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Caroline Hugonenc of Teads: Brands must adapt the tone of their messages to consumer mentality
Liz Unamo| 22 de junio de 2020
Caroline Hugonenc en Research & Insights
Caroline Hugonenc, as global VP of research & insights at Teads, supervises teams in all regions in the work of investigation and information. “My teams provide information about our audiences, solutions and media formats, and advise our clients on all matters related to the media and creative efficiency of their campaigns,” Hugonenc said. She spoke of their capability in the current context to rapidly integrate polls, data and reports on current events into their work in markets everywhere. “This process enabled us to accelerate the launch of our Teads Media Barometer, which reports on what the 1.5 billion visitors to our platform read and what type of content is trending in more than 50 countries around the world. We also created our personalized tone test for ads in the context of Covid-19.” She offered these four pieces of advice for brands seeking to chart their recovery from the coronavirus pandemic: first, they must review the changes in consumer attitudes and behavior that could affect their sales and then adapt their commercial and communications strategies accordingly; second, they should take consumers´ pulse by monitoring their trends and behavior in real time; third, they must adapt the tone of their messages to consumers´ mentality; and lastly, testing the efficiency of the ads is essential, since the need for creativity should not eclipse the rules of effectiveness on digital platforms. “Providing information on consumers can drive the creative process and help shape messages in a way that works better to achieve a brand`s goals. At Teads, the intelligence team works together with the studio team – Teads´ creative branch – and this collaboration has been key to providing our clients with the most compelling campaigns,” Hugonenc said.
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