Martin named to Fast Company’s Most Innovative List
For the third year in a row, The Martin Agency made Fast Company’s list of most innovative companies for their unique celebrity collaborations.
It began in late 2023 and carried well into last year: the viral moment when Snoop Dogg announced he was “giving up smoke.” The post set the internet ablaze. For one of the world’s most recognizable cannabis users to suggest he was quitting made headlines globally.
The campaign, promoting Solo Stove’s smokeless fire pits, ultimately garnered 19.5 billion media impressions and more than 10,000 media placements across 68 countries. It generated $100 million in earned media value and boosted unaided brand awareness by 2.5 times. Solo Stove also saw a 500% surge in organic search, a 70% increase in revenue, a 20% jump in average order value, a 22% drop in customer acquisition costs and the brand’s best four weeks of fire pit sales.
The stunt succeeded in two key ways: It found a fresh way to feature Snoop Dogg—arguably one of the most overexposed faces in advertising—and it drove immediate and lasting results for the brand.
It wasn’t the Martin Agency’s only pop-culture play last year. The agency teamed up with Wyclef Jean and TIAA to create a financial literacy anthem aimed at Black Americans. While not an obvious chart-topper, the song was released on Amazon Music, generated $100,000 in donations to First Generation Investors within a week, lifted TIAA’s brand awareness by 63% and more than quadrupled visits to its website.
Click here: For the 15 ad and marketing companies that made the list visit.
