Not letting anything pass in a world so frantic that changes everything every second is the biggest challenge for agencies and brands. Optimizing the budget, even with increasingly expensive advertising, bring the consumer closer and enjoy surfing organic hypes, which can bring more visibility to a product or brand, are not easy tasks.
Each year it becomes more expensive to buy digital advertising, for example, the cost of digital media in the US has increased 5 times more than inflation in the last 5 years. But unfortunately, the budget of CMOs has decreased every year.
This movement is so growing that it already has a name, Ad Density, that is, a huge density of ads from the users timeline. To stand out amid all this, you need to connect to brands pulsing culture. Whether in the culture of everyday life, real time content, or even in the long term. And, bypassing this reality, the Live agency went deep into the issue, creating ideas through trend mapping with the main objective of taking advantage of the best way the investment of customers, participating in current affairs, transforming conversations and cultural expressions into creative and commercial opportunities.
This is Culture-Driven Advertising, advertising based on culture. it is the result of mapping the territories of interest of the brand added to an analytical view of the mapped themes and a creative hint of how the brand should act in existing conversations in a genuine and contextual way. This allows brands to take advantage of cultural events to boost their messages, for example. The main instrument to put all this into practice is the Culture Monitor, a tool that monitors and points out, daily, the movements on the rise for each brand, commanded by the agency's insights team.
With this, all Live teams receive daily reports prepared with the help of Culture Monitor. “With the information in hand, a talented team, both on the agency and the customer side, and the help of Artificial Intelligence, it is possible to make the budget of marketing leaders more efficient and generate more results for the brand even in such a competitive and noisy market”, says Aline Rossin, CEO of Live.
Renowned brands such as Electrolux, Max, Itau, among others, are already immersed in this universe created by Live. An example that gave what to talk about was related to Electrolux, brand that sells most appliances in Brazil, Live customer and, for the first time, sponsor of Big Brother Brazil (BBB), reality show of TV Globo, explains how the gear works in practice. During the program, Davi Brito, participant who would win the 2024 edition, had the clothes thrown in the pool and soon became the most commented subject on Twitter. The agency entered the play, giving a retweet that needed viral information (Rad, giving a retweet in the portal that needed to be.
Another successful case with Electrolux was to turn a tweet from a consumer with just over a thousand likes into a campaign that took the mentioned coffee maker to 1st place of sales on Amazon.The strategy offered discount coupons and free shipping to interested in the product from the organic post, generating an increase of more than 66% in traffic from the Electrolux website and more than 360% on the Amazon website.
The initiative of Live in creating and using own work tools took into account the significant changes in the advertising market. If in the 90s and 2000s, advertising had the power to shape the cultural scene, with conversations and issues guided by television campaigns and jingles, currently information is passed through multiple routes. It is a real bombardment of news and data to the consumer. Not to mention that paid advertising is increasingly expensive. That is: marketing executives can do less, even with growing budget and there is the great challenge that Live has been taking letter with the creation of this proprietary methodology.
“A Live is a culture-driven agency. This means that culture is the starting point of our thinking and the point of arrival of our ideas. Here the cultural insights, which we map daily, fuel our entire process. This is how we drive the business of our customers: connecting brands with the pulse of culture. We are an integrated creative agency, independent and in the” cloud, concludes Aline.
