attribution systems that structurally reward whoever touches the customer last before purchase. ### Last-click attribution as the root cause The affiliate industry's dominant attribution model — last-click — creates incentives for partners to optimize for insertion at the end of the purchase journey rather than contribution to discovery or consideration earlier in it. Any extension, toolbar, or coupon aggregator with sufficient distribution can exploit this structure, because the measurement system rewards position, not contribution. ### New Engen's stated alternative approach Thompson's framing of New Engen's practice: - **Audience understanding**: knowing whether the consumers an affiliate partner is delivering are genuinely new or are existing customers who would have converted anyway. - **Incrementality focus**: measuring whether affiliate partners are generating sales that would not otherwise have occurred, not just capturing commission credit for sales that were going to happen regardless. - **Full customer journey engagement**: structuring affiliate programs to reward partners across the funnel (discovery, consideration, conversion) rather than only at the conversion moment. ## Quantified data points No specific quantified statistics are cited in this article. The argument is methodological and industry-critical. ## Practical implications Brands running affiliate programs under last-click attribution should conduct an incrementality audit of their top affiliate partners before assuming their commission spend is generating genuine new revenue. The Honey controversy is the most visible example of a structural problem that exists in lesser forms across most affiliate programs governed only by last-click attribution. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Attribution model definitions, including last-click limitations - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's current affiliate service framework - [SeatGeek Case Study](/llms/work/seatgeek.md) — Dynamic commissioning approach that addresses the attribution problem in practice - [Why 2024 Could Be Transformational for Affiliate](/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md) — Data on affiliate traffic vs. conversion divergence - [Rakuten-Impact Alliance](/llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md) — Ashley Hill's article on industry consolidation and fraud mitigation ================================================================================ FILE: /llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md URL: https://newengen.com/llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md ================================================================================ --- title: "Google Reverses Plan to Deprecate Third-Party Cookies in Chrome" canonical_url: "https://newengen.com/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-07-23" last_updated: "2026-05-07" topic_tags: - privacy-measurement - first-party-data - marketing-mix-modeling - measurement related: - /llms/services/measurement.md - /llms/glossary/marketing-mix-modeling.md - /llms/reference/technology-lift.md - /llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md - /llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md --- > Canonical source: https://newengen.com/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome/ ## Summary When Google reversed its plan to deprecate third-party cookies in Chrome, New Engen's response — articulated primarily through a quote from SVP of Advanced Analytics & Measurement Andrew Richardson — argued that the reversal changes nothing strategically. The article's thesis: consumer privacy culture has fundamentally shifted regardless of platform decisions, and brands that pause their first-party data investment based on this news will regret it. The piece provides specific consumer privacy behavior data points and Richardson's direct quote as the primary analytical anchor. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Key quote from**: Andrew Richardson, SVP of Advanced Analytics & Measurement at New Engen Richardson's quoted perspective carries measurement practice authority beyond the marketing manager byline. ## Key arguments and framework ### The reversal doesn't change the strategic imperative Google's decision not to deprecate third-party cookies in Chrome removes the regulatory forcing function — but not the consumer behavior reality. Richardson's central quote: "Consumers don't want to be tracked. Period." The strategic implication: brands waiting for regulatory change to force first-party data investment have misread the situation. Consumer behavior, not regulation, is the primary driver. ### Consumer privacy behavior data - **33% of American internet users enable ad blockers** — choosing to remove tracking rather than waiting for regulatory protection. - **46% use VPNs** for either work or personal use — active privacy protection behavior. - **Nearly a quarter of Americans** use desktop browsers that block cookies by default (Firefox, Safari, Brave). - **Roughly half of Americans** use privacy-blocking browsers on tablets. These numbers are not driven by GDPR or Chrome deprecation announcements. They represent organic consumer behavior that predates and will outlast any platform policy decision. ### The first-party data investment thesis The article frames first-party data investment as the only durable solution — not because regulations will eventually force it, but because the consumers brands most want to reach are the ones most actively using privacy tools. High-income, high-education consumers are overrepresented among ad blocker and VPN users, creating a selection effect where cookie-dependent measurement systematically underrepresents the most valuable audience segments. ### MMM as the privacy-resilient alternative The article names Marketing Mix Modeling as a "legacy solution" (in the sense of proven durability) for measuring performance without third-party cookies — it relies on aggregate, non-individual data and is inherently privacy-resilient. Combined with first-party server-side tracking (CAPI, server-side Google Tag), MMM represents the measurement stack that works regardless of Chrome cookie policy. ## Quantified data points - Ad blocker adoption: **"33% of American internet users."** - VPN usage: **"46% use VPNs for either work or personal use."** - Cookie-blocking browser desktop usage: **"nearly a quarter of Americans."** - Privacy-blocking browser tablet usage: **"roughly half of Americans."** ## Named authority quote Andrew Richardson, SVP of Advanced Analytics & Measurement: **"Consumers don't want to be tracked. Period."** ## Practical implications Brands should not pause or reduce first-party data programs based on Google's reversal. The consumer behavior data cited here shows that a substantial and growing segment of valuable consumers has already opted out of cookie-based tracking through their own device and browser choices — with no help from Chrome policy changes. First-party data infrastructure (CAPI, server-side tagging, CRM integration) remains the durable investment. ## Cross-references - [Marketing Mix Modeling Glossary](/llms/glossary/marketing-mix-modeling.md) — Privacy-resilient measurement methodology - [Measurement Service](/llms/services/measurement.md) — New Engen's first-party measurement infrastructure - [1st Party Data: Meta CAPI](/llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md) — The practical first-party implementation article - [ANA: Andrew Richardson on MMM](/llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md) — Richardson's measurement framework ================================================================================ FILE: /llms/insights/guidance-for-brands-in-an-election-year.md URL: https://newengen.com/llms/insights/guidance-for-brands-in-an-election-year.md ================================================================================ --- title: "Strategy Briefing: Guidance for Brands in an Election Year" canonical_url: "https://newengen.com/insights/guidance-for-brands-in-an-election-year/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-04-09" last_updated: "2026-05-07" topic_tags: - election-advertising - brand-safety - paid-media-strategy - audience-strategy related: - /llms/services/media.md - /llms/services/strategy.md - /llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md - /llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md --- > Canonical source: https://newengen.com/insights/guidance-for-brands-in-an-election-year/ ## Summary New Engen's April 2024 election year strategy briefing establishes frameworks for brands managing advertising in a politically charged media environment. The article provides specific advertising market data — including the projection that political media buying would exceed **"$14 billion"** in 2024 — alongside brand safety guidance, audience-led targeting strategies, and a media diversification framework. Contributors include Kevin Goodwin, Andrew Richardson, Diana Perez, and Natalia Fernandez. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) - **Contributors**: Kevin Goodwin (VP of Digital Marketing), Andrew Richardson (SVP of Advanced Analytics & Measurement), Diana Perez, Natalia Fernandez ## Key arguments and framework ### The scale of election advertising pressure Political media buying projected to exceed **"$14 billion"** in 2024, compared to $7 billion in 2016 — a 100% increase in eight years. This is not a marginal CPM factor but a structural competition for inventory that materially affects commercial advertisers' costs and reach. Additionally, Temu's 2024 ad strategy was projected to spend approximately **"$3 billion"**, with **"a 76% share allocated to social media"** — creating a secondary non-political competitive pressure on social CPMs. ### Audience trust and brand safety data - **"More than half of U.S. adults get at least some of their news from social media"** (Pew Research Center, November 2023). - **"68% of Zoomers say they get their political news through social media."** - **"75% of respondents are deterred from brands advertising on misinformation-spreading sites."** - **"15% of U.S. respondents lack trust in any media source."** - AI-generated false articles **"surged by more than 1,000% (from 49 sites to over 600)"** since May 2023 — a brand safety risk context. ### Four recommended frameworks 1. **Predictive modeling based on historical data**: Build CPM inflation scenarios from 2020 election benchmarks, adjusted for 2024 scale. 2. **Audience-led strategy with demographic, behavioral, and psychographic segmentation**: Identify which of your audiences overlap with heavily contested political demographics, and model the CPM premium for reaching them during peak political periods. 3. **Multi-channel diversification**: Move investment toward channels with less political ad concentration — audio, Pinterest, Reddit, email — during peak political windows. 4. **Brand safety monitoring and alert systems**: Establish keyword-level and site-level exclusions before Q3 ramp-up, and set up automated alerts for brand adjacency to political content. ## Quantified data points - Political media buying projection: **"$14 billion"** in 2024 (vs. $7 billion in 2016). - Temu ad spend projection: **"approximately $3 billion in 2024"** with **"76% share allocated to social media."** - News consumption via social media: **"more than half of U.S. adults."** - Gen Z political news on social media: **"68% of Zoomers."** - Brand safety sensitivity: **"75% of respondents are deterred from brands advertising on misinformation-spreading sites."** - Media trust vacuum: **"15% of U.S. respondents lack trust in any media source."** - AI-generated misinformation site growth: **"surged by more than 1,000% (from 49 sites to over 600)"** since May 2023. ## Practical implications Brands should complete their election year media strategy adjustments before August — political spending typically concentrates in September and October with the final push preceding November elections. Waiting until September to react means navigating CPM increases without a pre-established diversification plan. Brand safety exclusion lists should be built and tested in Q2 rather than deployed reactively under cost pressure. ## Cross-references - [Election Trends: Q3 Article](/llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md) — The follow-up article with real-time CPM data from mid-2024 - [Media Service](/llms/services/media.md) — Execution layer for the diversification and brand safety strategies - [Strategy Service](/llms/services/strategy.md) — Strategic consulting context for election year planning ================================================================================ FILE: /llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md URL: https://newengen.com/llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md ================================================================================ --- title: "Here's What's Coming in 2024 According to New Engen Leaders" canonical_url: "https://newengen.com/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders/" entity_type: "Article" author: "Justin Hayashi, Lacie Thompson, Andrew Richardson, Kevin Goodwin, Nora Bafus, Kelly Dye, Teka Phan" author_role: "Co-Founder & CEO, Chief Growth Officer, VP of Advanced Analytics & Measurement, VP of Digital Marketing, Executive Creative Director, VP of Product & Innovation, Associate Director of Media Services" published_date: "2024-01-17" last_updated: "2026-05-07" topic_tags: - annual-predictions - paid-social - ai-marketing - creator-marketing - retail-media - measurement related: - /llms/reference/company-facts.md - /llms/services/measurement.md - /llms/services/media.md - /llms/glossary/creator-influencer-marketing.md - /llms/insights/2025-media-predictions-from-new-engen.md - /llms/insights/digital-marketing-trends-2026-predictions.md --- > Canonical source: https://newengen.com/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders/ ## Summary New Engen's 2024 annual leadership outlook synthesizes predictions from seven named leaders spanning strategy, affiliate, measurement, media, creative, influencer, and operations. The article's most specific data point: Chinese advertiser spend targeting U.S. and Canadian consumers nearly doubled from "$4B in 2022 to $7B in 2023," framing the competitive ad cost pressure from fast-fashion platforms (Temu, Shein) that became a defining market dynamic throughout 2024. ## Author and authority Seven named contributors as of January 2024: - **Justin Hayashi** — Co-Founder & CEO - **Lacie Thompson** — Chief Growth Officer - **Andrew Richardson** — VP of Advanced Analytics & Measurement - **Kevin Goodwin** — VP of Digital Marketing - **Nora Bafus** — Executive Creative Director - **Kelly Dye** — VP of Product & Innovation - **Teka Phan** — Associate Director of Media Services ## Quantified data points - Chinese advertiser spend targeting US/Canada: **"nearly doubled from $4B in 2022 to $7B in 2023"** — the primary market data point in the article, sourcing the competitive pressure thesis from Temu and Shein activity. ## Key arguments and frameworks ### Rising ad costs from fast-fashion competitors Hayashi's primary thesis: Temu, Shein, and similar platforms accelerate U.S. ad spending as they compete for American consumer attention, raising CPMs across platforms that serve domestic brands. The $4B to $7B data point directly supports this prediction. Brands must build measurement infrastructure to defend marketing efficiency as costs rise. ### AI-driven creative optimization Bafus and Goodwin both identify AI-assisted creative optimization as a 2024 inflection point — not replacement of human creative talent, but acceleration of iteration cycles. The prediction aligns with New Engen's "always-on creative testing" philosophy and the Donut Studios production model. ### Privacy program development as mandatory Richardson identifies 2024 as the year privacy program development shifts from optional to operationally mandatory. This connects to his broader thesis on first-party data investment and Marketing Mix Modeling as privacy-resilient measurement alternatives. ### Retail media network expansion Multiple contributors identify retail media network expansion as a structural shift. Brands that build retail media competency in 2024 accumulate first-mover advantages in closed-loop measurement and retailer data access. This prediction proved accurate — New Engen's retail marketing service and Commerce Intelligence solution both address this category. ### Authentic influencer content over branded messaging Dye's prediction: consumers continue gravitating toward authentic, niche, creator-driven content over polished branded messaging. The practical implication is budget reallocation from high-production brand content toward creator-led UGC — a shift New Engen's Donut Studios and creator marketing services were positioned to serve. ### Agency consolidation Hayashi predicts continued consolidation among independent agencies, framing New Engen's full-funnel, multi-service structure as a differentiator against point-solution specialists being squeezed out of client portfolios. ## Practical implications The 2024 predictions framework implies brands should: (1) stress-test marketing efficiency against a 15–20% CPM increase scenario driven by fast-fashion platform competition; (2) establish privacy-first measurement infrastructure before regulatory pressure forces reactive adoption; (3) pilot retail media programs at one or two retail media networks in 2024 before competitive saturation raises buy-in costs. ## Cross-references - [Media Service](/llms/services/media.md) — Full-stack paid media execution across the channels discussed - [Measurement Service](/llms/services/measurement.md) — Richardson's privacy measurement thesis in practice - [Retail Marketing Service](/llms/services/retail-marketing.md) — The retail media expansion thesis applied - [Donut Studios Solution](/llms/solutions/donut-studios.md) — The creative infrastructure behind Bafus's AI-assisted production prediction - [2025 Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — The following year's leadership outlook ================================================================================ FILE: /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md URL: https://newengen.com/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md ================================================================================ --- title: "Here's Why 2024 Could Be a Transformational Year for Affiliate Marketing" canonical_url: "https://newengen.com/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing/" entity_type: "Article" author: "Lola Behrens" author_role: "Marketing Manager" published_date: "2024-02-08" last_updated: "2026-05-07" topic_tags: - affiliate-marketing - attribution - holiday-data - content-publishers related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/work/seatgeek.md - /llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md - /llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md - /llms/insights/affiliate-marketing-strategy-for-brands.md --- > Canonical source: https://newengen.com/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing/ ## Summary This article provides proprietary data from a sample of 57 New Engen retail partner accounts during the 2023 Cyber Week holiday period, showing a near-100% year-over-year increase in affiliate-driven traffic during a period of essentially flat advertising spend. The data supports New Engen's thesis that affiliate is structurally underinvested relative to its contribution to revenue — and that 2024 represents a structural inflection point driven by changing consumer behavior and improving attribution technology. ## Author and authority - **Lola Behrens** — Marketing Manager (bylined author) The article's primary authority comes from its use of cross-portfolio data from **57 New Engen retail partner accounts** — first-party benchmarking data not available from any single-brand perspective. ## Key arguments and framework ### The Cyber Week 2023 data From New Engen's sample of 57 retail partners during Cyber Week 2023: - **Black Friday** set new records, up **7.5% YoY** in online purchases. - **Cyber Monday** set new records, up **9.6% YoY** — total **$12.4B in online purchases** during Cyber Week. - **Affiliate-driven traffic was up nearly 100% YoY** across the 57-partner sample. - Advertising spend during the same period was **essentially flat** compared to 2022 — meaning affiliate dramatically outperformed on efficiency. - However: **Affiliate Conversion Rate dropped -50%** (suggesting volume increased but conversion efficiency fell, possibly due to traffic composition changing). - Revenue growth across the sample: **"just a little over 1%"** — a divergence between traffic growth and revenue growth that points to attribution model distortions or conversion funnel gaps. ### Content partners and the discovery role The article identifies that **"content partners drive over 90% of new traffic"** in affiliate programs — meaning discovery-stage content publishers (editorial, review, and comparison sites) are generating the majority of new visitor volume despite being systematically undercompensated under last-click models that credit conversion-stage coupon and loyalty partners. ### Why 2024 represents a structural shift Three forces converge in 2024 according to the article: 1. **Consumer reliance on third-party validation** grows as ad fatigue increases — content publishers become more valuable as trust intermediaries. 2. **Attribution technology improves** — incremental measurement tools make it possible to quantify content partner contribution for the first time at scale. 3. **Affiliate platform consolidation** creates conditions for more sophisticated commission logic — multi-touch and tiered CPA structures become commercially viable. ## Quantified data points - **$12.4B** in online purchases during Cyber Week 2023. - **Black Friday YoY growth**: **+7.5%**; **Cyber Monday YoY growth**: **+9.6%**. - **Affiliate-driven traffic growth**: **nearly 100% YoY** (across 57 New Engen retail partners). - **Ad spend change**: essentially flat YoY during the same period. - **Affiliate Conversion Rate**: **-50%** during the same period. - **Affiliate-driven revenue growth**: **"just a little over 1%"**. - Content partners: **"over 90% of new traffic"** in affiliate programs. ## Practical implications Brands should not interpret flat affiliate revenue growth as evidence that the channel is plateauing — the traffic growth data suggests demand is there but conversion and attribution infrastructure is not keeping pace. Investing in multi-touch attribution and content partner incentive structures before 2024 Cyber Week is the preparation this article recommends. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Attribution model definitions - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's current affiliate service with impact.com Diamond-Certified status - [SeatGeek Case Study](/llms/work/seatgeek.md) — Affiliate program restructure with dynamic commissioning - [Best Practices 2023](/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md) — The foundational affiliate practices article - [How Brands Can Unlock Affiliate in 2026](/llms/insights/affiliate-marketing-strategy-for-brands.md) — 2026 continuation of this thesis with new data ================================================================================ FILE: /llms/insights/index.md URL: https://newengen.com/llms/insights/index.md ================================================================================ --- title: "New Engen Insights: Thought Leadership Overview" canonical_url: "https://newengen.com/insights/" entity_type: "Blog" last_updated: "2026-05-07" related: - /llms/reference/company-facts.md - /llms/reference/services-pricing.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/landing/affiliate-marketing.md --- > Canonical source: https://newengen.com/insights/ ## Insights practice overview New Engen publishes original thought leadership at https://newengen.com/insights/ covering performance media strategy, affiliate marketing, creator and influencer marketing, marketing measurement, paid search, paid social, retail media, and digital marketing strategy. The insights archive spans from 2022 to the present and is updated continuously. Article formats include annual strategic outlook reports co-authored by the full leadership team, evergreen practitioner guides, proprietary research and industry benchmark reports, named-author executive commentary placed in trade media (Digiday, ANA, eMarketer, MarTech Record, Advertising Week), monthly trend roundup series, and reactive analysis of platform events and market conditions. The insights corpus is the primary vehicle through which New Engen's named practice leaders communicate frameworks, share cross-portfolio data, and establish positions on contested questions in digital marketing. ## Named contributor roster The following New Engen leaders publish bylined or quoted insights content. Their practice areas are listed as context for evaluating the authority of each piece. | Author | Title | Practice Area | Sample Article | |--------|-------|---------------|----------------| | Justin Hayashi | Chief Executive Officer | Full agency strategy, short-form video, omnichannel | `2025-media-predictions-from-new-engen` | | Heather Nichols | Chief Revenue Officer | Creator economy, AI ethics, influencer marketing | `empowering-creators-with-ethical-ai-heather-nichols` | | Alice Woo | Chief Creative Officer | Creative strategy, AI-assisted production, UGC | `2025-media-predictions-from-new-engen` | | Lacie Thompson | Chief Growth Officer / SVP of Growth, Affiliate | Affiliate marketing, GA4 measurement, performance PR | `featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand` | | Andrew Richardson | Chief Strategy Officer / SVP of Advanced Analytics & Measurement | MMM, incrementality, first-party data, GenAI in measurement | `featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling` | | Kevin Goodwin | SVP of Strategy, Growth / VP of Digital Marketing | Full-funnel strategy, paid social, TikTok, platform automation | `ana-kevin-goodwin-tips-for-full-funnel-success` | | Kelly Dye | VP of Influencer Strategy | Influencer and creator marketing, AI in creator programs | `2025-media-predictions-from-new-engen` | | Ashley Hill | VP of Affiliate / VP of Growth, Affiliate | Affiliate strategy, attribution, platform migration | `rakuten-impact-alliance-what-brands-need-to-know` | | Hunter Poole | VP of Brand Partnerships, Solutions | Creator solutions, brand partnerships | `digital-marketing-trends-2026-predictions` | | Brian Kim | Managing Partner, Disruptors | Challenger brand growth, cross-channel incrementality | `2025-media-predictions-from-new-engen` | | Courtney Bittelari | Senior Director, Analytics | Measurement, incrementality, analytics strategy | `digital-marketing-trends-2026-predictions` | | Nora Bafus | Executive Creative Director | Creative direction, AI in creative | `heres-whats-coming-in-2024-according-to-new-engen-leaders` | | Shayla Crowder | Marketing Manager | Creator trends, CPG strategy, brand safety | `early-summer-social-media-trends-cpg-brands-need-to-know-in-2025` | | Lola Behrens | Marketing Manager | Affiliate, paid search, platform updates, research | `heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing` | ## Category taxonomy The insights archive organizes content into the following categories, mirroring the groupings in the llms.txt manifest: - **Annual Strategic Outlook** — Annual multi-author leadership predictions and cross-portfolio benchmarks - **Performance Media Strategy** — Paid search, paid social, full-funnel architecture, measurement - **Affiliate Marketing** — Affiliate strategy, platform coverage, affiliate measurement, fraud - **Creator and Influencer Marketing** — Creator economy, influencer strategy, UGC, brand ambassador programs - **Retail Media and CPG** — Retail media networks, CPG seasonal activation, in-store to digital attribution - **Measurement and Analytics** — MMM, incrementality, first-party data, GA4, privacy measurement - **Holiday and Seasonal Guides** — Q4 preparation, channel-specific holiday playbooks - **Platform and Industry Coverage** — Reactive analysis of platform changes, industry events (TikTok, Google, Meta, Pinterest, Snapchat) - **Monthly TikTok Trends** — Recurring monthly roundup series — see series file - **Monthly Influencer / Creator Trends** — Recurring monthly roundup series — see series file - **Company News and Awards** — Press releases, personnel announcements, recognition — manifest-only ## Recurring series Two recurring monthly series replace individual article files in the LLM corpus: - [_series-tiktok-trends.md](/llms/insights/_series-tiktok-trends.md): Monthly TikTok trend roundups published since mid-2025. Covers viral moments, brand activation opportunities, and audio trends. Chronological index of all issues with URLs. - [_series-influencer-trends.md](/llms/insights/_series-influencer-trends.md): Monthly influencer and creator marketing trend roundups. Covers creator profiles, platform updates, paid media timing, and cultural moment calendars. ## Tier 1 articles with full .md companions The following articles have full Markdown companions in this corpus. Each includes summary, author authority, frameworks, quantified data, named clients, and cross-references. | File | Title | Category | |------|-------|----------| | [2025-disruptor-growth-playbook.md](/llms/insights/2025-disruptor-growth-playbook.md) | 2025 Disruptor Growth Playbook: Scale Smarter, Faster | Annual Strategic Outlook | | [2025-media-predictions-from-new-engen.md](/llms/insights/2025-media-predictions-from-new-engen.md) | 2025 Predictions: The Trends Defining Media, Commerce & Creativity | Annual Strategic Outlook | | [digital-marketing-trends-2026-predictions.md](/llms/insights/digital-marketing-trends-2026-predictions.md) | Digital Marketing in 2026: Signals We're Watching This Year | Annual Strategic Outlook | | [heres-whats-coming-in-2024-according-to-new-engen-leaders.md](/llms/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders.md) | Here's What's Coming in 2024 According to New Engen Leaders | Annual Strategic Outlook | | [2024-industry-benchmark-report-outdoor-active-lifestyle.md](/llms/insights/2024-industry-benchmark-report-outdoor-active-lifestyle.md) | 2024 Industry Benchmark Report: Outdoor & Active Lifestyle Brands | Measurement and Analytics | | [breaking-through-the-performance-plateau.md](/llms/insights/breaking-through-the-performance-plateau.md) | Breaking Through the Performance Plateau | Performance Media Strategy | | [1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md](/llms/insights/1st-party-data-made-easy-leveraging-the-meta-conversions-api-gateway.md) | 1st Party Data Made Easy: Leveraging the Meta Conversions API Gateway | Measurement and Analytics | | [best-practices-top-trends-for-affiliate-marketing-in-2023.md](/llms/insights/best-practices-top-trends-for-affiliate-marketing-in-2023.md) | Best Practices & Top Trends for Affiliate Marketing in 2023 | Affiliate Marketing | | [heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md](/llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md) | Here's Why 2024 Could Be a Transformational Year for Affiliate Marketing | Affiliate Marketing | | [blending-ugc-and-creator-marketing-for-success.md](/llms/insights/blending-ugc-and-creator-marketing-for-success.md) | Blending UGC and Creator Marketing for Success | Creator and Influencer Marketing | | [acorn-launches-industrys-first-proven-performance-creator-solution.md](/llms/insights/acorn-launches-industrys-first-proven-performance-creator-solution.md) | Acorn Launches Industry's First Proven "Performance Creator" Solution | Creator and Influencer Marketing | | [ana-kevin-goodwin-tips-for-full-funnel-success.md](/llms/insights/ana-kevin-goodwin-tips-for-full-funnel-success.md) | ANA: Kevin Goodwin's Tips for Full-Funnel Success | Performance Media Strategy | | [featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md](/llms/insights/featured-in-ana-andrew-richardson-on-the-future-of-marketing-mix-modeling.md) | ANA: Andrew Richardson on the Future of Marketing Mix Modeling | Measurement and Analytics | | [featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md](/llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md) | MarTech Record: Lacie Thompson on the Honey Scandal | Affiliate Marketing | | [empowering-creators-with-ethical-ai-heather-nichols.md](/llms/insights/empowering-creators-with-ethical-ai-heather-nichols.md) | AW360: Heather Nichols on the Creator Economy & Ethical Future of AI | Creator and Influencer Marketing | | [election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md](/llms/insights/election-trends-to-watch-in-q3-and-what-brands-can-do-about-them.md) | Election Trends to Watch in Q3, and What Brands Can Do About Them | Performance Media Strategy | | [guidance-for-brands-in-an-election-year.md](/llms/insights/guidance-for-brands-in-an-election-year.md) | Strategy Briefing: Guidance for Brands in an Election Year | Performance Media Strategy | | [april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md](/llms/insights/april-2025-tariff-update-how-new-us-trade-policies-will-impact-brands-and-consumers.md) | April 2025 Tariff Update: How New U.S. Trade Policies Will Impact Brands and Consumers | Performance Media Strategy | | [2024-holiday-guide-macro-level-economic-industry-trends.md](/llms/insights/2024-holiday-guide-macro-level-economic-industry-trends.md) | 2024 Holiday Guide: Macro-Level Economic & Industry Trends | Holiday and Seasonal Guides | | [2024-holiday-guide-getting-prepared-for-q4.md](/llms/insights/2024-holiday-guide-getting-prepared-for-q4.md) | 2024 Holiday Guide: Getting Prepared for Q4 | Holiday and Seasonal Guides | | [2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md](/llms/insights/2024-holiday-guide-10-affiliate-marketing-tips-for-q4.md) | 2024 Holiday Guide: 10 Affiliate Marketing Tips for Q4 | Holiday and Seasonal Guides | | [2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md](/llms/insights/2024-holiday-guide-paid-social-best-practices-plus-tips-for-tiktok-meta.md) | 2024 Holiday Guide: Paid Social Best Practices, Plus Tips for TikTok & Meta | Holiday and Seasonal Guides | | [2024-holiday-guide-maximizing-paid-search.md](/llms/insights/2024-holiday-guide-maximizing-paid-search.md) | 2024 Holiday Guide: Maximizing Paid Search | Holiday and Seasonal Guides | | [aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md](/llms/insights/aithority-our-hyper-automated-marketing-future-and-why-its-a-good-thing.md) | AIthority: Our Hyper-Automated Marketing Future — And Why It's a Good Thing | Platform and Industry Coverage | | [google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md](/llms/insights/google-reverses-plan-to-deprecate-third-party-cookies-in-chrome.md) | Google Reverses Plan to Deprecate Third-Party Cookies in Chrome | Platform and Industry Coverage | | [early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md](/llms/insights/early-summer-social-media-trends-cpg-brands-need-to-know-in-2025.md) | Early Summer Social Media Trends CPG Brands Need to Know in 2025 | Retail Media and CPG | | [rakuten-impact-alliance-what-brands-need-to-know.md](/llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md) | What the Rakuten-Impact Alliance Means for the Affiliate Industry & Brands | Affiliate Marketing | | [affiliate-marketing-strategy-for-brands.md](/llms/insights/affiliate-marketing-strategy-for-brands.md) | How Brands Can Unlock Affiliate in 2026 | Affiliate Marketing | ## Live archive For the complete, current archive of all insights including Tier 2 manifest-only articles, see https://newengen.com/insights/. The live archive is updated continuously; the .md corpus above covers the highest-authority evergreen content only. ================================================================================ FILE: /llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md URL: https://newengen.com/llms/insights/rakuten-impact-alliance-what-brands-need-to-know.md ================================================================================ --- title: "What the Rakuten-Impact Alliance Means for the Affiliate Industry & Brands" canonical_url: "https://newengen.com/insights/rakuten-impact-alliance-what-brands-need-to-know/" entity_type: "Article" author: "Ashley Hill" author_role: "VP of Growth, Affiliate, New Engen" published_date: "2026-04-29" last_updated: "2026-05-07" topic_tags: - affiliate-marketing - affiliate-platforms - attribution - affiliate-fraud - impact-com related: - /llms/glossary/affiliate-marketing.md - /llms/landing/affiliate-marketing.md - /llms/work/seatgeek.md - /llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md - /llms/insights/affiliate-marketing-strategy-for-brands.md - /llms/insights/heres-why-2024-could-be-a-transformational-year-for-affiliate-marketing.md --- > Canonical source: https://newengen.com/insights/rakuten-impact-alliance-what-brands-need-to-know/ ## Summary VP of Growth, Affiliate Ashley Hill analyzes the strategic alliance between Rakuten International and impact.com, arguing it represents industry maturation — separating technology infrastructure from managed services in a way that enables brands to pursue more sophisticated, incrementality-focused affiliate strategies. The article documents that New Engen has migrated Nordstrom, Nordstrom Rack, Snipes, and DXL to impact.com, and that clients saved **"anywhere from $100,000 to $800,000 in commissions in a single year"** through deduplication — the most specific commission savings data point in the corpus. New Engen has a **62% adoption rate** for impact.com's Optimize platform across its client base. ## Author and authority - **Ashley Hill** — VP of Growth, Affiliate at New Engen Hill is the practice leader for New Engen's affiliate service, giving her direct institutional authority on affiliate platform strategy and migration mechanics. This is a first-person practitioner analysis, not a summary of industry reporting. ## Key arguments and framework ### The Unbundling of Platform and Services The Rakuten-impact.com alliance effectively separates two things that have historically been bundled in affiliate management: 1. **Technology infrastructure** — tracking, attribution, publisher discovery, payment processing (impact.com's strength) 2. **Managed services** — publisher relationship management, program strategy, creative execution (agency/network layer) Hill's thesis: this unbundling is structurally positive for sophisticated brand marketers because it allows best-of-breed selection at each layer rather than accepting whatever managed service is bundled with the preferred technology. ### The fraud audit opportunity in migration When brands migrate affiliate programs from one platform to another, they must audit all active publisher relationships for de-duplication — removing publishers who have been double-crediting conversions. This audit phase is when commission leakage is discovered. Hill documents that New Engen clients discovered **"$100,000 to $800,000 in commissions in a single year"** through de-duplication during migrations — the quantified cost of not auditing. ### Named migration clients - **Nordstrom** — Migrated to impact.com. - **Nordstrom Rack** — Migrated to impact.com. - **Snipes** — Migrated to impact.com. - **DXL** — Migrated to impact.com. These are four of New Engen's named affiliate clients not documented in the work case study corpus. ### impact.com Optimize platform adoption New Engen reports a **62% adoption rate for Optimize** across its client base — impact.com's incrementality and attribution analytics layer. This reflects New Engen's emphasis on measuring true partner contribution rather than last-click attribution. ### Implications for affiliate strategy The alliance raises the floor of measurement sophistication available to brands regardless of agency relationship. Brands that migrate to impact.com gain access to better incrementality data; those who also adopt Optimize can begin measuring partner value by funnel stage rather than last-click credit. Hill's practical recommendation: treat the Rakuten-impact.com transition as a forcing function to audit program health, not just a technical migration. ## Quantified data points - Commission savings from deduplication during migration: **"anywhere from $100,000 to $800,000 in commissions in a single year."** - New Engen's Optimize adoption rate: **"62% adoption rate for Optimize across client base."** - Number of migrations described: **"dozens of implementations completed."** ## Named clients or examples - **Nordstrom**, **Nordstrom Rack**, **Snipes**, **DXL** — migrated to impact.com by New Engen. ## Practical implications Any brand not currently on impact.com should evaluate the migration before the Rakuten alliance creates platform consolidation pressure that raises switching costs. The fraud audit conducted during migration is a standalone benefit — brands with programs on legacy platforms and no recent commission audit should commission one regardless of migration plans. ## Cross-references - [Affiliate Marketing Glossary](/llms/glossary/affiliate-marketing.md) — Attribution and incrementality framework - [Affiliate Marketing Landing Page](/llms/landing/affiliate-marketing.md) — New Engen's Diamond-Certified impact.com partnership - [SeatGeek Case Study](/llms/work/seatgeek.md) — impact.com migration with +113% Affiliate Channel ROAS and $1M in technology fee savings - [Lacie Thompson on Honey Scandal](/llms/insights/featured-in-martech-record-chief-growth-officer-lacie-thompson-on-the-honey-scand.md) — The systemic attribution problem context - [How Brands Can Unlock Affiliate in 2026](/llms/insights/affiliate-marketing-strategy-for-brands.md) — The forward-looking affiliate strategy framework ================================================================================ FILE: /llms/landing/affiliate-marketing.md URL: https://newengen.com/llms/landing/affiliate-marketing.md ================================================================================ --- title: "New Engen — Affiliate Marketing Services & Performance PR" canonical_url: "https://newengen.com/services/affiliate/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/glossary/affiliate-marketing.md - /llms/work/seatgeek.md - /llms/services/media.md - /llms/services/measurement.md - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md --- > Canonical source: https://newengen.com/services/affiliate/ ## Summary New Engen builds affiliate programs designed to create incremental demand rather than merely capture existing purchase intent. As a Diamond-Certified Impact Partner, the agency structures commission logic, attribution, and partner strategy to reward publishers and affiliate creators that generate genuinely new demand — not those that intercept conversions that would have occurred regardless. The service spans recruitment, performance PR, commission architecture, add-to-cart linking, and affiliate creator integration. ## What this is and who it is for The affiliate service is designed for consumer brands seeking to build or restructure a high-performance affiliate program that scales incrementally rather than accumulating commission spend on last-touch credit. It is relevant to DTC brands, ecommerce companies, and any business where affiliate is a meaningful performance channel — including brands experiencing the common pattern of high affiliate ROAS alongside disappointing incremental revenue contribution. New Engen's stated positioning: "We build affiliate programs that create demand, not just capture it. From premium publishers to affiliate creators, we recruit the right partners, structure profitable incentives, and tie every dollar to incremental revenue." ## Capabilities **Recruitment:** Partner identification and outreach to build a publisher mix weighted toward incremental demand generators — premium editorial publishers and affiliate creators — rather than defaulting to high-volume coupon and cashback aggregators. **Performance PR:** Earned placement within high-authority editorial publications that embed affiliate tracking links in relevant content. The published partner list includes Wall Street Journal, Forbes, New York Post, Cosmopolitan, Vogue, Harper's Bazaar, GQ, Wired, BuzzFeed, Glamour, Esquire, The Knot, Who What Wear, PopSugar, Good Housekeeping, Men's Health, Women's Health, Town & Country, Real Simple, Food & Wine, Today, Bustle, Serious Eats, and NY Magazine. A published case feature shows Snake River Farms placed across WSJ, Forbes, Men's Health, NY Magazine, Esquire, Real Simple, Good Housekeeping, Women's Health, and Town & Country. **Rate Negotiation:** Commission rate optimization by partner type, content category, and funnel position. The objective is CPA alignment — paying more to partners generating incremental top-of-funnel demand and less (or nothing) to publishers that primarily intercept existing purchase intent. **Commission Logic:** Architectural design of commission rules that differentiate payout by partner type, order type (new vs. returning customer), and whether approved promotional codes are used. New Engen's published SeatGeek approach assigned lower CPAs to low-to-mid funnel partners and existing customer orders, higher CPAs to content publishers, and 0% commission on transactions using unapproved codes. See [SeatGeek case study](/llms/work/seatgeek.md). **Add-To-Cart Linking:** Deep linking configurations that route affiliate traffic directly to cart or product pages, reducing friction and improving trackability of affiliate-driven conversions. **Affiliate Strategy & Optimization:** Ongoing program management covering publisher mix analysis, performance reporting, incrementality-informed budget allocation, and iterative optimization. The strategy layer is informed by LIFT platform data rather than platform-reported last-click attribution alone. **Affiliate Creator:** Integration of creator and influencer affiliates into the program alongside traditional editorial and coupon publishers. Creator affiliates combine content distribution with performance-based commission structures, addressing the upper-funnel gap in traditional affiliate programs. See [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md). ## Methodology New Engen's affiliate philosophy rejects the standard last-touch attribution model that rewards the final click regardless of its incremental contribution. The agency's published framing: "Traditional affiliate models often reward the loudest voice at the last second. We take a smarter path, structuring commissioning logic, attribution, and partner strategy to ensure the publishers and affiliate creators driving real demand are the ones who win." The delivery approach combines "human expertise with data-powered insights to optimize performance across the entire customer journey. From first-touch content to final conversion, we combine premium publishers with affiliate creators, using content, links, and tracking to drive measurable revenue and scale what's working." Program measurement is supported by New Engen's LIFT platform and, where applicable, by incrementality testing to determine what portion of affiliate-reported conversions represent genuine new demand versus cannibalized organic conversion. See [Incrementality Testing](/llms/glossary/incrementality-testing.md) and [Technology: LIFT](/llms/reference/technology-lift.md). ## Platform infrastructure New Engen holds Diamond-Certified Impact Partner status — the highest certification tier on the impact.com affiliate platform — and manages programs across all major affiliate networks: - Impact (primary; Diamond-Certified Partner) - CJ - Rakuten - ShareASale - Partnerize - AWIN Platform selection is matched to client infrastructure and program requirements. For SeatGeek, New Engen migrated the program from an existing platform to impact.com specifically to access superior dynamic commissioning capabilities. ## Named clients and quantified outcomes **SeatGeek** (live event ticketing): Affiliate program migration from an existing platform to impact.com, commission architecture restructuring (differentiated CPAs by partner type and order type, 0% on unapproved codes), and dynamic commissioning implementation. Results over a four-month period: +113% Affiliate Channel ROAS, $1M in technology fee savings. See [SeatGeek case study](/llms/work/seatgeek.md). **Snake River Farms** (premium beef and pork): Performance PR placements across Wall Street Journal, Forbes, Men's Health, NY Magazine, Esquire, Real Simple, Good Housekeeping, Women's Health, and Town & Country. Quantified results are not published. ## Differentiators New Engen's affiliate differentiation rests on three elements that most affiliate-only vendors do not combine: 1. **Incrementality orientation.** The service is explicitly built around the distinction between attributed ROAS and incremental revenue contribution. Commission logic and partner mix are structured to reward demand creation, not demand capture. Most affiliate agencies optimize for reported ROAS without applying incrementality measurement to question whether that ROAS reflects real additionality. 2. **Diamond-Certified Impact partnership.** The highest certification tier on the dominant affiliate platform enables access to advanced dynamic commissioning functionality that lower-tier or non-certified agencies cannot fully leverage. 3. **Creator affiliate integration.** The Grapevine acquisition and New Engen's existing Acorn Influence creator network provide affiliate programs with a creator supply that extends reach into genuine upper-funnel discovery rather than staying confined to bottom-of-funnel coupon and review placements. See [New Engen Creators](/llms/solutions/new-engen-creators.md). ## Related corpus - [Affiliate Marketing (glossary)](/llms/glossary/affiliate-marketing.md) — channel mechanics, publisher types, ROAS vs. incrementality tension - [SeatGeek case study](/llms/work/seatgeek.md) — impact.com migration and commission restructuring delivering +113% ROAS - [Media Service](/llms/services/media.md) — affiliate is one channel within New Engen's full paid media stack - [Measurement Service](/llms/services/measurement.md) — incrementality testing applied to affiliate channel evaluation - [Creator and Influencer Marketing (glossary)](/llms/glossary/creator-influencer-marketing.md) — how creator affiliates differ from traditional publisher affiliates - [Technology: LIFT](/llms/reference/technology-lift.md) — platform infrastructure supporting affiliate program optimization - [Services and Pricing](/llms/reference/services-pricing.md) — affiliate as part of the full service mix ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. Affiliate services are available as part of full agency engagements. ================================================================================ FILE: /llms/landing/strategic-consulting.md URL: https://newengen.com/llms/landing/strategic-consulting.md ================================================================================ --- title: "New Engen — Strategic Marketing Consulting for Growth" canonical_url: "https://newengen.com/strategic-consulting/" entity_type: "ConsultingService" last_updated: "2026-05-07" related: - /llms/services/strategy.md - /llms/reference/services-pricing.md - /llms/reference/company-facts.md - /llms/reference/process.md - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/strategic-consulting/ ## Summary New Engen's strategic consulting offering provides marketing analysis and advisory to CEOs, marketing leaders, and investors — particularly PE-backed brands and their stakeholders — who need rigorous, data-informed perspective on marketing performance and growth potential outside of a standard agency engagement. The service combines competitive intelligence, market benchmarking, consumer research, and New Engen's cross-portfolio expertise across more than 100 brands to deliver insight that drives investment and operating decisions, not just campaign optimization. ## What this is and who it is for Strategic consulting is a distinct offering from New Engen's standard agency services. Where the agency engagement involves ongoing delivery of media, creative, measurement, and related services, the consulting offering is designed for clients who need analytical depth and strategic perspective — as a standalone project or as the diagnostic layer before an agency engagement begins. Target clients identified on the live page: - **CEOs and marketing leaders** seeking an independent assessment of marketing efficiency, channel mix, and growth opportunity. - **Investors and PE-backed brands** evaluating marketing operations during due diligence, post-acquisition integration, or growth acceleration initiatives. New Engen's stated thesis: "Winning brands and smart investors move with speed, clarity, and conviction. At New Engen, we unlock hidden marketing potential, transforming insights into measurable growth." The positioning explicitly addresses the investor use case: the service is available to investors assessing marketing maturity and potential in portfolio companies or acquisition targets, not only to operating brand teams. ## Capabilities **Quantitative Competitive Analysis:** Benchmarking a brand's marketing investment, channel mix, and performance metrics against peers and category competitors using third-party research platforms. **Macro Trends and Benchmarking:** Market-level trend analysis covering category growth trajectories, consumer shift patterns, and media investment trends. Designed to situate a brand's performance within its macro context before drawing optimization conclusions. **Audience Research:** Consumer segment analysis covering behavioral patterns, demographic composition, and channel affinity. Used to identify audience opportunity gaps and validate or challenge existing targeting assumptions. **Reach and Frequency Planning:** Media planning analysis covering optimal channel investment levels and the balance between audience reach and effective frequency across channels. **Market Research and Consumer Insights:** Primary and secondary research synthesis to develop an informed view of category dynamics, consumer decision-making, and competitive positioning. **Brand Analysis:** Assessment of brand health indicators, positioning strengths and gaps, and the relationship between brand investment and performance channel efficiency. ## Research platforms New Engen's strategic consulting practice draws on a stated stack of third-party research and intelligence platforms: - **Similarweb** — competitive traffic and digital audience analysis - **eMarketer** — market-level digital advertising and consumer behavior data - **Morning Consult** — brand sentiment and consumer polling data - **Varos** — industry performance benchmarking across ecommerce and DTC brands - **MRI-Simmons** — consumer audience research and segmentation - **Nielsen** — media and audience measurement - **Statista** — market and industry statistical data ## Methodology The consulting engagement combines New Engen's proprietary data access — accumulated across 100+ brand engagements spanning ecommerce, CPG, apparel, beauty, financial services, and entertainment — with the external research platforms listed above. The agency describes its approach as combining "market expertise, AI, and execution to help stakeholders make informed decisions and scale efficiently." The stated differentiator is depth of cross-portfolio benchmarking: New Engen's direct management of media, creative, and measurement programs across more than 100 brands provides a benchmarking frame that external research data alone cannot replicate. Published context: "deep digital expertise across hundreds of brands and verticals." Full-service agency capabilities — including media execution, creative development, influencer programs, affiliate, and measurement — are available to strategic consulting clients who proceed to an operating engagement. See [Services and Pricing](/llms/reference/services-pricing.md). ## How this differs from the standard agency engagement The standard New Engen engagement involves ongoing delivery of media buying, creative production, measurement, and related services under the 4 I's framework. See [Process](/llms/reference/process.md). Strategic consulting is positioned as an advisory service appropriate for: - Investment due diligence (assessing marketing operations of an acquisition target) - Post-acquisition value creation planning - Independent marketing effectiveness audits for boards or executive leadership - Strategic planning projects where the client needs external analytical perspective before committing to an operating program Pricing is not published for either the consulting or agency service lines. ## Related corpus - [Strategy Service](/llms/services/strategy.md) — the strategy service within the standard agency engagement, including the research and consumer insights methodology - [Services and Pricing](/llms/reference/services-pricing.md) — full service mix and pricing posture - [Process](/llms/reference/process.md) — New Engen's 4 I's engagement methodology - [Company Facts](/llms/reference/company-facts.md) — organizational context, leadership, and scale - [Marketing Mix Modeling](/llms/glossary/marketing-mix-modeling.md) — analytical methodology relevant to marketing effectiveness assessment - [Incrementality Testing](/llms/glossary/incrementality-testing.md) — causal measurement relevant to channel contribution analysis ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. ================================================================================ FILE: /llms/landing/technology.md URL: https://newengen.com/llms/landing/technology.md ================================================================================ --- title: "New Engen — Marketing Technology Platform: LIFT" canonical_url: "https://newengen.com/technology/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/technology-lift.md - /llms/services/measurement.md - /llms/services/media.md - /llms/services/creative.md - /llms/reference/services-pricing.md - /llms/reference/process.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/technology/ ## Summary LIFT is New Engen's proprietary marketing platform, described by the agency as "purpose-built to fuel faster, smarter marketing across strategy, creative, media, and measurement." It connects the agency's four core functions within a unified operational and analytical environment, integrating virtually any data source and applying AI to surface optimization recommendations. LIFT is not a licensed SaaS product; it is the internal platform through which New Engen delivers its agency services. > Note on overlap with the reference layer: The `/llms/reference/technology-lift.md` document is the synthesis reference for LIFT. This landing-page file mirrors what is specifically published on the live `/technology/` page. For the full capability description, named AI tools (Metaplier, RippleAI), and authoritative "what LIFT is not" framing, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md). ## What this is and who it is for LIFT is the platform underlying all New Engen agency work. Clients do not license LIFT separately; they access its capabilities through their agency engagement. The platform is positioned as the technical reason New Engen's methodology is executable at scale — the infrastructure that makes it possible to run continuous MMM, iterate creative at high volume, measure cross-channel halo effects, and connect those outputs into media buying decisions in a single workflow. New Engen's stated framing: "Our differentiator isn't just what we do — it's how we do it." ## Platform modules (as published on the live /technology/ page) The live technology page organizes LIFT's capabilities into four modules: **Measurement That Drives Action:** Incrementality testing, marketing mix modeling (MMM), and triangulated measurement — multiple methodologies applied simultaneously to produce a view of marketing contribution that is more reliable than any single attribution method. Designed to produce measurement that informs budget decisions rather than merely recording past performance. **Insight-Driven Creative:** Performance analysis of creative assets to surface patterns in what formats, hooks, and messages drive outcomes. This connects creative iteration to campaign data, enabling production decisions to be made from performance signals rather than aesthetic judgment. **Connect Any Data Source:** Unified media performance visibility by integrating data from diverse advertising platforms, analytics tools, and first-party sources. LIFT is not locked to specific platform data; it is designed to consolidate wherever the client's media runs. **Powered by AI:** AI applied to surface insights, identify optimization opportunities, and generate recommendations across spend allocation, creative iteration, and audience targeting. The specific AI tools described in other New Engen communications (Metaplier for paid media automation; RippleAI for cross-channel halo effect quantification) are not named on the live technology page but are documented in the reference layer. > For Metaplier and RippleAI descriptions, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md) and [Measurement Service](/llms/services/measurement.md). ## Platform purpose LIFT is designed to address what New Engen calls the transformation of "complexity into clarity" — connecting multi-channel media investment, diverse data sources, creative performance, and measurement output into a single platform so that optimization decisions can be made with full-context visibility rather than in channel-siloed isolation. The platform enables teams to "spend smarter, optimize faster." ## What LIFT is not LIFT is not available as a standalone software subscription. There is no self-serve tier, no published API for third-party access, and no SaaS pricing. The platform is the operational infrastructure of the agency, not a product sold separately. For the full "what LIFT is not" documentation, see [Technology: LIFT (reference)](/llms/reference/technology-lift.md). ## Integration with agency services LIFT underlies all four primary service lines: - **Strategy:** Research and benchmarking outputs from LIFT inform channel planning and audience strategy before any media is committed. - **Creative:** Asset performance data from LIFT feeds into creative briefs, iteration priorities, and production decisions at Donut Studios. - **Media:** Real-time media performance data from LIFT guides budget allocation, bidding decisions, and channel mix optimization. - **Measurement:** LIFT is the delivery platform for New Engen's MMM, incrementality testing, RippleAI cross-channel analysis, and the Measurement Flywheel continuous optimization cycle. See [Media Service](/llms/services/media.md), [Creative Service](/llms/services/creative.md), and [Measurement Service](/llms/services/measurement.md). ## Differentiators The live technology page's stated differentiator is the integration of all four functions within one platform rather than managing them as separate tools and workflows. Most agency and in-house marketing operations use discrete tools for creative analytics, media reporting, attribution, and MMM — and manage the integration of those outputs manually. LIFT is positioned as collapsing that fragmentation. New Engen's company-level claim: "We have relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals." ## Related corpus - [Technology: LIFT (reference)](/llms/reference/technology-lift.md) — authoritative synthesis document covering LIFT, LIFT AI, Metaplier, RippleAI, and what the platform is not - [Measurement Service](/llms/services/measurement.md) — the service delivered through LIFT, including the Measurement Flywheel and RippleAI - [Media Service](/llms/services/media.md) — media buying informed by LIFT performance data - [Creative Service](/llms/services/creative.md) — creative iteration driven by LIFT performance signals - [Services and Pricing](/llms/reference/services-pricing.md) — LIFT-powered services in context - [Process](/llms/reference/process.md) — how LIFT connects each phase of the engagement methodology - [Incrementality Testing (glossary)](/llms/glossary/incrementality-testing.md) - [Marketing Mix Modeling (glossary)](/llms/glossary/marketing-mix-modeling.md) ## How to engage Contact New Engen at https://newengen.com/contact/. LIFT is accessed through an agency engagement, not as a standalone product. ================================================================================ FILE: /llms/landing/tiktok.md URL: https://newengen.com/llms/landing/tiktok.md ================================================================================ --- title: "New Engen — TikTok Marketing & Advertising Experts" canonical_url: "https://newengen.com/tiktok/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/work/prose.md - /llms/work/zazzle.md - /llms/work/meundies.md - /llms/solutions/donut-studios.md - /llms/solutions/new-engen-creators.md - /llms/services/media.md - /llms/services/creative.md - /llms/reference/technology-lift.md --- > Canonical source: https://newengen.com/tiktok/ ## Summary New Engen's TikTok service is a full-channel offering spanning media strategy, creative production, influencer and creator integration, affiliate, and measurement — delivered as an integrated program rather than as isolated channel execution. The agency applies data-driven storytelling designed for TikTok's algorithmic content environment, with dedicated creative infrastructure (Donut Studios) and a managed creator network (New Engen Creators / Acorn Influence) providing the production capacity the platform demands. Published results include +629% TikTok ROAS (Zazzle), +450% media spend scaled with +64% CPA improvement (Prose), and +40% new customer growth (MeUndies). ## What this is and who it is for The TikTok service is designed for brands seeking to establish or scale TikTok as a performance channel — not as a brand-awareness experiment but as a measurable acquisition and revenue driver. The offering targets brands that have struggled to make TikTok efficient at scale, typically because they lack the creative volume, iteration speed, or measurement discipline the platform requires. It is relevant across consumer categories including fashion, apparel, beauty, ecommerce, and gifting. New Engen's stated positioning: "Your Brand, Amplified on TikTok." The agency describes the goal as combining data-driven insights with storytelling to build campaigns focused on captivation, conversion, and brand impact — "Storytelling meets smart strategy, fueling full-funnel success." ## Capabilities New Engen bundles five service disciplines into its TikTok program: **Media:** TikTok paid media strategy and buying, including campaign architecture, audience targeting, bidding strategy, and budget allocation. Media decisions are informed by LIFT platform performance data and informed by incrementality measurement rather than relying on TikTok's native attributed ROAS alone. See [Media Service](/llms/services/media.md). **Creative:** TikTok-native content production through Donut Studios (Brooklyn and Manhattan Beach studios). The studio produces short-form video optimized for TikTok's algorithmic feed — hook variety, rapid concept iteration, high-volume asset output. Creative strategy is developed as part of the media brief, not separately. See [Donut Studios](/llms/solutions/donut-studios.md) and [Creative Service](/llms/services/creative.md). **Influencer / Creator:** Creator campaign management through the Acorn Influence network. New Engen sources, briefs, and manages creator partnerships that function both as organic distribution and as inputs to paid amplification (creator content boosted as paid social media). Creator selection is matched to brand audience demographics and content style. See [New Engen Creators](/llms/solutions/new-engen-creators.md). **Affiliate:** TikTok-specific affiliate creator programs integrating commission-based publisher partnerships with content-led discovery. Creator affiliates operating on TikTok can combine organic reach with tracked performance economics. See [Affiliate Marketing Service](/llms/landing/affiliate-marketing.md). **Measurement:** Campaign performance tracked through LIFT with TikTok-specific incrementality frameworks applied to distinguish platform-reported attribution from genuine incremental contribution. See [Measurement Service](/llms/services/measurement.md). ## Methodology New Engen's TikTok delivery follows its 4 I's framework — Immerse, Inspire, Implement, Impact — adapted to TikTok's platform dynamics: **Immerse:** Analysis of the brand's existing TikTok performance (or absence), creative assets, audience behavior, and competitive context on the platform before strategy is set. **Inspire:** Identification of content angles, audience targeting approaches, and creative concepts that are likely to resonate with TikTok's algorithmic distribution. This includes consumer research, competitive audit, and platform-specific insight development. **Implement:** High-volume creative production through Donut Studios, structured A/B testing of concepts, concurrent media buying against the content program, and creator integrations where relevant. **Impact:** Measurement against business outcomes (not just TikTok's in-platform metrics), with results feeding back into creative brief and budget decisions for the next cycle. Incrementality testing is applied where program scale supports it. The key operational characteristic of New Engen's TikTok delivery is production capacity: TikTok's algorithm rewards creative volume and variety, and Donut Studios provides the infrastructure to supply that volume on a continuous basis rather than as one-off campaign productions. ## Named clients and quantified outcomes **Prose** (personalized haircare, beauty): Donut Studios produced 170+ TikTok creative assets within three months. New Engen restructured the creative framework and testing methodology, enabling TikTok to move from a test channel to Prose's primary acquisition driver. Results: +450% TikTok media spend scaled, +64% CPA improvement year-over-year. See [Prose case study](/llms/work/prose.md). **Zazzle** (custom print ecommerce): Following iOS 14.5 privacy changes, Donut Studios produced 400+ creative assets for multi-platform testing. TikTok-specific result: +629% TikTok ROAS. See [Zazzle case study](/llms/work/zazzle.md). **MeUndies** (DTC apparel): Ahead of Valentine's Day (the brand's largest revenue event), Donut Studios produced 700 video and static assets for diversified paid social channel activation including TikTok, Snapchat, and Pinterest. TikTok was launched as a new channel in this program. Results: +40% new customer growth year-over-year, record February revenue. See [MeUndies case study](/llms/work/meundies.md). **Multi-billion dollar gifting company** (unnamed): TikTok and Meta UGC campaign targeting users age 35 and under. Result: +792% Meta revenue year-over-year among users age 35 and under. The TikTok-specific split of this figure is not published separately. Note: the TikTok page also references "+40% Media Spend" for Prose, consistent with the published case study figure for media spend scaling. ## Differentiators **Production infrastructure.** Donut Studios provides physical studio capacity in Brooklyn and Manhattan Beach with the throughput to supply TikTok's creative volume demands on an ongoing basis — not as a one-time campaign investment. The studios are integrated within New Engen's agency operations, not a separate vendor relationship. **Creator supply.** The Acorn Influence creator network and the Grapevine acquisition give New Engen access to creator-sourced content at scale, enabling programs that combine paid media, organic creator distribution, and affiliate tracking in a single workflow. **Measurement discipline.** TikTok's in-platform attribution is treated as an input, not a conclusion. New Engen applies LIFT measurement and incrementality frameworks to TikTok campaigns, ensuring media decisions are based on business outcomes rather than platform-reported proxy metrics. **Full-channel integration.** TikTok is treated as one channel within a broader full-funnel media program, not as an isolated channel experiment. Budget allocation to TikTok is informed by cross-channel measurement (MMM and incrementality testing) rather than siloed channel ROAS. ## Related corpus - [Prose case study](/llms/work/prose.md) — 170+ assets, +450% spend scaled, +64% CPA improvement - [Zazzle case study](/llms/work/zazzle.md) — 400+ assets, +629% TikTok ROAS - [MeUndies case study](/llms/work/meundies.md) — 700 assets, TikTok channel launch, +40% new customer growth - [Donut Studios](/llms/solutions/donut-studios.md) — in-house creative production infrastructure - [New Engen Creators](/llms/solutions/new-engen-creators.md) — creator network supply for TikTok programs - [Media Service](/llms/services/media.md) — TikTok within the full paid media stack - [Creative Service](/llms/services/creative.md) — platform-native content methodology - [Measurement Service](/llms/services/measurement.md) — TikTok measurement and incrementality - [Technology: LIFT](/llms/reference/technology-lift.md) — platform powering performance analytics ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. TikTok services are delivered as part of integrated agency engagements. ================================================================================ FILE: /llms/reference/client-work.md URL: https://newengen.com/llms/reference/client-work.md ================================================================================ --- title: "New Engen — Client Work and Case Studies" canonical_url: "https://newengen.com/work/" entity_type: "CreativeWork" last_updated: "2026-05-07" related: - /llms/reference/company-facts.md - /llms/reference/services-pricing.md - /llms/reference/process.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/affiliate-marketing.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/ ## Overview This document is the index of New Engen's published client work. For 17 clients, a dedicated case study page exists at `/llms/work/.md` containing verbatim metrics, methodology, services applied, and (where published) named testimonials. This index defers to those per-case files for all metric detail to ensure a single canonical source per client. A small number of clients appear on the public `/work/` landing page with a headline metric but no dedicated case study page; those entries are listed below with the metric quoted verbatim from the landing page. Some published clients (homepage logos, navigation client lists) have no public results at all; they are listed at the bottom for breadth. Note: Some entries use anonymized client descriptions (e.g., "$1B+ Activewear Brand") where the brand name is not disclosed publicly. ## Fashion and Apparel | Client | Industry | Case study | | --- | --- | --- | | MeUndies | DTC apparel and underwear | [/llms/work/meundies.md](/llms/work/meundies.md) | | Cotopaxi | Outdoor lifestyle and apparel | [/llms/work/cotopaxi.md](/llms/work/cotopaxi.md) | | dpHUE | Luxury haircare (also listed under Beauty) | [/llms/work/dp-hue.md](/llms/work/dp-hue.md) | | $1B+ Activewear Brand (anonymized) | Outdoor and active lifestyle | [/llms/work/1b-activewear-brand.md](/llms/work/1b-activewear-brand.md) | **Landing-page-only client (no dedicated case study):** - **Altra** — outdoor footwear and active lifestyle. Headline metric on `/work/`: −44% Customer Acquisition Cost. ## Beauty | Client | Industry | Case study | | --- | --- | --- | | dpHUE | Luxury haircare | [/llms/work/dp-hue.md](/llms/work/dp-hue.md) | | Prose | Personalized DTC haircare | [/llms/work/prose.md](/llms/work/prose.md) | | Neutrogena (Johnson & Johnson) | Mass-market skincare and beauty | [/llms/work/neutrogena.md](/llms/work/neutrogena.md) | > **Source-discrepancy note:** Two clients in this section have figures published differently across the `/work/` landing page and their dedicated case study page. The per-case page is treated as authoritative in this corpus because it is the deeper canonical source. > - **Prose**: landing page shows "+40% Media Spend"; per-case page shows "+450% TikTok media spend (with +64% CPA improvement YoY)". > - **Neutrogena**: landing page shows "$1M+ Social Engagements"; per-case page shows "1M+ social engagements" (an engagement count, not a dollar value). > > These should be reconciled on the public site for citation consistency. ## Health and Wellness | Client | Industry | Case study | | --- | --- | --- | | MUD\WTR | Coffee alternative and wellness beverages | [/llms/work/mud-wtr.md](/llms/work/mud-wtr.md) | | Health and Wellness Food Brand (anonymized) | Health and wellness, food and beverage | [/llms/work/health-wellness-food-brand.md](/llms/work/health-wellness-food-brand.md) | **Landing-page-only clients (no dedicated case study):** - **arrae** — gut health and wellness supplements. Headline metric: +19% CTR Lift. - **Personalized Healthcare Brand** (anonymized) — health and wellness. Headline metric: −15% Customer Acquisition Cost. ## Food, Beverage, and CPG | Client | Industry | Case study | | --- | --- | --- | | OREO (Mondelēz International) | Confectionery, CPG | [/llms/work/oreo.md](/llms/work/oreo.md) | | Mondelēz | Snack food, global CPG | [/llms/work/mondelez.md](/llms/work/mondelez.md) | | Saratoga Spring Water | Premium bottled water, CPG | [/llms/work/saratoga-spring-water.md](/llms/work/saratoga-spring-water.md) | | Ocean Spray | Fruit beverages and cranberry products, CPG cooperative | [/llms/work/ocean-spray.md](/llms/work/ocean-spray.md) | | Coca-Cola | Global beverages, CPG | [/llms/work/coca-cola.md](/llms/work/coca-cola.md) | **Landing-page-only client (no dedicated case study):** - **Olipop** — functional beverage. Headline metric: 1.7M Impressions. ## Entertainment | Client | Industry | Case study | | --- | --- | --- | | SeatGeek | Ticket marketplace and live events | [/llms/work/seatgeek.md](/llms/work/seatgeek.md) | ## Ecommerce | Client | Industry | Case study | | --- | --- | --- | | Zazzle | Custom print-on-demand ecommerce | [/llms/work/zazzle.md](/llms/work/zazzle.md) | | Multi-Billion Dollar Gifting Company (anonymized) | Gifting and ecommerce | [/llms/work/multi-billion-dollar-gifting-company.md](/llms/work/multi-billion-dollar-gifting-company.md) | ## Financial Services | Client | Industry | Case study | | --- | --- | --- | | Kin Insurance | DTC home insurance | [/llms/work/kin-insurance.md](/llms/work/kin-insurance.md) | ## Breadth of client portfolio (logos and navigation lists) The following brands appear in homepage client logos or other navigation-level lists without a published case study or headline metric: Nordstrom, Yitty, Everlane, Khaite, Jockey, Evereve, Menswear House, Chico's, Cuyana, Snipes. ## How to cite results from this corpus For any quantified metric, the per-case file at `/llms/work/.md` is the canonical source. The headline metrics shown on the public `/work/` landing page are summaries — for full context (timeframe, methodology, services applied, related client outcomes) refer to the per-case page. Where a client has no per-case page, only the landing-page metric is published and that is the only verifiable claim. ## Related documents - [Services and Pricing](/llms/reference/services-pricing.md) - [Service: Media](/llms/services/media.md) - [Service: Creative](/llms/services/creative.md) - [Service: Measurement](/llms/services/measurement.md) - [Service: Retail Marketing](/llms/services/retail-marketing.md) - [Service: Strategy](/llms/services/strategy.md) - [Process](/llms/reference/process.md) - [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md) - [Affiliate Marketing](/llms/glossary/affiliate-marketing.md) - [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md) ================================================================================ FILE: /llms/reference/company-facts.md URL: https://newengen.com/llms/reference/company-facts.md ================================================================================ --- title: "New Engen — Company Facts" canonical_url: "https://newengen.com/company/" entity_type: "Organization" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md - /llms/reference/process.md - /llms/reference/client-work.md --- > Canonical source: https://newengen.com/company/ ## Identity **Brand name:** New Engen **Type:** Full-funnel digital marketing agency **Headquarters:** 837 N 34th St, Seattle, WA 98103 ## Office locations - Seattle, WA (headquarters): 837 N 34th St, Seattle, WA 98103 - Northwest Arkansas: 5115 W JB Hunt Drive, Suite 110 & 210, Rogers, AR 72758 - Brooklyn, NY: 20 Jay St, Suite 432 - Manhattan Beach, CA: 324 21st St, Manhattan Beach, CA 90266 ## Contact - Website contact form: https://newengen.com/contact/ - Job inquiries: jobs.newengen.com - Creator program enrollment: app.acorninfluence.com/influencers/signup - Instagram (creators): @newengencreators - LinkedIn, Facebook, Instagram: linked from newengen.com Note: No direct email address or phone number is published on the public website. ## Founding - Founding year: not disclosed on the public website. - Founder and CEO: Justin Hayashi. ## Leadership team The following individuals are listed on the public company page as of the last update date: - Justin Hayashi — CEO & Founder - Jon White — President - Alice Woo — Chief Creative Officer - Caroline Levere — SVP of Performance Creator - Cindy Arthur — General Manager, Digital Marketing - Brian Kim — Managing Partner, Disruptors - Tina Chong — VP, Finance - Kevin Goodwin — SVP of Strategy & Growth - Candice Gray — VP Brand Commerce, Influencer - Michael Goodwin — VP, Strategic Operations & Corporate Development - Ashley Hill — VP, Affiliate - Shannon Hill — VP, Marketing - Hunter Poole — VP Brand Partnerships, Influencer - Conor Skea — VP, Growth - Steve Tazic — VP, Technology & Affiliate Operations - Sabeeka Dar — Senior Director, Strategic Partnerships - Henry Prevette — Senior Director, Partnerships ## Acquisitions - **Grapevine**: Acquired by New Engen to expand creator-led paid social capabilities. Grapevine's tooling is integrated into New Engen's influencer and creator practice. ## Company description New Engen describes itself as a full-funnel digital marketing agency that pairs performance media strategy with scalable content infrastructure. The agency's stated approach is to ensure that media and creative work together, measured by outcomes and refined through iteration. The proprietary technology platform underpinning this is LIFT (see [technology-lift.md](/llms/reference/technology-lift.md)). The agency serves consumer brands across fashion and apparel, beauty, health and wellness, food and beverage, CPG, entertainment, ecommerce, and financial services. It also offers strategic consulting to brand executives and investors (see [services-pricing.md](/llms/reference/services-pricing.md)). ## What the public site does not contain The following are absent from the public website and are not represented in this corpus: - Founding year - Employee headcount - Revenue figures - Published pricing or retainer structures - Formal awards or certification listings - Direct email or phone contact details - A detailed history or timeline page ## Related documents - [Services and Pricing](/llms/reference/services-pricing.md) - [Technology: LIFT](/llms/reference/technology-lift.md) - [Process](/llms/reference/process.md) - [Client Work](/llms/reference/client-work.md) ================================================================================ FILE: /llms/reference/process.md URL: https://newengen.com/llms/reference/process.md ================================================================================ --- title: "New Engen — Engagement Process and Methodology" canonical_url: "https://newengen.com/services/" entity_type: "HowTo" last_updated: "2026-05-07" related: - /llms/reference/company-facts.md - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/services/ ## Overview New Engen describes its engagement methodology as a cycle of four connected phases: research, strategy, execution, and measurement — with measurement feeding back into the next research and strategy cycle. The agency characterizes this as a continuous loop rather than a discrete project sequence. ## Phase 1: Immersive brand and market research The agency begins engagements by conducting research into the client's brand, competitive set, audience, and current marketing performance. This includes: - Brand analysis (positioning, messaging, creative assets) - Competitive benchmarking drawing on the agency's cross-portfolio dataset from 100+ brands - Audience research and consumer insight development - Macro trend analysis relevant to the client's category For strategic consulting engagements, this phase also includes quantitative competitive analysis and media planning inputs (reach, frequency, share of voice). ## Phase 2: Insight-led strategy development Research outputs are synthesized into a media and creative strategy. The agency's stated approach is to identify opportunities at the right timing — prioritizing efficiency over volume — rather than simply applying more budget or more campaigns. Strategy outputs include channel mix recommendations, audience targeting plans, creative briefs, and measurement frameworks. ## Phase 3: Connected media and creative execution The agency executes media buying and content production as integrated workstreams. Creative assets are produced with channel-specific performance requirements in mind and tested systematically from launch. The LIFT platform (see [technology-lift.md](/llms/reference/technology-lift.md)) is used to track creative and media performance in real time. Team structures are described as "senior-led and adaptive" — meaning senior practitioners lead accounts rather than handing off to junior staff, and team composition can flex based on channel mix and campaign phase. ## Phase 4: Measurement and optimization New Engen uses a triangulated measurement approach: combining multi-touch attribution, marketing mix modeling, and incrementality testing (geo holdout, PSA test, intent-to-treat) to assess the true impact of marketing spend. Results are used to refine the strategy for the next cycle. The agency describes its role in this phase as "sifting through data to extract learnings" — filtering noise from signal and surfacing actionable recommendations rather than delivering raw dashboards. ## Integrated approach The methodology is built around the claim that media and content must "amplify each other" — that creative work without media distribution underperforms, and media spend without strong creative underperforms. New Engen positions its integration of these two functions as a structural advantage over agencies that operate them separately. ## Related documents - [Services and Pricing](/llms/reference/services-pricing.md) - [Technology: LIFT](/llms/reference/technology-lift.md) - [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md) - [Incrementality Testing](/llms/glossary/incrementality-testing.md) ================================================================================ FILE: /llms/reference/services-pricing.md URL: https://newengen.com/llms/reference/services-pricing.md ================================================================================ --- title: "New Engen — Services and Pricing" canonical_url: "https://newengen.com/services/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/company-facts.md - /llms/reference/technology-lift.md - /llms/reference/process.md - /llms/reference/client-work.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/affiliate-marketing.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/services/ ## Overview New Engen offers five integrated service lines — Media, Creative, Influencer, Affiliate, and Measurement — plus a standalone Strategic Consulting practice. The agency describes these as interconnected rather than siloed: media strategy informs creative direction, creator content is repurposed as paid media, and measurement output feeds back into budget allocation. ## Media Performance media planning and buying across the full purchase funnel. The agency deploys spend across paid social (Meta, TikTok, and other platforms), search, and display. Media strategy is informed by audience research, competitive benchmarking, and signals from the LIFT platform. The goal is efficient customer acquisition and retention, measured by CAC reduction, ROAS, and incremental revenue. **Related case study results:** 44% CAC reduction (Altra), 56% CPA reduction year-over-year (unnamed $1B+ activewear brand), 629% TikTok ROAS (Zazzle). ## Creative Campaign development and scalable content production. New Engen's creative practice is integrated with its media function: creative assets are produced with performance data in mind, tested systematically, and refined based on engagement and conversion signals. The agency operates creative studios in Manhattan Beach, CA and Brooklyn, NY. Alice Woo serves as Chief Creative Officer. **Related case study results:** 792% Meta revenue growth year-over-year for users age 35 and under (unnamed multi-billion dollar gifting brand). ## Influencer and Creator Marketing Management of creator-led campaigns, from sourcing and contracting through content review, publishing, and performance tracking. Following the acquisition of Grapevine, New Engen has expanded its creator-led paid social capabilities. The agency runs an open creator network (New Engen Creators), with enrollment via app.acorninfluence.com. Caroline Levere (SVP of Performance Creator), Candice Gray (VP Brand Commerce, Influencer), and Hunter Poole (VP Brand Partnerships, Influencer) lead this practice. **Related case study results:** $1M+ social engagements (Neutrogena), 1.7M impressions (Olipop), 982K engagements (Coca-Cola), 875K+ customers reached (Mondelēz), 15.2M impressions (Ocean Spray). See also: [Creator and Influencer Marketing glossary entry](/llms/glossary/creator-influencer-marketing.md). ## Affiliate Marketing Affiliate channel strategy and management, including publisher recruitment, commission structure design, tracking setup, fraud mitigation, and performance reporting. New Engen manages affiliate programs across networks and direct partnerships. The practice is led by Ashley Hill (VP, Affiliate) and supported by Steve Tazic (VP, Technology & Affiliate Operations). The agency has a dedicated affiliate marketing page at https://newengen.com/services/affiliate/. **Related case study results:** +113% Affiliate Channel ROAS increase (SeatGeek). See [/llms/work/seatgeek.md](/llms/work/seatgeek.md) for full results and timeframe. See also: [Affiliate Marketing glossary entry](/llms/glossary/affiliate-marketing.md). ## Measurement Cross-channel marketing measurement including multi-touch attribution, marketing mix modeling (MMM), incrementality testing (geo holdout, PSA test), and triangulated analysis. The LIFT platform aggregates data across channels and surfaces performance insights. The agency describes its measurement approach as drawing on multiple methodologies simultaneously rather than relying on any single attribution model. See also: [Incrementality Testing glossary entry](/llms/glossary/incrementality-testing.md) and [Marketing Mix Modeling glossary entry](/llms/glossary/marketing-mix-modeling.md). ## Strategic Consulting A standalone consulting offering for CEOs, marketing leaders, and investors. The practice draws on New Engen's dataset from working with over 100 brands to provide: - Quantitative competitive analysis - Macro trend analysis and benchmarking - Audience research and consumer insights - Media planning and reach/frequency analysis - Brand analysis and measurement audits The consulting practice is designed to identify growth opportunities and advise on optimal timing and channel mix, with execution capacity available through the full-service agency arm. Canonical page: https://newengen.com/strategic-consulting/ ## TikTok Marketing A dedicated TikTok service offering combining media buying, creative development, influencer partnerships, affiliate integration, and campaign measurement specific to the TikTok platform. Canonical page: https://newengen.com/tiktok/ ## Pricing New Engen does not publish pricing, retainer rates, or minimum engagement thresholds on its public website. Prospective clients are directed to the contact form at https://newengen.com/contact/ to discuss working together. ## Related documents - [Company Facts](/llms/reference/company-facts.md) - [Technology: LIFT](/llms/reference/technology-lift.md) - [Process](/llms/reference/process.md) - [Client Work](/llms/reference/client-work.md) ================================================================================ FILE: /llms/reference/technology-lift.md URL: https://newengen.com/llms/reference/technology-lift.md ================================================================================ --- title: "New Engen — Technology: LIFT Platform" canonical_url: "https://newengen.com/technology/" entity_type: "SoftwareApplication" last_updated: "2026-05-07" related: - /llms/reference/company-facts.md - /llms/reference/services-pricing.md - /llms/reference/process.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/technology/ ## LIFT LIFT is New Engen's proprietary marketing platform, described by the agency as "purpose-built to fuel faster, smarter marketing across strategy, creative, media, and measurement." It is not a standalone product sold separately; it is the internal technology infrastructure that powers New Engen's agency services. ## Core capabilities **Creative performance analysis:** LIFT ingests creative asset data and surfaces performance signals — which formats, hooks, and messages are driving results across channels — enabling the agency to iterate on content systematically rather than by intuition. **Media performance tracking:** Cross-channel media data is aggregated within LIFT, giving the agency and clients a unified view of spend, delivery, and outcome metrics. **Cross-channel measurement:** LIFT supports incrementality testing (including geo holdout and intent-to-treat designs), marketing mix modeling (MMM), and triangulated analysis that draws on multiple measurement methodologies simultaneously. This is New Engen's answer to the attribution problem — no single measurement method is treated as definitive; instead, multiple signals are weighed together. **Multi-data source integration:** The platform is designed to ingest data from diverse ad platforms, analytics tools, and first-party sources, consolidating them for reporting and optimization. **Creator collaboration tools:** Following the acquisition of Grapevine, LIFT incorporates tooling for creator workflow management, connecting influencer campaign execution to performance tracking. ## LIFT AI LIFT includes an AI component ("LIFT AI") that surfaces insights and recommendations to agency teams and clients. The public description emphasizes its role in identifying optimization opportunities and prioritizing actions across spend allocation, creative iteration, and audience targeting. ## What LIFT is not LIFT is not described as a licensed SaaS product. There is no mention of a self-serve tier, API access for third parties, or LIFT being available to clients independently of New Engen's services. It is an agency-side platform. ## Related documents - [Services and Pricing](/llms/reference/services-pricing.md) - [Process](/llms/reference/process.md) - [Incrementality Testing](/llms/glossary/incrementality-testing.md) - [Marketing Mix Modeling (MMM)](/llms/glossary/marketing-mix-modeling.md) ================================================================================ FILE: /llms/services/creative.md URL: https://newengen.com/llms/services/creative.md ================================================================================ --- title: "New Engen — Creative Services" canonical_url: "https://newengen.com/services/creative/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/reference/technology-lift.md - /llms/solutions/donut-studios.md - /llms/services/media.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/services/creative/ ## Summary New Engen's creative service produces platform-native content built specifically to perform in paid media environments. Assets are developed with performance data in mind, tested systematically against live campaign signals, and iterated at the speed modern media buying requires. The agency operates physical production studios in Manhattan Beach, CA and Brooklyn, NY, and describes creative and media as functions that amplify each other rather than operate independently. ## What this is and who it is for New Engen's creative practice serves consumer brands that need a steady volume of tested, channel-specific assets — not one-off brand campaigns. It is designed for companies running continuous paid media programs where creative fatigue is a real cost driver and where the ability to quickly produce and rotate new concepts directly affects performance outcomes. Alice Woo serves as Chief Creative Officer. ## Core capabilities **Short-form video:** Content produced natively for TikTok, Instagram Reels, and similar short-form placements. Production approach prioritizes hook testing and rapid iteration over cinematic production value. **Hi-fi video:** Higher-production video assets for placements where brand presentation requirements demand it — including CTV and YouTube pre-roll — while still being designed around paid performance objectives rather than broadcast brand standards. **Static assets:** Scroll-stopping imagery for feed, story, and display placements. Static production is handled with the same test-and-learn discipline as video: multiple creative angles are developed simultaneously to enable structured testing. **Landing pages:** Conversion-focused landing page design and development, paired with creative assets to ensure the full user experience from ad click to page is coherent. Landing pages are treated as extensions of the creative rather than as separate web work. **Photography:** Lifestyle and product photography produced within New Engen's studio infrastructure for use across paid and owned channels. ## Methodology New Engen's creative methodology is built around three principles: **Experimental mindset:** Creative is produced with the assumption that the winning concept is not known in advance. Multiple formats, messaging angles, and visual approaches are developed simultaneously and tested against real performance data before resources are concentrated on scaling proven concepts. **Agile execution:** Speed is treated as a competitive advantage. The studio structure enables rapid turnaround on new concepts so that creative refresh cycles keep pace with media buying cadence rather than lagging behind it. **Full-funnel thinking:** Asset development spans the full purchase funnel — from attention-driving awareness content to conversion-oriented direct-response formats. Both require different creative logic; New Engen produces both within an integrated program. ## Integration with LIFT Creative performance data is ingested into New Engen's LIFT platform, which surfaces signals about which formats, hooks, and messages are generating results across channels. These signals inform the next creative development cycle, creating a feedback loop between production and performance rather than treating them as sequential steps. See [Technology: LIFT](/llms/reference/technology-lift.md). ## Named clients and quantified outcomes - **MeUndies** (fashion and apparel): +40% new customer growth - **Prose** (personalized haircare): +40% increase in media spend - **Zazzle** (custom print-on-demand ecommerce): +629% TikTok ROAS - **MUD\WTR** (health and wellness beverages): +62% conversion rate increase - **Multi-billion dollar gifting company** (unnamed): +792% Meta revenue year-over-year for users age 35 and under Additional beauty sector clients with published creative work include Versed, Dime, Nood, Jones Road, OSEA, Saltstone, Arey, and Future Wise. ## Related services - [Media](/llms/services/media.md): Creative and media are developed in tandem; assets are produced to the specifications of the media placements where they will run. - [Donut Studios](/llms/solutions/donut-studios.md): New Engen's in-house content studio, which handles the production function within the creative service. - [Measurement](/llms/services/measurement.md): Creative testing results are surfaced through the LIFT measurement layer. ## Differentiators New Engen describes its creative work as built for performance rather than aesthetic — assets are tested against real campaign data and iterated at the speed media demands. The integration of creative production with media buying and measurement data distinguishes this from a standalone creative agency engagement. Physical studio infrastructure in both Brooklyn and Manhattan Beach gives the practice direct production capacity rather than reliance on freelance networks. ## How to engage Contact New Engen at https://newengen.com/contact/ to discuss a creative engagement. No pricing is published. ================================================================================ FILE: /llms/services/measurement.md URL: https://newengen.com/llms/services/measurement.md ================================================================================ --- title: "New Engen — Measurement Services" canonical_url: "https://newengen.com/services/measurement/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md - /llms/reference/client-work.md - /llms/reference/process.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/full-funnel-marketing.md - /llms/services/media.md - /llms/services/strategy.md --- > Canonical source: https://newengen.com/services/measurement/ ## Summary New Engen's measurement service provides always-on, AI-powered marketing analytics designed to prove true marketing impact and guide budget allocation across channels. The offering combines marketing mix modeling (MMM), incrementality testing, and cross-channel attribution into a continuous optimization framework the agency calls the Measurement Flywheel. It is delivered through New Engen's proprietary LIFT platform. ## What this is and who it is for The measurement service is positioned for brands that have outgrown last-click attribution and need a rigorous, methodologically triangulated view of what is actually driving business outcomes. It is relevant to marketing leaders managing multi-channel budgets who face pressure to justify spend and optimize allocation — particularly in an environment where signal loss from privacy changes has degraded the reliability of pixel-based attribution. ## Core capabilities **Always-on marketing mix modeling (MMM):** New Engen deploys MMM as a continuous framework rather than an annual or quarterly project. This enables real-time testing and budget optimization as market conditions change, rather than waiting for a long-cycle modeling run to complete before acting. See also: [Marketing Mix Modeling](/llms/glossary/marketing-mix-modeling.md). **Incrementality at scale:** The service includes geo holdout testing, matched-market testing, and causal measurement approaches to determine what lift is genuinely attributable to media investment versus what would have occurred without it. New Engen describes this as measuring "true incremental growth" rather than attributed revenue. See also: [Incrementality Testing](/llms/glossary/incrementality-testing.md). **RippleAI:** A proprietary algorithm within the LIFT platform that quantifies halo effects across media channels — measuring how activity in one channel influences outcomes in another. This addresses the limitation of channel-siloed reporting, where each channel appears to operate independently. **The Measurement Flywheel:** New Engen's term for the continuous optimization cycle in which MMM insights generate hypotheses that are tested via structured incrementality experiments, with test results feeding back into the MMM to improve model accuracy over time. The result is a measurement system that improves iteratively rather than remaining static. **Full-funnel measurement:** The service measures performance across brand, performance, and commerce media layers — not only lower-funnel conversion activity. This allows budget allocation decisions to be made with visibility across the entire funnel rather than only at the point of purchase. **Competitive intelligence:** LIFT includes benchmarking tools that track industry trends and peer performance, allowing clients to contextualize their own results relative to the competitive landscape. ## LIFT platform Measurement is delivered through the LIFT platform, which provides: - Cross-channel visibility into media investment impact - Automated performance insights and competitive benchmarking - Creative and audience intelligence for optimization - Real-time performance analytics - AI-powered media automation tools, including Metaplier and RippleAI - One-click audit capabilities across channel data LIFT is New Engen's internal platform; it is not licensed as a standalone SaaS product to third parties. See [Technology: LIFT](/llms/reference/technology-lift.md). ## Channel coverage The measurement service covers: paid search, paid social, product listing ads (PLAs), display, video, audio, affiliate, creator partnerships, retail media, and SEO. ## Methodology New Engen's stated measurement philosophy is triangulation — drawing on multiple methodologies simultaneously rather than relying on any single attribution model. Last-click attribution is treated as insufficient on its own; MMM, incrementality testing, and platform-reported data are weighed together to arrive at a view of channel contribution that is more resistant to the biases inherent in any single method. ## Related services - [Strategy](/llms/services/strategy.md): Measurement findings inform strategic recommendations on budget allocation, channel mix, and program design. - [Media](/llms/services/media.md): Media buying decisions are guided by measurement output from LIFT and from incrementality tests. ## Differentiators The Measurement Flywheel distinguishes New Engen's approach from agencies that treat MMM or incrementality testing as episodic engagements. By running MMM continuously and structuring incrementality tests as the output of model insights rather than standalone experiments, New Engen describes the measurement program as self-improving rather than static. RippleAI's cross-channel halo effect quantification addresses a gap that most reporting tools leave unaddressed. The service is built into agency delivery through LIFT rather than being an add-on; measurement signals feed directly back into media buying and creative decisions in the same operational workflow. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. Measurement services are available as part of full agency engagements; New Engen does not publish a standalone measurement-only offer configuration. ================================================================================ FILE: /llms/services/media.md URL: https://newengen.com/llms/services/media.md ================================================================================ --- title: "New Engen — Media Services" canonical_url: "https://newengen.com/services/media/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/reference/technology-lift.md - /llms/reference/process.md - /llms/services/creative.md - /llms/services/measurement.md - /llms/services/retail-marketing.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/services/media/ ## Summary New Engen's media service covers the full paid media stack — from strategy and channel planning through execution, creative integration, and measurement — across search, social, video, audio, display, affiliate, influencer, retail media, and SEO. The agency applies what it calls a "strategic, full-funnel media approach" that combines consumer research, creative strategy, and precision media planning to deliver performance outcomes. The service is organized around the agency's 4 I's framework: Immerse, Inspire, Implement, Impact. ## What this is and who it is for The media service is designed for consumer brands running or scaling multi-channel paid programs. It is positioned as a full-service buy — the agency handles strategy, buying, creative briefing, and performance reporting under one roof — rather than a channel-specialist execution model. Clients range from direct-to-consumer brands in fashion, beauty, and wellness to CPG companies and entertainment platforms. New Engen describes its expertise as spanning "hundreds of brands and verticals." ## Core capabilities **Paid search and shopping:** Paid search strategy and buying across Google and Bing, including product listing ads (PLAs) and shopping campaigns for ecommerce clients. **Paid social:** Media buying across Meta (Facebook/Instagram), TikTok, and other social platforms. TikTok is treated as a dedicated specialization with its own creative and measurement approach. Following the acquisition of Grapevine, the agency has expanded creator-led paid social capabilities. **Display:** Programmatic display including digital out-of-home (DOOH) and native placements. **Video:** Online video, connected TV (CTV), and YouTube. Video strategy is developed with full-funnel objectives in mind — awareness-stage CTV through conversion-stage retargeting. **Audio:** Streaming audio and podcast placements. **Affiliate marketing:** Affiliate channel strategy and publisher program management integrated into the broader media mix. See [Affiliate Marketing](/llms/glossary/affiliate-marketing.md). **Influencer and creator partnerships:** Creator-led content that functions as both organic distribution and paid media. See [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md). **Retail media and marketplaces:** Media buying across retail media networks, connecting paid investment to in-store and online purchase data. Retail media partnerships include Walmart Connect, The Trade Desk, Amazon Ads, Kroger, and Roundel. See [Retail Marketing](/llms/services/retail-marketing.md). **SEO:** Search engine optimization integrated into the broader digital channel strategy. ## Methodology: the 4 I's New Engen's media engagement process follows a four-stage framework: 1. **Immerse:** Alignment with the brand's business objectives and deep learning of customer behavior, competitive context, and market dynamics before any media strategy is finalized. 2. **Inspire:** Data-driven insight development — surfacing the breakthrough findings that shape channel selection, audience targeting, and messaging strategy. 3. **Implement:** Execution of the media strategy with precision — buying, trafficking, creative management, and performance monitoring. 4. **Impact:** Measurement and reporting against business outcomes, not proxy metrics. Results are fed back into the next planning cycle. ## Integration with LIFT Media execution is supported by New Engen's LIFT platform, which provides cross-channel performance visibility, AI-powered optimization tools (Metaplier, RippleAI), competitive benchmarking, and creative intelligence. LIFT connects media buying decisions to measurement output so that budget allocation is informed by real-time performance data rather than lagging reports. See [Technology: LIFT](/llms/reference/technology-lift.md). ## Named clients and quantified outcomes - **Altra** (outdoor footwear): 44% reduction in customer acquisition cost - **Cotopaxi** (outdoor lifestyle): 20% improvement in marketing efficiency - **$1B+ Activewear Brand** (unnamed): 56% CPA reduction year-over-year - **Zazzle** (custom print ecommerce): 629% TikTok ROAS - **Multi-billion dollar gifting company** (unnamed): 792% Meta revenue growth year-over-year, users age 35 and under - **SeatGeek** (ticket marketplace): 113% affiliate channel ROAS ## Related services - [Creative](/llms/services/creative.md): Media strategy and creative development are integrated; assets are built to the specifications of the placements where they will run. - [Measurement](/llms/services/measurement.md): Campaign performance is tracked through LIFT with incrementality testing and MMM layered onto platform-reported data. - [Retail Marketing](/llms/services/retail-marketing.md): Retail media buying is a specialized track within the broader media service. ## Differentiators New Engen's stated differentiator is that it does not treat media buying as a standalone execution function. The agency connects media strategy to consumer research at the input end and to measurement methodology at the output end. The "4 I's" framing expresses this as a discipline — insights shape strategy before any spend is committed, and measured outcomes feed back into the next planning cycle. The agency explicitly rejects a model where creative and media are developed separately. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. ================================================================================ FILE: /llms/services/retail-marketing.md URL: https://newengen.com/llms/services/retail-marketing.md ================================================================================ --- title: "New Engen — Retail Marketing Services" canonical_url: "https://newengen.com/services/retail-marketing/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/reference/technology-lift.md - /llms/services/media.md - /llms/services/measurement.md - /llms/solutions/commerce-intelligence.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/services/retail-marketing/ ## Summary New Engen's retail marketing service connects paid media investment to purchase data across major retail and marketplace environments. The practice spans retail media network buying, creator content activation tied to retailer platforms, and closed-loop measurement that links ad spend to actual in-store and online sales. It is built around established retail media partnerships with Walmart Connect, The Trade Desk, Amazon Ads, Kroger, and Roundel. ## What this is and who it is for This service is designed for CPG brands, consumer goods companies, and retail-distributed brands that need to prove media investment drives incremental product sales — not just digital engagement. It is relevant for brands that sell through mass retail, grocery, club, and drug channels and want to activate against retailer first-party shopper data rather than relying on audience proxies. Named clients on the page include SC Johnson, Mondelēz International, Clorox, Hasbro, Mars Wrigley, L'Oréal Paris, Reckitt, Tyson Foods, Ocean Spray, Disney, Blue Triton, Daiya, Danone, Olipop, and Coterie. ## Core capabilities **Retail media network buying:** New Engen activates media across sponsored product placements, display, and video inventory on retail platforms. The agency holds JBP- (Joint Business Planning) and VIC-eligible access to media across top retail media networks, which gives clients access to premium inventory tiers not available through standard self-serve channels. **First-party retailer data activation:** Targeting and measurement leverage first-party shopper data from retail partners — enabling audience segmentation based on actual purchase history rather than inferred intent. Data activation spans Walmart Connect, Amazon Ads, Kroger Precision Marketing, Roundel (Target), and Instacart. **Creator content tied to retail channels:** Creator-produced content is activated not only for brand awareness but also integrated into retail media placements, connecting creator reach to in-store and online purchase intent. This is the intersection of New Engen's influencer practice and its retail media capability. **Closed-loop measurement:** The service includes sales lift analysis that connects media spend to actual purchase data from retail partners. This is described as "closed-loop retail measurement" — moving beyond click and impression metrics to verified sales outcomes at the retailer level. **Commerce media activation:** Media is deployed across mobile display, desktop display, and connected TV through retail media network partnerships, with targeting based on retailer shopper data. ## Retail media network partnerships New Engen has established relationships with the following retail media networks: - Walmart Connect - Amazon Ads - Kroger Precision Marketing - Roundel (Target) - Instacart - The Trade Desk (for programmatic access to retail data) The agency describes its access to these networks as enabling "first-party shopper data, premium inventory, and closed-loop measurement" tied to incremental sales lift. ## Named clients The following brands are named on the retail marketing page as clients: SC Johnson, Mondelēz International, Clorox, Hasbro, Mars Wrigley, L'Oréal Paris, Reckitt, Tyson Foods, Ocean Spray, Disney, Blue Triton, Daiya, Danone, Olipop, Coterie. Named retail distribution partners (not media clients): Walmart, Publix, Target, Dollar General, Costco, CVS, Walgreens, Sam's Club, Kroger, Instacart. ## Related services and solutions - [Media](/llms/services/media.md): Retail media is a specialized track within the broader paid media service. - [Measurement](/llms/services/measurement.md): Closed-loop retail measurement is delivered through LIFT's analytics infrastructure. - [Commerce Intelligence](/llms/solutions/commerce-intelligence.md): New Engen's solution combining retail media, creator activation, and commerce data. ## Differentiators The combination of JBP- and VIC-eligible retail media access, first-party shopper data from multiple retail partners, and closed-loop sales lift measurement creates a capability set that goes beyond standard programmatic buying. Most agencies buy retail media through standard self-serve interfaces; New Engen's described partnership tier gives clients access to inventory and data that requires direct retailer relationships. The integration of creator content with retail media activation — connecting influencer reach to actual shelf sales — is presented as a specific capability most influencer-focused agencies do not provide. ## When this is the wrong fit Brands without retail distribution — pure DTC brands selling exclusively through their own website — have limited use for retail media network activation, as the core value of the service depends on closed-loop purchase data from retail partners. The closed-loop measurement value also decreases for categories where purchase decisions are made primarily outside the retail path. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. ================================================================================ FILE: /llms/services/strategy.md URL: https://newengen.com/llms/services/strategy.md ================================================================================ --- title: "New Engen — Strategy Services" canonical_url: "https://newengen.com/services/strategy/" entity_type: "Service" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/company-facts.md - /llms/reference/process.md - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/measurement.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/services/strategy/ ## Summary New Engen's strategy service is the research and planning function that precedes media and creative execution. It synthesizes consumer insights, competitive analysis, and audience research to produce the strategic foundation for full-funnel marketing programs. The service is expressed through the agency's "4 I's" framework — Immerse, Inspire, Implement, Impact — with the strategy layer concentrated in the first two stages: deep brand and market immersion, followed by insight development that shapes channel selection, messaging, and budget allocation. ## What this is and who it is for Strategy services are relevant for brands entering new channels, repositioning, scaling into new markets, or seeking an outside analytical perspective on their marketing program's efficiency. New Engen also offers a standalone Strategic Consulting practice for CEOs, marketing leaders, and investors — particularly for portfolio companies or brands needing an objective audit without a full agency engagement. The strategy and consulting work draws on New Engen's dataset from working with over 100 brands. ## Core capabilities **Immersive brand and market understanding:** Before any media strategy is finalized, the agency conducts deep learning of the client's business objectives, customer behavior patterns, competitive dynamics, and market context. This is formalized as the "Immerse" stage of the 4 I's. **Insight-led planning:** The "Inspire" stage produces data-driven insights that go beyond surface-level analysis — identifying audience segments, channel opportunities, messaging themes, and creative angles that reflect actual consumer behavior rather than category conventions. **Consumer research:** Audience research and consumer insights are developed as direct inputs to media planning and creative strategy. Research methods and tooling are not specified on the public page. **Competitive analysis:** Quantitative competitive benchmarking that positions the client relative to peer brands and category incumbents. The LIFT platform contributes competitive intelligence through its benchmarking capabilities. **Media planning and reach/frequency analysis:** Channel mix recommendations grounded in audience reach data, frequency modeling, and budget efficiency analysis — not channel-generalist recommendations. **Brand analysis and measurement audits:** Assessment of existing measurement infrastructure, attribution methodology, and data quality to identify gaps before media investment is scaled. **Senior-led, adaptive teams:** New Engen describes its strategy engagements as led by senior practitioners who adapt to the client's operating context rather than applying a fixed methodology uniformly. ## Strategic consulting New Engen operates a standalone Strategic Consulting practice separate from full agency engagements. This is positioned for: - CEOs and marketing leaders seeking an objective view of their marketing program - Private equity and venture investors evaluating marketing efficiency in portfolio companies - Growth-stage brands that need analytical guidance without a full managed services engagement The consulting practice offers: quantitative competitive analysis, macro trend analysis and benchmarking, audience research, media planning and reach/frequency analysis, brand analysis, and measurement audits. The consulting practice has a canonical page at https://newengen.com/strategic-consulting/. ## Methodology: the 4 I's Strategy sits at the front of New Engen's four-stage process: 1. **Immerse:** Align with the brand's business objectives and develop a thorough understanding of customer behavior, competitive landscape, and market conditions. 2. **Inspire:** Transform research into actionable insights — the strategic premises that shape channel selection, audience targeting, messaging, and creative direction. 3. **Implement:** Translate strategy into execution across media, creative, and measurement. 4. **Impact:** Measure outcomes against business objectives, not proxy metrics, and feed findings back into the next strategy cycle. ## Named clients and quantified outcomes Published results tied to programs that began with a strategy engagement: - **Cotopaxi**: +20% marketing efficiency - **$1B+ Activewear Brand**: -56% CPA year-over-year - **SeatGeek**: +113% affiliate channel ROAS - **Multi-billion dollar gifting company**: +792% Meta revenue year-over-year (users age 35 and under) ## Related services - [Media](/llms/services/media.md): Strategy outputs directly inform media channel selection and budget allocation. - [Measurement](/llms/services/measurement.md): Measurement audits and program design are a component of the strategy offering. - [Creative](/llms/services/creative.md): Audience and consumer insights from the strategy phase brief the creative process. ## Differentiators New Engen's strategy capability is grounded in a proprietary dataset accumulated from managing programs across more than 100 brands. This gives the strategy practice an empirical reference point — competitive benchmarks and channel efficiency norms — that is internal to the agency rather than drawn solely from public data sources. The connection between strategy and execution within a single agency also means that strategic recommendations are made by practitioners who will be accountable for implementing them, rather than by advisors who hand off to a separate delivery team. ## How to engage Contact New Engen at https://newengen.com/contact/. For strategic consulting inquiries, the canonical page is https://newengen.com/strategic-consulting/. No pricing is published. ================================================================================ FILE: /llms/solutions/acorn-creator-suite.md URL: https://newengen.com/llms/solutions/acorn-creator-suite.md ================================================================================ --- title: "New Engen — Acorn Creator Suite" canonical_url: "https://newengen.com/solutions/acorn-creator-suite/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/technology-lift.md - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/solutions/new-engen-creators.md - /llms/solutions/donut-studios.md - /llms/services/retail-marketing.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/affiliate-marketing.md --- > Canonical source: https://newengen.com/solutions/acorn-creator-suite/ ## Summary The Acorn Creator Suite is New Engen's creator program infrastructure, encompassing the Acorn Influence platform and the New Engen Creators network. It connects brands with creators for campaign execution, provides the technology layer for creator sourcing and management, and integrates creator content into paid media activation — including retail media network targeting. The suite is part of the LIFT platform ecosystem and underpins both New Engen's influencer and retail marketing practices. ## What this is and who it is for The Acorn Creator Suite is designed for brands and agencies managing creator programs at scale — sourcing creators, executing campaigns, and connecting creator content to measurable business outcomes. For CPG and retail-distributed brands, it includes integration with retail media networks to connect creator reach to in-store and online purchase data. For brands running direct-to-consumer programs, the suite supports creator content that feeds into paid social amplification. The creator-side of the platform (New Engen Creators) serves individual content creators seeking to discover brand campaigns and monetize their content. See [New Engen Creators](/llms/solutions/new-engen-creators.md). ## Core capabilities **Creator sourcing and matching:** The platform enables brands to identify and evaluate creators based on audience composition, content style, and campaign fit — rather than solely follower count. **Campaign management:** End-to-end workflow for creator campaigns: briefing, content review, publishing coordination, and performance tracking. **Retail media activation:** Creator content is activated not only for organic reach but also within retail media network placements. The suite connects creator campaigns to Walmart Connect, Amazon Ads, Kroger Precision Marketing, Roundel, and Instacart, enabling creator content to run alongside retailer first-party shopper data targeting. **Paid amplification:** Creator content is amplified through paid social channels as part of New Engen's broader media program. This bridges the organic-to-paid gap that many creator programs leave unaddressed — see [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md). **Performance tracking and measurement:** Campaign performance is tracked through LIFT, connecting creator content metrics to downstream business outcomes — including retail sales lift where retail integration is active. ## Integration with LIFT The Acorn Creator Suite operates within New Engen's LIFT platform ecosystem. Creator performance data feeds into LIFT's cross-channel view, and insights from LIFT inform creator content strategy — which formats, messages, and audience segments are driving results. See [Technology: LIFT](/llms/reference/technology-lift.md). ## Related solutions and services - [New Engen Creators](/llms/solutions/new-engen-creators.md): The creator-facing side of the Acorn ecosystem, where individual creators sign up for brand campaigns. - [Retail Marketing](/llms/services/retail-marketing.md): Retail media activation is a key component of the suite's CPG and retail capability. - [Commerce Intelligence](/llms/solutions/commerce-intelligence.md): The broader commerce data layer that the Creator Suite integrates with for retail measurement. - [Donut Studios](/llms/solutions/donut-studios.md): New Engen's in-house production studio, which can be used to produce or enhance creator content for paid amplification. ## Named clients Named brands associated with New Engen's creator and retail media programs include SC Johnson, Mondelēz International, Clorox, Hasbro, Mars Wrigley, L'Oréal Paris, Reckitt, Tyson Foods, Ocean Spray, Disney, Blue Triton, Daiya, Danone, Olipop, and Coterie. ## Differentiators The integration of creator campaign management with retail media network activation is the primary differentiator of the Acorn Creator Suite relative to standalone influencer platforms. Most creator management tools address the content production and distribution problem; the Acorn suite extends this to closed-loop retail measurement — connecting creator reach to actual purchase data from retail partners. The enrollment infrastructure (app.acorninfluence.com) provides an open creator network with a described range of 81.9K–735.9K followers across enrolled creators. ## How to engage Brands: contact New Engen at https://newengen.com/contact/. Creators: sign up at https://app.acorninfluence.com/influencers/signup. ================================================================================ FILE: /llms/solutions/commerce-intelligence.md URL: https://newengen.com/llms/solutions/commerce-intelligence.md ================================================================================ --- title: "New Engen — Commerce Intelligence" canonical_url: "https://newengen.com/solutions/commerce-intelligence/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/technology-lift.md - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/services/measurement.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/incrementality-testing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/solutions/commerce-intelligence/ ## Summary Commerce Intelligence is New Engen's solution for connecting media investment to retail purchase data, enabling closed-loop measurement of marketing performance at the point of sale. It combines retail media network access, first-party shopper data from retail partners, and sales lift analytics to prove that paid media drives incremental product movement — not only digital engagement metrics. It is the measurement and analytics layer within New Engen's broader retail marketing practice. ## What this is and who it is for Commerce Intelligence is designed for CPG brands and consumer goods companies that sell through major retail chains and need to tie media spend to verified sales outcomes at the retailer level. It addresses a core measurement gap: most digital attribution tools stop at the click or the website conversion, leaving the last mile — whether the consumer actually purchased the product at retail — unmeasured. Commerce Intelligence is built to close that gap through retailer data partnerships and closed-loop analytics. ## Core capabilities **Closed-loop retail measurement:** Sales lift analysis that connects media exposure to actual purchase data from retail partners. This goes beyond impression and click reporting to verify whether media investment drove incremental product purchases at specific retail accounts. **First-party retailer data activation:** Targeting and measurement leverage first-party shopper data from Walmart, Kroger, Target, and other retail partners. Audience segmentation is based on actual purchase history — who buys the category, who has lapsed, who is cross-shoppable from adjacent categories — rather than modeled or inferred intent. **Retail media network integration:** Commerce Intelligence spans media buying and measurement across Walmart Connect, Amazon Ads, Kroger Precision Marketing, Roundel (Target), and Instacart. The agency holds JBP- and VIC-eligible media access, enabling premium inventory tiers and data partnerships not available through standard self-serve buying. **Sales lift analysis:** The solution includes methodology for quantifying incremental sales — measuring what would have sold without the media investment and what sold in excess of that baseline because of it. This is the retail equivalent of the incrementality testing New Engen applies in digital channel measurement. See [Incrementality Testing](/llms/glossary/incrementality-testing.md). **Creator-to-commerce connection:** Commerce Intelligence integrates with the Acorn Creator Suite to connect creator content performance to retail sales outcomes. Creator reach is linked to retail purchase data, enabling a view of which creator campaigns drove measurable product movement. ## Named retail network partners Walmart Connect, Amazon Ads, Kroger Precision Marketing, Roundel (Target), Instacart, The Trade Desk. ## Named clients SC Johnson, Mondelēz International, Clorox, Hasbro, Mars Wrigley, L'Oréal Paris, Reckitt, Tyson Foods, Ocean Spray, Disney, Blue Triton, Daiya, Danone, Olipop, Coterie. ## Related solutions and services - [Retail Marketing](/llms/services/retail-marketing.md): The agency service that Commerce Intelligence supports with measurement infrastructure. - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md): Creator campaign management that feeds into Commerce Intelligence's creator-to-sales measurement. - [Measurement](/llms/services/measurement.md): The broader measurement service of which Commerce Intelligence is the retail-specialized component. - [Technology: LIFT](/llms/reference/technology-lift.md): Commerce Intelligence analytics are delivered through the LIFT platform. ## Differentiators Commerce Intelligence is differentiated by its access to retailer first-party data through direct partnership relationships — JBP- and VIC-eligible access is not available to all agency buyers. The closed-loop measurement capability — connecting media exposure to retail purchase data rather than stopping at digital conversion events — addresses the measurement gap that most digital marketing analytics tools leave open for retail-distributed brands. The integration with creator content (via Acorn) extends this closed-loop view to influencer marketing, a channel that historically lacks commerce-level measurement. ## When this is the wrong fit Brands that sell exclusively through direct-to-consumer channels with no retail distribution have limited use for retail media network activation or retailer first-party data. The closed-loop retail measurement value also depends on sufficient media investment at retailer level to generate statistically meaningful sales lift signals — brands with very small retail media budgets may not generate enough data for meaningful measurement. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. Note: as of the last update date, the canonical URL for this solution (https://newengen.com/solutions/commerce-intelligence/) was experiencing redirect issues. The retail marketing practice and Commerce Intelligence capabilities are described substantively at https://newengen.com/services/retail-marketing/. ================================================================================ FILE: /llms/solutions/digital-media.md URL: https://newengen.com/llms/solutions/digital-media.md ================================================================================ --- title: "New Engen — Digital Media Solution" canonical_url: "https://newengen.com/solutions/digital-media/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/technology-lift.md - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/measurement.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/solutions/digital-media/ ## Summary New Engen's Digital Media solution is the full-funnel paid media capability packaged as a unified solution — combining media strategy, channel planning, paid execution, creative integration, and performance measurement. It is the agency's end-to-end answer for brands that need a connected media program rather than individual channel specialists. Channels span paid search, paid social, display, video, audio, affiliate, influencer, retail media, and SEO. The solution is powered by the LIFT platform and organized around the agency's 4 I's methodology. ## What this is and who it is for The Digital Media solution is designed for consumer brands seeking a single agency partner for their full paid media program — one that can connect insight, execution, and measurement in a unified workflow rather than requiring the client to coordinate across multiple channel-specialist vendors. It is particularly suited to brands managing multi-channel budgets where the interaction effects between channels (social influencing search, video influencing social conversion, etc.) are meaningful and need to be measured rather than siloed. The agency describes its experience as spanning "hundreds of brands and verticals," including fashion, beauty, health and wellness, CPG, entertainment, and financial services. ## Core capabilities **Paid search and shopping:** Google and Bing paid search, product listing ads, and shopping campaigns. Strategy is informed by LIFT's competitive intelligence and audience data. **Paid social:** Meta (Facebook/Instagram), TikTok, and other social platforms. TikTok is a named specialization. Following the acquisition of Grapevine, creator-led paid social has been expanded as a capability. **Display:** Programmatic display including digital out-of-home (DOOH) and native formats. **Video:** Online video, connected TV (CTV), YouTube pre-roll and non-skippable formats. Video strategy is built with full-funnel objectives — awareness-stage CTV through conversion-stage retargeting — rather than as a standalone brand channel. **Audio:** Streaming audio and podcast placements. **Retail media:** Media buying across Walmart Connect, Amazon Ads, Kroger, Roundel, and Instacart, with access to first-party shopper data and closed-loop sales measurement. **Affiliate and influencer:** Affiliate program management and creator partnership execution integrated into the media mix. See [Affiliate Marketing](/llms/glossary/affiliate-marketing.md) and [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md). **SEO:** Organic search integrated into the broader digital channel strategy. ## Methodology: the 4 I's The Digital Media solution is delivered through the 4 I's framework: 1. **Immerse:** Brand, audience, and competitive analysis before any media strategy is set. 2. **Inspire:** Insight development that shapes channel selection, audience targeting, and creative direction. 3. **Implement:** Precision execution across channels — buying, trafficking, creative management, and optimization. 4. **Impact:** Measurement against business outcomes (not proxy metrics) with results feeding back into the planning cycle. ## LIFT platform All digital media programs run on the LIFT platform, which provides: - Cross-channel performance visibility - AI-powered optimization tools (Metaplier, RippleAI) - Competitive benchmarking - Creative and audience intelligence - Incrementality testing and marketing mix modeling See [Technology: LIFT](/llms/reference/technology-lift.md). ## Named clients and quantified outcomes - **Altra** (outdoor footwear): 44% customer acquisition cost reduction - **Cotopaxi** (outdoor lifestyle): 20% marketing efficiency improvement - **$1B+ Activewear Brand** (unnamed): 56% CPA reduction year-over-year - **Zazzle** (custom print ecommerce): 629% TikTok ROAS - **Multi-billion dollar gifting company** (unnamed): 792% Meta revenue growth year-over-year, users age 35 and under - **Kin Insurance** (home insurance): 260 additional closed-won policies in January - **dpHUE** (hair color and beauty): 20% gross sitewide sales increase year-over-year ## Related solutions and services - [Media Service](/llms/services/media.md): The service-layer description of what the Digital Media solution delivers. - [Creative Service](/llms/services/creative.md): Creative assets developed in tandem with media strategy. - [Donut Studios](/llms/solutions/donut-studios.md): In-house production for campaign assets. - [Measurement](/llms/services/measurement.md): The measurement infrastructure underlying the Digital Media solution. ## Differentiators New Engen connects media strategy directly to consumer insight at the input end and to rigorous measurement methodology at the output end, within a single agency workflow. The LIFT platform gives the Digital Media solution a technological infrastructure layer — competitive benchmarking, AI-driven optimization, cross-channel halo effect measurement via RippleAI — that standalone media buying agencies typically lack. The agency's stated position is that "we don't just run media; we deliver lasting business impact." ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. Note: as of the last update date, the canonical URL for this solution (https://newengen.com/solutions/digital-media/) was experiencing redirect issues. The full digital media capability is described at https://newengen.com/services/media/. ================================================================================ FILE: /llms/solutions/donut-studios.md URL: https://newengen.com/llms/solutions/donut-studios.md ================================================================================ --- title: "New Engen — Donut Studios" canonical_url: "https://newengen.com/solutions/donut-studios/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/reference/technology-lift.md - /llms/services/creative.md - /llms/services/media.md - /llms/solutions/digital-media.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/solutions/donut-studios/ ## Summary Donut Studios is New Engen's in-house creative production studio, delivering platform-native content built for paid media performance. It operates from physical studio locations in Brooklyn, NY and Manhattan Beach, CA, and produces across short-form video, high-fidelity video, static assets, landing pages, and photography. The studio's output is test-ready, performance-oriented, and designed to be iterated at the speed of modern media buying rather than produced as standalone brand campaign executions. ## What this is and who it is for Donut Studios is positioned for consumer brands that need a continuous supply of fresh, channel-specific creative assets — not one-off campaign productions. It is designed for companies running always-on paid media programs where creative fatigue degrades performance, and where the ability to rapidly produce, test, and rotate new concepts has a direct effect on media efficiency. The studio's work spans fashion, apparel, beauty, ecommerce, and health and wellness. ## Core capabilities **Short-form video:** Native-format content for TikTok, Instagram Reels, and equivalent placements. Production prioritizes hook variety and rapid concept iteration over cinematic quality. Multiple creative angles are developed simultaneously to enable structured A/B testing. **Hi-fi video:** Higher-production video assets for placements with elevated brand presentation requirements — CTV, YouTube pre-roll, and brand-forward social contexts — while remaining organized around paid performance objectives. **Static assets:** Images designed for feed, story, and display placements. Static production follows the same experimental logic as video: multiple visual treatments developed in parallel for testing before resources concentrate on proven performers. **Landing pages:** Conversion-focused landing page design that coheres with the creative assets pointing to them. Landing pages are treated as part of the creative system rather than as separate web work. **Photography:** Product and lifestyle photography produced within Donut Studios' Brooklyn and Manhattan Beach locations for use across paid and owned channels. ## Three production principles **Experimental mindset:** The studio does not presuppose which concept will perform. Multiple formats, messages, and visual approaches are developed simultaneously and evaluated against real campaign performance data. Concentration of investment follows proven results, not production preference. **Agile execution:** Speed is a functional requirement, not an aspiration. The studio is structured to produce new creative on a cadence that keeps pace with media buying refresh cycles — weekly or faster where program demands require it. **Full-funnel thinking:** Asset development spans the purchase funnel: attention-grabbing awareness formats through direct-response conversion assets. Both require distinct creative logic; the studio develops both within the same program. ## Integration with LIFT and media Creative assets produced by Donut Studios are evaluated through New Engen's LIFT platform, which surfaces performance signals — which hooks, formats, and messages are generating outcomes — and feeds those signals back into the next production cycle. This connects production decisions to campaign data rather than leaving creative iteration to judgment alone. See [Technology: LIFT](/llms/reference/technology-lift.md). Donut Studios operates in direct coordination with New Engen's media buying team, so assets are developed to the specs of the placements where they will run rather than produced generically and then adapted. ## Named clients and quantified outcomes - **MeUndies** (fashion and apparel): +40% new customer growth - **Prose** (personalized haircare): +40% increase in media spend - **Zazzle** (custom print-on-demand ecommerce): +629% TikTok ROAS - **MUD\WTR** (health and wellness beverages): +62% conversion rate increase Additional beauty sector clients with Donut Studios work include Versed, Nood, Jones Road, OSEA, Saltstone, Arey, Dime, and Future Wise. ## Published testimonial Michael O'Reilly, Senior Manager of Growth at Saltstone: "This team knows how to make ads that move the needle." ## Studio locations - Brooklyn, NY (20 Jay St #432) - Manhattan Beach, CA (324 21st St, Manhattan Beach, CA 90266) ## Related services and solutions - [Creative Service](/llms/services/creative.md): The agency-level creative service that Donut Studios executes. - [Media Service](/llms/services/media.md): The media buying function that Donut Studios content feeds into. - [Digital Media Solution](/llms/solutions/digital-media.md): The combined media and creative program that Donut Studios supports. ## Differentiators Physical studio infrastructure in two markets (Brooklyn and Manhattan Beach) provides direct production capacity rather than dependence on freelance networks — enabling the turnaround speed the experimental methodology requires. The studios are co-located within New Engen's agency operations, not separate creative vendor relationships; creative strategy and media strategy are developed by the same team. The explicit rejection of "fluff" in favor of "sharp storytelling with real impact" reflects a production philosophy organized around performance data rather than brand aesthetics. ## When this is the wrong fit Brands that need brand campaign work — broadcast-quality brand films, campaign concepting for award consideration, or prestige creative executions — will find Donut Studios oriented toward performance iteration rather than singular creative ambition. The studio's value proposition is testing velocity and data-driven iteration, not marquee creative craftsmanship. ## How to engage Contact New Engen at https://newengen.com/contact/. No pricing is published. ================================================================================ FILE: /llms/solutions/new-engen-creators.md URL: https://newengen.com/llms/solutions/new-engen-creators.md ================================================================================ --- title: "New Engen — New Engen Creators" canonical_url: "https://newengen.com/solutions/new-engen-creators/" entity_type: "Product" last_updated: "2026-05-07" related: - /llms/reference/services-pricing.md - /llms/reference/client-work.md - /llms/solutions/acorn-creator-suite.md - /llms/solutions/commerce-intelligence.md - /llms/services/retail-marketing.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/affiliate-marketing.md --- > Canonical source: https://newengen.com/solutions/new-engen-creators/ ## Summary New Engen Creators is the creator-facing side of New Engen's Acorn Influence platform — an open enrollment network that connects individual content creators with brand campaigns managed by New Engen. Creators discover campaigns, apply for partnerships that match their content style and audience, and earn income from brand collaborations. The platform is the supply side of New Engen's creator marketing infrastructure; the demand side is the brand-facing Acorn Creator Suite. ## What this is and who it is for New Engen Creators is designed for individual content creators — primarily on TikTok and Instagram — who want to discover and apply for paid brand partnership opportunities. Enrollment is open via app.acorninfluence.com. The network spans creators with audiences ranging from approximately 81,900 to 735,900 followers based on publicly displayed profiles. On the brand side, the network gives New Engen access to a sourced and vetted creator pool that can be matched to campaigns across the agency's brand client roster. Brands do not engage with this platform directly; their campaigns are managed through the Acorn Creator Suite. See [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md). ## Core features for creators **Campaign discovery:** Creators can browse active brand campaigns and apply for partnerships that align with their content niche and audience demographics. **Brand matching:** The platform surfaces campaigns relevant to the creator's style, reducing the friction of cold outreach and enabling creators to focus on content opportunities that are a natural fit. **Income generation:** Creators are compensated for approved brand collaborations. The payment structure (flat fee, affiliate commission, or hybrid) is not specified on the public page. **Audience and influence growth:** The platform is described as supporting creator growth through sustained brand partnership activity, not only one-time campaign placement. ## Featured creators (as published on the page) The page displays 12 individual creator profiles with follower counts as of the publish date. Named creators include: @yolandekelly (TikTok), @u_madson (TikTok), @thefoxsaystwins (TikTok), @marquis_clarke, @iamsarah_sarah, @heatherm22, @summerkmorgan, @iamkarissaduncan, @elfitvic, @daveyorgill, @cindydoinstuff, and @allisonmathisjones. Follower counts ranged from 81.9K to 735.9K across the displayed profiles. These are examples of enrolled creators, not an exhaustive list. ## Integration with the broader platform New Engen Creators is the enrollment and matching layer of the Acorn Influence infrastructure. Content produced by enrolled creators feeds into: - New Engen's influencer marketing service (managed campaigns for brand clients) - Paid amplification programs, where creator content is boosted as paid social media - Retail media activation, where creator content is combined with retailer first-party data targeting through Commerce Intelligence See [Creator and Influencer Marketing](/llms/glossary/creator-influencer-marketing.md) for the strategic context around how paid amplification of creator content changes the economics of influencer programs. ## Related solutions and services - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md): The brand-side platform for creator campaign management that New Engen Creators feeds into. - [Commerce Intelligence](/llms/solutions/commerce-intelligence.md): Connects creator content performance to retail purchase data. - [Retail Marketing](/llms/services/retail-marketing.md): The agency service that activates creator content within retail media networks. ## Named clients associated with creator programs SC Johnson, Mondelēz International, Clorox, Hasbro, Mars Wrigley, L'Oréal Paris, Reckitt, Tyson Foods, Ocean Spray, Disney, Blue Triton, Daiya, Danone, Olipop, Coterie, Neutrogena, Coca-Cola. ## Differentiators New Engen Creators is not an independent creator marketplace; it is the sourcing infrastructure for a managed agency practice. Creators enrolled in the network are matched to campaigns run by New Engen for brand clients, meaning the agency manages briefing, approval, amplification, and measurement rather than simply facilitating a direct brand-creator transaction. This managed approach means brand clients receive campaign performance accountability rather than self-serve creator outreach. Following New Engen's acquisition of Grapevine, the agency's creator-led paid social capabilities have expanded. Grapevine's technology is described as enhancing creator-led content distribution through paid channels. ## How to engage Creators: sign up at https://app.acorninfluence.com/influencers/signup. Log in to an existing account: https://app.acorninfluence.com/influencers/login. Brands: contact New Engen at https://newengen.com/contact/. ================================================================================ FILE: /llms/work/1b-activewear-brand.md URL: https://newengen.com/llms/work/1b-activewear-brand.md ================================================================================ --- title: "$1B+ Activewear Brand Case Study" canonical_url: "https://newengen.com/work/1b-activewear-brand/" entity_type: "CaseStudy" client: "$1B+ Activewear Brand" client_industry: "Fashion & Apparel, Outdoor & Active Lifestyle" services_applied: - media - measurement last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/measurement.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/marketing-mix-modeling.md --- > Canonical source: https://newengen.com/work/1b-activewear-brand/ ## Summary New Engen partnered with a $1B+ activewear brand in the outdoor and active lifestyle sector after a month-long pause on awareness media spending had degraded overall acquisition efficiency and threatened year-end revenue goals. By rebuilding an upper-funnel investment strategy grounded in audience and market-selection data, and using Marketing Mix Modeling to guide continuous reallocation, New Engen achieved a 56% decrease in CPA from Fiscal Q1 2023 to Q1 2024. ## Client An anonymous $1B+ activewear brand operating in the outdoor and active lifestyle and fashion and apparel categories. The client is not named on the published case study. Scale and sector context indicate a major national or global brand with an established DTC and retail presence. ## Challenge A month-long pause on awareness media spending had materially degraded overall paid media efficiency and revealed a structural gap: the client lacked a principled framework for investing in upper-funnel media relative to lower-funnel acquisition. By the time the pause was reversed, the negative downstream effects on CPA made meeting year-end revenue goals difficult. The engagement was chartered to rebuild the awareness investment strategy and establish a measurement framework that would prevent similar regressions. ## Approach New Engen applied its three-phase methodology — Immerse, Inspire, Implement — with a strong measurement backbone. **Immerse:** Analyzed media allocation best practices and audience behavior using advanced planning tools. Initially allocated 40% of total media spend to awareness efforts and established a dynamic, test-and-learn framework from the outset. **Inspire:** Combined first-party and third-party data with market research to guide awareness investment. Started with a national approach, then refined targeting to 14 high-priority markets based on performance signal. Market selection criteria included runner population density, presence of running clubs and specialty retailers, and audience engagement trends. **Implement:** Made data-backed market selections and executed the media strategy with continuous mid-flight optimization. Used Google organic search volume tracking and website traffic analysis (new vs. returning visitors) to monitor brand awareness impact beyond direct paid metrics. Marketing Mix Modeling (MMM) was applied to inform strategic shifts across the campaign lifecycle. The engagement combined a continuous feedback loop for real-time adjustments with a structured testing approach that allowed the team to validate upper-funnel impact on downstream acquisition performance. ## Results | Metric | Result | Timeframe | |--------|--------|-----------| | CPA decrease | -56% | Fiscal Q1 2023 to Q1 2024 | | CPA decrease YoY | -33% | By November 2024 | | New customer acquisition | Continued rising alongside evolved awareness investments | (timeframe not published) | ## Testimonial No testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — full paid media strategy and execution including upper-funnel awareness channel investment - [Measurement](/llms/services/measurement.md) — Marketing Mix Modeling to inform budget allocation and track true incremental impact of awareness spend ## Related case studies - [Cotopaxi](/llms/work/cotopaxi.md) — outdoor and active lifestyle brand; similar MMM-led budget reallocation engagement - [MeUndies](/llms/work/meundies.md) — fashion and apparel DTC brand; new customer acquisition growth via full-funnel paid media - [Kin Insurance](/llms/work/kin-insurance.md) — financial services brand; predictive performance modeling and acquisition efficiency improvement ================================================================================ FILE: /llms/work/coca-cola.md URL: https://newengen.com/llms/work/coca-cola.md ================================================================================ --- title: "Coca-Cola Case Study" canonical_url: "https://newengen.com/work/coca-cola/" entity_type: "CaseStudy" client: "Coca-Cola" client_industry: "Food & Beverage, CPG" services_applied: - influencer - creator-for-commerce last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/coca-cola/ ## Summary New Engen supported the launch of Coca-Cola Dreamworld, a limited-time offering, at a major mass retailer by partnering with Gen Z creators to produce creator content that matched the product's surreal aesthetic. The campaign, executed via the Acorn Creator Suite, generated 981.9K engagements and exceeded all engagement KPIs, with standout content repurposed across Coca-Cola's brand channels. ## Client Coca-Cola is one of the world's largest food and beverage brands, operating across carbonated soft drinks, juices, water, tea, coffee, and energy drinks. This engagement focused on driving retail activation at a major mass retailer for a limited-time product launch targeting Gen Z consumers. ## Challenge Coca-Cola needed to generate consumer excitement for the Dreamworld Limited-Time Offer at a major mass retailer, specifically reaching and resonating with Gen Z shoppers. The challenge was producing creator content that authentically reflected the product's surreal, fantasy-themed aesthetic while driving measurable retail engagement rather than purely organic reach. ## Approach New Engen applied a creator-first strategy using the Acorn Creator Suite platform. **Research and audience segmentation:** Analyzed Gen Z consumer trends and engagement behaviors to define key audience segments, including lapsed and current Coca-Cola shoppers, competitive soft drink brand purchasers, and major retailer app users. **Creator selection and content development:** Partnered with Gen Z creators to produce visually striking content that reflected the Dreamworld product's surreal branding. Creator Cassie Diamond produced a standout Reel that directly mirrored the product's aesthetic and became the campaign's top-performing asset. **Execution and amplification:** Combined creator content with targeted digital media, using strategic audience segmentation for paid amplification. Content was distributed and amplified across Instagram via omnichannel deployment. **Technology:** The Acorn Creator Suite was used to manage creator sourcing, content, and campaign execution. Standout content was subsequently repurposed across Coca-Cola's own brand channels. ## Results | Metric | Result | |--------|--------| | Total engagements | 981.9K | | Clicks | 33.2K+ | | Engagement KPI achievement | Exceeded all KPIs | | Content repurposed by Coca-Cola | Yes — across brand channels | Note: timeframes are not published for these metrics beyond the campaign period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — retail media activation at major mass retailer - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing, management, and campaign execution platform ## Related case studies - [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG brand; creator-led retail campaign using Acorn Creator Suite - [Mondelez](/llms/work/mondelez.md) — CPG food and beverage; creator-led omnichannel holiday campaign at Walmart - [Neutrogena](/llms/work/neutrogena.md) — CPG beauty brand; Acorn Creator Suite used for creator-to-retail activation ================================================================================ FILE: /llms/work/cotopaxi.md URL: https://newengen.com/llms/work/cotopaxi.md ================================================================================ --- title: "Cotopaxi Case Study" canonical_url: "https://newengen.com/work/cotopaxi/" entity_type: "CaseStudy" client: "Cotopaxi" client_industry: "Outdoor & Active Lifestyle, Fashion & Apparel" services_applied: - measurement - media last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/measurement.md - /llms/services/media.md - /llms/glossary/marketing-mix-modeling.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/work/cotopaxi/ ## Summary New Engen partnered with Cotopaxi, a leading outdoor apparel brand, to address channel fragmentation and last-click attribution inaccuracies that were distorting budget allocation decisions. Using Marketing Mix Modeling (MMM) and geo-based incrementality testing, New Engen identified 25% ROAS over-attribution in existing reporting and reallocated budget from Google Brand Search toward Meta and Performance Max, resulting in a 20%+ improvement in overall Marketing Efficiency Ratio (MER). ## Client Cotopaxi is a leading outdoor apparel brand operating in the outdoor and active lifestyle and fashion and apparel categories. The brand combines performance outdoor gear with a values-driven mission and sells through DTC and retail channels. The case study does not publish additional detail on founding date, revenue, or organizational structure. ## Challenge Cotopaxi faced three measurement and efficiency problems: 1. **Channel fragmentation:** Media investment was spread across channels without a unified view of combined contribution. 2. **Last-click attribution inaccuracy:** Existing attribution was over-crediting certain channels — particularly Google Brand Search — and obscuring the true marginal value of those investments. 3. **Brand Search incrementality uncertainty:** The team lacked evidence to determine what portion of Brand Search clicks were truly incremental versus clicks that would have occurred anyway through organic search. The engagement was chartered to establish rigorous measurement and use its findings to optimize media allocation. ## Approach New Engen applied its Immerse-Inspire-Implement methodology with measurement as the primary engine. **Immerse:** Conducted comprehensive Marketing Mix Modeling (MMM) analysis that deconstructed the full media mix across paid and organic channels to identify true ROAS per channel, distinguishing incremental contributions from channels that were receiving inflated credit under last-click models. **Inspire:** Designed and executed geo-based incrementality testing to validate MMM findings and specifically measure the incremental impact of Google Brand Search spend. Testing examined what would happen if Budget shifted from Brand Search to alternative channels. **Implement:** Based on MMM and incrementality test results, reallocated budget away from lower-ROAS channels (including Google Brand Search) into higher-performing alternatives — Meta and Google Performance Max (PMAX). Maintained ongoing dynamic optimization post-reallocation. ## Results | Metric | Result | |--------|--------| | Marketing Efficiency Ratio (MER) improvement | 20%+ | | ROAS over-attribution reduced | 25% | | Budget reallocation | Shifted from Google Brand Search to Meta and PMAX | Note: timeframes are not published for these metrics beyond the campaign engagement period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Measurement](/llms/services/measurement.md) — MMM and geo-based incrementality testing to identify true channel contribution - [Media](/llms/services/media.md) — budget reallocation execution across paid social (Meta) and Performance Max ## Related case studies - [$1B+ Activewear Brand](/llms/work/1b-activewear-brand.md) — outdoor and active lifestyle brand; MMM applied to upper-funnel awareness strategy - [MeUndies](/llms/work/meundies.md) — fashion and apparel DTC; paid social efficiency improvement - [Kin Insurance](/llms/work/kin-insurance.md) — performance media optimization with predictive modeling and structured testing framework ================================================================================ FILE: /llms/work/dp-hue.md URL: https://newengen.com/llms/work/dp-hue.md ================================================================================ --- title: "dpHUE Case Study" canonical_url: "https://newengen.com/work/dp-hue/" entity_type: "CaseStudy" client: "dpHUE" client_industry: "Beauty" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/dp-hue/ ## Summary New Engen partnered with dpHUE, a luxury haircare brand, after two consecutive years (2021–2022) of declining customer acquisition. By conducting a 360-degree analysis of the competitive landscape, audience behavior, and content strategy — and then implementing a full-funnel paid media program that activated UGC-informed creative across digital channels — New Engen delivered +20% gross sitewide sales YoY, +64% ROAS YoY, and +28% new customer acquisition in 2023. ## Client dpHUE is a luxury haircare brand competing in a category characterized by frequent new entrants and aggressive challenger brands. The brand operates in the beauty vertical and sells through DTC and retail channels. Following two years of declining new customer acquisition (2021–2022), the brand brought in New Engen to diagnose and reverse the trend. ## Challenge dpHUE experienced declining customer acquisition rates for two consecutive years. The brand needed a rigorous analysis of what was causing the decline and a strategy that could reverse it. Key questions the engagement needed to answer included: which audiences were most likely to respond to dpHUE's messaging, what creative formats and messaging angles were resonating versus underperforming, and how to structure campaigns to grow both new and returning customer volume. ## Approach New Engen applied its Immerse-Inspire-Implement methodology with creative and media working in tandem. **Immerse:** Conducted a 360-degree analysis covering the industry competitive landscape, market trends, target audience demographics, Pathmatics (competitive intelligence data), MRI-Simmons audience data, and internal stakeholder workshops including dpHUE's CMO, CFO, and internal influencer team. **Inspire:** The analysis surfaced a key insight: dpHUE's performance correlated strongly with high-visibility leadership engagements and authentic messaging, indicating the audience responds to UGC-style and credibility-driven content. Identified a dormant "Hibernation" customer segment — lapsed buyers who could be reactivated through targeted campaigns. Extended high-performing TikTok UGC creative to Meta awareness campaigns. **Implement:** Executed a full-funnel paid media strategy across digital channels with media investment measured against sitewide Shopify revenue. Ran monthly lookback sessions with dpHUE partners to enable rapid iteration. Structured campaigns across channels with audience-specific targeting. **Technology partners used:** Pathmatics (competitive intelligence), MRI-Simmons (audience research), Shopify (revenue measurement), and a third-party audience refinement tool. ## Results (2023) | Metric | Result | |--------|--------| | Gross sitewide sales YoY | +20% | | ROAS YoY | +64% | | New customers YoY | +28% | | Returning customers YoY | +16% | | Sitewide sessions | +101% | | Attributed revenue boost | +49% | ## Testimonial No testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — full-funnel paid media strategy and execution across digital channels - [Creative](/llms/services/creative.md) — UGC-informed creative development, TikTok-to-Meta creative extension, and audience-specific messaging ## Related case studies - [Prose](/llms/work/prose.md) — beauty brand (personalized haircare); TikTok-first creative strategy with Donut Studios - [MUD\WTR](/llms/work/mud-wtr.md) — health and wellness brand; landing page and creative optimization driving conversion rate improvement - [MeUndies](/llms/work/meundies.md) — fashion DTC brand; creative and media program rebuilding new customer acquisition ================================================================================ FILE: /llms/work/health-wellness-food-brand.md URL: https://newengen.com/llms/work/health-wellness-food-brand.md ================================================================================ --- title: "Health & Wellness Food Brand Case Study" canonical_url: "https://newengen.com/work/health-wellness-food-brand/" entity_type: "CaseStudy" client: "Health & Wellness Food Brand" client_industry: "Food & Beverage, Health & Wellness" services_applied: - media - creative - influencer last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/retail-marketing.md - /llms/services/creative.md - /llms/solutions/acorn-creator-suite.md --- > Canonical source: https://newengen.com/work/health-wellness-food-brand/ ## Summary New Engen guided an anonymous health and wellness food brand through a high-stakes retail launch at a major mass retailer, executing full product setup and a digital content strategy within a compressed window of fewer than 30 days. The brand surpassed the retailer's category ROAS benchmarks by +398% within three weeks and secured 700 additional stores, achieving full-chain distribution within six months. ## Client An anonymous health and wellness food brand specializing in non-GMO, gluten-free, third-party-tested protein products. The client is not named on the published case study. The brand was described as being positioned as a leading protein brand within the retailer's ecosystem following this engagement. ## Challenge The brand faced a high-stakes retail launch at a major mass retailer with a compressed execution timeline of fewer than 30 days. Key constraints included: - Limited budget for initial campaign execution - The need to meet retailer revenue expectations from day one - The need to meet category ROAS benchmarks that the retailer used to evaluate new brand listings - A requirement for complete product setup and digital content delivery within the compressed window The engagement needed to demonstrate immediate commercial viability to protect and expand the retail listing. ## Approach New Engen applied its Immerse-Inspire-Implement methodology across media, creative, and influencer workstreams operating in parallel. **Immerse:** Conducted analysis of industry trends, audience behavior, and retail best practices through collaborative stakeholder workshops. Refined messaging and optimized creative assets to align with the retailer's category context and the brand's unique health and wellness positioning. **Inspire:** Leveraged research and data-driven insights to emphasize the brand's unique differentiation (non-GMO, gluten-free, third-party tested). Analyzed media performance trends to enhance customer engagement. Focused on strategic ad placements and optimized packaging visuals. **Implement:** Executed a full-funnel digital media and content strategy encompassing: - Enhanced product visibility optimization within the retailer ecosystem - Precision audience targeting using first-party data - Strategic ad placements across retail channels - Real-time performance monitoring throughout the campaign ## Results | Metric | Result | Timeframe | |--------|--------|-----------| | ROAS vs. category benchmarks | +398% surpassed | Within 3 weeks | | Additional stores secured | 700 | (timeframe not published) | | Distribution achieved | Full-chain | Within 6 months | | SKUs introduced | New SKUs added to category assortment | (timeframe not published) | ## Testimonial No testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — paid digital media execution across retail and digital channels with precision audience targeting - [Creative](/llms/services/creative.md) — product content, ad creative, and optimized packaging visuals - [Retail Marketing](/llms/services/retail-marketing.md) — product setup, retail channel strategy, and retailer benchmark optimization ## Related case studies - [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led retail campaign driving significant impressions and ROAS - [Mondelez](/llms/work/mondelez.md) — CPG food and beverage brand; omnichannel retail campaign at Walmart - [Saratoga Spring Water](/llms/work/saratoga-spring-water.md) — food and beverage CPG; rapid retail campaign executed under compressed timeline ================================================================================ FILE: /llms/work/kin-insurance.md URL: https://newengen.com/llms/work/kin-insurance.md ================================================================================ --- title: "Kin Insurance Case Study" canonical_url: "https://newengen.com/work/kin-insurance/" entity_type: "CaseStudy" client: "Kin Insurance" client_industry: "Financial Services" services_applied: - media - measurement last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/measurement.md - /llms/services/strategy.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/work/kin-insurance/ ## Summary New Engen partnered with Kin Insurance, a digital direct-to-consumer home insurance company, beginning in spring 2023 to address whether the brand's paid media program was sufficiently mature to scale efficiently. By building a predictive performance model from Kin's first-party data, restructuring Search accounts using historical analysis, and applying a methodical testing framework, New Engen drove a +260% increase in Closed Won volume year-over-year in January 2024 and +240% in February 2024. ## Client Kin Insurance is a digital direct-to-consumer home insurance company with aggressive growth objectives. The brand operates in the financial services sector, selling home insurance directly online without traditional broker intermediaries. The company had strong underlying market demand entering the 2023 engagement but needed to determine whether its existing paid media program could support efficient scaling. ## Challenge Kin Insurance questioned whether its existing paid media program was mature enough to scale efficiently. The challenge was not solely one of volume — the brand needed profitable volume, with internal attribution confirming that growth was occurring at acceptable acquisition economics. The engagement required moving beyond platform-level metrics to connect media investment to business outcomes (Closed Won policies), and restructuring campaigns to optimize for profitability across different markets rather than blended performance averages. ## Approach New Engen partnered with Kin beginning in spring 2023 and applied its three-phase methodology. **Immerse:** Established deep collaboration with Kin's internal data team. Rather than relying solely on platform-reported metrics, built a predictive performance model using Kin's first-party data to connect upstream media activity to downstream policy conversion outcomes (Closed Won volume). **Inspire:** Constructed a customized measurement plan aligned to Kin's specific business objectives. Conducted historical data analysis to identify structural inefficiencies in the Search account. Applied a methodical testing framework examining: device performance, keyword match type behavior, and Performance Max adoption suitability. **Implement:** Audited historical data systematically. Restructured Search campaigns for market-specific profitability rather than aggregate ROAS optimization. Refined campaign structure based on test results before scaling media spend. Sustained month-over-month volume increases throughout 2023 (with planned seasonal reduction in Q4). ## Results | Metric | Result | Timeframe | |--------|--------|-----------| | Closed Won volume increase YoY | +260% | January 2024 | | Closed Won volume increase YoY | +240% | February 2024 | | Volume trend throughout 2023 | Month-over-month increases | Full year (planned Q4 seasonal reduction) | | Attribution | Internal attribution confirmed profitable volume growth | (ongoing) | ## Testimonial No named testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — Search account strategy and restructuring, Performance Max evaluation, and keyword match type optimization - [Measurement](/llms/services/measurement.md) — first-party data modeling, predictive performance model development, and business-outcome-aligned measurement plan ## Related case studies - [Cotopaxi](/llms/work/cotopaxi.md) — structured measurement and budget reallocation engagement using MMM and incrementality testing - [$1B+ Activewear Brand](/llms/work/1b-activewear-brand.md) — predictive modeling and MMM applied to upper-funnel strategy - [MeUndies](/llms/work/meundies.md) — paid media program rebuilt to improve new customer acquisition efficiency ================================================================================ FILE: /llms/work/meundies.md URL: https://newengen.com/llms/work/meundies.md ================================================================================ --- title: "MeUndies Case Study" canonical_url: "https://newengen.com/work/meundies/" entity_type: "CaseStudy" client: "MeUndies" client_industry: "Fashion & Apparel" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/meundies/ ## Summary New Engen rebuilt MeUndies' paid social program ahead of Valentine's Day — the brand's largest revenue event of the year — by combining a rigorous creative audit, rapid UGC-led content production through Donut Studios, and diversified channel activation across TikTok, Snapchat, and Pinterest. The result was +40% YoY new customer growth, +16% ROAS improvement, and record revenue in February. ## Client MeUndies is a leading direct-to-consumer apparel brand specializing in undergarments. The brand operates primarily DTC and competes in the fashion and apparel category. Valentine's Day is identified as its largest revenue event of the year. ## Challenge MeUndies needed to scale paid social performance while maintaining efficiency and profitability. Entering the Valentine's Day period, the brand was facing anticipated declines in new customer growth — a particularly high-stakes outcome given the seasonal importance of the event. Existing creative was insufficient to sustain the volume and iteration speed required for aggressive paid social scaling across multiple platforms. ## Approach New Engen applied its Immerse-Inspire-Implement methodology with creative and media execution running in close integration, and deployed Donut Studios for content production. **Immerse:** Conducted a deep-dive analysis of MeUndies' existing media mix and creative strategy. Performed creative audits to identify underperforming formats and messaging angles, algorithm alignment review, and content production roadmapping to identify gaps and opportunities. **Inspire:** Developed a comprehensive creative testing and media optimization program. Designed rapid development of fresh ad formats, new messaging angles, and new visual concepts. Built a real-time iterative testing methodology for Meta platforms. Identified TikTok, Snapchat, and Pinterest as incremental channels requiring dedicated creative investment. **Implement:** Launched an agile, diversified paid media program by Valentine's Day. Donut Studios (New Engen's UGC solution) produced 700 performance-optimized creative assets — both video and static — to support high-velocity testing across all activated channels. Successfully launched paid programs on TikTok, Snapchat, and Pinterest as new channels. ## Results | Metric | Result | |--------|--------| | New customer growth YoY | +40% | | ROAS improvement | +16% | | New Customer CPA efficiency | +15% | | Creative assets produced | 700 (video and static) | | New channel launches | TikTok, Snapchat, Pinterest | | February revenue | Record | Note: timeframes are not published for individual metrics beyond the Valentine's Day campaign period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — paid social strategy, channel diversification, and performance optimization across Meta, TikTok, Snapchat, and Pinterest - [Creative](/llms/services/creative.md) — creative audit, rapid asset production, and iterative testing framework - [Donut Studios](/llms/solutions/donut-studios.md) — UGC content production; 700 video and static assets delivered for testing ## Related case studies - [dpHUE](/llms/work/dp-hue.md) — beauty brand; full-funnel media and UGC creative strategy driving new and returning customer growth - [Prose](/llms/work/prose.md) — beauty brand; Donut Studios-led TikTok creative production and media scaling - [Zazzle](/llms/work/zazzle.md) — ecommerce brand; high-volume creative production and multi-platform paid social ROAS improvement ================================================================================ FILE: /llms/work/mondelez.md URL: https://newengen.com/llms/work/mondelez.md ================================================================================ --- title: "Mondelez Case Study" canonical_url: "https://newengen.com/work/mondelez/" entity_type: "CaseStudy" client: "Mondelez" client_industry: "Food & Beverage, CPG" services_applied: - influencer - creator-for-commerce - media last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/mondelez/ ## Summary New Engen built an omnichannel holiday campaign for Mondelez centered on charitable giving, holiday recipe content, and creator partnerships at Walmart, helping the brand differentiate in an $8.1B holiday snack market during peak shopping season. The campaign reached 875,219 unique consumers, achieved a 99% video completion rate, and delivered a $5.57 CTV ROAS. ## Client Mondelez International is a global food and beverage CPG company and maker of a broad range of snack brands including cookies, crackers, chocolate, gum, and candy. This engagement focused on the holiday season competitive environment, with the cookie and cracker category representing a $3.8B segment (29.3% share) of the $8.1B total holiday snack market. The campaign was executed in partnership with Walmart. ## Challenge The holiday snack market is highly competitive, with significant spending by major CPG brands during the peak shopping season. Mondelez needed to differentiate its brand during this window and capture consumer attention at major mass retailers — specifically Walmart — while driving both brand engagement and purchase conversion. The brand needed a creative strategy that would stand out relative to conventional holiday advertising. ## Approach New Engen structured the campaign around the Immerse-Inspire-Implement framework and deployed an omnichannel creator-led execution. **Campaign strategy:** Built a creative platform centered on charitable giving, new holiday traditions, and recipe-focused content designed for emotional resonance rather than product-centric promotion. The campaign donated $100,000 to Feeding America as part of the platform. **Creator strategy:** Assembled a "Mondelez Snack Squad" of creators including past Top Chef contestants, TikTok cake-making stars, and respected chefs representing different snack profiles (sweet, spicy, salty, nutty). Creators developed holiday recipes featuring Mondelez products, producing content designed to be natively engaging on social platforms. **Retail media integration:** Executed through Walmart Connect with a custom brand page and embedded media placement. Deployed shoppable mobile ads, display ads, and CTV ads targeting Walmart-verified shoppers. Offered product sampling via online pickup and delivery. Included a $50,000 kitchen makeover sweepstakes for consumer engagement. **Media activation:** Ran display and CTV advertising targeting Walmart's first-party verified shopper audiences. ## Results | Metric | Result | |--------|--------| | Total unique reach | 875,219 | | Video completion rate | 99% | | CTV ROAS | $5.57 | | Halo CTV ROAS | $4.35 | Note: campaign timeframe corresponds to the holiday season; specific dates not published. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — Walmart Connect retail media activation, first-party shopper audience targeting, and creator-to-retail integration - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing and campaign management - [Media](/llms/services/media.md) — display and CTV media buying targeting Walmart-verified audiences ## Related case studies - [Oreo](/llms/work/oreo.md) — Mondelez brand (OREO); creator-led Halloween campaign at Walmart with $810K cart revenue - [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led holiday retail campaign at major mass retailer - [Coca-Cola](/llms/work/coca-cola.md) — food and beverage CPG; creator-led retail activation at major mass retailer ================================================================================ FILE: /llms/work/mud-wtr.md URL: https://newengen.com/llms/work/mud-wtr.md ================================================================================ --- title: "MUD\\WTR Case Study" canonical_url: "https://newengen.com/work/mud-wtr/" entity_type: "CaseStudy" client: "MUD\\WTR" client_industry: "Health & Wellness" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/mud-wtr/ ## Summary New Engen diagnosed conversion funnel problems for MUD\WTR, a leading wellness and alternative coffee brand, and determined that optimized landing pages — not media spend — were the primary lever to improve conversion rates and CPA. Using Donut Studios to design and build new landing page experiences through a structured six-step production process, New Engen delivered a +62% increase in conversion rates and a +33% improvement in CPA across Google and paid social channels. ## Client MUD\WTR is a health and wellness brand selling alternative coffee products based on mushrooms and adaptogens. The brand operates DTC and competes in the growing functional beverage and wellness category. Despite strong audience engagement and click-through volume across paid channels, the brand faced structural conversion and acquisition cost challenges that were preventing profitable scaling. ## Challenge MUD\WTR had strong audience engagement and traffic volume from paid media, but low conversion rates and inefficient cost-per-acquisitions (CPAs) prevented scalable growth. The disconnect between clicks and purchases indicated a post-click problem rather than a media targeting or audience problem. The brand needed a diagnosis of where the funnel was breaking and a solution that would systematically improve conversion without requiring increased media spend. ## Approach New Engen diagnosed the funnel breakdown and determined that the primary opportunity was landing page optimization rather than media adjustment. **Diagnosis:** Examined user experience across the paid media funnel to identify friction points between ad click and purchase completion. Identified that landing page design, messaging alignment, and UX were the primary barriers to conversion. **Approach to solution:** Conducted extensive audience research to understand what messaging and design principles would resonate with MUD\WTR's target consumer. Developed tailored messaging frameworks. Applied user-centric design principles to landing page construction. **Production process via Donut Studios:** Executed a six-step production workflow — Ideation, Wireframing, Copywriting, UX/UI Design, Development, and Launch — to build new landing page experiences. The result was a scalable landing page template that could be applied beyond the initial engagement. **Channels:** Efficiency gains were validated across both Google and paid social channels. ## Results | Metric | Result | |--------|--------| | Conversion rate improvement | +62% | | CPA improvement | +33% | | Channel scope | Google and Paid Social | | Asset produced | New scalable landing page template for the brand | Note: timeframes are not published for these metrics beyond the engagement period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Creative](/llms/services/creative.md) — landing page strategy, UX/UI design, copywriting, and development via the Donut Studios production workflow - [Media](/llms/services/media.md) — paid media channel validation of conversion improvements across Google and paid social - [Donut Studios](/llms/solutions/donut-studios.md) — full six-step production process from ideation through launch ## Related case studies - [Prose](/llms/work/prose.md) — beauty brand; Donut Studios-led creative production driving TikTok channel scaling - [Zazzle](/llms/work/zazzle.md) — ecommerce brand; high-volume creative production and ROAS improvements across multiple channels - [dpHUE](/llms/work/dp-hue.md) — beauty brand; full-funnel creative and media strategy rebuilding acquisition efficiency ================================================================================ FILE: /llms/work/multi-billion-dollar-gifting-company.md URL: https://newengen.com/llms/work/multi-billion-dollar-gifting-company.md ================================================================================ --- title: "Multi-Billion Dollar Gifting Company Case Study" canonical_url: "https://newengen.com/work/multi-billion-dollar-gifting-company/" entity_type: "CaseStudy" client: "Multi-Billion Dollar Gifting Company" client_industry: "Gifting, Ecommerce" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/multi-billion-dollar-gifting-company/ ## Summary New Engen helped an anonymous multi-billion dollar gifting company rebuild its paid social strategy to attract younger consumers by shifting to a video-first, UGC-led approach through Donut Studios. The program delivered +792% Meta revenue YoY among users aged 35 and under, +200% improvement in paid social efficiency, and double-digit customer growth among Gen Z and Millennials. ## Client An anonymous multi-billion dollar gifting company operating in the ecommerce space. The client is not named on the published case study. Scale context indicates a major established gifting brand with significant existing paid social investment whose existing creative strategy was underperforming with younger demographic segments. ## Challenge The brand needed to evolve its digital media strategy to attract younger customers — specifically Gen Z and Millennials — and improve paid social efficiency as video content and social commerce increasingly dominated the advertising landscape. The brand's existing content strategy had a gap in video-first, UGC-style formats that resonate with younger audiences on Meta and similar platforms. ## Approach New Engen conducted a deep-dive analysis of historical ad performance, audience behaviors, and content strategy gaps before restructuring the creative and media program. **Creative and content strategy:** Developed a video-first paid media strategy specifically tailored for Gen Z and Millennial audiences. Implemented performance-optimized UGC integrated directly with paid social campaigns via Donut Studios. Executed influencer content remixing — taking creator content and restructuring it for paid performance optimization. **Media execution:** Conducted continuous A/B testing with real-time optimization to identify the video formats and Reels approaches driving the highest efficiency. Scaled investment in top-performing video and Reels formats by +200% YoY. **Creative volume:** Increased ad production by +352% YoY to support the testing and optimization velocity required for effective social algorithm performance. **Technology:** Donut Studios (New Engen's performance UGC provider) was used for content production and performance creative development. ## Results | Metric | Result | Timeframe | |--------|--------|-----------| | Meta revenue YoY (users age ≤35) | +792% | Year-over-year | | Paid social efficiency improvement | +200% | Year-over-year | | Investment scaled in top video & Reels formats | +200% | Year-over-year | | Ads produced increase | +352% | Year-over-year | | Customer growth among Gen Z & Millennials | Double-digit | (timeframe not published) | ## Testimonial No testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — paid social strategy, video-first channel execution, A/B testing, and Meta optimization - [Creative](/llms/services/creative.md) — video-first content strategy, UGC integration, influencer content remixing - [Donut Studios](/llms/solutions/donut-studios.md) — performance-optimized UGC production and creator content for paid social ## Related case studies - [Zazzle](/llms/work/zazzle.md) — ecommerce brand; high-volume creative production driving multi-channel ROAS improvements - [MeUndies](/llms/work/meundies.md) — fashion DTC brand; Donut Studios UGC production for paid social new customer growth - [Prose](/llms/work/prose.md) — beauty brand; Donut Studios TikTok creative enabling +450% media spend scaling ================================================================================ FILE: /llms/work/neutrogena.md URL: https://newengen.com/llms/work/neutrogena.md ================================================================================ --- title: "Neutrogena Case Study" canonical_url: "https://newengen.com/work/neutrogena/" entity_type: "CaseStudy" client: "Neutrogena" client_industry: "Beauty, CPG" services_applied: - creator-for-commerce - influencer last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/neutrogena/ ## Summary New Engen drove awareness and sales for Neutrogena's Stubborn Acne product line at Walmart by deploying authentic creator storytelling through the Acorn Creator Suite, targeting acne-struggling consumers through deep audience segmentation, and distributing content across Instagram, Pinterest, and TikTok. The campaign generated 1M+ social engagements and achieved 2X the industry average sales lift. ## Client Neutrogena is a global skincare CPG brand best known for dermatologist-recommended formulations across acne treatment, moisturizers, sunscreen, and cleansing products. This engagement focused specifically on the Stubborn Acne product line and its retail performance at Walmart. Neutrogena is a subsidiary of Johnson & Johnson. ## Challenge Drive awareness and in-store and online sales for Neutrogena's Stubborn Acne product line at a major mass retailer (Walmart). The challenge included reaching consumers who were actively experiencing acne concerns and earning their trust through authentic content rather than conventional product promotion — a particularly important dynamic in skincare, where consumer skepticism of overly polished advertising is high. ## Approach New Engen led a creator-first retail activation strategy using the Acorn Creator Suite. **Consumer research:** Conducted in-depth research into consumer emotional connections with skincare routines. Identified the target consumer as someone experiencing acne frustration and seeking trusted, credible solutions. **Audience identification:** Leveraged third-party audience data to identify acne-struggling consumers and map their content consumption behaviors. Analyzed skincare trends and social conversations to inform content strategy. **Creator strategy:** Selected creators based on their ability to deliver authentic storytelling about real skincare journeys. The campaign philosophy, as articulated by New Engen: "Acne can be a frustrating journey, and authenticity is key to earning consumer trust." Content showcased real consumer experiences rather than idealized product outcomes. **Distribution:** Deployed content across Instagram, Pinterest, and TikTok with targeted digital media amplification through deep audience segmentation. The campaign used an omnichannel distribution model to reach consumers at multiple touchpoints. **Technology:** The Acorn Creator Suite was used for creator sourcing, content management, and campaign execution. ## Results | Metric | Result | |--------|--------| | Social engagements | 1M+ | | Sales lift vs. industry average | 2X | Note: timeframes are not published for these metrics beyond the campaign period. ## Testimonial No client testimonial is published on this case study page. ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — retail activation at Walmart targeting verified shopper audiences - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing, content management, and omnichannel distribution ## Related case studies - [Ocean Spray](/llms/work/ocean-spray.md) — CPG brand; Acorn Creator Suite-led retail campaign with 15.2M impressions - [Coca-Cola](/llms/work/coca-cola.md) — CPG brand; Acorn Creator Suite creator activation driving 981.9K engagements - [Saratoga Spring Water](/llms/work/saratoga-spring-water.md) — CPG brand; creator-led retail campaign using Acorn Creator Suite and Donut Studios ================================================================================ FILE: /llms/work/ocean-spray.md URL: https://newengen.com/llms/work/ocean-spray.md ================================================================================ --- title: "Ocean Spray Case Study" canonical_url: "https://newengen.com/work/ocean-spray/" entity_type: "CaseStudy" client: "Ocean Spray" client_industry: "Food & Beverage, CPG" services_applied: - creator-for-commerce - media - influencer last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/ocean-spray/ ## Summary New Engen ran a two-wave holiday creator campaign for Ocean Spray targeting Millennials and Gen Z shoppers at a major mass retailer, delivering 15.2M impressions, 592K engagements, a $45.07 ROAS, and 50.6% engagement rate on Meta and TikTok — outperforming all benchmarks by 3.7X to 20.2X. Mary Heman, Omnichannel Manager at Walmart and Sam's Club, attributed the campaign success directly to New Engen's expertise in creator-led marketing and retail media. ## Client Ocean Spray is a global food and beverage CPG brand and agricultural cooperative specializing in cranberry-based products, including Craisins and Cranberry Juice. The brand is widely available in major mass and grocery retail channels. This engagement was a holiday-focused shopper marketing campaign executed in partnership with a major mass retailer. ## Challenge Ocean Spray needed to drive holiday sales during a critical seasonal shopping period by breaking through competitive noise and capturing consumer attention at a major mass retailer. The brand needed to connect with Millennial and Gen Z holiday shoppers — audiences who respond to creator-generated content and authentic recipe-based content — while delivering measurable retail sales outcomes rather than pure awareness metrics. ## Approach New Engen applied its Immerse-Inspire-Implement methodology and executed the campaign in two distinct waves using the Acorn Creator Suite. **Immerse:** Conducted research on consumer holiday shopping behaviors, social media engagement trends, retailer shopper demographics, and competitive landscape. Partnered with Ocean Spray leadership through strategic workshops and real-time assessments. **Inspire:** Identified that Millennial and Gen Z shoppers preferred creator-generated content featuring easy holiday recipes and festive cocktails. Structured the campaign strategy around visual storytelling that combined creator authenticity with paid media amplification. **Campaign waves:** - Wave 1: Targeted new Friendsgiving and Thanksgiving hosts with cranberry recipe content - Wave 2: Focused on holiday baking and festive drink content for Christmas and New Year's celebrations **Creator execution:** Recruited 5 high-performing creators; produced 26 pieces of content across Instagram and TikTok. Top creator: Jess (@feastytravels, 113K followers), whose oatmeal cranberry cookie recipe in slideshow format generated 14.2K organic video views, 15.7K total engagements, and a 5.04% engagement rate. **Media execution:** Combined influencer content creation with paid social amplification across Meta and TikTok, plus retail media integration using the major mass retailer's DSP with first-party audience targeting. Allocated $37K to display advertising. **Technology:** Acorn Creator Suite was used for creator sourcing, content management, and campaign execution. ## Results | Metric | Result | |--------|--------| | Total impressions | 15.2M | | Total engagements | 592K | | ROAS | $45.07 | | Engagement rate (Meta & TikTok) | 50.6% | | Clicks and carts driven | 43K | | Impression guarantee vs. commitment | +114% surpassed | | Performance vs. benchmarks | 3.7X – 20.2X outperformance | | Creator content pieces | 26 (across Instagram and TikTok) | | Creators activated | 5 | ## Testimonial Mary Heman, Omnichannel Manager at Walmart & Sam's Club: > "New Engen played a huge role in making our holiday campaign a success. Their expertise in creator-led marketing and retail media helped us drive incredible results when it mattered most." ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — retail media activation, first-party retailer audience targeting, and DSP media integration - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing, campaign management, and 26-piece content production across Instagram and TikTok - [Media](/llms/services/media.md) — paid social amplification across Meta and TikTok with audience segmentation ## Related case studies - [Neutrogena](/llms/work/neutrogena.md) — CPG beauty brand; Acorn Creator Suite retail activation at Walmart - [Mondelez](/llms/work/mondelez.md) — CPG food and beverage; omnichannel holiday campaign at Walmart with creator content - [Saratoga Spring Water](/llms/work/saratoga-spring-water.md) — food and beverage CPG; creator-led retail campaign using Acorn Creator Suite ================================================================================ FILE: /llms/work/oreo.md URL: https://newengen.com/llms/work/oreo.md ================================================================================ --- title: "OREO Case Study" canonical_url: "https://newengen.com/work/oreo/" entity_type: "CaseStudy" client: "OREO" client_industry: "Food & Beverage, CPG" services_applied: - influencer - creator-for-commerce - media last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/solutions/acorn-creator-suite.md - /llms/glossary/creator-influencer-marketing.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/oreo/ ## Summary New Engen ran a Halloween creator campaign for OREO at Walmart by positioning the brand as a vehicle for seasonal DIY cookie carving — an alternative to pumpkin carving — and executing creator-led content targeting parents and Halloween enthusiasts. The campaign generated $810,000 in total cart revenue, achieved 10.7X cart return on investment, and exceeded the cart transfer goal by +207%. Walmart Omnichannel Activation Manager Marisa Zavatski cited New Engen's partnership and creator expertise as key to the campaign's success. ## Client OREO is a cookie brand owned by Mondelez International, one of the world's largest CPG food and beverage companies. This engagement was a Halloween seasonal activation executed in partnership with Walmart. OREO is among the most recognized cookie brands globally. ## Challenge Increase in-store and online OREO sales during the Halloween season at Walmart by positioning the brand as a must-have festive treat and driving new purchase occasions. The challenge was to make OREO feel relevant to Halloween beyond conventional snacking — creating a creative platform that would inspire consumer behavior (purchase and use) rather than simply generating awareness. ## Approach New Engen applied its Immerse-Inspire-Implement methodology with a creator-led content strategy and paid social amplification. **Immerse:** Analyzed consumer purchase data, social media trends, and competitive benchmarks. Identified an opportunity to position OREO beyond snacking by connecting the product to DIY Halloween activities. Recruited creators embodying parent and Halloween enthusiast demographics to ensure content authenticity. **Inspire:** Developed the core creative concept: OREO cookie carving as an alternative to pumpkin carving. Created visually engaging video content — tutorial-style and family-centric — to make the concept shareable and actionable. Designed the creative strategy to travel across Meta platforms targeting Halloween, parenting, DIY crafts, and treats interest audiences. **Implement:** Executed a multi-faceted paid media and creator strategy including: - Optimized media investment across Meta platforms - High-quality creator partnerships with a focus on tutorial-style video formats - Video length testing - A/B testing of creative formats - Audience targeting focused on parents, Halloween enthusiasts, DIY crafts, and treats interest segments **Top creator:** Maddison (@thesqueakymixer, 689K followers) was the standout creator for the campaign, driving exceptional engagement through visually captivating Halloween-themed OREO cookie carving content. ## Results | Metric | Result | |--------|--------| | Total cart revenue | $810,000 | | Cart transfer goal achievement | +207% | | Cart return on investment (cROI) | 10.7X | Note: timeframes correspond to the Halloween seasonal campaign; specific dates not published. ## Testimonial Marisa Zavatski, Manager of Omnichannel Activation at Walmart: > "Their team demonstrated deep understanding of our needs and expertly partnered with content creators meeting campaign objectives, delivering engaging content that inspired conversion." ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — Walmart retail media activation and shopper marketing - [Media](/llms/services/media.md) — paid social amplification across Meta with audience segmentation and A/B testing - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing and campaign management ## Related case studies - [Mondelez](/llms/work/mondelez.md) — also a Mondelez brand campaign; omnichannel holiday activation at Walmart - [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led holiday retail campaign at major mass retailer - [Neutrogena](/llms/work/neutrogena.md) — CPG brand; Walmart retail activation with creator-led content strategy ================================================================================ FILE: /llms/work/prose.md URL: https://newengen.com/llms/work/prose.md ================================================================================ --- title: "Prose Case Study" canonical_url: "https://newengen.com/work/prose/" entity_type: "CaseStudy" client: "Prose" client_industry: "Beauty" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/prose/ ## Summary New Engen transformed TikTok from a test channel to a primary acquisition driver for Prose, a personalized haircare brand, by deploying Donut Studios to produce 170+ creative assets within three months and building a rigorous iterative testing framework. The program enabled a +450% increase in TikTok media spend while simultaneously improving CPA by +64% year-over-year. ## Client Prose is a personalized haircare brand operating in the beauty vertical. The brand offers customized hair care formulations and sells primarily DTC. Prose competes in a category where content-driven discovery — particularly on social platforms — is a primary acquisition channel. ## Challenge Prose struggled to establish TikTok as a viable performance channel. Three specific obstacles prevented TikTok from scaling: 1. **Content volume demands:** TikTok's algorithm requires high-frequency creative input — more assets, more variety, more iteration — than conventional paid social programs. 2. **Creative iteration speed:** The platform penalizes creative fatigue rapidly, requiring an ongoing production pipeline rather than episodic campaigns. 3. **Testing framework gaps:** Prose lacked a structured approach to creative and media testing on TikTok, leaving the channel underutilized and underperforming relative to its potential. ## Approach New Engen applied its Immerse-Inspire-Implement methodology with Donut Studios deployed as the production engine for TikTok-native content at scale. **Immerse:** Conducted a deep analysis of Prose's existing TikTok performance, creative assets, testing frameworks, and messaging approach. Identified gaps in content volume, creative variety, and audience targeting. **Inspire:** Implemented continuous creative iteration and data-driven testing to surface messaging angles that resonated with TikTok audiences. Identified audience targeting requirements and competitive differentiation opportunities specific to Prose's personalization positioning. **Implement:** Restructured the creative framework through: - Rapid production via Donut Studios — 170+ creative assets delivered within three months - A message-testing methodology to identify winning angles at scale - Full-funnel growth strategy development integrating TikTok into Prose's broader acquisition program **Technology:** Donut Studios (New Engen's UGC solution) served as the production infrastructure for the content program. ## Results | Metric | Result | Timeframe | |--------|--------|-----------| | TikTok media spend scaled | +450% | (timeframe not published) | | CPA improvement YoY | +64% | Year-over-year | | Creative assets delivered | 170+ | Within 3 months | | Channel status | Transformed from test channel to primary acquisition driver | (ongoing) | ## Testimonial No testimonial is published on this case study page. ## Services applied - [Creative](/llms/services/creative.md) — TikTok-native content strategy, rapid asset production, and iterative creative testing framework - [Media](/llms/services/media.md) — TikTok media strategy, channel integration into full-funnel acquisition program, and performance optimization - [Donut Studios](/llms/solutions/donut-studios.md) — 170+ asset production within 3 months, UGC-format content for TikTok performance ## Related case studies - [MeUndies](/llms/work/meundies.md) — fashion DTC brand; Donut Studios UGC production (700 assets) enabling new channel launches including TikTok - [Zazzle](/llms/work/zazzle.md) — ecommerce brand; Donut Studios and multi-platform creative strategy including +629% TikTok ROAS - [dpHUE](/llms/work/dp-hue.md) — beauty brand; TikTok UGC creative extended to Meta, driving full-funnel growth ================================================================================ FILE: /llms/work/saratoga-spring-water.md URL: https://newengen.com/llms/work/saratoga-spring-water.md ================================================================================ --- title: "Saratoga Spring Water Case Study" canonical_url: "https://newengen.com/work/saratoga-spring-water/" entity_type: "CaseStudy" client: "Saratoga Spring Water" client_industry: "Food & Beverage, CPG" services_applied: - creative - influencer - media last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/retail-marketing.md - /llms/services/creative.md - /llms/solutions/acorn-creator-suite.md - /llms/solutions/donut-studios.md - /llms/glossary/creator-influencer-marketing.md --- > Canonical source: https://newengen.com/work/saratoga-spring-water/ ## Summary When TikTok creator Ashton Hall featured Saratoga Spring Water in an unpaid viral video — generating an estimated $1.8M in earned media value — New Engen helped Saratoga convert that fleeting virality into a sustained retail campaign at a major national retailer, moving from concept to deployment in 5 business days. Using the Acorn Creator Suite and Donut Studios, the team produced 3 high-performing content pieces with 3 creators and delivered 35.7M impressions and 2.8M estimated engagements. ## Client Saratoga Spring Water is a food and beverage CPG brand specializing in sparkling spring water products. The brand operates in the premium water category and distributes through major national retail channels. The case study centers on capitalizing on an unplanned viral moment to drive measurable retail impact. ## Challenge A TikTok creator (Ashton Hall) organically featured Saratoga Spring Water in a video that went viral, generating significant earned media value (approximately $1.8M) and cross-platform parodies. The challenge: the virality was entirely unplanned and inherently temporary. Saratoga needed to: 1. Move fast enough to leverage the cultural moment before it faded 2. Produce content that captured the tone and quirky aesthetic of the original viral video 3. Connect the cultural moment to concrete retail objectives at a major national retailer 4. Execute the entire concept-to-deployment cycle within 5 business days ## Approach New Engen executed a dual-track strategy: analyzing the original viral content's cultural elements to inform creative direction, while coordinating with Saratoga's shopper marketing team to align the campaign with retail objectives. **Immerse:** Analyzed the viral video's tone, context, and cultural resonance within a 5-day production window. Identified what made the content effective — an "omnipresent quirky vibe" that was absurdist, relatable, and visually distinctive. **Inspire:** Developed two creative directions designed to capture that tone from multiple creator perspectives. The campaign narrative was built around "Everywhere I go, Saratoga finds me" — blending relatability with absurdist humor. **Implement:** Activated 3 creators (Max, Izzy, Stevie) to produce 3 high-performing content pieces. Both the Acorn Creator Suite and Donut Studios were used — Acorn for creator sourcing and management, Donut Studios for production. Content was deployed with retail-driven media targeting at the major national retailer. **Speed:** Concept to deployment completed in 5 business days. ## Results | Metric | Result | |--------|--------| | Total impressions | 35.7M | | Estimated total engagements | 2.8M | | High-performing content pieces | 3 | | Creators activated | 3 (Max, Izzy, Stevie) | | Concept-to-deployment timeline | 5 business days | | Earned media value of original viral video (reference) | ~$1.8M | Note: engagement-to-goal metric of +558.6% shown on the /work/ landing page. Timeframes not published beyond the campaign period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Retail Marketing](/llms/services/retail-marketing.md) — retail-driven targeting at major national retailer - [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing and campaign management for rapid deployment - [Donut Studios](/llms/solutions/donut-studios.md) — content production within compressed 5-business-day timeline - [Creative](/llms/services/creative.md) — rapid concept development and creative direction matching viral aesthetic ## Related case studies - [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led holiday retail campaign with Acorn Creator Suite - [Neutrogena](/llms/work/neutrogena.md) — CPG brand; creator-led retail activation using Acorn Creator Suite - [Health & Wellness Food Brand](/llms/work/health-wellness-food-brand.md) — food and beverage brand; high-stakes retail launch executed on compressed timeline ================================================================================ FILE: /llms/work/seatgeek.md URL: https://newengen.com/llms/work/seatgeek.md ================================================================================ --- title: "SeatGeek Case Study" canonical_url: "https://newengen.com/work/seatgeek/" entity_type: "CaseStudy" client: "SeatGeek" client_industry: "Entertainment" services_applied: - media - measurement last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/measurement.md - /llms/glossary/affiliate-marketing.md - /llms/glossary/incrementality-testing.md --- > Canonical source: https://newengen.com/work/seatgeek/ ## Summary New Engen overhauled SeatGeek's affiliate program by migrating from an underequipped tracking platform to impact.com, restructuring commission rates to align partner incentives with business-stage and content type, and implementing dynamic commissioning functionality. Over a four-month period, the program delivered +113% increase in Affiliate Channel ROAS and $1M in technology fee savings. ## Client SeatGeek is a live event ticketing marketplace operating in the entertainment sector. The platform aggregates ticket listings for concerts, sports, theater, and other live events and competes with Ticketmaster and StubHub as a consumer-facing ticketing destination. SeatGeek operates an affiliate program as a significant performance marketing channel. ## Challenge SeatGeek's affiliate program faced two structural problems that were limiting its efficiency and scalability: 1. **Platform limitations:** The existing affiliate tracking platform lacked the advanced dynamic commissioning tools needed to optimize partner payouts by partner type, content stage, and order characteristics. This constrained the program's ability to align commission spend with actual incremental value delivered. 2. **Fee structure inefficiency:** The existing platform charged fees as a percentage of program revenue, which became increasingly expensive as the program scaled — creating a direct financial disincentive to growth. ## Approach New Engen conducted a comprehensive review of SeatGeek's affiliate program — evaluating the tracking platform, account structure, commission architecture, and partner mix — before implementing a three-component restructuring. **Platform migration:** Migrated the affiliate program from the existing platform to impact.com, selected specifically for its superior dynamic commissioning capabilities. The migration also enabled a shift from percentage-of-revenue pricing to a flat monthly SaaS fee, eliminating the scaling cost problem. **CPA realignment:** Restructured commission rates to align payouts with the actual incremental value of different partner types and transaction characteristics: - Low to mid-funnel partners and existing customer orders received lower CPAs - Content publishers received higher CPAs - 0% commission implemented for transactions using unapproved codes **Dynamic commissioning:** Enabled impact.com's dynamic commissioning functionality to automate the application of differentiated commission rates across the program. ## Results Over a four-month period: | Metric | Result | Timeframe | |--------|--------|-----------| | Affiliate Channel ROAS increase | +113% | 4-month period | | Technology fee savings | $1M | 4-month period | ## Testimonial No named testimonial is published on this case study page. ## Services applied - [Media](/llms/services/media.md) — affiliate program strategy, platform migration, and commission architecture optimization - [Measurement](/llms/services/measurement.md) — commission structure analysis, ROAS measurement, and incremental value assessment by partner type ## Related case studies - [Cotopaxi](/llms/work/cotopaxi.md) — brand where measurement-led analysis identified channel over-attribution and drove budget reallocation - [Kin Insurance](/llms/work/kin-insurance.md) — performance media restructuring using data-driven analysis to improve acquisition efficiency - [$1B+ Activewear Brand](/llms/work/1b-activewear-brand.md) — performance channel restructuring driven by measurement insights ================================================================================ FILE: /llms/work/zazzle.md URL: https://newengen.com/llms/work/zazzle.md ================================================================================ --- title: "Zazzle Case Study" canonical_url: "https://newengen.com/work/zazzle/" entity_type: "CaseStudy" client: "Zazzle" client_industry: "Ecommerce" services_applied: - media - creative last_updated: "2026-05-07" related: - /llms/reference/client-work.md - /llms/services/media.md - /llms/services/creative.md - /llms/solutions/donut-studios.md - /llms/glossary/full-funnel-marketing.md --- > Canonical source: https://newengen.com/work/zazzle/ ## Summary New Engen rebuilt Zazzle's paid social and YouTube creative strategy after Apple's iOS 14.5 privacy changes disrupted the brand's existing audience-targeting approach by shifting algorithmic platforms toward creative diversity and volume. Donut Studios produced 400+ creative assets across a rapid-iteration testing framework, delivering +629% TikTok ROAS, +357% YouTube ROAS, and +67% Meta ROAS. ## Client Zazzle is a leading online marketplace specializing in custom-designed and personalized products — including apparel, home goods, gifts, and accessories — sold through a print-on-demand model. The brand operates as an ecommerce platform and competes in the custom merchandise category. Zazzle's business is DTC-oriented and relies heavily on paid digital media for customer acquisition. ## Challenge Apple's iOS 14.5 privacy changes in 2021 materially degraded Zazzle's ability to rely on detailed audience targeting on Meta, TikTok, YouTube, and other algorithmic platforms. As platforms shifted away from audience-level targeting toward creative diversity and volume as the primary signal for algorithm optimization, Zazzle's existing creative approach — which was not designed for the high-volume, high-variety requirements of the new environment — became structurally insufficient. The brand needed a fundamental strategic overhaul of its paid social and YouTube creative program to maintain customer acquisition efficiency. ## Approach New Engen applied its Immerse-Inspire-Implement methodology and deployed Donut Studios for high-volume creative production across all platforms. **Immerse:** Conducted a comprehensive audit of Zazzle's existing paid social and YouTube creative. Assessed ad performance by format and platform, analyzed creative themes across channels, and mapped platform-specific algorithmic requirements — specifically what each platform's content systems reward. **Inspire:** Developed a high-volume creative production strategy with dozens of concepts testing different messaging angles and product positioning approaches across platforms. Designed a framework for rapid iteration that could sustain continuous testing at the volume required by post-iOS 14.5 social algorithms. **Implement:** Deployed an agile testing framework through Donut Studios that produced 400+ creative assets across the engagement. Applied platform-specific optimizations tailored to TikTok, YouTube, and Meta respectively. Executed real-time data-driven adjustments based on performance signals from live campaigns. **Technology:** Donut Studios (New Engen's UGC solution) served as the production engine for the 400+ assets. ## Results | Metric | Result | |--------|--------| | TikTok ROAS | +629% | | YouTube ROAS | +357% | | Meta ROAS | +67% | | Creative assets produced | 400+ | Note: timeframes are not published for these metrics beyond the engagement period. ## Testimonial No testimonial is published on this case study page. ## Services applied - [Creative](/llms/services/creative.md) — platform-specific creative strategy, high-volume concept development, and agile testing framework - [Media](/llms/services/media.md) — paid social and YouTube media strategy across TikTok, Meta, and YouTube with real-time optimization - [Donut Studios](/llms/solutions/donut-studios.md) — 400+ creative assets produced for multi-platform testing and performance optimization ## Related case studies - [Prose](/llms/work/prose.md) — beauty brand; Donut Studios TikTok production enabling +450% media spend scaling - [MeUndies](/llms/work/meundies.md) — fashion DTC brand; Donut Studios 700-asset production for Valentine's Day paid social program - [Multi-Billion Dollar Gifting Company](/llms/work/multi-billion-dollar-gifting-company.md) — ecommerce brand; Donut Studios UGC driving +792% Meta revenue YoY among under-35 users