AOL’s Internet Jesus Shingy Reassures Edge’s Digital Editor
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.
Be human.
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.
Please login with linkedin to comment
Flavour Favour Macular Disease Foundation Australia peter dutton RESET Topshop TopmanLatest News
If Media Agencies Are To Adapt & Survive The Answer’s In Their People
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 […]
WW Appoints Abby Denham-McQuillen To Head Of Brand & Acquisition
Weight loss company WW (formerly known as weight watchers) has announced that it has appointed Abby Denham-McQuillen to head of brand and acquisition. Prior to her role at WW, she was the was senior go to market manager at Optus, and held various senior marketing positions at other organisations including Audika. Denham-McQuillen has also worked […]
Roll’d Vietnamese Has Announced Lift-Off With New Drone Delivery Service
Roll’d Vietnamese is officially airborne, with the fast food chain announcing its introduction of drone delivery via on-demand drone delivery service, Wing. Customers in suburbs across ACT and Queensland, and within 10km of the restaurant, will now have their rice paper rolls or Bánh mì dropped at the doorsteps of their home or workplace. Customers simply […]
Uber Eats Debuts A Choose Your Own Adventure Style Campaign For The Australian Open Via Special
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 […]
Oakley Empowers The Individual In Final Chapter Of ‘Be Who You Are’ Campaign
Oakley has launched the final chapter of its ‘Be Who You Are’ snow campaign featuring Team Oakley athletes Mikaela Shiffrin, Ståle Sandbech, Mark McMorris, Sage Kotsenburg, Henrik Harlaut, and Eileen Gu. This final chapter unties Team Oakley’s snow athletes ahead of winter sport’s largest global competition for a ‘Unity Anthem’, reminding everyone the uniqueness of […]
Susan Wojcicki’s Exciting 2022 YouTube Community Address
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 […]
Former Seven Star Andrew O’Keefe Arrested Again For Allegedly Assaulting A Woman
We'd prefer to be bringing you some shiny, happy feel good news, but alas it's more of the same we're sad to report.
DMARGE Appoints Jo Clark As Senior Agency Sales Manager
Despite sounding like a failed 80s pop synth band, DMARGE is, in fact, a leading men's publisher site.
M&C Saatchi’s Luke Haynes Says Super Bowl Is More About Culture Than Sport
Super Bowl remains hot news even in Australia's ad landscape. Not that any of us could name a team let alone a player!
Juliet Love Joins The Better Homes & Gardens Team In 2022
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 […]
Elon Musk’s Banter With McDonald’s Leads To Potential Meme Coin Scam
Utterly confused by the whole cryptocurrency thing? Let Elon Musk feuding with McDonald's bamboozle you even more.
Memorial Announced To Celebrate The Life Of Shopper CEO Ben Walker
Details for the memorial for Shopper CEO Ben Walker who died suddenly last week have been announced.
M&C Saatchi Stands Firm & Rejects New Offer From Tech Tycoon Vin Murria
M&C Saatchi's mooted takeover is starting to resemble one of those crazy ping pong rallies you often see on YouTube.
Arnott’s Teases BBQ Shapes-Flavoured Ramen Noodles & The Internet Has Quite Rightly Exploded!
Move over pavlova and Bunnings sausage sandwich, it looks like Australia has a new culinary gift to the world.
Get Ready! Applications For AWARD School 2022 Are Opening Soon
Always wanted to work in advertising? AWARD School's just the ticket! Better still, living in Bondi's not compulsory.
SCA Announces New Innovation Product Manager To Drive Digital Growth
Mitch Secrett is not only SCA's new innovation product manager, he could easily play Tintin in a stage play adaptation.
Woolies Tops Latest Brand Finance Rankings, But TikTok’s The Fastest Growing
Grocers, banks & miners dominate brand rankings and that's despite them dynamiting ancient Aboriginal heritage sites.
Revealed: What The Likes Of WPP, Snap, Apple & Netflix Are Paying In Salaries For Top Talent
Think your underpaid and grossly undervalued? Confirm the harrowing truth now with these latest industry salary stats.
“Childish!” Peter Van Onselen Is Going Viral Over His Comments On Grace Tame
Australia Day is fast resembling Christmas when two of your drunk uncles have a fistfight on the front lawn after lunch.
IAB Apprehensive About Proposed Privacy Regulations
The IAB's submission to the government on privacy laws is an essential read. So essential, B&T even plans on reading it.
Lovatts Media Launches New Kids’ Magazine Operation Ouch!
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 […]
Selling Houses Australia’s Wendy Moore Joins The Australian Women’s Weekly
Alas, B&T's home interiors are less likely to appear on Selling Houses & more likely to be on an episode of Hoarders.
Cowboys Caught In Squinting Standoff In New Specsavers “Should’ve” Campaign Via AJF
Surely, the only thing more fun than any new Specsavers ad is watching it while getting happy gas from the dentist.
International Olympic Committee Launches Winter Olympics Film In Support Of Beijing Games
Had enough of pretending to like tennis? Get set to pretend to like winter sports with the Games a mere eight days away.
TV Weatherman Delivers His Own “Warm Front” After Farting Live To Air
If farts aren't funny, why is there a massive factory in China turning out whoopee cushions by the truckload?
“They Can Have Rogan Or Young. Not both!” Neil Young Takes On Spotify & Attempts To Silence Joe Rogan
Don't know who Neil Young even is? Go through your parents' record collection and look for the one called "Harvest".
Ogilvy Promotes Devika Bulchandani To Global President
Devika Bulchandani named Ogilvy's new global president. Better still, she knows her Austrians from her Australians.
R/GA Launches Indigenous Social Good Platform With Hip Hop Artist Nooky On Australia Day
We may not all agree on the merits of Australia Day, but at least we can all agree on this top initiative.
Lisa Wilkinson Gets Roasted Online Over COVID-19 Comments
Lisa Wilkinson roasted over recent COVID comments. Husband set to make a dick of himself anytime soon.
Fabulate Hires Marie Galinsky To Head Up Melbourne Sales
Fabulate may sound like a washing aid for stubborn stains, however, it is in fact a content marketing platform.
