“We have a strategy written down on paper, but the way our accounts are moving depends on the day-to-day conversation we have with our fans—and our fans are having with each other,” said Poczekaj. “They’re in the driver’s seat.”
Storytelling is great—just not always
“Storytelling has always been core to advertising,” Wood said, “but the a-ha for me in this whole experience has been that there is not a typical story arc [in what we do.] The storytelling we have is not a distinct beginning, middle, or end. You can come in at any time, and it’s consistent. And no two people are going to take away the same thing.”
Fans of the brand—especially those who leave comments—will “see themselves” in the content, he said. And people can still draw their own entertainment from it even if they’re just “passing by.”
Move at the speed of your audience
“There’s not a lot of planning that goes into this,” admitted Kelly Amatangelo, Mondelēz’s digital consumer experience lead. Many brand marketing teams, she said, “might plan three months in advance, but [we] try to be as real-time as possible.”
After all, she explained, “the consumer has two seconds to decide if they’re going to scroll past or engage, [so] why give brands more than two seconds to decide what content is worth it?”