Wanted to share this bloody lovely quote from Marta Palczewska 🌊 from her recent post about the performance of our recent brand films for EvenGreener! 👏🏼
Just to reiterate what Marta had to say, the films have seen a nearly 5% CTR on socials, as well as a whopping +6,400% product views generated, vs the previous period. It’s great seeing the return for brands of our productions, simply because it lets us know we are damn good at what we do! And with video in marketing being at an all-time high when it comes to performance and ROI, Marta is right, invest in creatives, and more importantly invest in GOOD creatives, like us.
#videoproduction#filmmaking#advertising#marketing
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We’re not just a creative agency; we’re also the production company. That means no middlemen and no inflated costs. You work directly with the people who bring your vision to life, saving you time and money. 💡💰
Choose Popart Films for quality, transparency, and value. Let’s create something amazing together! 🌟
#PopartFilms#CreativeAgency#ProductionCompany#Marketing#Value#Transparency#Advertising#VideoProduction#ClientFirst
Product placement is hardly a new development. One of the earliest examples of the marketing technique came in The Garage, a 1920 film starring Roscoe “Fatty” Arbuckle, Buster Keaton, and Molly Malone, which prominently featured the logo of Red Crown Gasoline.
Today, enter creator marketing. One huge advantage it has in the product placement area over media like movies and television is speed: The time it takes for a creator to make their content go live on social platforms is a fraction of the time it takes to produce a movie or TV show.
Read our latest blog here: https://lnkd.in/edsPVenU#creatormarketing#influencermarketing#productplacement#brands
So Toys"R"Us made an ad with GenAI (Sora). Is it any good? And what does it tell us about GenAI created ads?
Let’s start with the easy part. This is likely to be an effective ad for Toys "R" Us. It’s highly memorable, clearly linked to the brand, and looks to be driving a behavior change i.e. people are more likely to choose Toys R Us. All of this puts it well into the top third of our database. Ads that score here deliver on average a 21% higher sales lift than an average ad. That’s typically worth millions of dollars.
How does it work?
🧓 Nostalgia is often a good tactic, when done the right way. Too many brands think average people care about their history, which we don’t, but this was meaningful for many viewers who used to shop at the store. For more on nostalgia, see the incredible paper by Samira Brophy and Effie UK linked below.
🦒 Great branding. Not just brand on screen, but Geoffrey the Giraffe a key character and the Toys "R" Us brand central to the whole story.
🗞 It contains news. The Macy’s tie-in is important to people. Many viewers (myself included!) thought the brand had gone bankrupt and was no longer active. To think in Byron Sharp terms, the ad not only (re)builds the mental availability of a fallen iconic brand, but also informs of the physical availability of the brand in Macy’s stores.
Some will say that news = rational persuasion = not important for advertising. Nonsense. In fact, most ads aren’t exclusively emotional or rational, they are non-binary. What matters most is if it works, not how it works. The ‘how’ can lead you to rules and formulaic advertising that inhibit creativity.
This ad wraps up some interesting news in a warm, nostalgic hug, meaning you pay more attention and are more accepting of the message. But take out the Macy’s information, and this wouldn’t be so effective.
So the big question, is GenAI going to takeover? Not so fast. We can’t tell that from one ad. Our broader data, so far, would indicate that GenAI ads are slightly less effective than those made with human intelligence and real people exercising real creativity. More to come on this soon, in a broader Ipsos POV being authored by Diana Livadic
It seems this what we have here is a very strong ad, so strong it potentially overshadows the slightly creepy factor. Because don’t get me wrong, some people do notice it, but for everyone who says:
🗣 "Sorry to destroy the innocence of the ad; but I couldn't help but think that this kid was on an acid trip."
There are many more who say:
🗣"I liked the almost cinematic approach that it took and the sense of nostalgia in sort of inviting you into a new world of magic. It seemed and reminded me of the old Willy Wonka movie."
Always remember the first rule of Marketing, according to Mark Ritson. Market Orientation. You are not the consumer. In this case, for real people, production quality is secondary to the basics of good advertising.
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“A Tribe Called Judah" rewrites the Nollywood rulebook! Funke Akindele's blockbuster not only reaches the ₦1 billion mark but also redefines box office success for Nigerian cinema. In this article, we discuss the strategic marketing playbook: from smart social media partnerships to star-studded collaborations. See how this film is changing the game for Nollywood with savvy social media campaigns, targeted regional promotions, and a perfect festive launch.
Read more; https://lnkd.in/dN7kQFaF
Freelance Filmmaker and Photographer Passionate About Telling Your Brand's Stories | Fresh Perspective Media
10mo💯