Snapchat: The Bullsh*t Continues And No One Questions It
In this post from Strohfeldt Consulting founder and creative director, Robert Strohfeldt, argues that marketing tools like Snapchat have got nothing on the success of more traditional campaigns.
Snapchat’s format may be a barrier to brands looking to enter the space because it doesn’t offer standard ad unit, but many believe (Let’s count – 1, 2, 3, many) that this is very much part of its allure, highlighting that it speaks to the new world order of advertising.
New World Order – What does it offer advertisers?
No denying that Snapchat is popular, with an estimated three million users in Australia.
OAK. A Successful Example: The Snapchat campaign – the World’s Quickest Coupon. Sent out “coupons for free Oaks”.
The Result? Some 500 coupons were redeemed in just three days and OAK gained 1400 new followers (for how long they stayed following is anyone’s guess).
Seriously, 500 coupons in three days? If the old world order had run a “coupons for free Oaks” in a little local newspaper rag and only generated 500 takers, it would be deemed a failure and the agency or person who came up with the idea would be fired. 500 free Oaks – more than 500 cartons are damaged during national delivery in one day.
But in the New World Order, this is deemed a success.
Reminds me of the results a national advertiser achieved for a Facebook campaign, which was classified as a success: The total reach – 8212 people (a reach of 0.003 per cent of the total population. Wow!). 1498 organic, 6714 paid. 463 “Likes” and 32 people ‘Shared’
I mentioned once before that the people in social media don’t “work on it”, they “live in it.”
As a result, they are blind to the reality of what social media, as a commercial medium, can and cannot achieve. One day someone in the C Suite is going to ask, “What have we achieved for all of this money we have spent?”.
The reason Oak grew as a brand and keeps selling, is because of the traditional media it has and is using. (Along with other “traditional” A&P activities). Cut out all other activity and leave only social media to promote it and watch sales dive.
People always have and always will buy products that pass the WIIFM test (What’s In It For Me), not because the brand or product grabbed their attention. Relevance is a word that is sadly lacking in all of this garbage.
New world order, is absolute bullshit. People have not changed since Jesus played fullback for Jerusalem.
“This new model is really about capturing the consumer’s focus early on to earn their time.”
Really? The average person comes in contact with around 13,000 brands a year. A lovely, new age sounding phrase that defies the basics of human nature. More than that, it defies basic common sense and logic.
Say you are marketing refrigerators. You can do all sorts of wild and crazy stunts on social media that will capture their attention. But if they don’t need a new fridge, they will not bring the purchase forward because you ‘entertained” them.
And when it does come time to buy a new fridge, they will buy a fridge based on WIIFM (what gives them the features they most want, at the best value). Not because you captured their attention 12 months ago and made them laugh or cry.
When is someone going to say ENOUGH. There is a huge emphasis on big data and none of this data supports social media effectiveness. Surely this blind spot cannot go untreated for much longer.
Please login with linkedin to comment
Clemenger BBDO Sydney Meat & Livestock Australia Robert Strohfeldt SensoryLabLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.