AOL’s Digital Prophet David Shing jet sets around the globe waxing lyrical about what’s next in the digital world, and how brands can get in on the action. Basically he’s Internet Jesus – he talks, people listen. And he also sports the kind of mullet that only a true prophet could pull off. In this opinion piece, Mark Rosenberg, digital editor at creative agency Edge tells us about the biggest lessons he learnt from Shingy.
With that hair and those credentials Shingy was the speaker I was most excited to see at Sydney’s recent Creative Fuel conference, and he didn’t disappoint. He discussed the shifting digital landscape, and how to keep up, explained why brands need to take a more humanised approach to marketing, and why dwell time and engagement is so much more important than clicks.
That evening I scrolled through my notes and wondered what I’d write this blog about. Three things jumped out…
Be reactive and relevant.
Audiences have audiences.
Shingy hadn’t shared anything too revolutionary but he did reassuringly describe the digital collaboration we’re currently in with AAMI. In recent months we’ve had some super size social wins, and they can all be attributed to Shingy’s commandments.
Content’s part of pop culture, so why not make pop culture content? When the Game of Thrones season finale went live in Australia AAMI reacted and joined the #GOT conversation that was trending worldwide…The result? Over 100 000 people reached , and a slew of positive comments from customers. AAMI’s customer service team have also recently been encouraged to join in with the banter, giving customers a light-hearted experience – aka being human.
The below post about kids drawing on each is pretty basic, but it speaks to something all parents can relate to. 209 shares to the (new) audience of the audience? Not bad. Not to mention the conversation threads it started between AAMI and its customers – plus parents even organically uploading their own photos! All it took was a relatable human truth.
Similarly the recent sock fairy post taps into the universal dilemma of items going missing in the wash. A simple relatable truth mixed with our resident artist’s skills and a tongue-in-cheek in approach netted 367 shares and reached 60,000 people. Being reactive to a common relatable moment led to a post that saw flatmates bantering and heckling each other in the comments and natural, positive conversation.
Being reactive and relevant is a huge part of AAMI’s social, and they’re cool enough to basically give us permission to think big and hungrily search the web for opportunities. You wouldn’t think Mick Fanning being attacked by a shark would be an opportunity to spruik insurance but it was relevant to AAMI’s core messaging of lucky and most powerfully, AAMI celebrated a beloved Australian by echoing what many Australians were thinking and feeling.
Shingy’s closing statement was “If you obey all the rules, you miss all the fun”. That’s a sentiment we’re big fans of at Edge, and AAMI get it too.
In this guest post, Louise Romeo (main photo), Starcom’s national head of operations and investment, says the answer to what a media agency might look like in the future is right under our noses – the people already employed at media agencies… As I sit here with my two-year-old son listening to the soundtrack of […]
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For three years, Uber Eats has been infiltrating the Australian Open in unexpected, non-traditional ways to promote online food delivery. This year marks the fourth year of sponsorship with a new campaign to promote grocery delivery as an extension from the recent campaign “This calls for,” Created with Special Australia, the campaign “Choose your own […]
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CEO Susan Wojcicki has addressed YouTube’s priorities for 2022, the state of the creator economy, innovation, supporting the work of creators and protecting the YouTube community. State Of The Creator Economy More people are creating content on YouTube than ever before. There have been large momentum across the platform, including on Shorts which has hit […]
Following guest appearances last year, qualified interior designer and stylist, Juliet Love, will be joining the team on the Seven Network’s flagship program, Better Homes and Gardens in 2022. Love (main photo, right), who is also an author, will be joining Johanna Griggs and the Better Homes and Gardens team which also includes her husband Charlie […]
The official children’s magazine from the award-winning BBC TV show Operation Ouch is now available in Australia and New Zealand. Lovatts Media has added another title to its suite of magazines, this time with the aim of teaching children about science, the natural world, and the amazing human body – Operation Ouch magazine.From the award-winning BBC TV […]