In a thought-provoking session titled "The New Identity Economy" at Cannes, a distinguished panel including Jean-Paul Jansen, CMO for Mars Pet Nutrition; Rob Gaige, Global Head of Insights and Cultural Intelligence at Reddit; and Nick Palmer, EssenceMediacom’s Global Head of Creative Transformation and Creative Futures, delved into the intricacies of engaging with global yet niche communities through a deep understanding of online cultures and identities.
Nick and Rob highlighted the unique aspect of social media, particularly Reddit, in enabling individuals to experiment with different personas and identities anonymously. This freedom has led to the formation of highly specific and niche groups that wield considerable global influence. Rob emphasized Reddit's pivotal role as the epicentre of community marketing, given its capacity to foster such focused communities.
Jean-Paul shared insights on Mars Pet Nutrition's innovative approach to connecting with elusive audiences by tapping into these niche communities. Through their research, they discovered intriguing audience insights, such as gamers and true crime enthusiasts being disproportionately likely to own cats. Leveraging this information, Mars Petcare developed tailored marketing strategies for these distinct groups, including a 'cat burglar' campaign for true crime fans and a Generative AI cat for the gaming community. Jean-Paul underscored the importance of contributing value to these communities, rather than merely extracting it.
Concluding the session, Nick offered a forward-looking prediction that could redefine marketing strategies: the shift from planning by local markets to planning by communities. This insight encapsulates the evolving landscape of brand engagement, emphasizing the significance of understanding and integrating into the fabric of diverse online communities.
This panel discussion not only shed light on the emerging "Identity Economy" but also served as a fitting capstone to the broader conversation about the importance of connections in today's digital age. It underscored the potential for brands to forge deeper, more meaningful relationships with their audiences by embracing the complexities of online identities and communities.
Put simply, humour works. Especially when it comes to broad reaching brand campaigns. Marketers of everything from electronics to fast-food to packaged goods know it.
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24th Jun 2024In the vibrant atmosphere of Cannes, a new category dedicated to humour has captured the attention of the creative world.
24th Jun 2024