Media Envy: A New Marketing Trend Taking Off in Seattle
In the bustling city of Seattle, marketers are buzzing with talk about a new phenomenon in the world of advertising known as media envy. This isn’t just a fleeting feeling; it’s a powerful driving force that can transform the way brands approach their marketing strategies! So, what is media envy, you might ask? By definition, media envy is that prick of jealousy that creeps up when you see a competitor’s incredible advertising campaign or innovative media placement. Yet, instead of letting it fester, many in the industry are embracing it as a catalyst for creativity and innovation.
Turning Jealousy into Inspiration
“I’ve certainly felt the pang of media envy when I see a fantastic campaign!” says Carly Zipp, global director of brand marketing at Amazon Ads. It’s a feeling that resonates with just about everyone in the marketing world. Zipp describes a form of media envy as a motivator, pushing people to be more creative and take risks. “It’s a healthy sense of envy that sparks our own drive for greater innovation and greater creativity,” she adds.
Similarly, Emily Maxey, SVP of marketing at FILA, believes that media envy encourages a culture of experimentation. “It’s all about storytelling and continuing to explore how we can innovate,” she explains. Whether it’s the medium, the partnerships, or the platforms used for marketing, media envy compels brands to think outside the box and reach their audience differently.
A Competitive Edge
Why does this matter? Well, in a competitive marketplace, the spirit of rivalry can breed productivity and higher quality products. Allison Ellsworth, co-founder of Poppi, highlights the excitement that comes from competition in building a category. “At the end of the day, we’re all kind of winning,” she states. This competitive edge motivates brands to consistently push the envelope and create campaigns that resonate with consumers.
How to Create Envy-Inducing Campaigns
So, how can brands go from feeling that media envy to creating campaigns that induce envy? According to Zipp, it all begins with a strong idea. “Once you have the creative idea, you can strategize how to scale it and how to reach the audience effectively,” she says. She points out Poppi’s national commercial, “The Future of Soda Is Now,” as a stellar example—it redefined soda in a positive light, making it appealing and fun.
Not only did Poppi create an eye-catching advertisement, but they also smartly paired it with Amazon’s Prime Day and utilized Amazon Live, which is a shoppable live streaming network. This strategic planning helped amplify reach and engagement, proving that a great idea combined with the right media can indeed make waves.
Staying Relevant and Contemporary
As brands grow, staying culturally relevant becomes paramount. In Zipp’s eyes, FILA’s “Bellissimo” campaign exemplifies how even an established brand can adapt by targeting modern-day audiences. The stylish commercial set in a picturesque country club shines a light on FILA’s mission to attract both newer generations and existing customers. Maxey emphasizes that the ability to connect with various demographics has been crucial, noting that working with Amazon’s data allows for a more precise and effective outreach.
The Rise of Streaming Ads
As viewing habits change, the rise of streaming TV has created fresh opportunities for brands to connect with consumers. Zipp praises this transformation, noting how brands can now reach audiences through interactive ads that engage and drive action. “Amazon Ads enables businesses to create envy-inducing campaigns across various channels effectively,” she adds.
Conclusion: The Silver Lining of Media Envy
In the end, media envy isn’t merely a negative feeling of jealousy; it’s a unique form of respect that can propel brands to new heights. At its core, it ignites a desire to innovate, keeping brands agile and ready to take on challenges in the marketplace. As more marketers in Seattle and beyond harness this powerful emotion, we can expect to witness countless creative campaigns that not only stand out but also resonate with consumers on a deeper level. Who knows, maybe the next wave of envy-inducing advertisements is just around the corner!
