Facebook Mexico champions Isobar partnership in delivering for the attention economy
Hosted by Sebastian Tonda, DAN Mexico CEO and Mario Nissan CEO Isobar Mexico, the Isobar global leadership meeting gathered over 80 leaders from across Isobar’s 45 markets. The teams were also joined by Facebook as an official partner for the meeting.
Gustavo Ramirez, Marketing Science and Alberto Esparza, Agency Partner Facebook shared their view that Ideas are the essential ingredient to connecting with people, particularly within the attention economy.
Their challenge to Isobar was, “How can you influence culture?” whilst they acknowledged that Ideas impacting culture has not changed as a dynamic, but the way brands and businesses can connect with people has moved significantly to mobile.
Gustavo Ramirez encouraged the Isobar team to leverage how Facebook supports infinite exploration, public connection and private conversation through its platform. They also recommended using mixed asset ideas connect at every level. Alberto Sparza elaborated “the index lift of mixed asset campaigns over single style asset campaigns, which demonstrated that Familiarity and affinity over 1.8x!”
The pair pointed to how camera effects for Instagram is now open for creators as an example of how creative agencies and developers can get more involved with the Facebook partnership.
“We are not trying to sequence people along the journey. We are trying to create a multi channel platform for your ideas.”
The pair also touched upon the measurement tools that Facebook is speedily developing, including ways to test different ad sets on different audiences and using experimental design to drive brand results and determine the most effective creative campaigns.
The pair also admitted that there’s no formula for success on Facebook and that their role as partners lies in trying to find ways we can collaborate stronger that delivers measurable business outcomes. “We should work together to leverage Facebook’s data and science capability with Isobar’s creative prowess to drive business results across audience brand and sales.”
