SoftBank and Suno research reveals that performance marketing builds brands and redefines classic communication concepts

SoftBank and Suno United Creators presented the results of an unprecedented survey commissioned from Provokers, revealing new insights that challenge traditional brand communication concepts. The study, which combined quantitative and qualitative methods, featured 607 interviews and focus groups to assess the impact of awareness and performance campaigns on 29 brands from different sectors, such as retail, services and industry. The results showed that performance marketing can, yes, build brand and generate awareness. 

Historically, awareness and performance have been treated as antagonistic approaches. While awareness campaigns, associated with channels such as television, billboard and newspaper, focus on building brand awareness and generating emotional connection, 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 & even structures in companies dedicated to each of them (no longer makes sense in the modern world. 

Classic concepts in check 

The research revealed that ideas such as “awareness is the best solution to build brand” and “performance generates only immediate action, without creating” recall no longer correspond to the reality of the market. 

Consumers categorize media into two broad groups: 

• Informatives: Channels and messages that provide knowledge about products or services. 
• Interactive: Platforms that allow 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 such as online or offline, but as informative or interactive. “This perception exposes that many marketers still operate in bubbles, ignoring the practical view of the public”, he adds. 

These categories require brands to prioritize two key variables for campaign success: a contextualization and the the moment of the consumer's life journey, considering your individual interests and needs, and not just the traditional brand path. 

The data also challenges widely adopted models such as the sales funnel.The survey points out 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 moment of life. 

Integration is the future of marketing 

According to Vieira, the time has come 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 you to connect with the public in a more effective and relevant manner”, he says. 

The study revealed four pillars for successful campaigns: 

• Identification: Relevance of the message to the target audience. 
• Identity: Reflection of brand values. 
• Contextualization: Alignment to the moment of life of people. 
• Adequacy: Optimal choice of channels and formats to maximize engagement. 

Cintia Goncalves, a professional with more than 20 years of experience in business, brand and communication strategies, was at the forefront of the strategy area of AlmapBBDO, where she led work for brands such as O Boticario, Havaianas, VW and Pepsico. During her management, the agency stood out in Effie Awards rankings, which recognize the most creative and effective strategies globally. Currently Suno partner and founder of Wiz&Watcher Consulting, Cintia reinforces: 'These pillars are fundamental to ensure that brand communication is effective and relevant in a market as dynamic as the Brazilian. 

The research also highlights that the quality of execution, both in performance and awareness campaigns, is indispensable.“Creativity and precision in the message are crucial to generate real impact and build brand recall”, adds Cintia Goncalves. 

The findings of the study have practical implications for diverse segments such as technology, beauty and automobiles, where innovation and status are core values.In addition, they offer valuable insights for more traditional markets, demonstrating that the integration of strategies is a promising path for brands from all sectors. 

With this study, SoftBank reaffirms its commitment to boost the Brazilian market, promoting the adoption of more integrated and effective strategies, and making room for a contemporary and innovative vision of brand communication.