Values point students to “The Right Direction” at AdSpeak ’13

 

Top guns from the Philippine ad industry imparted wisdom—education fortified by experience—to the next generation of creatives and strategists who are starting to realize that values in advertising is plausible.  

 

Now an integral part of every advertising strategy, it may be safe to say that digital is the right way to go in brand building. Digital has broken the communication barrier between consumers and corporations—allowing for more personal, convenient and cost-efficient marketing.  But for brands that fail to adapt, the boons of digital marketing may as well be its bane. 

 

Showcasing some of the best and worst campaigns in recent years, Donald Lim, managing director of MRM Philippines (McCann Worldgroup’s digital arm), shared five basic principles in digital marketing:

 

 

Environment protection group Greenpeace caught the attention of netizens, as well as the ire of Nestle’s legal team, when it dedicated a Facebook page – Nestle Killer – to reprove the multinational company for trashing Indonesian rainforests to produce its best-selling brand Kit Kat. When the ‘likes’ reached a few thousands, Nestle’s lawyers threatened to sue everyone whose names showed support through the page, but it only proved that in social media, the power of the people is stronger.  

 

"Online, brands have no control and they have to be careful of what they post. Branding efforts should be deeply anchored to the values you want to espouse to the consumers," explained Lim. 

 

 

"When you talk about digital marketing, it will always be about transparency."

 

During the presidential elections in 2010, a campaign called ‘I Commit to Change’ enraged many who felt they were deceived to follow a movement for change. Through Facebook, people shared their most personal and most inspiring stories, not knowing that it was in fact a relaunching effort for Pantene. The campaign disgusted many for lacking in transparency. One of the comments stated: "There’s a big difference to promoting a shampoo and promoting a movement." 

 

"Whether with good intentions or not, it’s the people who decide how to look at marketing communications message," said Lim. "The Internet will decide for you, if you’re not transparent enough."

 

 

In 2011, Maybelline offered fans the chance to appear in their own commercial with matinee star Gerald Anderson. A dedicated site (begeraldsgirl.com) allowed users to upload photos of their "best smile" and "best shot" – the first ends up as the wallpaper of Anderson’s smartphone and on a picture frame that the celebrity picks up and kisses, and the second on a billboard he is pointing to. 

But there was one problem. As the system seemed to accept any kind of image, regardless of content, pornographic materials made its way to begeraldsgirl.com. A video showed Anderson kissing a man’s genitalia, while a billboard featured a nude transexual. The site was immediately taken down when the issue escalated. 

It could have been a good case study for engagement but was compromised by overlooking one minor detail: moderation.

 

 

"When I talk about PR is always on, you have to be always monitoring what you are doing online. On the marketing front, PR can be a very strong tool when you talk about digital."

 

 

When ‘The OFW Project’ initiative for Coca-Cola enjoyed one million views on Youtube in three days, the brains at McCann realized there it could do without paid media spots. Touching on an all-too familiar theme among Filipino families, the campaign won the heart of consumers and as bonus, enjoyed a slew of metal wins locally and abroad. 

 

Lim shared: "Digital is one of the strongest tools in marketing. You must learn to maximize/optimize it.  Logic informs people, but it is the story that drives people to action."