The Agile Brand with Greg Kihlström® - Episode 638: "What's the ROI on those Big Game Ads?" Featuring Nataly Kelly, CMO at Zappi

Release Date: February 14, 2025

Introduction

In Episode 638 of The Agile Brand with Greg Kihlström®, host Greg Kihlström delves into the intricate world of Super Bowl advertising ROI alongside Nataly Kelly, Chief Marketing Officer at Zappi. The discussion revolves around Zappi's annual Super Bowl Ad Success Report, unveiled shortly after the game, providing a comprehensive analysis of high-profile ads' performance, the strategies behind them, and the evolving landscape of Super Bowl marketing.

Guest Background

Nataly Kelly brings a wealth of experience to the conversation as Zappi's CMO. She oversees an agile market research platform that collaborates with over 350 global brands, including giants like PepsiCo, McDonald's, and Heineken. Under her leadership, Zappi has grown to 300 employees across 13 countries, surpassing $100 million in Annual Recurring Revenue (ARR) in 2025 and securing a substantial $200 million growth capital round in 2022.

Nataly Kelly [03:23]: "We are a tech company, agile market research platform enabling connected insights for our customers."

Methodology: The 3R Framework

Zappi employs a robust methodology to assess Super Bowl ads, encapsulated in the 3R Framework: Reach, Resonance, and Response.

1. Reach: Evaluates how well ads stand out and drive brand recall.
2. Resonance: Measures the emotional response elicited by the ad.
3. Response: Assesses the ad's ability to encourage actions or purchase uplift.

Zappi surveys 20,000 consumers across more than 65 ads, ensuring that feedback is both extensive and targeted to relevant buyer segments.

Nataly Kelly [08:26]: "We look at Reach, Resonance, and Response based on pre and post exposure questions asking about likelihood to consider the brand or purchase the product."

Pre-Game Analysis: Top Performers

Before the game, Zappi identified standout ads through pre-release testing. Notably:

• Budweiser's "First Delivery": Featuring a baby Clydesdale striving to prove its worth, this heartwarming ad achieved the highest sales impact score of 100.

  Nataly Kelly [09:34]: "It scored a sales impact score of 100, which is the highest that you can get."

• Nerds' "Unleash Your Senses": Showcasing the beauty of New Orleans with a fun narrative, this ad excelled in emotional engagement and love metrics.

  Nataly Kelly [12:00]: "It really did well on distinctiveness and the other measures. But I think the emotional part was really what struck me from that ad."

Post-Game Analysis: Winners and Surprises

After the event, Zappi's report highlighted several winners and unexpected high performers:

• Dove's Empowerment Narrative: The ad featuring a young girl empowered to embrace her future resonated deeply, balancing expected brand messaging with fresh storytelling elements.

• Hims and Hers' Controversial Success: Despite mixed public opinions, this ad performed exceptionally well within its target demographic, demonstrating the importance of aligning with the right audience.

  Nataly Kelly [13:25]: "It scored high on sales impact, distinctiveness, unaided brand recall, emotion, and laughter."

Conversely, some ads underperformed despite high expectations:

• Nike's Flag 50 Ad: Intended to promote female participation in flag football, it excelled with women but failed to resonate with men, highlighting the challenges of targeting multiple demographics simultaneously.

  Nataly Kelly [16:00]: "The Nike ad [...] didn't resolve that emotion completely to where the viewer kind of left with a positive feeling."

• Squarespace's Laptop Throwing Ad: Confusing visuals led to low performance, emphasizing the critical need for clear messaging even in high-budget campaigns.

Return on Investment: Is the Super Bowl Ad Spend Justified?

The conversation shifts to the hefty investments required for Super Bowl ads, typically around $8 million per spot. Nataly argues that despite the costs, the ROI remains favorable due to the unparalleled reach and brand visibility the event offers.

Nataly Kelly [20:46]: "It's still very worth it. And you do see the ROI."

She emphasizes that the key to maximizing ROI lies in meticulous planning, targeted execution, and continuous consumer feedback integration.

Evolving Trends in Super Bowl Advertising

Looking ahead, Nataly identifies several meta-trends shaping the future of Super Bowl ads:

1. Enhanced Brand Tie-Ins: Ads are becoming more seamlessly integrated with brand values and product offerings, ensuring higher brand recall and relevance.

   Nataly Kelly [22:49]: "We're starting to see better tie-ins to the brand and the product."

2. Emotional Resonance and Authenticity: Younger audiences, particularly Gen Z and millennials, demand that brands authentically embody their values, leading to more emotionally charged and meaningful narratives.

3. Agile Marketing Practices: Leveraging data and consumer feedback allows brands to iterate rapidly, ensuring that ads remain relevant and impactful.

4. Diverse and Inclusive Storytelling: Reflecting a broader range of experiences and identities to connect with a more diverse audience base.

Staying Agile: Strategies for Success

Nataly underscores the importance of agility in marketing roles, advocating for continuous consumer engagement and feedback loops.

Nataly Kelly [25:19]: "My number one thing to stay agile is to talk to my customers... Getting feedback and iterating and incorporating their feedback."

By maintaining open channels of communication with consumers, marketers can adapt swiftly to changing preferences and market dynamics, ensuring sustained brand relevance and growth.

Conclusion

Episode 638 of The Agile Brand with Greg Kihlström® offers a deep dive into the complexities of Super Bowl advertising ROI. Through Nataly Kelly's insights, listeners gain a nuanced understanding of the strategic approaches, successes, and challenges inherent in crafting and evaluating high-stakes marketing campaigns. As Super Bowl ads continue to evolve, the importance of data-driven strategies, emotional resonance, and agile marketing practices remains paramount for brands aiming to achieve meaningful and measurable impact.

Learn More:

• Access Nataly Kelly and Zappi's insights through the Super Bowl Ad Success Report.
• Subscribe to The Agile Brand for more expert discussions on marketing technology, AI, and omnichannel customer experiences.

Produced by Missing Link, a Latina-owned production company focused on creating intelligent and engaging content.