Hello there! Welcome to the number 11 of Nucleo, the central hub where we bring together interesting industry content that we hope you will find valuable, by using our core competency of unlocking the potential of zeitgeist communication and the four pillars of FRASER.
☵ Strategy and Creative Mix
Adidas reduces focus on short-term metrics as it looks to protect brand health. Adidas is changing the way it works internally and with agencies so it can focus on creating better media and marketing strategies and look after the long-term health of the brand. ☛ Read more
IKEA recreates ‘Friends,’ ‘Stranger Things’ and ‘The Simpsons’ living rooms. The campaign, created by Publicis Spain, is running in the United Arab Emirates, is titled “Real Life Series” which will be on display at multiple IKEA stores in the Middle East. The Swedish furniture chain used their own selling furniture for the photos, compiling a list of products available for purchase on their website. ☛ Read more
☵ Product is Communication too
Centraal Beheer insurance company created car commercials to go. To help car sellers while promoting its services in Netherlands, Centraal Beheer turned what looked like a typical car wash drive-thru into a high-tech studio that generated professional car commercials in less than a minute. ☛ Read more
A Coca-Cola campaign turns the brand’s iconic swirl into directional signs that point passersby to recycling bins directly below. The insight behind this campaign by Publicis Italy was research that found consumers will indeed recycle, if only the recycling bins were easy to find. Coke was also environmentally strategic about placement of the signs — their locations were chosen based on where pre-existing or new recycling bins would get maximum visibility and use. ☛ Read more
☵ Digital Marketing as Sales
Creator-produced videos received 93% of monthly views for all US auto content on YouTube. Creators are showing brands how to engage viewers with a whole new range of content beyond the classic car commercial. Creator-dominated categories had significantly higher engagement rates than commercials, which is a reflection of trust and personal connection between YouTube users and their favourite creators. ☛ Read more
Unlocking TikTok: how marketers are experimenting with the video app. Despite the lack of a formal advertising product, more brands are experimenting with fledgling video app TikTok in the hopes of discovering what content works and the kind of business outcomes they can expect. ☛ Read more
☵ Merging Editorial + Campaign Content
AB InBev launches in-house agency to help ’embrace creativity. The world’s biggest brewer has created its first in-house agency in Europe covering social listening, content creation and digital media buying as it looks to speed up production times and “inspire” its marketers to be more creative. ☛ Read more
