Last week, W2O Group won one of the most prestigious awards in marketing research: an Advertising Research Foundation Ogilvy Award. These awards are unique because the entries are judged on the basic fundamentals: the insight, the creative, and the campaigns’ impact on an audience. It’s not about the bells and whistles that typically adorn other research and analytics award submissions. The “bigness” of the data doesn’t matter, nor the does the “advancedness” of the data analyses. All that matters is the research team’s ability to discover a novel truth about the target audience, and the creative team’s ability to execute a great campaign based on that knowledge.
At W2O, we believe one of the most important factors determining the success of creative execution, is the speed at which an insight is uncovered and made actionable by the research and creative teams. The speed of delivery is just as important as the correctness of the results. This is why we tend to favor social and digital data-driven insights in conjunction with panel-based survey data over slower research methods like focus groups and field-studies. If the insight is correct, it doesn’t matter if it’s delivered after the campaign has been executed.
David Ogilvy, who the award is aptly named after, was a huge proponent of “good enough” research. He used to say that many agency researchers favored slow, methodical perfection, over faster, sometimes sloppier, but directionally correct research methods. In his classic book On Advertising, Ogilvy argued that the later type of research was the only useful kind advertising since creatives can rarely wait four months for the research team to come back with insights about an audience. Most agency research needs to happen in a matter of weeks, if not days.
Ogilvy would have been pleased with the fast, directionally correct, and “good enough” research we conducted to win our Silver award in the “new audiences” category.
The work was done for Western Digital, who was looking to increase awareness and consideration for its personal cloud storage product MyCloud audience segments beyond the traditional tech-savvy, IT-professional. Using social media listening and monitoring techniques (imperfect, but directionally sound), we found a valuable target of personal content “curators,” consisting of 60% women, with an average age of 42, and those who made household purchase decisions. Through research and analytics, WCG, a W2O company identified that this audience segment prioritized security and control when it involved their personal data – photos, videos and personal documents.
W2O’s creative team, led by Creative Group Director, Walt Whitman, created content that was visual, consumable and sharable by capturing life moments that our target audience would relate to personally, including imagery like the sexy selfie, awkward family photos and pet portraits. The #KeepItPersonal campaign was executed across multiple channels both online, and offline (you can see much of the creative content here).
The campaign was a huge success, exceeding targets for engagement with campaign content and conversion rates through e-commerce.
Fast, good-enough research was important 33 years ago when Ogilvy wrote On Advertising. It’s even more important today in a fractured media landscape where brand’s best chance of winning market share is through highly targeted, highly relevant, and timely content that works across traditional broadcast, social, and digital channels. The researcher’s luxury of arriving at insights in weeks or months is quickly becoming a thing of the past. As creative teams produce more content, far faster (and cheaper) than ever before, researchers will increasingly feel pressure to deliver insights at a faster pace as well. That’s exactly why social and digital data are at the center of the agency’s new research toolkit and why they’ll likely stay there in the years ahead.