Literature Review In the soft glow of her smartphone screen, Sarah finds herself caught in a familiar late-night ritual. Despite the late hour and her body’s need for rest, she continues to scroll through her social media feed, her thumb moving almost autonomously as she refreshes the screen again and again. This scene, replicated in…
the blog.
Brewing Bitterness: When England’s Defeat Made Victoria Bitter Sweet
The Problem Cricket. Beer. Rivalry. Victoria Bitter, an Australian beer brand, faced a classic marketer’s dilemma: driving more sales with less money. They needed to stand out during a major sporting event and didn’t even have an official sponsorship to help them. How do you leverage a 142-year-old cricket rivalry to cure declining brand awareness?…
Making the Case: BMO Brings Banking to Twitch
In a world where digital meets reality at terabyte speed, BMO, a Canadian Bank, made a daring move to improve checking acquisition with a younger audience that no one saw coming– and it worked. A Canadian bank known for its history, tradition, and extensive branch network dives headfirst into a space few would have predicted—a…
Making the Case: How CeraVe Turned Conspiracy into Super Bowl Gold
The Problem CeraVe faced a classic marketing problem. How do you stand out in a crowded category and leverage a Super Bowl ad buy to generate as much buzz as possible? More importantly, how do you make people care about dermatologist-developed skincare when it’s become category table stakes? A traditional Super Bowl approach wouldn’t cut…
Making the Case: Burger King’s Social-First “Moldy Whopper” Campaign
The Problem & The Landscape In 2020, Burger King faced a significant issue: the perception that its food contained artificial preservatives. This was not just a PR problem but a consumer trust issue. Consumers reported craving ingredient transparency, and specifically, natural ingredients. More broadly, the fast-food industry was under scrutiny, and new premium-positioned entrants were…
Features and Benefits– What’s the Difference?
When selling a product, it’s important to know the difference between features and benefits. Simply put, Features are the “what.” Features are facts about the product. Benefits are the “why.” Benefits are reasons why someone would want the product. In order to persuade customers, you need to focus on the benefits of your product, not…
How to Make Your Ads 11x More Effective
There are no gimmicks here. The answer is to focus on creativity in your work. It’s been scientifically proven, backed by statistics, and… well, it’s kinda just common sense. Since I’ve already spilled the beans, let’s start with statistics and science. Creative work performed, on average, 11 times more efficiently than noncreative work. Les Binet…
5 Copywriting Frameworks and How to Use Them
Copywriting frameworks are a great way to improve your copywriting skills. Copywriting is an integral part of marketing and SEO, so it’s important to know how to write compelling copy quickly, efficiently, and in a way that drives conversions. The fastest way to get out of a writing rut and write copy that converts is…
14 Questions to Ask When Hiring a Marketing Agency
So, you’ve decided your up your marketing game. And who can blame you? In the land of COVID-19 effective marketing is now more important than ever—and let’s face it: these fundamental changes to the way our businesses operate are likely here to stay to some degree. Though it was true before, it’s particularly true now:…
It’s Time to Stop Writing for SEO
If you regularly write for the web, you likely have fallen into the trap many copywriters face: writing for search engines. Writing web copy with technology in mind makes sense. After all, in terms of unpaid web traffic, we’re largely at the mercy of our search engine overlords. But should you write with SEO in…