Category: Uncategorized

A common question from advertisers is, “Why isn’t Meta pushing more spend to ads with ahigher ROAS?” The answer lies in Meta’s focus on estimated action rates and how itsalgorithm prioritises user experience over isolated ad performance. In this white paper, we’llunpack how Meta’s system works and explain why high ROAS doesn’t always guarantee more ad spend.

Understanding Estimated Action Rates: The Core of Meta’s Auction System

Every time you publish an ad on Meta, the platform runs an ad auction. At the heart of this process is a prediction model that calculates your ad’s estimated action rate (EAR). This metric is essentially a prediction of how likely your target audience is to take the desired action, whether that’s a purchase, sign-up, or click-through.

Meta’s prediction system looks at the following factors to calculate your EAR:

• Bid (Budget): How much you are willing to spend per action.
• Creative: The quality and engagement potential of your ad’s visuals and copy.
• URL Destination: The relevance and quality of your landing page.

These elements are evaluated together, allowing Meta to forecast how your ad will perform against others competing for the same impression. The stronger your estimated action rate, the more Meta’s system will favour your ad in auctions and allocate higher spend to it. This explains why certain ads receive more budget even if they don’t deliver the highest Return on Ad Spend (ROAS).

Why Meta Prioritises Estimated Action Rates Over ROAS

Meta’s primary objective is user experience, which means the platform prioritises showing ads that align with user interests and are likely to drive engagement. This explains why ads with the highest EAR—not necessarily the highest ROAS—receive the lion’s share of spend.

How does this impact your account?

• The ads that drive the most spend are often those with a strong estimated action rate, even if they don’t produce the highest ROAS.
• Meta is designed as a volume/awareness tool, meaning the ads that can handle large amounts of traffic and spend will be prioritised.

This often leads to confusion for advertisers, as the ads with high ROAS typically represent efficient, low-spend campaigns. However, Meta’s system is volume-based; it pushes budget to ads that are scalable and can generate the most activity.

Why Higher ROAS Doesn’t Always Lead to More Spend

It’s important to understand that high ROAS ads are not necessarily the best performing from Meta’s perspective. The system is optimised for delivering large-scale reach, engagement, and volume of sales, rather than focusing purely on efficiency. Ads with high ROAS may be performing well, but they are not able to handle high spend. If they could, Meta’s system would allocate more budget to them.

Key points to consider:

• ROAS vs. Volume: Meta’s platform pushes spend toward ads that can scale with increased volume at the best possible efficiency. Ads with lower spend but higher ROAS might not be capable of handling larger budgets.
• Ad Prioritisation: Meta will continue to prioritise ads that drive higher engagement and volume, even if these ads deliver a lower ROAS compared to your more efficient ads.

The Consequences of Turning Off High-Spend Ads

One of the most common mistakes advertisers make is turning off the highest-spend ads in their Meta account in pursuit of higher ROAS ads. However, turning off high-spend ads triggers Meta to shift the budget to the next best-performing set of ads—ads that inherently have lower estimated action rates. This can lead to:

• A drop in efficiency, as the system reallocates budget to ads that aren’t as capable of generating volume.
• Reduced scalability, as the remaining ads struggle to handle the increased spend, ultimately decreasing performance across the account.

Meta’s machine-learning system optimises based on the potential for engagement and conversions. If lower-spend ads had the potential to scale effectively, Meta would already be pushing more budget toward them. By turning off high-spend ads, you disrupt the balance Meta has optimised for, leading to immediate drops in performance.

Key Takeaways

1. Estimated Action Rate is Key: Meta’s auction system relies on predicted user behaviour, not just ROAS. Ads with the highest EAR receive the most budget because they are expected to generate the most engagement.
2. Meta is a Volume/Awareness Tool: Meta’s platform is built to prioritise ads that can scale with volume. The ads driving the most spend are doing so because they can handle high volumes of traffic at the best efficiency possible—not necessarily because they have the highest ROAS.
3. Don’t Turn Off High-Spend Ads: Turning off your highest-spend ads disrupts Meta’s optimised budget allocation and pushes spend toward ads with lower estimated action rates, leading to a decline in overall efficiency.

Conclusion

Meta’s platform is optimised to prioritise volume and engagement, which means the ads receiving the most spend are the ones that the system predicts can handle it—regardless of ROAS. The goal is to drive conversions and engagement at scale, not simply maximise ROAS. By understanding and leveraging Meta’s estimated action rate system, you can maintain consistent, scalable performance across your ad campaigns. If you need help optimising your Meta campaigns for scalable growth, reach out to us today. We’re here to ensure you’re making the most of Meta’s system to drive both volume and
profitability.

Building a strong, community-driven social media presence is more important than ever. With increasing competition and ever-changing algorithms, it’s crucial to stand out from the crowd and strive for authentic connections with your target audience.

Picture this: a new potential customer wants to find out more about your brand, and they head over to Instagram to see if you’ll bring the quality, value and trust they’re looking for. Will they find a curated brand feel and strong first impression that meets their expectations?

If you’re a beginner to all things Instagram, or you’re looking for ways to leverage your platforms to grow brand awareness and engagement, you’re in the right place. We’ve put together 4 key ways to grow your social media presence- whether you opt for Instagram or want to make waves on TikTok.

1. Optimise your feed for a strong first impression

To build that all-important follower count, your feed’s first impression needs to deliver. It’s like your digital storefront – and a visually cohesive and appealing feed is the key to attracting new followers and keep current followers coming back for more.

Use a consistent colour palette and theme throughout your post cover photos and video thumbnails that effectively reflects your brand’s identity, and bear this in mind when planning future content. Your feed should communicate your aesthetic in seconds – and intrigue visitors and potential followers to explore your content.

Mix things up with font placement and high-quality imagery- you can utilise a feed planner like Later to visualise what your posts will look like when they each go live.

Finally, make sure your bio quickly communicates who you are – and what your values are. Give potential followers what they want to hear – what will your brand and social media content offer them? Inspiration, feel good, fitness advice? Keep it short and punchy, sticking to a consistent brand voice.

1. Use Stories to level up your engagement

Instagram Stories were created for accounts to engage with their followers on an easy, regular basis – and in a more casual style than permanent posts. Stories remain on your feed for 24 hours – and you can keep them permanent by adding them to your categorised profile Highlights, which can each display your brand’s key themes and products.

Stories are a great way to keep your brand at the top of your audience’s mind, and build engagement with the plethora of interactivity features they offer. With every tap, your engagement factor increases, from quick polls to question boxes and quizzes.

1. Maximise your reach with Reels

Instagram responded to the every-growing popularity and impact of TikTok by creating Reels for video content – and they’ve ever since provided a great way for accounts to go viral and attain high reach levels. They were designed to maximise your content’s discoverability via the Instagram algorithm- while potential followers scroll through their Reels feed, they might just encounter your brand- so make it count!

• Jump on trending sounds, challenges and styles, where appropriate, to relate to the Instagram user’s expectations and content intake, and stay ‘relatable’ and ‘on trend’.
• Share value and inspiration to prompt a ‘follow for more’. This could be key tips, how-tos or inspirational messages.
• Impress potential followers with high-quality, visually appealing product showcasing – lead with the brand aesthetic and promote the lifestyle behind your brand, to relate to potential new followers.

1. Put time in active community building

Nowadays, community is the word when it comes to Instagram success. Engaging with your audience not only boosts your algorithm ranking, but also forges valuable connections with potential purchasers. It’s important to devote time to regular account engagement, to keep your Instagram space a two-way street, and give back to your followers.

Make sure the following bases are covered:

• Respond to comments and DMs- they go a long way and grant a more personalised feel behind your brand.
• Reshare tagged content to Stories of customers engaging with/using your products to deepen ties with individuals.
• Engage with other accounts in your industry and community, or even followers that mention you in their content, by commenting on posts – this increases your visibility and cleverly crafted responses or comments to relevant trending content might just elevate your brand’s esteem within the community.
• Consider hosting a giveaway for a lucky winner- this also encourages engagement as contest posts often require followers to like, comment, share and/or tag friends to enter.

---

And that’s a wrap!

All in all, a successful Instagram requires consistency, creativity and active engagement to stand out amongst the competition. It’s good to experiment and try new styles to see what most engages your community, and refer back to the metrics to replicate highly-engaged content.

And if you need another pair of hands to elevate your brand’s social media presence, you’re in the right place! Get in touch to find out how we can take your brand’s reach and engagement to a new level.

Don’t Ghost Your Customers: Why Email Marketing is a Must

In today’s fast-paced digital world, it’s easy to get caught up in the latest marketing trends. But while everyone’s busy chasing the next big thing, email marketing remains one of the most effective ways to connect with your audience. Why? Because it’s personal, direct, and incredibly powerful at building relationships that last.

Keep Them Coming Back: The Power of Retention

Customer retention is what separates good brands from great ones. Sure, attracting new customers is important, but keeping them around? That’s where the real value lies. Email marketing helps you do just that. By staying in touch and offering value, you remind your customers why they chose you in the first place, turning one-time buyers into loyal fans.

Tips for a Winning Strategy

So, how do you make sure your emails hit the mark? Here’s what you need to know:

1. Subject Lines That Scream, “Open Me!”
   Your subject line is your first (and maybe only) chance to grab attention. Keep it short, sweet, and to the point. Personalise it when you can. Something as simple as using the recipient’s name can make a big difference.
2. Stay True to Your Brand
   Your emails should sound like you. Whether your brand is fun and quirky or serious and professional, your tone of voice (TOV) needs to be consistent. This builds trust and makes your emails instantly recognisable.
3. Scroll-Worthy Content from the Start
   People are busy, so don’t make them work to get through your emails. Start with a strong hook, use short paragraphs, and break up the text with headers and images. The easier it is to read, the more likely it is they’ll stick with you to the end.

Conclusion

Email marketing isn’t just about pushing products. It’s about building relationships. By focusing on retention, crafting engaging subject lines, and keeping your tone of voice consistent, you’ll not only keep your customers coming back but also turn them into brand advocates. In a crowded digital world, that’s something you can’t afford to miss.

Want to make email marketing work for your brand? Contact us now, and discover how we can help you craft emails that engage and convert.

Want to create high-quality scroll-stopping UGC for your brand- but you’re not experienced in the content creation side? We’ve got you.

There’s a growing network of UGC creators out there that can help you to craft the standout video content you’re looking for – whether it’s a product demo, testimonial or organic-style ad.

We’ve put together this handy guide splitting down the process into 3 key areas:

1. The search
2. The storyboarding
3. The editing

Once you’ve mastered each stage, you will have created a streamlined system to put together great UGC with great creators. This is how our team collaborate with experienced creators to craft bespoke videos that hook the audience in – and keep them watching with relatable, engaging editing.

Our process involves briefing and receiving filmed raw content from creators – as opposed to fully edited videos. By requesting raw content (rather than edited) from your chosen creators, you’ll unlock the freedom to create variations of top performers, and complete editing according to your vision – but be mindful that some creators may charge higher for the freedom this grants you.

If you would prefer for creators to complete the full editing for you – disregard the third and final stage here! They’ll have it covered.

Without further ado – let’s go through each key stage of the process, and get you started on creating scroll-stopping content.

1. The search

There are a multitude of places and platforms to find the perfect creator for your brand, that best connects with your audience and delivers authentic content that they can trust.

We can split this down into active and passive searches, depending on how quickly you require your creator(s):

Active searches – Actively searching for the best fit across social media and freelance platforms such as: Instagram, TikTok, Twitter, Fiverr and Upwork. Utilise specific keywords for your searches on these platforms to find the right fit: eg “UK UGC creators”, “mum UGC creators”, “fitness UGC creators”.

Passive searches – Sending out callouts on Twitter, Fiverr and Upwork (also called a request), detailing a brief outline of the content you’d like creating, and any requirements the creator must meet. Creators can then respond to your callout if they think they’d be a good fit. Ensure to use hashtags on Twitter for higher reach in the UGC creator community (eg #ugc #ugccreator #contentcreator etc).

Once you’ve found a creator that might be a good fit, it’s time to go through their portfolio of previous work. Ensure they have plenty of examples showcased and the level of experience you required, and look out for the following (depending on the type of content you require):

• High quality footage – great lighting, clean and minimalistic backgrounds, crisp sound
• Great camera presence- do they deliver voiceovers/direct-to-camera testimonials naturally and authentically? Do they use a natural tone and facial expressions? Do they engagingly deliver the messaging with enthusiasm and good pacing?
• Outlined rates and packages – it is always worth reaching out to creators regardless as they may cater to custom rates if you provide sufficient details.
• Evidence of creativity and marketing strategy knowledge

Employ your best judgement at this stage to analyse potential – even if a creator has a limited portfolio, their Instagram/TikTok may demonstrate sufficient evidence of quality and experience.

The next stage is to reach out and let your chosen creator know of your opportunity and offered compensation. Outline your exact requirements (the length of the desired video/script, the number of B-roll clips you require and an idea of what the video will entail- the angle, location and style). Be prepared to negotiate and to be flexible if needed!

Once both parties reach an agreement and are ready to proceed, it’s time to prepare the brief the creator will use to film all content required.

1. The storyboarding

The best practice at this stage is to use a storyboarded brief, which verbally outlines to the creator exactly what the finished video will look like. This allows you to effectively manage expectations and give sufficient guidance, to obtain the exact footage and style you’re looking for, and will allow yourself and the creator to see when the brief has been fully met.

The storyboard may involve a script for the creator to use for a voiceover or direct-to-camera testimonial, and alongside each line the piece or set of B-roll that will be shown when the line is delivered. It is important to bear in mind the engagement factor – the same clip should be shown for only a few seconds, so how often should clip styles and angles change to create an engaging video? One clip may not be enough for a longer script line, for example.

Ensure to include plenty of visual guidance to assist the creator and help them understand what you’re looking for. This may be specific clips you’d like replicating, that you’ve seen on another brand’s video, or an example of a full video with the same angle that the creator can use as inspiration.

Ensure also to include all technical requirements, to ensure you receive the best possible quality – eg minimum lengths for B-roll clips, notes on lighting, sound and camera quality, and encourage clips to proofed before they are sent across to you, to ensure the full brief has been met.

Then you can set a feasible deadline with the creator to film all content, and give them the opportunity to ask any questions/clarify sections on the brief. If you need to send your product out for filming, make sure you bear shipping in mind with delivery timespans.

1. The editing

Once the creator has sent all content back to you and has met the brief, let the editing commence! There are a few key pointers to bear in mind at this stage, to craft the best quality, engaging video possible:

• The visuals should maintain an engaging pace, utilising cuts/zoom ins/angle changes every few seconds to keep the audience engaged throughout.
• Lead with the hook – ensure the first few seconds contain a strong visual and/or verbal hook to stop your audience’s scroll and engage them from the outset. Meet their pain point, drive their curiosity, present yourself as relatable to them- to keep them sticking around for more.
• Finish off with a CTA – make sure your testimonial and/or captions encourage the audience to click through to your site – you may want to make this obvious and build hype, especially for a promotion, or you may want to keep it subtle to distance yourself from giving an ‘ad-like’ feel.

---

And that’s a wrap! We hope this guide aids you in your UGC creation process- it’s an ever-growing world full of creative talent, you’ve just got to put in the time to find the best fits, and with careful briefing and editing work, your UGC will then do the work for you.

Need help in getting this process started – or need an extra pair of hands in setting up an efficient UGC content creation delivery system? We’re here to help. Get in touch with our team to find out more.

 

Digital marketing evolves, and it evolves quickly- which is why it is crucial to stay ahead of the game by exploring every means of connection with your audience. SMS marketing is often overlooked as a marketing channel, with the return on your efforts underestimated. Keep reading to find out more about SMS marketing and why it should not be overlooked…

We are surrounded by generations who spend very little time away from their smartphones, which is why targeting customers where you know they will see it is both simple and effective. SMS marketing subscribers are engaged potential or repeat customers. Your messaging needs to be quick, powerful and impactful in order to get this mix of subscribers back on your site.

 

The advantages of SMS marketing are endless, with great platforms like SMSBump making it incredibly easy and accessible. These include:

 

Higher ROI (return on investment)

One of the most notable benefits of SMS marketing is its potential to deliver a higher ROI. Due to the accessibility and common/frequent use of SMS, campaigns tend to have exceptionally high open and click-through rates, naturally resulting in more actions being taken.

 

Easy setup and automation

SMS marketing doesn’t require elaborate design work or complex campaign setups. With platforms like SMSBump, campaigns can be set up very easily, and the same goes for automated sends. These are triggered by specific customer actions e.g. abandoning cart. All you need is powerful short-form copy to capture your audience’s attention and drive them to take action.

 

Increases customer retention

Inevitably, the cost of retaining customers is lower than investing in new ones. So having an SMS marketing strategy that explores retention marketing is crucial. Naturally, it makes sense to keep your SMS subscribers engaged to ensure that they remain interested and loyal to your brand- let them know of any new product launches and send over exclusive discounts to incentivise them to purchase, either for the first time or as a rewarded loyal customer.

 

How do you get started with SMS marketing?

 

1 – Firstly, to begin your SMS journey you need to prepare subscriber capture methods. Implement strategies such as website popups prompting visitors to sign up for SMS alerts. Drive them to do so by incentivising them with exclusive discounts such as 10% or 15% off their next purchase. This initial step is crucial for building your SMS subscriber list with engaged customers.

2 – While you are getting to know the basics and furthering your knowledge of SMS it is important to update your compliance to ensure that your terms of service and privacy policy include SMS. With the goal of being as transparent as possible with your customers,  you need to include things like a description of the service, clear opt-out instructions and a link to your Privacy Policy. A full list and more information can usually be found with the help of your chosen SMS platform. 

3 – In order to streamline your marketing efforts you’re going to want to integrate your SMS marketing with your existing email marketing provider. This integration allows you to sync subscribers and subscriber data, creating a unified approach to reaching your audience for omnichannel retention marketing. You can also encourage your existing email subscribers to sign up for SMS to access ‘more exclusive deals’.

4 – Once you’re all set up, you can kickstart your SMS marketing strategy with automated flows. Automated flows are triggered by specific subscriber actions or events. You can start with things such as a welcome flow for new subscribers, abandoned cart reminders to recover potential sales, or post-purchase flows that upsell their next purchase. Winback flows can also be implemented for subscribers who abandon their browsing session or don’t return to purchase for more than 45 days. You can offer attractive discounts to low engagers in order to rekindle their interest. 

5 – As your subscriber list grows, it’s time to start thinking about campaigns. Preparation is key, so create a content calendar with a regular schedule, aiming for at least 2-3 campaigns per month to begin with. Segment your audience based on various factors, such as their purchase history or browsing behaviour. This segmentation enables you to tailor your messages and create targeted content for different groups of subscribers. This allows you to appeal to a wider range of customers and keep them engaged accordingly.

 

And there you have it, the key to getting started with SMS marketing! 🚀

If you want to find out more about adding SMS to your marketing strategy, or how we can help you elevate your marketing strategy as a whole- get in touch today.

Now more than ever, we know the importance of UGC (user-generated content) in elevating brand memorability and trust. In other words, you can’t sleep on good-quality UGC to make your brand stand out in the market and get your customers talking. UGC has experienced spectacular growth over the last few years, with brands harnessing the power to build brand trust with relatable, personal content.

In this article, we’re going through how you can get started on your UGC journey, and where to source the creators and customers at the centre of this content.

 

But first of all, what is UGC?

User-generated content is content created for your brand and product(s) by either consumers or content creators, and published to social media. This most commonly involves video creation, featuring a relatable face talking about the impact, benefits and features of the product, often making it personal to their own experience and how it’s solved a particular problem.

It can range from simple ‘how-to’ educational videos to fast-paced creative storyboarding, depending on your vision and the creators you use.

 

And how can you source the people who create UGC for your brand?

There are many different avenues to choose from when sourcing UGC, depending on the size of your brand and the investment you’re willing to make here. Let’s go through your principal options:

 

1. Freelance UGC creators

With the rise of UGC comes an new-found industry network of experienced content creators clued-up on how to create scroll-stopping, memorable UGC. You can reach them on talent platforms like Fiverr and Upwork, by writing a callout brief of your desired content/ creator and finding your best fit. Make sure you request and check their portfolio to ensure they’ve got what it takes to create high-quality content for your brand.

In your brief, make sure you clarify what you’d like to see- what B-roll should they film? Do they include a testimonial talking about the featured product, and if so, what should they mention, what angle should they focus on, and should they speak directly to camera or provide a voiceover?

It’s important to visualise what you’d like to see, and get that down in words as clearly as possible, so that your creators can easily understand exactly what you’re looking for.

Provide them with as much helpful information as possible, including your website, product page and any brand guidelines to guide them in the right direction.

 

💡 Need help sourcing the right creators- or want a streamlined, easy way to outsource this process? We’re here to help. Our UGC service does just that- working with you to source and create high-quality UGC for your brand. Get in touch and find out more – and get your UGC strategy elevated in time for Q4.

 

2.Paid partnerships with influencers/creators

If you wish to delve into influencer marketing and find more recognisable faces in your niche, why not look into paid partnerships? You’d pay the influencer to promote your brand/product in sponsored social media content, from Instagram Reels/TikToks to posts and stories. By investing in your brand promoters, you’re increasing your brand’s credibility and bringing it to the attention of thousands of their followers. 

Perhaps start with micro influencers (between 10k to 100k followers) or even nano influencers (between 1k-10k followers) if you’re just getting started.

 

3.Gifted products in exchange for content

A more informal way to secure memorable content from influencers, without the big-time investment, is gifting products in exchange for social media endorsements. This could be a shoutout/mention on their story, or a lifestyle reel featuring the product and the benefits it brings.

While risking the potentiality that the influencer doesn’t end up endorsing the product you gift them (as there is no contract or monetary agreement here), it is a much more economical way to work with micro/nano influencers and build awareness via follower bases and niches you wish to tap into. 

 

4. Brand ambassadors

You can also work with loyal ambassadors for regular brand endorsements (thought this is on a more contractual basis). These ambassadors fit the criteria of your target consumer, and help you communicate your brand values and product USPs on socials. 

They become a face of your brand, and you can rely on them for a high-quality content stream- via both posting to their page and sending you content for you to use on your own social media account.

 

5.Customer feedback

The easiest way for you to obtain social proof (ie clear recommendations and endorsements of a product), which is a simple form of UGC, is via customer feedback. You can ask your customers or social media followers to share their thoughts and experiences on their story/posts, tagging you in their shoutouts for a possible feature on your page. 

It’s a win-win for you both, and an economical way for your brand to build trust via authentic customer feedback and experiences.

 

🚀 Need help building your social proof and want to delve into the ever-growing world of UGC? We’ve got you covered. Get in touch with our expert team now and find out how we can help your brand grow in trust and market presence.

Black Friday is undoubtedly the biggest date in the eComm calendar (Friday 24th November- add it to your diary if you haven’t already). If you want this BF to be your biggest YET, here’s what you can do right NOW to start prepping your customers to spend big on your store.

 

1.Drive for LOYALTY:

Grow your brand loyalty and engagement via retention marketing: loyal customers stick around – and many wait for the big price drops and offers to give back, after all the value and engagement you’ve given them across your socials, email newsletters and blogs. Keep your most engaged followers and subscribers coming back for more, with high-quality, memorable and unique content that addresses their interests and lifestyles.

 

2. Make your brand HEARD:

It’s more important than ever to present yourself as a key market contender, above the competition and worthy of the market’s attention. Utilise your paid social ads to reach new audiences, tapping into audience and creative testing to see what makes your customers tick. You can even reach new audiences organically with boosted social posts and referral programmes, to spread the love for your brand and keep it memorable in your target demographic’s mind.

 

3. Educate to accumulate:

Your target audience needs to know exactly WHY they need to be investing in your offering this Black Friday. Keep reminding them why your product/service is crucial to heal their pain points and benefit their life. Why does it stand out? What’s the reason why it came into existence? What have other happy customers had to say? Share insightful social proof from which potential customers can learn why they should opt in- in a big way this Black Friday: via customer testimonials, reviews and UGC.

 

4. Build that HYPE:

Why not tease your upcoming offers? It’s never too early to start alluding to the exciting Black Friday you’ve got planned. We’re not suggesting you reveal all (they’ll have to be patient!) but announce there’s big things coming. As the days start creeping closer to the big day, you might uncover some of what’s in store. Your audience simply needs to know that your store is where they HAVE to be on the 24th November…

 

That’s a wrap! We hope that helps get you in gear for the biggest Friday of the year. And remember- you’re not alone: if you need a helping hand and a little expertise to elevate your marketing strategy ahead of Q4 and Black Friday, it couldn’t be a better time to join us.

We’re experts in all things digital marketing, from paid social to retention channels, and we know how to help you connect with potential and current customers alike. Now more than ever, you’ll be in the safest hands to grow your brand to the stars.

Book an intro call with us to find out how we could be your ideal growth partner. 

If you’ve not seen the movie yet, you will 100% have seen Barbie (or at least Barbenheimer) plastered all over your social media. Even if Barbie isn’t your cup of tea, we can assume that you’ve at least been tempted to make a visit to the cinema for FOMO’s sake. So how did we get here? Where anything and everything pink is considered to be Barbiecore and Ryan Gosling’s rendition of ‘I’m Just Ken’ plays on a loop in our heads 24/7?

We could be here for a while… so we’ll briefly go over a couple of things that we have learned, noticed and loved about Barbie’s supersize marketing campaign. Before we dive in, let’s just remind ourselves that the Barbie marketing team is reported to have had a budget of $100-150 million to play with. While your budget might not match in size, you can learn from this and apply several elements to your own brand’s marketing campaigns.

One element that has been almost inescapable, is the sheer amount of brand collaborations the Barbie movie has been affiliated with. These collaborations are crucial in tapping into a huge variety and range of customer bases and audiences, extending both brands’ reach to gain more visibility. It’s simple: brand recognition + brand visibility = brand trust. The film’s marketing team explored a massive range of brands to collaborate with, with the goal of remaining diverse and extending the Barbie community to a ton of different cultures and demographics. This played a key role in highlighting the core values of the film, and what production expects from the audience; inclusivity, empowerment, personal growth and self-expression. 

Brand recognition is clearly not something that the Barbie marketing team has struggled with. Particular shades of pink are now predominantly associated with Barbie and have become increasingly popular. This has resulted in the majority of audiences going to see the film refusing to go without wearing some sort of pink shade, as a salute to the brand. On top of this, the world has been shocked at the power of the Barbie Billboards. How is it so easy to recognise this pink block with a singular date and know EXACTLY what it is referring to?

This is simple, clever, and a perfect example of how effective brand recognition can be. 

Contrasting the game plan of brand collaborations, but equally as successful, is organic marketing. As an agency, we have a LOT to say about organic marketing: social media, TikTok especially, has had an insane impact on building up the Barbie hype. In an interview with Variety, Josh Goldstine, the president of global marketing at Warner Bros., was asked about the importance of TikTok as a marketing resource. He responds by saying although they did some promotional work with them a “tremendous amount is organic”. He goes on to talk about the ‘Barbenheimer’ phenomenon and also comments that organic marketing ‘[took] on a life of its own’. 

From the songs, discussions, outfits and loads more, Barbie was given to creators on a plate. Coupled with their creative marketing strategies and collaborations, this is a marketing presence that will stand out in the years to come. It’s a real testament to the power of consistent branding to cement a brand or product (or film in this case) in the customers’ mind.

We could risk being here for hours talking about Barbie’s marketing success- but in the meantime, if you want to have a chat about what your business could achieve with a strong marketing and branding strategy, then get in touch now.

When you have a high workload, it’s easy to become overwhelmed and stressed out. Stress can have a negative impact on your physical and mental health, as well as your productivity. Fortunately, there are ways to manage your stress and keep it at bay even when you have a lot on your plate. In this blog post, we’ll explore 5 practical tips that can help you manage stress when you’re facing a high workload.

1: Prioritise and Organise

When you have a lot of tasks to complete, it’s essential to prioritise them and organise your schedule. Create a to-do list and rank your tasks in order of importance. This will help you focus on the most critical tasks first and avoid feeling overwhelmed by everything you need to do.

It’s also helpful to organise your schedule to make the most of your time. Allocate specific time slots for each task and stick to them as much as possible. This will help you stay on track and avoid feeling like you’re always behind.

 

 

2: Take Breaks and Rest

When you’re under a lot of pressure, it can be tempting to work around the clock to get everything done. However, this approach can be counterproductive and lead to burnout. Taking regular breaks and getting enough rest is essential to manage stress and maintain your productivity.

 

Try to take a 5-10 minute break every hour or so to stretch, walk around, or do something else that helps you relax. Also, aim to get at least 7-8 hours of sleep each night. This will help you stay alert and focused, and prevent you from feeling overwhelmed by your workload.

 

3: Practice Mindfulness and Meditation

Mindfulness and meditation can help you manage stress and anxiety by promoting relaxation and calmness. These practices can help you become more aware of your thoughts and feelings, allowing you to identify and manage stress triggers.

 

Try incorporating mindfulness and meditation into your daily routine. You can start by taking a few minutes each day to focus on your breath and quiet your mind. There are also many apps and online resources available to help you get started with mindfulness and meditation.

 

 

4: Maintain a Healthy Lifestyle

Maintaining a healthy lifestyle is crucial to manage stress when you have a high workload. Eating a balanced diet, exercising regularly, and staying hydrated can help you maintain your energy levels and boost your mood.

 

Try to incorporate healthy habits into your daily routine. For example, aim to eat a nutritious breakfast, take a walk or do some other form of exercise during your lunch break, and drink plenty of water throughout the day.

 

 

5: Seek Support

Finally, don’t be afraid to seek support when you’re feeling overwhelmed. Talk to a colleague, friend, or family member about your workload and how you’re feeling. Sometimes, simply talking to someone can help you gain a fresh perspective and feel less stressed.

If you’re struggling to manage your stress, consider talking to a professional. A therapist or councelor can help you develop coping strategies and provide you with the support you need to manage your workload and maintain your mental health.

In conclusion, managing stress when you have a high workload is essential for your physical and mental health, as well as your productivity. By prioritising and organising, taking breaks and rest, practicing mindfulness and meditation, maintaining a healthy lifestyle, and seeking support, you can keep your stress at bay and manage your workload effectively.

Book a call with us today to talk all things paid advertising & how we can help!

 

Unless you’ve been living under a rock, you will have noticed the worldwide domination of AI/ChatGPT in all aspects of media from fake viral imagery to portions of television episodes written by AI technology ChatGPT, in the instance of South Park’s episode Deep Learning. 

The development of AI in recent years has been nothing short of groundbreaking, with the technology being capable of performing tasks and generating content at a quality comparable to, well, what a human could produce…

As a modern society, the general consensus is quite mixed as to how much power and responsibility we should be allowing AI to present in our day-to-day life, with many arguing that this technology is a modern phenomenon whereas many fear that it could potentially put many creative jobs at risk.

But when it comes to the world of business and particularly digital marketing, the introduction of AI brings numerous benefits that when used correctly, can be a potent tool for your paid advertising…but only to a certain degree. 

In this week’s blog, we’ll uncover the pros and cons of bringing AI into your marketing strategy, so you can maximise its potential as well as keep yourself aware of the risks that come with this ‘controversial’ technology.

Pros:

1. Efficiency

With many arguing that AI is putting an employee’s job at risk, it’s actually quite the opposite…if you’re a marketing professional who often finds themselves overrun with tedious tasks, you may have found your perfect virtual assistant, freeing up more time to focus on more important work. 

Unlike a human, AI doesn’t need to take a coffee break so can easily automate repetitive tasks such as generating ideas for email campaigns, social media captions and customer service replies. This not only benefits employees as a whole but can also improve your business’ reputation via quick and accurate responses. 

This also applies to the likes of copywriters and creative writing-based job roles. The technology is not here to do the job for you (or replace you!) but is actually what some would call a ‘life hack’, as it is able to generate ideas and quick information on a topic, therefore, being a cure for that pesky writing block we all know too well. 

 

2. Personalisation & Retargeting

If you know anything about digital marketing, it’s that marketers love a bit of personalisation and retargeting! So when you bring AI into the mix, you’re in for a customer-targeting goldmine. This is due to AI being able to create a hyper-personalised experience by analysing customer behaviours, interests, and preferences. 

This means that marketers don’t need to rely on generic messaging across their channels, and instead can create content and relevant messages based on exactly what that extremely specific audience is looking for. Coming back to the efficiency factor, you’ll be able to create messaging faster than ever before. 

 

3. Ahead of the trends

You don’t need to be a marketer to be aware of the impact that trends have on all social media channels…and how quickly a trend can be overdone before you even get a chance to make the most of it. This is where AI comes in handy. 

AI has the capability to predict future trends and customer behaviours based on the data you input, therefore this will allow your business to make more insightful decisions when it comes to planning your future strategies and staying ahead of the curve and in turn, the competition.

 

Cons:

1. Humans (Lack of empathy and bias) 

To knock the obvious answer out of the park, AI lacks any sense of human empathy and generally doesn’t have a ‘welcoming’ tone to its automated responses – which isn’t ideal especially when it comes to phone call conversations, or even when constructing a particular tone of voice in your messaging.

Although AI is capable of delivering insightful and informative content on pretty much any topic, without that human touch, you run the risk of your brand looking ‘robotic’ and unoriginal in some aspects of your content. You will always need that human presence to ensure any messaging from your brand (whether that be ad copy, blog posts or emails) always lives up to your brand’s overall TOV and general unique feel that makes your brand stand out and remain memorable. 

So don’t worry copywriters you’re safe, for now…

 

2. Inaccuracy

In instances such as ChatGPT, there have been many reports of unreliable answers ‘riddled with inaccuracy and plagiarism’, therefore it’s not recommended to see these technologies as your holy grail. Extra research should always be done to ensure what you’re publishing is containing 100% facts, backed up with your own findings to avoid any risk of plagiarism.

 

3. Limited Creativity

As AI is built on data that already exists, and a general pre-programmed algorithm so it cannot offer any level of creativity to a topic beyond any available information, it isn’t ideal if you’re looking to create content ‘outside the box’ or essentially anything original. 

This point leads back to the argument many bring up in relation to AI ‘taking creative jobs’ because, at this point in time, the majority of AI apps and general technologies can only do so much and are not yet capable of comprehending complex ideas. 

For example, AI can create a well-structured image based on data and a generic prompt, but it cannot produce anything near comparable to the typography and in-depth image manipulation you see from a qualified graphic designer. These materials require lots of manual verification and revisions before being published in any state. 

But who knows what the future holds, Adobe has already announced its AI-generated photoshop is in the works so watch this space…

 

Looking to achieve unrivalled results for your brand?

If you think your business could benefit from paid advertising, get in touch today and let’s discuss how we can elevate your marketing strategy.