By Caio Dominguez
In the dynamic contemporary marketing scenario, entertainment as the new top of the funnel emerges as the main protagonist in the way brands connect with consumers. If before it was anchored in linear marketing funnels, in which customers followed a pre-defined path, today we see brands transition to a more interactive and flexible model. Events, social networks and platforms streaming they not only reach, but dive deeply into consumers, creating a continuous cycle of engagement and loyalty.
The 2024 Cannes Lions, in which I was able to participate for the first time, reinforced this market evolution by establishing entertainment as the new focal point of brand strategies. Events like this not only reward innovative campaigns, but also highlight big trends that have a global impact. Below, I present five of these trends, which I came across in this edition of the festival:
1. Current mass media
If before Cannes Lions was dominated by traditional media such as television and radio, the 2024 edition comes to highlight how social networks, events and media platforms streaming have become powerful channels for engaging consumers. Brands are now looking to create “love brands” who cultivate their own fandoms or capitalize on existing ones, as demonstrated by Heinz’s award-winning ‘Ketchup and Seemingly Ranch’ campaign, which won a Golden Lion in the Direct category, tapping into Taylor Swift’s fans during her Super Bowl commercial.
2. The new brand spokespeople
The influence of content creators has never been greater. Companies now recognize the importance of collaborating with personalities who not only reach but also authentically represent their brands. A notable example was Cerave’s Gran Prix-winning ‘Michael Cerave’ campaign, which cleverly exploited the similarity between Michael Cera’s name and his ceramide-based products, developed with dermatologists, not actor Michael Cera.
3. Cultural diversity
In a globalized world, brands face the challenge of incorporating a wide range of voices and stories into their marketing strategies. This approach not only enriches narratives, but expands the reach and relevance of campaigns by connecting more deeply with diverse audiences. McDonald’s ‘No Smiles’ campaign, winner of a Golden Lion in the Social & Influencer category, addressed McDonald’s Japan’s challenge of connecting with Generation Z, who no longer identified with the brand’s tradition of offering “smiles ” free on the menu. The work was recognized for its disruptive collaboration with popular J-Pop artist Ano, resulting in an original song that expressed Gen Z’s desire to be authentic, while reinforcing the brand’s commitment to promoting authenticity in the workplace for everyone.
4. Artificial Intelligence is a developing technology
AI promises to revolutionize entertainment, although its creative implementation is still in its early stages. We are witnessing the “age of AI discovery,” where its ability to create immersive, personalized experiences is being explored by brands looking to stand out. One example is Mercado Libre’s ‘Handshake Hunt’ campaign, winner of a Gran Prix in the Media category, which used AI to generate real-time ads and offers directly within TV content, eliminating the wait for traditional commercial breaks.
5. The climate crisis is shaping the consumer
Climate change not only threatens the planet, it is also profoundly shaping consumer behavior. Awareness about environmental issues is driving significant changes in purchasing choices and brand loyalty. Companies are responding to these concerns by adopting sustainable practices and communicating their environmental commitments transparently. Initiatives such as McCann’s ‘Dabba Savings Account’ and Leo Burnett’s ‘Drops of Joy’, recognized at Lions for contributing to the Sustainable Development Goals (SDG), highlight the growing role of brands in driving positive change.
Caio Dominguez is co-founder of LOI Digital, a global Creator Marketing agency, and presenter of Resenha Tricolor. The professional is a pioneer in the implementation of digital culture in companies such as Riachuelo, Sul América and Centauro.
* This text does not necessarily reflect the opinion of the vehicle
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