Super Bowl Advertising Scores Big in Delivering Multi-Platform R-O-I

We welcome Rob DiGisi our new Sports Unbundled columnist Read Rob39s regular commentaries at MediaVillagecomStarting with Super Bowl LII in 2018 sports and entertainment PR firm Taylor first put into place its social media engagement formula for expanding the reach of Super Bowl ads namely for PampampG39s Tide brand As part of an interagency team Saatchi ampamp Saatchi handled ad development Taylor developed a recipe to maximize their client39s return on investment The first ingredient of the recipe was a video posted on social media linking Terry Bradshaw39s Super LI Tide ad to build anticipation for consumers and media platforms Adding a team of influencers eg Drew Brees Antonio Brown Danica Patrick the week before the big game featured a robust schedule of Super Bowl radio row interviews On game day a war room of social media soldiers maximized social media engagement as the game and ad sequence unfolded The Monday after the game featured morning show appearances and an abundance of positive reviews with national consumer and trade publicationsAs the digital landscape evolves so do the strategies We39ve learned that the female audience is often more focused on the ads than the game itself and is more likely to engage with social media during the game Taylor and Saatchi followed up the Super Bowl LII Tide campaign with Super Bowl LIII and first time Super Bowl advertiser Olay featuring Sarah Michelle Geller of Buffy the Vampire Slayer fame This time acting on the fact that nearly half 47 of Super Bowl viewers are women the ad was not unveiled during the game but on Good Morning America a few days prior Other changes included a luxury suite in MercedesBenz Stadium which served as the social media war room for Geller and that year39s group of influencers eg Ally Raisman Hunter McGradym Kay Adams Using Killerskin agency Merkle measured brand activity across social media digital media SEO and paid search and Olay39s ad ranked in the top ten for all four categories With Super Bowl LV played in front of a COVIDrestricted crowd and people press and influencers stuck at home PampampG39s Super Bowl ad for Gillette and Old Spice included a TikTok challenge to drive engagementTideAd led to 33 billion impressions in 2018 KillerSkin impressions grew to 4 billion in 2019 and the GilletteOld Spice program ThisorThatSBLV resulted in 66 billion impressions last year Can we put our finger on exactly what drove the increase in impressions How much was the evolving world and how much was the combined efforts of the agencies involved the appeal of the personalities or passion about the brandMarketing Charts annually recognizes Super Bowl Ad excellence in various ways including most viewed ad online most effective ad using an EQ score measuring quotthe intensity of emotions viewers felt while watching brand favorability authenticity and purchase intentquot digital share of voice offline metrics lift and of course the USA Today Ad Meter The SB LII Tide campaign in 2018 led all other brands with 164K social media mentions during the game outpacing the secondplace finisher by 42 The following year 2019 Olay using the Taylor recipe came out ahead but declined to 88K mentions In 2021 despite the introduction of new platforms and increased use of social media Super Bowl LV39s winner was not Gillette and Old Spice but a State Farm ad that only generated 49K mentions during the gameAre consumers tiring Maybe PampampG needs to move on from social media mentions and should be looking at other metrics Ultimately what matters is driving results for the brand For SuperBowl LII Tide39s weekoverweek sales increased 35 Can you measure how people are moved in the long runWhat39s up for NBC39s telecast of Super Bowl LVI Sam39s Club has already released trailers of the ad featuring Kevin Hart While again not advertising in the game Pepsi is hyping its halftime show with Dr Dre Snoop Dogg Mary J Blige and others directing consumers to download an app to access more content around it PepsiHalftimeIn the next week with open ear and eyes we will be influenced as consumers and take notes as marketing professionalsClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Super Bowl Advertising Scores Big in Delivering Multi-Platform R-O-I

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Robert DiGisi

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Super Bowl Advertising Scores Big in Delivering Multi-Platform R-O-I

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