Let’s talk about media buying! No, it’s not just about throwing money at ads and hoping something sticks — it’s about strategy, finesse, and of course, a little sparkle. Think of it like curating the perfect playlist for your brand. You need the right mix of earned, owned, and paid media to make sure your message isn’t just heard but felt. And when it’s done right, it’ll make your audience sing your praises.
What Is Media Buying, Anyway?
Okay, let’s break it down. Media buying is the art (yes, art) of securing space on channels like TV, radio, print, social media, or even those cool TikTok ads we all see. It’s about choosing where and when your message will shine the brightest — basically, it’s like casting your brand in the lead role of the biggest blockbuster of the year.
But it’s not just about spending the most money. It’s about targeting your audience with precision. You don’t want your fabulous campaign to show up at the wrong party. That would be tragic! As HubSpot puts it: “Media buying is the process of negotiating and purchasing media space to advertise a product or service with the goal of achieving maximum exposure to a target audience at a cost-effective rate.”
Some examples of paid media buying include social media advertising, Pay-Per-Click (PPC), banner ads, out-of-home (OOH), radio advertising, Google Ads, television advertising, ads on streaming services, etc.
Paid Media: Putting Your Money Where the Audience Is
Paid media is where you get to be a little extra. And who doesn’t love being extra? We sure don’t mind! This is where the money flows, and your visibility takes off. Whether it’s Google Ads, Facebook ads, a 30-second commercial spot, or a pop-up banner on your favorite blog, paid media is all about buying the space to show up. But here’s the catch: you want to make sure your message fits in with the vibe of the channel. No one likes a diva who doesn’t know how to read the room.
Paid media allows you to reach an audience you may not have had access to otherwise. It’s a shortcut to visibility, but remember — it’s still gotta have that special something to make it work. If you throw a boring ad at people, they’ll swipe right past it. But if you hit them with something captivating, they’ll stop, engage, and possibly even share with their friends.
Example: Coca-Cola’s “Share a Coke” Campaign
Oh, Coca-Cola, you absolute legend. If there’s one campaign that perfectly demonstrates how to do paid media right, it’s the iconic “Share a Coke” campaign. Let’s break it down: Coca-Cola didn’t just throw its brand name on a bottle and call it a day. They got personal. They took something as universally recognizable as a Coke bottle and made it feel like it was just for you. They swapped out their classic logo with over 1,000 of the most popular names — suddenly, Coke wasn’t just a drink; it was a personalized experience.
They then paired it with a savvy social media strategy. Coca-Cola didn’t just put these bottles on billboards and TV; they strategically placed paid ads across a variety of platforms, targeting the right audiences with the right message. We’re talking TV spots, billboards, digital ads, and sponsored posts across Instagram and Facebook. But here’s where the real magic happened: people loved the idea so much, they started sharing their personalized bottles on social media. YAS!
The beauty of this campaign was the seamless integration of paid and earned media. The paid media ensured the message reached millions, but the earned media kicked in as customers began posting and tagging Coca-Cola on their own personal social accounts. It wasn’t just Coca-Cola talking to its audience—it was the audience doing the talking for them, and they were loving it. This organic buzz, driven by people sharing their Coke moments, turned into a viral sensation.
What we saw was the perfect blend of paid media driving visibility and earned media building authentic, emotional engagement. The result? A skyrocketing campaign success that not only increased sales but solidified Coca-Cola’s connection to fun, friendship, and shared moments. Talk about creating a moment that people want to share — literally.
Earned Media: The Real, Organic Love
Onto earned media — that’s where the magic happens! This is when you get the attention without paying for it. A win-win! It’s earned through hard work, PR, social buzz, or a viral moment that just takes off. It’s like when your influencer bestie posts about your product, and suddenly, everyone’s asking where they can get it. It’s the ultimate validation because it shows that people like what you’re doing enough to spread the word for you.
It’s like when your influencer bestie shares your product on their Instagram story, and suddenly, you’re flooded with DMs asking, “Where can I get that?” That’s the kind of organic love you want — people talking about your brand because they actually care. No ad spend required. And let’s be real — there’s no greater validation than someone spreading the word for you because they genuinely like what you’re doing. It’s the ultimate compliment!
Earned media is crucial for building long-term brand credibility. When the press starts writing about you, when your customers share your content, or when a viral TikTok catches fire — that’s when you know you’re at the top of the media pyramid and trust us, that is the place to be!
Example: ALS Ice Bucket Challenge
Let’s take a trip down memory lane to a simpler time when we were all drenched in freezing cold water for a good cause. The ALS Ice Bucket Challenge was the ultimate example of earned media, and it’s still talked about to this day.
What started as a fun, quirky social media trend turned into a viral phenomenon that spread like wildfire — without spending a single cent on paid media. People challenged each other to dump ice water on their heads, filmed it, posted it, and tagged their friends to do the same. This social snowball grew so massive that it got coverage from major news outlets, celebrities jumped on board, and before anyone knew it, the ALS Association had raised millions of dollars in donations.
This wasn’t just some random viral moment; it was a well-timed, community-driven movement that caught fire, all thanks to earned media. There was zero paid advertising involved — it was all about people engaging with the challenge and sharing it. The media coverage came naturally because everyone was talking about it. The ALS Association didn’t need to spend a dime to get on every news channel, every social feed, and in every conversation. That’s earned media power in its purest form — people spreading the word, amplifying the cause, and giving it life beyond what any ad could accomplish.
That’s the kind of earned media you want to channel into your next campaign. Let your brand’s story speak for itself, and watch the magic unfold.
The Best of Both Worlds: Paid + Earned Media
Ah, the sweet spot where it all clicks — paid and earned media coming together seamlessly. It’s like throwing an unforgettable party, but instead of just sending invites, you’ve got a crew of people doing the legwork to get everyone talking. Paid media opens the door and puts you in front of the right crowd, while earned media keeps the buzz alive long after the spotlight fades.
A great campaign isn’t just about that one moment of visibility — it’s about keeping the conversation going. Paid media ensures you reach the right audience, while earned media steps in to build on that momentum, turning initial interest into ongoing chatter. It’s the perfect formula for sustaining excitement and growing your presence over time.
Example: Nike’s “Dream Crazy” Campaign
Let’s take a look at Nike’s “Dream Crazy” campaign, which is the perfect example of how to mix paid and earned media to absolute perfection. When Nike featured Colin Kaepernick in their ad with the slogan “Believe in something. Even if it means sacrificing everything,” they stirred up some serious controversy. But guess what? The controversy worked in their favor. Nike’s paid media — TV spots, digital ads, and social media posts — made sure their message reached millions. They strategically placed those ads across TV, social platforms, and digital outlets to target exactly the audience they wanted.
But here’s where earned media kicked in. People didn’t just watch the ad and move on. They talked about it. They shared it. They debated it. It became the topic of conversation everywhere — from social media feeds to dinner tables. Whether you agreed with the message or not, everyone had an opinion, and that’s exactly what Nike wanted. The debates, the hot takes, the shares — all of that buzz? That’s earned media at its finest. Nike didn’t pay for all that chatter; it was the result of the bold, brave choice to stand behind a controversial figure. And you better believe it worked.
The campaign not only led to an uptick in sales but also solidified Nike’s place as a brand that wasn’t afraid to take a stand. They used paid media to get that message out and earned media to keep the conversation alive — which ultimately elevated their brand in the eyes of millions. Nike didn’t just sell shoes; they sold a vision, a message, a movement. The combination of paid and earned media turned the campaign into a cultural moment. That’s the kind of power you get when you nail both sides of the media equation.
How BKN Creative Can Help You Get It Right
So, you’ve got your big idea — the one that’s going to shake things up and make waves. But how do you actually bring that vision to life? How do you turn your concept into a media-buying campaign that not only works but stands out? That’s where we come in. At BKN Creative, we specialize in navigating the fast-paced, ever-evolving world of media buying with a mix of sass, sophistication, and, most importantly, precision.
We know how to build campaigns that hit hard and make a lasting impression. From the early stages of planning and strategy to flawless execution and constant optimization, we’re here every step of the way to make sure your brand shines. Whether you’re diving headfirst into the world of paid media or working to earn your place in the press, we’ve got the experience and expertise to blend both paid and earned media campaigns into a seamless strategy that gets results.
We don’t just push ad campaigns—we create experiences. BKN Creative understands how to strike the perfect balance between reaching the right audience through paid media and generating organic buzz that keeps the momentum going. Think of us as your media-buying partner who knows how to hit the right notes and bring out the best in your brand.
Ready to turn your campaign into something unforgettable? Let’s make it happen. Reach out to us, and together, we’ll create a campaign that’ll have everyone talking. After all, your brand deserves to be seen — and we’re here to make sure it gets the spotlight it deserves.
Let’s make your media-buying campaign as fabulous as you are.
P.S. Media buying doesn’t have to be a struggle. It’s all about the right approach, the right platforms, and of course — the right team. We’re here to help. Reach out today!
