anne rayner aaa 2016
TRANSCRIPT
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Authen'c Amplifica'on or Echo Chamber?
Anne Rayner TNS
18 August 2016
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Going viral is not enough
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
3 gateways to long term memory
Novelty Emo=on Relevance
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
One of the most viral ads of the past few years…
…but is it an effec$ve ad
hFps://www.youtube.com/watch?v=TPKgC8KPBMg
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Not a conversa'on… and no impact on brand
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Beyond coun'ng
Centralised De-‐centralised
Hub-‐and-‐spoke Spin-‐off Ecosystem Uncontrolled
IDEAL
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
What about this?
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Also not a conversa'on, for a different reason
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
We need new insights from a new lens
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
What can we learn from John Lewis, the master of engagement?
2015 2014 Monty the Penguin
Man on the Moon
hFps://www.youtube.com/watch?v=wuz2ILq4UeA hFps://www.youtube.com/watch?v=iPFJAr7GDyk
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Great ads that create long term brand impact
Novelty Emo=on Relevance
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
And an ecosystem that spans online and offline
2015 2014
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
The echo chamber
hFps://www.youtube.com/watch?v=kuRn2S7iPNU
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Achieving authen'city
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Targe'ng communi'es, not influencers
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
@BundabergRum #Queenslander
#Legendary
Cricket community
Bundaberg Rum made progress, but not quite there yet
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
What has Bundaberg Rum learnt?
#legendary
Very strong campaign idea, tapping into authen=c social language
A very shareable iden=ty
Communi=es emerge which can amplify if linked to the campaign
Cricket community
Resource and plan to respond to events and trends
Allan Border medal
#queenslander
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Crea'ng Authen'c Amplifica'on
Going viral is not enough
Amplifica=on via engagement, not through shou=ng louder
Target communi=es not just influencers
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Thank You!
[email protected] @annefrayner
Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016
Anne Rayner TNS
Q & A
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