A pharmaceutical company came up with a creative idea to promote their new medication, Viagra. They decided to use a popular romantic comedy actress to star in a digital ad. They chose a blonde to play the part because they thought men would be more likely to recognise her from popular films like “Mad Men” and “Pitch Perfect.” The plan was to have the actress play a sexy schoolgirl in a vintage school uniform — a homage to the retro advertising campaign for Converse All-Stars. While the actress is not seen with her family, she is believed to be enjoying the promotional experience. A few days after the commercial was aired, the company’s sales increased by 30%.
The Benefits Of Brand Integration
Do you ever wonder why companies spend so much money on advertising? It’s because advertising campaigns can work together to create a memorable experience for consumers. In the case of the Converse All-Stars commercial, Brand Integration made an appearance in the form of an innovative “click-to-call” feature. When a viewer watches the ad and presses “play,” they’re prompted to enter a phone number. When the consumer calls that number, a live person answers and helps them to set up an account. The ad agency pitching the product integrated the call-to-action into their creative. It was a subtle but effective way to integrate a marketing campaign. The results were impressive: the ad was watched by 7.4 million people and received over 2.4 million phone calls. That’s over 10% of the population of Australia!
Why Do You Have to Have a Female Lead In A TV Commercial?
According to HubSpot Blogs’ research, men are 2.4 times more likely to recognise brands than women are. With that in mind, it doesn’t seem right to exclude half the audience in the name of marketing gender parity. Many companies have therefore moved towards having mixed-gender leads in their TV commercials. This is particularly beneficial if you want to engage audiences, gain traction, and inspire action. Having a blonde play the part of the sexy schoolgirl in the Converse All-Stars advertisement encouraged men to want to call the product. However, had they seen a lead male in a similar commercial, they might have ignored it. Having a mixed-gender lead is always a good call.
Actors’ Stereotypes In Ads Can Backfire
While many might see acting in commercials as a way to gain popularity and ultimately a career, it can actually work against you. When people see that you’re just playing a part, it brings to mind all the other roles you’ve played and all the other people you’re associated with. For example, when the Converse All-Stars spot aired, people might have started comparing it to the “Mad Men” spot with the shirtless John Miller. If you want to be taken seriously as a brand, it’s best to avoid playing a part in a commercial or other kind of advertisement. Instead, you should play a role in a TV show or a film that’s meant to be taken seriously. Playing an ironic or tongue-in-cheek role can also help. Of course, the key is to make sure that your role is meant to be funny or satirical. If it’s not, you might undermine all the good work that went into creating an authentic atmosphere. Authentic advertising isn’t meant to be funny, so don’t make jokes about serious subjects. Humour can help open people’s minds, but you have to be careful not to overuse it.
More Than Meets The Eye
If you thought that the Converse All-Stars ad was about the product, think again. As a brand, you’re trying to grow your presence in the community as much as you can. To achieve that, you have to look at everything about marketing and branding, including the way you interact with consumers. For example, when you call a toll-free number, you’re essentially registering for a new account. That’s a valuable piece of information for the bank that you’re calling. At the end of the day, you’re not necessarily looking for a one-night stand with the person you’re talking to, but you are trying to create a memorable experience that will draw them to your product. You want to encourage them to do more than just buy your product once, but to think of you whenever they’re in need of something. In the case of the Converse All-Stars commercial, their goal was to get people to call a 1-800 number. What they didn’t expect was that many people would become fans of the actress and engage with her on social media platforms. Suddenly, the commercial wasn’t just about the Converse shoes anymore.
To create a memorable experience that will draw people to your product, brand, or service, you need to look at everything about marketing and branding. From the way you engage with consumers to the way you represent your product or service, you want to be sure that everything is consistent with what you’re trying to achieve. Of course, being memorable doesn’t necessarily mean that what you’re doing is effective. You have to analyse the results of your campaigns and make changes where necessary. From the way you play your part to the way your models wear your outfits, everything needs to be perfect in order to achieve the desired effect. With careful planning and execution, you can make sure that each aspect of your marketing is playing its part in creating a cohesive, memorable experience. It’s no secret that consumers love a cheeky grin and a wave goodbye as much as the next person, but you have to find the right way to market yourself that won’t turn off potential customers. It takes time to find that perfect balance.