Tu 5/9 - Industrial Emissions Face Mist | Lisa Loeb Loves Goldfish | Audio's 342% ROAS

It’s Tuesday May 9 2023. Let's nerd out.

The ad nerds podcast delivers AV industry news every weekday. We are the go to source for people who spend money on advertising, covering Big brands, small businesses. And of course, the latest marketing trends is me Spanky Moskowitz, the show's host, and a nearly 40 year veteran of the ad industry. I've created campaigns for Budweiser m&ms, Frito Lay the NFL and NBA, I've created over 100,000 ads generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news. The ad nerds podcast is the perfect place to start.

Vattenfall a Swedish energy company has teamed up with organic cosmetics brand co GERD to create a fossil fuel free hydrogen face mist. Yes, you heard right. It's industrial strength. While the face mists won't be sold commercially, a limited number of 50 milliliter bottles had been produced as proof that the emissions of fossil free hydrogen are clean enough to put on someone's face. As part as as part of the initiative model. Cara del Avene explains in a video more about the industrial emissions face miss. The ad opens up with Kara rising from a steamy smokestack in a very sterile and industrial looking dress. Her hair is wet, and what she's holding in her hand appears to be a single glass perfume bottle, but it's crystal clear.

The ad is reminiscent of the Calvin Klein ads of the 80s Vattenfall collaborated with creative agency Nora DDB on the campaign to make it easier for people to understand what Fossil Free fuel or fossil fuel free hydrogen is and how clean emissions can be. The campaign rolls out across TV, digital and other social media channels, including out of home over the next two months. And this is in addition to VOD, and fells traditional campaigns to reach new target audiences and continue to grow their brand momentum.

You know, you can easily create something like this in your business. Yes, you don't have to have the elaborate set. Nor do you have to have a supermodel. The key is to find a creative way to showcase your business's sustainability efforts and make them interesting, right, you want to make them engaging to your audience. So for example, a small coffee shop could create a limited edition coffee blend made from being sourced exclusively from sustainable and ethical farms. The coffee shop could partner with a local artist who designs the packaging, and use social media to promote the initiative while also educating consumers about the importance of sustainability in the coffee industry. Ultimately, this is about finding a unique way to showcase your business's sustainability efforts and make them interesting and appealing to your customers. Again, this doesn't fit every business because not every business is thinking about environmental impact. I'm not going to say you shouldn't you should. But every business doesn't. But if your business is and cares about the the impact on the environment, you need to kind of move your messaging in that direction.

It's time to feed your 90s nostalgia with the return of old bay seasoned goldfish. The summer snack was a hit among fans last year and it is back for a limited time. Fans were so eager for the Old Bay flavor to return that they even called an email canceled snacks camp Well snacks requesting it. To celebrate the snacks return. Campbell snacks enlisted singer Lisa Loeb, who is not only known for her 1994 Hit stay, I missed you. But he's also a huge fan of the snack. In the campaign. Lisa Loeb sings a remake of her famous song with lyrics made from social media posts from of the fans. The tune is titled stay we missed you Old Bay goldfish and includes lines like the greatest snack to ever grace my tongue and we accidentally ate them all

Of course you can see the new ad on the ad nerds YouTube channel. The campaign was created with the help of multiple agencies such as no group Saatchi and Saatchi spark foundry and PSP studios. Genda Luke in chief marketing officer at Campbell snack said the team was very careful to recreate the original set of the music video, including the iconic cat on the chair. Lisa loves dark dress and the stained glass. One of the things that caught my attention right away is they edited the video in four three, the old TV format we grew up with so it felt very, very retro and very real to the to the era. This year old bass season goldfish crackers will be sold for 738 for a two pack on mccormick.com/goldfish and it hits stores later this month. This is the second year of the limited edition Old Bay goldfish Following the success of other flavors, such as Frank's Red Hot, which by the way, was amazing jalapeno poppers and Dunkin pumpkin spice. I will not comment on that one. It seems with it seems like brands are using this Daljit to grab the attention of their consumers and with Lisa loves 90s influence. It's no surprise that the campaign is back for another year. Are you making limited runs in your business? Perhaps you should take a note from the goldfish playbook.

If you're a serious marketer, you need to listen up to my next story. Listen being the operative word. Audio is the Swiss Army knife of marketing channel's a triple threat of local broadcasts, radio podcasts and digital streaming that literally could do it all. We all know about funnels. While full funnel audio can help marketers achieve every marketing objective objective efficiently, effectively and in a very personalized way. According to a recent global marketer survey 61% of marketers view improving media performance as a top priority. And full funnel audio offers a pathway to achieving that goal. Audio is currently outperforming other media when it comes to driving purchases, with 45% of listeners making purchases. Let me say that number again, because it wasn't a typo. It wasn't a speedo, 45% of listeners are making purchases. And even more impressively, it's driving higher sales than TV, social and video media. Audio platforms, as we all know, are portable, right? They're on our phones. They're customizable, so we can listen to what we want, and they're local. So they offer a lot of personalized intimate experiences for listeners, leading to multiple upper middle and lower funnel exposures for a brand to reach their target audience. With really good audience segmentation, you could target your ads by activity, purchase history, hobbies, zip codes, you name it, which will lead to better efficiency, higher efficiency and reach in your campaigns. New Balance is a perfect example of this. They were able to track online sales for their two w x y v3 basketball sneakers through Odysseys audio platform and podcasting portfolio, which resulted in a 342% return on adspend Yes, 342% roas I would give my left arm for that, actually my right arm right now. Even though listeners spend 1/3 of all media time with audio, it only accounts for 9% of ad dollars in the media plans. But full funnel audio is literally turbocharging campaigns and delivering huge results, which is moving the needle at every step of the marketing funnel. So if you shift some of your media dollars to full funnel audio, you will see measurable, measurable results really fast audio marketing remember this is motivating nearly half of all listeners to buy products more than any other channel. So it's time to take a trip on the audio funnel journey for yourself and see if full funnel audio can work for you. And I can tell you as someone who started his career in radio, audio is powerful. It gets stuck in people's heads. Why do you think my company produces things like jingles for clients? Why do you think written word ads that are creative and inventive have have impact because you can get your message indelibly marked in the brain of your consumer and stuck there and once a memory is created, it's really hard to uncreate it.

Dentsu Kreative has created a new brand campaign for American Express Platinum. That's all about living life to its fullest. The campaign highlights the benefits of being an Amex platinum member, such as late checkout dining credits, even tickets and travel. The ad shows platinum card holders, kite surfing, enjoying themselves in luxury hotels, exploring their creative side, watching sports and traveling. The accompanying soundtrack is the loud and bold, who's going to be going by this stat. It's impossible to ignore. Maggie Boyle vice president at American Express said they're excited to take a fresh approach and tone in their marketing strategy for the platinum card. The campaign also reflects their desire to help customers achieve the most out of things they love using all the cards benefits. The ad is filled with energy and urges customers to make the most of their lives with Amex platinum, and the cards perks make it easy for consumers to do just that. Whether it's traveling, indulging in luxurious lifestyles or finding new creative pursuits. I will tell you as a non paid spokesperson, I have been an Amex Platinum Card member since 1987. And it is the best card out there. Should I send Amex a bill for that? I don't know thinking about it.

Up next, Ryan Reynolds I told you before we can't seem to get them out of our periphery and once again, he is back. Ryan Reynolds is back in a new ad for mint mobile Reynolds has called upon the star of Amazon freebies mockumentary jury duty Ronald gladden to help promote the brand's commitment to stable rates. In the show, gladden believed he signed up for a real jury duty in case you haven't seen it. And he discovers that everyone involved in the trial was an actor. So as a result of that he has severe trust issues now, by Barry bringing gladden onto the mint mobile set. Reynolds aims to show that even the most skeptical consumer can be won over by the brand's consistently low prices. Despite inflation.

My favorite part of the ad and the kicker is when Reynolds gives gladden the hug at the end and tells him You can trust me I'm an actor. The ad is the latest creation of Reynolds agency maximum effort, which is previously produced work for brands including Deadpool, Kraft, Heinz and match. You can see the ad on our YouTube channel youtube.com/at ad nerds, small business owners you need to look at how simple this production is. And, you know, realize that you don't need a lot. Just a camera and some mics. And you can go you just you do need a good script though.

Hey, if you liked the ad nerds podcast, please subscribe on Apple Spotify or wherever you listen. Give it a five star rating and a great review. I'd appreciate it. That's the Abner's podcast for today. Tuesday May 9 2023. Spanky out thanks for listening and have an amazing day.

Attribution Links:
https://adage.com/creativity/work/why-cara-delevingne-promoting-face-mist-made-industrial-wastewater/2493296

https://adage.com/article/marketing-news-strategy/see-lisa-loeb-old-bay-goldfish-video/2493271

https://adage.com/article/opinion/why-cmos-looking-performance-media-are-turning-audio/2395011

https://www.nielsen.com/us/en/insights/report/2022/nielsen-audience-insights-media-landscape-report-dec-2022/

https://www.iheartmedia.com/thought-leadership/understanding-value-audio

https://www.moreaboutadvertising.com/2023/05/dentsu-creative-goes-all-out-for-american-express-platinum/

https://www.youtube.com/watch?v=LQakmDqQtpM