How to Keep Your Marketing Relevant in Record Time
How is the “Sexiest Man Alive” in 2010 also a genius businessman? Ryan Reynolds has appeared in countless movies and, even more recently, advertisements from his own business ventures. However, while his star power has an impact on his marketing, it’s his strategy that works!
Reynolds co-founded his advertising agency, Maximum Effort, in 2018 and has been churning out some powerfully effective advertising. How? A little technique called “fastvertising.”
REYNOLDS’ SUCCESS WITH FASTVERTISING
Fastvertising uses rapid-speed news outlets and social media platforms. To be successful with this type of marketing, you need to be quick on your feet, and we mean quick. Once something goes viral and becomes part of the cultural zeitgeist, it’s time to join the conversation and create an ad that plays into this trend.
Do you remember that disastrous Peloton holiday commercial from 2019? The commercial had everyone talking — for all the wrong reasons, as many criticized the ad as sexist. Reynolds immediately stepped in, rode the wave of frenzy, and pushed out a sequel to the saga.
Maximum Effort was able to conceptualize the ad’s plot, hire the ad’s star, Monica Ruiz, produce the video, and release it to the world in only 72 hours — and it went viral. The advertisement’s success led to his $610 million deal selling Aviation to Diageo.
But Reynolds wasn’t done just yet. He teamed up with fellow actor Rob McElhenney to purchase a fifth-tier Welsh soccer team, Wrexham AFC, for $2.5 million and then used his studio to create a docuseries highlighting the team’s history and the process of resurrecting the team. As a result, the team gained a massive following, countless sponsorship deals, and increased ticket sales.
THE ESSENTIALS OF FASTVERTISING
Clearly, the key to succeeding at fastvertising is releasing content as quickly as possible. You need to be able to plan, produce, and release an on-topic commercial in less than three days. Any longer, and the trend loses its virality, and your ad loses its relevancy.
But before you move at lightning speed, you need to actually be in the know. Follow trending hashtags, videos, news headlines, and whatever other new sensation hits the cultural scene. Once you spot something that everyone is talking about, it’s time to get started. It seems like we can all learn a few things from Reynolds!