Embarking on my next advertising adventure

Embarking on my next advertising adventure

11. February 2022


Jumping in and out of my comfort zone

After working in the fashion and music industry, matching brands and talents and mixing the job of project manager with being a YouTube manager at an influencer marketing bureau based in Copenhagen, I am enjoying contributing my knowledge to the skilled team at WeThink.

The last half year with WeThink,  I’ve been working with passionate clients on projects such as shooting a campaign for Share Now promoting their PEUGEOT E-208 car, contributed to Abbott’s new FreeStyle Libre 3 launch – the world’s smallest glucose sensor, and helping GE Healthcare to promote World Prematurity Day – reminding us of babies born too early and the health challenges they can face as they grow up. So, let’s say a variety of very different projects. And that’s what I really like about working at WeThink.


What’s in it for me?

For me it was important to grow my professional skills within strategic consulting in the creative and digital space and to be pushed out of my comfort zone to learn and grow in my career. During my previous job in the influencer marketing industry I worked primarily with strategic solutions based on organic posting and it was a natural next step for me to move on to working more creatively and strategically with digital communication across a variety of solutions.  

At WeThink we have an exciting client portfolio that includes a wide range of branches and new target groups to work with. I’m excited to continue working with such talented and ambitious people within the advertising industry and I look forward to gaining more knowhow and being a part of the fun and passionate WeThink family. 


Align your business model with your strategy

Align your business model with your strategy

27. January 2022

It is very important to strive to be top of mind in the media channels where the people who find your offering relevant are spending most of their time. This of course includes the various online platforms where you can achieve brand awareness to underpin your company growth, especially in the digital age.

By introducing us to your vision and USPs we can understand your company’s needs and pain points. This way we can build and test the best target audience groups that fit your business, across different markets and stakeholders, as well as various technology needs.

Moving further into the digital space can be intimidating at a time when all industries around the world are in fast-changing transformations, and we don’t know where this rapid change will end up. But, the choice to jump on the digital trend train is critical. It is already departing.

We can mention a few steps you can start with to achieve your goals for the business. Let’s start with aligning the business model with your strategy.

It’s common that companies have imagined their future vision, but when they reach the point of execution, they fail due to a lack of resources and planning, which undermines their ability to translate the vision into action. We have teams with specialists who can assist you deliver growth and tangible results for your end-users and consumers, both B2B and B2C. We can create and develop your strategy, so your end-users’ experience and needs come to life and they are nurtured through their digital journey.

The biggest challenge is often to internally get everyone involved in the process. You wonder how to get the different departments, your management level and key specialists engaged in a strategic company project. WeThink can create a full visualisation of your strategy, including clear creative directions and the production plan to ensure that the execution aligns with the direction. We will drive this process for you and alleviate your stresses and doubts.

Our agency works extensively to unlock your business DNA. We gather information from each responsible area and work with these insights to make sure the strategy proposal achieves your vision.

The demand and competition are high out there. Selling a product or a service to a customer / end-user is the necessary focus. But keeping a clear line of sight on the fact that the end-user’s desire is to find solutions that can enhance their lived experience is what needs to be at the heart of successful business models and the strategies that make them successful.

References:
Forbes Thought Leaders
The Conversation, global edition

Looking for customized solutions?

Attracting young people by introducing the pride and feeling of belonging amongst craft practitioners

Attracting young people by introducing the pride
and feeling of belonging amongst craft practitioners

25. January 2022

In just a few years the industry in Denmark will be in need of 99.000 skilled professionals. It is craftsmanship and know-how that’s going to create and build our future.

The Danish economy has been strongly recovering. We are growing and the future looks bright, but not everything is as it should be. If companies are to be able to keep up with developments, we must educate many more skilled workers – not tomorrow, but today!

Skilled workers have been crucial in keeping the economy going through the Covid-19 crisis. Skilled workers with the right competencies are the cornerstone of driving development in many industries. If we also factor in the green transition and digitalisation, we see the need for skilled workers growing.

 There is also a very pressing need for young people both with and without a high school education to understand that a vocational education (EUD) can be an alternative way to completing standard education.

“Why an EUD?”

 

A problem with taking an EUD, according to the young people, is that you are most often met with a negative reaction from the people around you, where you almost have to apologize and argue for why you did not choose a higher education. The young people experience that this negative perception in society of vocational education is due to a kind of invisible hierarchy, where some education has a higher prestige. 

However, vocational education is an incredibly good stepping stone to many different future opportunities, and young people see a great advantage in being able to learn within an organization and quickly apply their knowledge in practice – rather than read about it in a book. You quickly make social acquaintances, and you encounter an everyday life that is varied, challenging and human.

In collaboration with Dansk Metal, WeThink has developed a 3-step strategy and executed the video content, which taps into the findings and insights gathered through qualitative focus groups with young people, east and west of Denmark’s Great Belt. The overall purpose of the campaign “come join us” is to change the perception of vocational education, and get more people to apply for an EUD.

We have targeted our campaign to the two crucial target groups – the young people and their parents. In addition to speaking in a language that suits each of the target groups, we have developed content that fits into something familiar to the young people and through a cross-platform mix we are present where the young people are. The main commercial has also been playing in movie theaters. 

In our research, we also found that the secondary education supervisors who guide the young people towards the right education for them, mostly just advised them to choose the standard STX pathway. Other education options were often not even mentioned, much to the frustration of the young people. We therefore chose to also influence this target group in parallel throughout the campaign.

The campaign has been running since October and will end in the beginning of March. So far, the campaign has gotten 6 million impressions and 40.000 click-throughs to the landing page. The platforms range from Twitch to TikTok to YouTube.

Bayer 2

Bayer

02_sølvkræ_køkken
11_kælder_brun_rotte
WeThink_Bayer_ad

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International energy company with renewable energy.

IFU

Provider of advice and venture capital to companies working in developing countries.

Cooperation between SEB Kort and SAS – Scandinavian Airlines Services.

Natural alkaline spring water.

SAS 2

SEB/SAS Eurobonus Mastercard Nordic

Nordic lead agency – Brand identity – Nordic communication platform – Editorial Design – Digital webtool design

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A global software company within the construction industry.

Union for skilled workers in IT, engineering and mechanics.

Globally diversified healthcare company.

Global Biotech company for dental hygiene.

What do you need to follow digital trends and stay top of mind with your end-users?

Strategy

What do you need to follow digital trends and stay top of mind with your end-users?

14. January 2022
Strategy

Many of you are probably thinking, where do we start? There are many questions: What is our plan? What resources do we need? What should our processes look like? What are the internal and external changes that will affect our business?

As an advertising and marketing agency we have direct experience in the execution of a variety of different business models and approaches to selling products and services. WeThink can assist you to navigate your questions and formulate your plan.

Over the course of the last few years we all experienced a major shift towards doing more things digitally including, of course, the way we do business. We have experienced first hand how the difficult part of transformation is the execution of new approaches. So, if you have conducted some digital experiments, now is a good time to review the results and decide where it makes sense to continue to invest your time and money.

By looking at the data from your digital channels you can identify points of alignment between your strategy, your business model and your day-to-day execution. We can provide an outside perspective to help you to see the fit between your actions and your customers’ digital journey. We can also recommend additional actions, channels and platforms to consider in the context of what you are already doing.

A good recent example is the rise of TikTok as an advertising platform. We can see that advertising that is working well on other social platforms can be adapted and contextualised for TikTok to very good effect. Because it is a relatively new platform there is a moment in time where solid advertising outcomes can be achieved cost competitively.

Reach out to us and let’s see how we can support the digital transformation of your communication, marketing and advertising efforts.

References:
4 Steps to a successful business transformation 

Six big digital trend to watch in 2022

Share Now

Share Now

Concept and strategy – Digital campaigns – Film production 

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Globally diversified healthcare company.

Union for skilled workers in IT, engineering and mechanics.

Cooperation between SEB Kort and SAS – Scandinavian Airlines Services.

Global Biotech company for dental hygiene.

The importance of tracking for your business

The importance of tracking for your business

20. December 2021

Imagine that you have the perfect SoMe strategy for your business and you have built all the right components for the campaign including prospecting and remarketing etc. You have tested your audience that fits best with your products, or services. You, or your creative team, have produced the right content and assets for the setup including the websites and landing pages. You are ready to launch your planned SoMe strategy. Hooray!

But, then you realise that your SoMe pixel is not connected with your page and will not fire (i.e. is not trackable) nor will the conversion events attached to your campaign… Oh, no!

Not having the SoMe pixel, e.g.Facebook or LinkedIn, means that you are not collecting valuable data and insight into your customer’s behaviour. It means that if they have interacted with your SoMe ads and eventually converted, or shown genuine interest then you can’t track that and you miss those key insights.

So, the benefits of properly setting up your tracking are that you can reach that same audience that interacted with your business once and therefore most likely to again. The more conversions that come in via your ads the better your social media choice will be at delivering your ads to new potential customers. Tracking this will lead to more efficient conversion optimisation and smarter actions on the part of the algorithms.

Adding the Facebook, LinkedIn and Google pixels to your website will teach you more about your audience. Then you can base your marketing actions on that learning. 

One of the most beneficial aspects of collecting data is that you can build ‘look-a-like’ audiences based on your existing audiences and their historical behaviour. This is a very efficient way to leverage the platforms’ algorithms and scale your marketing and therefore your business.

References:
How and why to use the facebook pixel 

Finding a new way to flex my creative mind

Vincy – Project Manager

Finding a new way to flex my creative mind

8. December 2021

“Finding a new way to flex my creative mind”

Moving from media buying to strategic creativity

After 8 years on the media agency side in Stockholm and Copenhagen, I felt it was time to broaden my knowledge. I know that you never learn everything, particularly in the constantly evolving media landscape, but I wanted to try something new to sharpen my strategic skills and work closely with creative minds.

What’s in it for me?!
One criteria for me was to be in a company where I felt I could benefit from all the experience I have gained over my time in media planning and buying, but at the same time be pushed out of my comfort zone and learn many new things. After meeting with the founders, my answer became the advertising agency WeThink.

From corporate to founder-owned and operated
Coming from media agencies like Mindshare and Wavemaker, which are both members of WPP (the world’s largest marketing communications services group – part of GroupM) to something smaller, was definitely the right choice for me. I’ve barely been a part of the family for a month (yes, it really feels like a family!), but I am so in my element, so natural, so right.

Fun times!
This is a fun and – at times – crazy, but also experienced, driven, inspiring, and, above all, talented family. This is what WeThink is for me. I’m glad I got the chance to join and I look forward to continuing working closely with my team-spirited colleagues to lift the company to the next level and learn a lot of things from each other along the way, while also having a blast.

Are you split testing your ads?

Split testing

Are you split testing your ads?

3. December 2021

To predict which marketing strategy will serve you best for your next digital campaign can be a difficult task and at times feel almost impossible..!

One way to reduce the unpredictability and uncertainty is to get good at A/B testing. A disciplined approach to learning through A/B tests is all about picking winners and over time knowing the right tool/s for a particular job.

Typically, your options fall into two categories. Either you want to A/B test and refine your campaign’s advertising objective/s and audience/s for your planned digital campaign. Or, you want to A/B test a campaign’s different creatives and text copy against each other to see if you understand your audience group of your business.

For this to be done the right way, the campaigns need to be set up properly with a correct setup, and with equal propositions. How do you ensure the optimal utilization of synergies between your current website, social media channels, current materials and creatives, including your toolbox, and the new digital marketing initiatives without creating cannibalization on existing platforms?

Using our proprietary channel planning CobWeb Architecture, we always have a comprehensive overview of your channels, we see how they support and help each other to get the best out of each tool.

The many channels should therefore not be seen as cannibalizing each other but rather supporting each other in branding, informing and communicating with your target groups.

We have the whole world as our market and each country has channels that are used differently or very little compared to other countries. E.g. Germany is not in use of LinkedIn as much but is more on Xing. Therefore, we need to continue with all other channels and optimize and research more other ways in relation to the individual markets and development.

The world´s digital evolution and trends are moving so fast that when we start using a system, it is already obsolete as the next update has already come.

We are therefore in a world where we can not predict the future, but only through tests, learnings and new insights. These guide us forward by selecting communication channels and elements that we assume will cover and interest our target groups.

We have found many rewarding learnings, and we believe that the optimizations that have been made, together with our CobWeb, will continue to be a good benchmark in the future.

The trends and developments of the future are connected, and when we mix them with our experiences and insights, we find the methods we need to use.

Having a well planned strategy over your next digital campaign steps will improve your overall performance. We can help you!

 

References:

How to Conduct the Perfect Marketing Experiment [+ Examples]