SoftBank and Suno United Creators presented the results of a groundbreaking survey commissioned from Provokers, revealing new insights that challenge traditional concepts of brand communication. The study, which combined quantitative and qualitative methods, involved 607 interviews and focus groups to assess the impact of awareness and performance campaigns on 29 brands from various sectors, such as retail, services, and industry. The results showed that performance marketing can indeed build brand and generate awareness.
Historically, awareness and performance have been treated as antagonistic approaches. While awareness campaigns, associated with channels such as television, outdoor, and newspapers, focus on building brand awareness and creating emotional connections, performance campaigns prioritize conversion, using digital channels with rational appeals based on price and product. However, the results indicate that separating branding and performance strategies – or even structures within companies dedicated to each – no longer makes sense in the modern world.
Classical concepts in check
The research revealed that ideas such as "awareness is the best solution to build a brand" and "performance only generates immediate action, without creating recall" no longer reflect the reality of the market. Well-executed performance campaigns can significantly impact attributes such as recognition and emotional connection.
Furthermore, consumers categorize media into two broad groups:
- InformationalChannels and messages that provide knowledge about products or services.
- InteractivePlatforms that enable direct and dynamic engagement.
For Eduardo Vieira, Chief Marketing & Communications Officer of SoftBank for Latin America, it is essential to emphasize that the consumer does not distinguish channels as online or offline, but rather as informative or interactive. "This perception exposes that many marketing professionals still operate in bubbles, ignoring the practical view of the audience," he adds.
These categories require brands to prioritize two fundamental variables for the success of campaigns:contextualizationand themoment in the consumer's life journey, considering their individual interests and needs, and not just the traditional path of the brand.
The data also challenge widely adopted models, such as the sales funnel. The survey indicates that consumers do not follow a linear journey with well-defined stages of discovery, consideration, and purchase. On the contrary, their decisions are shaped by personal variables, such as context and life stage.
Integration is the future of marketing
According to Vieira, it's time to break the separation between branding and performance. "Performance and branding are not opposing forces. It is time to treat them as parts of a single system, integrating structures, strategies, and execution. This approach allows for a more effective and relevant connection with the audience," he/she states.
The study revealed four pillars for successful campaigns:
- IdentificationRelevance of the message to the target audience.
- IdentityReflection of the brand's values.
- ContextualizationAlignment with people's life moments.
- AdequacyIdeal choice of channels and formats to maximize engagement.
Cintia Gonçalves, a professional with over 20 years of experience in strategies for business, brands, and communication, was in charge of the strategy department at AlmapBBDO, where she led projects for brands such as O Boticário, Havaianas, VW, and Pepsico. During its management, the agency stood out in Effie Awards rankings, which recognize the most creative and effective strategies worldwide. Currently a partner at Suno and founder of Wiz&Watcher Consulting, Cintia emphasizes: "These pillars are fundamental to ensure that brand communication is effective and relevant in such a dynamic market as Brazil's."
The research also highlights that the quality of execution, both in performance and awareness campaigns, is essential. "Creativity and precision in the message are key to generating real impact and building brand recall," complements Cintia Gonçalves.
The study's findings have practical implications for various sectors, such as technology, beauty, and automobiles, where innovation and status are core values. Furthermore, they offer valuable insights for more traditional markets, demonstrating that the integration of strategies is a promising path for brands across all sectors.
With this study, SoftBank reaffirms its commitment to boosting the Brazilian market, promoting the adoption of more integrated and effective strategies, and opening space for a contemporary and innovative vision of brand communication.
