How to make ads that get 350 million in earned media impressions?

How to make ads that get 350 million in earned media impressions?

Here's a trick from the man responsible for the legendary "Say it with bacon" campaign.

Tom Bick was an ad lead who worked with brands like Miller Lite, Dunkin Donuts, Oscar MayerAnd he made viral (sometimes controversial) campaigns for all of them.

One of his biggest wins was the "Say it with bacon" campaign.

It got 350 million earned media impressions.

Of course, they worked together with a creative agency.

But he had to make sure they get to the best, most contagious idea.

So he used a little cheeky trick.

The F*** me test

Here's what it means.

"We literally used what I fondly called the F-me test.Is it bold, will it possibly ruffle feathers internally, will consumers say, ‘I can’t believe they did that?”

Amazing, F-me type creative is still an underutilized opportunity today.

Most companies aren't brave enough to go that route.

Yet according to research the best way to build mental availability & drive awareness is through distinctive creative that stands out & is remembered.

Creativity is like a growth lever.

It can make small budgets work. It can compensate for poor media buying.(From research paper "To ESOV and Beyond")

But the question is, do you have the guts to use it?

And do all sorts of wonders