Are you looking for numbers or for customers?
What makes a campaign succesful? Is it strategy?Is it the uniqueness of the creatives? Is it the number of consumers reached? Or is it the novelty of the tools used? Some would say, it is all of the above – yet, these components put together, are not enough. We, at Friendly, know that there is a determining element of successful communication: relevance.
What is it that we do at Friendly?
We are a creative agency: we deal with strategic and marketing planning, as well as with creative execution. Via our specialty, youth marketing (16-30), which targets young individuals, we communicate authentically and execute and bring into effect innovative ideas within the frameworks of integrated online campaigns and through mobile, ATL, and BTL.
How? – RelevAD: Relevant Strategy
RelevAD, which is a measurement method tightly integrated into our brand-strategy, allows for our customers to receive, instead of mere numbers, relevant and useful information about communicative channels and the effectiveness of such channels, from the perspective of four simple angles: creativity, innovation, sales, and media.
Why do we believe in it?
Popular media has taught us that it is worthwhile to pay attention to consumers. It is important that we attend to their opinions and ask for their advice not only online but offline also. The data we have obtained via various measurement methods (and statistical weighing) will serve as the most important index of our campaign, which, in turn, is essential for successful and effective communication.
For Whom? – Youth Marketing
All agencies like to say that they know their target audience. In reality, we are the target audience. We know where they are, we know their habits, their thinking, their taste in music, and their view of the world.
Why do we believe in it?
While it is challenging, it is not impossible to make them fans of a given brand. On the long run, a humorous video, an entertaining application, or a piece of useful information builds a bond between brand and consumer that is stronger than one that results from a direct offer. Instead of a push communication strategy we believe in a pull strategy and this is exactly what we offer to our clients.
Where? – Integrated communication.
During a communication campaign, we employ interactive and non-interactive elements of advertising rather than ATL, BTL, or online ones.
Why do we believe in it?
There is no use in forcing the different channels of communication into the classical categories anymore. What is important is the way in which we reach consumers. A message that is consistently gotten across, of which every element communicates the same thing in an easily identifiable manner, and that is tailored to a unique media-surface – is one that is capable of breaking through the noise of the media and of becoming distinguishable to its consumers.
With whom? - Crowdsourcing
We do not merely talk to our target audience. We are conversing with them. We ask for their opinion and, jointly with the brand, develop the life of a product or service.
Why do we believe in it?
We believe in it, because consumers have the opportunity to share their ideas with the brand, be it what the company should do in terms of taking societal responsibility, or what type of product-development they recommend. Our consumers thus obtain a double-gain: while their image and position on the market and in the popular media receives a boost, they can also gauge the needs of their consumers. As a consequence, our consumers are enriched, free of charge, with numerous ideas for which, under normal circumstances, a consulting company would charge a fortune.
