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Source: WARC
WARC has released an insights report examining current effective marketing trends following an analysis of the winning campaigns from the 2018 IPA Effectiveness Awards, an international competition rewarding campaigns that demonstrate payback on marketing spend.
WARC’s main insights from the winning campaigns of the 2018 IPA Effectiveness Awards are:
- Understanding how emotion works
Emotion is a key creative driver among the awarded 2018 IPA Effectiveness papers as advertisers develop their understanding of how emotional marketing works. 55% of winning campaigns, including the Grand-Prix winner Audi, cited emotion as their main creative strategy.
- A TV-led model continues to dominate
The 2018 Awards confirmed the appeal of TV advertising, with 71% of winning papers using it as a lead medium. Brands such as The Automobile Association (UK) relied on TV to help turn around their businesses, while others, including Guinness and Audi, depended on it to build fame.
- Succeeding in a low-attention economy
Many winning campaigns used distinctive assets to help gain attention. Aldi’s Kevin the Carrot Christmas campaign (UK) achieved instant-recognition distinctiveness which, according to Tom Ewing, Head of Communications, System1 Group “is a major driver of brand growth”.
- The growing power of influence
Nearly all campaigns that were entered into the Awards had a social component, with 71% of winners using social in their media mix. Some of the most striking uses of social, however, leveraged its ability to attach shared meaning to brands. For instance, L’Oréal Paris True Match’s 23 Shades, 23 Stories campaign used social media and influencer marketing to story-tell and communicate its inclusive message.
Summing up, WARC’s Lucy Aitken added: “A more sophisticated understanding of emotion-led ad campaigns, the flexibility of TV, distinctive assets to achieve cut through and the power of influence were four clear themes to emerge from the 2018 IPA Effectiveness winners.”