凯度:2023年戛纳国际创意节最值得关注的五个营销趋势和案例(英文原版+译版)(9页).pdf

1、CANNESLIONS2023FivetakeawaysformarketersIntroductionBeforethisyearsCannesLionsInternationalFestivalofCreativity,onethingwascertain:generativeAIwasgoingtobethetalkofthetown,alongwithawholehostoftopicsthattheadvertisingindustryhasbeengrapplingwithoverthepast

2、year.Cannesistheworldsbiggestcelebrationofcreativitybringingtogethertheleadingexpertsintheindustrytodiscussthefutureofcreativityanditschallenges.Inthisbooklet,wesharefivecreativethemesthatmarketerscantakefromthisyearsCannesLionsexperttalksandaward-winningwo

3、rk.ForeachthemewesharehowKantarsolutionscanhelppropelyourbrandsandbusinessesforward.JaneOstlerEVPThoughtLeadershipVeraSidlovaGlobalDirector,Creative1Creativemustbeeffective2Inclusionmustbeintegrated3Thesustainabilityconundrum4Thereturnofentertainment5GenAI:Adland

4、sfrenemyormarketerspartnerFivetakeawaysformarketersUnderthecurrenteconomicpressures,manymarketersinvestinperformancemarketingtacticstodelivershort-termsales.Whileperformancehasitsplaceinthemarketerstoolkit,thetopmarketersatCannesLionsfocusedonthepowerofbranda

5、ndthewaysinwhichbrandbuildingcandrivethecommercialhealthoftheirbusinesses.InasessionaptlytitledTherealbeautyoflong-lastingbrands,ConnyBraams,theChiefDigitalandCommercialOfficeratUnilever,highlightedtheroleofbrandsforgrowthas“themajorityofUnileverbrandsgrowth

6、iscomingfromthelong-termeffectsofbrandbuilding”andidentifiedthe“steadydeclineofbranddifferentiation”asthebiggestthreatforbrandstoday.Inajointsession,FelipeThomazofSadBusinessSchoolandKantarsDomBoyddidthemathonKantarBrandZdata,provingthatbranddifferentiation

7、isthekeydriverofbrandgrowthaswellaspricingpower,whichisessentialinthecurrentinflationaryenvironment.Marketersatthefestivalremainedlaser-focusedonthefactthatcreativitynotonlycanbutshoulddeliverdifferentiationandgrowthforbrands.MarcPritchard,P&GsChiefBrandOf

8、ficer,introducedtheNextResetfortheirbrands.EffectivecreativeliesatthecoreoftheirapproachandtheyframetheResetas“creativitythatgrowsmarkets”byleveragingconsumerunderstanding,beingtrulyinclusiveanddrivingcreativeimpact.Marketingprofessionalshavelongarguedaboutthec

9、orrectratiobetweenbrandbuildingandperformanceadvertising,withmanyseeingdigitaladvertisingasachannelforperformancemarketingonly.Kantarhaschallengedthisviewforyears,sayingthatdigitalcanbeaneffectivechannelforbrandbuilding.LesBinet,GraceKiteandTomRoachdemonstrate

10、dwithdatathatmarketersknowhowtodeliverimpact,infact,weareenteringathirdageofeffectiveness,wheredigitaladvertisingisnowhelpingtobuildbrands.1CreativemustbeeffectiveHowKantarcanhelpUMMOputsyouincontrolofyourmarketingbudgetandallocation.Itprovidesguidanceont

11、hebigpicturestrategicbudgetallocationandhelpsyouwithtacticaldecisionsandin-flightbudgetallocation.ReadourlatestthinkingWheredoesperformancemarketingmeetbrandbuildingIsinflationwreakinghavocwithyourmediaprojectionsWhatLargeLanguageModelscouldmeanformarketrese

12、archUMMOgetacomprehensiveassessmentofyourmarketingeffectiveness.FindoutmoreThisyear,thediscussiononhowinclusion,diversityandequityarecommunicatedwithinadvertisingcontenthasreachedyetanotherlevel,andshowedmorenuance.Brandshavenowmovedpastwhethertobeinclusivetot

13、hehow,withintheirownorganisationsaswellashowtheyengageexternallywithagencies,suppliersandconsumers.ThisyearsCannesLionswinnersdemonstratedthatcreativitycanhelpmakebrandsmoreinclusive.Doveshowedhowafocusedpurposeonraisingwomensself-esteemcantakeonmanydifferen

14、tforms.TheirCostofBeautycampaignwhichwonsixLions-isamoretraditionalcampaignthatraisesawarenessabouttheimpactofsocialmediaoneatingdisordersinyoungwomen.Thebrandalsoleveragedsocialandcreatorswellinthe#turnyourbackonboldglamourcampaignwhichraisedawarenessabo

15、utthenegativeimpactofTikToksbeautyfilter,earningitamongstothersaGrandPrixLioninMedia.Brandsalsoheavilyleveragethelatesttechnologiestodrivepositiveoutcomesfordifferentgroups,suchastheMouthpadwhichisaretainer-likedevicethatallowspeopletocontroltheirmousecur

16、sorthroughthemovementoftheirtongue,VaselinesSeeMySkinwhichtacklesthelackofdiversityinimagesthatdermatologistsusefordiagnoses,orApplesTheGreatestacampaignthatshowcasestheaccessibilitybuiltintotheirproducts.Whilesomeprogresshasbeenmade,theindustryneedstodomo

17、re.UnstereotypeAlliancesDanaiGuriracalledfordeeperengagementwithpeopleandcommunitiestocombatstereotypes,whichremainabundantinadvertisingandentertainmentmorebroadly.Brandsneedtothinkabouttheportrayalofmeninadvertisingandconsidertheneedtoshiftfromportrayingmascu

18、linityasasinglemodetoportrayingmultiplemasculinities,toreflectthediversityinwhichmenliveandinteractwiththeworldandtheirever-evolvingrolesinsociety.Meanwhile,KantarsresearchwithGLAADintheUS,talkedaboutatontheInfillionstagewithGLAAD,GettyImagesandGoogle,showst

19、hatrepresentationoftheLGBTQIA+communityisexpectedandwelcomed,butthatitneedstobeauthenticandincorporatedwithinthenarrativetoresonateproperly.2InclusionmustbeintegratedHowKantarcanhelpKantarandtheUnstereotypeAlliancepartnertohelpmarketersmeasurewhethertheiradver

20、tisingcontentisperceivedtobeprogressiveandmovingawayfromgenderstereotypeswithanUnstereotypeMetricandbenchmarks.DoveCostofBeautyReadourlatestthinkingBeyondbrandactivism:ThreeroutestoinclusiveadvertisingPlaybook:ThepowerofinclusiveportrayalinadvertisingInclusion

21、Index2022:DiscoverwhatprogresshavewemadeonDiversity,EqualityandInclusionFindouthowLINK+cansteeryouradvertisingsinclusivity.FindoutmoreReadourlatestthinking5tipstogetsustainablemessagingrightinadvertisingDesigningforawaste-freefutureDesigningforsustainableoutco

22、mestoclosetheValue-ActionGapHowKantarcanhelpWeworkwithorganisationsacrosstheirspectrumofsustainabilitychallengestohelpthemmeaningfullydefineandpowerfullyactivateasustainabilitystrategyacrossbrand,innovation,creativeevaluationandDEI.ContactourSustainableTransformati

23、onPracticetofuelyoursustainability.FindoutmoreThisyearsfestivalshowedtheplethoraofwaysthatbrandscaninnovatetheirsupplychains,productsandprocessestoreducetheirimpactontheenvironment.Similarly,manyofthisyearswinnersshowedhowbrandscantalktotheiraudiencestodri

24、vetheadoptionofsustainablesocialbehaviours.IKEAsLifecollectioncampaigninNorwayshowedthestoriesbehindwhypeoplearepassingtheirfurnitureonforsecond-handpurchase,fromthesadtothefunny,maintainingasenseofauthenticityandavoidingthepitfallsofgreenwashing.Makrosuperma

25、rketinColombiaturnedfruitstickersintoaclevermediumofitsown,givingpeopleideasonhowtoreducefoodwaste.RenaultlaunchedtheAirbnbforplugsthatallowspeopletorentotherpeopleschargers,makingelectromobilitymoreaccessibleinruralareas;ascalableideathathelpsboththebra

26、nd,thecategoryandtheenvironmentmorebroadly,scoopedupaGrandPrixinCreativeStrategy.Whilethesearegreatexamplesofbrandsfocusingonsustainability,moreactionisneededtomovetheneedle.KantarsJonathanHallsatdownwithPreetiSrivastav,GroupSustainabilityDirectoratAsahi,andWi

27、lliamSkeapingofExtinctionRebelliontoraisethebaronsustainability.Willsharedthegravityofthecrisiswearefacingandtheneedforbusinessestostepup,andPreetisharedthejourneyAsahihasbeenonandtheneedforthemarketingandsustainabilityfunctionstopartnerclosely.Jonathan

28、sharedfindingsfromtheKantar-WFAcollaboration,SustainableMarketing2030,andtheCircularMarketingframework,includingfiveleversofchange:valueredefined,sustainabilityfirst,transformativerelationships,radicalinnovationandcreativityintoaction.3ThesustainabilityconundrumIKEALifeCol

29、lectionIn2023,accordingtoKantarsLinkdatabase,wesawadvertisingbegintoreversethedeclineoftheuseofhumourinadvertisingandCannesLionsthisyearreflectedthataswell.AndrewRobertson,theCEOofBBDO,gaveapowerfulpresentationdemonstratingthathumourdonewelldrivesimpactforb

30、rands,callingontheindustrytouseitmoreandchallengingCannesLionstoopenanewcategoryofawardsfocusingontheeffectiveuseofhumour.ThiswasliberallysupportedbydatafromKantarsLinkdatabaseincludingdigitalads.Audiencesliketobeentertained,butlastyearonly1in10Lionsw

31、ereawardedtofunnycontent.Thisyear,oneoftheGrandPrixawardsinFilmwenttoApplesR.I.P.Leon,afunnyspotaptlydepictingitsunsendmessagesfeature,perhapssignalingashiftinattitudestowardshumourandentertainmentinjuryroomsaswellAfewnotablewinnersshowedthatentertaining

32、andfunnycreativecanbeusedbyanybrandinanycategory.B2Badvertisingunlikethenamesuggests-stilladvertisestopeoplewholiketolaugh,theHRsystemWorkdayleveragedaninsightabouthowemployeesusethewordrockstarinastar-studded,laughter-inducingcampaign.PartnersLife,alifeinsu

33、rancecompanyinNewZealand,hadtoaddressastrategicchallenge,whereNewZealandhasoneofthehighestratesofunderinsuredpeopleintheworld.Theytackledthisbyleveragingdarkhumourandpopculture,bringingtolifecharactersfromapopularmurdermysterytorecounttheirreasonsfornotta

34、kingoutlifeinsurance.Financialserviceadvertisingisntknownforusinghumour.PartnersLifeshoweditcanbeusedeffectivelytodrivebusinessresults.4ThereturnofentertainmentHowKantarcanhelpWeuseemotionAI-poweredfacialcodinginLINK+adtestingtocaptureandunderstandpeoplesemoti

35、onalresponseswhilewatchinganad.LINK+gettheemotionrightinyouradvertising.FindoutmoreAppleR.I.P.LeonReadourlatestthinkingWhoslaughingnowLetsstopthedeclineofhumourinadvertisingHarnessthepowerofemotionindigitaladvertisingExpressyouremotions:Whyemotionalresponsei

36、simportantinadvertisingGenerativeAIwascertainlythebuzzwordoftheweekandtherewascertainlyadangerofbecomingobsessedwiththelatestshinytrend.Marketersmaintainedtheirfocus,raisingabovediscussionsonhowgenerativeAIwillunlockcreativity,insteadmovingthegoalpoststowhet

37、herandhowthelatestdevelopmentsingenerativeAIcanunlockcommercialgrowthforthebrandstheylookafter.GenerativeAIisyetanothertoolinthemarketerstoolkitwithhugepotentialtobringefficiency,scale,andifleveragedcleverly,evencommercialimpact.GenerativeAIadsdidntgrabmany

38、Lionsthisyear(despitetherebeingaspecificAIstorytellingtrackinDigitalCraft).ThatsignalsthatadlandisjustbeginningtoengagewithgenerativeAIandwewillsurelyseemoreentriesnextyear.ThisyearsGrandPrixwinnerinCreativeEffectivenessdemonstrateswhatweseeeveryyear,that

39、creativeagenciescanleveragethelatesttechinwaysthatbenefitbrandsaswellascommunities.CadburysShahRukhKhan-My-AdcombinedthepowerofaBollywoodcelebritywithAI.ShahRukhKhanaBollywoodcelebritywasfeaturedinaDiwaliadforCadburyaskingpeopletostopbyspecificsmallbusin

40、esses,whofacedtoughrecoveryfollowingthepandemic,aroundtheholidays.Machinelearningwasusedtocreateover130,000uniqueversionsoftheadsothatthenameandlocationofthesmallbusinessweresaidinShahRukhKhansvoiceandfacialexpressions.ThecampaignusedAItocreatehyperlocali

41、sedcontentinunparalleledways,withtheonsetofgenerativeAI,wearelikelytoseetheceilingraisedonthisoneevenfurther.Thiswasalsoamulti-awardwinnerlastyearintheCreativeDataandothercategories,andthisdemonstratesthepowerofapowerfulandholisticcampaign.5CadburyShah

42、RukhKhan-My-AdHowKantarcanhelpKantarhasasuiteofAIsolutionsincludingLinkAItoquicklyevaluateadvertisingcontentbasedonlearningsfromourdatabases.WecontinuetoexploretheopportunitiesAIandgenerativeAIbringtoshapethefutureofmarketresearchandbrands.Readourlatest

43、thinkingWhatcouldGenerativeAImeanforadvertisingandconceptdevelopmentAIanswersapressingneedfordigitaladvertisingEmotioninadvertisingandtheroleofmusicLinkAIadtestingin15minutes.FindoutmoreGenAI:AdlandsfrenemyormarketerspartnerRAPIDLYPREDICTADEFFECTIVENESSATS

44、CALEImproveyouradvertisingROIatscalewithoutsurveys.AccessLinkAIinsightsthroughoutthecreativeprocess.Backedbythelargestnormativecreativedatabaseintheworld,LinkAItellsyouhoweffectiveyourDigitalorTVadwillbe,inaslittleas15minutes,allowingyoutomakecreativedecisio

45、nsquicklywithconfidence.LearnmoretodayonKantarMarketplaceAboutKantarKantaristheworldsleadingmarketingdataandanalyticsbusinessandanindispensablebrandpartnertotheworldstopcompanies.Wecombinethemostmeaningfulattitudinalandbehaviouraldatawithdeepexpertiseandadvanc

46、edanalyticstouncoverhowpeoplethinkandact.Wehelpclientsunderstandwhathashappenedandwhyandhowtoshapethemarketingstrategiesthatshapetheirfuture.ConclusionThisyearsCannesLionsFestivalshowedtheneedtostaylaser-focusedontheimpactofcreativityamidstground-breakinga

47、dvancesintechnologyaswellasachallengingsocio-economicconditionsworldwide.Thebreathtakingwinningworkshowedusthatcreativitycanleveragenoveltyforcommercialbenefitaswellassocialgood.Wedlovetotalktoyouabouthowtooptimiseyourcreativeandbuildyourbrand.GetintouchwithyourKantarcontacttofindoutmore.

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