Marketing

Codec knows what you want & it’s ready to give it to you

By Kitty Knowles 15 June 2016
Pixie Lott. Pic: iStock/SueBurtonPhotography
Summary

Your business should get to know this clever Cannes Lions upstart.

You don’t need to stab in the dark – or blindly following creative whimsy – in search of a decent ad campaign anymore.

The marketing world is now more data driven than ever, and guess what? Knowing what your audience wants pays off big time.

Codec may only have been founded last year, but it’s already a leader in the field and is one of just 10 businesses elected to join the official Cannes Lions Startup Academy this weekend.

So what does Codec do?

Codec helps you see exactly what content will resonate with your business’ audience before you have to make it, co-founder Martin Adams told The Memo.

This not only saves brands big money, but prevents brands from pushing out content that makes them look out of touch.

It also makes for more successful campaigns: On-demand mattress company, Eve, used Codec to inform a long-form tube poster campaign that led to a 100% increase in monthly revenue, a 300% increase in brand awareness, and 48% increase in monthly transactions.

How does Codec work?

To find out exactly who your audience is, Codec first collects social media data from Facebook, Twitter, Instagram and YouTube.

It then uses artificial intelligence to create 1000s of online tribes.

“From online communities interested in fishing, to those interested in fine wines, our platform can understand how these tribes interact with video, image and textual content,” said Adams.

“The result is content recommendations that generate in real time, and that really work.”

Better output

Using these ‘tribes’ Codec can then pinpoint exactly how your company can speak in the right way, about the right things, at the right time.

It can help you to pick the best type of content, make it the right length, and put it on the right platform, at the right time. It even work out which celebs will connect most with your viewers.

Codec, for example, prompted an app called Bleep to partner with Grime artist Lethal Bizzle, and to curate content around Nandos, gaming and fast cars.

Podcasting platform Audioboom discovered that Pixie Lott was the best influencer for a new series of podcasts, while YoSushi were encouraged to emphasise their Japanese roots more.

The future

Make no mistake, evidence-led advertising is the future.

We’ve already met Buzz Radar – the team behind the world’s first emotionally-reactive billboard at Cannes – and there are plenty of other businesses busy collecting the data to help you make money.

“We’ve seen Netflix transform the publishing and entertainment industry by using data,” said Adams.

“This same methodology applies to the marketing world”.

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