LMAO! My brother loves Drake and I haven't heard anything about that from him. I will have to talk to him about that. Awesome post, this had me cracking up.
The Art of Selling Without Selling
Turns out, Drake, a well known hip-hop artist, has released a new single called All Me, from his upcoming album which is dropping -in the parlance of our times- on Sep 17th.
In it, there is a line that goes “I’m on a roll like Cottonelle, I was made for all of this shit.”
This has produced a storm of tweets about Drake and…Cottonelle.
Why was I sleuthing Twitter for this bizarre info to begin with?
I’m currently managing an influencer marketing campaign for Cottonelle and I was going to run a little experiment. But instead of finding what I was looking for, I discovered a torrent of tweets about Drake’s Cottonelle line.
I got fascinated by it.
I have no idea if Cottonelle paid Drake to include them in a song. If they did, wow. Brilliant! If they didn’t. Wow…how lucky.
I’m paid to think good thoughts about Cottonelle, and while they have a brilliant and useful product, it’s utility is marginally better than other competing products. I mean, wet wipes are wet wipes.
So, top of mind is the name of the game for a company (and product) like Cottonelle’s wet wipes.
How Hip-Hop Wipes Its Ass
Having the hip-hop community buzzing with Cottonelle will undoubtedly translate into reaching a market that Cottonelle wouldn’t otherwise have access to.
Whether Cottonelle got lucky, or it’s a line they just happened to be featured in, this kind of marketing is effective as hell.
People don’t like to be sold to. They like to learn about things from their friends, and they certainly like to learn from celebrities.
Having someone like Drake “endorse” Cottonelle wet wipes would be entirely incongruous. Having Drake rap about it without directly endorsing it, accomplishes the top-of-mind requirement without the heavy-handedness that goes with direct endorsement.
Brilliant, just brilliant.
And to go full inception on your clean ass (HA!), even now, as you’re reading this post, you’re learning that Cottonelle has wet wipes, and that Drake has a new album coming out. The art of selling, without selling. :-)
Latest posts by Dino Dogan (see all)
- Content Strategy for VCs - July 30, 2015
- Freddy Krueger Is Scared To Build The Next Twitter But You Shouldn’t Be. Because @Codecademy - June 29, 2015
Too Funny, I am a big time DRAKE fan and I heard this in his song the other day and actually was writing a similiar post but I seconded guessed myself and left it in draft mode...Great minds think a-like
I need to check out Drake's video. ...Dino, you are a songwriter....this opens up a whole new world for you!
I'm not on a roll. But I am white and fluffy. Oh wait. Might have to be my third blog post for Cottonelle. DANG. And I just gave it away to the world. Next up? Justin Timberlake. What's he got in his box now? (Cottonelle wipes. Who doesn't.)
How funny that you mention this, I was on Google+ last night researching for our Cottonelle campaign and stumbled upon that very video! I clicked on it for a bit and quickly had to turn it off as the language was not suitable for my young children to overhear. That would be interesting to know if he was advertising indirectly or not. I have tried to make my blog posts seem more like an informative posts then a commercial. I've worked in marketing for years, and like you said, NOBODY likes to be sold to. Selling without selling is how we make a sale.
@RebeccaTodd I love that show :-)
I'd like to develop a culture of selling without selling on Triberr. I think a webinar may be in order :-)
@RebeccaTodd I dont know wat Im looking at but I cant look away lol
@RebeccaTodd I havent seen that one. Must be newer, Im little behind :-) HA! Get it? Behind? oh, nevermind :-)