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Marketing Tips

February 10, 2022

9

min read

The anatomy of an ad: Native x This Might Get Weird

We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.


This week's anatomy of an ad: #162 Grace's Naughty White Elephant GiftThis Might Get Weird x Native

Hosted by: Grace Helbig and Mamrie Hart

Ad placement: Mid-roll

Ad type: Dynamic Insertion

Start point: 00:31:56


Ad copy: 

“It's a New Year which means it's the perfect time to upgrade your old disgusting boring hygiene routine and make it even cleaner. That's where Native comes in. Native’s aluminum-free deodorant and body washes are never made with parabens or sulfates and are cruelty-free. Plus, beyond their classic deodorant, Native also offers sensitive and plastic-free options. Native also has an incredible body wash that comes in eight scents and has a rich lather none of that poor lather that leaves you feeling moisturized and conditioned. Native has partnered with Baked by Melissa with a collection inspired by delicious cupcake creations like tie dye vanilla cupcake, mint cookie cupcake, fresh peach cupcake, and ginger lemonade cupcake to make your new year a little sweeter. You're gonna want to eat yourself. I said it… this year up your personal hygiene routine with Native. Go to nativedeo.com/tmgw20 or use promo code tmgw20 at checkout and get 20% off your first order that's nativedeo.com or use promo code tmgw20 at checkout for 20% off your first order”


Let’s break it down to see what works:

The hook: 

“It's a New Year which means it's the perfect time to upgrade your old disgusting boring hygiene routine and make it even cleaner. That's where Native comes in”


This episode came out on January 5th, so it aligned perfectly with all-things New Year - New Year's goals and resolutions and ‘New Year, new me’. Mamrie and Grace hooked their listeners by adding their own language and tone - “disgusting boring’. This helped the ad-read stay in character with the podcast and its listeners. 


The pitch:

“Natives aluminum-free deodorant and body washes are never made with parabens or sulfates and are cruelty-free. Plus, beyond their classic deodorant, Native also offers sensitive and plastic-free options. Native also has an incredible body wash that comes in eight scents and has a rich lather none of that poor lather that leaves you feeling moisturized and conditioned.


This part of the ad highlights the brand’s services, which includes how it stands out from competitors and its benefits. The description focuses on two main selling points: Its clean products (both for users and the environment) and its wider variety of product options. Native stands out amongst competing deodorant brands because of its focus on aluminum-free and plastic-free deodorant, paraben and sulfate-less body washes, and cruelty-free testing. Over the years, they have increased their offerings - “body wash that comes in eight scents”.  


The offer: 

Go to nativedeo.com/tmgw20 or use promo code tmgw20 at checkout and get 20% off your first order that's nativedeo.com or use promo code tmgw20 at checkout for 20% off your first order”


By using This Might Get Weird’s code, listeners get 20% off their first order. This offer enables listeners to give the product a try, in the hopes that they will come back for more once they finish their self-care product. 


Landing page: 

Although This Might Get Weird has its own unique URL for Native, its landing page isn’t fully personalized to the podcast. The landing page lacks mention of the specific podcast, simply stating at the top “Your discount will be applied at checkout”. It’s completely unclear for listeners who entered the landing page via the link mentioned above if they are at the right place/will receive the 20% off.    


This Might Get Weird Native landing page


Hits the spot:

This ad-read provides listeners with a clear understanding of what the brand does and its unique services, highlighting why listeners would benefit from it. Grace and Mamrie take into consideration their listener's pain points and deliver the ad-read using relatable lingo.


Room for improvement:

Although the ad-read is delivered with a sweet personality and relatable lingo, it doesn’t integrate seamlessly with the podcast episode. Right before the Native ad-read, the pair discusses fan fiction and, suddenly, a jingle is heard and the brand is promoted. This may lead listeners to understand that a few ads are coming up and, instead of continuing to tune in, press the skip button - especially because there are two partnerships presented back-to-back.


Partnership track record:

Over the last year, Native has sponsored over 131 podcasts and has sponsored This Might Get Weird 6 times.


Where else has Native sponsored?

The NewsWorthy, The JTrain Podcast, Sleep with Me, Wellness Realness, Girls Gotta Eat… with over 131 different podcast partnerships, you name the show and Native has probably been there!


What other brands have appeared on This Might Get Weird?

HelloFresh, Brooklinen, DoorDash, Noom, ThirdLove, and many more.


Key takeaways:

Native has identified podcasters that can naturally promote deodorant products and other self-care, personal hygiene goods. Grace and Mamrie are known for “talking nonsense, common sense and make jokes at their own expense…”, the ideal spot to promote this type of product/service. However, the ad-read would have been much stronger if the funny duo could have seamlessly presented the product rather than make it an obvious advertisement. 


Also - regarding the landing page, Native should consider adding some sort of customization to indicate that the listener reached the personalized page and will receive the 20% off.


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