The key to great content is creating ads people want to share, not just see. Conversational media is shared across messaging platforms and beyond, and can transcend the typical ad experience of passively watching or (*gasp!) skipping.
If you can inspire someone to talk about your content/product/story, you’ve essentially created another WOM channel; as well all know, WOM is the holy grail - the most trusted and effective form of advertising.
Being a part of the conversation around trending topics and major cultural moments is easier said than done. With Paris 2024 approaching in a few weeks, all eyes will be on iconic Olympic advertisers like Nike, Ralph Lauren and Procter & Gamble (IMO, 'Thank You Mom' remains one of the top 5 most memorable ads I've ever seen).
After COVID partially derailed Tokyo 2020, the Summer Olympics are finally back on track and Paris 2024 will dominate cultural conversation for the foreseeable future -- offering an important opportunity for brands to create impactful and share-worthy campaigns.
A prime example of such an ad is the International Paralympic Committee “The Paralympics Dream,” which aims to smash disability stereotypes and make the Paralympics the most-watched Games ever. The spot's abrupt shift from a dreamy, animated scene (it's giving Dragon Tales meets Care Bears) to raw, live-action footage of intense training brings the reality of Paralympians' hard work and dedication to the forefront. In the spirit of conversational media, I encourage you to share and celebrate the true spirit of the Paralympics.
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