The document discusses how brands can engage audiences and maintain engagement. It argues that people are more engaged with brands that provide free experiences, education, information, services, tools, fun and events (#1) and also help bring simplicity to people's lives amidst increasing choices (#2). The combination of great ideas and content along with simple execution can lead to engagement in the form of conversations about the brand, sharing of content, contributing to the brand's content and a sense of ownership over the brand. The document provides examples of brands that created projects instead of just campaigns to achieve ongoing engagement.

1. BORN TO
LIVE
BUILT TO
DIE
@curiousclutter

2. On the 3rd week of each June
Cannes could break off the
French mainland and sink

3. and it would take a long time for
anyone to notice, because…

4. PEOPLE
DON’T
NEED
ADVERTISING

5. He creates art from the ocean of dead algorithms
ineffective banner ads and branded spam online.
…as highlighted by artist Alex Dragulescu

6. …so what do
people need?

7. #1
FREE
EXPERIENCES,
EDUCATION,
INFORMATION,
SERVICES,
TOOLS, FUN &
EVENTS
…so what do
people need?

8. People will ENGAGE with
brands that provide these

9. What else do
people need?

10. #2
What else do
people need?
A BIT OF
SIMPLICITY

11. People want help navigating
the clutter of choice

12. …so people ENGAGE with brands
that help make their lives simpler
People want help navigating
the clutter of choice

13. …so people ENGAGE with brands
that help make their lives simpler
People want help navigating
the clutter of choice

14. ENGAGEMENT
#1 GREAT
‘STUFF’ & IDEAS
+
#2 SIMPLE
EXECUTION
=

15. engagement ⁄ engagement
noun
1 when an audience begin conversations about a brand
2 when an audience spread and share a brand’s content
3 when an audience contribute to a brand’s content
4 when an audience feel a sense of ownership over a brand
5 a more valuable metric than reach and frequency

16. “I would rather have
100 engaged fans than
1,000,000 passive ones.”
- Graeme Boyd. Social Marketing Manager. Xbox

17. but how can brands
maintain engagement?

18. BORN TO
LIVE
create projects that are
not campaigns that are
BUILT TO
DIE

19. Vacuum up
the oceans
Electrolux

20. Change the way
people climb the stairs
Volkswagen

21. Help people have embarrasing
drunk conversations
Smirnoff

22. Revitalise
a dying town
Levi

23. Reassure ‘Sneaker Freaks’
that they are not the only ones
FootLocker

24. Help people impulse save
as easily as they impulse buy
Westpac

25. ...a little less of this please