Let’s be real, everything has already been done, right? Kind of. In advertising there seems to be a very structured way to go about trying to make yourself seen and heard, but does this work anymore when every brand in the world is following suit? This is why in a digital age it is crucial that advertisers do more than follow the book. Advertisers must break through the noise of trillions of other advertising efforts. Guest speaker, Jodie Dublin-Dangleben has cracked the successful marketing code. She is fearless and has no boundaries when it comes to what she will do to get her brand into the hands of consumers. One of the best ways to capture an audience is to attach emotion to what you are selling and leave consumers with a strong sentiment. Whether it be excitement, sadness, anger. Leaving the audience with a feeling tied to your brand that will help them remember you is crucial. Jodie spoke about how she creates funny and silly videos on Instagram reels that may appear stupid and useless but leave positive impressions on all age groups. A brand that recently had a campaign that went viral and that really ‘breaks through the noise’ is Maybelline a recent New York transit campaign where they installed a giant mascara wand in the station and eyelashes on the front of the subway cars to make it appear that the subway has eyelashes that are running through the mascaras wand as it enters the station. No one is doing ads like this and because of that it created major buzz and thousands of people were engaging with photos and videos of it posted online by local New Yorkers. Maybelline and Jodie approach ‘breaking through the noise’ very differently, but both are able to make people look.
