The Digital Marketing Podcast

Episode Title: What Makes An Effective Video Advertising Campaign?
Hosts: Ciaran Rogers (UK) & guest Kieran (Kyron) Rogers (USA)
Date: December 12, 2017
Podcast Description: A global, advert-free podcast sharing interviews, news, and actionable strategies for digital marketers to gain an edge.

Episode Overview

This lively episode tackles the core question: What truly makes an effective video advertising campaign? With a fresh dynamic—two guests named Kieran/Ciaran—the show delivers a deep dive into advertising creativity, strategy, and case studies from around the world. Drawing on Kieran (Kyron) Rogers’ extensive agency experience, the hosts explore why some iconic campaigns succeed and why others miss the mark, focusing on insights, emotion, timing, and audience engagement as key ingredients.

Key Discussion Points & Insights

1. Introducing Guest Kieran (Kyron) Rogers

• Kyron describes his unusual experience sharing a name and digital persona with host Ciaran, complete with misdirected emails and podcast confusion.
• Kyron's background spans major agency work, beginning with the global MasterCard “Priceless” campaign, moving through award-winning agencies, to senior roles specializing in creative strategy, especially in financial services.
• “I had a really amazing time seeing how a great campaign works...making sure they're really grounded in great insights.” (03:07–04:47)

2. Lessons from Iconic and Not-So-Iconic Campaigns

A. When Great Ideas Fall Short: Dove ‘Real Beauty’ and Volkswagen Love Bug

• Dove Real Beauty Bottles: The intent was inclusivity (different bottle shapes for different body types), but the execution was “cringe” and ultimately alienated audiences.
  • “It was unfortunately met by the media and also consumers in a way that was not viewed as particularly flattering or open minded.” — Kyron (06:50–07:24)
  • “It's almost cartoon like in its exaggeration… even if you were kind of that shape, this was—it’s almost cartoon like…” — Ciaran (07:24–07:47)
• Volkswagen Love Bug Ad: Clever in its storytelling (cars reflecting the growing family), but seen as off-brand and “distasteful,” missing the right emotional tone.
  • “It's very well shot and it's very well art directed… But the juxtaposition was just really, really something very much not on brand.” — Kyron (09:44–10:21)

B. Great Creative That Works: John Lewis Christmas Adverts

• Annual UK campaigns, like “Monty the Penguin,” “Buster the Dog,” and “Moz the Monster,” are highlighted for their emotional resonance and commercial effectiveness.
  • “These were just tugged at the heartstrings in all the great ways that an ad can.” — Kyron (11:17–12:13)
  • “By owning this Christmas moment… anticipation, earned media, tying that to an economic occasion… perfect equation to putting great work and making sure it's great work that works.” — Kyron (12:13–13:13)
• Keys: Owned cultural moment, emotional storytelling, high-quality production, and direct commercial impact.

C. Advertising for Social Change: Ariel (India)

• Ariel's “Share the Load” campaign in India—using a father's letter to his overworked daughter—delivers an emotional, cross-generational message about shared chores.
  • “…drives back to a usage occasion and it puts you in a place where you know where the brand stands, you know how it's used… if it's not driving commerce, we're not doing our jobs.” — Kyron (16:20–16:57)

D. Character-Driven Success: Dos Equis ‘The Most Interesting Man in the World’

• Dos Equis, a minor player in the US, became iconic through a hyperbolic, charismatic spokesperson who “doesn’t always drink beer, but when he does, it’s Dos Equis.”
  • “It was a character who has lived this unbelievable life… played out to hyperbole like none other. But the important part is the way the story is told and shown.” — Kyron (17:21–19:55)
  • “He carries a donor card and his beard is listed as one of his donatable organs.” — Ciaran (19:55–20:44)

E. PR Masterclass: Burger King’s McWhopper

• Burger King challenged McDonald’s via a full-page ad to create a co-branded burger for charity—a campaign that relied entirely on press and social engagement.
  • “It was sacrilege in the world of burger communication.” — Kyron (20:44–21:35)
  • “The clever fact that it was going to be raising money for a good cause as well, which is just brilliant…” — Ciaran (21:35–23:03)
  • “Consumers will give you credit for using media in a very clever way.” — Kyron (23:47–24:30)

F. Digital Utility: Cheap Flights’ ‘Easy Button’ Banner Ads

• Innovative banners that let users drag event details directly into a flight search, removing friction and aligning brand with convenience.
  • “What Cheap Flights did is removed all of those barriers and allows you just drag and drop whatever was on the page… in two seconds.” — Kyron (25:59–27:11)
  • “If the banner ad would do something really useful and save you time… that’s where it’s at.” — Ciaran (27:11–28:04)

G. Data-Driven Timing: Narellen Pools (Australia)

• Targeted pool ads only on hot days, using weather data—demonstrating that smart timing and context can drive transformation, even if the creative is basic.
  • “People are more likely to engage and think about a pool on a really, really hot day… They were able to sync up ad spend with the National Weather Service… It was transformative for the business.” — Kyron (29:10–30:53)

3. Formula for Effective Campaigns

(Main summary and practical checklist for marketers)
Kyron distills the discussion into a four-point “recipe”:

1. Deep Customer Insight

   • Truly understand why and how people use your product.
   • Ground everything in relevant, real-world insights.
   • “…make sure that's living in reality, that you're not talking to yourself, because once that is off kilter, then you're going to end up in Dove Bottle land…” (31:09–31:45)

2. Emotional Storytelling

   • Inject genuine emotion, whether it’s heartwarming, humorous, or exciting, aligned with your brand.

3. Right Place, Right Time

   • Use data and contextual signals to serve your message when the audience is most receptive.

4. Capture Imagination & Encourage Participation

   • Inspire audiences and give them a role in the story (e.g., the McWhopper challenge).

• “Capture the imagination of your audience and give them an opening…” — Kyron (32:11–33:23)

Ciaran’s Flavorful Analogy:

• “I suppose it's like a great spice, right? You don't necessarily use every spice in a recipe… having the right spices at hand… can really, really help.” (33:23–33:51)

Notable Quotes & Memorable Moments

• On Creative Campaigns:

  • “We can go out and… make the most beautiful, amazing ads of all time, but if it's not driving commerce, we're not doing our jobs.” — Kyron (16:57)

• On the Elasticity of a Good Idea:

  • “You need elasticity to an idea. The most interesting man was very much that.” — Kyron (17:21)

• On Banner Ads:

  • “I'm also actually, admittedly, a huge fan of banner ads. I think that they're everywhere. Why not make them useful? Why not make them beautiful and fun?” — Kyron (27:11)

• On Data-Driven Timing:

  • “If you have a unique purchase occasion… try to find a signal there and… do a small test… It can often be really powerful and really transformative.” — Kyron (30:53)

Timestamps for Key Segments

• [03:07–04:47] Kyron’s career in advertising and fundamentals learned from MasterCard’s “Priceless”
• [05:21–08:12] Dove ‘Real Beauty’—from brilliance to misstep
• [08:12–10:21] Volkswagen Love Bug advert—creative risks gone awry
• [11:17–13:13] John Lewis Christmas adverts—formula for emotional resonance
• [14:41–16:57] Ariel ‘Share the Load’—using emotion for social change and brand alignment
• [17:21–20:44] Dos Equis’ Most Interesting Man—building iconic brand personas
• [20:44–25:22] Burger King’s McWhopper—PR stunts and earned media
• [25:59–28:51] Cheap Flights—technology as creativity and the ‘easy button’ concept
• [29:10–30:53] Narellen Pools—data, timing, and smart ad spend
• [31:09–33:23] Kyron’s four-point checklist for effective video campaigns

Closing & Further Resources

• To connect with Kyron Rogers:

  • LinkedIn: Kyron G. Rogers
  • Company: Stratify (FinTech, San Francisco)
  • Twitter: @grnyc

• Episode show notes and referenced campaign videos:

  • Available at targetinternet.com podcast page

Takeaway

This episode delivers a practical, vivid guide to developing video advertising that resonates. The secrets? Ground your work in true audience insight, spark real feelings, deliver your message at just the right moment, and—above all—invite your audience to participate and care. Like a well-spiced dish, effective campaigns balance creativity and commercial sense for lasting impact.