5 Brands Using Data to (Effectively) Fuel Creativity
Data is a hot topic in the advertising world as agencies and brands try to figure out the points that matter to them among millions and millions of data points. Data tends to be used in one of three ways: a catalyst that leads to an idea, an ingredient in the creative, or a combination of the two.
Data as a Catalyst
1. Walmart
In 2004 when Hurricane Frances hit the US, Walmart prepared by stocking up on the usual emergency items, like flashlights and water. While creating a forecast demand for supplies, the CIO Linda Dillman found bad weather led to high demand of a surprising product: Strawberry Poptarts. While this didn’t lead to a creative campaign, it allowed Walmart to develop an unexpected insight and use it in business. Walmart has since then added a “Data Cafe” and use data on a daily basis to make business decisions. (Big Data in Practice — Bernard Marr)
2. Boost Mobile
Boost uncovered data that showed only 48% of low-income Americans voted in the 2012 presidential election, and then found it was the result of long lines and inaccessible polling stations. This data led to a desire within the company to change the stats. To do so, Boost Mobile stores in low-income nieghborhoods across the country were turned into polling stations and events were held to motivate people to get out and vote. Voting turnout increased 23% compared to the 2012 election. (Cannes Lions Winner)
Data as an Ingredient
3. IKEA
IKEA set out with a goal to prove that they provide products for all stages of life. To do this, they used Google search data to identify Sweden’s most commonly Googled relationship problems, and used those to name products. They purchased Google Adwords so they garnered paid search, and eventually rose on the organic search list. Troubled searchers were greeted with a humorous “solution” to their problem, and according to IKEA, some products saw a sales increase of 25% during this campaign. (Cannes Lions Winners)
4. Snickers
Snickers has captured the concept of “hangry” perfectly in their “you’re not you when you’re hungry” campaigns. To build off of this, Snickers created “Hungerithm” that tracked the mood of the internet and changed the price of Snickers in 7–11s throughout Australia. The angrier the internet was, the cheaper Snickers were. There were 10 different price points and “moods” associated with the campaign, leading to a 67% increase in sales compared to the same period a year prior. (Cannes Lions Winners)
Data as a Catalyst AND Ingredient
5. Nesquik
Kids spend 7.5 hours a day in front of a screen. Upon discovering the stat, Nesquik wanted to movitate kids to balance active and online time. The creative idea sparked to create a “smart ball” which they called “Hackball.” The ball connected via bluetooth and tracked interaction with the ball for a reward. For every hour of play, the kids would be rewarded $10 of Google Play credits to split. Within the first week, play increased by almost an hour and online time was reduced by 2 hours, proving the effectiveness of the campaign. (Cannes Lions Winners)
These are some of the strongest examples of how brands are beginning to use data more and more. Recently, more brands are using data to bring their idea to life in a way that resonates with their consumers and their brand image. The data allows for campaigns to be based around truth and real-time information, and during a time where consumers expect personalization and instant gratification, it makes sense for campaigns to focus on data driven campaigns.
