Creative storytelling and mobile technology: the story of two unlikely best friends
For any brand, speaking to the heart of customers has been fundamental to driving business forward since time immemorial. Storytelling is central to creating experiences that can evoke emotions. This remains true even today where brands are dealing with changing customer expectations while trying to stay ahead of the game in terms of engagement strategies. Consumers use their smartphones an average of 4-5 hours a day and for many, the morning routine starts with picking up the cell phone. Whether it’s scrolling through the morning news on the lock screen or gaming and browsing social media feeds between work meetings, one thing is certain: mobile content experiences, including advertisements, are an integral part of our daily lives. So how can brands leverage the best of mobile technology to ensure they are competitive and relevant in today’s dynamic, hyper-connected world?
We believe the answer lies in three harrowing steps.
Creatively inspired by mobile intelligence
As mobile plays an increasingly important role in consumers’ lives, it has also become an engine of consumer intelligence. Brands can seek inspiration and conceptualize the most relevant experiences for their target audiences by leveraging this mobile-centric consumer intelligence. The result is the ability for brands to engage with consumers in their moments of truth. For example, Aashirvaad, the leading brand of packaged wheat flour (atta) in India, wanted to promote its Aahirvaad Select range as the perfect atta for office goers who pack their food in the morning and consume it for lunch later in the day. The brand leveraged mobile intelligence first for the country to identify highly interested office goers by targeting their locations of interest like business parks and prime office locations. The ads that prompted these office workers to buy Aashirvaad Select for milder Rotis during lunchtime actually ran on weekends when these audiences were most receptive. Even unengaged video viewers were retargeted to their favorite apps via static ads to remarket the product.
Similarly, Seagram’s Royal Stag, a category leader with a global presence, leveraged mobile games to reach young Indians and spark brand affinity within its primary target group. They created a creativity campaign by effectively reaching the right place where their audience was – casual gaming apps, and creating a memorable advertising experience by leveraging an engaging format – rewarded videos. The campaign featured a balanced mix of different types of video ads in a gaming environment, which ensured a non-intrusive experience.
Embrace mobile-native features for engagement
The smartphone has more than 50 native features, such as camera, Global Positioning System (GPS) and voice detection, which if harnessed intelligently can transform the experience offered. Their use has the potential to inspire consumers to engage more with the brand, as it makes them feel actively involved in the experiences offered to them. Many well-known brands have achieved this successfully and on a large scale.
Kia, the car brand, has promoted a new car model that supports voice commands, thanks to artificial intelligence (AI) interactive ads this combined voice detection and virtual reality technologies. Mobile announcements allowed users to virtually explore the interior of the new car model through live voice commands. Voice commands such as “Hello Kia, open the driver’s window” from the user “opened” a virtual car door, leading engaged users to immersive product pages, which boosted product consideration. Similarly, L’Oréal Paris India, the iconic beauty brand, replicated the online retail experience for its new lipstick collection by leveraging augmented and facial reality acknowledgement technologies. The brand created a mobile-focused advertising campaign in which ad units used mobiles Front camera to identify a user’s facial features. The ad went on to allow the user to virtually try on and experience different lipstick shades from the collection.
As brands get better at creating diverse experiences on mobile, they can also begin to combine their first-, second-, and third-party data signals with Dynamic Creative Optimization (DCO) to deliver narration to their customers. The learning point for brands here is that bringing an element of personalization to every stage of the consumer lifecycle can be crucial for mobile ad engagement – and it needs to be done from the start of a campaign. advertising viewing path.
Drive activity with a contextual and meaningful call to action
A call-to-action (CTA) button that effectively encapsulates the user journey is potentially key to capturing the affinity, consideration, and intent created through creative storytelling. From a content perspective, an ideal CTA is often user-focused, simple, highlights benefits, creates a sense of urgency, and is platform-appropriate. Visually, to create a good CTA, the button should generally be optimally located, sized, and colored for different mobile screens. and consumer demographics. To effectively track these extended considerations, brands might choose to apply various technologies and tools such as heatmaps and AI-powered CTAs. More importantly, brands can consider conveying their creativity through their CTA buttons – similar to Specialty for children Al Jalila Hospital. The brand’s advertisements included relevant neurological designs surrounding their CTA buttons while diversifying their CTA mechanisms to redirect users to videos or website landing pages based on their interest levels.
While there are various metrics available to develop competitive mobile ads, storytelling based on innovation, intelligence, and creativity is a must for brands looking to reach new heights. Effective use of mobile-first intelligence allows brands to act on existing resources, while innovation allows brands to push boundaries and produce transformative ads that can grab the attention of time-pressed consumers. . The more unique the storytelling, the more the brand shares the minds of consumers.
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