[BCE] Inspire, inform and activate

Metaverse is a combination of online and virtual reality, explained Mirjam Vosmeer, a senior researcher at the Amsterdam University of Applied Sciences. And if we are to believe the media and big business, it is the future of the Internet and marketing. But Vosmeer did make some critical comments. The idea of ​​the Metaverse is not new, but the image that is now presented is very flattering and partly comes from the world of science fiction, with an emphasis on ‘fiction’. It still doesn’t look that great, but the avatars are pretty simple figures, despite all the money Meta/Mark Zuckerberg is now pumping. The glasses also completely isolate the user from the ‘real’ world, so that after half an hour in the virtual world, the focus disappears. And, not without importance: many marketers think that all young people are interested in the Metaverse, but a survey among their students showed that this is not the case at all. Another pitfall is that other target groups are actually left out. Finally, she warned about the enormous amount of data that can be collected from users. But you want?

Photo: Mirjam Vosmeer.

mental market share
Noud Schartman from Validators and VU University Amsterdam addressed the question of how you can increase your brand’s mental market share with branded content. There is certainly, Schartman explained, a relationship between that mental market share and ‘real’ market share, although it’s not a one-to-one relationship either. He quoted Adam Ferrier: ‘99.9% of the people don’t give a shit about your brand’, which put present marketers back on the ground.
Fortunately, it is not a losing battle, Schartman continued. Both advertising and branded content can positively influence the mental availability of a brand among consumers. But then the brand must also be physically available: If you want to have Beyond Meat burgers and they’re not in the supermarket, few (read: none) consumers will drive to the next supermarket. They are much more likely to throw an alternative brand into the cart.

99.9% of the time people don’t give a shit about your brand

A case study of the Hyundai car brand showed that advertising and branded content are really useful. Branded content also scores better than advertising with the right target group, although that content must meet a few conditions: it must be relevant, fit the brand and match the perception of the target group. If these conditions are met, branded content provides significant added value for mental brand engagement. And ultimately also to the physical market share, which is not entirely insignificant.

Photo: Noud Schartman.

emotion and authority
Anne Marije de Vries Lentsch from Hearst Netherlands had already explained in a previous side session that brand content needs to be creative, but certainly also data-driven. When creating branded content, the consumer should always be central, but the content should also radiate experience. Good brand content should inspire, inform and activate, be authoritative but also evoke (positive) emotions. A positive mindset ensures faster bonding with your brand. Binding is important, he continued, especially at a time when consumers are on the go. For that connection you have to know what the consumer wants, and you need data for that. Drawing on a series of cases, she showed how data and creativity can be combined into effective branded content. What also works well is personal history. ‘Personalization works very well,’ she concluded her session.

Photo: Anne Marije de Vries Lentsch.

Notoriety or content?
Lauren Samson of &C BrandStudio touched on that personal aspect. &C’s campaigns make extensive use of Dutch influencers and celebrities who make the story personal. For example, Olcay Gulsen did the dirty laundry for Persil and Kim-Lian van der Meij and Patrick Martens did a joint tour of Sweden in and for Volvo. This form of branded content ensures that consumers want to learn and don’t have to learn, according to Samson. Content must have entertainment value and, as other speakers have also pointed out, put the consumer first. What is certainly important to ask yourself, she concluded, is what do you want to achieve: brand recognition or do you want to convey your story well?

Photo: Lauren Samson.

The day was summed up by Ruud de Langen, Chief Growth Officer at Dentsu Benelux, who put a unique spin on the content, at times not without irony. For example, De Langen turned out not to be a fan of the marketing skills of Ronald de Boer, who is promoting the World Cup in Qatar this year. After making some more or less subtle comments, he gave the green light to one of the most important parts of each event: the closing drink. With that, the XVI ECB 2022, which was well packed both in terms of content and audience, came to a good end.

Click here for the morning’s substantive report.

The Beyond Meat campaign livestream report can be found here.

Pictured above: President of the Day Ronnie Overgoor at work.

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