Exciting new client work! Trolli released a new social-first campaign, comprising two spots, dubbed ‘Thrift Store’ and ‘Office,’ which features Trolli’s gummy mascots as they come to life and emerge from their packaging to tempt humans into taking a bite.
As seen in The Drum, the launch spots were surrounded with social-first activations from our Social-Marketing SWAT team to connect with Trolli fanatics across a Networked Experience.
Read more about the work here: https://lnkd.in/gTxAwyWb
Congratulations to our clients, partners, and Digitas Chicago team: Blake Fromkin, Daniel P Cosgrove, Emily Canan, Erica (D'Ambrosio) Melia, Jen Lap, Jillian Larrow, Kylen Chen-Troester, Mike Epstein, Molly Prunka, Naomi Gomez, Allie Antonevich, and Shannon Worley.
Snoop Dogg took social media by storm this month when he announced he was "giving up smoke," only to later reveal it was all part of an ad campaign for a smokeless stove—a hilarious turn that Forbes connects to a 1993 Journal of Marketing study investigating the effects of humor in advertising among different cultures.
Check out the classic study by Dana Alden, Wayne Hoyer, and Chol Lee here: https://lnkd.in/dDjyiEqf#advertising#humorinadvertising#adstrategy
“Choose Different. Choose Fun. Chew Hi-Chew” is not only a fun play on words, but it’s a pretty great way for Hi-Chew to keep pushing into US markets.
While their fame in the US came from a big push in 2012 that was MLB-focused, this new campaign taps into one of the things Gen Z values most: individuality.
Making this fun and multi-colored campaign scream creativity, which Gen Z really cares about, and centering it around something as important as individuality speaks to Hi-Chew's ability to know their market.
#HiChew#Ads#Campagin#Marketing#Individuality#Creativity
If it ain't broke, don't fix it 👌
That's a bit reductive, but what the heck. The point, as Mark Ritson so rightly says, is; don't chase newness.
Just because you're bored with it doesn't mean your audience is. Everyone knows we're bombarded with [insert latest figure] advertising messages a day, so if you want to build salience, say it again and again and again and again.
Sure, put it in a different dress each time, but keep the body the same.
#brandbuilding#marketingandadvertising#brandawareness#brandinghttps://lnkd.in/eRRN2YqY
The Rise of Mockumentaries in Advertising
The mockumentary format has been around since the early days of film, but lately, it’s become a go-to format for brands looking to engage audiences in a deeper and more memorable way.
By blending humor with relatability, these ads are not just watched—they’re talked about and shared.
Here are some of the brands creatively using mockumentaries this year:
E.L.F. BEAUTY: Their campaign, “Cosmetic Criminals,” takes a humorous look at inter-generational cosmetic theft, or “e.l.f.-pinching.” By parodying the true crime genre, E.L.F. turns an ad into a cultural commentary.
GEICO: The “Legend of the Lizard” explores the fictional, never-before-seen story of the GEICO Gecko. This not only entertains but enhances the brand's well-loved mascot with a new narrative twist, deepening viewer engagement.
McDonald's: Their mockumentary on the 'Hamburger Icon' Conspiracy explores a groundbreaking theory that the hamburger menu icon, which is on almost every website, is actually a Big Mac.
But my favorite among these is the recent Marmite smuggling mockumentary.
At only 1:30, this campaign crafts a narrative that is both engaging and absurd—built around the concept of smuggling Marmite into the U.S.
It invites viewers not only to laugh but also to become part of the story through interactive elements like recruitment posters and a hotline for potential smugglers.
Why These Campaigns Work
These examples show that it’s not just about selling products; it’s about creating a story that consumers can see themselves in, laugh about, and share with others. According to The Drum and data from Kantar, this Marmite ad ranked above the 70th percentile in terms of enjoyment and involvement.
What do you think makes these so effective?
#CreativeAdvertising#BrandStorytelling#DigitalMarketing#ContentMarketing#TrendingInMarketing
Directed by Henry-Alex Rubin | SMUGGLER London | adam&eveDDB London
More and more news regarding “woke” advertising.
Definition: 'woke' refers to a perceived awareness of social and environmental matters such as #metoo, #blacklivesmatter, and #timesup. The industry considers brands 'woke' when they address these issues in their target messaging toward younger consumers.
📢 What’s the conversation about?
Purpose-driven and inclusive marketing has found itself under fire, facing business loses ( i.e. Bud Light, Adidas, Pepsi,…)
🔴 What’s the problem?
Brands are becoming too “woke”?
Is about trust and credibility? Consumer perceive is about lauding positive campaigns for good PR?
Or is truly commitment of brand beliefs and values?
“Purpose-driven marketing isn’t synonymous with propaganda. Brands should be leveraging social moments and their position of power to drive change”
Interesting article from Digiday 👇
🌟 Ever wondered how brand mascots thrive in the digital age? Dive into this enlightening article to discover how our beloved icons are making waves on social platforms. An essential read for those looking to leverage the power of mascots in today's online landscape! 🚀
https://lnkd.in/g2yYgkkt#MascotsGoDigital#brandmascot#mascot#mascotenterprise
Even plagued by recent controversies and brand safety concerns, #X (formerly Twitter) is still expected to remain the king of second screen viewing for this year’s #SuperBowl for consumers, agency execs say.
That’s not to say that X will be at the center of Super Bowl campaigns this year, but no alternative has come to take its place as the reigning second screen. Instead, agency execs are recommending clients diversify their approach, working across multiple platforms to reach shoppers wherever they are online during the Big Game. #advertising#superbowlads
In this piece by Kimeko McCoy, we speak to Matt Talbot of WorkInProgress, Liz Cole of VML, Sam Kendrick of Crispin Porter + Bogusky, and Alex Sopchak of nmbl.
