TitleFood From a Happy Place
Agency
Mix
Campaign Food From a Happy Place
Advertiser Whole Foods Market
Brand Whole Foods

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Business SectorSubscribers Only
LanguageEnglish
Type Television
Length
Production Company P..k Pi....es Subscribers Only
Colorization C....ny . Subscribers Only
Music
Editing Company B....er Ed.....al Subscribers Only
Online D...e T..u Subscribers Only
Executive Creative Director
Creative Director N..a Or....li Subscribers Only
Chief Creative Officer D...is R..n Subscribers Only
Creative Group Head
Copywriter M....ue T...as Subscribers Only
Director T...i T...ly Subscribers Only
Line Producer
Producer H...i Iw....on Subscribers Only
Designer L....ey W...ht Subscribers Only
Designer
Head of Broadcast J..l D...on Subscribers Only

About Olson

We like to say, “we’re not marketers, we’re people who work in marketing.” It reminds us to look up from the data and technology and marketing speak, and answer the only questions that really matter: What are people doing? What do people want? Why would people care? Through Olson Anthrolytics℠, we combine rigorous analytics with good old fashioned sneakers-on-the-ground research for a real world, first person understanding of the people we’re talking to. It allows us to bring a people-first perspective to our clients’ business. Our purpose-built agency model, also ensures that we have broad and deep experience across the marketing spectrum to ensure that we connect with people where and how it makes the most sense for any given brand…whether that is advertising and design, PR and social media or loyalty and CRM, all with a deep digital core. We never forget that people are increasingly skeptical of marketers, so rather than interrupting their lives and conversations, we look for ways to join the conversation, and add to it in a meaningful way. Finally, we are driven by outcomes—not outputs. We have driven $875MM in incremental revenue for a global toy retailer, the best quarter in history for a global vacuum manufacturer and even increased the GDP of a nation. Our clients feel this difference, and have recognized us with a world-class Net Promoter Score of 58 (on a scale where 0 is Average and 50 and up is considered World Class). 

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Marketing and Influencers

An influencer can be many things—actress, professional athlete, writer, musician or social media star—but they all perform the same essential role of using their significant reach to shape and guide audiences through quality content. This power of persuasion can introduce yet-untapped consumers to your brand or make them see it in a new light. It is this follower loyalty that has made influencers the new undisputed leaders in word-of-mouth marketing.

Generally, the larger the audience size, the larger the price tag for an influencer relationship. One Instagram post from pop star Selena Gomez, for example, reportedly costs $550K. If that seems unaffordable, fear not: a recent study suggests that for maximum impact, brands should consider “micro influencers” with 10K-100K followers. They are not only less expensive to engage, but offer a more quality audience that follow this influencer for their content rather than their celebrity status.

When committing to an influencer, it’s crucial to consider the interests they share with their audience and ensure your brand aligns accordingly. The more authentic the connection with the influencer, the more engaged the audience will be with your sponsorship. A brand message will fall flat and potentially discredit the influencer if it isn’t an appropriate fit. Consider the influencer’s interests and how their audience engages with him or her.

A prime example of an authentic influencer partnership is the collaboration between professional photographer and outdoor enthusiast Travis Burke and Olson client, Belize Tourism Board (BTB). Burke, who has 410K followers on Instagram, is known for filming his adventures, and Belize is not short on the latter. The nation prides itself on being slightly off-the-beaten-path, the diversity of its landscape, offering scuba diving, kiteboarding, hiking through ancient Maya sites, horseback riding through the jungle, tubing along underground rivers and spelunking—all in one trip.

BTB offered Burke a free 2-week trip—his first international destination—to promote the country’s wonders to a prime group of potential tourists in his voice. During his stay, Burke produced 37 posts, featuring Xunantunich temple, Cockscomb Basin Wildlife Sanctuary, the Belize Barrier Reef and Placencia Beach, among other Belizean destinations. His photographs reached 2.7MM people and amassed 138K likes, 2.1K comments and 38 shares. With audience comments like “I want to go to Belize!,” and “Next vacation!! ,” it was exactly the sort of exposure BTB was hoping for with exactly the right audience—young, adventurous and eager to travel. And while social results are great for building sentiment, exceeding business goals is the best success indicator: Belize tourism grew 6.2% in 2015, and the three months following Burke’s stay saw record-breaking growth.

In summary, influencers are truly the new word-of-mouth advertising. They present authentic and inspiring ways to reach new audiences who are open to advice from people they respect. Whether you go for the A-list celebrity or focus on the micro-influencer, it’s our job as marketers to forge new paths in ways that will leave a memorable, positive brand impression, and influencers present these opportunities in spades. Exciting times ahead! 

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