According to AOL Advertising research for over 55,000 social interactions, there are eight different moments that define the content experience. Comprised of four different elements-Motivation, Emotion, Outcome and Topic, the eight different moments are the one that:
Inspire – Looking for fresh ideas, Impart Knowledge – Staying Updated, Lead To Discovery – Seeking answers or advice, Provide Comfort – Seeking assurance or Insight, Feel Good– Feeling relaxed, Entertain and Social Sharing.
Using these different moments content experience offered by Brands can engage audiences through the buyer journey. For a meaningful content experience, Brands can create buzz for their products by linking it to an event and generating engagement with their presence at the event. Going a step further, Brands can create the content path for their consumers that can have an impact on brand performance throughout the funnel. Alexander Wang has gone a step further in the content journey rolling out different brand activation strategy for brands with a Pop-Up Truck for Adidas Originals and a Pop-In Online activation for Nordstrom.
Social Media Posts and Video on YouTube can raise awareness for new products that are linked to an event. Though the direct audience for an event may be limited in reach, brands at an event can reach audiences that engage or follow the event conversation.
In a recent partnership of Adidas Originals and Alexander Wang, Alexander Wang announced a new look designed to make designer sportswear. Taking the look to a new level, Alexander Wang’s stark line up imbibes the fashion forward feel to Adidas’ sporting gear line-up. The activation is a Pop Up Truck where the users can follow the story on Snapchat and call to find out the next stop for the truck.
Connecting with the generation, Adidas Originals has curated the collection on Instagram and the blog on Tumblr, with posts that showcase the look in visual posts.
Alexander Wang’s Twitter account posts further build on the look, with a Lookbook that captures the trends that are available in stores. Cross-promoting the event and launch of the new collection with Alexander Wang’s social media account, Adidas Originals has reached the social media followers of the designer.
Nordstrom has showcased the work of Alexander Wang, with a Pop-In shop on Nordstrom, with posts on Instagram account that promotes the runway look for NYFW. The Pop-In Shop is a month-long fare that is curated by Olivia Kim, VP of Creative Projects for Nordstrom.
According to Yahoo News, “The collaboration will launch in nine stores as well as on nordstrom.com/pop, bringing items from the designer’s various product categories together for a more global look at his work. The store already carries Wang’s women’s wear, shoes, accessories, and handbags.
Among the items, Wang designed specifically for Pop-In@Nordstrom are sets of shot glasses, gold-plated dice, playing cards, an inflatable unicorn pool toy, a domino set and more.” Asides from creating the partnership that is likely to engage Nordstrom fans, the products are best likely to enhance the style statement with unusual products such as the gold-plated dice. Furthermore, there is an exclusive Pop-In Bag from Alexander Wang on the purchase.
Takeaways For Brands and Advertisers
By defining moments that are most likely to inspire and help audiences stay updated, Brands can identify the right partnerships for an event that the audiences are likely to follow.
Creative that gets audiences to react serves as a motivation for audiences to engage and interact with the brand with an emotion. This leads to greater social sharing and amplification of the brand’s message.
Using a Topic that is popular with the target audiences can give brands and audiences the required connect to share their reactions on social media.
Brand Activations that are Online and Offline, increase the chance of interaction, creating moments of Feel Good, reassurance and seeking comfort. Giving an incentive with a CTA is likely to increase campaign efficacy.
Defining moments for the content journey with a popular topic can generate required interactions and engagement while raising awareness, for Brands prior to a campaign launch, over and above Content goals such as Referral links, CTR, Impressions and Social Media Shares. The required engagement can further Brand Performance for the defined metrics such as Purchase Intent and Recommendation Intent.