Today’s post is about the impact of social media on ad planning. Nothing to do with the main industry news of the day: the recent and surprising Publicis-Omincom merger.
This would be my attempt at leveraging real time events, pretty lame… I know…
The more experience I build in social media, the more obvious the challenge faced by marketers appears to me… Clearly, the agency<>client<>media-owner trio is not geared to operate in real time. From this situation arise most of the difficulties advertising professionals face in their day-to-day jobs, such as lack of understanding of the platforms, fear of loosing control to consumers, poor content, etc.…
The social media powered world evolves around breaking news, live events, influencers and their clout. For advertisers, it means capturing moments as they happen and turning them into “social currency” for their brands.
How? By introducing the concept of agile marketing.
Attempting a definition, would give something like “create, communicate and deliver unique value to an always changing consumer in an always changing market.”
The perfect example of agile marketing is the Oreo daily twist campaign.
Every day for 100 days, the brand hijacked pop culture events and turned them into Oreo sharable content broadcasted via their social media channels. Oreo called it an “ambitious exercise of real time culture jacking”.
The effect: Oreo was the real winner of the Super Bowl with their “You can still dunk in the dark”. Did Oreo spend millions of $ to buy a TV spot during the Super Bowl? No… did Oreo reach millions of eyeballs during the game? Yes! Do people remember & talk about their message? Hell yes!
So, how did they do it and why is it such an important case study?
They did it by getting their agencies and brand staff to collaborate as a virtual newsroom! By doing so, they transformed their brand planning cycle to “agile marketing”. And it worked!
With the rise of social media platforms it becomes more and more important for the trio (agency<>client<>media-owner) to adapt, react and even create live opportunities to communicate.
I believe that we should retire the yearly or quarterly planning cycles to unlock endless opportunities for brands to exchange with their audiences. The brands that will stand out in the future are the ones able to engage with their customers in the moment…