Category: Uncategorized

Most clients think in terms of the finished product: how the redesigned website is going to look and function, the impact a new TV ad will have on business, or what news coverage will amount from the latest press conference. And if we’re doing our jobs at FIFTEEN correctly, that’s all they should be concerned about. The very existence of advertising agencies is based on producing work that’s so good and building trust that’s so implicit, clients can concentrate on running their businesses.

However, there’s a lot that goes into that website, TV spot and news conference clients may not necessarily know about, like making sure they meet government regulations, adhere to a set of professional standards, and don’t claim to be something they’re not. Today we’re going to pull back the curtain to show some behind-the-scenes considerations we take into account when producing work on behalf of our clients in order to protect their integrity and reputation.

1. ADA Compliance. Title III of the Americans with Disabilities Act states that all private businesses must maintain an environment that’s accessible by all which has extended to websites over time. Captions on videos, pre-recorded audio descriptions and text magnification software are all ways we can ensure accessibility for all website users. Be sure to read our checklist or download the PDF that includes what websites need to be ADA compliant for more info.
   
2. Copyright Laws. While it may seem incredibly tempting to use familiar music in your ad, you can also open yourself up to a world of trouble (and litigation). That’s because of those pesky things called copyright laws, which protect the original artist’s intellectual property. Even if a piece of music is part of the public domain, a recent recording of it might make the copyright still in effect. This means whoever uses it without permission could be held liable. Luckily, we have access to many royalty-free music options for our clients, like this catchy tune we used for a recent Rich’s spot.
   
3. Contest and Sweepstakes Rules. Contests, giveaways, and sweepstakes are a great way to excite and engage your audience, but implementing them takes some careful planning and wording. First, you need to determine if you’ll be running a contest or a sweepstakes. Contests involve some skill and winners are chosen based on certain criteria, while sweepstakes winners are chosen at random. Then, there’s the standard no purchase necessary stipulation, and we haven’t even talked about how rules can vary from state to state. With all of the contests AND sweepstakes we’ve run for Upstate Farms, Intense Milk and Bison Foods, it’s safe to say we’ve got this down pat.
   
4. Underwriting vs. Advertising. Depending on the product, service, target audience, and budget, we may recommend clients place spots on public radio or television broadcasting stations instead of traditional outlets, like the local NBC affiliate or Top 40 station. However, NPR and PBS have specific parameters content must fall within to consider it appropriate and within FCC standards. Using subjective language, explicit calls to action, and making unsubstantiated claims are all prohibited when it comes to underwriting. For example, while we cannot say a client’s pizza is “the cheesiest and most delicious,” we can say “it’s made with artisan cheeses and baked in a clay oven” or instead of “go to xyz website to request a quote today,” “request a quote at xyz website” is correct. Knowing all of these nuances only comes with knowledge and experience.
   
5. Codes of Ethics. Yes, public relations practitioners have a bad rap of being “spin doctors;” alas, that’s a subject for another day. But did you know there’s actually a Code of Ethics all members of the Public Relations Society of America pledge to follow? The pledge encompasses values ranging from honesty to advocacy to independence. There are certain practices they simply won’t engage in, as innocent as the intent is. Want to send a journalist a free product in hopes he/she will write positively about it? How about providing some audience members with questions to ask at a town hall meeting to make sure certain talking points get brought up? Should you “forget” to mention you own stock or are on the board of a client’s competitor? Nope, nope and nope.

With all of these different guidelines, standards and codes to follow, it’s easy to see how “creativity” actually has a lot of parameters. It’s so important for businesses to work with experienced professionals who always have their best interests in mind.

In ad agencies, the divide between account managers and creatives has persisted since the days of Mad Men. Stereotype or not, the skill set of account managers tends to align more with the left side of the brain — analytical, logical, rational — whereas the creative mind aligns more with the right side — intuitive, imaginative, emotional. These strengths have a direct correlation with how we work, how we communicate, and may even influence what we wear or what time we arrive in the morning! Many agency teams embrace their differences in order to work harmoniously, while for others, the chasm is deep, particularly when dominant personalities are at play.

Where we align is our shared desire to achieve our clients’ goals. To be successful, one discipline cannot exist without the other. They are of equal importance. That is the inspiration for #Chapter15 on our Instagram account.

FIFTEEN’s social media strives to be a reflection of each of us as individuals, as well as our team as a whole. To have a creative convergence where each voice and vision is represented, and to debunk the myth that creatives are the only creative people in an agency (yes, that includes you accounting types too!), we have paired up one creative with one “non-creative” to concept, write and design our Instagram feed over the next several months.

This social experiment has many end goals. To promote collaboration among staff who don’t often work together. To provide a fun interruption from the day-to-day grind. To foster an open environment where every idea is welcome. To recognize, appreciate and rely on others’ skills, which very likely differ from our own. And to ensure that our brand reflects who we really are.

We hope our Instagram inspires you to dream in color or drives you to track analytics…or maybe a little of both.

MARKETING TO THE “TIKTOK GENERATION”

Move over, Millennials. Gen Z has taken the stage. And it’s time brands and advertisers start acting like it.

WHO IS GEN Z? AND WHY ARE THEY SO INFLUENTIAL?
Born after 1996, Generation Z (today’s 10 to 25 year-olds) now makes up over 20% of the U.S. population and is making their mark known. A demographic largely shaped and influenced by numerous social, political and economic events, including the COVID-19 pandemic’s impact and the Black Lives Matter movement, this generation of digital natives brings a whole new outlook – especially when it comes to where and how they spend their time and dollars.

With buying power nearing $150 billion, Gen Z is the future. Immune to traditional marketing and committed to making choices that align with their values, this media-savvy generation holds brands to a higher standard than ever. Understanding exactly what those values are will help you better communicate with them, gain their trust and eventually their loyalty.

GEN Z’S VALUES

AUTHENTICITY
Gen Z expects transparency and authenticity from brands, and they won’t settle for anything less. It’s tough to put anything past this skeptical (and highly educated) group – they’re ready to do their research. Within just a few minutes, they will have covered all of the bases – your website, your social accounts and your Google reviews. They want to know what you stand for. They want to hear sincerity in your voice – and see real, regular people using your products and services.

SUSTAINABILITY AND ENVIRONMENTALISM
According to a recent First Insight report, 73% of Gen Z consumers surveyed were willing to pay more for sustainable products, which is more than any other generation – and they’re influencing other generations to jump on board. They are committed to putting the planet’s health first by cutting down on consumption, reducing carbon footprint and supporting small batch producers and local businesses.

ENTREPRENEURIAL THEMES
A generation focused on work-life balance and making a life of their own, they are more likely to pursue nontraditional work suited to their desired lifestyle. In fact, 50% of Gen Zers freelance, and 72% of teens in the U.S. say they want to own their own business one day – more than any other generation. Ideas of self-empowerment, self-care and determination resonate with them.

DIVERSITY AND INCLUSION
The most racially and ethnically diverse generation yet, Gen Z believes it’s important for brands to address diversity and inclusion. Beyond race and ethnicity, these social justice warriors are also advocates for gender liberation, neurodiversity and accessibility for individuals with disabilities. Most Gen Zers agree that forms or profiles should include more than the standard binary options.

IMPLICATIONS: MARKETING TO THE “TIKTOK GENERATION”

STAND FOR SOMETHING. AND LIVE IT OUT.
Be bold about your company values. What are you most passionate about? Take a stance on social issues, whether LGBTQ+ rights, diversity, body positivity or social responsibility, and make your voice heard – amplifying employee and customer voices as much as your own. Gen Z will take notice when you speak with authenticity, and more importantly, walk the talk.

VIDEO, VIDEO AND MORE VIDEO.
Gen Z has an increasingly shorter attention span of just eight seconds, compared to Millennials’ 12-second attention span, making video popular among this generation. Short-form video engages users with short, impactful messaging, and is most commonly and effectively used on YouTube, Instagram, Snapchat and TikTok (platforms Gen Z spends the most time on).

MEET THEM ON MOBILE.
On average, Gen Z got their first smartphone at age 12 (compared to Millennials’ average of 17) – making them a mobile-focused generation. They’re doing almost everything on their phones, from entertainment to shopping – so it’s more important than ever that your digital content is optimized for mobile.

UNDERSTAND HOW THEY USE SOCIAL PLATFORMS.
Understanding how Gen Z uses popular social media platforms is critical for knowing how to use each one to its unique strengths and creating content that engages with them. YouTube is the number one platform Gen Z turns to, whether it’s for relaxation, education or a mental pick-me-up. Instagram delivers the “most relevant” social commerce experiences, with 60% of Gen Z claiming to use it to discover new brands, products and services. And no surprise here – the “TikTok Generation” has more users on TikTok than any other platform, besides Snapchat. The appeal? Attention-grabbing, content-rich video, delivered in a hyper-personalized algorithm.

GET PERSONAL.
Gen Z expects personalized experiences from brands, growing up with curated Netflix selections, Spotify playlists and Amazon product recommendations. They don’t respond well to insincere or aggressive sales marketing, but rather brands that are personable, relatable, community-oriented, and even fun and playful. Find out their pronouns, spill some humor, ask questions to help them (and you) find what they’re looking for, or connect with them through influencers.

Gen Z wants their voice to be heard. Give them opportunities to speak and engage with your brand.

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Panning shots of a city skyline introducing the movie setting. A close-up of a business woman’s hands pressed against a keyboard on a billboard ad. The happy couple holding hands, a beachside sunset behind them at the end of a commercial. We’ve all seen this imagery before. Where does this imagery come from? And why is it so ubiquitous?

In the cases mentioned above, there’s a good chance you were looking at stock imagery. At the moment you saw it, you probably weren’t wondering who captured or obtained it. It simply did its job–captured your attention, filled in gaps between scenes or added some sort of tangible emotion to an advertisement. Well, maybe you thought twice watching Guaranteed Rate and Indeed’s Super Bowl LV spots, which both used the same stock footage, airing on the same stage–which happened to be on the most watched show of the year, attracting 96.4 million viewers. Oops (x2).

Unlucky coincidence? Maybe. But that’s just one of the chances you take when using stock media–the chance for duplication being its drawback. And the only way around it is producing the imagery yourself. However, creating a library of media unique to your brand requires a lot of time and resources, which might not always be possible. Both Guaranteed Rate and Indeed cited time, costs and the risks of original production during COVID-19 as to why they utilized stock footage for their Super Bowl ads–all valid reasons why many brands and advertisers rely on stock versus original media.

Nearly every website, video ad, billboard, social media post requires imagery. What is the right source of media for your next project?

Bottom line: there’s a time and place for both. Original photos and footage capture your brand with authenticity, credibility and creativity using real, relevant people, products and places. But, there’s definitely value in stock, which offers high-quality media without the time, costs and extra hassle associated with producing the imagery yourself.

Curious about the talent and creators behind stock media? Click here to hear from stock models and photographers, and get a behind-the-scenes look at what goes into a stock shoot.

With graduation around the corner, amidst the influx of post-pandemic job seekers, we thought we’d speak to the timelier-than-ever topic of recruitment through our own lens. More specifically, we’re diving into our talent search strategy as an advertising agency.

What do we look for in potential employee candidates? Obviously, there are some skills and qualities that are sought out by almost every employer, but there are others unique to agency-qualified prospects. Ultimately, we want to know if you’re a good fit for our team and bring something new and valuable to the table. It’s finding the best balance between talent and culture.

We recently spoke with Catapult, a client of ours specializing in executive search, for some insight on finding employees that meet this perfect combination of talent and culture. Senior Director of Talent, Paige Gullotti Nero, reinforced the importance of identifying candidates whose values align with your company’s – along with your mission and vision — through assessments and a consistent interview process.

“It’s important to really look behind the curtain to identify a candidates’ critical competencies, work styles, philosophies, values, behavioral preferences, core values and emotional intelligence to determine whether or not they’re a good fit for your team and the ways you collaborate.”

HMN Resources President and Senior Professional in Human Resources, Holly Nowak, says that the two most important qualities she looks for when hiring are “true interest in the opportunity and a growth mindset” — both stand-out traits that we’ve found make for success in the advertising world – and beyond.

A motto of ours at FIFTEEN is “personality over portfolio.” We look for someone who’s excited and passionate about what they do, with a desire to learn and grow, both personally and professionally. If you take a good look at our team, you’ll notice that every person has a passion, hobby or side hustle outside of their career. We believe it’s important to have outlets beyond the workplace to express ourselves, that make our lives just a little more meaningful while keeping us balanced. It also makes for a uniquely diverse and well-rounded office, where there’s so much to learn from and about each other every day. Our passion for learning transfers to our work, benefitting our clients as we delve into their products, services and culture in order to effectively communicate what they offer.

Below, we’ve categorized some of the most valuable skills and qualities we look for in potential agency additions.

Wondering how you can improve your own hiring efforts? Learn how you can stand out among the competition with recruitment marketing.

There’s no doubt about it: when it comes to connecting with Gen Zers (those born after 1996, according to Pew Research) on social media, brands have their work cut out for them. That’s because, as we discovered with our previous article on this group and their values, they are a generation who’ve grown up hearing the cautionary tale, “just because it’s on the internet doesn’t make it true,” and are ready to put brands to the task. If a brand isn’t authentic in its engagement with this inherently skeptical group, they’ll simply turn their attention to the innumerable other ways to amuse and distract themselves online – and take their wallets with them.

So how does a local brand connect with that coveted group of 10 to 25 year-olds and their combined $150 billion spending power? We did some primary research here at FIFTEEN, asking some of the younger team members, as well as the offspring and their friends of some of the older ones, which local brands they follow and why. And more importantly, we asked them what they look for when choosing which brands to follow, and what factors influence their decision whether or not to purchase from them. Read below for some of their responses.

Aidan, 12
Even though I follow about 600 people on TikTok, the only ones from around here are the Bills, Sabres and Bisons because they’re Buffalo teams and I’m from Buffalo. I like to see random stuff from the players, like interviews. I follow Darien Lake on Instagram and YouTube because they post updates and videos about new rides. We have season passes and I like to go with my friends.

Katie, 16
I follow local brands because I like to support local businesses and stay involved in the community. Fairy Cakes Cupcakery on Instagram does a good job at posting content about new items, sales or holiday specials. They had fun designs for the May the Fourth holiday that I purchased for my boyfriend.

Declan, 16
To be honest, I don’t follow many local brands on social media, but one company that I respect and follow on Instagram is Chiavetta’s. As a student athlete, I appreciate all of the fundraisers they do for other school sports teams. I check out their page to see where they’ll be, and if they’re sponsoring a bbq dinner that benefits one of my school’s or my friends’ teams, I’ll stop by and pick one up to help them out.

Jenna, 22
On social media I’m mainly on Instagram, TikTok and YouTube, with some Facebook, but that’s mainly for family stuff. I mainly follow national brands, but some local brands I follow on Instagram are Balanced Body Foods, Step Out Buffalo and Ithaca Hummus. I like seeing new products and getting ideas on meal prep and clean eating, as well as the latest on what’s going on in Buffalo.

Alexis, 23
I follow local brands on social media, mostly Instagram, because I love supporting local companies and my community. One that immediately comes to mind is Step Out Buffalo; they are always updating their content and I get a lot of ideas from them. And while I haven’t bought anything directly from SOB, I have purchased from businesses they’ve featured.

Kelsie, 24
Fattey Beer Co., Oxford Pennant, Research and Design, and Step Out Buffalo are four local brands that come to mind. I love trying local craft beers, and Fattey is dog friendly, offers to-go options, hosts events and classes, and I like how their mug membership brings a sense of community. Oxford Pennant is just cool and fun with what they make and post, including the language they use, the people who represent their brand and their aesthetic. They also take a stand on social justice issues, which I admire. Research and Design’s Instagram presence knows the way to my heart (and wallet) with clothing and shoe try-ons and in-season, on-trend outfit inspiration. Step out Buffalo is a woman-owned business, and like Fattey and Oxford Pennant, are community oriented and socially aware. Plus, Step Out Buffalo is always in the know about trends, posts funny captions and memes, is creative with giveaways and knows how to engage with users on each different platform.

Erika, 24
I follow local brands, mostly food and coffee-related, because I like to know when events are happening, if they’re going to release special products, etc. Companies like Steamworks Coffee Roasters, Half Baked Cookies and Step Out Buffalo are always posting updates on Instagram and I like to see what there is to do. I have been known to purchase a coffee or treat after seeing a post on my feed.

Cassie, 25
I’m mainly on Instagram, and three local brands that stick out to me the most are Butter Block, Oxford Pennant and Southern Junction. They have a lot in common as far as their social media strategy: their pictures are pretty to look at, they regularly post updates to keep me informed about things like hours of operation and specials, and they’ll share real people using their products. For example, I like to know where my food comes from, so I’ll notice when Butter Block tags local farms if they use their products in their baked goods. Southern Junction will post candid captions that make them feel more conversational, as well as behind the scenes shots and the inspiration behind their food.

Ashley, 25
I mainly follow national brands on social media, and my preferred platforms are Instagram, Facebook and TikTok. I like to keep up with the latest news and will follow a few local restaurants for this reason. However, I will say I buy things featured in ads or recommended by influencers all the time. Social advertising works for me. In fact, it’s the main driver for almost all of my purchases.

On the flip side, however, we talked to a group of Gen Zers who aren’t as enthusiastic about following local brands, again citing that healthy suspicion about the authenticity behind the corporate accounts. Parth, 17, Sydney, 19 and Matthew, 22, were all nearly unanimous in their sentiments: platforms like SnapChat and Instagram were mainly for keeping up with friends, and they’d rely more on a friend’s product or service recc than anything a brand could say about itself on social media. TikTok was for connecting with brands or content creators on a national level, mostly with the intent of being informed and entertained, especially for the younger Gen Zers. Aidan, 12, said Shaq, Bill Nye and YouTuber Mr. Beast are his favorite TikTok accounts, while Ayla, 14, cited CoolMath Games and the Paralympic as her accounts of choice. “Idk who runs it (the Paralympic account), but they have internet humor down to a T,” she said (it should be noted that in keeping with this generation’s preferred method of communication, most of this information-gathering was done via text!).

There’s no doubt that like their forebears, Gen Z is a nuanced group, influenced by its formative years and the available technology. As this group continues to age, it’ll be up to savvy marketers to keep up with their preferences and evolve to meet their expectations.

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We have all heard the news reports about how the pandemic has impacted the job force; employees quitting jobs for positions that offer more money, more job satisfaction or more work-life integration – not to mention many in the Baby Boomer generation favoring early retirement. Recent stats by the U.S. Bureau of Labor Statistics reported that 4.35 million people evacuated jobs in February 2022 alone, up 94,000 from the previous month. This has left 11.27 million positions unfilled, resulting in 5 million more available jobs than available workers.

While this ‘Great Resignation’ – as it will be coined in our history books – isn’t doing great things for inflation and interest rates, it does drive the need for recruitment marketing.

“In my twenty-five year career in advertising, I have never written as many media recommendations to target job seekers as I have in the past six months,” said FIFTEEN’s Media Director, Jennifer K. Fortune. “It’s industry-agnostic too. I’ve had to target healthcare workers for a hospital system, plant workers and drivers for manufacturing companies, maintenance folks for a property management company and even recent college graduates for local start-ups.”

How does a company’s recruitment efforts stand out among the competition when, statistically speaking, each one of us would need to work 1.8 jobs to fill all the available positions? The answer is not much different from any marketing effort: precise targeting and effective messaging.

If you have open positions you are desperate to fill, you might be thinking your target audience is anyone with a pulse, right? Wrong. Unless there is no limit to your recruitment marketing budget, targeting the right audience will be imperative. Look at your existing workforce and those who hold similar positions and try to match the demographic audience most likely to fill the position. Does the position require a specific degree, like nursing or accounting, or does it require physical strength more often associated (but not always!) with younger males? The more precise you can get about the demographics of your audience, the more precise you can get about where to reach them.

As a general rule, digital media is going to give an advertiser the greatest targetability in terms of criteria such as age, education, employment status, industry, etc. LinkedIn, as an example, is a logical place to promote open positions – both as paid media and as organic posts. However, be aware that some platforms, like Facebook, have put in stop-gaps to avoid discrimination. For example, you can’t target just men or just women or isolate ads to specific zip codes as you can for other types of campaigns.

While more traditional media tactics may result in some wasted exposure, a seasoned media buyer knows how to spend your budget efficiently. For example, depending on the position you are hiring for, short-form (10 seconds) TV spots, with a direct call-to-action, aired during dayparts where unemployed or shift workers tend to be watching can be effective. If you are looking at soon-to-be college graduates, out-of-home placements surrounding college campuses might be the way to go.

One not-so-effective tactic we came across was a direct mail piece highlighting jobs in the construction industry. The issue was that it targeted those who had served in the military (the connection between construction and military was lost on us) and, unfortunately, the recipient had no military history…nor was he looking for a job! If you want to employ direct mail tactics, make sure the recipient list is well vetted to reach the right audience.

But targeting is only one half of the equation. The right messaging is equally important, especially if you want your open positions to get noticed among the plethora of want ads out there.

FIFTEEN’s Creative Director, Rachel Spence, concurs. “Don’t assume that because you enjoy working at your company that everyone else will too. Identify the unique or unexpected benefits your company offers and be certain to include this in the ad copy.”

One element that’s sure to attract attention, especially with inflation on the rise, is money – not just competitive wages but anything above-and-beyond the base salary. For example, if you offer a hefty sign-on bonus, call it out for potential candidates. For others in this post-pandemic world, flexible schedules and remote offices are no longer nice-to-haves but need-to-haves. This is especially true with job applicants considering positions outside of the markets in which they reside. Local companies don’t necessarily have the competitive advantage.

Other benefits worth highlighting in your creative messaging may seem esoteric, but are especially important to Gen Z. Forbes reported that today’s applicants need to know that a company’s values match their own and that mental, social and emotional well-being benefits figure into evaluating the job opportunity.

Despite the unemployment rate dropping to 3.6%, comparable to pre-pandemic numbers, in March 2022, workers continue to have leverage when seeking new employment opportunities. Companies will continue to compete with one another for hiring for the foreseeable future, so strategically- and creatively-sound recruitment marketing will continue to be imperative. However, evolving company culture may prove to be a more critical element when filling positions and lowering attrition rates.

Click here to learn about our own hiring strategy as an advertising agency, and what we look for in potential job candidates.

If it seems like there have been a ton of retro-themed blips on our collective pop culture radars lately, you’re not imagining it. From reboots and reunions from classic 80s and 90s TV shows, to even the recent Wayne’s World and Dolly Parton’s 9 to 5-inspired Super Bowl commercials, brands are using nostalgia to get our attention for one simple reason — it works.

“Anything that brings us back to our childhood is huge right now,” said Rachel Spence, FIFTEEN’s Creative Director. “Thinking back to when we were growing up automatically instills these warm memories of a simpler time, whether they’re accurate or not. Advertisers are eager to capture those feelings and transfer them to their product or service.”

Other marketers agree. According to Fabrik, a creative agency in the UK, nostalgia inspires consumers to spend their money because it promises an immediate return in the form of happy memories and comfort. Autopilot, an Australian social media automation company, explains the ‘nostalgia marketing strategy’ as aiming to re-capture an audience’s attention by tapping into older and more familiar trends from the past.

So what is it about nostalgia that evokes these kinds of feelings?

Well, looking at the etymology of the word offers some clues. As Merriam Webster referenced, nostalgia comes from nost-, which means homecoming; and -algia, which means pain. In the 19th century, nostalgia was classified as a legitimate medical condition with symptoms ranging from “melancholy” to loss of appetite and sleeplessness, and was mostly diagnosed in soldiers fighting wars far from home. In short, they were longing for home so badly they were developing symptoms from it.

Don Draper’s iconic pitch to Kodak in “The Wheel” episode of Mad Men further romanticizes our feelings about days gone by (although we now know he took some liberties with its definition!):

Nostalgia — it’s delicate, but potent…. Teddy told me that in Greek, nostalgia literally means, ‘the pain from an old wound.’ It’s a twinge in your heart far more powerful than memory alone. This device isn’t a spaceship, it’s a time machine. It goes backwards, and forwards…it takes us to a place where we ache to go again. It’s not called The Wheel, it’s called The Carousel. It lets us travel the way a child travels — around and around, and back home again, to a place where we know we are loved.

“A place where we know we are loved” is certainly somewhere we’d all like to be, and savvy marketers know that bringing us back there with retro ads, packaging and spokespeople is a slam dunk — not only for those warm fuzzy feelings, but for the automatic recognition as well.

Whether it’s for a cell phone, software, or even yogurt, kickin’ it back old school is a great equalizer and shows audiences brands can connect with them on a deeper level, something that especially resonates today. We’re all looking for ways to relieve stress these days, and being temporarily transported back to the perceived simplicity of childhood, even for just 30 seconds with a TV spot, is a much-needed brain vacation.

What are some of your favorite commercials from childhood? Learn about what’s still taking up real estate in our memories on our brand-new YouTube series, Channel 15. You can also watch some spots we’ve produced for clients, and our sizzle reel for other examples of our work.

Chipotle is selling virtual burritos in Roblox. Ariana Grande holds a concert attended only by avatars on Fortnite. Someone spent $4.3million on virtual land to be Snoop Dogg’s “neighbor.” And Facebook changed its name to Meta.

Ready or not, your work, your play, and the future of the global economy is on a disruption course with the metaverse. More a convergence of trends than a product, the metaverse is not The Matrix, it’s not a protocol or a platform, and it’s not simply virtual reality. The nearest comparison, in terms of scope, is probably The Internet and all it encompasses — the connectivity, the hardware, the experiences, the social networks, the virtual workspaces. Yet unlike the walled gardens of big tech collecting and profiting from your data, the metaverse, in theory, will be decentralized, open, and widely user generated.

The metaverse of today is still in its ‘AOL disc you got in the mail’ stage of infancy. Yet whether or not the idea of spending crypto-bucks on a virtual beanie for your avatar to wear inside an NFT museum built by a 12 year old appeals to you? The biggest companies and creators are pouring billions of real dollars into this new marketplace — and that means you need to pay attention.

If you’re having trouble wrapping your head around all this, you’re not alone — and FIFTEEN is here to help. We’re sharing this handy glossary of key terms so that next time you hear a news story about a JPEG of a chimp somehow getting you into a Dolce & Gabbana yacht party? You’ll kinda sorta know what they’re talking about.

FIFTEEN’s PR Manager and mom to three boys, Tara, recently received a marketing email from Target promoting their Roblox Avatar T-shirt Collection that allows kids to sync their real-life style and virtual look. When they buy an actual shirt, they also get a free digital version their Roblox avatar can wear inside the video game. Little did she know, Tara just had her first experience with the metaverse.

The metaverse is very quickly integrating itself into our daily lives by including immersive learning, shopping, education, travel and other applications beyond our present imaginations. In fact, you may have even already experienced facets of the metaverse, like Tara, without even realizing it.

If you watched Super Bowl LVI, you might have even caught several metaverse mentions or references in ads and game day announcements. Miller Lite announced a month prior that it was heading to the metaverse for the Super Bowl at a virtual bar in Decentraland, where viewers could watch the brand’s exclusive game-day ad. Meta, Facebook’s parent company, encouraged viewers to look to the metaverse for hope by making reality seem depressing using animatronic characters. The Foo Fighters even took the virtual stage for a Super Bowl after show in the metaverse.

Could it be that this new shift for the internet is as paramount as the original dot com boom or the launch of social media? We certainly think so.

SO, WHAT DOES THIS MEAN FOR YOU AND YOUR BRAND?

The metaverse eliminates geographical limitations, opening the door for new opportunities for brands that have never been possible before. While it’s a bit Wild West right now, it’s never too early to start thinking about how your brand could show up in the metaverse and when it makes sense for you to make an appearance.

From virtual fashion to virtual real estate and avatar accessories, there are endless opportunities for brands to dive into the metaverse, no matter your objectives – and a number of brands have already entered the ring. Some brands are releasing NFT collectibles or limited editions to open up new revenue streams, build brand awareness, raise money for a good cause, give special discounts or rewards, live event ticketing and so much more.

VIRTUAL STORES
Stores like IKEA have created immersive virtual reality experiences that allow customers to explore and visualize products through hyper-realistic applications, whether they’re shopping from their couch or in-store. Users can design and envision their dream living room through intuitive UI, configuring furniture and layout, swapping fabrics, colors and more – even while changing the time of day to see their creations in different lights before making a purchase.

NFTs
Clothing, footwear and accessory brands are wedging themselves into video games and online communities with the sale of real-wold fashion items that have a digital life as an NFT or exclusively digital items. Nike is capitalizing on NFTs with collectable digital sneakers, which you can purchase for your virtual avatar.

Blockchain-based NFTs can also be a great way to raise money for charities or non-profit organizations. Taco Bell auctioned NFT GIFs, giving the buyer of the original ‘Transformative Taco’ a real-world $500 electronic gift card incentive while supporting the Live Mas Scholarship, which supports young people’s education.

VIRTUAL EXPERIENCES
The NFL is offering virtual commemorative tickets fans can collect, buy and trade. Bands and artists like The Weeknd and Ariana Grande are also taking the stage in the metaverse with virtual concerts in games like Fortnite and Roblox, introducing plenty of opportunities for advertising and sponsorships.

VIRTUAL REAL ESTATE
Encompassing everything that exists virtually, the metaverse even presents real estate investment opportunities in virtual worlds such as Decentraland and The Sandbox. Not only have celebrities like Snoop Dogg and Paris Hilton bought property in these virtual worlds, but brands like Samsung and Adidas have even invested in plots of land to fill with exclusive branded content, experiences, performances and more.

As you can see, the possibilities in the metaverse are truly limitless – finding out exactly where your brand fits in is the first step. Then, you can tell your brand’s story in new ways while evoking new consumer interaction, and even collecting new data on your customers.

Navigating this new frontier, or even knowing where to start, can be intimidating. But the way we see it – the sooner you get in on the action, the better. As an early adopter, you have the chance to dominate the space and make a big impact in the metaverse.

If the concept of the metaverse is foreign to you or if you’re having trouble wrapping your head around all this, you’re not alone — and FIFTEEN is here to help with a handy glossary of key terms.