As brand authenticity becomes increasingly key when marketing to savvy social media audiences, we take a look at one of Cannes Lions biggest winners. This brand effectively utilised user generated content to create an innovative campaign, tapping into audiences’ personal connections in order to build brand affinity.
At Cannes Lions this year, marketing ‘authenticity’ was clearly a key concern for companies appealing to millennial consumers, with social media often used as the most effective channel to do this. However, in an age of increased sponsored posts on people’s feeds, including influencer endorsements, brands need to adopt authentic communication methods to stand out and attract customers.
Cannes Lions’ biggest award-winner of the night, JWT Amsterdam and Opel’s “Pay with Views” campaign, allowed their audience to take the reins by incentivising them to create their very own influencer campaigns. The campaign turned YouTube views into currency, with applicants creating their own user generated videos, promoting this content themselves to accumulate YouTube views and, depending on the number of views they achieved, they would be able to claim one of Opel’s latest model of cars:
• The Karl Rocks Online Edition (€14,747) costs 589,900 YouTube views
• The Corsa Online Edition (€18,490) costs 739,600 YouTube views
• The Astra Online Edition (€23,070) costs 922,800 YouTube views
The campaign was able to reach a huge amount of people; generating over 34 million views in total, with individual videos receiving anything from 6 all the way up to 14 million YouTube views!
Cannes Lions awarded the campaign four Lions across the PR and Direct categories; a Gold in the Innovative Use of Social Media subcategory, a Silver in the Launch/Re-Launch subcategory, one Bronze in the Co-Creation & User-Generated Content subcategory, and another Bronze in the Use of Social Platforms subcategory.
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