DJ Herbert Holler, along with a few cups of coffee, made for an energetic start to Day Two at Transition. Feet were a little sore from dancing to Questlove at Transition Off the Record, and minds were whirring with the Day One learnings, but everyone was ready for more.

Day Two of Transition was all about Brands in Transition, and we heard from Percolate customers like Mastercard, Levi’s, the Atlanta Hawks, Johnson Controls, and more, on how they are leading through change.

Here’s our recap of the best of Day Two.

1. You need to have a point of view on the future

 Unilever CMO Keith Weed kicked off the day with a powerful keynote that reaffirmed the themes of the conference. The challenge to marketers today is to create impact at scale. He said, “marketers need to stop selling products and start providing services to people.” To this end, he encourages brands to find ways to interact with people and meet them where they are. Unilever put this into practice with Dove, and their Curly Hair Emoji Project. In it, they created a series of emojis that represent women of all different ethnicities with curly hair. Even though the project was simple, it recognized customers as unique individuals while leveraging a social media phenomenon. The campaign got over one billion impressions. You read that right. Billion.


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