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Kristof De Wulf
THE BATTLE
FOR
RELEVANCE
@KRISTOFDEWULF
THE MEDIUM
IS THE
MESSAGE
No, it’s ALL CONTENT! And the audience has spoken: they want stories.
@KRISTOFDEWULF
WHAT
CHANGED?
@KRISTOFDEWULF
DIGITAL
TRANS-
FORMATION
@KRISTOFDEWULF
ALWAYS
ON
@KRISTOFDEWULF
@KRISTOFDEWULF
OVERLOAD
@KRISTOFDEWULF
ROI?
NAKED IS
THE NEW
NORMAL
@KRISTOFDEWULF
CONSUMERS
ARE TAKING
OVER
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@kristofdewulf
@KRISTOFDEWULF
Reality = PARALLEL BRAND &
CONSUMER UNIVERSE
@KRISTOFDEWULF
THINK LESS
REACH
@KRISTOFDEWULF
@KRISTOFDEWULF
THINK MORE
RELEVANCE
@KRISTOFDEWULF
REACH THROUGH RELEVANCE!
@KRISTOFDEWULF
REA
CH
RELEVANCE
RED OCEAN
CONVERSATIONAL
GRAVEYARD
PERSONAL
This is NOT the way to do it. Vanish television commercial with REAL consumers ...
@KRISTOFDEWULF
Relevance through HUMANIZATION. For Zappos, their call center is not a cost center, but a marketing investment.
@KRISTOFDEWULF
Relevance through CONTROL. Stievie, the joint initiative of VMMa, VRT and SBS.
@KRISTOFDEWULF
Relevance through SURPRISE. When taking your parking ticket, chances are high that you will put the ticket in your mouth. Wrigley coated the ticket with their mint flavor.
@KRISTOFDEWULF
Relevance through EXCLUSIVITY. When Universal Studios went to launch the Wizarding World of Harry Potter theme park, they did it by only telling 7 people.
@KRISTOFDEWULF
Relevance through PURPOSE. Dove’s "Real Beauty Sketches“ campaign further building on ‘real beauty’ insight.
@KRISTOFDEWULF
Relevance through CREATION. In the Netherlands, more than 300,000 people sent in more than 600,000 ideas for new Lay’s tastes, sharing their ideas through their own media.
@KRISTOFDEWULF
CONTENT VS CONTEXT
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
DON’T THINK
MEDIA, THINK
RELEVANCE!
@KRISTOFDEWULF
