Content Marketing Lessons from Red Bull, FORD and Garyvee's book Crush it!

Summary

In this video, the host explores key insights from Gary Vaynerchuk's 'Crush It' through three case studies. The Ford Fiesta campaign demonstrates the shift from traditional to social media marketing, achieving unprecedented success with influencer engagement. Red Bull's Stratos Project illustrates the power of content and social media in driving sales and brand visibility. Lastly, a personal story shows how social media can monetize crafts, emphasizing the importance of adding value to others' lives for effective word-of-mouth marketing.

Takeaways

• 📚 The book 'Crush It' by Gary Vaynerchuk offers valuable insights on leveraging social media for business growth.
• 🚗 The Ford Fiesta campaign in 2011 demonstrated the power of social media influencers in marketing, resulting in a significant increase in visibility and sales.
• 🔍 Marketing has evolved from traditional media to a more interactive and measurable approach through social media platforms.
• 📈 Social media provides businesses with the ability to track and analyze the effectiveness of their marketing campaigns in detail.
• 💡 Content marketing and storytelling are key strategies for businesses to create valuable content and engage with their audience.
• 🔥 Red Bull's Stratos Project is an example of a high-risk, high-reward marketing strategy that generated immense publicity and sales growth.
• 🚀 The power of content and social media, when combined, can significantly amplify a brand's reach and impact.
• 🎨 Individuals can monetize their craft by finding creative ways to integrate their products into social media, as illustrated by the story of Rohan and his portrait mugs.
• 💌 Personalized and meaningful gifts can be a powerful marketing tool, as they often lead to organic social media promotion by recipients.
• 🗣️ Word-of-mouth marketing, amplified by social media, is a potent force in today's digital landscape.
• 👍 The speaker encourages viewers to like, subscribe, and support the channel for valuable content and insights.

Q & A

What is the main topic of the video script?

The video script discusses valuable insights from the book 'Crush It' by Gary Vaynerchuk, focusing on how social media has revolutionized marketing through three case studies.

What marketing medium did Ford primarily use before the social media revolution?

Before the social media revolution, Ford primarily used TV, radio, newspapers, and billboards for marketing.

What was the challenge Ford faced with traditional marketing methods?

Ford faced the challenge of not being able to accurately measure the effectiveness of different marketing mediums and understanding what specifically influenced customers to buy their products.

Who is Scott Monty and what role did he play in Ford's marketing strategy?

Scott Monty is a mastermind who redefined automobile marketing standards by devising Ford's social media campaign for the Fiesta model launch, which involved collaborating with social media influencers.

How did Ford's social media campaign for the Fiesta model differ from traditional marketing?

Ford's campaign involved giving 100 social media influencers the Fiesta car for six months and asking them to share their experiences, leveraging user-generated content and social media reach for a more targeted and measurable marketing approach.

What were the results of Ford's Fiesta social media campaign in terms of visibility and sales?

The campaign resulted in 6.2 million YouTube views, 750,000 Flickr views, 40 million Twitter impressions, and attracted 50,000 potential customers, with 6,000 pre-ordering the Fiesta, mostly being first-time Ford buyers.

What valuable lessons can be learned from the Ford Fiesta campaign?

The lessons include the shift from paid to earned media, the power of content marketing and storytelling, and the importance of leveraging social media for business growth.

What was the Stratos Project and how did it impact Red Bull's marketing?

The Stratos Project was a marketing strategy where Red Bull sponsored a record-breaking free fall jump from the stratosphere by Felix Baumgartner. It resulted in massive visibility and increased sales, proving the power of content and social media in marketing.

How did Red Bull measure the success of the Stratos Project?

Red Bull measured success through various metrics including 8 million livestream viewers on YouTube, 52 million webcast views, TV, and social media engagement, leading to a 7% increase in sales and $1.6 billion in revenue.

What is the third insight from the book related to personal branding and monetization?

The third insight involves using social media to monetize one's craft, as illustrated by the story of Rohan, who started making personalized portrait mugs and leveraged social media to grow his business.

What advice does Gary Vaynerchuk give on leveraging social media for business?

Gary Vaynerchuk advises that social media is a powerful tool for word-of-mouth marketing, and to leverage it, one must find a way to make their work valuable and shareable in others' lives.

Outlines

00:00

🚗 Evolution of Marketing: Ford Fiesta Social Media Campaign

This paragraph discusses the transformation of marketing strategies, using Ford's 2011 Fiesta campaign as a case study. Traditional marketing methods such as TV, radio, newspapers, and billboards were costly and ineffective for tracking customer engagement. The advent of social media revolutionized this by providing a more direct and measurable way to reach consumers. Ford's innovative approach involved selecting 100 social media influencers to drive the Fiesta for six months, creating content about their experiences. This campaign resulted in 6.2 million YouTube views, 750,000 Flickr views, and 40 million Twitter impressions, leading to 50,000 potential customers and 6,000 pre-orders, predominantly from first-time Ford buyers. The campaign's success underscored the shift from paid to earned media and the power of content marketing and storytelling in modern business growth.

05:03

🌟 Red Bull Stratos: A Leap in Marketing and Visibility

The second paragraph highlights the Stratos Project by Red Bull, a high-stakes marketing strategy that involved sending skydiver Felix Baumgartner from the stratosphere to break free fall records. Despite the $65 million investment being seen as risky, the campaign yielded unprecedented visibility, including 8 million livestream viewers on YouTube, 52 million webcast views, and extensive coverage across TV, social media, and news outlets. The publicity generated was valued at over a billion dollars, with a 7% increase in sales and $1.6 billion in revenue within six months. This case illustrates the impact of content and social media in amplifying a brand's reach and the importance of innovative marketing strategies in driving business success.

🎨 Monetizing Craft through Social Media: Rohan's Story

The final paragraph presents a personal account of monetizing art through social media, as exemplified by the story of Rohan, a portrait painter. Initially struggling to monetize his talent, Rohan pivoted his approach by transferring his art onto coffee mugs, offering a personalized and unique gifting option for occasions like Mother's Day and Valentine's Day. By leveraging social media through WhatsApp and Instagram stories, where recipients showcased their gifts, Rohan organically promoted his work, leading to a surge in orders. This narrative emphasizes the power of social media as an amplified word-of-mouth tool, enabling individuals to reach a broader audience and turn their passions into profitable ventures.

Keywords

💡Social Media

Social media refers to digital platforms that enable users to create and share content or participate in social networking. In the video's context, it is the primary channel through which marketing strategies are executed, transforming traditional marketing approaches. For instance, Ford's Fiesta campaign utilized social media influencers to create content and engage with potential customers, demonstrating the power of social media in modern marketing.

💡Content Marketing

Content marketing is a strategy focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. The video emphasizes the shift from traditional advertising to content marketing, where storytelling plays a crucial role in building brand awareness and customer relationships, as illustrated by the Ford Fiesta campaign's success.

💡Influencer Marketing

Influencer marketing involves partnering with individuals who have a strong online following to promote products or services. The script highlights Ford's innovative approach by selecting social media influencers to test drive the Fiesta and share their experiences, which contributed to the campaign's massive success and demonstrated the effectiveness of influencer marketing in reaching new audiences.

💡Earned Media

Earned media is the unpaid coverage or publicity a brand receives through non-paid channels, such as social shares, reviews, and mentions. The video discusses the paradigm shift from paid media to earned media, where organic social media engagement and word-of-mouth are more impactful for marketing success, as seen in the Fiesta movement's high engagement rates.

💡Marketing Campaign

A marketing campaign is a series of promotional efforts from a company to promote a product or service. The script provides examples of successful marketing campaigns like Ford's Fiesta launch and Red Bull's Stratos Project, which leveraged social media and unique strategies to achieve remarkable visibility and sales.

💡Visibility

Visibility in marketing refers to the extent to which a brand, product, or campaign is seen or noticed by the target audience. The video script mentions the high visibility achieved by the Ford Fiesta campaign and Red Bull's Stratos Project, measured by views, impressions, and social media engagement, which is crucial for brand awareness.

💡Stratos Project

The Stratos Project was a marketing stunt by Red Bull, where they sponsored a high-altitude skydive from the stratosphere. The video uses this as an example of a bold content marketing strategy that generated immense visibility and publicity, costing $65 million but yielding over a billion dollars' worth of media coverage.

💡Monetization

Monetization is the process of converting a non-revenue-generating asset into income-generating ones. The script shares the story of Rohan, who monetized his craft by painting portraits on coffee mugs, creating a unique gift idea that went viral through social media, illustrating the potential of social media for personal brand monetization.

💡Word of Mouth

Word of mouth is a form of informal oral communication between consumers regarding a brand or product. The video emphasizes the power of word of mouth in marketing, particularly in the digital age, where a single social media post can reach thousands, as seen with Rohan's mug paintings and their viral sharing.

💡Personal Branding

Personal branding is the process of creating a unique image or identity in the public eye for personal or professional advancement. The video discusses how individuals like Rohan can leverage social media to build and monetize their personal brand by offering unique, personalized products that resonate with their audience.

💡Growth Hacking

Growth hacking is a marketing technique that focuses on rapid experimentation across marketing channels to identify the most effective, efficient ways to grow a business. The video indirectly alludes to growth hacking through the innovative marketing strategies of Ford and Red Bull, which involved unconventional methods to achieve significant growth in visibility and sales.

Highlights

Introduction to discussing the book 'Crush It' by Gary Vaynerchuk and its valuable insights.

Insight 1: The evolution of marketing from traditional media to social media, exemplified by Ford's 2011 marketing campaign.

Traditional marketing challenges: Difficulty in measuring effectiveness of TV, radio, newspapers, and billboards.

The power and precision of social media in marketing, enabling detailed analytics and direct correlation to outcomes.

Case study: Ford's Fiesta model launch using social media influencers, resulting in significant visibility and sales.

Results of Ford's campaign: 6.2 million YouTube views, 750,000 Flickr views, and 40 million Twitter impressions.

Impact on sales: 50,000 potential customers, with 97% being first-time Ford buyers.

Lesson 1: Shift from paid to earned media and the importance of content marketing and storytelling.

Insight 2: Red Bull's Stratos Project as a genius marketing strategy, despite its high cost.

Results of the Stratos Project: Record-breaking visibility and PR, worth over a billion dollars in publicity.

Sales impact: A 7% increase in Red Bull sales, generating $1.6 billion in revenue.

Lesson 2: The power of content and social media in business growth, likened to 'fire and gasoline'.

Insight 3: Monetizing personal craft through social media, as demonstrated by the story of Rohan and his portrait mugs.

Word-of-mouth marketing on social media as a powerful tool for business growth.

Gary Vaynerchuk's advice on leveraging social media for business by adding value to others' lives.

Encouragement to like, subscribe, and support the channel for more valuable content.

Transcripts

Hi everybody

you guys have asked me to talk about the books in my library.

So, in this episode today I'm going to give you an in-depth understanding

of 3 of the most valuable insights that I found from this book

called Crush It written by Gary Vaynerchuk.

And I'm going to derive these insights using 3 of the best case studies that I could find with my research.

So let's get started.

The first insight comes from the iconic marketing campaign

which was carried out by Ford in 2011.

This case study teaches us a ton of things about how marketing in general

has evolved since past 20 years.

Now because you and I, we both grew up during the times of social media revolution

which is why we don't realise how much social media has changed the dynamics of marketing.

A very simple example to understand the same would be to look at automobile marketing

which is the marketing of cars.

Now, people, since the 1990s

even until 2008-2009.

Ford just like any other company had 4 major mediums of marketing

which was TV, radio, newspapers and billboards.

They used to spend millions of dollars into finding the best location

sponsoring the most popular events and hiring the best ambassadors possible.

But even after spending so much, they had very less scope to actually find out

what exactly is causing the customers to buy the product.

Was it the radio ad ?

Were the TV ads doing very well ?

Or was it the combination of both that was doing very well ?

And if you look at the case of billboards,

let's say they put out 100 billboards

they had very less scope to find out which 30 out of those 100 billboards

were actually grabbing the attention of the people.

So they had to spend millions of dollars and just hope

that the output that comes out turns out to be worthy enough.

But after social media, this marketing pipeline has become so powerful and accurate

that it is beyond our imagination.

And that's where our case study comes in

In 2009, a mastermind by the name Scott Monty came out with an idea

which redefined the standards of the automobile marketing forever.

Now back in 2011, Ford was about to launch it's Fiesta model in the US

and what they did was about 2 years back, in 2009

they handpicked 100 social media influencers

and gave them the car for 6 months with a few tasks.

All they had to do was make videos and tell the world about their experience with the car.

Back then in 2009, social media was just getting started

and it was still in it's baby stages.

So to the conventional marketeers it looked like a marketing gimmick

and nobody really expected anything extraordinary to come out of it.

Seriously ?

But you know what, the entire automobile industry was shocked to know

that the campaign turned out to be one of the most successful campaigns

that was ever executed by Ford.

And this is what the result looked like.

In terms of visibilty it got 6.2 million YouTube views

750,000 flickr views along with 40 million twitter impressions.

And more importantly in terms of sales

they got 50,000 potential customers

6000 of them pre-ordered the Fiesta

And you know what the best part was

97% of those 50,000 potential customers were first time Ford buyers.

Now, if you're a marketing student you would understand

that it takes 5 times more money to get a new customer

than selling it to an already existing customer.

And this is what made Fiesta movement an insanely successful campaign.

Now as far as the campaign was concerned,

Ford can literally look into the micro details of the campaign

Find out how many people saw the campaign

how many people engaged with the campaign

what kind of people engaged with the campaign

Which influencer's video was the best

Which influencer's video did not work

And more importantly they can draw a direct correlation

between the campaign and the outcome of the campaign.

And this is what gives us 2 very very valuable lessons over here.

Number one, there is a paradigm shift in marketing that is happening right now

and we are moving very very quickly from paid media to earned media.

And in 2021, if you want to grow your business

you have the potential to leverage content marketing no matter how small your business is

And the best way to leverage content marketing would be to use storytelling

to create valuable pieces of content for your audience.

So if you want to leverage content marketing and you're comfortable with my method of teaching

you can take up the communication masterclass and learn to tell powerful stories.

Eventually, to boost the visibility of your company

and the revenue of your business.

Insight 2 comes from the genius marketing strategy of Red Bull

If you look at Red Bull, as a product

it's a non-alcoholic product, not the tastiest drink in the world and of course not the healthiest drink in the world.

But even then, every single year Red Bull manages to make a billion dollars.

And all of this is merely because of their marketing strategies.

To tell you about it, this is a story that dates back to 14 October 2012

when Red Bull came out with something called the Stratos Project.

wherein they decided to throw a man from stratosphere

to break the record of the highest free fall jump done

So, they got hold of a professional skydiver by the name Felix Baumgartner.

and they spend $65 million into preparation and social media campaigns.

Now just like the Ford campaign everybody thought that Red Bull is crazy

to spend $65 million dollars to market an energy drink.

But you know what the result was ?

In terms of visibility they got 8 million YouTube livestream viewers

making it the most watched YouTube live in history.

They got 52 million views on webcast.

It got shown on 70 TV stations.

3.2 million tweets, 72,000 mentions with #redbull

22,000 instagram photos and more than 130,000 Facebook shares.

And when all of this happened, even the news channels and this event newspapers started reporting.

Eventually, they got a ton of PR.

And the most astonishing fact of all is

Red Bull spent $65 million dollars to carry out this campaign

and some reports say that the visibility that they got out of it

and the publicity that they got out of it

was worth more than a billion dollars.

And the direct result in sales ?

Well, sales rose by 7% in the following 6 months

generating $1.6 billion dollars in revenue.

And this is what brings us to the second most valuable insight from this book which says

Content is fire, Social Media is gasoline

If you know well to light it, your business will explode beyond your imagination.

Now the question is

These billion dollar brands are doing it, that's fine but what about normal people like us ?

How do we market our work ?

And that's where the third insight comes into play

That is about how to monetize your craft using social media.

This is the story of my friend called Rohan.

About 3 years ago, he used to make these wonderful portrait paintings

but inspite of making great paintings, he was not able to find a way to monetize it.

But then 2 years back he came out with this brilliant idea

to make the same portraits but instead of making them on canvas

he started making them on coffee mugs.

And he positioned it in such a way that

he said that you could give the perfect gift to your loved ones

by giving them customised mugs.

For example, for Mother's Day you can literally gift your mother a mug with her own beautiful portrait on it.

On valentine's day, if you wanted to gift something to your fiancé

you could gift him/her a mug with a beautiful message and both of your portraits on it.

Guess what ?

Every time somebody received his mug, they posted a WhatsApp story and an Instagram story

thanking Rohan for his work and their loved ones for the gift.

And every time someone put out a story, Rohan got a new order.

And today this guy is over booked during all such gift worthy occasions.

And this is what brings me to the most valuable advice that Gary baba preaches

every single where and that is

Social media s nothing but a word of mouth on steroids

and in order to leverage it you have to find a way to make your work a value-add in someone else's life.

If you got an amazing product 20 years back, it was practically impossible

for you to scream it out to 500 people

but today it is just one click away in terms of a WhatsApp status and an Instagram story.

And merely with that 1 press of a button you are

you are screaming it out to 1000 people in your contacts who are spread all across the country.

And this word of mouth publicity is by far the most powerful medium of marketing.

Those were my insights from this wonderful book called Crush It.

That's all from my side for today guys.

if you learnt something valuable please hit the like button to make YouTube baba happy.

And to support our work, please subscribe to our channel.

Thank you so much for watching.

Have a wonderful weekend and I'll see you on Tuesday, bye-bye.