Very little brings me more joy than a rich data set that smells like a powerful insight is ready to emerge. Likewise, few things create more angst for me than a powerful story hidden in data—when something is there but I just can’t connect the dots. Recently, I was rescued from any long period of angst I might have suffered by a collaboration with two great minds who bring complimentary skill sets to the table.
My two saviors were CMB’s own Erica Carranza (PhD in social psychology) and Vivaldi Partners’ CEO Erich Joachimsthaler (PhD and marketing thought leader). The “aha!” moment came from Erich and Erica’s ability to reframe what the data was trying to tell me—a multifaceted “identity construct” drives all our underlying digital social behaviors. It’s an idea with powerful implications for marketers and other business leaders trying to thrive in this world of digitally empowered consumers. Erich, Erica, and I will be sharing more on these insights and how to use them in our June 22nd webinar, Social Currency: The New Brand-Building Model.
To help illustrate, I’ve spent the last week retrofitting this new realization to some of the best-of marketing efforts I’ve witnessed in my career, and I found some easy examples in gaming. Two examples in particular stick out. The first is the famous Call of Duty campaign that used the tagline “There’s a soldier in all of us.” The second is this past winter’s Star Wars Battlefront campaign, which leveraged the Star Wars fandom as part of a 30-year story (told in 30 secs). In both of these ads, the consumers—and their identities (real or aspirational)—were the heroes. The games themselves were enablers to further define and broadcast these identities. In a world where the most powerful brand-building content is created and/or shared by consumers, it’s particularly important to understand why consumers undertake the behaviors that Erich described in his original Social Currency work.
Retrospectively, it’s been easy to see that game marketers have inherently known (or stumbled upon) the concept of identity being a key to great marketing. But, the real eye-opener here is that this same concept proved true for 5 disparate industries (auto, beer, fashion, restaurants, and airlines) in a rich data set of 18,000 respondents and 90 brands, which is the basis for our webinar next Wednesday.
Brant Cruz is our resident segmentation guru and the Vice President of CMB’s eCommerce and Digital Media Practice.