Caitlin Stanway-Williams
13.11.2019

MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

If there was one word to describe the first day of MAD//Fest London 2019, it would be: buzz. Hosted in Brick Lane’s trendy Truman Brewery, the buzz began when we joined a queue of excited marketing innovators, before entering the space which was alive with activity and the buzz of excited conversation from the off. All of the coolly decked-out stages were packed full of eager attendees and fascinating speakers who did not disappoint. The exhibition hall was a medley of the UK’s most creative, most innovative and companies with the most – you guessed it – buzz in the marketing space today, ourselves included!

Madfest-exhibition-hall

At the end of day one – and before we get too carried away at the networking drinks – we take a look back at some of the most inspiring presentations from MAD//Fest so far.

Katie Evan, CMO at Burger King and Chris Brown, Managing Partner – Growth, Viseum: Reinventing a legacy brand

Katie Evans, CMO at Burger King and Chris Brown, Managing Partner – Growth, Viseum, took the audience through their journey of reinventing the legacy brand in the UK. 

At the beginning of this year, the Burger King brand had so little traction in the country that millenials, one of the main audiences they were trying to target, were questioning their very existence, revealed Katie. Their flagship product, The Whopper, had only 37% awareness across the UK, while McDonald’s restaurants outnumbered them 3-1. They were stuck with the dilemma: how do we speak to a new audience, a new generation?

Burger-King

The brand had been using the same ad campaigns in 2015-17, campaigns that had incredibly low ad awareness – especially with the all-important 18-35 demographic – and focused almost entirely on discounted prices. 

Their decision to change things was a radical one. They decided they needed to get back to basics, to what the brand was built on, and focus their marketing efforts entirely on The Whopper.

They created a campaign that boldly, bluntly and – as many suggested – bossily told the UK exactly what The Whopper was to recapture the nation’s hearts, with the tagline: “Whopper: Go on, say it”. And they focused on putting the product where everyone would see, explained Chris. Burger King changed their media strategy overnight, putting ads in iconic locations across the country and positioning them in media spaces that millenials couldn’t ignore.

In particular, they focused on a campaign, ‘Whopper Wednesday’, where they gave out free Whoppers on the 17th of April to create awareness, taking out a page in the Metro newspaper to promote it nation-wide. More than 64,000 people ended up picking up a free Whopper, and even more showed up at restaurants across the country. How’s that for a reinvention?

Tania Feeley, Managing Partner at RAPP and Igor Volzhanin, CEO of Datasine: What makes people click?

Second to the Day One stage to talk about what makes people ‘click’ was Tania Feeley, Managing Partner at RAPP, and Igor Volzhanin, our very own CEO.

Igor opened by talking about Centaur chess, a chess game which sees a team made up of human and machine pitted against another human-machine hybrid team. While humans have struggled to beat an AI made specifically to win the game, it was quickly discovered that the most successful chess teams were made up of a machine making computing decisions and a human picking which decisions to follow. This human-machine team beat the machine-only team every time.

So how can we apply this approach to marketing? 

Well, it all boils down to content preferences, the two argued, and content preferences rely on engagement data to see what people are clicking – or not clicking – on. You can use this data to create an AI which understands what your audience wants to see to help you in your creative decision-making. 

Igor-Volzhanin

Tania gave the example of a copywriter using an AI recommendation system which suggests changes to the copy based on the audience’s preferences. The human makes the final decision, and can make the creative decisions that the machine cannot. Like in Centaur chess, the two working together results in a much better piece of copy. 

Creativity is at the heart of this process, Igor explained. But in a world where we’re so laser-focused on results – and actually held back by our obsession with data – creativity becomes something we fear. We’re afraid to make creative risks in case we fail, so we just stick to what we know works and ultimately don’t innovate. But with AI we can take risks, we can play around with our marketing assets and use all our creativity before we trigger costly campaigns. With AI, that fear of failure will become a thing of the past.

Connect-House-Ad

Find more about how Datasine uses content preferences and AI to optimise marketing assets.

Emma Martell, Head of Social Content at Virgin Trains: Why weird wins on social media

At Datasine, we love a weirdo. So when Emma Martell, Head of Social Content at Virgin Trains delivered her presentation (with her baby girl strapped to her chest, by the way) we were sold the second she announced: “This presentation is about being weird on social media.”

There were five key benefits of being weird on social, she noted:

  1. It grabs attention – Emma outlined a campaign where Will Ferrell was the face of Virgin Trains’ new ‘talking toilets’, and followers had a chance to win a signed toilet seat. This led to more than 8,000 engagements
  2. People tend to forget your regular marketing, but weird ideas are sticky – another competition Virgin Trains ran was for people to audition to be the voice of the talking toilets. 5,000 people applied
  3. People already use social media to be weird, so you’re in good company! Plus it immediately gives you a quirky, relatable tone
  4. Weirdness is a great tool to fight against online negativity 
  5. Being weird is fun! Emma-Martell-Virgin-Trains

And she had a few ideas about how you could go about implementing this ‘weirdness’ online:

  1. Involve your audience and use them as inspiration for your weirdness!
  2. Recruit a weird influencer – Virgin Trains used EastEnders star Dean Gaffney
  3. Understand there’s no such thing as boring content – Virgin Trains posts images of their trains with selfie-like captions such as: ‘Felt cute might delete later’ to stop them being stale
  4. Find the right opportunities to embrace your weirdness, not just sticking to the same social calendar of Valentine’s Day, Easter, Christmas etc. 
  5. Fully commit to your weirdness

So if Will Ferrell becomes the new face of Connect, you’ll know why…

We’re going to be at MAD//Fest Day Two tomorrow, so come swing by our stand and say “Hi”.

 

newsletter-house-ad

Filter by Category:
Jergan Callebaut
The AI Tool Marketers Are Using to Increase Facebook Campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
What makes us click? Increase ad performance with content da...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.

READ MORE
Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
Facebook Ads A/B test guide

Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
From idea to martech: combining psychology with AI for bette...

Igor Volzhanin, our CEO, explains what started Datasine, a martech platform combining psychology and AI for better customer experiences.

READ MORE
Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Running a data-driven marketing team

Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.

READ MORE
What’s the most important part of Facebook Ads? The creati...

The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads

READ MORE