Insights from MADFest 2024

⚡ Tell a good story: “I don’t sell beer, I sell a feeling”, said Dutch businessman Freddie Heineken,  founder of the brewing company. Reaction and feeling is what Heineken portray – tell a good story and you can elevate beyond the transactional. Talk to our content experts, we’ll show you how.

⚡ Emotional resonance:  fostering good feelings doesn’t just encourage consumer engagement. Uber pointed out that positivity welcomes and benefits advertisers on the platform too, helping land their core offer at the intersection of culture and life. 

⚡ Watch your tone: Lucy Luke, Snapchat’s UK head of global partnerships reckons that creators are taking over from brands because they listen to their audiences. Beauty influencer Florence “GlamByFlo” Robertson says she never thinks of herself as famous, remains unedited and unfiltered, and focuses on natural content to remain relatable. 

⚡ Use emotion to create the brand narrative: Unilever made dirt synonymous with resilience, compassion and kindness to drive a highly-engaging brand narrative, in a global campaign that had local cultural flex Dirt Is Good. Talk to our engagement experts, we’ll give you some tips.

⚡ Impact not vanity: Make your stakeholders happy, go beyond vanity metrics such as “likes” and “views” and focus on measuring awareness and impact. When we’re bombarded with 12,000 ads and 5,000 marketing messages a day, we need to work hard to turn awareness into purchasing intent.

⚡ Measure attention: Attention matters, it drives outcomes and has the potential to become currency. Snap revealed that AR not only captures 5x more attention, but has a highly desirable hybrid attention decay. Combine this with knowledge that Gen Z has the highest active attention rate in the first 8 seconds of any AR content (despite their reputation for low attention), and they’re on the way to huge engagement results.