Brand OR Performance? Yes!

Author: Tim Burke

My wife and I are big fans of Life360. Not for tracking each other – that’s someone else’s Dateline episode. For us, having teens and all the imaginable trouble they can find, Life360 is peace of mind. Not to mention, the irrefutable data arms any discussion around speeding, phone usage and not being at the location we were told.

Don’t worry I’m not here to pitch you Life360. Instead, let’s talk about their advertising and how it’s a terrific example of the powerful roles of brand and performance.

For those in the ad industry, Life360’s “I think of you dying,” is a well-known, award-winning, wonderful piece of creative. Its execution – all about what goes through an anxious parent’s brain when their child’s away – is hyperbolic, entertaining and memorable. It’s an idea that should connect with even the calmest, coolest of parents. Even kids can relate. It really nails that “peace of mind” I mentioned earlier.

However, recently while watching Hulu, I saw a much different Life360 ad. This one didn’t mention dying, had no catchy song, and zero kidnappings or loss of limbs. Sounds boring, right? This ad was simply about making Life360 a part of your school year. Keeping track of your kid’s whereabouts as they bounce from school to activity to home. Super unfancy, yet also super effective. Without being dull, it demonstrated exactly how a parent can benefit daily with Life360 on their side.

I’m not here to argue which execution is more likely to grow their customer base. I’m here to make a case for both. Brands often believe they must adopt a single position and stay in one lane. In reality, and in Life360’s case, both campaigns likely boosted their business in different ways. The exaggerated viral video positions Life360 as the App that keeps your brain from venturing into those dark, scary places. Not a fun journey! It may not immediately sell you on the product, but it stays with you. The back-to-school creative, on the contrary, strikes a bullseye on a parent’s current mind state. With the anxiety and mania of this time of year, it’s got its hook. Both are effective for their different objectives.

And that’s the key. A brand can have different objectives with its advertising and still feel like one brand. The specific execution or goal should not define who a brand is. We’ve worked with a lot of brands with these dual objectives. And it’s terrific bringing our performance game to drive needed growth… all while embracing and uplifting their brand.

So, in a role reversal, I’ll definitely be tracking Life360 and all sides of their marketing. Because unlike my 16-year-old on any given Saturday night, I like where it’s headed.

To learn more about performance advertising and how we drive growth, contact us and let’s talk.