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🎃 Spooky Szn 🎃 | Episode 59 of Marketing For The Now
14 ideas de marketing sacadas de «🎃 Spooky Szn 🎃 | Episode 59 of Marketing For The Now», de GaryVee. Sobre todo de estrategia de contenidos, medición y…
- 14 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 10 min
- Publicada en 2024
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Planifica el contenido de temporada con meses de anticipacion, y remezcla lo que ya sabes que tu audiencia ama
Estrategia de contenidosEl equipo de la cuenta @cocktails de Gallery Media Group explica que planean el contenido estacional con mucha anticipacion -los cocteles de verano salen en abril, el contenido de Halloween sale en agosto- porque cuanto antes se publica, mejor rinde. La otra mitad de la formula es no inventar desde cero: saben que su audiencia ama los daiquiris y las bebidas heladas en cualquier epoca del ano, asi que la 'novedad'…
but a few things that we try and focus on when we're brainstorming is like what are our known truths about the audience like what would we historically see perform well on this handle um so one with like cultural moments and Halloween but any seasonal moment we plan super far ahead um so summer cocktails are going live in April Halloween's going live in August um the earlier we launched this stuff the better it does yeah like we know there's some truths about the audience of why this one did so well we know they love daquaries no matter the time of year we can do daquaries when it's snowing…
Escúchalo en el minuto 51:11
La campana del vampiro de Open Door: cruzar un formato que ya probo funcionar con el verdadero objetivo de negocio
Estrategia de contenidosEl CMO de Open Door cuenta que publican unas 100 piezas de contenido al mes y usan las redes como 'maquina de insights': notaron que una serie organica llamada 'razones para mudarte' (ver una arana en el bano, un vecino molesto) generaba mucho engagement. Por otro lado, tenian un insight de negocio: como Open Door compra la casa directo, elimina la estacionalidad de vender en primavera-verano (cuando hay que…
I love about the vampire campaign like credit to the the Vaya team is so we put about 100 piece of content a month with the Vaya crew and using social as an insights machine coming back one of the pieces of content we've been putting out is this idea called reasons to move and it was like small little Snippets of like silly reasons people move which is one is um you know you see a spider in the bathroom reasons to move you see your your neighbor um Ms the lawn every Saturday morning it's irritating reasons to move well we were seeing that bubbling up high engagement right so that was like…
Escúchalo en el minuto 4:13
El Pickle Witch de Jimmy John's: escuchar el mismo elogio repetido en redes y convertirlo en producto
Estrategia de contenidosLa directora de activacion social de Jimmy John's cuenta que la idea del Pickle Witch (un sandwich sin pan, hecho con un pepinillo gigante partido a la mitad) nacio de ver repetido en los comentarios de redes que 'los pepinillos de Jimmy John's son de otro nivel'. Para la cara de la campana eligieron a Snooki, conocida desde Jersey Shore justamente por comer pepinillos directo del frasco -no una celebridad generica…
historically known for drinking pickle juice straight out of the jar when she was hung over eating pickles whole like that she came to set with green streaks in her hair because she was so committed to being the pickle witch so we were like oh this is we we knew it was meant to be I know and you could tell she was with the fact that Jimmy John's pickles are Elite um this came from a lot of the signals we were seeing in the social uh content that we were doing where people are like look lots of restaurants have pickles but Jimmy John's pickles are Elite like that word exactly is what we saw…
Escúchalo en el minuto 23:58
Producir mucho contenido no es solo para viralizar, es para aprender barato antes de apostar fuerte
Medición y experimentosOpen Door explica que su aprendizaje del ano fue usar el contenido social como maquinaria de insumos: producir en volumen -incluso rodando en Peru y usando IA para bajar costos sin bajar calidad- para poder testear muchas ideas en el mercado real antes de saber cual funciona, en vez de intentar planificar la campana perfecta de antemano. La disciplina fiscal no significa producir menos, sino producir mas de lo que…
not producing and making enough I think you learn more the more you make the more you put out into the world and I think social is the the you have this amazing ability to create volume where you can learn and adjust and improve so then you can take it to other media um and amplify it that was my great learning of this year like I knew social I think to a degree I don't think I knew like how can we produce great work but be really smart on how we produce it so we produce some work in Peru keeping production high high production quality but lowering cost we were using AI smart to keep…
Escúchalo en el minuto 7:30
El volumen de contenido vale mas por los aprendizajes que por la posibilidad de viralizar
Medición y experimentosEl equipo de @cocktails describe su sistema: publican en volumen sobre todo para generar aprendizajes que comparten sistematicamente entre los equipos de estrategia y creatividad, corren pruebas A/B formales sobre elementos puntuales (por ejemplo, cambiar el texto superpuesto de un video de bajo rendimiento por una formula que siempre funciona, como 'enviale esto a la persona que...'), y cuando un video se vuelve…
put into our brains Forever at Vayner and at GMG is obviously volume um that gives you more at bats one for V virality and two for insights and learnings which is like the more important part in my opinion um we're constantly sharing these insights and learnings with our strategy team the creative team and across everyone so everyone knows what they can Implement are working um we're also constantly AB testing so identifying a theory or hypothesis and executing a test and sharing that learning across both teams um you know we've taken things that have underperformed and we're like okay let's…
Escúchalo en el minuto 56:09
Lo que detiene el scroll no es la receta: es la vajilla y el sonido de los primeros tres segundos
Estrategia de contenidosEl equipo creativo de @cocktails identifica que separa a un video que se vuelve viral (como su Dracula's Daiquiri, con 1,7 millones de vistas y 24 mil guardados) de uno que no: la vajilla llamativa (un caldero, una copa poco comun), los adornos vistosos (dientes de vampiro de gomita) y el sonido -como el chapoteo de un liquido tipo ASMR- concentrados en el primer 'beat' de uno a tres segundos del video. Esos…
whole thing yes um the Dracula de in specific um that one got 1.7 million views 22,000 shares 24,000 saves so like different kind of production visual cues that we use like the gra the servingware which I don't know if you saw the the viral piece but it's like really interesting our audience is really interest interested in in serving wear like a little cauldron a little or like yeah exactly so I I think this one was like a goblet but like all kinds of different things like that and then um the vampire gummy teeth that we had that like the garnishes really set the things apart so um you see…
Escúchalo en el minuto 51:51
Habla a tu audiencia B2B como a la persona completa que es, y prioriza la velocidad sobre la produccion en tendencias
Estrategia de contenidosHubSpot reconoce que su audiencia de tomadores de decision son personas que alternan entre su rol profesional y su rol de consumidores de cultura pop, asi que en LinkedIn publican contenido de meme y tendencias con un giro de oficina -como un carrusel de 'los disfraces mas terrorificos de la oficina' inspirado en el meme de Spirit Halloween, que genero mas de 2.000 interacciones-. La regla operativa detras es…
understand um our audience of Elder Millennials and older gen Z's really well um and we try to in Social mirror the code switching that they're doing between their role as you know a business decision maker um and their role as a consumer by acknowledging pop culture and Trends and speaking to them like they want to be spoken to understanding meme culture week we posted our own version of the Spirit Halloween costume meme um but we showed the scariest personas that you can run into in the workplace so think like cold caller level 500 Brian from legal the unhinged social media manager um very…
Escúchalo en el minuto 1:06:30
No solo cuentes la historia de marca: demuestrala con una activacion real y documentada
Mensaje y copywritingEl equipo creativo de Fiverr saco la idea del 'cementerio minorista' de un chiste de Seinfeld sobre esos locales que fracasan sin importar que negocio abra ahi, y la conecto con Halloween para hablar de 'romper la maldicion' con freelancers de marketing digital. Pero no se quedaron en la metafora: ademas del comercial, lanzaron una activacion real regalando creditos de Fiverr a pequenos negocios que necesitaban…
to communicate this message uh so they came up with the Insight with inspiration from actually Seinfeld which was it where he speaks about those like in every city and in every neighborhood there's this one location that no matter what they open there it's always like failing whether it's a pet creative team came up with the idea of let's use fire Freelancers uh with digital marketing to help those businesses break the curse so we led the spot uh because we also initiated an activation where we offered Fiverr credits to small businesses or people who know other businesses that need help and…
Escúchalo en el minuto 40:36
Antes de optimizar conversion, pregunta si tu verdadero problema es que nadie te conoce
Medición y experimentosEl CMO de Open Door es directo: la razon numero uno por la que la gente no usa su producto es simplemente que no lo conoce. Como marca todavia en construccion, su prioridad no es optimizar conversion sino awareness, porque el resto del embudo -consideracion, conversion y boca a boca de clientes satisfechos con alto NPS- depende de resolver primero ese cuello de botella. La leccion es diagnosticar en que etapa del…
with so a lot of uh the number one reason people don't use Open Door is because they haven't heard of open door so it's really for us at this stage you know where're I would say we're kind of as sending to be an iconic brand so it's really about driving awareness the more awareness the more consideration the more conversion and um and that's it the more people that convert with us the more they tell their friends about the experience and that's good for us uh
Escúchalo en el minuto 3:18
Construye tu campana de marca alrededor de la ansiedad laboral especifica de tu audiencia, no del beneficio generico del producto
Mensaje y copywritingHubSpot lanzo su campana de marca global a partir de lo que sus propios clientes marketers describen como lo que mas les asusta: hacer malabares entre crear contenido, gestionar campanas y analizar resultados, y aun asi quedar cortos en impacto real de negocio. La campana construye un contraste dramatico entre la vida sin HubSpot y la vida con HubSpot, hablando directo de esa ansiedad puntual en vez de listar…
but it's actually kind of a play on what marketers say is super scary for them which is trying to juggle all the things so if you're a marketer today you're sort of switching between creating content to managing campaigns to analyzing campaigns and what we're hearing from a lot of folks um in this community is that they're doing all this work but they're actually coming up short when it comes to impact on the business so despite marketers being reaction I mean the campaign was really created to draw that jux toos between life when you're not using HubSpot and what life feels like when you are…
Escúchalo en el minuto 1:02:12
Lanza tu sabor de edicion limitada justo despues del Dia del Trabajo, como Starbucks con el PSL
Oferta y precioLa SVP de marketing de Bailey's en Diageo cuenta que su coctel de chocolate con especias de calabaza para Halloween genero 7 millones de interacciones gracias a una colaboracion con un chef que construyo una calabaza gigante de chocolate. La tactica detras: lanzar el sabor de temporada justo saliendo del Dia del Trabajo -igual que Starbucks con el pumpkin spice latte- para construir el 'camino' hacia la temporada…
is probably this massive Jackal Lantern behind me um and Chef Amari gishan so we actually partnered with him as part of our Bailey's chocolate lur platform and he helped us actually reimagine all the elevated ways you could use Bailey's chocolate lur and in this case the pumpkin spice cocktail which is endemic it well none only that seven million people have engaged with this content um where we get to see him make this and think it's great and I and the Pumpkin Spice thing has been huge and to your point it's C I mean it's really I mean now that you've built off this momentum it's the kind…
Escúchalo en el minuto 12:59
Convierte el seguimiento en redes en el unico camino para ganar: la caceria del capitan de Captain Morgan
Retención y relación con el clienteJulie de Diageo describe 'Follow the Captain', la caceria del tesoro gamificada de Captain Morgan que ya va en su segundo ano, atada a la temporada de la NFL: fans de todo el pais siguen pistas por experiencias y premios, con colaboraciones de marca incluidas, y la unica forma de participar es seguir la cuenta del capitan en redes. Es un mecanismo de engagement recurrente y gamificado, ano tras ano, anclado al mismo…
to get into the heart and the meat of uh NFL season and as a sponsor um which I am on multiple Brands but I am with Captain Morgan we're bringing back our epic um scavenger hunt follow the captain for its second year where fans all over the country get the chance to follow the captain for experiences and prizes and even a Tob announced collab with a certain Street Wear brand that I know you have an affection for um which kicked off just yesterday and the only way for folks to participate in this is by following the captain as part of this whole campaign so it's really exciting um you'll see…
Escúchalo en el minuto 17:35
Usa tu propio producto para producir el anuncio de tu producto
Estrategia de contenidosLa pieza central del comercial 'cementerio minorista' de Fiverr -una ciudad miniatura de seis por seis pies, inspirada en el estilo de Tim Burton, construida en una semana por ocho artistas- fue encargada a freelancers reales encontrados en la propia plataforma de Fiverr. Literalmente 'hecho en Fiverr' hecho por Fiverr: usar el producto propio para producir la publicidad del producto es prueba de concepto viva, no…
even this spot specifically the the retail graveyard was created what we called made on Fiverr or in this specific case it's literally handmade on Fiverr uh because we work together you know when we looked for like how can we creative director Amy he suggested we'll we'll partner with uh two artists that are part of our community their name is true twins which are not truly twins apparently but they're very very worlds so with their help you know I think they worked with uh for about a week with a team of of eight different artists after designing the whole city like a miniature City uh with…
Escúchalo en el minuto 43:39
Cuando tu categoria genera ansiedad cultural (como la IA), no la evites: toma postura y demuestrala
Marca y posicionamientoFiverr identifico que su audiencia siente a la vez FOMO y fatiga con la conversacion sobre inteligencia artificial, y en vez de esquivar el tema lanzo la campana 'A nadie le importa que uses IA', con la postura de que el talento humano usando IA gana sobre la IA sola. Para probarlo, mezclaron en la misma campana contenido filmado en vivo y contenido generado con IA, haciendo tangible el argumento en vez de solo…
just recently launched a new campaign called nobody cares you use Ai and which the campaign was created both with live action n AI creation that was generated by uh you know we found the everybody's uh on one hand anxious and have this foma of what's going on how is it going to affect me what's the new tools on the other hand there is a a certain level of fatigue from that conversation right of hearing about it behavior on our own platform we had the Insight that at the end of the day you know results matter and if you want to really to have great creation you need the human talent to…
Escúchalo en el minuto 46:12
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