So while this episode is somewhat inspired by Nathan Apodaca, Ocean Spray and TikTok there is much more we want to dig into.

The cartoon that Ryan shared can be found at Marketoonist about a blank billboard.

With more than 60 million views and counting, this homemade video was more effective — by far — than any advertisement Ocean Spray and its agencies have created in the 90-year brand history.

The TikTok video propelled beverage sales and almost doubled the value of the Ocean Spray stock price. For good measure, “Dreams” reached No. 1 on iTunes and returned to the Billboard charts for the first time since 1977.

Case study: The most human commercial wins

You can’t predict Viral

In our episode Taking Social Media Offline we talked about a number of human marketing examples. There was an Arby’s example and a local florist all doing “something” that happen to be marketing and very human.

If you haven’t listened, also go check out UnMarketing Your Marketing With Alison Stratten that we did long ago where we talk about brand stories and brand lessons.

Business of Digital Instagram

As we try and eat our own dog food – Dave talks about what we are trying to do around our own Instagram and Social feeds to make them more “human”.

If you don’t already follow our Instagram – do it now please!

Don’t Over Think It

If you have ever been on a plane and looked at one of those in-flight magazines (well, not in 2020) and seen the Best Doctors in the US! Or Best Steak Houses in the US! Those are all some variations of native ads/organic ads/pay to play.

Yelp, Google, directories, Service Sites (Thumbtack, Angieslist, etc.) all are mixes of organic, AI and pay to play.

How can we post on social (Twitter, Instagram, etc.) in a more human way? Ask yourself this daily and hopefully you will keep finding more ways to be more real and more human too.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, thanks for joining us on another business of digital episode. Uh, we got Dave, how’s it going, bud?

Dave Rohrer: [00:00:16] It is going,

Matt Siltala: [00:00:17] so this one’s a fun one. I’m glad that, uh, um, I’m glad that we’re going to jump into this one.

And for everyone that we have on pins and needles as to what we’re going to be talking about, actually, you know, you already read the title, but. We are going to be talking about how human is your marketing and this one’s sparked from the cranberry guy. So what we’re calling them, the cranberry guy, or is that what he’s being called?

Dave Rohrer: [00:00:40] That’s yeah. That’s what most people call them.

Matt Siltala: [00:00:43] But, uh, yeah. Why don’t you,

Dave Rohrer: [00:00:44] mr. Mr. Nathan is his name.

Matt Siltala: [00:00:47] Oh, is it Nathan

Dave Rohrer: [00:00:47] Nathan pocket podcast, paprika.

Matt Siltala: [00:00:51] I mean, he, ain’t doing so bad. He’s getting money for commercials now and free trucks and cranberry, you know, for life. Yeah. [00:01:00] Yeah. Great, great. A great idea, but why don’t you kick us off by, you know, sharing with us, uh, the direction that you wanted to go with this.

Dave Rohrer: [00:01:08] I think in you’ll you can you’ll talk to the viral, viral Allity portion of what we’re going to talk about, but mr. Ryan Jones, just so funny that just the other day he shared, um, w Tom Frisch burns Mark. Mark.  I can almost speak today. A Marketoonist a Marketoonist. Little cartoon and all linked to it because I’m not going to post his stuff on my site.

I will link to it. But, um, for anyone that’s ever worked in advertising, it’s a completely white billboard. And at the top and black, black with white font, it says advertisement. And then there’s two people looking at it and it says, this was our compromise with

Matt Siltala: [00:01:50] legal. Oh, man. That’s so true.

Dave Rohrer: [00:01:53] It is sometimes, but I’ve seen infographics and you you’ve seen, God knows how bad, [00:02:00] but there was an interesting article on business grow that got my attention and thinking about this.

And that’s what kind of spurred this topic, but it’s talking about the most human commercial and it’s the Tik TOK video about ocean spray, 60 million views and counting. And that’s just on. Like that one who knows how many people have ripped it and reshared it, and put it on their own Instagram, on their own Facebook and YouTube.

And you know, how many compilations are already with it? But, um, by far, um, the article talks about, you know, this homemade videos, the most effective by far, far more effective than any other advertisement ocean spray and its agencies have created 90 years,

Matt Siltala: [00:02:42] dude. And that’s something ocean spray would have never been able to just come up with

Dave Rohrer: [00:02:46] or they wouldn’t have gotten approved.

Matt Siltala: [00:02:48] Yeah. And

Dave Rohrer: [00:02:49] the article even goes like that and that the other, you know, the little image that we were just talking about is exactly why, cause you would take it to, you know, depending on their size of your company, you’d take it to HR and say, [00:03:00] will this get us in trouble? No. Okay. Then you take it to legal.

Can we do this? No, because whatever reason. Um, but then this

Matt Siltala: [00:03:08] video, people love skateboards killing themselves.

Dave Rohrer: [00:03:11] We don’t want, we don’t want to skateboarding. How has a high, you know, injury rate

Matt Siltala: [00:03:17] watched some of the recreation that he

Dave Rohrer: [00:03:19] has. I’m sure there’s a lot

Matt Siltala: [00:03:21] of funny accidents happening from

Dave Rohrer: [00:03:22] it. All right.

Well, I’m sure someone’s already created a compilation of just those.

Matt Siltala: [00:03:26] Yeah. I’ve seen them.

Dave Rohrer: [00:03:29] Oh, you’ve seen them already. Yes. That didn’t take long, but according to, according to this and you know, depending on the day and well stock market didn’t do well the other

Matt Siltala: [00:03:38] day.

Dave Rohrer: [00:03:40] Yeah, I know. Um, but according to this, at the time, the beverage sales almost doubled and the value of ocean spray stock, and you were, you even said it and you know, this.

But dreams reached number one in iTunes and returned to the billboard charts for the first time, since [00:04:00] 1977. So a 43 year old plus song that was used by them for just, you know, what was it? 15 seconds because of that went viral. There’s no way

Matt Siltala: [00:04:14] you want to hear something crazy with that too.

Dave Rohrer: [00:04:16] Yeah.

Matt Siltala: [00:04:17] Okay. My,

Dave Rohrer: [00:04:19] my

Matt Siltala: [00:04:19] 20 year old daughter.

Um, went to a, uh, one of those used a record book, media type stores, and she went and found that that album from Fleetwood Mac and, uh, bought it. And so talk about like, it’s just crazy, like full circle, 1977, that thing happens. It gets all popular. She finds it on vinyl. Luckily she fed it on vinyl. Uh, she found it for pretty cheap too, for what vinyl’s going for these days.

And, uh, she owns it now and we listened to that all the time. And that was simply because of, [00:05:00] of that video. So very interesting to me.

Dave Rohrer: [00:05:04] Well, and I don’t want to make this all about tick talk, but, um, and I’ll have to find the article that I read before as we start going down this bit of a rabbit hole and we’ll try to get out of it, but one of the biggest.

Pickers of hits now is actually tick-tock.

Matt Siltala: [00:05:22] I can see that though.

Dave Rohrer: [00:05:24] And it used to be Instagram and YouTube if everyone was imitating it and stuff. Um, and there’s been other ones too, but it’s not, it’s not the re record. Exactly. It’s not the person picking the music for, you know, your local top 40 or rock station or rap station or country station.

It is the users of tick TOK that find a song that is either known or not known, and then they blow

Matt Siltala: [00:05:48] it out. Awesome.

Dave Rohrer: [00:05:50] And then they just take it and everyone uses it and then everyone imitates it. And then suddenly that song is beginning radio play because everyone wants to hear it and figure out what it is.

[00:06:00] Yes. And that’s it that’s, you know, it’s not human marketing, but in a way that’s, you know, and there are been times where they’ve, I’ve seen people in companies that investigate where these record agencies now are seeding. And trying to push and pay and influencers

Matt Siltala: [00:06:21] to do that.

Dave Rohrer: [00:06:22] Well. Yeah. Cause now they’re trying to figure that out and now they’re trying to game it.

Not that everyone ever, anyone ever did that to stumble upon or, you know, any, any sort of thing Google of you never did. No, I never did that. Or we

Matt Siltala: [00:06:37] could PD system. .

Dave Rohrer: [00:06:40] I mean, if there, if there’s something that, you know, provides value to us, marketers, we will find it and abuse it, destroy it.

Matt Siltala: [00:06:48] Yeah. That’s the first thing that, uh, my wife always says, and when this was happening with the ocean spray and stuff, She looked at me and said, you markers, we’ll figure out some way to ruin this

Dave Rohrer: [00:06:59] as we sit here and [00:07:00] podcast and talk about it.


Matt Siltala: [00:07:01] That’s what we do.

Dave Rohrer: [00:07:03] Sorry, Ali. We’re trying not to.

Matt Siltala: [00:07:06] Um, but it’s interesting. Cause you know, with, with stuff like this, that happens and, and I know you don’t want to jump down the whole viral side of it. Uh, but uh, it’s interesting, you know, the conversation that we were having and we’ve had this before, how.

You know, like obviously ocean spray, um, couldn’t have, couldn’t have, uh, you know, thought of this for the reasons that you talked about with legal would never happen, but, but also

Dave Rohrer: [00:07:32] they could have thought of it. They would never would have gotten

Matt Siltala: [00:07:34] it. Yeah, that’s true. But what I mean is it would have never gone, um, for approval, but here’s the thing that’s interesting that, you know, the way that I look at this kind of stuff is because.

You never know what’s going to go viral because if this was planned or if something was just a little bit different, it may not have done what it’s done. And sometimes like the greatest, like for example, like I can think back to some of the most [00:08:00] amazing pieces of art or whatever you want to call them graphics that we’ve created.

That I, that I knew that I knew Dave 100% was going to go viral. Like, this is amazing. How can someone not like this? And it got like, Maybe 10,000 views as opposed to something that like I was sharing with you, we did this way back in the day we did this like history of the police car and it got like 500,000 views the first day on stumble upon back in the day and made the front page a dig.

And it’s like really made that went viral versus some of these other things that I anyway, it’s just the, the point being is like, you never know, like it’s so hard. To, to, to guarantee that kind of virality. And so anyway, it’s a, it’s a fun case to talk about. Um, but after doing this, I mean, you know, the last almost 15 plus years, whatever one thing I have learned with this is that you can’t [00:09:00] predict any of it.

I remember we put stuff out for, um, dream systems media originally, and then, uh, obviously we’re avalanche media now and, um, You know, we would put, we would put things out that I thought that people would share like crazy. And then, um, you know, lo and behold, many attempts later, you know, we put out that social media and, you know, I didn’t, I didn’t think much of it.

I thought it was cute. I thought it was a fun, little graphic to put out there that could help benefit people. I was actually thinking it would help marketers more than anything. And then what happens to it? It blows up and still to this day, you know, almost a decade later. It’s still getting links, whereas it’s still directing, uh, driving traffic to our site.

It’s still being shared in presentations. It’s still being used all around the world. And it’s crazy to me. It

Dave Rohrer: [00:09:49] had cats. I mean, as I watch my cat do all sorts of crazy stuff, um, I mean, in what was it? I just brought it up [00:10:00] in episode one 69. We talked about taking social media offline. And there was very, there was a couple of examples of very human, offline marketing, where, um, I guess one is online where someone tweeted something about RBS and they actually sent them the artwork.

Was one of the examples. Another one was where a florist, whoever, whenever she has leftover flowers would then take them and give them to people working in drive-throughs. She would, you know, just order a water or something and then just give them the flowers for Valentine’s day or something. Um, and I think she did it a couple of other days, but those are very human, very not over-processed over thought over lawyered, over, you know, analyzed, just.

Trying to go out there and do something, get the word out something that’s very human. Um, and if you haven’t listened, we talked about just UnMarketing with Alison Stratten. Some people, some people that may know [00:11:00] Scott Stratten as well, her husband, but we had Alison on one of the very first episodes, was it episode 22 where we talked about UnMarketing your marketing with her?

And, you know, they’ve written a couple books and I think he just, I think I saw on LinkedIn that he’s updating the very first one, which is like 10 plus years old now. Um, but the video and, you know, that’s on there, but everything they do, it’s all about not, over-processed not overthinking, you know, and that kind of stuff.

And I think just so often, and I even started looking at our own Instagram posts. I was like, what can I do for our own Instagram too? You know, one make it easy for me, which goes against the whole making it human.

Matt Siltala: [00:11:47] Yeah.

Dave Rohrer: [00:11:48] I think it’s a balance. And right now I’m losing. Um, but we’ve been trying like the audiograms I’ve been trying different templates.

I’ve been trying other things. I used to mix it up a little bit more. Um, [00:12:00] the things we tweet out, the things we do, marketing things I do for my own self and, you know, anytime and. Just anything I’m working with my clients when I can, because I’m not on the creative side too often. Um, cause there’s a reason why, because I should not ever touch Photoshop.

I’m not some resizing of photo. So in my video, editing skills are very, very primitive still. So like that creative stuff is not something I usually get into.

Matt Siltala: [00:12:28] Well, you know, it’s interesting the fact that, that we’re, you know, that we’re just doing it. That’s the most important thing. Uh, I had a good conversation and it kind of goes to the same lens.

I mean, maybe it’s a little bit of influencer marketing, um, but uh, you know, businesses right now, local mom and shops, restaurants, things like that. They’re doing everything that they can to stay afloat right now. And for the most part, everybody in the local communities are trying and wanting and doing their best to help them.

Um, I can’t think of a worst case scenario than someone starting a [00:13:00] business, like in the middle of February of this year. And, uh, just so happens. A couple of good friends of mine did that. And, uh, you know, they’ve had a good conversation with her the other day and she said, I think we’re going to make it as long as I continue to hit social, as hard as I have been, like, I’m always having to like, you know, be posting stuff, reaching out and finding different, uh, foodies, different people.

And, you know, she continues to do that kind of stuff. And, and these people come and they write up about them. And that drives business. And it’s something that, you know, that I know that when they were first creating this business, that they didn’t think that they were going to have to rely on so much.

And it has been one of those things that has kept them afloat and hopefully going to make it where they can survive and live through this, uh, you know, pandemic, uh, business, uh, D or a year or whatever you want to call it this a horrible year for these poor, uh, [00:14:00] you know, business, uh, Mom and pop style business owners.

And so, anyway, it’s just a thought that I had that kind of along the same lines. Like, you know, there is this part of it where some of this stuff just happens naturally, but there is a part of it where you can, you know, try to do things that influence and it’s okay. Those are just some observations.

Dave Rohrer: [00:14:22] Well, I think a lot of people coopoo on the whole idea of like native.

Advertising and just that whole phrasing in the name and everything about it, you know, organic advertising or whatever you want to call it. And they’re like, well, it’s really an advertisement. Yeah. But have you ever been on a plane? Have you ever been flipping through and like, you know, saw that the best doctors in the U S the best steakhouses in the U S that’s that’s what that is that they’re all paying to play, you know?

There are certain agency listing websites that are online. There’s, you know, Yelp, there’s Google, all of these are a mix of [00:15:00] editorial slash AI and pay to play.

Matt Siltala: [00:15:04] Yup.

Dave Rohrer: [00:15:05] And any of them can influence you and be quote, unquote marketing. And some of them, I think if you were to reach out and use and I. I was looking at some of the people that have left us reviews in the past, thinking maybe I’ll use some of those in our marketing, just, you know, to mix it up.

Um, if anyone wants to give us a audio review, feel free to ping us. We’ll give you something that you can record it on. Cause we’ll take that. But I’m just trying to think of different ways. One to test it for us. So I can always go to my clients with it, but how, you know, how can we. Post on social post, on Instagram, post on Facebook, you know, do anything and promote ourselves one.

When we can’t see people on conferences, cause we usually give away stickers and we talk to people there. Um, And, you know, we’re not, we’re not really going to pay to play and we we’ve done some in the [00:16:00] past,

Matt Siltala: [00:16:00] but when you get on a skateboard and get some cranberry

Dave Rohrer: [00:16:03] juice, I have a big Hill right down the street from my house.

But I do not feel like going to the emergency room.

Matt Siltala: [00:16:08] I want you dodging through the deers that are on your road.

Dave Rohrer: [00:16:11] I they’ll probably run and hit me too. Cause they’re stupid. They, they just stand in the middle of the road as you approach them with your car and look at you. Like they’re literally a deer in headlights all the time.

And I don’t understand why. But that’s what they do really

Matt Siltala: [00:16:27] cool.

Dave Rohrer: [00:16:27] I don’t know. But I think it just goes back to why you, we, and people will probably going to analyze this video forever and we’re not going to try it’s it was human. It, it was cool. It was fun. It’s a feeling, it’s a flow it’s, you know, 20, 20 sucks.

And it’s a guy making something out of a bad situation. Yeah. Which I don’t think you quite know until after the fact I’ll go ahead. Oh, I was going to say, I think he just see [00:17:00] him on his skateboard, you know, chilling and having a good, you know, taking advantage of that morning sun rise and, you know, drinking his drink and go into work.

Yeah. Yeah. Um,

Matt Siltala: [00:17:15] it’s just, it it’s interesting. It just, it, it makes you, I dunno, it just, it makes you think about.

Dave Rohrer: [00:17:21] It’s simple.

Matt Siltala: [00:17:22] A lot of the things. Yeah, exactly. Just how simple, how simple it is. And like a lot of times maybe we’re just overthinking it, but, um, any final takeaways or thoughts from this

Dave Rohrer: [00:17:34] one?

Yeah, don’t overthink it. Just do it. Yeah, just there you

Matt Siltala: [00:17:39] guys go Donald, just

Dave Rohrer: [00:17:41] steal Nike’s logo and just do it.

Matt Siltala: [00:17:44] So we are going to just a reminder. We are going to give you a few links in this episode, so make sure you check out the write-up on it. Uh, as always everybody, please make sure as Dave said, Hey, if you guys want to leave us a review, obviously we love one.

I would [00:18:00] love one on iTunes where, um, you know, if you want to send one in an audio review and be one of the ones that helps test that, then reach out to us, ping us. There’s you know, if you know us, you know, that we’re easy to get ahold of. And so. Uh, just make sure you do that. And so as always guys, uh, you know, thank you for listening to this episode, uh, for Dave, for Merseyside metrics, I met Silvia with avalanche media.

Thank you all for joining and we’ll catch you on the next one. Bye.

E177 – How Human is Your Marketing? Hosts:

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