For those who missed it, here is the Twitter global TV team keynote at MIPCOM
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…
If there is one thing that shocked me in the 2013 Cannes Cyber Lions winners, it is that all of them seem to claim to be a social media success! Although the shortlisted campaigns don’t present themselves specifically as social media activities, it is as if generating reactions on social networks, has became the proof that a campaign has been adopted by the target audience. Just as much as the business performance… So, does it mean that turning an advertising message into social currency is worth gold?
Here is a summary of my favourite campaigns:
Adidas Window shopping (2013 Silver Cyber Lion)
Shop like it’s the future! I love the idea of keeping a store open even when it’s closed. The key is that they made the mobile integration simple and seamless. Reminds me of the Tesco Korea campaign (2011 Gold Cyber Lion)
Dove Real Beauty Sketches (2013 Gold Cyber Lion)
Not only it is an interesting concept artistically, the campaign really brings to life how women see themselves. The problem is obvious, it is up to all of us to help fix it!
Funny to see that Axe is now giving power to women with the fear no Susan Glenn initiative!
Oreo Daily Twist (2013 Grand Prix Cyber Lion)
Cool idea, social by design and success coming down to the dedicated resource on deck to come up with creativity worth spreading every day!
Everybody loves Oreos, now everybody loves sharing their Oreo twists!
Metropole Tweetphony (2013 Silver Cyber Lion)
I like the way new technologies are now associated with stuff as old as classical music… The Tweepthony could have very well turned into a real cacophony but it didn’t. Like Pay with a Tweet, (2011 Cyber Lion winner) great use of twitter for creating value!
I also thought that a few other campaigns are also worth highlighting:
– Metro Train Dumb ways to Die (2013 5 Gold Lions/ 1 Silver). Brilliant branded content, the amount of recognition speaks for itself!
– Perfume open platform for creativity (2013 Silver Cyber Lion + entertainment category at he Japan media arts festival)
– Hello Again by Lincoln (2013 Gold Cyber Lion) Although the challenge of re inventing an old car brand and associate it with Music has been over used, the innovation power used to create the digital content is incredible (great credits to Go Pro). Execution is outstanding!
– Nike Chance (2013 Silver Cyber Lion) Giving rejected young players another chance. Hope they will turn this into a yearly mechanic not just a one off campaign.
– Clouds over Cuba (2013 Gold Cyber Lion): making history and culture accessible to all! Like the Google Art project, we want more of that!
– Perrier Secret Place (2013 Bronze and Silver Lion), Golden chains (2013 Silver Cyber Lion), Tokyo Symphony (2013 Silver Cyber Lion) and Jam with Chrome (2013 Bronze Silver Lion) are great examples of pure digital and collaborative entertainment!
Do you what these brilliant campaigns have in common, apart form being 2013 Cannes Cyber Lions winners, of course? Come to Ignite Sydney on August 7th and I will share with you the three words that guarantee social media success (I might use some of these campaigns as examples to illustrate what I mean!)
Following my previous blog about the Mobile World Congress, I recently interviewed Tim Buesing (creative director at Reactive, editor at Adverblog, and contributor at Australia in Front) to get his opinion about the changes that mobile devices are instigating to the marketing industry and consumers behaviours.
Tim has 17 years of digital design experience in the world’s best advertising agencies such as Reactive, Holler, Publicis Mojo, BBDO…
In this video, Tim shares his point of view about the internet of things, how to take clients on the mobile journey, the evolution of web design to omni platforms and much more!
Enjoy & feel free to contribute!
There is so much happening in this space at the moment… I’d love to hear about some innovative projects you might be working on, or just exciting stuff you have came across!