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How to... build relevant brand experiences
in this digital era
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COPYRIGHT 2015 ESSENCE
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48% (45M US active users)% that US ad blocking usage grew in 2015
Source: Adobe/Pagefair 2015 Ad Blocking Report
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Ways to Connect...
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The Assignment
CHALLENGE
Inspire the target audience and re-ignite excitement/interest in household cleaning products.
KPI Brand Favorability
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“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 JohnCEO/COO Leo Burnett Canada
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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)
● Higher-than-average lift in brand preference; claimed purchase intent grew more than 50% among their target.
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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
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The Insight...
Contextually relevant is more valuable to the user.
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The thought process...
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Time to Workshop...
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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
Present your ideas to the broader group
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The Brands….
Travel Wearable Tech
Women’s Fashion
Food Delivery Fitness