Hugh and Ryan's Brand Masterclass
Stuff and Things #13
Last week, Hugh Jackman released an ad for his coffee company, which was voiced over by Ryan Reynolds. It’s a funny take on their long-standing feud on social media - while promoting Jackman’s coffee blend.
Their collaboration is a perfect example of how to creatively use your personal brand to successfully promote your investments.
What’s interesting is that Hugh Jackman was a bigger star when this started. Today, Ryan Reynolds is the more influential star, with a superhero franchise of his own (and over 36 million followers on Instagram). Hugh made the right investment at the right time.
For me, the Jackman-Reynolds partnerships scores in 3 ways:
Humorous storytelling that ensures virality. A celebrity feud? Even if it’s made up, people are going to be interested.
Merging movie releases with current events to strengthen their narrative.
Products that are just as good as the ads.
Creative Control vs. Influencer marketing
Usually, brands approach influencers with a standard playbook:
Someone with a large following writes a post about the product
It’s a glowing review, followed by the usual hashtags (‘ad’, ‘sponsored’, ‘paid partnership with’)
The post gets several likes and the person never mentions the product again
These posts often come across as inauthentic and, frankly, are boring. In the long run, both the influencer and the brand lose trust and followers. Marketing Brew has a good read on how the value of influencer marketing is predicated on authenticity and creative control vs. ‘corporate brand speak’.
As a marketer, you’ll have to determine how much creative control you’re willing to give up. It’s risky. But, if you play it smart, it will give you outsized returns.
Have you come across any interesting influencer campaigns recently? If so, hit ‘reply’ and let me know!
Picture of the week
First-ever image of the Earth from space (1946) vs. today
Until next week,
Shrikala