The DGC team has been live from Advertising Research Foundation (ARF) Re:Think conference in New York City this week, soaking up all of the intelligent conversations and insights being shared around analytics and insights.
Day One focused explicitly on consumer engagement and how to make better decisions across platforms. Here are some of our key learnings from the first day:
Mobile is now. Carolyn Everson, VP of Global Marketing Solutions at Facebook, admitted that even the largest social network in the world was caught off guard by the rise of mobile. But the reality is, that with over five billion phones currently in use, consumers are constantly on the go – and usually active on more than one device. More than one-third of those five billion people are using at least three or more devices in a given day, and 60 percent of consumers start a task on one device and end on another. So what’s the next step in mobile’s evolution? Personalization.
Understand your fans. Peter Espersen, head of co-creation at LEGO, shared how the brand sought to understand the fans, tap into their passion for LEGOs, and then in fact produce what the fans want. After several petitions, LEGO created several limited edition series, including the infamous DeLorean Time Machine from Back to the Future, a Minecraft series, and the very first fan-petitioned LEGO, the Shinkai 6500, a Japanese submarine. Espersen explained that no one would have seen the fan demand for Shinkai or Minecraft but, given that LEGO allowed its fans’ voices to be heard, it created what was wanted.
Insights can help create the story. When you leverage insights in the right way, you can tell the story the consumer actually wants to hear. That was the takeaway from ad legend Keith Reinhard, Chairman Emeritus of DDB Worldwide. Reinhard showed a famous State Farm ad from the 1960s, featuring the still-iconic “Like a good neighbor, State Farm is there” jingle, and a real State Farm insurance agent based in Hawaii. “The insight was that the hometown neighbor is always there, which led to the “Like a Good Neighbor,’” said Reinhard, “Consumers could get their own personal neighborhood State Farm agent.” The tagline is still used today.
The conversation was positive and encouraged the audience to question how brands are engaging with consumers. Even if you’re doing something right, you can always look at new data or find another angle that resonates in a new way, generating more insightful campaigns and buzz.