Feb is in full swing which can only mean one thing — it's Super Bowl season. In this week's newsletter, we'll walk you through the Super Bowl teasers creating hype, an important TikTok update — and Whole Foods' beef with The Bachelor?
So let's get you up to speed — here's everything you need to know *now* within the marketing + creative space.
Consider this newsletter a resource for marketers and creatives, by marketers and creatives. Enjoy!
Breaking Down Pre-Super Bowl Ad Teasers
Social is an endless scroll. Where to stop? Here we analyze relevant moments, cultural trends and the marketing geniuses behind it all.
It's that time of year, with the Super Bowl just days away, sports fans are gearing up for the big game — and marketers are gearing up for the big ads. This year, more than ever, we've noticed a rise in pre-Super Bowl advertising.
In the past, it hasn't been uncommon for brands to release Super Bowl spots ahead of the game, but this year, several brands have released 'ad teasers' — giving viewers a look into the spot ahead of the game — and building anticipation for the release of the full campaign. Here are just a few Super Bowl teasers that have been generating buzz:
The Beckhams Forget Everything – Except Uber Eats
This year, the Beckham documentary had us falling in love with this iconic couple all over again — and this Super Bowl teaser taps perfectly into their dynamic. As a preview to their full spot, Uber Eats released a teaser featuring Posh + Becks hilariously forgetting all the details of the Super Bowl campaign that they're going to be starring in, giving us a look into their relationship — and their comedy chops. The ad didn't miss a beat, with cheeky nods to the documentary, including Victoria wearing a t-shirt reading, "My dad had a Rolls-Royce."
Michael Cera's Recent Strange Antics Linking Him to CeraVe Come to a Head
This campaign is much more than a spot. For the last few weeks, a series of events have played out causing speculation that actor Michael Cera is the brains behind skincare brand CeraVe. Cera was spotted carrying massive bags of CeraVe products around NYC, later he was seen handing out moisturizers to passersby, then, creators started sharing content speculating around a connection between the two (spoiler alert — they were all part of the elaborate campaign). The buzz finally came to a head this week when a Super Bowl teaser featuring the actor appeared on the website iamcerave.com. Though so many questions remain, one thing's for sure — fans are on the edge of their seats waiting for answers this Super Bowl Sunday.
Addison Rae Teaches Dance Routine to a Mystery Student
While most teasers took a more subtle approach to the inherent "wait and see what's coming next" messaging, Nerds spelled it out clearly, in a spot featuring social media star Addison Rae teaching a mystery student a dance routine. While the teaser is short and simple, the concluding copy, "February 11th — who is Addison coaching?" got people wondering, and prepped to tune in for the big reveal.
So, when it comes to Super Bowl teasers, what can marketers take away? Dropping spots pre-big game can be met with mixed reviews — however, when executed well, teasers take brand anticipation to the next level.
TikTok is Gen Z’s Google – Here’s What You Need to Know
These days, online searches are no longer reserved for search engines. Where are people turning to for information? You guessed it — TikTok. Though TikTok is seeing users of all demographics turning to the app for answers, this last year brought a wave of Gen Z users to the TikTok search bar.
So what do you need to know as a marketer? TikTok Search is now a massive pillar of TikTok's strategy. We know, we know — not everyone wants to shift their focus from content to keywords, but armed with the right information, tapping into TikTok Search can mean big things for your brand. Here's the 411.
The Data:
It's all in the data. At this point in time, 41% of consumers have used TikTok as a search engine — 64% of Gen Z, 49% of Millennials. These numbers are massive — and growing. Why? Nearly half of consumers say they find information provided to them via short-form video content more digestible than other forms of content.
How to Tap In:
With these staggering numbers, now is the time to tap into a TikTok search strategy. At this moment in time, the TikTok algorithm is heavily search-focused and prioritizes content that fits into a clearly defined category. The more accurately defined your content is, the more likely it is to appear in front of the right audiences. So, how do you create content that's searchable by these standards? The answer is a familiar one, keywords. Though the concept is nothing new to marketers with traditional SEO knowledge, TikTok does pull keywords from a variety of content elements including caption copy, hashtags, voiceover and overlayed copy. What does this mean for success? Strategic keywords + thoughtful copy = a winning combination.
2024 Trending Projects (+ Stats to Back Them Up)
It's always valuable to have a few tips and tricks in your back pocket. Here we'll offer our *best* tips to share at your next water cooler convo — whether in-person or virtual.
The marketing opportunities this year are endless — here are just a few of the recent trends we're seeing (+ the stats to back them up). Trust us, these are worth noting at your next strategy meeting — and considering a new agency partner for. ;)
📈 Brandformance
If you haven't heard of it, we're here to help. Brandformance is the idea that campaigns can (and should) be designed with the focus of amplifying brand awareness AND exceeding performance targets. The result? Cohesive, intentional cross-channel strategy and performance — 56% of brands have said that combining brand and performance goals led to better marketing outcomes.
👨💻 Amazon Marketing Services (AMS)
AMS = promoting yourself on the shopping giant, Amazon. Whether or not you're an Amazon seller, these advertising solutions are offered by Amazon to help boost sales and visibility — including Amazon Display Ads, Amazon Sponsored Products and Amazon Sponsored Brands. The data? 38% of the market share among retail eComm brands is dominated by Amazon — 40% of these customers find sponsored ads helpful.
🤝 Partnership Activations
An event or in-person collaboration with a brand partner. 58% of marketers say that partnerships are a key channel for growth. 74% of consumers say that attending brand activations makes them more likely to make a purchase.📹 Interactive VideoA form of video that supports (and often encourages!) user interaction. Many brands are currently tapping this trend to support eComm conversion through tech like Tolstoy. Marketers who implement interactive video see on average 25% better conversion rates, 18% more leads generated and 21% more web traffic.
📝 PR's Shift to Storytelling
Traditional PR is out, storytelling is in. PR is no longer being viewed as a singular channel for one-time placements but instead is becoming the umbrella of a brand, shaping the positioning and brand narrative. And with good reason — 68% of consumers say that brand stories influence their purchasing decisions.
Marketing Wins We <3
Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share — and their main takeaways.
Barilla's Leftover Pasta Series is a Continued Hit
Over a year ago, Barilla found out that one in four pasta dishes made are wasted — so they decided to do something about it — and enlisted TikTok creators to help. Launching the "Second Life Pasta" campaign, the pasta brand had creators stitch viral pasta videos with leftover pasta recipes. What's happened since then? The concept has been incorporated across channels, the campaign has since reached 100+ million people on TikTok, and most recently, was awarded the Grand Prix at TikTok's Ad Awards.
💡 Takeaway: Tap community to show, not tell. Sure, Barilla could have shared that there is so much you can do with leftover pasta, however, community members walking viewers through their recipes resonated — and inspired others to do the same.
Whole Foods' Berry Chantilly Cake Reacts to The Bachelor
While watching a classic reality TV meltdown, Whole Foods noticed something familiar — their popular Berry Chantilly Cake being thrown to the ground by a Bachelor contestant. Their response? A TikTok duet featuring the Berry Chantilly Cake itself reacting to the moment. Of course, the hilarious clip went viral.
💡 Takeaway: Now's the time to shine. Leave room for impromptu social moments based on trending topics — these quick pivots often deliver the best work.
Rhode Involves Community in Product Development
Last month, Rhode launched their highly anticipated cleanser — but what we're interested in? What they did before. Prior to launching the product, Rhode sent cleanser samples to their testing panel of community members and creators. Those who received the sample shared their thoughts and first impressions on social. Feedback and social buzz? Talk about a win-win!
💡 Takeaway: Strong PR shapes brand narrative. This move helped shape the narrative that Rhode involves community in product + brand development — and subsequently went viral on social.
Marketing Jargon
In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
Cookie Inflation: The rise of CPMs as a result of Google's cookie phase-out.
Channel Mix: The combination of channels a brand or company uses to communicate their messaging to their audience.
Hyper-personalization: The method of leveraging data and AI to tailor marketing messaging individually in order to meet a customers wants and needs.
That wraps issue no. 15 of The Breef POV! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
