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.

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

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]

 

Retargeting and Remarketing – What’s the difference?

Retargeting your audience

Retargeting and Remarketing – What’s the difference?

19. November 2021
Two words that often get confused in the digital marketing world are retargeting and remarketing. What do these two words mean? And why are they critical for your business growth? To remove the confusion, let’s start with clear definitions.
Retargeting is a way to follow up with people who have visited your website by serving them relevant online ads. As most of us know from our own search and online browsing behaviour, there is usually a reason why we visit a website. Something has caught our attention and prompted us to visit the website. However, for many reasons it might not be the right time to buy, or we may be looking at other options before making a final decision. Therefore, retargeting allows you to remind your website visitors about your product or service or offering.

Remarketing on the other hand is done using email to follow up with people who have visited your website and perhaps chosen items but not moved through to purchase. It also includes people who have purchased from you and who might be open to other offers. Through remarketing you can remind people about the products that they have browsed but not purchased, or if they have purchased something further they might be interested in or inspired by.

So you can see that the principle of following up with prospects is the same for both retargeting and remarketing. However, the difference between the two methods lies in the tools (online ads or email) and the setup and strategy on how to effectively run the conversion process.

Furthermore, at the heart of these two techniques is the idea that you will be more successful with your advertising and more efficient with your ad spend if you find ways to deliver more relevant and timely communications to your potential customers as well as your current customers.

With effective retargeting you can create the most relevant advertising pathways for your customers. For example, if a customer has clicked ‘like’ on a Facebook ad for your shampoo, they might also be interested in an ad for your conditioner, and a further ad with an offer for free shipping if they buy both might convince them to hit the purchase button. Digital advertising statistics tells us that in general only 2% of visitors purchase when they first visit a website, so it’s important to follow up on that other qualified traffic.

To apply the above example to effective remarketing, you might have a customer who has purchased shampoo. So you send them an email explaining how your conditioner complements your shampoo and that there is free shipping for a limited time if they buy both. You can also build specific lists covering circumstances like customers adding to cart, but not purchasing. There are many distractions in our lives and your customer might be mid-purchase on their mobile when they arrive at their train stop and disembark and forget to buy. Having a list set-up to remarket to potential customers like this is smart business.

The important thing is to keep imagining ways to keep your existing customers interested and your potential customers curious. In summary, both techniques are effective and can be used in a complementary way. Ideally you find ways to combine both techniques along with social media, search engine marketing (aka ‘Google ads’) as well as search engine optimisation. Being able to do this in a considered and strategic way usually means you have a solid digital marketing strategy and a healthily growing business.
 

Grow your topline and enter the Asian Market

WeThink in Asia

Grow your topline and enter the Asian Market

7. October 2021

WeThink starts a new Digital Marketing Agency, WeThink Asia, to help European Companies to enter the Asian market.

WeThink starts a new Digital Marketing Agency, WeThink Asia, to help European Companies to enter the Asian market. Based in Ho Chi Minh, Vietnam.

The Asian consumer is completely digitally driven, from discovery right through to purchase. If a brand wants to build visibility and awareness, it must be communicating digitally on the right platforms.

This means engaging the consumer, having a conversation with the consumer and even finding completely new ways to tantalize the consumer that are only possible in the digital age. If you can’t communicate digitally, then you don’t exist.

Asian consumers are incredibly discerning and will research a product meticulously before purchasing. Consider how you could add value to the customer’s journey and prove yourself as a trustworthy brand. Strategies could include landing pages and storytelling, describing the craftsmanship, quality, and product journey, gifting items to targeted influencers, and building up a list of community reviews on targeted platforms.

With our launch of WeThink Asia our goal is to improve the online presence in Asian markets for every business we work with. With our expert knowledge, we can help drive traffic volume and conversions to your key digital channels.

We do this through creative content that responds to the technical possibilities of each platform and drives relevance to each audience. Think of us as an extended arm of your marketing department, whether you need us at 10%, 50%, or 100% for your social strategy, content creation, and execution. 

Feel free to contact our International Business Development Director Arpad Maksay for further information about how we can help your Business. 

Phone:  +45 60 21 32 69 

Mail:  am@wethinknordic.com   

Social Media – Why it works

Social media why it works

Social Media – Why it works

14. September 2021

Why it is actually important and why it is effective?

 

Still not on the socials? Here’s why you should dip your toe.

Nowadays, in our modern world – social media is the place where people spend most of their time. According to Google, 57% of the world’s total population are social media users. That means there are 4.48 billion potential customers and end-users out there ready to show interest in what the digitally connected social ecosystem has to offer.

That being said, there are still many companies and marketers figuring out how to join the party. But if you think about it, this level of opportunity to target people with relevant advertising is genuinely unprecedented.

With super targeted campaigns, you can reach your target audience where they spend their time online the most. It is a strategically smart opportunity to introduce your product, or service to potential customers in a context and moment of content consumption that is most relevant to your advertising message and goals.

To mention two big social media platforms, LinkedIn and Facebook have a huge amount of data points on their users enabling marketers to target campaigns and advertising extremely precisely. Of course it can sound intimidating that someone is watching your digital steps (and that is how it feels sometimes…), but from a marketer’s point of view it is also an opportunity to deliver more relevant and therefore ultimately more valuable advertising. 

Both Facebook and LinkedIn have clear knowledge about what you like, what you follow, your interests and can maybe even predict when you are home. All this knowledge for a marketer means potentially reaching the right person at the right time with the right message.

But, it does require a level of marketing discipline to figure out what is relevant to your potential customers and perhaps even more importantly what is relevant to your marketing plan. You must ask yourself, “what data will I decide to pay attention to?”

As marketers we are now all swimming in data, but it takes some clear thinking time to figure out which data will drive your success. In a very simple sense you must figure out a way to draw a data line to a meaningful ‘conversion event’ that ideally you have attributed a monetary value to. A simple A/B test can help you figure this out. 

WeThink Social can assist you to test your target audience and get immediate insight.

With clear sighted strategy and some decisions about your chosen targets, we can help you figure out who your current audience is and potentially interesting new audiences. This is especially useful if you are in doubt about your target audience, or are looking for ways to grow. There is amazing data out there just waiting to be collected and analysed! 

One thing to know is that both Facebook and LinkedIn were built to create new networks and build personal networks. As they evolved their business model they needed to create revenue streams and of course they turned to advertising. These advertising placements on the platforms have in turn enabled the analysis of user behaviour data.

For example, you can optimize your budget towards the customers that are most relevant for your business goals. You can measure ROI (return on investment) in real time and scale successful campaigns/initiatives to win new market share as well as discover new markets in other countries etc.

Facebook and LinkedIn are great tools for brand building, as both platforms invite interaction and involvement from your potential target groups. People spend a lot of time on social media, so by being visible, you as a company can stay top of mind in the specific target group you want to reach.

The importance of social media is not only about existing virtually as a brand, but also as a communication center creating meaningful communication between customers and companies. Social media platforms are used by many people to get in contact with companies/brands, and by seeing that a company is present on social media companies come across as more reachable and real. This in turn creates ‘social proof’, which builds reputation and is a great way to build brand equity over time.