In our recent webinar, Multi-Moment Audience: Breaking Monotony, TEAM LEWIS’ own Arjun Singh and Fairil Yeo joined forces with GWI’s Head of Global Trends, Chase Buckle, to discuss the impact new audience preferences and behaviours have on marketing. The panel also explored how creativity – in all its forms – is the solution to ending monotonous, cookie cutter marketing campaigns.
The pandemic has changed our lives and being stuck at home has resulted in a sharp rise in screen time over the course of the past 3 years. Consumers spent more time on their devices, toggling between screens and social apps.
Along with an increase in social platforms came new challenges for marketers. Data suggests that consumers have developed a sense of anxiety around the screen time they are clocking up each day. They’re reporting to be more conscious and concerned about time spent online and on social platforms. This self-regulation will mean consumers are likely to be more selective of how they engage with brands. Creativity is what’s needed not only for grabbing attention but driving action.
Here are 4 key learnings that brands should take away from the session:
#1 The rise of creative communities
The growth in screen time has coincided with the rise of other creative platforms like TikTok. While these platforms give marketers more tools and tricks to engage with audiences, the benchmark for such content gets higher. The differentiating factor goes from the format to the actual content itself, adding pressure on marketers to think more creatively. To stand out and connect with audiences, brands will need to understand the kind of different sub audiences and subcultures which are emerging online.
With the rise of large creative communities on these new platforms, is the democratisation of creativity. Control is now in the hands of consumers and marketers are in direct competition as creative individuals. There is so much marketers can learn from creator communities in the way they are able to deliver content that truly resonates with the various fringe and subcultures we mentioned earlier.
#2 Creativity can be unexpected, yet simple
One of the many ways brands can stand out is by taking the unexpected route. One such example that the panel highlighted on the webinar was the Coinbase Superbowl 2022 ad.
There was an audacity and braveness for the brand to decide to spend an average of $6,500,000 for an ad spot just to feature a bouncing QR code on the screen in order to get the attention of audiences. It’s a stark contrast from big budget, celeb-driven ads most associated with Superbowl.
While Coinbase’s ad seem simple and low-budget, the ad was successful in driving action amongst viewers. In fact, its website crashed for an hour as millions tuned in and scanned away. In this case the high risk Coinbase took, resulted in high returns.
#3 Data and technology-driven creativity
We know humans are complex beings, and one way to understand them is through data and insights. It’s what gives brands a 360-degree view of their audience’s digital lives, which can in turn inspire creativity and lend new ideas.
According to data from GWI, demand for audio formats – such as music streaming services or podcasts – have been on the rise where other visual formats have declined. This signifies a desire for audiences to engage other senses, presenting opportunities for marketers to get creative with sonic marketing.
Despite the relaxing of COVID-19 measures, consumers remain mindful of their personal health and safety. The convergence of physical and digital spaces can alleviate these concerns surrounding safe distancing and in-person contact. AR and VR offer new options to bring these two worlds together and add a creative take on shopping or event experiences.
#4 Authenticity can breed creativity
Creativity comes in many forms and can be applied in different ways. Whether your brand is culturally more traditional or bold and experimental, authenticity must always shine through. Audiences today can be a cynical bunch and they will call brands out on their dishonesty or inauthenticity.
Likewise, brands must understand that viral and trending content simply can’t be engineered – it’s the audience that determines it to be so. The underlying quality of such content is that they are often authentic and organic in nature.
At the end of the day, it pays to be true to your brand’s values because audiences appreciate transparency and honesty. Let your core values be what guides the direction of creativity most suitable for you.