THE CHANGING SHAPE OF COMMUNICATIONS: INNOVATION IN 2021 - Hill+Knowlton ...
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THE CHANGING SHAPE OF COMMUNICATIONS: INNOVATION IN 2021
#01 #04
2020 had a dramatic impact on communications;
arguably, no other year will affect our craft more.
Far beyond the hyper visible impact of accelerated tech
adoption and digital migration – changing the medium of
Virtual storytelling Channel changes
communication – it had a deep-rooted impact on the tone and
content of our stories.
#02 #05
This impact will continue to be felt, with the biggest trends grown
in 2020 set to stay strong in 2021. These changes will crucially
affect how and what we communicate as brand guardians.
In the following pages, we’ll share five of the most significant
Get real Politicised brands
trends that we think will evolve and characterise the year ahead
– as well as how savvy brands can make the most of them.
Claire Holden
Chief Innovation Officer
#03
Inclusive communication
Hill+Knowlton Strategies
01
#01 Virtual storytelling
Remote working and rapid tech adoption has driven new
forms of brand experiences for both media and consumers.
The new reliance on digital platforms fuelled the easier than ever – and the pressure is on to make closer to point of digital sale – even creating earned
opportunity to instantly transport key commentators experiences unique. As we move forward, how can attention along the way. We had great fun rewarding
from around the world to the heart ofthe story. At the benefits of virtual storytelling be blended with the key workers for client Activision with unique Call of
H+K we quickly adapted, creating immersive virtual human touch? Duty experiences, including the opportunity to ‘meet,
experiences to delve deeper into messaging, capture greet and game’ with high profile superfans.
unique content, and interact with spokespeople. Beyond media, virtual brand events present exciting
opportunities for consumer relationships. 2020 also And it’s not just about creating bespoke virtual brand
adidas’ X Ghosted football boot launch saw the saw client adidas launch its first digital festival, experiences; instead, how can brands show up in
brand’s first adoption of this new formula, welcoming giving its community access to the best of the brand. increasingly popular, existing virtual worlds? We’ve
200+ global media and influencers through the Talks, workouts, and interviews filled the line up, seen a host of great examples that galvanized
virtual doors of adidas HQ to experience a fully with top tier club members (shoppers via the app) communities in alternative spaces, with in-game
personalised product story, all from their living rooms granted VIP status. events in particular proving extremely popular
around the world. throughout the pandemic. We got to watch Travis
These online brand experiences add value to Scott perform his first concert in Fortnight last April
However, while we started with a captive audience customers, fuel community, and build loyalty. They alongside over 10 million other players, and witness
‘just a click away’, there is now a highly competitive can optimise celebrity access, take brand voices to Joe Biden connect with voters through a virtual
landscape. The option to ‘Leave Meeting’ is the masses and, of course, bring consumers ever campaign in Animal Crossing: New Horizons.
02
#02 Get real!
RIP the perfect picture. 2020 created comfort in the low-fi, a
need for empathy in people’s hard realities, and clarity on heroes.
2020 firmly established a hyper-real aesthetic ith results proving the popularity of raw
W
to branded content as creative teams reacted brand storytelling, it puts a significant question
to lockdown restrictions. With traditional mark over the future of big budget, high gloss
production no longer an option, talent became the campaigns.
photographer and film maker, self shooting their
brand endorsements… and communities quickly The hyper-real trend is more than aesthetics and
warmed to this new low-fi look. skin deep. It’s about showing real solutions to real
problems. The expectation is now firmly on brands
L’Oréal Paris was one of the first brands to to show empathy, and be kinder than ever before;
make an impression when we got to watch to find new ways to support the community and
Eva Longoria dying her own hair in an ad self-shot help solve some of the challenges it faces.
via Microsoft Teams. The credibility of the message
and endorsement rocketed, making it one the Through a simple badge, Asda was able to
brand’s more effective campaigns. show it was here to help. Responding to the
dramatic increase in loneliness, the supermarket
adidas saw similar success from HOMETEAM, its launched a new initiative that’s given
response to COVID-19. The campaign featured delivery drivers the option to wear a ‘happy to
athlete and ambassador shot content across adidas chat’ badge. It’s hoped the badges will encourage
channels, created to inspire and support the a distanced chinwag, extending the otherwise
community to stay active during lockdown.The brief drop off that might be someone’s only
team had to learn how to brief talent effectively human interaction in the week.
over Zoom, supporting them to create content that
– while low-fi – remained fresh and interesting.
03
#03 Inclusive communication
Diversity of every form. And across every touchpoint;
teams, content, spokespeople and more.
Alongside the global pandemic, the horrific events When negative comments and backlash hit
in the US and the BLM movement dramatically, online, Sainsbury’s stuck to its views (and ad),
rightfully, rocked the world in 2020, putting the receiving extensive support, with many praising
issue of race firmly in the spotlight. It put the focus the campaign as being one of the most authentic
not only on diversity and inclusion in the stories and representations of black people in an UK ad
content being put out into the world, but the teams creative. Furthermore, all main grocery retailers
creating them. came together with Channel 4 in a high profile
Friday night spot to support Sainsbury’s, taking
Brands and agencies had to take a good look a very public stand against racism – a distinctive
inside themselves, and declare new commitments move by what is traditionally an exceptionally
to address issues and imbalances that have competitive category.
continued to date. The hope is that with such
public, loud declarations of these commitments As we move into 2021, it’s critical that we are
and targets, action will be sustained and true considering all forms of diversity. Race and
change will come; that in the future, diversity in a gender, disability, sexual orientation and
spokespeople line up is a natural reflection of a generational inclusion will all play an important
brand versus a conscious selection. part of building progressive, effective work
spaces, work, and brands.
The spotlight shone brightly on Sainsbury’s when
it released its Christmas campaign focused on
meals that stir up memories of home and family.
The first ad – Gravy Song – featured a black family;
the father and daughter on the phone discussing
the dad’s famous gravy alongside a montage of
real photos of the family.
04
Mobile first TikTok comes of age
One of our most successful campaigns in 2020 There’s no escaping the meteoric rise of TikTok; a
was Rent-A-Pred with adidas. Born from the place were creators thrive, trends form, and popular
understanding of our audience’s mobile behaviour, culture is made. With production studios swapped
a WhatsApp bot was created enabling London’s for bedrooms, it has become the home for
footballers to ‘rent’ a first-class Predator player relatable youth content.
(equipped with the shiny new Predator boots) when
they inevitably found themselves a man or woman From the World Health Organisation to
down on game day. makeup brand ELF, companies have flocked to
engage and motivate the vocal youth audience.
It aligned to natural behaviours, a deep truth about Next, eyes should firmly be on other emerging
the community, and truly captured the imagination – spaces such as Patreon, Escapex or Discord.Will
and social conversation – of our audience. Reddit – with introductions such as Community
Points – further establish itself as a place for brand
consideration?
#04 Channel changes
Going to where the audience is has got more
complex… and more exciting. 05
Listen here Level up On loan
Podcasts continue to grow as daily consumption. hile already an ever-growing medium and
W Opportunities to engage passionate
They bring a highly-captive, loyal listenership, plus audience, the lockdown of 2020 further propelled communities are opening up. While football
the opportunity to truly educate and build a gaming as a credible way to bring a brand sponsorships used to be limited, long-term and
meaningful connection.And so, media training or message to the masses. hugely expensive, new ways to benefit from
needs to change. Before, a spokesperson’s goal club fandom are emerging.Many clubs are
was to efficiently land the message and a “quotable Burger King raised the bar in case studies here, offering their brand and digital channels for short
quote”; now brand voices need to talk at length with its sponsorship of low-level Stevenage FC. term, innovative storytelling, enabling campaigns
and depth about the topic (in a relatable fashion) to Through this partnership, Burger King was able to be truly tailored to the current objectives or
really optimise. to put its brand into FIFA where it then challenged creative idea.To drive awareness of Duracell’s
the community to take ‘The Boro’ from the worst Power Bank chargers on Amazon, we negotiated
Plus beyond presence on third party channels, professional team to the best… resulting in the a game-changing three day sponsorship of
with ‘brand as publisher’ we’re seeing the brand being ‘worn’ by the likes of Messi and Chelsea FC to coincide with Amazon Prime’s first
emergence of successful brand podcasts; Ronaldo. ever Premier League game.
audio trendsetter client, Spotify, leads by great
example with its For The Record podcast. It’s The year had already seen Burger King hailed the And it’s not just football; brands can partner with
time to consider whether a brand can sustain a ruler of communications with the infamous Moldy other established ‘clubs’ for short term brand
podcast? What’s the content that will cut through Burger and ‘Whopper of a secret’ (the hidden engagement. Across art, fashion, music – you
and earn attention? Or should other audio options Big Mac), and this innovative maneuvering firmly name it – organisations’ communities and channels
be considered? cemented the crown. are opening up for brand activation.
06
#05 Politicised brands
Getting off the fence to drive true
societal and political change.
We’ve been talking about ‘civic brands’ for a fair Clothing brand Patagonia sent a very clear – albeit Consumers are increasingly looking for corporations
while, however a combination of the US presidential ‘hidden’ – message to its customers by adding “Vote to act responsibly and reflect their personal views, so
election alongside the global pandemic took this up the a**holes out” to the label of its Stand Up shorts. as brands become braver and find their own voices
a gear, raising the bar for brand owners to deliver a in the fight for what they believe in, they will naturally
point of view. nd no review of 2020 – including reference to
A seek ambassadors who do the same.
politicised brands – can leave out the efforts of
Many brands used their voice and influence to Marcus Rashford. His work has created a new Brand guardians should be considering how to
encourage people to vote in the election. From benchmark in using one’s fame, platform and assist talent on this journey – with such a partner, it
Levis and Nike to Jonny Walker and Absolut, brand for good. The shift is clearly a global one, gives the brand the opportunity to align to the cause
global brands shared bold, dynamic content to with American athletes having a louder and more without being the direct driver. How can you support
motivate followers to have their say. Some inferred impactful voice about police brutality than some of their causes and create a stage for their efforts?
their views: “showing up makes for a more engaged their own politicians.
and better blended society. Let’s come together, vote
for our future, and save Absolut for after you cast For talent – and respective teams – it will change
your ballot”, while others took it even further. the development of the personal brand for ever. For
better.
07
Key takeaways:
#01 #02 #03
Successfully fuse URL and IRL benefits to
deliver far reaching, yet meaningful brand
experiences.
Move on from the perfect picture. Both the
story and its content can be real and raw to
connect with audiences today.
Focus on all forms on inclusion. And not just
in the content, but in spokespeople, creative
teams and more.
#04 #05
Play with a portfolio of new and emerging
channels to engage audiences in different,
unexpected ways.
Be brave and take an impactful position
to drive positive change for planet
and society.
08Claire Holden Chief Innovation Officer claire.holden@hkstrategies.com
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