Digital-First Activation
– Support for online and PR campaigns –
The work doesn’t end with creating.
Our activation strategies ensure consistency in design, from delivery to acquisition.
The touchpoints accessible to marketing continue to increase in number, as the sources sei-katsu-sha turn to for information become more and more fragmented and diverse. As a result, advertisers are forced to have command of far more media platforms and creatives to navigate increasingly complex communication landscapes. Hakuhodo DY ONE’s activation strategies go beyond simply enumerating creatives optimized for each media platform. Instead, we deliver the core message as a consistent experience across all touchpoints so the message resonates more deeply with sei-katsu-sha.
Communications design with IMC themes at the core
To trigger the emotions and actions of sei-katsu-sha with the power of advertising, you have to design a seamless journey from awareness to acquisition and craft various topical communications in a multidimensional and multilayered fashion. This is why we design and execute our creative strategies, which draw on insights to encourage sei-katsu-sha to naturally talk about or participate in the brand, around integrated marketing communication (IMC) themes. IMC is particularly focused on calls to action — i.e., activation — over and above raising awareness or generating goodwill.
Strengths of Hakuhodo DY ONE’s activation strategies
Precisely because the line between advertising and PR has blurred, Hakuhodo DY ONE’s strength lies in our ability, as a single integrated team, to design and execute consistently from the design of core communications to operations and acquisition.
Seamless offline-online integration
We link offline strategies like events and experiential content with online strategies such as digital ads and social media campaigns to create holistic brand experiences from multiple touchpoints.
Data-based promotions of behavioral changes
We analyze data from each specific strategy, make real-time improvements, and derive insights for next actions. This type of continuous improvement goes beyond merely boosting awareness to drive actual behavioral changes, such as purchases or engagement.
