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Hey everyone, this is Sabrina Sanchez, creative editor at Campaign US. I came across an interesting collab this week. Snoop Dogg has released a single with VaynerMedia founder Gary Vee. The idea was first drummed up at last year’s VeeCon conference for creators. Apparently, we can expect more music from Vaynerchuck, according to a music publicist. But first…
In this week’s edition:
- Campaign US’ inaugural Salary Survey is now open. Take it here. (Creatives, this is your chance to compare notes!)
- Anheuser-Busch says there is ‘No truth’ to a report that Bud Light fired the agency responsible for the Dylan Mulvaney partnership
- Southwest Airlines debuts its first brand film created with Wattpad
- Take our poll: As Tucker Carlson sets up shop on Twitter, will advertisers be more cautious on the platform?
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Just briefly: Every year for Mother’s Day, kids try to get mom the perfect gift – but, most of them don’t have any money. DoorDash’s new campaign eases the pressure by inviting kids to offer whatever they can – toys, art supplies, what have you – in exchange for a bouquet of flowers.
Behind the scenes: In partnership with Gut LA, the delivery platform launched Kid Currency, a campaign that invites kids and their parents to an online flower auction where kids can use toys and other items they have access to as currency. Blocks, googly eyes, doll shoes, beads, earthworms, toys and anything else kids can offer will be accepted as payment for flowers delivered through the platform by local and national florists.
On May 12 and 13, kids and their parents can post a photo of their child’s “bid” on TikTok and Twitter and tag @DoorDash with the hashtags #KidCurrency and #Sweepstakes in the caption to be considered for the promotion. DoorDash will randomly select 400 entries to receive a promo code for $75 off flower delivery on the DoorDash app.
The message: Through the campaign, DoorDash saves mom from having to buy her own gift and actually gives her something she wants – while easing her pockets.
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In advertising, celebrity endorsements are nothing new. Artists’ faces have been used to advertise everything from apparel and deodorant to food and beverages (think: Cardi B and Offset meal at McDonald’s). But such ads come with a hefty price tag – oftentimes, brands need to come up with sizable budgets to get talent on board alone. Plus, there is endless research that consumers are gravitating toward influencers and creators who represent a more authentic lifestyle. So, why are celebs still used so often?
According to Campaign Asia’s Matthew Keegan, studies have shown that celebrity 'overexposure' dampens results. Yet research also shows that celebrities like boy band BTS continue to strike deals with major brands. Do you think celebrities are worth the price tag? Do they deliver a strong ROI, or are they just overused? Email us your thoughts and we may include them in the next newsletter!
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- Americans want to see their favorite brands in movies, research finds (Marketing Brew)
- After Tucker Carlson exits Fox News, advertisers start to return to 8 p.m. slot (Variety)
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As finals season comes and stresses out students everywhere, loan company Sallie Mae wants to offer just the treat to chill out. The company dropped a new lo-fi album called “Sound Mind,” featuring 17 tracks curated to achieve 25 minutes of focus, with built-in 5 minute breaks. Launched with creative agency GYK Antler, the album is streaming on Spotify and complemented by a 55-minute YouTube “album visualizer” video that features each track set to a looping sequence of artwork designed to enhance its calming and peaceful vibe.
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