December 05, 2019 under
PEOPLE DON'T HATE ADS AS MUCH AS THEY LOVE CONTENT THAT RESONATES
By: Shravya Kaparthi, Director, Analytics and Decision Sciences, RAPP Dallas
An ad is just an ad until it’s not. Then, it becomes something more. One such “more” started this year around mid-November with the release of John Lewis' Christmas advertisement. Clocking in at two and a half minutes, it tells the tale of a girl and her friend, a young dragon, so excited for Christmas that he can’t stop himself from breathing fire. Needless to say, things go horribly awry — down to the very end, that is, when the message hits home: the importance of showing loved ones just how much you care.
This isn’t the first year a John Lewis advertisement has made us laugh, cry, and feel myriad other emotions somewhere in between. Actually, the release has become an almost annual event, with its 2019 offering racking up nearly 8.5 million views and 77,000 likes in its first week alone.
What I’m getting at here is that people don’t hate ads, despite calls to the contrary. When they’re relevant and capture part of the human experience, folks actually quite enjoy them — even going out of their way to watch them. I know more than a few people who tune in to the Super Bowl for the ads alone, which is part of why 30 seconds of air time will run upwards of $5 million for 2020’s game.
Overcoming Issues in Advertising
With enough mediocre — if not downright bad and intrusive — ads out there, marketers have a chance to not only learn from the ad industry’s collective mistakes, but also rise high above the fray. In fact, widespread mediocrity affords you room to be bold and try something different in the quest to make better advertising.
Just remember that every interaction with the end user is more than communication. It’s an opportunity to build and strengthen the brand in the eyes of the consumer. The question then is, what’s the magic formula to making compelling content that resonates? The following elements will never let you down:
But merely taking up social causes for the sake of it won't help. In fact, it might seem fake. The connection between the cause and brand identity is important. Authentic and genuine brands tell powerful stories, such as Gillette's controversial toxic masculinity campaign and Procter & Gamble's "Share the Load" series. The ingredients to this magic formula need not be mutually exclusive. All should co-exist within your brand and brand experience. Otherwise, it is tough to build a consistent brand narrative across platforms.
In today's choice-filled world, brands need people more than people need brands, and loyalty is built through a series of useful experiences, not just advertisements. With RAPP's focus on the individual, we’re able to segment and target consumers based on context by crafting dynamic and personal customer journeys through the right channels — with the ultimate goal of building direct, enduring, and high-value relationships between the consumer and the brand.