THE REVERSE MULLET EFFECT: CREATIVE IN FRONT, BUSINESS IN THE BACK

Updated: Nov 12, 2021




If we didn’t believe in the power of creativity, we’d probably have a daily existential crisis on our hands. Yet creativity in a vacuum is more art than commerce, which isn’t a sustainable business model for us.


That’s why we never stop targeting, measuring and optimizing our creative work. It’s nice to see humans respond to our efforts. Beyond the vanity of validation, we’re seeing results that could be called unsexy—unless you’re into maximizing budgets and stealing market share from unsuspecting competitors. Or mullets. They’re coming back.


We’ll start with the cold numbers:




Toppers Pizza has seen a 51% increase in return on spend.

Orders influenced by social media are up 89%, and revenue influenced by social media is up 96%. (Since start of the campaign, on a year-over-year comparison.)



Vaccination rates in Lake Regional Health System counties were between 20-30%.

One month into the Now’s The Time Campaign, vaccination rates are between 33%-40%.





And after helping them reposition with a new brand campaign:

Lake Regional not only hit their market share goal 8 months early—they tripled it.





The APA saw the average length of stay for Grown-Ass Adults decrease by 3 days.