Creativity, secret boot of marketing excellence
This round table is dedicated to the concepts of creativity and marketing, long considered antagonistic. One usually places rigorous and analytical data on one side and free and daring creativity on the other. However, data marketing can be a catalyst for creativity and campaign performance. Data scientists are now working together to develop the most relevant campaigns possible.
The speakers of this presentation are: Sophie Ak Gazeau of Meetic, David Bernard-Bret of Eurosport and Bruce Hoang of Orange France.
How does data transform marketing?
At Meetic, the data shakes the intuitions, but you always need convictions of departure. We live in a world of data so important that we could work it for months without anything. It is therefore important to have a starting hypothesis that can be confirmed or invalidated by data marketing. Platform teams are not certain, but need convictions.
For Eurosport, the creation of brand campaigns uses data marketing to validate or deconstruct intuitions.
At Orange, the teams are experiencing a real transformation through a hybridization of skills. We can speak now of creative technologist, since the workforce all have a creative part and a share of data in their field of expertise. It is necessary for Orange to place the focus on the customer and determine its need according to the moment. It's not 360 vision, it's 365 days.
The relationship to time and technology has completely changed, and Orange has to find the right content, with the right messages at the right time and the right person. This by industrializing the use of the data very upstream of the reflection of the creative process.
Using data marketing to improve processes
Data is now at the heart of creative processes, as evidenced by each of the three companies.
Meetic
For Sophie Ak Gazeau, it is now possible to put 20 people in a room to analyze Excel tables and reach 20 different conclusions.
At Meetic, the consumer is the only "justice of the peace". The user provides both the declarative data to his registration and the behavioral data for the use of the site. The platform also has 160 events every month where singles meet in real life. A "consumer insight" team then works on the data by breaking the silos.
In addition, Meetic has launched a chatbot named Lara, which has been in existence for 2 years now. Today, Lara is primarily helping with registration (increasing conversions by 30%). Thanks to it, the platform is able to offer on Google Home a new profile per day, give meeting places and answer practical questions asked by users. This is a new tone and a new editorial line because Lara becomes a coach. A new creative logic is therefore put in place.
Eurosport
For its part, Eurosport has set up a rebranding recently, on the logic of "fans first". Fifty players among the leaders of the US Open responded to the call of the brand to record a message and address it to people wishing to watch their games at late hours. Eurosport has created a "Eurosport Wake Up Call" website to allow people to enter their phone number.
When the players entered the court to exchange balls, a person from the control room launched the automation to call all the participants who wished to see this or that match. Automation handled a significant combination of games and players. The opportunity to sign up was pushed by Eurosport on social networks, and some players went so far as to rest the ads on their own networks.
Orange
To be responsive and present to the consumer, Orange has set up a social room where an analysis of what is happening on social networks takes place. Depending on what is posted and the news, it is possible to react with the right tone, by seeking a connivance with the targets. And this in a sector with generally more negative opinions than positive.
It is a managerial, human and organizational issue rather than an awareness of the company. A lot of energy has been deployed to break the silos and ensure that everyone is responsive in a crisis. Orange had to question predictive models and use algorithms (machine learning, deep learning) to detect weak signals. This with the aim of probabilizing the emergence of tweets or reactions that can tip the brand into a potential crisis.
This project is underway and will be put into practice in the year 2019. To achieve this, it is important to integrate data scientists in the direction of communication. This hybridization of skills must go hand in hand with partners who can provide access to the fields of data marketing on which it is possible to create custom algorithmic layers.
Why are messages and formats multiple?
The dating sector has a strong cultural particularity depending on the country. It is important to reconcile a unique message with its declination by region of the world. The end of the message is the new reality. Even if there is a brand consistency constraint, there is no longer a single campaign at Meetic on all points of contact.
At Eurosport, the democratization of uses towards mobiles represents a real stake. Since platforms such as Instagram, Snapchat or Facebook are included in marketing campaigns and the media plan, the videos produced are industrialized starting from a vertical digital format serving as a base for productions intended for traditional media.
In addition, Meetic is the originator of 6 million couples and regularly receives announcements of birth or marriage until now difficult to disseminate. From now on, the platform uses filming that adapts to mobile and digital formats, towards traditional media. This is a multichannel logic increasingly widespread.
Data is now at the heart of creative processes, as evidenced by each of the three companies.
- Adrien Guerra, Head of Marketing and Communication France-Benelux | BANDAI NAMCO
- Bruce Hoang, Digital & Data Communication Director | ORANGE
- David Bernard-Bret, Director of Marketing Strategy | EUROSPORT
- Sophie Ak Gazeau, VP Southern Europe Hub | MEETIC