The ad itself is real audio of a Google employee’s grandfatherwhich makes the ad all the more touching. As a pioneering tech company, Google probably isn’t the first company that comes to mind when you think of emotional ad campaigns. They only tweet about 4-6 times per month and each tweet has something interesting to share, even if you aren’t actively looking to buy a car. Obviously, this level of success is a holistic process, but we can identify two key elements. Instagram is largely untapped for most B2B companies because they feel that they can’t compete with most of the entertainment content on Instagram.
Consider streaming your keynote speaker or special segments of your event that provide the most value and pitch it as “just a sample” of the full event. In the end, the chicken sandwich sold out in just 16 days during which time Popeyes raked in over$65 million. This marketing campaign worked out spectacularly and their sandwiches sold like hotcakes. In fact, as they began to sell out, it drove the demand through the roof.
However, because most companies think this way, it’s actually a great opportunity. Uniqlo is an innovative Japanese apparel company that has a valuation of over $12 billionand is the world’s third-largest retailer, after Zara and H&M.
While Chick-Fil-A did not respond, several other restaurants joined, such as Wendys and Shake Shack. Capitalize on events that already have a lot of attention and exposure. By creating awards or competitions within those events, you’ll gain a lot more attention and even stand to gain exposure from the brands involved in the event. It was brilliant because rather than trying to pull people’s attention away from the Super Bowl, Twitter took advantage of the hype and made themselves the center of attention. The video earned over 12 million views around the time of the Super Bowl and now has almost 62 million views. The campaign features a man who is using the Google Photo product to relive past experiences with his late wife.
Even so, the real genius of his Facebook ads is his copy. He’s an incredible storyteller and thoroughly understands the dreams, fears and desires of his audience. Dove produces some of the best marketing campaigns with their touching commercials that go against the grain by changing beauty standards. Dove understands that the solution they are selling is just part of the larger picture.
If you are delivering an exceptional experience for attendees, then broadcast it. Show participants having fun and getting value out of it.