IAB Debrief 2023

The energy industry has seen historically high global wholesale prices, leading to rising bills for many. This has created an unprecedented focus on how, as a society, we create and use energy. Whilst the cost-of-living crisis is undoubtedly the most prominent weight on people’s minds, another worry has also crept in – eco-anxiety. Fuelled by extreme weather and in-denial world leaders, it’s plaguing the minds of future generations, specifically, GenZ, who are, in some cases, advised to seek counselling. Specific triggers send people’s eco-anxiety spiralling, such as the surround sound of media catastrophising and a spike in social video content when extreme heat or flooding hits. Podcasts, however, present a good route for ‘switching off’ and a medium that GenZ can use to ease their eco-anxiety.

So, to tackle eco-anxiety, Acast, Starcom and E.ON Next created the Power Up for Change branded content partnership, a branded content series designed to help podcast audiences rest, relax and renew when they feel affected by eco-anxiety. This partnership educated listeners on what exactly eco-anxiety is by leveraging genuine experts in the field before providing listeners with resources that work to empower them and diffuse their anxieties. The session will cover how the partnership went, and how brands and creators can approach global news and cultural events.

Libresse (known as Bodyform in the UK) is a trailblazing feminine care brand aiming to destigmatise intimate experiences and drive positive change. Join us as we dig into a ground-breaking campaign that revolutionised digital marketing in the realm of women+'s health.
 
In this session, you’ll learn how we designed an SEO strategy to create influential content at scale, backed by global research and V-Zone taboo insights. The inclusive, digital-first approach led to a record-breaking year of organic results and real-world impact – making life-changing intimate health information more accessible to the people who need it.

In this session, you’ll hear how Abercrombie & Fitch & ASOS partnered to develop a digital-first, multi-channel marketing campaign based on a deep mutual understanding of the Zillenial Target Customer in the UK. Applying the unique ASOS creative lens to the Abercrombie brand DNA, this campaign drove brand consideration & revenue – the ultimate Holy Grail.

Boots wanted to connect with Uber riders at the right moment throughout summer with powerful creative and messaging that influences behaviours. The core focus of the campaigns was built around reaching people going on seaside staycations, Shopping Moments and Pride events. We’ll take you on a journey to reveal how Uber executed these campaigns to meet objectives and deliver stellar results across both performance and brand.

What goes into making a standout digital ad? Spark Foundry's Chief Strategy and Innovation Officer will share his favourite campaigns from the last 12 months.