I recently attended The Digital Marketing Show – Mid Term in London. It was a fantastic event with great and engaging speakers.
Tom Malleshitz, Director of Marketing at Three UK, explored the strength of "brain power" in his session "Creating 5* campaigns with digital at the heart". His talk provided insights on a case study of Three's recent marketing campaign focussing on the emotional reactions of their audience.
Malleshitz opened with the topic of "love and emotion". For Three this meant encouraging their customers to feel something for their brand whilst coming up with a campaign which would trigger emotion and create a memorable impact. In his talk, Malleshitz focused on the importance of tracking customer reactions in response to content. Three used “Brain Juicer”, a tool which optimises marketing by monitoring consumer behavioural change and creating tactics to use in the marketplace. Three found that their campaign engaged viewers with emotions of happiness and surprise whilst attracting a positive response.
Three then aimed to listen to their customers, tapping into their everyday activities and what they wanted from the mobile technology industry. With the dominance of the internet in modern mobiles, Malleshitz’s brief to "make us famous" sought to make Three a significant part of the world-wide web.
Thus an ad was born that took the internet by storm. If you haven't seen the little pony moonwalking its way across the highlands then get onto YouTube right this second.
The ad went live in 2013 and demonstrated a company focussing on the thinking and attention of their customers. After analysis, statistics showed the positive emotional reception the team were hoping for. Malleshitz reminded us of the campaign’s digital disruption. He described Three as a company willing to challenge the rules to create more enjoyment with the campaign as a prime example. It went on to be the most shared piece of content when it went viral, whilst sending the song "Everywhere" by Fleetwood Mac, featured in the ad, back into the charts.
Malleshitz summarized his deeper message with the statement, "Getting best out of brands. Getting best out of people". Three’s internal awareness of “getting the best out of brands” creates an interlinked focus from each employee. Malleshitz emphasised the strength of Three as a business due to the "togetherness" of their people, both consumers and employees. He advised the audience to mirror this process and begin internally with team-building development. He offered a few questions that all business should be asking themselves: "Why are we here?" and "What makes us as a brand different?"
It was enlightening to hear a first-hand insight from Malleshitz about his experience in regards to Three. For marketers in a rapidly developing world it displayed how to stay on track for success by taking a step back to build relationships with surrounding people. Three have shown the effectiveness of their approach to harness engagement from teams and customers.