Advertising ideas from a new dimension: Jane Lin-Baden, Isobar Asia-Pacific CEO
Last week, the inaugural Dentsu Digital Camp took place in Sofia, Bulgaria, for digital specialists to showcase new innovative business solutions, and to share experiences of working in the digital economy with local industry experts.
After the conference, Manager News caught up with Isobar Asia-Pacific CEO, Jane Lin-Baden, on advertising ideas from a new dimension.
MN > What is the most effective method for digital advertising that you have used in your agency and practiced over the past year?
JLB > In 2016, we had a case in China — a Unilever campaign. It was rated as the best promotional event for Unilever globally last year. We used social channels and dynamic content depending on the users, and the content was tailor made to them. We achieved a return on investment 600% higher than initially expected.
I think this will be the case throughout 2017, too. Digital advertising content will be created by a machine that combines different elements, then delivers content to the specific target segment. Under “machine”, I mean various technological tools that operate on the basis of criteria set by the advertisers for each particular audience. Those tools provide you with the opportunity to deliver different creative elements, and then test them.
In 2017, we will see more dynamic video as well, video that is made for programmatic advertising. Before programmatic, we simply used similar-looking audiences and we purely assumed who we wanted to target. However, we really didn’t know who we were actually targeting, we were just assuming. Now we need, and have, a lot more data in the background to map out content.
I believe the whole advertising industry is moving forward and being driven by programmatic advertising. From a global perspective, there are a lot of tools in this area — some of them only for content distribution and others that add to the production process.
MN > Could you tell us more about the Unilever campaign you mentioned?
JLB > The campaign was made for an FMCG product, Knorr. This product is quite niche and we had to laser-target restaurant chefs specifically, which meant the profile of the target was quite challenging. We had identified 60 different tags in WeChat in order to differentiate where each chef came from and we reached all of them within the WeChat platform.
In China, WeChat is like WhatsApp with Facebook features. We use it for everything — from calling a taxi, to ordering food, to bank transaction.
MN > Finally, what is the most innovative marketing method that you’ve seen recently?
JLB > Personally, I really liked a campaign from Australia, which linked the price of a product to the change of time and temperature. I think it was a really smart campaign because it edited the price based on real-time data.
Agencies don’t usually work with this parameter. The three P’s of the marketing mix (Product, Pricing and Place) are usually fixed, they do not change and we only play with the fourth one — “Promotion”. So this case was very popular and I would say an innovative case.
Read more about the Dentsu Digital Camp in Bulgaria here.