The 44th New England Emmy Awards took place this past Saturday and our client, Kayem, was nominated for an award in the “Best Commercial” category. And yes, you guessed it, we won! The spot, which came out earlier in the year, is titled “Bacon” and advertises just that: Kayem’s new, small batch, thick cut bacon.
Be sure to check out our award-winning spot. (And the bacon too!)
Steve Connelly, President and Copywriter & JoAnne Borselli, Group Brand Director
Did you miss our presentation at ANA’s Brand Management Committee meeting? Not to worry. Here are the Cliffs Notes version.
The team at Connelly Partners spoke at the ANA Brand Management Committee meeting to bring attendees through the Williamsburg Tourism Council case study and the importance of investing in your brand and maintaining ad spend during a downturn.
Being Quiet Gets You Nowhere
Most travel brands and destinations were staying dark, watching and waiting to determine when to come back. WTC had the courage to keep investing because they knew that the best time to spend is when others are not.
From an advertising perspective, we counsel clients to think hard before pulling out of the market. Why? According to Nielsen: “on average, it takes three to five years to recover equity lost because of halted advertising, and long-term revenue can take a 2% hit for every quarter a brand stops advertising.”
The recovery period on the other side kills a lot of brands. Colorado tourism learned that the hard way back in the 90’s.
Value Anthropology as Much as Data
Together with the client, we conducted a mix of quantitative, qualitative and observational human behavior research to better understand the perspective and concerns of our audience. But beyond the “traditional” research, we believe in digging deeper and observing people in their day to day lives. Watching them as much as asking them.
We learned things that are obvious to us now, but weren’t back then. Life was feeling hectic is a way that was uncomfortable; people were anxious to fly; road trips took on a nostalgic feel and began to increase in frequency and distance; people missed being with family and friends; and were embracing outdoor activities like never before.
This Isn’t About You
The research helped us to better connect with our audience. Because the reality is, it’s about finding a way to fit into our customers lives, not the other way around. We heard what they were concerned about and what they felt comfortable doing. Since much of what the region offers was outdoors and easy to drive to, WTC would be a great choice for the first post pandemic vacation destination. We wanted to be first in line when the world started to open.
While other destinations were focusing their messaging on soft-sells about being there when consumers were ready to getaway, Williamsburg Tourism Council to take a took a more direct approach about being there now for how consumers wanted to get away. The Life. At Your Pace. campaign was born.
It featured TV, Digital, Search and more. We also met our audience where they were as time on social media had increased. We knew they had safety concerns. Beyond inspiration, they needed validation when they were starting to make travel decisions. So we leaned in hard on Influencer Marketing as a big part of the awareness strategy and were third party ambassadors who could tell a genuine story and to show by example what the experience was really like, the safety protocols in place and to answer any questions from their own follower base.
Things Will Go Wrong
We knew from the start that we weren’t going to win on overnight stays. Occupancy was still in the tank, restaurants were sometimes empty. We had to drive awareness and manage stakeholder expectations. We had to be in this for the long-haul. This wasn’t just about 2020, it was about how we were going to recover over the long-term.
Since June 2020 when the campaign launched, the work kept going. The launch itself was really only the beginning. On top of this campaign, we had to be constantly listening to the market and to our local businesses to anticipate and quickly respond to changes. It was all about trying new things–and knowing some would stick and others might not.
We created a local print and digital campaign that ran over the winter to encourage the local market to support restaurants and retail stores. We hosted a webinar for local businesses to educate and guide them on social and influencer marketing opportunities. We created a campaign “subset” to support families managing their kid’s education at home.
Data Is An Action, Not A Number
All of the work we did was rooted in data–from the research that led to the concept and to the media strategy. We had a measurement plan in place from the beginning and we are reviewing performance multiple times each month.
But what is imperative is not just capturing the data (there’s always more than any marketer knows what to do with), and rather, using the data to ask “so what?”
What action will we take with this information? Is it going to drive a shift in targeting? Do we need to shift dollars from one market to another? Is it time to rotate out creative?
Data that’s not tied to action is useless.
Results
Needless to say, it pays to invest during a downturn.
Williamsburg Tourism Council’s web traffic is up 78% from same time in 2019 (considered peak period for travel in recent years). 80% of that traffic is from first-time visitors to the site – opening up new opportunities.
With an ongoing advertising investment since June 2020, we’ve driven an 16% increase in awareness, 18% increase in positive perception and 157% increase in “likelihood to visit in the next 12 months”
Donal Gaughran, Copywriter
As I sit here at my beautiful wooden desk in my home office (bedroom) on a sunny day in Dublin city, I can’t help but think of the desk’s origins.
When I was 7 I lit a box of matches, stuck them in the microwave, slammed the door shut, and ran. I’d been watching a show called Brainiac: Science Abuse on TV where they would ‘do’ science. Science like placing sticks of dynamite in microwaves… The kitchen was obviously destroyed, completely scorched, but hey… 15 years later and I have a beautiful desk, so not a total disaster.
Like my kitchen’s pathway to becoming a desk, my pathway to becoming a creative is a rather unique one, given I spent the first year of my young career as a suit.
I had always wanted to work in a creative department, but I studied a broad business degree, so figured I wasn’t really qualified for that kind of role. After college, I managed to get my foot in the door at one of Ireland’s most creative and well respected agencies, Chemistry.
I found a home in their client service department, working with really talented, fun and sound people, and was happy doing it. I also wasn’t totally useless at it, which helps. But as the weeks and months went on, I knew I wanted to be a creative.
Connelly Partners gave me an opportunity to prove myself as a copywriter. 12 months later and I’m still doing it. I do suffer from the occasional bout of imposter syndrome, and feel about as useful as a chocolate teapot. But generally speaking, I’m doing alright.
There’s 3 things in particular I’d say I’ve learned having spent time on either side of an agency, and it’s definitely made me a slightly ‘different’ creative for it.
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1. We’re on the same team
Being told your totally perfect, amazing idea that you put your heart and soul into isn’t being chosen for a campaign sucks. Having to tell someone that their idea, that they put their heart and soul into, also sucks.
There are of course situations when as a creative you’ve got to push back, but sometimes you’ve just got to move on. Having been on the client-facing side, and understanding that sometimes no matter what you say the idea is doomed. Knowing what fights to pick certainly does make tantrums a little less likely.
That’s not to say I haven’t had any (I have), but I try and make sure not to shoot the messenger in the process.
2. We ALL crave flow
Whether you’re a copywriter, an art director, an account manager, or Barry, our Finance Manager in CP Dublin, we all perform at our best when we’re in the zone.
Flow state is a “focus that, once it becomes intense, leads to a sense of ecstasy, a sense of clarity: you know exactly what you want to do from one moment to the other; you get immediate feedback,” Csikszentmihalyi said in a 2004 TED Talk.
As an account executive, organisation was key to finding flow. I’d block off hours and do all of my billing, becoming one with my computer. As a copywriter, it’s a little different. As well-respected adman Sir John Hegarty’s book, “Creativity: There Are No Rules” has already told you, there are no rules.
I now find flow scribbling in a notebook or talking into a voice recorder, at times of pure chaotic thinking and at times of organised thinking. There is rhythm, but there is no rhyme.
Having found flow in both sides of agency life, the big takeaway for me is that flow looks, and is, very different for different roles. The sooner we recognise that we both need it, and the sooner we help each other find it, the easier our lives will be.
3. We can disagree, we can’t be disagreeable
When everyone is invested in a project and trying to make the best work possible, disagreements are inevitable. We all might have different ideas for a campaign but we can’t run them all. As an account executive I always feared giving the ‘wrong’ feedback when it was my turn to speak.
I now realise that every voice, opinion and perspective is valuable, even if it disagrees completely with the creative’s idea.
If the idea is good, it’ll be able to stand up to inspection and there will be a strong rationale for it. Pushing back should be easy. As a creative, it can feel like you and your idea are under attack when an account manager is feeding back, asking questions, and being what feels like a little too pedantic. They’re doing it for the right reasons. Trust me, and them.
I firmly believe that the ability to disagree is integral in making interesting and impactful work. Although, if you’re being disagreeable, to quote Walter White from Breaking Bad, “I am the danger”.
Just kidding, but do be pleasant… please.
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While you obviously don’t need to work in client service to be a great creative, it definitely has made me a better creative than I would have been otherwise. I’m more patient than I might have been, I’m more critical with my thinking and I’m comfortable presenting to clients. I wouldn’t swap that experience for anything.
That said, I’m not sure I could raise a purchase order without bankrupting the entire company…. so probably best I stick with the writing.
And as the sun continues to shine through on me and my kitchen countertop desk on what is now a sunny summer’s evening in Dublin city, I shall bid you farewell.
Michelle Capasso, Director of Media Services, Mallory Bram, Media Director, Allie Umlah, Associate Media Director, Chris Corrado, Associate Media Director
CP attended this year’s IAB NewFronts – a week of programming and presentations from major partners in media and entertainment. Companies such as Amazon, TikTok, Twitter, Snap Inc., CondeNast took to the (virtual) stage to present their latest and greatest content line ups and what advertisers can expect in the coming year in terms of new programming, advanced targeting, and innovation. Below we share some of the insights from the week.
1. Storytelling and the rise of content creators
Just as streaming services are leaning on exclusive content for differentiation, social short-form video platforms are leaning on creators.
Propelled by consumer behavior during the pandemic, platforms from TikTok to Snap to YouTube took a moment during their respective sessions to highlight the significant increases in time spent across their platforms last year and what those trends mean for the future of content creation and social platforms.
Both Snap and Twitter touted over 30 percent year-over-year increases in time spent with their respective content lineups. As a result, both companies will be investing even more in developing partnerships that deliver high-quality, premium content on their platforms.
Meanwhile, TikTok continues to dominate the influencer landscape, signing high-profile creator partnerships with established and emerging talent. This year, TikTok focused on merging discovery and e-commerce by ramping up advertiser awareness of how to leverage its wide base of creators, highlighting user-driven trends like #TikTokMadeMeBuyIt, a hashtag where people show off new purchases that were influenced by other users on the platform.
Coming out of this year’s NewFronts, social platforms are betting big on high-profile creators and influencers to continue fine-tuning their storytelling capabilities and sharing entertaining content that attracts advertisers and drives user engagement and audience growth.
2. Video continue to take the lead
Video has been at the forefront of digital advertising over the last few years, but now more brands and partners are looking at video through the lens of scale + exclusivity.
In addition to their Prime Video offering, Amazon has made giant strides into the content ownership space with their exclusive NFL Thursday Night Football agreement, original programming on IMDb TV, and more recently their acquisition of MGM.
Other publishers, those you wouldn’t typically connect with video content creation, are entering the custom content space full-on.
CondeNast, Tegna, Verizon/Yahoo, Snap, Inc., and Twitter are all shifting their offerings and partnerships to align with the growing video consumption trend, by offering live streaming, custom content, or video on demand options.
Even further, as seen with a collaboration between KitchenAid and Hello Sunshine, with the help of Digitas – content partnerships and storytelling via digital video, create opportunities to showcase media-fueled creativity.
“…audiences don’t watch platforms, they watch content” – Agnes Chu + Pamela Drucker Mann, CondeNast
3. E-commerse everywhere
While retail and ecommerce habit shifts have been one of the biggest consumer stories over the past year or so, this year’s NewFronts mirrored an increasingly blurred line between “shopper” vs. “consumer.”
The closed loop attribution value proposition that has long been the mainstay of the shopper marketing space has become even more compelling and desirable as 3rd party cookie-based attribution models have shifted, and as consumers lean into ecommmerce for convenience.
With this accountability, it’s no wonder that many NewFront presentations introduced shoppable integrations, from Verizon’s cooler screens in Kroger’s to Conde Nast’s shoppable video.
It’s incumbent upon media buyers to see beyond the walls of our shopper vs. consumer space, and embrace the opportunity to merge these two disciplines (and budgets!)