The article discusses the evolving landscape of advertising during the Super Bowl, emphasizing that brand effectiveness now relies more on a combination of traditional and digital strategies, particularly on platforms like TikTok. With substantial airtime costs, brands should leverage TikTok to reach and engage audiences effectively before and during the event. Examples like CeraVe's creative campaigns illustrate how engaging content can enhance brand recall and drive effectiveness by integrating smaller, strategic marketing efforts with limited-time TV spots.
Our most effective TikTok campaign last year was CeraVe's Michael Cera spoof. The reason the brand's campaign was so successful was that the central joke landed, making it memorable.
$200,000 a minute for airtime is going to make CFOs fall off their chairs. If you've got a cost-effective button to push to reach 170 million U.S. TikTok users, push it.
#super-bowl-advertising #tiktok-marketing #brand-effectiveness #digital-strategy #creative-campaigns
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