Lilly: En la vida, cómo se pierde define el carácter
Nowadays, it’s no longer sufficient or effective to just think that forcing features, benefits and discounts on consumers is enough to promote a brand. “You have to show some heart, be authentic, and in-touch. You have to show you’re listening in order to be relevant to the mindset of your consumers” explained Todd Lilly, Senior Digital Producer at Dieste in an article of Provoke Weekly about the pertinence of using unbranded advertising. He gave some recent examples about brands that experimented with this type of advertising and were successful: L’Oreal, Chevy and the Mexican beverage brand, Jarritos. For instance, Chevy recognized their brand came with some biases and prejudices, so they took their logo and marks off their new 2016 Chevy Malibu and made a spot to see what people thought of the car, and it worked. “People are comparing the car to a BMW or Lexus and talking about it being worth 50k, 60k, even one seemingly out-of-touch customer saying she wouldn’t be surprised if it was an $80k car” wrote Lilly. Lilly made some recommendations when considering unbranded advertising content that include: “Ensure it adds value to a consumer’s life; take a risk – do something conversation-worthy; don’t be afraid of getting emotional; spark curiosity; look for the open space if your content niche is saturated, this might be a differentiation strategy; and create a strategy that builds momentum, not just one hit – continue to provoke thought, deliver value and inform.”
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