Optus’ adoption of "brand memory" as a metric has made its advertising more efficient and effective when compared to its rivals, says the telco’s chief marketing officer Melisssa Hopkins.
Speaking at Nine’s The Big Ideas Store, Hopkins says the business has had a focus on being authentic through its creative work to connect with consumers. This means using some of its advertising to tell stories that engage, rather than sell products.
Hopkins added that Optus has adopted "brand memory" as a metric to help measure its engagement with consumers, which has made its advertising more effective than its rival Telstra.
“For me, the big thing is how we measure it. So we've changed part of our measurement model and we now look at, instead of brand awareness or brand considerations, creating brand memories,” she says.
“For us that’s important. So to use Telstra as an analogy, they spend three times as much as us on media and our results have just come back and said we create the same amount of brand memories.
“That goes to show our work is more efficient and effective and impactful. So I think you want the work to create memories otherwise it’s nonexistent.”
Hopkins also urged marketers and agencies to understand how consumption has shifted back to traditional platforms, such as FTA TV, radio, and newsprint, over the past year due to the pandemic.
“I think my biggest frustration with some agency partners is they don't think enough around the consumption moment and why that channel might be right for them,” she says.
“For Optus we use film to tell stories, not to sell products directly. Radio for us is incredibly effective if we need to drive footfall and get a clear message across, digital channels are brilliant at the end of the funnel and maybe in storytelling. I get highly irritated with people not thinking about how your brand fits into it.”
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