Quick facts first:
- As of March 2016, there are approximately 298 million people actively using mobile adblocking browsers;
- 64% people regard ads as intrusive and annoying; and 54% of them think ads disrupt what they are doing;
- When Google “Ads are…,” here is what it shows
Indeed, the advertising industry itself embraces many challenges, one of which is that the public are exposed to many ads and show negative attitudes towards advertising in recent years.
Does this suggest the advertisements fail? Well, some marketing theories and concepts either fail or get changed. One example is that the idea of “advertising has an impact on consumer behaviours and brand preferences” is switching to the fact that “consumers are taking the lead and their behaviours and preferences have an influence on advertising contents.” This change also explains why data analysis in the advertising industry is increasingly critical as well as why content marketing strategy plays a key role in building brand reputation and influencing conversions nowadays.
Then the quesion comes to…
What are great contents?
Ad is the voice of the brand and contents are the message the brand wants to deliver. A good content typically suggests how brand can change consumers’ life by introducing the characteristics of the products/services in a creative way. However, a great content is that consumers themselves realize how they can make positive changes to their life or even to the world with the products/services. It is somewhat like push strategy and pull strategy in advertising.
Today, I would love to share some of the advertising campaign best practices with you.
“I will what I want” Campaign
Instead of having athlete endorsements for the brand, Under Armour features Gisele Bündchen in the campaign and showcases that Gisele uses her will to tune out the pressure of being subject to public scrutiny. “Beating the outside noise” is the key message that Under Armour wants to deliver, and it empowers girls to use will to define their own success. Eventually, this campaign also promotes Under Armour to successfully connect with their new target market — the female market.
Campaign effectiveness:
- $5 million media impressions.
- $35 million in earned media.
- 367% increase in purchase intent.
- 28% increase in sales.
2. “Behind the Leather” Campaign
PETA Asia launches this shocking pop-up boutique to reveal the suffering behind every exotic-skins product. It is such a straightforward way to put us close to the leather business, and this “shock” tactic makes the campaign compelling and stimulates humanity to call for behaviour change. Like Bill Burns said, the message “gets tattooed to our souls,” and drives us to rethink whether beauty gets us blind to the cruelty and whether we can really afford this “handcrafted luxury.” And most importantly, what can we do next?
Campaign effectiveness:
- 8 million impressions on social media.
- 22 million worth of earned media.
- 87% shoppers reported to change their minds about buying exotic skin products.
Overall, advertisements are not failing; the creative side of the advertising industry is not failing. What is failing is advertising contents with poor quality and without a full consideration of consumers’ needs and preferences.
If you would like to read more articles or know more about me, please visit: http://lyangmarketing.pagecloud.com.
