Airbnb is launching its first global campaign promoting its services in partnership with, agency of record, Pereira & O’Dell. Rooted in a 60-second spot on digital and mobile, this campaign launches in the midst of legal battles in New York and San Francisco. These spots are goaled to drive positive brand awareness, through a clutter of negative headlines.
Airbnb is not alone, at some point every company finds itself swirling in a pile of unpleasant headlines. While not ideal, these moments give companies an opportunity to course-correct and strengthen branding efforts, or change the conversation. As the legendary "Mad Men" character Don Draper said, “If you don’t like what’s being said, change the conversation.”
We’ve seen the following elements play a crucial role in the creation and deployment of interactive ad campaigns to change the conversation.
Co-creation, the who.
From ideation to measurement, brands and agencies should be collaborating at each step during the campaign, especially when it comes to sensitive subject matter. While advertising agencies may specialize in the landscape and technology, brands bring a strong understanding of the day-to-day translations of their personas; the combination of these specialties will form a more directed and creative advertising campaign.
Engagement, the what.
To change the conversation, you need to converse. Interactive advertising allows for conversations between a brand and consumers at scale. That's why it is important the creative is engaging and that the experience fits the messaging needed to change the conversation. The success of interactive ads has been proven time and time again. The more a user engages with an ad, the better brand recognition and recall. Our data also shows mini-game ads, one type of interactive ad, perform up to 22.5 times better than banner ads, with more time spent on each ad and highly engaged users replaying the game 2 to 3 times. Engagement proves critical to the success of an advertisement, and is especially crucial when changing the conversation.
Now, the when.
The quick pace of the news cycle is no secret; some agencies are going as far as hiring journalists to run their agencies like newsrooms. The 24-hour news cycle requires quick turnarounds and deadlines to stay relevant in the conversation. Quick turnarounds can leave more room for mistakes, so in the co-creation process make sure you discuss a strategy for staying flexible through the duration of the campaign. Check our post “Technical Realities for Creative Concepts,” for a few mistakes to watch for and ways to stay flexible during interactive advertising campaigns.
Beyond the rectangle, the where.
Turn your sites from the rectangles of phones or tablets, to the everyday journey of your targeted audience. According to The US Digital Consumer Report by Nielsen, Americans own four digital devices and spend 60 hours a week consuming content on these devices. A brand must meet the targeted consumer where the conversation is happening, and for most brands it means multiscreen, multichannel campaigns.
The how is Aarki Studio.
You can manage the who with multiple logins, the what with widgets, the when through ease of use and the where through multiscreen deployment. Our technology platform allows users to create multiscreen ads with ease, measure engagement and understand return on investment across web, digital and mobile, contact us to learn more.