The Cannes Lions Festival of Creativity had the who’s who in advertising and communications flocking to France last week. The festival presented an opportunity for marketers to share insights and new innovations as participants waited to hear who would be awarded a prestigious Lion award.
Facebook’s COO, Sheryl Sandberg, and Airbnb’s CMO, Jonathan Mildenhall, presented on the growth of global communities and how marketers can reach them through mobile advertising.
The trend in marketing has been to move away from selling a product or service and instead connect the consumer with a community. Airbnb especially relies on the idea of community as it utilizes technology to connect people in real life. “Without our community there is no Airbnb, there is no brand,” says Mildenhall.
To effectively reach these communities, Sandberg says brands need to create attention-grabbing native mobile ads with “thumb-stopping creative”. With Facebook and Instagram, advertisers are able to test an ad’s performance while maintaining the ability to change out creative if the desired results are not achieved.
Noteworthy campaigns often combine multiple mobile elements. The “New Year, New Roads” campaign for Chevy used video and chatbot among other platforms to connect with consumers.
Airbnb has seen significant benefits to investing in its own community with user-generated content receiving six times more engagement than advertising video on social media.
“At the end of the day,” says Sandberg, “this (ad) community’s job is to drive our businesses. Explain our purpose, but also drive sales.”