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How to build relevant brand experiences in this digital era

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Planning-ness
Planning-ness

Maridette de Guzman's presentation at Planning-ness 2016

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How to... build relevant brand experiences in this digital era
COPYRIGHT 2015 ESSENCE
48% (45M US active users) % that US ad blocking usage grew in 2015 Source: Adobe/Pagefair 2015 Ad Blocking Report
Ways to Connect...
The Assignment CHALLENGE Inspire the target audience and re- ignite excitement/interest in household cleaning products. KPI Brand Favorability
“People connect with and buy the brands that share similar points of view or values they have. These brands have big ambitions and they make a positive and emotional connection with their consumers. That’s why purpose-driven brands are succeeding.” -Judy John CEO/COO Leo Burnett Canada
The Results... ● 90m+ views ● 1100+ earned-media placements ● Always Twitter followers tripled in the first 3 months; Always YouTube Channel subscribers grew 4339% ● 177,000 #LikeAGirl tweets in the first three months, including many famous figures (George Takei, Gloria Steinem)
The Assignment CHALLENGE How do you show & educate users around the different features of an search app in an engaging way? KPI Increase awareness of app features
The Insight... Contextually relevant is more valuable to the user.
The thought process...
Time to Workshop...
The Challenge... Break into groups of 4-5 Create a strategy on how to build a relevant ad experience that considers the following: Passion Points (5-10 mins) Emotional/Cultural Moment (5-10 mins) Time/Location (5-10 mins
The Brands…. Travel Wearable Tech Women’s Fashion Food Delivery Fitness

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