Hook, Laugh, Sell: Going Viral the Harmon Brothers Way | Content Capitalists Ep 82
Published 2024-02-18
The journey from Harmon Brothers’ startup days to dominating in viral advertising
Why do their ads stretch past 3-5 minutes when the trend is shorter content
How filming real people reacting helps them identify emotional triggers
From Squatty Potty unicorns 🦄 to parenting chaos, stopping scrolls and selling like crazy has become the calling card for the now-dominant Harmon Brothers.
Shane Rickard is the creative lead turned now CEO of Harmon Brothers, the Utah video ad agency wildly famous for creating cultural phenomena for brands seeking explosive growth. As CEO, Shane oversees the strategic alchemy of humor, emotion, testing, and understanding people's problems that make Harmon's campaigns shine.
Aside from repeatedly crafting pop culture moments, Shane also speaks at conferences worldwide to help other marketers level up their creative game and eliminate ineffective advertising that feels tone-deaf or divorced from real human emotions. Needless to say, his wheelhouse lies in truly understanding people’s problems and channeling their unconscious desires into memorable content that gets results.
After thoroughly geeking out over some of their most famous work, Shane and I got into the underlying frameworks, philosophies, and responsible applications of new tech that separate Harmon Brothers from fly-by-night viral hits. There’s much more science, strategic testing, and consumer empathy fueling their advertising apparatus than you may expect!
If you wanna captivate audiences and steer them from bored to buying, then listen till the end to hear the Harmon Brothers CEO reveal their playbook.
Find Shane Rickard at:
harmonbrothers.com/
www.instagram.com/shanerickard
www.linkedin.com/in/shanerickard
Squatty Potty Ad: • This Unicorn Changed the Way I Poop -...
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www.instagram.com/kenokazaki/
youtube.com/c/KenOkazaki
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Timestamp:
00:00 Hook, Laugh, Sell
02:18 Harmon Brothers CEO
08:23 Squatty Potty Success
16:42 Unicorns Pooping Ice Cream
26:36 Testing Campaign Performance
35:50 Shared Parenting Experience
44:26 Chaotic Chatbooks Ad
51:14 AI Content Creation Risks
59:33 Responsibly Using A
All Comments (2)
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Promo sm 💖
