Is this the best marketing campaign ever?

@thetrevorcrump

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Whitefish Credit Union https://newtomissoula.com ↗

Why it worked

The video uses a 'curiosity gap' hook and breaks down a high-performing, non-traditional marketing case study, which provides high value to the creator's target audience of marketers and founders.

Summary

The creator analyzes a successful marketing campaign by Whitefish Credit Union that used mysterious, unbranded billboards to generate local interest. He explains that the campaign's effectiveness stemmed from its ability to avoid looking like traditional advertising.

Structure

1Introduce the mysterious billboard campaign
2Reveal the campaign's true purpose and brand
3Discuss the public's initial reaction vs. long-term engagement
4Mention the reported revenue success
5Explain the core marketing lesson of not looking like an ad

Product placement

The video discusses the 'New to Missoula' marketing campaign run by Whitefish Credit Union, showing screenshots of their billboards, flyers, and website.

Original caption

Most brands blend in because they market like everyone else. This credit union ran billboards that looked like a random guy trying to make friends. No logo. No sales pitch. Just curiosity. And it worked. If your marketing looks like marketing, people ignore it. Be different or be forgotten. #marketingtips #marketing101

More from @thetrevorcrump

Their other posts in the index, biggest breakout first.

On-screen text

IS THIS THE BEST MARKETING CAMPAIGN EVER? Who wants to be fishing friends? -Ryan NewToMissoula.com Let's be biking buddies! -Ryan NewToMissoula.com Looking for a Kayaking compadre? -Ryan NewToMissoula.com Hi, we're Whitefish Credit Union and we're new to Missoula. Those billboards--they're no joke-- Yes, Ryan is real. Come say Hi! Whitefish CREDIT UNION Return to Search Results HOW THIS SIMPLEST BILLBOARD AD MADE A REVENUE OF $20 MILLION IN THE FIRST MONTH

Transcript

So one day the people of Missoula, Montana wake up and there are billboards like this. They look like some random dude put them up, no branding, no logos, no nothing. Just a guy looking for some new friends, seeing if people wanna go kayaking or fishing. And it's not just billboards, but there are flyers everywhere asking the same thing as well. Everything is pointing to this website, newtomissoula.com. And obviously people flock to this website to figure out who this vulnerable Ryan is. And it turns out that Ryan is a real person that works for a new credit union called Whitefish. And he's their newest community development manager, who is actually looking for new friends because he is also new to the area. At first a lot of people are kind of bummed with this because they realized that it was marketing. But people keep coming in and actually realize that Ryan is a pretty cool guy. Now here's the wild part, there's a claim that this kind of marketing drove $20 million in revenue in month one of this new brand showing up. Now I cannot verify this, so don't quote me on it. But there are a ton of Reddit comments saying that it totally worked for them. And honestly the number doesn't even matter, because the real lesson here is that they made advertising not look like advertising. It didn't feel like the bank was trying to sell you something and that's the whole point. If you want to stand out, you have to stop actively trying to blend in.