AdWeek 2020 | Anna Ying

 AdWeek was a vast array of different conversations, but it was clear that messaging was steered more towards behaviors that have affected consumers during the pandemic. Consumers are spending more time online, making more careful decisions in activism and social involvement, and as a result are also burning out from maintaining a constant online presence. Each of the sessions below are representative in how brands are reacting to these changes.

Reset You: Building your Resilience at Work
Presented by Suki Thompson Founder & CEO of Let’s Reset
David Beeney Mental Health Expert at Breaking the Silence

The way we think of Mental Health vs. Physical Health is illustrated in a simple Google Images search. The image of mental health is of someone with their head in their hands, depression or in images with undertones of blue. When you look up physical health, it’s a heroic image of someone who is fit and happy. The disparity makes it clear that perceptions of mental health are still largely negative and resilience and wellness is one of those things we have a conditioned ignorance about. The stigma makes it difficult for individuals to be open up in the workplace about their mental health struggles. It allows the narrative to persist that vulnerability will negatively affect their careers when in fact the opposite is true. Kinder cultures of trust help to build resilience in the workplace for employees.
 

Some key signs that individuals experience when they are struggling with resilience are 1) low energy levels 2) low quality of sleep 3) low ability to focus and concentrate. Which demonstrates how your thoughts and emotions can affect your behavior and body sensations. All the more reason to care for yourself and show self compassion because it’s okay to not be okay. Suki Thompson states 

“To be resilient, you have to put your own oxygen mask on first before we can help others.” This means more sleep and “me time". 

David Beeney gave a great example of what me time looks like with elementary school students and their lunch play times. 

“We give children time to re-energize between work in a social and physical way so why shouldn’t we also give adults such a time as well?”

 

Ultimately, the takeaway for companies is it pays to care. Employees are more than the work they generate. They are valued as individuals and employers should lead by example by sharing their own personal mental health walks. Check-ins before each meeting like asking them how people are feeling on a scale of 1 to 10 no matter how long or short the meeting is, is one simple way. Other tips for employees to keep in mind is to be kind to yourself, be realistic with goals and targets, and to write a gratitude journal to remind yourself of all the things you love.

Why Purpose doesn’t matter. How to lead with the cool and bake in the good.
Presented by Amy Williams Founder & CEO of Good Loop

I’ve recently been researching many brands that have strong brand purposes such as Ben & Jerry’s and Reformation. The idea is to use “advertisement as a driving force of good” and it has given many brands a competitive advantage. Zeno strength of purpose study shows that consumers are 4x more likely to purchase from a purposeful brand and 6x more loyal to a brand that has a strong purpose. By funding charities in the world, companies are delivering higher engagement rates, higher ad recall, driving brand live and shifting brand sentiment. It is clear that it is cool to care, but why is that?
 

Meghan Rapinoe says it really well “Lend your platform to lift people up.” Activism is now mainstream and with the popularity of influencers and sponsorships people are taking a closer look at what brands represent. It isn’t the brand purpose itself that really matters though. What matters is how the brand helps the consumer to express and act on their values. Consumers are empowered to take action with their wallets. What you purchase and promote is representative of who you are. The opposite is true as well. I’ve personally been confronted for purchasing from Chick-fil a because of their anti-LGBTQ beliefs and as an extension it represents who I am as well.

The takeaway for brands is to frame your purpose in a way that benefits the customer so that they can do good through the brand. It is powerful to leverage communities and platforms that empower ethical purchase decisions.

Connected Through the Camera
Presented by Will Scougal International Director of Creative Strategy Snap Inc.
Rachel Kneen Social Media Lead at Just Eat
Isabel Perry Director of Technology at Byte
Kristian Lorenzon Performance Media Lead at O2

There are 180 million people using Augmented Reality daily on Snapchat to communicate with friends and discover the world both for fun and utility. The SnapChat generation as aptly described is unlike any other user of other social media platforms. They are comfortable expressing themselves in all areas of their life, not just the polished glossy prepared moments, but are hyper engaged and have a life on snapchat. So Snapchat has really allowed brands to reach this generation much easier than before.

Augmented Reality is completely immersive and a valuable way for the consumers to interact with brands. Many times things that are fun and silly are perceived to deliver fun and silly results, but attention is a diminished commodity. AR holds attention for 20 seconds as opposed to the 15 seconds that a tv commercial can hold. Different methods that brands can now incorporate during the pandemic as brands digitize is by using Machine Learning Models and Image Tracking. The shopping experience during the pandemic is more transactional and less of an experience to be relished. So a beauty brand can use a digital interface to allow shoppers to try on makeup without ever stepping into a brick and mortar store. As we go into the holiday season new ways of celebrating traditional holidays can be introduced. Brands can even extend the duration of a campaign by changing the messaging on a lens every once in a while.

Augmented Reality is more accessible than ever. You don’t need to be a 3D designer to make it and costs are much more affordable compared to the past. Brands can interact and engage with consumers in a much more creative and interesting way that drives performance and brand awareness.