7. There’s also potential for faux out of home CGI campaigns
“The best way to think about them is that you are playing a game with the audience. You are asking, ‘Is this real, or is this fake?’ And all of the time you are able to play that game,” posited Dan Fryer, creative director at VaynerMedia EMEA.
“Where it’s not going to work is where if you were genuinely trying to hoodwink someone. I think that’s where you have to be careful. It has to be in the tone of what you are producing … that you are clearly playing with [the medium], and if you don’t have that big scope, if you don’t have that ambition, it’s not going to work.”
8. Sometimes, experiences work best in-person
“It’s important not to assume every brand can just go 100% digital or 100% social, because depending on where you stage in different parts of the world … I’ve got markets from very developing markets to the most advanced markets, and you have a role to play with traditional media in places like the Middle East or India or you compare it to where we are in the U.K. or other parts of Europe,” outlined Mark Kirkham, svp and CMO of international beverages at PepsiCo.
“So you have to figure out what’s the right mix, but you must ensure that you’re using the mix appropriately to target the right audience. Traditional TV advertising does drive salience and awareness, but it probably is not going to engage with you the way that it may have done in the past.”
9. Measurement looks a little different for creator campaigns
“Set the KPIs right at the beginning of any campaign, that’s critical. We have a massive dataset across all of our different campaigns, platforms we use and brands we own, and we look closely at that and learn from it,” said Caroline Fenner, commercial director at BuzzFeed.
“Also pay attention to your audience—we’re always getting comments and feedback, and we listen to it. It’s very different from traditional media,”
