As we wrote two weeks ago, unbranded ads are a waste of time and money. TSN just released the results from its analysis of the 2015 Super Bowl ad campaigns, which highlighted that the unbranded ads added no value to the brand.
The research found that Budweiser’s ‘Lost Puppy’ ad had a 26% share of ad mentions online, however, “it achieved a poor score on personal relevance, thus failing to translate into memory – and ultimately value – for the brand”.
The article mentions that the product only features at the end of the ad and is barely noticeable.
Budweiser wasted their media budget and missed out on an opportunity to build brand salience.
Budweiser should have:
- Introduced the brand as soon as possible
- Included the brand as often as possible
- Ensured the brand was big enough and clear enough for viewers to see
- Used a branded hashtag