[SMK] Social Media Knowledge


Why Google launched a fake Pizza Brand

Google is getting creative in testing new strategies for YouTube ads, by creating a company that doesn’t exist.

Tasty strategy

The ad team at Google (Unskippable Labs) have used stock footage of pizza to create 33 ads and successfully reached 20 million impressions on YouTube with “Doctor Fork.”

Creative Director of Unskippable Labs, Ben Jones, explains he’s interested in testing old marketing beliefs, such as the axiom “you can’t show somebody chewing food and looking at the camera.”

By creating a non-existent brand, Google discovered they suddenly had “a very different kind of freedom to be wrong,” and could put old adages to the test with no fear of hurting actual revenue.

Paging Dr. Fork

The findings have been interesting:

1.      Immersive, multi-sensory experiences drive better recall than single sensory  experiences.

2.      Separating visual input from text increases both recall and favourability.

3.      Explicit instruction to imagine increases both recall and favourability.

4.      We want edge-to-edge food in our food ads

5.      Bite and smile is not the only way to show a pleasurable food experience.

6.      Younger audiences responded better to first-person perspectives (POV) than older audiences did.

The Doctor Fork tests answered questions of two broad categories: sensory cues on ad effectiveness and people to food ratio within an ad.

In the end, the data may have not been ground-breaking, but it was informative, especially the effectiveness of POV ads amongst teen demographics. It appears Doctor Fork ran a smooth operation.

What do you think about researching through fake brands? Were you surprised by the findings or do they ring true? Let us know in the comments.

Learn with SMK through August 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

August SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: LinkedIn Pages, Ads, Campaign Manager, Pixel Tracking, & More on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Ecommerce & Social Commerce Essentials on Thursdays from 10 am – 12 pm AEST

  • Module One: 2022 Ecommerce and social trends, tools, challenges and opportunities
  • Module Two: Driving high-quality traffic to your online store that converts via Search, social, email and more
  • Module Three: Harnessing the power of Customer Relationship Management (CRM) to boost ROI
  • Module Four: Maximising social commerce opportunities within Facebook, Instagram, TikTok & YouTube

2022 Facebook Marketing Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Facebook Marketing trends, benchmarks & opportunities
  • Module 2: Engaging Facebook users within the News Feeds & beyond
  • Module 3: Creating high-performing Facebook Ads campaigns
  • Module 4: Messaging, Events, Influencers, Groups & Commerce

Leave a Comment