So while this episode is somewhat inspired by Nathan Apodaca, Ocean Spray and TikTok there is much more we want to dig into.

The cartoon that Ryan shared can be found at Marketoonist about a blank billboard.

With more than 60 million views and counting, this homemade video was more effective — by far — than any advertisement Ocean Spray and its agencies have created in the 90-year brand history.

The TikTok video propelled beverage sales and almost doubled the value of the Ocean Spray stock price. For good measure, “Dreams” reached No. 1 on iTunes and returned to the Billboard charts for the first time since 1977.

Case study: The most human commercial wins

You can’t predict Viral

In our episode Taking Social Media Offline we talked about a number of human marketing examples. There was an Arby’s example and a local florist all doing “something” that happen to be marketing and very human.

If you haven’t listened, also go check out UnMarketing Your Marketing With Alison Stratten that we did long ago where we talk about brand stories and brand lessons.

Business of Digital Instagram

As we try and eat our own dog food – Dave talks about what we are trying to do around our own Instagram and Social feeds to make them more “human”.

If you don’t already follow our Instagram – do it now please!

Don’t Over Think It

If you have ever been on a plane and looked at one of those in-flight magazines (well, not in 2020) and seen the Best Doctors in the US! Or Best Steak Houses in the US! Those are all some variations of native ads/organic ads/pay to play.

Yelp, Google, directories, Service Sites (Thumbtack, Angieslist, etc.) all are mixes of organic, AI and pay to play.

How can we post on social (Twitter, Instagram, etc.) in a more human way? Ask yourself this daily and hopefully you will keep finding more ways to be more real and more human too.

Full Transcript

Matt Siltala: [00:00:00 ] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, thanks for joining us on another business of digital episode. Uh, we got Dave, how’s it going, bud?

Dave Rohrer: [00:00:16 ] It is going,

Matt Siltala: [00:00:17 ] so this one’s a fun one. I’m glad that, uh, um, I’m glad that we’re going to jump into this one.

And for everyone that we have on pins and needles as to what we’re going to be talking about, actually, you know, you already read the title, but. We are going to be talking about how human is your marketing and this one’s sparked from the cranberry guy. So what we’re calling them, the cranberry guy, or is that what he’s being called?

Dave Rohrer: [00:00:40 ] That’s yeah. That’s what most people call them.

Matt Siltala: [00:00:43 ] But, uh, yeah. Why don’t you,

Dave Rohrer: [00:00:44 ] mr. Mr. Nathan is his name.

Matt Siltala: [00:00:47 ] Oh, is it Nathan

Dave Rohrer: [00:00:47 ] Nathan pocket podcast, paprika.

Matt Siltala: [00:00:51 ] I mean, he, ain’t doing so bad. He’s getting money for commercials now and free trucks and cranberry, you know, for life. Yeah. [00:01:00 ] Yeah. Great, great. A great idea, but why don’t you kick us off by, you know, sharing with us, uh, the direction that you wanted to go with this.

Dave Rohrer: [00:01:08 ] I think in you’ll you can you’ll talk to the viral, viral Allity portion of what we’re going to talk about, but mr. Ryan Jones, just so funny that just the other day he shared, um, w Tom Frisch burns Mark. Mark.  I can almost speak today. A Marketoonist a Marketoonist. Little cartoon and all linked to it because I’m not going to post his stuff on my site.

I will link to it. But, um, for anyone that’s ever worked in advertising, it’s a completely white billboard. And at the top and black, black with white font, it says advertisement. And then there’s two people looking at it and it says, this was our compromise with

Matt Siltala: [00:01:50 ] legal. Oh, man. That’s so true.

Dave Rohrer: [00:01:53 ] It is sometimes, but I’ve seen infographics and you you’ve seen, God knows how bad, [00:02:00 ] but there was an interesting article on business grow that got my attention and thinking about this.

And that’s what kind of spurred this topic, but it’s talking about the most human commercial and it’s the Tik TOK video about ocean spray, 60 million views and counting. And that’s just on. Like that one who knows how many people have ripped it and reshared it, and put it on their own Instagram, on their own Facebook and YouTube.

And you know, how many compilations are already with it? But, um, by far, um, the article talks about, you know, this homemade videos, the most effective by far, far more effective than any other advertisement ocean spray and its agencies have created 90 years,

Matt Siltala: [00:02:42 ] dude. And that’s something ocean spray would have never been able to just come up with

Dave Rohrer: [00:02:46 ] or they wouldn’t have gotten approved.

Matt Siltala: [00:02:48 ] Yeah. And

Dave Rohrer: [00:02:49 ] the article even goes like that and that the other, you know, the little image that we were just talking about is exactly why, cause you would take it to, you know, depending on their size of your company, you’d take it to HR and say, [00:03:00 ] will this get us in trouble? No. Okay. Then you take it to legal.

Can we do this? No, because whatever reason. Um, but then this

Matt Siltala: [00:03:08 ] video, people love skateboards killing themselves.

Dave Rohrer: [00:03:11 ] We don’t want, we don’t want to skateboarding. How has a high, you know, injury rate

Matt Siltala: [00:03:17 ] watched some of the recreation that he

Dave Rohrer: [00:03:19 ] has. I’m sure there’s a lot

Matt Siltala: [00:03:21 ] of funny accidents happening from

Dave Rohrer: [00:03:22 ] it. All right.

Well, I’m sure someone’s already created a compilation of just those.

Matt Siltala: [00:03:26 ] Yeah. I’ve seen them.

Dave Rohrer: [00:03:29 ] Oh, you’ve seen them already. Yes. That didn’t take long, but according to, according to this and you know, depending on the day and well stock market didn’t do well the other

Matt Siltala: [00:03:38 ] day.

Dave Rohrer: [00:03:40 ] Yeah, I know. Um, but according to this, at the time, the beverage sales almost doubled and the value of ocean spray stock, and you were, you even said it and you know, this.

But dreams reached number one in iTunes and returned to the billboard charts for the first time, since [00:04:00 ] 1977. So a 43 year old plus song that was used by them for just, you know, what was it? 15 seconds because of that went viral. There’s no way

Matt Siltala: [00:04:14 ] you want to hear something crazy with that too.

Dave Rohrer: [00:04:16 ] Yeah.

Matt Siltala: [00:04:17 ] Okay. My,

Dave Rohrer: [00:04:19 ] my

Matt Siltala: [00:04:19 ] 20 year old daughter.

Um, went to a, uh, one of those used a record book, media type stores, and she went and found that that album from Fleetwood Mac and, uh, bought it. And so talk about like, it’s just crazy, like full circle, 1977, that thing happens. It gets all popular. She finds it on vinyl. Luckily she fed it on vinyl. Uh, she found it for pretty cheap too, for what vinyl’s going for these days.

And, uh, she owns it now and we listened to that all the time. And that was simply because of, [00:05:00 ] of that video. So very interesting to me.

Dave Rohrer: [00:05:04 ] Well, and I don’t want to make this all about tick talk, but, um, and I’ll have to find the article that I read before as we start going down this bit of a rabbit hole and we’ll try to get out of it, but one of the biggest.

Pickers of hits now is actually tick-tock.

Matt Siltala: [00:05:22 ] I can see that though.

Dave Rohrer: [00:05:24 ] And it used to be Instagram and YouTube if everyone was imitating it and stuff. Um, and there’s been other ones too, but it’s not, it’s not the re record. Exactly. It’s not the person picking the music for, you know, your local top 40 or rock station or rap station or country station.

It is the users of tick TOK that find a song that is either known or not known, and then they blow

Matt Siltala: [00:05:48 ] it out. Awesome.

Dave Rohrer: [00:05:50 ] And then they just take it and everyone uses