Last week, a video featuring Saratoga water went viral - and the brand’s response, or lack thereof, got the ecom and marketing twitter world into a frenzy, with people calling them out for wasting a massive viral moment. We break down what we would’ve done as Saratoga’s CMO: how to respond to earned media moments, what brands should consider in viral situations, and how to quickly activate organic social and creator partnerships.

We also get into Meta’s Andromeda engine - the machine learning upgrade powering Advantage+ Shopping Campaigns. We break down what it actually does, how it’s reshaping campaign structure and creative distribution, and whether it’s delivering better results in the accounts we manage.

Lastly, we dive into AI-generated ad creative: what’s possible today, what’s coming fast, and how it’s already changing how marketing teams work - from research and creative briefs to production speed and creative volume.

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00:00 Introduction

02:53 Viral Morning Routine: The Ashton Hall Phenomenon

05:56 Saratoga Water's Missed Opportunity

08:49 Marketing Strategies in Response to Viral Moments

12:11 Meta's Andromeda: Enhancements in Ad Performance

15:04 Ad Campaign Structures and Performance Metrics

37:37 The Evolution of Ad Distribution

44:12 Innovations in E-commerce and Meta Shops

47:13 AI in Creative Production

57:03 The Future of Brand Marketing Strategies

01:01:12 Emerging Trends in Organic Social Media

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E053: Our Takes on Saratoga's Viral Moment, Meta's Andromeda & AI's Role in Ad Creative

Marketing Operators