Over the years, we’ve been so single mindedly focused on advertising others, we practically never stop to advertise ourselves – but we figured that Ten years is definitely a milestone worth pausing for, reflecting on and celebrating!
As part of our Birthday celebrations, we took the opportunity to collate our Top Ten lessons that we’ve learned from Ten Years of converting potential online for some of Australia’s leading Brands.
How you climb a mountain is more important than reaching the topYvon Chouinard, Patagonia
Here’s our top lesson (of many) that we’ve learned from working alongside Patagonia.
We’ve been privileged to work with some highly inspirational Brands – and in terms of globally inspirational Brands, its hard to look past Patagonia.
At Patagonia, making a profit is not the goal because the Zen master would say profits happen ‘when you do everything else right’Yvon Chouinard, Patagonia
However, when Patagonia approached us to help them with their digital ad strategy, we had questions.
Patagonia are famous for running a business whose objective is to Save the Planet.
Before even thinking about ads, we had to understand how to use advertising to meet both their sales and environmental goals – all the while, not alienating audiences with what could be perceived to be conflicting messaging.
Coincidentally, before working with Patagonia, we were already partway through reading founder, Yvon Chouinard’s, classic book: “Let my people go surfing”. Incredibly, the book outlines multiple occasions where Yvon ‘bet the company’ on a change that risked Patagonia’s core income – in order to look after the environment.
40% of ad spend should go towards ROAS. 60% should be going towards longer-term Brand BuildingMark Ritson
After being so inspired by Yvon’s book, it was so pleasing to see the desire for those same values to very much come through with their online advertising.
In a refreshing change, where most clients are still focussed on Direct Response, we were able to work with Patagonia on two very separate online funnels – one Product based funnel that still had a Direct Response objective, and another Environmental funnel that had no connection to any Direct Response outcome at all.
In fact, so well produced and curated was the Environmental content – that they effectively served as ‘mini films’, raising awareness for various Environmental Sustainability issues and projects all around the world. Alongside some very curated targeting that we worked on with Patagonia – the Brand was rewarded with outstanding View Rates and incredibly low View Costs.
The purpose of this significant Environmental advertising investment was not to extract an ROI from the Product side – it was there to serve the mission of the Brand… to Save the Planet.
Ironically, by expecting no ROI from such inspiring Brand building… we also find the reason that Patagonia commands the ROI from their Product Range.
For our 10th birthday, Intentional has been celebrating what can be achieved in Ten Years. We’ve collated our top ten lessons from ten years working with some of Australia’s leading brands.
Over to you now! What can you see happening in the next ten years?
What can you do In Ten?