This year's Super Bowl commercials proved, without a doubt, what Employer Brand professionals have been saying for a while.
Having a celebrity endorsement or spending tons of money won't guarantee success, especially if the message doesn't fit. (Squarespace, I'm talking about you...)
First place, no doubt - Uber Eats won the game with the next-level move of building its own commercial. No, they didn’t ditch the traditional Super Bowl commercial, just made it personalized so anyone can build their own by going to the Uber Eats app.
How can you EB it? Start by defining your goal. Uber’s marketing move is incredible because it sends the audience to the app, generates more traffic, and, in turn, more revenue.
Second place is definitely Dunkin' Donuts, reminding us that you don't have to talk about your product to be relevant.
From Nostalgia Marketing to using the best talent out there for the job - the Dunkin ad was spot on, and a celebration of Boston.
How can you EB it? Talk less about you, and more about what your audience cares about.
Third place goes to Poppi, and not because of the commercial, but because of an amazing holistic campaign with an EB campaign for reference. Genius move.
Poppi took their commercial theme and turned it into their LI campaign, changing all employee titles in the process.
How can you EB it? This one is easy - every big campaign or company milestone should also be connected to Employer Brand initiatives. Proud employees share more content, so why not use the platform?
Yes, the Lays commercial made me tear up.
And yes, Pringles might have Sabrina Carpenter, but Lays had something stronger - the people behind the brand.
Oh, and emotional marketing.
How can you EB it? Employer brand is all about the people. Share their stories; it matters most.
Pepsi stole Coca-Cola's mascot, but the bigger news here is that sometimes, good marketing starts with owning what people are saying about you. And as usual, Trolling works.
How can you EB it? No, don’t use your competitors’ logo or presenter, but definitely consider using the things people say about you in comparison to the industry, to amplify your message.
A month ago, Mr. Beats tweeted he's looking for a company that wants to make the Super Bowl commercial idea.
Marc Benioff (Salesforce’s CEO) was the first to respond. Coincidence? A planned marketing play? Probably the latter.
The best part? (besides the million-dollar prize for whoever solves the challenge) Salesforce created a customer journey, seamlessly transitioning from offline to online.
You don't have to search or go to Google; All you need to do is scan the QR code. Not a surprising move from those who invented customer journeys.
How can you EB it? It’s a great reminder that every offline activity can have an online aspect, and vice versa.
As always, Dove used their platform to inspire and show us that it’s always better to show us who you are instead of telling us (Employer Brand 101).
How can you EB it? Instead of telling candidates how you have cutting-edge technology or a great culture, just show them.
