Jaypanee Singh Rajpoot’s Post

Have you ever seen your lips blown up by 2000%? At the RSViP event last night I kept having comments like, “I’m not sure I get the intention of what your recent content is but I’m intrigued.” That’s exactly the point, we’re trying to prepare the audience, so that when campaign M lands the shock (and potential upset) is mitigated. We have been collating the focus group feedback and some of the responses are as follows, “Liv, you are going ruffle a few feathers here.” ~ P1 "Club plays into all of those stereotypes. Perfect playing off with the hands, one on a very masculine thing, and one on a very feminine thing.” ~P16 “More vulnerable - higher level of neck exposure. Prefer with the lips.” ~ P5 “There are going to be some people who really don’t want to see this.” ~P22 However, in the words of Levinson and Godin: “An ordinary marketer plays it safe, doing what worked before is the strategy for gain. A guerrilla marketer has nothing to lose, every marketing outlet is fair game… Guerrilla marketers have more fun.” I keep being in two minds about whether it’s right to publish here but when laid bare on the table, I think to myself… ‘It’s a leotard for goodness sake’. #womeninbusiness #marketingcampaigns #womanowned #guerrillamarketing

Had a fun time this week helping with the marketing launch of comedian Jim Gaffigan's new bourbon – Fathertime...and it's a great example of the power of differentiation. Spirits are an insanely crowded market. Even as you niche down into celebrity spirits there's a lot out there – Jim's main ad for the launch makes fun of this...and of course himself in the process. (He also says he's not famous enough for this to be a celebrity spirit in the first place.) But whether you're looking at spirits overall or the segment of celebrity spirits there's a consistent theme of them all taking themselves *super* seriously. You see the same positioning over and over - generally focused on some variation around living an elite lifestyle in beautiful homes and exclusive clubs. The brands are all hyper-polished and shot like a fashion accessory. There's no room for humor. Yes, there are examples like Ryan Reynolds doing a funny spot for Aviation Gin. But the humor is just contained within the ad. Everything else about the brand looks and feels like every other alcohol brand out there. Fathertime really stands out because it has a clear point of view. It's a premium spirit, but it: ✅ Embraces Jim's dry humor throughout every aspect of the brand and messaging ✅ Feels ultra-classic rather than yet another shiny modern brand ✅ Has a real story ingrained in it around the value and challenges (and obviously humor) of being a father All of this makes it strategically positioned as a great father's day present. The takeaway here though is how well it embraces the core ideas of differentiation in positioning. It's about finding those 2-3 points of value where you can provide a high level of value with clear separation from the competition. When you do that you can stand out even in a wildly crowded space. Oh and if you have a celebrity with millions of followers to push the brand that's always a bonus. 😀 ps- check out Jim's Twitter/X for some of the spots for the launch #positioning #competition #differentiation

I’m not a basketball fan, but that didn’t stop me from loving Coors Light's funny March Madness ad campaign earlier this year. As part of the campaign, the company created a “Countdown to Chill Calendar.” It’s a 21-day advent-inspired calendar “with gifts to keep you chill when your bracket inevitably busts.” For each tournament day, the calendar reveals a “chill-filled prize for the college basketball fan.” The campaign was so popular that calendars sold out within two days. ** Create a Marketing Campaign That Combines Passion and Humor ** The Countdown to Chill calendar is a fantastic example of using your market’s passion with humor to get attention. Want to try the same thing? Here are two things you must consider: • Acknowledge the situation. The calendars were part of the Coors Light “Don’t Let Your Bracket Bust You” campaign. The key here: Don’t get too serious. In B2B markets, this is a unique opportunity to apply humor to a pet peeve in your market. So, think about a pain point (a difficult co-worker perhaps) that can use some fun. • Make the solution small and fun. In a world where serious remedies are everywhere, a funny but handy “tool” can stand out. With the calendars, it was the “a little help, please” candle. Ask yourself: What small thing can acknowledge the annoyance but also get a chuckle? Remember that tapping into passion can be effective in tiny ways, too. If you have a client who is a big fan of something, sending them a timely tongue-in-cheek message or trinket can solidify the relationship. Caring about something is what makes us human. And celebrating that with humor can build connections that go beyond business transactions. (Photo courtesy of Coors Light) #Marketing #MarchMadness

Ok, I'll throw my hat in the ring with an opinion on the whole Snoop giving up smoke / Solo Stove campaign that's been getting a lot of attention over the last few weeks. It's a good idea. It's funny, gets your attention, and is entertaining. It brings awareness to the product. Really a dream campaign on paper. That's all good. They absolutely gained a huge number of brand impressions and followers. Here's the problem - the majority of those people only followed the brand because they were entertained for a minute. So yes, huge lift in followers, but they won't stay engaged unless Solo Stove keeps putting out that type of entertainment. That's also why they didn't see any real lift in sales either. People just expect to be entertained now; it doesn't make a real impression, it's just a fleeting amusement. I think the real question for brands in 2024 is how can you stand out AND move the sales needle when an enormous campaign with Snoop couldn't get it done?

In 2023 A Cereal Company Signed Ronaldo, Serena Williams, Dwayne Johnson & Michael Jordan. 𝐀𝐬 𝐂𝐫𝐚𝐳𝐲 𝐚𝐬 𝐢𝐭 𝐬𝐨𝐮𝐧𝐝𝐬, 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐢𝐭 𝐠𝐞𝐭𝐬. They were all part of the "Fake Celebrity" ad campaign by SURREAL. SURREAL actually took on streets and social media to find everyday individuals who just happened to share names with famous personalities like Serena Williams, Michael Jordan, and Dwayne Johnson.  𝐓𝐡𝐞 𝐛𝐫𝐢𝐥𝐥𝐢𝐚𝐧𝐜𝐞 𝐨𝐟 𝐭𝐡𝐢𝐬 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐥𝐢𝐞𝐬 𝐢𝐧 𝐢𝐭𝐬 𝐬𝐢𝐦𝐩𝐥𝐢𝐜𝐢𝐭𝐲 𝐚𝐧𝐝 𝐚𝐮𝐝𝐚𝐜𝐢𝐭𝐲. By featuring these "celebrities"—who were 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐚 𝐛𝐮𝐬 𝐝𝐫𝐢𝐯𝐞𝐫, 𝐚 𝐬𝐭𝐮𝐝𝐞𝐧𝐭, 𝐚𝐧𝐝 𝐨𝐭𝐡𝐞𝐫 𝐫𝐞𝐠𝐮𝐥𝐚𝐫 𝐟𝐨𝐥𝐤𝐬—the brand created a buzz that was both cost-effective and incredibly engaging. Just by spotting those names you are more intrigued because they are well-known to you, then you read the small print and you laugh. Without a doubt, it went viral in a matter of days. 𝐈𝐧 𝐣𝐮𝐬𝐭 4 𝐝𝐚𝐲𝐬, 𝐒𝐮𝐫𝐫𝐞𝐚𝐥'𝐬 '𝐜𝐞𝐥𝐞𝐛𝐬' 𝐯𝐢𝐝𝐞𝐨 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥 𝐭𝐨𝐮𝐜𝐡𝐞𝐝 𝐨𝐯𝐞𝐫 4,130 𝐫𝐞𝐚𝐜𝐭𝐢𝐨𝐧𝐬, outperforming even big-budget brands. The campaign became a hot topic of discussion, inspiring memes, shares, and even debates about the ethics and creativity of the approach. Campaign started to attract legal scrutiny, Surreal Cereal responded in the most on-brand way possible: 𝐰𝐢𝐭𝐡 𝐡𝐮𝐦𝐨𝐫. Instead of pulling the campaign, they released a series of posts. These posts were void of any potentially controversial messages but maintained the campaign's original cheeky tone. It's a great example of creative and unconventional way of advertising, while keeping the tone and messaging of brand intact. #advertising #marketing #branding #creativeads #digitalamarketing #branding #humor

"EVERYONE" is not a TARGET AUDIENCE!! Lamborghini makes some of the most amazing cars in the world. Luxury, speed, and standing out from the crowd is their forte and there's something unique about how they showcase their cars to the world, you certainly won't find Lamborghini advertisement on television. They say, "We don't do commercials because our target audience isn't sitting around watching TV." This belief underpins their unique approach to marketing, they know their target audience and how to appeal to them. You run a business or provide a service/skill and you are diligent in running advertisments infact your marketing skills are top notch and you feel that since you have covered all the bases customers will definitely engage your products or services but all your hardwork amount to zero customers/clients. No matter how you slash your price, shove your products in their faces continually via different means of advertisements or even offer mouthwatering discounts and incentives, no matter how you tease or entice them engagements are not forthcoming, I hate to break it to you but, when you target everyone you target no one. This people have no interest in your products, they have no need for your services, your products or services do not solve any of their problems, its not that they hate you as a matter of fact they just can not relate to what you are offering. Rather than beat yourself up for nothing or concentrating on posting mindlessly a.k.a trying your luck why not find out who your target audience are, focus on them and create contents that speak to them. I wish you all a fruitful week ahead Cheers to the new week!! PS: One minute I was saying happy weekend and all of a sudden it is monday again,How?? How did your weekend go? #Everyoneisnotatargetaudience #Defineyourtargetpersona #Youarenotafailure #Targetingyouraudience

This is why brand stunts are the future. It isn't because they capture attention. It's because brands have hundreds of ways to share it. You only need to do one supercool activation. Activate and amplify is the name of the game in '24. #brandstrategy #creativeadvertising #CMOinsights

A Case study of BoAt: How BoAt became the market leader in the hearable segment Companies do celebrity endorsement to differentiate their product from their peers. Here’s how BoAt utilized this marketing strategy and became a market leader in the hearable segment. The story starts in 2016 when Apple came up with their first wireless air pods. They revolutionized the hearable segment. These air pods were very costly. That’s where BoAt and other brands like Mivi, and Bolt came into play. They created their earbuds and many other manufacturing brands started to launch their earbuds. Boat utilized the power of celebrity endorsement and how it affects the customers. It hired Hardik Pandey and other celebrities to endorse its brand. And, that’s how it became the market leader in the hearable segment. Now let’s understand the psychology behind this marketing strategy. There are two types of values: Perceived value and tangible value. Perceived value means the judgment that you make by seeing the product. Tangible value is the real value of the product. People usually buy the products based on the perceived value of the products and Aman Gupta( the founder of BoAt) recognized it and took the first mover advantage and acquired more customers for his product. Lessons we learn here: Always try to find ways to differentiate yourself from your peers in the market. Try to create a perceived value to differentiate yourself in the market. And lastly, do let me know in the comment section whether you buy your products based on perceived market value or tangible value. #Casestudy #Company #Celebrity #endorsement

Did you know? One of our top tips for successful fan activations is to ensure your sale doesn't end after 9 PM local time 🕘 Why? After this point, fans are less active, and may even forget to participate. By aligning your timelines with peak fan activation hours, you can drive better results and keep your audience excited and involved! Ready to take your activations to the next level? Discover more tips and tricks with DASH and see how you can optimize every campaign for maximum impact! 💡✨ Jonathan Hufnagel | Jake Ninko | Karson Stinson (Wilson) | Kevin Schildt | Nicole Nielson #DASH #AuctionTips #SportsActivations #SuccessStrategies #EngagementSecrets