The WARC Podcast Insights from the WARC Awards - bold moves in media
Sep 10, 2024
Explore bold marketing innovations as the podcast discusses viral campaigns like Heinz's quirky collaboration with Absolut Vodka, designed to attract younger consumers. Discover how Lacoste captivated audiences with vibrant creativity and how Mercado Libre’s 'handshake hunt' redefined ad engagement through tech. The hosts dive into strategic media approaches that focus on intrigue over traditional advertising. Additionally, celebrate impressive sales achievements while looking forward to future trends in the ever-evolving landscape of e-commerce.
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Turn Cultural Trends Into Unexpected Collabs
- Heinz used a cultural TikTok insight to make a surprising brand collaboration with Absolut and create relevance for younger consumers.
- Scarcity and selective media placements turned limited physical supply into massive earned reach and hype.
Use Scarcity To Amplify Earned Media
- Use scarcity in both product and media to encourage social sharing rather than buying broad reach via paid media.
- Place limited creative assets in culturally relevant spots to spark user-generated content and earned impressions.
Intrigue Builds Brand Attribution
- Lacoste leaned into its universal recognition to create surprising pairings that prompt a quick 'aha' from viewers.
- Small doses of intrigue invite participation and boost attention, brand attribution and purchase intent.
