Not letting anything slip in a world so frantic that changes everything every second is the biggest challenge for agencies and brands. Optimize the budget, even with advertising becoming increasingly expensive, bring the consumer closer and take the opportunity to ride organic hypes, that can bring more visibility to a product or brand,they are not easy tasks.
Every 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 each year.
This movement is growing so much that it already has a name, the Ad Density, that is to say, a huge density of ads on users' timelines.To stand out amidst all of this, it is necessary to connect with brands by pressing culture. Be it in everyday culture, fazer conteúdo em tempo real, or even in the long term. And, contouring this reality, the Live agency delved deep into the issue, creating ideas through trend mapping with the main goal of making the best use of clients' investments, participating in current affairs, transforming conversations and cultural expressions into creative and commercial opportunities
It is about Culture-Driven Advertising, advertising based on culture. it is the result of mapping the territories of interest of the brand combined with an analytical view of the mapped themes 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 tool to put all of this into practice is the Culture Monitor, tool that monitors and points, daily, the rising movements for each brand, commanded by the agency's insights team.
With that,all teams at Live receive, daily, reports prepared with the help of the Culture Monitor. With the information in hand, a talented team, both on the agency side and the client side, 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, evaluate Aline Rossin, CEO of Live.
Renowned brands like Electrolux, Max, Itau, among others, they are already immersed in this universe created by Live.An example that caused a stir was related to Electrolux, brand that sells the most appliances in Brazil, Live client is, for the first time, sponsor of Big Brother Brazil (BBB), reality show from TV Globo, explain 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 talked about topic on Twitter. The agency got involved, retweeting (RT) the viral tweet from a news portal that mentioned the case, stating that "David wouldn't need to worry, because the Electrolux washer and dryer 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 tweet from a consumer with just over a thousand likes into a campaign that took the mentioned coffee maker to the 1st place in sales on Amazon. The strategy offered discount coupons and free shipping for those interested in the product from the organic post, generating an increase of over 66% in traffic to the Electrolux website and over 360% on the Amazon website.
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 90s and 2000s, propaganda had the power to shape the cultural landscape, with conversations and topics guided by television campaigns and jingles, currently information is conveyed through multiple channels. It is a true bombardment of news and data to the consumer. Not to mention that paid advertising is getting more and more expensive. That is: marketing executives can do less, even with a growing budget and there lies the great challenge that Live has been handling effortlessly 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 destination of our ideas. Here are the cultural insights, that we map daily, they supply our entire process. This is how we drive our clients' businesses: connecting brands with the pulse of culture. We are an integrated creative agency, independent and in the cloud, finish Aline
