Head of Media & Digital
Kantar Millward Brown
Head of Innovation
Kantar Millward Brown
In the digital world, the reality of integrated brand communication, using a mix of media, is impossible to ignore. Adapting creative elements and content for different channels, and properly integrating them, is the foundation of a successful multimedia campaign. Failure to do this means missing out on the opportunity for brands to connect with their consumers.
Today, communication must be multi-platform and directed at a multi-tasking, multimedia consumer, with the consumer given control over what matters and what does not.
The AdReaction global study by Kantar Millward Brown, which is conducted annually, brings forth interesting recommendations on how to maximize the impact that multi-channel campaigns have on brands.
AdReaction presents five key principles for a more efficient campaign:
A combination of different creative elements or cues, such as celebrities, logos, hashtags and broadcasters, amplify the brand impact of campaigns.
A key issue for marketers is the gap between their perception of what they’re doing and the consumer’s view of it: 89 percent of marketers say they’re developing integrated campaigns, but that integration is perceived by only 76 percent of Brazilians.
Having a solid creative platform with a campaign idea running throughout creative development is essential to the art of integration. Campaigns with a strong core idea are 64 percent more efficient in building brands—performing especially well on image-association metrics—compared to campaigns without a central campaign idea permeating all creative content.
Even with strong integration and an inspiring campaign idea, isolated creative executions can fail to generate consumer engagement. How these creative elements are incorporated can make all the difference. The study showed a high correlation between the total attractiveness of a campaign and the average attractiveness among all tested creative elements. This means that all creative elements in a campaign count towards a campaign’s ability to efficiently generate brand uplift.
We proved that all media can help achieve any brand-building objective. Defining the role of different media—so each channel works efficiently for the brand—at the campaign planning stage is essential to maximizing ROI.
The adaptation of pieces is a balancing act: the use of more media channels increases the opportunity to maximize campaign efficiency – if the channels work synergistically and are integrated and customized. Campaigns with four or more channels, integrated and customized individually in every channel, were 26 percent more efficient in generating brand uplift.
The study also revealed that while all media benefit from content integration with a mix of media, particularly TV and online video, they work even better for the brand when they are well integrated and have customized creative elements.
Another brand challenge in today’s digital environment is managing the power that consumers have gained through the digital tools available to them. Consumers are now content producers, and brands have less control over the messages shared about them.
Social media can be a highly efficient medium but is also a complex world. Understanding how social media works is vital to making the right marketing decisions.
The complexity of this environment has heightened awareness around the need to have a more holistic understanding of the relationship between production in social media – or what we call social capital – with other elements of the marketing mix. It is extremely important to consider brand equity beyond communication, product, sales and distribution.
There is an abundance of information available about campaigns, but what exactly are we looking for?
Sophisticated statistical modeling systems are not enough to help us understand what we need to know. A partnership between humans and machines, drawing on in-depth knowledge about the brand-building process, becomes fundamental. A more holistic analysis, with a critical role played by a data “curator” has been shown to be essential in understanding how to develop a brand’s social capital.
Kantar Millward Brown analysis of a range of brands shows the importance of considering equity or brand strength in understanding the possibility of developing a brand’s social capital.
This leads us to four stages of brand equity and social capital development:
Brands with strong equity have low media dependence and high social capital.
These brands use media in an aggressive way to consolidate brand strength, and reach high, stable levels of social media activity in the long run.
Brands in an equity-consolidation phase have high media dependence.
These brands have a more recent evolutionary history and use less aggressive social media activity.
Brands with equity under construction: highly dependent on viral components.
These are brands that despite benefiting from high investment, are not as focused on brand building, making them more vulnerable to and open to be influenced by viral components.
Brands with strong equity but only moderate social capital.
These are strong brands that offer quality goods, but they are less active and successful in their use of social media.
There are groups of brands falling into each of these categories. It is important to keep in mind that there is no single recipe for success in any of them, and success itself cannot be measured purely using logic and mathematics. The world is much more complex and unpredictable.