It's the Golden Era of Brand Storytelling in Marketing from Super Bowl Ads to Social Media

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Welcome to today's episode.

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Our guest today is John.

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He is a marketer who helps brands tell their stories, and he has worked with over 250 very well-known brands.

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We're going to talk today about how to tell great stories in marketing.

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Welcome to the show.

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Thanks, Eric.

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Thanks for having me.

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Thanks, Eric, Thanks for having me.

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So why don't you share a little bit about who you are, what you do?

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So we have the context before we jump into your story.

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Yeah, I thought the description of your description was really solid.

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I am a teller of brand stories.

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We produce stories in social media to help companies grow.

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We also help creators to grow.

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We've been in the space now for 17 years and, as you mentioned, I've worked with large companies DreamWorks, Toyota, Intel, a number of others and Eric we were chatting just a moment ago.

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Right now, there's an amazing time to tell great stories in media and help companies to grow significantly, so that's what we do.

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Awesome, so let's jump right in.

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We're ready to be inspired.

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Tell us a story about some of the best storytelling that you've done.

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So how do we create content that's entertaining, educational or inspirational?

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Those are the three things entertainment, education or inspirational, depending upon how your brand wants to go, and sometimes you can be all three.

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So what?

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We look at a brand, we start to think how can this particular brand catch somebody's attention in the newsfeeds?

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Because for me, I know media spread out all over, but I think the reason it's so spread out in terms of where people place it, is because the people making the decisions were making decisions before.

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Their internet was a big thing and therefore their MO is to oftentimes start with that 30 second commercial.

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15 second commercial go to radio spots, go to outdoor billboard, then to social, and it should be flipped.

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It should be how can my brand be social, how can it be viral, how can it entertain?

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And then the other supporting factors drop in, and I also think there should be a much higher percentage of dollars going to social media and the creator economy.

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Some stories that I can tell is we worked with Yellowtail a couple of years back and they wanted to do a 30 second Super Bowl commercial.

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At the time it was $5 million.

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Maybe it's 6 million now, but somewhere in that range, 5 million bucks, which is a lot of money for any marketer.

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So I just looked at the Super Bowl commercials and I said there's got to be something different here.

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Sure, you're going to put a 30-second commercial up, and one of the core reasons why brands advertise in the Super Bowl is, yes, to the consumer.

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But it's also because all the retailers, the Costco's of the world, you name it, any type of the grocery store chain likes to hear that they're going to be in the Super Bowl and they'll do an end aisle display, they'll do a bunch of stuff.

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So oftentimes it's positioning.

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But I thought, well, there's got to be something that is a little bit more social, a lot more fun.

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So what we created was we created a whole sweepstakes and campaign.

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It was more of a contest.

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It was being the Super Bowl commercial.

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So we had about a six-month window to do this and you want to start.

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That's when you really want to start producing your commercial.

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But I said let's wait and let's do a contest.

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And we ended up doing the contest in October of tell us what makes you happy.

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It was tell us what tastes like happy to you, because that was the new tagline tastes like happy.

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Tastes like happy to you, because that was the new tagline tastes like happy.

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So we, which is, you, can't just put content out there.

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That is funny, entertaining.

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It's got to tie to the brand and build the brand up.

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So, yeah, tell us what tastes like happy to you, post a video on social media or upload to our site and you could be in our Super Bowl commercial and we're also going to give you a trip to your happy place anywhere in the world.

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So hell of a prize, right?

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So we did that.

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We started out and it was like this was my baby and at first there was crickets, and it's one of those things where until it gets going, it doesn't going, and a lot first week I said there's hardly anybody posting anything.

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We went to work and started reaching out and getting people to post and one thing led after another and probably the second week, and then it just ballooned.

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It just got momentum caught fire.

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I think a lot of it was ugc, a lot of ugc.

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So people got really into it, uh, and we had a lot of amazing content and none of the content was controversial because that could get.

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It could get pretty racy, which is like happy to you.

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It could get really racy, really quickly.

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So we had a back-end content system where we could approve it before it went up onto our Yellowtail site and we've got so many amazing pieces and it was hard to determine who the winners were.

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But our creative director at the time, who was doing the TV commercial, needed that spot.

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They had a certain description of what tastes like Happy to you.

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Is it this?

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Is it this?

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And there was a spot in there that was about five seconds.

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Is it this?

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Is it this?

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And there was a spot in there it was about five seconds.

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Is it this?

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Is it that?

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Because we're going to put two people on the commercials, so all you need is that great visual.

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Does this taste like happy?

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Or that taste like happy?

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But it had to fit in.

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Well, and then we ended up giving it to this amazing gentleman from San Francisco who was dancing on this pier in I think it was Ibiza and he was a dancer, he's an athlete and he was doing this unbelievable, beautiful twist and it was just the ocean in the background on the end of this rock pier and this other girl was swinging out on a rope off of this sailboat and she swam way out and she dropped into the ocean and they were just these really iconic shots.

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So we did that and we put some, and then there I was a big Superbowl party.

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I was like here it comes and boom, there's my Superbowl ad with these two people in it.

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And so why was this so amazing at the time?

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Because I think it was 2018 that we did this.

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Because influence market is just getting going, ugc was just getting going, the ambassador networks were just getting going and Yellowtail was set up with this incredible campaign to build their amazing ambassador program and the results we doubled the purchase intent of the brand.

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So we weren't going for immediate sales, we were going for purchase intent and awareness and we doubled the purchase intent of the brand.

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So that was one of the cooler things I've done.

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Wow, that's a great story.

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What was the hardest thing about doing that?

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to get everybody behind the idea, because everybody has different intentions.

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You have your PR team, of course.

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You have your social team, which is always up for anything.

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You've got the creative director on the TV for the TV commercial and they were great.

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But a lot of times the different agencies are different leaders of these groups, whether it's part of one agency or it's part of many.

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They have different objectives and you've got to get them on your team and you've got to get them on early and you have to support their ideas.

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You can't just be about your idea.

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So we've gotten pretty good at that, about supporting partners and providing ideas and getting everybody behind it, not just the president of the company and the CMO, but everybody else, because you can't push things at people anymore and it never works in the long term.

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So I think that was the most difficult thing Ultimately?

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how did you herd the cats?

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How did you convince people that this was the right idea to include in the commercial, because it's a very high stakes game of poker, like you're saying, it's a $5 million commercial.

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How did you ultimately get everybody on board with it?

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It's funny Great ideas oftentimes never make it.

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They're on the cutting room floor and they stay there, and it's not that they're not amazing breakthrough ideas, it's they're not presented so that people can understand the strength of them.

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There are two things.

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There are a lot of things, but there are two that I can describe.

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Number one whoever the important decision makers are, understand their objectives, speak in their language, indicate how it's going to make that 30-second commercial stronger.

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Turn to the PR person.

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Find a way in which why that's going to be a great PR piece, why is it going to be great in social?

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Why is it going to sell?

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How is it going to sell better than the next one?

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So a lot of times you've got to speak to everybody's needs and be very public about it and speak in their terms.

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The other is oftentimes you need to take a look at what's already been done in terms of what not to do.

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When you want to talk about something to do, it's almost best to start with what you don't want to do and throw that out there.

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And what I didn't want to do was do what everybody else is doing.

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Is that 30-second commercial?

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That was about this celebrity, that celebrity, aren't we great it's.

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Yeah, we could do that, sure, get celebrities in there.

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Or we could get something that's all about yellowtail wine and we can talk about its capabilities, features and benefits and, sure, try and be entertaining.

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But there was like there's a there's 65 commercials or something on the Superbowl, and most of them have been like that.

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Particularly at that time I was like we're going to drown out there.

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So what do we do this differently?

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Talk about the trend what's happening in culture today that we need to tap into because it's booming right now, backed by data, social listening, data.

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What's booming?

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What's being talked about?

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What's that next trend that we can get ahead of?

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So then you jump into that.

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So I guess that's three things.

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It's make everybody happy, support their needs, talk about what not to do and then go into what to do and why, and the why is because that's where the trend is.

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I love it and I like this story because everybody who is not a marketer likes to look at the 65 Super Bowl commercials every year or whatever the number of them is and say which one is their favorite and why.

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A lot of them stink and so it's the perfect thing about.

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Most marketing isn't really great.

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People can usually come away with a few commercials they like from it, and what you did was definitely not boring, it was definitely entertaining, it was definitely different, and so I think that's really awesome.

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One example I've heard you also talk about on social maybe you can share the story about the energy drinks and how that really illustrates the point you're making about not being boring, doing something entertaining not just showing and telling a product, but being entertaining and telling a story.

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Yeah, a hundred percent.

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It's part of a much bigger story that there's this window of opportunity right now that's going to be open for maybe 24 months.

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I'm estimating that marketing is the difference maker.

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Marketing is the game changer and it's one of those short windows of time where it's like aha, this is happening In this short window.

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It's not a technology shift.

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It's enabled because of technology, mainly social media but it's a creative shift.

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It's how you see your brand, how you see the type of way you want to connect with consumers and grab attention.

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And your example, eric, is with Prime.

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Now Prime's had they had a first quarter that was much lighter than the past, but they've gone this crazy growth story.

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Prime is the sports drink that started in January 2022.

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They've sold a billion bottles since.

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They did 1.2 billion in 2023, which is unheard of.

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Fastest growing drink of all time, bar none.

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And when you ask why, you say, well, the product's got to be different.

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So what's their competitive advantage?

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Okay, so their product is healthier than Gatorade, but it's no different than Body Armor and it's no different than a lot of the healthier options that Gatorade has.

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It has no artificial colors, no colored eyes, less sugar, but that's the story that Body Armor started telling many years, a few years back.

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The difference is it's Logan Paul and KSI.

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I don't think a lot of people knew who KSI was before he partnered with Logan Paul, but they know him now because they've been putting out some incredible marketing.

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It's just fun, it's entertaining, it's in your face, it's WWE wrestling.

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They got Mahomes in there, which Mahomes probably did it because he got paid a little bit of money, but not nearly as much.

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When he saw this fun, really cool brand, a lot of athletes and musicians will jump on it because it's fun and it makes them laugh.

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But it's just this really relatable, almost sophomore content that's going to cater really well to males 18 to 34.

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And you compare them with Gatorade.

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Now Gatorade's stuck in this, aren't we great mentality?

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Look, we're behind these incredible football players, we're behind these athletes.

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We're the best We've been around since I don't know how long.

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It's been 1964.

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It's been a while, but it's not edgy, it's not trendy.

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They have a hard time getting out of that because it's not.

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They can't be crazy funny or sophomoric the way that the prime is, because that's not in line with their brand.

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So prime is gaining some serious momentum on in the sports strength area because of their marketing.

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Yeah, anytime you sell a billion dollars of anything in that sort of a window, it's pretty remarkable, and I do think it's not because of the product they have.

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That's that different.

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It is because of the's water, but it's marketed very differently than any other water companies out there.

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It's brilliant, and their valuation was $700 million.

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After five years it's probably significantly higher now.

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I think that was the last time they had an equity investment, live Nation put in a chunk of change and again it was valued at $700 million.

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It's probably over a billion now in seven years.

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I think it's been seven years they've been around.

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It's water, it's water.

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But that goes to the value of a brand story.

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What advice can you give marketers who want to tell great brand stories on social media?

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What are the two or three things that you would recommend that they really have to do to have this sort of prime type of success?

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Yeah.

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So I think the first thing is spend a little time on who you want to be as a brand.

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And I would say, even if you've been around for a while, even marketing, throw the old game plan you can always come back to.

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We have to keep this, we have to keep that.

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But the best brainstorming is uninhibited and it's who do you want to be as a brand?

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If you walked into a party, what is your personality?

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What archetype are you?

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Would you be funny?

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Funny would be telling jokes.

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Would you be the sage and you would be intelligent.

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Would you be the explorer?

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And you're worldly.

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Who is your brand?

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What's your purpose in life?

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Start with simon senex.

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Why do you exist?

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And it can't be because we sell, because we sell really great drinks and because and read the ingredients, because that's not it.

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There's got to be another.

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Why?

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Liquid death is death to plastic.

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That's their thing and it's to make people laugh.

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So that's what they do.

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And so, if you think about any of these brands, think about Nike.

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Nike is to empower the athlete and when Jobs was around, apple was about thinking different and it wasn't about the boxes that they make, and that's the way to see Jobs talked about.

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We make pretty good boxes, these furniture, these computers, but really what we do is we advance mankind, advance humankind.

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And in order to advance humankind, you need to think different, and that's when the 1997 commercial that we all saw came out.

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So it's like what's your why and what are the reasons that emotional reasons and functional reasons that people should believe you?

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So it's a little bit of soul searching.

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You know a lot of.

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You need a good brand strategist.

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We can help you.

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It's not a sales pitch, I'm just telling you.

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It's something that we do.

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And then from there you can start telling stories.

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It goes into the creative development process.

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What are the stories now that are going to either entertain, educate or inspire?

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Don't think about your capabilities and your features yet.

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Okay, we're going to get there, but how are you going to stop that person in the newsfeed?

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It's some type of value.

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And who are the creators that you like best?

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And you can go and think of these celebrities.

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You can think of social media influencers.

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You can always figure out who to work with, but who are the personalities that fit your brand best?

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And then you start to get into creating great content.

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It's about the stories and you just need to be consistent.

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It doesn't take years, but it doesn't take weeks either to see the results.

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I would say that three to six months you're going to start to see results.

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If you're consistent, the algorithm is going to notice you, they're going to find your audience and if you're consistent and you're good, your brand's really going to grow.

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And it's so easy to do right now and I swear it's going to be really difficult to do in whenever this ends, I don't know what the day, I don't know what the date is, but whenever this ends, entertain, educate and inspire.

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I think that's the mantra, right?

00:18:25.573 --> 00:18:29.461
Yeah, you bet, do you think?

00:18:29.461 --> 00:18:30.644
In the next two years?

00:18:30.644 --> 00:18:38.261
This is a unique moment for creators and for user-generated content.

00:18:39.711 --> 00:18:50.596
Listen, the world's changing all the time Right now because AI and our cell phones and social media is changing at a rapid pace and it's going to start to change really fast.

00:18:50.596 --> 00:18:57.500
There's so much opportunity right now and part of that opportunity is in UGC and for creators.

00:18:57.500 --> 00:19:01.336
And the creators just need to flip it and say, oh my gosh, ai is going to take my job.

00:19:01.336 --> 00:19:03.843
No, how can I use AI to make me better?

00:19:03.843 --> 00:19:09.731
And I say 5, 10, 20% of the people are thinking that way and those guys are going to be leading all that.

00:19:09.731 --> 00:19:11.798
Ai is not going to run everything.

00:19:11.798 --> 00:19:15.022
It might replace a lot of people, but they're going to be people that need to run it.

00:19:15.522 --> 00:19:17.844
So one is how do you capitalize on AI?

00:19:17.844 --> 00:19:31.634
Two, from a creative perspective, how do you go from really planned out where you're spending a million dollars, $2 million on a shoot and everything's perfect going into it, and then you come up with all those commercials?

00:19:31.634 --> 00:19:39.654
Two, let's get the foundation of the brand going and just start producing content, producing stories, and let's not worry about it.

00:19:39.654 --> 00:19:46.199
If you're worried about putting up in stories on Insta to see how it does, the consumers will tell you what directions you're going to need to run.

00:19:46.199 --> 00:19:48.738
I look at UGC a little differently.

00:19:48.738 --> 00:19:50.213
I call it elevated.

00:19:50.213 --> 00:19:51.980
Ugc is what's working.

00:19:51.980 --> 00:19:56.541
Elevated UGC is it has more of a strategy behind it.

00:19:56.541 --> 00:19:57.915
It has more thought behind it.

00:19:57.915 --> 00:20:05.824
It feels raw, but it communicates a point that moves the brand forward in some capacity.

00:20:06.089 --> 00:20:08.957
If people want to learn more about how to do this.

00:20:08.957 --> 00:20:11.643
How can they connect with you and your team?

00:20:12.750 --> 00:20:15.159
Yeah, I think the best way is on Instagram.

00:20:15.159 --> 00:20:19.791
I'm at thejohnbohan, so that's at thejohnb Bohan.

00:20:19.791 --> 00:20:23.453
Send me a DM If you want.

00:20:23.453 --> 00:20:25.494
We're happy to do an exploratory call.

00:20:25.494 --> 00:20:57.339
We don't typically do, but if you DM me, follow me on Insta, dm me and we will give you an exploratory call on your brand and by the end of that call, we will give you a great sense of the direction that you can run to make your brand either entertaining, inspiring or educational, or all three, and start getting your wheels, thinking on how you can capitalize on this marketing opportunity before it gets saturated, and everybody's creating this type of stuff.

00:20:57.339 --> 00:21:02.971
I'm also at LinkedIn, at John Bohan, so there's another place you can connect with me if you like.

00:21:03.173 --> 00:21:03.535
Awesome.

00:21:03.535 --> 00:21:06.365
Thank you very much for that offer.

00:21:06.365 --> 00:21:08.050
John, thank you so much for being with us today.

00:21:08.050 --> 00:21:10.616
We appreciate your great stories and your insights.

00:21:10.616 --> 00:21:18.406
I'm going to link to your company and your socials in the show notes so people can easily get in touch.

00:21:18.406 --> 00:21:19.309
I appreciate.