Lessons from the World's Best Campaigns 2019
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The document discusses key lessons from effective advertising campaigns around the world. It addresses the challenges of gaining attention in today's low-attention economy and strategies that campaigns have used to stand out, such as being creative, borrowing attention through the news or stunts, and being in unexpected places. It also discusses the importance of brand recognition and how marketing science has helped brands balance brand-building and performance goals. The takeaways are that creativity is important to cut through the clutter, PR-driven campaigns are effective, brand assets aid recognition, applying marketing science principles can work, and brands need both brand-building and activation strategies.
![15
Impact of marketing science Lidl
Penetration rules - brands grow
by attracting more customers,
loyalty follows
New customers are drawn from
the whole market, especially the
largest competitors
Emphasise broad reach media
and invest in 'excess share of
voice' (ESOV)
A combination of messaging
addressing brand perceptions and
driving direct effects [drives ST
and LT results]
15](https://image.slidesharecdn.com/warceffective100presentationslideshare-190409185552/85/Lessons-from-the-World-s-Best-Campaigns-2019-15-320.jpg)
Lessons from the World's Best Campaigns 2019
- 1. Lessons from the worlds best campaigns
- 2. 2 What do the worlds most effective ads tell us about Effectiveness in a low- attention economy The importance of being recognized Balancing brand-building and performance www.warc.com 息 2019
- 4. Effectiveness in a low-attention economy
- 5. 5 The problem of attention Too much information Constant partial attention Fragmentation of formats the rise of short-form Ad bombardment Ad blocking but there are plenty of studies that find a correlation between attention and sales impact. 5
- 6. www.warc.com 息 2019 6 Four responses in the Effective 100 2 3 4 1 Be creative, be emotional Borrow someone elses attention Get into the news Be somewhere unexpected
- 7. 7 The rise of the stunt Data 7
- 8. 8 PR-driving cases are becoming more common 8 0% 10% 20% 30% 40% 50% 60% 70% 2016 2017 2018 Use of PR value as a soft metric Effective 100 All WARC cases
- 10. The importance of being recognized
- 11. 11 Its never been more important to be famous 11 Distinctive brand assets Ehrenberg-Bass The brand room Neuro-Insight Fluent devices System1
- 12. 12 12 Direct Line Proper measurement of the contribution of brand equity has fundamentally altered the strategic thinking of the business.
- 13. 13 Aldi finds a fluent device 13 0% 50% 100% 150% 200% 250% 300% 350% 2015 2016 2017 Profit ROMI (%)
- 15. 15 Impact of marketing science Lidl Penetration rules - brands grow by attracting more customers, loyalty follows New customers are drawn from the whole market, especially the largest competitors Emphasise broad reach media and invest in 'excess share of voice' (ESOV) A combination of messaging addressing brand perceptions and driving direct effects [drives ST and LT results] 15
- 16. 16 AA got the brand/performance balance wrong 16
- 17. 17 Hard-working brands can reduce activation spend 17
- 18. www.warc.com 息 2019 18 5 takeaways 2 3 4 5 1 The low-attention economy makes creativity more important Brands are seeking cut-through with PR-driven campaigns Brand assets are key for recognition in low-attention environments Marketing science is being applied and is working Brand and activation can be tied together but you need both Get in touch nicola.tillin@warc.com warc.com/creative100
- 19. Thank you
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