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.”
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