As ad rates continue to rise for the Super Bowl, the marketing campaigns for the companies and products that shell out those exorbitant asking prices grow more sophisticated. Rob DiGisi, a new writer for Media Village, took a look at some recent campaigns to show that advertisers are receiving a return on their investments across multiple platforms.
DiGisi looked at the PR firm, Taylor, and its relationship with ad firm Satchi & Satchi. The two companies have worked together on several campaigns over the last five years and have seen social impressions for their ads reach the billions several times.
The new normal isn’t just a great commercial. It is also a strong social media campaign and rollout strategy to build anticipation for Super Bowl Sunday and then to keep the product or brand trending the next morning.
Among the brands who had successful ads spotlights in DiGisi’s column are Tide, Old Spice, and Olay, who used the fact that 47% of the viewers on Super Bowl Sunday are women to shape a strategy that included a luxury suite for their social media team inside of Mercedes Benz Stadium during Super Bowl LIV.
One interesting trend that DiGisi noted is that the top performing ad on social media has seen a decline in mentions across multiple platforms year-over-year. That may be concerning in a world where social impressions are a measure of success, but as long as sales are impacted in a positive way, fewer likes and retweets is acceptable.
