Warc has released the 2016 Connection Strategy Prize Casebook rewarding strategies for connecting with consumers. Four key insights have been derived from the best examples:
- Channel strategy is at the heart of modern creativity: Integral to creative thinking, successful initiatives are built around intimate understandings of the way channels and technology work together, and combine in fresh ways.
- Partnerships deliver reach and credibility: Partnerships and collaborations allow brands to reach audiences in new ways and gain credibility and cut through the crowd via alternatives to paid media.
- Brands are adopting sophisticated communications architecture: Particularly successful campaigns layered communication channels; notable strategies focused on digital channels such as social media and online video, and strengthened them by complementary ‘real world’ brand experiences.
- Data opens up opportunities for all stages of campaign: Insights from datasets can be applied to channel choice during campaign development; success lies in the next stage with data-driven campaign platforms updated in real time during the campaign.