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TechCheck

TechCheck+ The Creative Process Behind Viral Social Ad Campaigns

TechCheck

CNBC

Disruptors, Tech, Technology, Cnbc, Management, Business, Faang, Investing

4.566 Ratings

🗓️ 7 March 2022

⏱️ 18 minutes

🧾️ Download transcript

Summary

TechCheck Producer Brandon Gomez discusses the future of marketing and advertising on social media. Movers + Shakers co-founders Evan Horowitz and Geoffrey Goldberg have been called “the go-to agency for brands making moves on TikTok”. They’ve worked with Amazon, Match.com, Hasbro, DSW, Warner Bros., and E.L.F. to pull in over 150 billion views and tap into the desirable Gen-Z and Millennial demographic.

Transcript

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0:00.0

Hello, I'm Brandon Gomez with CNBC, Tech Check.

0:03.7

Thank you for joining us for today's live stream with Tech Check Plus.

0:07.6

I am so happy to be joined by two guests.

0:11.0

So both Ed Haurowitz and Jeffrey Goldberg are with me.

0:15.4

They're the co-founders of Creative Ad Agency, Movers and Shakers.

0:18.9

Thank you both for joining me.

0:20.1

Good afternoon, or I guess morning to both of you who are on the West Coast.akers. Thank you both for joining me. Good afternoon, or I guess

0:21.1

morning to both of you who are on the West Coast. Morning. Thank you for the invitation.

0:25.6

Thanks for having this time, Brandon. Of course. So I would love to start the conversation

0:30.1

just by helping folks know a little bit more about what you do at Movers and Shakers, right?

0:35.4

And I think for me, in understanding what you're doing,

0:39.2

it was summarized in five words that I constantly found

0:41.9

on your website when I was looking.

0:44.3

And that was the idea that you are marketing

0:47.4

to a different tune.

0:49.2

And so Evan, I want to turn this to you.

0:50.9

What exactly does that mean marketing to a different tune

0:53.4

for our viewers? Yeah, well, our focus is connecting brands into culture. So everything we do is about how do we make brands more culturally relevant, more buzzy, more cool.

1:04.0

And the different tune actually goes back to our founding story. So originally our way in to help brands be more culturally relevant was to create original music for brands to connect them into culture and create really engaging social first campaigns.

1:18.6

Jeffrey's background is actually a Broadway performer, director, choreographer, and we've created now tons and tons of original music for our clients.

1:27.6

We've gotten our clients on the Billboard charts on the Spotify charts,

1:30.4

but we've grown and evolved a lot beyond that.

...

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