THE ELEVATOR

An Agency Perspective.

 July 2024 - Edition 1 - A Product of 97th Floor

Hi there,

We've done some thinking, and we realized that you're not like other marketing leaders, and we're not like other marketing agencies. So, we've updated our newsletter to reflect that.

The Elevator is a once-monthly bulletin built for ambitious and sharp marketers who want to take their careers to the next level. 

Anyone can email you news. We're bringing you:

• behind-the-scenes access to some of our most innovative and profitable campaigns 🎉
• the latest marketing research coupled with “so what?” insights from our internal experts 🔬
• exclusive access to the minds of our award-winning teams, and 🏆
• our best tips and tools to make your job easier. 😌

You going up? Us, too. 

Let's jump in 👇

The Stars Align for eos in this Astrology Ad Campaign

Situation 

eos is a super creative brand who speaks primarily to tech savvy Gen Z women. They have a lot of fun content, but they weren’t leveraging their audiences to maximize conversions. 

Being data driven marketers, we decided to peak under the GA hood. We identified that eos was in need of real personas, and needed to have a goal and journey for each persona. This led to a full funnel strategy that included launching on several new platforms.

Strategy 

Our persona research also allowed us to craft messaging that was more targeted. We found that certain personas were interested in astrology. We built out entire campaigns around zodiac signs and targeted people based on their birth months.

Results

When first launched, we only spent 4.1% of our Facebook budget on Zodiac Collection ads. Despite that, 42.5% of eos' total purchases through Facebook came from these ads during that time. 

These ads encouraged engagement with 22.9% of our Facebook comments and 10.1% of our Facebook shares.

Optimal Attention metric informs advertising creative strategy

Playground xyz has introduced a groundbreaking attention framework aimed at revolutionizing digital advertising strategies. Known as Optimal Attention, this framework defines the minimum Attention Time required to drive meaningful brand outcomes, marking a significant advancement beyond traditional metrics like viewability and click-through rates. 

By quantifying how different factors influence attention across campaigns, Optimal Attention provides brands with precise insights into maximizing the impact of their advertising efforts. This approach enhances real-time campaign management and sets a new standard for leveraging attention in digital environments.

"Figure 1 shows the median Optimal Attention threshold and the median lift for each brand outcome. The data supports the notion that different levels of attention yield different opportunities for brands. In the case of brand awareness, 1.4 > seconds proves sufficient to drive a significant, 10%, lift in brand awareness. Achieving deeper engagement, measured by metrics like prompted recall (remembering specific details about the ad) and consideration (placing your brand in the top choices), necessitates a longer attention span, averaging around 3.9 and 1.6 seconds respectively. These metrics also yield variations in the lift (20.6% and 6%), highlighting the trade-off between attention investment and desired outcome."

You can get Playground xyz’s white paper here.

Headline

Google: Exponential Content Growth Causes Re-Evaluation [link]

John Mueller of Google discussed the effects of dramatically increasing a website’s size, such as expanding a product portfolio from 10,000 to 100,000 products. He explained that such a significant growth would cause Google to view the site as fundamentally new, leading to a re-evaluation of how the site is displayed in search results. While this re-evaluation isn’t primarily an SEO issue, it could impact SEO performance and take several months. Therefore, it's advisable to approach large content expansions gradually rather than all at once to avoid potential disruptions.

Reddit launches Lead Generation Ads [link]

Reddit has launched Lead Generation Ads in public beta, available globally for direct advertisers. Key features include a mobile-optimized design with auto-populating email fields, a privacy-focused approach, and integration with Zapier for seamless CRM connectivity. Beta testing showed a 30% decrease in cost per lead and a 25% increase in lead submission.

Why You Shouldn’t Overlook LinkedIn Influencer Marketing [link]

LinkedIn is seeing significant growth, driven partly by an increase in Gen Z users, but it remains popular among millennials and professionals. The platform’s introduction of features like Creator Mode and video functionality has boosted content creation, with public content sharing up by 24% between 2022 and 2023.

Brands are increasingly leveraging LinkedIn for influencer marketing due to its professional audience and high engagement levels. LinkedIn’s Ad Library helps brands analyze successful campaigns and build effective programs. Influencers on LinkedIn often have smaller, but more engaged followings, making them valuable for targeted marketing.

Cultivating an Innovator's Mindset 

We've all marveled at the accomplishments of innovators such as Kizzmekia Corbett, Steve Jobs, Grace Hopper, and Florence Nightengale. 

In a world where your audience is constantly assailed by a barrage of marketing messages, you've got to harness this same level of innovation to get noticed. 

The good news is that, just like creativity, innovation is a mindset muscle that you can strengthen. 

Check out these 3 tips for cultivating an innovator’s mindset. These tips are paired up with practical applications so you’re not just reading fluff. We think the second tip is where the money is. 🤑

We hope you are loving The Elevator. Please hit REPLY and let us know what you think about this month’s newsletter! 

Until next time,

Emma

Results are waiting for you.

97th Floor creates integrated marketing campaigns for enterprises. Let's see how we can help you.