Marketing Beyond with Alan B. Hart
Episode 7: How GIFs Deliver Branding Magic: Insights from Kevin Hein, CGO at GIPHY
Release Date: April 16, 2025

Introduction

In Episode 7 of Marketing Beyond, host Alan B. Hart engages in a compelling discussion with Kevin Hein, the Chief Growth Officer at GIPHY. This episode delves deep into the transformative role of GIFs in modern marketing, exploring how GIPHY has become an indispensable tool for brands aiming to influence culture and drive business results. Kevin shares his unique journey from car detailing to leading growth at one of the most recognizable platforms for animated content, offering valuable insights into the intersection of creativity, technology, and strategic marketing.

Kevin Hein's Journey: From Car Detailing to GIPHY

Kevin Hein's story is both unconventional and inspiring. Beginning his entrepreneurial journey in high school, Kevin ran a car detailing business that not only fueled his passion but also supported his early ventures. He explains:

Kevin Hein [02:28]: "It’s soothing, it’s therapeutic. And I understand that 99.9% of the people are saying that is the last thing I would ever want to do."

This dedication to car detailing wasn't just a hobby; it instilled in Kevin a disciplined, methodical approach to problem-solving. He draws parallels between the meticulous nature of detailing cars and strategic business decisions:

Kevin Hein [02:46]: "Those are some of my calmest moments where I think about the biggest decisions I need to make for the business, especially the ones that don't have a clear forecast to them, what you can't control."

After honing his skills in strategic selling at Ziff Davis and becoming the youngest outside salesperson to travel the East Coast, Kevin transitioned to GIPHY six months prior to the podcast recording. His ability to apply lessons from his early entrepreneurial efforts to his role at GIPHY underscores the importance of foundational skills in driving business growth.

GIPHY’s Pervasive Influence in Marketing

GIPHY has evolved into a ubiquitous presence, reaching over a quarter of the world's population daily. Kevin emphasizes the platform's integral role in both personal and corporate communications:

Kevin Hein [06:11]: "Giphy is by far the default search engine for any type of meme GIF sticker. But it's so ingrained in our behaviors."

Alan Hart adds to this perspective, highlighting GIPHY's seamless integration into everyday interactions:

Alan Hart [08:33]: "Giphy's everywhere; it feels like you've done an amazing job getting Giphy in the right places for those moments where I need to ratchet up the emotion in the team meeting or I need to try to be the cool guy to my daughter or try to communicate something that I can't really communicate in words to my wife."

GIPHY serves as a bridge between brands and consumers, offering a non-intrusive way to amplify messaging and emotional connections. This dual functionality makes it a powerful asset in any marketer's toolkit.

The Magic of GIFs in Branding

At the heart of Kevin and Alan's conversation lies the "magic" of GIFs—a term that encapsulates their ability to convey emotions succinctly and effectively. Kevin elaborates on this magic, noting how GIFs transform mundane interactions into emotionally charged exchanges:

Kevin Hein [10:46]: "The magic comes in different forms... it's an extension of our emotions and it's always a positive emotion."

This emotional resonance is particularly valuable for brands seeking to create memorable and impactful campaigns. Unlike traditional advertisements that can often feel intrusive, GIPHY's integration ensures that brand messages are additive and seamlessly woven into the fabric of daily conversations.

Alan concurs, reflecting on his personal experiences with GIPHY:

Alan Hart [18:21]: "It's just that little extra for the chance for explosion of virality... it seems like a very efficient play."

The ability to instantly communicate complex sentiments or enhance messages with a well-chosen GIF provides brands with a unique avenue to engage audiences on a deeper level.

Case Studies: Cerave’s Super Bowl Campaign and Mug Root Beer’s Sales Lift

One of the standout moments in the podcast is Kevin’s discussion of specific case studies where GIPHY’s capabilities translated into tangible business results.

Cerave’s Super Bowl Campaign

Cerave, a skincare brand, leveraged GIPHY to extend the lifespan and impact of their Super Bowl advertisement. Instead of limiting their presence to a single 30-second spot, they collaborated with GIPHY to create customized GIFs:

Kevin Hein [14:23]: "We did what we call cut down so we could take the 30-second spot and then make it into a three-second GIF... It extended their campaign with time and impact."

This strategy ensured that the campaign remained relevant and visible long after the initial airing, maintaining consumer engagement and driving sustained interest.

Mug Root Beer’s Sales Lift

Perhaps the most compelling example shared by Kevin is the Mug Root Beer campaign. This initiative involved creating 60 unique GIFs featuring a distinctive character—a 6'5" individual sporting a dog mask. The content ranged from playful antics like pouring root beer over bacon to more whimsical scenes like flying on a rocket ship.

Kevin Hein [19:34]: "After about three weeks, our data scientist comes and say, 'Hey, we got some data.'... we're seeing over a 4% lift."

This campaign not only enhanced brand visibility but also drove a significant 4% increase in sales, demonstrating the potent combination of creative content and strategic distribution. The success of Mug Root Beer underscores the efficacy of integrating GIFs into broader marketing strategies, providing brands with a measurable ROI.

Emphasizing Creativity and Experimentation

A recurring theme in the conversation is the critical need for creativity and a willingness to experiment within marketing strategies. Kevin advocates for a "test and learn" approach, encouraging brands to push the boundaries of conventional advertising:

Kevin Hein [25:05]: "The experimentation and the test and learn and the iterations should be borderline fun."

He observes that many brands remain hesitant to deviate from tried-and-true methods, often due to a lack of understanding or fear of uncertain outcomes. By embracing experimentation, marketers can unlock new opportunities for engagement and growth, leveraging platforms like GIPHY to test innovative ideas without the intrusive nature of traditional ads.

Alan adds that this mindset is essential for keeping campaigns fresh and relevant:

Alan Hart [34:28]: "The level of science that goes into the creation process... was just amazing."

Both speakers agree that fostering a culture of creativity and continuous experimentation is paramount for brands seeking to stay ahead in an ever-evolving digital landscape.

Trends and Subcultures: The Rise of Influencers and Independent Creators

Kevin highlights the significant impact of platforms like TikTok and the rise of influencers and independent creators in shaping modern marketing dynamics:

Kevin Hein [33:33]: "The influencers, creators, the people on the edge... are really pushing the technology, really driving business."

He points out that these creators are not just content producers but are becoming sophisticated business operators, utilizing platforms like TikTok to offer innovative solutions across various verticals. This trend signifies a shift towards a more decentralized and creator-driven marketing ecosystem, where brands can collaborate with individuals who possess deep insights into their respective niches.

Alan echoes this sentiment, recounting his encounter with a magician and content creator whose strategic approach to content optimization left a lasting impression:

Alan Hart [34:28]: "The process that he would go through to optimize content was just... blown away."

This intersection of creativity and strategic optimization represents the future of marketing, where data-driven insights and authentic content creation go hand in hand to drive meaningful engagement.

Advice and Personal Reflections

Towards the end of the podcast, Kevin shares personal reflections and advice, offering a glimpse into his philosophy on growth and resilience. He emphasizes the importance of viewing challenges as transient chapters rather than defining moments:

Kevin Hein [26:54]: "It's just a chapter in the book."

This perspective helps in maintaining a balanced outlook, especially in rapidly changing environments. Kevin also underscores the value of being open-minded and avoiding snap judgments, fostering deeper and more authentic connections with others.

Furthermore, he advises marketers to embrace lifelong learning and adaptability, particularly in relation to emerging technologies like AI:

Kevin Hein [30:11]: "I believe people need to experiment more. Just start with a model of your choice... It doesn’t have to be this deeply scientific thing."

By advocating for continuous experimentation and embracing new tools, Kevin encourages marketers to stay agile and innovative, ensuring they remain relevant in a dynamic market landscape.

Conclusion: Opportunities for Modern Marketers

In wrapping up the conversation, Kevin and Alan reflect on the evolving role of marketers. Kevin identifies the largest opportunity for marketers as the harmonious blend of creativity and a test-and-learn approach:

Kevin Hein [43:57]: "The opportunity is thoughtful, creative... creative plus test and learn."

He argues that this combination allows brands to not only maintain but actively enhance their market presence through innovative and data-driven strategies. Alan concurs, highlighting the necessity for marketers to not only sustain growth but also to reinvent and pivot creatively to meet changing consumer demands.

This episode of Marketing Beyond offers a rich exploration of how GIFs, as facilitated by platforms like GIPHY, are revolutionizing branding and marketing strategies. Through insightful dialogue and compelling case studies, Kevin Hein provides a roadmap for marketers seeking to harness the full potential of animated content in driving engagement and business growth.

Notable Quotes:

• Kevin Hein [02:28]: "It’s soothing, it’s therapeutic. And I understand that 99.9% of the people are saying that is the last thing I would ever want to do."
• Kevin Hein [06:11]: "Giphy is by far the default search engine for any type of meme GIF sticker. But it's so ingrained in our behaviors."
• Alan Hart [08:33]: "Giphy's everywhere; it feels like you've done an amazing job getting Giphy in the right places for those moments where I need to ratchet up the emotion in the team meeting..."
• Kevin Hein [10:46]: "The magic comes in different forms... it's an extension of our emotions and it's always a positive emotion."
• Kevin Hein [14:23]: "We did what we call cut down so we could take the 30-second spot and then make it into a three-second GIF... It extended their campaign with time and impact."
• Kevin Hein [25:05]: "The experimentation and the test and learn and the iterations should be borderline fun."
• Kevin Hein [43:57]: "The opportunity is thoughtful, creative... creative plus test and learn."

This episode underscores the vital role of creativity, strategic experimentation, and the seamless integration of digital tools like GIPHY in crafting impactful marketing strategies that resonate with contemporary audiences.