Creative Domain Leader
Kantar Millward Brown
In recent years, the technological evolution in communication has allowed brands to join conversations in previously inaccessible environments, such as conversations between friends (on Facebook), and to adapt its content accordingly (programmatic content).
People are increasingly connected in these environments, but that does not necessarily mean they are receptive to conversations with brands. For brands to be accepted in these settings and to be able to initiate a dialogue, their content provided needs to transcend the content usually associated with their category. And, above all, brands need to be willing to listen in order to enrich the conversation.
This situation requires brands to be clear about their content at both the rational level (we are talking about needs) and emotional level (motivations) of the category. It also requires content to reflect a brand’s values, which it shares with society. Across these three levels (needs, motivations and values) there must be consistency between each of the touchpoints where a brand has a presence.
Brands that decide to broaden their conversations to social issues move beyond speaking exclusively about consumer needs and motivations, with barely differentiated content. Rather, they begin to speak with consumers as citizens, and therefore to talk about their values using current and interesting content. These brands generate conversations that connect their relevance and utility to the consumer-citizen.
Two examples of this kind of strategy in action are BBVA and its “Learn together” platform, and Vodafone and its “Vodafone yu” platform. In both cases, the brands developed socially attractive, useful content that serves to strengthen the relationship between the brand and the consumer-citizen.