Clever Creative: A Nutty Campaign
Posted Wednesday March 29th, 2017 by Caitlin Artigliere in Creativity + Art.
Sometimes people leave great product reviews that can help you in the buying process, but then there are some that just make you laugh. If you’re someone who likes to read product reviews for entertainment, then you’ll get a kick out of today’s “Clever Creative” from Emerald Nuts.
We’ve all ordered something off of Amazon at some point in our lives, and maybe we even left a review about it. But when writing it, you probably never thought it’d become the company’s tagline. For an unknown and unsuspecting Amazon reviewer, this was exactly the case. Last summer a customer who bought Emerald Nuts off of Amazon left a review about their experience with the product. The company thought this simple, one-line review so perfectly captured the consumer experience, they seriously made it their tagline. Check out this nutty campaign:
Why our GEMites liked this Clever Creative:
When crowdsourcing advertising first came out, there were a lot of negative things said about it. However, we think that some of the best ads have come of it. In today’s society, consumers don’t trust companies and their ads because they feeling like they’re just trying to sell their product and it might not always be what they say. We love crowdsourcing advertising because it eliminates that lack of trust by allowing potential customers to see other customers authentic feelings and experiences with the product.
In this new campaign by Emerald Nuts, they’ve stopped trying to sell you their product features and benefits. Instead, they’re using customer experiences, in the form of reviews, to do the selling for them, and that’s why we love it. This funny, quirky and simple ad didn’t try selling us anything but their new tagline. It's a customer review with two words, “the two most positive words ever,” and when the two words are combined, they not only make an incomplete sentence, but also the most epic tagline in history.
Why our fellow creatives should like this:
Something the ad industry has seen more and more companies do is crowdsourcing their advertising efforts. Doritos did it with the Super Bowl commercials, Wal-Mart did it with their Oscar’s commercials, and the list goes on. This idea from Emerald Nuts isn’t necessarily a new one, but the execution of it was so great we couldn’t possibly pass it up. The review-turned-tagline, “Yes Good,” isn’t even a complete sentence, but the campaign the company has built around it is completely thought out, and that’s why you should love it.
Emerald Nuts has even created a website to try and find the person who wrote the review, saying they’ll buy the items on their public wishlist if they come forward. Besides the online and TV ads they produced, they also have out-of-home ads boasting the new tagline. On top of that, they went a step further by taking other customer reviews and allowing artists to turn them into wacky interpretations. This aspect of the campaign is called, “Revue of Reviews” and it’s just another brilliant part of the integrated marketing campaign that Emerald Nuts has come up with.
The fact that this simple new tagline was the inspiration behind this multifaceted, cohesive and nutty ad campaign boggles our minds, but it’s so good you just have to love it.
Let us know what you think, and be on the lookout for next week’s installment of Clever Creative!
If you’re looking for some clever creative of your own, feel free to contact us.
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