David DeSocio on Capturing Consumer Attention Through "Ideas That Work"

But how quotTo me the key is that you have to get it right for the consumer firstquot DeSocio says quotIt always starts with the audience amp8212 the right audience in the right place at the right time with the right messagequotDiscovery Contextual Relevance Effective Amplification Guaranteed Growth Those four elements are part of a marketing formula that AE Networks has honed in recent years In fact the formula is so substantiated that AE Networks is comfortable making performance guarantees based on business outcomesquotOur portfolio allows marketers to hypertarget and find the most likely prospects and customers The targeting expertise that we enhanced in 2018 and 2019 has made our partnerships more effective than everquot DeSocio says quotWhether that39s increasing brand awareness at the top of the purchase funnel improving purchase intent in the middle or driving purchasesquot he notes DeSocio cites work the AE team has done with Oreo Quicken Loans and USAA as examplesDeSocio has experienced the ebbs and flows in client requests and watched trends come and go over his 25 years in branded entertainment Inshow integrations for example boomed a few years ago quieted down and now he says they39re popular again So to help Oreo stand out AE Networks turned a simple product integration into something much biggerOreo had devised an ingenious product a music box that played Oreo cookies the way a turntable plays records The product would only be available for sale on Amazon quotOreo is a brand that people have very warm feelings aboutquot DeSocio says quotCouple that with holiday moviesquot an art form perfected by Lifetime quotand you have a receptive audience and an organic environment perfectly suited for this unique productquotSo for the Lifetime holiday movie A Twist of Christmas a scene was scripted where the two romantic leads amp8212 a single mom and dad amp8212 quotmeet cutequot over the last Oreo music box on saleBut a holiday movie meetcute moment alone is not enough DeSocio39s team created a custom spot and social creative that led viewers to the product39s page on Amazon dipping a toe in the ecommerce poolThe results speak for themselves The campaign won an ANA Reggie Gold Award and 78 percent of viewers liked the integrated storyline Most important Oreo completely sold out of the music boxes in 72 hoursThat39s just one example of television driving lowerpurchasefunnel activityOther examples abound Take USAA which provides insurance for military members veterans and their families The obvious play would be to lean into the HISTORY audience which includes many veterans and relatives of veterans However what isn39t so obvious is that myriad first responders amp8212 many of whom have a military background amp8212 flock to AampampE shows like Live PD The resulting campaign addressing that audience had a whopping 866 percent lift in brand affinity versus the prior year39s campaignThe work for Quicken Loans centered on an initiative devoted to ending homelessness among veterans quotAampampE and HISTORY were able to tell this brand39s unique story to a receptive audience in an environment where it was able to resonate and connect with viewers in an emotional and powerful wayquot DeSocio says quotThere39s a gravitas and builtin trust with HISTORY39s programming that adds credibility and emotional resonance to advertisers39 messagesquotThose connections are invaluable quotWe all see the best success when we marry the sensibilities of our programming with the sensibility of our partner brands Essentially we are marketing matchmakers amp8212 pairing brands with environments and stories that provide more relevant context for our viewersquot DeSocio says quotFinding that common ground is where the magic happensquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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David DeSocio on Capturing Consumer Attention Through "Ideas That Work"

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Oriana Schwindt

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David DeSocio on Capturing Consumer Attention Through "Ideas That Work"

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Oriana Schwindt

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