Observed Signal · Sep 23, 2026 · Product Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Klaviyo Launches First Global Brand Campaign with D'Arcy Carden
Klaviyo, a marketing automation platform, has launched its first global brand campaign titled 'Your Brand's Best Friend,' featuring Emmy-nominated actress D'Arcy Carden. The campaign, created by independent agency Gus and directed by Watts through Stink, showcases Klaviyo's B2C CRM features through humorous office sketches. It premieres across streaming, social, and outdoor channels, with significant US presence during NFL on CBS. This marks Klaviyo's first major brand push since introducing its autonomous B2C CRM platform. The campaign aims to inject humor into B2B advertising, positioning Klaviyo as a devoted work companion for marketers.
This is a brand campaign launch from a major martech company, relevant to marketing and advertising but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Klaviyo launched its first global brand campaign 'Your Brand's Best Friend'.
- The campaign features actress D'Arcy Carden.
- The campaign was created by independent agency Gus.
- It was directed by duo Watts through Stink.
- The campaign launches across streaming, social, and outdoor, with a US presence during NFL on CBS.
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1 Entity mapped“Klaviyo, a marketing automation platform, launched its first global brand campaign....”
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