EP28 Minisode - Harnessing Humor and Nostalgia: Making Successful Video Campaigns
Mar 12, 2024Season 2Episode 28
Kickstart Collective
Tune into this week's episode of Toucan Talks as Luke and Joshua Break Down Mess Hall's Good Burger Ad. Ever wondered how a dollop of humor and a dash of nostalgia can turbocharge a marketing campaign? Get the inside scoop on how we transformed the essence of "Good Burger" into a feast for the funny bone that not only entertained but struck a chord with viewers. Our discussion peels back the layers of the conceptualization process, illuminates the hurdles of crafting comedy that clicks, and demonstrates the magnetic pull of a well-timed giveaway—ingredients that when mixed just right, can skyrocket your content's organic reach.
Join us as we recount the thrills and spills of an adventurous shoot with camera gear teetering on the brink—all in the pursuit of that perfect shot. As we reflect on the video we underscore the magic of creative gambles and their payoffs. Listen in, and you may find the inspiration to infuse your next project with a memorable blend of humor and heart!
Kickstart Collective is a creative marketing agency based in Wilmington, NC. We offer our clients a creative advantage through creative content and marketing strategies.
Tune into this week's episode of Toucan Talks as Luke and Joshua Break Down Mess Hall's Good Burger Ad. Ever wondered how a dollop of humor and a dash of nostalgia can turbocharge a marketing campaign? Get the inside scoop on how we transformed the essence of "Good Burger" into a feast for the funny bone that not only entertained but struck a chord with viewers. Our discussion peels back the layers of the conceptualization process, illuminates the hurdles of crafting comedy that clicks, and demonstrates the magnetic pull of a well-timed giveaway—ingredients that when mixed just right, can skyrocket your content's organic reach.
Join us as we recount the thrills and spills of an adventurous shoot with camera gear teetering on the brink—all in the pursuit of that perfect shot. As we reflect on the video we underscore the magic of creative gambles and their payoffs. Listen in, and you may find the inspiration to infuse your next project with a memorable blend of humor and heart!
Kickstart Collective is a creative marketing agency based in Wilmington, NC. We offer our clients a creative advantage through creative content and marketing strategies.
Speaker 1:
Welcome to the Two Can Talks podcast brought to you by Kickstart Collective. Join us as we talk to local Wilmington business owners about what has led to their successes, challenges and more. No question is off limits as we bounce from topic to topic.
Speaker 2:
In this podcast is brought to you by Kickstart Studios. Kickstart Studios is Wilmington's newest video podcast studio, equipped with multiple camera angles and an in-house producer. Creating a high quality video podcast has never been easier. Don't let the tech and gear learning curve hold you back from jumping into podcasting or creating video content any longer. Our team takes care of it all for you, so you can focus on the message you want to share. You simply show up record and receive the final product. No more wasting time setting up and breaking down the gear, setting up lights or doing sound checks on your own. Our in-house producer will have everything set up and ready to go for you. So check us out at Kickstart Studios. Many, so we're going to try to keep this one actually mini.
Speaker 3:
That's the goal.
Speaker 2:
First of all, is that a pea coat.
Speaker 3:
You know, I don't know. We thrifted it recently. I have no idea. This is the only piece that's leather, but this is leather, which is nice, but thrifted it in the mountains. You're in the generation that likes thrifting. So actually, I'm not going to lie. I was working and Gabrielle came back and she's like I thrifted things for you. She's like you need some newer things. I'm like, okay, so she literally thrifted this and this. Oh wow, yeah, but I don't mind thrifting.
Speaker 2:
I just don't ever do it Right. You know, okay, yeah, well, speaking of thrifting, we're going to talk about other funny things. Here's the segue we are going to do a quick talk about why being funny, nostalgic, et cetera, to your target demo is helpful through video ads, yes, or just videos, but probably ads. So, yeah, let's pick apart the most recent one we did for mess hall.
Speaker 3:
Yes, the Goadburger shoot Good burger with Mondo burger specifically. Yeah, yeah.
Speaker 2:
Absolutely Apparently. We all learned this in the past few months. But there was a reboot to Good Burger burger.
Speaker 3:
No one knew about it.
Speaker 2:
No one knew about it, but I guess maybe someone knew about it because someone brought it up. I think you brought it up.
Speaker 3:
I did. I accidentally said Friday, which I think one of the main characters is in that as well and then Alyssa said what about Good Burger? I'm like, oh yeah, that's the one I meant to say, but yes, gotcha.
Speaker 2:
Yeah. So we were like well, good Burger, good Burger was popular when I was a kid, sure, so it was in the mid 90s, I think, I'm pretty sure. So we have this concept of like. Actually, we just kind of started with we would like Sam to get kidnapped, so it actually.
Speaker 3:
I think originally the original idea was to try to do something off of like the Grand Theft Auto trailer. Oh yeah, that is, that was your idea, that was my idea. And then it just morphed and morphed into Good Burger and him being captured by the Monde Burger boys from Good Burger, correct?
Speaker 2:
So yeah, so we're specifically like you know, we know kind of what his target demo is. I mean, it's pretty broad, cause he's restaurant. But, like the people that interact on social media are definitely in response to that, are definitely within a certain age range, we're like this will probably hit home with them, so let's do it. So we came up with this script. You put together a hilarious shot list of different things of Sam getting dragged into the Into the van Into the van.
Speaker 2:
The van pulling out. Yeah, we even did a callback to our banks.
Speaker 3:
Yes, the Tots versus fries thing we started. It was kind of like Twilight back in the day. What was it? Vampires versus Wolverines or something, or whatever those things are.
Speaker 2:
You will not get any.
Speaker 3:
Luke, you watched that, right? Yeah, you always watched that. No help for me, no help from her on this one.
Speaker 2:
We're not Twilight people.
Speaker 3:
Fair enough.
Speaker 2:
But yeah, so there was quite a few funny things in there, but what did we do at the end of like, what was the whole ad leading to?
Speaker 3:
Yeah. So basically the idea was that the Mandoverger guys were trying to prevent Sam and Mess Hall from doing a giveaway. It was all kind of leading up to a giveaway and the reason they did that was because it was like, hey, it was so good for businesses that our theory was, like it's so good for business in our in these last couple of years that they've done giveaways, we're gonna try to stop them and basically kidnap Sam to make sure that doesn't happen. And with that, with Sam being captured, they basically made a ransom video and basically saying like, hey, you're not gonna, we're not gonna do this this year and I'm good Basically, I'm safe, yeah. So that's kind of the premise.
Speaker 2:
Yeah, and it worked out. I think we ended up having, by the time the giveaway closed, we had like 50,000 organic views on the video.
Speaker 3:
Yeah, we did.
Speaker 2:
With our local market, which was.
Speaker 3:
I thought was awesome.
Speaker 2:
It turned out really well. We went the step further and, like we went a step further and went on. We went a step further and shot we happened to go on vacation my family and Sam's family to Puerto Rico and shot the video of him announcing the winner as if he were in witness protection and couldn't tell, like, where he was living currently. That was a nice little cherry on the top, yeah, so, and to see the amount of interest generated from like, yeah, if you make a giveaway.
Speaker 2:
Hilarious or not hilarious, awesome, super effective. But if you make a hilarious video with a giveaway, it's like not only are people gonna remember you more, because if you enter a giveaway, that's just a photo, nothing wrong with it, but if you don't win the giveaway, yeah you know, do you really? Do you have like the company stuck in your head like you do with like a funny video?
Speaker 3:
Sure, because people came to me and said I'm not really one to post on my social media too much and I especially won't reshare Like. I don't like it so much when people say, like, reshare this photo for a chance to win something. But if it's something I'm actually invested in and like and like, want other people to see, or maybe my family or friends to see, then I'll actually share it.
Speaker 3:
So I feel like we were able to capitalize maybe on that, just in like maybe the people that wouldn't necessarily share just because they're like I don't know if I'm gonna be able to share it, but I don't know if I'm gonna be able to share it. I wouldn't necessarily share just because, but they might share, for the chance to win, of course, but also cause there's an entertaining value.
Speaker 2:
Yeah, like it's actually fun to watch instead of just like a photo which not their own photos, and that's totally fine. There's a time and a place for that, absolutely.
Speaker 2:
But if you're trying to get more, buy in and more people interested and actually to think about you after the giveaway is done or after your ad campaigns done. You know, giving them something that's valuable because there is value in entertainment, like, why else would we go to the movies or watch Netflix? Like, if we watch these things, obviously because we wanna be entertained 100%, yeah, so, yeah.
Speaker 2:
So kind of like to tie that all up, it's there is value in creating something the content in this instance that people will remember and engage with and enjoy because, it is going to bring you to the top of their mind way more often than if you just have bland text or whatever it may be, or nothing at all For sure. So do you feel like, from conception to production, to implementation, that it was overall successful?
Speaker 3:
I do. Yeah, this one was really fun for me just to be a part of and to take some lead on in some ways.
Speaker 2:
Yeah, no, definitely you drove the whole production of it.
Speaker 3:
It was fun. It felt it was very gratifying to see it start off as just an idea and then become to the fullness of it, so that was really fun. Got to make some costumes, which was something I'd never done before, so that was very interesting. Made some Mondeburger costumes because I could not find anything.
Speaker 2:
How'd you make those?
Speaker 3:
I literally so. Thankfully I didn't get anything on my back porch because we rented, but I put down a tarp and we just straight up spray painted these like silver like Sauna suits.
Speaker 3:
So poor guys like Stone and the other, luke. They both were like sweating by the end of the shoot, but it was still. It was a good time. It turned out well and it was like it didn't look great. I'm not like a costume designer, but it looked good enough for funny, absolutely. But no, I think it was really good. Do we want to talk about the bold shot? You mentioned it in the other mini-soad but, the one, we decided to go for it and, as Sam was falling, to do the camera as well.
Speaker 2:
Yeah. So Josh wanted to do a shot where kind of looked like the camera kind of gets knocked over in this like tussle, and I'm like did he just drop the camera?
Speaker 3:
And he's like no, I'm like no way, I'm not doing that.
Speaker 2:
You can drop like I'll stand there and I'll make sure it falls like onto a pillow.
Speaker 3:
Yeah, and I brought a pillow. Yeah, I had the forethought to bring a pillow.
Speaker 2:
I'm like I didn't know any of that was happening Really. Neither did I, but we were good. I watched it and I was like I'm gonna need some of this.
Speaker 1:
Why am I supposed to not do that? So you can't really hear Lara, but she's just we never told Lara.
Speaker 2:
She's not in the loop and you know what she didn't need to be. She's not what hurts, just not hurt things.
Speaker 3:
Boys video. You know, yeah, it was the boys stuff.
Speaker 1:
The owner of the company doesn't get a drop in the camera.
Speaker 2:
Uh-uh no, so we take our camera and I won't say how much the whole rig is worth.
Speaker 3:
It's a nice video. It's a lot.
Speaker 2:
It's a big camera, and so he has this idea to do a shot with. You know, it's on a monopod and it falls over. It looks like there's like a struggle.
Speaker 3:
Yeah, and like Sam's falling out of his like kind of out of his chair.
Speaker 2:
Yeah, and it goes with him.
Speaker 3:
One of the boys pushes him yeah, which is an awesome shot.
Speaker 2:
But I will say, the first time I was like yeah, josh, I'll definitely catch it. I'll definitely catch it, don't worry about it, don't worry about it. And then I was like-.
Speaker 3:
I'm like action and they were like okay, da, da, da, da. And we push them over.
Speaker 2:
I'm just not paying attention.
Speaker 3:
Great shot and I'm gonna look over at Luke and he's like I wasn't ready to catch it. But luckily the pillow. We did a couple of practice runs.
Speaker 2:
So the pillow was fine.
Speaker 3:
Pillow was in a good spot. Yeah, the pillow was in a good spot.
Speaker 2:
And it was our most plush pillow at the house, so it was good, yeah, but sometimes you gotta risk it, you know.
Speaker 3:
And it was worth it. I think this shot it was one of my favorite shots of the whole thing. I think it was definitely worth the risk.
Speaker 1:
Yeah, absolutely, but they let's try to work the rest with the video. The budget is less than the cost of the camera. Yeah, well, less than a third of the cost of the camera really.
Speaker 3:
Totally worth the budget. Yeah, the budget. Yeah, come on.
Speaker 2:
Yeah, it's okay. You know what it all worked out. I did catch it the second time.
Speaker 3:
You did, you did. I think I actually ended up using the first one, though, because it was so nice.
Speaker 2:
Yeah, because it was so much better.
Speaker 3:
It was perfect.
Speaker 2:
Yeah, all that to say. I think that making something memorable and funny goes a long way, especially if you can connect with your target.
Speaker 3:
Yeah, and I think there was enough nostalgia there for people looking for that connection kind of to the childhood with those like funny movies back in the day, and to me it felt like it was we made it at a point enough because in the beginning, when our first kind of iteration of it, I was thinking, when I was writing the script and stuff, I'm like, well, this is a funny video, but are people gonna understand what this is? Are they gonna understand how this connects to this thing we're trying to say with Goodberger? And I went in there, actually watched the movie back and I got a couple little lines from there and kind of tied that in and I think that helped kind of sell the idea too 100%.
Speaker 2:
And I think something that else that we don't need to forget about is like, since we've been consistent working alongside Miss Hall and making these videos, like we're creating our own nostalgia, like when we're doing callbacks to prior videos and prior campaigns, like people will catch those little Easter eggs and are like oh, that's funny. Like you know you calling me the, you know the top daddy.
Speaker 3:
Yes, and that was your idea, that you had the idea of you know them hitting him in the face with the fry. Yeah, and that was smart, that was clever with the callback to the outer banks yeah.
Speaker 2:
But it's something that if you can develop like a consistent program of like hey, we're going to create this content, whatever it is a quarterly, that you can really build something that caters to your demo and your target demo, that's really interacting with you. We'll remember these things and they'll think it's funny. So you're kind of creating, you know, your own nostalgia, in a sense, for sure. It's true. Give people something to watch, something that's entertaining.
Speaker 3:
Yeah, it'll probably have a lot more legs than just something that's kind of just there.
Speaker 2:
Yeah, yeah. Well, that's about it. I think people should do that and we love doing that, so call us.
Speaker 3:
But by all means, if any other people want to hire us to do videos like that, yeah, We'll be right there.
Speaker 2:
Yeah, ready to go yeah, we love doing the funny stuff. Yeah, so make some funny stuff this year.
Speaker 3:
Bye guys.
Speaker 1:
Thanks for tuning in to another episode of 2KM Talks brought to you by Cookstart Collective. If you loved this episode, be sure to subscribe wherever you watch podcast and follow Cookstart Collective on Instagram at Cookstart Collective.
