Question

“Today, less than two decades after the arrival of the internet, Google and Facebook together command more advertising dollars than all print media on the planet.In 2017, Google’s ad campaign revenue totalled over $95 billion, while Facebook’s reached more than 39 billion. Taken together, this is roughly 25% of all global advertising expenditure.Fuelled by open source e-commerce platforms, mobile devices, and advances in online payment infrastructure, social media marketing has replaced virtually the entire traditional advertising industry. That took fewer than fifteen years.And the numbers are huge. In 2018, the global advertising industry surpassed $550 billion, driving Google’s valuation north of $700 billion and Facebook’s above $500 billion.All this value is fuelled by our searches: our likes and dislikes, what we desire, who our friends are, and what we (and they) are clicking on these days.But with a blitzkrieg of technologies converging on the industry, advertising will continue to change. It’s likely to get a little more invasive and a lot more personal.”

Peter Diamandis, co-founder Singularity University

1. Elaborate on how the advent of social media particularly has dramatically changed the world of advertising.
2. Find and present three (3) successful digital global campaigns. Give information about the brand, its target group, the media & executions employed, but most importantly the business and communication impact of these campaigns.
3. How do you think Advertising will be transformed in the not so distant future? What role Artificial Intelligence (AI) systems like Jarvis*, Virtual/Augmented Reality (VR/AR) or  Hyper-Personalisation could play?

Answer 1

social media advertising is much more effective way to nurture leads and transform prospective customers into loyal ones.this is because social media allows you to engage and interact with consumers unlike ant other advertising platform.currently most of the people spend most of the time online ie social media accounts.the reality today is that the social media is dominated by consumers.brands and marketers are welcome in this space,but only if they can remove the hard sales pitch.the growing popularity of social platforms is why most brands are increasing ad spend toward social.

Examples of successful digital global campaigns;

1. Tell a story with emotional triggers - Heineken

Heineken choose an interesting way to tell a story.instead of focusing on a single person or narrative, the brand used political conflicts trending in the news to bring people from very different lives together.Heineken reps first had individuals state their point of view on common items in the news including transgenderism,feminism and global warming.then those with opposing views were paired together and had to complete a number of tasks.it was not until all of the tasks had been completed that they were shown the interviews given by their opposite. after they worked together and watched the interviews, the pairs were told they could stay and discuss their differences over a beer ,or they could leave.

The video received more than 17.7 million views and had over 138000 shares and 324000 engagements on facebook. of 22000 tweets about the ad, 85% were positive. Heineken also received tons of publicity and appeared in over 625 magazine articles, adding legs to the already successful digital campaign .

story telling, especially stories that can inspire an emotional response, can easily go viral.you don't have to focus on your brand to get brand attention. with 17.7 million views and growing, this video had an emotional approach that encouraged people to consider Heineken as their beer of choice.

2. Create a safe space for less glamorous brands - Tena

As an adult incontinence brand, decided to embrace its product by creating a safe place where people who share the same challenges can meet. incontinence is not charming and is something most people don't talk about. it is for this very reason that Tena decided to showcase condition so that those with it can be see they are not alone. the company's Youtube channel features helpful videos with tips, and if you venture onto the UK site by accident, humorous ads can also be found.

Tena took sharing helpful tips one step further with the launch of its app:My pelvic Floor Fitness app. the brand used social media with videos and a contest to get the message out about the app. Tena's audience is offered a place where incontinence is normal, providing them with a community who feels comfortable to share their experiences. the addition of a contest encouraged engagement by asking entrants to share a selfie using the app and doing the exercises.

3. User generated - & influencer content - ASOS

ASOS created a #AsSeenOnMe campaign on instagram that encouraged customers to post images of themselves wearing ASOS outfits. it worked not only to show off products but was also an excellent way to encourage user-generated content.

User generated content is genius as it is self-perpetuating , free, and also a showcase a brand through the appreciation of its own customers. using the hashtag allows ASOS to share those post on the ASOS instagram feed. the company took it two steps further by a) adding product descriptions and numbers to the post and b) providing a special #AsSeenOnMe section on its website so people could click it and find the product to purchase.

ASOS also uses influencer marketing to promote its latest products and styles. that is an excellent strategy allowing the company create "fashion insiders" who can promote the brand . insiders created a community where they engage with each other as well as tag each other in their posts.