In The Moment - The Art of Campaigning in Real-Time

the secrets, pitfalls, myths and tools
of real-time marketing

Wednesday, 13 November 13

1
prolific*

*producing many works

For messages to be heard in
2020, brands will need to
create an enormous amount
of useful, appealing, and
timely content.
- Harvard Business Review


So let’s talk about quantity


waiting for a client brief...

ofﬁcial brief from the client

all-team agency brieﬁng

heavy strategic thinking

brainstorms & idea development
with creative teams

pitching ideas to creative director

ﬁrst presentation back
to the client

more brainstorms and
internal presentations

second presentation back
to the client

brieﬁng and selecting
production company

pre-production meetings

presentation of ﬁnal
creative to client

creative is published via
pre-determined media space

job done.
waiting for the next brief...

more is not better


let’s not pollute the internet


There will be billions of
interaction points that will
place enormous demands on
brands to create and deliver
just the right piece of
content.
- McKinsey


finding balance between
creating too little stuff and
creating too much stuff


creating enough
relevant stuff to reach
fragmenting audiences


what’s your publishing
purpose?


from telling one big story,
once a year
to telling multiple stories
across the year
and ensuring all of these
individual stories add up

In search of new content
production models


2
audience-centric


Understanding the audience of
your live campaign
“In the future, maybe half of our efforts will take
place after a campaign starts.”


Real-time loyalty
Real-time is not just about campaigns, but also
about loyalty, CRM and mobile strategies


3
agile


1.

Planning

4.

2.

Distribution

Creative/editorial

3.
Production


talk value
vs.
production value


the real value of a piece of
content is the interaction /
connection it can bring
about


1 bathroom
1 actor


1 bathroom
1 actor

and a lot of props

1 tweet


Agility comes in handy in
times of crisis


Agility?
But what about this then?


high end
vs
high speed


heavyweight
vs
lightweight


“Many, lightweight interactions over time is how we’re wired to
build deep, emotional connections. Therefore, our marketing
plans should be built around this insight.”
- Paul Adams, Head of Brand Design at Facebook


“The majority of effort and spend will be supporting an always-on
strategy based on many, lightweight interactions over time to build
deep relationships and loyalty.
A minority of effort and spend will be supporting a small number
of heavyweight interactions with true fans to achieve speciﬁc goals
(mostly around driving awareness of new things)”
- Paul Adams, Head of Brand Design at Facebook


In this sea of real-time content,
does your brand message
consistently rise to the top?


The big shifts of
real-time marketing
talk value

production value

niche & personal

generic
originality

engagement

messaging

conversation

made-up life
sought creativity
inventing from scratch
research


to

real-life
found creativity
hijacking
real-time data

Real-time organization


Embrace the game.
There are no set rules.


But nobody is saying
it’s easy...


#inthemoment
@tomhimpe
@theupsideuk


In The Moment - The Art of Campaigning in Real-Time

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