Category: Blog Posts

WEBINAR: Watch Google’s “Digital Transformation” Session with Sprint, Harvard and MightyHive. Get Your FREE Copy of the Sprint Case Study

 

Last year, telecom giant Sprint (now T-Mobile), completed a digital transformation that caught the attention of Harvard Business School. Seeing it as an example of a business trend marketers should pay attention to, Harvard published a comprehensive case study for its graduate students in July, and Google brought it all to life for Part IV of its “Digital Transformation” series on October 29.

Google assembled an online panel comprised of MightyHive CEO, Pete Kim, Harvard Business School professor, David Bell, and T-Mobile SVP Digital Emerging Products, Rob Roy. Each shared their unique experiences and views on the MightyHive/Sprint partnership, including technical and personnel challenges, and how the case study reflects a business challenge faced by many brands today.

Watch Digital Transformation with T-Mobile, MightyHive & Harvard Business School

 

In 2016, Sprint set out to simultaneously address changing consumer habits and improve operational and advertising efficiency. “When the CEO tells you to figure out how to do the largest Fortune 500 transformation, you have to come up with some unique ideas using goal posts that are really far out,” Roy shared during the webinar. “I challenged the team, but the effort [came from] the individuals who wanted to do something really unique…that hadn’t really been done at [this] scale…and do it all while trying to grow the business.”

Roy set out to establish a cultural change that would put Sprint on even ground with companies—partners and competitors alike—that were born in the digital age. “How do we digitally transform the people [so that] digital runs throughout the organization?” posed Roy. “We created a bunch of new processes and experiences within the larger part of the organization and that led us to the next steps; bringing media in-house, building unique apps, etc. We needed the whole company on board and not just a digital team trying to hit a couple KPIs and we were very pleased with the results.”

“We needed the whole company on board and not just a digital team trying to hit a couple KPIs”

– Rob Roy, SVP Digital Emerging Products, T-Mobile 

Professor Bell echoed Roy’s assessment of the need for cross-department collaboration: “Understanding business situations requires understanding how everything fits together,” he said. “Management needs to be cross-function not just within the functions, and I believe this case study shows that.”

Pete Kim added that digital transformation is unique to each company. “We didn’t come into [the partnership with Sprint] with an assumption that in-housing was the right solution,” he explained. “There are many ways to skin the digital transformation cat, if you will. From the broad spectrum of options—total outsourcing to 100% in-housing—the first thing is to understand where on that spectrum each particular client belongs. And that is an assessment [of the] business itself and the preparedness of the teams.”

Get your FREE copy of the Sprint case study published by Harvard Business School in July. 

 

Both Kim and Roy recognized that digital transformation requires every company to charge into uncharted territories. “The people that we brought in are the type of people who are excited by the challenge and don’t want to rest on norms,” explained Roy. “We created something very unique that has given us more and more opportunity as we peel back the onion. I had an amazing set of individuals and partners in MightyHive and others to actually make this thing happen.”

“The next five to ten years are going to be a reckoning,” said Kim. “People should understand that [digital transformation] is really going to happen and it requires change agents who have the vision, courage, and authority to move.”

Get your free copy of the case study and watch the session to learn more:

WATCH “Digital Transformation” to hear Sprint’s stories. 

DOWNLOAD the HBS Case Study to learn how Sprint executed a complete digital transformation.

VIEW the Slides from the Digital Transformation session.

 

Breaking Down the S4 Fellowship Program with Pete Kim

 

Innovation happens when fresh thinking finds new methods, mediums or connections—and it’s only amplified by diversity of background and experience. Still, the technology field historically lacks the diversity needed for true innovation–a problem that’s compounded by the impact that digital has on all aspects of our lives, ranging from education to work to socialization and more.

That’s why we’ve built the S4Capital Fellowship Program, which aims to mitigate these challenges by empowering exceptional students from traditionally underrepresented communities to leave their own mark in shaping the path of technological innovation.

To better understand the program’s significance, we checked in with Pete Kim, who is Co-Founder and CEO at MightyHive and one of the S4 leaders that Fellows can expect to apprentice with.

What’s the S4 story to you – why do you personally care about what we do?

Pete Kim: To me, the S4 story is all about transforming a critically important global industry that is ripe for change. Clearly, this means that we will deliver groundbreaking results for our clients and our industry.

But what is just as exciting to me is what this will mean for our people: we’re creating an awesome and exciting career for our employees, who ultimately are the key in delivering amazing results for our clients.

While doing this, we’re driving and becoming a part of the many changes that we’d like to see in our culture and society, which the S4Capital Fellowship Program is a testament to.

What’s the fellowship story, and how did it come about?

PK: The fellowship is one of the several responses that S4 has made to assist in the cause of diversity, equity and inclusion, and was spearheaded by Sir Martin Sorrell. With the fellowship we’re saying to under-represented students and professionals in tech that success at a global powerhouse like S4 is achievable for them. The door is open, come on in.

Why is the fellowship important to you, and what will your contribution be?

PK: I firmly believe in both the power of diversity and inclusion and the moral imperative that every company has to do its part to change the world in a positive way. All of the teams at S4 have made public commitments to move forward in this regard, and this initiative is one example of how we’re keeping our word.

What should the fellows expect?

PK: A lot! This is a transformative experience that provides the opportunity to learn about an industry from the very best–and in the process, jumpstart a career. And that word “opportunity” is key, because much will be expected of the Fellows to do the hard work of walking successfully through the door that has been opened to them.

Along the way, they’ll gain access to different parts of the business, as well as a group of executives who span different disciplines, far in excess of what one would expect in a typical fellowship program.

What do you want the Fellows’ impact to be on the company and its clients?

 PK: The Fellows will serve as role models for youth in the field, and I hope they’ll inspire the next generation of talent. Our goal with the program is to show that diversity, equity and inclusion is good for our people, our communities, and the bottom line. I’d like to see their work amplified to showcase these benefits to our clients, employees and to the world at large.

For the inaugural class of the S4Capital Fellowship Program, we’re seeking U.S. graduates from Historically Black Colleges and Universities who boldly question the status quo and rip up the rulebook when confronted with challenges, using creativity and analysis to launch new ways of thinking, working and doing. If you’re energized to build on the foundation of a new era, we encourage you to apply here.

WEBINAR: The Future Begins in Q4—How a Q4 Amazon Strategy Sets the Stage for 2021 (and Beyond)

On October 7, Live with MightyHive invited John Ghiorso, CEO of the industry’s top Amazon consultancy, Orca Pacific, for a topical discussion about Q4 online shopping trends. Currently, eCommerce is experiencing 40-50% YoY growth driven by social distancing restrictions connected to the COVID-19 health crises. And with few signs of letting up, every analyst is predicting record-breaking online sales in Q4. But Ghiorso is anticipating more than just holiday sales; he has his eye on sustained growth driven by new customers, new loyalties and new shopping habits.

Consumers are no longer buying six months of toilet paper…but they are doing a lot more online purchasing and that has not stopped or subsided in any significantly way.
– John Ghiorso, Founder & CEO, Orca Pacific

Orca Pacific is advising its clients that Q4 2020 is a rare opportunity to earn customer loyalty at scale. From now through the holidays, Amazon sellers — small and large — will interact with customers who are either new to online shopping or buying items they once exclusively purchased in-store. New shopping habits are clearly forming so when these new customers have good online shopping experiences, it can yield loyal customers for years to come. Not only do good customer reviews help, but those who invest in driving traffic through aggressive advertising strategies will see their organic ranking climb.

We saw a huge spike (in online sales) and then a plateau at a level that is much more significant than it would have otherwise been….and that trend is not stopping or slowing down.
– John Ghiorso, Founder & CEO, Orca Pacific

Join John Ghiorso and MightyHive’s Director of Content Marketing, Adam Remson, as they outline Amazon marketing techniques and the many ways Q4 2020 is a pivotal one for brands. 

Check out the Video and Download the Slides

Please don’t hesitate to contact us with any questions.

Case Study: MightyHive Helps Introduce Mercari to America

“MightyHive’s data-driven approach and expertise of the digital marketing ecosystem aligned perfectly with our expectations and goals. They were instrumental in helping us brainstorm, plan and execute an effective brand awareness campaign. We look forward to collaborating with them on our future campaigns.”

-Scott Levitan, CMO, Mercari

Scaling Success: Mercari Targets International Markets

Mercari, known as “The Selling App,” is a hugely popular e-commerce app where users can buy and sell unused goods through a community platform. Mercari is extremely successful in its native Japan with a significant user base. The brand wanted to parlay its success in Japan to new markets and set its sights on expansion into the US.

Mercari app Screenshot

In order to successfully introduce the Mercari brand to the US, the team at Mercari needed a US partner with cross-cultural experience. MightyHive has experience successfully launching brand awareness and audience acquisition campaigns across the globe. Given this experience, Mercari selected MightyHive as its partner to introduce the brand to American audiences.

With a goal of maximizing reach and gathering information about potential audiences, Mercari and MightyHive leveraged Google Marketing Platform and Facebook to launch Mercari’s US “Cheers” digital campaign.

Audience Discovery and Insights

As a newcomer to the US market, Mercari’s primary goal was to identify and understand potential audiences for its brand. Using a robust combination of Google and Facebook, MightyHive was able to maximize reach while gathering valuable data about Mercari’s US audiences. Using this data, MightyHive was able to draw insights about Mercari’s target audience and optimize creative and messaging to align with audience preferences.

After the six-week test flight, Mercari saw accelerated new user growth and had reached 47% of its US target market.

47 Percent of US Target Audience Reached

On-Demand Reporting

With Google Analytics 360, MightyHive was able to provide Mercari with granular data about its audience to use for better insights. MightyHive aggregated Mercari’s reporting into comprehensive daily reports through Google Data Studio. Mercari was easily able to track campaign performance and trends with transparency.

MightyHive’s data-driven approach opened the door for Mercari to enter a new market with the confidence that they were maximizing reach across the right audiences. Mercari can build on the insights collected in the “Cheers” campaign to continue to successfully grow its brand in the US.

The team of digital experts at MightyHive can help you reach the audiences most aligned with your brand. We focus on unifying media and analytics to build digital campaign strategies that are informed by data. Please contact us to learn more.

 

MightyHive Helps Introduce
Mercari to America

(click to read the full case study)

MightyHive Has Merged with S4 Capital

To our clients and partners:

MightyHive is proud to join forces with S4 Capital. The merger enables MightyHive to meet rapidly growing demand from clients and expand the opportunities that MightyHive can help our clients unlock. We are particularly excited about the impact this news will have on the global brands and agencies we serve and are pleased to communicate the facts below.

What is S4 Capital?

The mission of S4 Capital is to create a new era, new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands. Earlier this year, S4 Capital merged with MediaMonks, a global creative production firm that has produced award-winning creative for clients like Audi, Google, Netflix, and Adidas. The MightyHive is the first entry S4 Capital has made into digital media.

Why Have MightyHive and S4 Capital Merged?

MightyHive is aligned with S4 Capital’s mission to create a new-era marketing services firm that focuses on digital content, digital media, and first-party data. As advertising, content, and commerce continue to converge and data plays a central role, our clients will be able to do more through an integrated offering created by the companies that are a part of S4 Capital. The integrated solution will also be amplified by the strength of our partnerships with Google, Amazon, and Facebook. These technology partnerships set the operational heartbeat of the MightyHive business. Additionally, the merger allows us to scale our people development to ensure that MightyHive talent continues to lead the market.

What is the Structure of the Deal?

As a result of the merger, MightyHive is a wholly owned subsidiary of S4 Capital. Pete Kim, MightyHive CEO and Co-Founder, and Christopher S. Martin, MightyHive COO and Co-Founder, have joined the S4 Capital board of directors and are also remaining in their roles running the day-to-day operations of MightyHive.

What are the Benefits of the Merger for Clients and Partners?

There is a fundamental shift in media today. Consumers can now access content anywhere, at any time, and with greater personalization than ever before. Rising consumer expectations for relevance, coupled with the complexity of the ad tech ecosystem, have left marketers underserved.

MightyHive recognized this change in 2012. But our crucial insight was that while the market produced a proliferation of technologies, the highly skilled talent required to master this new space was lacking.

S4 Capital brings together the pioneers of the new era. Both MightyHive and MediaMonks are regarded as leaders in their respective fields: MediaMonks is one of the most awarded creative production companies in the world; MightyHive is a recognized leader in programmatic digital media buying. With our complementary capabilities, MediaMonks and MightyHive will explore integrated solutions that enhance our ability to service clients in the new media landscape.

As MightyHive develops a combined digital content and media offering with S4 Capital, interested clients will have unique opportunities to help shape these solutions. Otherwise, MightyHive will conduct business as usual, focusing on delivering superior service and solutions.

A Closing Thought

We are excited about the opportunities ahead, but for now, you can expect business as usual. MightyHive is still on the same mission of digital marketing transformation we’ve been on since our founding. The company’s leadership will remain involved in the day-to-day operations of the company, and our services and approach are not changing.

As we mark this milestone in our shared history, please know the team at MightyHive is proud to join forces with S4 Capital and MediaMonks because of one reason — it allows us to serve you, our clients and partners, in a way that was impossible in the past and will drive the future. We extend a heartfelt thank you to our clients, partners, investors, and our advisors, Petsky Prunier Securities who served as exclusive financial advisor and Cooley LLP who served as legal advisor to MightyHive on the transaction.

Lastly, we want to thank our people for being with us on this journey. MightyHive would not be where it is today without you.

Kind Regards,

Pete Kim
Co-founder and CEO

 

Chris Martin
Co-founder and COO

 

Lexi Viripaeff
Co-founder and CTO

 

About S4 Capital plc (Founded 2018)

S4 Capital was created with the objective of building a digital, multi-national business in the advertising and marketing services sector. S4 Capital’s mission is to create a new era / new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands.

About MightyHive (Founded 2012)

MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of significant disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy, and analytics. The company is headquartered in San Francisco, with offices in New York, London, Toronto, Singapore, Stockholm, and Sydney.

MediaMonks (Founded 2001)

MediaMonks is an award-winning international digital creative content and production company. MediaMonks partners with clients across industries and markets to craft amazing work for leading businesses and brands with integrated production capabilities that span the entire creative spectrum, covering anything you could possibly want from a production partner, and probably more.

From creative campaigns and content to bespoke development and design, MediaMonks works above the line and below the fold at the intersection of creativity and technology. MediaMonks operates across teams, time zones and technologies with a team of 900+ Monks. Their work is recognized by advertising and craft awards around the world, with 110 Cannes Lions and 200+ FWAs to date.

Founded in 2001 and rooted in digital, MediaMonks has offices in San Francisco, Los Angeles, New York, Mexico City, Buenos Aires, São Paulo, London, Amsterdam, Stockholm, Dubai, Singapore, and Shanghai.