Podcast Summary: Marketing Operators
Episode: How We’re Iterating on Tentpole Campaigns & Structuring the Content Teams That Power Them
Release Date: August 5, 2025

Introduction and Weekly Updates

[00:00 - 02:33]
The episode kicks off with Connor and Cody discussing their current workloads and recent activities. Though Cody mentions being busy with a sweepstakes launch and onboarding a new VP of E-Commerce, the hosts set the stage for an in-depth conversation about their marketing strategies.

Cody: "I just feel like I had 180% of a work week so far. So that's where I'm at." [01:44]

Sweepstakes Campaigns: Strategies and Evolution

Launching a High-Stakes Sweepstakes
The primary focus of the episode revolves around the evolution of their sweepstakes campaigns. This year, they're elevating the stakes by offering a Lamborghini Huracan Stirrado alongside the existing high-value prizes.

Connor: "The sweepstakes were our top performing ads by a pretty solid margin." [00:02]

Cody: "We're giving away a Lamborghini Huracan Stirrado." [31:41]

Key Changes This Year:

1. Increased Prize Value: Transitioning from a gold-plated Tesla to a Lamborghini to attract a broader audience.

2. Multiple Winners: Introducing two winners instead of one to enhance excitement and participation.

   Cody: "Having two winners will make it more exciting." [31:49]

3. International Expansion: Extending the sweepstakes to Canada and the UK, thereby increasing their market reach.

   Cody: "We're making it international, so it'll be available in Canada and the UK." [35:34]

4. Strategic Content Integration: Leveraging high-profile partnerships and integrating sweepstakes into various content channels to maximize engagement.

Operational Insights:

Cody shares past experiences, highlighting the operational challenges of managing multiple prizes and the logistics involved in auctioning off unclaimed prizes.

Cody: "Last year... he [the winner] took the cash, so we had to auction off the Cybertruck." [34:26]

Structuring the Content Teams for Optimal Production

Building an Internal Content Production Function
Both hosts emphasize the importance of internalizing content production to enhance speed and volume. They discuss the benefits of having a dedicated studio and a specialized team to streamline content creation.

Connor: "I think the next big unlock for brands is building out their content production function internally." [21:42]

Cody: "Our performance creative manager... now more like full-fledged production of performance assets." [16:20]

Team Structure:

• Creative Director: Leads brand content and oversees high-level creative strategies.

• Performance Creative Manager: Focuses on performance-oriented content, including ad-specific production.

• External Contractors: Work closely with the internal team to maintain consistency and efficiency.

Cody: "We've got a similar structure here in Salt Lake. Creative director... part-time stylist... it's remote." [24:20]

Advantages:

• Consistency: Working with the same external teams fosters better collaboration and understanding.

• Flexibility: The internal team can quickly pivot and adapt to new content requirements without relying heavily on external agencies.

Leveraging AI and Tools for Enhanced Marketing

AI for Creative Strategy Optimization
The discussion shifts to the utilization of AI tools like Motion’s AI creative strategist, which analyze ad performance and provide actionable insights.

Cody: "Motion's AI agents... can analyze your creative using real data from your meta ad account." [05:16]

Connor: "It's saving our team tons of time... you can try these agents for free." [06:30]

Benefits:

• Efficiency: AI tools streamline the critique and improvement process for ad creatives.

• Actionable Insights: Provides next steps based on data-driven analysis, enhancing overall ad performance.

Prescient for Incrementality Testing
Both hosts advocate for incrementality testing using platforms like Prescient to allocate marketing budgets more effectively.

Connor: "House is built for marketers. The science under the hood is rigorous, but the platform itself is simple." [28:15]

Cody: "Prescient can actually tell you your base plus your halo. So it's been really helpful." [29:50]

Key Takeaways:

• Granular Insights: Understand the true impact of various marketing channels beyond traditional attribution.

• Strategic Budget Allocation: Make informed decisions on where to scale or cut back based on scientific data.

Optimizing Ad Campaigns and Engagement Metrics

Balancing Performance and Engagement
Connor and Cody delve into optimizing sweepstakes campaigns not just for direct conversions but also for engagement metrics like shares and comments, which can drive viral growth.

Connor: "A sweepstakes is a viral campaign... why would you only optimize for return on ad spend?" [53:42]

Cody: "Sometimes it's not about reaching net new people. It's about finding a new message or angle that gets someone to click." [51:22]

Strategies Discussed:

1. Dual Campaign Approach: Running both purchase-optimized and view-content-optimized campaigns to balance high-intent traffic with broader engagement.

2. Interactive CTAs: Encouraging actions like commenting to enter the sweepstakes, thereby increasing ad engagement and brand visibility.

   Cody: "We'll have an automation set up with Rich Panel where they'll get sent a link to actually sign up." [56:11]

3. Content Repurposing: Utilizing influencer-generated content across multiple channels to maximize reach and performance.

Sweepstakes Mechanics and Audience Engagement

Offering Choices to Enhance Participation
Cody and Connor discuss the mechanics of their sweepstakes, particularly the decision to offer multiple prize options to cater to diverse participant preferences.

Offering Cash vs. Experience:

• Pros of Cash: Broadens appeal by attracting participants who prefer monetary rewards, increasing overall participation.

• Pros of Experience: Captures compelling content for future marketing efforts, enhancing brand storytelling.

  Cody: "I would offer the cash, for sure. That's where I would land on that." [64:40]

Operational Management:

Managing prize distribution and ensuring that unclaimed prizes are effectively utilized to maintain campaign integrity.

Cody: "We always have to decide that. This year, we have two winners... we'll see." [34:21]

Future Plans and Continuous Improvement

Scaling Content Production
Both hosts express plans to further internalize and scale their content production capabilities, anticipating the need for dedicated studios and additional hires to support growing campaign demands.

Cody: "A year and a half from now, we've got a dedicated studio in LA just set up for video production." [22:38]

Connor: "We have a pretty senior level producer who plans the shoots... it's a well-oiled machine." [23:50]

Conclusion

The episode wraps up with a reflection on the importance of balancing operational efficiency, creative strategy, and audience engagement to drive successful marketing campaigns. Connor and Cody emphasize the value of internalizing content production, leveraging AI tools for optimization, and continuously iterating on campaign mechanics to meet evolving market demands.

Connor: "That's a wrap on episode 70... make sure to subscribe, like, comment, and share." [79:14]

Notable Quotes:

• Cody: "Our team is like super built out and it's basically like we have a single content team that lives under brand." [21:42]

• Connor: "If you can figure it out, you're way more efficient, you can get way more done." [21:42]

• Cody: "What I really want to be reporting on is just engagement metrics, share rates, comment rates." [51:22]

• Connor: "A sweepstakes is a viral campaign... why would you only optimize for return on ad spend?" [53:42]

This episode provides valuable insights into managing high-stakes marketing campaigns, structuring content teams for efficiency, and leveraging technology to optimize performance and engagement. Whether you're looking to refine your sweepstakes strategies or build a robust content production framework, Connor and Cody's experiences offer actionable takeaways for marketing operators aiming to scale and innovate.