In advertising, speed is an asset.
@VancityReynolds tokened the term “Fast-Vertising.”
He uses “fast-vertising” to hack culture and create viral moments.
The results are millions in earned media for Mint Mobile, Aviation Gin, and Deadpool.
Here are 6 takeaways 🧵
@VancityReynolds tokened the term “Fast-Vertising.”
He uses “fast-vertising” to hack culture and create viral moments.
The results are millions in earned media for Mint Mobile, Aviation Gin, and Deadpool.
Here are 6 takeaways 🧵
First, the traditional timeline for advertising.
Usually 8-12 weeks from idea to execution.
For, specific goals (launching product, feature etc) this works.
When you’re trying to hack culture — it doesn’t.
So, what’s the secret sauce?
Usually 8-12 weeks from idea to execution.
For, specific goals (launching product, feature etc) this works.
When you’re trying to hack culture — it doesn’t.
So, what’s the secret sauce?
Fast-Vertising.
With Fast-vertising speed is king.
When a moment in culture is hot — emerge the brand into the convo, FAST.
By fast, I mean 1-3 days.
@VancityReynolds did this with Deadpool, Aviation Gin, and Mint Mobile.
Here's how
With Fast-vertising speed is king.
When a moment in culture is hot — emerge the brand into the convo, FAST.
By fast, I mean 1-3 days.
@VancityReynolds did this with Deadpool, Aviation Gin, and Mint Mobile.
Here's how
Some news would break.
It would generate a sh*t ton of headlines.
Reynolds and team would spin up a piece of content within days.
And distribute it while the story was still relevant.
The result was MANY viral moments.
2 quick examples — then how u can replicate it.
It would generate a sh*t ton of headlines.
Reynolds and team would spin up a piece of content within days.
And distribute it while the story was still relevant.
The result was MANY viral moments.
2 quick examples — then how u can replicate it.
1. Aviation Gin
Peloton released an ad that got ripped for being sexist and it went viral for all the wrong reasons.
Reynolds and his team created a comic sequel to the Peloton ad using the same actress in 72-hours!
FROM IDEA TO VIRALITY IN 72 HOURS!
Start convo < Join Convo
Peloton released an ad that got ripped for being sexist and it went viral for all the wrong reasons.
Reynolds and his team created a comic sequel to the Peloton ad using the same actress in 72-hours!
FROM IDEA TO VIRALITY IN 72 HOURS!
Start convo < Join Convo
2. Mint Mobile
In Feb, a story was published about a Bitcoin holder who lost his password to his crypto wallet worth over $250m+.
In response, Reynolds ripped off a Bitcoin DocuMintary about a "savvy investor" who also lost his password.
It went VIRAL.
In Feb, a story was published about a Bitcoin holder who lost his password to his crypto wallet worth over $250m+.
In response, Reynolds ripped off a Bitcoin DocuMintary about a "savvy investor" who also lost his password.
It went VIRAL.
But the important part.
How can YOU do this?
How can YOU do this?
1. Fast Execution
Idea to execution needs to be fast.
Your goal is to hack attention when it’s flooded with eyeballs.
Be in the convo. Don’t miss it.
People forget about content faster than u think.
Idea -> Execution -> Distribution -> 1-3 days
Idea to execution needs to be fast.
Your goal is to hack attention when it’s flooded with eyeballs.
Be in the convo. Don’t miss it.
People forget about content faster than u think.
Idea -> Execution -> Distribution -> 1-3 days
2. Cultural Moments
For this to work, the piece of content you create has to revolve around a cultural moment.
When a headline is circulating every news site and platform, find your angle.
People will consume MORE content around a topic if it's relevant.
For this to work, the piece of content you create has to revolve around a cultural moment.
When a headline is circulating every news site and platform, find your angle.
People will consume MORE content around a topic if it's relevant.
Million of people are talking about “X”.
Integrate your brand with “X”
Integrate your brand with “X”
3. Content That Travels
Your goal should be to create content that travels from feed to feed.
This comes in the form of:
- education
- inspiration
- information
- entertainment
In Reynolds's case, he chose entertainment to be the driving force for vitality.
Your goal should be to create content that travels from feed to feed.
This comes in the form of:
- education
- inspiration
- information
- entertainment
In Reynolds's case, he chose entertainment to be the driving force for vitality.
4. Video
Video is the number one form of content that gets shared.
Because of the nature of social platforms, video content has the highest potential to go viral.
Content that goes viral on YouTube will find its way on IG, and TikTok, and Twitter, etc
Video is the number one form of content that gets shared.
Because of the nature of social platforms, video content has the highest potential to go viral.
Content that goes viral on YouTube will find its way on IG, and TikTok, and Twitter, etc
What matters here is relevancy.
You don’t need a $20k video to be relevant.
One of Reynold's most viral videos was shot on an iPhone.
You don’t need a $20k video to be relevant.
One of Reynold's most viral videos was shot on an iPhone.
5. Join The Convo
Reynolds never tried to start the convo with these vids.
Instead, he focused on joining the convo.
Millions of people are already talking about a story?
He found his opp to have Aviation Gin and Mint Mobile join the story.
Reynolds never tried to start the convo with these vids.
Instead, he focused on joining the convo.
Millions of people are already talking about a story?
He found his opp to have Aviation Gin and Mint Mobile join the story.
6. Focus on emotions
People share content that drives a certain emotion/feeling.
For ex:
- Happy
- Sad
- Laughing
- Inspired
Reynolds chose to focus on making people laugh.
His ads didn’t feel like ads.
They felt like a skit you’d see on SNL.
People share content that drives a certain emotion/feeling.
For ex:
- Happy
- Sad
- Laughing
- Inspired
Reynolds chose to focus on making people laugh.
His ads didn’t feel like ads.
They felt like a skit you’d see on SNL.
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- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection
If you do, a thread just like this one will end up on your feed every day for the next 15 days :)
ALL MARKETING / NO BS
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TL;DR
Essentials to Fast-Vertising:
1. FAST Execution (speed is an asset)
2. Create around cultural moments
3. Focus on content that travels
4. Increase potential with video
5. Join the convo
6. Drive emotions
Essentials to Fast-Vertising:
1. FAST Execution (speed is an asset)
2. Create around cultural moments
3. Focus on content that travels
4. Increase potential with video
5. Join the convo
6. Drive emotions
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