TikTok Tuesday: the smart way to repurpose IRL ads
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This weeks TikTok (er...Reel) that caught my eye came from the brand Billie. Check it out HERE - Billie x WhatIsNewYork Here's why: Raw > Polished One of the biggest mistakes I see brands making? Overproduction. They pull out the fancy rigs. Multiple angles. Soft filters. Studio mics. Noise canceling. The whole Hollywood treatment. But in today’s feed, polished often feels fake. This Billie reel works because it feels impromptu — like it could’ve been shot on a friend’s iPhone and posted to their story. And that’s exactly the point. Lo-fi > Hi-fi when it comes to trust and relatability. We talk about this in-depth on this week's episode of the Brandfathers, with Minted founder, Marcus Milione. Collab Posting With Secondary Accounts Smart brands aren’t just making good content, they’re making it spread. One of the best ways to do that? Repurpose your campaign through other voices. Think:
Whether it’s memes, marketers, or niche communities, this tactic adds fuel to the fire and gets people talking. Your campaign doesn’t just hit once. It ripples. Ad Within an Ad Billie didn’t just buy a billboard. They bought content to amplify the billboard. It’s a smart move. Tons of brands are spending on out-of-home: Billboards. Stadium signage. Wheatpaste posters. Subway takeovers. But too often, that’s where the play stops. What did Billie do instead? They filmed people interacting and reacting in real-time, even if "staged." Suddenly, it’s not just a physical ad, it’s a virtual one too. Even the most mundane behind-the-scenes stuff (setting it up, cleaning it, watching reactions, etc.) can become content. So if you’re going to invest in OOH, why not get more mileage out of it? -- This is a new format, so let me know if you like (or dislike) this, and if any videos catch your eye, feel free to DM or email here. Thanks, |
Consumer Branding + Marketing Insights
Over the weekend, a bakery called JL Patisserie went viral after responding to an influencer’s negative review. If you haven’t seen it yet, give it a quick watch, then let’s break down why it worked so well and what every brand can learn from it. JLPATISSERIE I will forever dedicate my time and energy to continue to make it right to the people who value my teams hard work and have respected us and supported us since day one. #review #influencer #bakery ♬ original sound - JLPATISSERIE At the...
I was talking to a founder last week about the importance of this idea of "mental availability" and how it relates to branding building, social and content. There’s a great book called How Brands Grow by Byron Sharp. I highly (highly) recommend giving it a read if you’re building a brand because it provides a counter-narrative to a lot of what we like to believe about marketing. The one that stuck with me: loyalty is basically a myth. Even your “best” customers are buying competitors....
This week I want to cover one of the most important ways to tell your story on social: the pinned “story” post. We’re going to cover: 1. What it is 2. Why it matters 3. Examples of good posts 4. How to do thisWhat are pinned posts? For anyone terribly out of the know, platforms like Instagram and TikTok let you pin up to three posts so they always show up at the top of your profile. Most brands either have no pinned posts or just pin their three highest viewed videos. While that’s fine in...