Lisa Ivy, estratega sénior de Leo Burnett
Leo Burnett Senior Strategist, Lisa Ivy wrote a post where she teaches brands how to connect with a new era of consumer using strategies from the renown performer Beyoncé. “Less than 12 hours before her appearance at the Super Bowl 50 halftime show, Beyoncé dropped a new single and music video ‘Formation.’ With riveting politically and socially charged lyrics and visuals the video was made to do more than capture people’s attention. Bey stole the show from the key headliner, Coldplay, while making a global statement about what she believed in, all while shamelessly plugging the launch of her 2016 world tour” Ivy explained. For Ivy, when it comes to advertising, making noise to drive awareness is no longer enough to get consumers to notice your brand. “Consumers have raised the bar on what they want from their content. Let’s think of Beyoncé as a brand and her album Lemonade as a campaign. Like brands, artists are always looking for ways to generate interest and appeal. Lemonade did just that, and more. Every brand can have its own version of Lemonade, something that’s disruptive, captivating and meaningful” she added. She defines this one as a new era of consumer, visually entitled, experience-expecting, and enjoy exclusive advances. For her exclusive launch of her visual album Lemonade, Beyoncé used a strategy to fit these consumers. “being disruptive, captivating and curating a cultural experience is the best advice for brands.”
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