Having spent the early part of my career in advertising, I’ve seen firsthand the budgets and time spent building a traditional TV commercial and subsequent campaign. Today, you can make hours of non-scripted television and create hundreds of campaign assets all at the same time. We did this with Samsung and BBH to launch the new Galaxy phone with the reality competition series Exposure: Not only did we make an eight-episode season, we also shot more than 300 campaign assets during production that were used for the full campaign roll out—efficiencies that led to cost savings.
My sell, which is to not sell
I know CMOs are being asked to “do more with less,” and shrinking budgets and recession forecasts can make big creative concepts feel risky. Is this the right time to take a big swing?
Here’s my pitch: When you invest in building a team and pursuing a concept that genuinely entertains audiences, you’re extending your creative runway tenfold. When the Barbie movie hits theaters, Mattel is not just thinking about ticket sales. The team is looking at the story of their main character and everywhere she can show up in the lives of audiences—from inspo for a home renovation to getting ready for a night out, to imagining new career paths for young girls. Every piece of content around this film—and there will be hundreds (thousands if you include UGC)—is a piece of marketing for the brand. No amount of money in a budget can buy that.
Culturally, Barbie has been reinvented time and time again, across 250 different careers. For some, Barbie started as a doll. But the reason this 64-year-old icon will be introduced to a whole new generation is because she’s still entertaining.
Aim to entertain, build a real relationship with your audience, and you’ll have something much bigger than a one-off transaction. You’ll have a fan for life. Forget that you’re selling at all. Imagine that.
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