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The Art of the Marketing Campaign (full masterclass) — Transcript

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0:00Well, well, well, here we are again for
0:02the arts of the marketing campaign. I'm
0:05trying to make the most valuable video
0:07that I have made yet. Let me know if
0:09I've made it happen. But in this video,
0:11I'm going to define every term and
0:13concept that goes into the planning and
0:15execution of a marketing campaign. We're
0:17going to go through putting together
0:18strategies for campaigns, content plans
0:21for modern campaigns, extensions of a
0:23campaign, working with retailers and
0:25partners and building your brand world
0:27around a launch or a big moment. We're
0:29going to talk about ultra-modern
0:30approaches to take. I'll have a dozen
0:32examples of products that I have worked
0:34on, awesome campaigns that I respect,
0:37software, products. Try to have a whole
0:39gamut, so no matter where you are at in
0:41your marketing journey, you can learn
0:43something. I cannot be more excited to
0:45hit this because I love a good campaign.
0:47Let's lock it. So, first let's talk
0:49about what a campaign is. When you are
0:52in marketing or have a brand, you need
0:54to get attention to things that you do.
0:56But most likely that is going to be
0:58around the launch of something. A new
1:00product, a new feature, the announcement
1:02of your company, or something seasonal.
1:04Like you may have a fall campaign or a
1:06summer campaign. But it's designed to
1:08bring attention and sales to the brand
1:11you work for. And so, I look at the
1:12starting of this always as strategy.
1:15This video is broken into three
1:16sections: strategy, content, and then
1:18the world outside of just your brand.
1:21What do we mean by strategy? When you're
1:23coming up with a launch idea to market
1:25something, generally you are going to
1:27have the why. What are we doing? What is
1:29the anchor? Then you're going to have
1:30your channels to market it. We're going
1:32to talk through three types of those.
1:34And then you're going to have all the
1:35places that it lives in the world. So,
1:38let's break that down. Typically, if you
1:39are launching a product, or even if
1:41you're doing a seasonal more conceptual
1:43campaign, it's going to start with an
1:44insight or a concept. So, an insight is
1:47something that you or your team have
1:49discovered about your customer. Problem
1:52that they have, a thing that they do,
1:54that you are going to capitalize on to
1:56help market and sell your product. love
1:59to use greens as a great example of
2:01this. They have a product that basically
2:03says everyone wants to have their
2:04greens. There's a huge popularity of
2:06stuff like athletic greens and AG1
2:08because people know they need greens.
2:09But the insight is the current
2:11experience to get your greens sucks.
2:13Wouldn't you prefer if it had a sweet
2:16but not too sweet gummy to get all that
2:19same stuff instead? And in particular,
2:21kids, there's no way that they're going
2:22to do it. So, let's get them everything
2:24they need. That is an insight. Another
2:26example of one I was working through
2:27recently as many of you know, I work in
2:29my day job in cosmetics. We had an
2:32insight around buying multiple of an
2:34item that a consumer loves. So, for
2:36instance, they have a favorite shade of
2:37lipstick or a SPF they really like. They
2:40treat it as a luxury, treating
2:42themselves to go get multiple of those
2:44to have backups when it goes away.
2:45That's a consumer habit that we could
2:47play into as an idea for a campaign. And
2:50so, when you go to market something, you
2:52will have either this insight or a
2:53concept. And a concept can be something
2:55that's just like a really interesting
2:56visual presentation. Sometimes you have
2:58both a consumer insight and a concept
3:00for the campaign. Sometimes if you have
3:01no strong insight, you need to make up
3:03for it with a strong concept. But you
3:05are going to want to tie the entire
3:07campaign into the point that you want to
3:08get across. What do we want to make sure
3:10our consumer knows that they're going to
3:12resonate with, it's going to get them to
3:13buy? And how do we package that so that
3:15they're really into it? And to do this,
3:16you have these three methods. First is
3:19core. Core is basically your marketing
3:21efforts, what you already do and have
3:23access to and can afford. So, for
3:25instance, for a really small business,
3:26core may be the Instagram account that
3:28you post to and you're not on other
3:29social media. The website you have that
3:31already gets some traffic, your retail
3:33store you have a sign you can put in the
3:35front. That would be your core. That's
3:37what you have to work with. Now, if
3:38you're a more typical business, you have
3:40your Instagram account, your TikTok
3:41account, one or two people on your team
3:43that make social media, like a founder,
3:45your email list, your SMS list, your
3:47website, you have an SEO program, you're
3:49running ads. You have like all these
3:51different pieces of your marketing
3:52campaign. And you're going to want to
3:53think, how do we deploy all of those to
3:55support this campaign? Then we have
3:57extensions. This is tier two. So, for
3:59instance, if you are in retail, if you
4:00are a gloves brand and you sell gloves
4:02inside of sporting goods stores, you
4:04want to be able to work with your
4:05retailer to help support that campaign.
4:07Sometimes that means you're spending
4:08money advertising with them. Sometimes
4:09that means they will actually do a
4:11cross-post with you, or they have a
4:13newsletter to feature it in. They have
4:15programs where they market together. Can
4:17even be you doing a pop-up event in
4:19their store, that kind of thing. And
4:20then partners, other people that may be
4:22involved. Partners could be an
4:23influencer you have a long-time deal
4:25with. It could be another company that
4:26you co-promote with who has an extension
4:28or an API from your software. Who are
4:30people in network that will also help
4:32promote at the same time? And then the
4:34third segment, one that is really
4:35overlooked, is your existing customer
4:38base. And how do they get involved? One
4:39classic example of this is that if you
4:41are releasing something, well, something
4:42I encourage many brands to do is offer
4:44to your existing customers first. If you
4:46were around for the last drop of the
4:48clothing merchandise brand I have, and
4:49you had bought from us before, you will
4:51notice you got an email from my wife
4:53basically being like, "Hey, we're
4:54putting on a new drop. Do you want
4:55anything ahead of time for this to make
4:57sure it doesn't sell out? And because
4:58you're a customer, you can get
5:00customer-only pricing before launch."
5:02And it was a one-to-one email to
5:03basically every VIP. And no matter what
5:05kind of company you have, whether you're
5:06reaching out to 10 people or your top
5:08customers, or using something like Our
5:10Signal, it's like a software that
5:11scrapes your different customer profiles
5:13and types and analyzes people that are
5:14more important, or you're doing it to
5:16everybody, how do you involve them to
5:18not only buy, but help tell your story?
5:20Could they promote for you? You want to
5:21involve that in your planning process.
5:23How do we integrate the customer? And
5:24then last is going to be merchandising.
5:26It's kind of like an exterior category,
5:27but worth mentioning. So, if you are in
5:29stores and you have displays or cards or
5:31videos that play. If you have a store or
5:33a function, anything that could be a
5:35billboard for your brand that exists,
5:36how are you going to dress it up or
5:38change it for this? A good example would
5:39be if you have a product that's sold in
5:41Ulta or something like that where they
5:42have a gondola, there's so much of
5:44graphics promoting your brand. Is it
5:45worth it swapping it out? How could you
5:47do that to promote what you're
5:48launching? And so, an example of putting
5:50a strategy together for this, I want to
5:51talk about a brand I used to work for, a
5:52brand called Gel Blaster. And you're
5:53going to have I see a bunch of examples
5:55of brands I've worked on through this.
5:56You'll see some kind of different types
5:57of strategies there. And so, we were
5:59launching a product with Costco. a
6:01product called the Gel Blaster Nova. It
6:02was a two-pack. We had never launched a
6:04bundled pack, only ever single blasters.
6:06We also knew that the Costco customer
6:08likes a deal. So, we wanted to take
6:09advantage of a Costco-only product to
6:11offer discounting. Our brand did not
6:13discount much at that time. So, as we
6:14put together that strategy, we had the
6:16big YouTube video we put out on our
6:17channel. We were going to run
6:18advertising on some other channels. We
6:20had our core TikTok content and
6:23Instagram and everything there. You can
6:24see me doing a tutorial video, talking
6:26through the basics of the blaster and
6:28what's inside the box. founder who had
6:30social media talking about the new
6:32product as well. But we knew we needed a
6:33reach strategy that would go beyond us.
6:36We worked a ton with influencer, and we
6:38needed a concept. Because it was a
6:39blaster pack, we got into all these
6:41ideas of could we do video game
6:43scenarios and people versus other people
6:46and have that play out. And we briefed a
6:47large number of influencers specifically
6:49for this Costco launch product going
6:51into the holiday season to raise the
6:53awareness of it. That brief smashed. And
6:55then we had some amazing creators who
6:56did a great job. An example here from
6:58Wes. He's doing video game style POV
7:01where you have the map, you have these
7:02little effects, and he's doing all of
7:04these who had the best fatality,
7:06basically. It has 299,000
7:09likes. He had millions and millions of
7:10views on YouTube on this. This is just
7:11one of many creators we briefed this.
7:13But the best part is this was one of our
7:14small influencers. He was a micro at the
7:16time. He had I think 10 or 20,000
7:18followers, maybe 50. But the idea, the
7:20concept, how they executed the concept,
7:22the teams in between, it all adds up to
7:24the awareness level of the product as
7:25part of the campaign. And you would see
7:27a bunch of videos of people doing
7:28different stuff. You would see these
7:29video game scenarios, you would see
7:31these competitions, and the brief
7:33followed this overall theme that then
7:34attached to the launch video, that
7:36attached to what you would see in store.
7:38And for example, in Costco in
7:39merchandising, this was a product that
7:41was out on pallets. So, there's a lot of
7:43stores that will just take big boxes of
7:45product on a pallet, and you don't
7:46actually get them on shelf, you get them
7:48just sitting there on full pallets or
7:50half pallets out inside the shopping
7:53environment. But you can then design the
7:54corners and sides of that, which we do
7:56to accentuate the value propositions we
7:58have for the category. And all the cool
8:00things that come with the Gel Blaster
8:01experience. Now, we're going to bridge
8:03into content, the idea of modern content
8:05for campaigns, because that is the most
8:07important thing for most brands where
8:09the biggest upside is right now is
8:11organic content. And so, what do I mean
8:12by that? I mean that when you create
8:14content to launch a product or do a
8:15marketing campaign, you create content
8:17on your organic platform. If it's good
8:19content, it will go far larger than
8:21whatever your follower count is, right?
8:23Follower count does not matter on main
8:25social algorithms much. But also, great
8:27performing organic content and that
8:29content there is going to be great to
8:30then feed into your ad account. So, all
8:32the stuff you create for the campaign,
8:33you want to have some variations for
8:35ads. You want to be able to test some of
8:36the organic posts as ads, and it works
8:38well there. With that, you're also going
8:39to be enabling and taking some of the
8:40things that work in the concepts and
8:42putting them out to influencers and UGC
8:44creators to create more ads or to get
8:46more organic reach. This is the method
8:49that works the most for most brands,
8:51including software, including physical
8:53products, that happens today. Is they
8:55follow this cycle. And for any type of
8:57business, this framework that I'm about
8:59to walk through for content will make a
9:00lot of sense to you. We'll look at some
9:02examples to start. This is a company
9:03called Break Archive. They are a
9:05reseller store. And I want to talk about
9:07their Black Friday campaign. So, if
9:09you'll notice, they put out what we call
9:11a teaser to start. It's a news chyron,
9:14crash is coming. They have some stuff
9:15about investment. Obviously, Black
9:17Friday you get a lot of Black Friday
9:18market crash stuff as a common recurring
9:20theme many brands use. And they had a
9:22carousel of breaking news of all
9:24conceptual stuff related to this. And
9:27another carousel of Breakman sacks
9:30concept announcing the sale. More of
9:32these kind of old school style and
9:33carousels with sticky notes. And then
9:35they had the actual debut where they had
9:38this model making basically a joke about
9:40investing in the value of the product,
9:43speaking to that insight. The core
9:44insight here being that these bags are
9:46an investment, right? The Hermes
9:48outperforms the S&P. They turned that
9:50into their hot girl guide to investing.
9:52Then they had basically a meme carousel.
9:54This is a carousel designed to be shared
9:56about this concept. It's a more typical
9:59content, had another round of making the
10:01shareable memes for this. Another
10:03promotional post, another carousel set
10:05there, another card item, going and
10:08going to the point I want to count this
10:10out. 1 2 3 4 5 6 7 8 9 10 11 12 13 14, I
10:14believe 15 posts just around the launch
10:17of their Black Friday campaign. That is
10:20a typical well-executed campaign. And
10:22this is actually how I structure a ton
10:24of the work that I do whenever we go
10:25into a launch. For instance, I take
10:27ideas for teasers and reveals, different
10:30styles of content. I take ideas for
10:31unveils, which is the moment when the
10:33product is actually shown, and the ideas
10:35for core product, and ideas for UGC, and
10:38I create examples and briefs for all of
10:41them. So, let's roll through each part
10:42of this. The first we see teaser. How do
10:44you create some excitement for the
10:46campaign before you launch it, let fans
10:47know it's coming? That's category one,
10:49it needs its own content. That's
10:50low-stakes content. If it does great,
10:52awesome. If it doesn't, don't worry
10:53about it much, you don't invest a huge
10:54amount on it. Then we have unveil
10:56content. Unveil content is the first
10:57time you see the product or the thing
10:59you're announcing. What does that
11:00experience look like? And that's a
11:01different than the launch. Cuz often
11:02it's the moment of discovery of oh, this
11:04is the thing that's happening. And used
11:06to be the companies want to put it all
11:07in a one big video. That's not the
11:09zeitgeist anymore. Much like the example
11:11of Break Archive with 15, 15 is
11:13typically the amount of content pieces I
11:14go for on a breakdown tier. My boy Alex
11:16Garcia did it, it's another one where
11:17they had like 21 or something like that.
11:19That is the right amount of content to
11:20put out for a launch on your organic
11:22feed. So, you have the teaser, a poster
11:23or two. You have the unveil, showing it
11:25for the first time. Again, depending on
11:26how big your launch is, what you have.
11:27It's another one to three posts actually
11:29debuting the thing that you have. And
11:30then you have the launch, the piece of
11:32the campaign. That was the the hot girl
11:33investing portion that we saw on the
11:35Break Archive. That's the actual core
11:37video, like the big shot you have on
11:38goal. And we usually what you'll do
11:40there, if you're smart, is you'll take
11:41multiple shots. You won't put all your
11:42eggs in the basket of one video in the
11:44social media era when you can have some
11:45slight recuts and differences and
11:47moments of that that give you multiple
11:48shots at launch. And a great example
11:50there was when they did that core video,
11:51but they also used a bunch of still
11:53frames from it to create carousels. Some
11:55a little more meme-friendly than others.
11:57And say, "Hey, let's get a shareable
11:58moment in a carousel format." That
11:59didn't take them significantly more
12:01production time. They just thought about
12:03what the post strategy would be. Then
12:04after the launch is extend. How much
12:06more are you going to post about the
12:08product? So, back to the Gel Blaster
12:09example, when we would release products,
12:11we would have the teaser, we would have
12:13the launch video, we would have our big
12:14influencers go, then we would do
12:16tutorials, and it would be the founder
12:18or myself or one of the team members
12:20breaking down what's all the things in
12:21the box. What are the answers to
12:23commonly asked questions? And those
12:24videos don't get tons of views, but
12:26they're really helpful to actual
12:27customers, and they're bottom-of-funnel
12:29content that helps people buy. So,
12:31actually unboxing it. How do you use it?
12:32And doing that in social-friendly
12:34vertical formats is really impactful.
12:36And I always get people being like,
12:37"Well, you can't do any of this for B2B
12:38SaaS." Like, yes, you can. You can have
12:40a conceptual launch video. You can then
12:42do the walk-through of the interface and
12:44how people use it. And then you can have
12:45someone on your team sit there with the
12:46computer, split screen it, and go, "I'm
12:48going to answer commonly asked
12:49questions." And ideally have some
12:50personality or a funny example that will
12:52at least make it tenable to watch. You
12:54can follow this exact format. In
12:56addition to this extend portion, you
12:58will also have performance. This is what
13:00you want to run for ads. So, your ads
13:02team will likely have a bunch of
13:03requirements of ads that they want to
13:05run. This is an empty version of my
13:06toolkits where I'll have teas, unveil,
13:08launch, what we have for organic, what
13:10we're going to do for UGC, which is
13:11basically getting creators to you know,
13:13paying them to do videos that go on your
13:14feed or to go into ads, paid-only stuff.
13:17And I have a checklist. This is just a
13:18checklist of for most of the campaigns I
13:20do, a problem-solution ad, a founder
13:21story ad, a selfish desire ad, a reply
13:24ad. We reply to a comment, magazine
13:25editorial, a user with a testimonial
13:27static. I have like a list of ads, and
13:29so will most marketers. You make a list
13:31of what you need to go down for every
13:32launch to help your ads team out. And
13:35then, big one that people don't spend
13:37enough time thinking through is refresh.
13:39Two to weeks to two months down the
13:41line, you're going to run out of
13:42traction on your launch, and you're
13:44going to have to drive more attention
13:45for it. What are you going to do? And
13:47can you shoot a lot of that up front or
13:48shortly after or make a plan to say,
13:50"Actually, we're going to do wave two.
13:51Every UGC person we contracted in wave
13:53one, we actually have a second concept
13:55or theme or insight that we're going to
13:57tap into that we're going to launch 60
13:59days later." If you've prepped that and
14:01done that messaging in your launch, or
14:03if you have a plan to respond to the top
14:05comments and the things that come from
14:06the launch to then engineer it, now you
14:08are thinking like a marketing campaign.
14:10And I will put this breakdown inside the
14:13description, too. But this method is
14:15used by brands small and large to launch
14:17their products. Another example to look
14:19at is Patrick Ta. They did a conceptual
14:21campaign called The Menu, where they
14:23teased with this Let Him Cook apron,
14:26unveiled the product just showing what
14:28the front is, but still it was like half
14:30teaser, half unveil, have some vignettes
14:32of food being made, coming soon 10/6,
14:35carousel of the product being put in the
14:38napkin, but again an unveil, but not a
14:40full launch. You're seeing what it is,
14:41but it's almost ready. Table's almost
14:43ready. Now we have a true unveil,
14:4624-hour early access. Here's what the
14:48product is. Here is a proper launch
14:50style video. It's breaking down that
14:52it's three eye palettes. Now we have a
14:55big product showcase video in a more
14:57typical style, and they're going into
14:59the full launch. And this is kind of an
15:00excellent example of how to roll through
15:02something. So, back to what we started
15:04with. Insight or concept. They probably
15:06had an insight driving this product.
15:07This was a conceptual launch, so they
15:08went with the food theme. They got the
15:10apron. They put together the set for the
15:12menu reveal. They had him chopping,
15:14putting together the food. They used the
15:15napkin. A lot of art direction choices.
15:17Then they went into more typical release
15:19content, basically went down their
15:20checklist, did the same thing inside
15:22their advertising account. We
15:23merchandised where they were inside
15:25beauty retail. That is the anatomy of a
15:27launch. Many of you know Alex Garcia
15:30from Sweat Equity, who I run Cut 30
15:32with, the program where we train
15:34creators. And if you do, you know that
15:35he creates content for brands. I work
15:38for a private equity group that owns
15:40brands. I help facilitate content on,
15:41have some brands of my own. He operates
15:43an agency that helps make content. He's
15:45very focused on social shows. He and I
15:47both have great videos about that, but
15:49also does launch content. And he worked
15:51on a campaign for the Tier Mavericks.
15:53Tier is a sports company. They launched
15:55a shoe called the Maverick. Their teaser
15:57was with a mad scientist. I got to
15:59disclose who I am. I was a scientist put
16:01on an undisclosed case. They have a
16:03teaser reel, all this drone footage and
16:05stuff happening from that person's
16:06perspective. For six months is all I saw
16:08and experienced being in the desert.
16:10From the scientist's perspective.
16:11Another foreshadowing of what the
16:13campaign is, a carousel where you're
16:15getting a peek. You saw the shoe in the
16:17first slide. And then getting into a
16:18proper launch. They have a whole
16:20scientist lab set that's built out. They
16:22have this training curriculum to another
16:25video. And another video. Into another
16:27carousel. Now they're outside in another
16:30video. And another with uh a carousel.
16:32And another carousel. This one's
16:34awesome. This is a uh an FPV drone
16:36version. And you [clears throat] get the
16:37point. 1 2 3 4. So, we now let's count
16:38up. How many do we have in this launch?
16:391 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
16:4317 18 19 20 21 22 pieces of content
16:47filmed in two locations, right? With a
16:49concept, with a bunch of actors, as well
16:51as athletes and stuff that are on the
16:53team, maybe they're team members. But
16:54again, back to the point of why business
16:55couldn't do this. If you have a staffing
16:57agency and you say a mad scientist
16:59cooked up our latest method for staffing
17:01and just had some fun with it and
17:03involved some of the people around it or
17:04put together your skit or whatever it
17:06was about the staffing agency having to
17:08go do something out of the ordinary or
17:10be stand-ins for the staff at a wedding
17:12last second. I don't know, you come up
17:13with any level of concept, you can make
17:14it more exciting. And again, uh a lot of
17:17people bulk at oh, I have to go do a
17:18campaign shoot, right? I have to spend
17:2010 grand to 500 grand on something.
17:23Well, if you're spending that money and
17:24you get 22 assets, it's going to go a
17:26lot better than if you get the one to
17:28two. Something that Alex and I have both
17:30tapped into in where we work and where
17:31we preach to people in Cut 30 is that if
17:33you come in with a plan, that one-day
17:35shoot that you had at that location
17:37where you used to get two assets, if
17:38someone's social-savvy knows what
17:39they're doing, you can come out with 10.
17:41And if you follow what we talked about
17:43for that outline of the campaign, you
17:45are well on your way to doing it. My
17:47biggest pro tip I can give there is
17:49outlining as much beforehand. People
17:50will go and shoot all this footage and
17:51be like, "We'll make content." And they
17:52end up making two things. Come in with a
17:54plan. We're going to do a meme carousel,
17:55like we saw in Break Archive. We're
17:57going to do a normal carousel. A teaser
17:58that's a single shot. A teaser that's a
17:59carousel. This video, this take on the
18:01video that's shot on a wide-angle lens.
18:03This where we do the FPV. Can we see
18:04come up with all your concepts ahead of
18:06time to know what assets you're
18:07executing? Cuz you're never going to get
18:08it from just shooting and figuring it
18:10out after. And if your production firm
18:12doesn't know how to handle this or
18:13doesn't know what to do with this kind
18:14of thing, they are the wrong firm.
18:15They're not set up to succeed in the
18:17modern era. They will be stoked to get
18:19into this and realize where things are
18:20going and not charging you more for it.
18:22Or you find one that does, of which
18:24there are plenty of creatives out there.
18:26And people talk about software. I also
18:27talk about budget when it comes to a lot
18:29of this. Software, consumer apps, B2B
18:31apps is a great example. This website
18:32Social Growth Engineers is a good one to
18:34uh look at around this. They'll break
18:36down like New Manifestation app hits 50
18:37million views with a faceless TikTok
18:39format and a dream hook. Here's how they
18:41did it. And they charge for the
18:42subscription or whatever. But there you
18:43will see a lot of very low-fi content
18:46with great concepts put out across
18:47multiple accounts to get interest to
18:50things. I'm showing high production and
18:52stuff cuz I work in a high production
18:53world. But as we see again and again in
18:55Cut 30, that production matters a lot
18:57less than you think. And then this is a
18:58great website for in software in
19:00particular showing you how people are
19:01doing this with ideas, carousels, AI,
19:04etc. to promote concepts. And perhaps
19:07the best example of this is a brand
19:09people are a little loath to talk about,
19:11but Cluey. And I understand why. So,
19:12you're not familiar with Cluey, it's a
19:13cheating app that now pivoted to an AI
19:15note-taker. And it actually doesn't
19:16matter what they do. They are excellent
19:18at marketing. They have not figured out
19:19an app. They have not built a real
19:20product that people care about, which
19:22ideally you do first before you get good
19:23at marketing. But they're at least a
19:24great person to look at about being good
19:26at marketing. They put out really
19:27thoughtful launch videos that are funny
19:29and entertaining and get people to get
19:32bought in on what they're doing and
19:33excited about it and get a ton of views.
19:34They have their core anchor content.
19:36They then have their organic presence
19:37where they're doing lots of viral hits.
19:39And then they have this creator flywheel
19:40that Katie runs for them. Katie's a
19:42frequent guest on Cut 30. She's spoken
19:44to us a bunch, like educating people
19:45about it, a great resource for stuff
19:47like this. But she helps them generate
19:48viral creatives through networks of
19:50people. They will find an idea and then
19:51multiply it through dozens to hundreds
19:53of creators. And based on your budget or
19:55the results of it, you can go to more
19:57and more or less and more. Start with
19:58five or 10 or 100. There's tons and tons
20:01of places to source these or hire your
20:02own or just DM people on TikTok to get
20:04it. But these are examples of companies
20:05who will kind of by any means necessary
20:07get to where they're going around this.
20:09It's a modern launch format, like I
20:11mentioned. And related, you'll see this
20:12even um with large B2B companies. So
20:14HubSpot's a perfect example. How does a
20:16traditional company handle this? So for
20:17instance, I was part of a HubSpot
20:19launch. I was at HubSpot Inbound.
20:21HubSpot will host a huge trade show. And
20:22events are a great thing to have in a
20:24marketing campaign. They don't need to
20:25be as big as HubSpot's. HubSpot's is
20:26absolutely massive cuz they're a massive
20:27company. But whether your event just has
20:29your VIP customers come to your office
20:31or hosts a Zoom for top people or you do
20:34tag it on to a trade show. We used to do
20:36this all the time in my previous life
20:38when I worked in consumer drones. We
20:39would launch products at a big show like
20:41NAB. It was it's a big show like audio
20:43video. We would launch something there
20:44with a big booth. We try to get resale
20:46orders at the time. So piggybacking onto
20:48an event is a core thing you can add to
20:50your marketing campaign strategy.
20:51HubSpot hosts their own event. They're
20:52big enough to do that. They launched
20:53through all their channels. So they have
20:55their own big social media. They will
20:56put out they launched loop marketing at
20:58the last inbound. That the funnel is now
21:00a looped concept that probably heard me
21:01explain that resonates with a lot of
21:03people and then changes how you use
21:04their software suite. They launched it
21:05there. They had their own big YouTube
21:07channel with a million followers that
21:08they're putting out content about it
21:09along with their top creators. They have
21:11their own Instagram. They had a bunch of
21:12us influencers there. I was there making
21:14content about loop marketing. So were a
21:16bunch of other creators with different
21:18audiences and different types to expand
21:19out that way. Then they have their own
21:21media network of all the podcasts and
21:22people that they sponsor. They have
21:23their own advertisements. They take that
21:24message. They anchor it into a core
21:26moment. Lock in on their organic. They
21:28spread it out wide with influence. And
21:30it's just talking to B2B instead of
21:31talking to B2C. And it's really about
21:33doing that at the scale that you're at.
21:35Again, if you are small enough that
21:36you're just doing it on a Zoom with 100
21:37people that came in from your email list
21:39where they get a first look and get to
21:40have one-on-one time with your CEO and
21:42then spread through the five employees
21:44and 10 friends on Twitter. You can
21:45follow the same methodology to get your
21:48campaign out there. If you want to take
21:50more ownership of your campaigns at
21:51work, build a solid foundation for your
21:53own brand or market your services, then
21:55this free creator toolkit from TikTok
21:57and HubSpot is exactly what you need.
21:58I've partnered with them to break it
21:59down for you cuz the best way to learn
22:01all of this that we're talking about is
22:02to really be in the mix as a creator to
22:05learn the tactics. Even if it's entirely
22:07different niche that you experiment in,
22:09the skill set itself is crucial to
22:11understanding how the internet works.
22:12And that's where this toolkit comes in.
22:14Inside, you'll find info on the tech
22:15stack for content creation, example
22:17prompts for developing and refining
22:19inspiring content specific to a target
22:21audience. And how to run lead gen ads to
22:24support your products, your agency, or
22:25your business. My favorite part is
22:26definitely the prompts. They're
22:27particularly useful for ChatGPT and
22:29Claude to tie your content plan back to
22:31your audience's needs, the insights I
22:33talked about at the beginning of this
22:34video. They help you refine that.
22:36Looking to help put real process behind
22:37your content creation and a better
22:39structure for using content to drive
22:41business, then this is for you. You can
22:42get the toolkit for free at the link in
22:43the description of this video. And thank
22:45you so much to HubSpot for sponsoring
22:47this video. So more examples that I have
22:49worked on here, I want to talk about
22:50this brand Lift Foils I worked with on
22:51their marketing for years. It's a
22:52hydrofoil surf brand and used this to
22:55begin talking about getting into a
22:56world. So Lift was a really awesome
22:58place to work because of the marketing
23:00opportunities we had in the space that
23:01were really unique. So it's a viral
23:03product by nature, watching people fly
23:05above water. What was most interesting
23:07is we had a world around the brand. What
23:09do I mean by that? We had people that
23:11operated rental stands to use these all
23:13over the world and also functioned as
23:15resellers. We had hundreds of these
23:16people all around. And so what we would
23:17do when we put together the launch, we
23:19had these immaculately produced launch
23:20videos and a bunch of social launch
23:22assets. All of these people had their
23:23own Instagram and TikTok accounts and we
23:25would feed them content consistently.
23:27That was part of my job. I was running
23:28the content in the main social. I was
23:30working with the video and production
23:31teams and all the sponsored athletes to
23:33make more content. And I was aggregating
23:35it in the one place. So here's an
23:36example of how the world will work. We
23:38had a couple sponsored surfers. They're
23:39giving us content. I'm giving them
23:41examples of stuff we need. They're
23:42working with different people on our
23:43team. We're putting it on our page.
23:45We're seeing what performs. I'm taking
23:46the raw content from that and pre-edited
23:48stuff and putting into a folder our
23:50affiliates can use on their pages.
23:51Affiliates was the name of our resellers
23:53and rental partners. So they then got
23:55access to that content they could post
23:56on their own and make their own edits
23:57with. In turn, a lot of them made really
23:59good content. If they did, they could
24:00request to do a collab post with us
24:02getting them more exposure and allowing
24:03us to get more content. And I
24:04facilitated a bunch of relationships
24:06with those people specifically around
24:07content. The good ones would be the same
24:09thing. Hey, can we get the good content
24:10that you have? Let's use that on our
24:12main page to help promote other things
24:13that are going on or to run as ads, etc.
24:15And we could do profiles. So for
24:17instance, it was symbiotic to be able to
24:19get awesome videos from our partners
24:21promoting themselves that we also
24:23promoted to promote the product and use
24:24them together on our channels to run ads
24:26with them, etc. And of the hundreds of
24:28partners, probably about 10% made
24:29really, really good content. So you
24:31basically began to get a network when we
24:32were launching where I wanted them to
24:33have the product first, to have them
24:35know, "Hey, we're going to launch this
24:36product on this day. If you have any
24:37content ready, you post it the next day.
24:39We're going to collab on the top ones.
24:41We'll run paid spend behind ones on
24:42those. We'll run regional paid spend to
24:44push to you and core paid spend to push
24:46to buying the product." And you have
24:48this idea of all this content happening
24:49in a world around your brand between
24:51your athletes, between your retail
24:52partners, your rental partners, and the
24:54core brand itself. Now not every brand
24:56has a scenario like this, but many do,
24:57right? If you do have a lot of different
24:59retailers or you do have partners that
25:00use the product, your core customers. If
25:02you sell sold something that's used in
25:04gyms, whatever it is, it's really just
25:05about looking at what all those
25:07opportunities are. And so what is that
25:09world? So the first area is influence.
25:10When I talked about our pro team there,
25:12pro athletes and pro teams are really
25:14just the original influence, right? Like
25:15the skate team I looked up to in my
25:16youth is now an influencer team for a
25:18lot of brands. They'll have five or six
25:20people they recurringly use to make
25:22content about things they talk about. If
25:23you don't have that, it's worth it
25:25starting. And then starting according to
25:26your budget. If you only have a couple
25:27hundred bucks, there are small
25:28influencers that will work out there.
25:29You might get an outsized result if you
25:31work together with them to tell a really
25:32good story. Then you have your
25:33retailers, wherever you're sold, and
25:35what opportunities do they have? One of
25:36the biggest legs up you can have is
25:37being better at social media than your
25:39retailers cuz then they want to collab
25:40with you. And that's okay. That's a good
25:41thing. If they're not as good as you
25:42are, but they have any level of
25:44audience, you're reaching new customers.
25:45Can you trade a collab post on there?
25:47Can you also get a feature in one of
25:48their email blasts? How do you work
25:49together to put something interesting
25:51there? And almost every retail product
25:53I've worked on as someone who's super
25:54social savvy, we've played that card as
25:56much as we can. We're going to generate
25:57a bunch of these views. What can you do
25:59on your end? And we're happily push
26:00those views directly to you. Then taking
26:02all that traffic and going to retail and
26:04be like, "Look, we have a lot of
26:05attention in Nashville. That's why we
26:06want to be in your retailer." Then we
26:08have seeding, sending things out for
26:10free. Again, you'll see in the back
26:12corner behind me, there's PR kits from
26:13brands I work with and other brands that
26:15get sent out all the time for
26:16influencers to do unboxing. Huge, super
26:18comprehensive strategy. There is a video
26:21on the Common Thread YouTube channel on
26:23here. It's a smaller YouTube, but uh
26:24they really know their stuff. Our
26:26retailer actually breaks down like a
26:27seeding program zero to 100. Did you
26:29want to dive in on that? But just
26:30sending products for free. Thinking
26:32about the design of the kit and whatnot.
26:33But people also say, "Oh, in software I
26:34can't do that, whatever." Give trials to
26:36the top 40 people, whatever, to
26:37influencers in the niche. Like give them
26:39free access. There's a lot of ways to do
26:41it and you might be surprised what comes
26:42of it. And you have the world of your
26:44email, other paid email, that kind of
26:46thing. Giveaways that you can push. What
26:48can you do in person activate? Now
26:50everyone's always afraid of in-person
26:51events. One of my favorite ones to do is
26:52just be like, "Who in our customer base
26:55lives near our office and can we invite
26:5740 of those people there and get pizza
26:59or whatever?" It doesn't have to be some
27:00big built-out thing. In fact, people may
27:02often more enjoy a candid thing if
27:03they're an actual fan. Then pushing up
27:05into the next level comes volume. How
27:07can we get tons and tons of stuff out
27:09there? Cuz if it's going well, if you
27:10justify the economics, people often stop
27:12and be like, "Well, our marketing budget
27:14was only $14,000." Well, it's like, "All
27:16right. Well, if you made back your
27:18target goal, you sold $36,000 from 14 or
27:21whatever it was, can we keep going? Can
27:23we see how far those economics go? I
27:25hate the the standardized marketing
27:27budget when you have potential to grow
27:28if you have the right inventory, you're
27:30selling something that doesn't have an
27:31inventory constraint, whatever it is.
27:32Pushing for volume, pushing for more,
27:34tying the results of this back to real
27:36sales. You should want to push for as
27:38much as you can. It will help you in
27:39your career. It will help your business.
27:41Then you want to look at crossover. All
27:42these things you're doing, can you use
27:43this organic stuff as paid? Can you use
27:45this partner's post in a paid ad? Can
27:46you put this influencer post inside the
27:48email? Where can you get all these
27:49things working together? Cuz the biggest
27:51thing I want to note about campaigns and
27:52why it works so well is this idea of
27:54making a moment of all these posts that
27:56you do, that your partners do at the
27:57same time, that you pay influencers to
27:59do, and your retailer does it. It's not
28:00a 1 + 1 + 1 + 1 equals four? What? Bro,
28:04what are you talking about, man? No, my
28:05editor's going to have a [ __ ] field
28:06day with that one. It's 1 + 1 + 1 + 1
28:08equals like six and a half because of
28:10the compounding effects of the
28:12algorithm, of people's attention, of
28:14what it takes to get someone to buy. So
28:15all this working together and the more
28:17you can cross it over and the more you
28:18can justify making a nice asset cuz
28:20you're also going to use it over here,
28:22the more you can get out of that
28:23campaign. And running through a few
28:25awesome examples I enjoy to finish this
28:27off, Set Active does great campaigns.
28:30They launched an awesome one for their
28:32Black Friday. It was boiling point
28:34freezing point. They called out the drop
28:36and had everything in heat and they had
28:37these kind of retro-styled campaigns.
28:40They did this little forecast mock-up
28:42graphic and they had their separate
28:43freezing point in here again with this
28:45whole magazine mock-up. They had a whole
28:46campaign and idea around that and then
28:49themes to their photo shoots that tied
28:51into those with their 20% off and their
28:53discount. Again, they had these
28:54conceptual reels. They had mock-up
28:57carousels of the different combinations
28:59of products that fit in with the
29:00freezing point theme. Photo shoots that
29:02tied into it. Amazing example of theme
29:04campaigns. went right after that into
29:06the gift giving day one of Set Miss
29:08versus Christmas. They are going
29:09campaign into campaign into campaign.
29:11Skims is the king of this. They're
29:12probably copying Skims. There's a
29:14relentless There's always a Skims
29:15campaign happening. It is non-stop. And
29:17your brand may not get there, but if
29:18you're at that size and you're like, "We
29:19do a seasonal campaign once every
29:21whatever." It's like, "Nah." The new
29:23thing is to go your Black Friday
29:24campaign and it works. That's why it's a
29:25new thing. Your Black Friday campaign
29:27right into your eight days of Christmas
29:28campaign right into your new year, new
29:30you right into we're announcing the pro
29:31team for next year into Valentine's into
29:34and just always have something
29:35conceptual and amazing and you will
29:37watch this compounding effects generate
29:38massive sales. Another one I want to
29:39call out is Bandit. When I want to call
29:41out Bandit, they do beautiful campaigns.
29:42There's actually a video where Clayton
29:44and I with Air are on a Bandit campaign
29:47shoot. We're talking to Tim from Bandit.
29:48You can actually see his team getting
29:49mad cuz he's talking to us while the
29:50campaign's happening. But he's basically
29:52breaking down the art direction of one
29:53of these campaigns live from the shoot.
29:55You have some video of that. Shout out
29:57to our friends at Bandit. But Bandit
29:58does these immaculate, gorgeous,
30:00aesthetic campaigns. They're shot really
30:02well and interestingly, just beautiful
30:04stuff. And they do they're more on the
30:06lighter side of content. They only have
30:07a couple posts for the things that they
30:08do, but all of it is just immaculate.
30:11But why I want to call them out is on
30:12their blog called the B Mail, you can go
30:15and they give you an amazing behind the
30:17scenes. The winter 2025 mood board. This
30:20I believe is a mood board for the actual
30:21collection itself where they're showing
30:23you all the visual inspiration of the
30:25things that they chose to actually do
30:26the collection. Also have some of those
30:28breakdowns for campaigns with behind the
30:30scenes. You go into list view, behind
30:32the design of Run City. Actually have
30:34the lookbook itself, mood boards, behind
30:36the scenes that put all this together so
30:38you actually see how all these things go
30:41into the products they release and you
30:42get that look. And while this builds the
30:44lore for the brand, it's also amazing
30:45for you to look at if you're looking for
30:46real examples of this. I'll end with
30:48this example when Tom was like, "How do
30:49you see something that's good for an
30:51influencer as Reborn?" This dancing in
30:53Reborn campaign is so easy for an
30:55influencer to go say, "Oh, this you seem
30:57to be have a video of me dancing and
30:58it's going to be part of this dancing
30:59campaign." It's just an easily
31:01applicable concept and shows sometimes
31:03how simple some of this can be. Again,
31:05when executed in tandem with a campaign
31:07so it makes sense. I know this was a
31:08long video. Or was it? Honestly, time is
31:11a flat circle. Like I mentioned, I will
31:12have that outline of Unveil and the ad
31:15checklist and everything available for
31:16download below. I'm always looking for
31:18more campaigns. I shared a bunch of my
31:19favorites, ones I've worked on here. If
31:20you have favorite ones, one of the best
31:22things we can do is all build each
31:23other's toolkit. Please let me know
31:25campaigns I should check out or things
31:26you thought were awesome whether it's
31:27from the past or this year. And the more
31:29references we all have and can browse,
31:31likely the better. This is one of the
31:32last videos of this year. Got the art
31:35direction of Ralph Lauren and Capital
31:37coming up. I have a video about
31:39discovering your taste and all kinds of
31:41things planned for next year. As always,
31:43I appreciate y'all so much for watching.
31:45Any questions you have, please drop them
31:47below. I'll get to as many as I can.
31:48Let's [ __ ] go.

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