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An argument for why advertising in Brazil must change, using the principles of the Obama campaign.
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What the election of America’s first Digital President means for advertising in Brazil.
• Lessons from Obama
• Why advertising must change in Brazil.
• A bet...
A Different Man…• Young
• Charismatic
• Intelligent
• Black
• Digital
And His Vision: “Change”• Short
• Simple
• Motivating
• Viral
An Unprecedented Budget…
With digital mediaat the core
Obama’s Campaign BudgetOut of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media
1. Paid Search
• $7.2M on Google
• $14M on Yahoo!
2. Digital “Brand” Advertising
• $3.8M on mainstream websites
3. Social Media
• $980K on Facebook
• $280K on MySpace
Digital Media Spend
An Unprecedented Digital Effort…
Seven Extraordinary Tactics
Tactic 1: Recruit a team of digital specialistsA digital-savvy staff crafted the strategy
20 people fully dedicated to digital
Plus world-class Super Geeks:
• Chris Hughes, co-founder of Facebook
• Eric Schmidt, CEO of Google
Tactic 2: Make Your Message FindableContent that’s visible in the right place at the right time
FindabilityIf you want young voters…go where they are
FindabilityIntelligent targeting – 18 top games in 10 “swing states”
FindabilityMake all content exportable
Findability5 times more blog mentions for Obama
Tactic 3: Be Relevant to Your Audiences30 specific communities addressed in the “People” section
RelevanceOverwhelming presence on all social media platforms, from massive to targeted
Tactic 4: Create EngagementSite log-in created a database of 13 million qualified leads
Tactic 5: Empower your fansRecruit Core Advocates among your closest target
Obama “Core”
1. Black Community and its leaders
2. Democrats tired of the Clintons
3. First victims of the economic downturn
Peers (Followers)
Thousands of local “small Obamas”
• Speaking to everyone
• Listening to everyone
• Raising funds
• Organizing micro-meetings
• Generating vast amounts of content besides the “official” content
EmpowermentEncourage the “Core” to activate their personal networks
Obama “Core”
Peers (Followers)
EmpowermentCreate easy-to-use tools for “badging” and recruitment
EmpowermentEncourage grassroots event creation
EmpowermentPhoning tools
EmpowermentPersonal fundraising tools
EmpowermentFight the smears
EmpowermentDedicated iPhone app
3M personal text messages to announce Biden as VP, before the news hit TV screens
Tactic 6: Reward the FaithfulGive them inside information
His first thanks go to his supporters… by e-mails
RewardGive them direct access
Tactic 7: Be TransparentLeverage digital to report on what you’re doing
• During the campaign
TransparencyLeverage digital to report on what you’re doing
• Once elected
Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it.
TransparencyLeverage digital to report on what you’re doing
• Once elected
TransparencyLeverage digital to report on what you’re doing
• Once elected
All that and a Titanium Lion, too…
That’s great.
But what does it mean
for us?
Advertising in 2009 must be…1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the time
3. Relevant to multiple audiences
4. Built for interactivity and engagement
5. Designed to create and empower “fans”
6. Provide rewards for the user
7. Socially conscious and transparent
But we’re in a crisis.
Maybe we should stick to
what works?
Hello TV people: It’s not workingPercentage of U.S. homes watching network primetime TV
Maybe Brazil is totally and completely immune?
Maybe Brazil will never change?
I will make you a bet:
Brazil is going to explode. Digitally.
Why?
You’re rushing online
Wired household penetration is outpacing all the other major growth markets:
You in 2009: 38%*
RIC in 2009: 22%**
*Averages Brazil, Mexico and Argentina**Averages Russia, India and China
You’re hyperdigitalYou have one of the mostadvanced digital populationson Earth.
Highest reach insocial networks:
60%
Highest reach in digital communications:
82% webmail73% in Messenger
So why aren’t your digital
budgets bigger?
Share of Media Spend By Media Type
2001
2002
2003
2004
2005
2006
2007
2008
2009
This is crazy, right?
Evolution of Internet Spend per Online Household
2001
2002
2003
2004
2005
2006
2007
2008
2009
The ProblemLatin America is stuck in an “old media” rut.
Digitally, you’ve fallen behind, and the gap is widening:
*Averages Brazil, Mexico and Argentina**Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan
You: $21*
Everyone else: $180**
What I Believe:You are the biggest growth market on the planet for digital. The population wants it.
Brands, creative agencies, and media companies are not keeping up.
The revolution will start with you.
So I made you a bet.
I was serious…
Coming SoonRazorfish / Latin America
Muito [email protected]
