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It’s no secret that human beings need connection in order to survive. From birth, the innate desire to cling to one another develops rapidly as we begin to explore our world. As we grow, relationships become even more important to us as trust builds and we turn to one another to depend on.
It may sound funny, but the way we develop our relationships with brands isn’t much different. A couple of brands, Coca-Cola and Diageo, found this to be true and shared their experiences with consumer co-creation in the first SPIKES panel “Is Tomorrow’s Agency the Consumer?”
“Marketing is all about participation by consumers,” said James Thompson, Asia Pacific Chief Marketing Officer of Diageo. “The Idea is to connect people with your brand – the goal is to shepherd the conversation and get people to engage with you. Digital is not a channel, it’s a tool for consumers. They get to choose.”
This ability to connect on a personal level and choose how their relationship with the brand will look and feel gives users a sense that they are in control. It also allows them to tell their stories and express how they weave the brand into their lives.
Most people would assume these opportunities to collaborate with brands are primarily taken by creatives, but 60% of participants are creative thinkers that don’t work in the field and 20% are semi-professionals that have creative side projects.
Coca-Cola is no stranger to consumer co-creation and feel that consumers are putting the pressure on the agencies.
“The agency has to change, adapt and adopt,” Draftfcb Chief Creative Officer Rob Sherlock.
We come a long way from the early days of newspaper display placements and even further from the first ads seen on papyrus in Ancient Egypt. With the advent of YouTube, smartphones and social platforms, sharing with each other and our favorite brands incredibly simple and even fun. Because of these two components and the need for us to connect, it should be of no surprise consumer co-colloboration is one of the fastest growing marketing trends today.
How will you connect with your favorite brand today?
Shelby Healy – Microsoft Advertising Community
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