T.P.R. Episode 8 - Marketing Campaigns


Sam: Good day to you, wherever you may be. This is The Production Room brought to you by Replay the Collective Marketing Agency. This is Episode 8 of The Production Room.


Sam:  I'm joined here by my beautiful co-host Mikhail Alfon and Hannah Moyer. Hannah Moyer, She's our head of operations and Mikhail Alfon, He is our head of content strategy.


Sam: So today we're going to take a look at successful marketing campaigns. We're going to talk a little bit about their influence, how they're put together and sort of the anatomy of how that stuff works out. So we can get an idea of really what makes a really successful marketing campaign. Go take a look at a few popular campaigns over the past couple of years. The big one, the Share a Coke campaign. We've all seen in the Coca-Cola bottle can with your name on it. They swap their logo with some popular names so we could share coke with the people that matter the most. That was the idea behind it. So you go from store to store, you look for your name, you like your friends name, your family member's name, you have an opportunity to pick up that bottle. It says Mikhail on it, I pick it up. I bring it to my party and you know it says Mikhail on it. You think I'm cool and we become better friends in that moment thanks to Coca-Cola. It gave a creative. It gives the creative control and the brand ownership to consumers, prompting them to engage with the campaign specifically and in camp and engage with the brand. But it's not necessarily promoting Coca-Cola. It's actually promoting the people that drink Coca-Cola right.


Sam:  And it really drove incredible engagement on social media, online conversations became organic driven, brought by people and the consumers as opposed to the brand driving the conversation. which I think is a really interesting point to understand about the campaign. An article states that in that campaign more than 500000 photos were shared using the share a coke hash tag. Consumers were able to, they were prompted to create virtual Coke bottles shared more than six million of these bottles online. So additionally Coke Cola gained roughly twenty five million followers on Facebook alone. That number blows me away. So MiKhail looking at this marketing campaign, we can see a lot of success that came from the consumer's involvement with Coke. All the brand had to do was really put the names on the bottle and it generated like an incredible amount of hysteria. I don't know if hysteria is the right word. Hype is probably a better word. You think so.


Sam: What do you think about the paid media approach versus an organic approach?


Mikhail:  Well I think you need both. I think Coca-Cola though in this spot were geniuses because as they saw social media rise, they knew that social media is all about communities. I love that you actually said that we could become good friends because of that moment, And that's actually what happens, I'm now messaging maybe Hannah with this coke bottle who has never tried coke before. And you know we're sharing something in common in addition to the fact that it connected with me. There's actually another statistic that, 2 percent of the people in Australia, who have never tried coke before started drinking Coke and that's a lot of people. And so and it's because of this campaign so organic back to the question organic versus paid. I think that you need both but doing organic properly and getting it to connect with somebody in a certain type of person to get them to share. I mean the value is way way way better.


Sam:  Yeah it creates that sense of community around the brand itself. And you know you share something with who does it in that moment. It's not cheesy to say it.


Sam: It really does help us to connect right and it's something that you and I can share together. Thanks to Coca-Cola's an incredible campaign that really leveraged social media and the power of the social influencing.

You’re far more likely to buy a product because I recommended it than the brand telling you.


Mikhail: I mean you're you're far more likely to buy a product because I recommended it to you rather than them telling you, right?


Sam:  Exactly.


Sam:  Totally. If I see an ad, if you share something with me you say you know this restaurant's great or you've got to check this place out. They've got a really cool deal here. Whatever the shirts are great or whatever the case may be it's going to mean a lot more coming from you, than it is from seeing an ad that's makes perfect sense. Just last year Spotify came out with an interesting out of home campaign, Talking sort of about another campaign here that successful were they made billboards with entertaining facts they pulled from data on their users. Thanks for 2016. It's been weird campaign featured billboards that read. Dear person who played sorry 42 times on Valentine's Day what did you do. And dear person in the theater district to listen to the Hamilton soundtrack 5376 times this year can you get us tickets. Over the past few years we have seen less and less out-of-home marketing social media marketing has taken over.


Sam: Hannah, what advantages can we get out of home marketing vs. social media marketing?


Hannah:  This is such a good example of, how they can use something social like Spotify out of home. And so it gives them the chance to stand out because how many billboards are typically, I mean products and maybe hospitals and lawyers will get to you out of it. So it really gives them the opportunity to stand out and to go against the trend and kind of go back 10-15 years and I think they did. I mean it's actually a good decision to do that. One of my personal favorites was, too many guys who listened to the girls night out playlist. You guys rock or something like that just emphasizing the silliness of, they are watching what you listen to.


Sam: Right, exactly.  Spotify CMO Farben said that, there has been a common debate in the marketing world that big data is taking out a lot of creativity and marketing.

What are your thoughts on this? 


Hannah:  I think it's both. It's yes and no, because Spotify used data in a very creative way, so it doesn't inherently limit it. It only limits it if you allow it to. But when you are creating ads to have good stats you think creativity can tend to take a backseat. For example I'm a writer, so when I write for SEO I want to make sure that it's having that effect, with using the right keywords and all the different elements of that but still maintaining that creative edge that will make people read it. Because yes you do want it to work for us. But ultimately you want to provide value for the reader. And so if you only rely on a CEO and only rely on the data, then you kind of limit the creativity and how you're going to do it. So it's just playing out that balance.

I think Spotify did a really good job.


Mikhail: With them saying to the guy who played Justin Bieber 42 times which was me by the way. Like that's actually insanely creative and it stops, gets you to laugh, creates a connection, you're like- should listen to that too. 


Sam: Yeah. And I liked the way how you how you brought up sort of that mix, it's not just one or the other. Yeah you need to use data to make it.

We were so fortunate to have technology and platforms where we can pool a lot of data from it. It helps us make better decisions right.


Hannah: It's also a nice and it's social proof is the KPI. So the people tweeting about everything. Those are the metrics. But it's also just the social proof that it's working. People talking about it.


Sam: That's a great point. OK. So I want to talk about another campaign.


Sam: This one's this one's special to me because Newcastle is an incredible beer. Newcastle Brown Ale. They landed one of the number one super bowl ads and in the last few years. By doing using this technique it is pretty awesome. So instead of actually buying a 30 or 40 million dollar 30 second spot on for a commercial during the Super Bowl. They actually created a campaign in a video and they posted it social media using leveraging YouTube in a big way. And basically it was the campaign was, if we made it campaign. And so basically they couldn't afford to the millions of millions of dollars to take to get a 30 second ad spot. So what they did was they made an ad and then rather than spending all of that money on the placement. New Newcastle put their money into casting Anna Kendrick and Anna Kendrick tweeted something to the effect, that they were not that they. Newcastle was going to cast her. And they ripped her out of millions of dollars. And and so they were using a really unique crowdsourcing technique knowing that her fan base would be following along the message actually turned out to be. It landed one of the most prestigious picks for our week.


Sam:  So Mikhail, What do you think made this campaign so successful and what can other companies take from Newcastle's approach?


Mikhail:  Well this campaign is really special to me because Anna Kendrick is an amazing woman, but they took somebody. Let's talk about this real quick. They took somebody that both men and women can relate to. Right. Women think that she's a bad ass because she has some spunk, she sings in a lot of the characters that she plays are like strong independent women right. Men like her because why the hell not. She's beautiful. She does all this stuff, she's funny. I think she's great. If she's watching. But anyways. So they took somebody a person that both demographics can relate to. So everybody can watch. And then in addition to that, they took into they use shock value of like Newcastle screwing me over. So now everybody's paying attention in Newcastle and they used the current event, as well such as the Super Bowl. So by tying in those three things they essentially had the perfect formula for something that would go by.


Sam: Use their brains.


Mikhail: Oh yes.


Sam:  You know that's a really interesting technique to really kind of instead of having to you know not every company has millions and millions of dollars to spend on advertising. Most companies don't even have hundreds of thousands of dollars or tens of thousands of dollars to spend annually on advertising. So using your brain, using specific audience targeting being able to speak specifically to a specific audience. Using very unique messaging and by using current events and relevant events to your audience then you can really do something special.


Sam:So Forbes came out with an article speaking specifically about this ad and it states that, often research has shown that commercials the viewers like the best are the least effective at selling. So rather than exploit this opportunity to sell a benefit to many companies blow it by focusing on entertainment value.


Sam: So Hannah Do you think this is true?


Hannah: I do, to a point. I think it's important to make your presence known and I think sometimes the silliness and advertising is a benefit. But you also want to, don't want to forget that you're spending this money in order to create awareness and to sell a product. So you do need to have that product. They're like in the Coke campaign. It was just it was about the community but they also remember to bring in oh yeah it's coke we made these special labels and so you really want a balance. You can make it entertaining. Just don't forget the focus of spending the millions of dollars.


Sam:  How important do you find placement to be for the success of campaigns? 


Hannah: I think speaking to specifically like social media marketing and targeted ads we've found great success with using location based advertising. Especially for a restaurant, where outside of a 15-20 mile radius. I mean that ad spend is worthless. Focus on that radius using buying habits and everything like that. But I think that's kind of the difference between an old and new marketing is just that, you can be very targeted with how you use your ads spend to make it go further and to make it be more effective.

Location based advertising is a great alternative, especially for a restaurant, which is outside of a 15-20 mile radius. Focus on that radius using buying habits.


Mikhail: And the reason this was successful is because it was happening around the Super Bowl right. That placement in that respect and the timing is uncanny and it's like you said earlier it's capitalizing on current events and that's you know that's obviously very important. Like you're not going to release ads for swimwear in December. No. You know what I mean.


Sam: Awesome.


Sam: Well great stuff, guys. To our viewers, to our listener- I hope that you were able to find value in the eighth episode of The Production Room. Again, my name is Sam, the head of Growth Operations here at Replay The Collective Marketing Agency and until next time don't stop growing. Don't ever ever stop.