Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley:

⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Time stamps:

0:00 - Introduction

2:56 - Measuring the relationships between brands and AI Models

06:11 - The rise of brand refreshes over splashy ads

09:30 - Diageo's commitment to marketing investment

11:48 - Partnerships between media agencies and research firms

19:06 - Ad of the Week - CeraVe New Campaign

25:57 - Coming up next week

In The News Links:

The Sandbox’s terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group.

Source: The Drum

Link: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says

Amazon Prime Day

Source: VOX

Link: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temu

Amazon’s AI shopping assistant Rufus is live for all U.S. customers

Source: Search Engine Land

Link: https://searchengineland.com/amazon-rufus-live-444097

Loyalty scheme will enable ‘even smarter’ pricing

Source: MarketingWeek

Link: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/

Marketing Moment:

Converse Create Now, Create Next

Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O

Summary of the Initiative

Converse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign.

What Was the Problem They Were Trying to Solve?

Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram.

Who Was Involved in Creating This?

Converse’s in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign.

What Solution Was Engineered?

User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle.

Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience.

Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics.

Interactive Campaigns: Ran contests and interactive campaigns to boost engagement.

Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts.

Results

Converse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth.

Key Takeaways

Leverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material.

Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns.

Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.