High Five: Money Can’t Buy You Love
‘No media budget’. My favourite three words as a creative. It means we have to get really creative, because no media buy means no restrictions. And increasingly, we’re seeing brands forgo a big marketing spend and taking that creativity into the supply chain itself - from packaging and merch to collabs and pricing models. And, as proved by my High Five picks below, they’re generating HUGE brand love as a result. Let’s do more of this, yeah?
Corteiz x Nike - 'Crossbar Challenge'
Agency: In-house
When it comes to culture, there are purists and there are tourists - and the community can smell the difference. And no-one knows it better than Corteiz founder, Clint. He’s been all over this for years, and the results speak for themselves. (Also, the Carter vid ❤️) See more here.
eBay - 'Wear ‘em Out'
Agency: Edelman NY
Fresh kicks, fresher thinking. The discount is fun, but the real genius is giving people the option of keeping the power within the community. By facilitating rather than dictating, eBay keeps everyone sweet - building brand love way more than any TVC or OOH ever could. See more here.
Telfar - 'Live Price Sale'
Agency: In-house
Not for you - for everyone. Telfar’s brand positioning says it all, and is proof that you don’t need to reserve creative thinking for ‘the marketing bit’. They've turned the fashion industry upside with this reverse model, 'live pricing' sale, and in the process, become even more loved in the eyes of evangelists. And since Telfar is getting creative with its own ecosystem, it hasn’t cost them a penny.
Reddit - 'Superb Owl'
Agency: R/GA California
This masterclass in out-thinking rather than out-spending the completion may come from all the way back in 2021 (how was that only two years ago??) but it’s still relevant now. Though, in fairness, I’d expect nothing less from an army of internet geeks*.
*said with affection as a Redditor himself
Spotify - 'Super Fan Collection'
Agency: Nord DDB
Tell me you’re a fan of the band without telling me you’re a fan of the band. No-one needs more gatekeeping in the world, but this is such a fun and playful way to reward fans, you've got to love it. The data doyens have done it again! See more here.
