We now have an replace on the Snoop Dogg viral advert from earlier this 12 months.
Recent off his Olympic internet hosting duties, Snoop Dogg has reunited with Solo Manufacturers for a brand new marketing campaign referred to as Blunt Advertising and marketing. (See what they did there? In case you didn’t know, Snoop is the world’s most well-known marijuana aficionado.)
Is that this marketing campaign completely different than the one which influenced the CEO’s departure in 2024? Sure, it’s.
Solo says it’s realized its lesson and is concentrated on the precise factor — gross sales.
However has Solo actually turned over a brand new leaf?
We requested CMI’s chief technique advisor, Robert Rose, what he thinks and how one can study from these bookended campaigns when setting up your subsequent advertising initiatives. Watch or learn on for his take.
Nice marketing campaign influences CEO departure
In January, I opened my video on Snoop Dogg and Solo with a quote from my good buddy Michael Brenner: “Behind every bit of unhealthy content material is an govt who requested for it.”
After all, the other is basically true, too.
The executives appear to have requested for the precise piece of content material this time round (properly, at the least they really feel higher about it).
However I’m getting forward of myself. To get you again in control, let me clarify the primary marketing campaign. Late final 12 months, Solo Manufacturers launched an influencer marketing campaign with Snoop Dogg. It began with a tweet from Snoop Dogg that learn, “After a lot consideration and dialog with my household, I’ve determined to surrender smoke. Please respect my privateness at the moment.”
That was adopted by a viral model consciousness marketing campaign for Solo’s new smokeless range. Within the explainer video, Snoop says he’s bored with coughing and his garments smelling unhealthy. The digicam pans wider to disclose him sitting in entrance of a smokeless Solo Range fireplace pit.
Cool, proper? What an unimaginable influencer and model consciousness marketing campaign. It amassed 30 million likes, feedback, and shares on social media. Advert Age ranked it 18th within the 40 greatest adverts of 2023.
What might probably go mistaken?
Properly, when the CEO departed, Solo indicated within the announcement launch that one of many causes for his dismissal was the Snoop Dogg marketing campaign.
For my part, Solo is saying, with a straight face, that the model consciousness marketing campaign it began in November 2023 failed as a result of it didn’t present a income raise inside six weeks. Six. Weeks. Solo most likely hadn’t even paid the company’s invoice but.
Solo brings again Snoop Dogg
Reduce to August 2024, and the Martin Company has launched a brand new Snoop Dogg promotion — Blunt Advertising and marketing — with a totally completely different take.
Arguably pulling a web page from the Ryan Reynolds model of creativity, the brand new Snoop spot is a simple advert. Snoop, fairly actually, says that is an advert for Solo stoves, you should buy one, and the rationale he’s doing it’s as a result of he’s an influencer.
Get it? That’s blunt advertising.
It’s a humorous spot. Will it go viral just like the final one which hid the product and targeted on the humorous bit? Virtually definitely not. Will it make Advert Age’s high spot record? That continues to be to be seen. Will it assist transfer product, not like the viral spot cited within the CEO’s departure? That’s crucial factor for Solo Manufacturers.
Curiously, a part of that final query is not right. Solo Manufacturers now says one thing to the impact of, “Properly, we truly misspoke in our press launch. We did see a gross sales raise from the viral Snoop advert.” However, they stated, “Perhaps it wasn’t as intentional because it might have been.”
Solo lesson for all entrepreneurs
What are you able to study from this Snoop-Solo Manufacturers advertising?
In January, I stated Solo Manufacturers had a superb idea and an incredible, differentiating story informed by an distinctive influencer linked to nothing within the buyer’s journey. But all of the hyperlinks within the marketing campaign took viewers to Solo Manufacturers’ boring e-commerce storefront. It labored properly in case you wished to purchase a range, however not so properly for understanding why you would possibly wish to purchase a range. I lamented the corporate had eliminated Snoop Dogg from the remainder of the story to foster a linked expertise.
After all, they didn’t hearken to me; it was simply good sense from the start. However now they appear to have carried out it.
The brand new video’s name to motion goes to a specifically designed a part of Solo Manufacturers’ web site that pulls the inventive, the tone, and all the pieces else to inspire gross sales. They even created the Snoop version fireplace pit.
The perfect half? The very first thing that seems is a sign-up type to get extra data by e mail.
It’s like I stated earlier this 12 months. What’s the subsequent greatest motion you need the shopper to take when you’ve gotten their consideration by way of an advert, social media publish, video, and so forth.? I don’t imply “next-best,” as in not nearly as good, however quite, one of the best expertise you need an individual to have subsequent. Then, you could join that to your content material. In spite of everything, you may have the viewers in your theater; you need to maintain them there.
Solo Manufacturers addressed this in its new marketing campaign. Hindsight being 20/20, it will have been wonderful to straight join the revolutionary viral marketing campaign from Snoop to a “greatest subsequent” motion, equivalent to a “stay-tuned-for-the-next-episode” marketing campaign like this one.
However general, let me be blunt: Solo Manufacturers appears to lastly be on fireplace with its advertising.
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
