For many years, advertising has had as its maximum expression the advertising spots. True movies where stories were told -some of them epic and most of them somewhat repetitive and based on stereotypes-. Now, with the digital revolution and a greater fragmentation of audiences, what brands need is to reach their consumers in a completely different way. Creativity now resides not only in the final piece or artwork, but in the whole campaign, from research to media planning. We wanted to collect some of the trends in communication and creativity based on our experience in different campaigns. And yes, in all of them we have applied our NEW THINKING, only in this way do you get brilliant ideas with business impact.
BRANDED CONTENT TO REACH GENERATION Z
According to the latest CONTENT SCOPE 2022, conducted by the BCMA and Scopen, branded content remains one of the most interesting formats for brands in Spain and highlights the growth as an entertainment format. APPLE TREE developed the branded content strategy for Mahou ‘Una caña con…’, a program distributed entirely on Youtube and that has managed to win over 4 million young Spaniards, especially Generation Z. In the last few days we presented the latest season.
TRANSMEDIA CAMPAIGNS. WHY DO INFLUENCERS AND LARGE BANNERS WORK?
It’s a fact. Influencers and giant canvases have become one of the best weapons to generate conversation. According to IAB Spain’s Social Media Study 2022, 1 in 2 people follow an influencer on social networks. In the end, brands need to get into people’s conversations in a natural way to convey what is really important in advertising: the message. In this action we carried out for Goiko, we only used a message on a giant canvas based on a very powerful insight… From there, the noise moved to social networks, media and even famous influencers echoed the campaign. Going viral…
BRANDS SEEK TO CONNECT WITH CONSUMERS THROUGH PURPOSE
Brand purpose has become one of the key elements to connect brands with consumers. According to audience measurement company Nielsen, up to 52% of consumers prefer brands with purpose, the reason they exist and the ‘what for’ of brands. It’s not easy to find it, but when you do, the power of connection is unique. This campaign for ASUS with Paralympic athlete Susana Rodriguez, produced by the APPLE TREE team, is precisely along those lines.
SPOTS ARE NO LONGER JUST FOR TV
Although we have seen how new formats of advertising and commercial communication are taking hold, that does not mean that the TV spot is dead, in fact, it is still very much alive although television is no longer the medium par excellence. According to data from the audience consultancy Barlovento Comunicación, in 2022 television consumption has fallen by 11% in Spain, and this is even more accentuated among the youngest audiences, in the under-44 age group, the decrease falls to 17%. Now younger people consume other digital platforms, such as Youtube, Twitch or the other social networks. Here spots have found a place to tell stories that continue to move us. In this spot for Casa del Libro, our creative and digital teams opted for social networks to distribute this piece specifically designed for Generation Z.
FROM WORDS TO DEEDS, HOW BRANDS COMMUNICATE THEIR COMMITMENT TO SUSTAINABILITY
Brands are finding it increasingly difficult to demonstrate their impact on the environment and society. According to Kantar, 80% of consumers want to be sustainable and, to do so, they need brands and companies that offer sustainable goods and services. But it is not always an easy task for users who are bombarded with sustainable messages. Thus, many companies have decided to put their house in order and join B Corp, a movement of companies that guarantees that what companies say really has an impact on society and the environment. Being part of this group of companies assures consumers that the products and services offered by these organizations are sustainable.