Through the analysis of the "Effective 100" ranking campaigns, WARC exposes the common elements that characterize the ideas that have triumphed this year.
Long-term advertising effectiveness has become the Holy Grail of brands and agencies. And, although there are many campaigns that manage to place themselves in the center of attention for a short period of time, few are those that manage to remain.
Therefore, WARC offers us 3 keys extracted from its "Effective 100" ranking to continue being relevant over the years.
1. Efficiency in the economy of attention shortages
In an era in which competition for attention intensifies, innovation becomes the key tool in both creativity and the media.
"The ranking suggests that the most effective ads are those that don't seem like ads," says Faris Yakob, founder of strategy and innovation consultancy Genius Steals. "The only way to overcome distrust in ads is by doing real things," he adds.
The results show that the use of creativity and, especially, of emotions, is the resource most used by brands. 59% of the ranking brands opted for this approach.
The influencers also increase their presence in advertising with more than 20% of the campaigns including some element of this discipline.
PR strategies gain traction among advertisers for their ability to generate attention not only among consumers, but also among the media, as well as the tendency to use media that surprise the public.
2. Distinction and recognition
Distinctive brand assets have been raised as an essential weapon in the ranking of effectiveness. Also, the importance of being recognizable becomes evident this year with the development of brand equity as a central and measurement objective in the campaigns.
“In brand communication, the brain response is crucial. If something does not stay in the memory it cannot affect our future behavior and one of the characteristics of the memory is that it works by associations ”, explains Heather Andrew, UK CEO of Neuro-Insight.
3. Balance between brand building and performance
Brand building and marketing performance are often different activities but the increasing pressure to integrate both making teams work together for mutual benefit.
"These are several talents working in tandem and the confluence of these specialties is what will lead to a different level of performance," says Dan Hagen, iProspect Global Chief Strategy Officer.