• tl;dl
  • Posts
  • #50 When product marketing meets brand marketing

#50 When product marketing meets brand marketing

When product marketing and brand marketing come together, some cool things can happen.

Author

Senda from tl;dl
January 23, 2026

Trying to find the best thing to share for this 50th edition, I thought I’d talk about a project I’ve been working on with my team at Vibe.co.

We recently launched an Out-of-Home campaign in SF and NYC to drive brand awareness across both coasts.

And here’s the thing: in today’s world, the silliest, least thoughtful things often get the most attention. So how do you find something in between.

So today, I’d like to talk about how product meets brands marketing.

Getting the tech bros’ attention on TV

We targeted Elon Musk, Jensen Huang, Marc Andreessen, and Tim Cook in SF… on billboards. Only tech bros will get this. By doing this, we triggered some tension and attention on social media, starting with X (because that’s where the tech crowd hangs).

The result? Our traffic in SF has doubled in less than two weeks.

Executing the strategy

Putting the campaign together took just a few days. The art files were straightforward. The tricky part? Watching it come to life and seeing results.

OOH can be hard to measure, but once you see traffic spike and know it’s a brand awareness play, it clicks. Your ROI is obvious.

Lesson learned? You either go BIG, or you don’t go Out-of-Home at all. (Shoutout to Kasper from Brex for this quote.)

Some exclusive shots for you (hopefully you get the reference):

So, where’s the connection with product marketing?

Product marketing is usually closer to product, customer success, sales, and marketing, not a brand engine. But having brand and product work hand-in-hand makes total sense.

Our campaign worked because we communicated our USP while being funny and controversial. It was risky. But it landed with the tech community, one of the toughest crowds out there.

One X post alone got millions of views and tons of visibility… even trending for a few days.

The takeaway? Don’t underestimate the power of brand + product marketing together. You’d be surprised what kind of buzz you can create.

Some cool marketing events

For those of you who are interested, here’s some cool product marketing events coming up online, in Paris and New York City, where I’ll be speaking:

  • 💻️ January 28th, Market Research Sumit webinar (link here)

  • 🇫🇷 February 11th, PMM dinner in Paris (DM if interested!)

  • 🇺🇸 March 12th, PMA Sumit in New York City (link here)

Marketing openings you may be interested in: