Deviate Labs

From intern to celebrity dog sitter - an interesting day in an intern’s life The first day I started my internship at Deviate Labs, they threw me right into the mix—I was invited to join a client call with our new client, Only Twin. I figured I'd have some time to get my bearings, but the next thing I knew, less than a month later, I was on set for Only Twin's music video shoot. Our team worked tirelessly behind the scenes in those few weeks before the shoot. We dove into content creation, fine-tuned PPC campaigns, and implemented innovative growth hacking strategies for Spotify. And that's just the stuff I’m allowed to talk about. My boss shipped me off to the music video shoot, figuring I could lend a hand wherever needed and knowing I'd be up for it. It was an impressive production run by The Director Brothers with celebrity actors such as Julianne Hough and Flula Borg, over 30 crew members, and an elaborate set. My role wasn't huge, but I wore a few hats: background extra, disposable camera distributor for social media content, and even dog sitter for the star, Julianne Hough. This project has provided invaluable insights into client management. Being involved from the outset of Only Twin's onboarding has allowed me to understand the intricacies of the client lifecycle in a growth marketing agency. Offering to help out on-site showed to me that you need to proactively support your clients in a variety of different ways. Being there with the client on the big shoot day helped enhance our communication and collaboration skills in our later meetings. Although this client was an artist, I have been able to apply these learnings to all the different client’s I’m working with that encompass a myriad of different industries. If you're curious about the shoot, check out the disposable camera footage we captured. And for those eager to spot my big-screen debut, you can catch a glimpse of the back of my head at the start of Only Twin's official music video: https://lnkd.in/gSr7ph6V

Disney’s Ads throughout the decades ✨ The Walt Disney Company's advertising journey began in the 1920s, featuring early characters like Oswald the Lucky Rabbit. Created by Walt Disney and Ub Iwerks in 1927, Oswald briefly starred in Disney's initial ad campaigns before a rights dispute led to Mickey Mouse's creation in 1928. From Mickey onward, Disney Advertising evolved alongside its growing empire. Early promotions focused on animated shorts and feature films. Mid-century saw expansion into TV, theme parks, and merchandise advertising. The '80s and '90s brought sophisticated campaigns for Disney's animated renaissance and media ventures. Today, Disney's multi-platform advertising promotes its vast portfolio of brands, streaming services, and experiences, while maintaining the core message of magic and family entertainment that has defined the company for nearly a century. Which decade is your favorite? #marketing #marketingtips #disney #ads #advertising #marketingagency #digitalmarketing

Sneakers & Superheroes - The 2000’s Skechers Heroes campaign Picture this: It's Saturday morning in the 2000s. The smell of cereal wafts from your bowl as you settle in front of the TV, eagerly awaiting your favorite cartoons. Suddenly, the screen explodes with action. Kids just like you are transformed into superheroes, their ordinary lives becoming extraordinary with a simple change of footwear. This wasn't just another commercial break—it was the "Skechers Heroes" campaign, a marketing phenomenon that would dominate children's advertising from 1998 to 2008, redefining what it meant to be cool for an entire generation. The "Skechers Heroes" campaign featured kids transforming into superheroes by simply putting on a pair of Skechers, each gaining unique abilities showcased in vibrant, action-packed scenarios. To deepen the engagement, the campaign even introduced storylines with villains (see The Tangler in the linked video) creating an entire universe where kids could imagine epic battles between good and evil. The campaign's success was so phenomenal that it led to the creation of a dedicated cartoon show with the characters, produced by Skechers and Nickelodeon. Takeaways for marketers:  ↗ Emotional Branding (Affect Transfer Theory): Positive emotions associated with the ad content were transferred to the brand itself. ↗ Developmental Alignment (Symbolic Self-Completion Theory): It tapped into children's need for empowerment, positioning the product as a tool for achieving coolness. ↗ Sensory Appeal (Von Restorff Effect): Vibrant visuals, interesting narrative, and catchy jingles made the ads stand out in a cluttered 2000s media landscape. The "Skechers Heroes" campaign exemplifies how creative, emotionally resonant marketing can leave a lasting impact on an entire generation. What childhood ad campaigns left a lasting impression on you? Read the full blog post here 👉 https://lnkd.in/gNHFj8Dx #marketing #casestudy #marketingcampaign #marketingtips #digitalmarketing #branding #contentmarketing

We’re still #hiring. Know anyone who might be interested? (new link)

The Birth of Deviate Ventures: From Marketing Agency to Venture Capital Ever wonder how a marketing agency pivots to venture capital? Our co-founder Chad Riddersen shares the inspiring journey: Deviate Ventures was born from the natural ebb and flow of agency work. Instead of letting resources go idle during slower periods, Chad and the team saw an opportunity to invest in startups. Key features: 🔱 Three-pronged approach: founding companies, passive investments, and equity for select agency service engagements ⚡ Utilizes 20-40% of agency resources during downtime 🛣 Stays true to the Deviate brand of charting unconventional paths The COVID-19 crisis became an unexpected catalyst. When 40% of clients churned overnight, Deviate Labs made a bold move: they retained their full team and doubled down on Deviate Ventures. Challenges and lessons: Early-stage investing is a long game (10+ year horizon for meaningful exits) Building a proven track record is crucial before raising funds from limited partners Today, Deviate Ventures represents a significant portion of the company's focus and embodies their innovative spirit. It's not just about deviating from the norm – it's about creating new norms in entrepreneurship. As Chad reflects, "Every single team member has made a meaningful contribution to Deviate Ventures over the years." It's this collaborative approach that drives Deviate Ventures forward, turning challenges into opportunities and shaping the future of startups and innovation. Read the full writeup here:  https://lnkd.in/g4_j5sVw

Marlboro’s advertising throughout the decades 🚬 Marlboro's advertising journey began in the 1920s, initially targeting women with the slogan "Mild As May." The ads featured elegant, sophisticated women, emphasizing beauty and femininity to appeal to female smokers. A key innovation during this period was the introduction of "ivory tips" on Marlboro cigarettes, which were designed to prevent lipstick smears, allowing women to smoke without compromising their carefully applied makeup. In the 1950s, Marlboro dramatically shifted its strategy with the introduction of the "Marlboro Man." This rugged cowboy image aimed to masculinize filter cigarettes, which were previously seen as feminine. The campaign was enormously successful, transforming Marlboro into a leading global brand. Ironically, several actors who portrayed the Marlboro Man later died from smoking-related illnesses, including lung cancer. This tragic turn underscored the health risks of smoking and became a powerful symbol in anti-smoking campaigns. As health concerns grew, restrictions on tobacco advertising increased. In 1971, TV and radio ads for cigarettes were banned in the US. Many countries followed with similar restrictions, culminating in comprehensive bans on tobacco advertising in print media, billboards, and sponsorships in numerous nations by the early 21st century. Today, Marlboro and other tobacco companies face severe limitations on how and where they can advertise, marking the end of an era in marketing history. #marketing #campaign #marketingcampaign #marketingagency #marketinghistory #iconicads

We're thrilled for our next team member spotlight: Amanda Lopez, our fantastic Digital Marketing Project Manager! We had the pleasure of asking Amanda some questions and her responses were fantastic. ♠ What inspired you to pursue your current role? "My first role out of college was at a great company doing advertising sales & operations. I learned a lot, but didn’t get to engage my creativity as much as I would’ve liked. I decided to explore the flip side of advertising and get into marketing where I could use my passion for storytelling. Deviate Labs was such a draw for me when I looked at the clients they worked with and how they operate as a lean, mean, creative machine. I knew it’d be a challenge so I was excited to take that on, and here I am six years later!" ♥ Can you share a memorable moment or achievement from your time here? "One of my favorite achievements was back in 2019 when our client, a passionate musician with 30 years in the industry, received a Grammy nomination for his album that we promoted. We used some pretty out-of-the-box methods, including a dedicated website entirely created for SEO purposes (which has now evolved into its own business). It was fun to execute, and a testament to how creative, unconventional ideas can produce tangible results." ♦ What’s one fun fact about you that most people don’t know? "I’m a boarding school alum - in part thanks to the fact that Harry Potter came out around the time I was thinking about high school." ♣ What’s a TV show or movie you think everyone should watch? "I’m a big fan of The Sopranos. It’s clichéd at this point to say this, but it really is one of the best shows of all time and everyone should watch it." ✈ If you could travel anywhere in the world, where would you go and why? "So many places, but to pick one: Greece. It’s one thing to read ancient epics by Homer and Hesiod, but another thing altogether to walk the lands that inspired them :)" We're thrilled to share that Amanda's passion for travel isn't just a dream - it's becoming a reality! At the end of this month, she'll be stepping away from her full-time role to travel the world with her husband. While we're sad to see her go, we couldn't be happier for her. Amanda's dedication, infectious joy, and outstanding work have made her an irreplaceable part of our team. Finding someone to fill her shoes will be no easy task! She continues to inspire us every day, and we can't wait to follow along with her travel updates. Here's to new horizons, Amanda! ❤️ #employeespotlight #employee #spotlight #agency #marketing #marketingagency #star #staremployee #hiring

We’re #hiring. Know anyone who might be interested? (new link)

We're #hiring! Know anyone who might be interested?

Typo or Genius Marketing? Visible's "Unlimited Massages" Marketing Stunt In a world where autocorrect reigns supreme, one company decided to embrace the typo. Visible, the all-digital phone service provider, took a common mistake and turned it into marketing gold in 2019. Picture this: Denver billboards promising "unlimited massages, minutes, and data." No, your eyes aren't deceiving you. Visible intentionally swapped "messages" for "massages," then doubled down by offering actual free massages at Denver's Union Station. The result? A viral sensation that transcended local boundaries and captured national attention. This "mistake" was no accident, but a meticulously orchestrated strategy. By blending out-of-home, digital, and experiential marketing, Visible crafted a campaign that not only got people talking but also perfectly aligned with their "what you see is what you get" offering of $40 all-in pricing and unlimited everything. The campaign created FOMO beyond Denver, engaging audiences across platforms from billboards to social media. Their unlimited massages event drove 44% more interactions and 78% more leads than they expected and event attendees were 3x more likely to become customers. Now that's a massage for the bottom line ;) Stunt Marketing takeaways: 👉 Cognitive dissonance can be a powerful tool: The unexpected pairing of phone services and massages created a memorable hook that sparked curiosity and engagement. 👉 Multi-channel synergy is crucial: By integrating Out of Home (OOH), digital, and experiential elements, Visible created a cohesive narrative that amplified reach and impact. 👉 Authenticity resonates: Aligning the campaign with Visible's brand promise strengthened their positioning and credibility. 👉 Local actions can drive national conversation: A targeted event in Denver generated widespread FOMO, demonstrating the power of geo-specific strategies in the digital age. What marketing stunts have caught your attention recently? Photos and statistics via Shorty Awards #marketing #marketingstunt #digitalmarketing #creativity #marketingstunt #stunt #socialnetworking