Page 74 - The EDIT | Q3 2017

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Thoughtleader
immediate needs, whilst social media behaviours reflect their aspirations, and partners like Outbrain map their interests. This data is available to us
for spotting unmatched needs, interests and desires, and building a content platform that will resonate both with your brand and audience. A common ground.
An insight based on online behaviour analysis helped PHD Singapore transform an ad campaign for Johnnie Walker Blue Label Whisky into a successful and highly engaging experience for
our target audience. The strategy was based on a simple, but accurate truth about the new affluent consumers: they wanted to acquire, not aspire.
A partnership with upmarket online men’s fashion retailer Mr Porter helped us give consumers exactly what they wanted: acquire the lifestyle showcased in the six minutes film featuring Jude Law; and we were right, as well as buying whisky and watching bespoke content, consumers ‘shopped the look’ on a section of the website that featured clothes and accessories inspired by the fashion featured in the film.
In case you missed this campaign, have a look here.
http://bit.ly/2fumUOw
2. Generate synergy: Inter-connected experiences
Content and media are not two distinct entities, a good content strategy is one that is fully integrated into the media strategy and vice versa.
The most successful comms strategy places content at the heart of the media strategy, allowing it to
sit across all channels. The more a brand manages to create a seamless consumer experience across channels, the higher the engagement and the stronger the business impact.
PHD’s role of comms, beyond mapping channels
to deliver against business and communication objectives, is also the perfect framework to adapt your content strategy to each channel, ensuring each interaction serves a specific purpose while building into a whole seamless experience across platforms.
In other words, the combination of experiences across multiple channels delivers greater results than the sum of individual experiences, and content works better when deployed across the media strategy than when considered as a silo. There is great synergy between content and media strategy.
“The whole is
greater than the
sum of its parts.”
[Aristotle]
This thinking is anchored in PHD’s culture and approach, delivered through our proprietary operating system Source. Placing thought leadership at the heart of our communications planning model, Source enables content to sit at the heart of our strategies. More importantly, it reinforces our belief that content can and should be deployed into experiences and assets across all relevant channels of the campaign.
3. Think bespoke: Fit for screen content
Content must always be developed matching its target environment, its cultural and social context, ensuring that each consumer interaction with your brand is adapted to their state of mind, expectations and local culture.
Placing TV ads on social media is certainly a thing of the ancient past, nor is using global assets for local campaigns. A well thought-through content strategy is a suite of content formats developed and optimized for each channel and market that it will be leveraged on.
This has never been truer. The rise of new technologies identified in PHD’s latest book Merge opens the door to a whole new playground for us
THE EDIT ISSUE 7 | Q3 2017