How Diesel talks to its mobile customers through 400 programmatic ads
The creative copy accompanying Diesel’s fall campaign is taking the self-aware route: tags like “Blah blah blah” and “This is where we tell you what to wear” are paired with shots of bored-looking models in the brand’s “Decoded” advertisements. In addition to billboards and print-magazine spreads, Diesel is making conversation on mobile.
The denim and apparel brand looked to Shazam and Tinder to reach its target audience — millennials who spend a lot of time on their phones — where, unlike Twitter and Facebook, competition among brand content is less crowded.
Creative director Nicola Formichetti (the designer responsible for Lady Gaga’s notorious meat dress) designed more than 400 programmatic ads for the global campaign, which play into user behavior in the apps, as well as elsewhere on the mobile Web. Diesel also relaunched its website today, featuring mobile-friendly checkout capabilities.
“We played with the contextual targeting and how people interact with digital devices,” said Formichetti. “It’s all about being honest and telling it like it is, and communicating with our customer in a personal and unique way.”
Diesel is hoping to catch customers’ attention when they’re focused on their phones, in spaces that aren’t crowded by other ads. If someone asks Shazam to identify a song and Shazam doesn’t recognize it, a Diesel ad will appear on the screen reading “I didn’t get that either.” On Tinder, users swiping through profiles will come across a Diesel model promoting the brand, appearing as a regular Tinder user.
By pulling off a covert Tinder profile-ad spot and sliding into Shazam’s technological shortcomings, Diesel is hoping to spark brand affinity. The campaign, coordinated by global media agency Mindshare’s Luxury and Fashion department, is based on “complex” programmatic targeting, according to Mindshare partner Charlotte Day-Lewin.
“We prioritized finding our customer in a digital landscape,” said Day-Lewin. “It’s translating desktop research and rebuilding it to be relevant for programmatic. That’s how we ensure we got the right message in the right place at the right time.”
Day-Lewin said that through research, Diesel and Mindshare pinpointed a customer who is fashionable, but also active in the music and dating worlds. She also added that this campaign marks the first time Shazam has opened a category within its app — unidentified songs — to a brand.
According to Brian Nadres, director of programmatic media at The Media Kitchen, it can be challenging for brands to pull off a totally mobile programmatic campaign.
“Globally, programmatic audiences can be hard to find,” said Nadres. “These apps are developed differently in different countries, but Diesel’s approach is strong.”
Nadres said that even though platforms like Shazam and Tinder might not be the most obvious go-to for a clothing ad, they’re effective in the same way as magazine spreads.
“You may not be fully in the mindset of looking to make that purchase, but in that context, it aligns well with what you’re looking at,” said Nadres. “You’ll think, I’ll file this away for when I do want to make a purchase.”
Formichetti said that relevancy and differentiation marked Diesel’s approach to driving revenue and awareness through its mobile campaign.
“You have to be smart in reaching the right target. Nobody wants to get messages they don’t care about. This campaign’s strength is matching innovation and technology with a message — positive irony — and people appreciate it. It’s the only way to get attention and be different. Talk to people!”
Images via Diesel
‘Influencer deals are being paused’: As Facebook boycott begins in earnest, influencer marketing feels a sting
The latest move to pause influencer marketing comes as marketers are not only reconsidering where their ads appear and the kind of content they appear next to, but as they work to figure out how they can better support Black creators and Black-owned businesses following the Black Lives Matter (BLM) protests.
As Facebook boycott continues, here’s a look at what major marketers were spending on Facebook and Instagram
To get a sense of how much advertisers are pulling back from Facebook, Digiday reached out to ad-tracking firm Pathmatics. The company provided estimates for how much advertisers spent on the platform during July 2019 as well as from July 2019 to 2020.
Member Exclusive‘Performative posting’: As agencies share their equality values online, staffers say they have to do much more for Black employees than post
Agency employees and execs say agencies need to do more than make statements to be better for Black employees.
SponsoredFour ways to adapt to the changing publisher ecosystem in 2020
By Neal Sinno, general manager Americas at GeoEdge For marketers, 2020 started out with so much promise — but this changed rapidly as the industry faced a global epidemic head-on. Not only did our own daily routines come to a screeching halt, for many of us our professional lives did as well. Almost as quickly […]
‘Don’t want to piss off customers’: With manufacturing and exporting snarled, some DTC brands are adapting their advertising
Media buyers say that supply chain hiccups have caused them to pause or significantly reduce media spending anywhere from two weeks to five weeks for some DTC brands low on product inventory.
Beyond remote work: Bringing serendipity back to the office
This article is part of the Future of Work briefing, a weekly email with stories, interviews, trends and links about how work, workplaces and workforces are changing. Sign up here. Kai Micah Mills had been working in a different state from his work partner for years. More recently, though, his partner, Ben Adamsky, made the move […]