Influencer Marketing Uncovered: Earned vs. Paid Strategies for Beauty Brands

Category: Spring 2023

By Ashley Ritenour

Over the years, influencer marketing in the beauty industry has become a powerhouse. Brands have taken extreme measures, such as gifting insane products to influencers or paying them thousands for paid media. Navigating this world can be challenging, especially when deciding when to use earned and paid media. Each approach has different advantages and challenges that can impact a brand’s visibility and credibility. Understanding the difference will prepare you to make informed decisions that benefit your brand in an overwhelming industry. 

The Unique Marketing Strategy that is Earned Media

Earned media is a unique strategy that fosters genuine connections between an audience and a brand. This form of marketing relies on influencers sharing the brand because they genuinely love the products, not because they are getting paid. It is valued so much because of its authenticity. Consumers are more likely to trust recommendations from influencers who genuinely like a product rather than those getting paid to promote it. 

Earned media can be achieved through blog posts, social media mentions and product reviews.

These three photos were taken as screenshots from Shadriana Lyrae, Kristi Howard, and Emma Jordyn’s TikTok videos, sharing an insane number of public relations boxes they have received.

An Expensive Public Relations Gift could be Cheaper than Paid Media

A prime example of earned media is Tarte’s gifting Hermès bracelets to a select group of influencers on its public relations list. As these public relations packages started showing up on these influencers’ doorsteps, they posted videos on social media sharing the luxurious gift with their followers. Not only were people sharing their thoughts on this type of gift, but news articles also discussed this controversial topic.

Although this topic turned out to be quite controversial on social media, it earned Tarte a lot of earned media. Yes, they spent $700 on each bracelet, but in the long run, it was way cheaper than spending a couple thousand on paid ads from different influencers. 

These three photos are screenshots from Alexis Oakely, Kathleen Post, and Katie Ritchiie’s TikTok videos. In them, they share the Hermes bracelet they received in public relations from Tarte Cosmetics.

Paid Media: A Popular Tool among Beauty Brands and Influencers

Paid media is any advertising that involves financial compensation from the brand for promoting a product or service. This strategy increases brand awareness and drives sales. Social media is the most popular type of paid media in the beauty industry. Platforms like Instagram, Facebook, and TikTok can be effective for brands because of the large number of people on them. Other examples of paid media include display advertising, print advertising, affiliate marketing, and influencer collaborations. 

These three photos are screenshots from Lindsay Arnold, Samantha Janessa and Katie Fang’s TikTok videos demonstrating a paid partnership.

A Paid Collaboration with Sephora is Every Girls Dream

Sephora’s advertising for the beginning of November 1, 2024, is an excellent example of paid media. Sephora is currently advertising this event, which is quickly approaching. Sephora has been paying influencers to post videos sharing products that they love. All the products these influencers include will be available during the saving events. 

Sephora is paying each influencer a lot to post video ads about upcoming savings events. Although the ads can be pricey depending on the influencer chosen, the impressions they receive usually pay for themselves.

These three photos are screenshots from Lauren Kim, Saby Hesri, and Eloise Dufka’s TikTok videos promoting the Sephora sale.

The Challenges and Benefits of Earned and Paid Media

Earned and paid media have many pros and cons. Although they work in different ways, they can be very beneficial if done correctly. 

Earned media pros: 

  • Brand exposure: When earned media is displayed to viewers, it can result in conversation, cross-engagement, and word of mouth. Although the action of buying the product may not come immediately, it can lead to an interest in the brand and a purchase later on. 
  • Trust: Earned media produces authentic endorsements from influencers who genuinely love a brand’s products or services. Because of this, viewers will form connections and develop confidence in the influencer’s recommendations. 
  • Cost-effective: It is free or low cost to achieve earned media. It may take time, but if a product is truly that good, earned media will eventually surface at little to no cost. 

Earned media cons: 

  • Lack of control: Earned media allows influencers to express how they truly feel about a product or service, but it may only sometimes be favorable to the brand. No brand can control the type of earned media it receives or what is said. 
  • Challenging to obtain: Building authentic relationships with influencers can take time, resulting in a slower process. Your product must stand out from other products to achieve earned media, which can be difficult sometimes.  
  • Difficult to measure: Earned media can appear on many different platforms, making it more difficult to measure overall success. 

Paid media pros: 

  • Instant results: Brands can see quick results from paid media, such as website visits and social media interactions. The instant traffic and engagement contribute to a faster turnaround. 
  • Measurable performance: Paid media can be easily tracked using metrics such as click-through rates, conversion rates and return on ad spend. This allows brands to measure the success of a specific ad. 
  • Targeted reach: Paid media allows brands to target the audience they want to reach. This ensures the ad reaches the target audience, which will interact with the brand. 

Paid media cons: 

  • High-cost: Paid media can be an expensive method of advertising. The price breakdown depends on the platform type, target audience and placement of the ad.  
  • Limited organic growth: Relying too heavily on paid media could affect the process of creating an authentic relationship with viewers, leading to missed opportunities. 
  • Potential negative views: Viewers could view paid media as bad since they are less authentic. This can lead to distrust among consumers. 

But Which is the Best for You?

Making a clear decision on when to use earned and paid media can be challenging for brands. Earned media is a great way to build an authentic relationship with consumers, but you can’t plan when you will receive earned media. On the other hand, paid media allows brands to reach their target audience and drive sales, all while seeing almost instant results. Earned and paid media are two great strategies that all brands should incorporate in their marketing strategy. 

Understanding how earned and paid media work and the benefits and challenges associated with each is essential to any brand. Both strategies have pros that can benefit any brand. The key to a successful marketing plan is incorporating many different strategies to create a balanced plan.

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By Jennifer Todd

Think about our lives on social media. It’s not the same as being famous, but some similarities exist. Posting online is like signing a contract with everyone who follows you. You’re sharing parts of your life with an audience, letting people in on what you’re doing, wearing, and even how you’re feeling. Just like we look up to celebrities, people look at us, too, especially in college, where social media is a big part of staying connected. 

But where’s the line? No one is perfect, yet we tend to hold people online to a different standard. We love seeing celebrities make us laugh, inspire us with fashion, or write us songs. But when they slip up, say or do something controversial, or post something we disagree with, suddenly, the love isn’t so unconditional. 

It’s the same with our friends or classmates on social media. We might admire someone’s posts or online presence, but our perception can shift the minute they share something we don’t like. Social media makes it easy to judge and assume we know the whole story. We only see a small part of someone’s life. So, how much should we share, and how much should we judge? That’s the hard question in a world where so much of our identity is tied to what we put online. 

Let’s take a look at some celebrity missteps and recovery to see what we can learn.

Zach Bryan: Throws Shade at Taylor Swift After Eagles’ Crushing Loss

Zach Bryan, a rising country music sensation, has quickly become a household name thanks to his raw, emotionally charged lyrics that have struck a chord with fans nationwide. His authenticity and unapologetic approach to songwriting have garnered him a dedicated following, but not without a fair share of controversy along the way. While his music resonates deeply with many, his personal life has also been a source of public scrutiny. One of the more well-known scandals involved his marriage to Rose Madden, a fellow Navy service member. The two married during their time in the military, but their relationship took a rocky turn when Zach reportedly sent Rose divorce papers while both were stationed away from each other, an act that stirred up a great deal of drama and became a focal point for gossip. 

However, his latest scandal has truly set the internet ablaze and placed him squarely in the middle of an ongoing cultural feud. The controversy began after the Philadelphia Eagles’ devastating loss to the Kansas City Chiefs. When Zach posted a tweet that read, “Eagles > Chiefs… Kanye > Taylor.” While Zach explained that he was expressing his frustration as a passionate Eagles fan, his tweet quickly drew the wrath of Taylor Swift’s fans, known as “Swifties,” one of the most vocal and protective fanbases on the internet. The “Kanye > Taylor” portion of his message referenced the infamous 2009 MTV Video Music Awards incident, where Kanye West stormed the stage and interrupted Taylor Swift’s acceptance speech, declaring that the award should have gone to Beyoncé. 

Despite Zach’s claim that he didn’t realize the gravity of the feud between West and Swift, his tweet was seen as a direct insult to the pop star. It ignited a firestorm of criticism and backlash from Swift’s loyal followers, who took to social media to defend their idol. The tweet not only reignited a long-standing feud but also highlighted the precarious position of public figures like Zach, who must navigate the ever-present scrutiny that comes with fame in the digital age. 

Polk, C. (2009). [Photograph of Taylor Swift and Kanye West at the 2009 MTV VMAs]. Getty Images. In People. https://people.com/revisiting-taylor-swift-and-kanye-west-2009-mtv-vmas-moment-8710574

Zach responded with an apology saying, “for the record guys I wasn’t coming for Taylor the other night, I was drunkenly comparing two records, and it came out wrong.” 

From his response, we learned that sometimes it is best to be honest. He admitted to drinking too much in order to relate to his audience. Zach also acknowledged that the tweet was not what he meant to say. He was coming from more of a football standpoint because Swift dates Chiefs player Travis Kelce.  

This response is an example of what the public wants to see which is honesty and understanding. This is a Do! 

Although Zach handled this mistake well the public still doesn’t forgive him for a lot of his past controversies, like cheating on his wife and using foul language and tweets. 

Sometimes, celebrities dig holes too big to climb out of.  

Elkins, S. (n.d.). [Photograph of Zach Bryan]. In Hits Daily Double. https://hitsdailydouble.com/news&id=333370&title=GRAMMY-CHEW:-THERES-SOMETHING-ABOUT-ZACH-BRYAN

Alix Earle: In Hot Water After Past Tweets of Racial Slurs Come to Light 

Alix has taken the internet by storm in the past year. She is loveable, unique, and creative, which has made her a favorite in the public eye. She is our current “it” girl.  

When someone is so popular and relatable, it is heartbreaking when they mess up, especially when it is not very often that they come out this way.  

Roth, S. (n.d.). [Photograph of Alix Earle]. In Los Angeles Times. https://www.latimes.com/entertainment-arts/story/2024-08-28/alix-earle-tiktok-racist-slur-apology

Old tweets from Alix Earle’s early high school and middle school years recently resurfaced, revealing her use of racist and offensive language. As these posts began circulating, fans and viewers expressed strong disappointment and anger, voicing that they were reluctant to continue supporting someone who had made such derogatory remarks, regardless of how long ago they were written. 

Initially, Alix committed a major public relations misstep by staying silent. She continued to post content as usual, as if the controversy didn’t exist, adding fuel to the fire. Her followers quickly noticed the lack of acknowledgment, and frustration mounted in her comment section, which soon flooded with demands for an explanation and calls for accountability. As negative feedback swarmed her posts, Alix’s online reputation and platform began to take a serious hit, with her influence seemingly on the verge of crumbling under the weight of the scandal. 

Under mounting pressure, Alix eventually broke her silence, releasing a formal apology. She expressed regret, acknowledging that her past tweets did not reflect her current values or who she is. She apologized for her decision to delay addressing the issue in her statement, recognizing that her initial silence had only made matters worse. She took accountability for her actions, explaining that she was committed to growth and ensuring her platform would be a positive and inclusive space moving forward. You can read her full apology here. 

Since her apology, Alix has managed to rebuild her reputation, with many fans choosing to forgive and move on. Though the scandal left a mark, her transparency and apology seemed to resonate with her audience, who have since turned their attention to other controversies, allowing Alix to regain her footing in the world of social media. 

Flores, G. (n.d.). [Photograph of Alix Earle]. In WWD. https://wwd.com/beauty-industry-news/beauty-features/alix-earle-jonathan-monroe-among-fastest-growing-beauty-influencer-of-1235494073/

APOLOGIZING TECHNIQUES THE PUBLIC DOES AND DOES NOT RESPOND TO:

It is not always easy to understand the intense backlash these people receive, but they did sign a contract with us in a way to put their life online and be uniquely themselves. In situations like these we must take what we can get.  

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By Avery Rudolph

Social media can be one of a brand’s greatest assets in the digital age. It is a great tool, especially when addressing urgent issues. With the ability to reach millions of people in real time, social media offers many different communication opportunities. However, in times of crisis, this same power can quickly become a liability. A single misstep can lead to widespread backlash, misinformation, and long-lasting reputational damage.

For brands, mastering social media crisis management is not just important; it’s essential. In this guide, we’ll examine how to effectively navigate social media during crises, using a real-world example of the Balenciaga ad scandal to highlight common mistakes they made and suggest ways to improve.

Case Study: Balenciaga’s Social Media Crisis

In 2022, luxury fashion brand Balenciaga released a campaign that quickly spiraled into a crisis. The campaign featured children holding teddy bears dressed in sexually explicit clothing, which sparked immediate outrage. The public response was intense, with accusations of inappropriate and disturbing imagery.

Balenciaga’s initial response was a statement of apology, but it failed to address the core concerns. The brand’s apology felt cold, lacked emotional engagement, and did not offer clear, specific actions to improve the situation. While Balenciaga removed the controversial images and issued another apology later, the damage had already been done.

Lessons Learned: What Went Wrong?

Balenciaga’s response to the crisis shows several crucial missteps from which other brands can learn. Here’s what went wrong:

  • Delayed Response: Balenciaga took too long to respond to the backlash. Speed is essential in times of crisis. A delay can make the situation worse and fuel consumer negativity. 
  • Lack of Emotional Transparency: The initial apology was short and lacked emotion. A crisis response must be heartfelt and empathetic, showing that the brand understands the pain caused and is genuinely committed to change.
  • Vague Apology: The apology was too general, offering no specifics on how the brand would improve the situation or prevent a similar incident from occurring again. Brands must be clear about the actions they will take to demonstrate accountability.
  • Failure to Engage the Audience: The response felt disconnected from the people hurt by the campaign. Effective crisis communication requires active engagement, not just a one-sided statement.

How to Do Better

Now that we’ve seen where Balenciaga went wrong, let’s learn how to manage a social media crisis more effectively. Here are some steps for turning a crisis into an opportunity to rebuild trust.

Respond Quickly, But Thoughtfully

Speed matters, but so does the thoughtfulness of your response. A delayed response can be seen as neglect.

  • Do: Acknowledge the issue promptly, even if it’s just to confirm that you are aware of the situation and are investigating.
  • Don’t: Wait too long to react, or delay the apology in hopes that the crisis will die down on its own.

Show Emotion

Your brand’s voice should be empathetic during a crisis. Customers want to see that the company genuinely cares about the damage and is committed to addressing it. 

  • Do: Use an emotional tone that acknowledges your audience’s pain and frustration. Video statements are a great way to do this.
  • Don’t: Issue a robotic-sounding apology that doesn’t reflect the seriousness of the situation.

Provide Clear Actions

A vague apology isn’t enough. Your audience will want to know exactly what steps you’re taking to correct the situation and prevent similar incidents from occurring in the future.

  • Do: Outline the specific actions the company is taking to clear the issue, including any policy changes and training initiatives. 
  • Don’t: Offer empty promises without steps that demonstrate real accountability.

Build a Crisis Communication Plan in Advance

The best time to prepare for a crisis is before one happens. A clear, pre-approved crisis communication plan allows brands to respond quickly and confidently when the unexpected occurs.

  • Do: Develop a crisis communication plan with key messages, media contacts, and protocols for various types of crises.
  • Don’t: Wait until a crisis hits to start thinking about your response strategy.

Conclusion: Turning Crisis into Opportunity

In social media, how you communicate in times of crisis can make all the difference. A timely, transparent, and heartfelt response can turn a potential PR disaster into a chance to strengthen your brand’s relationship with its audience.

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By Aden Nickerson

Graduation can be daunting, especially when unsure of your career path. Martin Hall Agency (MHA) can transform this uncertainty by offering hands-on experience through real-world campaigns. While working on the campaigns, students build portfolios, manage deadlines, and learn teamwork. All these opportunities allow you to discover your niche and prepare for a future in advertising and public relations. You’ll be immersed in a fully operating student-run agency with guidance by professionals to help you build on your skills. 

Identifying Your Strengths and Career Niche

Coming into Martin Hall Agency, I had yet to learn my niche. Although I had completed internships, I still felt lost and unsure. MHA helps you understand your strengths and skills. 

Just working through a simternship I was able to build on my skills and strengthen my abilities. I found myself navigating media planning very easily, which sparked a new interest in a future career in media strategy. A newfound confidence is gained when you discover something you’re good at. I picked up new skills when it came to facilitating a budget and properly placing the budget across all media channels for the best possible results. 

As a Tactician, you’ll have the chance to work outside of your team with peers to help create a communications brief and presentation where you can put those skills to the test and present them to your class as if you’re pitching to a client. 

Here are some of the skills I strengthened this semester: 

  • Team work
  • Presentation skills
  • Communication 
  • Research
  • Manage deadlines 

Educational Experience as Professional Development

This student-run agency is the perfect place to gain experience through education. Not all students can score internships with companies; college life can be very stressful and time-consuming. Martin Hall Agency allows you to build your professional experience into your schedule. 

This hands-on studio-style course will help grow your portfolio because not only will you get the chance to work on a campaign but you’ll hold positions such as, 

  • Account Director: Manages the client’s account 
  • Creative Director: Manages the creative team
  • Multimedia Director: Manages the design and production aspects of the campaign 
  • Public Relations Director: Manages the accounts communication 
  • Brand Manager: In charge of the brand image 

These positions might be where you find that niche. I have found comfort in knowing that I am one of the Digital Media Specialists for my team. Through this position, I can apply my skills and retain the knowledge I just learned. I find “comfort” because it’s helped me feel more prepared to step into a real-world career. 

When considering college education, I think of retaining knowledge to apply to whatever job I land after graduation. At MHA, you get the educational experience to grow and begin your journey to professional development.  

Exploring Future Job Opportunities

The journey to professional development can seem overwhelming, especially when considering job opportunities. Martin Hall Agency allows you to work in a real-world situation where you’ll hold a title. By working on these campaigns, you’ll be able to discover the wide variety of job opportunities that could open up a career. 

The whole purpose of finding your niche through MHA is to help you explore the career you want. When I found that my strengths lie in media planning, I immediately discovered that it was the career I wanted to pursue. 

Working on the campaign also sparked my interest in agency work and how to create a successful campaign for a client. I ended up getting an internship while in MHA with LinkedIn x HubSpot, where I had to create an Ad campaign for a client. I was able to directly apply the skills and knowledge from class to my very own project. 

Conclusion: Your Journey Starts here

Martin Hall Agency is a great opportunity that I recommend to anyone unsure of what’s next. Walking into this classroom will help you gain newfound confidence in your skills and yourself. The scary thoughts really do become “I’m ready” in such a short amount of time. Those initial uncertainties transform into confidence. Discover and learn more about what MHA offers by clicking the link below. 

Who We Are
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By Chloe McHale

Do you remember when Pepsi’s ‘Live for Now’ ad featuring Kendall Jenner sparked chaos instead of connection? The ad featured Jenner leaving a photoshoot to join a protest. Once at the protest, she handed a police officer a can of Pepsi as a peace offering. The ad, meant to convey unity, sparked outrage instead. Viewers felt that Pepsi’s ad trivialized the significant social issues occurring around the world. This marketing misstep from Pepsi may not have caused long-term damage to its bottom line, but it left a lasting impression on the public—one that many still remember with a cringe. 

America, G. M. (2017, April 6). Pepsi pulls protest ad starring Kendall Jenner after backlash. Good Morning America.(https://www.goodmorningamerica.com/news/story/pepsi-faces-backlash-protest-ad-starring-kendall-jenner-46589304)

Storytelling in advertisements requires more than a popular celebrity or catchy phrase; it requires a deep understanding of the brand’s audience and an authentic understanding of the issues and emotions the brand wants to trigger in viewers. 

The Power of Storytelling in Shaping a Brand

In a crowded market, storytelling allows brands to be different. Telling the right story has the power to make an unforgettable brand. Brand storytelling humanizes a brand; it creates an emotional response, allowing viewers to connect with the brand on a deeper level. By using storytelling techniques, brands can effectively express their values and personality to set them apart from competitors. By learning the audience, brands can know which emotion to invoke in viewers to create a successful storytelling campaign. 

But, what is the best approach?  Is it laughter or a humanizing connection? Let’s take a closer look at each.

Creating Bonds Through Laughter

Humor can be a powerful tool in brand storytelling. A clever ad or well-timed joke can leave a lasting impression on audiences by breaking down barriers and making the audience more loyal and accepting of the brand. 

Humorous storytelling should never feel forced; it should serve a purpose that aligns with the brand’s values and personality. Brands should find their humorous voice and style to showcase a point, not just be funny. 

There isn’t just one type of humor in storytelling. Finding the right humor for a brand is important. If the wrong humor or emotion is invoked, brands can receive backfire and seem insensitive when the wrong humor is used. Knowing your audience and what makes them laugh will help you find the right humor for the storytelling campaign. 

Now, let’s look at a brand that got it right, and one that towed the line. 

Heineken’s Humorous Success Story

To celebrate Heineken’s 150th anniversary in 2024, the company made a humorous commercial aimed at people not knowing how to spell their brand’s name. The commercial showed the beer being represented in 192 countries and no one knowing how to spell Heineken. In one clip, a man was getting a tattoo of the logo, and the artist asked, “Wait, how do you spell it?” and then showed the tattoo being spelled wrong. 

Heineken took a humorous approach to celebrate their 150th anniversary, which worked out greatly for them as they even won an award in the gold category at the Cannes International Festival of Creativity. Heineken created a light-hearted, successful, humorous commercial that caught the attention of viewers and created a lasting impact as well as got more people to be able to spell the brand’s name right! 

Heineken – H150 Anniversary. (2024, May 20). YouTube. (https://www.youtube.com/watch?v=HTbqY-nuILM)

Boot’s UK Christmas Advertising Controversy

Boot’s UK created a Christmas commercial for the 2024 season that sparked controversy. Most are used to the homey, traditional Christmas television advertisements, which is not what Boot’s did. The commercial showed Mrs. Claus tending to her lazy husband, Santa Claus. The ad, meant to be humorous, showed Mrs. Claus making Christmas magic happen instead of Santa Claus. 

Many people, specifically women, love the ad. In a TikTok video comment, one woman said, “Obsessed, finally women get the credit for making Christmas amazing !!!” In the same video, a man commented, “Everyone saying what’s wrong, they show the white man as a fat lazy person and everyone doing the work is black and a woman.” 

On one end, women love this ad because they believe they are finally getting the recognition they deserve for making Christmas magical. Conversely, men hate the ad because they believe they are seen as not doing anything besides sleeping and being lazy during the holidays. 

RadicalMedia. (n.d.). Boot’s UK. RadicalMedia®. (https://www.radicalmedia.com/de/directors/dave-meyers?reel=commercial)

Creating Lasting Emotional Connections 

When done correctly, emotional storytelling can also stand out and create long-lasting connections between brands and their audience. Emotional storytelling in brands is meant to tap into the hearts, experiences and relationships of human beings. Emotional connections are what drive actions and create memorable impacts. Once a consumer associates a brand with a meaningful emotion or connection, their loyalty is more likely to remain in the said brand. 

Think about the last time an ad from a brand sparked an emotional response from you – more than likely, you will associate a memorable experience with that brand. When done right, emotional storytelling has endless capabilities. When done wrong, disaster and severe backlash can ensue for that brand. 

To successfully execute an emotional storytelling approach, brands must define their story before launching a campaign. Emotional marketing should enhance a brand’s story, not overshadow it. 

Now, let’s look at the success and failures of emotional storytelling for brands.

The Success of Dove’s “Turn Your Back”

Dove’s 2024 Turn Your Back campaign harnessed emotional storytelling to challenge society’s beauty standards. The campaign encouraged TikTok users to reject the bold glamour filter, which completely alters a person’s appearance, promoting unhealthy beauty standards. 

The ad features people using and speaking on the bold glamour filter while sharing heartfelt reflections, accompanied by evocative music. It then encourages users to turn their back on the filter and to celebrate individuality and authentic beauty.

Launching during peak popularity with the bold glamour filter, the campaign struck a chord with TikTok users. The campaign was such a success and helped redefine beauty standards as Dove empowers people to embrace real beauty in their campaigns.

Foster, S. (2023, March 10). Dove goes into battle against beauty. More About Advertising. (https://www.moreaboutadvertising.com/2023/03/dove-goes-into-battle-against-beauty-digital-distortion/)

Other brands have not been as successful in their emotional storytelling approaches. Let’s look at an example of a failed emotional storytelling campaign from a brand.

Coca-Colas AI Failure

Coca-Cola is being slammed for its 2024 Christmas advertising that was generated by AI. Social media users are showing the company disgust for using AI. As AI advances, it is slowly being brought into the advertising world, which many are not happy about. Coca-Cola released three short ads using AI software. 

The ads are quick montages showing smiling faces and wanting viewers to feel nostalgic and emotional over the holiday joy captured in the videos. The videos are simple and only focus on smiling faces and trucks passing by in a winter wonderland. 

Social media viewers do not believe that Coca-Cola should have used AI to generate the company’s holiday commercials. One user commented, “Billion almost trillion-dollar company cutting costs at ads.” Another user commented on the same video, “Having the strapline “real magic” with an ad made of fake images is not good for brand reputation.”

Viewers are disgusted with Coca-Cola for cutting advertising costs and using fake images and videos to try and display the magic of Christmas. The backlash the company has received has not stopped since putting out the ads. 

Coca-Cola Christmas Ad. (n.d.). (https://www.yahoo.com/tech/coca-cola-latest-holidays-ad-004853630.html)

Finding the Perfect Approach for Your Brand

Storytelling is more than just a campaign strategy; it requires in-depth research and a deep understanding of your brand’s core message and target audience.

When choosing between humorous and emotional storytelling, brands must carefully consider aspects like tone, message focus, and the emotional engagement they want to adopt. Different types of humor—from dark to light-hearted—can provoke varied responses, so choosing one that aligns with the audience’s preferences and expectations is important. Emotional storytelling also comes in many forms, and the brand’s core message should guide selecting the most fitting approach.

Understanding the level of emotional engagement within the audience is crucial in shaping the campaign; some audiences may naturally connect through humor, while others respond better to heartfelt messages. Ultimately, defining your brand’s voice, values, and core messaging is the foundation for building effective storytelling strategies. A clear grasp of what your brand represents and what resonates with your target audience will help ensure your storytelling campaign hits the successful mark.

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By: Abigail Beurket

Brand jingles are something you constantly hear in your daily life. The best part of waking up for you might be the magically delicious cereal or the snack that smiles back. Your insurance might be like a good neighbor, but did anyone have to tell you the names of these brands to understand which ones they are? 

So many brands have successfully rooted their recognition into a few lyrics used as a jingle to promote their products or services. These jingles are great for brand recognition, but how impactful are jingles on a company’s success? 

Folgers Classic Roast Coffee. Foods Co. https://www.foodsco.net/p/folgers-classic-roast-ground-coffee-9-6-oz-pack-of-12-/0072365110395

Many brands incorporate their company name directly into their jingles. Perhaps the most on-the-nose is Liberty Mutual Insurance, where they simply sing “Liberty, Liberty, Liberty, Liberty.” However, NJM Insurance takes an entirely different approach. The acronym NJM stands for “No Jingles or Mascots,” with the tagline “just great insurance.” Comparing these two brands’ success from when they began implementing these tactics through traditional media, specifically TV commercials, we will see which approach works best for the two companies within the same industry. 

Goldfish Cracker. (n.d.). Pix11. https://pix11.com/news/national-news/its-not-just-goldfish-these-are-the-snack-foods-recalled-for-possible-salmonella-contamination/

The cheesy snack industry has competitors similar to those mentioned in the insurance industry. Goldfish Crackers, the snack that smiles back, has a recognizable jingle used throughout its commercials. However, Cheez-Its, a competitive brand with a smiling golden cracker, does not have a recognizable jingle to accompany its communication strategies.

This blog will dive into the effects of implementing a commercial jingle within two different industries and analyze the brands deeper in their reported statistics, brand analysis and financial earnings reports from before and after each of their campaigns or implementation of a jingle to determine how impactful jingles truly are on a company’s success. It will use a strong competing brand without a jingle to compare the achievements of each brand and determine whether or not jingles help a company succeed.

Liberty vs. NJM: The Battle in Insurance

How they started and what they created

Liberty Mutual Insurance was founded in 1912 to provide workers’ compensation insurance. Surprisingly, as recently as 2019, the insurance company shared its first commercial that ended with the iconic jingle. Liberty Mutual was no stranger to commercial advertising before implementing its Jingle; it had many commercials before 2019, using a constant location in front of the Statue of Liberty.

Introducing LiMu Emu and Doug, the dynamic duo of the insurance world starring in New Liberty Mutual ad Campaign | LMG. (n.d.). https://www.libertymutualgroup.com/about-lm/news/articles/introducing-limu-emu-and-doug-dynamic-duo-insurance-world-starring-new-liberty-mutual-ad-campaign

Liberty is also known for its dynamic duo, LiMu Emu and Doug, a team committed to ensuring customers only pay for what they need. LiMu Emu and Doug have a jingle and use a few catchphrases throughout the campaign. They were first introduced in 2019, around the same time as the new “Liberty” jingle.

Funny Commercial – Liberty Mutual – Limu Emu & Doug #1

NJM, founded in 1913, utilizes drastically different tactics than Liberty Mutual. They have all the promotions an insurance company would need. NJM Insurance’s name indicates that the brand uses completely different strategies. NJM, or No Jingles or Mascots, the goal in their advertising is for their recognizable aspects to be that they just have great insurance and that they don’t need gimmicks like jingles or an Emu-human duo to be good at what the company was built for. It’s a form of differentiation similar to how other insurance companies use mascots, but NJM is differentiating itself by not conforming to that norm. The movement to use “No Jingles or Mascots” for their recognizable brand started in 2021.

NJM Insurance Group. (n.d.). https://www.yelp.com/biz/njm-insurance-group-hammonton

Who wins in insurance?

Before Liberty Mutual used all the new tactics introduced by the brand in 2019 and later, based on their 2017 financial earnings presentation (reported in March 2018), they were 75th among Fortune 500 companies. This was using their previous tactics and messaging. In Liberty Mutual’s most recent financial earnings presentation, they are now 87th among Fortune 500 companies. Liberty dropped in this place and has fallen in several other categories since 2017. 

Comparing the revenue of Liberty Mutual and NJM, Liberty won by around 30 billion dollars. However, comparing the two companies in terms of their advertising and the growth they have propelled with their campaigns. NJM has endured the most improvement and development with its brand in recent years. It would be reasonable to conclude that for this scenario in the lane of insurance, Jingles might not be as effective in success as they are with brand awareness.

From their polar opposite approaches to advertising in their insurance brands, there is no doubt that both companies have encountered significant success in their field. Despite the differences, they both are substantial, well-known companies. Liberty Mutual grew its brand into a Fortune 500 company well before implementing a jingle, and NJM might follow in the same success with their brand in the future.  

Goldfish vs Cheez-It: The Battle of The Snacks

How they started and what they created

Pepperidge Farms first launched Goldfish Crackers in 1962, but it wasn’t until 1966 that It introduced the cheddar cheese-flavored cracker. When Goldfish Crackers were first introduced, they were simply fish-shaped and did not receive their signature smiling faces until 1997. 

Pepperidge Farm Goldfish ad, 2001

Today, in 2024, goldfish crackers have had their smile for 27 years and have built a massive part of their branding around this attribute. In 2001, Goldfish Crackers created its first commercial using the jingle. After 2001, Goldfish crackers continued to be marketed as “the snack that smiles back” through commercials aimed more at children. 

Cheez-It was first introduced by The Green and Green Company in 1921, 41 years before goldfish crackers. After bouncing around to a few different parent companies, Cheez-It finally landed in the hands of Kellenova, formally known as Kellogg’s, as their parent company in 2001 and has remained a product of theirs since. 

Cheez-It Commercial: Interrupting Cheese

The biggest commercial campaign Cheez-It ran was when it featured a talking wheel of cheese, and a doctor-type character interacted with the cheese to determine if it was mature enough for Cheez-It. However, Cheez-It remained jingle-less throughout all its marketing tactics.

It is also important to note that Goldfish has several varieties of flavoring, with cheddar cheese being the most recognizable and popular flavor. In contrast, Cheez-It has various forms available, such as varying sizes and textures, but its flavoring has mostly remained constant.

Amazon.com: Goldfish Pizza Crackers, Snack Crackers, 6.6 oz bag (Pack of 24). (n.d.). https://www.amazon.com/Pepperidge-Farm-Goldfish-Crackers-24-count/dp/B00JK049PI
Cheez-It Snap’d. (n.d.). Walmart. https://www.walmart.com/ip/Cheez-It-Snap-d-Double-Cheese-Crackers-2-2-oz/922117673

Who wins in snacks?

Based on reports from 2017, which would be after all the relevant campaigns to the Goldfish jingle would have run, the leading cracker brand in the U.S., making over 685 million dollars, was Cheez-It. Following behind in second place is Goldfish, making over 523 million dollars.

This table shows the results of a more recent survey in 2022. This survey evaluated how Gen z’s in the U.S. placed goldfish among other popular snacks. As you can see in the chart, Goldfish was 2% above Cheez-It as the preferred snack brand. 

Another pair of surveys concluded that eating habits for goldfish and Cheez-it are very similar: most people will have a bag of goldfish or Cheez-It one to three times every 30 days. As you can see, these charts are very similar.

Given that the success of both these products is extremely similar, it may not matter whether or not your product has a jingle in this industry. The parallels of how these companies have risen to success make it undeniable that jingles do not significantly contribute to this market. However, both brands have had great, successful marketing, whether expressed through song or not.

Conclusion

Just because a jingle has a cute message and a catchy tune doesn’t always equal success. Maybe a company has struck gold on a note rather than its product, but a song cannot save a failing product. Based on this information of how jingles have impacted two completely different industries and how they have ended on similar notes, I would have to conclude that jingles just aren’t going to be the deciding factor on whether or not a business will succeed in terms of the campaign or a company as a whole.  

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By Mary Roush

As students and professionals in Appalachia, reaching our target audience can be challenging due to the digital divide they experience compared to urban areas. This divide is rooted in limited technology and resources. How can we be a part of the change to help combat the lack of communication throughout Appalachia? 

Where Appalachians Stand 

According to the Appalachian Regional Commission, 15.5% of households in Appalachia do not have access to broadband internet—the lack of communication and broadband limits access to education, telework, healthcare and more. People living in the region can face economic and digital resource barriers. After the COVID-19 pandemic, communication access shifted as many could not find the necessary information to stay safe and healthy. A report published by the U.S. Department of Education in 2018 stated that 16% of working-age adults (16 to 65 years) are not digitally literate. However, professionals are moving to help bridge the gap and accommodate audiences. 

Lehrke, C. (2013, May 10). Rural West Virginia near Second Creek [Photograph]. Flickr. https://www.flickr.com/photos/clpics10/8727627656

Burgess, R. (n.d.). West Virginia mountains and mountain ranges define the Mountain State. West Virginia Explorer. https://wvexplorer.com/attractions/mountains-and-mountain-ranges/

Why Tailored Messaging Matters in Appalachia

When reaching people in rural areas with limited resources, it is essential to understand your audience and tailor messaging to best suit their needs. Studies show that Appalachians use Facebook over other social media platforms for news and information. With the region’s aging population, it is important to consider marketing to an older audience while staying relevant to younger generations. Social media marketing can be a great tool when reaching all ages, making it especially useful for small businesses and health communication. It is affordable and easy to navigate for most users, allowing you to spread your message to many people in seconds. When tailoring messaging to your audience, it is important to remember tactics to help guide your campaign successfully. 

Chiang. (2022, February). Social media applications on a smartphone screen, Chiang Mai, Thailand [Photograph]. iStock. https://www.istockphoto.com/photo/social-media-applications-gm1371763060-441037484

Practical Tactics to Overcome Communication Barriers

Small communities trust the people in charge and will follow their leadership. Rather than getting information from a stranger, allow them to receive it from someone they already see daily. Work with leaders or businesses involved in the community to start the conversations and amplify their voices to help spread the message. 

Eaton, T. (2024, November 14). [Photograph]. Facebook. WSAZ. https://www.facebook.com/photo.php?fbid=1101738087982641&id=100044393805165&set=a.198014465021679

  • Example: WSAZ news anchor Taylor Eaton posted to Facebook highlighting the Charleston Dirty Birds, Light the Night event and encouraging others to visit. As a local celebrity, she attracts a large following on social media. She is also part of many viewers’ daily news routines, giving her credibility with the audience. 

Text messaging allows you to reach your target audience directly. According to Quorum, the average open rate for text messaging is 99 percent, and the average conversion rate is often two or three times higher than email. This is an easy method to get your message straight to consumers. 

  • Example: In 2021, the National Booking Service sent eligible participants COVID-19 vaccination invitations and reminders via text messages. The text message read, “NHS – Reminder: please book your free coronavirus vaccination online at https://www.nhs.uk/covid-vaccination or by calling 119. Protect yourself and others.”

Rural community members are often extremely passionate about their local schools, events, or politics. When messaging and targeting a specific group, relate the message to something they care about. This helps build trust between you and your audience, as they relate to your message and brand. 

Farmers Bank. (n.d.). Farmers Bank Tailgate (Tuppers Plains). Farmers Bank. https://www.fbsc.com/involvement/

  • Example: Farmers Bank, a local bank chain in southern W.Va. and southeast Ohio., sponsors local rivalry high school football games every fall. This allows them to give back to the community while engaging with existing and potential customers to continue their community bank brand. 

To get your message across, you must make it easiest for your audience. Rather than making them search for information, bring it right to them. You can use popular channels such as Facebook, Instagram, local newspapers, television commercials or even town halls/ focus groups. 

Shelem. (2023, May 3). Gonna frame this picture in my studio 😁 [Photograph]. Instagram. https://www.instagram.com/shelem304/p/CryjeUPuYa6/

  • Example: Tudor’s Biscuit World, a classic W.Va. staple, released this TV commercial introducing its new menu item, the breakfast wraps, featuring local rap artist Shelem. This commercial played in everyone’s home during each commercial break and went viral on social media for its new, creative advertising style. 

Engaging with your target community is about growing your brand’s trust and gaining a deeper understanding of the people you aim to reach. You can achieve this by volunteering, attending local events, and collaborating with existing community organizations. 

  • Example: Chick-fil-A franchisees bring food trucks to small communities throughout West Virginia to provide their food to customers who do not live near a Chick-fil-A chain. This allows their team to dive into the hearts of communities to understand their customers’ demographic.

No Appalachian Left Behind

Bridging the communication gap in Appalachia and reaching a large but niche audience requires a community-centered approach that balances digital and traditional communication methods. Through thoughtful, tailored communication, you can positively affect Appalachian communities and help combat the barriers in the hills and hollers. By understanding the unique needs and habits of Appalachians, we can create messages that resonate, build trust, and foster connection so that no one is left unreachable. 

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By Gabriella Sergent

If modern-day media has given us one thing, it’s the ability to connect. We all have that one person, business or organization we feel we know or are part of because of online interactions. Such a unique opportunity lies in sharing stories online, especially through video content. An article by the McHenry Area Chamber of Commerce shared that “76% of small business owners who have used video marketing reported that it had a direct impact on their business.” 

Creating video content can feel intimidating. You might think it’s expensive and requires professional skills, but that’s okay! In this blog, I will share five simple tips for creating a video strategy blueprint for your small business. This blog will cover everything from cost-efficient strategies to sharing your brand’s personality. For each tip, I’ll also share an example from a West Virginia small business that already exemplifies the strategy. 

Tip #1: Narrate Your Entire Story: Highlighting The Emotions That Made It Unique 

As cliche as it may sound, every small business has a story to tell. Small businesses are founded on ideas that evolve into stories, which guide their goals and identities. When starting to share your business through video, it is important to share your story entirely. 

From start to finish, you want your audience to feel like they really know you and how your business came to be. What is important to you? What makes you unique? How do you see the future of your business? These are all great questions to answer in a video to connect with your audience. 

Mountaineer Roasting Co. is a coffee shop in Morgantown, W.Va., owned by a West Virginia University alum. In one of its original Instagram posts, Mountaineer Roasting posted a video sharing its story, from being started by a WVU alum to supporting WVU students who travel abroad. The video shared the company’s story from inception to its current status and included b-roll footage of the coffee shop and employees in action.             

You’ll see simple shots from around the coffee shop as you watch the video. Additionally, the video uses the sounds from the videos, like coffee beans being poured, to make viewers feel truly immersed in the process. Neither of these strategies takes advanced videography or editing skills; just an eye to show the entire story. Sharing personal stories, like being a WVU alumni in this case, creates characteristics your audience might resonate with and spark an emotional connection. 

Tip #2: Recognize Your Audience

Identifying your target audience is one of the most fundamental steps in creating an effective video storytelling campaign. Elements of the video, like the concept language and even background music, can be altered depending on who is watching. Additionally, where you share certain videos and formats will differ depending on your audience. 

For example, if your generation is younger, you might choose a shorter video posted on TikTok. In contrast, if you were targeting an older audience, you might choose a long-form video shared on Facebook. 

& Yoga is a Morgantown yoga studio that offers a variety of yoga styles and classes. Additionally, they offer a yoga teacher training program once a year. & Yoga’s audience is unique as they are located in a college town. They target both Morgantown locals and college-age students. This age demographic ranges from early twenties to fifties. They are not only looking to expand their customer base but also attract talent for their teacher training. 

To reach these audiences, they share regular and engaging content on their social media and website showcasing their staff. Their posts are multi-functional in reaching both of the audiences I listed above. Whether the goal of the post is to reach a potential client or teacher trainee, they can learn more about the space and the people that fill it.  When you look at their content, you’ll find simple imagery often accompanied by a narration from one of the instructors. The studio is focused on growing a community and highlighting this through its content. 

Now, don’t let the professional feel of their reels intimidate you. You do not have to be a professional to share video content online. Sharing content with your identified audience is a simple and effective way to elevate your business. 

Tip #3: Create Without Breaking The Bank 

You do not need to be or hire a professional videographer to share unique video content. Our phones hold some of the best user-friendly cameras in the business. You do not need a professionally edited, three-minute-long video to share your story. 

Start by finding inspiration for videos you might like to emulate on your page. This can be through trending sounds or concepts. Once you have a vision of what you want to share, simply start recording. Use your phone to capture the moments that make your business yours. Finally, use free editing software, like iMovie, Canva or the in-app services in TikTok or Instagram to edit your clips together. There are even free resources to add closed captions and other next-level elements to your videos. You might try Opus, a free AI-generated video clipping tool.

Mountaineer Popcorn is a locally owned popcorn company in Shepherdstown, W.Va. It is active on social media but does not often share professionally edited content. This reel from their Instagram account is very simple and requires no editing other than adding a layer of text overtop and music in the background. This simple but effective reel shows that their popcorn creations are handmade, that they release seasonal flavors, the ingredients that go into these new flavors and the name of the popcorn. 

Sharing low-edit content is not only easy but trendy. While apps like Instagram and TikTok offer a variety of editing opportunities, they are not always appropriate for the content. The most important component is that viewers will understand who you are and what you offer. This can be done without the extra editing. 

Tip #4: Define Your Drive & Let Your Brand Shine Through 

As a small business owner, you know the reason behind your work, your inspiration and your guiding light every day. Is your business playful, supportive, sophisticated, inclusive or unique? 

You’ve built a brand around these motivations, which encapsulate each part of your business. Video storytelling is where you let your brand shine through. Let what drives you form the language and messaging you share in your videos. 

Base Camp Printing, a West Virginia design and printing company in Charleston, W.Va., uses printing strategies and machines from hundreds of years ago to print modern-day designs. The reels on their account showcase their vintage machines and the women behind the designs that print them. Their brand personality includes modern designs with a vintage feel which is emulated through their video storytelling components. 

From sketch videos to product releases to pet photos, Base Camp does an ideal job of letting your brand inspire your content. I encourage you to reflect on your why and how it can shape your storytelling.

Tip #5: Embrace Simplicity

Do not overcomplicate it. Making any initiative to begin sharing video content is a great first step. Start by shooting simple and clean shots of the everyday business life that surrounds you. Find music that compliments the mood of your video and helps express your brand’s personality. 

There is no need to have the newest, greatest camera to tell your story through video content; the camera on your phone is ready to serve your interests. Finally, the story will tell itself when your journey has been written through time. All you need to do is be brave enough to start telling it.

A perfect example of a local small business keeping its storytelling strategies simple is The Brownie House. This Morgantown gem sells its delicious brownies both locally and nationally. It shares content on multiple platforms, including Facebook, Instagram, TikTok and YouTube. 

On the business’s YouTube account, they share simply shot and edited videos that help the audience get to know the business better. They can be found walking around WVU’s campus, handing out brownies, trying new flavors and even participating in trending sounds. 

You’ll find that the shots are very informal and showcase their personalities. They just set up a camera and chat with their audience as if they were friends. This account is a wonderful example of expressing your story simply but effectively. 

Wrapping It Up

Video storytelling can be intimidating but it does not need to be difficult. Start with the five tips we discussed today and approach each video as a learning opportunity to improve your skills. Starting simple and utilizing resources that are easily accessible to you is a great place to begin. Who knows, you might fall in love with video storytelling! 

References

  1. Chamber, M. (2021, March 22). Why is Video Marketing So Effective for Small Businesses? McHenry Area Chamber of Commerce. https://mchenrychamber.com/why-is-video-marketing-so-effective-for-small-businesses/#:~:text=76%25%20of%20small%20business%20owners,adopt%20a%20video%20marketing%20strategy. 
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By Levi Orcutt

Mistakes happen every day. Sometimes, they happen multiple times a day, or in such a grandiose, impossibly bad way that makes you scratch your head and think, “How did that even happen?” Those who make mistakes often make them spectacularly when it comes to advertising. 

The ad industry has many moving parts. Things must be scheduled in advance, but they are subject to change. Campaigns and programming must be approved by boardrooms and department heads and go through a litany of red tape before they are launched. Yet, mistakes happen. 

In this blog post, I will discuss my recent delve into media planning, including a deep dive into an infamous ad placement mistake, my conversation with an industry expert, and other informational ad-related tidbits. But first, let’s take a look at the video that got me scratching my head and wanting to understand more.

“Squeeze-back advertisements have been removed from the [Ukraine-Russia] coverage.”

This was the only statement made by a CNN spokesperson when Newsweek asked how this severe ad placement error could have happened. The incident garnered many reactions online and led to Applebee’s themselves issuing a statement that reads, “It should never have aired, and we are disappointed in the actions of the network.” 

The “Chicken Fried Ukraine” situation really struck me as something that simply should not have happened. Throughout life, I’ve seen my fair share of misplaced or poorly placed ads. I speculate that the vast majority of these mishaps are more likely than not the result of inattentive control room operators, newspaper editors with a sick sense of humor, or bad word association by a computer program. However, these cringe-worthy mistakes led me down the rabbit hole of media planning, and everything that goes into it. What I had assumed to be a mundane, repetitive process turned out to be exciting and, honestly, quite fascinating. 

So, come along with me as I not only reflect on and analyze my conversation with ABC Integrated Media Planner and WVU alum Jordan Stosic but also showcase that the “noncreative” roles in our industry can lead to equally satisfying career opportunities, experiences and fun!

Industry Insights from Jordan Stosic, Integrated Media Planner at OMG23 | ABC Entertainment

Below, I’ll recap in Q&A style, my conversation with this industry expert in an effort to shine a bit of light on the quandary of how an Applebee’s commercial appeared alongside coverage of an airstrike in Ukraine. 

What methods do you use to identify programming that best engages your target audience, and which key performance indicators help you gauge this connection?
When it comes to entertainment programming, there are a lot of contextually relevant options to pick from. Whether you are working on a police drama or a sitcom, there are loads of options across other broadcast and streaming partners to choose from to add to a target. A part of figuring out which programming to surround also comes with audience duplication. A lot of entertainment is about getting people who have watched or would watch to watch, so shows that have high audience duplication will always get included. That kinda shows you that your audience is already there and there’s a potential to convert non-duplicated audiences to be viewers of your similar contextually relevant show.

How do you incorporate current events and cultural shifts into your ad placement decisions to maintain relevance and resonance with viewers?
Trying to surround current events/culture shifts, I think, are two really different things. Culture shifts and shifts in how people consume media or engage in daily life will impact planning in its entirety. Take streaming platforms, for example. Entertainment used to put over 50% of budgets on traditional commercials on networks, but now it’s almost an even split between linear and streaming, knowing both audiences are equally important. When identifying cultural events or national holidays, it has to be relevant and align with your audience but should not be the entire focus of your plan or strategy. One or two partners aligning within the space of the event you are surrounding is a must (i.e., utilizing a publisher like Men’s Health and Women’s Health to surround National Health Month for a title like Grey’s Anatomy!). If you can make contextually relevant connections between audiences of your product/show and the publisher/platform you are trying to run with, then making something creative that can play in a fun way to an event or holiday is easy!

What key strategies do you follow to position ads effectively, ensuring they complement rather than clash with surrounding content?
Strategies change depending on tactic and partner. Take social tactics, which are a heavy engagement-focused area, while video tactics focus on viewability to explain concepts, whereas audio can be used to increase reach and awareness. When making tactical decisions, looking at historical performances and benchmarks of units is super important. Partners will provide benchmarks that if you buy a video commercial, it will have a 99% viewability or video completion rate, showing that the unit/partner is effective at generating awareness. Or if you’re trying to get people to download an app or go to a website, you’ll want units/partners that perform really well at generating clicks and engagement.

What approaches do you take to create meaningful, long-term engagement between your audience and the programming, ensuring your ads reflect their values and interests?
When thinking of ways to break through more and generate engagement, that is where custom videos with publishers work, or any influencer videos you use may work. If you take a more hard working approach, it would then be just to keep utilizing the same partners so that a particular audience is familiar with your brand. Honestly, I would say we do not create ads to reflect values, but rather generate interest and feature the show, and promote the new season. Our ads are used mainly to let people know a show is back on, and then if the show itself is good, they will come back. ABC also has a whole history and legacy that is recognizable, so it’s not difficult to play into the Disney portfolio to maintain longevity. 

Hodges, C. (n.d.). Jesus is watching you [Billboard photograph]. Flickr. https://www.flickr.com/photos/gotweight/1992802926

My conversation with Jordan was productive, yes, but how does this relate to media planning or misplaced ads? Fantastic question dear reader, I will now explain that.

Media planning varies wildly in its application based on the product you are advertising or marketing. Jordan mentioned specifically that as he works for ABC and Disney, many websites and other platforms that feature NSFW content are unsuitable for advertisers, especially those he’s personally worked with. 

“Disney is insane with brand safety. When running ads we block thousands of explicit and MFA sites. A lot of partners can run contextual targeting which allows you to run ads solely on articles or in programming that is relevant to your programming.”

-Jordan Stosic

MFA, CNN, ABC123 What?
MFA stands for “Made For Advertising” and is often used to refer to sites that exist solely for advertising. Anyone who has done a Google search can provide a first-hand experience of clicking one of the top results and instantly having their device bombarded by pop-ups, trackers, banner ads, new windows opening or a multitude of other ad formats. These sites aggregate these ads and serve as a bastardization of the very industry in which they take part. MFA sites take part in what is called ad arbitrage or put simply, a website publisher paying less for traffic to their page than they are making from the ads displayed on said page. This is commonly found on lower-quality websites and actually has a lot of negative impacts both in the industry and outside of it. 

Most recently, Forbes was accused of selling ad placements to advertisers without making them aware that the placement was on their profit-generating MFA site, not the website that houses their content. Essentially, MFA sites trick advertisers into wasting money that won’t drive results.

Contextual targeting is also a large part of modern media planning and the Scooby Doo villain behind most of the “unfortunate ad placements” found on subreddits and forums. According to this article, as well as my research and insights gained from my correspondence with Jordan, contextual targeting is essentially a machine learning process in which an algorithm or other sort of program scans for topics of similar word choice, perceived emotional content, and curated segments to achieve the desired placement. It can be further simplified by suspending your disbelief and imagining a robot searching through web pages and databases to find the ideal space for your ad to grow and thrive. As much as you wouldn’t try to grow a sunflower under your bed, you wouldn’t put an ASPCA commercial on Disney Channel.

Why is any of this relevant to my life or career? I would never put an ad featuring a song about fried chicken next to live coverage of a sovereign country’s invasion.

While that may be true dear reader, there’s a non-zero chance the culprit behind our CNN placement error thought something similar. The point is that mistakes happen, and they can and will happen to anyone and everyone. That’s not to say that YOU specifically will make such a catastrophic error, but it should remind you to double-check everything, look at your work with fresh eyes, seek out a second opinion, and remember the context in which you’re working.

An even more brief conclusion to advertising mishaps and their unlikely origins

All of this led me back to my original inquiry, “How did CNN let that happen?” Unfortunately for myself and anyone reading this, the exact cause remains unknown. Through my research, I found many mentions of outlets reaching out to CNN for comment and even more mentions of their response-“Squeeze-back advertisements have been removed from the [Ukraine-Russia] coverage.” 

For better or worse, CNN has decided to practice the tried and true CCP technique of “Nothing happened on June 4, 1989 in Tiananmen Square. Please quit asking about it.”

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By Taylor Isaly 

As a West Virginian, born and raised, I have seen firsthand, through volunteerism, the challenges and opportunities within nonprofit organizations in our community. I have also experienced how they could benefit from awareness, understanding and utilization of public relations. 

What Nonprofits in Our State Are Faced With:

Nonprofits make up the heart and soul of our state by facilitating change and providing resources for individuals in need. However, they are faced with the following challenges; 

  • Lack of representation
  • Little knowledge of web development 
  • Social media management
  • Insufficiency of time due to a small staff 
  • Lack of funding

There is also the hardship of obtaining investors due to the obstacle of measuring success for a mission-based organization that relies on volunteers. With these volunteers typically having full-time jobs, they do not have time to devote to strategic web development and social media content creation, post planning and active online engagement. 

I have done nonprofit marketing for organizations like the Southwestern Regional Day Report Center (SRDRC) in Logan, WV. I have experience developing video and communications content for Project Empower and the Fresh Start Garden. Through this, I learned that individuals want to be involved. However, marketing is difficult in areas with little resources and a lack of digital awareness and access. 

“When you are a nonprofit or government entity funded by grants, there isn’t much extra money to spend on a marketing manager or website developer,” says Michelle Akers, Executive Director at the Southwestern Regional Day Report Center. 

Most nonprofit organizations lack the time and staff needed to dedicate to extensive marketing efforts. They could design and execute marketing strategies more effectively with the necessary resources to reach their target audience.

Southwestern Regional Day Report Center. (2023, March 17). [Photograph]. Facebook. https://www.facebook.com/photo.phpfbid=583487650478877&set=pb.100064529419297.-2207520000&type=3

Why PR Would Benefit Nonprofits in WV:

Public relations for any nonprofit is crucial for spreading awareness and showcasing the credibility of the cause and its leaders. For people to donate their time and money, the nonprofit must tug at the audience’s heartstrings. It can do this by offering accreditation and engaging the community. 

Enhancing all social media platforms could increase user engagement, and it is the simplest and most cost-effective way to achieve this. Educating users on social media and its role in marketing would benefit them greatly. However, reaching a demographic that may not primarily use social media could involve providing media kits to local news outlets and offering creative interactive events within the community. 

Tips for Nonprofit Organizations

  1. Know your target audience 

This is important for directing your marketing efforts in a way that is not redundant and ineffective. By understanding who you are trying to reach, you can use best practices for directly promoting to them. If the organization is in an area without digital access, realize that implementing community outreach physically might be the better route. 

For example, the Southwestern Regional Day Report Center gears its brand awareness towards individuals in the area who would benefit from intensive outpatient treatment for substance use and recurrent mental health diagnoses. Politicians, business owners and philanthropic organizations are also included in this audience to target for external funding. Therefore, they target their awareness through projects and event-based initiatives. 

  1. Utilize social media for cost-effective marketing 

Social media is a free and user-friendly marketing tool that can be used quickly for convenience. This also reaches the furthest in terms of marketing to diverse audiences, as well as tapping into some younger demographics for volunteers. To reach a younger demographic of volunteers, social media is an accessible resource for spreading awareness and targeting volunteers in high school and college. 

  1. Use personal storytelling to engage and call to action

Effective marketing for nonprofits involves highlighting the organization’s mission and value to the community. Building a trustworthy relationship with the audience encourages engagement and action. Personal storytelling—through videos, testimonials, images, or events—can evoke passion and motivate the public to contribute their time and money to the cause.

For example, I created a series of videos that included personal testimonies and tours of the Fresh Start Garden at the SRDRC. This showcased the love and care that went into the garden by the employees and the clients who nurtured the program daily. This link provides information on storytelling for nonprofits and explains these efforts in greater detail. 

Putting This Plan Into Action:

With a need for authentic public relations and a lack of resources to obtain them, nonprofits in WV should utilize student volunteers and set up internships, gaining volunteer hours to enhance their marketing efforts through the use of social media and writing. As a College of Creative Arts and Media student, I have had several internship and volunteer opportunities with local nonprofits. I have assisted in video storytelling, media development and writing efforts. This helped me gain insights into the career field I wanted to pursue and also helped guide me toward the College of Creative Arts and Media. 

Creating videos and sharing stories online allows nonprofits to quickly and cost-effectively update their audience on events and news. For demographics not active on social media, local news outlets, printed materials, or church bulletins can be effective alternatives. By using these methods, organizations can enhance their marketing efforts without straining their time or financial resources.

Why This is Important for The Martin Hall Agency:

The Martin Hall Agency supports grant-funded and nonprofit organizations across the state by providing hands-on experience in the field while contributing to the community. By exploring creative objectives and tactics that students can offer to the nonprofit sector, these efforts have the potential to benefit the state significantly.

Conclusion

Nonprofits in West Virginia need more support with representation and resources. However, they can explore creative ways to leverage public relations to advance their causes. By educating students interested in public relations and advertising, our college can help bridge gaps within the community, fostering growth through effective marketing practices. Engaging with the community to gather insights on collaborating with younger volunteers can unlock substantial opportunities.

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