Showing the ROI of elaborate content marketing programs remains one of the biggest challenges for brands and their budgets. And one would expect these to be the first allocations to go in a downturn like the current crisis. But for headphone maker Skullcandy, its long-planned “Mood Boost” campaign and product releases were eerily well-tuned to the COVID-19 lockdowns. And it was easy to double down on a content-first strategy, company CMO Jessica Klodnicki tells Brand Insider this week. The brand already had in place what she calls a “content-to-commerce” model that connected the dots between brand building and performance. It turns out that getting behind a timely cause while providing customers with positive messages and music has measurable ROI.
