What a Creative Advertising Agency Can Learn from Geico

Studying Geico ads, your creative advertising agency can learn invaluable tools for your brand campaigns—making them more effective, memorable, and fun.

Everyone knows Geico Insurance. Whether you’re a fan of the gecko, caveman, or another one of their mascots, we’ve all got to hand it to Geico for their incredibly well-done ads. We fully recognize it’s no accident either, they consistently make brilliant, strategic decisions ultimately getting them to where they are today.

Our curiosity peaks when we ask the question: What drives those ever-changing concepts? Here’s what we’ve learned.

1. Don’t let the product be the only focus

Let’s be real, insurance is not the most engaging subject. Consumers don’t pay attention to ads centered on jargon and driven by industry best practices; they want to be entertained. Geico’s creative advertising agency does an amazing job of having fun with their product with a purpose. For example, the caveman ads. A campaign that revolved around the concept that cavemen exist today and the slogan, “so easy a caveman could do it” deeply offends them.

This has absolutely nothing to do with insurance, any industry has a convenient pull and this could have resonated in any of them. It’s simply that Geico coined it. You can see this idea in most of their ads. However, the product isn’t just tacked on either. It’s a big plot point. Who is saying their product is, “so easy a caveman could do it?” Geico.

They are central to the plot but not the only focus. Your campaign strategy should do the same thing. Get a creative ad agency with strategies that will weave your brand into the content in interesting, innovative ways.

2. Put in the resources

Amazing ads can’t be crafted in 2 hours on $10. Giving your creative ad agency the time and resources they need to truly capture your voice and vision is a huge step towards long-term campaign success. According to Forbes, Geico invested $5 million in ad creation for 2017 alone. That’s an astronomical number, but for the breadth of ads, quality content, varied target markets the results show it all. That year, Geico’s brand awareness hit 53%. For context, Progressive’s high-point that year was 43%.

Now it’s not all about spending, Progressive had spent $4.5 million and got significantly lower results. The talent must also be there, as well as avid and clear communication on vision and goals. Look at the top creative agencies in your industry, target markets, and locations before you decide which creative advertising agency should get that big investment. Money can only take you so far, you need the right people.

3. Don’t keep repeating the same ad

Even the most energizing and unique concepts can get monotonous and bothersome over time. Don’t make your audience watch the same thing over and over. Whether it’s through one concept with multiple executions or multiple different campaigns running at once, give your audience varied the content. Geico is a great example of both practices. Their creative advertising agency ran many spots featuring their acoustic musicians in ads such as Hump Day and Christopher Columbus. Then ran separate campaigns at the same time by keeping their Gecko ads running while ads featuring fun facts in realistic situations were also on air.

More than varied content, you need to also use multiple channels. Geico ads can be found in print, on TV, and YouTube Pre-roll too. Get a creative digital agency that works across platforms. This way, your content will be seen and won’t get stale.

The takeaway

Memorable advertising is a complex order, and every brand is different. You can achieve high brand awareness and drive profits with a few key concepts. So, what are the takeaways? Have more than one ad, keeping your consumers engaged demands innovative, plentiful content. Let the story drive the ad, your brand should be a key plot driver but not the only focus. Tell a complete narrative that lets your products shine without being the only concept at hand. Finally, give your agency the time, information, and funding they need to reach your goals effectively.

As a creative advertising agency, we understand how vital engaging, varied advertising is to a thriving business. We’re strategy first in all aspects, tailoring our services to your industry, target market, and needs to optimize your ad spend and drive effective results. Reach out to learn about what we can do for you.

Creative and Media Under One Roof: The Agency Model of the Future

The decision to work with full creative brand consulting and media provider under one agency roof or many? It’s your choice…but make sure you chose wisely.

Creative and media went their separate ways more than 30 years ago, when big New York agencies determined they could charge clients more money for distinct services. Today, however, we’re seeing a reversal of that trend: Large industry holding companies (Publicis Groupe, WPP, etc.) are organizing media and creative under one roof — a development that bears very close scrutiny for anyone in creative brand consulting.

Why an integrated service model makes sense

Synergy may be a buzzword, but it describes a very real advantage that can be seized when the individual parts of an organization work together to achieve more than they could in isolation.

The recent “IHOb” ad campaign on behalf of the International House of Pancakes is a nice recent example of this process in motion. The campaign, which cleverly stoked social media buzz about a potential name change for the legacy pancake purveyor, was the combined creation of Initiative and Droga5, media and creative agencies working under the umbrella of IPG. The campaign, which earned industry praise, allowed IHOP to develop impactful creative work, and then increase the impact and reach of its distribution.

This encompasses the overarching concept of consolidation within the space, in which ad clients are increasingly folding all of their needs into a single agency or holding company. Many observers contend that this model — which theoretically allows creative, media, and data analytics to work synergistically — is better suited for modern advertising.

By rolling services together, campaigns can be adjusted in real time to account for the reaction of audiences. Campaigns can also leverage data to shape the direction creative takes, allowing for more refined messages and better audience targeting.

Why is this shift occurring now?  

Delivering ad services in a piecemeal fashion has been a revenue driver for the last few decades, as companies could shift away from a flat commission model taken by separate on media and creative initiatives. Many of the ad industry’s new leaders, however, no longer believe this model is optimal, according to Madwell CEO David Eisenman.

Eisenman told Adweek that 90% of the RFPs his agency received in the last year included creative and media elements. This change, he said, has been driven by Millennials, who are stepping into the advertising C-suite and bringing a fresh perspective.

Publicis Groupe, one of the industry’s key players, has been pursuing an integrated model since restructuring its organization in 2015. The company streamlined all operations into four so-called “solutions hubs” that comprise all corporate business.

Under this model, the holding company acts as chief business delegator, helping coordinate client services with its constituent agencies underneath. Ultimately, the talent spread across various agencies can be tapped to service a single client, allowing for the most efficient spread of resources. This, of course, benefits clients — why only have access to creative brand consulting in one talent housed agency when you can access teams spread across an entire holding company?

Concerns and drawbacks

While an integrated model seems to be a winner for clients, some observers have cautioned that excessive integration may lead to problems. Creatives may not always appreciate being spread across an organization, mercenary-style, to work on seemingly random projects.

Additionally, if integration is handled poorly, quality may suffer. Firms that pursue widespread integration need to be certain that it is implemented carefully and methodically, given its potential for organizational disruption.

The takeaway

We take pride in our ability to provide clients with a sophisticated, engaging, end-to-end solution for their marketing and advertising needs. If you’d like to hear more about how our team of experts can best serve you through creative brand consulting, please don’t hesitate to contact us today.

Struggling for Good Content? Consider the UGC Technique

UGC is an underappreciated technique used by creative brand consulting firms, yet provides overly successful content creation for your brand.

It’s a fact of life that creative brand consulting firms are always in need of fresh and compelling content. Unfortunately, they often struggle to meet these demands. That’s because it typically requires time, talent and money to generate high-quality marketing content.
Here’s the good news: Agencies and brands are solving this problem with content generation strategies that ensure access to a consistent pipeline of high-value material.

One of the most overlooked of these strategies is the use of UGC — or “user-generated content.”

Who’s down with UGC?

UGC is simply defined as any content created and shared by consumers, fans or any unpaid contributor. This content often takes the form of videos, photos, testimonials, social media posts, and stories.

One recent example: Coca-Cola’s wildly successful personalized Coke bottle campaign. The beverage giant replaced its iconic logo with 250 popular first names and sold hundreds of millions of bottles of cola as a result.

As part of its product rollout, Coca-Cola asked consumers to upload photos and videos of themselves drinking from their personalized bottles. Thousands did, giving Coca-Cola free content and advertising — and providing a great example of the power of UGC in action.

Coca-Cola isn’t the only beverage company to use UGC to great effect. Pepsi’s “Max It Now” campaign was built around legendary NASCAR driver Jeff Gordon, who famously raced under the number 24.

Pepsi asked fans to complete 24 social media challenges (such as Tweeting why Pepsi Max is better than Coke Zero in 24 words, or Instagraming a photo of themselves with Pepsi Max) in order to win prizes.

This UGC campaign was hailed for the way it engaged with a dedicated cohort of so-called “superfans” a.k.a people with deep loyalty to Jeff Gordon, NASCAR — and now, very possibly, Pepsi Max.

Tips for your next UGC campaign

We’ve discussed one benefit of UGC — providing access to a stream of valuable content, an eternal need for brands. Yet there’s another important advantage: UGC resonates with audiences.

Why? People perceive non-commercial content generated by people like themselves to be more authentic. Similar to word of mouth advertising, they also perceive UGC to be more trustworthy than conventional marketing or advertising. In today’s ad-soaked environment, more consumers than ever simply tune out anything with an overtly commercial feel. UGC cuts through this barrier.

Additionally, a UGC campaign allows brands to place consumers front and center. Rather than dictate the story through a creative brand consulting firm, UGC campaigns allow consumers to play a key role in telling the brands journey themselves. When this occurs, brands create campaigns that connect on a more personal level, while also encouraging consumers to feel like they are invested in the campaign — and by extension the brand itself.

So now that we’ve established why UGC works, let’s review a few tips for your next campaign:

1.Create excitement and anticipation

This is one of the best ways to ensure that you receive strong user participation. Set a content submission date and spend the days and weeks ahead of that date building anticipation across all relevant marketing channels.

2.Offer creative awards for participation

This is the key to engaging with people who aren’t already dedicated fans of a brand. Public recognition, company swag or prizes help people feel like their work is worth it.

3.Ensure your campaign is legally compliant

Is your campaign a sweepstakes (random drawing) or a contest (with criteria to meet)? Depending on your jurisdiction, these may have differing legal requirements. Check with an attorney if you have any questions.

Finding the creative brand consulting Firm

Our team of creative renegades specialize in strategic UGC-based campaigns that move the needle. If you’d like to learn more about the power of UGC, please don’t hesitate to call us today.

Hey Alexa, Why is NLP Revolutionizing Marketing?

Utilize natural language processing (NLP) to increase your overall ROI by partnering with a digital marketing agency ASAP.

Remember the first iteration of Siri on the iPhone 4s? She was charming but clunky – and ended up being more of a curiosity rather than a real voice assistant. Today, however, Amazon Alexa and Google Assistant are both powerful and deeply integrated into our daily lives, thanks to advances in natural language processing (NLP). If you’re a brand or a digital marketing agency, these advances in NLP can also be used to help create more effective and engaging campaigns.

The evolution of NLP

Natural language processing draws on computer science, linguistics, machine learning, sophisticated language modeling, and analysis to allow computers to generate and understand human language. In essence, it’s the technology that allows computers to finally interact with us in an intuitive, seamless — and human sounding — fashion.

The introduction of smartphones and other mobile devices made communicating, working and performing basic life tasks easier and more efficient. Smart speakers and other NLP-equipped devices are taking things a step further. Instead of mediating interactions through a keyboard, we can navigate with simple voice commands to a sophisticated AI-based voice assistant.

As you might expect, this is not an easy endeavor, as language is deeply complex; until the last few years, NLP-equipped devices were limited in functionality and were largely unable to have advanced, human-like conversations. Humans pick up complex language because we are naturally hardwired to understand it; machines, however, have no such innate advantage.

Today, NLP technology has taken a quantum leap forward and is now being used in smart speakers, chatbots, and predictive text suggestions — the kind you see in search engines, email, and smartphones. It also has an important role to play in another human endeavor with digital marketing agencies.

How NLP is transforming the way we live, work and sell

The business of marketing has become incredibly data-driven in recent years. In order to effectively market and sell products and services, businesses need to target the right audiences. In order to do that, they need a way to identify who they mean to target — and that’s where data analysis enters the equation.

There’s still one significant challenge, however: More than 90% of the data that’s generated online falls into the category of “unstructured data.” This includes emails, reviews, social media posts, etc. Because this information is not classified or structured — and because enormous amounts exist and are being continually generated — it’s difficult for marketers or anyone else to make sense of it, let alone derive actionable insights. Which is where a digital marketing agency & NLP come together.

NLP offers one solution to this problem. One recent example: EssayPro, an online service that helps students become better writers, uses NLP to analyze unstructured data in an effort to better understand the problems students have when composing their papers. It then applies these insights to its marketing strategies, targeting students with specific solutions to the precise problems with which they are dealing with.

Businesses can also use NLP to conduct sentiment analysis and identify propensity signals on social media. By analyzing this data, brands can learn — almost in real time — how audiences are responding to goods, services, and marketing messages.

NLP can also be used to help businesses that gather high volumes of customer feedback through chats, emails, voicemails, and social media posts. By applying NLP to this data, businesses can unlock deeper insights into customer experience, and make any necessary adjustments to their marketing strategies.

The takeaway

We believe great campaigns require more than compelling creative work — they also need to be supported by a sophisticated understanding of the latest technological tools. If you’d like to learn more about how NLP can help you improve your marketing efforts, please contact us today.

Warning: This Blog Post May Lead to Cuteness Overload

Prepare for an emotional overload! Work with a brand development company to help craft an ad that pulls at the heartstrings and connects consumers.

Any good brand development company knows that emotional resonance is one of the keys to great advertising. If you can move someone emotionally, there’s an excellent chance you’ll be moving some product soon afterward.
Obviously, not all emotions are created equal in this sense. Brands making a habit of sending audiences into a hot rage probably wouldn’t be beneficial.

But joy? Wonder? Delight?

If you can master those feelings throughout your brand messaging the way Disney has, your brand has unlimited potential.

Disney and the science of “cute overload”

You’ve probably noticed that people are naturally drawn to cute things, with babies, puppies, and kittens serving as exhibits A, B, and C.

But baby ducks might be the cutest of them all. Small, squeaky, and equipped with adorably goofy bills and oversized webbed feet, baby ducks are certainly in the Pantheon of Cuddly Animals.

Disney’s recent ad showcasing its EuroDisney theme park exposed our collective love of baby ducks in brilliant fashion. The story plays out like this: A tiny, lonely baby duck finds an old Donald Duck comic book in a field and is instantly infatuated. The duckling mimics Donald’s poses and seems to spend all his time absorbed in the book’s pages.

Unfortunately, a change of season comes in the form of a nasty thunderstorm and some seasonal migration. The duckling has to leave his beloved comic book behind, as he flies away to parts unknown with the rest of the flock.

In a heartwarming twist, however, the flock’s new home just happens to be on the outskirts of EuroDisney. Who does the duckling see standing in front of the theme park? Donald Duck himself, resplendently clad in his customary three-sizes-too-small sailor suit.

The duckling runs to Donald, hugs him and closes his eyes in sheer bliss — striking the same pose that millions of children visiting Disneyworld have also experienced after meeting Donald, Mickey, Minnie, etc.

It’s a pretty brilliant advertisement — even for a company that specializes in creating this kind of magic. If you’re a brand or a brand development company, it also provides a good opportunity to examine just why this approach is so effective.

As it turns out, it’s all in our DNA.

Why the cuteness sells

It’s not uncommon to see someone pinch a baby’s rosy red cheeks. Or, to hear someone utter the (slightly unnerving) phrase “you’re so cute I could just eat you up” when in the presence of a baby.

So why do humans feel a compulsion to pinch and squeeze babies and puppies?

Science has an answer. According to a 2015 study conducted by Yale psychologist Oriana Aragon, the feelings that adorably cute babies and animals inspire in us are so overwhelming that we instinctively follow them up with feelings of aggression. The general idea is that humans are designed to maintain emotional equilibrium. The presence of a baby (or an adorable duckling) sparks such an emotional reaction within us that we immediately compensate by thinking or acting in a more traditionally aggressive manner.

That’s a fascinating finding — and one with interesting implications for any brand development company, as well as the advertising and marketing industry as a whole. If emotional resonance is the Holy Grail of connecting with audiences, cuteness overload might be the map that helps brands discover it.

The takeaway

At BIGEYE, we help brands create the kind of advertising and marketing campaigns that inspire and delight audiences. If you’re not getting maximum value from your current marketing approach, please contact us today to learn what we can do for you.

Tips to Transform Your Graphic Packaging Within Pharmaceuticals

Although science, robust clinical trials, and the FDA get most of the credit for emerging products in the pharmaceutical market, your brand should not underestimate the importance of graphic packaging. These three tips will transform how you think about your brand’s packaging design and highlight why this critical capability is worth investing in.

1.Packaging design is your reputation’s first line of defense

Your packaging is your customers’ first impression of your product. The style of your label, drug information, ingredients, and packaging materials all provide clues into your brand’s quality. Packaging should protect both your products during transportation and distribution, as well as your reputation. Cheap, misleading, or confusing packaging can lead to customer frustration, resistance taking their medication, or liability issues if dosing is unclear.

2.Graphic packaging can increase patient adherence

According to the National Association of Chain Drug Stores, only 25-30% of patients take their medication as indicated. Most often, these patients cite confusion over how they were intended to take a drug. Packaging plays an important role in communicating a drug’s indications, benefits, risks, and interactions with other substances and could have the potential to dramatically improve patient adherence.

Graphic packaging and infographics are a great way to build knowledge about complicated products or drugs. They also improve clarity for the medication being distributed among low-income demographics where literacy is low.

3.Flawless packaging doesn’t need to break your budget

The good news is that high-quality, informative packaging can be achieved on almost any budget by partnering with a specialized graphic packaging agency. When looking for a digital marketing agency like ours to support your pharmaceutical packaging design needs, make sure they understand your specific industry requirements and can design within those guidelines while creating a memorable and functional final product.

While your drug’s packaging may not be the most glamorous part of your product marketing mix, it can make or break your pharmaceutical’s success once it enters the market. Contact our team to learn more about how we have partnered with pharmaceutical companies like yours to build a comprehensive brand strategy that includes naming, packaging, and marketing support.