Added Value Edits: Creating cultural value

08 Apr 2016|Added Value

Culture is the framing context for everything we do and believe as people and consumers – our values, attitudes, behaviors and decision-making. And the brands that are the most sustainably successful are those that understand and respond to cultural shifts and aim to lead the cultural conversation. This month’s Edits explores how marketers are connecting with culture as a means of solving some of their biggest challenges. We also share with you the findings of a global, five-stage study showing how successful brands thrive by delivering Cultural Value.

Introducing Creating Cultural Value
It is becoming apparent that rather than buying things, consumers are buying into things. The desire for status hasn’t gone away and we still seek social currency, but we now seek it through experiences, stories, moments we can share. So what do brands need to do to keep thriving? We went about finding out with a five phase study: Creating Cultural Value. Click to read more…

Top Tips to Form a Community: Starbucks
Starbucks’ brand purpose is ’serving one cup, to one neighbour at a time’. They made it their mission to redefine what ‘neighbourhood’ meant to people, and set about creating a place and a mind-set that feels like the heart of a/the community. Click to find out how Starbucks has achieved this…

Fast paced innovation from Facebook
Brands are under pressure to keep up with changing consumer needs and innovate in hyper real-time. Facebook has been demonstrating its agility with a slew of platform updates in just Q1 2016. From “Reactions” (the newly designed “Like” button) to Live Video. Most recently, “automatic alternative text” was introduced to help 285 million visually impaired people around the world interact with images on the platform. The new technology recognizes the image content and then creates subtitles that are easier to interpret.

Algorithms powering fashion design
Responding to change in a fast, nimble and flexible way is sometimes too difficult for big brands. H&M and PayPal have found an alternative solution. They are backing IVYREVEL, a new hybrid fashion / tech company that develops limited edition clothing designs based on the demands of their consumer base. They use algorithms and data analysis to inform the direction of their designs, which enables them to adapt quickly and easily to new trends and produce the items that people want.

Jeep stands out on Snapchat
When it comes to delivering a distinctive experience across multiple platforms, Jeep has been leading the way this year. Since their portrait orientated Super Bowl ad, the brand is continuing its mobile effort with a new Snapchat account. They are posting user generated images of Jeep vehicles and asking Snapchat users to vote for their favorite. Jason Marchioni, social media manager for Jeep has been careful to create content specifically for the social platform to truly engage with fans.

UK supermarket livestreams farms
Waitrose has found a unique way to stand out from competitors and capture the attention of UK consumers. Over a one week period, Waitrose broadcast live footage from partner farms to show how well looked after the animals are. The footage was described as “delightfully boring” and showed cows grazing in fields, thus underlining their commitment to fair sourcing. The videos were live streamed on digital screens in train stations, and images will be used later in the year in print ads.

Target smaller audience groups on Twitter
Consumers expect brands to deliver relevant targeted content, but too often we are boxed into a demographic group and defined by stereotypical life stages. Twitter is hoping to improve this by offering more detailed targeting criteria that enables brands to segment an audience group into smaller sections and post more relevant content. Brands will also be able to monitor the performance of content to test and learn according to audience preference.

Millennial insights from Whisper app
Whisper has added a new polling feature to its app that will allow brands to field questions to its 30 million users (said to be mostly millennial and Gen Z). The app is famed for its candid nature, with users revealing highly personal anecdotes and confessions anonymously. “Whisper Polls” is a monetized feature and it is expected that brands will take advantage to discuss sensitive subjects in a trusted environment to better understand consumers.

Mac funds transgender documentary
Connecting with people on a human level can be a challenge for brands. MAC cosmetics hope to do this and more by funding a documentary on the transgender community, which aligns with MAC’s overall brand purpose of being a brand for all. Nancy Mahon, SVP of MAC Cosmetics says: “Brands becoming content creators have really democratized the spread of information. But as an activist brand, we want to go where the decision-makers are. Content without a point of view is hollow.”

Adidas launches Avenue A
Keeping pace with consumers can lead to creative exercises in innovation. Adidas CEO Mark King challenged Adidas employees across North America to come up with ideas to boost their running business. Ideas were submitted to an internal online portal, and the winning idea – “Netflix for Running” – was turned into a business unit and now been launched as “Avenue A”, a new quarterly subscription service for women. The curated box contains running and training products centered on a new story each time.

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