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Drumming Up Fans, Battling Beautifully, and Voicing Makers [The Weekly Wrap]

This week, we talk about a famous drummer who thrilled a YouTube phenom (and the rest of us) with personalized content, a national pharmacy that knows that how you look is important too when you’re battling cancer, and a cheeky clothing brand that tells unifying stories of makers, from a pastry chef to a chainsaw artist.

Let’s get going.

Grabbing the sticks for the ultimate personalization

WHO: Dave Grohl, Foo Fighters founder, and drumming phenom Nandi Bushell

WHAT: When 10-year-old YouTube star Nandi Bushell challenged Foo Fighters’ Dave Grohl to a drum-off, he accepted – and she won. Then the former Nirvana drummer took it one step further. For Round 2, he wrote and performed an original song about Nandi. Though her videos drumming with other stars have reached hundreds of thousands of views, the Dave Grohl second-round challenge video – with Nandi’s reaction – already has earned over 740,000 views since it debuted Sept. 14.

WHERE: Nandi Bushell YouTube channel; shared on social media and mentioned in this article on Mashable.

WHY IT MATTERS: Nandi has had her YouTube channel since the age of 6. She has attracted global media attention and drummed with well-known names like Lenny Kravitz. So Dave Grohl could simply have been just another video on her page. Instead, he created an unforgettable experience for this young drummer who’s “been there, done that” a lot. And we all get to experience it with them.

.@foofighters Dave Grohl created an unforgettable experience for @Nandi_Bushell, and we get to experience it with her, says @jeremybednarski via @CMIContent. #UGC #WeeklyWrap Click To Tweet

Though writing an original song for a fan of your brand may not be feasible or logical given your voice, you certainly can take an extra step in responding to user-generated content with more than a “thanks.” Be creative and sing outside the box.

HOW IT WAS DISCOVERED: Jeremy Bednarski of Rockified Marketing shared this find and the takeaway.

Making content ready for battle

WHO: Walgreens

WHAT: Walgreens created a Battle Beautifully campaign for its Feel More Like You services that connect people undergoing cancer treatment with specially trained pharmacy and beauty consultants who can help them manage the side effects. Walgreens goes beyond the in-store connection by making the page a content hub for articles filled with tips and advice, and a podcast. The five-episode first season of Feel More Like You was hosted by Caitlin Kiernan, a cancer survivor and author of Pretty Sick: The Beauty Guide for Women with Cancer. According to the site, Season 2 is coming soon.

WHERE: Walgreens Battle Beautifully content hub 


By expanding in-store service to an online content hub and podcast, Walgreens can be a resource for many more people battling cancer.

.@Walgreens expanded in-store service with an online content hub for #BattleBeautifully campaign. @MoninaW via @CMIContent #WeeklyWrap Click To Tweet

Another note – when you commit your resources to develop a content hub for a target audience, you should work closely with the web team to make sure it’s promoted and easy to find in the navigation. Otherwise, the impact won’t be that great. 


Monina Wagner, CMI’s community manager, learned about the campaign during a presentation from Vineet Mehra, global chief marketing officer of Walgreen Boost Alliance, at Brandweek 2020 earlier this month.

Creating with the makers in their own voices

WHO: Dickies, a clothing and accessories brand 

WHAT: In its first-ever global multimedia campaign, Dickies tells the stories of 24 makers, from a chainsaw artist and a pastry chef to a hatmaker and a barber. All are, as the campaign name says, United by Dickies.

Each maker’s story includes a short video and an article with powerful photography.


WHERE: United by Dickies

 WHY IT MATTERS: There’s value in letting your customers tell their stories, explain their passions, and connect their name and work to your brand. Dickies smartly lets the makers do the talking. Though Dickies products are not featured in the main content, they are worn by the makers and promoted in a sidebar on the page. It’s also a good reminder about the value of proofreading. Carol Ann’s name is spelled with “Anne” and “Ann.” Our eagle-eyed proofreader, Lisa Higgs, caught the mistake and did the work to know Carol Ann is the correct spelling.

.@Dickies smartly lets its makers do the talking, says @joderama via @CMIContent. #UnitedbyDickies #WeeklyWrap Click To Tweet

HOW IT WAS DISCOVERED: Jodi Harris, editor-in-chief of CCO, shared her thoughts after finding out about the campaign through a news release.

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Cover image by Joseph Kalinowski/Content Marketing Institute