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A Winning Recipe
Series excel at capturing the viewer's attention, employing techniques such as emotional attachment and cliffhangers. These methods are so effective that advertisers attempt to replicate them in their customer acquisition strategies. But how can advertising keep us engaged with often imposed content?
Since the era of Jacques Séguéla, advertisers have not hesitated to recruit film directors, thus blurring the line between art and marketing. You may have noticed the quirky character Fred Livraison, produced by Uber Eats and directed by Thomas Ngijol, who used the codes of French comedies to make an impression during Euro 2024. Although the results of this campaign have not yet been disclosed, it is already nominated in several creative competitions, such as CB News' "Hit Parade."
The Useful Codes of Cinema
Emotional Attachment: Creating recurring characters and captivating stories helps develop an emotional connection with the audience.
Engaging Narration: Well-crafted stories keep viewers attentive and engaged, increasing the likelihood of message retention.
Visual Quality: High-quality production enhances the visual and emotional impact, making the advertisement more attractive and memorable.
Authenticity: Using directors and cinematic techniques gives an impression of authenticity and care, thereby enhancing the brand's value.
Is This Relevant Even Without a Massive Budget and with a Solely "Social Media" Approach?
Absolutely. The importance of creativity and authenticity does not necessarily depend on massive budgets. Indeed, social media offers a unique platform where well-designed campaigns can go viral at much lower costs. Here’s why:
Organic Reach: Social media allows you to reach a broad audience without high advertising costs. Creative and authentic content is often widely shared, reaching audiences far beyond initial expectations.
Direct Interaction: Social media offers direct interaction with consumers, enabling real-time responsiveness and adaptation. This creates a closer and more engaging relationship with the audience.
Use of Micro-Influencers: Working with micro-influencers can offer an authentic and targeted reach. These influencers have dedicated and engaged audiences, often more impactful than large, costly campaigns.
Flexibility and Innovation: Social media campaigns allow for creative flexibility and the use of new interactive formats like stories, live sessions, and viral challenges. This encourages innovation, experimentation, and especially interaction with your audience.
Measurability and Optimization: Social media analytics tools allow you to measure the effectiveness of campaigns in real-time and adjust strategies accordingly, maximizing return on investment and keeping control over the initial budget.
