A big topic of conversation that continues from last year would be how technology—such as social media, live streaming, and VR and AR—can reach consumers.
1. Influencers still work
Millennials trust a social-media star’s recommendations almost as much as a recommendation from their best friends.
Choosing the right influencers are key and spread your Ringgit by hiring several influential people across trusted platforms such as YouTube, Facebook, Switch, and Snapchat. This way, you’ll be reaching different genres of followers.
Work together with influencers to craft the content they produce. This way you’ll be sure that the right message comes across. Some brands who hire agencies to engage influencers assume that the influencers understand the objective of the campaign. This may not be the case. By working closely with selected influencers, you’ll be using their voice which their followers recognize to authentically speak about your brand.
2. Use different social media platforms for different things.
There’s no one size fits all when it comes to content. Think about each platform and what works for it, and make sure the brand’s story is integrated in a natural way.
Snapchat has a younger audience while Instagram Stories is a bit older. Brands need to think about the entire lifecycle of an audience and how to keep them interested as they go through different life stages.
Build up loyalty through social media, then “bring it off digital and into real-life events and campaigns.
3. Understand the power of live streaming.
This is something relatively new in Asia. Imagine if you had a small space that could fit 100 people. Facebook Live enables brands to have millions of impressions from the same event.
The rise of live streaming might actually incentivize more face-to-face interaction and community-building. With so much content available online, there’s no need to watch something at the same time as someone else. However when something is live, it creates an incentive to be a part of the experience. Live really creates a unique moment where you can get an engaged audience to be a part of the show.
4. Convert social media and digital content into action.
Influencer marketing is really good for building brand awareness, but it doesn’t necessarily lead to direct action.
At the end of the day, brands are looking to build a relationship with the end goal of more sales—but we also want the audience to have a wonderful experience. If customers are not thoroughly entertained, they’re not going to get your message.
An example of how Levi’s brought their campaign offline was where the denim brand asked customers to share stories on social media of how they “live in Levi’s.” The brand hosted a live concert in New York’s Brooklyn Bridge Park—but instead of selling tickets, it asked guests to wear their favorite pair of Levi’s for admission.
5. Create memorable experiences with new technology such as AR and VR.
It’s hard to say if the novelty of technology such as virtual reality and augmented reality is here to stay.
People are now looking at the headset content as an artistic work, the same as any other piece of art at something like a film festival.
Pixar’s “Coco VR” experience—which allowed users to inhabit the body of a skeleton and explore the movie’s World of the Dead—is a recent example of how these new technologies can surprise and delight consumers and get them invested in the product.
Another recent example is the Dreamscape Immersive’s new “Alien Zoo” VR experience. The 12-minute experience aims to combine a theme park attraction with a blockbuster film, where attendees work together to “fight” alien predators.
“AR and VR really create a way to put consumers into the world of a movie or a brand. It needs to be accessible to general consumers and not just the cool kids.