Not letting anything slip by in a world so frenetic that changes everything every second is the biggest challenge for agencies and brands. Optimizing the budget, even with advertising becoming increasingly expensive, bringing the consumer closer, and taking advantage of organic hypes that can increase visibility for a product or brand are not easy tasks.
Each year, buying digital advertising becomes more expensive; for example, digital media costs in the US have increased five times more than inflation over the past five years. But, unfortunately, the CMOs' budget has decreased each year.
This movement is growing so rapidly that it already has a name, Ad Density, meaning a huge density of ads on users' timelines.To stand out amidst all of this, it is necessary to connect with brands that pulse with culture. Whether in everyday culture, real-time content, or even in the long term. And, addressing this reality, the Live agency delved deeply into the issue, creating ideas through trend mapping with the main goal of making the best use of clients' investments, engaging in current topics, transforming conversations and cultural expressions into creative and commercial opportunities.
It is Culture-Driven Advertising, advertising based on culture. It is the result of mapping the brand's areas of interest combined with an analytical view of the mapped topics and a creative touch on how the brand should engage in existing conversations in a genuine and contextual way. This allows brands to leverage 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 highlights, daily, the rising trends for each brand, managed by the agency's insights team.
With this, all Live teams receive daily reports prepared with the help of Culture Monitor. "With the information at hand, a talented team on both the agency and client sides, and the assistance of Artificial Intelligence, it is possible to make the marketing leadership budget more efficient and generate more results for the brand even in such a competitive and noisy market," evaluates 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 made headlines was related to Electrolux, the brand that sells the most appliances in Brazil, a Live client and, for the first time, a sponsor of Big Brother Brazil (BBB), a reality show on TV Globo, explaining how the mechanism works in practice. During the program, Davi Brito, the participant who would win the 2024 edition, had his clothes thrown into the pool and quickly became the most talked-about topic on Twitter. The agency got involved, retweeting (RT) the viral tweet from a news portal that mentioned the case, claiming that "Davi wouldn't need to worry because the Electrolux wash and dry would take care of everything." The information impacted thousands of people, increasing searches for the machine on Google.
Another success story with Electrolux was transforming a consumer's tweet with just over a thousand likes into a campaign that took the mentioned coffee maker to the number one sales spot on Amazon. The strategy offered discount coupons and free shipping to interested customers through organic posts, resulting in an increase of over 66% in Electrolux's website traffic and over 360% on Amazon's site.
The Live initiative to create and use its own work tools took into account the significant changes that occurred in the advertising market. In the 1990s and 2000s, propaganda had the power to shape the cultural landscape, with conversations and topics driven by television campaigns and jingles; nowadays, information is transmitted through multiple channels. It is a true bombardment of news and data to the consumer. Not to mention that paid advertising is becoming increasingly expensive. In other words: marketing executives are able to do less, even with increasing budgets, and this is the great challenge that Live has been effortlessly overcoming with the creation of this proprietary methodology.
“Live is a culture-driven agency. This means that culture is the starting point of our thinking and the end point of our ideas. Here, the cultural insights that we map daily fuel our entire process. This is how we drive our clients’ businesses: by connecting brands with the pulse of culture. We are an integrated, independent, cloud-based creative agency,” concludes Aline.
