Amazon re-ran a two-year-old Christmas ad and it tested exactly as well
Amazon re-ran its 'Sledging Grannies' Christmas ad two years after it first aired. System1 retested it and it scored exactly the same as the first time.
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StatSpend drives far more of effectiveness than CMOs thinkPrincipleYou control the budget, not the ROIPrincipleAds mostly don't wear out; wear-out is usually a frequency problemCaseA Knorr ad seen about 120 times in Scotland stayed one of the country's best-loved adsPrincipleDisguised repetition is one of the highest orders of creativityWarningCalling one ad a 'campaign' loses what a campaign isWarningBig brands that market like small brands become small brandsWarning'Do more with less' usually means doing less with lessPrincipleSet the size of the marketing budget with finance, not just its allocationPrincipleTriangulate econometrics, experiments and attribution over long time framesCaseOptrex went dark for ten years in one region and the brand nearly died therePrincipleSell brand building to finance in cash-flow language, not brand-love language