Once again, adobo Magazine has partnered with Best Marketing in organizing yet another adobo Masterclass, this time on “The Best of Digital Marketing: Mobile Marketing Special Edition,” a conference featuring award winning case studies, in which marketing executives, general managers, advertising and media executives, content creators, digital creatives, and producers gather as delegates. Six of the world’s most talented marketing mavens participated as speakers in a series of insightful talks, and in sets of moderated discussion panels.
Best Marketing’s very own CEO Hando Sinisalu began the series of talks with his lecture on “Storytelling on Mobile: Best Practice Case Studies.” Marketing campaigns, Sinisalu noted, should result in growth in business, and content marketing is a way to achieve this objective. “Content marketing is here to stay,” Sinisalu stressed, “brands should invest in upgrading.”
Arthur Policarpio, Founder and CEO of Mobext Philippines, emphasized how brands should think like publishers in crafting mobile marketing strategies. While multi-platform campaigns are encouraged, Policarpio noted, mobile-first content should always be a brand’s priority. Since mobile platforms aren’t fully equipped for complicated multitasking, let alone storytelling, Policarpio reminded the delegates of one simple but crucial rule, “don’t over-complicate things; the simpler, the better.”
Swedish duo Sedir Ajeenah and William Löthman demonstrated creative approaches in integrating a brand’s target audience with their intended campaign. Ajeenah discussed the inception of First Person Lover, a parody of one of the most popular genres in video games - the first person shooter. Instead of fighting enemies with bullets, First Person Lover urges people to shower them with love. On the other hand, to address growing bigotry in the video game community, Löthman collaborated with gamers in creating a Pride March modification for Grand Theft Auto, perhaps one of the most violent video games to date. After the Orlando massacre, however, Löthman made sure the parade was indestructible.
Popular storytelling platform Wattpad’s Director of Strategy, Operations, and Global Partnerships Chris Stefanyk shared the value of influencers in engaging passionate audiences and crafting fictional, branded narratives for marketers. “Just remember that authenticity is king,” Stefanyk noted. Wattpad stories and media-branded film productions remain fan favorites among Filipino readers, the Philippines being second largest in terms of audience viewership.
Raoul Panes, Chief Creative Officer at Leo Burnett Manila, showcased local digital marketing case studies in setting examples for “humanizing one’s brand.” To date, sincerity remains integral to making most campaigns viral - prompting Panes to remind the delegates to “never underestimate the power of emotion.”
This year's adobo Masterclass is presented by adobo magazine and Best Marketing in cooperation with AdSpark Inc. and Discovery Primea, with media partners Business Mirror, CNN Philippines, Manila Bulletin, and WhenInManila.